Brands Need Building

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AUCKLAND, Today: The Comms Council – with creative from DDB and media from Starcom – has launched an extended Brands Need Building campaign.

A Comms Council spokesperson said: “We’ve taken our existing Brands Need Building campaign and updated it to reflect the latest thinking and evidence about marketing in a recession.

“The ideas in the campaign are based on a new report we were fortunate enough to co-publish with Peter Field and Rob Brittain, two of the world’s leading authorities on advertising effectiveness, containing valuable insights on the implications of Covid-19 and the resulting recession for the advertising industry on both sides of the Tasman.


“Thanks to DDB (creative), Starcom (media thinking) and TVNZ, oOh!, Facebook, NZME and MediaWorks for getting the campaign out there.”

“We believe this evidence in the report not only supports our case but also clearly establishes the premise that those companies that advertise in a downturn continue to reap the benefits long after the economy recovers

“So, it seems only fitting that we follow our own advice and continue to advertise during the recession.

“A massive thank you to DDB for the creative, Starcom for the media thinking and TVNZ, oOh!media, Facebook, NZME and MediaWorks for their support in getting the campaign out there.”

Brands Need Building will run in print, digital, radio, TV, digital outdoor and social media.

The Comms Councl will release the campaign credits “later today”.


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