Browsing: Tony Clewett
Technology was meant to make life so much easier. Paperless offices. Cheap communication tools. And, of course, robot vacuum cleaners. But instead we’re lonelier, more stressed and getting our hair eaten by our electronic assistants. Woman’s Day has noticed this shift as well, so, as part of a big—and quite rare—$1.5 million campaign via FCB, it’s foisted a Zsa-Zsa Gabor-esque character upon the nation in an effort to give its readers permission to take a break without feeling guilty about it.
Mitre 10 has been trying to convince Kiwis that DIY is in their DNA for a few years now, and, following on from the clever ‘Easy As’ campaign, which aimed to inspire Kiwis to pick up the tools by teaching them a few DIY tricks on YouTube, it released a new campaign that hopes to further enhance the store’s position as a Mecca for the nation’s weekend warriors.
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.
While most Kiwi boaties now carry life jackets on their vessel, they’re only worn 70 percent of the time, largely due to an erroneous belief that they’ll be able to whip them out and put them on if they get into trouble. So Maritime NZ and DraftFCB have attempted to illustrate the ridiculousness of the carrying-but-not-wearing scenario by harnessing the immense power of the ‘80s buddy cop drama.
Last year, when Lindsey Redding passed away, one of the posts he had written called a ‘A Short Lesson in Perspective’ started circulating again. In it, he concluded that life in this industry didn’t really pass his ‘overnight test’ and that those sitting in “a darkened studio or edit suite agonising over whether housewife A should pick up the soap powder with her left hand or her right” should do themselves a favour and go home to see their family. There’s no doubt this profession is a demanding one—and it seems to be becoming more demanding by the day—but it’s also got plenty going for it and, in a new video series aimed at promoting the industry, the Marketing Association has decided to get some of those positives from experienced campaigners.
Bacon roses, a cat with a heart on it, or perhaps just a laid-back, low key fight. The list of options available to show you love on this most romantic of days is almost limitless. And Mitre 10 has helped aspiring romantics by offering instruction on how to play a tool-based love song.
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”.
…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.