In my role as Senior Copywriter at The Brand Agency, I led the creative and communication approach for one of Aotearoa’s biggest retailers. As the only New Zealand based Copywriter, I worked closely with the internal team, our Australian agency counterparts and our external partners to produce content covering all of Bunnings’ marketing objectives.
A major part of my role was overseeing multiple ad campaigns throughout each year, including Christmas, Summer, D.I.Y July and Father’s Day. For each campaign, I played a key part in producing assets across TV, radio, OOH, social, print and online display.
As part of my role I led the interviewing of Bunnings’ Team Members for use across TV and radio. and was responsible for the editing of all video and TVC content, ensuring that we get clear messages across while maintaining personality. I also helped to experiment with new approaches to the tried and true Bunnings formula through the addition of animations and changes to interview locations.
In a change from Bunnings’ usual sales based campaigns, to celebrate the first public holiday recognising Matariki we told the story of how their Team Members mark the occasion.
Outside of traditional advertising, I also developed creative concepts and assets for store openings and events, and created key strategies and communication frameworks for Bunnings’ sponsorships.