BC&F Dentsu & Meridian harness the elements (Updated)

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AUCKLAND, Wednesday: BC&F Dentsu has launched a new Meridian campaign over Queen’s Birthday weekend with a refreshed, more modern brand identity featuring a new logotype for Meridian designed by Inhouse, and a new tvc (scroll down for the link).

Inhouse CD Arch MacDonnell said: “The logo takes its inspiration from Meridian’s energy sources, as well as how energy is created, via turbines and rotors. It’s a modern representation of the business and a bold symbol for renewable energy.”

Since the arrival of Julian Smith as Meridian chief customer officer, and chief marketing officer Michael Healy, it’s been a busy time for Meridian Energy in what the pair describe as “an intensive focus on getting the conditions right to create an environment where our people and agencies can do the best work of their careers”.

With the whole marketing team undertaking Mark Ritson’s miniMBA programme, brand strategies rebuilt, new martech being implemented, re-energised agency relationships and a host of new tools and insights, the first external signs of a laser-focused marketing operation have broken cover over the weekend.

BC&F Dentsu managing partner Luke Farmer said: “Since the very beginning, Meridian has only generated electricity from 100% renewable sources, which is celebrated with an all-new positioning, Wind. Water. Sun.”

“The agency has helped Meridian become known as the most sustainable power company in NZ.”

Associate CD Brad Stratton said: “It’s a distinctive, simple expression of everything the brand’s made of.”

At a time when almost every business claims green credentials, Meridian continues to walk the walk.

Luke Farmer said: “Whether it’s helping people save the world from their sofas, beating the Norwegians at their own electric car game, or using the saxophone to get endangered kākāpō breeding, BC&F Dentsu have helped Meridian become known as the most sustainable power company in New Zealand, according to the Colmar Brunton Better Futures Report.

“The new brand platform launched with a tvc. The integrated campaign was developed in partnership with OMD with the tvc complemented by press, outdoor, digital, PR and some pretty special things still in the works.

“It’s been a fun ride working closely with Ben and the rest of the team at Meridian. The new strategic direction we’ve developed in partnership with Meridian is likely to lead to some very exciting and unexpected things in the very near future.”

BC&F Dentsu MD Murray Streets said: “I’m thrilled for the client-agency teams that worked so quickly and seamlessly to develop the work and deliver this confident, leadership positioning for Meridian. It’s a great partnership and we’re so ambitious to do more together.”

The campaign launched over Queen’s Birthday weekend with more rolling out over the coming months.


Client: Meridian
Agency: BC&F Dentsu
Visual Identity: Inhouse
Media: OMD
Production Company: Plaza Films
Director: Paul Middleditch

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