WHAT WE DO
Every day, our advertising influences thousands of tiny decisions New Zealanders make about all kinds of things - from where they buy a hammer or what programme they watch, to how they help someone with depression.
These tiny individual changes add up to big shifts in attitudes and behaviour. Changes that have helped grow small sales into big sales, small businesses into big businesses and even helped change the shape of our society.
These changes have been achieved through our advertising, using our skills in strategy and planning, creative, direct and digital, media, and public relations. And it's our work in these areas that has been recognised by the industry, winning DraftFCB "Agency of the Year" in both 2008 and 2010 and "Media Agency of the Year" in 2009.
Strategy and Planning
Creating change demands knowing what to change. DraftFCB has a very strong strategic planning focus in terms of both resource and role in advertising agency processes.
Our Planning Director is supported by a team of Senior Planners, as well as a specialist research coordinator who is responsible for running The Insiders™, our proprietary consumer research tool. Our Social Media experts and analysis tools also provide an invaluable source of real-time insights.
Our planners provide strategic support to client marketing teams and are directly involved in all major brand and communication projects.
Creative
Great advertising creativity has always been about ideas. It’s just that it doesn’t have to be an ‘advertising idea’ anymore. It’s no longer about traditional media solutions and nicely packaged advertising campaigns.
It’s all about engagement – ideas that get people involved and invite a conversation with the brand. Ideas that stimulate a reaction and, even better, stimulate action. To create real change.
And more often, it’s about not looking like an ad. Which is why our creative people sit in one group. Writers, art directors, interactive, direct, designers – there are no walls, no boundaries. Only ideas and a willingness to collaborate and explore the possibilities.
Direct and Digital
Our award-winning direct marketing team operates both as part of the integrated agency and independently, to deliver profitable behaviour change for our clients’ business. We do this by leveraging a powerful combination of consumer and data insights to ensure the right message is delivered, at the right time, through the right channel.
Using a combination of on and offline channel strategies, our work can help acquire and retain customers - as well as grow their value, through the development of data driven relationship marketing programmes. It’s all about connecting our clients’ brands with their most valuable customers.
Our team has extensive experience across a whole range of direct marketing areas, including: integrated strategic relationship marketing, loyalty marketing strategy, email marketing strategy and implementation, testing, measurement and evaluation planning.
Just as digital media plays an integral role in direct marketing, it is also a key channel for brand engagement. To reflect this, our digital team also supports integrated brand campaign work - through the development of websites, social media applications and mobile technology.
Media
We’re living through a media explosion. The ways of communicating with consumers today can often feel overwhelming.
And in today’s tough economic environment, the core focus for media is two-fold:
1) Deliver greater media value for the same or lower investment - we cannot stand still. We are already delivering significantly improved value for our current clients through lower prices, greater levels of exposure and better, more relevant placements.
2) Find new, improved ways to communicate and deliver results – if we want to see improved results, then change is required. As media and communication experts, we know what works, where, and why. Sometimes it’s about using new media. Sometimes it’s about using old media channels in new ways. Sometimes only unexpected messages in unexpected places will change entrenched behaviour.
Media at DraftFCB has never been separated from the rest of the agency, so we have the unique ability to add wider creative thinking to refine our media delivery – and as a result, we constantly deliver innovation back to our clients.
Public Relations
PR can create trends, drive change and build brands by sparking an emotional dialogue to generate awareness and sales.
It is the job of PR to discover intriguing, media friendly stories about a brand and present them in a compelling way. PR can provide a highly effective communications solution by itself, or as part of an integrated campaign. PR is flexible and adaptable – tailored to meet your specific business requirements. No two PR campaigns will be the same.
DraftFCB provide the following PR services:
- Strategic PR planning
- Media relations
- Brand/product launches
- Press trips
- Product placement
- Expert/celebrity endorsement
- Event management
- Sponsorship leverage