Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Taryn Hamilton, General Manager of M2 Group offers his two cents.
1. Favourite local campaign that isn't yours
Trustpower's. Just kidding
I think the latest New World Xmas brand ad is fantastic.
2. Favourite campaign that is yours
One that never saw the light of day, around our little Global Mode controversy. We had a campaign all set up and ready to go that we think would have be awesome. Bummer we couldn’t launch it.
3. Favourite international campaign
Although I’m not much of a Clarkson fan, the Amazon Prime drones delivery service is awesome.
4. Least favourite campaign
Other than Trustpower’s and Donald Trump's?
Maybe because it’s recent, the Whitcoulls Xmas TVC where they are carolling is about as nausea-inducing an ad as I’ve seen in a while. No one is that happy.
5. Your own biggest success
We had a big FY. We took about a third of the market's growth which is over twice our market share. No one thing cracked it. It was more doing most things incrementally better over time.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Too easy, Netflix. My fibre connection gets a solid workout.
7. Most ridiculous buzzword
It’s not a ‘buzzword’ I guess, but ‘bae’. Give me strength.
I’ve banned my kids from using it. I’d be less offended if they said ‘F&ck’.
8. Best innovation
The one that has made the biggest change for me this year has to be Uber.
The Tomatan, the wearable automatic tomato feeder looks like a bit of a game changer also.
Oh and the progress of driverless car technology is going to change society, can’t wait.
9. Most over-hyped ‘innovation’
Apple watch, what a let-down. I’m sure it will get better and we’ll all have a smart watch in due course.
10. Best brands
Uber. Fitbit. Air NZ.
11. Best stoush of the year
The one closest to home is obviously Slingshot vs. Sky/TVNZ/Mediaworks/Spark.
From the sidelines, almost everybody vs. Mediaworks has been an interesting watch!