'Kiwified' global brands win big at NZ Marketing Awards
Global brands which "localised" themselves were the big winners at last night’s New Zealand marketing awards.
DDB NZ’s client Volkswagen took supreme award for their brand launch.
The car manufacturer also took the automotive industry category at last night's awards ceremony.
Interbrand managing director and awards judge James Bickford says Volkswagen’s win was proof of how a business proposition could be changed into a brand proposition.
“A lot of people would look at their journey and put it in the too hard basket, they didn’t they were prepared to learn from it and through it,” he says.
“What impressed me most was that they looked at their brand and said we need to localise this brand to the NZ marketplace. And that’s a very brave move.”
The winner of the most awards was Pfizer, who won in the Innovation, Marketing Leadership, Lifestyle/Travel/Leisure and Consumer categories. The company was reawarded for the launch of Avigra, a Viagra substitute.
Mr Bickford says Pfizer had to change the name of viagra because the patent for it was running out.
“Pfizer were bold to take a brand name like viagra, which is known to everybody, and change that name in a local market to protect the revenue and build that brand to success.”
The awards, now in their 21st year, are being repositioned as a showcase of those who are leading the way in “everything marketing”.
Mr Bickford says this meant there was more focus on how the business had grown sustainably over a period of time.
Another change to the awards this year was the inclusion of a new award for marketing excellence which went to Air New Zealand’s Rob Fyfe.
Awards judge Wendy Rayner, who won last year’s marketer of the year, said the airline is an amazing example of marketing leadership.
“The people in the ground, in the planes, in the Koru lounge, everywhere and at every touch point, live their brand.”
Inducted into the Marketing Hall of Fame was George Hickton, formerly of Tourism New Zealand and now a consultant/company director.
Auckland university's marketing department head, Professor Rod Brodie, also became a member of the Hall of Fame.
Full list of winners:
TVNZ, Marketing Hall of Fame: George Hickton, Company Director/Consultant
TVNZ, Marketing Hall of Fame: Professor Rod Brodie, University of Auckland Business School
Colmar Brunton Marketer of the Year: Ian Moody, Westpac New Zealand
University of Otago School of Business-Department of Marketing, Rookie Marketer of the Year: Jasmine Griffin, J.H Whittaker & Sons
Marketing Excellence: Rob Fyfe, Air New Zealand
Fairfax Media, Supreme Award: Volkswagen New Zealand, Brand Launch
Insight: Dollop Foods T/A Dollop Puddings, Dollop PR Strategy
&Some, Emerging Business/New Brand: Z Energy, Z is for New Zealand (The Launch of Z)
TVNZ, Innovation: Pfizer New Zealand, Pfizer Avigra Launch
Boston Digital, Transformational: RedWitch Analog, Seven Sisters
Sustainability: ecostore, Brand Transformation
University of Waikato Management School, Marketing Leadership: Pfizer New Zealand, Viagra = Avigra
Automotive: Volkswagen New Zealand, Brand Launch
Hypermedia, Consumer: Pfizer New Zealand, Pfizer Avigra Launch
New Zealand Trade and Enterprise, Export: Fonterra Brands New Zealand – Export, Anchor Strong
Financial and Banking: Kiwibank, Green Ops
BrandWorld, Fast Moving Consumer Goods (FMCG: Frucor Beverages, Mountain Dew – New Flavour Launch & Skate Pinball Campaign
Lifestyle/Travel/Leisure: Pfizer New Zealand, Viagra = Avigra
Public Sector: The Electricity Authority & Ministry of Consumer Affairs, What’s My Number Consumer Information Programme
Morton Estate, Retail: Z Energy, Z is for New Zealand (The Launch of Z)
Sponsorship: State Insurance, With you in Water
Technology: RedWitch Analog, Seven Sisters
Utilities/Communications: MediaWorks TV, Feels like FOUR