Farmers Goes With Colenso.99 And Tequila\

For Immediate Release - 14 May 2004

Farmers Goes With Colenso.99 And Tequila

The Farmers Trading Company Limited today announced that its above the line advertising account has been awarded to Colenso.99, while its direct marketing business has been moved to Tequila.

Farmers worked closely with their new business partner Fisher & Paykel Finance in the selection of the direct marketing agency. Fisher & Paykel Finance recently purchased Farmers Finance which includes Farmers Card, Hire Purchase and Insurance products.

The above the line account was contested by incumbent Singleton Ogilvy & Mather, M & C Saatchi, FCB and Colenso.99, while the direct business was pitched for by incumbent OgilvyOne, Aim Proximity and Tequila.

In making the announcement, Farmers Group Managing Director, David Norman said that in light of Farmers new ownership and new partnership with Fisher & Paykel Finance, it was time to make a change.

“We felt that it was timely to reconsider Farmers advertising needs and took a strategic approach to the pitch process. Whilst all the agencies made impressive presentations, the cultural fit with the successful agencies was the deciding factor. We are also fortunate that both Colenso.99 and Tequila have a number of senior staff with significant experience of the Farmers account,” Mr Norman said.

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