TV3 cuts ties with Colenso after 20 years

TV3 has ended a 20-year creative relationship with Colenso BBDO as part of a major shift in loyalties between the country's biggest broadcasters and advertising agencies.

After a change understood to be driven by Television New Zealand and Colenso, the way has been cleared for the state broadcaster to move its creative business to Colenso - probably in the next three to four weeks.

The move marks a big shift in alliances, with TVNZ recently ending its long relationship for creative advertising with Saatchi & Saatchi.

TVNZ looks set to have a relationship with an agency that has been privy to TV3 marketing secrets.

TV3 marketing director Roger Beaumont said yesterday that the company was to embark on a fresh strategy for its marketing communications. "A big-brand agency is no longer the best fit for our needs."

He said TV3 media buying remained at Spark PHD.

Beaumont acknowledged industry expectation that its old agency would wind up working for its rival.

But he said the company was confident Colenso would maintain confidentiality agreements.

TVNZ ended its creative relationship with Saatchi & Saatchi in the middle of its contractual arrangement.

TVNZ moved advertising for its digital arm to Colenso's sister company for digital and direct marketing, Aim Proximity

It is widely expected to hand over TV One and TV2 to Colenso in the next few weeks.

The move is likely to mean a big boost in revenue for Colenso. TV3, by contrast, has always faced tight spending constraints.

The media accounts - the money that TVNZ and TV3 spend promoting themselves in other media - are not part of the change.

TVNZ will stay with Saatchi & Saatchi sister company Starcom.