TRMC NZ TO MERGE INTO VMA

The Real Media Collective New Zealand (TRMC NZ) will officially merge into the VMA, three years after TRMC Australia and PVCA merged to form VMA.

The VMA says the decision to merge is driven by a shared vision to elevate the level of industry representation and engagement in New Zealand, and marks ‘a significant step forward’ in strengthening the industry’s advocacy, research, and compliance frameworks across the trans-Tasman region.

According to VMA, this strategic merger will allow TRMC NZ to benefit from the broader infrastructure, expertise, and industry influence of the VMA, ensuring members in New Zealand gain access to an expanded suite of services, resources, and representation at both a local and trans-Tasman level.

As part of the transition, the TRMC NZ Board will restructure into a dedicated NZ Steering Committee under the VMA umbrella, ensuring local leadership remains in place to guide initiatives and advocacy specific to the New Zealand market.

The newly appointed chair of the NZ Steering Committee, Robin Bowkett, general manager of Webstar, will lead this effort, working closely with the VMA CEO, Kellie Northwood, to drive the industry forward.

“The New Zealand market has unique challenges and opportunities that require a dedicated focus, and the establishment of the NZ Steering Committee ensures that our members' needs remain at the forefront of industry discussions and strategic deliverables,” commented Bowkett.

The merger has commitments from the VMA to funding across local research, industry insight papers, and to building an industry code that aligns with achievements realised in Australia. The VMA says it will further align with government engagement across COAG (council of Australian governments) to strengthen both New Zealand and Australian government discussions relating to the print and letterbox sectors.

Bowkett said, "It is a privilege to take on this leadership role and working with industry leaders to strengthen our advocacy efforts, enhance compliance standards, and build a sustainable future for the sector in New Zealand. In aligning with the VMA, we are already bringing greater value to our members, while maintaining a strong local presence to ensure New Zealand’s voice reflected in our content and communications to market."

VMA says that by integrating into its established framework, TRMC NZ members will benefit from:

> Greater access to research and industry insights to inform business decisions.

> Improved advocacy and government engagement on issues affecting the sector.

> Enhanced compliance frameworks to uphold best practices, particularly in Letterbox Marketing and Distribution.

> Streamlined operational efficiencies, reducing costs and administrative overheads for members.

Kellie Northwood, CEO of the VMA, commented that a key strength of the merger is the opportunity to align industry codes and standards across both markets, ensuring a consistent approach to industry advocacy, compliance, and promotional efforts which works best for trans-Tasman retailers and brands.

"By consolidating our strengths, we can reduce costs, share knowledge, and build documented and aligned industry codes that reflect the outstanding work our members do today. More importantly, this merger strengthens the critical role our media channels play in delivering effective communications across New Zealand and Australia," said Northwood.

The Letterbox Marketing sector will be a key focus, with the merger supporting a trans-Tasman approach to compliance, code of conduct, and regulatory engagement. This will deliver greater accountability, transparency, and efficiency for retailers and brands that rely on this effective channel to connect with consumers.

The VMA is committed to ensuring “a smooth and seamless transition” for all TRMC NZ members and stakeholders. Existing services and advocacy programmes will continue, while being expanded through the additional resources and expertise.

"This merger is about strengthening our industry, not just for today but for the future. In working together, we can ensure that our members are equipped with the tools, insights, and representation they need to thrive in a rapidly evolving media and communication landscape," Northwood said.

The NZ Steering Committee, under the leadership of Robin Bowkett, will play a pivotal role in shaping the direction of the industry in New Zealand, ensuring that localised needs, challenges, and opportunities are met with targeted strategies and solutions.

For TRMC NZ members, the merger represents a long-term investment in industry sustainability, with the opportunity to tap into the VMA’s advocacy, advisory programmes, research, and international partnerships to further enhance the sector's standing.