Year in Review: Deborah Pead, Pead PR

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Deborah Pead, founder and chief executive officer of Pead PR, has to say.

1. Favourite local campaign that isn’t yours 

Air New Zealand almost always delights us with on-the-money campaigns and we love the ‘Summer Wonderland‘ with the sparkling Julian Dennison. The gin lovers at Pead PR fancy the Botanical gin pop up and I liked the sentiment in the New World Little Garden collectibles.

  • Check out the StopPress picks of the year here.

2. Favourite campaign that is yours

We are very proud of the Maybelline ‘#Make it Happen‘ campaign in partnership with Miss FQ.  This is genuine empowerment in action and worked in a cross platform space. The Nadia launch was an outrageous success and proves that print is alive and well. We loved working with Gabriel Macht on the Suits campaign for Lightbox campaign and Paul Henry Pinot Noir for Invivo was another totally delicious and outrageous success.

3. Favourite international campaign

Has to be Donald Trump’s presidential campaign – he totally disrupted the political system and his unorthodox methods has got us thinking about how to tap into the new anti-sentiment.

4. Least favourite campaign

Anything shouty on radio.

5. Your own biggest success

On a personal level, realising that the business needed more leadership and investing in the support of a terrific MD, Becky Erwood. For the agency the development of a content division.

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

Pokemon Go for augmented reality applications, knowing your target market and spreading like and Australian bush fire. On a social level, Trump and Brexit – both indicators that the proletariat have lost faith in the political system.

7. What should be un-invented?

Pokemon Go and Instagram stories (blatant rip off of Snapchat and not as good).

8. Lamest trend

Mannequin challenge, dabbing, Kylie Jenner lip challenge and TV host singalongs. Please don’t.

9. Best brands

My Food Bag, Nespresso. Maybelline and Redken.

10. Best stoush

Trump vs Hillary and almost everything on twitter  –  never underestimate people’s ability to find offense in anything and everything.

11. Heroes

Our Olympians.

12. Villains

Donald Trump is the undisputed heavyweight champion villain of the year and Sky, which handicapped NZME / Fairfax media from delivering Olympic results to Kiwis.

13. What died in 2016?

VW’s ethics and Samsung’s Galaxy Note 7.

14. What’s the biggest mistake marketers will make in 2017?

Lack of authenticity and continuing to ‘tell’ and not ‘show’ consumers what their product/service is about. Not understanding how to connect with millennials and failing to support work with online content.

15. Will the robots become sentient and kill us all (asking for a friend)?

Only if we let them.

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