Next&Co Wins CRT Account As New Campaign Launches

Next&Co Wins CRT Account As New Campaign Launches

Independent digital agency Next&Co has been appointed to lead strategy, planning and media buying for Australian rural supplier Combined Rural Traders (CRT), kicking off the partnership with a new cross-platform campaign.

Next&Co will manage all CRT’s TV, radio, print and digital media planning, buying and strategy, focused on maintaining the brand’s presence in market and building reach.

Established in Orange, NSW, in 1970, CRT was formed by a small group of local independent rural retailers determined to secure better deals to pass onto their farming customers. Fast forward 50 years and CRT is part of Australia’s largest independent rural retailing group, with more than 295 outlets, focused on supporting crop protection and animal health. CRT has continued its commitment to providing knowledge and expertise to local communities.

To reinforce this dedication to regional farming communities, Next&Co partnered with creative agency GK Collective for the new “It starts with CRT” campaign. For the first time, the cross-channel campaign stepped into the farmers’ shoes to showcase their relationship with CRT, particularly the support CRT offers for all farming activities, from cropping to animal health.

The campaign has been rolled out across TV and print, with an initial call to action – “It Starts with CRT”, while the digital component of the campaign includes a retargeting strategy to help customers find their local store.

Next&Co co-founder, John Vlasakakis, said: “We are thrilled to be working with CRT. As part of Australia’s largest independent rural retailing group, CRT has a strong track record in-market for its knowledge and commitment to supporting regional farmers through all the challenges of farming in Australia. Our appointment to CRT’s media buying will focus on maintaining their brand authority and position in the industry, while also building reach and share of eyeballs.

“We’ve taken a particularly strategic approach to CRT’s digital campaigns to capture data across interested topics, themes, enquiry rates and audience segmentation, as well as branded search from the above-the-line campaign so we can build audiences at scale.”

Nutrien Ag Solutions National marketing manager of independent business, Sarah Wilcock, said: “This campaign distils the relationship that farmers share with their local CRT store, being the first point of call for any farming activity, from cropping to drenching. The inspiration for the campaign was the relationships between farmers and CRT stores that the business has watched grow and flourish over time, while facing the challenges and changes in the industry.”

The CRT appointment follows Next&Co’s recent win of the SEO retainer for Australian ecommerce provider New Aim, and the media and marketing account for Ahoy Club, the Malouf-owned global superyacht charter business.




Please login with linkedin to comment

CRT next&co

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]