Cinderella & Consortium Form Strategic Partnership

13 December 2007

Media Statement: For immediate release

Cinderella & Consortium Form Strategic Partnership

Cinderella and Consortium have formed a strategic partnership that will see the two independent agencies working together on some key accounts.

Cinderella’s owner, Matt Blomfield, said that he and Consortium’s Paul Shale had met a number of times over the past six months to discuss how they might work together in the future.

“I have a huge respect for Paul and what he and his team have achieved at Consortium and had approached him to raise the possibility of us working together on a couple of larger projects, when events forced my hand,” said Matthew Blomfield.

“We still have a talented, young team at Cinderella, who have been doing great work for clients like Video Ezy, Hell Pizza, Venerdi, Infrastructure NZ and uthink.co.nz. The resignation of our creative director provided an opportunity to look at the business model and think smarter.

“I wanted to give a vote of confidence to the team here, while looking to partner with a strong, independent agency that could provide scale, and strategic and creative support on an ongoing basis,” said Matthew Blomfield.

“Cinderella is a great brand and we have carved out a reputation for edgy, ground-breaking campaigns. The ASA even labelled the huge lift in complaints that inevitably followed one of our Hell campaigns as ‘the Hell effect.’

“Consortium has, likewise, built a reputation for brilliant, strategic work and one only has to look at their work, and client list, to realise that they are one of the strongest independent agencies around.

“Working together, building on the strengths of both brands and drawing on the skill sets contained in each agency is something that I am really looking forward to,” said Matthew Blomfield.

From a client perspective, Russell Clark, joint Managing Director of Video Ezy International (NZ) Ltd said he was pleased that the agency had moved quickly to ensure ongoing work wouldn’t be affected.

"They have done some excellent viral marketing for us which is more of a specialty of Cinderella as it relates to Video Ezy, and combines well with the more general marketing we do through our regular advertising agency," said Russell Clark.

Consortium Managing Director, Paul Shale said the partnership was one that could deliver benefits to both agencies.

“We get the opportunity to work on some new business, including getting in front of Video Ezy, which is a significant account in anyone’s book. Cinderella gets some added grunt to chase accounts where previously they might not have been in the running,” said Paul Shale.

“We also recognised the highly unfair and difficult position that Cinderella had been placed in, and were in a position where we could provide some support. In a way it’s really just as simple as that.”

ENDS

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