Nostalgia and geeky heroics combine to give DDB New Zealand May's Ad of the Month Award from newspaper industry body News Works.
Marketing, advertising & media intelligence
From the joy of winning gold at the Olympics to the tension of a high-profile murder trial and everything inbetween, a lot can happen in a year. And journalists of all stripes are there to tell those stories, as evidenced by this video, which was created by Web Vision and News Works and kicked off last week's Canon Media Awards.
Whybin\TBWA has taken out News Works NZ’s April Newspaper Ad of the Month with its ‘Transparent Newspaper’ ad to showcase Mercury Energy's new GEM product. And, in the first month of the brand new Newspaper Ad of the Month Agency League competition, it means the agency picks up five points and goes to the top of the table.
News Works NZ revamped its newspaper ad of the year awards programme last year, and it's continued to innovate with the arrival of the Agency League, a points-based scoring system for the newspaper ad of the month award that aims to tap into the competitive nature of creative agencies.
DraftFCB and Mini are on a bit of a roll at the moment, with SPCA's Driving Dogs winning pretty much everything in sight (it has been shortlisted four times at the prestigious Festival of Media, second only behind ASOS’ best night ever with five). And the pair are victorious once more, with the 'Ducks' ad taking out News Works' newspaper ad of the month for March and the Mini newspaper NIM campaign getting a special mention.
DDB has cleaned up the last two Newspaper Ad of the Month awards, with YWCA Auckland’s 'Demand equal pay ad and Volkswagen's 'Beetle to win a Beetle' taking out the December and January rounds respectively. The Judges for both rounds—Leisa Wall, DraftFCB; Paul Hankinson, Hanko; Lisa Fedyszyn, DDB (who abstained) and Kate Humphries, Media Design School—said VW’s ad “enticed people to make the iconic VW beetle shape with their bodies in order to win a VW, is an inspired way to induce beer gut envy, particularly if those beer guts have just enjoyed a good holiday season.”
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The newspaper industry has certainly had better years than 2012, with a continuing shift away from paper by readers and advertisers, big losses and restructures for the major players in this market and the spectre of the Leveson Enquiry hanging over print journalism. But there was still plenty to celebrate. News Work's new business and marketing manager Jenny Stiles sounds off.
As news of APN NZ's decision to sell off a few of its regional assets surfaced yesterday, news also surfaced about changes at News Works New Zealand, the umbrella organisation responsible for profiling the industry's print and digital brands, which has restructured to "better serve the changing needs of the newspaper industry as it gears up for 2013" and create a more commercial focus to better promote its 30 national and regional news brands across the country.