With a newish chief executive, a switch to Saatchi & Saatchi without a pitch, a rejigged marketing team, record profits, a new HQ under construction, a couple of awards, a few more impressive innovations like Facebook payments and a classy if comparatively subdued response to the National Bank’s departure (something big might just be brewing, however), ASB had a fairly eventful year. Executive general manager marketing and online Roger Beaumont shares the love.
1) Favourite campaign that isn’t yours
http://www.youtube.com/watch?v=dZfkSAQWz9EToyota Corolla. I’m not a fan of cats, but the face of the star of this ad just makes me smile every time I see it. Great soundtrack too.
2) Favourite campaign that is yours
Farewell Black Beauty. A press ad we ran to acknowledge the demise of the National Bank. We got fantastic feedback from both existing customers, Mr Ben Fahy in his NZ Marketing editorial) and new customers. Nearly 1,000 people liked the ad on our Facebook page. It’s a great feeling signing off a piece of creative knowing it hits the mark with a bullseye.
3) Least favourite campaign
Insert any shouty retail brand here. You know who I mean.
4) Best brand
http://www.youtube.com/watch?v=lsvj0pmMBhQCoca-Cola for consistently innovating with simplicity and clarity, while staying true to the brand. Personalised bottles is a great example. My daughter Lucy really thinks the billboard by spaghetti junction is just for her. Oh, and the marketing team are a great bunch of people too.
5) Best stoush
The agency merry go round with banks.
6) Heroes
Any agency brave enough to take on a bank.
7) Villains
The anonymous moaners on the blogs who lack the strength of character to put their name to their whingeing.
8) Most memorable marketing moment
NZ Marketing’s ‘Dining with Devo‘ cover story. The stamina of the man is quite remarkable. Not to mention the ‘Godfatheresque’ nature of the story.
9) A few predictions for 2013
Devo will continue to keep The Depot in profit, Saatchi & Saatchi will maintain the fine standard of pies and pastries at client lunches, Special will be way too cool to eat, and brand campaigns that integrate across all media and deliver great results will be back with a vengence.
