Fonterra Brands New Zealand appoints Colenso BBDO as its social media partner for all brands

Fonterra Brands New Zealand has appointed Colenso BBDO as their social media partner for all brands.

From the first of August 2014 Colenso will operate a single integrated account team responsible for strategy, creative and social media representing a further evolution in the milk marketer’s adoption of social channels.

Says Craig Irwin, Fonterra Brands New Zealand director of marketing: “In the era of the social brand, we need to continually find new and relevant ways to remain in touch with our consumers. We know that engaged fans of FMCG brands show a significantly higher spend, frequency of purchase and regularly recommend those brands with whom they have good experiences to their networks. We want to take advantage of that and create more opportunity for consumers to participate in experiences with our brands. We see social media very much as a brand channel and so it makes a lot of sense to align social media with the brand team at Colenso.”

Says Richard Birkby, Colenso’s group business director: “This is an exciting time for everyone working on Fonterra. Craig’s vision is for Fonterra’s brands to be more deeply involved with their audiences and to be able to take advantage of the insights and data that this approach will enable. He’s keen to move from “social media campaigns” to “integrated campaigns for socially connected consumers” and we think that’s a really amazing brief. We’re looking forward to developing campaigns that will ensure brands like Anchor and Tip Top are some of the most talked about brands in the country as a result.”