Year in Review: Sarah Williams, Spark

1. Favourite local campaign that isn’t yours

New Zealand Police – ‘Do you care enough to be a cop?‘ And who would have known there are police cats.

2. Favourite campaign that is yours

Celebrate every family which was launched around Fathers Day as part of our new ‘Little can be Huge’ brand platform. A beautiful story showing the small gesture a son makes that has a huge impact on his Mum’s day.

3. Favourite international campaign

‘Fearless Girl’ for State Street Global Advisors. Combining art with a powerful message. I loved its topicality, inspiration and permanence. Such a beacon of hope for generations of women leaders to come.

4. Least favourite campaign

The Pepsi film with Kendall Jenner. So inauthentic and the people certainly did protest.

5. Your own biggest success

I can’t personally claim this one but the development of Spark Jump, a program designed to help bridge the digital divide that is occurring through some families not having access to the internet. This is where I feel really proud of Spark and our ambition to unleash the potential of all New Zealanders becomes something super exciting. Nice one Lynne and the Spark Foundation.

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

Zuru’s Bunch a Balloons. Genius! Technically not launched in 2017 but I only discovered them last summer.

7. What should be un-invented?


8. Lamest trend

Soundwave tattoos.

9. Best brands

Spark of course as voted by StopPress at the inaugural Stoppies.

10. Best stoush

Eminem vs The National Party

11. Heroes

Jacinda Ardern.

12. Villains

Donald Trump. No justification necessary.

13. What died in 2017?

Confidence in our ability to measure digital channels.

14. What’s the biggest mistake marketers will make in 2018?

Being too short-term focused and not investing in the long-term health of their brands.

15. What’s the most Black Mirror/sci-fi horror thing likely to happen in the near future?

New human rights are being looked at to protect against ‘mind hacking’ and brain data theft. A response to advances in neurotechnology that can read or alter brain activity.

About Author

Comments are closed.