Tracta appoints a new partner

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NAPIER, Today: Tracta has appointed business & brand strategist Guy Vasey – a former Designworks executive – as a partner – strengthening its position as a leading AUNZ agribusiness specialist agency.

A year after taking over the agency, partners Kurt Sandtmann and Ian Howard announced the expansion this morning.

Vasey is one of New Zealand’s leading brand and business design thinkers with 25 years’ experience creating brands, building businesses and championing strategic creativity to create new value for clients and their customers.

His experience includes founding a number of creative agencies and technology businesses, and leading major brand and transformation programmes for clients across Australia and New Zealand.

His arrival is part of a wider strategic shift for the agri-specific agency.

Sandtmann: “Since Ian and I took the business over we’ve been on a mission to transform our agency into a genuine growth partner for our clients.

Advertising and production will continue to be a big part of what we do, but we’ve really put the focus on building best-in-class strategic capability to ensure we’re able to help clients address the big problems the sector is facing.

“We’ve made great strides in that space and Guy will only help accelerate our progress. I couldn’t be happier to have him on board as a partner.”

“Since we took the business over we’ve been on a mission to transform our agency into a genuine growth partner for our clients.”

Howard: “Guy brings a level of insight and expertise that adds huge value to our clients and our own collective thinking. He was excited by our vision and it was an no-brainer to find a way of getting him involved. He adds a powerful new dimension to our strategic capability and partnership. The future’s looking strong for Tracta and our clients.”

Vasey “I’ve always admired Tracta’s specialist positioning. The strategic ambition Kurt and Ian presented was sharp and compelling, because it’s focused on meeting the business needs of clients in the rapidly changing primary sector.

“The three of us have a natural alignment around the value we want to create for clients, utilising our collective expertise across business, customer, digital and comms strategy, and delivering outcomes that make a difference.”

Sandtmann will continue to lead and manage the agency, with Howard and Vasey operating as strategic leads.

Sandtmann: “In the past year the market has responded positively to our enhanced offering. Our positioning is a response to the significant challenges agri brands are facing.”

On a roll
Since Sandtmann and Howard took control of Tracta it’s been on a roll, forming new partnerships with landmark brands Rabobank, Rivulis, Silver Fern Farms, CNH Industrial, Suzuki Motorcycles, Nedap, Elanco, NZ Cashmere, Cropmark, Ravensdown Ventures and Coprice Australasia.

About Tracta
Tracta is a 22 strong team bringing together customer insight, strategy and creativity to grow agri-brands for a changing world.

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