Innholdsfortegnelse for September - October 2021 i AdNews

In early March of 2020, we were ready to move into our office at 21 Harris Street in Pyrmont. It had been the end of an 18-month-long project to move from nine locations around Sydney into one Publicis hub. This decision was made to further embed our “connected platform” approach and bring to life our Power of One philosophy. We wanted to create an interior that blurred the boundaries between workplace and wellbeing; commercial office and hospitality space; and brand and authenticity. Our vision was focused around creating unique agency spaces across four levels, while seamlessly integrating each floor to encourage collaboration between individuals and agencies, bringing together Publicis people as one tribe to connect and leverage differences and strengths for clients. Behind the office From a health and wellbeing…

SB: I liked this one for how informative and interesting it was. A real move away from the entertainment play the previous safety videos had relied on. However, it layered information on top of information so there was a lot to take in and the message was lost. I wasn’t sure what we were meant to take out of it. The safety side of it felt like a bit of an afterthought. MW: I feel like this one was a long time in rotation so I’m coming in a bit jaded. The backdrops are stunning, the little factoids are actually interesting, but I can’t really get over the melting ice cap versus airline carbon emissions situation. AK: This cinematic installment is charming. The quality soundtrack provides gloss and momentum, where…

The Emerging Leaders program recognises those who have forged a path to become the industry’s next leaders. To make the cut this year, nominees needed to demonstrate key achievements, effective problem solving to overcome challenges, and contributions to the industry beyond their daily role. Judges were impressed by the calibre of entries, with strong candidates demonstrating a commitment to business outcomes and social change. The winner of the Emerging Leader award will be announced at the AdNews Agency of The Year Awards. They will receive a year’s subscription to AdNews, two tickets to an AdNews Live of their choice, and an executive coaching program of six coaching sessions from The Transition Coach, with an opportunity to work on their professional goals and leadership development. Mandie van der Merwe M&C…

The emails and phone calls started soon after it became clear New Zealand’s advertising industry was leading the COVID-19 recovery stakes. Expatriates (New Zealanders are well travelled) from across the world, wanting to return home, looking for jobs. And the work was coming fast, with marketers anxious to build profile for their brands. On top of that, global briefs came in from advertisers seeking production and creative talent in a place where COVID-19 restrictions were light. Saatchi & Saatchi NZ was in a pitch recently for a global fintech based in Australia. “They explored two Australian agencies, two Californian agencies, and two New Zealand companies,” says Mark Cochrane, CEO, Saatchi & Saatchi NZ. “Upon winning, we asked, ‘Why us?’ They talked about our optimism, the ease in which we work…

MW: Rachel Hunter, Scott Dixon, Zoe Bell, Ladyhawke, that affable cabin crew guy from last time. How do we tie them all together? We don’t. And that’s OK. I kept my seatbelt on, didn’t open the cabin door, and enjoyed the laugh at Hosking. SB: This one was great for Northland and really showed off all the region has to offer. It made me want to visit. So as a sales tool, it served its purpose. Whether it would work the same for an international audience, I’m unsure. I imagine you’ve already AK: An undeniable home-run. It pulls on many of the emotional levers Kiwis love — beautiful landscapes, beautiful people and snappy quips. It is unashamedly optimistic and upbeat, and has genuine warmth and heart. made the decision where…

Time in current role/ time at the company: One year. How would you describe what the company does? Talk around in circles. What do you do day-to-day? Sleep, distract, repeat. Define your job in one word: Constructive-distraction. I got into advertising because: I enjoy the pitching process of chasing rabbits around in circles. Who is your right-hand person? That woman who gave me a chicken nugget once. Whose job have you set your sights on in the future? Toyota’s next talking animal. Where do you turn for inspiration? Rabbit-related content on TikTok. My favourite advert is: The Energizer bunny. My best trick is: Stealthily creeping up behind unsuspecting clients.…

For the first time in Colenso BBDO’s 51-year history, the agency has a female managing director. Angela Watson stepped into the role in April this year following a global search to fill the position. Watson has spent more than 30 years in the industry after starting out as a receptionist at Saatchi & Saatchi in Wellington — a time when there were no women in top jobs across agencies. She says her leadership reflects a shift in the New Zealand advertising industry towards gender equality as more women can be seen in leadership positions. “When I started out compared to where things are at today, change has actually been really slow until the past five or so years,” says Watson. “They talked about it as a boys’ club. It wasn’t…

MW: I haven’t had to watch this one 63 times like some of the others so I don’t actually mind it. Plus, I’m a big Fitzy fan. And if you’ve ever shot with the All Blacks, you’ll know they don’t really do talking. So extra marks for the intelligible dialogue. SB: This is fine but it’s hard to love when you know Men in Black Safety Defenders exists. That was perfect and I would much rather be talking about that one. It felt big and with scale, plus the rapping wasn’t too bad, surprisingly. However, I do like the cleanness and clarity of this one. Despite all the cameos, it is a safety video first and I can’t see anyone getting too annoyed by it and turning off — which…

MW: This one takes the airline-lolly encrusted cake. Maori Gandalf was a highlight, the lead nerds were great, and baby Elijah was cute. Is he is a little man, or a large child? I’m still not sure. SB: This one was great. At the time it felt universally loved and did wonders for New Zealand tourism. The use of the existing property was good because it didn’t over complicate the key message they were trying to get across, and the humour was spot on. They really nailed the formula with this — take an existing property that’s broadly popular and easy to follow, and then weave the safety message through that. AK: As a big LOTR fan, I can’t be completely objective here! This mini-opus is masterfully written and produced.…