DDB Sparks New Year Shake-Up Of NZ Marketing Scene

DDB Sparks New Year Shake-Up Of NZ Marketing Scene

DDB has announced the acquisition of one of New Zealand’s leading relationship marketing specialist consultancies in a move which looks set to re-shape the country’s direct marketing landscape, while growing DDB’s presence in Wellington.

The purchase of Limb Walker Partners, founded by Robert Limb and Lance Walker - two of New Zealand’s most highly regarded direct and relationship marketing strategists – will be fully backed by the resources of DDB to grow into the country’s number one direct marketing agency.

To be re-branded Rapp Collins Limb Walker, the consultancy will be part of the DDB Group locally and Rapp Collins globally, one of the world’s largest and most respected direct marketing networks.

DDB New Zealand Group Managing Director Sharon Henderson described the January 1 acquisition as symbolic of the pace of DDB’s business drive for 2007 and a deliberate move by the Group to take it’s already award-winning direct marketing resource to a level that should lead the market.

She believes Limb and Walker are the best direct marketing practitioners in the country and, as part of DDB, will generate fresh competitive energy on the
New Zealand direct marketing scene.

At the DDB Group level, the move is an important strategic development which will see the DDB brand become a growing presence in Wellington and a national brand for New Zealand.

Henderson added: “I’m delighted to be working with Robert and Lance again who I regard as leaders in their field. They’ll have my full support, and that of the DDB Group in Australasia, to grow Rapp Collins Limb Walker into the number one DM specialist in this market.

”Having worked with Robert and Lance at AIM Proximity, I know their capability and their reputation then, and now, with some of New Zealand top business leaders who rate them as the best direct marketing strategists in this market.”

Marty O’Halloran, CEO and Chairman of DDB Australia and New Zealand explained the strategy behind the acquisition: “The establishment of Rapp Collins Limb Walker is part of a wider strategy of the DDB Group to offer the number one direct marketing agency network across both markets. Rapp Collins is already the top-rated agency in Australia and we consider it only a matter of time before Rapp Collins Limb Walker achieves the same success in New Zealand.”

For their part, Robert Limb and Lance Walker, who will jointly head Rapp Collins Limb Walker are looking forward to expanding the strategic consultancy previously offered by Limb Walker Partners into a full service agency.

“Our passion as LWP was to help organisations build stronger and more valuable customer relationships which deliver real business returns. That won’t change with Rapp Collins Limb Walker. What will change is our ability to bring our strategic thinking to life with specialist data, creative and production resources, supported by the strength of the DDB Group and the Rapp Collins network.

“We’re excited about the opportunities this creates to extend our work with current clients and attract new business opportunities.”
Keith Norris, Chief Executive of the Marketing Association described the acquisition as "exciting news”.

He added: “This is the first major development on the direct marketing landscape for a long while. The combination of the strategic ability of Limb Walker and the creative grunt of the DDB Group under Sharon Henderson will be a formidable one. It's great to see an iconic brand like Rapp Collins established so firmly in the New Zealand agency ranks.

"I have long regarded Rob Limb and Lance Walker as shining stars in the world of integrated marketing. Their new partnership with the DDB Group will surely set new benchmarks for marketing excellence in NZ.”
Limb and Walker were Managing Directors of AIM Proximity, in the Auckland and Wellington offices respectively, before setting up their own consultancy in 2003.

Limb Walker Partners has worked with a number of blue-chip clients over the past three years, including ACC, Fly Buys, Contact Energy, CIGNA Insurance and New Zealand Post.

For DDB clients and New Zealand marketers, Henderson believes the acquisition presents a significant opportunity to access best practice direct marketing

As well as strategic consultancy, Rapp Collins Limb Walker will offer specialist direct marketing creative, data and production resources.

Henderson commented: “It’s a compelling offer and one which we’ve been working to develop, behind the scenes, since midway through last year.
It makes sounds strategic sense for DDB, both in this market, but also as part of a strong Rapp Collins offering across Australasia.”

Robert Limb and Lance Walker will jointly head Rapp Collins Limb Walker, with Robert leading the Auckland team, and Lance leading the Wellington operation.

Henderson sees the Rapp Collins Limb Walker team integrating closely with DDB’s interactive specialist Tribal DDB to develop innovative customer relationship solutions. Tribal DDB is headed up by top-rated digital strategist Greg Forsyth who joined recently as Managing Partner.

Rapp Collins is the direct marketing specialist brand of the DDB network globally, with more than 70 offices across 38 countries worldwide.

ENDS

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