TVNZ-NZ Marketing Awards 2017: Mercury and Lion emerge as the biggest winners

Last night, under blue lights and a surrounding of ice sculptures, New Zealand’s marketing community came together to uncover the marketing strategies that lie beneath impressive results and celebrate the winners of the 26th TVNZ-NZ Marketing Awards.

Fitting to the night’s theme, host Te Radar opened the night by showing off his legs in a video by TVNZ Balcksand, before editor of NZ Marketing and StopPress Damien Venuto and the Marketing Association chief executive Tony Mitchell welcomed the crowd and spoke of the importance of taking the time to acknowledge their work.

There were more than 60 unique marketing initiatives representing a wide range of industries and this year’s winners emerged as the best in their chosen categories. New convenor of judges John Macdonald thanked the award judges and everyone who entered the awards, and acknowledged all finalists and congratulate this year’s winners.

It’s safe to say the loudest round of applause was heard for the Mercury team, which took out the coveted Supreme Award with marketing partners FCB, TRA, Dick and Jane and Catch with their marketing initiative. Called ‘Mercury – Energy Made Wonderful’, it also won the Consumer Product and Services Category award as well as the Best Marketing Communications Strategy award.

The night’s other big winner was Lion, which took home three awards in the FMCG, Best Brand Extension/Innovation, and Best Partnership categories with their marketing initiative Steinlager Tokyo Dry with partners TRA, Inhouse Design, DDB and Geometry.

Amplifon – Bay Audiology, Loyalty NZ, and Auckland Transport each won two awards.

Rounding out the night’s winners were 2degrees Mobile, BCITO, Escea, Fairfax Media, Foodstuffs NZ, Helloworld, J H Whittaker & Sons, Karma Cola, Kiwibank, New Zealand Olympic Committee and ANZ, Sovereign Insurance, Spark and VTNZ.

Following the sector awards, it was time for the crowd to settle and pay respects to the individual winners of the night, which started with Joan Withers being inducted into the TVNZ Marketing Hall of Fame. The award was supported by a video created by TVNZ Blacksand featuring Withers’ friends and colleagues from the years complimenting her for her contribution to the industry. TVNZ chief executive Kevin Kenrick then accepted the trophy on her behalf.

After attention was given to the success of an industry legend, it was time for eyes to move to the industry’s up and coming as the Rookie Marketer of the year was announced. This year the honour went to Caitlin Attenburrow from J H Whittaker & Sons and she was quick to thank her Whittaker’s family as well as Assignment Group and MBM for their support.

(Caitlin Attenburrow)

Next to take to the stage was Dougal Swift from The New Zealand Automobile Association to receive his Marketer of the Year Award. He also thanked his team for their support and commended the AA’s culture for being one that works for its customers and not its shareholders. The sentiment was shared by the judges who identified Swift as the winner for increasing the AA’s membership from one million to over 1.6 million through added value but no increase in cost.

(Dougal Swift with Energi managing director Louise Henderson)

It was a real example of celebrating end-to-end marketing success, from the insights at the outset to the impressive results at the end, which Ben Fahy, the publisher and editorial director of StopPress and NZ Marketing, says the TVNZ-NZ Marketing Awards are all about.

“As our call for entries campaign said, ‘there’s always more to it’ and all the winning entries proved that. Once again, it was great to see so much brilliant marketing thinking – and execution – recognised.”

The organisers of the Awards, Marketing Association and NZ Marketing/StopPress, particularly wish to acknowledge the support of the Award sponsors: premier sponsor TVNZ, principal sponsors Adshel, Energi and News Works NZ and category sponsors Alignr, BrandWorld, GrownUps, Mailshop, MBM, Nielsen, Phantom Billstickers, TRA and Webstar.

A full list of winners can be found below and short descriptions of the winners can be found at awards hub on StopPress. In-depth case studies of all the winners can be found in the soon-to-be-released awards edition of NZ MarketingSubscribe now and you’ll receive the awards edition as a bonus issue. 


Supreme Award sponsored by TVNZ

Mercury, Mercury – Energy Made Wonderful

Individual Awards

Marketing Hall of Fame sponsored by TVNZ

Joan Withers

Marketer of the Year sponsored by Energi

Dougal Swift, The New Zealand Automobile Association

Rookie Marketer of the Year sponsored by News Works NZ

Caitlin Attenburrow, J H Whittaker & Sons

Sector Awards


VTNZ, VTNZ Are ‘On The Road Again’


Loyalty New Zealand, Fly Buys Crew

Consumer Products & Services

Mercury, Mercury – Energy Made Wonderful

Fast Moving Consumer Goods (FMCG) sponsored by BrandWorld

Lion, Steinlager Tokyo Dry

Financial & Banking

Kiwibank, Mind Over Money With Kiwibank


Amplifon – Bay Audiology, Bay Audiology – Emotional Hearing Test

Media/Publishing sponsored by Nielsen

Fairfax Media, Wasp Wipeout

Not-for-Profit sponsored by Mailshop

Building and Construction Industry Training Organisation (BCITO), Not Your Average Shed Campaign

Public Sector

Auckland Transport, My Phone Stops In The Car


Foodstuffs NZ, New World’s Epic Easter Hunt

Technology sponsored by Adshel

Spark, Spark Xtra Mail Campaign

Travel/Leisure sponsored by GrownUps

helloworld, helloworld


2degrees Mobile, 2degrees Data Hunt

Excellence Awards

Best Brand Extension/Innovation sponsored by Phantom Billstickers

Lion, Steinlager Tokyo Dry

Best Brand Transformation sponsored by TRA

Amplifon – Bay Audiology, Bay Audiology – Emotional Hearing Test

Best Corporate Social Responsibility Strategy sponsored by Webstar

Karma Cola, The Karma Cola Foundation

Best Emerging Business/New Brand

Escea, Stoke Fireplace Studio

Best Employee Engagement/Development 

Loyalty New Zealand, Fly Buys Crew

Best Marketing Communications Strategy

Mercury, Mercury – Energy Made Wonderful

Best Marketing on a Shoestring Budget 

Auckland Transport, Spread the Jam

Best Partnership sponsored by Alignr

Lion, Steinlager Tokyo Dry

Best Use of Customer Insight/Data sponsored by MBM

Sovereign Insurance, Healthy By Sovereign

Best Use of Sponsorship

New Zealand Olympic Committee and ANZ, NZ Olympic Team App

Long-Term Marketing Excellence

J H Whittaker & Sons, New Zealand’s Most Loved and Trusted Brand – Whittaker’s

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