Archive for the ‘New Zealand’ Category

ASB Launches Money Conversations Campaign From Saatchi & Saatchi NZ

Monday, September 8th, 2014

ASB has launched a new marketing campaign that acknowledges the truth of how many people feel about managing their money, and aims to make it easier by highlighting a range of products, services and practical money tips.

Saatchi & Saatchi ECD Corey Chalmers said: “People don’t talk about banking. They talk about money, and usually their difficulties with it. ASB respectfully understands its role in people’s lives, and we wanted to reflect that in funny yet relatable conversations about money – so people can say ‘I’ve had that chat.’ We wanted people to feel they’d dropped in on a scene from a film, not a hard sell ad. They do resolve in product solutions, but it’s unobtrusive, useful and simple.”

Building on ASB’s reputation as New Zealand’s most social bank, a raft of useful and entertaining content has been created for online, with the unique feature of directing viewers to access further information-based content on ASB’s YouTube channel – saving tip videos providing practical advice on how to save, budget, reduce debt, invest, pay off a mortgage faster, plan for retirement, use money on the go, as well as practical information on how mortgages and credit cards work.

Joint ECD Guy Roberts said “ASB knows where its customers are these days – online, watching YouTube, checking their LinkedIn connections, dual screening during the ad breaks or starting the day on Facebook. So that’s what our activity is primed for – yes we have TV executions but we have longer form versions exclusively for online, and we’re using YouTube as our primary channel. It’s the kind of thinking you’d expect from a progressive bank like ASB.”

“We understand our customers want us to be useful and to create experiences for them that fit into the slipstream of their daily routine, because the last thing you should have to worry about in your busy lives is managing your money,” says Anna Curzon, ASB’s General Manager of Marketing. “We’re committed to making banking with ASB an effortless experience so people can succeed on with whatever matters most to them.”

“We wanted to recognise that conversations about money exist in the daily lives of many New Zealanders and wanted to reassure them that ‘it’s okay, here’s something that might help’. We have been really delighted with Saatchi along with our other partners Carat, TRA and Search Republic who have worked with us collaboratively to produce the next exciting phase of Succeed On.”

The campaign will include digital, social, TV, outdoor, radio and in branch.

This follows ASB’s ‘Ambition’ initiative for business customers that launched last month, which saw all advertising invite businesses to join ASB on LinkedIn. The platform offers businesses access to an ongoing programme of content, with business insights, case studies, reports, local and global thought leadership. As part of this ongoing programme, ASB will also be hosting a series of exclusive events with global entrepreneur and business leader, Arianna Huffington in Auckland this Friday.

Category: Campaigns, New Zealand

Spark Unveils Its New Brand Platform by Saatchi & Saatchi New Zealand

Tuesday, August 12th, 2014

Spark has today unveiled its new brand platform “Never Stop Starting”, created by Saatchi & Saatchi New Zealand.

Following the Company’s ‘moment in time’ launch day activities last Friday, the new retail brand, built to share Spark’s point of view on the world, rolled out through a multi-channel campaign including social, digital, TV, outdoor, radio, press and more.

Creative Director, Corey Chalmers, said: “Spark itself is a whole new start. Starting is the only way to do anything great, and if there’s anyone great at just starting things, it’s New Zealanders. That nature of getting on with it, with optimism and forward progress, is exactly how we approached the making of the whole campaign with Spark and our agency partners. It’s been an awesome experience for a proud Kiwi like myself to work on.”

Jason Paris, GM Spark Home, Mobile & Business said: “Becoming Spark is much more than a brand change – it is about recognising the fundamental changes that have taken place in our business, to better deliver for customers and New Zealand, and then taking those changes forward. Never Stop Starting is the perfect platform to express what we’re all about – it taps into an amazing truth about New Zealanders and it’s also a great reflection of who we are as a business, and how we will operate in the future.”

The launch TVC depicts an epic journey of transformation and possibility, following one central character as he morphs through different incarnations that dramatise the power of starting.

In addition, a key pillar of the new brand is to ensure it not only delivers amazing value and services, but also seeks the best new technologies and products to help keep New Zealanders moving forward. As such, the launch campaign will tell the story of “Never Stop Starting” alongside communications about Spark’s growing, nationwide free WiFi network; an exciting new product for the SME marketplace; and a new customer rewards program called Thanks – which is part of broader culture of appreciation and will be available to every single Spark customer, every day.

Teasers of the brand campaign have also been popping up around New Zealand over the last week through outdoor, online and on TV.

Credits

Executive Creative Director: Antonio Navas
Creative Director – Copywriter: Corey Chalmers
Creative Director – Art Director: Guy Roberts
Creative Director – Copywriter: Slade Gill
Creative Director – Copywriter: Jordan Sky
Creative Group Head – Art Director: Brad Collett

Business Director: Ben Fielding
Senior Account Director: Brendon McLean
Account Director: Anastasia Potter
Account Manager: Melanie Cutfield
Senior Brand Strategist: Janisa Parag
Senior Producer: Claire Kelly
Producer: Joshua Forsman

Saatchi & Saatchi NZ Appoint Corey Chalmers & Guy Roberts As Joint ECDs

Monday, August 4th, 2014

Saatchi & Saatchi NZ
Left to right: Murray Streets, Guy Roberts, Nicky Bell, Corey Chalmers, Paul Wilson

Nicky Bell, CEO of Saatchi & Saatchi New Zealand announced today that Corey Chalmers and Guy Roberts are being promoted to joint Executive Creative Directors, effective September 1st, 2014 and that Antonio Navas will be returning home to America by the end of the year.

Bell said: “Antonio has been a great leader of the business and we’ve had an incredible partnership over the last couple of years. He played an instrumental role in the transformation of the agency and frankly, he helped us bring back its soul. Of course it’s sad to say goodbye, but we understand he needs to be closer to his family.”

“Looking ahead, I’m really excited about the next evolution of the agency with Gus and Corey. They are an incredibly talented creative force – delivering compelling, shareable ideas across any platform. They’ve most recently led Tui Brewery’s creative resurgence with Beer Plumber and Catch a Million, and were also behind some of New Zealand’s favourite work for Telecom, Corolla and Hilux for Toyota. They are inspiring within the agency as leaders and work as natural partners to many of our senior clients because of their genuine passion and ambition for their brands. This has been a planned succession we’ve been working on internally since the beginning of the year and I know all our people and clients are thrilled that Gus and Corey are taking on the ECD roles.”

Corey Chalmers said: “We know it’s not just the letter “E” put in front our CD titles – we’ll be working closely with our clients at every level to ensure the best work can be done every time. Great work always comes from incredibly trusting partnerships with clients, and we’re lucky enough to have one of the best client lists in the country. The fact we also dearly love working alongside Nicky, Murray Streets and Paul Wilson just adds to the excitement ahead.”

Guy Roberts added: “Saatchi & Saatchi is still the only agency everyone in New Zealand knows the name of. But gone are the days of just the big TV agency approach and that’s what we’re loving here. Whether it’s plumbing houses with beer, turning stadiums orange, or creating powerful experiential and digital ideas, we’re enjoying creating the innovative work that our clients rightly demand.”

Antonio Navas said: “For the past three years New Zealand has been my home, and Saatchi & Saatchi my family, the kind you can always count to remain. I‘ve been inspired and I’ve been baptised by this amazing country. I now need to be closer to family and I hear their call. I am appreciative of the opportunity that I was given by Nicky to come to Saatchi & Saatchi and I couldn’t have asked for a better partnership, one built on trust and applause. I am happy to have been involved in this amazing journey and I am pleased to leave the most amazing agency in the most capable hands of Gus and Corey. But of course it’s hard to say goodbye – I think of Doctor Zhivago when he said ‘How wonderful to be alive. But why does it always hurt?’”

Chalmers and Roberts first joined forces in 2007 before arriving at Saatchi & Saatchi in 2012. Together they crafted many successful campaigns for adidas and the All Blacks, and were behind the phenomenally successful launch of 2degrees. They have been heavily awarded at all the major shows, including multiple Cannes Lions, a D&AD Yellow Pencil and in-books, numerous One Show and AWARD pencils, Clios and back-to-back Axis Golds in the last two years.

Category: Creative, New Zealand

Saatchi & Saatchi NZ Launch ‘Your Vote Is A Powerful Thing’

Wednesday, July 30th, 2014

More non-voters than ever before say they don’t feel like their vote is worth anything, or that their opinion matters. It’s a trend that concerns the NZ Electoral Commission, and the reason for a new campaign by Saatchi & Saatchi New Zealand to help connect New Zealanders with the power of their vote.

“We are lucky to live in a strong democracy where we all get to play a part,” says Chief Electoral Officer Robert Peden. “Our democracy is important, every single vote is important, and every New Zealander’s voice deserves to be heard. No matter who we are, where we live, or where we’re from, we are all equal on election day.”

“We want all New Zealanders to think about why voting matters, to think about what it means for them, their family and their community,” says Mr Peden. “We want them to enrol, and we want them to vote on September 20.”

Antonio Navas, ECD of Saatchi & Saatchi New Zealand said: “How many hundreds of millions of people from around our troubled world would give anything to be a Kiwi with a say in our way of life? Yet, try pressing that message onto non-voters and they’ll turn their backs even more. We’ve taken a subtle, nuanced approach into a very complex territory, empowering all Kiwis to use the power they have for good and gently reminding them not to squander it.”

The Commission’s new campaign uses real people, not actors, speaking from the heart about why voting matters to them.

Visit www.ivotenz.org.nz to explore the new campaign, find out more, and to get a glimpse behind the scenes before advertising begins on Sunday.

Credits

Electoral Commission

Chief Electoral Officer: Robert Peden
Manager Communications and Education: Anastasia Turnbull
National Manager, Enrolment Services: Murray Wicks
Corporate Services Manager, Enrolment Services: Rex Arrell

Saatchi & Saatchi New Zealand

Executive Creative Director: Antonio Navas
Senior Copywriter: David Sylvester
Senior Art Director: Arnya Karaitiana
Senior Art Director: Watchara Tansrikeat
Senior Designer: Ross Davies
Senior Designer: Rob Flynn
Studio Manager: Tias Somers
Senior Digital Creative: Neill McAlpine
Front-end Developer: Georgy Malanichev
Back-end Developer: Dmitry Shumkov
Digital Producer: Matt Couston
Digital Production Director: Lorraine Guerin
Technical Director: Matt Skinner
Flash Developer: Steven Ashby
Digital Producer: Tim Turner
Digital Designer: Megan Ying
Digital Designer: Francis Wu
Digital Producer: Rugen Du Bray
Senior Strategist: Sarah Hodgetts
Business Director: Tim Dixon
Account Director: Jen Murphy
Senior Account Manager: Rachael Williams
TV Producer: Amy Hansen

Production Company: Exit Films
Director: Greg Wood
Executive Producer: Declan Cahill

Post-Production: Perceptual Engineering
Editor: Steve Cox
Composer: Peter Hobbs
Sound Mix: Factory Studios

 

Category: Campaigns, New Zealand

Jordan Sky Returns to Saatchi & Saatchi New Zealand

Monday, July 28th, 2014

Jordan Sky

Saatchi & Saatchi New Zealand has further bolstered its retail capabilities with the appointment of Creative Director, Jordan Sky.

Over his 15 years in the business, Sky has worked extensively across the banking, lotteries, telecommunications, FMCG, pharmaceuticals, QSR and automotive sectors. He most recently managed the McDonald’s trans-Tasman account while he was Creative Director and Head of Retail at DDB New Zealand. He also previously worked at Saatchi & Saatchi New Zealand between 2006 and 2009.

Nicky Bell, CEO of Saatchi & Saatchi said: “We are thrilled Jordan has come on board. He has market leading retail credentials and we’ve already had him running some big retail projects in the last couple of months. He is a man of many talents, having helped clients grow their business across multiple platforms: apps, social hubs and websites as well as more traditional retail communications. And he’s an all round great guy. We love having him as part of the agency.”

Sky said: “It’s an awesome feeling to come back into a place and feel so immediately at home. A lot has changed since I last walked these floors, but all in a good way. There’s a tonne of brilliant work coming out of Saatchi & Saatchi NZ at the moment, which I’m keen to enhance.”

Category: New Hires, New Zealand

‘Hands On Thinking’

Thursday, July 17th, 2014

Murray Streets

This post is by Murray Streets, Director of Strategy at Saatchi & Saatchi New Zealand. It was first published in the National Business Review.

Disruptive business models, accelerating product lifecycles, media fragmentation and rising consumer expectations are our new reality.

To unlock competitive advantage today clients must combine creative thinking with brilliant execution at a pace that matches their consumers living in the ‘Age of Now’.

In the face of this uncertainty and complexity for marketers, the role of the strategist as a ‘hands on thinker’ has never been more vital.

Clients are looking for strategic thinkers with three attributes:

  • a wider field of vision to inspire new thinking and see opportunities, way beyond advertising
  • an ability to identify insights and tensions brands can solve
  • a broader set of tactical skills to help implement integrated solutions

Ambitious brands are identifying new ways to create customer value. Niraj Dawar in his recent book Tilt: Shifting your strategy from products to customers argues that competitive advantage can be created more efficiently downstream where businesses interact with consumers, not upstream in manufacturing, R&D or product innovation.

This approach demands a new breed of strategists, rendering obsolete the traditional ‘ad planner’ dedicated to crafting the perfect brief. Labels like ‘communications planner’, ‘creative planner’ or ‘context planner’ have simply obscured planning’s most valuable role: to provide clear-headed, insightful and useful thinking, end-to-end.

‘Hands on thinkers’ are capable of discussing business and marketing strategy, committed to developing insights and creative solutions but also driving implementation of these across channels.

‘Hands on thinkers’ blend respect for marketing fundamentals with an appetite to embrace digital innovation. Digital isn’t just another channel. It’s far too pervasive and fast changing to compare to billboards, print or TVCs. For consumers digital is simply an expectation – of ease, of relevance, of intimacy, of immediacy, of utility and of social currency. If we’re not designing marketing solutions to thrive in these ways, then we’re not doing enough to help brands unlock value for consumers.

In agencies ‘Hands on thinkers’ thrive in flatter, more collaborative and diverse teams. And they travel with the solution rather than handing it off. It’s a game of rugby not a relay.

Clients should demand ‘hands on thinking’ from their agencies, inviting them in to their business to spot opportunities well beyond marketing and comms. This requires a confidence, vision and leadership from senior marketing clients and business leaders. Ask for less theory and tidy models and more direct engagement from your agency strategists and you’ll increase the potency of your work.

Cannes Gold and Bronze for Tui and Saatchi & Saatchi New Zealand

Tuesday, June 17th, 2014

Cannes Lions

Tui Brewery has won Gold for ‘Catch a Million’ in PR and Bronze for ‘Beer Plumber’ in Promo and Activation at the Cannes Lions Festival.

‘Catch a Million’ was created in partnership between client DB Breweries, part of the Heineken Group, Saatchi & Saatchi New Zealand and Apollonation. ‘Beer Plumber’ was created with in partnership with 8com and Porter Novelli for PR.

Creative Director Corey Chalmers says: “We’re stoked to get global recognition for this most Kiwi of brands. We’re even more thrilled to stand together with our client, Will, on stage to cap off an extraordinary year with Tui. Right, off to celebrate.”

Creative Director Guy Roberts says: “It’s brilliant to see such an iconic New Zealand brand creating award-winning work. Both are simple ideas that resonate with Kiwis and have not only picked up creative accolades but also, importantly, delivered real business results for an awesome brand.”

William Papesch, Marketing Manager, Tui said: “To have both ‘Plumber’ and ‘Catch a Million’ recognised on the biggest global stage is incredible. We also, really need to thank New Zealand cricket fans, as the ‘Catch a Million’ campaign literally wouldn’t have existed without them.”

Both campaigns have already received substantial recognition local and regional awards.

Category: Awards, New Zealand

Saatchi & Saatchi NZ Burns Billboard To Promote Sealord’s Hot Smoked Salmon

Monday, June 9th, 2014

Saatchi & Saatchi New Zealand has set fire to a specially constructed Manuka wood billboard to launch Sealord’s new range of hot smoked salmon.

The unique hoarding was constructed using real Manuka wood branches and later set ablaze on a private farm in Clevedon to replicate the traditional smokehouse process used by Sealord.

The salmon is produced with brothers Joe and Gavin Kouwenhoven who have been smoking seafood the old fashioned way in their kilns in West Auckland since 2000. It is the only nationally available traditionally smoked salmon range in the country.

Saatchi & Saatchi’s Executive Creative Director Antonio Navas said: “When we learned about the wonderful artisan techniques involved in the creation of this delicious salmon, we were inspired to try and find a way to make this process the hero.”

Melissa Semmens, Brand Manager (Chilled) at Sealord said: “We’re very excited about this new product and equally, the unconventional way Saatchi & Saatchi has chosen to help us talk about it.”

The now-charred billboard is in situ from this week at Ponsonby Central in Auckland. The campaign also includes an online film that captures the creation of the burning billboard, pre-rolls and digital banners.

Saatchi & Saatchi worked with Gyro and Gorgeous Films to create and capture the burn. All smoking was done in a controlled environment with safety crews on hand throughout.

Category: Creative, New Zealand