1. Favourite local campaign that isn’t yours
The national teachers strike for fair pay and more planning time. I was really proud when the DDB Group made the call to let parents stay home on strike day, both because it was a lovely way to recognise the importance of the cause but also because it was such a thoughtful gesture to the many fantastic parents working here. Honourable mention to FCB’s Testimatic campaign – anybody who can get national media to produce glowing coverage of a glory hole is doing pretty well.
2. Favourite campaign that is yours
Our #GoodChat campaign for 2degrees. A fantastic client who engaged us to implement the campaign we pitched and won with. Based on great insights, the campaign delivered even better than we expected. Best of all, we helped shape some real behaviour change within 2degrees that is for the betterment of all. A real case of doing what you say, which is the only true way brands should act.
3. Favourite international campaign
The Palau Pledge was exceptional in its simplicity. An idea that required a miniscule level of production (producing a rubber passport stamp) in order to deliver global awareness demonstrates the power of a thoughtful PR stunt with the right messaging.
4. Least favourite campaign
Family First’s anti-abortion march earlier this month. Surely we’re past this?
5. Your own biggest success
I’m going to be sappy and say my biggest success is building an exceptional team who are producing industry-leading, meaningful work across the board. Can’t wait for 2019.
6. Most significant launch/innovation/thing of the year
Taking ‘launch’ literally, I’ll say Rocket Lab’s electron rocket opening space for business. I was sceptical when I first read about them, but am thrilled it’s lived up to the hype.
7. What should be un-invented?
8. Lamest trend
The trend towards an American style of political discourse in Aotearoa is not only lame but concerning. Less ‘my team vs yours’ and more sympathetic consideration of multiple points of view in 2019 please.
9. Best brands
Those who genuinely give a damn. Kindness is my word of 2018 and it applies to organisations as well as people. With kindness comes so many good things – like caring about the planet and every single thing that inhabits it. Yes, the hippy in me is alive and well and living in Grey Lynn.
10. Best stoush
All Blacks v. Ireland.
11. Heroes
Women’s rugby (and women’s sport in general). And the sports reporters who are covering it with well overdue attention.
12. Villains
Hard to go past Facebook (and by association Mark Zuckerberg). Between the Cambridge Analytica fiasco, being caught out fudging Facebook analytics data (and profiteering off those fudged analytics), and now being sued by the British government, his projected 2020 presidential campaign isn’t off to a great start.
13. What died in 2018?
One would think Mark Zuckerberg’s 2020 presidential campaign?
14. What’s the biggest mistake marketers will make in 2019?
Not investing now in building the reputational goodwill necessary to ride out any economic downturn or political turbulence. Good strategic PR is needed now more than at any other time.
15. How far in our future do you think The Handmaid’s Tale is?
It’s not. If we’re rushing towards dystopia, I think it’s more likely to be Huxley’s than Atwood’s. I see far more people mindlessly consuming content while their rights are eroded than I see people walking around like they’ve stepped out of a convent.
