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Major Shift: Together Agency Secures The Warehouse Group Media Mandate
Independent agency Together has been appointed as the media agency for The Warehouse Group, a significant move consolidating media planning and buying for the retail giant. This transition signals a fresh strategic direction for one of New Zealand's largest retailers, promising a distinct evolution in their market presence.
What Happened
- •Independent agency Together has been awarded The Warehouse Group's media advertising account, effective 30 April 2026.
- •This appointment encompasses media planning and buying across all brands within The Warehouse Group portfolio, including The Warehouse, Warehouse Stationery, Noel Leeming, and Torpedo7.
- •The move consolidates media duties under a single agency, departing from previous arrangements.
- •The Warehouse Group indicated a desire for a fresh approach to its media strategy, aiming for a distinctive market presence.
- •The change is expected to result in a noticeable shift in how The Warehouse Group brands engage with consumers in the near future.
- •The appointment follows a competitive pitch process, as reported by NZ Herald - Business on 30 April 2026.
Why It Matters for NZ Marketers
- •This represents a substantial win for a local independent agency, challenging the dominance of larger network agencies in New Zealand.
- •The Warehouse Group is a cornerstone of NZ retail, meaning this media mandate controls a significant portion of national advertising spend.
- •The consolidation under one agency could lead to more integrated and efficient media strategies across diverse retail brands.
- •It signals a potential shift in media investment priorities for a major advertiser, impacting various media channels in the NZ market.
- •The emphasis on a 'different' approach suggests innovation in media strategy, potentially influencing other NZ retailers.
- •This move could inspire other large NZ brands to consider independent agencies for their media requirements.
Strategic Implications
- •Marketers should anticipate The Warehouse Group adopting more agile and potentially disruptive media tactics.
- •Agencies must demonstrate clear value and strategic differentiation beyond just buying power, as independents gain traction.
- •Brands need to reassess their media mix and channel allocation, observing how this major retailer evolves its approach.
- •The focus on a 'different' presence implies a deeper integration of brand messaging with media execution.
- •This highlights the importance of strong local insights and a nimble agency structure in winning major accounts.
- •Consider how a consolidated media strategy might leverage first-party data more effectively across a diverse retail ecosystem.
Future Trend Signals
- •Growing preference for independent agencies capable of delivering bespoke, innovative media solutions.
- •Increased scrutiny on media effectiveness and a demand for strategies that yield distinct market differentiation.
- •Consolidation of media accounts under single agencies for greater synergy and efficiency across brand portfolios.
- •A potential shift towards more integrated, data-driven media planning that leverages retailer-specific insights.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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