Year in Review: Steve Bayliss, Foodstuffs

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Steve Bayliss, group general manager of marketing at Foodstuffs, has to say.

1. Favourite local campaign that isn’t yours

This opening question was kind of tough. Not much really stood out and shouted ‘pick me’. I suspect that’s because a lot of the more innovative work is happening in the background through smart digital channels. Which is brilliant and showered in rainbows of unicorn glitter, but I sure hope that we don’t lose sight of the importance of scale on the journey. The best idea in the world, seen by a couple of thousand Gen-toshers, isn’t going to have a material impact on anything – let alone sales and popular culture. So, who does get the Gong?  I’m going to give mine to Garage Project.  Advertising doesn’t have to be on screens – be they TV or Digi. Sometimes genius packaging design can become a campaign in itself. And in this area I reckon GP have lifted a very high bar.  Congrats.

  • Check out the StopPress picks of the year, here.  

2. Favourite campaign that is yours

Little Garden. Sure sales were stonking, but the cultural impact of the campaign was the real hero for me. Well done Steph and Jess – the environment loves you. 

3. Favourite international campaign

I really loved Bonds ‘The Boys’ by Clemenger Melbourne. Genius.

4. Least favourite campaign

This is such a mean spirited Gong to have to give. Yuk. Sorry StopPress, not going to do it this year. After watching the brilliant Air New Zealand video with Ronan Keating recently, I’m totally in the seasonal spirit and unwilling to be a Grinch. Great job Mike and Jodie. PS.  You should put it on TV just once. On Christmas Eve in its entirety. TVNZ/Mediaworks – one of you call ‘em up and cut a deal. Your audience would thank you. Radio even…

5. Your own biggest success

Any time the business has great share growth, I stay out of the way, don’t do anything breathtakingly stupid, and let good folks do great work, it’s a good year. So I’ll open a Dirty Boots and toast my team and agency partners.

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

The Grand Tour. Just a pity we can’t bloody watch it (legally people) in New Zealand.

7. What should be un-invented?

You know what… I’ve never been more drowned in bullshit lingo, buzzwords, and assorted rubbish than the gifts that 2016 immersed me in – it’s been like being dipped headfirst in a stinky swamp full of the phlegmy dregs of the half empty glasses left over at the end of the Axis Awards. I’ve got data scientists coming out of every crevasse – it used to be called maths, I think. Scrum masters are coming out of the IT closet to enrage the general business – it used to be called project management, I think. We’ve got Trendjacking – which used to be topical marketing. Frictionless Design – which used to be getting the dickheads out of the way. Growth hacking – jeez, finding new customers. Snackable Content – a short ad. Make it stop!

8. Lamest trend

Buzzwords (with a trademark symbol).

9. Best brands

Air New Zealand, Garage Project, New World, PAK’nSAVE (had to do it sorry).

10. Best stoush

The loyalty wars by a handsome margin. Air New Zealand and Fly Buys got divorced. New World launched Clubcard, but kept a bit on the side with Fly Buys and Air New Zealand. Mitre 10 switched teams (hope Bill’s okay with that). Progressive and Smartfuel created a freaky wee love-child. The fuel companies just generally had a great big discount swingers party. The banks had a few Tinder dates. And Farmers had a dignified and gentlemanly afternoon nap.

11. Heroes

I want to give one to Fonterra which has started investing in their brand and corporate reputation… crazy kids. Now the creative product is just okay – still feels a little worthy as they try to find their tone of voice (but that can and should take time). But the effort is well intentioned and I feel just a little warmer towards the company. It’s not a rational response, purely emotional. And that’s the idea right? I’d love to see it grow and develop, and for Fonterra to become all it could and should be for New Zealand as a brand-led company. I tip my hat for the journey beginning, Rocky.

12. Villains

Pokemon Go – I saw the zombie apocalypse night after night at Mission Bay.

13. What died in 2016?

South African Rugby. Beacons. And big data.

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

None. It’s going to be our perfect year. Yay. Congrats to you all in advance. Should make the Awards judging an absolute nightmare. Still, good party at Vector Arena but.

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

See above – Pokemon Go. Not sure about outright killing, but Zombiedom is a genuine possibility.

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