Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Chris Williams, King St CEO, had to say.
Favourite local campaign that isn’t yours
The BCITO campaign to recruit tradespeople. Great insight, beautifully written, well shot, excellent humour. Bullseye all ‘round.
Favourite campaign that is yours
Our campaign for First Credit Union. The idea we weren’t sure whether or not we should show them – say FCU to your bank – was the one they wanted to run with. It’s going gangbusters.
Favourite international campaign
The Christmas ad for Hafod Hardware in Wales. Cost 100 quid, went viral. A great idea, beautiful soundtrack, universally touching Christmas message.
Least favourite campaign
It’s a dead heat between that drink driving/surfers ad which seems a total waste of money, and the new Lemon & Paeroa campaign goes right over my head. Not in the target audience I guess…
Your own biggest success
We had our 20th birthday this year. It was a very proud feeling to reach this milestone with a great team and excellent client base intact in our Hamilton and Tauranga offices.
Most significant launch/innovation/thing of the year
I bought a couple of pairs of Allbirds shoes. Really cool design, sustainable materials, good price, great back story, arrived a day after online order. They are like walking on air. Bit of a game-changer in the category
What should be un-invented?
That new Tesla ute thing is butt ugly. Can’t see it catching on. But then again…
Lamest trend
I’m not sure if it’s a trend but the term “reach out” seems to have reached its peak. Don’t we just contact people, or talk to them? Unless you’re a member of the Four Tops it will never be ok to say “reach out”.
Best brands
Allbirds shoes – see above. Pak’n’Save – I don’t shop there but their ads are great and I loved the World Cup campaign.
Best stoush
The Comms Council vs the digital super powers after the Christchurch shootings. Really impressive outcome after taking an important stand against the most unseemly side of social media. Hats off to Paul Head and team.
Heroes
Blair Vining – what a legend to his very last day. Josh Thompson who redefined getting fired by bringing a clown as support. Egg-boy – wow.
Villains
Those guys running the big banks who think they’re immune to scrutiny. Isn’t an ex-Prime Minister one of them? And Prince Andrew for his behaviour then arrogantly serving up the biggest PR disaster in history. The most end to end cringe-worthy interview ever.
What died in 2019?
An even playing field in free to air TV.
What’s the biggest mistake marketers will make in 2020?
Keep being mesmerised by digital analytics while overlooking that the only people who comment on their last Facebook promoted post are the media team doing the post-analysis.
