NZ premium outdoor apparel brand Icebreaker has appointed DDB to its business, after a credentials presentation. There was no incumbent (although .99 did work for Icebreaker a year ago).
Beat Communications, which handles Icebreaker PR, was unaffected.
The move, which Icebreaker says is one of a number of steps in its commitment to world-class consumer-led marketing, is designed to capitalise on DDB’s deep roots in the New Zealand marketplace and worldwide presence in key markets throughout North America and Europe.
“DDB performed exceptionally well across all our criteria for a creative agency partnership, displaying great creativity, chemistry and collaboration right from our very first meeting,” said Icebreaker’s NZ-based global chief marketing officer, Louise Kuegler (a former Colenso suit).
“The DDB team are world-class, with a clear understanding of the brand and the ability to market Icebreaker around the globe. I know that with the right creative thinking in our business, we’ll create progressive creative work that will drive the conversation, awareness and sales of Icebreaker’s incredible products around the world.”
The relationship begins with two 2015 global campaigns for new product innovations from the merino wool clothing pioneer, which was established in New Zealand by Jeremy Moon in 1995 and is now established in 44 countries.
“Icebreaker is one of those brands that we’ve always wanted to work with,” said DDB ceo Justin Mowday. “They’ve founded something incredible that has grown to be a part of New Zealand, a symbol of New Zealand’s identity and future in some ways, as it grows rapidly around the world.
“What’s more, the product itself is exceptional – all we need to do is make sure people understand just how great Icebreaker is. We’re really looking forward to working alongside the Icebreaker team and being a part of the next chapter of growth.”
Former Air NZ ceo Rob Fyfe was recently appointed executive chairman at Icebreaker board.
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