Steve Bayliss had the Midas marketing touch at Air New Zealand and he seems to have transferred it to his role as group general manager of marketing at Foodstuffs, with the Pak 'n Save brand continuing its top form and New World getting a long overdue—and almost universally applauded—refresh. Here's lookin' at 2012.
1) Favourite campaign that isn’t yours
Crikey, I struggled a little on this one. Indeed, Ben F had to point out to me that my first response included two ideas from last year [ed: they were good suggestions though: Steinlager's 'We Believe' and Toyota Hilux], perhaps because there seemed to be lots of good, but only a very few ideas that really, really embedded themselves in my mind. As a result I battled to separate a clear winner. But it was another good year for Sky TV with the iSky's 'Cheat on your TV' ads, I loved theTui bunch of flowers press ad for Valentines Day, the ‘The Wine is Over’ campaign worked well and for brand experience, Hell Pizza's Pizza Roulette. Okay. Pick one. Because of the product integration and hilarity of seeing the unlucky recipient, pizza roulette.
2) Favourite campaign that is yours
http://www.youtube.com/watch?v=AiemD4Jtb-0It feels more than a little self-congratulatory to even answer this. But what the heck, my old pal Jules Lloyd did the real work on our end anyway. So congrats to Colenso BBDO's Steve Cochran, Jules, and the .99 team on the New World brand work.
3) Least favourite campaign
http://www.youtube.com/watch?v=P-b7rYgzzpMIf the last question bordered on being asked to stand in front of the mirror and admire the view, this just feels mean spirited. So it’s a mixed bag. I thought Ghost Chips was pure gold, but the following ad ‘You blokes have got to stop driving pissed’ was truly awful. I know, different target audiences and all that, but… ick.
4) Best brand
http://www.youtube.com/watch?v=cBlRbrB_GncGlobally, I really admire the job Samsung has done in the branded technology space over the last year (taking on Apple and winning a lot). But I can’t go offshore. I have to be parochial on this one. So, Air New Zealand. Proving beyond doubt that I am indeed a worthless hack, as the work just continues to be terrific, with the occasional grabaseat own goal (left testicle gags) being more than offset by a consistent stream of stunners (the Hobbit leverage).
5) Best stoush
Easy… and fun. Pak ’n Save's Meat Weeks versus the vegetarians.
Jason Paris and the Telecom marketing team. After too many years of fairly ‘average’ work (being kind), it finally feels like the campaigns and brand presentation overall is coming back on track. Best work since Spot, and it’ll be nice to have a home-grown telco that Kiwis really want to win again.
http://www.youtube.com/watch?v=yLBMa74tSBUThe mean buggers who gassed the Countdown Dad just before the holidays. Ah well, we’ll offer him a job at Pak 'n Save so he doesn’t have to be humiliated doing more pants Xmas ads next year.
8) Most memorable marketing moment
http://www.youtube.com/watch?v=WOyo7JD7hjoPsy – Gangnam Style. I don’t know why it works as well as it does … but it's genius. The fastest global brand explosion ever.
9) A few predictions for 2013
It will be 365 days long. Movings & Shakings will be busy again. And I hope to defy predictions by not making an appearance. Still lots to do (really).