1. Favourite local campaign that isn't yours
After a year of brand-defining creative including Colenso’s 'Get the Skinny', DDB's 'Live a little Freer', I have to settle for FCB’s VTNZ 'Road Commander' campaign. This campaign nails it with fantastic performances, comedic beats, art direction, the great casting of an actual staff member, great radio spots and plenty of quotable lines. I can’t wait for the next instalment. “Thank You, Sharon…”
2. Favourite campaign that is yours
I loved our Deadpool 2 ambush across all of our TVNZ platforms. Ryan Reynolds’ foul-mouthed character popped up in most of our on-air collateral, surprising, and possibly offending, our viewers in that charming Deadpool way.
3. Favourite international campaign
Never mind Tide’s Superbowl take over, it has to be the Sakeru Gummy 'Long Long Man' campaign.
4. Least favourite campaign
John Lewis’ Christmas spot, “Boy and the Piano”. I love imaginary penguins and dogs on a trampoline but I’m not a huge fan of the Rocketman. A confusing, nostalgic mess and not a great brand fit. Have a look here, this article outlines a far better version…
5. Your own biggest success
I started going to the gym and the TVNZ Blacksand team won Best Creative Team at the ANZ BDA Promax Awards. Perhaps I should go to the gym more often.
6. Most significant launch/innovation/thing of the year
The launch of the Ocean Clean Up initiative. 40,000 tonnes of plastic in the Pacific will be collected by this contraption within the next five years.
7. What should be un-invented?
Twitter. It’s a little like digital old school toilet graffiti to me and a kingmaker for those who tweet frequently enough, regardless of what they are tweeting.
8. Lamest trend
The Lime Scooter death trap.
9. Best brands
TV2 DK (TV channel in Denmark)
Pedro’s House of Lamb
10. Best stoush
Jordan Peterson and Stephen Fry vs Michael Dyson and Michelle Goldberg.
Kristine Bartlett. It was emotional and grounding to see all of the award winners at The New Zealander of the Year Awards 2018. People being celebrated and congratulated for something truly worthwhile is rare. Over 55,000 care and support workers have benefitted due to Kristine Bartlett's uncompromising approach.
Barbara Broccoli for firing Danny Boyle.
13. What died in 2018?
A sense of humour.
14. What’s the biggest mistake marketers will make in 2019?
Sticking to short-term strategies when the focus should be on the long-term brand building.
15. How far in our future do you think The Handmaid’s Tale is?
It’s about four to five months away, Season 3 will launch in May.