While the era of managed corporate communications and non-disclosure agreements means pitching is far less public than the days of clients announcing how much their business was worth and which agencies would be fighting for it, the process is still all about competition. There is a winner (and occasionally winners) and there are losers. And in the recent Harcourts pitch, which was won by Contagion, it seems no-one wanted to be a loser.
Marketing, advertising & media intelligence
The Effies Worldwide Index was released last week and, after tallying up the points earned through finalists and winners in the local Effie awards shows, FCB New Zealand and Colenso BBDO were ranked fifth and eighth respectively in the individual agency rankings, with Barnes Catmur fifth in the independent agency rankings. PLUS: all the Kiwi wins from the Asia Pacific Effies.
Toyota's busy period of marketing has continued with the launch of a new campaign via Saatchi & Saatchi that features a pair of possums—named Steve-O and Dave-O—discussing the high likelihood of being run over by a Toyota on account of "one in four" vehicles on Kiwi roads having been manufactured by the Japanese car company.
Air New Zealand (x2), Westpac, Toyota and William Hill all get giant cheques this week.
Toyota and Saatchi & Saatchi put Dai Henwood's comedy skills—and automotive stereotypes— to good use
Toyota is one of the country's most trusted brands and has been a regular on the Reader's Digest list (despite a couple of high-profile international recalls in recent years). This is a big part of the reason it's still top of the pops when it comes to overall sales. And it's playing on that trust—and on the fear people have of being ripped off by automotive cowboys—in a new campaign via Saatchi & Saatchi for its Genuine Parts business that sees Dai Henwood taking a leaf out of the Eddie Murphy/Martin Lawrence acting book and playing three different characters.
Last month, Saatchi & Saatchi released a new Pump commercial alongside Flying Fish featuring a group of good-looking enthused water-drinkers jumping on a trampoline in an effort to grab bottles of water.
A congratulatory bum pat to Anchor, ASB, Pump and the Warriors this week.
Last year, New Zealand retail giant The Warehouse announced it would stop selling all R18 games and DVDs. It also announced that it would introduce a living wage for many of its staff. These moves will cost the company money in the short-term. But, as Janisa Parag writes, brands that put people and purpose first outperform those that focus on profit.
Tui's Catch-a-Million campaign captured the imagination of the Kiwi public, the Kiwi media and global ad awards judges last season. And, with a bit of tweaking, the idea is back for the ICC Cricket World Cup, which kicks off on Saturday in Christchurch. PLUS: ANZ pimps out a pitch as part of its Dream Big campaign.
Over the past five years, chief executive Nicky Bell, the recently departed Antonio Navas, head of planning Murray Streets and many others have helped Saatchi & Saatchi regain some of its former glory after what they all admit was a fairly rough patch. It's won some big accounts, it's put a few big awards on the mantelpiece and it's lured a few big names across its newly renovated offices on The Strand. But due to a reduction in client spend—particularly from Spark—and an evolution in the kind of work the agency is being asked to do, it has had to restructure the business.
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.
The internet loves animals. According to CBS, a remarkable, nigh-on unbelievable, 15 percent of internet traffic is cat-related. And dogs probably aren't far behind. Chuck in a celebrity or two and a well-made video and you've got all the ingredients required for modern-day marketing gold, as ASB can now attest after its promotional stunt for the ASB Classic tennis tournament received plenty of love.
In keeping with an ongoing tradition, a few industry players gave us their take on the year for our annual opinion harvest. Here's what Corey Chalmers and Guy Roberts, executive creative directors of Saatchi & Saatchi, had to say.
Industry happenings at NZME, Saatchi & Saatchi, Dynamo and Clemenger Shop.
From the moment FMG and bcg2 met each other at the pitch process, there were sparks. The rural insurance company was already with Saatchi & Saatchi, but that didn't seem to matter. bcg2 has since been awarded the creative contract for FMG going forward.