FCB NZ unveils new integrated strategy unit

Posted by | February 04, 2016 | Media, News | No Comments

FCB New Zealand has today announced the launch of a fully integrated strategy unit, which combines strategic expertise from multiple disciplines into one single team.

The unit, which is the first of its kind in the market, represents the fusion of business, brand, communication and channel strategy with digital, customer experience and data expertise to deliver connected solutions that reflect the seamless way people experience brands today.

The 12 strong team includes new appointments and staff changes for the Auckland office, with David Thomason moving into the role of Chief Strategist (previously Head of Planning) and Rufus Chuter as Head of Media and Strategy (previously Head of Media).

Murray Streets has been appointed to the new role of General Manager for Business Innovation and Strategy, reporting to Chuter. Dan West, from the UK’s FCB Inferno, has also joined the team as Digital Strategy Director.

FCB NZ CEO Brian van den Hurk says, “As a large integrated agency, we’re in a unique position to bring together this depth of strategy from a diverse group of specialists in the New Zealand market.

“With digital now routinely integral to all marketing communications, there’s a greater need for connected strategy that creates seamless relationships between what a brand stands for, how it communicates and how it’s experienced. Increasingly this is informed by data from a variety of sources, whether a brand’s own data, publisher data or other third party providers. The challenge for marketers is these specialisms and data sets typically sit with multiple separate agency partners, making realising this connected vision a challenge. FCB’s model allows us to bring the expertise and data together to achieve this.”

David Thomason (DT) will become chief strategist, allowing him to focus his time on developing further IP and working closely with clients to build their brands. DT will continue in his position with FCB’s global Decision-making Institute, working with a number of major US universities on consumer understanding and behaviour change.

Rufus Chuter will lead the integrated team as head of media and strategy. He is tasked with overviewing and leading all of the agency strategists.

Streets starts at FCB after more than 10 years at Saatchi & Saatchi, most recently as its Director of Strategy. He has worked with some of New Zealand’s highest profile brands and businesses ASB, Air New Zealand, New Zealand Defence Force, Sealord, L&P and Pump for Coca-Cola Amatil New Zealand, Spark (formerly Telecom), Toyota, Tui and Heineken for DB Breweries and Weetbix for Sanitarium.

Streets set up and leads the CAANZ Strategic Planning Lab, the only professional development course dedicated to teaching communications strategy for client and agency personnel. Between 2009 and 2010, Murray was Chair of the CAANZ EFFIE advertising effectiveness awards, and he will continue offering his expertise to the industry.

Dan West arrived at FCB with extensive experience in digital strategy from the UK. He was the lead digital strategist for the multi Cannes Lion award winning This Girl Can campaign and has worked on projects for Microsoft, Hyundai, eBay, Coca-Cola, LVMH, Pizza Hut and Sport England.

For more information contact Laura Douglas
M: 021 0405859 or E: laura.douglas@fcb.com

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