Attack of the giant meta

  • Advertising
  • March 29, 2010
  • Ben Fahy
Attack of the giant meta

Yoghurt! MOVE! Birds, fish and Jazz! Barnes, Catmur and even more friends! Adstream, Karma and Freeview! Star Awards!

Intelligent design

Dow Design’s strategic rebrand of the Fresh’n Fruity yoghurt range has been featured in a newly published book of the world’s best brand designs, Box Bottle Bag, which is written and compiled by Andrew Gibbs, editor in chief of TheDieline.com.
“The imaginative, colourful, and bold design of Fresh n’ Fruity was a huge hit with readers of The Dieline.com when we featured it on the Website in September,” says Gibbs. “Even though the deadline for inclusion in Box Bottle Bag had already passed, we had a last minute request from our publisher for one more project. We knew it had to be Fresh’n Fruity, and so Dow's design became the very last project to be included in Box Bottle Bag, all the way from New Zealand.

Six separate images of the Fresh’n Fruity range are spread across three full pages in the coffee table book, with images of the Fresh‘n Fruity Lite logo being chosen to feature on the back cover and within a collage in the front inside cover.

Dow Design’s strategic development director, Andy Jaquet, says the inclusion is a testament to the creativity New Zealand has to offer the world. And it also shows that great design doesn't have to be limited to luxury products.

“Around the world, package design has risen to the forefront of today's modern age of branding,” he says. “This book is a showcase of great brand packaging design, inspiration and creativity from around the world. We are very proud to be recognised as one of the world’s best packaging design firms."

Box Bottle Bag: The World's Best Package Design from TheDieline.com is is available from Amazon.com for US$23.

Making Moves

All the talk was about overall ad spend declines and the rise of interactive when the latest ASA advertising turnover data was released a few weeks back. But what about the poor old Out of Home (OOH) sector, you ask? Well, its revenue also declined, but there's a silver lining: it was only an eight percent drop compared to the 12 percent overall. OOH also gained a small increase in share to 3.3 percent of overall advertising expenditure and showed an increase in spend against both the retail and beauty categories.

Pauline Hanton, chair of the Outdoor Media Association New Zealand (OMANZ), says all the tricks learned from Australia's recently released audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure), promises to deliver bigger and better things for the sector this year.

“At the end of the day, advertisers want to engage with the consumer, they want to provide a positive experience that leads to increased brand equity . . . and fundamentally a return on investment. OOH delivers on this," she says.
Hanton says MOVE covers all major formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports. And it introduces a new and more accurate audience measurement currency – Likelihood To See (LTS) – meaning only those people who in all probability will see an outdoor advertising face will be included in the results. Most other media, she says, base their results on all people who have the ‘opportunity’ to see regardless of whether they actually do or not.

More friends for Barnes and Catmur

Paul Wilson is the latest acquisition for Barnes, Catmur and friends, with the DDB group account director unable to resist the lure of the role of general manager and the in-house table tennis tussles that look set to eventuate.

Wilson started off at Singleton Ogilvy & Mather in 1998, winning the 2002 Val Morgan Young Creatives competition and representing New Zealand in Cannes. He also took a gold EFFIE for the Child Cancer Foundation in 2006 and he has an impressive collection of other awards on the mantelpiece from the EFFIES, Axis, Cannes, Clio, D&AD, and the Direct Marketing Association.
He has been with DDB since 2005 and has worked with Volkswagen, Corona, McKenna Bourbon, The National Bank cricket sponsorship and ANZ.

The big apple

The Jazz, an apple developed by New Zealand's top horticulturists, scientists and growers, is one of the most popular apples in the world. But not in the homeland. So spice communications group has been put in charge of enhancing its profile with New Zealanders.

ENZA has appointed spice to implement an annual PR and media campaign around the apples and it will kick off at the start of the season (Monday 12 April), with ongoing promotions and media activity, both traditional and social, throughout the year.
Jazz, which is a naturally bred cross between Royal Gala and Braeburn, was introduced to the global markets six years ago, and international demand has meant that this is only the second year the apples are available in New Zealand (cue hurrumphs about foreigners getting all the best stuff, a Kiwi bugbear that this ad for Silver Fern farms taps into).

“Offshore consumers have been able to enjoy Jazz for years; now it’s New Zealanders’ turn!”

Streamlining

Adstream, "the advertising distribution and workflow specialist", used to transport commercials to TVNZ, TV3, Sky and Prime via a third party carrier, but it now has its own complete end-to-end digital delivery platform, implementing its own fully managed digital network that includes complete quality assurance play-out of every commercial and allows broadcasters to uniquely purpose them to their requirements.

TV broadcasters are also able to import the same file into their play-out system as they were delivered. Apparently this process enables a more streamlined process for advertisers and agencies and removes the need for broadcasters to convert the intermediary transportation file, or play-out to tape, therefore reducing manual processes and head hours needed.

Adstream NZ General Manager Dean Cudmore said: “The implementation of this platform is testament to the ongoing innovation and quality that adstream is committed to producing.

“Telecision Commercials Approval Bureau were very quick to come on board, appreciating adstream’s streamlined workflow that allows them to view all content online through their traffic page. We’re confident this service will provide greater convenience for all our clients while ensuring we maintain the efficient and secure delivery of TV commercials to New Zealand broadcasters.”

Late last year, Maori Television successfully piloted the adstream system and subsequently became adstream’s first live New Zealand destination. Nickelodeon NZ is another New Zealand broadcaster that has been receiving adstream content directly. Although Nickelodeon NZ transmits out of Singapore, adstream is still able to QA check, process and deliver within 45 minutes – in the exact file format and aspect ratio required.
Karma police


With people increasingly turning to their social networks for information and recommendations, Craig Davis, Publicis Mojo's Australia & New Zealand chief creative officer, saw an opportunity too good to waste. So he launched BrandKarma, the world's "first brand-centric social media platform", developed over months in his after-hours time.

The site makes it easy for people to inform themselves and share their opinions. Davis says grassroots movements have never been powerful, and he aims to create a democracy where good brand behaviour is rewarded and bad behaviour is called out.
Users can access news about global companies, see others' views on everything from coffee chains to clothing brands, and upload their own feedback.

Two birds = Two Birds


With 40 years spent between them getting film and TV productions off the ground, Nikki Walker and Mary Wall are two of the country's most experienced TVC producers. And they've joined forces to create a new line-production company called Two Birds.
“Our knowledge about our beautiful unique, varied locations and their close proximities mean we can offer really cost-effective options for any shoot,” says Wall. “Overseas clients take advantage of fluctuating exchange rates and the convenience of opposite seasons.”
And, because the pair don’t have a nest of directors to feed, they say they "can focus entirely on you and what you require, from slate to wrap".

Wall is a production manager who has worked in Singapore, Japan, Namibia and Fiji. In New Zealand, she’s worked for crews from Canada, USA, Japan, Thailand, Vietnam, UK, Poland and Germany and was most recently visual effects producer at Oktobor. And Walker is ex Abbott Mead Vickers London, and in New Zealand and Australia has worked for Colenso, Saatchi, Lowe, Film Construction with executive producer Mike Salter, and directors John Marles, Ben Seresin and Steve Rogers. Her most recent role was as senior producer at Robber’s Dog Auckland.
Their first project is a TVC for BBDO Beijing client, Mercedes Benz China, which is being shot in Zurich and Queenstown and the cool retro website was created by Mission Hall.

Rewarding the freeviewer

Freeview has launched the first annual Freeview Awards, which are designed to highlight the significant contribution that a range of partners and stakeholders have made in making Freeview the success it is today and include the likes of best digital-only TV channel and best digital only TV show, as well as best Freeview approved product, best retailer and best installer.

“At the end of 2009 Freeview was available in over 20 percent of Kiwi homes which is a great result and well above where we envisaged we’d be when we launched,” says Sam Irvine, Freeview general manager. “As people are becoming more and more aware of the benefits of migrating from analogue TV to Freeview digital TV and radio, we wanted to provide them with a simple and efficient way to highlight what they consider to be the ‘best of the best’ elements of Freeview, and the Awards we’ve launched are designed to do just that,” he concludes.

The Annual Freeview Awards voting button can be found at http://www.freeviewnz.tv/ and voters have the chance to win one of three MyFreeview|HD®digital television recorders. Entries close 6 April.

It was how big?


The buckets and later on, the bellies, were apparently full to bursting after a casual day on the water at the inaugural Great ACP Media Fishing Competition last week.
Warren Smith from Douglas Pharmaceuticals landed the biggest snapper (and fish of the day) at 2.6kg; Richard Spicer from Omni Graphics caught the biggest kahawai at 2.3kg; Adrian Pickstock from ACP Media caught the biggest trevally at 2.2kg; DDB won the special award for best dressed; and Paul Gardiner from ACP Media won the award for “shortest tape measure"

Call for entries

The Australasian Promotional Marketing Association's (APMA) Star Awards honour the year’s most outstanding promotional marketing campaigns and entries for the 2010 edition close Wednesday 31 March.
Designed to generate both industry and public recognition of excellence in the area of promotional marketing, the awards are open to APMA member and non-member agencies throughout Australia and New Zealand and organisers are expecting a record number of entries this year, including a growing number of submissions for the experiential category (head to the website to enter).
"We are also looking forward to seeing entries for our new social marketing category,” says David Lo, APMA chairman. “There is still time to get involved and showcase exactly what your agency can deliver. We know most agencies are under the pump like never before at the moment, so we expect entries to flood in right down to the deadline. I encourage any agency that hasn’t already entered the Star Awards to rev up and get an entry in."
The awards event will be held in Sydney on July 1 and all winners will be eligible to compete in the MAA Globes for the Best Promotional Marketing Campaigns in the World, held in the USA in October, 2010.

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