True straps on the elastic

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Grey Lynn-based indie True has won the AJ Hackett Bungy New Zealand advertising business. Managing director and co-owner of True, Matt Dickinson, says it is a real privilege to be working on another Kiwi icon.

“AJ Hackett Bungy New Zealand are recognised as the pioneers of adventure tourism in New Zealand – the opportunity to help them with their exciting new plans, is huge for us,” he said.

“Our deputy creative director Dom Antelme is particularly excited to strap himself to the elastic.  We see some brilliant opportunities to tell captivating stories of what for many people can be a life-changing experience. This is something we’ve done a lot of here at True to great effect, so bring it on.”

In appointing True, Bungy New Zealand director/founder Henry van Asch said they ticked all the right boxes. “In 1988 we did our first commercial bungy off the Kawarau Bridge in Queenstown. Since then, things have changed a lot, including the tourism industry which is now very different to what it was 26 years ago.

“We saw the need to partner with an experienced strategic and creative brand agency to help strengthen and develop our AJ Hackett Bungy New Zealand brand. The fit was right – our philosophy is one of innovation and not being afraid to push boundaries and we saw this in True as well.”

Dickinson says this latest win follows what has been a stellar 2014 for True. “Business grew to four times that of the previous year and True developed new working relationships with Vodafone, ANZ, Four Square and Mission Estate Wineries,” he said.

Staff numbers are now at 30 with the arrival of Ian Sweeney, a senior writer from Wunderman London, and Helen Prangley who has the role of group account director on the Air New Zealand business.

“We’ve consolidated our place now and we are delivering work we’re really proud of,” says True founder/ECD Craig Pethybridge. “Our work appears to be striking a chord not only with our clients but word is getting round that we’re not a bad bunch to work for and with – which is definitely nice to hear.”


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