Year in Review: Robin McDonnell, Phantom

1. Favourite local campaign that isn’t yours

I’m a big fan of Speight’s “The Dance”  and Cheers Beers campaigns this year. “The Dance” is entertaining, empathetic and really shapes an iconic brands perception to a wider audience.

To then follow this with Cheers Beers, allowing consumers to create their own narrative and really understand the brands values via gesture and social reach. All with multigenerational appeal. Kudos.

2. Favourite campaign that is yours 

We recently facilitated a marriage proposal via one of our floodlit super posters in Grey Lynn. It’s a sweet campaign that really spoke to the target audience and highlights the hyper-targeted strength of our national network. (He said yes) 

3. Favourite international campaign 

Musicbed’s hyper-targeted out of home posters targeting creatives is one of my favorites from the past year.  Clever copy, smart execution and gram worthy reach that taps into the idea that OOH can make you famous. 

4. Least favourite campaign 

I really wanted to like it but, the latest Air NZ safety video is painful. It’s rough on a redeye but still better than Rico. 

5. Your own biggest success 

We launched our bespoke fulfillment this year that delivers real time campaign updates to our clients. This is an industry first and aligns with our goal to always deliver best in market solutions. Phantom also celebrated our 36th year in outdoor advertising. I’m sure that’s some kind of record.   

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

It’s hard not to miss the digitisation of our cities. Static outdoor still has a vital role to play in contextualising the out-of-home experience to ensure that the message remains hard to miss. 

7. What should be un-invented? 

Clickbait. What happens next will certainly not blow your mind. 

8. Lamest trend 

Chatbots. No, I don’t need help navigating your website. It’s 2018. 

9. Best brands 

Anyone smart enough to be featured inside our bespoke Phantom frames. In 2018 we’ve been lucky enough to work with Dr Feelgood, Huckleberry, Stolen Girlfriends, Ruby, Deadly Ponies, Asano, Havianas, Mac Cosmetics, Puma, Birkenstock, Holy Moley, Lewis Road, Whittakers, Tattys, Ola and Kokako to name a few. 

10. Best stoush 

Eat Lit Food vs Goodness Gracious. A tough one to pick sides as I’m a fan of  food, gratuitous swearing and bagels. Mostly it was just entertaining. 

11. Heroes 

Phantom, of course. Flora for the concrete jungle since 1982. We’re committed to providing a voice for anyone doing anything creative in New Zealand. 

12. Villains 

Zuck needs to chill. 

13. What died in 2018? 

Organic reach in social media. To be fair this started several years ago but it’s now joined Myspace as folklore. 

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

With the infinite supply of data available, don’t forget to look at the world outside. 

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

As long as Jacinda is in charge there is hope.

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