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AUCKLAND, Today: Following a competitive pitch, Pink Batts producer Tasman Insulation has appointed integrated brand agency Culture&Theory to help drive growth for one of Fletcher Building’s critical business units. The incumbent, Proximity, was not involved in the process.

Culture&Theory will be taking on strategic, digital & creative duties, including communications, design, social media and digital marketing.

Tasman Insulation head of marketing & innovation Melissa Semmens said: “Pink Batts, one of the hero brands in the Tasman business, will be part of a strategic push into evolving the industry to ensure it is set up for our customers’ future.


“The win follows the pivotal hire of CCO Regan Grafton, senior strategist Sarah Hodgetts and head of content Jay Hall.”

“Culture&Theory impressed us with their focus on how our business works and what that means for a truly channel-agnostic, customer-centric approach.”

Culture&Theory MD Jonte Goldwater said: “Tasman Insulation and Pink Batts is on an exciting journey of change where their desire to be customer and data-centric has the entire team excited”.

“The win represents further momentum for Culture&Theory. Following the pivotal hire of CCO Regan Grafton, senior strategist Sarah Hodgetts and head of content Jay Hall, more pivotal engagements are expected at a senior level.

“The win comes off the back of the agency winning Integria Healthcare, Mooven and Tegel Takeouts.”


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