Peter Field is one of the world’s foremost experts in advertising effectiveness. And he’s very worried about the current trends, so much so that he has decided to become slightly more confrontational in an effort to counteract the high concentration of bullshit he sees in the market. He’s looked at decades worth of case studies through the IPA Databank and figured out how the best brands build profitability, and he believes the current focus on short term activation metrics over long-term business effects is a very dangerous shift. He was in New Zealand as a guest of CAANZ and TVNZ and he spoke to StopPress editor Damien Venuto about the magical 60/40 rule, the need for big brands to use mass media, the role of social media for brand building and the slick and very successful PR campaign that has been waged by the rather secretive digital behemoths.
Marketing, advertising & media intelligence
After an intensive judging process that saw entries scrutinised by 200 preliminary judges and 70 category judges, CAANZ has announced a shortlist of 99 finalists for the 2015 New Effie Awards. Leading the finalists' pack this year is Colenso BBDO with 24 nominations across the 15 categories, followed by FCB with 17, Saatchi & Saatchi with ten, DDB with eight, JWT and Barnes Catmur & Friends with five apiece, and .99/JustOne with four.
James Hurman's annual Gunn Report run-down of the campaigns that have won both a Cannes Gold Lion and a gold Effie shows that the most effective campaigns drive ‘viral’, ‘word of mouth’ or ‘fame’ effects far beyond the norm. And two of them are from this part of the world.
This new year we’ve again gathered together a family of campaigns that represent something of a high water mark of achievement in our industry. To be judged Gold at Cannes and then Gold at the Effies is evidence of an advertising idea that is beyond reproach, both in terms of the commercial or behavioural impact it creates for its client and the way it moves our industry forward through sheer imagination and innovation. And in 2013, 12 campaigns achieved this remarkable distinction.
Colenso BBDO holds on to fifth in International Effie Index, as Barnes Catmur rockets up the rankings
The 2013 Global Effie Effectiveness Index has just been released, with Colenso BBDO maintaining its position as the fifth most effective agency in the world based on 2012's award haul and Barnes, Catmur & Friends punching well above its weight to be recognised as the fifth best independent agency in the world and the leading independent agency in the Asia Pacific.
As a guest contributor for The Gunn Report, Y&R NZ's managing director James Hurman looked for the campaigns that had hit the 'high water mark of human achievement in creative communications' by winning both Cannes and Effie golds. And just nine campaigns joined this exclusive club in 2012.
Last year the token Kiwi at Special Group did the campaign for our Axis Awards, revealing to us that we’d won “the most Cannes Lions per capita of any country in the world in 2010 - one Lion per 155,989 people. Sweden was second with one Lion per 202,173 residents. The ‘we invented advertising’ UK? A sorry 4th with one Lion per 849,886 people. The creative powerhouse of the USA? 8th buddy, 8th! with just one Lion per 2,287,003 people. Yesiree.” So, as another of the tiny handful of New Zealanders working in New Zealand advertising, I felt a sense of duty to follow in Tony Bradbourne’s footsteps when Patrick Collister, editor of Directory magazine and The Big Won Creative Rankings, sent me his 2011 data.