The newspaper industry has certainly had better years than 2012, with a continuing shift away from paper by readers and advertisers, big losses and restructures for the major players in this market and the spectre of the Leveson Enquiry hanging over print journalism. But there was still plenty to celebrate. News Work’s new business and marketing manager Jenny Stiles sounds off.
1) Favourite campaign that isn’t yours
Export Dry. Clever, clever writing.
2) Favourite campaign that is yours
150 years of trust and heritage (in many cases) counts
for a lot.
3) Least favourite campaign
http://www.youtube.com/watch?v=Yu0IY2H9iuYANZ. Formulaic Aussie advertising. It could have done so
much more with this opportunity (and we miss the horse).
4) Best brand
Pak ‘n Save. A great example
of smart, simple retail print.
5) Best stoush
Banks. Great for newspapers.
New Zealand Herald. Brave to go out with a major change in a
British American Tobacco NZ. Clever enough to get around the law.
8) Most memorable marketing moment
The team at News Works learned that magnetic
signs don’t stick to the sides of bogged up Mr.Whippy vans.
9) A few predictions for 2013
Back to brand building but it will be done in
clever, cost effective ways.
More integration across platforms and media.