Year in Review: Nick Vile, Adshel

  • Year in Review
  • January 11, 2018
  • Nick Vile
Year in Review: Nick Vile, Adshel

1. Favourite local campaign that isn't yours

'Let’s do this'—not for any political bias but the way that Labour was able to spark an immediate reaction and plenty of debate from the New Zealand public, that up until that point had been apathetic towards the election with a National victory seemingly guaranteed. Overall, a great call to action and ultimately a successful late run to the post.

2. Favourite campaign that is yours

We have had a big focus this year on Adshel Live and ensuring that our advertising clients are obtaining maximum value from the digital capability of the network. We are terming this "putting the D into OOH", we’ve started on that journey with an initial focus on the creative flexibility that Adshel Live enables, and next phase of that evolution is day buying and unbundling so that advertisers can overlay audience profiling and day-specific strategies. The best example we’ve used locally has been the recent Ford Summer of Cricket where we are taking a dynamic feed of live cricket action to display score updates in real time across the network.

3. Favourite international campaign

Heineken Diversity. In a world where we need to be open to diversity, this campaign says everything about accepting that people have differences, embrace those differences and use them as a way to create meaningful connections. Very powerful.

4. Least favourite campaign

Pepsi's Kendall Jenner Campaign. Complete lack of understanding, zero authenticity…nothing more to say.

5. Your own biggest success

The year really, there’s been a lot going on…expansion of our digital roadside network, more data, more audience profiling, a slowing and frustratingly short market, a weird dynamic pre and post-election but ultimately another very successful year delivered from a team of very talented and dedicated people. We’ve learnt a lot through the challenges faced this year and this will place us in a very strong position going into 2018.

6. Most significant launch/innovation/thing of the year

South Australia turning on the Tesla 100MW battery, the result of a challenge laid at Elon Musk's feet to resolve the power outage issues experienced in the region. The reason this is significant is because Tesla proved that they can develop/deploy a sustainable means to generate energy, harnessing the very energy that exists around us and all within 100 days. Amazing!

7. What should be un-invented?

Fidget Spinners.

8. Lamest trend

The Dab…dab off to that. Ripped jeans…might be the old man in me but why buy something that looks like it’s been well used?

9. Best brands

In terms of those brands that are challenging, evolving and redefining the value they add to our daily lives…now and in the future…it’s hard to go passed the tech companies; Apple (innovative design), Google (day to day functionality), Amazon (from bookseller to logistics guru) and now Tesla (leading change across the automotive and energy sectors).

10. Best stoush

If the potential outcome wasn’t so catastrophic then the Trump V Kim Jong-un stoush has comedy value plus. Two schoolyard bullies, trying to out-bully each other…hopefully 2018 will see the global leadership community step in to help mediate an outcome that will save all of us!

11. Heroes

The many who bravely stood forward to say “me too”.

12. Villains

Weinstein, Toback and Spacey…hopefully the focus on sexual harassment these revelations have created will lead too much fewer incidents in the future.

13. What died in 2017?

Not a what but a who…Chris Cornell, Adam West, Tom Petty, Roger Moore, Fats Domino, all legends in their own right and their passing heart-breaking for their own reasons.

14. What’s the biggest mistake marketers will make in 2018?

Short term ROI versus long-term effectiveness, in our fast-paced world the obsession with delivering instant results versus defining a brands reason for being and building a long-term program of success, innovation and evolution.

15. What’s the most Black Mirror/sci-fi horror thing likely to happen in the near future?

Obsession with social media is here already, do you remember the episode in Black Mirror where social media ratings drove every decision, personal interaction and behaviour. It feeds the philosophy of" 'if it doesn’t look good on social media then it isn’t good.' I vote for a month where we do nothing but post our worst daily experiences – see if we can break Facebook!

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