Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Kim Ellison, Stanley St creative director, had to say.
1. Favourite local ad that isn’t yours
L&P Zombies. Some of the blog comments were even funnier than the ad (and we all know how few favourable comments there are).
2. Favourite campaign that is yours
Our new Briscoes brand ad. The first we’ve done in a 30 year relationship and the start of an exciting journey.
3. Favourite international campaign
I was going to say the Allbirds letter to Amazon but you beat me to it, so it will have to be the Losing Lena campaign. Noticeable and necessary.
4. Least favourite campaign.
The consensus from Dad and his mates at the Norsewood Pub is that those funeral insurance ads asking if ‘you’re ready to pop your clogs’ can be a bit off-putting when you’re just trying to enjoy a handle of Tui.
5. Your own biggest success
Managing to stay relevant in an industry where experience is becoming more and more undervalued.
6. Most significant launch/innovation/thing of the year
From where I’m sitting (at my desk), the Stanley St. buy-back from Ogilvy was pretty ballsy.
7. What should be un-invented
Buzz-words like disruption. If every brief asks for something disruptive, perhaps the opposite is what will end up being the most noticed.
8. Lamest trend
Fad diets. It’s getting more and more difficult to find hardy long lunching companions these days.
9. Best Brands
Having moved back from Hawke’s Bay this year, I’m basing best brands on ease of changing address. So Nespresso, My Food Bag and Mercury, take a bow. (Telco’s and Tele companies not so much).
10. Best stoush
The Queen and Prince Andrew. Not so much of a stoush but she did cancel his 60th birthday. Or Hilary Barry and the anti-vaxxers.
Joshua Thompson and his redundancy support clown.
Mark Zuckerberg and his reluctance to take responsibility for divisive content.
13. What died in 2019
Well, it still has a pulse but TV3 appears to be on life support. It will be a sad time for New Zealand broadcasting if it does breathe its last breath.
14. What’s the biggest mistake marketers will make in 2020?
Sacrificing brand building for short-term engagement. It’s happening now and looks like continuing.
Year in Review is brought to you by oOh!media.