DB shows PHD the door – after 18 years

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DB Breweries has dumped 18-year incumbent PHD Group, and appointed Red Star at Dentsu Aegis Network as its lead media agency partner following a local competitive pitch.

“The move comes as part of a global media agency review and alignment by parent company Heineken,” says brand PR/digital manager Simon Smith, in a release.

“Incumbent agency, PHD Group, is not currently one of Heineken’s globally aligned agency partners and therefore was not part of the DB pitch process.”

DB Breweries marketing director Sean O’Donnell said (in the same statement) that the new agency has big shoes to fill.

“However, I’m confident that the new media agency partner will deliver world-class innovative media planning in the ever-evolving media landscape,” he said.

“Red Star at Dentsu is an ‘agency within an agency’ concept that’s had huge success for Heineken around the globe. The local Dentsu team are highly motivated to continue building on the success DB and our agency partners have created with recent campaigns driving significant consumer engagement and making our brands famous on the world stage.

“Louise Bond and PHD have worked tirelessly to bring to life some of NZ’s most iconic brands and campaigns.”

“I’d also like to take this opportunity to thank PHD for our 18-year partnership. Louise Bond and the PHD team have worked tirelessly with us to bring to life some of New Zealand’s most iconic brands and campaigns. Their contribution to our business has been immense and is truly appreciated.”

Rob Harvey, the Auckland-based ceo of Dentsu Aegis Network NZ said: “We are delighted to be appointed by DB Breweries. The team are progressive marketers with an enviable portfolio of global and local brands. Dynamic change in the digital economy creates the need for new thinking and bravery, and we are thrilled that DB has chosen us to take this journey with them.”

The appointment is effective from 1 May.

Who is Red Star?
Good question. Not a word about it on any of the DAN sites – and Google was not helpful, either.

DAN has an Aussie site (dentsuaegisnetwork.com.au) but does not appear to have a dedicated NZ website. It does have an NZ Facebook page (with very little info): facebook.com/DentsuAegisNetworkNZ

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