The Year in Review: James Hurman

  • Year in Review brought to you by Marsden Inch
  • January 13, 2014
  • StopPress Team
The Year in Review: James Hurman

James Hurman has been in the Y&R hotseat since mid 2012. And there's been plenty of change since he arrived, with a swanky new office, a number of big hires and, after a few unsuccessful pitches, some wins with the Co-op Bank, Westfield and Interislander last year. Here he is having his way with 2013. 

1. Favourite campaign that isn't yours

The Fakka campaign for Vodafone in Egypt. Never heard of it right? Neither had I until just recently – BUT It won a Gold Lion and Gold Effie in 2013 and is this really bent and brilliant shopper marketing idea. In Egypt they have this weird shortage of small change currency. So in their equivalent of dairies, they often give you little things like sweets as change as they often literally don't have any change. So Vodafone and JWT Cairo created little prepay recharge cards that were all in small change denominations and gave them to all the dairies to keep in their tills and give out to customers in place of small change. Genius.

2. Favourite campaign that is yours

I will pass as I love our babies equally and this end of year thing is turning into a puke-inducing PR dais.

3. Least favourite campaign

That Tasti thing that everyone keeps saying is their favourite. I'm going to be a lone voice here and say I fucking hate it. Soooooo much.

4. Your own biggest success

One of our staff told me this was the first job she has ever loved.

5. Most impressive performance

James Gandolfini (RIP) in his last movie Enough Said. He was great and finished on a high note.

6. Biggest move

Lorde from schoolperson to queen bee.

7. Best innovation

Gravity's lightbox probably. Or the cronut. Different kinds of thing, yes, but both awe-inspiring.

8. Best brands

Lorde.

9. Best stoush

Len and Bevan. That shit she said in the affidavit. She actually said "Mr Brown brought me some cheap black lingerie as a gift. I knew it was cheap because I had to return the item to Bras and Things because it was the wrong size. This was a number of inexpensive gifts Mr Brown bought me." What a bitch!

10. Heroes

The people who have done things that have made Auckland a way cooler place lately.

11. Villains

Blur for being dicks.

12. Most memorable marketing moment 

Eleanor Catton winning the Man Booker prize was the best marketing moment. It counts as marketing. It was everywhere. And then you couldn't get her book for love nor money. And THEN—and this is the Most Important Bit of marketing—the product experience was ACTUALLY GREAT.

13. A few predictions for 2014 

These questions will be different this year [ed: what a bitch!]

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