1. Favourite local campaign that isn’t yours
Soul Machines. Whilst it’s not technically a campaign, the work that they’re making by bringing technology to life is world class.
2. Favourite campaign that is yours
Spark Kupu. Encouraging people to take photos of everyday objects to see or hear the Māori translation. It was brilliant to work with a whole bunch of different partners to bring this campaign to life, and the whole team are really excited to see how this is affecting New Zealand culture already.
We’re excited to launch Kupu, the new app that turns your photos into te reo Māori. Here’s what @Tikidub had to say about Kupu. Download it for free at https://t.co/1UVxVjV17x pic.twitter.com/kHQ8zozKFQ
— Spark NZ (@SparkNZ) 8 September 2018
3. Favourite international campaign
The Palau Pledge. It tackles a problem that really isn’t going away – unsustainable tourism. And as a universal problem, I always tend to like solutions that can be scaled. The insight to turn what’s often thought of as a collective need into a personal choice – to make sustainability a more desirable option – was magic.
4. Least favourite campaign
There’s never a least favourite. Only a learning. And so my best success out of failure is KFC’s brilliant response to a series of criticism about their fries on Twitter. Always plan for the haters.
You told us no one liked our fries.
So new ones are coming soon.
— KFC UK & Ireland (@KFC_UKI) 2 November 2018
5. Your own biggest success
Well 2018 isn’t finished yet, so there’s still time to pull something out of the bag…
6. Most significant launch/innovation/thing of the year
Post-It Extreme Notes. No words can describe the dexterity of really tough sticky notes.
7. What should be un-invented?
8. Lamest trend
Influencers. They make our job so simple, and yet so tough.
9. Best brands
Bodyform. Cutting through with the truth about periods is a delicate task. They nailed it.
10. Best stoush
I’m a lover, not a fighter. So my best romance goes to Ally and Jackson Maine in A Star Is Born. A beautiful, if not hard-hitting, tale.
Can I vote Trump twice? No? OK. Thanos.
13. What died in 2018?
Stan Lee. A true creative.
14. What’s the biggest mistake marketers will make in 2019?
Talking about being customer-centric whilst remaining product-centric.
15. How far in our future do you think The Handmaid’s Tale is?
I like to hold on to the hope that humanity won’t go back to this. And as humans, it is actually our call. Come on humans. Let’s (not) do this!