Arla Foods has appointed Mediahub as its strategic media partner in New Zealand, extending the agency’s partnership with the brand; it was appointed media agency of record in Australia in 2022.
The agency will undertake full-funnel strategy, planning, and buying across all channels for the global dairy cooperative’s brands in New Zealand.
Sue Squillace, Mediahub CEO ANZ, said the appointment reinforces the agency’s trans-Tasman offering and ability to strategically partner with global brands despite locality.
“We couldn’t be more thrilled to extend our strategic partnership into New Zealand and we look forward to being part of Arla’s ambitious growth journey of all their iconic brands on both sides of the Tasman.
“Arla Foods joins a growing list of clients who are seeing the benefits that Mediahub’s trans-Tasman model is having on their business, including New Balance and Bosch.”
Marion Roberts, general manager Arla Foods Australia and New Zealand, said: “Our relationship with Mediahub has gone from strength to strength, they have shown a deep commitment to understanding our consumers and brands and have consistently delivered successful integrated campaigns for Castello Cheese and Lurpak Butter.
“We look forward to the seeing the benefits of this thinking translated to our New Zealand business.”
Hugo Winter, GM of Mediahub, New Zealand, added: “We are truly excited to welcome Arla Foods as one of our foundation clients at Mediahub New Zealand and supporting our Australian counterparts to deliver local expertise. We look forward to working with Mai and the team to deliver stand out media solutions to help them grow their already iconic brands Lurpak and Castello.”
Strategy and planning are already underway, with the first campaign expected in market early 2025.
Mediahub extended its operations to New Zealand last year. Squillace said the use of already established, local, performance-focused teams who are able to respond to changing market conditions was part of the agency’s ambitious growth strategy, and its bid to become one of the strongest media brands in ANZ.
She said: “With proven experience across the NZ media sector, the Mediahub NZ team brings agility, new market thinking and a laser focus on generating business results, which we know brands and businesses need more than ever in the current environment.”
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