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The Year in Review: Annie Dow and Jenny McMillan

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=N0a8GLUJGtE

http://www.youtube.com/watch?v=-JD98bqToMs

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.

6) Heroes

Linds
Redding.

7) Villains

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.

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