Trade Me enlists first long-term agency

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AUCKLAND, Tuesday: Trade Me has chosen Clemenger Group agencies – Clemenger BBDO Wellington and Colenso BBDO Auckland – as the online platform’s first fulltime agency of record.

Porter Novelli PR’s Sophie Coley told M+AD: “Trade Me didn’t have an official incumbent; they were using a range of agencies on a project-by-project basis but now want a long-term strategic partnership.”

The appointment followed a competitive pitch – the Herald and Stop Press named three major agencies – all unconfirmed – as the other pitchers. M+AD has chosen not to repeat this speculative information.

The Porter Novellie release said: “The account will be led by a team of dedicated and diverse talent across both Clemenger BBDO and Colenso BBDO, and will be connected by Perceptive, the group’s intelligence agency who already work with Trade Me.

“Media agency MBM continues their relationship with Trade Me.”

“Together, they’ll be responsible for delivering strategic, brand, e-commerce and communications across all of Trade Me’s business.”

Regan Savage, Trade Me’s acting chief customer officer & marketing director (and former CCO at Ogilvy NZ) said: “Clemenger and Colenso are a formidable team and they offer depth and creativity to our marketing teams in both Auckland and Wellington.

“We were impressed with the individuals’ experience, perspectives and enthusiasm for Trade Me, but also how they came together as a team. It’s clear they have great creative pedigree, with a strong grasp on accountability and achieving great business outcomes.”

Clemenger MD Brett Hoskin said: “It’s great that we can bring our considerable brand and behaviour change experience to bear on such an iconic brand. We relish the challenge of taking on the global behemoths and showing them what us Kiwis are capable of.”

Media agency MBM continues their relationship with Trade Me. The Clemenger partnership begins immediately.

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