Archive for the ‘New Zealand’ Category

Saatchi & Saatchi NZ Launches Defence Force ‘Force Fit’ Campaign

Friday, November 7th, 2014

To help new recruits get ‘Force-Fit’ in preparation for the entry level fitness test, the New Zealand Defence Force (NZDF) and Saatchi & Saatchi have come up with an innovative mobile app packed with training expertise from the armed forces.

The app will also be made available to the public as a free download for both Android, iPhone and in PDF form.

The NZDF is by necessity, one of the country’s fittest organisations.  Despite excellent fitness levels amongst the active members of the armed forces, recruiters around the country have observed a growing number of young New Zealanders, interested in joining the NZDF, not achieving the entry level fitness test.

“Fitness is a really important issue for us,” says the Chief of Defence Force, Lieutenant General (LT Gen) Tim Keating. “On any given day our people might be asked to push themselves and their equipment to their very limits as they respond to a crisis or catastrophe at home or abroad. So it’s something we take seriously and we make sure our people have the support they need to help keep them in top condition.”

“Defence Force personnel are passionate about New Zealand, that’s why they have committed to doing the extraordinary task of serving and working to keep New Zealand secure. We can see that keeping fit and staying healthy is a growing struggle for many New Zealanders, so we felt an obligation to do something that would not only help prepare our recruits, but could also inspire the whole country to join us in making fitness their mission,” says LT GEN Keating.

The ‘Force Fit’ app’s six week programme will help new NZDF recruit candidates get ready to take their initial fitness tests to join the Navy, Army or Air Force. It will also provide support to anyone wanting to improve their fitness levels and get into a good routine. The app is simple to use and is suitable for any fitness level. Best of all, it doesn’t require any expensive equipment or even a gym membership. It offers a back to basics, simple approach that the NZDF use every day to keep their force fit, and now, it’s accessible to all New Zealanders.

Slade Gill, Saatchi & Saatchi New Zealand’s Creative Director on the new campaign, commented, “It was important to present the Force Fit app in a way that stayed well clear of military stereotypes – boot camps, drills and all that ‘no pain no gain’ rubbish. This is about a modern, forward-thinking Defence Force sharing their fitness expertise with everyday Kiwis… and doing it in an inclusive, accessible way.”

As part of NZDF’s ongoing ‘Force-Fit’ campaign, a launch video clip, bus adshels, outdoor exercise events and ambient signage will also be appearing around the country from today to help encourage the nation to get outdoors and get active, with the support of the app. NZDF Physical Training Instructors (PTIs) will also be on hand at theFidelity Life Corporate Challenge series of events taking place in Christchurch, Wellington and Auckland this month.

Download the ‘Force-Fit’ app on Google play or App Store.

Watch the “Ambush” launch video clip.

Turning Risk To Your Advantage In A VUCA World

Tuesday, November 4th, 2014

VUCA World

This article is by Murray Streets, Director of Strategy, Saatchi & Saatchi New Zealand, and was originally published in the National Business Review (NBR).

We’re lucky enough to be living in the world’s ‘rock star’ economy, with a stronger primary sector, migration inflows strong and the (Auckland) housing market up. And judging by the key indicators this confidence is set to remain in the short to medium term.

Yet talking to colleagues and peers, the marketing communications business seems tougher than ever. To borrow a term from the US Military, marketers are operating in a ‘VUCA’ world – volatile, uncertain, complex and ambiguous. Budgets are tight and decision-making is becoming ever more laboured. It’s a paradox that in the ‘always on’ age of now, many in the industry are feeling a loss of momentum and an increasing aversion to risk.

This hesitancy in our industry seems to stem from two factors. First, there’s often confusion about changing consumer behaviour. Where are our audiences (really) and how do we best engage with them in a post digital era? Secondly, if we’re completely honest, client-agency relationships aren’t always set up to face the challenges a world like this throws at businesses. While the pressure to deliver in the short term intensifies, longer-term focus on brand building and the partnership this requires can actually weaken.

Here are five ways to navigate risk and forge stronger marketing partnerships.

1. Seek genuine revelations
Insights aren’t what they used to be. Most are observations or facts, not uncomfortable truths or revelations that brands and business can create value by solving. Marketing risk increases when we rest on assumptions or don’t challenge ourselves to look at things afresh. It often said that we should make things people want rather than relying on advertising to make people want things.

2. Foster a culture of provocation and disruption
It’s a truth today that businesses fail when the pace of change outside them out-strips the pace of change inside. Think Blockbuster Video, the music industry or more recently taxi companies. Businesses must disrupt themselves before competitors or other forces do. As Christopher Luxon, CEO of Air New Zealand recently stated: You have to decide to happen to your future rather than letting your future happen to you.

3. Model collaboration
Collaboration doesn’t happen by itself. It requires clients to lead by example. We’ve found our best work comes when clients themselves help orchestrate the specific strengths of their agencies to implement a bold idea together. It’s real time, face-to-face collaboration, that’s about getting down in the trenches and away from the “us and them” mentality.

Without this, client-agency teams can sometimes end up behaving more like primary school kids chasing a soccer ball, than truly effective marketing partners. Interestingly in recent global surveys, clients complain that they struggle to get effective integration from their agencies. It’s no surprise when partners are constantly pitted against each other and allowed to cross-pitch on projects.

4. Prototyping beats perfection
All bold solutions come with risk. We simply don’t always know exactly how we’ll implement and execute when the idea is first presented. Don’t shy away from this, but embrace it. Treat the idea as a prototype, sharing and co-creating it with consumers and clients along the way. That’s where trusted partnerships kick-in as agencies bring their specific skillsets to bear on turning the blueprint of an idea into a compelling experience for the consumer.

5. Use evidence-based best practice
In order to navigate the flurry of last minute concerns, executional curve balls and question marks from the broader business it’s important to set out a clear, evidence based vision at the very outset for how marketing will add value to the business. The good news is that thanks to the work of Peter Field, Les Binet, Byron Sharp et al, we know more than ever about how marketing and communications can effectively build brands and drive hard business results.

In this VUCA world, risk is all around us. It’s not going anywhere. But we can choose how we mitigate that risk. Demand revelations, encourage provocation, model collaboration, treat your work as a prototype and educate your business on marketing best practice. By adopting these behaviours, you can confidently embrace risk and turn it to your advantage.

Image source: flickr/silverstack

Saatchi & Saatchi New Zealand Triumphs at Effectiveness Awards

Wednesday, October 15th, 2014

NZ Effies

Saatchi & Saatchi New Zealand has won the coveted ‘Grand Effie’ at the New Zealand Effectiveness Awards for DB Breweries – Tui ‘Catch a Million’ campaign.

The agency was also awarded two golds, three silvers and two bronzes for campaigns with clients DB, ASB and the New Zealand Defence Force.

On top of this, Saatchi & Saatchi New Zealand’s client DB was named ‘Most Effective Client’ of the Year.

All of these accolades combined meant that Saatchi & Saatchi New Zealand was the second most awarded agency of the night.

CEO, Nicky Bell, said: “What an incredible night for the agency and our client partners ASB, NZDF and of course the Grand Effie winner DB Breweries. I’m so proud of our collective teams for the enormous hard work that went into making these campaigns not only effective but also creatively strong and shareable. As always, strong partnerships drive strong results for all. We’re thrilled.”

Director of Strategy, Murray Streets added: “None of this would have been possible without our courageous clients, so a big thanks to all of them for their support and vision in bringing these ideas to life. Congratulations also to all our fellow EFFIE award winners for their ongoing contribution to the strong, vibrant industry we have here.”

Read the StopPress coverage of the Effies: ‘Effies 2014: FCB declared most effective agency of the year, Saatchi stages a comeback’

Full EFFIE results:

  • Grand Effie – TUI Catch a Million – Gold
  • Most Effective Digital/ Social Media Campaign – ASB Like Loan – Silver
  • Best Strategic Thinking – New Zealand Defence Force Officer Recruitment – Silver
  • Best Strategic Thinking – ASB Like Loan – Bronze
  • Most Effective PR/ Experiential Campaign – TUI Catch a Million – Gold
  • Consumer Services – ASB Like Loan – Bronze
  • Fast moving Consumer Goods – TUI Catch a Million – Gold
  • Social Marketing – Public Service – New Zealand Defence Force Officer Recruitment – Silver
  • Most Effective Client of the Year – DB Breweries – Gold

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.


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


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