In keeping with an ongoing tradition, a few industry players gave us their take on the year for our annual opinion harvest. Here's what Justin Mowday, chief executive of DDB NZ, thought about 2014.
1. Favourite local campaign that isn't yours
Clemenger BBDO's NZTA work is consistently top notch. Wish I’d done that ‘freeze’ one.
2. Favourite campaign that is yours
There’s a heap of work I want to mention here, but I think there are two stand-outs: Sky’s 'Bring Down the King' and the Steinlager 'Deep Dive'. Oh, and the Westpac Giving Tree currently in Takutai Square. And the Sky On Demand TVC we’ve just finished. And then there’s those wonderfully cute kids in the online Christmas piece for The Warehouse.
3. Favourite international campaign
I know it was from last Christmas, but I’m still admiring the Harvey Nichols campaign from DDB London.
4. Least favourite campaign
Nova Energy. Give the consumer some credit with work that’s not designed for primary school kids.
5. Your own biggest success
Convincing one of the best creative directors in the world, Damon Stapleton, to join us. But then there's also the fact that we were the number one ranked New Zealand agency at Spikes Asia, won two Mashie awards for the best digital work in the world, were named Campaign Asia-Pacific’s Creative Agency of the Year (runner up in Digital AOTY), and won Icebreaker, Beaurepaires and Auckland Council.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Check out the AutoRap app. Hours of fun. Soho has to be the best TV channel ever created. And I genuinely love that Frozen song.
7. Most ridiculous buzzword
‘Social currency’. A term designed to state the obvious. Be relevant and try and achieve word of mouth.
8. Best innovation
Technology free days at home with the kids.
9. Most over-hyped ‘innovation’
Uber. It’s a shit service in NZ.
10. Best brands
Mini, Crane Brothers, John Lewis, Georgie Pie, ASOS
11. Best stoush
Partington vs. his staff… again?
William Trubridge. And KidsCan. Feeding over 15,000 kids every single week, because their tummies are empty.
14. Predictions for 2015
It will be busy. And global industry luminaries will boldly proclaim what we know already: that digital is never as powerful when it’s separated out (just like they’re finally saying great channel and media planning should never have been separated out).
- According to Font's recent survey, 43 percent of marketing professionals in New Zealand are looking to change jobs next year and 65 percent will be re-evaluating career plans over the Christmas period. So check out some of the roles Font has on offer here and have a gander at the infographic based on the survey results here.