Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Regan Grafton, executive creative director at Ogilvy & Mather has to say.
1. Favourite local campaign that isn’t yours
Burger King’s McWhopper was a stand out. I think it’ll be the biggest winner for NZ this year.
2. Favourite campaign that is yours
We just picked up the NZ Police business in November. Although our pitch campaign hasn’t launched yet, I think the work is going to make a real difference.
3. Favourite international campaign
Geico – Unskippable (especially dog spot).
A lot of people knew my chocolate lab Pippi. She was a walking food vacuum cleaner with questionable taste in food. I love this spot because it reminds me of her, but also that it’s based on a great insight.
4. Least favourite campaign
It would probably be the Bayley’s TVC with the kid looking for a bigger backyard. It’s trying to be a likable spot but it doesn’t come close.
5. Your own biggest success
Winning the Police pitch was a nice way to round off the year.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Best TV show – Suits. Awesome casting.
Best app – Kringl. Superimposes a video of Santa into your lounge.
Best song – ‘Pretty Pimpin’ by Kurt Vile.
7. Most ridiculous buzzword
8. Best innovation
9. Most over-hyped ‘innovation’
NutriBullet (stupid advertising fooled me again).
10. Best brands
11. Best stoush
Japan beating South Africa. Haha.
David Bowie. RIP.
14. Predictions for 2016
Someone will be killed by a quadcopter or a NutriBullet.