2016 Winners

The 2016 TVNZ-NZ Marketing Awards was held on Thursday 1 September 2016 at The Langham, Auckland. For photos from the night click here 

Congratulations to all of the 2016 winners below.

ACCORHOTELS
Taking Back Control of Our Online Booking Channel
​AccorHotels was facing increasing commissions from online travel agents, while fewer guests were choosing to book through its direct channel. How could it take back control? Read more about their winning entry here

•    Category – Travel/Leisure Winner

API CONSUMER BRANDS NZ
Only Good® Brand Development & Launch
API, the parent of Health Basics and other recognisable brands, took a gamble and launched a new beauty brand to prove the capability of local manufacturers and take on the big guys. Read more about their winning entry here.

•    Category – Fast Moving Consumer Goods Finalist
•    Judges Choice – Transformational Finalist
•    Judges Choice – Innovation Finalist
•    Judges Choice – Sustainability Finalist
•    Judges Choice – Marketing Leadership Finalist
•    Judges Choice – Emerging Business/New Brand Winner
 

CLIVE NELSON
Health Promotion Agency
In 2012, the government formed the HPA in bid to improve the health and well-being of New Zealanders across the nation. This was an important organisation, and the responsibility of leading was placed in the hands of Clive Nelson. He hasn’t disappointed, using his creative knack and brilliant leadership to take on some of the biggest issues facing New Zealand. Read more about his winning entry here.

•    Individual – Marketing Excellence Winner
 

DAVE ELLIOTT
​Mitre 10 New Zealand
With a career spanning 32 years in both New Zealand and Asia, Dave Elliott has had plenty of time to prove his talent. However, it’s since he stepped into the role of general manager of marketing at Mitre 10 New Zealand that his vision and contribution has seen him become one of the country’s best. Read more about his winning entry here.

•    Individual – Marketer of the Year Winner
 

DB BREWERIES
Old Mout Hard Cider
With the cider market growing, but mainly because of females, DB Breweries saw its chance to create a cider that would appeal to men. They created a new product –  Old Mout Hard Cider – and went to work making the apple-born alcohol palatable to the lads. Read more about their winning entry here.

Category – Fast Moving Consumer Goods Winner
Judges Choice – Insight Finalist
 

EAT MY LUNCH
Birth of a Social Movement
Child poverty and obesity are major issues facing New Zealand, and for Eat My Lunch founder Lisa King, the solution was simple. By creating a social enterprise with doing good at its heart, not only has she fed thousands of hungry school kids, she’s taking on fast food. Read more about their winning entry here.

Category – Fast Moving Consumer Goods Finalist
Judges Choice – Transformational Winner
Judges Choice – Innovation Winner
Judges Choice – Sustainability Winner
Judges Choice – Marketing Leadership Finalist
Judges Choice – Emerging Business/New Brand Finalist
Judges Choice – Insight Finalist
Category – B2B Finalist

FISHER & PAYKEL HEALTHCARE
Optiflow Junior – Therapy Growth and Product Preference
In the highly regulated healthcare market, developing  a safe and functioning product is only a small part of  the challenge. As Fisher & Paykel Healthcare knows too  well, the far bigger concern, quite often, is getting  the product to market, expeditiously. Read more about their winning entry here.

Category – Technology Winner
Category – Export Winner
Judges Choice – Transformational Finalist
Judges Choice – Innovation Finalist
Judges Choice – Marketing Leadership Finalist
Judges Choice – Insight Winner
Category – B2B Finalist
Category – Healthcare/Beauty Winner

HEALTH PROMOTION AGENCY
Rheumatic Fever – A New Dimension in Prevention
With far too many Kiwi kids getting seriously ill with rheumatic fever, the Health Promotion Agency was tasked with building on its previous campaigns to try and stamp out the preventable illness. Read more about their winning entry here.

Category – Public Sector Winner
Judges Choice – Sustainability Finalist
Judges Choice – Marketing Leadership Finalist
Judges Choice – Insight Finalist

LANA BLAIR
Lion
Shortly after starting at Lion in 2014, Lana Blair performed well beyond what her limited experience should have allowed, taking two of its key brands from strength to strength. This is one young marketer to keep an eye on. Read more about Lana here.

Individual – Rookie Marketer of the Year Winner

MARLEY NEW ZEALAND
Flexible Conduit Repositioning
Facing an onslaught of international, low-cost competitors, Marley New Zealand decided to take a stand, launching a campaign that reversed the commoditisation of one of its electrical piping products.

Read more about the Supreme Winner here.

Judges Choice – Marketing Leadership Finalist
Category – Supreme Winner
Category – B2B Winner

MCDONALD’S
McDonald’s Create Your Taste
McDonald’s faced a dilemma: people’s food tastes were changing, but the brand was perceived to be  staying the same. It was time to shake things up. Read more about their winning entry here.

Category – Retail Winner
Judges Choice – Transformational Finalist
Judges Choice – Marketing Leadership Finalist

MERCURY ENERGY
​GEDs
The electricity market is highly competitive, with deals around price often being the only differentiator between brands. So Mercury Energy decided to try something different. And it paid off. Read more about their winning entry here.

Category – Consumer Products and Services Winner
Category – Utilities/Communications Winner

​NZME
NZME Rugby World Cup Campaign
With the Rugby World Cup just around the corner, this was the Herald’s big opportunity to take on long-time rival Stuff.co.nz. Read more about their winning entry here.

Category – Media/Publishing Winner

PACIFIC COILCOATERS
Colorcote Rebrand
It’s all well and good to see something isn’t working, but identifying the pain point can be a challenge. For Pacific Coilcoaters, turning around its ColorCote brand was a journey about understanding its customers and having the right people by its side.

Judges Choice – Transformational Finalist
Judges Choice – Marketing Leadership Winner
Judges Choice – Insight Finalist
Category – B2B Finalist

PARALYMPICS NEW ZEALAND
​Paralympics New Zealand Spirit of Gold® Initiative
​Paralympics New Zealand faced an uncertain future, with an over-reliance on government funding and low engagement from the public. So it orchestrated a dramatic campaign to diversify its income and restore its identity.

Category – Not-For-Profit Winner
Judges Choice – Transformational Finalist
Judges Choice – Sustainability Finalist
Judges Choice – Marketing Leadership Finalist
Judges Choice – Insight Finalist

PETER CULLINANE
Lewis Road Creamery
Take a look at Peter Cullinane’s CV and it’s clear he’s a worthy addition to the TVNZ Marketing Hall of Fame. But that success certainly hasn’t gone to his head, because the dairy divinity, advertising gentleman and big-brained businessman is also universally regarded as one of the good guys. Read more about Peter’s induction into the Marketing Hall of Fame here.

Individual – Marketing Hall of Fame Inductee

RESTAURANT BRANDS – KFC
Bucketheads Sells Buckets of Chicken
Kiwis were losing their taste for the 11 herbs and spices, shifting their takeaway preferences to other brands. But the Colonel wasn’t having it, and came up with a shrewd plan to win consumer loyalty back.  

Category – Sponsorship Winner

SBS BANK
The Little Bank with Big Ambitions
With a new CEO and marketing strategist, SBS Bank developed a vision to take on the big banks. It set itself a goal of executing within just seven months. The results were extraordinary. Read more about their winning entry here.

Category – Financial & Banking Winner

SUBARU OF NEW ZEALAND
The Outback
When Subaru of New Zealand got the call that its flagship Legacy model was being discontinued worldwide, it decided to put all its eggs in a different basket.  Read more about their winning entry here.

Category – Automotive Winner