Yellow New Zealand appoints Whybin\TBWA Auckland to work on new brand programme
Whybin\TBWA Auckland has begun work on a brand programme for Yellow – one of New Zealand’s most iconic brands — after being appointed as the company’s strategic and creative partner for the work, last week.
Whybin\TBWA CEO Todd Mcleay says that helping one of New Zealand’s most well-known brands to articulate its new identity is a one-of-a-kind opportunity.
Says Mcleay: “This is a hugely exciting, year-long project and we’re looking forward to seeing the refreshed brand come to life. Yellow has such a legacy and history, so we’ll be approaching the work with equal measures of innovation, originality, care and respect. The people involved are loving the challenge of bringing Yellow into a fresh new light.”
Whybin\TBWA chief creative officer Dave King, who has a successful history with Yellow, will lead the creative side of the project. During his time with Aim Proximity, he led the Yellow account, including the lauded ‘Yellow Tree House’ campaign that received a cluster of Cannes Lions and a multitude of other local and international awards.
Says King: “The opportunity to get back on board with Yellow is a welcome one for me. This is a company with an appetite for big ideas, ideas that really make a mark on the industry and Whybin\TBWA’s philosophy of Disruption is a perfect partner for a project like this.
“The team we’ve got working on the account is a collection of the best and brightest creative talent, strategists and designers that this industry has to offer. I’m confident that Yellow is in the best possible hands for this milestone piece of work.”
Yellow head of communications and media, Maja Lee, said the team at Yellow is looking forward to working with Whybin\TBWA to refresh the brand and roll out a new look Yellow.
Says Lee: “Yellow is a Kiwi icon – we’ve been in homes and businesses for more than 50 years and our offering has evolved significantly in the last two years. Our digital offering is strong and we have exciting new services in the pipeline. It’s the right time to align our brand to better reflect what Yellow means today.”
7 Comments
How many agencies has this client been through? Buckle up TBWA.
Hey Pass the parcel, just wanted to let you know Whybin are joining our family of agency partners. We still work really closely with our awesome partners True, Porter Novelli, Young and Shand and Starcom.
The last thing a struggling company (note NOT BRAND) needs is another exercise in self congratulatory nonsense.
exactly Kath.
Maybe these clients would have less ‘partners’ if they hd a clue themselves.
King is in the building less than five minutes and already brings a client in with him (however unromantic it may be).
Mr Trainset was there for almost a year and only managed to achieve the opposite…
So, let me get this tight.
This formerly huge client that is now a medium to small client (and getting smaller), has added TBWA to their large roster of agencies. That’s five agencies fighting for a piece a medium to small marketing budget.
I have zero intel on this client, but a client of that size at TBWA would only bring in $10-15K monthly retainer, one large campaign a year (ATL) with two bursts (the first uses up 65% of budget, the rest for ongoing) and has a media spend of roughly $1 million. All this is fine (keeps Scott Whybin happy), but a client like this has to make some significant sort of arrest to its decline over the space of less than one year in order for the Yellow board not to fire the marketing director. Eww.
I give it 14 months.
But at least Scott Whybin will be happy. That’s all that really matters. Eh, Mr Trainset?