Farmlands Appoints DDB and TRACK Aotearoa

DDB and TRACK have been awarded the business of New Zealand’s largest farmer-owned rural supplies co-operative, with Farmlands appointing both agencies to lead its brand, creative, and data-driven marketing requirements.

Following a very challenging year in which our agricultural sector proved critical to keeping New Zealand moving, Farmlands is focused on delivering strong growth for its 70,000-strong shareholders across the country.

Says Justin Mowday, CEO of DDB Group Aotearoa: “This sector has been the real life-blood of our economy historically, but even more so in the last 12 months, so it’s great to be welcoming such an established and critically important brand into the DDB Group fold.”

With a legacy that dates back more than half a century, Farmlands and the wider agriculture sector is undergoing a major transformation, shifting focus to kaitiakitanga, embracing sustainability, as well as investing significantly in digital platforms to futureproof their business.

To maximise these efforts, Farmlands was seeking a partner that could help them to leverage its existing digital infrastructure to provide more value to its shareholders.

Says Rob Limb, CEO, TRACK Australia and Aotearoa: “We’re thrilled to be working alongside an equally forward thinking business, with Farmlands having invested significantly in digital technology and looking for a partner that could unlock its potential.”

Nick Baylis, director of marketing at Farmlands, echoes this sentiment: “The DDB and TRACK teams give Farmlands access to not only brand and creative firepower but the proven ability to drive returns from our data and technology.”

Set to deliver brand activity, seasonal campaigns, life-cycle and one-to-one programmes driven by Farmlands’ rich data, DDB and TRACK will work alongside Farmlands’ incumbent media agency OMD/Fuse and an established in-house team.