R& R’s secret sauce

Ant Rainger, Jen Rolfe and Chris Long of Rainger & Rolfe share some key ingredients that have helped them create great work that works.

Parnell-based Rainger & Rolfe is an independent Auckland creative agency structured around a “roadtested and perfectly formed martech model”, says owner Jen Rolfe. “We’re here to help businesses solve all kinds of problems with fresh ideas and fresh perspectives, and it’s the partnership we have with our clients that makes us love what we do.”

In their eight years working with some of New Zealand’s best-loved brands, they’ve picked up some notable industry accolades, including the Grand Prix TVNZ NZ Marketing Award twice in four years, and Stuff’s inaugural Paper Planes award. So what makes them tick? Here are some key elements that guide their approach.

Insight-led creativity…

ANT RAINGER: Everyone promises ‘insights’, but what makes us different is the degree to which we apply them. We study whatever we can – research, data, analytics, shopper behaviour, consumer groups, even conversations at barbecues – to generate precision thinking. There’s got to be a robust insight that becomes that north star, that creative meeting place. Then it’s not just creative for creative’s sake, but creative that’s primed to deliver a better commercial outcome too.

If you look at our most successful work, almost every gain has come about because the message connected with a universal truth that led to reconsideration, re-evaluation and ultimately behavioural change. Our recent Commerce Commission awareness campaign about cartel criminalisation is a good example of this. It’s really resonated, and a consumercentric, insight-led development process was critical to that.

… delivered in a uniquely Kiwi voice…

CHRIS LONG: We believe creating work with that distinctive tone is an incredibly effective way to create emotional engagement. The Kiwi way is infused with humility, authenticity and an awesome dry sense of humour. We’re always striving to capture that, because when you get it right, it can be lightning in a bottle.

As a proudly Kiwi business, we’re a bit biased, of course. But looking back, we believe some of our best work connects to this place directly.

… in the right environment, with the right context

JEN ROLFE: Designing the right media and channel strategies to reach consumers is always going to be key, but now the conversation’s also about environment and context to enable better creativity. With our digital media capabilities, there’s now incredible flexibility around how, when and where we deliver messages. And we believe you’ve got to harness that opportunity powerfully because audiences are battling message overload more than ever.

Now beyond knowing the consumer, we’re taking extra time to think through what the contextual opportunities might be, and ensuring that we’ve got a creative platform designed to make the most of it. That allows us to use the channel in the best way, and ultimately it’s enabling better creative with more cut-through and greater effectiveness.

So, if you’re looking for a proven recipe for success, maybe it’s time to talk.

Find out more at raingerandrolfe.co.nz

The team, from left: Chris Long, Jen Rolfe, Ant Rainger and Lauren Plumb.

1. R& R’s recent Commerce Commission campaign started with group work and segment analytics to understand consumer drivers, plus rigorous message- testing that helped make the campaign highly targeted and successful. 2. A little Kiwi has gone a long way in helping R& R tell AA Smartfuel’s big loyalty story, including creating tiny models of sights New Zealand drivers might come across, like the Ohakune carrot, made with a real vegetable. 3. R& R’s solarzero campaign is powered by the Ma¯ori idea of kaitiakitanga – our responsibility to be guardians of the land for future generations.