Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Megan Clark, managing director of Copper Brand Experiences, had to say.
1. Favourite local campaign that isn’t yours
‘Unsaid’ for NZTA – Human, authentic storytelling and powerful in its simplicity.
2. Favourite campaign that is yours
‘Glowing Lady’ for trilogy. A beautiful idea on a small budget for a favourite homegrown client – they had a wonderful product that needed both a hands-on trial and a strong PR angle. It was small but mighty.
3. Favourite international campaign
Xbox Adaptive Controller’s ‘Change the Game’. They took a human problem and used tech, innovation, and human experience to solve it brilliantly for the brand, get epic results and make a transformational difference to people with disabilities.
Special mention also to Burger King for ‘Whopper Detour’ – Audacious, simple and a rollicking good ride.
4. Your own biggest success
Copper turned 15 this year after beginning life in my kitchen in 2004. A big milestone. The heart of Copper’s success isn’t my success, although I’ve loved the ride, it’s about the many talented people who have been part of our journey over 15 years, who believe in the power of live experience, who follow me into battle and who give their heart, soul mad skills to their clients and their work. And for that, I am grateful, daily.
5. Most significant launch/innovation/thing of the year
5G. It will redefine the role of mobile networks in our lives.
6. What should be un-invented?
Email on mobile phones.
7. Lamest trend
Generational slams. ‘OK Boomer’ was fun for a bit and there are plenty of eye rolls about Millennials from the more mature amongst us but seriously, generational differences are not a new thing and business cultures and bottom lines will thrive from celebrating and amplifying the differences in all ages.
8. Best brands
Ikea for their enduring pursuit of out of the box thinking e.g. ThisAbles
Instagram for influencing the way a generation speaks
Uber for becoming a brand, noun and adjective, and influencing the way we move
9. Best stoush
Israel Folau v Australia Rugby. A free speech/inclusiveness and diversity minefield that has challenged people on so many levels.
Peter Beck – Rocket Lab founder. Ridiculously smart, brave, tenacious and visionary and he has shown that people with dreams from this country can achieve extraordinary things. I hope that he will be a hero to a new generation of people dreaming that they can do anything.
Also, Mary Haddock-Staniland, who is doing incredible work in educating and inspiring both businesses and people about diversity and inclusion. She is from, and has a passion for, our industry and we are lucky to have her on the team. Her story is incredible and I salute her for her tireless work in changing perceptions.
Former Australian Senator, Fraser Anning, who quite frankly deserved more than an egging.
12. What died in 2019?
George J. Laurer, aged 94, who designed the vertically striped bar code in the 1970s. In its current form, it has changed the way we shop, assembly lines and impacted many parts of our lives, including transforming airline passengers and hospital patients, into traceable inventory items. The creator of a simple yet brilliant thing that revolutionised commerce.
13. What’s the biggest mistake marketers will make in 2020?
To ignore the massive opportunity for growth that exists in the collision of live human experience, technology and content.