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Year in Review: Fiona Woolley

Fiona Woolley swapped postage for precision German engineering in 2011 and now Audi’s head of marketing spills her guts on 2012. 

1)
Favourite campaign that isn’t yours

I loved the Boundary Road Brewery campaign. Brave
and beautifully executed. I’m not a beer drinker but the campaign made me want
to be. 

 2) Favourite campaign that is yours

I know that one advertisement does not a campaign
make but we’ve just produced one for our new Audi RS 4 that makes me smile. I
hope travellers exiting the escalator at the Auckland Domestic terminal do too.

3)
Least favourite campaign

http://www.youtube.com/watch?v=MNKo8aVl_IYOn the theme
of smiles, apologies to whichever dentist this belongs to but that smile/kiss
TVC leaves me not smiling. Ick.

4)
Best brand

The
brand with the four rings is rather lovely but if we take it out of the
equation for the purpose of this exercise, I’m going with an oldie but a goodie: Air New Zealand. Its brand lives and breathes through the entire
organisation, and not just from a marketing point of view. It’s not afraid to
push boundaries and it doesn’t always get it right but when it does (which is more
often than not), it’s brilliant.

5)
Best stoush

I was greatly entertained by the banks duking it out
for National Bank customers. It was a beautiful thing. 

6)
Heroes

The many good folk both agency and client side who volunteer
their time to help out with mentoring the newbies, judging the various awards,
and all the other contributions to industry groups that often go unrecognised.
Thanks all. 

7)
Villains

The horse-thieves. They made me blue.

8)
Most memorable marketing moment

Receiving a phone call from an eager marketing
student looking for work experience and career advice. I was feeling genial
when he mentioned that my name had been given to him by several people. Then
came the sucker punch: “Plus, you’ve been in marketing since before I was born.”

9)
A few predictions for 2013

The rise and rise of mobile marketing and greater
emphasis on preference marketing that enables customers to filter marketing
messages and channels to suit their taste. And a final particularly bold prediction, I have a feeling Good Friday will fall on a Friday.

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