AUCKLAND, NEW ZEALAND – Wednesday July 9, 2014 – Whybin\TBWA Auckland has begun work on a brand programme for Yellow® – one of New Zealand’s most iconic brands – after being appointed as the company’s strategic and creative partner for the work, last week.
Whybin\TBWA Chief Executive Officer, Todd Mcleay, says that helping one of New Zealand’s most well known brands to articulate its new identity is a one-of-a-kind opportunity.
“This is a hugely exciting, year-long project and we’re looking forward to seeing the refreshed brand come to life. Yellow® has such a legacy and history, so we’ll be approaching the work with equal measures of innovation, originality, care and respect. The people involved are loving the challenge of bringing Yellow into a fresh new light.”
Whybin\TBWA Chief Creative Officer, Dave King, who has a successful history with Yellow, will lead the creative side of the project. During his time with Aim Proximity, he led the Yellow account, including the lauded ‘Yellow Tree House’ campaign that received a cluster of Cannes Lions and a multitude of other local and international awards.
“The opportunity to get back on board with Yellow is a welcome one for me. This is a company with an appetite for big ideas, ideas that really make a mark on the industry and TBWA’s Disruption® philosophy is a perfect partner for a project like this.”
“The team we’ve got working on the account is a collection of the best and brightest creative talent, strategists and designers that this industry has to offer. I’m confident that Yellow is in the best possible hands for this milestone piece of work,” says King.
Head of Communications and Media at Yellow, Maja Lee, said the team at Yellow® is looking forward to working with Whybin\TBWA to refresh the brand and roll out a new look Yellow.
“Yellow is a Kiwi icon – we’ve been in homes and businesses for more than 50 years and our offering has evolved significantly in the last two years. Our digital offering is strong and we have exciting new services in the pipeline. It’s the right time to align our brand to better reflect what Yellow® means today.”