Year in Review: Spencer Bailey, Facebook

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Spencer Bailey, head of Facebook New Zealand, has to say.

1. Favourite local campaign that isn’t yours

My favourite campaigns are those that are most effective, so I’m picking ‘Brewtroleum’, a multiple winner at the Effies as well as a Cannes Lion or two.

  • Check out the StopPress picks of the year here.

2. Favourite campaign that is yours

We ran a great session and campaign this year called ‘Mobile Moves People’.  I realise I sound like a broken record, but with over 83 per cent of Kiwis using a mobile phone, it’s the least we could do to inform the local market about our experience in pivoting from web to mobile.

3. Favourite international campaign

Hats off to Tourism New Zealand for wanting to be the best mobile storytellers in the world and enticing tourists to our shores, particularly in the shoulder seasons when our tourism sector has the opportunity to create additional value from overseas visitors.

4. Least favourite campaign

Anything that confuses being ‘shouty’ with effectiveness.

5. Your own biggest success

Coaching our local U8’s touch rugby team to winning their competition!

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

Live Video.  I realise it wasn’t invented this year, but it’s the format that people across New Zealand and the world have embraced, and increasingly continue to make, watch, share and comment on. 

7.What should be un-invented?


8. Lamest trend

9. Best brands

Those that mean something to someone, rather than try to mean everything to everyone.

10. Best stoush

iOS vs Android.  Seems that we all gain with a better mobile experience.

11. Heroes

Anyone working in the ‘Palliative Care’ part of the Health Service.

12. Villains

Everyone that blames someone else, for their own mistakes. Take responsibility and own It!

13. What died in 2016?

Too many of the great music makers. The world is a grayer place without David Bowie in it!

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

Not recognising the untapped potential of mobile, and missing the opportunity to provide value to businesses by extracting every bit of targeted and relevant marketing opportunity from a medium to which consumers look multiple times a day – their mobiles.  

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

Why do you always think we robots are out to kill you humans?

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