AIDS Foundation dumps Interbrand, taps bcg2

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Just one week after winning a prestigious global Interbrand Best Work Award for the NZ AIDS Foundation’s Love Your Condom campaign, the foundation has sacked Interbrand and awarded its business to bcg2 after a creative pitch.

You can read last week’s M+AD story about Interbrand’s big win here:

The bcg2 appointment was announced yesterday, following a strategic pitch involving four unnamed agencies, with two making it into the final presentation of creative brand ideas.

“The passion and enthusiasm of the team at bcg2 for our cause was clearly evident throughout the RFP process,” said AIDS Foundation marketing manager Joe Rich.

“The decision to change agencies was not taken lightly, and we wanted to know that whoever we worked with really understood our audience, was willing to work collaboratively, and had the capability to build on our current success. We’re looking forward to continuing our success with bcg2.”

Rich did not comment on the decision to part company with Interbrand. He did say that the LYC brand has had “fantastic results through targeted media, campaign activation and social marketing”.

bcg2 CEO/ECD James Blackwood said: “We’re really excited to have Sydney-based expat Kiwi Photographer David Shields working with us on the new creative direction for LYC. We see the new work as a natural step from where LYC has been and are keen to challenge boundaries to make the brand more appealing and relevant to all parts of its audience.”

The media account for LYC was not part of the pitch and remains with Mediacom.

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