Big changes to the awards schedule, the creation of ethical guidelines and general herding of agency cats to try and push the industry forward ensued last year for CAANZ. Chief executive Paul Head has his way with 2012.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=vDGrfhJH1P4Globally, an obvious one, but it’s pretty hard for me to go past BBH 3 Little Pigs for The Guardian. Intriguing, entertaining, thought provoking and surprising.
Locally, there was lots of great work. Personal favourites are the Toyota Corolla TVC and the Whittakers campaign. And great to see the 2degrees campaign has continued to deliver results.
2) Favourite campaign that is yours
Call for entries for Effies, Media Awards and Axis. I love all my children equally
3) Least favourite campaign.
Anything that yells at me (you know who you are).
4) Best brand
This is a tough one. Maybe Moa. The brand and the business have come a long way in a short time.
5) Best stoush
Kim Dotcom vs the FBI/CIA/NSA and assorted local ninjas. Time will tell whether he is just an innocent victim, or some kind of Bond villain who can bring down a government.
6) Heroes
All the clients that ran a respectful pitch processes this year.
7) Villains
Some of the organisations that ran poor and disrespectful pitch processes this year by involving too many agencies, having onerous EOI/RFP documents, poor briefs and short time-frames. And there were a few of these. Also, anonymous commentators who continue to undermine the value of our industry with childish and petulant behaviour.
8) Most memorable marketing moment.
Laying to rest the National Bank brand. A very big call and the end of an icon. It will be interesting to watch how market share plays out as National Bank loyalists shop around.
