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The year in review: Abe Dew

It was all about ‘reverse integration’ for bcg2 this year, after it merged with Grey Global Group. And with some solid work for Lion and Audi, as well as the recent acquisition of the Esquires account, the new relationship seems to be going fairly swimmingly so far. Director of strategy and planning Abe Dew (who’s written a great piece on agency/client relationships in the latest NZ Marketing magazine, by the way) pipes up on 2010.

1) Favourite campaign that isn’t yours

Youtube VideoColenso BBDO and Anchor Milk’s ‘Freshest TVC’. An excellent insight beautifully brought to life. Light years ahead of their competitor’s train station idea.

2) Favourite campaign that is yours

Youtube VideoCoruba – Rum from the Sun. Almost 10 percent lift in sales after a decade in decline and set to become New Zealand’s No.1 dark spirit once more.

3) Least favourite campaign

Youtube VideoYellow Chocolate. Cynical manufacture of an event with faux reality talent in an idea utterly unrelated to the client’s product.

4) Best brand

Phoenix Organics

5) Best stoush

The ASB pitch. Hilarious from the outside looking in and remarkably category generic results.

6) Heroes

Our clients

7) Villains

The EFFIES celebrity judge Tim Broadbent who vetoed the decisions of New Zealand’s leading marketers and adland practitioners.

8) Most memorable marketing moment

Youtube VideoDiscovering that ‘Mantrol’ is a rubbish sexual performance enhancement supplement. Side-splittingly epic fail.

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