Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Tony Clewett, executive creative director of FCB New Zealand, thought about 2015.
1. Favourite local campaign that isn't yours
McWhopper. Gives us all faith that yes, it is possible.
2. Favourite campaign that is yours
We did a good ‘ole school press ad for Prime and the RWC. It had an idea and a headline and everything. Sometimes it’s the little things…
3. Favourite international campaign
I’m a bit excited, and have been some time, about a new sci-fi movie with baddies in white and swords made of light. Everyone else seems to be too. Somebody somewhere has done a good marketing job. On the whole planet.
I also love this time of year as it means it’s ‘John Lewis’ time again. Call me a sentimental sucker. Again, yes it is possible.
4. Least favourite campaign
Harvey Norman. Piss off. And we wonder why people skip the ads. Shame on you.
I was also rather annoyed at a sports drink campaign this year that slagged water. Woeful strategy.
5. Your own biggest success
Surviving ’15. Quite a common thought I reckon.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Netflix. You rock my world. Completely.
7. Most ridiculous buzzword
“Content”. No. “Social”. No. “Stories”. No. “Social Content Stories”. Yep, that’ll do.
8. Best innovation
Netflix. You made TV awesome again. And Harvey Norman-free.
9. Most over-hyped ‘innovation’
Not sure if wearables just make you look like a tool.
10. Best brands
Did I mention Netflix?
11. Best stoush of the year
Adblockers. Foe or my new BFF?