The Research Agency has continued to grow rapidly this year, with big clients like ASB, VW, Vodafone, IAG, Fonterra and NZ Lotteries entrusting it with their research needs and a number of new staff added to the roster to help deal with the new business. Managing director Andrew Lewis, who has penned a host of great columns for NZ Marketing, and the team opine on 2013.
1) Favourite campaign
NZTA Blazed – Drug Driving in Aotearoa. Simple and effective creative expression of the strategy, with an unmistakable Kiwi style and frequently hilarious.
2) Least favourite campaign
Orcon and Kim Dotcom – Capping is not cool. The creative idea to express the strategy completely misses the mark with the audience. Cringeworthy.
3) Your own biggest success
A combination of employing nine new staff members this year, four new clients on the roster, being finalists in the AUT Business Awards and winning ‘Best Paper’ at the 2013 MRSNZ Conference for ‘Less Vin Diesel, More Marlon Brando. What actors can teach us about building better brands’.
4) Most impressive performance
Xero’s global success. From the cloud to the moon. Wow.
5) Biggest move
Twerking. Hands down.
6) Best innovation
Lumosity. My brain is now faster and stronger
7) Best brands
Nespresso. It’s not even a brand, it’s a cult. The Apple of home appliances.
8) Best stoush
Peoplemeters vs. the advertising industry. People are watching less TV, but no one wants to hear it.
Lorde. She identified her target market, worked towards it, had number ones around the world, signed a £ 1.5 million deal and hung out with Bowie. She has achieved what most UK mega bands dream about and is only 17.
A closely run contest between Luigi Wewege and Miley Cyrus.
11) Most memorable marketing moment
Volvo Trucks. The epic split featuring Van Damme. Visually beautiful while still communicating the message, proving creativity does actually work.
12) A few predictions for 2014
Agencies may start making ads that don’t feature people who look like they work at agencies.
People may realise that the Nielsen TV viewership figures outlining a ‘steep TV viewership drop’ are actually an under-estimation.
Marketers may realise the days of sending out big brand ads with the hope of changing people’s behaviour are gone.