Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Paul Catmur, managing partner and executive creative director, Barnes, Catmur & Friends Dentsu, has to say.
1. Favourite local campaign that isn't yours
The Air New Zealand Christmas song. That Julian Dennison should be in movies.
- Check out the StopPress picks of the year here.
2. Favourite campaign that is yours
Everyone in the pub will tell you how unimportant advertising is. Which makes it pretty rewarding to have the Heart Foundation campaign recognised by the Effies for actually saving lives.
3. Favourite international campaign
Trump and Brexit: Two massive demonstrations of the power of emotion over rationality (as we’ve been saying...).
4. Least favourite campaign
Trump and Brexit: Now we’re fucked.
5. Your own biggest success
A relatively smooth transition into the Dentsu Aegis Network without losing what made them want us in the first place.
6. Most significant launch/innovation/thing of the year
The Beatles on Spotify.
‘Session’ craft beers.
7.What should be un-invented?
8. Lamest trend
Croc-bashing. How is this still a thing? Give it a break, fashionistas, you try fishing in Chelsea boots.
9. Best brands
The usual: Banana Republic non-iron shirts. New Zealand. Staffordshire Bull Terriers. Aston Martin. Shimano.
10. Best stoush
Donald Trump vs everyone else. I just hope it doesn’t kill us.
Non-experts who have ‘had enough of experts’.
13. What died in 2016?
Any semblance of the truth in news.
14. What’s the biggest mistake marketers will make in 2017?
Neglecting their brand in favour of short-termism.
15. Will the robots become sentient and kill us all (asking for a friend)?
There are worse ways to go.