Every year, stoppress asks players in the local industry for their reflections on the marketing year that was. Next up is the boss of Stoppress, Tangible Media chief executive John Baker.
Favourite local campaign that isn't yours
Love from Land Rover – agile, clever, brave and real.
Favourite campaign that is yours
The De’Longhi MultiFry Challenge with Mediacom – What at first sounds like something hideous from Saturday morning TV is actually a finely crafted piece of content.
Favourite international campaign
Choose Beautiful for Dove – Yes, it’s been incredibly polarising but I have a soft spot for this series and get a bit emotional watching them. Based on the evidence I have seen, also spectacularly successful.
Least favourite campaign
Anything with pop-ups.
Your own biggest success
Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
It would be wrong to vote for one of our own so it would have to be The Spinoff – I was an early sceptic with respect to commercial sustainability but Duncan [Greive] is bloody talented and looks to be creating an editorial Noah’s ark.
Most ridiculous buzzword
Facebook Instant Articles.
Most over-hyped ‘innovation’
Air New Zealand.
Best stoush of the year
Media agencies vs creative agencies.