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Telecom has announced a new marketing structure to include Saatchi & Saatchi, market research agency Big Picture and digital specialists DDB RAPP.
Its partners will work under the agency name Dynamo, which describes itself as an “integrated data, direct and media agency”.
Dynamo strategic director Kate Thomas resigned her position at Omnicom-owned OMD to lead the project.
From DDB Rapp Tribal, general manager Andy Bell and group business director Tracey Smithers will be joining the hub, while retaining their positions at Rapp Tribal.
Ms Thomas says the collective will also include two of the account service team from Saatchi & Saatchi and they are in the process of recruiting more staff.
Telecom chief marketing officer Jason Paris says Dynamo will be the integrated “data-driven hub” for Telecom.
“We believe Dynamo will provide us with significant additional strategic and cost benefits going forward and allow us to take advantage of the growing shift to data by our customers.”
The move reflects Telecom’s growing investment in customer data analytics – which Mr Paris says are not used enough in New Zealand.
Left out of the new set up is Starcom, which had Telecom on the books for more thanr 25 years through associated firm Saatchi & Saatchi. It is understood no pitch was involved, and that the project has been driven by Mr Paris since his appointment in 2011.
Starcom and Saatchi & Saatchi are subsidiaries of French-owned Publicis Group, which last month put one of its other subsidiaries, Publicis Mojo, into liquidation.
Adland insiders believe Saatchi’s retains a stronghold on the Telecom account, with its worldwide chief executive Kevin Roberts also sitting on the Telecom board.