Horse’s mouth

New Zealand Marketing - - Independent Agencies -

Glob­ally, Suzuki en­gages Ja­panese firm Hakuhodo for its ad­ver­tis­ing needs. But in New Zealand the com­pany has been with Pro­mo­tus—one half of the newly formed GSL Pro­mo­tus—for nearly two decades. It’s a re­la­tion­ship Suzuki is happy to let con­tinue con­sid­er­ing the brand has one of the high­est mar­ket shares in the world in New Zealand. Chief ex­ec­u­tive Tom Peck says it’s been with other agen­cies but the indie model suited best. “The indies seem to be me­dia neu­tral, and they let us have in­put, which we found to be a bit of a prob­lem with the big­ger play­ers. We find it a much eas­ier re­la­tion­ship, more like work­ing with a part­ner than be­ing a client.”

Ki­wicare chief ex­ec­u­tive Matthew O’Brien, a client of Con­ta­gion’s, has a sim­i­lar take. “I feel like you get a bet­ter re­la­tion­ship, gen­er­ally speak­ing. Be­ing close to the peo­ple do­ing the work that mat­ters for you is re­ally im­por­tant, and that’s a re­ally strong ad­van­tage of an in­de­pen­dent agency.”

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