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Year in Review: Fiona McLeod, CreateMe

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Fiona McLeod, managing director at NZME’s CreateMe, has to say.

1. Favourite local campaign that isn’t yours

Air New Zealand’s ‘Cockpit Karaoke‘. Funny and engaging!

  • Check out the StopPress picks of the year here.

2. Favourite campaign that is yours

Ray White, ‘What Do You Value‘. A fantastic example of CreateMe in action from ideation to execution and distribution across multiple NZME platforms.

3. Favourite international campaign

‘Share a Coke’. Hugely creative with sharing and the Coke experience at the very heart of the campaign.

4. Least favourite campaign

Vodafone’s ‘Piggy Sue’ – thought it was an ad for the Southern Mail Service.

5. Your own biggest success

The successful launch and establishment of CreateMe.

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

DB Brewery’s ‘Brewtroleum’. Genius!

7. What should be un-inevented?

Trainers with heels! And Siri!

8. Lamest trend

Self harm in the name of fun/beauty! #KylieJennerLips.

9. Best brands

Apple, Air New Zealand, Land Rover, Spark, DB Export and Whittakers.

10. Best stoush

Danielle Muscato and Donald Trump on Twitter.

11. Heroes

Auckland City Mission, Salvation Army and All Blacks.

12. Villains

Donald Trump and the UK’s 52 percent.

13. What died in 2016?

Common sense!

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

Investing all their $ in Google and Facebook.

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

Quite Possibly!

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