It’s been quiet, sneaky and gradual, but indie agency Shine has managed to steal away a tidy portfolio of Fonterra brands from other agencies – notably Colenso BBDO.
It’s now got all the Fonterra brands apart from Anchor, Fresh & Fruity and Mainland, according to marketing manager Renee Milkop-Kerr.
Fonterra’s first job for Shine was launching an entirely new brand of yoghurt – for men – called Mammoth.
(See today’s print NBR for the full story, and scroll to the end of this post for radio spots and print ads running in women's magazines.)
Ms Milkop-Kerr said it wasn’t long after Shine began to, erm, shine, while working on Mammoth that the company started throwing more work at them.
“The reason Fonterra chose Shine was their ability to work so closely with the client right from the word go,” she told NBR.
“Their ability to think strategically and have that ongoing conversation and actually apply that not only to strategic thinking but also down to execution.
“It’s the ability to do things like have a kick-off session but then have that ongoing conversation.”
Shine head Simon Curran is the ad man on the other side of the partnership.
“Fonterra has also allowed us to take the packaging, the point-of-sale, the promotional work, the digital and so on off others so that we can have the debate about those things at the same time as the TV script.
“It’s different to that hierarchy that says that TV’s the most important, and the stuff that folds – such as the point-of-sale – is the least important.
“We’ve been able to debate it all at the same time.”
Click here and here to see Shine’s TVCs for Mammoth.
Ms Milkop-Kerr said the creative process with the agency felt right.
“It’s not like we sit down with a formal brief and they come back with a reverse brief and we sit there for ages debating and then we have a session and they defend their ideas and we get angry, you know?
“I think that’s what’s made it work so powerfully and that’s why Shine is now looking after [other Fonterra brands].
“This was the first brand Shine got to look after and they’ve now got most of our brands.
“Shine is now in there because of that ability to have that conversation on an ongoing basis and that really clear clarity of strategic thinking and then being able to translate that into stuff that actually can happen out in the marketplace.”
Listen to the Mammoth audio (all 30 seconds):
Click on the images for close-up versions.
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Fonterra milks Shine for Mammoth performance
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