Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Andrew Reinholds, managing partner at OMD, has to say.
1. Favourite local campaign that isn't yours
It’s great to see the new work for The Lotteries Commission going back to big classic brand storytelling.
- Check out the StopPress picks of the year here.
2. Favourite campaign that is yours
Our team's activation idea for the The Hateful Eight, turning The Golden Dawn into Minnie’s Haberdashery complete with a special Hallertau brewed blood red ale, had to be signed off by the man himself. In fact, he liked the idea so much, Tarantino decided to include New Zealand on his PR itinerary, just so he could taste the beer first-hand.
3. Favourite international campaign
Donald Trump’s election campaign. It has all the required ingredients to clean up at any best in show award. It got attention, it demonstrated an intimate understanding of its audience, it was completely integrated across paid, owned and earned, its messaging was consistent, it was always on, it spent considerably less than its competition, and it was highly effective. Boom.
4. Least favourite campaign
Donald Trump’s election campaign.
5. Your own biggest success
Surviving Burning Man with a broken wrist. The things we do. My first burn was an inspiring experience that helped me to re-appraise personal and collective creativity. I’ll be back for more in 2017 determined not to fall off my bike again.
6. Most significant launch/innovation/thing of the year
The most significant “thing”? For me it is the mobilisation of the proletariat classes in England and America. They’ve sent a strong message and popped the liberal middle-class bubble in the process. It will be interesting to see what other countries follow their lead in 2017. Speaking of bubbles, I am wondering more and more just how connected, as an industry, we really are with the man & woman on the street.
7. What should be un-invented?
Algorithms feeding us the content and the opinions that we agree with. Now more than ever we need quality journalism that will challenge and provoke us, not merely pander and preach.
8. Lamest trend
Switching your Facebook profile picture to support a cause. A sad reflection of what a lazy and apathetic bunch we’ve all become.
9. Best brands
Air New Zealand, The All Blacks, Lion Red.
10. Best stoush
Kanye West vs um, everyone. Rest up big fellah.
It was hard to look past some of the great sporting achievements in 2016 for inspiration. In America, both The Cleveland Cavaliers and Chicago Cubs came back from the brink to secure famous and improbable victories. But for me, nothing beats Leicester City FC’s remarkable feat of winning the English Premier League. 5000-1 outsiders at the start of the season, bookies were offering better odds on Simon Cowell becoming PM. Just incredible.
Big organisations that continue to behave irresponsibly. The Wells Fargo scandal in America was just mind boggling in both its arrogance & contempt for the people they are supposed to be providing a service to. Watching Senator Elizabeth Warren rip Wells Fargo’s CEO John Stumpf a new one, was compelling viewing.
13. What died in 2016?
Tolerance. Respect. Humility. For whatever reason, the world just feels like an angrier place to be right now.
14. What’s the biggest mistake marketers will make in 2017?
Thinking that technology trumps people. It doesn’t and never will.
15. Will the robots become sentient and kill us all (asking for a friend)?
See above: “computer says