The Year in Review: Deborah Pead/Pead PR

2013 was an eventful year for Pead PR, with a feisty Twitter war over My Food Bag, some quality sharkvertising for Xbox One and its relationship with Samsung coming to an end. Pead PR’s managing director Deborah Pead and her team look back—and forward. 

1) Favourite campaign that isn’t yours

  • Tui in the taps – Tui plumbing the house full of beer.

2) Favourite campaign that is yours 

(hard to choose one here)

3) Least favourite campaign

  • Kim Dotcom for Orcon

4) Your own biggest success

  • My Food Bag
  • Māori TV ANZAC Day 2013
  • Vodafone NX Music Awards publicity
  • Auckland Theatre Company’s season of Chicago extended for three weeks and then sold out
  • Peter Gordon’s stunning The Sugar Club opened in the sky, followed by Nic Watt’s Masu

5) Most impressive performance

  • Mike Edward swinging by his ankles in Chicago
  • Lorde at the Vodafone NZ Music Awards
  • Len Brown managing to ‘retain his position’

6) Biggest move

  • Fletch and Vaughan to The Radio Network

7) Best innovation

  • My Food Bag
  • L’Oréal Paris Laser X3 skincare range – it defies traditional laser sessions
  • Xbox One

8) Best brands

  • L’Oréal
  • Samsung
  • Nosh
  • Xbox

9) Best stoush

  • Fonterra v Mums everywhere
  • Air New Zealand vs Moko
  • My Food Bag twitter storm

10) Heroes

  • The girls – Eleanor Catton, Lydia Co and Lorde. Also Lucy Lawless for taking on Steven Joyce in regard to New Zealand’s suffering film industry and for saving bees
  • Nelson Mandela
  • Campbell Smith brings back Big Day Out

11) Villains

  • Luigi Wewege, John Palino, Bevan Chuang, Len Brown
  • Kim Dotcom
  • Charles Saatchi

12) Most memorable marketing moment

  • Blazed — Drug-Driving in Aotearoa
  • XBox in shark tank

13) A few predictions for 2014

  • New Zealand’s first ever season of celebrity Biggest Loser sees Kim Dotcom losing 150kg and subsequently introducing a free-to-download personal training service.
  • 2014 will be the year of the stunt. Expect to see a more ‘Hollywood’ approach to campaigns as competition to get consumers’ attention (particularly via social media) continues to grow.
  • Visual storytelling – the traditional PR pitch / press release will be enhanced with extra content – images, video, infographics – and social media integration.
  • Flexible strategies: we can now find out specific information (in real time) regarding what our target audience likes and dislikes. Those that can quickly adapt strategy to suit and reset strategy to target the audience more effectively will succeed.
  • Dedicated data analytics experts / consultants will find a home within the agency. Never before have so many data points been available to consumers – social media is a goldmine! Companies of all sizes will realise it’s not about the pins, re-tweets or likes – it’s about the intelligence social media offers in terms of being able to find out more about the audience.
  • Lorde will continue to dominate the music charts in New Zealand and overseas
  • There will be more ‘communal’ and on-the-go eating. The days of long lunches and dinners are numbered as on-the-go eating gets a makeover. Forget greasy burgers and plastic hot dogs; this will be about local food heroes bringing great, cheap food to the masses.
  • Food manufacturers will continually be pushed to clean up their act, as consumers demand to know where their food comes from.
  • New Zealand will start to champion its own produce.

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