Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Regan Grafton, executive creative director at Ogilvy & Mather has to say.
Marketing, advertising & media intelligence
Ogilvy & Mather New Zealand today confirmed the appointment of Regan Grafton as executive creative director, bringing an end to the creative's three-year stint at FCB.
2015 will mark the 35th anniversary of the Axis Awards, and to commemorate this milestone CAANZ will be showcasing some of the work that has been awarded over the course of that period. But, as has always been the case, this year's edition will be about awarding the best work produced over the course of the last year. And to do that as effectively as possible, CAANZ has introduced a few changes to the awards categories for this year's event.
Last year, FCB introduced the line ‘No More Beersies’ to the Kiwi vernacular via its ‘Say Yeah, Nah’ campaign for the Health Promotion Agency (HPA), and it became a ubiquitous catchphrase in weekly conversations. Now, just over a year later, the agency has carried the beersies line into a follow-on campaign that borrows from the tropes of beer advertising to reinvent the humble glass of water. In each of the clips, the pouring of a glass of water is accompanied by the stereotypically deep voice of a beer advert narrator, who over 30 tongue-in-cheek seconds draws attention to the crisp goodness of a simple glass of H2O. PLUS: we look at whether the 'Say Yeah, Nah' campaign was effective.
DraftFCB ended 2012 with the much--loved Driving Dogs campaign, and in 2013 the agency continued in this good vein of creative form by producing a range of memorable ads. In addition to sending voices to the moon for Dr Who's 50th, DraftFCB also encouraged Kiwis to say "no more beersies," introduced us to the cringey cool dad and revisited the over-the-top antics that pervaded '80s action films. Given that it's been a good year for the team at DraftFCB, it comes as no surprise the executive creative directors Regan Grafton and Tony Clewett had a bit of fun when sharing their thoughts on the last 12 months.
When it comes to Kiwi viral sensations, we may have a new champion, because DraftFCB, Mini and the SPCA's campaign that put homeless mutts behind the wheel of a modified Mini has been picked up by most of the world's major media outlets, been the most shared video on BBC three days running, with 225,000 shares to Facebook and 7,900 to Twitter, and ranks as the biggest news event on Campbell Live in its seven-and-a-half year history.
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Two winning campaigns from the same agency fold this month, with Ogilvy Wellington’s Nigel Richardson & Steve Cooper scaring the bejesus out of the judges—James Mok and Regan Grafton from DraftFCB, Phil Yule from Voicebox and Kate Humphries from Media Design School—with their Consumer NZ campaign ‘Appliance Nightmares’ and Adam Barnes & James O’Sullivan taking the merit for their KFC ‘Facebook/Double Down’ campaign, which was written at Ogilvy just before they popped over to join DDB.
When Todd McLeay shifted from NZ Lotteries to the role of chief operating officer at APN NZ, one of the first things he did was go and talk with a bunch of ad agencies and media buyers to see what their feelings were about newspapers. The general consensus was that there was a lot of sparkle about digital but there wasn't too much love for print, mainly because "no-one was making a good case for it". And so the campaign to launch the compact version of the NZ Herald and redesign the website was born, and with the big launch day on Monday, the piece de resistance, a TVC by DraftFCB that shows the important role the paper has played in New Zealand's history, goes live tonight.
DraftFCB saw its creative director Chris Schofield take up a role with DDB in October last year, following on from Justin Mowday's shift there a year or so before. And, in the latest example of the ongoing inter-agency hostage swapping saga, DDB's deputy creative director Regan Grafton has joined the fray as joint executive creative director with Tony Clewett. Executive creative director James Mok will become group ECD of Australasia.
New Zealanders love nothing more than talking about the weather. So DDB's team of Jennie Ko, Pip Perkins and Regan Grafton tapped into that with Sky TV’s Cloudy with a Chance of Meatballs online banner ad. And it was good enough to win the July IAB BollyAward.