Virtual Awards Show Programme
30 Years of Exceptional Marketing
2 December 2021
nzmarketingmag.co.nz
30 Years of Exceptional Marketing
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Congratulations to all those who entered, the finalists and of course today’s winners. And a special thank you to Hilary Barry our MC appearing by arrangement with TVNZ
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Welcome to the 2021 TVNZ-NZ Marketing Awards Virtual Show, the only awards dedicated to recognising and rewarding excellence and thought leadership in the essential business practice and discipline of marketing.
30 Years of Exceptional Marketing
Virtual Awards Show
Order of show Hilary Barry - Master of Ceremonies TVNZ - Kevin Kenrick, CEO, TVNZ Awards Ceremony - Excellence Awards David Nothling-Demmer, Editor, NZ Marketing magazine Awards Ceremony - Sector Awards John Miles, Chief Executive, Marketing Association Intermission Awards Ceremony Marketing Hall of Fame Inductee presented by Kevin Kenrick, TVNZ Awards Ceremony - Individual & Supreme Awards Young Marketer of the Year Marketer of the Year - introduction by Nick Vile, GM oOh!media Supreme Award
30 Years of Exceptional Marketing
Excellence Award Finalists Best Brand Extension/Innovation IAG Tally Colenso BBDO, PHD
Best Brand Transformation COCA-COLA EUROPACIFIC PARTNERS From Resuscitation to Magicking Delicious Culture & Theory LOYALTY NZ Transforming NZ’s Favourite Loyalty Programme - Flybuys Colenso BBDO, Colenso PR, The Industry Group, Colmar Brunton, Mindshare
NZME Flava Old School Hip Hop & RnB Megan Sagar, John Pelasio
SPONSORED BY
SKY TELEVISION Neon & Lightbox - Get it On! Quantum Jump, OMD, DDB, HeyYou
RYMAN HEALTHCARE Ryman Pioneers A New Way of Living VMLY&R Auckland
Best Collaboration 2DEGREES & DISCOVERY, NEW ZEALAND RUGBY UNION, HURRICANES, BLUES, CHIEFS, CRUSADERS, HIGHLANDERS SUPER RUGBY CLUBS, NEW ZEALAND RUGBY PLAYERS ASSOCIATION, SAMSUNG 2degrees, 2nd Chance Charlie Fighting for Fair for Footy TBWA\NZ, Ikon BURGERFUEL & HELL PIZZA Eat Fighter - Battle of the Brands Command K Design, Inject Design
FIRE AND EMERGENCY NEW ZEALAND & TVNZ Escape Week FCB New Zealand, FCB Media, TVNZ, NZME FISHERIES NEW ZEALAND & MĀORI TELEVISION NZ Recreational Fishing Rules: Helping Fishers Protect our Precious Marine Resources GSL Promotus
GREAT FULL & BOWEL CANCER NEW ZEALAND Bum Huggers Dick Frizzell, Flox (Hayley King), Michel Tuffery, Misery (Tanja McMillan), Shane Hansen HEALTH PROMOTION AGENCY / TE HIRINGA HAUORA & DIOSCURI, MAPU MAIA, VAKA TAUTUA, THE MENTAL HEALTH FOUNDATION, PHIL SIATAGA, STEPHANIE ERIK, TUI TARARO Mana Pasifika Dioscuri
INVIVO & CO Invivo and Graham Norton’s Own Wine & Spirits The Goat Farm, Augusto, Theivery
J. H. WHITTAKER & SONS AND BUNDABERG BREWED DRINKS The Greatest Trans-Tasman Get Together EVER! MBM, SweeneyVesty, AKQA, Goodeye
SKINNY & NZME The Best Friendship Drum, PHD, Colenso BBDO, TRA, Platform29
Best Emerging Business/New Brand BEER HUG Beer Hug: Helping NZ Experience Great NZ Craft Beer, One Brewery at a Time CITIZEN Citizen Special Group, Untold Projects, Tony Brownjohn Photography
DB BREWERIES Welcome to Club Setter Previously Unavailable, Colenso BBDO, Designworks, Dentsu
TODD PROPERTY GROUP Ormiston Town Centre Said & Done (Simonne Mearns)
INGHAM’S Let’s Eat – A New Brand to The Pea Protein Party Quantum Jump, Brother Design, PHD
Best In-House Marketing S P O N S O R E D B Y ELECTRIC KIWI Electric Kiwi Song Ad Lassoo Media NZSKI NZSki Pre-Season Campaign Grow Digital, Journey, Blackbird Films, Julian Apse
POWERSHOP Kill Your Bill at Powershop POWERSHOP Winterrific at Powershop
Best Internal Marketing Strategy Unfortunately, this year the judges felt that the entries into this category, however good, did not meet their exceptionally high standards. As such, there are no finalists in the Best Internal Marketing Strategy category.
30 Years of Exceptional Marketing
Excellence Award Finalists Best Marketing Communications Strategy ASB Borrow The All Blacks + Eden Park Dentsu Creative, Dentsu Media, TRA, Anthem PR, Acquire Online, Search Republic
FIRE AND EMERGENCY NEW ZEALAND Escape Week FCB New Zealand, FCB Media, TVNZ, NZME
EARTHWISE GROUP Glow Lab - GET YOUR GLOW: Changing the Face of Beauty Advertising Motion Sickness
FOODSTUFFS NEW ZEALAND inStickman FCB New Zealand, FCB Media
ELECTRIC KIWI Electric Kiwi and the Song Lassoo Media EVERY KIWI VOTE COUNTS Meddle in the New Zealand Election Special Group, Sweetshop, Poem
J. H. WHITTAKER & SONS The Greatest Trans -Tasman Get Together EVER! MBM, AKQA, Goodeye, SweeneyVesty RYMAN HEALTHCARE Ryman Pioneers A New Way of Living VMLY&R Auckland
SPONSORED BY
THE WAREHOUSE GROUP Sustainable & Affordable OMG NZ, DDB Aotearoa TOURISM HOLDINGS LIMITED Get Moving to Get NZ Moving Tourism Holdings (Rebecca Storry, Ollie Farnsworth), These Guys I Know (Amanda Wilson) TOURISM NEW ZEALAND Do Something New, New Zealand Special Group, Stanley St, Good Oil, Reel Factory, The Machine Room, Beatworms, Franklin Rd, Native Audio WOOLWORTHS NEW ZEALAND Getting Personal with Online Shopping M&C Saatchi NZ, dentsu, Wellcom
Best Marketing on a Shoestring Budget EVERY KIWI VOTE COUNTS Meddle in the New Zealand Election Special Group, Sweetshop, Poem
NATIONAL COLLECTIVE OF INDEPENDENT WOMEN’S REFUGES INC Women’s Refuge: Safe Nights EightyOne, MBM, Storbie, Miranda Harcourt
NZSKI NZSki’s Super Earlybird Campaign GrowNZ, Journey, Blackbird Films
Best Purpose-Driven Marketing Strategy BP OIL NEW ZEALAND bp ‘Thank You Coffee’ Ogilvy, VMLY&R, Ranger & Rolfe, Porter Novelli
LION Speight’s x Movember - Meight’s Movember Foundation, DDB, Mango, Mediacom
CARPET COURT RhinoKids
LUMO DIGITAL OUTDOOR Lumo’s Purpose Driven Marketing Strategy Pitchblack Partners
DB BREWERIES Heineken - Don’t Drink Heineken Saatchi & Saatchi, Dentsu, Darkhorse, Raydar, Supernormal, DB Breweries (Jo Mitchell, Sean O’Donnell, Matt Allen, Brooke Freeman, Gemma Parry)
NZ MOUNTAIN SAFETY COUNCIL Innovative Safety Campaigns Save Lives GSL Promotus
THE WAREHOUSE GROUP Sustainable & Affordable OMG NZ, DDB Aotearoa
Best Use of Customer Insight/Data MITRE 10 Win in Value One Picture, FCB New Zealand NZME OneRoof Accelerates Audience Growth with Data Capture, Personalisation, and AI Tools
POWERSHOP Kill Your Bill at Powershop WENDY’S NEW ZEALAND Datanator Together
SPONSORED
WOOLWORTHS NEW ZEALAND Bringing the Count to Countdown M&C Saatchi New Zealand, Denstu, Wellcom, Digitas Affinity ID
Best Use of Sponsorship 2DEGREES 2degrees, 2nd Chance Charlie Fighting for Fair for Footy TBWA\NZ, Discovery, Ikon ASB Borrow The All Blacks + Eden Park Dentsu Creative, Dentstu Media, Anthem PR, TRA, Aquire Online, Search Republic DILMAH NEW ZEALAND Dilmah - First Cup of the Day FUSE OMD, TVNZ
GENESIS ETNZ Sponsorship - Genesis Supporter Shirt Shine, PHD New Zealand, Drum, The Purpose Business MCDONALD’S NEW ZEALAND McDonald’s ETNZ Campaign DDB Aotearoa, Mango, TRACK, OMD SKINNY & NZME The Best Friendship Colenso BBDO, PHD, Drum, TRA, Platform29
SPARK NZ Spark 5G & Emirates Team New Zealand Shine, Spur, Anthem, Satellite Media THE WAREHOUSE GROUP How ‘Last Dad Standing’ Got Kiwis Laughing and Making Dad’s Day With The Warehouse TBWA\NZ, OMG TOYOTA NEW ZEALAND Toyota & ETNZ - In Crazy We Believe Saatchi & Saatchi, Wright Communications, Starcom, Digitas, TVNZ
Long-Term Agency Partnership POWERSHOP AND MBM
Long-Term Marketing Excellence LION Bombay Sapphire - Stir Creativity Lab5, Hustle & Bustle, Zenith Optimedia, Mango, Crave, Mediacom
LION Speight’s Summit Ultra DDB, Mango, Mediacom MERIDIAN AND POWERSHOP MBM, dentsu, EightyOne, Clarity Insight, Kantar
SPONSORED
PIC’S PEANUT BUTTER Building Community With Food Augusto
30 Years of Exceptional Marketing
Sector Award Finalists Agriculture Unfortunately, this year the judges felt that the entries into this category, however good, did not meet their exceptionally high standards. As such, there are no finalists in the Agriculture category.
Automotive Toyota New Zealand Toyota & ETNZ – In Crazy We Believe Saatchi & Saatchi, Wright Communications, Starcom, Digitas, TVNZ
Toyota New Zealand Toyota Hilux – Unbreakable Bond Saatchi & Saatchi, Wright Communications, Starcom, Digitas
B2B FISHER & PAYKEL HEALTHCARE Take Care of the Pressure Beehive Creative, Brandwell, MBM, Mint Videos, Cap Collective
NEW ZEALAND POST Delivered Tonight! David Thomason, FCB New Zealand, PHD
PLUMBING PLUS PlusFactor Rewards 212F
Consumer Products & Services COCA-COLA AMATIL Evolving a Kiwi Icon Culture & Theory, DDB, Juice Research
VODAFONE No Cry Over Wifi DDB, Track, Wavemaker
Education BESTSTART NZ’s Most Trusted Childcare
OTAGO POLYTECHNIC Map Your Future
Fast Moving Consumer Goods BURGER KING Rebel Rebel, How Could They Know? Pitchblack Partners, MBM
INGHAM’S Let’s Eat – Joining The Pea Protein Revolution Quantum Jump, Brother Design, PHD
BURGER KING The Best Burger, Made Better Pitchblack Partners, MBM
J. H. WHITTAKER & SONS Get Lost in Berry Forest! MBM, SweeneyVesty, Breakout Room
J. H. WHITTAKER & SONS The Greatest Trans-Tasman get Together EVER! MBM, SweeneyVesty, AKQA, Goodeye
Financial & Banking ASB ASB Backing Business TVNZ
ASB Borrow The All Blacks + Eden Park Dentsu Creative, Denstu Media, TRA, Anthem PR, Aquire Online, Search Republic
IAG Tally Colenso BBDO, PHD
HEALTH PROMOTION AGENCY / TE HIRINGA HAUORA QuitStrong - Stop Smoking Campaign Clemenger, OMD, The Navigators, Ministry of Health, Quitline, Auckland City Council / Hapai te Hauora
MUSASHI/VITACO Musashi - Marketing that Performs Energi, Zenith
Healthcare/Beauty EARTHWISE GROUP Glow Lab - GET YOUR GLOW: Changing the Face of Beauty Advertising Motion Sickness
RYMAN HEALTHCARE Ryman Pioneers a New Way of Living VMLY&R Auckland
Media/Publishing NZME Flava Old School Hip Hop & RnB Megan Sagar, John Pelasio
NZME Herald Headspace Nielsen, TVNZ, Go Media, oOh!media, QMS, JC Decaux
Not-For-Profit CHRISTCHURCH CITY COUNCIL Bin Good and Gold Star Recycling Campaign Roz Rickerby (Christchurch City Council), Friday Creative, OMD, Waste Management, Eco-Central COASTGUARD Coastguard NZ: The Long Swim Home Wavemaker, VMLY&R, Designworks, Discovery, The Project CYSTIC FIBROSIS NEW ZEALAND Sweat For CF Central Station
EVERY KIWI VOTE COUNTS Meddle in the New Zealand Election Special Group, Sweetshop, Poem
PHYSIOTHERAPY NEW ZEALAND Your Physio Can See You Now Central Station
NATIONAL COLLECTIVE OF INDEPENDENT WOMEN’S REFUGES INC Women’s Refuge: Safe Nights EightyOne, MBM, Storbie, Miranda Harcourt
STARSHIP FOUNDATION Starship Foundation PICU Campaign - The One Thing New Zealanders Helped Fix Shine Limited, Parachute Digital
NZ MOUNTAIN SAFETY COUNCIL “Same Hunt, Different Story. Your Call” GSL Promotus
Public Sector DEPARTMENT OF INTERNAL AFFAIRS Keep It Real Online Motion Sickness GREATER WELLINGTON REGIONAL COUNCIL Urgent Metlink Customer Marketing and Communications During The COVID-19 Alert Level Changes Doublefish, The Digital Café
MINISTRY FOR PRIMARY INDUSTRIES Opportunity Grows Here: Getting 10,000 Kiwis Into Jobs and A Career in the Primary Industries Clemenger BBDO, OMD, The Navigators, DoubleFish
TE TAURA WHIRI I TE REO MĀORI Te Wā Tuku Reo Māori - Māori Language Moment For Purpose
Retail S P O N S O R E D FOODSTUFFS NEW ZEALAND inStickman FCB New Zealand, FCB Media MCDONALD’S NEW ZEALAND Return of the Mac DDB Aotearoa, OMD, Mango, TRACK, Fuse
MITRE 10 Inspiring Customers to Live Life Outdoors FCB, Augusto, Quantum Jump, Yabble
WOOLWORTHS NEW ZEALAND Bringing the Count to Countdown M&C Saatchi New Zealand, dentsu, Wellcom, Digitas Affinity ID
THE WAREHOUSE GROUP Sustainable & Affordable OMG NZ, DDB Aotearoa
WOOLWORTHS NEW ZEALAND Getting Personal with Online Shopping M&C Saatchi New Zealand, dentsu, Wellcom
Technology Unfortunately, this year the judges felt that the entries into this category, however good, did not meet their exceptionally high standards. As such, there are no finalists in the Technology category.
Travel/Leisure DUNEDIN CITY COUNCIL A Pretty Good Plan D BrandAid
TOURISM HOLDINGS LIMITED Get Moving to Get NZ Moving Tourism Holdings (Rebecca Storry, Ollie Farnsworth), These Guys I Know (Amanda Wilson)
TOURISM NEW ZEALAND Do Something New, New Zealand Special Group, Stanley St, Good Oil, Reel Factory, The Machine Room, Beatworms, Franklin Rd, Native Audio
2DEGREES 2degrees, 2nd Chance Charlie Fighting for Fair for Footy TBWA\NZ, Discovery, Ikon
SKINNY Skinny - Endless Data Weekends Colenso BBDO, Platform 29, PHD, Hunch, TRA
TRUSTPOWER Trustpower Bundles “Meant to be Together” Art and Industry, Ipsos, Neurospot, Independent Media New Zealand
POWERSHOP Powershop: The Power of Relationships EightyOne, MBM, Assembly, Kantar
SKY TELEVISION Neon & Lightbox - Get it On! Quantum Jump, OMD, DDB, HeyYou
Utilities/Communications
30 Years of Exceptional Marketing
Individual Award Finalists Young Marketer of the Year
SPONSORED BY
ASHLYNNE JURY
KATHLYNN LEE
Tonkin + Taylor
bp Oil New Zealand
ELISE LE COMPTE
KELLY KERNIGHAN
Silver Fern Farms
Meridian Group
EMILY REID
SARAH DILLON
MediaWorks
Trees That Count
Marketer of the Year
SPONSORED BY
ANDREW COOPER
RACHEL ELLERM
Electric Kiwi
Lion
BRID DROHAN-STEWART
SHANE EVANS
Woolworths New Zealand
ASB
JASMINE CURRIE J.H. Whittaker & Sons
30 Years of Exceptional Marketing
The Judges CONVENOR OF JUDGES MICHAEL FRIEDBERG Director/vCMO at MJF Consulting
Round One
ALISON WHEATLEY-MAHON
CASSANDRA POWELL
Heart Foundation
Assurity Consulting
ALLISON YORSTON
CHRIS CHEN
Frucor Suntory
University of Canterbury
ANDREW COOPER
EMMA BARKER
Electric Kiwi
ASB Bank
ANNABEL LUSH
FRITH MORRISSEY
Leukaemia & Blood Cancer New Zealand
Westpac GABRIELLE PRITCHARD
ANNE CASEY
Figured New Zealand
Marketing Minds HAMISH MITCHELL ANNEMARIE BROWNE
Jumping Fox Interactive
New Zealand Lotteries Commission HAZEL RIGLER ANNIE DOW
Motive Group
Dow Goodfolk HELEN FLANNERY BIANCA OSBORNE
New Zealand Police
ASB Bank JARAD O’HARA BRIANA MILLER
Pitchco
Beca JASON ANDERSON CAROLYN SCHOFIELD Trustpower
Brave Media
JEN MARTIN
MELANIE SPENCER
REBECCA FARLOW
Honey Digital
Socialites
Fire and Emergency New Zealand
JON EDMONDS
MELISSA SEMMENS
RICHARD CONWAY
Touchpoint Group
Energise
Pure SEO
KAMRAN KAZALBASH
MICHAEL DURIE
ROBIN MCDONNELL
Attivo
Durie Hill & Associates
Phantom Billstickers
KATHRYN MITCHELL
MICHAEL MCGLYNN
SAM IRVINE
TVNZ
Tonkin + Taylor
Badger Communications
KERRY WHITEHOUSE
MICHELLE CAVANDER
SANDRA GEANGE
BrandSpec Group
IAG New Zealand
Middlemore Foundation
LAURA KNIGHT
MICHELLE HAYNES
SONIA MCCONNACHIE
Coca-Cola Europacific Partners New Zealand
Framecad Solutions
Commando
NADIA PHILLIPS
SONYA MACMILLAN
Umbrellar
Ingham Motor Group
NICKI SHIRLEY
TANIA ROWLAND
LEW BENTLEY Energi LINDA MCCONNELL Intergen
Divergent Consulting NIGEL DOUGLAS OMD New Zealand
LISA HARRISON
TIM ROSENBROOK Gecko Marketing
OLIVER HILL LUCINDA SHERBORNE LYNNE LE GROS Spark New Zealand
WSP Opus OLWIN KLEVE
WENDY RAYNER Coca-Cola Europacific Partners New Zealand
Buddle Findlay WENDY THOMPSON
MARGIE SORENSEN MARIA TYRRELL NeedScope International
PAUL SCORINGE PHILL SHERRING Ministry for Primary Industries
Socialites
30 Years of Exceptional Marketing
The Judges Round Two
ANDREW LEWIS
JOHANNA BOEREMA-BARR
TRA
JODI O’DONNELL
ANGELA BROAD
TVNZ
Coca-Cola Amatil NZ JUSTIN FLITTER BEN COCHRANE
PlayBooks.live
The Business Marketing Group LYNNE LE GROS BLAIR GLUBB
Spark New Zealand
Uno Loco MARIA TYRRELL CAROLYN SCHOFIELD
NeedScope International
Trustpower MARK JENNER DAVID MCCALLEN
Jenner and Co
OMD New Zealand MATTHEW PICKERING DAVID THOMASON
ANZ
DESIREE KEOWN
MICHAEL MCGLYNN
NZ Panels Group
Tonkin + Taylor
EDWINA NEILSON
MICHAL PETRUS
NZ Automobile Association
BDO in New Zealand
HAMISH MITCHELL
MICHELLE CAVANDER
Jumping Fox Interactive
IAG New Zealand
JAMES KYD
MIKE CUNNINGTON
Xero
Inland Revenue
NICKI SHIRLEY
SHARON MOFFATT ASB Bank
NIGEL DOUGLAS OMD New Zealand
SONIA MCCONNACHIE Commando
RENEE MILKOP-KERR IAG New Zealand
STEVE MAIN Principals Branding
ROBIN MCDONNELL Phantom Billstickers
SURAIYA PHILLIMORE-SMITH Westpac
ROCHELLE WALSH IAG New Zealand
VIVIAN BRYANT-TAUKIRI BRAND Spanking
SANDRA GEANGE Middlemore Foundation
30 Years of Exceptional Marketing
The Judges Individual Awards
ANGELA BROAD Coca-Cola Europacific Partners New Zealand DOMINIC QUIN Foodstuffs New Zealand EDWINA NEILSON NZ Automobile Association JOHANNA BOEREMA-BARR JUSTIN FLITTER PlayBooks.live ROSINA WEBB Energise TODD MCLEAY Human Centred Business Institute
30 Years of Exceptional Marketing
The Judges Supreme Award
EDWINA NEILSON NZ Automobile Association JAMES KYD Xero MARK JENNER Jenner and Co MICHAL PETRUS BDO in New Zealand SONIA MCCONNACHIE Commando STEVE MAIN Principals Branding VIVIAN BRYANT-TAUKIRI BRAND Spanking
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