himself made headlines earlier this year<\/a> with the announcement he was planning to pause advertising and marketing spend.<\/p>\n\u201cThe Warehouse needs a big revival and to do that we\u2019ll need to make some big calls,\u201d Coulter said at the time. <\/p>\n
\u201cAs a well-known value retailer who wants to keep prices low and invest in stores, we need to figure out what will really resonate with the 1.5 million Kiwis who already shop with us each week and for the rest of New Zealand.\u201d<\/p>\n
Together is helping lead that marketing and advertising \u201cblackout\u201d project.<\/p>\n
\u201cThat decision was made before the war kicked off in Iran,\u201d Brown says.<\/p>\n
\u201cWe all hope, including them, that they will get to follow through on a blackout period because it is about resetting the model and figuring out what works for them, in a marketing capacity. <\/p>\n
\u201cThe war has shifted things slightly \u2013 it\u2019s affecting every business. <\/p>\n
\u201cSo the intention is to still do a blackout period. However, they will need to remain agile to what impact the war has on their business and consumer confidence and consumer purchasing.\u201d<\/p>\n
She says Together will lead the measurement on it.<\/p>\n
\u201cWe want to measure effectively. We would hope to produce a case study out of it that would be of interest to other marketers who are looking at how they measure the effectiveness of certain channels. <\/p>\n
\u201cSo yes, that project is underway. It\u2019s not just a frivolous, \u2018we\u2019ll turn everything off\u2019. It was with the intention of a reset and a much broader vision that Frankie\u2019s got.\u201d<\/p>\n
She said the \u201cblackout\u201d was \u201cnot actually about reducing spend overall\u201d.<\/p>\n
\u201cIt\u2019s about figuring out what works for their business and rebuilding \u2013 it\u2019s a real reset moment for The Warehouse, which is really exciting. It\u2019s finding the most effective channels.<\/p>\n
\u201cIt\u2019s about working out what works for their business and where to from here. Again, Frankie\u2019s a marketer who believes in brand and creativity. <\/p>\n
\u201cThe intention is we get back to spending and spending really well in market, supporting local, and hopefully having a bit more fun with \u2018Red\u2019 in particular.\u201d<\/p>\n
![\"Rufus]()
Rufus Chuter, Penelope Brown and Kris Hadley of Together. Photo \/ Supplied<\/p>\n
In a statement, Coulter said Together\u2019s New Zealand ownership and strategic approach were key factors in the decision to appoint the agency.<\/p>\n
\u201cTogether has a unique ability to blend strategic media planning with technology, creativity and content capabilities, in a fully independent model.<\/p>\n
\u201cWe are excited to work with them …\u201d<\/p>\n
TBWA remains the company\u2019s creative advertising firm.<\/p>\n
The move to Together is a further sign of the growing influence of independent media agencies in New Zealand, especially following the turmoil and job losses caused by mergers and cutbacks unfolding within major global advertising companies.<\/p>\n
Together said it would lead the account from its Auckland office, deploying \u201ca multi-disciplinary team\u201d across media planning, buying, analytics, content, customer and technology.<\/p>\n
The appointment is effective from today for The Warehouse and Warehouse Stationery, and from August 1 for Noel Leeming.<\/p>\n
Editor-at-Large Shayne Currie is one of New Zealand\u2019s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including Managing Editor, NZ Herald Editor and Herald on Sunday Editor and has a small shareholding in NZME.<\/p>\n","protected":false},"excerpt":{"rendered":"For the past eight years, OMD \u2013 owned by global advertising giant Omnicom \u2013 has looked after The…\n","protected":false},"author":2,"featured_media":405621,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[29184,1032,3041,138,209,21556,2936,47148,1031,1073,111,139,69,6791,659,662,223,12637,18840,6202,80],"class_list":["post-405620","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-account","tag-advertising","tag-agency","tag-business","tag-group","tag-independent","tag-insider","tag-looming","tag-marketing","tag-media","tag-new-zealand","tag-newzealand","tag-nz","tag-prominent","tag-retailer","tag-shakeup","tag-the","tag-together","tag-warehouse","tag-wins","tag-zealand"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/405620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=405620"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/405620\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/405621"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=405620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=405620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=405620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}