Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Murray Streets, managing director of BC&F Dentsu, had to say.
1. What is your favourite local campaign that isn’t yours?
Tourism NZ and Stephen Colbert’s ‘New Zealand Week’. A clever and cost-effective content and influencer play, executed in an inimitable New Zealand way. A sausie sizzle with the PM and Clarke? Genius.
2. What is your favourite campaign that is yours?
Movember 2019 work, chiefly our Moment Against Silence executed with NZRU and Headfirst at the All Blacks v. Tonga game on 7th December. It’s an important piece of work to help address the mental health epidemic we face in New Zealand. Closely followed by our work for Meridian Turbine – what’s not to like about sustainable energy and craft beer?
3. What is your favourite international campaign?
Despite Ritson’s comments about branding (which is fair), there’s something culturally significant about the Renault Clio work that I can’t help but admire. The brand has come a long way since the Thierry Henry ‘Va va voom’ campaign I worked on in my first years in advertising in London. Nice cover of Wonderwall too.
4. What is your least favourite campaign?
Get Brexit Done. Unleash Britain’s potential.
Strikes me as oxymoronic. With the emphasis on the last three syllables.
5. What is your own biggest success in 2019?
Being called the ‘nerdy strategist’ by Damien Venuto in a Herald online interview. My school teachers would be so proud.
6. For you, what is the most significant launch/innovation/thing of the year?
It has be something that could make a ‘dent in the universe’. So I’d go for Heliogen funded by Bill Gates.
7. What should be un-invented?
The internet-enabled fridge. I love a good internet; I love a good fridge. But I know when I’m running low on milk because there’s not much milk left in the bottle.
8. What do you think is the lamest trend?
Internet-enabled fridges, of course. Mark my words, accidents will only increase as time-poor people chop veggies whilst checking their social media on the fridge screen.
9. What are your best brands?
Allbirds for reconciling sustainability and product quality. And for calling out Jeff Bezos for ripping off their designs without the sustainable materials.
10. Best stoush for you this year?
Global democracy versus Facebook. Arguably one of the most important stoushes of the year.
11. Who are the Heroes?
Craig Hudson at Xero for his role championing positive work culture for SMEs and being candid about his own struggles with his mental health.
And Satya Nadella beats Zuckerberg, no contest.
12. Who are the Villains
Logan Roy in Succession. Now that’s a media mogul for our times.
Facebook. Zuck’s immense power, absence of a moral compass and the damage he’s done to a generation’s self-esteem and mental health not to mention civil rights and democracy makes me despair. Still, IGTV’s really cool, eh?
13. What died in 2019?
The credibility of climate crisis deniers.
14. What’s the biggest mistake agencies will make in 2020?
Failing again to take authentic action to address entrenched bias in our agencies. Wrote the male, 44 year old, NZ European. Somewhat guiltily.
15: If there were no laws for 24 hours, what would you do?
Hide in a bunker. Anarchy and looting will grip the country.
