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Year in Review: Gus Roberts and Corey Chalmers, Saatchi & Saatchi

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Saatchi & Saatchi dual executive creative directors Gus Roberts and Corey Chalmers thought about 2016. 

1. Favourite local campaign that isn’t yours

CC: It’s been a bloody strong year across the board in New Zealand. McWhopper was impressive and will win everything so I’d go for that.

GR: McWhopper, a gutsy effort from Y&R finally selling the idea and getting it done. And I have to say I was a tad jealous when I saw DB Export’s Brewtroleum.

2. Favourite campaign that is yours

CC: We love all our children, but if pressed, Clever Kash. Hilux was a total blast too, so I’ll go both.

GR: We’re really proud of creating ASB’s Clever Kash and as a keen hunter fisho, I love Hilux.

3. Favourite international campaign

CC: Southern Comfort ‘Shottasoco’. Stupid fun, Danny McBride, what more do you need?

GR: McWhopper.

4. Least favourite campaign

CC: There’s probably enough negativity in this business – everyone tries their best.

GR: The anonymous campaign on the blogs.

5. Your own biggest success

CC: Not being fired in our first year as ECDs. Having said that, there’s still a few weeks to go as I write this.

GR: Getting to the end of 2015 in one piece. Bring on 2016!

6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other

CC: TV show: Orange Is The New Black. App: Uber. Song: Gosh, Jamie XX & Give Up Your Dreams, Phoenix Foundation

GR: TV show: Don’t watch TV. App: My Air NZ app coffee button gets a thrashing. Song: Alt-J’s Bloodflood.

7. Most ridiculous buzzword

CC: Snackable/Scalable.

GR: Bleisure. Maintaining a balance of business and leisure. WTF!

8. Best innovation

CC: Clever Kash. 

GR: Air NZ’s Airband. Coolest airline on the planet. 

9. Most over-hyped ‘innovation’

CC: Apple Watch.

GR: The Man Bun

10. Best brands

CC: Netflix. ASB. Disney for making what looks like a cracker Star Wars movie. And I drank a lot of Panhead this year.

GR: Hilux, Garage Project, SIMMS

11. Best stoush 

CC: Julian Savea vs. three French defenders. Awww yeaahhh.

GR: Art giving poor old Zac a towelling at fight for life. Who would have thought?

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