A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Wednesday, April 18, 2007


New Zealand’s leading electronic and technology appliance retailer, Noel Leeming Group, has awarded the advertising account for its Bond & Bond and Noel Leeming retail chains to DraftFCB. Noel Leeming is one of the top ten advertisers in New Zealand with a media spend in excess of $27 million in 2006 (source: Nielsen Media Research).
Noel Leeming Group CEO, Andrew Dutkiewicz, said: “DraftFCB impressed us with the quality of their creative work, their sound strategic thinking as well as their experience and expertise working for retailers with multiple brands. We know they will bring fresh, innovative thinking to the Noel Leeming and Bond & Bond brands.”
DraftFCB CEO, Bryan Crawford, said: “This major client win is a huge endorsement of our ability to effect positive change and solve business challenges. It’s always rewarding to work with a company that recognises the contribution an agency partner can make to their business. We’re delighted that Noel Leeming is joining our stable of clients, which includes some of New Zealand’s most iconic brands and retailers.”
As a result of the new client win, DraftFCB will establish a dedicated account team under a subsidiary agency headed by Justin Mowday, the current General Manager of Client Services at DraftFCB. Mr Mowday will report to DraftFCB CEO, Bryan Crawford. The account team will work from separate premises, though it will share administrative support with DraftFCB.


Anonymous Anonymous said...

Here's just a small point but a good reflection of the industry today.

If you going to add "fresh innovative thinking to their brands" why have you only mentioned the plans for the accounts team Bryan? Where is the mention of the "smart retail creatives" you are going to find to give noels the lift they need.

Ideas don't come from suits.

Who agree's?

10:00 AM NZST

Anonymous Anonymous said...

Does "can we lose the idea so it's an easier sell to the client?" count as an idea?

12:59 PM NZST

Anonymous Anonymous said...

It's never about the work, it's about the relationship.

1:54 PM NZST

Anonymous Anonymous said...

I agree with 10:00. also does this mean draft/lowe handles the dm or does it all stay with fcb?

2:02 PM NZST

Anonymous Anonymous said...

Putting Mowday in his own building eh? Danger! Danger!

2:44 PM NZST

Anonymous Anonymous said...

FCB'll need all the help they can get trying to find people happy to work A) on retail and B)with a client as difficult as Noel Leeming. Retail suits & creatives, name your price!!

3:38 PM NZST

Anonymous Anonymous said...

I agree 10am

4:10 PM NZST

Anonymous Anonymous said...

I agree also 10am, creatives just get pushed into a hole these days.

why do clients come to agencies? not for suits for ideas.

Agencies are losing focus and this PR release clearly shows this.


4:33 PM NZST

Anonymous Anonymous said...

Retail advertising. It's the new Brand andvertising.

Judging from our own experiences in this un-named agency with our new un-named retail behemoth I can offer the following handy advice:


Like the wind.

4:37 PM NZST

Anonymous Anonymous said...

2.02: FCB will be doing the DM.

5:02 PM NZST

Anonymous Anonymous said...

1.54 is right..of course it's about relationships. FCB got tossed out of the pitch after round 1 cause they came third on every measure.

6:00 PM NZST

Anonymous Anonymous said...

3:38 - You're dreaming. It's not like the Fairfax/AdMedia agency of the year has been having to bow to the pay demands of their creatives & suits. in fact they're famously miserly.

6:39 PM NZST

Anonymous Anonymous said...

A nice fat retail account is bread and butter for a big agency. You dont need 'creative' you just need systems in place to bang the stuff out. Price and product... that all the matters. NAd inovative use of star bursts. Trick is to find suits and creatives happy to do that mind numbing work. Then there is the big strategic desicion to go with 'Sale Now on' or Sale on now.'

8:23 PM NZST

Anonymous Anonymous said...

Q: What's worse than losing the Noel Leeming pitch?

A: Winning it.

11:05 PM NZST

Anonymous Jello Biafra said...

8.23, can you please stop being so arrogant.

You illustrate the sort of perverted arrogance which is killing this industry, lowering salaries, and making the receptionists even uglier.

The correct phrase is 'On Sale Now.'

8:58 AM NZST

Anonymous Anonymous said...

this is in response to 10.00am. - ideas do come from suits. as a suit, it is my job to engage myself in the creative output of the agency. a suit that is not engaging in the creative output is as usefull as a dog that doesn't bark.

9:02 AM NZST

Anonymous Anonymous said...

8.23 You are old school thinking.
If you are a good creative then you should be able to get good work out for a retail client as well.
Look at what DDB has done with The Warehouse, that stuff pretty good.

9:17 AM NZST

Anonymous Anonymous said...

6pm - FCB actually withdrew from the first round of pitching because agreement couldn't be reached with NLG over pricing. They apparently put forward the best creative for Bond & Bond

9:56 AM NZST

Anonymous Anonymous said...

People bag retail advertising but it's clients like Noel Leeming that give it such a bad name.

Careful what you wish for, FCB, lest it come true.

11:15 AM NZST

Anonymous Anonymous said...

I wonder how (name suppressed) feels now...having told everyone round town for months he had won the account.

Poor guy.

1:39 PM NZST

Anonymous Anonymous said...

yes 1.39 he does look silly

3:29 PM NZST

Anonymous Anonymous said...

where do you people get your info from? 5.02 and 6.00, you seem to be pulling wrong information out of your arses.

and 10.00 stop whining about "creatives come up with the ideas not suits" - how old are you? 5? Did someone take your action man away?
Good ideas can come from anywhere.

4:05 PM NZST

Anonymous Anonymous said...

9:17 stop talking up the Warehouse - It was good, but it was to complicated to work for long. What are the good ads now? Where is 'the people who brought this...' work now?

6:17 PM NZST

Anonymous Anonymous said...

4.05pm. 10.00am here.

A. You are a suit, because you used the word 'good', if you were a creative you would have used the word 'great' in that scentence.

You are right, anyone can come up with good ideas. True great creative people come up with great ideas.

I rest my case.


6:45 PM NZST

Anonymous Anonymous said...

I agree with 823.

We are living in the modern world.

The key to driving a client's business is to effectively marry brand and retail.

No wonder the New Zealand ad business is dying!

4:29 AM NZST

Anonymous Anonymous said...

FCB is going to suffer on the hands of this horrible client. Noel leeming is a very demanding business. Demanding as in a high maintenance girlfriend that you dont know how to break up with!

8:26 AM NZST

Anonymous Anonymous said...

To extend 8.26's metaphor...

Also one who's not very pretty, expects you to do all the cooking and cleaning and has a permanent headache. No wonder FCB won't let it in the building.

1:27 PM NZST

Anonymous Anonymous said...

dear 9.02

you are a dreamer of the highest order. the more i work in this industry the more i find suits who just want to 'get work out the door'.


ps i see the site administrator supressed the name in 1.39's comment but i'm sure everyone knows which MD he's talking about (hint: same initials as ... ummm...doctors)

4:34 PM NZST

Anonymous Anonymous said...

mmmm looks like more spin from an agency that got sacked...

5:39 PM NZST

Anonymous Anonymous said...

No one got sacked other than the Noel Leeming MD six months into the pitch. Y&R, according to a fastline email, declined to pitch.

8:09 PM NZST

Anonymous Anonymous said...

i'll take the money thanks selwyn - those statues and certificates don't feed my kids.

9:21 PM NZST

Anonymous Anonymous said...

8:09 - What I don't understand is why Y & R never bothered to communicate the fact that they had "declined to pitch", when it was consistently reported that they were one of the three agencies on the pitch list over what amounted to a substantial period of time. Agree with 5:39 - smacks of a sacked agency trying to save face.

9:32 AM NZST

Anonymous Anonymous said...


No, I agree those certificates aren't going to fill their stomachs directly, but it would seem you still need a lesson in advertising...good ads have cut-through, cutting through the clutter translates to more sales, more sales translates to a more loyal client, meaning "Your kids get fed".


12:50 PM NZST

Anonymous Anonymous said...

I'm not sure how many people worked on Noel Leeming. I worked on them for a couple of years, and yes, they never wanted creative work... but once you acknowledged that and tried to do an OK job on no money, then that left you time to concentrate on more creative briefs from other clients. They're not a 'terrible' client as one blogger wrote, they just know what they like and unfortunately it's not very creative. So yeah, it's not a Toyota or a Telecom account but I'd certainly like them if I had my own agency - it'd pay for my dental bills and help offset fringe brand clients that pay measly retainers.

2:31 AM NZST

Anonymous Anonymous said...

Yeah, Telecom is great. They let you get Julie Christie to shoot people blabbing on while sitting on the same couch you used for the Westpac shoot.

3:58 PM NZST

Anonymous Anonymous said...

The most highly-commented stories on this blog are those relating to Vodafone and Noel Leeming.

Is there a common link that may provide a clue to where the most bitter and twisted (and bored) adpeople work?

Was there an agency spurned in both 'pitches'?

10:45 PM NZST

Anonymous Anonymous said...

Having pigs is great - they live on shit and are handy for feeding the family. But you wouldn't want to let one in the house. So what will the new FCB subsidiary be called? FCBitch? FCB-team? Suggestions?

10:43 AM NZST

Anonymous Anonymous said...

How about Kinell?

8:21 PM NZST

Anonymous Anonymous said...

I just had a sneak preview of the next Metro magazine and apparently question number 15 in their "20 Questions" section is: "Been asked by FCB to handle the creative on Noel Leeming yet?"

True story.

10:28 PM NZST


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