Advertising’s New Consortium

Media Statement

Advertising’s New Consortium

Ralph Brayham, formerly Director of Home at Telecom and Director of Yahoo!Xtra, has become a 50 percent shareholder and Director in local marketing services company Consortium.

Paul Shale, previously the sole shareholder at Consortium says Ralph brings more than 20 years of corporate experience - a rare asset in New Zealand advertising agencies.

"Consortium has been designing expert marketing campaigns since 2003 and I have drawn on the expertise of many creative and talented people in that time. However, the addition of someone with Ralph's business acumen is unmatched in the marketing communications industry and gives Consortium an additional and unique set of skills that we can focus on client needs," says Shale.

Ralph's senior executive experience spans across energy, IT, telecommunications, transportation, finance and entertainment and will place Consortium in a very different part of the client value chain than other agencies in NZ.

Ralph says he believes this move will redefine the typical agency from an ideas and creative lead business, to a strategic business where the ideas and creative are derived from a deep understanding of the client's key business objectives and market strategy.

"I believe the combination of Consortium's proven creative ability with business consulting experience will mean top commercial results for our clients."

Kevin Kenrick, incoming TVNZ CEO, says marketing is too important to leave just to the marketers, and the best performing marketing directors tend to be the ones who optimise the balance between the 'science' of business and the 'art' of marketing.

"Likewise the best performing marketing service providers will be the ones who intimately understand their client's business strategy as well as generate compelling creative ideas," says Kenrick.

Simon Moutter, CEO, Auckland International Airport and Consortium client observed that over the last 10 years, businesses have become increasingly focused on the efficacy of their marketing investment.

"It used to be enough to interpret a brief in terms of high quality creative and good ideas. Today it's different, particularly with the rise of social media, and the impact of social media on traditional above the line media channels, means that today’s creative agency needs to be much more than they used to be. They need to approach clients with a keen understanding of business drivers, strategy and the impact that creative execution will have on business performance,” says Moutter.

Vivien Bridgewater, General Manager, University Relations for AUT University has been a client of Consortium’s for 9 years.

“Consortium has been central to our sustained success as New Zealand’s fastest growing University. They have continually delivered more than just ads and I think this evolution represents further evidence of the business beliefs that lie at the core of their brand. We wish them all the best and look forward to working with Consortium 2.0.”

“It’s a new era for Consortium” says Shale. “With the move to our new premises and a range of other exciting changes underway, we’re ready to take on some great new challenges.“

ENDS

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