Year in Review: Daniel Hopkirk, Crave Global

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Daniel Hopkirk, managing director of Crave Global, had to say.

1. What is your favourite local campaign that isn’t yours

Uber Eats Shark Bait is pretty hard to go past. Very clever, impactful and catches attention.

2. What is your favourite campaign that is yours

OLAxZAMBESI – we partnered with NZ Fashion Week to realign rideshare brand Ola alongside iconic label Zambesi.  The fully integrated campaign included TVC, OOH, activation, PR and social.  It was a bold campaign for a challenger brand looking to make a big impact.

3. What is your favourite international campaign 

Changing the Game by Microsoft is brilliant. If you haven’t seen it check it out.

I love that they are utilising innovation in their brand to create opportunities for people with disabilities.

4. What is your least favourite campaign 

It is easy to bag other agencies work, but you never know the whole picture so we don’t!

5. What is your own biggest success in 2019?

Having a baby boy and juggling everyday life.

6. For you, what is the most significant launch/innovation/thing of the year?

Plastic Bag removal from Supermarkets. Short term pain, long term gain.

7. What should be un-invented? 

All kids toys that make noises.

8. What do you think is the lamest trend?

Boomer chat.

9. What are your best brands?

Speights – I love what they are doing with the brand. Their latest advert ‘The Dance’ celebrates mate-ship in an unexpected way. Brave for a traditionally blokey brand to do something different like this.

Whittaker’s – The way in which they use partnerships to innovate and delve into new territories with their brand is really powerful. Cross pollenating with other kiwi brands to capitalise on the equity in both brands is clever.

10. Best stoush for you this year? 

Folau vs Rugby Australia

11. Who are the Heroes?

Greta Thunberg / Dance For Abilities / Zakk D’Larte

12. Who are the Villains 

Donald Trump, Prince Andrew, Israel Folau, English Cricket/Rugby (both beating us in World Cups!)

13. What died in 2019? 

Our Creative Directors brand new iPhone 11. Turns out they can’t be run over 4 times and survive. RIP.

14. What’s the biggest mistake agencies will make in 2020? 

Not getting close enough to clients businesses.

With the changing advertising landscape I believe the key is in really understanding the commercial debates that marketers deal with internally and arming them with brave creative work that helps build stronger revenue streams to make them famous in their organisation.

15: If there were no laws for 24 hours, what would you do?

Change the balance of power by redistributing bank funds – some might find its way to me…

Year in Review is brought to you by oOh!media.

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