Publicis Groupe has acquired independent customer experience agency Affinity ID in New Zealand. It will relaunch this month as a Digitas agency.
Affinity ID opened its doors in 1999, and has developed and implemented creative 1-on-1 engagement programmes for sophistictaed brands that lead with data, such as Countdown, Kiwibank and Southern Cross. A Callaghan Innovation Grant earmarks the agency’s place within New Zealand’s most innovative companies. Its work has been awarded around the world.
As Digitas Affinity ID, the New Zealand team will join network of 34 offices across 22 countries, allowing its New Zealand and Australian clients access to the largest number of data scientists in the industry and the biggest buying power of digital media globally.
Digitas’ global accolades include being named Campaign Asia Digital Agency of the Year (2018) a Cannes Lion Creative Data Grand Prix for Whirlpool Care Counts (2017), and six Adweek Media Plan of the Year awards (2015-2017). In 2018, Digitas was ranked #1 on the WARC 100 list for Top Digital Agencies. The launch of Digitas New Zealand comes during a period of expansion for the brand, following recent openings in Dubai and Jakarta over the past few months.
Michael Rebelo, Publicis Groupe ANZ chief executive officer, emphasised the value of the agency’s local market intelligence, expertise and a trailblazing attitude, “New Zealand is a key market for APAC, and the launch of Digitas through Affinity ID completes an important part of the picture for us here. Now, in addition to our creative, strategic, digital and media expertise; under the Power of One platform, we can provide clients seamless access to best in class, data-driven customer experience capabilities.
“Our industry is transforming rapidly. We’re committed to adapting and evolving our offering at equal pace, so we can continue to be the collaborative, connected partner our clients need us to be.”
Angela Day, co-founder and director of Affinity ID, added, “We had a number of unsolicited approaches from leading communications and management consultancy groups, however, we felt the strategic direction and vision of Publicis Groupe and Digitas, were congruent to what we truly believe in – the ability to fuse technology and creativity to ignite change. Throughout the process, we found Publicis Groupe to be the leading player, more knowledgeable than the others, with proven expertise and already delivering in this space. Its Power of One ethos really resonated with us and we are looking forward to working closely with Saatchi & Saatchi and our other sister agencies to deliver end to end marketing transformation for clients.”
Adrian Farouk, Digitas Australia & New Zealand chief executive officer stated, “Increasingly, clients want their agencies to help navigate the ever more complex digital ecosystem and to do this well in New Zealand requires us to be on the ground and amidst the action. We are excited to bring into the fold a smart group of people in Affinity ID, who will help build on Digitas’ strength as The Connected Marketing Agency by using data to fuel creativity.”
l-r: Adrian Farouk, Geoff Cooper, Angela Day & Michael Rebelo