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The year in review: Paul White

Another crop of bright young advertising things has been put through their paces at AUT University’s School of Communications this year. And, with 12 of the 19 students who showed their wares at the end of year show getting placements, Paul White, senior lecturer/creative director of the Ad Creativity course, says it was a pretty good vintage. Here are some of the things that did and didn’t tickle his fancy in 2010.

1) Favourite campaign(s)

Youtube VideoYoutube VideoYoutube VideoColenso and Fresh Up’s ‘Thirst is creepy’, the most original and relevant thought about soft drinks marketing I’ve ever come across. And DDB and SKY’s Arts Channel print campaign, especially ‘Rothko’. Told ya’ the art of copywriting is nowhere near dead and buried.

2) Least favourite campaign(s)

Monteith’s Crushed Pear vs Crushed Apple Ciders. Both fantastic products, dumb strategy, boringly predictable ads. And Harvey Norman, of course (see below).

3) Best brand

Fredco Motors Ltd. They text me when I need a service or a WOF. They tell me how much it’s going to cost before I turn up to get the car back and they fixed an unsafe seat belt that some others cowboys said was just a nuisance.

4) Best stoush

Battle of the Ad Bands, and what a brilliant winner, our man Iain Nealie and his TBWA\ band Backslash.

5) Heroes

Bill Bernbach (he’s perennial) and this year everyone’s favourite, Special Group.

6) Villains

Harvey Norman. Their ads are what the legendary John Webster (ECD of DDB/BMP, London, died in 2006) defined as pollution.

7) Most memorable marketing moment

Finding out that AUT Adschool had three out of the five finalists [and the winners] in the NZ Post Student Marketer of the Year Award.

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