DraftFCB and Tegel encourage kiwis to roast chicken as a fail safe way to impress the family
DraftFCB launches new Tegel TVC encouraging men to take more of the cooking load and choosing roast chicken as a fail safe way to impress the family. Read more at StopPress
2013 CAANZ AXIS Awards winners revealed – Driving Dogs and Call Girl scoop gold
The highly prized Grand AXIS for 2013 was awarded to DraftFCB New Zealand for their Driving Dogs campaign for client MINI New Zealand. The successful campaign also scooped one of the inaugural Grand Prix awards from the Direct Marketing and PR/Experiential Jury and a further 7 Gold Axis awards. The judges spoke of a fantastic piece of work that until you see it with your own eyes you would have thought it impossible... Read on
Driving Dogs wins at The One Show
DraftFCB proves integrated thinking works with a Gold Pencil for MINI Driving Dogs.
DraftFCB's Driving Dogs Dominate
DraftFCB New Zealand's MINI 'Driving Dogs' campaign was the biggest New Zealand winner at the 54th annual Clio Awards, announced last night in New York, winning two gold awards and a bronze.
The Driving Dogs campaign has been on a roll over the last month triumphing at a number of international award shows including:
- The elite D&AD with four 'In Book' entries, the most from a New Zealand agency
- New York Festivals with a gold, silver and two bronze awards
- An Honoree award at the Webby's
- Shortlisted at the One Show in three categories with One Show Pencil winners announced next week.
The agency's Prime TV 'Call Girl' radio stunt has also received glory at Clio winning a bronze award for Innovative Media. And not to be outdone by the success of 'Driving Dogs', 'Call Girl' has garnered a string of its own successes in the last month including a prestigious D&AD Nomination, a gold ANDY Award (the only New Zealand agency to win gold), bronze at New York Festivals, and is also shortlisted for a Pencil at One Show.
Both campaigns are finalists at the New Zealand AXIS Awards where winners are announced at next Thursday's annual award show.
The full list of CLIO and New York Festival awards are as follows:
Gold - Content & Contact- MINI/SPCA - Driving Dogs
Gold - PR – Public Service/Charities - MINI/SPCA - Driving Dogs
Bronze - Direct – Mixed Campaign - MINI/SPCA - Driving Dogs
Bronze - Innovative Media - Prime - Call Girl
New York Festivals
Gold - Digital Viral Video - MINI/SPCA - Driving Dogs
Silver - Public Service Collateral/DM - MINI/SPCA - Driving Dogs
Bronze - Branded Entertainment - MINI/SPCA - Driving Dogs
Bronze - Radio – Best Use of Medium – Prime - Call Girl
Shortlist - Best Use of Low Budget - MINI/SPCA - Driving Dogs
For further general information please contact: Angela Spain at DraftFCB on: M: 021 851 391 or E: firstname.lastname@example.org
DraftFCB announces new Senior Planning appointment in 2013
DraftFCB has appointed a new Senior Planner, Keith Pinney, who will work on the Air New Zealand account as well as across the agency’s portfolio.
“Keith’s strong digital background is a real asset for the DraftFCB team, complementing our unique position as a fully integrated agency,” says David Thomason, DraftFCB’s Planning Director.
“He has valuable strategic experience across a number of major international businesses and brands, that will be of enormous benefit to our clients.”
Keith has returned to New Zealand following a role directing digital strategy for Volkswagen with BBDO Proximity China, and consulting as a regional Strategic Planning Director for Sapient Nitro’s recently established Singapore headquarters.
Keith has also managed projects and held senior positions for several leading organisations including AIM Proximity in Auckland, Syn in Tokyo, Aegis Media in Japan and Australia, Publicis in Sydney, KPE in New York and pioneering web agency Spike Cyberworks in Japan, following a transfer from its Sydney based digital team.
Keith’s 15 years of experience in communications, marketing and advertising have given him the ability to think strategically, while seeing creative solutions through from development to implementation.
“I am relishing the opportunity to be back in Auckland, working for such a collaborative, progressive agency,” says Keith.
DraftFCB secures Tegel account after competitive pitch
DraftFCB New Zealand has been appointed as the full service advertising agency for Tegel Foods Ltd after a competitive pitch process.
DraftFCB will work with Tegel on a fully integrated basis and will partner with them across creative, media planning and buying and public relations.
Tegel is the market-leader in New Zealand for the production and retail of poultry and DraftFCB is looking forward to taking advantage of the opportunities this presents.
Rose France, Group Marketing Manager Tegel Foods Ltd, says, "We were impressed with DraftFCB’s passion, their dedication to achieving creative excellence, their credentials and very real focus on behaviour change. This, combined with their experience and a fully integrated service offering, ensured they would be able to meet our advertising and communication needs. We are looking forward to working with their team as we move into the next phase of growth for our brand."
Tegel will join a portfolio of other household names and iconic New Zealand and global brands at DraftFCB including Mitre 10, Vodafone, Air New Zealand, Noel Leeming Group, PAK’nSAVE, and BMW/MINI.
Toby Sellers, Group Account Director, DraftFCB says, “We are delighted to be able to work with a thriving New Zealand company like Tegel Foods Ltd. As The Change Agency, we look forward to working alongside them to create success and change for their business going forward.”
Driving Dogs has loud bark at Festival of Media Awards
DraftFCB Media's Driving Dogs campaign has led the New Zealand media agency pack with four campaigns shortlisted for the Festival of Media Awards, one of only two media agencies to make the shortlist.
DraftFCB Media's four finalists are all from the successful MINI Drivings Dogs campaign.
Read more about the Driving Dogs on Campaign Brief.
Bryan Crawford named Fairfax AdMedia CEO of the Year
DraftFCB Australia and New Zealand Chairman and CEO, Bryan Crawford was awarded the title of CEO of the Year at the Fairfax AdMedia Agency of the Year Awards held in Auckland last night.
The award judges acknowledged that Crawford's leadership ability was the driving force behind the success of the agency in 2012.
“Bryan Crawford showed vision, focus and leadership which has been instrumental in the unprecedented growth and success of DraftFCB,” commented the award judges.
“There were few agencies that followed a vision as single-mindedly, with Crawford's commitment to making DraftFCB 'The Change Agency'.”
Under Crawford's leadership, DraftFCB experienced excellent profit growth in 2012 and secured a number of major new business wins, including Air New Zealand, Vodafone and Paper Plus.
DraftFCB also performed strongly in both international and domestic award shows, receiving the Grand Prix at the RSVP Awards for the Electricity Authority, Best in Show at the CAANZ Media Awards and was ranked the number one most effective agency in New Zealand by WARC.
Crawford credits the dedication and support of the DraftFCB team and clients for his award win.
“There is no sole individual behind the success of DraftFCB; instead it is the shared vision of both our agency team and client partners that drives us to produce world-class work and be the best we can be across all aspects of our business.”
This is the second time Crawford has received the Fairfax AdMedia CEO of the Year accolade, first earning the title back in 2010.
The Fairfax Admedia Agency of the Year Awards (held in association with CAANZ) were founded in 2001 and aim to recognise outstanding achievement across the communications industry.
CAANZ announces media award judges
DraftFCB Executive Creative Directors talk the big idea with Admedia this month
DraftFCB and Mitre10 make Valentine's Day 'Easy As'
Forget cliché flowers and chocolate, a special Valentine’s Day commercial from DraftFCB and Mitre 10 will be music to the ears of DIY lovers seeking some last minute inspiration for what to get their loved one.
The advertisement features legendary saw player, Alan Pitts and Mitre 10’s resident ‘how to’ guy, Stan Scott, showing viewers how to create their own DIY love song using only a saw and bow.
Pitts has more than 70 years’ experience creating musical magic playing the saw, including winning two world championships, accompanying the New Zealand Symphony Orchestra and being the lead instrument in Tim Finn’s “The Saw and the Tree”.
DraftFCB Creative Director, Tony Clewett, says the commercial is a celebration of New Zealanders love for all things DIY.
“We wanted to develop an advertisement that would challenge the traditional perception of Valentine’s Day gift giving and inspire Kiwis to see just how easy it really is to create something unique and personal with DIY.
“There’s a lot of pressure to find the perfect Valentine’s Day present, but now Kiwis can create their very own love song for that special person in their life with just an everyday household tool and a bit of creativity.”
The Mitre 10 ‘Easy As’ Valentine’s Day commercial will air from Wednesday 13 February and can be viewed online at www.youtube.com/mitre10nz or Facebook page at www.facebook.com/mitre10.
The team that worked on the campaign includes:
Executive Creative Director – Tony Clewett
Writer – Peter Vegas
Art Director – Christiaan van Noppen
Art Director – Ian Smith
TV Producer – Monique Hawkins
Director, Cameraman, Editor – Marco Siraky
Group Account Director – Kate Lines
Account Director – Brodie Lawry
Media Director – Mike Fredricson
General Manager of Marketing – Dave Elliott
Marketing Promotions Co-ordinator – Sophie Rose Nicholas
On the most romantic day of the year Mitre 10 has shown romantics how to turn a saw into an instrument of love. This forms part of the hugely successful Easy As series.
DraftFCB appoints new super-producer to lead production team into 2013
DraftFCB has today announced that producer, Pip Mayne, will take the helm as Executive Producer of Content Production from Monday 4 February.
Pip will be responsible for overseeing the development and evolution of the DraftFCB production offering and managing the existing eight-strong team, including four producers and four in-house motion graphics designers.
“Pip is one of the most respected agency producers in New Zealand and the experience she brings to the Executive Producer role is extremely valuable as the discipline of audio and visual production transitions towards content production,” says James Mok, DraftFCB Executive Creative Director.
“DraftFCB has worked closely with Pip for a number of years and we have firsthand experience of her knowledge, brilliant people skills, thorough work ethic and boundless energy.”
Pip started her career at the iconic Silver Screen Productions in Wellington and over the last twenty years has gained diverse industry experience in production roles at advertising agencies, film and post-production companies.
She has produced many of New Zealand’s largest television commercials, including work for household names such as Vodafone, The National Bank, McDonalds, Telecom, 2Degrees and ASB Bank.
In addition to a strong television production background, Pip also has extensive experience producing multiple layers of additional content for integrated campaigns, such as long format video, online content, and non-broadcast content for internal communications.
“As a freelance producer, I always enjoyed a close working relationship with DraftFCB, so when this role became a real option for me in a full time capacity, it was an easy decision to join the team permanently,” says Pip.
DraftFCB secures Paper Plus account after competitive pitch
DraftFCB New Zealand has been appointed as the full service advertising agency for Paper Plus Group after a competitive pitch process.
DraftFCB will work with Paper Plus on a fully integrated basis and will partner with them across creative, media planning and buying, loyalty/DM, digital and public relations.
Paper Plus has recently taken the coveted number one spot in the books category and with more than 150 stores across the Paper Plus and Take Note brands, plus an online store at paperplus.co.nz, the company has several exciting opportunities to take advantage of.
Lyle Hastings, Marketing Manager Paper Plus Group, says, “We selected DraftFCB as they offer a fully integrated solution for all of our marketing, advertising and communication requirements. Crucially they also understand our business model, have extensive online marketing experience and have achieved successful business outcomes for similar businesses in the New Zealand market. We’re looking forward to working with them to further grow our business.
“Getting DraftFCB on board as we continue to shape our digital media platform will help ensure we deliver the best possible online solutions to our customers. In addition to this their understanding of retail loyalty and the need to develop strong long-term strategic value in this space will be a real asset.”
Paper Plus will join a portfolio of other household names and iconic New Zealand and global brands at DraftFCB including Mitre 10, Vodafone, Air New Zealand, Noel Leeming Group, PAK’nSAVE, and BMW/MINI.
Kamran Kazalbash, general manager of Retail, DraftFCB says “We’re absolutely thrilled to be working with a forward thinking company like the Paper Plus Group. DraftFCB has a proven track record of success with New Zealand retailers who have an owner/operator business model so we’re looking forward to bringing that expertise to create positive change and further business growth for the Paper Plus Group.”
DraftFCB will formally commence work from 1 April 2013.
DraftFCB NZ makes its mark on Middle-earth
DraftFCB has partnered with Air New Zealand to create a Hobbit inspired baggage carousel and air bridge interiors at the Wellington and Auckland airports, delighting unassuming travellers.
In developing and producing the concepts, DraftFCB is celebrating the unique partnership between Air New Zealand, official airline of Middle-earth, and Peter Jackson’s latest Lord of the Rings installment, The Hobbit: An Unexpected Journey, the first film in the upcoming movie trilogy The Hobbit.
DraftFCB’s Tony Clewett, Executive Creative Director, is pleased with how the Hobbiton installations contribute to the festive and anticipatory feel of Air New Zealand’s service in the lead up to the films launch.
“The concept is intended to integrate the relationship into the Air New Zealand customer experience in a fresh and unexpected way” says Scott.
DraftFCB’s installations seamlessly work in with a wider Air New Zealand Hobbit themed campaign, which includes ‘An Unexpected Briefing’ safety video and a 777- 300 flying billboard.
The baggage carousel and air bridge interior concepts were developed by DraftFCB and produced and installed with the assistance of the production team, Henshaws, in Wellington.
DraftFCB NZ was appointed Air New Zealand’s lead advertising agency in March 2012.
DraftFCB NZ named No. 1 Agency in New Zealand
DraftFCB New Zealand has once again proven to be a world leader in advertising effectiveness, being named by the global Effies Awards forum as the most effective agency office in New Zealand and number one worldwide for Government campaigns.
Commenting on the ranking, Brian van den Hurk, managing director Social Change said, “This is an important endorsement of our commitment to creating highly effective behaviourial change campaigns in the New Zealand market.
Positive behavior change demands long-term thinking. DraftFCB is focused on creating social programmes that are built to last, and our work for The Ministry of Health, ALAC and Family Violence are perfect examples of this.”
It is the second successive year that DraftFCB New Zealand has been named No. 1 in Government and Non Profit category following award winning and highly successful campaigns that have effected long term social change.
The 2012 Effie Effectiveness Index was revealed at this year’s Cannes International Advertising Festival by Effie Worldwide and Warc, the global marketing intelligence service. The Index was launched in 2011 to highlight the most effective marketing communications ideas from around the world.
DraftFCB and ACC fight falls in New Zealand homes
DraftFCB and ACC have launched a new campaign for this year’s Home Safety Action Week, “Fight the 5”. The Week runs from October 1 - 7, 2012.
This year’s Safety Week focuses on falls in the home. While most people see their home as a safe place, one in three of all injuries in New Zealand happen at home. Falls are the major cause of injury – with over 280,000 Kiwis suffering from an accidental fall.
For Safety Week 2012, ACC and DraftFCB have focused on five common everyday objects that cause falls: moss, rugs, power cords, chairs and puddles.
“It’s easy for people to opt out when you point the finger at them or try to use fear to scare them into action. So for Safety Week 2012 our strategy has been to turn the focus from the individual to five common hazards,” commented Paul Irwin, General Manager of DraftFCB Wellington. “Although moss, rugs, power cords, chairs and puddles appear innocuous, they can be surprisingly dangerous.”
“Focusing on seemingly harmless everyday objects has provided rich territory for our creative. We’ve used humour and headlines crafted from the actual hazards to capture Kiwis’ attention, while reinforcing it’s really easy to take action to make your home safer. What’s more, the campaign is being supported by a wide range of retail partners with products to help you deal to the hazards around your home.”
Vicky Upton, Progamme Manager, ACC, says, “We’re delighted with the way DraftFCB has combined its social marketing and retail expertise to create an engaging campaign for an often maligned subject, health and safety, while giving Kiwis practical, easy steps take to make their home a safer one.”
Home Safety Action Week 2012 runs from 1 to 7 October, across TV, radio, and posters, as well as through a wide range of corporate and retail partners. For more information, visit homesafety.co.nz
Creative Launch For New-Look Herald
Monday 10 September welcomes the launch of The New Zealand Herald’s new compact format and redesign of the award-winning website, nzherald.co.nz – via the web, tablet and smart phone.
Commenting on the launch, Todd McLeay, Chief Operating Officer, APN New Zealand Media said the team is incredibly excited about revealing the new-look Herald, aimed at maintaining relevance in a changing media landscape.
“For 150 years the Herald has been here to shine the light on the important events and issues that have faced New Zealanders. We’ve celebrated the best and confronted the worst, and this is what we wanted to portray in our brand communications.”
DraftFCB Executive Creative Director Regan Grafton adds: “As the Herald adapts to the changing media landscape and needs of its readers, we wanted to celebrate the important role it has played throughout our country’s history.
“We took this insight and came up with a world first way of executing it. We used the NZ Herald's 50 million dollar printing press to create the animation for the launch on huge rolls of paper, similar to the old spinning carousels.”
The DraftFCB creative team enlisted the help of the crew at Assembly to animate the entire ad on the printing press.
“It was a logistical nightmare to pull it off,” said Director Jonny Kofoed. “An electronic device had to be designed to plug into a camera to capture each individual frame as it passed through the press. We also had to experiment with thicker paperweights and different inks to overcome challenges with the paper tearing.
“Yet the hard work was worth it. The end result is truly captivating and a great celebration of the new-look Herald.”
APN’s Todd McLeay said the team loved the idea of using the Herald’s printing press in the adverts because history has literally rolled off the press.
“It’s the very foundation of our journey in connecting with our readers and symbolic of our movement forward. As New Zealand’s leading, multi-media news and entertainment brand we are now connecting with our readers in a variety of ways, yet the print press will always be at the heart of where it all started.”
Further launch activity for the new-look Herald incorporates TV, radio, magazine, billboards and online, including directing consumers to a microsite at www.nzherald.co.nz/themoreyouknow for more information.
The change marks a significant milestone in the Herald’s 150-year history, once again improving on the delivery of high quality journalism and content to New Zealanders.
The team that worked on the campaign includes:
James Mok – Group Executive Creative Director Australasia
Regan Grafton – Executive Creative Director
Kelly Lovelock – Senior Art Director
Peter Vegas – Senior Writer
Head of TV – Esther Watkins
TV Producer – Sascha Mortimer
Senior Account Director – Dom Henshall
Senior Account Manager – Sarah Raine
Account Executive – Ida Levick
Planning Director – David Thomason
Planner – Emma Popping
Media Director – Anne Lipsham
Media Planner/Buyer – Dan Currin, Michelle Heighway
PR General Manager – Angela Spain
Production Company – Assembly
Director – Jonny Kofoed
Typographer – Len Cheeseman
Executive Producer – Amanda Chambers
Technical Director – Rhys Dippie
Music – Nick Manders
Sound Design – Jon Cooper
Print Production Director – Eric Thompson
Printers - Original Print – Warren Fenning
NZ Herald - General Manager Operations – Dan Blackbourn
Todd MacLeay – Chief Operating Officer
Carin Hercock – Market Information Director
Karlee Lightbourne – Marketing Services Manager
Stephanie Gray – Business Marketing Manager
DraftFCB appoints Young Practitioner of the Year to growing Public Relations division.
DraftFCB is pleased to announce the appointment of Mary-Louise Dare to Senior Account Manager on the public relations team.
Mary-Louise joins DraftFCB from public relations consultancy Professional Public Relations, where she was the Account Manager on the marketing communications team responsible for a diverse portfolio of FMCG, tourism, retail, healthcare and not-for-profit clients.
Her work in the public relations industry has been recognised with four awards from the Public Relations Institute of New Zealand (PRINZ), including the prestigious 2011 Young Practitioner of the Year.
At DraftFCB, Mary-Louise will provide public relations support on JR/ Duty Free, Vodafone, Lindt and Coca-Cola.
DraftFCB General Manager PR, Angela Spain says Mary-Louise will be a strong addition to the expanding public relations team.
""As DraftFCB continues to expand its integrated offering to clients there is an increasing demand for PR and activation to be a part of that mix. So we are looking for the best. Securing Mary-Louise is fantastic news for our clients as she brings a real passion for marcomms PR and they will benefit from her creativity and desire to achieve results.""
The DraftFCB PR and Activation team continues to grow and further appointments will be announced in the coming weeks.
DraftFCB wins Supplier of the Year at the Mitre 10 annual conference.
Dave Elliot, Eleanor Downs, Fleur Head, Bryan Crawford and John Hartmann. 'We are very proud of our advertising agency DraftFCB and their win of this prestigious award. They have been our creative and media partners through such campaigns as "Good on ya Mitre 10", "You'll come out better off" through to "DIY its in our DNA" and "Easy As". Their knowledge and understanding of our business has grown and they are fully supportive of our quest to out perform the competition.' - Dave Elliott
'Mitre 10 is a very special brand and DraftFCB is honored to be a longtime supplier. Although we have worked for Mitre 10 for more than 30 years, I think right now is the most exciting and inspiring time and we can't wait to assist in any way we can to achieve a Quantum leap for Mitre 10. Receiving recognition at the Mitre 10 awards was exhilarating and very moving for the entire team at DraftFCB.' - Fleur Head DraftFCB.
Yahoo! announces its Digital Stars.
Our very own Steph Pearson has been named one of the two winners of the inaugural Yahoo! New Zealand Digital Stars Awards, beating out 16 other young digital media exponents.
She'll receive an all expenses paid trip to Ad:Tech, one of Australia's most prestigious marketing and advertising conferences, to be held in Sydney.
The competition was open to all digital media planners and buyers who have been working at a New Zealand media agency for less than seven years and the entries were narrowed down to five finalists who each submitted an article on the future of digital and how this will shape the advertising industry.
Entries were judged independently by a panel of local and international experts, including the Hyperfactory's chairman and co-founder, Derek Handley, Idealog editor and industry commentator, Hazel Phillips and James Fleet, general manager of Australian online comparison website CaptainCompare.com.
Judges said both winners displayed a good understanding of where digital advertising is heading and how the many and varied online consumer touchpoints will enable advertisers to amplify brand experiences.
"Digital Stars is an opportunity to recognise those up and coming individuals who are at the forefront of digital media and we'd like to congratulate the winners for proving themselves to be worthy winners," says Yahoo! New Zealand sales director, Louis Niven. "The response we've had to the competition this year is encouraging and demonstrates that our young media planners and buyers have a real passion for the industry and an appetite to engage. This is fundamental in ensuring that New Zealand agencies keep apace with the constantly changing digital landscape and challenge themselves to understand the latest trends and innovations in the digital space."
Read the full article here.
James Rolleston joins Vodafone to celebrate new
The star of New Zealand's highest grossing movie is fronting Vodafone's new brand campaign unveiled on Sunday night. James Rolleston, lead actor from the much-loved New Zealand film Boy, stars in Vodafone's new campaign, which refreshes the brand by focusing on helping Kiwis do what they love.
Rolleston, who at the age of 12 stole New Zealander's hearts with his portrayal of Boy, represents manyqualities Kiwis hold dear: determination, optimism, creativity, and above all, a love of doing.
Vodafone's new campaign celebrates these qualities and through Rolleston aims to inspire everyday New Zealanders to use technology to do the things they love to do.
Greg Campbell, Marketing Director at Vodafone, explains: "Smart technology gives New Zealanders the power to connect, to create, to be moreproductive – the power to do more than they had ever imagined – but it can sometimes seem overly complicated or hard to keep up with. We want to change that."
"James has a practical and down-to-earth view of the world and an incredibly infectious personality. That means he can cut through all the complexity of technology and talk about it in an appealing and engaging way."
Campbell says finding out what New Zealanders love to do and showing how technology can help is key to the new campaign.
"We wanted to keep things real for our customers so we set out to discover the top 30 things New Zealanders love doing – and identified really useful content to help customers do those things better."
"From the best apps and usefulinternet links to the right phones and plans, whatever your thing we've done the searching so you can get on with doing the doing."
David Thomason, DraftFCB, adds: "Tonally, we've taken the brand in arefreshing new direction. The latest creative executions aim tocelebrate the values that New Zealanders love about themselves: innovative yet practical, down to earth while striving for world class outputs." We've coined the phrase "raw sophistication" to describe this "new" New Zealand."
Creative elements include:
- A television campaign featuring James Rolleston (of "Boy" fame) on air from Sunday 19 August
- Consumer and business portals providing rich content (internet links and apps) that help Kiwis do what they love to do even better
David continues: "The ads are a small part of the new Vodafone brand story, and the business understands the need for tangible differentiation in their product and service delivery. We've been impressed with how this philosophy has been brought to life inside Vodafone and through every consumer touch-point."
DraftFCB NZ tops global Effie ranking for Social Change.
Former All Black Sir John Kirwan has scored again for Draft FCB.
The Auckland ad agency was named No 1 government agency in the global Effie Awards in Cannes.
DraftFCB was declared most effective agency in the world for government and non-profit social campaigns for its work for the Ministry of Health, ALAC and Family Violence.
Agency managing director, social change, Brian van den Hurk told NBR ONLINE that two campaigns stand out.
The first is the Sir John Kirwan ad, recommending people keep a journal about their mental health problems - a campaign that saw DraftFCB win a top award at the Asian Marketing Effectiveness Awards in China, plus a host of other trophies.
Read the full article here.
Three years in a row.
DraftFCB Media scored a hat trick at the CAANZ media awards last night winning Best in Show for the Electricity Authority campaign "What's My Number?". It is the third year in a row that DraftFCB Media has taken out the top prize, winning for MINI in 2011 and Whitcoulls in 2010.
The Media team collected five golds in total, the most of any agency on the night, and all for the Electricity Authority campaign.
GOLD - Government
GOLD - Best Launch
GOLD - Digital Landscape
GOLD - Best Integrated
GOLD – Best in Show
Change Agents - NZ Marketing Magazine.
"One of the great ironies of the advertising industry is that advertising agencies rarely advertise. But DraftFCB has flouted that rule, taken some of its own marketing medicine and gone from middle of the road to top of the table. Ban Fahy talks to the main brains to see how it all happened."
Read the full story from NZ Marketing here
Mitre 10. Making DIY Easy As.
DraftFCB has long championed Mitre 10's Kiwi-ness, producing one of the very first "brand" commercials ever seen on New Zealand television. But DraftFCB's new Easy As campaign for Mitre 10 does more than just celebrate Kiwi do-it-yourself resourcefulness. Beyond the implication that "paying someone else to do it" is unpatriotic, the campaign walks the talk and gets down to the business of showing people just how easy it is to tackle those home improvement projects. Online video DIY guides, TVCs, print, mobile and in-store programmes make this a fully integrated campaign focused on proving that for Kiwis with DIY in their DNA, doing it yourself really is Easy as.
DraftFCB adds awarded creative mind to its winning streak
With the arrival of new clients, Air New Zealand and Vodafone, DraftFCB has made a significant new hire in its creative department and a change to its structure.
Award-winning Creative Director Regan Grafton is joining DraftFCB as Joint Executive Creative Director. After eight years with DDB, Regan is ready for new challenges, having produced renowned campaigns such as Lotto's "Wilson", Steinlager's "White Can", Instant Kiwi's "Get a Perm" and online brand nzgirl.
Regan will share Executive Creative Director (ECD) responsibilities with Tony Clewett, who has been Creative Director at DraftFCB for the last four years. Regan and Tony will report to current ECD James Mok, who will become Group ECD Australasia.
"We've always been very deliberate in the way we've managed our growth," says James. "We've had an amazing team who have made an enormous contribution to our success in the last few years. It's important that we have the right people and structures in place to ensure we continue to deliver the creatively effective work that has driven our success, and that of our clients.
"I'm really excited to have such a highly awarded creative leader in Regan joining us and working alongside Tony. Tony has led the agency to win Caples Golds, Axis Golds and to dominate the RSVPs for the last three years. As well as being super-talented, Regan's an excellent cultural fit. They'll make a great joint ECD team as they worked together many years ago early in their careers."
Commenting on his appointment Regan said, "I'm really looking forward to my new role and am thrilled to be joining an agency that has doubled in size over the last four years."
"My advertising philosophy is simple – to produce work that is loved and that truly connects with New Zealand. I feel a great natural fit with DraftFCB, which genuinely lives up to its moniker 'The Change Agency'."
As Group ECD Australasia, James Mok will be responsible for leading the on-going pursuit of creative excellence and talent development across New Zealand and Australia while the day-to-day management of DraftFCB's creative product will be overseen by the creative leads in the Auckland, Sydney and Melbourne offices.
DraftFCB New Zealand wins RSVP Grand Prix for Second Successive Year
Draftfcb has once again scooped New Zealand's top honours for response-driven marketing, winning the RSVP Grand Prix at the RSVP and Nexus Awards. The RSVP and Nexus Awards are presented annually by the Marketing Association of New Zealand.
It is the second year in succession Draftfcb has won the RSVP Grand Prix, this year awarded for the agency's campaign for the New Zealand Electricity Authority called "What's My Number." The campaign helped drive competition in the electricity market by encouraging New Zealanders to use an online calculator to compare prices.
In addition to the Grand Prix, the campaign also won a gold award for customer acquisition, a bronze award for customer engagement and a craft award for Best Strategy. The agency won two further bronze awards for its work for Genesis Energy.
Draftfcb also won the craft categories for Best Integration (UNICEF) and Best Use of Mail (Genesis Energy). It was runner up in the categories for Best Art Direction and Best Copywriting.
"Taking top honours for the second year in succession reinforces our commitment to excellence in communications effectiveness," said Draftfcb New Zealand chairman and group CEO Bryan Crawford. "The Electricity Authority campaign has had measurable success in creating positive change in New Zealand and we are delighted with this recognition from the Marketing Association."
Last year Draftfcb New Zealand won the RSVP Grand Prix and Nexus Supreme Awards for the agency's Ministry of Health programme called "The Journal."
DraftFCB secures Air New Zealand account after competitive pitch
DraftFCB New Zealand has been appointed as the lead advertising agency for Air New Zealand after a competitive pitch.
An admired brand and often recognised and awarded for its innovation and customer service including being recently named 2012 Airline of the Year by Air Transport World, Air New Zealand will join a portfolio of other household names and iconic New Zealand and global brands at DraftFCB including Mitre 10, The National Bank, Genesis Energy, NZI, Greggs, PAK’nSAVE, and BMW.
The agency is also well known for its work with a range of Government agencies including highly awarded work for the Ministry of Health on Depression, ALAC and Family Violence.
Bryan Crawford, Chairman and Group CEO of DraftFCB in Australia and New Zealand said: “We are thrilled about our new partnership with the team at Air New Zealand, and look forward to working closely with the airline in the future.”
DraftFCB will formally commence work from March 2012.
Last year was a tough one but according to the global rankings in the 2011 Directory Big Won Report, DraftFCB New Zealand did pretty darn well.
DraftFCB NZ is the 21st most awarded agency in the world.
The Ministry of Health's 'The Journal' integrated campaign is the 18th most awarded campaign in the world across all media.
DraftFCB NZ is the second most awarded agency in the world for Direct.
The Ministry of Health's 'The Journal' integrated campaign was the 2nd most awarded Direct campaign, MINI Mostnificent possum skinned brochure was the 14th equal and the Bond+Bond Fridge Magnet billboard was the 32nd equal most awarded Direct idea for 2011.
For those who like lists and numbers, the 2011 rankings are compiled from some 6,000 awards won by 4,048 campaigns on behalf of 2,461 clients by 1,302 agencies rewarding the efforts of 272 Chief Creative Officers, 690 Executive Creative Directors, 2,373 copywriters and 2,472 art directors.
For those who would just like the summary, we beat a lot of other agencies.
Cue SFX of popping corks.
Three pieces of the agency's work will appear in the next issue of Directory, the worldwide quarterly bible for all things excellent in Direct creativity. Apparently only one other agency has ever had more than 3 pieces of work appear in one issue.
The featured work:
- MINI Carmonica
- EFFIES Call For Entries campaign
- DraftFCB MadMen Sponsorship TVCs
Brilliant news and congratulations to all who worked on these gems. The Milky Bars are on you.
New York, New York
DraftFCB keeps it's great run at the John Caples International Awards judging, recently held in New York, with 7 seven finalists.
The Caples honors the best in direct and interactive marketing from around the world and is generally regarded as the primo award show for creativity in direct and interactive.
In the past 3 years we've won 5 gold, 7 silver, 6 bronze awards. The medal winners are awarded at a glitzy show in March 2012.
And while we're patting ourselves on our collective back let's celebrate that fact that only two other offices in the DraftFCB network received finalists – two for Chicago and one for Israel. So seven finalists is stupendous.
Double thumbs up to our very own Tony Clewett who flew to New Yoik to be a New Zealand representative on the international jury. This fact and our seven finalists are in no way related.
High fives and air kisses to everyone who worked on the finalists.
The agency’s winners were:
- MINI — Carmonica – Ambient/Guerrilla Marketing
- Save The Children – Vacuum Cleaner Bags – Direct Mail Dimensional <$5
- UNICEF – Knitted Envelope – Direct Mail Flat (1-500 pieces)
- EFFIE Awards- Effie Campaign – Print Collateral, non mail
- Prime – Sports Stories Before bedtime – Radio & Podcast
- UNICEF – Say No To Naff – Social Media
- SPCA – Make Friends – Social Media
DraftFCB helps New Zealanders understand willpower
DraftFCB landed a starring role in the cover story for this week’s New Zealand Listener. It’s called The New Science of Willpower and it’s all about persuasion, procrastination and behaviour change.
It also includes a big piece on our spectacularly successful Electricity Authority campaign.
DraftFCB Announced NBR Five-Star Winner... Again
Award ceremony domination, global recognition and being classed as one of the country’s best places to work marks 2011 as another great year for The Change Agency.
Claiming a stunning five gold awards at the CAANZ Media Awards and nine gold awards at the EFFIES, it's no surprise The NBR named DraftFCB Five-Star Winners for the second year running in their annual Advertising Agency of the Year Awards.
“These awards further highlight that creating a great environment for talented people to do their thing produces outstanding results for our clients” says DraftFCB Australasia Group CEO, Bryan Crawford.
What's My Number takes ad effectiveness to new heights
DraftFCB's 'What's My Number' campaign for the Electricity Authority has received yet more press coverage. This time being credited with helping to keep inflation and interest rates down by Statistics New Zealand.
"The campaign prompted tens of thousands of households to change supplier, bringing the average price paid [for electricity] down on a national scale."
See the full Dominion Post article and write-up on stuff.
ECHO Gold for The Journal
Over the last 12 months The Journal has delivered a gold performance for DraftFCB NZ and the MOH - and yet another was added to this tally with a Gold at the International ECHO Awards held in Boston.
Read the full article at Campaign Brief.
DraftFCB wins big at Effies
The winners of the 2011 CAANZ Effie Awards (for advertising effectiveness) were announced at Skycity on Thursday 6th October.
DraftFCB dominated the results, winning four of the six Golds awarded on the night.
The agency also took home the prestigious ‘Most Effective Campaign of the Year’ and ‘Most Effective Agency of the Year’ trophies.
The Ministry of Health won ‘Most Effective Client’ for the second consecutive year making it a clean sweep for the Change Agency.
The agency’s winners were:
- Gold for Most Effective Digital/Social Media Campaign
- Gold, Gold and Bronze for Social Marketing/Public Service
- Gold for Sustained Success
- Silver for Hardest Challenge
- Silver for Best Strategic Thinking
- Gold for Most Effective Client of the Year
- Gold for Most Effective Agency of the Year
- Gold for Most Effective Campaign of the Year
DraftFCB Australasia wins JR/ Duty Free business
DraftFCB has been appointed by JR/ Duty Free to provide Strategic and Creative services in Australia and New Zealand from August 2011.
JR/ Duty Free, a family owned business based in Melbourne offers world-class duty free and retail shopping, located in airports across Australia, New Zealand and Israel and in main city centres across Australia.
JR/ Duty Free, CEO, Milton Lasnitzki says they chose to partner with DraftFCB because the agency understands what we want to offer our customers.
"The selection of the best Ad Agency for JR/ Duty Free involved an extremely rigorous process. We were looking for an agency that has, amongst other attributes, a demonstrable depth of resources, retail skills and experience, and an ability to service JR's needs equally across both sides of the Tasman and also has a strong affinity for luxury products and brands."
"The selected agency is also required to have a clear understanding and appreciation of the unique culture that comes with a family business both generally and JR specifically. DraftFCB proved they could tick all theses boxes and more."
Planning has already started for JR/ Duty Free for Christmas 2011 at DraftFCB with activity rolling out later in the year.
"We're delighted to have been chosen as the full-service agency to produce campaigns for JR/ Duty Free that deliver real change, and real results," says DraftFCB CEO Bryan Crawford.
For more information about JR/ Duty Free visit www.jrdutyfree.co.nz.
DraftFCB shortlisted for 14 Effies
DraftFCB has a total of 14 finalists in the 2011 Effies Awards. The Change Agency dominates the Social Marketing category with four nominations and has ten others across the other categories.
EFFIE success is proof of an exceptional partnership between agency and client in the creation of effective communications. Winners will include outstanding examples across the full range of agency disciplines including client service, research, strategy, media, creative, digital, direct, PR and experiential.
Charity/Not for Profit:
Say No to Naff: UNICEF
Social Marketing/Public Service:
Campaign for action on family violence: Ministry of Social Development
The Journal: Ministry of Health
What's My Number: Electricity Authority
Best Strategic Thinking
What's My Number: Ministry of Health
Helping the National Bank go Places: National Bank
What's My Number: Electricity Authority
Most effective digital or social media campaign
The Journal: Ministry of Health
Getting through Depression: Ministry of Health
Campaign for Action on family violence: Ministry of Social Development
Most Effective PR or Experiential campaign
Say No To Naff: UNICEF
DraftFCB named finalist in Innovator Awards
DraftFCB NZ has been selected as a finalist in the New Zealand Innovators Awards 2011. The Journal, a self help online tool to help people with mild to moderate depression, in a finalist in both the Marketing and Communications and the Health and Science categories. The Journal is part of the Ministry of Health's National Depression Initiative.
The New Zealand Innovators Awards are designed to celebrate and recognise great kiwi innovations, inventors and organisations that have invested in developing new products, services and ventures as well as improving the performance of people and teams.
Organised by Bayer New Zealand, Tangible Media and Ideas Accelerator, the Awards will showcase innovative people and organisations and celebrate their achievements across a broad spectrum of New Zealand business sectors.
The winners will be announced at an awards ceremony in October.
What's My Number campaign goes from strength to strength
The What's my Number campaign for the Electricity Authority continues to go from strength to strength. Over 450,000 New Zealanders have calculated the savings they could make on their electricity bill, representing a potential saving of $55million across New Zealand annually.
Since the campaign has launched there has been a 48% increase in the number of people switching retailers. This has led to increased competition from retailers with some dropping their prices for residential customers by 10%.
For the full story, click here.
CAANZ calls for Effie entries with a campaign developed by Change Agency, DraftFCB
Most awards shows are subjective-a group of advertising people judging work that, in their professional opinion, is the best. The CAANZ EFFIE awards are different. They're about results. Advertising judged by the toughest, most fickle jury of all. The consumer.
The eDMs and posters launching this year's EFFIEs feature family members of clients and agency leaders - the sort of ad folk you normally find on awards juries. For added impact, it was all kept secret. So, our target audience didn't know anything about the campaign until the familiar face popped up in their inbox.
The campaign was conceived and brought to life by DraftFCB along with photographer Tim White. Marsden Inch also deserves special thanks for wrangling so many of the relatives. Eleven different family members were good enough to not only turn up, but also keep tight-lipped about the whole thing. All the poster executions can be viewed at draftfcb.co.nz
Commenting on the campaign, CAANZ CEO Paul Head said, "The call for entries campaign puts the consumer at the heart of what we do as an industry in an extremely engaging way and I'm sure as a campaign it will be effective - which is what it's all about."
The EFFIEs deadline for entries is Monday 1 August before 5pm. For more information about writing entries and the awards show, visit caanz.co.nz.
- Executive Creative Director: James Mok
- Creative Director: Matt Simpkins
- Creative Director: Chris Schofield
- Art Director: Kelly Lovelock
- Art Director: Steve McCabe
- Copywriter: Kelly Lovelock
- Copywriter: Steve McCabe
- Producer: Kelly Gillard
- Photographer: Tim White
- Designer: Will Pickering
- Retouching: Graeme Cooper
- Planner: Olivia Prentice
- Account Service: Fleur Head, Anastasia Potter, Lucy Cole
What's My Number campaign achieves record switching numbers
The first month of the Electricity Authority's 'What's My Number' campaign has seen the number of consumers switching electricity suppliers increase by nearly 60% compared to the same month last year.
In June, 45,974 consumers switched suppliers, against 28,808 in June 2010.
In all, during the first month, 226,419 consumers used www.whatsmynumber.org.nz to find out how much they could save on their electricity bills, and clocked up total potential savings of over $37 million annually.
"New Zealanders are taking advantage of an easy way to check whether they can get a better deal for their power, and then proactively shopping around for new electricity suppliers," said Authority Chief Executive, Carl Hansen.
"Having 1,532 people switching to a better deal each day is stimulating competition and we are seeing signs of retailers improving offers and increasing efforts to recruit and retain consumers".
The `What's My Number' campaign, conducted by the Authority in partnership with the Ministry of Consumer Affairs and Consumer NZ, aims to help New Zealanders make more informed choices about their electricity suppliers.
The www.whatsmynumber.org.nz website enables people to quickly identify their estimated savings using a simple calculator. People wanting to access the estimated savings can then link to the Consumer NZ's Powerswitch site www.powerswitch.org.nz to confirm details and initiate the switch to a new retailer.
Rufus Olins, chief executive of Warc, said, "The Effie Effectiveness Index will become the industry standard. It is the world's most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness."
For more information visit www.whatsmynumber.org.nz.
DraftFCB Named World's Most Effective Social Change Agency
Effie Worldwide and Warc revealed the results of the inaugural Effie Effectiveness Index on June 23
The judges analysed data from 40 worldwide Effie competitions and then ranked agencies and brands based on their Effie success.
The top five most effective agency offices in Asia Pacific are Ogilvy & Mather Mumbai, Lowe Lintas Mumbai, Colenso BBDO Auckland, DraftFCB Auckland and Clemenger BBDO Proximity Melbourne.
The most effective agency globally for effectiveness in the Government and Not for Profit category is DraftFCB New Zealand.
DraftFCB was the 8th most effective agency overall globally.
"The Effie Index is the best source for who's doing the best marketing around the world," said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of Mediabrands. "As part of the overall Effie offer, it should be an invaluable source to help marketers and their agencies."
The Effie Index ranking system rewards not only Effie winners but Effie finalists. In the inaugural Effie Index, Effie finalists and winners announced between June 10, 2010 and June 13, 2011 qualified for the Index.
Rufus Olins, chief executive of Warc, said, "The Effie Effectiveness Index will become the industry standard. It is the world's most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness."
More on campaignbrief.co.nz.
More on effieindex.com.
DraftFCB dominates at CAANZ Media Awards
DraftFCB media dominated the CAANZ Media Awards last night winning 5 golds and three silvers and three of the Supreme Awards: Leadership for Derek Lindsay, Media Agency of the Year, Best in Show for Mini SOHO.
- Financial/government/corporate/services: Gold for The Journal, Silver for The Lowdown
- IT/Telecoms/Consumer durables/Automotive: Gold for Mini Soho
- Best use of out of home: Gold for Mini Soho
- Best use of digital: Gold for Mini Soho
- Best response/ROI: Silver for The Journal
- Best long term strategic campaign: Silver for Ministry of Health
- Best smart media idea: Gold for Mini Soho
- Leadership award: DEREK LINDSAY
- Media agency of the year: DRAFTFCB
- Best in show: DraftFCB for Mini SOHO
More on nbr.co.nz.
DraftFCB PR wins two PRINZ golds
DraftFCB PR took home two GOLD awards at the PRINZ awards in Rotorua on Friday night.
The first in the Government category for the launch of The Journal. Judges comments: "this campaign had clear and measurable objectives and used a broad range of strongly integrated tactics"
The second for Pro Bono for the Say No to Naff campaign. Judges comments: "an outstanding example of creative PR integrated with advertising"
We won more GOLD than any other agency, and most of those agencies are purely PR, so a great achievement for a small PR team.
Toot toot (that's the sound of our own trumpet)
The next time you go fishing...wear a lifejacket!
DraftFCB, the change agency, has been appointed to handle a new campaign for Maritime New Zealand. Four agencies were invited to pitch for the account.
The agency is tasked with planning and implementing a creative and media approach to help encourage New Zealand boaties to adopt safe boating practices.
"DraftFCB were selected because of their expertise and track record in creating behaviour change in the New Zealand market," commented Sian Routledge, Manager Education and Communications, Maritime New Zealand. "We will be working with them to convince recreational boaties to adopt safe boating practices, including carrying and wearing life jackets."
The account will be led by Paul Irwin, Business Director, DraftFCB and Donna Baylis, Account Director.
"We're looking forward to making a difference to the safety of New Zealanders on the water, especially as we have many enthusiastic New Zealand boaties at DraftFCB," said Brian van den Hurk, Managing Director- Social Change, DraftFCB.
The campaign will be developed over the coming months and will be in market during spring.
DraftFCB honoured at The Webbys
The Journal has been recognised by the internet's most sought after accolade, the Webbys. It was judged amongst the top 10% of the 10,000 sites entered this year and was awarded Honoree status. An Honoree is considered one of the best on the web, based on the judging criteria - so we're pretty stoked.
Run by the International Academy of Digital Arts and Sciences, the Webbys are judged by 750 of the brightest geeks, and some of the coolest artists, in the world.
In the words of CNN: "Forget about the Emmys, right now many are buzzing about the Webbys."
Check out the full list here.
Topp Twins and Gregg's Instant Coffee - Helping Kiwis tell it like it is
This Sunday 17 of April sees a new Gregg's Instant Coffee campaign go to air that is quintessentially Kiwi and sure to put a smile on the faces of the New Zealand public.
Gregg's, a much loved New Zealand brand, has teamed up with the Topp Twins to create a series of advertisements promoting the Gregg's range of instant coffee.
To watch the Topps Twins, you need Flash. You can get it right here and we'll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It's really very useful for watching great clips.
The humourous advertisements use a series of the beloved Topp Twins characters to show how Gregg's is enjoyed by everyday Kiwi's in everyday situations.
Commenting on the new campaign, Brendan Downey-Parish, General Manager Sales and Marketing for Cerebos Gregg's said "Research showed us that Gregg's is the kind of coffee close friends and families drink together when having honest, straight-up conversations. It's those unpretentious, no holds barred conversations that help define us as Kiwis. Who better to help bring this to life than the iconic characters played by the Topp Twins?"
Gregg's is a New Zealand success story; open any New Zealand pantry and you'll almost certainly find a multitude of Gregg's products.
DraftFCB Creative Director Tony Clewett said, "The Topp Twins are uniquely Kiwi and an iconic part of our culture, as is Gregg's. We thought we could bring the two together to tell the Gregg's story in a humourous way. We had a lot of fun making it and hopefully New Zealand will enjoy watching it too."
The team that worked on the campaign includes:
- Exec Creative Director - James Mok
- Creative Director - Tony Clewett
- Writer - Rob Banks
- Senior Account Director - Kate Heatley
- Account Manager - Sonja Corbett
- Senior Planner - Olivia Prentice
- Media Manager - Blair Alexander
- Sales & Marketing Director - Brendan Downey-Parish
- Marketing Manager - Janine Chamley
- Group Brand Manager - Justine Powell
- Category Manager - Fraser Shrimpton
Tony Clewett appointed New Zealand Chairman for Caples
Tony Clewett, Creative Director at DraftFCB, The Change Agency, has been invited to serve as the John Caples International Awards Chairman for New Zealand. Clewett has served as a Caples judge in the past and has enjoyed numerous award successes, including three Golds at the most recent show.
The Caples awards are among the most prestigious creative awards in the field of direct and interactive marketing. They are truly international in scope with entries submitted from all over the world, largely driven by the international chair network.
Commenting on the appointment Tony said "New Zealand seems to do exceptionally well at these awards, heck, we even beat the Aussies. So I'm here to ensure that long may that trend continue. And also keep the local industry up-to-date with news and entry deadlines."
For more information visit www.caples.org.
Matt Scott appointed as Chair of Direct Marketing Network
Matt Scott, General Manager of DraftFCB Digital Direct, was last night appointed as Chair of the Marketing Association's Direct Marketing Network.
The Direct Marketing Network (DMN) is a Special Interest Group of the Marketing Association, tasked with reinforcing the importance of direct marketing as a key discipline within the marketing mix and across all channels.
Commenting after the vote at Marketing Association's AGM, Matt Scott said he was "looking forward to working with a great mix of client and agency leaders and building on the excellent work already completed by the DMN."
For more information visit http://linkd.in/eYC8Cz.
DraftFCB win impressive list of International Awards
DraftFCB became the most awarded agency in Australasia and one of the top winners last week at the 33rd annual John Caples International Awards in New York.
DraftFCB picked up eight Awards including; four gold for Out of Home Billboard for Bond+Bond and Direct Mail (Flat, 1 - 500 pieces), Best Copywriting and Best Art Direction for MINI 'Mostnificent'.
The John Caples International Awards honours the best in direct and interactive marketing from around the world. The Awards are funded by industry agencies, clients and suppliers and are run by industry volunteers.
More than 100 senior creative professionals judge the Awards and up to 300 creatives and marketers from around the world attend the annual dinner and presentation.
Judges of the Out of Home Billboard Award commented that DraftFCB's Bond+ Bond Billboard featuring movable magnetic letters created a "charming way to react to constant price changes - very different to the traditional retail hard-sell."
In the Direct Mail (Flat, 1 - 500 pieces) category the judges described the BMW Mini 'Mostnificent' campaign as "crazy stuff, brilliantly executed" and "beautifully designed and written", "perfect for the Mini brand."
James Mok, DraftFCB, Executive Creative Director, says that being the best performing agency in Australasia is a brilliant achievement.
"The calibre of the winning work at Caples is world class, so it's an honour to pick up these Awards.
"I take my hat off to my team and our clients who had the courage and commitment to back these bold ideas."
DraftFCB New Zealand Awards:
- GOLD Out of Home - Bond+Bond 'Fridge Magnet'
- GOLD Direct Mail, flat (1-500 pieces) - Mini 'Mostnificent'
- GOLD Best Copywriting - Mini 'Mostnificent'
- GOLD Best Art Direction - Mini 'Mostnificent'
- SILVER Launch Campaign - Mini Soho '15 Cars. 15 Campaigns'
- SILVER Best Art Direction - Mini Soho '15 Cars. 15 Campaigns'
- BRONZE Television - Families Commission 'Cardboard Cutouts'
- BRONZE Integrated Campaign - National Depression Initiative 'The Journal'
DraftFCB wins Best Radio Commercial of the Year - Twice
DraftFCB took out the Radio Bureau's 2011 Radio Ad of the Year double - the Grand ORCA and the People's Choice - for Prime's 'Rescue Special Ops' radio campaign. It's hard enough to win one, rare to win both.
These superb scripts, written by the legendary Murray Watt, can lay claim to arguably one of the best sign-off lines in radio commercial history - "Just like a reality show but everyone's better looking, and gagging for it." Top marks to Prime marketing manager, Kate Whittle, for going with it.
For the Grand ORCA Murray Watt wins a trip to the 2011 Cannes Advertising Festival in the South of France and lucky Prime wins $50,000 of free radio advertising space. For winning People's Choice Murray picks up $1000.
Congratulations to the whole team who made the campaign:
Copywriter: Murray Watt
Creative Directors: Billy McQueen, Chris Schofield
Producer: Trelise Caughey, Monique Hawkins
Suit: Katie Loverich
Media: Rachel Leyland, Jonathan Speed, Arielle Tai
Client: Kate Whittle
Mini goes viral
DraftFCB has launched a viral video for Mini Clubman that is bound to make some noise in the car world. The video has already spread internationally with autoblog.com posting the video and Top Gear UK considering it for the UK show.
Read more on stuff.co.nz.
World domination in media
DraftFCB Media wins Media agency of the year. Judges described the win as "a stunning performance in a hard market. DraftFCB media has effectively been making its way in the world as an indie provider, despite being saddled with a network name".
Read more on AdMedia.
Derek Lindsay, Head of DraftFCB Media, Media Agency of the Year 2011, gives his state of the nation address in the latest Ad Media - click here to read the article (PDF).
Agency of the year finalists announced
DraftFCB has again been shortlisted for several key industry gongs, this time in the Fairfax Admedia 2011 awards.
For the second year running it has made the finalists in the following categories: Agency of the Year and CEO of the Year.
DraftFCB had great success at these awards in 2010 and is already the current Agency of the Year and CEO of the year for Bryan Crawford. This year its also added three more categories to its finalists tally, Media Agency of the Year, Direct and Interactive Agency of they Year and Rookie Suit of the Year for Sonja Corbett.
Over the last 12 months Draft has considerably strengthened its digital and interactive offering, reaping the rewards at the the recent RSVP NEXUS awards and now for the first time becoming a finalist in the Digital and Interactive areas.
DraftFCB is the only agency with a finalist in every eligible category, truly cementing it's position as one of the best all round agencies in New Zealand. The winners will be announced on the 15th March.
AWARD Award awards DraftFCB awards
The prestigious and conveniently named Australasian Writers and Art Directors Award 2011 festival saw a total of five bronze pencils awarded to DraftFCB. It's the best result ever by the agency at this show which is renowned for its miserly handing out of metal statues.
The bronze AWARD winning work was:
- APN 'Hour Long Letter' for Direct Mail
- Prime TV 'Man Vs Wild - Kebab' for Consumer Magazines
- Prime TV 'Man Vs Wild - Eating Out' for Consumer Magazine Campaign
- Prime TV 'Man Vs Wild - Kebab' for Newspapers
- MINI 'Mostnificent' for Art Direction in Direct Mail
DraftFCB makes history at RSVP awards
DraftFCB stole the show with the first ever "double" at the 2010 RSVP and Nexus awards on Friday night, taking home the RSVP Grand Prix and Nexus Supreme Award for 2010.
Here's the full list of awards won:
|The Journal||RSVP Grand Prix||Ministry of Health||RSVP Grand Prix|
|The Journal||Customer Acquisition||Ministry of Health||Gold|
|The Journal||Customer Engagement||Ministry of Health||Gold|
|The Journal||Loyalty / Relationship Programme||Ministry of Health||Gold|
|The Lowdown||Customer Engagement||Ministry of Health||Silver|
|X1 Dessert||Lead Generation||BMW New Zealand||Silver|
|X1 Dessert||Shoestring Budget||BMW New Zealand||Silver|
|The Journal||Nexus Supreme||Ministry of Health||Nexus Supreme|
|MINI Soho - What's Your Number?||Media and/or Channel Utilisation||BMW New Zealand||Gold|
|The Journal||Innovation||Ministry of Health||Gold|
|The Journal||Strategic Vision||Ministry of Health||Gold|
|MINI Soho - What's Your Number?||Innovation||BMW New Zealand||Silver|
|How Don are you?||Best Copywriting||Sky Television||Winner|
|Kustom Konnections||Best Use of Mail||Genesis Energy||Winner|
|The Journal||Most Innovative Campaign||Ministry of Health||Winner|
|The Journal||Best Integration||Ministry of Health||Winner|
|The Journal||Best Strategy||Ministry of Health||Winner|
|MINI Soho - What's Your Number?||Best Art Direction||BMW New Zealand||Runner-up|
|MINI Soho - What's Your Number?||Best Creative||BMW New Zealand||Runner-up|
|MINI Soho - What's Your Number?||Most Innovative Campaign||BMW New Zealand||Runner-up|
|MINI Soho - What's Your Number?||Best Strategy||BMW New Zealand||Runner-up|
The Psychology of Ambition
DraftFCB commissions research into New Zealander's drive to succeed.
New Zealand's Biggest Christmas Retail Study. Ever.
The Christmas period is critical for retailers. With this in mind DraftFCB has just completed a large scale study into how New Zealanders approach their Christmas shopping. Our unique Shopthink research tool was used to collate the thoughts and behaviour of more than 1800 participants throughout the country.
The study answers numerous questions including; when we do our Christmas shopping, what we spend, how much time we spend, who we buy for, the power of promotions and what media influences us and when.
Once collated, together with a final Post-Christmas research wave, the study will be shared with DraftFCB's retail clients. It's expected to be a powerful tool for planning 2011 Christmas campaigns.
On 19th December 2010 The Sunday Star Times reported some gender insights from the study.
To promote Mini, a car was created which reflects Mini's personality. It's a Mini that - when you hit 40km/h - literally screams around town.
It's hilarious, outrageous and grabs the attention of anyone lucky enough to see it. It's a loud proud mobile billboard that represents both four wheeled fun and stretches Mini's customisation promise to the fullest.
DraftFCB defends 'Balls of Steel' trophy
The second inter-agency table tennis doubles tournament was held on Friday 10th December.
Colenso challenged. DraftFCB defended and hosted.
The standard of play was spectacular. It was anyone's trophy as each agency selected their top two players for the tie-breaking fifth match. When the screaming finally died down DraftFCB had held on to it. Just.
The post tournament analysis continued into the night.
DDB are up next with a challenge scheduled for the end of January. Any other interested agencies can contact DT at DraftFCB on 09 356 6246.
DraftFCB Tops Scoreboard For RSVP Finalists
The Marketing Association's RSVP awards finalists have been announced and once again DraftFCB tops the nominations.
Drum roll please... and the nominees are ALAC, Gregg's Blind Taste Experience, MINI Soho, National Depression Initiative: The Journal, thelowdown.co.nz, Westfield Year Long Shopping Spree, BMW X1 Desert, Prime: How Don Are You? Genesis Energy: Kustom Konnections, Pacific Blue: Nothing to Hide. Really, and finally MINI Mostnificence!
Creative Director Tony Clewett was understandably proud of the high standard of work which led to the nominations.
"To say we're thrilled about leading the pack for finalists at this year's RSVP's would be an understatement. We've worked really hard to deliver smart creative solutions for our clients that get results. Fingers and toes crossed for the big night is all can say...!!"
DraftFCB Wins Orcon Account
After a successful pitch, DraftFCB have won the Orcon business from Special Group.
DraftFCB CEO Brian Crawford was delighted with the win, "It goes without saying, of course. We're already getting stuck into the work with the Orcon team across brand, direct, digital and data."
Taryn Hamilton, head of sales and marketing for Orcon, was clearly pleased about the new partnership saying, "Draft offers the strategic ability and skill set that is needed to help Orcon realise its ambitions."
"Draft are a great bunch of people with a superb track record and we're really excited about working with them."
DraftFCB Announced NBR Five-Star Winner
DraftFCB has spent another year scooping one account after another. With so much new business on the horizon, the agency even had to turn down some clients.
Add to that nine gold Effie Awards and it's not surprising The NBR named the agency Five-Star Winners in their annual Advertising Agency of the Year Awards.
"It would've been very hard at the start of this year to look back and say, could we top last year? But somehow we've been able to," says Chief Executive Bryan Crawford.
This agency keeps going from strength to strength. Where to from here?
New Zealandness is so hot right now.
DraftFCB's Cultural Codes keep on connecting.
Planning Director David Thomason points out the timeless nature of Kiwi identity to Stuff.
"I think it's really interesting we've seen a new Telecom ad where they've actually figured out they were dumb to walk away from New Zealand-ness for however many years and let 2degrees come and steal that from them."
The first inter-agency Table Tennis challenge
The first 'Balls of Steel' inter-agency Table Tennis challenge was held on Friday 29th October between DraftFCB and Barnes Catmur.
A brief conversation at the Effies between DT and Daniel Barnes led to the gauntlet being laid down and a riotous evening in the DraftFCB Thunderdome ensued.
Despite many very close games DraftFCB were the clear victors on the day, winning 4 out of the 5 matches.
"The trophy is up for grabs for any agency that can put together four doubles teams," says DT.
Barnes Catmur has already vowed to seek revenge.
A fair go the 2010 Fair Go Ad Awards
It seemed the 2010 Fair Go Ad awards on TV One last nigh was more like the Draftfcb Show.
Genesis Energy's latest Pukeko commercial was pipped at the post for this year's favourite ad by Toyota and James Mok had 15 seconds of fame commenting on the All Blacks.
But the real stars of the night were Chris Schofield and Billy McQueen along with our PAK'nSAVE client, Rob Chemaly, who stole the show with a very jocular feature on the ridiculously good Stickman campaign. Behind the scenes casting tapes and a on screen interview with Mr Stickman and his 'looks made for radio' voice talent.
Sounds silly? Watch the show here.
Maggots win big at Caxtons
A huge congratulations to everyone who worked on the Prime TV 'Man Vs Wild' print ad featuring a maggot encrusted kebab. It won a Caxton award last weekend in the Media & Entertainment, Telecommunications & IT category. Not exactly a category short of competition so an awesome result. It also won People's Choice which was selected and awarded on the award night.
The Caxtons are Australia's premier award for creativity in press advertising. For some reason they let us New Zealanders enter too. There aren't gold, silver and bronzes - just a winner. So great stuff to everyone who put so much love into such a gross campaign.
Take a bow:
Client - Mike Watson & Kate Whittle - Prime TV
Creative Team - Kelly Lovelock & Matt Simpkins
CDs - Billy McQueen & Chris Schofield
Production wrangling - Jason Jones & Simon Pengelly
Uber-retouching - Graeme Cooper
Artwork - Helen North
Client wrangling - Fleur Head and Katie Loverich
Clever media planning - Jonathan Speed
See the following post for the Ads themselves...
DraftFCB wins Best Print Ad in the World for a Wild campaign
DraftFCB was awarded best print ad in the world for May on adsoftheworld.com for Prime TV's Man versus Wild print campaign.
The adverts, which feature a number of wild looking meals under the guise of pizza, a kebab and hot chips, are a tribute to the star of the show, Bear Gryll's, adventurous palate.
DraftFCB creative and art director on the campaign, Kelly Lovelock, says Bear goes to great lengths to find sustenance from highly unlikely - and often disgusting - food sources.
"We wanted to bring the 'menu' of the show to life in a surprising way - the print ads were even shot with live maggots," he said.
Man vs. Wild is a popular TV show where adventurer and ex S.A.S. soldier, Bear Grylls, is dropped into an extreme environment and goes to great lengths to survive the conditions.
DraftFCB Outdoor Campaign Magnetising
DraftFCB's innovative outdoor campaign for Bond + Bond has been nominated one of the best outdoor pieces in the world on bestadsontv.com, as voted by a creative director from Goodby Silverstein in San Francisco.
The fridge magnet billboard, which was positioned down the road from a popular Bond + Bond store in Newmarket, used colourful magnet letters to spell out weekly specials - with some great results.
Executive Creative Director of DraftFCB, James Mok, said the attention grabbing idea turned into foot traffic for the store, whose customers were walking off the street asking for things such as "the washing machine offered on the billboard".
"The use of a magnet board was a unique and fun way to capture consumer's attention, something that translated directly into results for the store," he said.
The campaign resulted in a 7.2% increase of foot traffic and sales of laundry and refrigeration were up by 17.7% for the month of June (compared to May).
DraftFCB scores ten effectiveness awards at the 2010 Effies
The CAANZ Effie (advertising effectiveness) awards were held last night at Skycity.
This is the big one. The one that shows the business world whether an agency really knows how to deliver results. And deliver we did.
The awards came thick and fast. Before we'd quite topped up our client's glasses and said hello to all our mates, suddenly we had four Gold Effies, three Silvers and three Bronzes. The list recognises excellence across all disciplines and channels, and an impressive array of categories:
|National Depression Initiative - The Journal||Most Integrated Campaign||GOLD|
|National Depression Initiative - The Journal||Social Marketing/Public service||GOLD|
|MINI SOHO - Is this your number?||Consumer durables||GOLD|
|Ministry of Health||Most Effective Client of the Year||GOLD|
|ALAC - Influencers||Social Marketing/Public services||SILVER|
|Whitcoulls Book Initiative||Retail/Etail||SILVER|
|National Depression Initiative - The Journal||Paradigm shift||SILVER|
|40 Hour Famine - Raise the Stakes||Charity/Not for Profit||BRONZE|
|Whitcoulls Book Initiative||Single Channel Focus Campaign||BRONZE|
|MINI SOHO - Is this your number?||Most Integrated Campaign||BRONZE|
The Seven Cultural Codes it pays to keep in mind
DraftFCB's anthropological study of New Zealand culture continues to receive interest from the media.
Our planning director, David Thomason recently spoke about the study at the ANZA Advertising Summit 2010. In an ever-shrinking world, it is easy to lose sight of what it means to be a New Zealander.
We identify New Zealand's cultural codes and show how advertisers can use them to connect more powerfully with Kiwi audiences.
DraftFCB Wins Statistics New Zealand 2011 Census Pitch
DraftFCB has been appointed to provide advertising and specialist media relations services to Statistics New Zealand for the 2011 Census after a competitive pitch process.
The brief from Statistics New Zealand was to engage all New Zealanders in order to get them to complete their census forms as well as reducing the undercount of Maori, Pacific, Asian and youth audiences.
Brian van den Hurk, Managing Director Social Change at DraftFCB, is understandably excited to be involved in such an extensive and important campaign.
"It's fantastic that once again we can use our experience in creating positive social change to ensure everyone understands how the census will benefit them - no matter what their age, socio-economic group, or ethnicity is. This is a big challenge, but it's one that DraftFCB have the skills and experience to execute really well and we are looking forward to it."
To help with the campaign and ensure the best possible outcome DraftFCB has partnered with Niu Vision Group and Niche Media/EMINZ who will work alongside in-house experts in social marketing and Maori communications to deliver the carefully targeted messages. Senate Communications will deliver an integrated news media approach to ensure the best possible cut through in editorial channels.
DraftFCB has a wealth of social marketing experience, including recent campaigns for ALAC, the Ministry of Health's National Depression Initiative (featuring John Kirwan), and the Campaign for Action on Family Violence. DraftFCB will use this deep understanding of what makes New Zealanders tick to drive the census campaign for Statistics New Zealand in 2011.
DraftFCB also undertakes and makes available to its client base research studies. DraftFCB used its research on cultural connections to provide insights for the Statistics New Zealand census pitch.
This latest win further reinforces DraftFCB's position as the leader in creating communications that create social change.
DraftFCB develops an online self management programme for depression
DraftFCB has developed The Journal, a state of the art, online self management programme, for phase two of the Ministry of Health's highly successful National Depression Initiative (NDI) http://www.depression.org.nz
The Journal, which launches today, provides New Zealanders with a free- of -charge and user friendly six week online programme to manage mild- to -moderate depression. The Journal and call-to-action television commercial is fronted by former All Black, John Kirwan, who has been an inspirational spokesperson since the campaign commenced in 2006.
Brian van den Hurk, Managing Director, Social Change DraftFCB, says that making it easier for people to manage their own health problems is an emerging trend and online technology is an important tool in the way health services are delivered. He says The Journal could potentially impact on thousands of New Zealanders experiencing mild to moderate depression.
Unlike many other international self management programmes developed entirely by academic institutions, The Journal was developed by the DraftFCB interactive and creative teams and top New Zealand mental health professionals."The result," says Brian van den Hurk "is a sophisticated programme using leading edge technology, yet participants will find it incredibly down- to- earth and easy to use.
"People literally only need internet access to begin to self manage their mild-to-moderate depression and start to make positive changes in their lives."
The Journal provides a high level of engagement with participants, through step-by- step video clip sessions, structured problem solving techniques and text and email prompts. The fully integrated programme is backed up by experienced counselors to ensure participants have access to personalised help if they want it either online or by phone or text.
Brian van den Hurk says The Journal is the culmination of a remarkably successful four-year Ministry of Health National Depression Initiative, which DraftFCB has worked on since its inception. "We are very proud that both the NDI campaign fronted by John Kirwan and the Lowdown website and services targeting youth, have effected major change in the way New Zealanders now openly talk about and seek help for their depression."
"Research has shown that a large cross section of New Zealanders strongly relate to John Kirwan. They consider him to be genuine and inspirational given his own experience with depression and we are confident he will be a strong motivator for people to give The Journal a try."
The Journal can be found on http://www.depression.org.nz.
DraftFCB Set a Path for the Future with Key Senior Appointments
DraftFCB are once again planning for the future with senior appointments in two new roles within the agency.
After a two and half year search, recent arrival to New Zealand, Kamran Kazalbash has been appointed as the General Manager of Retail at DraftFCB. With an extensive retail / FMCG background from leading key initiatives for Tesco in the UK, Kamran will take responsibility for leading the continued development and evolution of DRAFTFCB's retail capability across their entire retail portfolio, initially focusing on the Whitcoulls, Westfield, and Noel Leeming Group accounts. Bryan Crawford, Chairman and Group CEO DraftFCB, said "We're thrilled to have Kamran join DraftFCB to further develop and enhance our retail offering. It's important that we continue to add value to our clients both at a strategic and operational efficiency level, and with a retail operation bigger than most specialist retail agencies we wanted someone with a proven track record".
"Kamran's previous experience in New Zealand and abroad will be a welcome addition to the team. He knows retail advertising and strategy intimately, has solid experience with online retailing, loyalty schemes, in-store execution and is ultimately focused on delivering clear business results. Quite frankly, we're lucky to have nabbed him."
Asked about the move Kamran Kazalbash commented "The client list at DraftFCB is enviable to say the least, they already have an impressive retail operation, a first class line-up of retail talent in the agency, and they're New Zealand's Agency of the Year - this was an opportunity too good to turn down."
DraftFCB is also pleased to announce that Angela Spain will be coming on board as General Manager of Public Relations. The public relations team at DraftFCB has been going from strength to strength, and Angela's arrival from Professional Public Relations will add to this growth. Angela and the PR team will continue work on existing clients such as Coca Cola, Cerebos Gregg's, MasterCard, and the Ministry of Health, whilst building the overall PR offering at DraftFCB.
Angela is also excited about the challenge of heading up an integrated public relations offering and scope of her new role, "DraftFCB has arguably the best integrated communications offering of any agency in New Zealand. I am excited about the opportunity to ensure PR is part of the strategic planning process at the start of large creative campaigns. I've worked with many blue chip clients across a broad range of sectors and I look forward to bringing that experience to DraftFCB's equally high caliber portfolio. With access to the full spectrum of communication resource in house I can't wait to get stuck in and grow this already strong PR business."
Bryan Crawford sees these two appointments as vitally important in building on the success that DraftFCB have enjoyed over the last four years;
"Since 2006 DraftFCB has enjoyed phenomenal growth, well in excess of 100% in fact, by delivering outstanding business outcomes for our clients and by working as a team. But to reach the next level we need to have the right people in the right roles. We've thought very hard about the group structure and then searched long and hard to fill these two positions so we are looking forward to having Kamran and Angela onboard to provide leadership and fresh ideas; they are a vital part of our long term plans for the agency".
DraftFCB are also currently conducting a global search for a new Managing Director and expect to make an announcement soon.
Thanks to OGGI
Following on from the CAANZ Media Awards last week, our friends at OGGI wanted to congratulate us on our success.
They pointed this out to us with the awesome billboard on College Hill in Auckland City - thanks guys.
Written by Bryan Crawford, Marketing Magazine (May/June Issue)
By taking a more collaborative approach, looking for improvement opportunities and being honest with each other, clients and agencies will both benefit.
It would be easy to look at agency and client business models-and the challenges in the wider environment-and come to the conclusion that in some areas our paths are potentially more divergent than congruent.
Central to that view would be the apparent conflict between the continuing search by many clients for "more for less" and attempts by agencies to somehow retain or rebuild profitability at fair and sustainable levels. It's interesting to note, for instance, the emerging trend for media agencies to "add back" strategy and creative in an effort to build profitability and differentiate themselves in a highly commoditised market. As such, the re-emergence of the full-service agency will ultimately owe much to the long run reductions in media agency remuneration led largely by global FMCG clients over the last 15 years.
I am not suggesting agencies (creative and media) did not have an opportunity to deliver savings to clients via reductions in agency remuneration, especially compared to the heady heights of the 80s and 90s. But having now worked on both sides of the agency/client fence, I am convinced we have exhausted cost side initiatives within agencies and that avenue of opportunity is now a cul-de-sac.
We're probably all familiar with the view that this long run trend has resulted in a significant reduction in the quality of agency service and talent. Which brings me to the opportunity I believe agencies and clients have to explore mutual value creation. This collaborative exploration of improvement opportunities recognises that the quality of agency service delivery and value, as well as many inefficiencies within agencies, are to an increasingly significant extent the product of client processes, IT systems and interfaces, and training and resource levels within client marketing functions.
An increasing number of senior marketers are open to looking internally at ways to become better managers of services outsourced to agencies. I recall as a client setting an objective for a marketing team around "becoming a better client" within our then agency. It mostly involved taking a good hard look at ourselves and recognising we would benefit from being seen as "one of the best clients in the agency" (we certainly weren't the biggest). We wanted to be the client that attracted the best talent within the agency, had the lowest agency staff churn, wrote the best briefs and had the most efficient processes. This flowed through to personal objectives for individuals in the marketing team. All of which had a direct impact on the quality of agency delivery, value for money and overall client satisfaction. It didn't mean we went soft on our agency but it did mean we significantly reduced the extent to which our performance as a client provided a convenient but real excuse for agency non-delivery.
Whether it's measuring client satisfaction, rating client performance against agreed measures, aligning and sharing personal objectives for staff, learning about respective processes, systems, communications and operations, supporting formal training in managing outsource partners or conducting exit interviews for client-facing agency staff, any attempt to take joint ownership for agency/client satisfaction and performance will require an ability to have honest conversations with each other and agree congruent objectives for improved collective performance and outcomes.
Written by Bryan Crawford, Chairman and Group Chief Executive of DraftFCB Australia and New Zealand and President of CAANZ.
DraftFCB Media Dominate CAANZ Media Awards
DraftFCB Media have continued their great run of form and dominated the CAANZ Media Awards by winning an impressive four golds and six silvers and then taking out the Best in Show Award with the Whitcoulls Books Initiative.
The Whitcoulls Books Initiative, which married specific book recommendations to targeted television shows, picked up the highly coveted Best in Show award along with gold medals for the Best Response / ROI, Best Use of TV, and a silver in the Best Smart Idea category.
"It was fantastic to have such a beautifully simple strategy work so well for Whitcoulls and then to be recognised by CAANZ and the media industry with the Best in Show award. It shows that the simple ideas are often the best ideas", commented Derek Lindsay, Managing Director at DraftFCB Media.
In addition to the success of the Whitcoulls campaign DraftFCB Media also picked up golds for the 'World Vision 40 Hour Famine' and Prime TV's 'Top Gear Valentines Voucher' campaigns along with five silvers for Cerebos Gregg's, The Neurological Foundation, World Vision, and Prime TV.
Going into the CAANZ Media Awards DraftFCB had an impressive 22 campaigns up for awards on the night - easily the highest of any agency at the show. With the judging being focused on media strategy over implementation this success speaks volumes about the way DraftFCB Media approach campaigns for their clients.
This year's success follows on from DraftFCB Media winning numerous other media awards over the last three years including Media Agency of the Year at both the 2007 and 2009 CAANZ Media Awards.
Bryan Crawford, Chairman and Group CEO DraftFCB, is understandably proud of last nights achievements which continue a period of sustained success for the DraftFCB group as a whole.
"We've had an amazing couple of years and it's fantastic that our integrated approach to planning and executing campaigns from a media, as well as a creative, perspective has once again been recognised", says Crawford.
In the last six months DraftFCB have also won Agency of the Year in the Fairfax/AdMedia Awards and had the Mitre 10 'Sandpit' TV commercial judged New Zealand's favourite ad at the Fair Go Ad Awards, to name a few.
The APN Hour Long Letter strikes again at The One Show
The 34 page direct mail letter that takes an hour to read for APN's Herald on Sunday wins over another group of international creative judges by winning a coveted Merit award for Direct mail at the One Show, the USA's premier creative award show.
Given award judges sit through literally thousands of entries from all around the world, it's all the more rewarding that they would spend an hour of their judging time reading this single entry.
DraftFCB strikes Gold at Caples 2010
At the same time as DraftFCB won gold treble at the NZ AXIS Awards, the agency picked up a gold and 3 bronze trophies at the International Caples Awards, which celebrates the very best in direct marketing creativity.
The APN's Herald on Sunday 'Hour Long Letter' idea once again won creative recognition with a gold for Copywriting. The Caples judges applauded the direct mail letter containing 13,000 words across 34 pages as a compelling read from start to end.
Genesis Energy won two bronze awards for a Field Days invitation and NZ Opera sponsorship, and BMW also won bronze for a letter of extraordinarily size for the 7 Series.
The creative team on the APN letter, Leisa Wall and Jane Jamieson, were on hand in New York city to pick up their gold award and add 3 bronze statues to their excess baggage bill.
The colour Gold is popular at AXIS 2010
DraftFCB had its most successful showing ever at the 2010 AXIS Awards by winning three gold, one silver and two bronze awards.
The award show revealed just how tough 2009 was on the whole NZ advertising industry with fewer pieces of work being recognised than usual. Therefore it was all the more pleasing that DraftFCB picked up two golds for the APN Herald on Sunday 'Hour Long Letter' for direct mail and copywriting, and another gold for Prime TV's True Blood outdoor poster made of wooden stakes people can snap off to kill vampires.
The Hour Long Letter also picked up a silver for direct response while Whitcoulls and Prime picked up bronze awards for the Kid's Top 50 website and Weeds program website respectively. Another eleven pieces of work for BMW, MINI, Pacific Blue and Prime were nominated as finalists.
Once again DraftFCB won awards across more clients than any other advertising agency to reinforce the desire to deliver a high level of creativity across all of its clients.
Highest number of finalists in Media Awards ever
DraftFCB Media put forward 29 entries into this year's CAANZ Media Awards - the industry's premier media awards event.
After the initial judging process, involving many of the top media executives in agencies and media owners, 22 of those entries have been declared finalists.
This is the highest number ever achieved by DraftFCB Media and the highest number, by far, compared to any other media agency.
It represented 25% of total number of media awards finalists.
This is a major signal to the quality of the work produced by the media team.
Our entry for Whitcoulls Books Initiative received the highest number of individual finalists - 4.
The final judging is on March 31st and awards are announced on May 8th at the annual event held at the Hyatt Hotel, Auckland.
Ad Agency Takes Own Advice to Dominate Market
DraftFCB New Zealand has been named Agency of the Year in the Fairfax/AdMedia awards announced on 16 March 2010. The award recognises exceptional performance across a range of criteria including business performance, awarded work, staff management/development and vision and innovation.
DraftFCB beat out renowned agencies such as Saatchi & Saatchi, DDB and Colenso by adopting the type of advice agencies regularly dish out to clients, but rarely apply to themselves. A clear brand positioning, marketing plan and advertising programme has seen DraftFCB set the standard in the advertising industry, leading both clients and agencies by example.
DraftFCB ran its own integrated campaign involving direct marketing, PR coverage, press, online and TV advertising, built around a positioning as "The Change Agency" - the experts in changing consumers' behaviour. DraftFCB also instigated an innovative social campaign in the heart of the recession offering 1,000 hours of free advertising services to help create or retain jobs, resulting in a new campaign for Bartercard.
Quoting AdMedia magazine, "The judges said that over the past year or two, the agency has pulled itself to the top of the rank by recognising the state of the marketplace and its changing nature."
DraftFCB Managing Director, Justin Mowday says "Businesses that increase their marketing efforts during a recession are proven to gain market share that is retained as the market conditions improve, and rather than just talk the talk we wanted to lead from the front. It certainly feels more credible recommending marketing and advertising strategies to our clients when we're out there actually doing it ourselves."
Notable DraftFCB achievements from the last year include:
- Mitre 10 'Sandpit' TV commercial judged New Zealand's favourite ad of the year at the FairGo Ad Awards
- Attracting more new clients than any other advertising agency, including brands such as The National Bank, Westfield New Zealand, the Alcohol Liquor Advisory Council and Housing New Zealand
- CAANZ 2009 Media Agency of the Year, including 4 Gold category awards
- Most awarded agency at the RSVP direct marketing awards (read more)
- Winning over 50 awards across 15 clients for creativity, effectiveness, direct marketing and PR at both local and international award shows
- Increasing revenues and bottom line performance in a year where the ad industry's media turnover dropped 11.7% (source Advertising Standards Authority)
As well as being crowned agency of the year, DraftFCB's Group CEO, Bryan Crawford, was awarded CEO of the Year.
See related articles from:
DraftFCB wins big at RSVP Awards
DraftFCB took home an array of metal at the Marketing Association's RSVP and Nexus Awards held on Friday 26th February, winning an impressive eight awards. This was the highest award tally out of all agencies entering the RSVPs, in a year when entries were at a record high of 250.
The RSVP Awards recognises outstanding marketing campaigns that stimulate a conversation, ask for a response, or prompt some deeper brand involvement that leads to a sale, lead or other measurable change in behaviour.
DraftFCB Direct & Interactive General Manager, Matt Scott, says the wins reflect the quality and breadth of work DraftFCB is now doing for all of its clients.
"What's really pleasing is that these awards work across a number of different clients and multiple digital channels, showing the breadth of top-class work produced by the agency."
This is the second year in a row that DraftFCB has performed well at the RSVPs with the agency picking up six golds and a silver in 2008.
- Growing The Nation's Brain In Just 7 Days - Neurological Foundation - Customer Engagement - Gold
- Raising The Stakes For The 40 Hour Famine - World Vision - Customer Acquisition - Silver
- Raising The Stakes For The 40 Hour Famine - World Vision - Customer Engagement - Bronze
- Raising The Stakes For The 40 Hour Famine - World Vision - Sales Generation/Promotion - Silver
- Hour Long Letter - APN News and Media - Best Copy - Winner
- Robert Harris, Every Break Should Be Inspirational - Cerebos Gregg's - Best Content Integration - Winner
- Robert Harris, Every Break Should Be Inspirational - Cerebos Gregg's - Best Integration of Media Channels - Winner
- Whitcoulls Kids Top 50 - Whitcoulls - Best Art Direction - Winner
Methamphetamine Awareness Ad Makes Top Six
DraftFCB's Methamphetamine Radio Ad made the top 6 best radio ads this month on www.bestadsontv.com.
The advert, which promotes the ADANZ Alcohol & Drug Helpline, shows how Methamphetamine makes your life fall apart.
The male persona in the advert starts off cool, collected and on top of things listing his priorities - prepare for the presentation, look after the kids, spend quality time with the Mrs, catch up with Mates - muddling his words and losing control towards the end of the advert to demonstrate the destructive impact the drug has on the lives of users.
Bestadsontv.com is a global advertising industry website which showcases the world's best TV, viral, print, outdoor, ambient, interactive and radio advertisements.
Nabbing the first NAB award of the Year
DraftFCB took home January's NAB award for the latest in the 'artwork' series for Robert Harris coffee.
The full page ad in the New Zealand Herald featured a painting/collage literally created over a latte at the Robert Harris cafe in Milford, Auckland. Sections of that morning's Herald were used in the painting - which was turned into a full page ad that ran in the next morning's issue of the paper, turning yesterday's news into today's work of art.
"Good use of the medium and an inspiring way to use the paper - an oasis of art in the newspaper!, said the judges.
January's judges were Lachlan McPherson - Publicis Mojo and Sarah Walter - The Pond.
Cerebos Gregg's - Cafe Art
|Creative Director||Tony Clewett|
|Art Director||Tony Clewett|
|Traffic Manager||Simon Pengelly|
|Creative Services Manager||Jason Jones|
|Agency Producer||Monique Hawkins|
|Account Director||Kate Heatley|
|Account Manager||Katie Loverich|
|Client Credits||Janine Chamley & Jodie Timmins|
|Illustrator||Janine Wareham - International Rescue|
Pacific Blue's 'Happy Flying' Ad Wins Best TV Commercial Awards at International Aviation Conference
Pacific Blue's 'Happy Flying' campaign by DraftFCB has been given the thumbs up at an international airline conference.
The airline's catchy television ad created by DraftFCB, which features cabin crew and pilots and is set to the tune of the Spanish dance tune 'Macarena', was voted Best TV Commercial at the Low Cost Airlines World Asia Pacific 2010 conference held in Singapore at the weekend.
Low cost airlines from around the Asia Pacific region are eligible to enter the awards, known as the Budgie$. Lynette Han from Terrapinn, organiser of the awards, said the Budgie$ are designed to recognise the leaders, innovators, creative talents and pioneers in the Asia Pacific Low Cost Airlines industry.
"We were looking for an ad that delivered the airline's message in an innovative and creative way. It had to be eye-catching and with a memorable jingle" Ms Han said.
The judging is done by more than 350 conference delegates, who are able to watch the nominated TV commercials and vote for their favourite. Five commercials made the finals. The other airlines included Air Asia, IndiGo Airlines, Jetstar Asia and Tiger Airways.
"Congratulations to our team in New Zealand whose enthusiasm and creativity brought this ad to light. The Happy Flying campaign has had some very positive feedback since it was launched in New Zealand last year and it's great to see the ad voted the best by its airline industry peers" he said.
Executive Creative Director at DraftFCB, James Mok, says they wanted to capture the upbeat and personable character of the Pacific Blue team and so real cabin crew and pilots were used in the TVC.
"It was a lot of fun making this ad. Pacific Blue crew are very passionate about the airline they work for and they pride themselves on no two flights being the same. We wanted to be able to capture that spontaneity as well as change the way people perceive flying by opening the door for a more enjoyable experience."
The TV ad has also found favour with the New Zealand public. In the November 2009 issue of New Zealand advertising and media industry magazine, AdMedia, the Happy Flying TV commercial was voted second most popular in a monthly survey.
Flying with DraftFCB
The New Year kicks off with the NZ Herald reporting on some of the agency's major business wins of last year and citing DraftFCB as being hot on the heels of the industry's top three.
You can read the full article on the NZ Herald website: The nation's media from A to Z.
Watch this space for 2010...
Log on to Save Lives: UNICEF goes UNDER COVER to prevent malaria
Every thirty seconds, a child dies unnecessarily of malaria.
The solution to prevent these deaths is simple and inexpensive, just $11 will buy a life-saving insecticide treated mosquito bed net.
This week UNICEF New Zealand launches an innovative new social media movement, UNDER COVER, which aims to help achieve the charity's international target of distributing 25 million insecticide treated bed nets to malaria endemic countries. NZ has set a target of 35,0000 nets.
This mammoth task will be undertaken by leveraging trusted influencer networks online with hopes to raise enough funds by the end of 2010.
Influential bloggers and active social media commentators concerned about malaria and its devastating effects are supporting the movement to help achieve this goal.
Dennis McKinlay, UNICEF NZ Executive Director says, "Those willing to participate in the movement will help raise awareness of malaria by installing the UNDER COVER donation widget on their blogs and social network profiles. The widget enables their friends and followers to donate directly to UNICEF for the purchase of nets".
This online donation mechanism has been created uniquely for UNICEF NZ and makes supporting this cause easy and accessible to millions of social media users.
The UNDER COVER movement has been developed and spearheaded by Stephen Johnson, DraftFCB ANZ Regional Head of Digital Innovation using a powerful social media listening and engagement technology called Spark(tm).
Stephen is widely known as a thought leader in social media and for the design of online groundswell programs. He has a high profile and following in social networks and is better known by his Twitter alias @Huxley. Stephen is a passionate advocate of social media for social good and was invited by UNICEF NZ to the Solomon Islands earlier this year. He visited a number of village communities devastated by the 2007 earthquake tsunami and encountered the malaria endemic for the first time. Since his return he has focused on developing ideas that leverage online influence to address key issues. He now brings that knowledge to this project.
Stephen Johnson says, "Following my visit to the Solomon's I felt compelled to do something. Social media provides us with both the ability and opportunity to solve complex problems as a collective. The UNDER COVER movement enables every person with an Internet connection to be part of the solution. I am committed to using my expertise to help solve preventable child deaths caused by malaria and encourage everyone to support UNICEF in this important work".
Anyone can add a fundraising widget to their social network profiles or blogs and partner kits can also be accessed which enable supporters to brand their social network pages to extend awareness.
DraftFCB achieves 110 percent hit rate for Caples awards finalists
DraftFCB has achieved an amazing strike rate with eight out of seven entries into the prestigious John Caples International Awards 2009 being placed as finalists. The eighth award, being in the 'Courageous Client' category, was not one that could be entered by the agency but was nominated by the Caples' judges for work that is committed to creativity and innovation.
The impressive number of nominations for the New Zealand office also makes up 50 percent of the DraftFCB worldwide tally.
Tony Clewett, Direct and Interactive Creative Director at DraftFCB, says the nominations are evidence of the degree of trust our clients have in the agency.
"We entered seven pieces of work for a broad range of brands and we ended up with seven finalists, as well as picking up a coveted 'most courageous client' nomination. I guess a 110% strike rate isn't bad really. No pressure next year then...."
DraftFCB features across several categories:
Direct Mail Dimensional
- 'Boot Polish', Genesis Energy
- 'The tragic direct mail piece', Genesis Energy
Direct Mail Category
- 'Polished 'you know what', Oktober
Direct Mail Flat
- 'Long Envelope', BMW
- 'Daylight Robbery', Bond and Bond
- 'Hour-long Letter', APN
Best Art Direction
- Whitcoulls: The hand-crafted land
- 'Hour-long Letter', APN
To become a finalist, each individual entry was vetted by a panel of creative peers during two eliminative judging rounds.
The 32nd Caples Awards dinner and presentation where the winners will be announced is to be held in New York on March 25, 2010.
DraftFCB 1000 Hours Campaign Set for Launch
The campaign developed by DraftFCB's 1000 hours project which offered free advertising expertise to help save jobs earlier this year is due to launch on February 1, 2010.
Bartercard, who beat over 30 other companies who pitched for the fund, will also receive free media space from ACP print media, TRN radio, APN outdoor, Adshel, iSite, Eye and Oggi who have all very generously contributed to the project.
DraftFCB Group CEO, Bryan Crawford, says while the recession may technically be over, New Zealand's unemployment rate is still high.
"The 1000 free hours project was designed to help maintain and create jobs in the challenging economic environment the country is facing. We're not out of the woods yet; in fact unemployment is still historically high with indications that it may climb higher over the coming months."
Sharechat.co.nz, reported approximately 150,000 people are still out of work and looking for jobs, the most since March 1994.
DraftFCB originally aimed to create or maintain at least 20 jobs in partnership with a single winning company however Bartercard ultimately won the fund because of its potential to create or protect an even greater number of jobs through positively impacting their existing network of 6,000 New Zealand wide businesses.
Westfield business goes to DraftFCB
DraftFCB has won the Westfield advertising business in a pitch with incumbent TBWA, M&C Saatchi and Sugar. From January 2010 the agency will provide the full range of creative services for Westfield including brand creative, national and local promotional campaigns and digital.
The business comprises the Westfield brand in addition to the individual shopping centres nationwide.
The Westfield Group is the largest retail property group in the world with 119 shopping centres globally, 12 being in New Zealand. The centres are located in prime trade areas, anchored by long-term tenancies with major retailers and a wide cross-section of high-quality specialty retailers and national chain store operators.
DraftFCB Group CEO, Bryan Crawford is delighted with Westfield's decision in what is proving to be a great the year for the agency with earlier wins including GJ Gardner, ALAC, VideoEzy and The National Bank.
"We're absolutely thrilled to have Westfield coming on board and look forward to the opportunity to work with them on their brand and with the Westfield team across the country," adds Mr. Crawford.
Westfield National Marketing Manager, Debra Brooks says, "DraftFCB demonstrated a strong strategic capability and the ability to build retail brands. The agency also has a depth of experience on large volume retail accounts. These qualities were what made DraftFCB stand out from the competition."
The Mitre 10 'Sandpit' ad was recently voted New Zealand's favourite ad in the Fair Go Awards.
The agency has also been taking its own advice with a series of TV commercials and the sponsorship of the Mad Men TV show to build stronger awareness for the agency.
DraftFCB sponsors MadMen
DraftFCB is the new sponsor of the award winning TV programme about advertising in the 1960's, Mad Men. This move follows the launch of a series of TVCs that promote the work the agency has done for clients.
To watch DraftFCB's Sponsorship of MadMed clip, you need Flash. You can get it right here and we'll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It's really very useful for watching great clips.
Fleur Head, DraftFCB Head of Account Service, says the sponsorship is part of a wider strategy DraftFCB has followed this year to practice what we preach to clients and advertise during the recession.
"The show Mad Men is beautifully crafted, exceptional quality, intelligent and witty. Just like the clients we want to attract."
The Mad Men idents are a light-hearted take on ad-industry cliches with the full sponsorship inclusive of two 30" ads for each episode, plus the opening and closing credits.
DraftFCB Features in Five AWARD'S Categories
DraftFCB continues its award winning streak taking home two silvers and three bronzes at the Australasian Writers and Art Directors Association (AWARD) Awards held in Sydney last week.
DraftFCB received silver in the Art Direction Campaign and Over 30 Seconds categories for their work on the 'Outdoor Art Gallery' for Cerebos Gregg's and 'Beckstravaganza' Prime TV adverts respectively.
They also received bronze in the Individual Street Posters category for their True Blood 'Wooden Stake Poster' campaign, Over 30 Seconds Radio category for their 'Beckstravaganza' Prime TV campaign and Copywriting category for their Prime TV 'Hotseat - Lock in B' campaign.
James Mok, Executive Creative Director at DraftFCB, says the awards are particularly rewarding in a tough year.
"There's been a lot of talk about how much creativity has been under pressure with pragmatism being the main agenda. Prime TV is a brilliant client and has consistently encouraged us to create outstanding work. Prime and Cerebos Gregg's recognise how creativity makes a difference to their business. These awards are a great reward for both them and DraftFCB."
The AWARD Awards acknowledges outstanding creative communications work within the Asia Pacific region.
There were a total of 176 winners on the night, with New Zealand agencies receiving 29 awards in total.
The AWARD Awards is now in its 31st year and attracts approximately 3000 entries every year across categories including Television and Cinema, Craft in Television, Online and Cinema, Print, Integrated, Posters and Outdoor, Ambient, Print Craft, Radio, Direct Marketing, Design and Interactive.
DraftFCB CEO, Bryan Crawford appointed as CAANZ President
DraftFCB CEO, Bryan Crawford was appointed as the President of the Communications Agencies Association of New Zealand (CAANZ) at the association's recent annual general meeting for an initial two-year term.
As CAANZ President Mr. Crawford will help tackle business & regulatory issues pertaining to the communications industry to ensure its ongoing success.
Mr. Crawford says of his appointment, "I'm honoured to take on the position of CAANZ President and hope I can add a new perspective to the role that draws on my experience, both as a client and more recently as Group CEO of DraftFCB and Chairman of DraftFCB ANZ."
Since Bryan Crawford took the helm at integrated communications agency, DraftFCB in 2006 the agency has enjoyed its most successful period in its long history in New Zealand. The size of the business has doubled and the agency has produced some of New Zealand's most awarded, effective and loved campaigns in addition to being recognised as Agency of the Year.
Prior to becoming DraftFCB CEO Bryan held numerous senior leadership roles in the corporate world including CEO of NGC Ltd (then NZ's 10th largest NZX listed company), GM Sales and Marketing at United Networks and Vector, ACP Sales and Marketing Director and GM Corporate Marketing and Retail Development at Caltex.
CAANZ CEO Rick Osbourne says, "Bryan brings a strong client background to the role and a very good understanding of business and regulatory issues, which will prove invaluable in providing members with a competitive edge."
"The CAANZ executive board has diversified over recent years reflecting the changing communication mix and now includes representatives from media, independents, PR and digital agencies well as New Zealand CEOs from some of the world's largest agency groups."
Mitre 10 wins New Zealand's favourite ad
Mitre 10's 'Sandpit' ad has been voted FAIR GO's Favourite TV ad for 2009. In the words of one of the young stars of the ad, there were "No surprises there."
The ad, featuring two do-it-yourself kiwi kids and an Aussie named "Jonesy", has been a favourite since it went to air late last year. It's already had hundreds of thousands of views on Youtube but you can watch it once again right here.
And they say never work with animals or children but we never shy away from a challenge. To see just what a challenge filming kids can be, take a look a some of the outtakes.
Ad taps into Kiwi culture
The winning ad sees two Kiwi kids mull over the prospect of taking on a 'pretty big job'. It went to air in November 2008 and immediately went to the No.1 position in the TNS Research survey of NZ's favourite ads, where it remained for 6 consecutive months.
Mitre 10's General Marketing Manager, Peter Stewart, believes ad agency DraftFCB got it right "because they identified a core truth about New Zealand society. DIY is part of New Zealand's DNA, it's an integral part of Kiwi life."
"Our stores are owned and operated by Kiwis, they're the stores we went to with our dads and grandpas, and Mitre 10 has helped paint Kiwi homes, build Kiwi decks, landscape Kiwi back yards and renovate Kiwi bathrooms for generations. The fact we've been voted New Zealand's favourite ad is evidence that Kiwis are proud of and support companies that are locally owned and operated", says Stewart.
David Thomason, Planning Director at DraftFCB, says "It makes sense for any leading New Zealand brand to strongly align itself with New Zealand's cultural values, and yet many seem to miss the opportunity. We've developed a unique process to make sure this alignment isn't random, and it's clearly working."
Thomason continues, "Demographics, psychographics and quantitative studies are all useful, but they only get you so far. This process goes another step, and a whole lot deeper, by using sophisticated ethnographic and semiotic techniques in a very practical way. No other agencies are even talking about this kind of approach. By understanding the building blocks of our culture we've been able to create campaigns for brands like Mitre 10, Whitcoulls and Genesis Energy that go beyond just being likeable - they connect powerfully with who we are as New Zealanders."
Executive Creative Director at DraftFCB, James Mok, says "If we're not driving behavioral change for our clients, we're not doing our job. Since the campaign launched we've seen New Zealanders support Mitre 10 with their feet and wallets, and this award shows they also value the brand emotionally."
TheLowdown.co.nz website wins gold at the 2009 New Zealand Internet Industry Awards
The Ministry of Health has won gold in the Positive Societal Impact category for TheLowdown.co.nz website, which is part of the NZ Government's National Depression Initiative created to help young New Zealanders understand and recover from depression. DraftFCB created the website for the Ministry of Health in late 2007.
Brian van den Hurk, DraftFCB General Manager, says "TheLowdown.co.nz is a leading edge multimedia website which aims to reduce the impact of depression on young people, and it's great to see it getting the recognition it deserves within the industry."
"It's more than just an information source, TheLowdown.co.nz offers visitors to the website online, phone and text-based support provided by a team of young counsellors at Lifeline, as well as a web-cam support service and has already been acknowledged with Gold Best use of Digital, 2009 CAANZ Media Awards; Gold - social marketing, 2009 CAANZ Effie Awards and Gold - Lead Generation and Gold - RSVP Craft, Best use of interactive media, RSVP Awards."
The main purpose of the website is to encourage young people to seek help. Young people are less likely than adults to seek help for depression from GPs or existing support services. They can be difficult to engage, even with issues that interest them, let alone with an issue that they don't understand and that still carries a social stigma.
One in seven young Kiwis will experience serious depression over the next 12 months, a condition closely linked to suicidal behaviour.
thelowdown.co.nz is an online platform where musicians, sportspeople, celebrities and everyday Kiwis share their experiences of depression and talk about what they found helpful. Young people can learn about depression, take a self-test, listen to NZ music, talk to their peers via a message board and receive professional support via free text messaging and email support services.
The annual Internet Industry awards are presented in four categories, which acknowledge, reward and encourage Internet entrepreneurship, business applications, social and educational programs benefiting New Zealanders.
DraftFCB wins Video Ezy business
DraftFCB has recently been hired by the movie rental business, Video Ezy, for its advertising, media, DM, interactive and creative services.
DraftFCB Managing Director, Justin Mowday says "DraftFCB the change agency will be working closely with Video Ezy to ensure Kiwis continue to recognise what great low-cost, in-home entertainment option DVD rentals can be."
Mr Mowday adds, "After all, who doesn't want to enjoy the incredible stories of Hollywood in the comfort of their own home?"
Video Ezy is the market leader in the movie rental category with 146 stores throughout New Zealand, making it the country's largest franchise chain.
Joint Managing Director for Video Ezy, Russell Clark says "indications both in New Zealand and internationally show that the DVD rental business is in bounce back mode with more people wanting value for money and staying at home for their entertainment, which is great for our industry."
"We're confident about the year ahead and delighted to be working with DraftFCB as our preferred agency" comments Mr Clark.
Video Ezy have innovated and moved with the times for over 20 years, and will continue to deliver in-home entertainment at an affordable price.
1000 free hours from ad agency DraftFCB awarded to Bartercard to help save Kiwi jobs
Two months ago DraftFCB announced that it would be offering 1000 free hours of free advertising expertise in a bid to help maintain and create jobs. The agency is now pleased to reveal that the company that will be receiving those 1000 hours is Bartercard.
Bartercard was selected from strong competition due to its potential to impact positively upon many businesses.
Bartercard helps Small to Medium Sized Enterprises (SMEs) by facilitating a trade exchange network that offers effective ways of conducting business.
By combining modern technology, a community of businesses, and indirect and direct marketing channels Bartercard provides a service to companies that has the ability to help them survive during the recession and hence save jobs.
Over 6,500 businesses have become part of the Bartercard network since it launched in New Zealand in 1992.
DraftFCB CEO, Bryan Crawford says "We felt that Bartercard's unique proposition would provide a strong opportunity to help the country's SMEs, many of whom may be struggling during the financial downturn we are experiencing. It was Bartercard's commitment to help support SMEs and save jobs across New Zealand that appealed to us and we feel the company is the right fit for the objectives of the DraftFCB 1000 Hours project".
Mr. Crawford adds "We are looking forward to starting our partnership with Bartercard and hope that together we can help save some Kiwi jobs, as these are tough times that businesses and the country are facing".
DraftFCB received over 100 expressions of interest about the 1000 Hours project from a wide range of different businesses and over 30 companies took the time to apply for the fund. The agency was also approached by several media, marketing and business coaching companies who have offered their own pro-bono contributions to the winner of the fund.
Paul Bolte, Bartercard CEO comments "I am very excited about the opportunities the 1000 Hours project will bring and hope to provide tangible results to the job market in New Zealand".
DraftFCB best result ever at 2009 CAANZ AXIS Awards
DraftFCB won two golds, four silvers and10 bronzes at the 2009 CAANZ AXIS Awards on Friday night.
Executive Creative Director, James Mok says "This is the best result the agency has ever had at AXIS. This clearly demonstrates the high standard of creative work coming from within the agency."
Creative, Rory McKechnie, was awarded EMERGING TALENT on the night. This award acknowledges those who have recently entered the industry and whose work has already begun to gain attention.
"Rory's award was well deserved. He has been involved with some fantastic work since he started at DraftFCB for our client, Prime TV, and he shows huge potential for the future" adds Mok.
The gold awards went to COPYWRITING FOR PRINT for the ROBERT HARRIS NEIGHBOURS creative. The TVC SINGLE award was credited to PRIME TV for the FORENSICS creative.
Breakdown of other awards on the night:
|Silver||Copywriting for Print||Robert Harris||Lennox|
|Silver||Outdoor Campaign||Robert Harris||Outdoor Art Gallery|
|Silver||Dimensional Mail||Oktobor||Turd Polisher|
|Bronze||TV Craft Editing||Whitcoulls||Lost For Words|
|Bronze||TV Craft Direction||Whitcoulls||Ruby|
|Bronze||Copywriting for Print||Robert Harris||Button Collector|
|Bronze||Image||Robert Harris||Hayley's Birds|
|Bronze||Image||Robert Harris||Poppelwell's Skull|
|Bronze||Image||Robert Harris||Poppelwell's Words|
|Bronze||Magazine Campaign||Prime||High Fashion Secrets|
|Bronze||Transit Single||Prime||Night-time Secret|
|Bronze||Direct Campaign||BMW||X6 Seeking Porsche Drivers|
|Bronze||Radio Single||Prime||1000 an hour|
DraftFCB comes up trumps at RSVPs
DraftFCB came home with six golds and one silver from the recent RSVP awards, being awarded the most top metal of the night.
|Gold||Lead Generation||Ministry of Health||The Lowdown|
|Gold||Shoe String Budget||SPCA Auckland||A Very Silent Night|
|Gold||Lead Generation||BMW NZ||BMW X6|
|Silver||Shoe String Budget||Cluster Munition Coalition||Bombing Wellington|
|Gold||Customer Acquisition||Genesis Energy||Kustom Konnections|
|Winner||Best Use of Interactive Media||Ministry of Health||The Lowdown|
|Winner||Most Innovative Campaign||SPCA Auckland||A Very Silent Night|
This success follows a year of sustained growth within the DraftFCB One-to-One department with a host of senior appointments including Direct & Interactive Creative Director Tony Clewett who joined the agency from Aim Proximity at the end of last year.
DraftFCB Direct & Interactive General Manager, Matthew Scott, says of the wins, "Last year saw the DraftFCB One-to-One department go from strength to strength. Coming home from the RSVPs with six golds and a silver is testimony to where we are at now."
Scott adds, "With Tony coming on board we're looking forward to a fantastic 2009, continuing with our strategic focus to create change for our clients through Direct and Interactive channels".
Advertising agency DraftFCB pledges 1000 free hours to help create kiwi jobs
Advertising agency DraftFCB announced today that it is offering 1000 free hours of advertising expertise to help maintain and create jobs in the challenging economic environment the country is facing.
DraftFCB CEO, Bryan Crawford says of the commitment "We feel that NZ businesses have a collective responsibility to do what they can to help each other weather the current economic downturn and this is our contribution".
Mr. Crawford adds, "Our staff wanted to take action and do something constructive. As a result we have decided to focus our pro-bono efforts, this year to help protect or create jobs in New Zealand. Because it's during times like this that we reckon Kiwis should dig deep to help each other".
DraftFCB aims to create or maintain at least 20 jobs as a result of this initiative. Bryan Crawford comments, 'While it may seem that our efforts are a drop in the ocean as a solution to the country's current economic challenges, we hope to see many other Kiwi businesses roll up their sleeves and take similar positive steps over the next weeks and months'.
The '1000 Hours Fund' will cover skills and services from Draftfcb including strategic planning, creative development, media planning and buying, and account management.
By selecting applicants that can demonstrate strong new-job potential the fund will significantly reduce the costs of creating a communications campaign, therefore allowing a company to invest in other areas of their business that will make a difference. Past evidence has shown that companies that marketed their way through the 1980s recession faired better than those who cut back on advertising and communications.
DraftFCB services are best suited for medium to large enterprises. However, the '1000 Hours Fund' is open to any company whose business case demonstrates the potential to create new jobs, including start-up enterprises and exporters.
DraftFCB has been contributing to the growth of New Zealand business via longstanding partnerships with iconic Kiwi companies Mitre 10, Whitcoulls, Noel Leeming Group, Cerebos Gregg's, Prime TV and Foodstuffs. The agency's clients also include BMW, MINI and the Ministry of Health for whom they created the successful National Depression Initiative TV commercials that feature John Kirwan.
DraftFCB hires new junior planner from Insiders
DraftFCB has hired Emma Popping as a Junior Planner.
Emma is a recent Auckland University graduate (BA/BComs Psychology & Marketing) and was chosen from a pool of young marketing talent know as The Insiders.
The Insiders are twenty top marketing students, recruited by DraftFCB from across the country - each being smart, keen and connected.
DraftFCB has put The Insiders to work on 16 real client projects over an 18 month period. For these projects the students were asked to gather insight from their families, friends and communities and report back to the DraftFCB Planners.
In exchange they received payment and more importantly valuable 'real world' marketing experience - including contributing directly to high-profile brand campaigns such as Whitcoulls and Mitre 10.
DraftFCB Planning Director, David Thomason says, "Emma has proven herself to be one of the stand-out stars of The Insiders. I am pleased to be able to offer her a full-time job and know that she will be a valuable asset to the DraftFCB planning team".
He adds, "The Insiders continues to be a unique and valuable insight tool that is being put to good use for a wide range of DraftFCB clients".
DraftFCB wins GJ Gardner account
The New Year is shaping up to be a great one for DraftFCB, winning the GJ Gardner business.
General Manager, Peter Brown says "GJ Gardener is New Zealand's largest and most successful group home builder."
"GJ Gardener has built more new homes in this country than any of its competitors and we are delighted to be working with such a well established and successful brand."
GJ Gardner Master Franchisee and Managing Director, Grant Porteous, says "we have appointed DraftFCB to carry out a fully integrated, through-the-line lead generation campaign."
"Essentially we're all about bringing every day Kiwi's dreams to life - and giving them and their families the lifestyle they have always wanted. I look forward to working with DraftFCB to bring this to life in a creative capacity."