It's one of the industry's great ironies: most advertising agencies very rarely take their own medicine and advertise. But FCB is an exception to that rule and it's once again showing it believes in the power of brand-building by showcasing some of the work that its long-standing research into Kiwi Cultural Codes has led to.
Kiwis have traditionally shied away from celebrating their successes. But the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof. TRA marketing manager Claire Tutill takes a look at awards for awards sake.