Based on a survey of 147 of the country’s leading marketers, New Zealand businesses are planning to spend more on marketing this year. And PR and experiential came out as the big winners over more ‘traditional’ forms of advertising. But difficulties around ensuring accurate measurement are still hampering the sector’s growth.
People and companies all around New Zealand are coming up with ways to try and help those in Christchurch (although it seems a few filthy bastards are trying to profit from the disaster with scams and stealing) and iSite Media is showing its support for Canterbury by offering agencies and clients the opportunity to purchase space for their logo on a 12m x 3m billboard and two Zeus Bus panels in Auckland and Wellington, with 100 percent of the donations going to the Christchurch Relief Fund.
It’s difficult to get too excited about the announcement of the AXIS finalists given what’s happening in Christchurch at the moment. But the world keeps turning and after 50 judges spent three days going through 650 entries across 43 different categories, the rather long shortlist for the 31st instalment of the creative awards has been released. And, after some exhaustive counting, Colenso BBDO came out on top with 75 finalist nods, followed by DDB on 55 and DraftFCB on 49. Download the pdf here. Axis Finalist List.
Christchurch ad agency Harvey Cameron opened the doors of its new Merivale office last year, having—rather fortuitously, it turns out—moved away from its office in the CBD. And this is what managing director Neil Cameron had to say about the events of 22 February.
Between them they’ve worked under the Spark PHD roof for over 20 years and Nikki Grafton and Stuart Rutherford have been rewarded for their loyalty after being appointed as joint managing directors.
The radio, design, digital, creative innovation and integrated finalists for AWARD have been announced, with Clemenger BBDO, Colenso, DDB, Saatchi & Saatchi, TBWA\, Publicis Mojo, Rapp/Tribal, AIM Proximity and Special Group all making the cut. But coming out on top for the Kiwis in terms of overall finalist nods are DraftFCB, DDB NZ and Special Group. The awards will be handed out on Friday.
All the regulars are accounted for in this edition of Ads@6, with an array of cars, food, banks, electronics and home/DIY on offer. But it’s the battle of the male deodorants that sticks out, with the rather entertaining ‘Premature Perspiration’ spot for Lynx going head to head with the new and quite powerful All Black-laden Rexona ad. Be still our beating hearts.
As a trade publication, there’s not much more we can add to the comprehensive media coverage of the earthquake being offered by New Zealand’s television, radio and print/online media outfits (Vicki Anderson’s take on events is particularly vivid). Obviously, industry issues are the least of everybody’s concerns when there have been so many fatalities in Christchurch and our families, friends and colleagues are going through utter hell, so first and foremost the thoughts of everyone here—and the thoughts of the industry as a whole—are with our embattled countryfolk. But the fact that TV3 and Stuff bid for Google search terms around the earthquake does raise some interesting ethical issues, particularly when the practice is frowned upon overseas. Judging by the comments on the story, some felt it was reprehensible, some felt it was kosher because the information was relevant and some even felt we were giving favourable treatment to TVNZ and nzherald.co.nz. But as of this morning, Tower was the only remaining advertiser on Google search and Stuff and TV3 had removed their paid listings, which seems to be an acknowledgment from the companies or their media agencies that doing so in the first place was bad form.
When it comes to increasing eyeballs, natural disasters are, rather perversely, usually good news for media owners. But where does the line get drawn? Is it acceptable for TV3 and Stuff to bid for search terms around the Christchurch earthquake? When TVNZ has committed to commercial free broadcasts from 6pm through to 12pm tomorrow and promised to make good on any campaigns impacted by the event and Google has set up a people finder (although it also benefits from the search purchasing), it seems awfully cynical to try and benefit from the disaster. As one media insider says, “this is not a time to increase traffic through to a website through paid means”.
Much sympathy and concern to our friends and colleagues in Christchurch. Your loss is ours. And let us know about how you and your workplaces are affected. We’re keen to hear and help. Just add your news and messages of support to the comment thread. And if you’re looking for someone or have info to share, check out Google’s people finder.
Who’s it for: Levi’s by Colenso BBDO
Why we like it: It’s easy to make a viral ad. It’s much more difficult to actually make that ad go viral. But at well over five million views on YouTube, that’s exactly what Colenso did …
MasterChef drew plenty of Kiwi eyeballs in its first season last year. And it also drew plenty of advertiser dollars, whether during the ad breaks or, increasingly, during the show itself through product placement. So, with estimates putting the worth of the Australian version of the show and its associated enterprises at $100 million, how much are Kiwi brands paying to be involved? Does such obvious commercial involvement affect the credibility of the show? And how did the new season launch fare in the ratings?
… Sunday announces its replacement for Cameron Bennett; Carlos Savage takes up a new gig in Australia; International Rescue announces a few new additions, including a Kiwi artist whose work made it into Luerzers Archive; another new face arrives at the TVNZ marketing department; Pacific Micromarketing welcomes another team member; and WaikatoLink secure the services of two upstanding gentlemen.
They say good things take time, and when it comes to Fairtrade awareness in New Zealand, it looks as if its time has well and truly arrived. In an announcement made by Fair Trade Australia and New Zealand (Fairtrade ANZ), the sale of Fairtrade products have increased by more than 100 percent in just 12 months to $36.6 million in 2010.
Tapping into the love humans obviously have for digital/robotic dogs, Seymour is now the face of the Ministry for Culture and Heritage’s Going Digital campaign, with Designworks’ animated canine setting out on a mission to let New Zealanders know the country is switching off its analogue broadcast system and moving to digital broadcasting between September 2012 and November 2013.
Just Juice is celebrating 30 years of Kiwi summers by dishing out a range of “sweet classic prizes” to anyone who enters their barcode online. And it’s drumming up interest in the promotion with a gloriously incongruous TVC from Colenso BBDO that shows some overly enthusiastic old folk engaging in their favourite summer activities—and all in horrible slow motion.
Jason Saunders, the creative director at Auckland-based graphic design company Everything Design, has caught the attention of the folks at the Museum of Modern Art (MOMA) in New York. A piece of his “modernist design” work is to be featured as part of an upcoming exhibition titled ‘Standard Deviations: Prototypes, Archetypes, and Families in Contemporary Design.’
Colenso is always harping on about the conversation economy; about creating content that’s interesting and/or mysterious enough to get talked about by the masses. V’s Rocket Man succeeded in this regard, but the agency’s latest foray into the dark viral arts, a production/social experiment called the Rear View Girls that aims to promote Levi’s new range of Curve ID women’s jeans, has taken it to another, more international level.
Tui and Saatchi & Saatchi took viewers on a legendary golfing journey during the mad beer advertising rush in the lead up to Christmas. And it’s followed that TVC up with its next ‘Brewing Legends’ effort, a branded Facebook app that allows users to select a combination of friends and 2500 random activities to create their own legendary session.
The nation’s watercoolers have been abuzz with speculation for the last couple of weeks after the NZ Notworth News campaign went live. Well, the culprits can be revealed, with nzherald.co.nz, its agency M&C Saatchi and production company Small Town Media behind the satirical Anchorman-esque broadcasting network.
In an effort to capture a slice of the growing demand for online print services from smaller entities and freelance publishers and designers, Auckland based Soar Print is introducing an innovative new web-based full-colour service called PDF2PRINT, which claims to provide an easier, faster and cheaper solution for customers wanting full colour print jobs.
Consumers crave realness and human touch, according to Trendwatching.com. And Botany Town Centre is attempting to get real by performing what it describes as random acts of kindness on its customers.
RSVPs for the APN Outdoor Summer Party have closed and almost 400 industry folk have registered to attend the Friends in High Places soiree next Thursday. However, in shameless advertising fashion, sales director Kent Harrison has taken advantage of the remaining demand and opened his own unofficial RSVP list. So …
Lion Nathan has put some project work for Steinlager out to stud and, while lead agency Publicis Mojo is involved in the agency review, losing the business has the potential to be another slap in the face for the incumbent after it lost Waikato Draught and Lion Red last year to Assignment Group and DDB respectively.
Breaking up is never easy, but for virtual sports portal Jimungo, it’s hoping there’s plenty more sponsorship fish in the sea. The website, allowing players to pit themselves against mates, work colleagues and strangers, by virtually picking sporting winners, is fresh out of a partnership with the NZ Rugby Union (NZRU)—a relationship that lasted ten fruitful years.
Following the scholarship announcement made by Derek Handley in November at the annual Marketing Association industry forum, applications for The Hyperfactory-Handley Marketing Scholarship are being accepted from now until 4 April 2011. And, after plenty of interest was shown in the opportunity from those over 35, the age restriction on applicants has been removed.
Omnicom-owned Fleishman-Hillard has jumped into bed with Omnicom-owned ELEVEN\PR in an effort to expand its extensive global and Asia Pacific footprint to New Zealand, while “broadening both firms’ areas of expertise and geographic reach”.
DDB head of copy Paul Hankinson has been named creative director at .99 following the resignation of deputy creative director Craig Pethybridge in November last year.
It’s good news for broadcasters, couch sellers and pizza delivery folk, but it’s bad news for obesity campaigners: the latest research from newly established industry body ThinkTV has shown New Zealanders spent more time than ever watching television in 2010, with the average square-eyed Kiwi tuning in for three hours and 22 minutes every day, 20 percent more than in 2007.
The golf course is calling and Richard Fenner, the co-founder of Spark PHD, has answered, resigning from his role as joint chief executive of The Spark Group, which was established in 2000 and encompasses media agency Spark PHD, Spark PR & Activate and digital specialists, PHDiQ.