A couple of weeks back, Y&R held one of its Digital Kickstart breakfasts featuring executive creative director Josh Moore, new executive digital producer Bruce Murray, InMobi’s Mark Copplestone and the chairman of global digital agency network VML and Y&R’s global chief digital officer Matt Anthony, who looked at where the world of digital is going and how New Zealand marketers can learn from the best digital strategy and creative work globally.
Moore talked about some of the best digital creative work from his experience judging the Cannes Cyber Lions last year, including Nike’s Fuel Band, Mercedes’ Invisible Drive and VW’s Don’t Make Up and Drive; Murray explained the thinking behind some of his work for Ogilvy, including Countdown’s Fresh Stories, Kiwibank’s Operation Easyswitch and Absolut’s Unique social media activation, with some of the main take outs being that digital can be used create a back story and that people are only going to share content if you engage them properly; Copplestone presented the latest research on mobile usage in New Zealand and around the world, showing the gap between amount of time spent on these devices and the investment being made there by brands was still considerable; and Anthony discussed the evolution of digital—from the first website in 1994 to a world that now has more phones than toilets—and showcased a range of campaigns using digital well, including Gatorade’s Everything to Prove, Dollar Shave Club and the Quiznos Lobster campaign.
Check out Copplestone’s presentation here. And Anthony’s presentation here.
