Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Brian van den Hurk, CEO of FCB New Zealand, thought about 2015.
1. Favourite local campaign that isn't yours
Land Rover Valentine’s day - a truly charming story.
2. Favourite campaign that is yours
Vodafone Piggy Sue. We had an audacious goal to make New Zealand’s favourite ad, and we did it.
3. Favourite international campaign
'This Girl Can' from the UK. Both the TVC and wider integrated digital and community campaign around it were incredibly powerful.
I also quite like Vodafone Ireland’s Piggy Sue campaign- yes you’ll see it frame for frame from the NZ campaign. (Imitation being the sincerest form of flattery and all that)
4. Least favourite campaign
All the poorly conceived, lazy retargeting, which gets it wrong bombarding you with the same message or wrong message 120 times. ARGHHH!!
5. Your own biggest success
FCB New Zealand named in the Top 5 Most Effective Agencies worldwide. This achievement really underpins our ongoing focus on behaviour change.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
The Air New Zealand App, a must for anyone travelling regularly.
7. Most ridiculous buzzword
‘Digital’…. because everything is digital now! The sooner the term is dropped, the better.
8. Best innovation
Robiotics – a game changer given they have the potential to detect and kill cancerous cells and provide clean water.
9. Most over-hyped ‘innovation’
iBeacons. Supposed to be the biggest thing in retail but who’s using it.
10. Best brands
Airbnb – it’s completely changed the model of travel and accommodation, and in just over five years, it’s become a US$25.5 billion company.
11. Best stoush of the year
The Peak vs. our Flag Guardians.