1965.jpgLast night the winners of the 2016 NZ Direct Marketing Awards were unveiled at a prestigious gala dinner held in The Great Room at The Langham. Close to 600 guests celebrated the campaigns that epitomised the "natural-born communicators" theme chosen to demonstrate what great direct marketing is all about.

Hosted by the Marketing Association and proudly sponsored by New Zealand Post, the NZ Direct Marketing Awards continue to celebrate and recognise the clients, agencies, consultancies and suppliers who have exhibited excellence in insight-driven direct marketing projects and campaigns, connected with customers on an individual basis, and generated outstanding results.
A Spatial Sound VR Workshop 2.jpgNylon Studios is hosting a workshop at ADFEST 2017 that will give people a crash course in the power of sound and music on Thursday, March 23 from 2:30pm-4:45pm at the Royal Cliff Hotels Group in Pattaya, Thailand.

Hosted by Nylon Studios' co-founder and creative director, Simon Lister and global executive producer, Hamish Macdonald, the workshop will explore the potential of Virtual Reality within the world of advertising.

Limited to 60 people only, all delegates MUST register in advance by clicking here or submitting this workshop registration form. You must be a registered delegate of ADFEST to sign-up.
* Hero_Joy_Riding_cropped_v1.jpgNZ Transport Agency, along with Clemenger BBDO, has launched a new campaign for cycling, 'Feel More, Ride More'.

This campaign is the first stage of an ambitious 3 year programme aiming to get 10 million more trips made by bike, by 2019.

The launch begins with colourful street posters, murals, and an AV piece.


Damon Stapleton: The value of a pencil

imgres.jpgA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

I have been lucky enough to be invited to judge D&AD this year. They asked me to write a story about the value of a pencil. This is what I wrote.

"Price is what you pay, value is what you get." - Warren Buffet

I apologise in advance for the unnecessary use of nostalgia and being a little romantic about it all. Actually, I don't.

It was ten years ago that I first saw it.

I had flown fifteen hours on an Airline that didn't offer Chicken or Beef. Or, any comfort for that matter. You know those flights you get when you desperately hope there will be a little screen in front of you and instead all you find is the back of a chair. It was one of those flights.
DT Union team Feb 2017 (1).jpgDesignworks Group's full service digital agency Union Digital has expanded its capability and global reach by announcing it is joining forces with fellow WPP AUNZ digital agency, DT, the region's largest creative technology group.
Under the deal, Union will adopt the DT brand and begin offering the group's New Zealand clients a vastly expanded set of specialist digital marketing capabilities, including certified expertise across all major enterprise platforms such as Adobe, Sitecore and Kentico.
McLaren Still (1).jpgThe inspirational documentary account of one man's pioneering spirit, unswerving tenacity and endless passion, McLaren is the untold story of a New Zealand world motor racing icon. Directed by Roger Donaldson (The World's Fastest Indian) and coming to cinemas in June 2017, this is the definitive tale of New Zealander Bruce McLaren, who created a motor racing empire from his shed.

3 (1).jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Lisa Fedyszyn, associate creative director, Droga5, New York.

Winner: "Spread the word, darlin'. Omar back!" The Atlantic: Am I Typecast?. Runs for 2mins 50secs but it held my attention the entire time. Beautifully written, and (type)cast. It's funny, clever, and thought-provoking. And in a time of Swedish terrorism, bowling green massacres, and other alternative facts, it's never been more imperative to question the answers we are fed. READ MORE...
92d13.jpgWith the preliminary round of judging complete CAANZ has today released the finalists who will all compete to put a new Axis trophy in the cabinet. Colenso leads the agency pack with 94 finalists DDB and FCB have tied second with 43 finalists just in front of Ogilvy & Mather with 42 finalists.

375 entries make up the 2017 finalists from the 83 categories that have so far been judged. This year CAANZ is seeing great work coming from all types of agencies, big and small and some new players, with the new categories in branded content and creative use of media well-supported.
Interestingly, this has not come at the expense of the more traditional categories such as direct, magazines and outdoor where good work is plentiful - outdoor in particular having a strong showing this year.

VIEW THE FULL LIST OF FINALISTS - Axis Award Finalists 2017.pdf
16797868_799680453530910_5382339385344220741_o (1).jpgOn Saturday, February 18, Curious Film went to the New Zealand Film Awards presentation in Auckland with 3 different feature films it's been involved with - Hunt for the Wilderpeople, Turbo Kid and Born to Dance up for 22 nominations in 15 categories.

Hunt for the Wilderpeople and Curious Film celebrated 7 wins, Best Film, Best Director, Best Screenplay, Best Actor, Best Supporting Actor, Best Supporting Actress and Best Post Production Visual FX.

The One Show extends deadline to Fri, Feb 24

Screen Shot 2017-02-22 at 6.50.09 am.jpgThe One Club for Creativity, the world's foremost non-profit organization celebrating creativity in advertising and design, has today announced entry deadline extensions for the 44th Annual One Show Awards and the ADC 96th Annual Awards. The new deadline is this Friday, February 24, 2017.

The One Show and the ADC Annual Awards will take place at The One Club for Creativity's Creative Week (May 8-12) in New York City, the preeminent festival celebrating the intersection of advertising, design and the arts.

Visit www.oneshow.org to enter The One Show. Visit www.adcawards.org to enter the ADC Annual Awards.
trucklow.jpgThe world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as a result two thirds of the world's beaches are retreating.

To help fight the global sand shortage, DB Export, via agency Colenso BBDO, Auckland, is once again turning to the collective power of beer drinkers.

The brewery has built a fleet of machines that let their drinkers instantly turn their empty bottles into sand substitute. DB Export Beer Bottle Sand will then be supplied to construction companies and commercial partners, reducing the country's dependence on beach-derived sand. To do their bit, New Zealanders simply have to empty a bottle of DB Export.

Screen Shot 2017-02-21 at 8.01.34 am.jpgA devastating accident at just two years old would have been challenging enough for most people to overcome. But it is this very event that has fuelled Sophie Pascoe's desire to challenge herself. From a win in the pool against her able-bodied peers to years of tenacious training, every ounce of her focus, energy and determination is on winning. This is how Sophie Pascoe has risen to the highest level of achievement across all swimming disciplines, making her NZ's most successful Paralympian ever.

The latest instalment of Rebel Sport's 'What's Your Why?' campaign via Ogilvy & Mather Auckland, focuses on the single, gripping reason that has driven Pascoe's success, demonstrating to Kiwis what is possible and motivating them to get up and chase their goals. This most recent film follows on from the story of All Black, Malakai Fekitoa, which had an unprecedented level of engagement for Rebel Sport and was ranked one of the top 25% of all global retail campaigns by Google.

REBELO-NEW.jpgFollowing on from a series of country-level appointments around its network, Publicis Communications Global CEO, Arthur Sadoun has announced key leadership appointments in the Australia and NZ market.

Michael Rebelo (above) is appointed as CEO for Publicis Communications ANZ, in addition to his current responsibility as CEO for Saatchi & Saatchi Australia and New Zealand. He will report to Global Chief Operating Officer, Loris Nold, and will focus on driving transformation and ensuring that global and local clients are given full access to the Groupe's expertise, talents and resources across Publicis Communications.
Colenso all agency-WEB.jpgWith a body of work unmatched by any in the country - or for that  matter any in the world - it's no wonder one NZ  shop was ranked #2 most creative agency in the world by The Gunn Report. For a record 8th time Colenso BBDO is Campaign Brief's New Zealand Agency of the Year.

A mantra of 'creating with purpose' is what has earned Colenso BBDO more recognition in 2016 than ever before, being named New Zealand Axis Creative Awards Agency of the Year and NZ Effies Agency of the Year.

Regional recognition also came in the form of Creative Agency of the Year titles from Spikes Asia Festival of Creativity and Ad Stars Festival of Creativity. Colenso BBDO also took home Campaign Asia's New Zealand Creative Agency of the Year, APAC Effies Runner Up Agency of the Year and Campaign Asia's NZ Digital Agency of the Year. Named #6 Agency in the World by The Big Won Report, Agency of the Year from The John Caples Awards, Best And Bravest Agency in the world by Contagious Magazine and ranked #2 creative agency in the world by The Gunn Report, no other New Zealand agency performed as consistently well in terms of both creativity and effectiveness on a local, regional and global basis in 2016. 
Screen Shot 2017-02-20 at 8.21.25 am.jpgIndie creative agency RUN is behind the first ever major brand campaign, 'Real Niue', for Niue Tourism.

The campaign aims to give viewers just a glimpse, rather than showing everything the country has to offer, by simply telling real people's stories.

HOT-COLD-CHART-2017-web.jpgWHOS-HOT-WHOS-NOT.jpgThe annual CB Agency Creativity/Billings Index (or Hot+Cold Chart) will soon be published, a must for all agency CEOs and ECDs plus marketers on the look-out for a new agency - or to see where their agency is placed in the industry.

There is a chart for Melbourne/Sydney, plus Adelaide, Brisbane and Perth, as well as New Zealand.

Request your FREE hi-res PDF, which you can print out and pin on your wall - or blow up to A2 or A1 and frame.

About the CB Hot+Cold Chart:

While size may be important to some big clients ("I've got a bigger agency than you"), it is by no means the only measure of an agency's worth. Which is why Campaign Brief introduced in 1997 a new way of measuring our agencies: by relating their size to their creative product.

That way, clients seeking a big, creative agency know where to look. Some may prefer a small, creative shop. Others may seek a big, conservative operation. Or a small shop that pumps out what they want, when they want it, at the right price.

Whatever their tastes, CB make it easier to see where a selection of agencies in Australia and New Zealand sit in our 21st Annual Big vs Small - Hot vs Cold cross-analysis.

You can view past CB issues and subscribe at Campaign Brief Online or request a subscription form from Mina via email
Mulanbar640 (1).jpgFlying Fish director Niki Caro has been confirmed to direct Disney's live action remake of 'Mulan'.

Caro will be the second only woman to direct a Disney project with a budget more than $100m and the 5th ever woman to direct a movie over that budget benchmark.

The original Mulan grossed USD$304m worldwide when it was released in 1998. It tells the story of a young Chinese girl who who learns that her weak father is to be called upon to join the army. Worrying that he would never survive the hardship of war, she disguises herself and joins in his place.
Screen Shot 2017-02-17 at 7.19.59 am.jpgNew Zealand's top commercial law firm, Russell McVeagh, has revealed a new identity developed by branding agency Principals.

The new look has been a year in the making for the law firm which has 350 staff working across its Auckland and Wellington offices. Auckland-based Principals worked with a steering group of partners and staff to address a lag in perception about the business which was formed in 1863 and is one of the oldest established law practices in New Zealand.
Glenn Cole.jpgAustralia's pre-eminent creative industries body, the Australasian Writers and Art Directors Association (AWARD), is delighted to announce Glenn Cole, Co-founder and Chief Creative Officer of 72andSunny, has been appointed chairman of judges for the 38th AWARD Awards.

Cole's long list of accomplishments includes being named several times in the Advertising Age Creativity 50, being awarded Cannes Best in Show, winning Agency of the Year from Advertising Age, Adweek, The Drum and ThinkLA, as well as entering the Clios Hall of Fame, the One Club Board of Directors and the University of Oregon SOJC Hall of Achievement.
581d5c65-68e3-40e9-a897-b64796e4cf56 (1).jpgThe D&AD Professional Awards deadline has been extended to Wednesday, 1 March 2017.

This gives entrants two more weeks to enter because, when it comes to awards, nothing matters more.

If you have any questions about the entry process or need help deciding which categories are best for your work, call the Awards Team on +44 (0)207 840 1178 or email awards@dandad.org.

Screen Shot 2017-02-17 at 6.22.36 am.jpgWith only one week remaining for photographers and filmmakers to enter this year's D&AD Next Awards, F/Nazca Saatchi & Saatchi have released a new series of stop motion animations as the centre-piece of this year's "Every Pixel Counts" campaign. 

The campaign spotlights the work of previous Next Award winners and the attention to detail of their creative process. These animations will be shared across all social channels over the coming weeks before entries close on 22 February.


View the behind the scenes film
SU_FINAL (1).jpgSaatchi & Saatchi New Zealand has announced the appointment of Su Johnstone to the newly created position of creative services director.
She will have oversight across the entire creative and production process, ensuring collaboration across all areas of the business and the best possible output for clients.
Johnstone has a wealth of experience within the creative industry, with much of her time spent working with leading London agencies during pivotal times of their development, in the branding, packaging and digital sector.

Flying Fish signs NZ filmmaker Christine Jeffs

Christine_Jeffs_PR_V01.jpgFlying Fish has signed acclaimed New Zealand filmmaker Christine Jeffs to its roster.

Says James Moore, EP and MD at Flying Fish: "We've had an ongoing relationship with Christine and it's great to be able to make her representation with us official. Christine's delicate charm and craft in her work is something to admire. She is an exceptionally talented and a very experienced performance and drama director."
tn-1 (1).jpgWarc, the global marketing intelligence service, has today released its IPA Effectiveness Awards Report, an in-depth study of effective marketing trends based on the winners of the IPA's biennial competition celebrating advertising that has demonstrated a clear return on investment.

Says Catherine Driscoll (left), content development manager at Warc: "We've made a comprehensive data analysis of the entries to the 2016 IPA Effectiveness Awards, which are renowned for their rigorous judging process.

"As media usage changes, metrics adapt and creative approaches differ, our Report provides detailed and valuable insights, trends and lessons to the industry of advertising that works."
June Laffey, McCann Health.jpgLions Health, Cannes Lions' dedicated stream focused on life-changing creativity, has today announced Australia's June Laffey (left), Executive Creative Director, McCann Health, Australia and South East Asia, as the 2017 Pharma Lions Jury President.

Serviceplan Health & Life, Germany's Mike Rogers has been named the Health & Wellness Lions Jury President.

Says Louise Benson, Executive Festival Director of Lions Health: "The rigid boundaries in the healthcare communications industry act as a catalyst for creative solutions that genuinely make a difference and Lions Health is a platform for these ideas to be celebrated, discussed and built upon. June and Mike bring vast expertise and experience and we're delighted to have them as Jury Presidents, championing the very best of creativity in this highly regulated field and pushing for greater innovation and fresher ideas going forward."
5 (1).jpgLaunching today, a campaign culminating on International Women's Day 8 March, brings together the women of New Zealand to stand up and tell the government it's time to 'Treat Her Right'.
The online video campaign directed by Loren Taylor (Eagle vs Shark) and shot by 2016 New Zealand Cinematographer of the year Ginny Loane (Mahana) features a range of Kiwi comedians, personalities and members of the public in a humorous yet powerful remake of the Donna Summer video and song 'She Works Hard for the Money'.

Rufus Chuter (1).jpgAngela Spain (1).jpgFCB Media, 2016 CAANZ Media Agency of The Year, has today announced the appointment of Rufus Chuter (left) to the position of managing director and Angela Spain (right) to head of brand experience.
Chuter, previously head of media and strategy, and Spain, previously head of PR, activation and social, will take up the positions with immediate effect and will lead the award winning FCB Media team.
Says Bryan Crawford, chairman of FCB New Zealand: "It is great to see Rufus and Angela's experience and leadership ability recognised with these promotions and I look forward to the even bigger impact on the agency as a whole in future."
12_6.jpgThe ANDY Awards have just put out the third and final film in its call for entries campaign via Deutsch, New York.

This film features Tham Khai Meng, co-chairman and worldwide chief creative officer at Ogilvy & Mather.

The deadline for entries is this Friday, February 17, enter here.

WOLF-SLATER.jpgHP Inc. has today introduced the first of a series of global initiatives to elevate awareness of the security risks facing businesses and consumers. It kicks off with award-winning actor Christian Slater and the premiere of the newly launched HP Studios' web series, The Wolf, via creative agency Giant Spoon, highlighting how corporate networks can be hacked and what companies must do to protect themselves.

In the series, Slater systematically hacks a company - from the mailroom to the boardroom - through overlooked vulnerabilities and poorly secured printers and PCs. This first installment reinforces that security is no longer just the responsibility of the network or is something at the perimeter, but a concern for everyone.

Angus McNab.jpgAugusto, the New Zealand-headquartered content, creative and production agency, has hired former Perform Group EVP North America, Angus McNab, as its new chief strategy and international officer.
McNab led Perform's content division in North America through a period of significant growth, building revenue and relationships with major sports broadcasters such as NBC Universal, Major League Soccer, U.S. Soccer, North American Soccer League, and other digital media companies.
"I'm delighted to join Augusto's talented, diverse and passionate team," said McNab. "The company's work over the last couple of years has been nothing short of fantastic and I will be really proud to continue that as we grow the business in new markets.
Dick the Dog.jpgThe MTV Staying Alive Foundation has released its 2017 safe sex campaign on Valentines Day with an animated film from Mrzyk & Moriceau with music from Woody Guthrie.

The new work from Ogilvy & Mather Hong Kong features Dick the Dog and his owner, who struggles to contain his pet's love of holes.

Cannes-Grand-Hotel.jpgEarly indications suggest there are hundreds of Aussies and Kiwis (including expats) going to Cannes this year - and delegate numbers worldwide are expected to be up from last year with more seminars and events at Cannes 2017 than ever before.

Campaign Brief, with the generous support of Sydney-Auckland-Los Angeles based production company Photoplay (who are once again going to Cannes this year), will be hosting our annual Welcome Cocktail Party for the Aussie and Kiwi delegates on Monday 19 June from 5.30pm. Venue TBA.

PP_Master_Identity.jpgSpecial guests include many of the Australian jurors and several prominent creative directors from around the world. If you are an Aussie or Kiwi (or an expat) going to Cannes, let Lynchy know now to secure your ticket: michael@campaignbrief.com


LBB-BEACH-2.jpgLBB & Friends are back on the beach for Cannes 2017 - and LBB member agencies + production companies from Australia and NZ* are invited

Every year Little Black Book hosts one of the most fun, relaxed, and productive events at the Cannes Lions - the LBB & Friends Beach, opposite the Miramar on La Croisette. And you're invited to hang out there from Tuesday thru to Saturday if you work for a LBB member agency or production company in Australia or New Zealand*.
9c7fac24-83d9-4095-a637-66c0f74ac647.jpgLittle Black Book's Australasian member agencies and production companies: why the LBB & Friends Beach should be your home-from-home in Cannes in June

The LBB & Friends Beach has become the place to network, make deals, socialise, grab lunch, hold meetings and even just take a dip in Cannes every year. With the support of our sponsors, we have been able to bring this free event to the Lions festival each year and we will be back for 2017.

The good news is that LBB member agencies and production companies in Australia and New Zealand will once again enjoy Access All Areas. Silver members receive five wristbands for the week, Bronze members receive three.

McWhopper Packaging Proposal BirdsEyeView 2-SMALL-thumb-400x263-207423.jpgThe Call for Entries to The Work 2017 is out and it's FREE to enter.
The deadline is Tuesday 28th February, 2017

Now in its 15th year, The Work features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as a true record of creativity for the entire region. 

There are three things that differentiate The Work 2017 from traditional award shows:

Firstly, entries are FREE.

Secondly, we are selective - to qualify for entry the ad or campaign must have already passed the test and been a finalist or winner at an awards show.

Thirdly, there are no wasted entry fees - only your accepted work incurs an acceptance fee.

All entries are uploaded online: Accepted work will be featured on The Work 2017 website.
MichelleGuestJudge.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Michelle Spivak, creative director, TBWA\Chiat\Day, New York.

This batch of TV/Web Film is tricky. I was excited to see what Snickers would do for Super Bowl this year, but when it came to the LIVE part - I wasn't sure why it had to be live in the end - other than the mention of the 3rd quarter - there didn't seem to be anything to make it seem like it couldn't have been filmed in advance. That said, I bought the hook, and from this bunch it's my pick - for trying to do something different during the game. READ MORE...

LIA announces addition of Health & Pharma

JeremyPerrott.jpgLondon International Awards (LIA) has announced the addition of Health & Pharma as a new competition in the 2017 awards and Jeremy Perrott, global chief creative officer at McCann Health has been named 2017 jury president.

The introduction of the new medium is a reaction from LIA to a large number of requests from creatives for the inclusion of a Health & Pharmaceuticals award, and cements LIA's position as one of the most progressive awards festivals in the world.

Says Barbara Levy, President of London International Awards: "The inclusion of Health & Pharmaceuticals is a decision that stems from listening to those from across the creative industry who are so passionate about the work they create in this space. They're the ones who made us realize that we needed to take action. We continually work with, and listen to the opinions of, those in our industry to enhance LIA, with a desire to celebrate the very best creative work at the heart of every decision we make."
HT_website_hero_2 (2).jpgNew research finds LGBTIQ community twice as likely to feel uncomfortable holding hands in public. As the LGBTIQ community on both sides of the Tasman get ready to celebrate love at
the Auckland Pride Festival and the Sydney Gay and Lesbian Mardi Gras (SGLMG), the majority still struggle with the smallest acts of public affection.

This insight is the inspiration behind ANZ's latest campaign in support of the LGBTIQ community, a joint effort between agencies TBWA Melbourne and TBWA Auckland. #HoldTight aims to highlight this disparity and encourages all people across New Zealand and Australia and beyond to show their support.

The campaign launches with a hero piece of film accompanied by heartfelt stories told by ANZ staff.


View the ANZ Staff Testimonials
ASB-CK-1D-thumb-400x225-196249.jpgASB Bank's 'Clever Kash' campaign via Saatchi & Saatchi New Zealand has been named a finalist at this year's coveted SXSW Innovation Awards.

Across 13 categories, in fields ranging from biotech and digital security to smart cities and beyond, the advisory board of the SXSW Interactive Innovation Awards selected only the top 5 entries. This handful of projects represents the connected world's best and most forward-thinking ideas.

ASB Bank was named a finalist in the New Economy category - awarded to those redefining the exchange of goods and services, from the sharing economy, to virtual currency, to micro-finance, to mobile-device-payment systems and beyond

Winners are announced at the SXSW Innovation Awards Ceremony on March 14 in Austin, TX.
170201-Ending-HIV-Launch-K-Rd_RT (1).jpgIn partnership with HIV prevention and health organization ACON, New Zealand AIDS Foundation (NZAF) has licensed the highly effective 'Ending HIV' campaign conceived, designed and executed by Frost*collective.

The campaign aims to stop HIV transmissions in New Zealand by 2025 in line with its Australian mission to do the same by 2020. Launching last week for an initial three month period, the core campaign has been modified for the local New Zealand market.

Valentine's Day - Love, lust and brand awareness

Profile Picture[1] (1).jpgBy Benny Lee (left), digital creative, Atomic 212, Sydney
I took my girlfriend to Burger King one fateful 14th of February. The following day, after dining at a Michelin starred restaurant, and being substantially poorer, I was out of the proverbial doghouse.
I learnt a very important lesson that day: February 14th is Valentine's Day and to ensure you don't sleep on the floor that night, just buy the damn roses.
Is it fair? No. Is Valentine's Day a scam of a holiday designed to sell flowers and jewellery? Maybe. I think it's clear by this point that I don't enjoy paying for overpriced flowers that coincidentally are marked up by a couple hundred percent. Could this be the reason that I'm going to be celebrating Single's Awareness Day rather than Valentine's next Tuesday? Yeah... Probably.
So this year, instead of frantically making dining reservations, I decided to put together a list of creative campaigns that tugged at heartstrings or were just dope AF.



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A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

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