Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Shayne Currie, managing editor at NZME, has to say.
1. Favourite local campaign that isn’t yours
Air NZ’s ‘Summer Wonderland’. Ronan (Roman!) Keating and Julian Dennison completely nail it…and we have a song to hum along to at the beach!
- Check out the StopPress picks of the year here.
2. Favourite campaign that is yours
NZME’s ‘Unexpected Homeless’ campaign, in partnership with TBWA. The campaign raised awareness of the homelessness issue in New Zealand—and as part of it, NZ Herald browsers were left struggling to get ‘home’. When you clicked on the site’s ‘home’ button, users were taken to an unexpected destination —a home they were not looking for. It was such a brilliant, creative idea for an incredibly important issue.
3. Favourite international campaign
I love Volvo Truck’s latest campaign with the truck towing the paraglider under the bridge. And it features our very own Kiwi truck driver, Louise Marriott.
4. Least favourite campaign
I’m in agreement the Fair Go viewers with NZ Post’s dancers. Extremely talented…but, for this, completely mismatched!
5. Your own biggest success
The first 12 months operating from our fully integrated NZME newsroom in central Auckland. The power of having the best journalists from NZ Herald, Newstalk ZB and Radio Sport, as well as our regional and magazine brands, working together as a team has led to record year-over-year audience growth (25 percent in the case of nzherald.co.nz).
6. Most significant launch/innovation/thing of the year
The launch of NZ Herald Focus, our new digital video news platform. Focus has gone from strength to strength, with more than 1.6 million views in one week alone in November. On the day Donald Trump was elected president, we live-broadcasted around a dozen bulletins and updates from the NZME newsroom.
7.What should be un-invented?
‘Going forward’, ‘at the end of the day’, ‘reach out’, ‘it is what it is’ and every other meaningless buzz phrase.
8. Lamest trend
Trolling – yawn!
9. Best brands
NZ Herald, Newstalk ZB and Radio Sport of course! And Air NZ.
10. Best stoush
Journalists never rate highly in the most-admired jobs surveys, but they do a sterling job day in, day out. In small and large communities across New Zealand, fighting for their readers, viewers and listeners, and keeping the politicians and those in authority honest. There’s something like five PR people for every one journalist in New Zealand these days—that gives you an indication of the challenge in some areas.
Mark Zuckerberg – well, more a frenemy than a villain. Facebook’s incredible, indelible influence on how journalism is distributed and consumed – and the power that carries – is far-reaching.
13. What died in 2016?
Common sense in the UK and US.
14. What’s the biggest mistake marketers will make in 2017?
Spending all their budgets on Google and Facebook.
15. Will the robots become sentient and kill us all (asking for a friend)?
Let me ask Siri.