Proudly Kiwi-owned indie agency Federation kicked off in 2008 and it pumped out a lot of work this year, with good campaigns for the likes of Warehouse Stationery, Cavalier Bremworth, Fisher & Paykel Finance and The Royal New Zealand Foundation of the Blind. DDB NZ’s ex-managing director Sharon Henderson opines on 2011.
When she’s not being a non-executive director for New Zealand Rugby League, the Cancer Society or the gang responsible for the Dunedin stadium, Jen Rolfe, the ex-director of Saatchi & Saatchi digital, is spreading the digital and direct gospel with Rolfe, the eponymous boutique agency she started last year. So, here’s lookin’ at 2011.
As Warner Music’s Eric Morse said at the Marketing Today conference, the growth of the web is now letting brands and agencies target individuals, not just markets. And justONE’s Ben Goodale has been trying to ride that 1-to-1 wave in 2011. Here’s his take on the year that was.
It’s been around one year since Andrew Holt joined Clemenger BBDO in Wellington as managing director. And quite a year it’s been, with the agency winning the New Zealand Post account, an AXIS Gold for its creative Radio NZ radios and launching new campaigns for Dulux, Mitsubishi and the New Zealand Transport Agency. Here’s what caught his eye in 2011.
Whether it be the contextual Subaru print ad after the Great Auckland snow, the cheeky billboards for Independent Liquor, the clever Adshels showing the temperature in Fiji over winter, or some of its edgier ads for Hell, Barnes, Catmur & Friends has pumped out some pretty classy work this year. Here’s what Paul Catmur made of it all.
Simon Lendrum took over as the managing director of JWT in 2010 after a long stint at Ogilvy and, with solid campaigns for Ford and PlaceMakers this year, a freshly renovated office and a new creative director at the helm, there’s some excitement afoot. Here’s what he thought about 2011.
There were a host of enthralling PR disasters this year. And, perhaps as a result of all the humans wandering the streets during the Rubber Wool Cup, there was also a noticeable increase in the number of brands using experiential marketing in their campaigns. So who better to spill the beans on 2011 than Claudia Macdonald, managing director of PR, events and experiential agency Mango and a founding member of the CAANZ Marcomms Leadership Group.
Much like That Difficult Second Album Syndrome, it’s very hard for companies to keep up the growth required to make it back onto the Deloitte Fast 50 list. But, perhaps not surprisingly considering it now works with big clients like IAG, ASB, Volkswagen, Frucor, NZ Lotteries and Vodafone, Auckland boutique The Research Agency managed to do that this year, ranked as the 42nd fastest growing company in New Zealand after taking 29th position in 2010. Here’s what tickled the fancies—and got the goats—of its two partners Andrew Lewis and Amber Coulter.
It’s that time of year again, the time when we’re so busy dreaming of sausages and sauvignon that, rather than write anything ourselves, we rope in some of the industry’s most vigorous cutters and dastardly thrusters to give us their $0.02 on the goods, bads and uglies of 2011. First up, TBWA\Tequila’s chief raconteur Dave Walden, whose agency has bounced back from a fairly tough ASB-related 2010 after getting its mitts on the ANZ and Tourism New Zealand accounts.
In the last edition of NZ Marketing magazine, BCG2′s planning director Abe Dew wrote something of an open letter to Localist and Yellow Local and put forward his views on why the ‘if you can’t beat ‘em, join ‘em’ corporate start-ups looked likely to fall into the same category as Telecom’s Ferrit. Not surprisingly, Localist chief executive Blair Glubb disagreed. He responds to some of the claims and outlines its plans for acceleration after what he says is a strong performance in the six months since launch.
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Who’s it for: Meridian by Assignment Group and Perendale
Why we like it: Wells works very well as a quirky Meridian mascot and manages to spread its renewable gospel in a non-preachy, sensible and entertaining way. Plus, it shows off some of the best bits of New Zealand and there’s a pretty good story behind the ad too.
Who’s it for: NZ Book Council by Colenso BBDO and Octane Digital
Why we like it: Much like the previous powerful effort for NZ Book Council, Going West, the time-consuming paper artistry on display for the follow up well and truly captures the attention and shows how books can shape lives.
Who’s it for: Shapes Roadies by Y&R Auckland and Finch
Why we like it: Many New Zealanders didn’t take too kindly to the glut of manvertising that was foisted upon us last year. But, judging by the response to the absurd and very entertaining campaign for Roadies, they seem to like manchildvertising. Some bravura performances in the backseat on display here.
The two winners of the Doritos Crash the Superbowl competition (both creators got a million dollar bonus, apparently).
Surely the best ad ever made for a tattoo parlour (and check out how life imitates art at the end).
All this year’s Superbowl ads in two minutes.
Ghost Steve Jobs will come back to haunt you, Action Electronics.
It’s not particularly Woopy, but this is a cool idea for a modern business. Art goes digital—and social.
How cereal boxes have changed over time, Mad Men posters greatly improved, The Herald on Sunday tows the cow, sheep are inheriting Middle Earth, Hipster Hitler, Rickrolling in a report on a field trip, all you need to be an evil overlord, and this is definitely not a set-up for a movie.
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