For Immediate Release - 14 May 2004
Farmers Goes With Colenso.99 And Tequila
The Farmers Trading Company Limited today announced that its above the line advertising account has been awarded to
Colenso.99, while its direct marketing business has been moved to Tequila.
Farmers worked closely with their new business partner Fisher & Paykel Finance in the selection of the direct marketing agency. Fisher & Paykel Finance recently purchased Farmers Finance which includes Farmers Card, Hire Purchase and Insurance products.
The above the line account was contested by incumbent Singleton Ogilvy & Mather, M & C Saatchi, FCB and Colenso.99, while the direct business was pitched for by incumbent OgilvyOne, Aim Proximity and
Tequila.
In making the announcement, Farmers Group Managing Director, David Norman said that in light of Farmers new ownership
and new partnership with Fisher & Paykel Finance, it was time to make a change.
“We felt that it was timely to reconsider Farmers advertising needs and took a strategic approach to the pitch process.
Whilst all the agencies made impressive presentations, the cultural fit with the successful agencies was the deciding
factor. We are also fortunate that both Colenso.99 and Tequila have a number of senior staff with significant experience
of the Farmers account,” Mr Norman said.
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