bcg2 has been awarded the creative contract for leading NZ rural insurer, FMG (Farmers Mutual Group). “I was impressed with bcg2’s strategic insights during the pitch process – they demonstrated a strong understanding of where we’re looking to take the brand, and showcased some exciting creative work,” said FMG head of marketing, communications & digital Glenn Croasdale.
“We immediately felt a strong chemistry with bcg2 and felt they were best placed to help us take the FMG brand to the next level.
“Saatchi & Saatchi has done a very good job for us over the last four years and have set a high bar by delivering effective work for FMG. We thank them for their role in the success of our brand to date.”
FMG was started by farmers for farmers and remains 100% Kiwi owned.
“We’re really proud to be working on such an iconic New Zealand brand,” said bcg2 ceo/ECD James Blackwood. “As a mutual, FMG are all about doing the right thing for the rural sector. There’s a depth of integrity and a connection to heartland New Zealand that is a dream partnership for us.
“I also congratulate FMG on the way they ran the pitch process. It was industry best practice and respected the commitment that goes into a pitch of this magnitude. The process demonstrated how the fairness that FMG are renowned for as rural advisors and insurers is part of everything they do.”
As a direct result of this win, Blackwood says bcg2 is expanding its Wellington offering with the immediate hire of Helen Fitzsimons, previously business director at Colenso BBDO and Wieden+Kennedy London.
bcg2 managing director Michael Jarvis said: “We see FMG as a great fit with our growing portfolio of rural sector clients. Winning FMG caps off a massive year for the group which has grown at a significant rate in 2014.”
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