Just as advertisers often need to push the boat out to capture the attention of modern consumers, the raft of awards ceremonies now competing for entries often need to do the same to capture the attention of the advertising world (recently, AWARD's Ian sticks out). And, in an effort to compete with—and possibly confront—other events like Cannes Lions and the One Show, the English-based D&AD has gone with a multi-lingual presidential address from its president Simon Sankarayya, where he extols the virtues of creativity and ideas and attempts to speak to the world's creatives in as many different languages as possible. If there isn't one already, it can't be long before someone starts handing out awards for the best call for entries campaigns. Last year New Zealand agencies had nine entries featured in the D&AD annual, which, just like our haul in Cannes, placed us ninth in the world (Colenso took home its first ever Yellow Pencil for the Yellow Treehouse, one of just 42 pencils dished out in 2009). As far as the judges go, Dave King from M&C Saatchi will be taking care of the direct category and he is the only Kiwi among the 25 jury foremen, although Mojo's co-chairman in Australia and New Zealand Craig Davis is foreman on the integrated and earned media jury.
Marketing, advertising & media intelligence
Social media stars and influencers are so hot right now, with brands across the world paying sometimes eye-watering sums to have nouveau celebs promote their products. And while this is something of a recent fad, 54-year-old Contiki built its brand on this approach long before it became fashionable. We talk to marketing director Tony Laskey about its latest influencer based campaigns, building relationships and why influencers work so well for Contiki.