Shine scoops ice cream pitch

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AUCKLAND, Today: Tip Top has named Shine Auckland as the creative agency for its $2 million account, following a pitch involving Colenso BBDO (the longtime incumbent), DDB and Shine. The story – by Damien Venuto – ran first in today’s Herald Business section (scroll down for the link).

“We’re really excited about partnering with Shine and look forward to doing some great work together,” a spokeswoman told Venuto.

“Shine encompasses everything we were looking for in an agency partner – superb creative talent and depth, strategic nous, people with great commercial minds and an agency that can also act as a consultant to our management team on a range of initiatives.”

“The new agency will face an interesting challenge in showing Tip Top retains a Kiwi identity, despite being sold by Fonterra.”

Venuto says Shine is running through a good patch of form at the moment, having also picked up the Genesis, Z Energy and Tower accounts in recent years.

“A regular industry source described the pitch as “a bit of a slugfest”, with all the agencies eager to get their hands on the business,” Venuto reports.

“The new agency will face an interesting challenge in showing that Tip Top retains its Kiwi identity despite having being sold by Fonterra to global dairy giant Froneri for $380 million.”

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