Year in Review: Deborah Pead, Pead PR

1. Favourite local campaign that isn’t yours

The Vogel’s campaign that celebrates diversity without preaching and showcases the uniqueness of people.  It is a strong brand campaign and makes you want to “break bread” with people.

2. Favourite campaign that is yours  

The Huawei P10 launch where Zambesi designed a couture collection in the bespoke Pantone colours of the phone and the shot the collection on the P10 for Viva. The phones and garments were then on show in Zambezi shop windows.

Similarly, the Nespresso Essenza Mini campaign which made everyone feel as if they had walked into the set of Alice in Wonderland, surrounded by a magical world of miniatures, was outrageously successful and allowed for some of the most colourful content to be shared.

3. Favourite international campaign

Heineken celebrating differences with the ‘Open Your World’ Campaign – which ends up with people discussing their differences over a beer. The sentiment is so right for modern times, although I prefer champagne when discussing anything.

4. Least favourite campaign

Anything that comes up in my social feed promising to get rid of the bags under my eyes and belly fat. That’s just rude.

5. Your own biggest success

Winning a major new client in Huawei and launching the P10 just four weeks later. Getting to know the Huawei brand which has its origins steeped in Chinese culture and is fast becoming a global brand has been a new and enlightening experience for us.

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

It’s hard to get past the te Reo language platform launched on the Huawei P10 this year.  It’s given more momentum to the revival of te Reo language and demonstrates that brand can make a social difference.

7. What should be un-invented?

I’ll probably get hate mail for this but I’m over the Snapchat filters – especially the puppy dogs ears and nose on everyone.

8. Lamest trend

I can’t see the sense in fidget spinners.

9. Best brands

Huawei – great technology. Nespresso – great coffee. L’Oreal – always innovating and for their support of foster kids in New Zealand. Maybelline –  in giving people masterclasses in makeup and great tutorials – even I’m brave enough to use colour correctors now. 

10. Best stoush

Everyone vs Harvey Weinstein. Paula vs Jacinda. It was so much better than Jacinda vs Bill.  

11. Heroes

Team New Zealand.

12. Villains

Dead heat between Harvey Weinstein and Donald Trump. 

12. What died in 2017?


13. What’s the biggest mistake marketers will make in 2018?

Non-disclosure of paid posts. Falling for fake followers. Ignoring the impact of micro-influencers and continuing to spending crazy money on macro-influencers. Millennials are starting to see straight through it and are becoming immune to the effects of this new-age advertising.

15. What’s the most Black Mirror/ sci-fi horror thing likely to happen in the near future?

Uber ratings for people. Disappearance or regulated currencies due to Bitcoin. Kim and Donald are going to blow us all up!

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