Cannes Lions reveals Global Creativity Report results; Auckland ranks …
NZ Effie Awards: Colenso crowned Most Effective AOTY; takes out Grand …
Countdown to Campaign Brief Agency of the Year plus Hot+Cold Chart - d…
Y&R further strengthens Wellington office; recruits Tim Huse for creat…
Bestads Six of the Best reviewed by Debbi Vandeven, global CCO, VML, M…
The Global Creativity Report showcases the award-winning work, highlights the world's most creative countries and cities, agencies and networks, and identifies the trends and themes at the heart of branded communications. Results from Cannes Lions, Lions Health, Lions Innovation and the new Lions Entertainment are incorporated.
Asia Pacific's rise through the city ranks has seen Auckland secure a staggering fourth place, increasing from 19th position in 2015. Tokyo takes sixth place, Melbourne 16th, Bangkok 17th and Mumbai 20th, while Sydney has seen a steady decline, dropping to 13th in 2016, from ninth in 2015 and eighth in 2014. New York has remained the top performing city, London in second place and São Paulo held third position.
DB Breweries and Colenso BBDO took the show this year with the Brewtroleum campaign that won metal across many categories, including Gold in the Most Progressive Campaign and Gold in the Most Effective PR and Experiential Campaign categories. The Executive panel went on to award this the Grand Effie, DB Breweries the Most Effective Client of the Year and Colenso BBDO the Most Effective Agency of the year with a swag of bronze, silver and gold across all categories.
Says Merry Baskin the International guest judge from Baskin Shark, UK who attended and presented at the gala dinner: "Brewtroleum was a really strong idea. An "out of the boundary" piece of creative work that has become globally famous. In a declining category and a changing market, this campaign managed to turn sales and they even got another company to come on board and help with this task."
The duo came up with the idea as colleagues and friends working over their long careers Asia.
'Deck of Brilliance' is a completely free online resource comprising 52 idea-generation tools. These tools are aimed at creative professionals in the ad industry. And each comes with instructions and world-class examples. "Glorify and Celebrate", "Dramatize the Problem", "Make the Product Precious", "Make the Familiar Unfamiliar" and "Crash Someone Else's Party" are just 5 of the 52 cards in the Deck of Brilliance.
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As far as most agency creative directors (and increasingly, more CEOs and CMOs) on both sides of the Tasman are concerned, CB Agency of the Year is the most coveted of all trade mag titles to win - and where an agency is placed on our annual chart is critical to many agency's new business performance in the coming year (that's the bit of most interest to CEOs and CMO's!).
You'll be pleased to know it's FREE TO ENTER.
Provide all your best work on a USB stick. Please list highlights of the year, including all awards won in 2016, new people, plus accounts won and lost, plus number of staff (or billings if you can) in a separate doco.
Currently, students of Media Design School's Graduate Diploma of Creative Technologies (GDCT) are able to select from streams such as 3D Animation and VFX, Graphic Design or Web Development.
However, with the addition of New Zealand's first AR/VR stream, GDCT students are able to refine their respective crafts in the fields of VR or AR with the support of award-winning lecturers from a diverse array of digital disciplines.
Huse joins the agency to bolster its Wellington offer, bringing greater strategic and creative thinking to Wellington clients.
Huse has over 16 years of experience including stints at Colenso BBDO, Saatchi & Saatchi and served as dreative director at Sugar and TBWA. He has been recognised multiple times at Cannes Lions, One Show, D&AD, AWARD and Axis.
Y&R Wellington's managing director, Tim Ellis, says he is delighted to have Huse partner him in growing the Wellington arm of the agency.
The report confronts a popular critique from female consumers who say brands have not adjusted their messaging to accommodate the more modern and diverse experiences of women today. Aiming to solve this disconnect between brand and consumer, the 200-page "Women, Next" is twice as long as the typical report from the Innovation Group and offers a roadmap for brands that want to be clued in. It examines female consumers through nine lenses, including "Women & Sex," "Women, The Body & Beauty," "The Next Billion" and more.
Prior to his role as regional CD at DDB APAC, Fackrell held the position of executive creative director at DDB New Zealand.
Fackrell joined DDB in January 2012 after a stellar career in Europe and the US. Renowned for his work on two of the world's greatest sports brands, adidas and Nike, Fackrell has collected an extraordinary number of awards for his campaigns. Educated in New Zealand, he spent nine years at 180 Amsterdam and prior to that worked on Nike at Weiden + Kennedy Portland where he won the Cannes Grand Prix for Nike ad 'Tag'.
There are a total of 30 entries shortlisted in Integration. New Zealand has scored two finalists; Colenso BBDO Auckland for DB Export "Brewtroleum" in Multi-platform Campaign and Y&R New Zealand for Burger King "McWhopper" also in Mutli-platform Campaign.
The United States fared well with seven shortlisted entries, followed by the United Kingdom with five entries shortlisted.
New Zealand has scored four finalists led by Y&R New Zealand with its "McWhopper" campaign for Burger King receiving shortlist status in Experiential, Branded Content and Guerrilla Marketing. Colenso BBDO Auckland has scored one finalist for DB Export "Brewtroleum" in Experiential.
There are 53 shortlisted entries in the medium. The United States leads the way with 23 entries featured on the final shortlist, followed by the Sweden (6), New Zealand (4) and the United Kingdom (4).
Y&R has scored New Zealand's only finalist with the agency shortlisted once in the Media Innovation category for Burger King "McWhopper".
A total of 35 entries were shortlisted in the medium. The United States picked up 14 shortlisted entries, whilst Australia and the United Kingdom fared well with 4 each.
The shortlisted entries were those that delivered a freshness that makes its impact ever more potent; work that attempts to be category defining in and of itself.
This week's guest judge is Debbi Vandeven, global chief creative officer, VML, based in Kansas City, Missouri.
Winner: Ikea: My Way. For me it was a tough choice between the winner and the runner-up this week. Both feature authentic storytelling that holds a mirror up to real life. I love this work because the human truth is that most people live their real life in their own home. So it's a modern and fun way to say "be who you want to be." This is a great position for Ikea and the soundtrack is perfect! READ MORE...
For 2017, D&AD's partners are a mix of returning favourites like John Lewis, Nationwide and BBC as well as some exciting new faces with Amazon, The National Autistic Society and Squarespace signing up this year. Collaborating with the Arjowigginsbrief will be Facebook, Instagram and Sony Music, whilst board game fans can cut their teeth on the Hasbro brief in collaboration with Big Potato Games. (See the full list of briefs here).
The full briefs are available for download from www.dandad.org/new-blood-awards. New creatives will have until 22 March 2017 to submit their entries, with the winners announced at the Awards Ceremony in early July 2017. Winning work will be selected by a panel of judges and awarded a Wood, Graphite, Yellow, White or Black pencil.
'Turd down for Watt'. If that doesn't immediately sound like a ground-breaking innovative business idea, it's because you weren't part of the Creative LIAisons 'Innervation Lab'.
After 2 days of passive listening, and aggressive note-taking, Day 3 was all about getting our hands dirty with a crash-course in creating entrepreneurial ideas. After being armed with the tools to think like an entrepreneur by Saras Sarsvathy, Associate Professor of Entrepreneurship at the University of Virginia, we had to put this into practice and pitch a business idea to Daymond John (Founder & CEO of FUBU), and star of the US Reality TV Show 'Shark Tank'.
This year was also the fifth year of the highly regarded Creative LIAisons mentoring program - by far the best young creative learning experience that exists globally.
Creative LIAisons is fully funded by LIA and runs concurrently with the LIA Awards judging. Not only do the 85 attendees have the opportunity to listen to some of the industry's biggest names, but they're also invited to sit in with the Juries on statue discussions. This represents a unique opportunity for the creatives to experience the judging process and the healthy judging debates.
The last day here in Vegas was the best by far. It was long with lots of debate. But unlike panels I've been on before, it didn't feel like there were any network or regional agendas here. And when there was the expected disagreement between judges, it was always objective, never personal. It was a bit weird having the 25 LIAison people behind us watching but when we got to the stage of moving work up and down the rankings, the talking really amped up. It was tough because after filtering the dross, there was tons of exceptional work. We each brought pieces back that had originally missed out on the Shortlist with some moving up as high as Silver. The smarts of the jury and the desire to explain why they thought certain pieces deserved to be considered was very impressive and effective.
New entry areas include:
- Expanded Media Types in Branded Content/Entertainment, including User-Generated Content
- Immersive Media Marketing, including VR & AR Marketing
- Expanded Media types in Point-of-Purchase, including Counter Displays, Signage and Window Displays
- New categories, including: 360º Video, Production Design
- New category for Package Design: Smart Packaging
Colenso leads the Kiwi winners pack with three Gold, five Silver and the prestigious Diamon ECHO.
Republik's campaign for Fuji Xerox NZ, 'A Golden Opportunity' has taken home Gold for the Best use of Direct Mail, a Silver for Copy Writing and the agency has scored another Silver for Small Agency of the Year. In addition 'Haus of Versant' also produced for Fuji Xerox, received a Gold for Copy writing. This same campaign has already been highly awarded and was ranked the 29th most effective campaign in the world for 2016, according to the WARC Index.
Affinity ID scored a Gold and a Silver and .99 won a Bronze.
Headquartered in Auckland, Fletcher Building is a publicly listed manufacturer and distributor of infrastructure and building products, and a construction company.
This is the first time the company has consolidated its media into a single agency and Vizeum's scope of work includes management of Fletcher Building's full suite of brands across New Zealand, Australia, USA, Europe and Asia.
Today was rather pleasant. And not too tough. Although not having a coffee until 11 wasn't overly nice.
So Herr Dr Vogel, our jury president, was very kind today. We rocked up to find there were 189 entries to review on the long list. 189 out of 882 entries. So the morning was spent going through rating them from 1-10. There's some really good work there with a few Grand Prix winners from other shows in the mix. There was also some work I really don't rate so I dished out a few ones and twos. I gave one 10 which I'd obviously like to be the Grand Prix but I suspect I'll be pushing to get it past other more famous contenders. We'll see.
This new Lotto Powerball story revolves around a close-knit family of four siblings who come together at their childhood home to fulfill a strange last request from their late mother. What looks like a get-your-hands-dirty job to get the house ready for sale, turns out to be something entirely unexpected.
DDB chief creative officer, Damon Stapleton, says the 90-second film is a continuation of Lotto NZ's 'Imagine' brand platform launched in July 2015, which is once again directed by the award-winning Steve Ayson from The Sweet Shop.
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With an eye for capturing beautiful design and emotive narratives, Rowe's background as a photographer has helped to steer her unique visual style and astute attention to detail.
The director behind the beautiful Moccona 'Sleeping Beauty' campaign; Rowe has established a reputation as a visual and performance driven storyteller, eliciting genuine emotion from her subjects. This recognition has seen her travel far from her hometown of Broken Hill to shoot around the world. She is equally comfortable with large, art directed shoots to smaller documentary work, with her background in photography informing her approach.
"It ain't what they call you, it's what you answer to." - W.C. Fields
When I got into this business 20 years ago creatives and creative departments were always called the crazy ones. We were portrayed as necessary yet unpredictable. We were those long haired, leather jacket types. Apparently, we all had raucous parties, did lots of drugs and were always only seconds away from saying something inappropriate. This B Grade rock star description has stuck and has become the accepted view of Creatives. In fact, it has become something many creatives live up to because they think that is their role.
That is one description.
Howard has held strategic leadership roles at TVNZ, digital agency Young&Shand and most recently as head of strategy at Interbrand. He brings to the team extensive experience in creating growth-focussed brand, marketing and digital strategies for some of the biggest companies in New Zealand.
Says Howard: "From the time I first encountered Little Giant I thought there was something very special happening there and I'm absolutely delighted to have the opportunity to work with such an amazingly talented team.
"I don't think it's an exaggeration to say that the quality of work coming out of the agency is world-class. My focus will be on continuing to build our strategic capabilities in order to deliver outstanding growth for our clients."
Brought to life across email and digital, the animal related theme of 'Natural-born communicators' draws parallels between the innate abilities of animals to behaviours in the direct marketing world today, by celebrating the natural born communicator in all of us.
justONE's clever creative executions play on the unique ways in which different animal species utilise targeted communication - from fireflies using their glow, to wolves howling in chorus to call their pack together, and elephants communicating in frequencies too low for humans to hear.
The campaign was co-created by TBWA\ ANZ Australia and TBWA\ ANZ New Zealand and depicts the new epic way to pay. Produced and shot by Plaza Film's Paul Middleditch.
Apple Pay is now available to all ANZ customers who have a compatible iPhone or Apple Watch and an ANZ Visa Debit or personal ANZ Visa credit card. It can be used anywhere you can tap and pay.
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The advertising industry isn't in crisis and the current transition period is as exciting and significant as the Industrial Revolution - that was the upbeat and positive message from Kiwi expat Malcolm Poynton, the global CCO of Cheil, speaking at the London International Awards Creative LIAisons event in Las Vegas.
"The thing I would say about an industry in crisis, is that if it's true that it is in crisis, that's the most fricking interesting time to be in it and that's true throughout history. On the flip side crisis is one way people choose to describe the situation and when you look at it from another point of view it's completely opposite. This is an exciting moment of development, an exciting time for evolution in this industry," Poynton told the audience of 85 young creatives.
Creative LIAisons Diary, Day 1 & 2 - The Power Of Unexpected
I'd been to Vegas before, so I knew what to expect. Bright neon lights, ticket-smackers on every corner promoting strip clubs, entourages of badly dressed people walking down the strip drinking yard glasses, and hearing the term "what happens in Vegas" used way too many times.
And coming to an advertising conference, predominantly consisting of Creative Directors speaking, I also knew what to expect. A bunch of case studies, and plenty of words like 'engagement, game changing, and disruption'. Or so I thought...
In this new role, Amour will be responsible for leading and driving continued collaboration and growth in one of the most dynamic regions for Havas Group. The appointment is a key milestone in the group's ongoing efforts to build agile teams and integrated structures to deliver the most impact for clients. Amour will report to Andrew Benett, global CEO of Havas Creative Group, and will be based in Singapore.
Says Benett: "Mike is a visionary leader with a track record of driving transformation, and I'm confident his leadership will further accelerate the Group's performance in the Asia-Pacific region. He is a true internationalist with unique experience across different communications disciplines and developing markets."
Says Amour: "I am excited to be joining a company where clients can access a truly integrated service offering. The network's Village model is a significant competitive advantage, and I look forward to leveraging it fully to make Havas an indispensable partner to brands in the region."
Lee was among nine students who were tutored by representatives of Colenso BBDO and DDB. Second place winner was Ryan Hobbs (right) with third place going to Lucy Galbraith (left).
Before a crowd of industry professionals and supporters, AWARD School head Brett Colliver, creative director of DDB: "Congratulations to all of this year's graduates. AWARD School is a gruelling 12 weeks, but I think the results were worth the pain. Particular congratulations go to our winner, Gigi, and a huge thanks also go to our tutors and lecturers who volunteered their time throughout the course."
Whoever becomes the 45th President of the United States of America will become the most powerful person in the world. Yet the world doesn't get a say. And in the last election, nearly half of Americans didn't even get off the couch and vote.
The world is watching from the sidelines but can't tell America what to do. All the world can do is send a message reminding Americans how powerful their vote is. The hope is this will serve as a timely reminder the world is watching. The campaign can be found at www.DearAmerica2016.com.
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Prior to joining Innocean Australia in June 2015 King was ECD at Whybin\TBWA Auckland.
King is a renowned creative thinker and leader, winning multiple times at Cannes, D&AD and One Show. Most proudly, in 2011, he was awarded the Ervin Wunderman award at Caples in New York.
Prior to his role at Whybin\TBWA Auckland, he was ECD at M&C Saatchi New Zealand and along the way has held other senior CD roles at M&C Saatchi Sydney and BBDO Proximity.
The scope of the refresh includes packaging for both domestic and international markets, and related corporate collateral. For Tried&True, being entrusted with the care of rebranding New Zealand's biggest poultry company is a huge coup for the agency.
Every year Kate goes away on these 'work' trips. This year, after a long bout of silent treatment, she decided to take us both with her. There was no way these brows were missing a week in Las Vegas when our life-long hero Lionel Richie and his chocolate eye drapes were performing.
Kate and Zoe wanted to be bright-eyed and bushy for the first day just in case someone asked them a question, so after an early night, the four of us made our way from the pirate-themed 'Treasure Island' hotel to the first day of the not-so-pirate-themed Creative LIAisons.
This is a very special year as it marks Epica's 30th anniversary, with a full-day conference and an awards show in Amsterdam on November 17.
As the only global creative awards judged by journalists who write about advertising and marketing - including Campaign Brief for Australia and NZ - the Epica Awards allow agencies to show their work to a unique group of people who can spread the word about their creative talent. As well as agency and network of the year Epica will also be announcing agency of the year by region.
This year, more than 60 editors and senior journalists will serve on the Epica jury, hailing from Adweek in the US to Werben & Verkaufen in Germany and everywhere in between, including CB in Australia and New Zealand. Click here to see the full jury member list.
As always, every agency that enters will get a free copy of the annual Epica Book - a 400-page bible of creative inspiration.
Prior to joining Facebook, Carrasco was creative director of Clemenger BBDO, Sydney.
Says Carrasco: "I'm grateful to have experienced working for one of the world's big tech companies; it's good to have that curiosity satiated. I learnt a lot during my year at the company, and I really appreciate the opportunity given to me by Fergus O'Hare (Creative Shop APAC) and Mark D'Arcy (Global CCO) to lead the ANZ arm of Creative Shop. There were some nice collaborations during the year which I'm proud to have been part of like the 'Picture This' project with Semi-Permanent, which just launched Sever Room Symphony in 360 by Will O'Rourke, and the Road Of Imagination campaign for Harley-Davidson, with 303 Lowe. However I'm comfortable with my decision to leave and I wish the company the best of luck."
Regarding what's next, Carrasco says: "I want time to think about what's next. I believe in the power of ideas to move people and commerce in a way we can all enjoy. But there are different paths to pursue this and I'm at a point in my life where I can take a few risks again, so I want to explore that freedom."
We had a party last night. A thank you to the judges but also to welcome the Liaison people. It's a fantastic thing where young creatives from around the world hear sessions from the likes of Bob Isherwood and Ted Royer. They also sit in on our final day of judging to see the process we go through when evaluating and rewarding work. It was especially cool seeing the New Zealand representatives, Zoe and Kate, as Zoe interned with me at M&C Saatchi in NZ. There are actually tons of Aussies and Kiwis here so it turned out to be a rather big night.
Entries will close on Friday 2nd December. Late entries will be accepted up until Monday 12th December though a late fee will apply.
This year eligibility dates have been extended to cover the full call for entries period through into early 2017; any work first aired or published between the 6th November 2015 and the 31st January 2017.
For more information and to submit your entries, please visit http://www.awardonline-cfe.com/.
This week's guest judge is Eric Springer, chief creative officer at Innocean, USA.
Winner: Philips "Every Day Hero". At first, I thought old Spydie was running late for his job on Hollywood Blvd. No not that kind of job, the job where he stands around and tries to get money out of tourists. But no, he turned out to be a real hero. This kind of film makes me, and others love companies like Philips for doing what they do. And makes me want to put my non-gym friendly body into a super hero outfit and volunteer to put a smile on those living inside the pediatric cancer floor. READ MORE...
You have to hand it to my my global creative boss, Jeremy Craigen (below, right). Getting the LIAs moved to Las Vegas was a master stroke. Last time I was here I arrived by Greyhound bus and stayed in a motel with a coin operated vibrating bed. Now we're staying at the Encore which is bloody lovely. It's also at the better end of the strip with some great restaurants and bars dotted around. Last night we went to a Japanese restaurant in Caesar's Palace hosted by Jeremy and Bob Isherwood with Lynchy, Kim, Anna Fawcett, and the wonderful people who run this show. It was incredible. And despite the very dangerous companions, I made it safely home in a reasonably ok state.
Oh yes, the real reason we're here. Yesterday was the first day of my judging. I'm on the Film and Online Content jury. There are ten of us led by Dr Stephan Vogel. We each have a big comfy Lay-Z-Boy to recline in and we watch ads. The wonderful thing about this is that we don't have bullshit case study videos to endure. I'd almost forgotten how nice it is to just judge the work and not the agency's ability to spin shit. That said, the morning was pretty bleak. We're just voting In/Out at the moment and I think it was about entry 37 before I got to hit the In button. The afternoon did pick up and we saw some really interesting stuff with a few Aussie pieces getting laughs from the panel. We've got another nine hours in front of us today doing the same thing so hopefully there'll be a few more gems.