FCB had to fight off three other Auckland agencies to win a pitch for the creative, media and PR business for Keep New Zealand Beautiful.
The not-for-profit’s marketing manager, Kath Doubleday, told M+AD the other pitchers were Spark PR & Activate, X-Spot Digital, and True.
There was no incumbent. The incorporated society, whose mission is to keep Kiwi communities “clean, safe and beautiful”, has been active locally for decades, but hasn’t advertised since the ’80s and ’90s – when it ran the iconic Do the Right Thing and Be a Tidy Kiwi campaigns.
FCB’s plans include a national integrated campaign which will attempt to persuade locals and tourists to reduce litter.
FCB ceo Dan Martin said: “Our proven expertise in social change and Keep New Zealand Beautiful’s goal of changing Kiwis’ behaviour around littering make this a natural partnership.
“We’re excited to be working on a brief that’s fundamentally important to protecting New Zealand’s beautiful landscape.”
Keep New Zealand Beautiful ceo Heather Saunderson said: “We are very excited about the appointment of FCB. Their experience and expertise in behaviour change is exactly what is needed to
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