World’s largest kiwifruit marketer Zespri appoints WPP global integrated team
02 September 2020 - 10:00PM
Business Wire
Global AOR led by VMLY&R and Mindshare will
scale Zespri’s presence across 53 countries
Zespri International Limited has selected an interdisciplinary
team of WPP (NYSE: WPP) agencies as its global Agency of Record
(AOR) to deliver its brand proposition, “Make Your Healthy
Irresistible”, through communications, experience, commerce and
technology.
Zespri is the world’s leading kiwifruit brand, working on behalf
of more than 4300 growers in New Zealand and around the world with
operating revenues of US$2.2billion.
Jiunn Shih, Chief Growth Officer at Zespri International,
said: “At Zespri, we are on a mission to help people,
communities and the environment thrive through the goodness of
kiwifruit. As we enter a new phase of our journey with the refresh
of our brand, we recognised the need to partner with a leading
global agency group that shares our values and our belief that a
brand with purpose can change the world for the better. Throughout
the selection process, WPP agencies like VMLY&R and Mindshare
have stood out for their strategic thinking, creative direction and
innovation capabilities. Most importantly, we were impressed by the
talented and diverse team we’ve met. I am excited by the start of
this partnership and I look forward to the impactful work we will
create together.”
The new appointment will drive greater efficiency and
consistency for the brand through a consolidation of Zespri’s
current agencies. This follows a year-long competitive agency pitch
process across the globe, managed by independent consultancy R3
Worldwide.
WPP will work with Zespri to enhance its global market
proposition across the United States, Europe and Asia-Pacific
(excluding Japan).
Mark Read, CEO, WPP said: “WPP shares Zespri’s belief in
the importance of brand trust. We’ve seen how a focus on growing a
strong brand and innovation have led to more sustainable
livelihoods for Zespri’s co-operative community. We are excited to
support their mission globally, through our team’s rich knowledge
of local consumer preferences and best-in-class marketing
innovations.”
WPP’s integrated team comprises the expertise of VMLY&R for
strategic and creative leadership, Mindshare for media planning and
buying, Hogarth Worldwide for production, and Geometry for commerce
experiences.
VMLY&R Asia Co-CEO Tripti Lochan will lead the new unified
team. Commenting on the global appointment, Lochan said:
“Zespri’s growth ambitions are inspiring. Working with a client
partner who mirrors our own focus on creating connected brand
experiences across global markets, and does so while being
collaborative with a desire to be the benchmark of marketing
excellence is humbling. We can’t wait to get started with this new
partnership.”
Rohan Lightfoot, Chief Growth Officer for Mindshare in Asia
Pacific said: “From the very first day of the pitch process, we
were inspired by Zespri’s vision for their business and their
growth ambition. As a fast-growing, global business with their home
in Asia Pacific, they are a great partner for Mindshare. Zespri is
embracing the power of data and digital to accelerate the growth of
their brand and their business and we’re excited to be helping them
realise their ambitions.”
About WPP
WPP is a creative transformation company. We use the power of
creativity to build better futures for our people, clients and
communities. For more information, visit www.wpp.com.
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Juliana Yeh +852 2280 3790 juliana.yeh@wpp.com
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