Dow Design is on a mission to prove the commercial value of good design. And with a win in the TVNZ-NZ Marketing Awards for Fonterra's 'Anchor Strong' in the Pacific, a finalist in the new Best Effect Award for Hellers and a number of redesigns for big FMCG brands this year, it seems to be doing a good job of it. Founder Annie Dow and business development director Jenny McMillan speak their piece.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=AiemD4Jtb-0'Every day a New World'.
2) Favourite campaign that is yours
New Speight’s rebrand and repositioning of its craft beer.
3) Least favourite campaign
http://www.youtube.com/watch?v=NBTcNMwmm2EState Insurance 'Break my Stride'.
4) Best brand
We’re impressed with how Volkswagen are recreating themselves as a part of the Kiwi brandscape. However, the brand we find ourselves referencing again and again as a model for doing things right is Apple.
5) Best stoush
The Dotcom saga. It’s hilarious that a German internet mogul is becoming a Kiwi folk hero, while all the politicians dance around trying to appear nonchalant. His comments at the opening of the Franklin Road Christmas lights were laugh-out-loud funny—something about it being unusual to be playing Santa while in the middle of major criminal proceedings.
The Shell rebrand to ‘Z’—hardly a New Zealand experience.
8) Most memorable marketing moment
Dow Design winning the TVNZ-NZ Marketing export marketing award for Fonterra and punching above its weight with the big ad agency boys.
9) A few predictions for 2013
South Korea is going to be a ‘hip’ national brand. Apple and Google will kiss and make up. People will be sick of Hobbits.