Much like watching an All Black return from injury, the marcomms sector always keeps a very close eye on the communications work of companies that have recently suffered some kind of PR crisis. Certainly, when Telecom’s Paul Reynolds came out in his waders in Glenorchy after the XT debacle with an apologetic number asking New Zealand for forgiveness, opinions on whether or not this was appropriate spewed forth. Since then there have been plenty of ads promoting specific deals and products (sadly, the on-air proposal didn’t really work out either), but Telecom and Saatchi & Saatchi now appear to have resumed normal branding transmission with the release of a beautiful new TVC (by Prodigy films), print campaign and positioning statement ‘From here we can do anything’.
First there’s a press release from TV3: “November has seen Nightline pull away from its competitor TV ONE’s Tonight in all key demographics.”
Then there’s one from TVNZ: “The latest news numbers show Sunrise lost a quarter of its audience in November while NZI Business and Breakfast continued to edge ahead.”