With a new chief executive, a new joint venture with Sky, the highest rating show of the past ten years for New Zealand's Got Talent, plenty of interest in branded content, and the march of mobile seeing new Ondemand apps on the horizon, it's been a big year for TVNZ—and, after knocking newspapers off the top ASA spot and charting ten year highs for viewership, TV in general. Head of sales Jeremy O'Brien talks.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=laKd-gmDw10Boris the Telecom Turtle. I’m convinced it’s really S.P.O.T. without the benefits of Olay. He may not have defeated the seven signs of ageing but he’s bringing life and colour back to Telecom. Nice job.
2) Favourite campaign that is yours
It’s not on air yet but when you see it you’ll be blown away. America's Cup 2013. It’s Formula One on steroids and going to be spectacular.
3) Least favourite campaign
Do you really expect me to answer that? Any campaign not embracing the awesome synergies of TV and online. Don’t be the world’s best kept secret.
4) Best brand
Any brand embracing the awesome synergies of TV and online.
5) Best stoush
It’s a close one. There are two big battles that are intriguing.
Battle one is between the supermarket behemoths. These guys are staunchly competitive and seriously smart marketers and just keep going at it. 12 rounds won’t be enough to sort that one out.
Battle two is the banks and I think it’s early days on that front. Each is looking to chart new territory and 2013 will be a cracker.
All those businesses that are making a difference, particularly in our own back yard. I won’t name them here for fear of missing anyone out but when you get to work with a number of great New Zealand companies as I do in my role you gain a sense for the contribution business makes to our communities. Whether it’s providing employment or giving a small Kiwi supplier their first big break, we’ve got loads of hero employers out there and we need them now more than ever.
Serial discounters. C’mon people, discount does not equal value or effectiveness. My Mum always told me that if it’s cheap there’s usually a reason. Don’t do cheap, do effective.
8) Most memorable marketing moment
9) A few predictions for 2013
Video will become even stronger as a vehicle for brands to engage, entertain, inform and ultimately shift their products and services; Clara Van Wel will have a number 1 single; Chris Warner will have an affair on Shortland Street; and brands that continue to invest in being seen and heard will continue to smash brands that don’t.