Back to results Editorial : Special effects By David Gapes Nothing builds market share like an effective advertising campaign,” said Dave Walden, opening the 2009 EFFIE Awards in Auckland earlier this month (in his last official act as president of CAANZ). And nothing proves this quite as conclusively as Ogilvy’s work for Kiwibank – an admirable, three-year creative effort that helped the bank cut through early negative sentiment to reach a mainstream position of strength from where it provides a genuine alternative to the Aussie cartels. Ogilvy’s Best In Show reflects the gratitude felt by many Kiwis. Colenso, too, had a brilliant year, delivering results through sustained creative advertising across a broad range of clients. Its Most Effective Agency of the Year gong reflected that. But one single piece of work stood out above all others on EFFIE night – the irresistible image of a young girl standing by the ocean with Rangitoto behind her, and a potently simple message: Vote For Me. This was the lead creative of an extraordinarily effective campaign by indie agency Special that drove the Green Party to its best election ever. Even opponents were impressed: “I think the Greens’ one of the little girl ... I must say, I quite like that one,” a candid John Key told reporters during the election. The judges were impressed enough to award Special three Gold EFFIEs, far and away the best result for any indie at any awards show in NZ. Let’s say it again: “Nothing builds market share like an effective advertising campaign.” Elsewhere in this issue, we feature a bold take on agency commissions, written by Graham Medcalf, who in a previous life ran ad agencies (most recently JWT NZ). Medcalf wrote two pieces this month – the other is about the rural publishing scene. Our third special feature, written by Patricia Moore, runs the rule over research – a sector that’s been given new life by the advent of online panels. Two of our regular columns (the NAB’s Front Page and Chris Graham’s Technology To Connect) are not available this month. But Simon Hendery and Alastair Thompson are here as usual and as insightful as ever. And we take great pleasure in introducing our latest column, On A Screen Near You, written by Josh Borthwick (of Adhub & the Interactive Advertising Bureau). © Copyright AdMedia magazine October 2009 All material appearing is copyright and cannot be reproduced without prior permission of the publisher. Please contact the copyright officer: Ph 0-9-845 5114, Email copyright@mediaweb.co.nz.	Username Password Keep me logged in on this computer Forgotten your password? Enter your email address and we will email your password to you:

Editorial : Special effects

By David Gapes

Nothing builds market share like an effective advertising campaign,” said Dave Walden, opening the 2009 EFFIE Awards in Auckland earlier this month (in his last official act as president of CAANZ).
And nothing proves this quite as conclusively as Ogilvy’s work for Kiwibank – an admirable, three-year creative effort that helped the bank cut through early negative sentiment to reach a mainstream position of strength from where it provides a genuine alternative to the Aussie cartels. Ogilvy’s Best In Show reflects the gratitude felt by many Kiwis.
Colenso, too, had a brilliant year, delivering results through sustained creative advertising across a broad range of clients. Its Most Effective Agency of the Year gong reflected that.
But one single piece of work stood out above all others on EFFIE night – the irresistible image of a young girl standing by the ocean with Rangitoto behind her, and a potently simple message: Vote For Me. This was the lead creative of an extraordinarily effective campaign by indie agency Special that drove the Green Party to its best election ever.
Even opponents were impressed: “I think the Greens’ one of the little girl ... I must say, I quite like that one,” a candid John Key told reporters during the election.
The judges were impressed enough to award Special three Gold EFFIEs, far and away the best result for any indie at any awards show in NZ.
Let’s say it again: “Nothing builds market share like an effective advertising campaign.”
Elsewhere in this issue, we feature a bold take on agency commissions, written by Graham Medcalf, who in a previous life ran ad agencies (most recently JWT NZ). Medcalf wrote two pieces this month – the other is about the rural publishing scene.
Our third special feature, written by Patricia Moore, runs the rule over research – a sector that’s been given new life by the advent of online panels.
Two of our regular columns (the NAB’s Front Page and Chris Graham’s Technology To Connect) are not available this month. But Simon Hendery and Alastair Thompson are here as usual and as insightful as ever. And we take great pleasure in introducing our latest column, On A Screen Near You, written by Josh Borthwick (of Adhub & the Interactive Advertising Bureau).

© Copyright AdMedia magazine October 2009

All material appearing is copyright and cannot be reproduced without prior permission of the publisher.

Please contact the copyright officer: Ph 0-9-845 5114, Email copyright@mediaweb.co.nz.

Username
Password
Keep me logged in on this computer

Forgotten your password?

Search text

Results per page

Order by

Publications to search

Fields to search

Date range

Editorial : Special effects