Year in Review: Matt West, EightyOne

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what, Matt West, EightyOne partner and business director, had to say.

1. Favourite local campaign that isn’t yours

I’ll be alone is saying the Air New Zealand rugby safety spot was my favourite. It sure got the people talking though, which is why it’s my fav. I didn’t actually like the execution, but I’m still super fond of the brand and their willingness to have a crack. Either be in the top 10 percent or the bottom 10 percent as they say. It was a bit of a mess of ideas though, a bit like the semi in the end. 

2. Favourite campaign that is yours

Support Women’s Sport Basin Reserve. We took a shot and whilst it didn’t play out like we thought it would, again it sure did get the people talking. Particularly in Wellington. I’m pretty sure we’ve received “mail” from nearly all the 60+ white cricket loving males in Wellington now. They were less than impressed. Job done.

3. Favourite international campaign 

Ikea. Silence the critics. So good on so many levels. 

4. Least favourite campaign 

I’m not a fan of bagging others work. A couple of industries could do better though. Banking should follow the lead of the insurance and telco industries that appear to have upped their storytelling abilities. 

5. Your own biggest success 

Helping the Police with their enquiries and the arrest of the Fix & Fogg Squirrel. Burglers cannot and should not be tolerated, regardless of their species. We were happy to help. 

6. Most significant launch/innovation/thing of the year 

The Climate Change awakening. Time traveler Greta is getting it done. 

7. What should be un-invented? 

Jackfruit pretending to be meat. I’m all for a reduction in meat consumption, but come on jackfruit you don’t have to be something else, you got your own thing going on. 

Portrait videos can take a big old leap as well. 

8. Lamest trend 

  • Vaping
  • TikTok
  • Stick-and-poke tattoos
  • Blue light glasses

9. Best brands 

  • Powershop
  • Fix & Fogg
  • Cigna
  • Sharsies
  • Wellington
  • New Zealand, after the exposure on Stephen Colbert

10. Best stoush 

Justin Lester v Peter Jackson
PJ took this one out. Newest DOT loves data employee Justin Lester will be back though. This time with data scientists. 

11. Heroes 

  • Victoria University alumni Dr. Alexander Gerst. Astronaut and International Space Station Commander.
  • Mike King
  • Laura Langman
  • Kane Williamson

12. Villains 

  • Ben Stokes
  • The F&F Squirrel
  • The Silicon Valley 4
  • Mark Rudan

13. What died in 2019? 

  • Iron Man
  • Brands asking inane questions in social media like, “what are you up to this weekend?”
  • The Support Women’s Sport Basin Reserve.
  • Likes as a vanity metric on Insta

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

Assuming that how people think in Auckland is how people think in the rest of New Zealand. Same with Wellington etc etc. 

Thinking that what they did this year will work next year. Best practise keeps you rooted to the past. 

Thinking that they can do it just as good themselves. But of course I’d say that. 

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

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