Browsing: DraftFCB

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In rude good health: DraftFCB and MOH revel in Effie domination—UPDATED
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DraftFCB and the Ministry of Health are a pretty bloody good team, as evidenced by the numerous awards the duo has won in recent years. And, after it was beaten by Colenso’s supreme award-winning catfood campaign for Whiskas last year, they’ve managed to wipe away those salty tears and make amends by taking out a fair swag of the big gongs at this year’s Effies at SkyCity, including most effective agency and most effective client. 

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Public Sector Marketing Award: Ministry of Health, The Journal
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The first three years of the Ministry of Health’s National Depression Initiative campaign led to significant increases in people’s willingness to seek help and help others with depression, with the John Kirwan ads encouraging patients, and particularly men, to speak more openly to their doctor about mental health issues. And the next phase of the campaign aimed to convert awareness into action and motivate people to help themselves. Enter The Journal, an interactive, pragmatic, self-management e-therapy programme accessed through www.depression.org.nz that was focused on mentoring people with mild to moderate depression. 

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Orcon feels the e-heat over Genius as corporate fail escalates
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First Orcon and DraftFCB got a serve from HeyDay for getting the date the internet was born in New Zealand wrong in its recent TVC. And now it’s in the eye of a social media storm after its new Genius all-in-one broadband/home phone product proved too popular for its own good, leading to a host of jilted customers venting their displeasure with the telco.

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Effie-fi-fo-fum, Colenso smells the blood of another big haul
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The Effie finalists are out and Colenso has backed up last year’s most effective agency mantle with 16 nominations, followed by DDB and DraftFCB with 14, .99 with ten and Special Group with eight. And, as for the clients, Air New Zealand, Frucor, 2degrees, NZ Lotteries, ANZ, ALAC, Fuji Xerox, the Electricity Authority, Royal New Zealand Foundation of the Blind and DB were among the most nominated across the 15 categories. 

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Clems shifts troops to .99, prepares for looming Vodafone battle—UPDATED
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The big news from the past few weeks was that Vodafone has decided to review its agency partners, which left the role of incumbent Colenso up in the air and led to speculation that a decision had already been made to move the account elsewhere without the agency being involved in a pitch. And while Clemenger Group chief executive Jim Moser admits Colenso is now out of the picture, resources have been shifted to .99, which will be the epicentre of the account for the next three months and is “going to participate aggressively” in the upcoming pitch.

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And away we go…
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… as Colenso group account director Lou Kuegler heads for Asia, DraftFCB makes a surprising hire, Los Angeles calls for one of the Resn crew, Kiwi copywriter Cam Brown joins Arnold Furnace and Sunday Star Times reporter Jonathan Marshall leaves Fairfax.

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It’s Genius: Orcon predicts the telco future, DraftFCB chronicles the past for launch of new gizmo
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” class=”oembed” > Advertising is a funny old game. One minute you’re winning global creative accolades for clients, the next you’re wiping away salty tears after being cast aside. That’s pretty much what happened after Orcon dropped Special Group late last year and shacked up with DraftFCB and the new pairing have come up with their first major piece of work, a rather retro, extremely bright and entertainingly self-aware retail campaign to sell its flash new hero product, Genius. 

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Posties finally choose an agency, and its name is … still unknown
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NZ Post has taken its sweet time choosing a new agency to replace long-time partner Saatchi & Saatchi, which decided not to repitch for the business when the expressions of interest were called for in December. The pitch was thought to have finished more than six weeks ago and it seems a decision on its new agency has been made. But no formal announcement has been released and the lips of the Posties and the two agencies thought to be battling it out for the win—Clemenger BBDO and DraftFCB—are staying sealed. 

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A host of freshly squeezed TVCs, packaged for your convenience
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When it rains it pours. After a brief dry spell on the new ad front, numerous newbies have recently been set free. So, for your viewing—and possibly even critiquing—pleasure, a selection of the freshest TV cuts, including Mitsubishi’s new brand ad by Clemenger BBDO, Meridian and Assignment Group’s polar expedition, TVNZ’s new patriotic promo for its news and current affairs offering, State Insurance and Colenso’s fireproof box promo, Sealord and Saatchi & Saatchi’s wonderous condiment contraptions, DraftFCB’s latest work for Genesis Energy and Gregg’s and Lumino and Wag the Dog’s extended, nationwide tonsil hockey tour. 

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Kiwi nomination numbers up as 2011 Clio shortlist announced
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The One Show shortlist was announced last week and, for the Kiwi agencies, it was a big improvement on the previous year. And it’s the same story for another big New York award show, Clio, with 12 New Zealand entries making the cut, up from five in 2010. DDB managed three, JWT, Colenso and The Sweet Shop got two and Clemenger BBDO, DraftFCB and Strategy received one each. There were no Kiwi nominations in the interactive, direct, integrated, print or student categories. The awards will be handed out on 19 May. 

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New Zealand’s Top 20 TVCs
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You chose ’em. And here they are. A few surprises in the mix, most notably the fact that little old Skyline got more votes than DDB’s epic canine adventure for Lotto (which is closing in on one million views on YouTube) in the TVC of the Year poll. The much-discussed brand ad for New World by .99 took 13th spot, ahead of Colenso’s ‘V Pomparkour’ and Genesis ‘Pukekos’ by DraftFCB came in near the top at fourth. Not too surprising, however, is the fact that six ads made by DDB, an agency renowned for its excellent TV work, made it into the top ten.

 

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Isn’t it iconic: Gregg’s and DraftFCB brew up some Kiwiana kitsch with new Topp Twins campaign
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With a relationship that stretches back ten years, Gregg’s is a well-established brand in the DraftFCB stable. And, having started up in Dunedin almost 150 years ago—and with its instant coffee being a “mainstay of every pantry since the early 1960s”—it’s also a well-established New Zealand brand. So who better to celebrate that than with what Gregg’s general manager of sales and marketing Brendan Downey-Parish calls the “iconic characters played by the Topp Twins”. 

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Outdoor Billboard & Campaign: DDB, Colenso BBDO + DraftFCB
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Disappointingly, there were no golds dished out in these categories, but Colenso’s ‘Real Stories’ for TVNZ’s The Pacific took silver in the Outdoor Campaign section, as did DraftFCB for Prime’s ‘Eating Out’ (this campaign also won a bronze in the Transit Advertising—Single category). DDB and Sky’s rather nifty ‘Through Someone Else’s Eyes’ for the Travel Channel won bronze in the Outdoor Campaign section and also took a bronze for the Billboard—Special Build. 

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Social & Digital/Interactive: Colenso BBDO + DraftFCB
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Colenso’s ‘Yellow Chocolate’ was the only campaign deemed worthy of a nod in the Social category and was awarded one of eight golds for its efforts, while DraftFCB’s ‘The Journal’ was also a lonely winner in the Digital/Interactive category after picking up a bronze. 

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Websites: DraftFCB
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There was only one award handed out in the websites category, and while DraftFCB and the Ministry of Health’s ‘The Journal’ wiped the floor at the RSVP & Nexus Awards, a bronze was all it warranted at Axis. 

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Charity: Clemenger BBDO + DraftFCB
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Earth Hour 2011 may have only recently wrapped up, but Clemenger BBDO’s ‘Ads In The Dark’ campaign has reaped the rewards for its efforts to draw awareness to last year’s Earth Hour, picking up a silver award in the charity category. The campaign featured popular commercials from Fatso, Instant Kiwi and McDonald’s, previously bathed in full light, being lit by only candlelight. Picking up the only other award in the category, also a silver, was DraftFCB for its ‘Make a friend in real life, not just online’ Facebook app for the SPCA. 

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More moves than Travolta…
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…as overachieving Kiwi expat Mark D’Arcy hops on the Facebook bandwagon; DraftFCB’s Matt Scott sits down as chair of the Direct Marketing Network; Tony Clewett is named as New Zealand’s Caples ambassador; Pacific Micromarketing announces a new business development consultant; and EYE Shop announces its new Aussie/NZ overlord. 

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Live and direct: DraftFCB reels in big John Caples haul
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The John Caples awards were dished out in New York this week to honour the world’s best direct and interactive marketing and there was plenty of New Zealand work deemed good enough to make it onto the dais. But it was DraftFCB that got the most applause, ending up as the best performing Australasian agency with eight awards, while Colenso and AIM Proximity picked up eight awards between them. 

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Better out than in: OMANZ launches new brand, website
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The Outdoor Media Association of New Zealand (OMANZ) has been on a mission to raise its profile and kick back into gear after a period of inactivity, some might even say irrelevancy. A big part of that process was establishing industry cohesion, rebranding (with the help of DraftFCB) and creating a new educational website (with the help of ICE Interactive). And the “one stop shop to advertisers and agencies for all things out-of-home industry related” has just gone live. 

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DDB top of the pile at Fairfax Admedia awards, but changes to judging criteria critiqued
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The Fairfax Admedia Agency of the Year awards were dished out at 1885 in Britomart this week. And while there were the usual mutterings about the decisions—and some other mutterings about changes to the judging criteria—DDB New Zealand came away with the biggest haul after being handed three of the top awards, including Agency of the Year, CEO of the Year for Sandy Moore and Rookie Suit of the Year for Zoe Macfarlane’s work on McDonald’s.

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Attack of the drones: Mini’s Carmonica starts humming along online
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Mini’s advertising has been consistently good in recent years, both here and overseas, and it’s undoubtedly one of the automotive industry’s most innovative brands. In New Zealand, DraftFCB’s creative and media strategy during the Soho campaign was top notch and the experiment to get rid of car yards and see if people would buy new cars online was a particularly brave retail strategy (although the MINI Garage on Ponsonby Road does look suspiciously like a car yard). Well, now it’s got another hit on its hands with the Carmonica.

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‘The Journal’ wipes floor at RSVP and Nexus awards
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It felt wrong to be celebrating anything on Friday night, let alone excellence in response-driven marketing, but DraftFCB and The Ministry of Health’s ‘The Journal’ campaign absolutely dominated the RSVP and Nexus awards, taking home the RSVP Grand Prix and the Nexus Supreme Awards—the first time this has been achieved in the 23 year history of the awards—and eight other golds.

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Usual suspects represented in last round of AWARD finalist announcements
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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.

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Dog days of broadcasting begin as Seymour takes digital ambassador leash
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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.

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