DDB and TRACK have been awarded the business of New Zealand-based farmer-owned rural supplies co-operative, Farmlands. The agencies will lead brand, creative, and data-driven marketing.
Farmlands has some 70,000 shareholders across the country.
“This sector has been the real life-blood of our economy historically, but even more so in the last 12 months, so it’s great to be welcoming such an established and critically important brand into the DDB Group fold,” said Justin Mowday, CEO of DDB Group Aotearoa.
Farmlands and the wider agriculture sector is undergoing a major transformation, embracing sustainability and investing significantly in digital platforms with the goal of future-proofing their business.
“We’re thrilled to be working alongside an equally forward thinking business, with Farmlands having invested significantly in digital technology and looking for a partner that could unlock its potential,” said Rob Limb, CEO, TRACK Australia and Aotearoa.
Set to deliver brand activity, seasonal campaigns, life-cycle and one-to-one programs driven by Farmlands’ data, DDB and TRACK will work alongside Farmlands’ incumbent media agency OMD/Fuse and an established in-house team.
“The DDB and TRACK teams give Farmlands access to not only brand and creative firepower but the proven ability to drive returns from our data and technology,” added Nick Baylis, director of marketing at Farmlands.