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Ignition Fires Up New Consumer Thinking




Auckland’s newest advertising agency is Ignition, a “new thinking” agency, answering a gap in the market for a non-traditional and more effective approach to communications.

Ignition, formerly SRA Metropolis, is an “ideas agency” which takes a new approach to advertising and extends the boundaries of traditional media. The focus is on finding creative solutions that achieve brand relevance in competitive and cluttered markets.

The agency is lead by Tony Richards (Team Leader) and Jennifer Watt (Environment Leader) who are joined by Rob Chamberlain (Creative Leader). Rob has recently returned to New Zealand from Melbourne where he successfully set up an agency branch office which held one of Australia’s most sought-after accounts.

All three directors have worked within traditional agency structures and have proven track records in getting results for their clients. They have redefined traditional systems to ensure Ignition works on improving the client’s brand and business rather than solely responding to a brief.

“We’ve restructured our agency, we have a different approach and new agency tools to get results. We believe that by challenging processes and questioning the current systems, Ignition will connect clients with their consumers in more effective ways,” says Tony Richards, Team Leader.


Ignition, P2

Clients will benefit from Ignition’s team approach that encourages smarter working, the free flow of ideas and the ability to adapt quickly to market changes.

Ignition has also developed Radar a trend-tracking tool to help determine the right approach when working with a brand. Radar will provide insight into consumer behaviour, category movement and advertising trends on a regular basis to Ignition’s clients.

“We believe Radar is a fantastic tool because it takes a holistic look at brands. This is especially important in a competitive environment where the market is cluttered and brands are often positioned by their competitors, “ Tony Richards said.

The new approach is already proving a success with Ignition winning new business from the Auckland City this year. Ignition has also moved to new premises at Dominion Rd to accommodate the expanding “new thinking” agency.


Director profiles and photographs are available.

For further information contact Tony Richards (Team Leader), Rob Chamberlain, (Creative Leader), or Jennifer Watt, (Environment Leader) on (09) 307 6911.

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