Year in Review: Matt West, EightyOne

1. Favourite local campaign that isn’t yours
The Spark one with the kids. My 11-year-old is IT support at home. Great insight. Rang true as I’ve been lying the kids for years. 

2. Favourite campaign that is yours 
Shifting the Power with the good people of PowerShop. Simple, smart, data driven and working its socks off. Super collaborative with the smart people at MBM. 
3. Favourite international campaign 
Colin Kaepernick’s “Believe in Something”. That’s proper advertising that. 
4. Least favourite campaign

I know they’re smashing it, but after a viewing or three I struggle to watch the Air New Zealand safety videos. Especially the latest one with the Run DMC song. It’s well shot and I liked it the first time, but it’s not like one of those movies you can watch a million times. Best airline in the world though.

5. Your own biggest success

Growth of us (EightyOne, DOT loves data and Octave) in terms of scale, and seeing the work get better. Nothing like a little momentum. 

6. Most significant launch/innovation/thing of the year

It’s a toss up between the company that invented the microwave that can freeze stuff and the role of the deep lying playmaker, as best seen at Chelsea FC. Or AI. But it’s close.

7. What should be un-invented?

Plastic. Poor fish. 

8. Lamest trend

Fortnight dancing. Mainly cause the kids erupt when I try Orange Justice. 

9. Best brands

Fix & Fogg. Powershop. Nike. Allbirds. Garage Project 

10. Best stoush

Anyone who goes head to head with Jordan Peterson. He’s one smart cookie. Dangerous, but smart.

11. Heroes

Colin, Jacinda, All the people trying to sort out the environmental impact of our past decisions. Where’s Captain Planet when you need him?

12. Villains

The Don #trumpface. Harvey. Thanos proved to be formidable. 

13. What died in 2018?

All the predators around Wellington. That being rats and mice etc rather than those alien hunters. Kiwi hope to be reintroduced into Miramar. What a city. 

14. What’s the biggest mistake marketers will make in 2019?

Thinking automation solves all their problems. It’s another (great) set of tools. Needs to be powered by great ideas though. 

15. How far in our future do you think The Handmaid’s Tale is? 

During Donald’s constitutionally amended third term. 

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