It's a kind of magic: Rinnai and .99 master the dark arts

  • Advertising
  • July 30, 2012
  • StopPress Team
It's a kind of magic: Rinnai and .99 master the dark arts

Back in the day, those with the ability to control fire were likely to be run out of town—or put in the old 'let's see if they'll drown' chair—for "being conversant in the dark arts". But, as a new campaign for Rinnai by .99 shows, these days it's something to put in your brochure.

Rinnai, a subsidiary of Rinnai Japan that has been operating in New Zealand for over 30 years, approached .99 earlier this year with some large sales objectives and concerns around brand awareness and perception. Its new brand proposition Everyday Magic supported its position as a leader in design and innovation. But it needed a smart, targeted way to take it to market. So .99 developed a brand-building communications strategy around TV (produced by Flux), in-show product placement and print advertisements. And to support the diverse product range and path to purchase it also used print, online, PR, direct response press and trade promotions. 


Client:  Rinnai

General Manager Sales & Marketing: Mark McCutcheon

Marketing Manager:  Kathryn Geck 

Agency:  99

Executive Creative Director:  Craig Whitehead

Senior Planner:  Kathryn Thomas

Senior Art Director:  Christiaan Van Noppen 

Senior Writer:  Warren Friend

Group Account Director:  Keeley Sander

Account Manager:  Alex Leece

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Creative malleability: why Cleve Cameron left his role as an ECD to focus on music

  • Advertising
  • May 27, 2016
  • Holly Bagge
Creative malleability: why Cleve Cameron left his role as an ECD to focus on music
Credit: Glenn Chapman

I’m sure we’ve all had those day dreams, when we’re sitting in traffic on the way to our jobs (even when we like our jobs) of simply turning around, giving it all up and pursuing something else we love, our passion. Whether it be sailing, cooking, art, music, whatever. And in what is a bit of a rare story these days, that’s exactly what J. Walter Thompson’s former executive creative director Cleve Cameron has done. He left his cushy executive role to focus on releasing an album. We caught up with Cameron to find out where he’s at now with the release, what he plans to do for work and why sometimes you’ve just got to 'Do' it.

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