With five golds at the Media Awards, a host of Yahoo DSA gongs, big campaigns for Vodafone, Instant Kiwi and ANZ, a re-signed agreement with Unilever and a new gamified planning system about to come onstream, Spark Group has had plenty to crow about this year. Chief executive Louise Bond takes the wheel.
1) Favourite campaign that isn’t yours.
http://www.youtube.com/watch?v=ILxjxfB4zNkThe campaign that’s stuck with me as a highlight this year was the British Heart Foundation work featuring Vinnie Jones. Humour gets cut-through every time, even when dealing with a serious topic. The proof’s in the pudding, as there are now examples of people whose lives have been saved as a result of this engaging campaign.
2) Favourite campaign that is yours
Magnum Infinity. The campaign achieved exceptional results (reached No. 1 in the category) through strong communication of the platform ‘Longer Lasting Pleasure’. Shorty St fans got extended viewing pleasure by purchasing a Magnum which unlocked more of the Shortland St content they love. A really fun campaign that truly delivered.
3) Least favourite campaign
http://www.youtube.com/watch?v=FMKP0K1Tu8s‘Spray and walk away’ – there really must be a better way than a cheap shot like that! Cut-through at what price.
4) Most memorable marketing moment
We tip our hat to client ANZ for how they have navigated the merger with the National Bank. The pundits had predicted the sky would fall in, but we have seen no sign of that and only positive results.
5) A few predictions for 2013.
Communication will be data driven. More and more frequently our conversations with clients are about data and ROI. Strategies will be data-led and we need to ensure our work is measurable across paid, owned and earned.