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?
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
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
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?