When it comes to mergers, it doesn't get much bigger than ANZ shutting the stable door on the National Bank. Everyone knew it was coming eventually, but having to say goodbye to the much-loved stallion still came as a shock to many. And from the relatively smooth IT switchover (thought to be the biggest IT project this century in New Zealand) to the roll-out of the different phases of communications, most would agree they did a pretty bloody good job of it. Matthew Pickering, head of retail marketing, pipes up.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=fXzvkARIB6oThe recent Fly Buys 'A little bit of good' campaign was nice work, particularly the buses and experiential executions. Good insight that links back nicely to the brand proposition.
2) Favourite campaign that is yours
I’m going to go with the current campaign for our Freedom account “Don’t get stung”. It’s bold work for the category and clearly demonstrates the key benefit of this account: avoid paying fees.
Anything that fits the advertising genre of ironic Kiwi pastiche. It stopped being funny a while ago. Maybe with the exception of 2degrees, which defined the genre in the first place.
4) Best brand
I’ll pay tribute to The National Bank for this one. It’s a brand that’s had a rich advertising heritage and a legacy that we’re taking forward into the new ANZ. Hopefully we gave the brand a respectful send-off.
5) Best stoush
We’re probably responsible for kicking off the marketing stoush of the year. Luckily we came prepared. And so far we’re winning it, of course.
Valerie Adams. The medal ceremony ANZ helped put on was pretty special. It was way more emotional than I expected.
Given Valerie is my hero, the villain of the story would have to be Ostapchuk.
8) Most memorable marketing moment
Successfully orchestrating the biggest brand change in banking for over a decade was the defining event for all of our team this year. The night we made the announcement was intense. We had over a million DM packs embargoed and a queue of mail trucks waiting for the word to come through.
9) A few predictions for 2013
We move on from overstating the importance of social media as the ultimate marketing tool.
Hobbit fatigue becomes a recognised condition.