After three rather eventful years at the local Saatchi & Saatchi office, Mark Cochrane took up an inter-company promotion and headed to Thailand late last year. Here’s his report on 2012.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=-u-rhnV4l08Favourite thing I have seen recently is this anti-smoking effort. It’s not a campaign but it’s a lovely little demonstration of pure creativity without a lot of $.
2) Favourite campaign that is yours
Corolla. After six months of working on it I still love it. Great team work.
Well done Gus, Corey, Muz, Emma and Jane. Caps off to Neeraj, Steve and Alistair at Toyota for being so bold.
3) Least favourite campaign
http://www.youtube.com/watch?v=Zqn5OCFTrcwSpeight’s. “Excuse me governor but your strategy is showing…” I grew up on a farm in Otago, this is just making it hard for me to like Speight’s.
4) Best brand
Stolen Rum. Best brand story in town. Best execution of a brand story. Well done Roger, Duff and James Hurman.
5) Best stoush
Kim Dotcom vs. the Government.
Nicky Bell and Antonio Navas. Well, my heroes at least.
People who think that technology is more important than creativity. Just stop it!
8) Most memorable marketing moment
The Olympics. Go humans.
9) A few predictions for 2013
Storytelling will rule again.
Team work and brand orchestration will become even more important.
Devo will have a big party.
Saatchi NZ will win agency of the year.