Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Hazel Phillips, senior consultant at Baldwin Boyle Group (and former editor of Idealog), thought about 2015.
1. Favourite local campaign that isn't yours
Jelly Tip July – taking something that’s old and making it new again.
If you could create the perfect Jelly Tip what would it be? Tell us and you could win the chance to make it in our Jelly Tip lab! #JellyTipJulyT&Cs apply: http://on.fb.me/1LDfhAaPosted by Tip Top Ice Cream on Tuesday, June 30, 2015
2. Favourite campaign that is yours
NZ Home Improvement Report research for Mitre 10 – insights into New Zealand’s DIY culture.
3. Favourite international campaign
Arc’teryx’s #defineFEMININE – masterclass in how to talk gender without condescension, or using ludicrous terms like ‘mumtrepreneur’.
4. Least favourite campaign
#SquattyPotty – will we ever look at soft-serve ice cream in quite the same way again?
5. Your own biggest success
Falling down the crater face of Ruapehu and not dying.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Villainesse.com – major high-five to Lizzie Marvelly.
7. Most ridiculous buzzword
Anything to do with ‘driving’ stuff: driving engagement, driving performance, driving conversations. Be warned: soon I will be driving my Killdozer towards people who use this word.
8. Best innovation
Eat My Lunch. Tasty and socially responsible. Love!
9. Most over-hyped ‘innovation’
Hipster milk, i.e. milk in fancy pants artisan packaging. It’s. Still. Just. Milk.
10. Best brands
Whittaker’s – can’t wait to see what the next collaboration is.
11. Best stoush of the year