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Colenso BBDO Is 2014 Runner Up International Agency

Colenso BBDO Is 2014 Runner Up International Agency

Posted: 03 February 2014

Whenever a new Apple product is released, people camp out for it. New Zealand's Colenso BBDO came up with a clever, tech-savvy take on that phenomenon to promote the Samsung Galaxy S4 -- a virtual product line, with people jumping ahead by plugging the brand on social media.

A huge outdoor LED screen broadcast their avatars standing in line. The digital customers even pulled out umbrellas when it rained. About 12,000 people queued up for two weeks and mentioned the campaign 85,000 times on social media.

Revenue in 2013 grew 23%. The agency picked up New Zealand business from ... read more »

Whenever a new Apple product is released, people camp out for it. New Zealand's Colenso BBDO came up with a clever, tech-savvy take on that phenomenon to promote the Samsung Galaxy S4 -- a virtual product line, with people jumping ahead by plugging the brand on social media.

A huge outdoor LED screen broadcast their avatars standing in line. The digital customers even pulled out umbrellas when it rained. About 12,000 people queued up for two weeks and mentioned the campaign 85,000 times on social media.

Revenue in 2013 grew 23%. The agency picked up New Zealand business from brands including Volkswagen and Fonterra and global projects for Snickers, Pepsi, Mountain Dew and 7Up.

Besides work for big global marketers, Omnicom's Colenso BBDO helps local brands like Tip Top ice cream compete and win. With the insight that people like to share ice cream, the agency encouraged consumers to use Facebook to send Tip Top ice cream to their friends. Tip Top made 20,000 Facebook-requested deliveries, and local TV and radio stations covered the ice cream truck's arrival in their communities. And Tip Top sold an extra 1.5 million units, in a country of 4.5 million people.

The agency expanded from 80 to 130 employees last year, with hires including Creative Director Wayne Pick, formerly executive creative director of Rapp New York.

Colenso BBDO is one of two runners up to Ad Age's International Agency of the Year; the other is We Are Social London. This year's International Agency of the Year is Africa, a Brazilian agency based in Sao Paulo.

Colenso BBDO says its focus is "progressive work that creates conversation around our clients' brands." In another campaign, the agency posted mysterious messages on billboards and on various platforms, reading "Money is good," and "Money is bad."

The teasers sparked questions on social media before BNZ bank appeared on TV with the slogan: "Money is neither good nor bad, it's what you do with it that counts. BNZ, Be Good With Money."

The campaign boosted the bank's image, brought new customers, and inspired one out of four people in New Zealand to do something about their money.

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Directory Big Won Rankings: Colenso BBDO ranked #4 agency in the world, DraftFCB, Auckland at #6; New Zealand ranked #9 country

Directory Big Won Rankings: Colenso BBDO ranked #4 agency in the world, DraftFCB, Auckland at #6; New Zealand ranked #9 country

Posted: 08 January 2014

 Rankings from the 2013 Directory Big Won have been released, which look at agency performance across all marketing communication platforms.

 
Colenso BBDO was the #1 ranked agency in the world in Direct and #4 ranked agency ... read more »

 Rankings from the 2013 Directory Big Won have been released, which look at agency performance across all marketing communication platforms.

 
Colenso BBDO was the #1 ranked agency in the world in Direct and #4 ranked agency in the world. 

DraftFCB Auckland was ranked #6 in the world and #4 in Direct. And its Mini/SPCA 'Driving Dogs' campaign was ranked #2 in the world, across all media, #1 in the world in Direct and #5 in Digital. DraftFCB's James Mok and Tony Clewitt were ranked #5 ECD in the world.

Colenso BBDO's campaign for Amnesty International ("Trial by Timeline") was among the top 10 most awarded campaigns of the year in Direct. Its work for Frucor ("V Motion Project") was among the top 10 in Digital and Nick Worthington was the #4 most awarded chief creative officer in the world.
Australia ranked No.2 in the world with New Zealand at No.9, Singapore at No. 10, Japan at 12, China at 14 and Thailand at 19. In fact, the Asia-Pac region has claims to being more of a creative hub than Europe with six countries in the Top 20 or the Americas, which have four.
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Michael Hill looks to College Hill as Colenso BBDO wins jeweller's hand

Posted: 02 December 2013

 It's been a stunner of a year for Colenso BBDO, which has won eight of nine pitches this year. And its latest win is Michael Hill, which appointed the agency to develop its global brand strategy. 

Just like the Tourism Fiji win, it was a global pitch. And its first role will be to create a brand campaign for New Zealand, Australia, Canada and ... read more »

 It's been a stunner of a year for Colenso BBDO, which has won eight of nine pitches this year. And its latest win is Michael Hill, which appointed the agency to develop its global brand strategy. 

Just like the Tourism Fiji win, it was a global pitch. And its first role will be to create a brand campaign for New Zealand, Australia, Canada and the US. 

As managing director Nick Garrett and creative chairman Nick Worthington said back in May, the agency was keen on increasing the amount of international work it was doing, whether for overseas brands in other markets or Kiwi companies operating overseas. And Michael Hill is a good example of that. 

He says some "might see Colenso BBDO and Michael Hill as a weird combination", but it's a big company (full-year revenue was around $200 million in 2002 and its annual report shows that has increased to $549 million this year) and it has been enlisted to work on the top layer of creative strategy, with the main goal of strengthening the brand for a big push into the US and Canada. 

"It's a great company, there are some really smart people there and they have a big internal marketing and creative team [based in Brisbane] ... It doesn't mean we'll be stepping in to do the business as usual. We won't be doing brochures. And we can't physically do that for all the markets, but we'll help them out all with all the other stuff." 

He says it's nice to add another retail client to its roster (the other one of note is New World). And while the account will be run from here (by Ange Watson) it will be working closely with the BBDO network in the various markets. 

He says the new business process, which was facilitated by Peter McDonald of Pitch Perfect Advisors, was among the most professional he's come across, but he was unaware of the other agencies involved or if there were any other local contenders. 

He thinks it will be a very big piece of business for the agency over the next few years because "their expansion plans are huge" (store numbers have increased from 120 to 240 in the past decade and it plans to increase that to 1000 in the following decade). He says it's also quite a positive Kiwi story and, while he says there is some cynicism directed towards Colenso BBDO, it hasn't taken revenue from another local agency, it's stopped it from heading overseas.  

“Colenso BBDO really impressed us with the way they’re consistently able to bring brands to life through their marketing communications," says Sue Szylvester, group marketing executive for Michael Hill in a release. "We’re looking forward to developing campaigns that bring to life all of the excitement and emotion associated with jewellery.”

 

According to Mumbrella, Michael Hill’s Australian creative business was handled by McCann before being taken inhouse at the end of 2011.

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Colenso BBDO nails a couple more agency of the year titles, Driving Dogs takes Best in Show at Caples

Colenso BBDO nails a couple more agency of the year titles, Driving Dogs takes Best in Show at Caples

Posted: 19 November 2013

 Ad awards season is pretty much over for another year, but there wer a few more announcements over the weekend, and once again Kiwi agencies and clients did very well, with DraftFCB's Driving Dogs taking Best in Show at the Caples and Colenso BBDO taking most awarded agency at both Caples and Digital Asia Festival. 

At the  ... read more »

 Ad awards season is pretty much over for another year, but there wer a few more announcements over the weekend, and once again Kiwi agencies and clients did very well, with DraftFCB's Driving Dogs taking Best in Show at the Caples and Colenso BBDO taking most awarded agency at both Caples and Digital Asia Festival. 

At the Caples, which celebrates the best in direct and interactive, Colenso BBDO/Proximity NZ took five golds for BNZ 'Be Good With Money' (Courageous Client), Frucor Beverages 'V Robbers' (Promotion and Activation), Samsung 'Smart Phone Line' (Promotion and Activation) and Amnesty International 'Trial By Timeline' (Social Media as well as Best Art Direction). 

Colenso BBDO/Proximity NZ also collected six silver and four bronze awards for clients BNZ, Samsung, Amnesty International, Frucor Beverages (V Energy), and Fonterra (Tip Top) making it the most awarded agency in the world with a total of 15 awards. It also helped BBDO and Proximity win the most awarded agency network of the year for the tenth year in a row.

As well as the Best in Show award, DraftFCB won two other golds, one in Integrated for Driving Dogs and one in Radio & Podcast for Prime's Call Girl stunt. It also took two silvers, one in Promotion & Activation for Driving Dogs and one in Ambient/Guerrilla Advertising for Call Girl

 

Clemenger BBDO also took gold in Radio & Podcast for Wellington International Ukulele Orchestra's 'Nothing Beats a Jingle' and two silvers for NZTA's 'Flash' in Social Media and Interactive Campaign. 

In the Digital Asia Festival, New Zealand topped the country lists with ten awards, one more than the second place Australians, and Colenso BBDO amassed the most points cross all categories to win agency of the year. 

Colenso BBDO took three golds, one for Samsung's 'Instant News Satire' in Display, Banners and Other Rich Media, one for Mountain Dew's 'Beyond the Wall' in Website & Microsites, and one for Amnesty International's 'Trial by Timeline' in Social Media. It also won a silver and two bronzes for Samsung's 'Smartphone Line', a silver for Mountain Dew's 'Beyond the Wall' and two bronzes for V 'Robbers'. 

Led by jury president Jason Kuperman, vice president of Omnicom Digital for Asia Pacific, India, Middle East & Africa, the jury awarded a total of 47 winners from a shortlisted 80 pieces of work and gave one platinum to DDB Group Sydney for ‘TrackMyMacca’s’, an iPhone App for McDonald’s Australia. Iris Sydney won a gold for Christchurch Reimagined in Travel, Entertainment, Leisure & Retail (Including E-Commerce & Restaurants). 

Elsewhere in awards land, Colenso BBDO kept the momentum going at theMashies, Mashable.com's new digital/social awards, with the V Motion Project named as the inaugural winner of the Best Branded Content Series. 

 

Colenso had led the running at the shortlist stage with three finalists, the most of any agency in the world, but it was the V Motion Project that got the gong. 

 

“Digital and social is continuing to be a key focus, both for our clients business and for us, as an area to expand and improve upon," says Neville Doyle, senior digital and social strategist at Colenso BBDO. "Within the digital world Mashable.com has long been the gold standard in terms of being a trustworthy and impartial judge of what work is truly breaking new ground. So to go up against global heavy weights in the digital arena and to win, especially given the ‘winner takes all’ nature of the Mashies, is testament to the ever increasing strength we’re developing as an agency in the digital space.”

 

Amnesty International’s ‘Trial by Timeline’ and Samsung’s ‘Smartphone Line’ by Colenso made the final three in the Best Use of Facebook category but were beaten by ‘Smart USA Tag Your Own Adventure' by Razorfish New York.

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Colenso BBDO NZ takes out 2013 Agency of the Year title at Digital Asia Festival Awards + scores four Gold Awards, three Silver + three Bronze

Colenso BBDO NZ takes out 2013 Agency of the Year title at Digital Asia Festival Awards + scores four Gold Awards, three Silver + three Bronze

Posted: 18 November 2013

Colenso BBDO NZ has scored the prestigious Agency of the Year title at the 2013 Digital Asia Festival Awards, given to the agency that has amassed the most points across all categories, as well as scoring four Gold Awards, three Silver Awards and three Bronze Awards.

Colenso earned a Gold for "Instant News Satire" for Samsung NZ and three Golds for "Trial By Timeline" for Amnesty International; a Silver Award for its "Beyond the Wall" for Frucor Beverages and a Silver and Bronze for its "V Robbers" campaign also for Frucor and a Silver and two Bronze for "The Smart Phone ... read more »

Colenso BBDO NZ has scored the prestigious Agency of the Year title at the 2013 Digital Asia Festival Awards, given to the agency that has amassed the most points across all categories, as well as scoring four Gold Awards, three Silver Awards and three Bronze Awards.

Colenso earned a Gold for "Instant News Satire" for Samsung NZ and three Golds for "Trial By Timeline" for Amnesty International; a Silver Award for its "Beyond the Wall" for Frucor Beverages and a Silver and Bronze for its "V Robbers" campaign also for Frucor and a Silver and two Bronze for "The Smart Phone Line" for Samsung NZ.

VIEW FULL LIST OF WINNERS
Led by jury president Jason Kuperman, vice president of Omnicom Digital for Asia Pacific, India, Middle East & Africa, the jury awarded a total of 47 winners from a shortlisted 80 pieces of work. They have given one platinum, 13 gold, 14 silver and 19 bronze awards across 26 categories. The much sought after platinum award was given to DDB Group Sydney for 'TrackMyMacca's', its iPhone App for McDonald's Australia.

Says Kuperman: "The work that won the platinum and even the gold winners were campaigns that represented digital at their heart and were able to solve a problem in a way that traditional communication cannot. The strongest work had really good craft, design, a good level of creativity and was able to solve a problem and deliver real value."

New Zealand took home the most awards (10), closely followed by Australia with 9 and China and Japan both with 6.

2013 Winners by Country:

New Zealand 10
Australia 9
China 6
Japan 6
India 4
The Philippines 4
Singapore 3
Malaysia 2
Thailand 2
Hong Kong 1

Says Terry Savage, chairman of Lions Festivals: "What has emerged from the awards is a sense of the regions' ability and drive within the digital market. The winners are truly deserving of their awards for their stand-out pieces of digital marketing."

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Auckland calls, Colenso BBDO answers

Auckland calls, Colenso BBDO answers

Posted: 11 October 2013

Colenso BBDO's impressive winning streak continues to roll on and, after adding Volkswagen, Samsung, a few extra Fonterra brands and another yet-to-be-announced client to the roster recently, it's also picked up some work with Auckland Tourism Events and Economic Development (ATEED) and Heart of The City (HOTC) and will be using its skills to try and lure more domestic travellers to the region and more Aucklanders into the central city.  
 
Colenso BBDO already works with HOTC, but there ... read more »
Colenso BBDO's impressive winning streak continues to roll on and, after adding Volkswagen, Samsung, a few extra Fonterra brands and another yet-to-be-announced client to the roster recently, it's also picked up some work with Auckland Tourism Events and Economic Development (ATEED) and Heart of The City (HOTC) and will be using its skills to try and lure more domestic travellers to the region and more Aucklanders into the central city.  
 
Colenso BBDO already works with HOTC, but there was a pitch earlier this year for ATEED's ‘Brand Auckland’ and HOTC's ‘Brand Central city’ (the final roster was thought to be Saatchi & Saatchi and Special Group) and the objective of the brief was to develop an articulation of Auckland through a single creative concept or an idea that can underpin communications for both organisations.
 
"It’s a great honour to work on a project that sells the city you live in and love and if successful can improve the livelihoods of its residents," says Colenso BBDO's managing director Nick Garrett. "We have a fantastic and long lasting relationship with HOTC and it means a lot to us to be able to deepen that relationship for the next evolution of their brand while at the same time partnering with ATEED for the first time. We are looking forward to sharing the work and hope the city will be excited by it also."
 
ATEED general manager destination and marketing Rachael Carroll says Auckland’s ten year visitor plan is designed to drive the visitor economy and contribute to making Auckland the world’s most liveable city and one of the strategy’s targets is to grow the value of domestic tourism from $1.3 billion in 2010 to $2 billion annually by 2021.
 
"This is our opportunity to work together to bring life to the ‘urban oasis’ proposition of Auckland and show that big city sophistication goes hand in hand with a stunning natural playground.”
 
Heart of the City head of marketing Kate Cleaver says the joint approach and new creative platform enables it to tell one story for Auckland "in an aspirational and exciting way". 
 
“It makes sense strategically from an audience viewpoint, and financially, enabling us to really stretch our combined investment in Auckland. There’s also great potential for it to be leveraged by other Auckland tourism stakeholders, like nothing we’ve had before.”
 
The campaign will initially focus on engaging Aucklanders, and turning them into proud advocates for Auckland as a destination, before it goes out to a national audience.
 
Last year, ATEED appointed three agencies—Barnes, Catmur & Friends, Big and 4is—to work on different parts of its business (Ogilvy & Mather takes care of the main Auckland Council account). 
The most recent push was a domestic campaign by Barnes, Catmur & Friends that poked fun at some of the Auckland stereotypes to try and reduce the lingering anti-Auckland sentiment around the country. 
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Colenso BBDO locks down Samsung, farewells Fisher & Paykel

Colenso BBDO locks down Samsung, farewells Fisher & Paykel

Posted: 09 October 2013

Colenso BBDO's managing director Nick Garrett says it has been working with Samsung over the past nine to 12 months on a range of tactical mobile campaigns, such as the social media queue to launch the Galaxy S4 smartphone and the Instant News Satire for the Galaxy Note II. "That relationship and trust has built up", he says, and, as of 1 November, it will be given responsibility for the mobile, IT, PC/notebook, television and whitegoods divisions of the business locally.
 
Garrett says it was a tough ... read more »
Colenso BBDO's managing director Nick Garrett says it has been working with Samsung over the past nine to 12 months on a range of tactical mobile campaigns, such as the social media queue to launch the Galaxy S4 smartphone and the Instant News Satire for the Galaxy Note II. "That relationship and trust has built up", he says, and, as of 1 November, it will be given responsibility for the mobile, IT, PC/notebook, television and whitegoods divisions of the business locally.
 
Garrett says it was a tough decision to say goodbye to Haier and particularly Fisher & Paykel, "a great brand and loyal partner of Colenso's" that has been with the agency for many years. Colenso BBDO won a pitch against DDB for the recent global rebrand late last year. But in in the end he says it made commercial sense to switch to Samsung, given work for Fisher & Paykel and Haier is quite sporadic (before the big rebrand, its major projects were Lost My Sock back in 2010 and the 'Live a Haier life' campaign). 
 
As well as making commercial sense (he wouldn't comment on how much the account was worth), Garrett says Samsung is also a good fit with the agency and its focus on innovation and creative use of technology. 
 
"It's a huge piece of business [it just recorded record operating profit and a 13 percent increase in third quarter sales], it's a company with global ambitions and they're doing great work around the world. For Colenso to keep moving forward, it's great for us to be working with a brand that's on the cutting edge of technology." 
 
In a release, Samsung's head of marketing Mike Cornwell says Colenso is also a good fit for Samsung, especially in terms of scale. 
 
“During the coming year we’re going to be introducing some pretty amazing new products and solutions to New Zealand consumers. We have been impressed with the work Colenso delivered for our mobile division and look forward to seeing what they come up with in the television, IT and whitegoods space." 
 
Garrett wouldn't comment on whether it tried to keep the Fisher & Paykel business and give Samsung's competing whiteware business to another agency, but it's thought it was an all or nothing deal.  
 
Fisher & Paykel also works with Alt Group, which has done a lot of its print and experiential work over the past few years. General manager of marketing communications and strategy Roger Bridge and New Zealand marketing manager Sonya Aitken were not able to be contacted to find out who they'll be working with, but one would imagine they'll be getting a call from DDB. 
 
Previously, Samsung used Republik and Barnes, Catmur & Friends. It's thought Barnes, Catmur & Friends will continue to do social media work as part of its Leo Burnett alliance, at least in the short term. 
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Colenso BBDO leads the way at the Mashies

Colenso BBDO leads the way at the Mashies

Posted: 02 October 2013

 Three Colenso campaigns have made the shortlist at the 'Mashies' - a new award show celebrating the best in social and digital marketing from around the world. 

 

Run by Mashable.com, one of the biggest and most respected tech / digital / social online publications in the US, the awards have attracted entries from the best agencies in the digital space.

Following initial judging Colenso have had more campaigns shortlisted than any other agency entered with Amnesty International's 'Trial by Timeline' and Samsung's 'The Smartphone Line' ... read more »

 Three Colenso campaigns have made the shortlist at the 'Mashies' - a new award show celebrating the best in social and digital marketing from around the world. 

 

Run by Mashable.com, one of the biggest and most respected tech / digital / social online publications in the US, the awards have attracted entries from the best agencies in the digital space.

Following initial judging Colenso have had more campaigns shortlisted than any other agency entered with Amnesty International's 'Trial by Timeline' and Samsung's 'The Smartphone Line' being named as finalists in the Best Use of Facebook category and V's 'The V Motion Project' being named as a finalist in the 'Best Brand Content Series'. 

 

Explains Greg Forsyth, digital business director at Colenso BBDO, as to why the Colenso digital team is so excited to be to be in the mix at the inaugural 'Mashies': "It's no secret that social and digital is playing an increasingly important role in advertising and brand communications and Mashable is a hugely influential site. To be in the mix with three finalists at the 'Mashies' is recognition that our ever-evolving social and digital offering is hitting the mark. No other agency has three clients shortlisted and this puts us up with the best."

 

The winners will be announced in New York on October 10th.

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Wayne Pick Joins Colenso BBDO/Proximity

Wayne Pick Joins Colenso BBDO/Proximity

Posted: 25 September 2013

After three years in New York, integrated, digital and direct creative heavyweight Wayne Pick is returning to New Zealand and has accepted the role of Creative Director at Colenso BBDO/Proximity Auckland.
 
With over 20 years experience Wayne worked at leading agencies in South Africa, Singapore and London before moving to New Zealand with the TEQUILA network in 2004. During his time as Creative Director of TEQUILAAuckland from 2004 to 2007 it was ranked in the Top 10 most awarded agencies in the ... read more »
After three years in New York, integrated, digital and direct creative heavyweight Wayne Pick is returning to New Zealand and has accepted the role of Creative Director at Colenso BBDO/Proximity Auckland.
 
With over 20 years experience Wayne worked at leading agencies in South Africa, Singapore and London before moving to New Zealand with the TEQUILA network in 2004. During his time as Creative Director of TEQUILAAuckland from 2004 to 2007 it was ranked in the Top 10 most awarded agencies in the world on the Won Report, as well as being named AdMedia ‘Compact Agency of the Year’. 
 
In 2007 Wayne took up the role of ECD at RAPP New Zealand. During this time the office was also ranked in the Top 10 in the Won Report and was named AdMedia ‘Interactive and Direct Agency of the Year’.  
 
In 2010 Wayne moved with his family to New York to take up the role of Global Creative Director on HP at RAPP. In 2011 he took over the role of Executive Creative Director with his wife and creative partner Kim Pick. In Wayne’s time as the ECD at RAPP New York their integrated and digital new business wins included Disney, Clorox/Brita, Gerber, Electrolux and Luta - they were also responsible for clients including HP, Time Warner Cable, Viagra, Humana, Merck and Johnson & Johnson. Wayne was appointed to the US Executive Team in 2012.
 
Over his career Wayne has won in excess of 100 international awards – including Gold at Cannes, the Effies, the Caples and the DMA Echos – and the Grand Prix for 3 consecutive years at New Zealand’s Marketing Association RSVP (now DMA) Awards. Wayne is currently on the Executive Committee of the Caples Awards as well as having judged North American EFFIES, Caples and Social Media Week in the US.
 
Maggie Christie, Proximity’s General Manager, is thrilled to have such world class talent coming home. “To lure Wayne and Kim back to New Zealand is a coup for us. We know that to deliver the best work you’ve got to have the best people and Wayne is one of the best, in fact he is brilliant!.”
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Colenso lead the pack as Effie finalists revealed

Colenso lead the pack as Effie finalists revealed

Posted: 09 September 2013

 Colenso and DDB are the outstanding performers among the 86 finalists in this year's Effie awards, the gongs for agencies that get results for clients.

According to a list by CAANZ and TVNZ, Colenso BBDO and DDB have 19 finalists. DraftFCB, Clemenger BBDO and Barnes, Catmur and Friends each achieved seven finalists.

Colenso BBDO ... read more »

 Colenso and DDB are the outstanding performers among the 86 finalists in this year's Effie awards, the gongs for agencies that get results for clients.

According to a list by CAANZ and TVNZ, Colenso BBDO and DDB have 19 finalists. DraftFCB, Clemenger BBDO and Barnes, Catmur and Friends each achieved seven finalists.

Colenso BBDO continues its strong showing from last year when it got 22 finalists. DDB dominated the awards last year, winning for the Steinlager We Believe campaign.

The award judging, which began with 150 preliminary judges and 59 category judges, will move to executive judging on 8 October. The awards evening will be held on 10 October at the Langham in Auckland.

This year's executive judges are the category judges, along with international guests Peter Field and Charlie Robertson. Robertson is the owner of brand strategy consultancy Red Spider.

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Clever banking banners win Colenso and Mediacom July IABNZ Award

Clever banking banners win Colenso and Mediacom July IABNZ Award

Posted: 10 July 2013

 Colenso BBDO and Mediacom have come up trumps in the Interactive Advertising Bureau New Zealand's (IABNZ) Online Creative Award for July, with their online banner work for BNZ Bank's YouMoney.

 

BNZ Bank's (or is ... read more »

 Colenso BBDO and Mediacom have come up trumps in the Interactive Advertising Bureau New Zealand's (IABNZ) Online Creative Award for July, with their online banner work for BNZ Bank's YouMoney.

 

BNZ Bank's (or is it just BNZ now?) new internet banking service is – and we don't say this often about banking products – a breath of fresh air. The interface makes the drudgery of banking just a bit more bearable and slightly more intuitive.

 

A major feature of YouMoney is the ability to drag and drop money between different personal accounts. Colenso and Mediacom's banners – which appeared across several news and entertainment websites - let people drag and drop money to engage the ad. If the user completes the customer journey and sets up a YouMoney account, they can claim the cash amount on the ad to be deposited in their brand-spanking new BNZ account.

 

Using tracking tools within the banners, the ads kept a live update of how much the user had earned – keeping them coming back in order to earn more cash (up to a maximum of $50).

 

Director of Blood & Sand and a judge for the award Andy Blood says of the campaign: "A simple and engaging, product/service demo/tutorial. Probably belies all the effort that went into it. Makes me wish I had an account like that...actually, the more I know, the more I like it. I think it’s brilliantly conceived and executed."

 

For their effort, the Colenso and Mediacom teams win a $500 bar tab.

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Colenso BBDO New Zealand appoints senior talent to its account management team

Colenso BBDO New Zealand appoints senior talent to its account management team

Posted: 28 June 2013

 Colenso BBDO NZ has continued its investment in top talent with the appointment of four new senior staff in the account management team. The new hires come on the back of a sustained period of creative and new business success, which has seen the agency grow rapidly over the last year. 

 Colenso BBDO NZ has continued its investment in top talent with the appointment of four new senior staff in the account management team. The new hires come on the back of a sustained period of creative and new business success, which has seen the agency grow rapidly over the last year. 


The first major hire is Sarah Williams (top left) who has joined Colenso as the business director on the BNZ account.
Says Williams: "It's brave, category breaking and I think they (BNZ) are really starting to behave quite differently as an organisation as a result."  

Prior to joining the team at 100 College Hill Williams headed up the Telecom account for Saatchi & Saatchi - she has also spent time at Whybin/TBWA and DDB where she helped to build some of New Zealand's leading brands including ASB and 2 Degrees.

Jillian Stanton (top right) is another top find for Colenso where she will be working alongside Williams as group account director on the BNZ account. With an extensive background in FMCG marketing, Jillian has spent time at DDB, Saatchi's, and most recently at .99 where she worked on New World.

The third new recruit is Sarah Barrett (bottom left) who has joined Colenso as part of the Proximity team. She's come from Special and she'll be the senior account director on the trans-Tasman Visa business. Barrett is a specialist in delivering creative brand communications via digital and social channels. Barrett's digital skills were honed in Australia and at London based brand and social agency Birddog Ltd.  

Victoria Graves (bottom right) is the fourth senior account management hire, joining from DDB. Graves has also spent time at .99 and agencies in Christchurch and the UK. Victoria will be looking after Burger King and a number of Fonterra brands including Tip Top, Mainland and Anchor as a group account director. 

Says Nick Garrett, Colenso's managing director: "Finding great talent is one of the biggest hurdles any agency leader in our industry faces and it's a lot tougher in small markets. So I'm chuffed to find four great people that will add loads of value to the agency professionally and culturally."
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NZ holding at five Gold Lions

NZ holding at five Gold Lions

Posted: 21 June 2013

 Up until today (no new categories were decided overnight), NZ has won five Gold Lions, six Silvers, and 11 Bronzes in Cannes.

 Up until today (no new categories were decided overnight), NZ has won five Gold Lions, six Silvers, and 11 Bronzes in Cannes.

DraftFCB heads the Gold Lions tally with three, followed by Colenso and DDB with one apiece. In the overall medals tally, DraftFCB leads with seven, followed by Clemenger BBDO (five) DDB (three), Colenso and Y&R (two), and Alt Group & WhybinTBWA (one). Mango shared one gong with parent DDB.

Shortlists ... read more »

 Up until today (no new categories were decided overnight), NZ has won five Gold Lions, six Silvers, and 11 Bronzes in Cannes.

 Up until today (no new categories were decided overnight), NZ has won five Gold Lions, six Silvers, and 11 Bronzes in Cannes.

DraftFCB heads the Gold Lions tally with three, followed by Colenso and DDB with one apiece. In the overall medals tally, DraftFCB leads with seven, followed by Clemenger BBDO (five) DDB (three), Colenso and Y&R (two), and Alt Group & WhybinTBWA (one). Mango shared one gong with parent DDB.

Shortlists have yet to be announced for Film and Film Craft Lions, and the Titanium & Integrated Lions.

The NZ table to date is …

 

CREATIVE EFFECTIVENESS LION

Gold: DDB Steinlager Believe

 

CYBER LIONS

Bronze: Colenso BBDO Frucor V Motion Project (in Best Music/Sound Design)

 

DESIGN LIONS

Silver: Alt Group Silo Theatre Identity (Small Scale logo and visual identity)

 

DIRECT LIONS

Gold: DraftFCB SPCA MINI Driving Dogs (Charities)

Gold: Colenso BBDO Amnesty International Trial By Timeline (Websites, Microsites & Banners)

Silver: DraftFCB SPCA MINI Driving Dogs (Social Media & Viral Marketing)

Bronze: Y&R Wellington Metservice Weather to Wake (Mobile Marketing)

 

MEDIA LIONS

Bronze: Clemenger BBDO NZTA Flash Driving Game (Public Health & Safety

 

MOBILE LIONS

Bronze: DDB Hutchwilco Secret Fishing Spots (Services)

Bronze: Y&R Wellington Metservice Weather to Wake (Services)

 

OUTDOOR LIONS

Zilch for NZ

 

PR LIONS

Silver: DraftFCB SPCA MINI Driving Dogs (Charities)

Bronze: WhybinTBWA Tourism NZ 100% Middle-Earth, 100% Pure NZ (Travel, Tourism & Leisure)

Bronze: DDB/Mango YWCA Demand Equal Pay (Charity and Not for Profit)

 

PROMO & ACTIVATIONS LIONS

Silver: DDB YWCA Coffee Cart (Experiential Marketing)

Silver: DraftFCB SPCA MINI Driving Dogs (Experiential Marketing)

Silver: DraftFCB Prime TV Call Girl (Guerilla Marketing)

 

RADIO LIONS

Gold: DraftFCB Prime TV Call Girl (Publications & Media)

Gold: DraftFCB Prime TV Call Girl (Best Use of Radio as a Medium)

Bronze: Clemenger BBDO NZTA Legends #1 (Public Health & Safety Campaign)

Bronze:Clemenger BBDO NZTA Legends #2 (Public Health & Safety Campaign)

Bronze:Clemenger BBDO NZTA Legends #3 (Public Health & Safety Campaign)

Bronze:Clemenger BBDO NZTA Legends #4 (Public Health & Safety Campaign)

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NZ scores three Bronze Lions at the Cannes Cyber Lions - Colenso wins two for 'V Motion Project'; DraftFCB NZ wins one for 'Driving Dogs'

NZ scores three Bronze Lions at the Cannes Cyber Lions - Colenso wins two for 'V Motion Project'; DraftFCB NZ wins one for 'Driving Dogs'

Posted: 20 June 2013

 New Zealand has scored three Bronze Lions at the Cannes Cyber Lions last night.


Colenso BBDO Auckland's 'The V Motion Project' for Frucor Beverages won two Bronze and DraftFCB NZ scored one Bronze Lion ... read more »

 New Zealand has scored three Bronze Lions at the Cannes Cyber Lions last night.


Colenso BBDO Auckland's 'The V Motion Project' for Frucor Beverages won two Bronze and DraftFCB NZ scored one Bronze Lion for the 'Driving Dogs' campaign for SPCA NZ/Mini NZ.

Bronze Lions
Colenso BBDO Auckland for Frucor Beverages/V Energy Drink 'The V Motion Project' (x2)
DraftFCB NZ for SPCA NZ/Mini NZ 'Driving Dogs'

VIEW THE LIST OF WINNERS

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Mumbrella Awards winners revealed

Mumbrella Awards winners revealed

Posted: 07 June 2013

Around 750 people turned out at The Star in Sydney last night to hear the results of the 2013 Mumbrella Awards in a night dominated by McCann’s Dumb Ways To ... read more »

Around 750 people turned out at The Star in Sydney last night to hear the results of the 2013 Mumbrella Awards in a night dominated by McCann’s Dumb Ways To Die.

The viral ad won in three categories while McCann’s John Mescall was named Thinker of the Year.


Mumbrella Awards winners revealed    Mumbrella Awards 2013 Room 468x312

Meanwhile, UM was named agency of the year and PHD APAC regional media network of the year while Colenso BBDO/ Proximity Auckland picked up creative agency of the year while DDB was regional creative network. OMD picked up the Mumbrella Awards for Culture.

One Green Bean was PR agency of the year and Play Communication was specialist agency.

In the other team categories, CommBank won marketing team of the year while Multi Channel Network won sales team.

The awards were presented by Tim Ross with Sam Mac providing the live voiceover.

The awards were judged by a jury of around 50, led by Mark Buckman, chief marketing officer at Telstra.

 

The winners:



Mumbrella Awards winners revealed    Mumbrella Awards 2013 Media Agency 468x312


Media agency of the year: UM

Media agency of the year

  • UM Australia


Mumbrella Awards winners revealed    Mumbrella Awards 2013 CreativeAgency e1370565555680 468x702

Creative agency of the year: Colenso BBDO/Proximity New Zealand

Creative agency of the year

  • Colenso BBDO/Proximity New Zealand
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Inside the ideas machine: the evolution of Colenso BBDO

Inside the ideas machine: the evolution of Colenso BBDO

Posted: 04 June 2013

Sitting down for lunch with the Nicks of Colenso BBDO—managing director Nick Garrett and creative chairman Nick Worthington—it’s difficult not to notice the differences. Garrett speaks quickly and carefully, the consummate account man, with his fancy watch, his bright orange iPhone case, his macchiato and his rosé​. Worthington speaks languidly and openly, the consummate creative with his classic t-shirt/jeans/goatee/glasses combo, his laid-back smatterings of ‘yeah, cool’, and his Coca-Cola and earl grey. But it’s also difficult not to notice that, ... read more »

Sitting down for lunch with the Nicks of Colenso BBDO—managing director Nick Garrett and creative chairman Nick Worthington—it’s difficult not to notice the differences. Garrett speaks quickly and carefully, the consummate account man, with his fancy watch, his bright orange iPhone case, his macchiato and his rosé​. Worthington speaks languidly and openly, the consummate creative with his classic t-shirt/jeans/goatee/glasses combo, his laid-back smatterings of ‘yeah, cool’, and his Coca-Cola and earl grey. But it’s also difficult not to notice that, like many good duos, those differences are part of what makes them such a formidable team. And playing to different strengths is a philosophy both men have tried to apply to the agency they run.  

Colenso was founded in 1969 and it gradually worked its way into the upper creative echelons, with many of the country’s top creatives having spent time behind a desk on College Hill Rd at some stage in their careers. The agency has won too many local and international awards to name, but Garrett says 2012 was the best year creatively in its 42 year history and it culminated in an award that saw the agency placed at the top of the Big Won report, which tabulates rankings for agencies—and their staff—based on the number of awards won.  

So do they really think they’re the world’s best? 

“I think it’s a ridiculous notion to have a best agency, but when they look at the stats we’ve ended up at the top and that’s quite extraordinary,” says Worthington. “We don’t know all the individual metrics and how they get there, but we’ve always tried to be amongst the best in the world. We’ve got a real belief that you can do great work from here. We want to be top ten, or top 20. And not just this year, but every year. Consistency is one of the things that Colenso has had. But I don’t think anyone thought we would ever be number one.”

Nick Worthington, left, and Nick Garrett assume each other's identities. Photo: Paul Statham. 

Chop the poppy 

Colenso, which now has around 130 staff, was the first Australasian agency to win this accolade and it beat out agencies more than ten times its size to get it. So you would think this quintessentially Kiwi ‘punching above its weight’ tale would be met with praise. But, judging by some of the online commentary, the Kiwi clobbering machine came out in force and many (admittedly anonymous) commentators seemed to feel the win was somehow ill-gotten, the very meta award was meaningless and Colenso was just really good at writing awards entries. The fact is, however, winning awards is a good way to gain momentum in this industry; most local agencies enter the big programmes because they like to see their best work recognised on the world stage and they offer a chance to benchmark performance against competitors; and, in the networked world, stocking the mantelpiece is a legitimate KPI. 

“The response I got from overseas, and from the likes of David Walden and another half a dozen senior people here who know how hard it is for any agency—and any New Zealand company—to get recognition was great,” says Garrett. “Healthy competition is good and we’re all fiercely competitive. But I was a little surprised by the negativity. We’re proud, we know our work works, and our five or six biggest clients have given us more work than they’ve ever given us. They wouldn’t give us more business if we weren’t doing right by them ... There’s not one piece of creative thinking that we’re proud of that hasn’t also had a fundamental impact on the client’s bottom line,” he says. “So there is a correlation between our creative awards and our Effie awards.” 

Of course, it’s not just one award Colenso is hanging its hat on to prove that it has all the plates spinning. Garrett says “a lot of the time agencies don’t do their most creative work for their biggest clients”, but the awards it has won over the past few years for the likes of DB, Frucor, State and Mars show that hasn’t been the case with Colenso. It also clocked in with its best financial results in about ten years, increasing profit in 2012 by 19 percent from the year before—a year in which it lost one of its biggest clients, Vodafone—and it also won the Campaign Asia-Pacific and Admedia agency of the year titles, which are judged by business leaders, audited by accountants and take into account creative performance, business innovation and business results. 

“We won ten pieces of new business [last year]. We’ve innovated the company. And we’ve done a lot of stuff that most of the local market probably doesn’t know about,” Garrett says. “But the work hasn’t suffered … We don’t shout from the rooftops about a lot of stuff we’re doing really well. So I think there’s probably a perception lag about Colenso today.” 

Looking inside

Awards are one obvious way of quantifying success for a creative agency, but Worthington says it has done a lot of work trying to figure out what success means over the past few years, which has led to some big changes to the agency’s mindset and structure. 

“Generally agencies just get busy, make lots of work and see where the dust settles at the end of the year,” says Worthington. “But we worked out how we defined success. There’s the obvious creative excellence and we firmly believe great creative work leads to great business results. Effectiveness is another measure of success. And the third one is having an amazing relationship with a client, which leads to them wanting another [campaign]. And when we looked back at the campaigns we’d done it was actually fairly rare we were hitting all three on the same projects. If there’s some amazing creative work and the agency loses the business 12 months later, which seems to happen a lot, then they might be missing the third part.”

Making a “healthy, respectable profit and charging for what you do” is also important, says Garrett. And while the finances of the whole Clemenger Group, which owns over 50 comms businesses across Australasia, are available on the Companies Office, the results of its individual agencies are not. Garrett was unable to comment on how much profit Colenso BBDO made last year, but sources familiar with the agency’s finances said it was likely to be around $3 million in 2012 on revenues thought to be in the vicinity of $20 million. 

More than ads

​​

Clockwise from top left: State Insurance’s ‘Break My Stride’, a finalist in Fair Go’s best and worst ad categories in 2012; New World’s well-liked brand work with .99; Monteith’s ‘Sorry about the twigs, folks’; DB Export Dry’s very funny ‘The Wine that Sold Beer’; the V Motion Project, which was developed with Assembly; and Pedigree’s ‘Donation Glasses’, which was developed with Finch.  

Garrett, 38, admits he felt the weight of expectation when he arrived from BMF Sydney in early 2010 and took over from the well-liked and well-respected Brent Smart, who moved within the BBDO network to San Francisco. “I didn’t want to fuck it up, really,” he says bluntly. But he also knew some things had to change. Creativity had always been in the agency’s DNA, but he says the fact that it used to be referred to by some as ‘the kids on the hill’, perhaps because of a perceived naughty streak and a focus on being artistic rather than commercial, was something that needed to be rectified.

“When I arrived, a lot of people were there because they wanted to work in a creative place. I’m not sure they all necessarily believed in creativity for business. As an agency you need a single vision and I’m not saying we’re perfect or have articulated that vision to the level we’d like to, but we now say we’re in the business of commercial creativity. It’s a really simple idea for everyone to get. And that one word, commercial, which is not necessarily the sexiest word in our business, changed the way everyone looked at their jobs. So instead of fighting for an ad, you play the long game by solving business problems, earning the love and trust of the client and trying to think two steps ahead.” 

Worthington, 50, who arrived at Colenso in 2007 after a four-year stint at Publicis Mojo and now has his New Zealand passport, says most who work in this industry still think the solution to a business problem will be advertising of one form or another. But he says Colenso doesn’t jump to that conclusion on any of its projects.

“It might be that advertising will play a role but we try to dig a bit deeper and we spend a lot of time trying to find out what’s standing in the way of business success. It could be a product, it could be distribution, and that makes it fascinating.”

The ‘we don’t do advertising, we solve business problems’ refrain is a common one these days. And it’s hard for some cynics to swallow, given Garrett admits the majority of Colenso’s money is still made from “communications services”. But when asked for an example of solving a business problem that wasn’t advertising, Worthington points to the DB Export campaign from 2010.  

 “The job was to try and change the fortunes of Export Gold, the biggest brand of that portfolio,” he says. “But the solution was to go back and relaunch a beer from the ‘60s to tell the story and give the portfolio some mana. It’s a product relaunch and telling that story became the most important thing. Now we’re into advertising those brands, but the initial piece was anything but.” 

Garrett points to the Impulse Saver app it developed with its ex-client Westpac because it’s a product that offers utility. “And by the way, we advertised after it was launched,” he says. 

Creeping creativity

Worthington points to research conducted by Coca-Cola’s Jonathan Mildenhall on the correlation between creative success and business success. Mildenhall showed that most of the Cannes Advertiser of the Year winners reached an all-time stock-price high in the same year they won the award. 

“But the real correlation was that those companies that had embraced creativity at all levels and not just in advertising, had started making more innovative products,” Worthington says. “It’s not creative because the wacko creative comes up with blinding inspiration after two bottles of rosé. It’s creative because you understand the business problem.”

And understanding business problems means getting closer to businesses. 

“Nick and I would meet most client chief executives at least monthly,” says Garrett. “And we’re spending as much time at the moment with R&D, sales, innovation and distribution directors as we are with marketers … I think there’s a sense of renewed optimism and clients are spending more money and taking more educated risks. And I think there’s a renaissance back to creativity as a powerful thing for business. The number of chief executives who are reading Steve Jobs’ book is awesome. When people who don’t understand creativity start to see the effect of it on their business, that’s exciting for creative agencies and creative thinkers.” 

It’s all in the mind

During the ‘knowledge wave’ years in the early noughties, business evangelists spoke rapturously of New Zealand’s weightless ideas going global and powering the economy. No more would we be reliant on cutting up animals and selling milk powder. Ahem. And while Colenso does the majority of its work here, it is increasingly selling its ideas overseas and being sought out for international work. 

In a previous role, Garrett worked in the entertainment industry, and he says the ‘one success for every nine failures’ formula was often abided by. In advertising, he says it’s basically the opposite. But Colenso is trying to “flip that model on its head”. 

“In the first business lunch I had with Nick and James [Hurman, who’s now managing director at Y&R] we said we wanted to change the way we make money and get paid for our thinking. Execution is important, but it is somewhat commoditised in terms of price. So we’re creating a model where we’re charging a fair market price for thinking and we’re very protective of our IP. And it’s not just advertising IP, it may be technology and products.” 

Floating down a new revenue stream 

As a result of this philosophy, it’s rewritten all the contracts with its existing clients and each new client has an IP clause about shared ownership outside of advertising and outside of New Zealand. 

“It’s different by client and totally collaborative, but you can do great thinking in New Zealand that can be used overseas for brands of the same category that are non-competing,” Garrett says. “And clients are excited by this, because we’re sharing in success.” 

This new revenue stream isn’t small, either: Garrett says upwards of ten percent of its profit in 2013 is expected to come from licensing IP overseas. And “it’s growing quickly and it will be significant”. 

“We’re also in negotiations with three clients to launch new products based on our own ideas. And where the IP area has worked well for us is when there’s mutual respect and a recognition that we will both be rewarded for success” (for example, the sale of Westpac’s Impulse Saver app into other markets saw the proceeds split three ways). 

Worthington believes it’s limiting for Kiwi businesses to think only of the New Zealand market—and also limiting to think a creative agency is only able to influence the advertising.

 “You’ve got to recognise we are part of a global marketplace,” he says. “Even the tiniest New Zealand start-ups need to sell their stuff overseas, and we’re also working for brands with global footprints. So they’re looking for the same solutions all over the world. It’s crazy to think region by region. Ideas don’t work like that these days. Ideas spread super fast. So why can’t we do it from here?” 

Patch protection is one major reason. But going back to Worthington’s days at Publicis Mojo, he says the agency really took off when it started doing work for Diet Coke and Powerade globally. Some would argue that global brands know exactly how advertising egos work, so they aim to get plenty of effort for not much outlay by approaching smaller, overseas agencies. But as Worthington says, the game—and the money—completely changes when it’s global. 

“There was one instance when one little project we did internationally for Coke made more money than we made for the entire year on the regular business. And while it’s brilliant having people ringing you up from overseas, it can be distracting if it’s not your core purpose. But it’s not a distraction for us. We recognise we don’t live in a bubble.” 

Reputation is everything

Being part of the BBDO network has also opened the foreign doors, as evidenced by the fact that the award-winning Pedigree ‘Donation Glasses’ campaign, which was created in conjunction with Finch for global BBDO client Mars, is soon to be rolled out in the US and Europe. 

“We’re over the moon,” says Worthington. “‘Donation Glasses’ is going to reach millions of people around the world … So whether it’s us developing it here and exporting it to the rest of the world, or whether it’s the international guys ringing us up and asking us to help solve their global problems, either of those things is great.” 

But it doesn’t stop there. Mars is also using Colenso for more work on several of its major international brands next year and it is being asked more regularly by the BBDO network to help out on global pitches; last year it did two international projects for Pepsi that stemmed from the work it has done for Frucor; it was called by a top ten Canadian company to pitch for a major piece of brand communications and won (in what could be seen as a form of torture for an agency that’s pretty good at self-promotion, it had to sign an NDA and never take credit for the work); and it was recently given the creative and strategic work for a mid-sized Australian client, with execution being handled in its local market.  

Digital dollars 

As well as the seemingly ever-decreasing importance of borders, Garrett says the agency is also cognisant of the fact that technology is an increasingly common part of the answer to client problems and often forms the basis of the communications. And it appears there’s gold to be found in them thar digital hills. 

It has been negotiating with some big music and movie houses for the rights to do a TV show based on the V Motion Project, which hacked Xbox Kinect technology and was developed by Colenso and the production company Worthington believes is “the best in the world”, Assembly (Assembly was also invited to present it at the worldwide Microsoft Global conference). It’s also just signed a deal with a major TV network for a show based on another piece of technology (Garrett couldn’t discuss the deal, but Pedigree’s Doggelganger seems a likely contender). 

The joy of selling IP, says Garrett, is there’s often a lot of extra money at stake for little extra work (as an example, it’s thought the TV deal mentioned above could be worth as much as $300,000), but while he’s comfortable negotiating deals, he says it does require robust contracts and business nous to get them across the line and this is an area where Jim Moser, an American who took over from Roger MacDonnell as chair of Colenso BBDO and chief executive of the Clemenger Group in 2008 after eight years as managing director at Clemenger BBDO Melbourne, has been instrumental.  

Moser is not hugely public-facing. But Garrett says his support and knowledge has been invaluable and he spends a huge amount of time and guiding the group from behind-the-scenes. 

“We couldn’t have done what we’ve done without the absolute support of Jim, who gave us the opportunity to try something and was always there for guidance through the tough times,” says Garrett.

In addition to the international suitors, Worthington says domestic companies like Fonterra and Frucor have international aspirations, so he’s excited about helping take them to new markets. And Garrett says improving the lot of this country by creating global brands is one of major reasons he’s still here and not in Australia. 

“We’re never going to have it easier to export great ideas out of this country, no matter what business you’re in, so I think we owe it to ourselves to do it and give our industry and other industries a chance to step-up,” says Garrett. “… I don’t think New Zealand is an innovative country at all. We’re very entrepreneurial. And there’s a big difference. But we have a freedom here that I’ve never seen anywhere else in the world. Clients, even those not in marketing roles, are up for doing great things and are so respectful of good ideas.” 

Turning the tables

The cobbler’s children often have no shoes. But Garrett and Worthington have tried to apply their transformative philosophies to their own business. 

“It may seem like words on a piece of paper but we went from a management team to a leadership team. A lot of people say Colenso’s model is creatively top-heavy. But if we’re charging for our thinking, and have a commoditised model for production—like Assignment Group—then suddenly the model works. We’re just doing it on a bigger scale. We’ve got a much higher percentage of New Zealand’s best talent at a senior level than any other agency in New Zealand, but we are charging appropriately … If it wasn’t working we wouldn’t be financially viable. And it’s financially viable.”

Garrett says he inherited a management team that consisted of 10-12 people, but they had no autonomy in the business and weren’t contributing as managers. He calls it square table management, because it was impossible for people to separate their roles, so he and Worthington, with the blessing of Moser, attempted to switch it to round table management, when “you come with no agendas, want to contribute to [the agency’s] success and you’re not in your role”. He says there were a range of smart people who loved the agency, the people and the brand, so it was about giving them more opportunities to show that and recognising the top brass “didn’t have to be involved in everything”. 

“There was a bottleneck in the day to day management of the agency. I wasn’t spending enough time with senior clients and helping to build capability. So we abandoned the management team and opened it up to about 16 people who we felt were the most influential in the agency, both in terms of culture and business. We divided the agency into eight sections—new business; culture; process;  people/training and development; finance; client engagement; innovation; and external comms and PR—and put teams of three and four to run and direct each section. They have autonomy and set financial and business KPIs and they go and do it. They report to us every month. So we divide and conquer and, my god, it’s freed up about 30 percent of my time, powered a whole new level of exciting potential leaders to own and run part of an agency and made us infinitely more productive. It’s not perfect, but it’s made a big difference.” 

Low def

Worthington says creative departments are well-modelled in the ‘guys at the top know best’ mentality and, historically, the silo factor meant very specific skills were developed. But the quest for commercial creativity has led to much less defined roles in the agency and created staff with different skillsets.  

“Our creative directors are now spending more time in front of clients than ever before. There are a lot of creatives who don’t have any experience of presenting because it’s not part of their agency’s culture … But the single biggest part of commercial creativity is when you’re in a room with a team of clients, everyone should be able to do each other’s job. We don’t want to pass the baton. It’s really dangerous to have a relay race approach. The moment a senior account person can’t talk about a creative idea or when a creative person can’t talk about the business problem, then you’ve got a massive issue.” 

Garrett, a big football fan (and also one of the rare few 38 year olds without a driver’s license), pulls out a sporting analogy: “The team that wins the season isn‘t the team that has the best starters, it’s the team that has the best bench.” 

Playing to the strengths 

At the beginning of a project Worthington says clients want the strategic guys to work out what the problem is and create a clever strategy. And the creative people cross over on that, because they need to find a good solution to that problem. 

“But then after the client has put their money on the table and said ‘this is what we want to do for the next 18 months’, they want to talk to the people who are going to make it happen on time and on-budget,” he says. “So really we’re trying to change the agency to reflect that and have the right people spending the most time with the right part of a client’s business. We don’t want people sitting in meetings for six months saying ‘I’m waiting for my time’. So playing to people’s strengths is the main idea that plays into the restructured ideas of the agency.” 

Garrett: “We’ve put one toe in the water with this and by the end of next year we’ll have both feet in because we’re dismantling account management. We want to split the function of execution brilliance and business leadership in half.” 

Workflow and staff issues are two of the things that keep them up at night. So, in recognition of this—and as an example of the way the freelance workforce can now be tapped into—Colenso is also equipping itself to better adapt to change. 

“There are moments of growth that can’t be sustained,” says Worthington. “Big, grunty clients have a big effect on your ratio of staff. It’s like you’re an organism and you grow an extra head, and then at some point it contracts, so you actually have to sever it. It’s super traumatic, not just for the head, but for the whole body. So we’re trying to make the agency more organic so it can breathe in and out.” 

And this means it has a stated goal of eventually having 20-30 percent of its total staff on a short to medium-term project basis. 

Both Worthington and Garrett look up to the likes of Wieden + Kennedy, Abbott Mead Vickers, Mother, BBH, 180, Crispin Porter and Sid Lee. And they are respectful, if slightly dismissive, of the local competition—but only because Garrett says they are “internally focused and worry about our own game”. 

In the past, however, it has had to worry about the game of its fellow Clemenger cohort, .99, which began life as a small retail department inside Colenso and eventually moved out of home in 2003. There have been some fairly well-documented tensions in the past. But Garrett and Worthington say the agencies are now well and truly forging separate paths. 

“When you’ve got two agencies that have a lot of love but are also ambitious, the shared clients are a bit difficult,” says Garrett. “We don’t tend to share clients anymore [although Colenso still does some brand work for Foodstuffs]. It’s not a dictate from on high but we’re not going to compete ... We don’t need each other to win big clients anymore. And I don’t think the relationship has ever been better.” 

While they admit Colenso and .99 both have different skillsets, they are increasingly intersecting, with .99 dabbling in brand work and Colenso setting up a fast turnaround service in 2011. But as Garrett says, summing up what he feels is one of Colenso’s major strengths: “I don’t think there are territories anymore. You have good and bad. And good agencies do more good work for the client needs. If you have to be in more areas doing more work across more touchpoints, then you do it. You diversify.”  

Worthington’s wandering mind

This industry is filled with humans who come up with ideas and ways to execute them during the day and then go home and do the same. And Nick Worthington is no different. 

As well as restoring the odd British motorcycle and spending time at his house on Great Barrier Island, he is involved with burgeoning booze brand Stolen Rum, alongside a few other Colenso staffers and ex-staffers, including Nick Garrett, its recently departed CFO Kyle Melnyk (who took up a full-time rum-running role) and Y&R’s James Hurman. 

“That’s a brand going places and we’re helping them out. We’re minor players. Pretty much everyone who gets involved in it gets paid in rum. But those boys are gutsy.”

He’s also involved with solar energy company Sunergise.  

“I’ve been interested in the power of the sun for a long time. And it’s hitting that tipping point. Our primary market is the Pacific Islands and Fiji where they’re generating most of their power from diesel. It’s really expensive and not particularly good for the environment, so we’re doing solar installations there. But the long game for me is to get involved in New Zealand.”

At the moment New Zealand is on track to hit the government’s target of generating 90 percent of its energy through renewable sources by 2025. It’s an impressive number, even if some would argue it’s based mostly on good fortune than on good management. But Worthington believes it could be 100 percent.

“You ask yourself ‘what would that do for the reputation of NZ Inc?’ No nukes, no genetic modification, and then you do something like this that no-one can compete with. With the current model you can’t do it, but if people try to create new models, then maybe you can.” 

One focus is making electricity consumption visible so people can understand what they’re using and another is making solar panels affordable by finding a way to give payback for that investment, possibly by coming up with a method of selling power back to the grid by crowd-sourcing solar generation capability. 

 

Banking on it

BNZ and Colenso’s ‘Be good with money’ was one of the most talked about campaigns of last year—but it certainly hasn’t all been positive. And with its latest piece of work for BNZ’s Kiwisaver, ‘I’m going to work ‘til I die’, which some accused of being a little too similar to the song ‘Dumb ways to Die’, it’s still being talked about. So what’s the thinking behind it? 

BNZ shifted to Colenso after a regional realignment saw its owners, NAB, shack up with the Clemenger Group. Worthington had worked with BNZ’s chief marketing officer Craig Herbison when he was at Vodafone, and that was a successful relationship. And he hopes this is the start of another one.  

“We started a conversation with New Zealand and the most interesting stat to come out of the campaign we launched with was that one in four people actually did something about their money as a result of seeing it,” says Worthington. “A lot of them might not have done that thing with BNZ this time, but the goal is to get more people to interact with BNZ and help them be good with money in the future. Don’t let us be judged on the opening shot in the sky, give us a while. We’re going to carry on asking some tough questions and get people to think about money in ways they haven’t thought about before and connecting BNZ with that thinking process at every step.” 

In his career, Garrett says he’s never seen an organisation so galvanised behind a point of view and he says the whole company has bought in to making New Zealand good with money.

“Advertising is a manifestation of that and our job is to get out of the way and tell people what they’re doing. We’ve just got to be smart and get those ideas out in the market … We’re on the precipice of financial disaster in New Zealand. The generation behind us will grow up in a second world country unless we’re far more insightful with the way we use our money. The government could do this, but it happens to be a bank that’s taken the initiative. So it’s pretty inspiring for us to work on.” 

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The Axis Awards points table

The Axis Awards points table

Posted: 27 May 2013

 The Cannes Lions are looming and, as Colenso BBDO's managing director Nick Garrett said in a recent interview about the refreshed Axis Awards, "something has a better chance at the end of a 12 month cycle if it’s had exposure and has started to do well at international awards". So can we predict ... read more »

 The Cannes Lions are looming and, as Colenso BBDO's managing director Nick Garrett said in a recent interview about the refreshed Axis Awards, "something has a better chance at the end of a 12 month cycle if it’s had exposure and has started to do well at international awards". So can we predict how the Kiwi agencies might do at the world's most prestigious industry awards? Here's a league table from the Axis Awards based on the same points system used by Cannes (and CAANZ), with one point for a finalist, three points for bronze, five points for silver, seven points for gold and ten points for grand prix. 



No huge surprises, with Colenso BBDO/Proximity on top by a big margin, followed by DraftFCB, Clemenger BBDO and DDB.

No points are awarded for grand axis (Driving Dogs), client of the year (DB Breweries) or emerging talent (Colenso BBDO's Ben Polkinghorne and Anna Stickley). 

Speaking of Axis, this year's winners received a weighty new totem of creativity, with Blake Enting and Cassidy van Dyk of Saatchi Design Worldwide collaborating with sculptor Terry Stringer to create the artwork/candleholder.

Saatchi & Saatchi's Antonio Navas says the new bronze trophy represents the crucible of the mind, each one, cast in a foundry, is actually full of wax, symbolising the fluidity and the heat required to feed creativity. It’s also probably the world’s first practical trophy, as you can put it on display, or have a candlelit dinner with the loved ones you may have neglected in the long hours earning it."

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DraftFCB and Colenso BBDO share lion's share of Grand Prix and Gold at 2013 NZ AXIS Awards - Grand AXIS to DraftFCB's Mini 'Driving Dogs'

DraftFCB and Colenso BBDO share lion's share of Grand Prix and Gold at 2013 NZ AXIS Awards - Grand AXIS to DraftFCB's Mini 'Driving Dogs'

Posted: 10 May 2013

At a sell-out event at the Viaduct Events Centre last night 800 of the industry's finest came together to celebrate the best NZ creative work of the past year. The highly prized Grand AXIS for 2013 was awarded to DraftFCB New Zealand for its Driving Dogs campaign for client MINI New Zealand. The successful campaign also scooped one of the inaugural Grand Prix awards from the Direct Marketing and PR/Experiential Jury and a further 7 Gold Axis awards. The judges spoke of a fantastic piece of work that until you see it with your own eyes you would have thought it impossible. After 3 rounds of ... read more »

At a sell-out event at the Viaduct Events Centre last night 800 of the industry's finest came together to celebrate the best NZ creative work of the past year. The highly prized Grand AXIS for 2013 was awarded to DraftFCB New Zealand for its Driving Dogs campaign for client MINI New Zealand. The successful campaign also scooped one of the inaugural Grand Prix awards from the Direct Marketing and PR/Experiential Jury and a further 7 Gold Axis awards. The judges spoke of a fantastic piece of work that until you see it with your own eyes you would have thought it impossible. After 3 rounds of judging, the Executive judging panel including Feh Tarty, from Mother in London and Damon Stapleton from Saatchi & Saatchi Sydney, who both flew into Auckland earlier in the week, felt there were a number of campaigns that really stood out as exceptional this year. The job of the Executive panel was to award the Grand Prix and Grand Axis Awards and both international judges were on hand to present these on the night. Donation Glasses provided Colenso BBDO/Proximity New Zealand and Finch a Grand Prix from the Radio & Screen Content Jury and 4 additional Gold awards. The judges felt the technology, messaging, tone, and freshness of the creative idea worked in the most harmonious of ways. DraftFCB's Call Girl campaign for Prime TV helped spread the Gold around, also picking up a Grand Prix in Radio from the Radio & Screen Content jury. Feh Tarty said the Call Girl campaign for radio did an amazing job for waking up what some may describe as a sleepy category. String Theory was the other recipient of a Grand Prix from the Craft jury for their Metamorphosis campaign for client Good Books. Creative business of the Year (awarded each year to the client with the most points awarded for finalists and awards won on the night), went to DB Breweries with a total of 4 gold awards adding to their tally of finalists, bronze & silver. Other big winners included The Sweet Shop, once again picking up Production Company of the Year. The legendary David 'Devo' Walden (left) was honoured with the Lifetime Achievement Award for his illustrious career in advertising. The Executive Judging Panel awarded the Emerging Talent award to Ben Polkinghorne and Anna Stickley from Colenso BBDO/Proximity New Zealand who both demonstrated outstanding talent as newcomers to the industry. TVNZ's Axis Student Challenge Award went to Jordan Dale and Ryan Worsford from AUT AdSchool. Axis has always been the pivotal moment in the New Zealand creative calendar because it is a celebration of our best work; the work our industry is most proud of because it has broken the rules, permeates popular culture and influences behavioural change, and the winners this year are all great examples of those attributes. Congratulations to all the finalists and winners said Paul Head, CEO of CAANZ. The gala dinner was preceded by a day of speaker events that included 6 high profile speakers including Tony Kaye, Tom Uglow (Google's Creative Labs), author Don Watson and Michael Hilliard of Finch. The inaugural Getty Images Axis Exhibition showcased the work of the 2013 finalists.

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Gold for Colenso in Shanghai

Gold for Colenso in Shanghai

Posted: 10 May 2013

Colenso won four awards – one of them Gold – at last night’s Asian Marketing Effectiveness Awards in Shanghai. The only NZ agency standing in the way of a complete Colenso sweep was Barnes Catmur, which won Bronze. THE NZ WINNERS Gold: Colenso BBDO/Proximity for Frucor Beyond the Wall (Most Effective Use of Technology) Silver: Colenso BBDO/Proximity for Frucor Beyond the Wall (Digital Media) Silver: Colenso BBDO/Proximity for Monteith's Crushed Cider Sorry About the Twigs, Folks (Beverages) Bronze: Colenso BBDO/Proximity for Export Dry The Wine is Over (Beverages) Bronze: Barnes, ... read more »

Colenso won four awards – one of them Gold – at last night’s Asian Marketing Effectiveness Awards in Shanghai. The only NZ agency standing in the way of a complete Colenso sweep was Barnes Catmur, which won Bronze. THE NZ WINNERS Gold: Colenso BBDO/Proximity for Frucor Beyond the Wall (Most Effective Use of Technology) Silver: Colenso BBDO/Proximity for Frucor Beyond the Wall (Digital Media) Silver: Colenso BBDO/Proximity for Monteith's Crushed Cider Sorry About the Twigs, Folks (Beverages) Bronze: Colenso BBDO/Proximity for Export Dry The Wine is Over (Beverages) Bronze: Barnes, Catmur & Friends for Hell Pizza Roulette (Travel/Entertainment/Retail) Agency of the Year was Clemenger BBDO Melbourne; Network of the Year was BBDO. The Asian Marketing Effectivness Awards are allied to the Cannes Lions and the Spikes Asia. See the full results list at www.ame.asia.

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New Zealand seventh on D&AD list, just four campaigns in line for Pencils

New Zealand seventh on D&AD list, just four campaigns in line for Pencils

Posted: 26 April 2013

 D&AD is renowned as one of the world's toughest awards shows (hence the brouhaha when Clemenger BBDO took a yellow pencil for Ghost Chips the same night it was denied at Axis). And while New Zealand has further cemented its ... read more »

 D&AD is renowned as one of the world's toughest awards shows (hence the brouhaha when Clemenger BBDO took a yellow pencil for Ghost Chips the same night it was denied at Axis). And while New Zealand has further cemented its reputation as a creativity hub and been ranked seventh in the world after the first round of judging, just four campaigns are in line to pick up yellow pencils: Silo Theatre Identity by Alt Group (Branding Schemes/Small Business), 'Donation Glasses' by Colenso BBDO for Mars NZ, Pedigree Adoption Drive (Direct Response/TV & Cinema Advertising); 'Call Girl' by DraftFCB for Prime Television (Radio Advertising over 30 seconds) and 'Metamorphosis' by String Theory for Good Books (Writing for Film Advertising).

In addition to the nominations, which refer to work that will be included in the D&AD Annual, which will be published in September 2013, but is also being considered by the jury for a yellow or black Pencil), there were 11 in-book nominations, with five for Colenso BBDO for V Motion Project, DB Export's The Wine That Sold Beer' and Pedigree Donation Glasses, four for DraftFCB's Driving Dogs and two for DDB for Hutchwilco's Secret Fishing Spots app and YWCA's Demand Equal Pay (In book is one step down from a monination and, as the name implies, it will be included in the annual). 

In total there were 614 D&AD In-Book and Nomination awards given to work this year. Australian work scored 31 In-Book awards and 18 Nominations. And McCann Erickson Melbourne's work for Metro Trains (Dumb Ways to Die) has the most of any campaign, with 14 In-Book and Nomination plaudits.

"New Zealand’s creatives have enjoyed a strong year," says D&AD chief executive Tim Lindsay. "With four pieces of work up for Yellow Pencil honours and juries recognising a further eleven pieces of work, New Zealand has come a very creditable seventh in the overall nation tables. In a strong year at D&AD—and a tough group of jurors—there has been a very strong show from nations outside the traditionally strong UK and US shops. New Zealand is amongst a crop of countries that have made a real impact on the awards this year.”

 

Here's Colenso's Nick Worthington talking about the judging process. 

 

 

The List: 

Draft, MINI New Zealand, Driving Dogs, In Book
Colenso BBDO, Frucor Beverages, V Energy Drink, The V Motion Project, In Book
Draftfcb, MINI New Zealand, Driving Dogs, In Book
Colenso BBDO, Mars NZ, PEDIGREE Adoption Drive, Donation Glasses, In Book
DDB NZ, YWCA, Demand Equal Pay, In Book
Draftfcb, MINI New Zealand, Driving Dogs, In Book
Draftfcb, MINI New Zealand, Driving Dogs, In Book
DDB NZ, Hutchwilco, Secret Fishing Spots, In Book
Colenso BBDO, DB Breweries, Export Dry, The Wine That Sold Beer, In Book
Colenso BBD), DB Breweries, Export Dry, The Wine List, In Book
Colenso BBDO, DB Breweries, Export Dry, The Wine List, In Book
Alt Group, Silo Theatre, Silo Theatre Identity, Nomination
Colenso BBDO, Mars NZ, Pedigree Adoption Drive, Donation Glasses, Nomination
Draftfcb, Prime Television, Call Girl, Nomination
String Theory, Good Books, Metamorphosis, Nomination

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One Show, many finalists

One Show, many finalists

Posted: 15 April 2013

 The One Club, one of America's most prestigious awards programmes, has chosen its finalists. Herewith the locals gunning for a pencil in the three separate competitions,  with Colenso BBDO on top once again with seven nods. 

The One Show

CLEMENGER BBDO

Out Of Home – Transit & Installations – Campaign, KiwiRail 'See More of New Zealand by Train'.

Branded Content – Games, New Zealand Transport Agency, NZTA Flash.

COLENSO BBDO/PROXIMITY NEW ZEALAND 

Out ... read more »

 The One Club, one of America's most prestigious awards programmes, has chosen its finalists. Herewith the locals gunning for a pencil in the three separate competitions,  with Colenso BBDO on top once again with seven nods. 

The One Show

CLEMENGER BBDO

Out Of Home – Transit & Installations – Campaign, KiwiRail 'See More of New Zealand by Train'.

Branded Content – Games, New Zealand Transport Agency, NZTA Flash.

COLENSO BBDO/PROXIMITY NEW ZEALAND 

Out Of Home – Digital / Electronic, Frucor Beverages 'The V Motion Project'.

Collateral – P.O.P. & In-store - Single, DB Breweries 'The Wine List'.

Collateral – Promotional Items, DB Breweries, The Wine That Sold Beer.

Consumer Television – Commercials of Var. Length – Campaign, BNZ 'Be good with money'.

Cinema – Long Form – :90 and Over, Mars NZ 'Donation Glasses'.

Experiential – Events & Competitions, Mars NZ 'Donation Glasses'.

Integrated Branding – Consumer Campaign, DB/Monteith's 'Sorry about the twigs, folks'.

CONTAGION 

Collateral – Promotional Items – Kiwicare 'Weed Weapon'.

DRAFTFCB NEW ZEALAND

Collateral – Promotional Items, Mini New Zealand 'Free car with every dog'.

Experiential – Events & Competitions, Prime Television 'Call Girl'.

Integrated Branding – Consumer Campaign, Mini New Zealand, 'Driving Dogs'.

Brand Transformation, Mini New Zealand, 'Driving Dogs'.

The One Show Interactive

CLEMENGER BBDO 

Interactive Advertising – Public Service, New Zealand Transport Agency 'NZTA Flash'

PUBLICIS MOJO 

Online Films & Video – Short Form – Series, Goodman Fielder 'Trevor's Tips'

TBWA\DIGITAL ARTS NETWORK 

Social Media – Best Use of Social Media / Facebook, Mercury Energy 'Good Energy Taxi'

The One Show Design

ALT GROUP

Brand Identity – Series, Silo Theatre 'Silo Theatre identity'

SAATCHI & SAATCHI NEW ZEALAND

Craft – Typography – Series, Women's Refuge 'Donate Your Words'

SPECIAL GROUP

Package Design OOB Organic OOB Ice Cream Packaging

Buck Los Angeles also nabbed two spots for its work with String Theory on Good Books. 

Broadcast & Moving Image – Short Films & Videos Oxfam New Zealand, Metamorphosis

Craft – Animation, Oxfam New Zealand, Metamorphosis

The One Show Entertainment Awards are announced later in the year and the cut off is today, 15 April. 

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Donation Glasses keeps feeling the love as Colenso tops AWARD tally

Donation Glasses keeps feeling the love as Colenso tops AWARD tally

Posted: 22 March 2013

 The golden pickings were fairly slim at the AWARD awards, with just 12 handed out in total. And of the Kiwi agencies, it was Colenso BBDO on top again. 

The winners of the 34th annual awards, which aim to celebrate of the most outstanding creative communications work in the Asia Pacific region, were announced last night in Sydney, with the awards show acting as the culmination of the three-day Circus festival of Commercial Creativity. 

Colenso won a total of 13 awards, with two golds alongside Finch for Pedigree's Donation Glasses, five silvers and six ... read more »

 The golden pickings were fairly slim at the AWARD awards, with just 12 handed out in total. And of the Kiwi agencies, it was Colenso BBDO on top again. 

The winners of the 34th annual awards, which aim to celebrate of the most outstanding creative communications work in the Asia Pacific region, were announced last night in Sydney, with the awards show acting as the culmination of the three-day Circus festival of Commercial Creativity. 

Colenso won a total of 13 awards, with two golds alongside Finch for Pedigree's Donation Glasses, five silvers and six bronzes shared between Pedigree Adoption Glasses, DB Export's the Wine is Over, the V Motion Project and Monteith's Sorry About the Twigs. 

The only other Kiwi agencies with silvers were Barnes, Catmur and Friends for Hell's Pizza Roulette and String Theory for Good Books Metamorphosis. 

DDB NZ took five bronzes for Instant Kiwi Alibi and McDonald's Staying up Late; DraftFCB took three bronzes for Pak 'n Save's Bleaarghhh and Meet the Meat of your Dreams; Publicis Mojo took two bronzes for Greenpeace's Oil on Canvas; Clemenger BBDO took two bronzes for Kiwirail and NZTA's Drug Driving; and Special Group won bronze for Gravity Coffee Run. 

The Sweet Shop took bronze for Instant Kiwi Alibi, Finch added to its golds with bronzes for New World's New Day and NZTA's Flying Objects, Revolver/Will O'Rourke took seven bronzes for BNZ's Be Good With Money, and Host Sydney took silver and bronze for Air New Zealand's Kiwi Sceptics. 

Of the other gold winners, WhybinTBWA Sydney took gold in digital—and best in show—for the ‘NRMA - Car Creation’ campaign. 

Ogilvy & Mather Advertising Shanghai was a four-time gold winner for its ‘Cokehands’ campaign, while George Patterson Y&R Melbourne also won two golds.

Receiving recognition for the ‘Beer Chase’ campaign in the film and video category, gold was presented to Clemenger BBDO Melbourne. The DDB Group Sydney also received gold in the print category for the ‘Park Assist Technology’ campaign, while Finch – 37 Degrees was awarded gold in creative innovation for its ‘37 Degrees Glasses’ innovation.

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Colenso BBDO named ad agency of the year

Colenso BBDO named ad agency of the year

Posted: 13 March 2013

 In a year which saw advertising agency Colenso BBDO named the best creative agency in the world it's not surprising the company has also been recognised as New Zealand's finest.

 ... read more »

 In a year which saw advertising agency Colenso BBDO named the best creative agency in the world it's not surprising the company has also been recognised as New Zealand's finest.

Colenso BBDO's work included a campaign for Frucor's energy drink V which combined the Xbox Kinect's motion sensor with music production software to allow music to be created by motion alone.

The Auckland-based agency was last night awarded the Fairfax Media AdMedia Agency of the Year title for its ability to stay ahead of the game, both in terms of innovation and profitability.

Colenso BBDO also counts the Bank of New Zealand, Tip Top, Mars, Mountain Dew and Fiji Tourism among its clients.

The agency has won gold awards at the Cannes Festival of Creativity, The Caples, Spikes Asia and New Zealand's own Effies and Axis Awards in the past year.

While bringing in awards is one measure of success, staying profitable is not easy for advertising agencies which are being squeezed by post-recession client budgets and having to adapt to a fragmented digital media environment.

Independent agency Barnes, Catmur & Friends won the top prize in the under-50 employees category, while justONE took top honours among agencies with less than 20 staff.

Spark PHD won the Media Agency of the Year award, and DraftFCB managing director Bryan Crawford was named MD of the Year.

Colenso's Eloise Jack won creative rookie of the year and Spark PHD's Ying Yu won media rookie of the year.

- © Fairfax NZ News

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Colenso BBDO, Auckland crowned Campaign Brief Agency of the Year for record sixth time

Colenso BBDO, Auckland crowned Campaign Brief Agency of the Year for record sixth time

Posted: 26 February 2013

 

 For a record sixth time in the 15-year history of the awards Colenso BBDO, Auckland is Campaign Brief's New Zealand Agency of the Year. After winning more Cannes Lions than any other Australasian agency last year, Colenso BBDO was ranked #1 most awarded agency in the world by The Big Won Report.


It's been a standout year for Colenso BBDO New Zealand, which managed to yet again walk away with top honours from a number of the world's leading advertising shows. 

At the start of 2012 Colenso BBDO was ranked the number #5 agency in the world and number one direct agency in The Big Won Report, which calculates global agency rankings based on awards performances, while creative chairman Nick Worthington was named the highest-ranking ECD on the planet. But after the agency nabbed 12 Cannes Lions and many other global gongs in 2012, Colenso BBDO moved up to #1 in the 2013 The Big Won report, making it the first time a Kiwi or Aussie agency has ever won the title.

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Colenso win large at the NZDM Awards

Posted: 23 February 2013

 In its 25th year celebration, the NZ Direct Marketing Awards (formerly known as the RSVP and Nexus Awards) crowned three of New Zealand’s best known brands as Nexus Supreme, Grand Prix and NZ’s Direct Marketing Organisation of the Year winners.

Frucor Beverages and Colenso BBDO/Proximity New Zealand blitzed the competition winning the Nexus Supreme award along with winning two Gold Nexus Awards an industry and a channel Gold, as well as winning the Best Digital Creative category, with their campaign V Motion.

 

The Nexus Supreme panel of judges ... read more »

 In its 25th year celebration, the NZ Direct Marketing Awards (formerly known as the RSVP and Nexus Awards) crowned three of New Zealand’s best known brands as Nexus Supreme, Grand Prix and NZ’s Direct Marketing Organisation of the Year winners.

Frucor Beverages and Colenso BBDO/Proximity New Zealand blitzed the competition winning the Nexus Supreme award along with winning two Gold Nexus Awards an industry and a channel Gold, as well as winning the Best Digital Creative category, with their campaign V Motion.

 

The Nexus Supreme panel of judges said “this entry showed a deep understanding of how to access and engage the channels being utilised by their target audience. They used superb technology to create V Motion, with ground breaking integration and a master-class in the use of media and channels. This is the future of direct marketing.”

On top opf V’s success, Colenso also picked up two golds and two silvers for client Mars and their Pedigree Donation Glasses campaign.

For the first time justONE celebrated victory after being awarded the Grand Prix trophy with client Subway Restaurants for its Subway: Providing the Retail Edge entry.

 

As a part of the number of changes to the categories and judging panel for the awards, 2012 saw the introduction of The Keith Norris Award for NZ Direct Marketing Organisation of the Year. Named in honour of the former (and long-time) Chief Executive, Keith was delighted to present the inaugural award to EziBuy. 

The Marketing Association acknowledges New Zealand Post and Loyalty New Zealand as Premier Sponsors of the Awards.

The full list of 2012 winners and their stories can be found here.

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Colenso first to top the Big Won

Posted: 20 January 2013

Click to enlarge »

Colenso first to top the Big Won

Click to enlarge »

Colenso first to top the Big Won

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Colenso’s young guns bring home the goods

Colenso’s young guns bring home the goods

Posted: 20 December 2012

Last week Colenso brought home a haul of awards from Caples and Campaign Asia-Pacific, and that winning streak is continuing as it claims the title of YoungGuns International 2012 Advertising Agency of the Year.

The YoungGuns recognise the best young (aged under 30 years) talent in the advertising and communications industry, and the Auckland-based agency won four awards in total – one Gold Bullet, two Silvers and a Bronze – as well as having nine finalist entries.

 Jae Morrison ... read more »

Last week Colenso brought home a haul of awards from Caples and Campaign Asia-Pacific, and that winning streak is continuing as it claims the title of YoungGuns International 2012 Advertising Agency of the Year.

The YoungGuns recognise the best young (aged under 30 years) talent in the advertising and communications industry, and the Auckland-based agency won four awards in total – one Gold Bullet, two Silvers and a Bronze – as well as having nine finalist entries.

 Jae Morrison was awarded the Gold Bullet in the Best Use of a Single Channel category, and a Silver in Television/Cinema for the Donation Glasses campaign for Pedigree.
 
Simon Vicars and James Tucker won a Silver Bullet for Sorry about the Twigs, a campaign for Monteith's, as well as winning a Bronze in the Newspaper Campaigns category for Bevan, Idiot, Sean for DB Breweries.


 colenso youngguns 2012

"I'm thrilled for the guys. Jae, Simon and James are exceptionally talented and bring a truckload of great ideas and creativity to the agency," says Nick Worthington, Colenso BBDO's creative chairman.
 
"We like to think we have an unfair share of the talent locally and internationally. Being named YoungGuns 2012 Advertising Agency of the Year confirms our suspicion that we have some of the best young minds in the world working with us."
 
Graeme Clarke, Lachlan Palmer and Joel Little were also finalists for their work on campaigns such as the V Motion Project for Frucor, The Art of Money for BNZ and Books shape you for the New Zealand Book Council.

Colenso YoungGun Awards and Finalists:

Gold – Jae Morrison, Donation Glasses for Pedigree – Best Use of a Single Channel

Silver – Jae Morrison, Donation Glasses for Pedigree – Television/Cinema

Silver – Simon Vicars and James Tucker, Sorry about the Twigs, folks for Monteith's – Up To and Including 3 Ex

Bronze – Simon Vicars and James Tucker, Bevan, Idiot, Sean for DB Breweries – Newspaper Campaigns

Finalist – Simon Vicars and James Tucker, No one will know except you for Off Wax Bar – Radio Campaigns

Finalist – Simon Vicars and James Tucker, The wine is over for DB Breweries – Integrated Campaigns

Finalist – Simon Vicars and James Tucker, Sorry about the Twigs, folks for Monteith's – Best PR led Integrated Campaign

Finalist – Simon Vicars and James Tucker, Sorry about the Twigs, folks for Monteith's – Integrated Campaigns

Finalist – Graeme Clarke and Lachlan Palmer Hubbard, V Motion Project for Frucor – Technology Innovation

Finalist – Graeme Clarke and Lachlan Palmer Hubbard, V Motion Project for Frucor – Integrated Campaign

Finalist – Graeme Clarke and Lachlan Palmer Hubbard, The Art of Money for BNZ – Copywriting Campaigns

Finalist – Lachlan Palmer Hubbard, Books shape you for the New Zealand Book Council – Sound Design

Finalist – Joel Little, V Motion Project for Frucor – Music Composition

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Colenso BBDO leads the world scoring four Golds and 5 Silvers at international Caples Awards for direct marketing in New York

Colenso BBDO leads the world scoring four Golds and 5 Silvers at international Caples Awards for direct marketing in New York

Posted: 08 December 2012

Colenso BBDO / Proximity Auckland led the Kiwi charge at the international Caples Awards in New York, which honour the best in Direct Marketing worldwide.

The agency cemented its position as the world's best direct marketing agency picking up 13 Caples Awards.
 
The agency won four Golds, five Silvers and four Bronze awards making it the top ranked agency at the awards. It was also the best performance by a New Zealand agency at the Caples Awards to-date.
 
The wine is over campaign for DB export was the agency's big winner coming away ... read more »

Colenso BBDO / Proximity Auckland led the Kiwi charge at the international Caples Awards in New York, which honour the best in Direct Marketing worldwide.

The agency cemented its position as the world's best direct marketing agency picking up 13 Caples Awards.
 
The agency won four Golds, five Silvers and four Bronze awards making it the top ranked agency at the awards. It was also the best performance by a New Zealand agency at the Caples Awards to-date.
 
The wine is over campaign for DB export was the agency's big winner coming away with two Golds and three Silvers, while Donation glasses for Pedigree and Sorry about the twigs folks for Monteiths both received Gold and Silver awards.

DraftFCB Auckland scored Gold and Silver for Pak'n'Save 'Rugby World Cup'.

Silver went to Clemenger BBDO Wellington for KiwiRail 'See more of New Zealand by train'.
 
"It's exciting to be working in the current environment which allows us to use creativity to engage an audience directly, and the best work these days usually has a direct aspect to it. The wonderful thing about the Caples is that they are results-driven awards, which demonstrates that great work works," says Nick Garrett, Colenso BBDO's managing director.

The performance caps off an exceptional year for the team at College Hill, who have received numerous direct marketing accolades including winning the coveted Diamond Award at the Echo Awards, as well as being ranked the world's number one direct marketing agency in the 2012 Big Won Report.
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Colenso BBDO gets St John call out

Posted: 14 November 2012

Colenso BBDO today announced its partnership with St John, New Zealand's primary frontline medical response organisation and the main provider of ambulance services.

"We were very impressed with Colenso's strong portfolio of effective and award-winning work, particularly its cause-related campaigns," says Kate Tinkler, St John Marketing Manager.

"We have great chemistry with their team and we look forward to working with them."

With increasing demand for its services and intense competition for the donation dollar, Colenso will use their full range of services to ... read more »

Colenso BBDO today announced its partnership with St John, New Zealand's primary frontline medical response organisation and the main provider of ambulance services.

"We were very impressed with Colenso's strong portfolio of effective and award-winning work, particularly its cause-related campaigns," says Kate Tinkler, St John Marketing Manager.

"We have great chemistry with their team and we look forward to working with them."

With increasing demand for its services and intense competition for the donation dollar, Colenso will use their full range of services to invigorate the St John brand, attract new supporters and promote its various community-based programmes.

"We are very excited and proud to be working with such a respected and well-loved New Zealand organisation. St John does an incredible job providing essential health services in our local communities and we look forward to working with them to help them achieve their goals," says Nick Garrett, Colenso BBDO Managing Director.

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Colenso snags top digital strategist

Colenso snags top digital strategist

Posted: 26 October 2012

Colenso BBDO has appointed Greg Forsyth, ex-Tribal DDB managing director to the new role of digital business director.

The agency and Forsyth are already well acquainted – he has been working with the agency over the past six months and was Aim Proximity's digital services director from 2001 to 2005.

"We are over the moon with Greg coming back on board ... read more »

Colenso BBDO has appointed Greg Forsyth, ex-Tribal DDB managing director to the new role of digital business director.

The agency and Forsyth are already well acquainted – he has been working with the agency over the past six months and was Aim Proximity's digital services director from 2001 to 2005.

"We are over the moon with Greg coming back on board and adding further weight to our already strong digital team," says Nick Garrett, Colenso BBDO managing director.

"Interactive thinking is at the heart of all our best work and being able to add more value strategically in the comms and business space for our client partners will make a big difference and Greg is the right man to drive this. We are always looking for opportunities to invest in developing our digital offering further so we can remain one step ahead of the competition, and Greg will build our expertise and capabilities in this field.”

"Greg was perfect for the position. Not only is he a world-class digital strategist, he's also a familiar face to many of our staff and he's fitting in well."

Forsyth has been in the advertising industry for more than 20 years and has worked for brands such as Air NZ, BNZ, Telecom, Fonterra, Frucor and Sky Television.

He will be tasked with building Colenso's digital strategy team and developing new long-term structures around the agency's digital creative work.

"I'm very excited to be working with a truly integrated agency that's continually reinventing itself to deliver leading through-the-line campaigns. Colenso is a great example of a new generation agency with remarkable digital output while also shaping itself for the needs of the market and I look forward to adding further strategic rigour."

"We are extremely proud of the digital work that we produce, and are continually striving to raise the bar. Greg brings a wealth of knowledge and a new strategic direction to the team, which will help us generate further great outcomes for clients." says Aaron Turk, head of digital creative Colenso BBDO.

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Colenso wins BIG at the ECHOs

Colenso wins BIG at the ECHOs

Posted: 19 October 2012

Colenso BBDO’s Doggelganger Pedigree adoption drive campaign scooped the elusive Diamond Award at the 2012 International ECHO Awards Las Vegas at the weekend.

The Diamond Award is the highest accolade at the direct & interactive marketing event and represents the best-in-show campaign across all entries.

The award-winning campaign matched homeless dogs with new owners using human and canine pairing software via a web application, analysing the user's facial features and matching the person to a canine equivalent.

"Winning the Diamond Award at the ECHOs is testament ... read more »

Colenso BBDO’s Doggelganger Pedigree adoption drive campaign scooped the elusive Diamond Award at the 2012 International ECHO Awards Las Vegas at the weekend.

The Diamond Award is the highest accolade at the direct & interactive marketing event and represents the best-in-show campaign across all entries.

The award-winning campaign matched homeless dogs with new owners using human and canine pairing software via a web application, analysing the user's facial features and matching the person to a canine equivalent.

"Winning the Diamond Award at the ECHOs is testament to the hard work and emphasis Colenso has put on producing cutting edge digital campaigns that deliver real results for our clients,” says Colenso BBDO’s digital creative director, Aaron Turk.

"Clients today demand measurable results and digital is becoming an increasingly important part of the mix to achieve these results. Digital campaigns like Doggelganger give organisations the ability to engage with consumers at an intimate and personal level, as well as creating highly shareable and engaging content.”

The ECHO Diamond Award is the fourteenth international honour for the Doggelganger campaign following a string of awards in 2011, including Grand Prix, Gold and Bronze at the Spike Awards, Gold and Silver at the Digital Media Awards, Gold and two Silvers at Caples, as well as picking up awards at Cannes, The Work, AWARD, and RSVP and Nexus.

The award caps off another successful year for the agency, which was ranked as the number one direct agency in the world by the 2012 Big Won Report.

"We are extremely proud of the consistent world-leading work coming out of the agency and this award reaffirms our position as one of the top direct agencies in the world," says Nick Garrett, Colenso BBDO managing director.

In its 83rd year, the International ECHO Awards honour the best in direct marketing across the globe. Judged by client-side marketers, agency account directors, and senior creatives, campaigns are assessed based on strategy, creativity, and results.

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BBDO agencies dominate the Effies

Posted: 12 October 2012

BBDO agencies dominate the Effies

BBDO put in a dominant performance at the Effies last night winning more awards and total points than any other agency by a significant margin. Colenso BBDO won the most gongs across the most clients, and Clemenger BBDO had their best show yet.

The combined performance puts BBDO at the top of the Effies rankings with Colenso and Clemenger BBDO third and fourth respectively.

"We are immensely proud of the performance of the BBDO agencies in this year's Effies," says Jim Moser, Clemenger Group chief executive.

"Clemenger BBDO ... read more »

BBDO agencies dominate the Effies

BBDO put in a dominant performance at the Effies last night winning more awards and total points than any other agency by a significant margin. Colenso BBDO won the most gongs across the most clients, and Clemenger BBDO had their best show yet.

The combined performance puts BBDO at the top of the Effies rankings with Colenso and Clemenger BBDO third and fourth respectively.

"We are immensely proud of the performance of the BBDO agencies in this year's Effies," says Jim Moser, Clemenger Group chief executive.

"Clemenger BBDO continues to produce amazing work for our Wellington-based clients and Colenso's performance highlights the agency's consistency in producing highly creative and effective work across multiple categories."

"While the BBDO network was the most successful group, credit has to go to DDB who won the Grand Effie for their Steinlager work, and Barnes Catmur & Friends for their strong performance on the night."

Clemenger BBDO's Bloody Legend campaign for New Zealand Transport Agency was the big winner for the Wellington agency. While Colenso's trophies were spread across the Mountain Dew Skatepark for Frucor, Ice Bar Co. launch for Tip Top, and the Pedigree Adoption Drive for Mars.

"The awards illustrate the extensive capabilities and talent within the BBDO network and our ability to produce award-winning effective work across a range of categories, in both Auckland and Wellington," says Moser.

BBDO 2012 Effies Awards (58 points):

Colenso BBDO (38 points)

• Mountain Dew Pinball Skatepark: 1 Gold (PR/Experiential), 3 Silver (FMCG, Best Strategic Thinking, Most Progressive Campaign)

• Pedigree Adoption Drive: 1 Silver (Charity/Not for Profit)

• The Ice Bar Co.: 1 Silver (New Product or Service)

• Monteith's Cider Twigs: 1 Bronze (Most Progressive Campaign)

Clemenger BBDO (20 points)

• NZTA Bloody Legend: 2 Gold (Social Marketing/Public Service, Best Strategic Thinking)

Ends

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In: Colenso & Spacestation Out: DDB & OMD

In: Colenso & Spacestation Out: DDB & OMD

Posted: 05 October 2012

IAG has revamped its agency roster – without a pitch (“disruptive, time consuming and cause of a loss of marketing momentum”. Here’s the blurb (just in this morning):

Media Release
5 October 2012

Leading general insurance group IAG has completed an internal assessment of its agency partnerships and has confirmed that AMI’s above-the-line advertising and media work will move to Colenso and Spacestation respectively, sharing the agency stable alongside IAG’s other direct insurance brand State.

IAG’s Head of Marketing ... read more »

IAG has revamped its agency roster – without a pitch (“disruptive, time consuming and cause of a loss of marketing momentum”. Here’s the blurb (just in this morning):

Media Release
5 October 2012

Leading general insurance group IAG has completed an internal assessment of its agency partnerships and has confirmed that AMI’s above-the-line advertising and media work will move to Colenso and Spacestation respectively, sharing the agency stable alongside IAG’s other direct insurance brand State.

IAG’s Head of Marketing and Communications, Michael Pryor, says the opportunity is to ensure that a strategic portfolio approach is at the forefront of how IAG maintains its market leadership position with its direct insurance brands.

“The insurance industry is going through a significant period of change.  It is important for us to ensure a well coordinated strategy borne of a deep knowledge of the value propositions of our direct insurance brands. In our view this can best be achieved by consolidating work with marketing partners who can support our portfolio approach and broader strategy.

“The strong existing relationships we have with Colenso and Spacestation will work well to serve AMI and State equally.  As a result of us working collaboratively across AMI and State we are also expecting to see benefits in terms of greater coordination and marketing efficiencies with our chosen agency partners,” Mr Pryor said.

This decision means that AMI will move its marketing relationships from DDB and OMD (Media).

“Both DDB and OMD have contributed strongly to the success of the AMI brand over many years. The relationship has seen some memorable campaign work– but circumstances since IAG’s purchase of AMI earlier this year present the opportunity and need for change.

IAG chose not to follow a pitch process in the view that these can often be disruptive, time consuming  and cause a loss of marketing momentum.

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After Colenso BBDO's record week at Cannes the region's most effective creative agency ranked 5th in the world on 2012 Effie Effectiveness Index

After Colenso BBDO's record week at Cannes the region's most effective creative agency ranked 5th in the world on 2012 Effie Effectiveness Index

Posted: 28 June 2012

New Zealand agencies put on an impressive showing last week at Cannes with Colenso BBDO scooping 12 Lions, beating the previous New Zealand record (set by Colenso in 2010) by two and achieving a new 'personal best' for the agency.

As reported previously by CB, Colenso BBDO was Australasia's most successful agency at Cannes with GPY&R Melbourne and WhybinTBWA Sydney the next best with eight Lions each. 

The performance at Cannes caps off a remarkable week for Colenso, which included being ranked fifth in the world on the 2012 Effie Effectiveness Index, and Australasia's ... read more »

New Zealand agencies put on an impressive showing last week at Cannes with Colenso BBDO scooping 12 Lions, beating the previous New Zealand record (set by Colenso in 2010) by two and achieving a new 'personal best' for the agency.

As reported previously by CB, Colenso BBDO was Australasia's most successful agency at Cannes with GPY&R Melbourne and WhybinTBWA Sydney the next best with eight Lions each. 

The performance at Cannes caps off a remarkable week for Colenso, which included being ranked fifth in the world on the 2012 Effie Effectiveness Index, and Australasia's most effective creative agency.

"Our approach has always been harnessing the power of creativity to produce great outcomes for clients. We know that great work, works and last weeks' recognition at Cannes highlights the link between creativity and effectiveness," says Aussie expat Nick Garrett, managing director of Colenso BBDO - pictured top right with creative chairman Nick Worthington.

Colenso's work for DB Breweries' Export Dry and Monteith's brands won a total of eight Lions. 'The Wine is Over' campaign for DB Export Dry took two Silvers and two Bronze Lions, including a Silver in the hard-fought Titanium and Integrated category; while Monteith's 'Sorry about the Twigs Folks' work was awarded two Golds, a Silver and a Bronze. 

Other Colenso campaigns to win Lions included the 'Donation Glasses' fundraising campaign for Pedigree that won a Gold Lion; and Mountain Dew Skate Pinball for Frucor, which won a Silver and two Bronze.

"To achieve such remarkable results on the world stage, across a wide range of clients and categories, in difficult financial conditions makes me incredibly proud. It's testament to the continued evolution of the agency, and our focus on result-generating creativity," says Garrett.

In its 59th year, the Cannes Lions Festival of Creativity sets the benchmark for excellence in creative communications globally and received more than 34,000 entries for this year's awards.

"The level of work at Cannes was exceptionally high this year, so it's great to see Kiwi creativity and effectiveness being recognised on the world stage," says Nick Worthington, Colenso BBDO's creative chairman, who was also president of the promo & activation jury.

The Auckland agency was punching above its weight within the 288-office BBDO group, accumulating more Lions than any other BBDO office worldwide; and it was the second most effective BBDO agency in the Effie Effectiveness Index after Sancho BBDO (Bogata), who ranked second equal.

Other New Zealand agencies awarded at Cannes include Clemenger BBDO, who picked up three Lions, Special Group won two, while Publicis Mojo, DDB and Saatchi and Saatchi all picked up one Lion each. 

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Colenso BBDO breaks records at Cannes

Posted: 28 June 2012

12 Lions and top five ranking in the 2012 Effie Effectiveness Index - the best performance by a New Zealand agency ever!

New Zealand agencies put on an impressive showing last week at Cannes with Colenso BBDO scooping 12 Lions, beating the previous New Zealand record (set by Colenso in 2010) by two and achieving a new 'personal best' for the agency.

Colenso BBDO was Australasia's most successful agency at Cannes with GPY&R Melbourne and Whybin\TBWA Sydney the next best with eight Lions each.

The performance at Cannes caps off a remarkable week for Colenso, which ... read more »

12 Lions and top five ranking in the 2012 Effie Effectiveness Index - the best performance by a New Zealand agency ever!

New Zealand agencies put on an impressive showing last week at Cannes with Colenso BBDO scooping 12 Lions, beating the previous New Zealand record (set by Colenso in 2010) by two and achieving a new 'personal best' for the agency.

Colenso BBDO was Australasia's most successful agency at Cannes with GPY&R Melbourne and Whybin\TBWA Sydney the next best with eight Lions each.

The performance at Cannes caps off a remarkable week for Colenso, which included being ranked fifth in the world on the 2012 Effie Effectiveness Index, and Australasia's most effective creative agency.

"Our approach has always been harnessing the power of creativity to produce great outcomes for clients. We know that great work, works and last weeks' recognition at Cannes highlights the link between creativity and effectiveness," says Nick Garrett, managing director of Colenso BBDO.

Colenso's work for DB Breweries' Export Dry and Monteith's brands won a total of eight Lions. 'The Wine is Over' campaign for DB Export Dry took two Silvers and two Bronze Lions, including a Silver in the hard-fought Titanium and Integrated category; while Monteith's 'Sorry about the Twigs Folks' work was awarded two Golds, a Silver and a Bronze.

Other Colenso campaigns to win Lions included the 'Donation Glasses' fundraising campaign for Pedigree that won a Gold Lion; and Mountain Dew Skate Pinball for Frucor, which won a Silver and two Bronze.

"To achieve such remarkable results on the world stage, across a wide range of clients and categories, in difficult financial conditions makes me incredibly proud. It's testament to the continued evolution of the agency, and our focus on result-generating creativity," says Garrett.

In its 59th year, the Cannes Lions Festival of Creativity sets the benchmark for excellence in creative communications globally and received more than 34,000 entries for this year's awards.

"The level of work at Cannes was exceptionally high this year, so it's great to see Kiwi creativity and effectiveness being recognised on the world stage," says Nick Worthington, Colenso BBDO's creative chairman, who was also president of the promo & activation jury.

The Auckland agency was punching above its weight within the 288-office BBDO group, accumulating more Lions than any other BBDO office worldwide; and it was the second most effective BBDO agency in the Effie Effectiveness Index after Sancho BBDO (Bogata), who ranked second equal.

Other New Zealand agencies awarded at Cannes include Clemenger BBDO, who picked up three Lions, Special Group won two, while Publicis Mojo, DDB and Saatchi and Saatchi all picked up one Lion each.

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Maggie Christie joins Colenso BBDO/Aim Proximity

Maggie Christie joins Colenso BBDO/Aim Proximity

Posted: 07 June 2012

Colenso BBDO and Aim Proximity have appointed Maggie Christie to the role of "Director of Integration" across both Colenso BBDO and Aim Proximity at 100 College Hill. Her primary responsibility will be ensuring that Colenso BBDO/Aim Proximity continue to provide the highest level of integrated communications for their clients.

Maggie will also be responsible for managing and building the direct marketing (direct, CRM, data) resources including overall responsibility for Aim Proximity only clients. Earlier this year, Colenso BBDO was recognised as the number one direct agency in the ... read more »

Colenso BBDO and Aim Proximity have appointed Maggie Christie to the role of "Director of Integration" across both Colenso BBDO and Aim Proximity at 100 College Hill. Her primary responsibility will be ensuring that Colenso BBDO/Aim Proximity continue to provide the highest level of integrated communications for their clients.

Maggie will also be responsible for managing and building the direct marketing (direct, CRM, data) resources including overall responsibility for Aim Proximity only clients. Earlier this year, Colenso BBDO was recognised as the number one direct agency in the world by The Big Won Report 2012; therefore, appointing such a well-known and well-respected direct professional will only further strengthen the team at Colenso BBDO/Proximity.

Maggie brings a wealth of experience to her new role. She has worked on both the client and agency side of the business in Europe, North America and New Zealand. Her experience spans financial services (Lloyds Insurance, UDC Finance), telecommunications (Telecom and Vodafone), utilities (Contact Energy), loyalty programmes (Loyalty New Zealand - Fly Buys) and many other industries (Yellow, SkyCity, etc.). There is not another direct professional in New Zealand with experience as vast and comprehensive as Maggie Christie.

Jim Moser, Clemenger Group New Zealand CEO, commented: "Maggie is a perfect fit for Colenso and Proximity. She is highly experienced, extremely knowledgeable in all aspects of direct and a strong believer in and supporter of the highly integrated model of Colenso BBDO and Aim Proximity. She will be an excellent cultural fit for our staff and our clients. We're thrilled to have her join the team."

Maggie Christie said, "It's an exciting opportunity! With technology changing the way we communicate we need to refine what we are able to provide, not only for our clients but also for their customers. This role ensures we link multiple channels together and maximise our marketing efforts, which will equal greater results!"

Finally, Nick Garrett said, "Maggie is awesome and has already made a big difference internally and externally in the two months she has been with us and I love working with her. If success is defined by finding an unfair percentage of the talented and nice people then Maggie's addition to the team puts us in good stead."

Maggie began her new role at Colenso BBDO and Aim Proximity in late-March 2012.

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Colenso BBDO gets global Tourism Fiji gig

Posted: 23 May 2012

Colenso BBDO New Zealand has won the bid to become Tourism Fiji’s global advertising partner.

In July, the agency will be launching a new brand on behalf of the Fiji government - one that will be used globally.

Barnes, Catmur and Friends previously had the pitch, after winning it in 2009.

“There is absolutely nothing wrong with them,” Tourism Fiji acting CEO Michael Meade told NBR ONLINE.

“Barnes, Catmur and Friends did a very satisfactory, good campaign for us. They did some great TV commercial branding with the much-acclaimed Lucky Me commercial,” he ... read more »

Colenso BBDO New Zealand has won the bid to become Tourism Fiji’s global advertising partner.

In July, the agency will be launching a new brand on behalf of the Fiji government - one that will be used globally.

Barnes, Catmur and Friends previously had the pitch, after winning it in 2009.

“There is absolutely nothing wrong with them,” Tourism Fiji acting CEO Michael Meade told NBR ONLINE.

“Barnes, Catmur and Friends did a very satisfactory, good campaign for us. They did some great TV commercial branding with the much-acclaimed Lucky Me commercial,” he said.

However, Tourism Fiji undertook a major study of its worldwide marketing effort last year and found it had different agencies in different markets and different brands.

“We wanted a brand refresh to give [global] commonality,” Mr Meade says.

This led to a tender process, attracting 67 original bidders from Australia, New Zealand and western USA. These were whittled down to six, who had to give presentations in Nadi, with a final three presenting to the Tourism Board.

Mr Meade declines to say what the new brand or campaign slogan will be, other than it will be announced in July when approved by the Fiji government.

A greater focus on online marketing is expected.

“Colenso BBDO is a very good agency. They demonstrated the creative edge of their agency with their final preparation and an ability to roll-out to multi-markets,” he says.

No details have been released on how long the campaign will last, and Tourism Fiji declines to comment on its cost.

“It’s a major strategic decision [to change the campaign]. We expect this new brand to be around for a long time.” 

Despite potential challenges in high aviation fuel prices, the global economy and domestic political issues facing the Fiji tourism market, Mr Meade says the only issues have been two severe flood events earlier this year.

Visitor numbers of 675,000 last year, including 120,000 from New Zealand, are expected to top 700,000 this year.

“All indications for May onwards are very positive, with great support from Australia and New Zealand in particular,” he said.

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Tourism Fiji goes with Colenso NZ for creative

Tourism Fiji goes with Colenso NZ for creative

Posted: 22 May 2012

Exclusive: Colenso BBDO New Zealand has won out after a protracted pitch for the contract to become Tourism Fiji’s global advertising partner.

The group beat off 67 originally interested bidders and was victorious after six finalists pitched their ideas to the organisation in Nadi.

A statement from Tourism Fiji said: “The standard of the work and the passion and interest from the companies presenting was incredibly high and a real recognition of the potential of the Fiji brand.

“Colenso BBDO will be required to develop a new Tourism Fiji global ... read more »

Exclusive: Colenso BBDO New Zealand has won out after a protracted pitch for the contract to become Tourism Fiji’s global advertising partner.

The group beat off 67 originally interested bidders and was victorious after six finalists pitched their ideas to the organisation in Nadi.

A statement from Tourism Fiji said: “The standard of the work and the passion and interest from the companies presenting was incredibly high and a real recognition of the potential of the Fiji brand.

“Colenso BBDO will be required to develop a new Tourism Fiji global brand idea and communications approach. This will be adopted and implemented locally in each of Tourism Fiji’s international markets.”

The group originally called the pitch after a review of its strategy in late 2011 highlighted the need for a global approach for brand communications to maximise the return on investment.

There are currently live pitches for PR and social media partners in Australia, New Zealand, North America and China, who will be tasked with working closely with Colenso.

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Colenso BBDO dominates 2012 CAANZ AXIS Awards with 15 Gold trophies - Doggelganger wins Grand AXIS + Titanium and Interactive AXIS

Colenso BBDO dominates 2012 CAANZ AXIS Awards with 15 Gold trophies - Doggelganger wins Grand AXIS + Titanium and Interactive AXIS

Posted: 19 April 2012

The Grand AXIS for 2012 was awarded to Colenso BBDO for its work on Mars NZ's Doggelganger campaign, at the CAANZ AXIS Awards tonight.

Doggelganger scooped a total of eight gold awards, and earned Mars NZ the 2012 Creative Business of the Year accolade.

Colenso BBDO's outstanding advertising year was rewarded with a total of 38 awards, including 15 gold trophies.

Other agencies celebrating on the night included Special Group, which took home four Gold trophies, Saatchi & Saatchi, which won three (two with AIM Proximity) and RAPP Tribal with two Gold trophies. ... read more »

The Grand AXIS for 2012 was awarded to Colenso BBDO for its work on Mars NZ's Doggelganger campaign, at the CAANZ AXIS Awards tonight.

Doggelganger scooped a total of eight gold awards, and earned Mars NZ the 2012 Creative Business of the Year accolade.

Colenso BBDO's outstanding advertising year was rewarded with a total of 38 awards, including 15 gold trophies.

Other agencies celebrating on the night included Special Group, which took home four Gold trophies, Saatchi & Saatchi, which won three (two with AIM Proximity) and RAPP Tribal with two Gold trophies. Whybin\TBWA won one Gold trophy, as did DDB and Barnes Catmur & Friends.

Other big winners included The Sweet Shop, awarded Production Company of the Year, and Murray Grindlay, who won the Lifetime Achievement Award for his musical creation of many iconic kiwi ads - including BASF Dear John and Cadbury Crunchie.

The Emerging Talent award was presented to Kim Fraser of Special Group, who the judges believe demonstrated outstanding talent as a newcomer to the industry.

Thirasak Tanapatanakul, Worldwide Chairman and CEO of Creative Juice Bankok and 2012 AXIS International Judge, was impressed with the quality of thought demonstrated by the winners.

"Creativity in New Zealand advertising is very fresh and yet very effective. I loved the winners' campaigns. Doggelganger earned the top metal for its interactive innovation. The campaign was highly crafted and superbly executed - a very solid idea which encouraged social engagement with the brand."

The winners were chosen from 578 entries, judged by 45 local creatives and five internationally recognised judges - including Thirasak Tanapatanakul, Duncan Marshall, Executive Creative Director of Droga5 Sydney, Sir John Hegarty, Worldwide Creative Director and founder of BBH, Paul Silburn, Creative Partner of Saatchi & Saatchi London and Richard Flintham, founding partner of 101 London.

CAANZ President Sandy Moore said that the work on show was testament to the exceptional talent within the local industry, and proves how powerful creative thinking can change businesses: "AXIS is about celebrating ideas; ideas that have captured the imagination of New Zealanders, ideas that have effected change, and ideas that have ultimately achieved business results for our clients. AXIS remains the pinnacle of creativity in New Zealand."

Below is the list of all AXIS Gold winners:

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BNZ banks on Colenso BBDO—UPDATED

BNZ banks on Colenso BBDO—UPDATED

Posted: 12 March 2012

In another round of bankland swings-and-roundabouts Bank of New Zealand (BNZ) has appointed Colenso BBDO as its new creative agency, in alignment with with its Australian parent bank. BNZ spends around $10 million on advertising a year, so it's a good win for Colenso, but Westpac may not be so thrilled... it dumped Saatchi & Saatchi for Colenso BBDO just 18 months ago.

Last month saw SparkPHD take up the ANZ media account and resign BNZ (no word yet on who's scooped that one). And last week incumbent Sugar declined to participate in the pitch for the creative account. These ... read more »

In another round of bankland swings-and-roundabouts Bank of New Zealand (BNZ) has appointed Colenso BBDO as its new creative agency, in alignment with with its Australian parent bank. BNZ spends around $10 million on advertising a year, so it's a good win for Colenso, but Westpac may not be so thrilled... it dumped Saatchi & Saatchi for Colenso BBDO just 18 months ago.

Last month saw SparkPHD take up the ANZ media account and resign BNZ (no word yet on who's scooped that one). And last week incumbent Sugar declined to participate in the pitch for the creative account. These recent changes follow on from other agency shifts for ANZ, which went from DDB to TBWA\, and ASB, which went from TBWA\ to Droga5.

Of all the predictions we heard about who was likely to take over BNZ, Colenso BBDO's name didn't come up once because of its existing relationship with Westpac, and the fact that it had only recently released the new brand work after a fairly long wait, so it's a surprise to many—including many at Colenso.

Managing director Nick Garrett wasn't saying too much and left it to Clemenger Group don Jim Moser to answer our queries and he admits it's going to be a difficult few months as the transition takes place (it should be official on June 1). He confirmed there was no pitch and it was a regional realignment brokered at a very senior level after the NAB asked to work with the same network trans-Tasman.

"They're very clear that they won't be using the same work in both markets, as they're very distinct brands. But the NAB is our biggest client in Australia, and that carries quite a bit of weight."

He says alignments, both regional and global, are a fact of life in a networked agency and he's been on the good and bad ends of them in his time. When asked what this one is, he says it's a bit of both: bad because it has to forgo Westpac, which it has a strong relationship with and was doing some solid work for, and good because Colenso gets to rekindle its relationship with BNZ, which it worked with for around 25 years before losing it in 2005. He believes it will be a good thing for Colenso and it is now, after losing Vodafone, the agency's biggest client.

Adding to the difficulty of this situation, the news leaked early, so he admits "it's been a really difficult thing".

Moser wasn't sure what would happen to Westpac's relationship with .99 (this new alignment also raise questions over whether BNZ's below-the-line agency will remain in place), but he was hopeful the work it has done for the brand in the past will work in its favour.

"I would hope Westpac would keep working with .99 as they have a very strong relationship. That would be my optimum result," he says.

Craig Herbison, BNZ's chief marketing officer, said in a release: “Colenso BBDO has the creative track record and brand acumen we were after to move the BNZ brand forward."

BNZ’s parent bank National Australia Bank (NAB) has been working successfully with Clemenger BBDO in Melbourne for the last six years. The relationship has been a strong and fruitful one having most recently launched the award winning ‘Break-Up’ campaign to game-changing effect in the Australian banking market.

Andrew Hagger, National Australia Bank group executive, people, marketing and communications says, “There are clear synergies for us with Clemenger BBDO and the regional alignment across the NAB Group will give us increased scale and efficiencies".

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The Directory Big Won Creative Rankings 2011: Colenso BBDO, Auckland ranked #5 agency; Clemenger BBDO Melbourne ranked #10; Australia ranked #4 country, NZ ranked #9

The Directory Big Won Creative Rankings 2011: Colenso BBDO, Auckland ranked #5 agency; Clemenger BBDO Melbourne ranked #10; Australia ranked #4 country, NZ ranked #9

Posted: 11 January 2012

Colenso BBDO, Auckland is ranked an impressive #5 in the annual The Directory Big Won Creative Rankings 2011.

The agency, headed by creative chairman Nick Worthington (far left) - who is ranked #1 ECD in the world in 2012 - and managing director Nick Garrett (near left), was also ranked #1 direct agency in the world.

Australasian shops took the top 3 spots in the direct agency in the world chart, with Draft FCB New Zealand at #2 and Clemenger BBDO Melbourne at #3. In addition, BMF Sydney was placed #6 and Mark/M&C Saatchi Sydney was ranked #8.

Clemenger BBDO Melbourne ... read more »

Colenso BBDO, Auckland is ranked an impressive #5 in the annual The Directory Big Won Creative Rankings 2011.

The agency, headed by creative chairman Nick Worthington (far left) - who is ranked #1 ECD in the world in 2012 - and managing director Nick Garrett (near left), was also ranked #1 direct agency in the world.

Australasian shops took the top 3 spots in the direct agency in the world chart, with Draft FCB New Zealand at #2 and Clemenger BBDO Melbourne at #3. In addition, BMF Sydney was placed #6 and Mark/M&C Saatchi Sydney was ranked #8.

Clemenger BBDO Melbourne was ranked #10 agency in the world, #3 direct agency in the world and equal #4 in the top Alternative/Innovative Agency chart. The agency's ECD Ant Keogh was ranked #4 ECD in the world.

Draft FCB New Zealand took the #21 agency in the world spot and ranked #2 direct agency in the world. Agency ECD James Mok was ranked #7 ECD in the world.

Majority Aussie-owned Droga5 New York was raked #2 in the top Integrated Agencies chart, Leo Burnett Sydney was ranked #3 and Grey Melbourne was placed #9.

Australia was ranked #4 country, behind the USA, UK and Germany, with New Zealand taking the #9 spot.

The 2011 rankings are compiled from some 6,000 awards won by 4,048 campaigns on behalf of 2,461 clients by 1,302 agencies rewarding the efforts of 272 Chief Creative Officers, 690 Executive Creative Directors, 2,373 copywriters and 2,472 art directors. 

2012 was certainly a big one for the BBDO network: BBDO New York regained No.1 status from sister agency AlmapBBO Sao Paulo, No.1 in 2010, by winning awards for ten separate brands in TV, Press, Radio, Direct Marketing, Integrated Media, Digital, Mobile, Design and Alternative & Innovative categories. 

The 'traditional' agency no longer exists. All agencies are driven by decreasing budgets and by the migration of audiences to find solutions to their clients' problems in areas other than the 'traditional' response of TV and print. 

So we see DDB London, a regular top agency in the Big Won rankings of the past through its press and TV now ranked the 5th most successful Digital agency in the world and Abbott Mead Vickers BBDO similarly achieving a Top 10 ranking as a digital agency and Colenso BBDO Auckland listed as the No.1 Direct agency in the world.

Though there are many new media categories - with Mobile and Branded Content set to be separate categories in 2012 at more awards shows than just Cannes - the single most popular category remains Press. And in 2011 the most awarded piece of work in the world was a print ad, 'Heaven and Hell' for Samsonite, via JWT Shanghai (pictured left).

Droga5, New York's 'Decode Jay-Z' campaign for Bing was ranked #2 campaign across all media. Leo Burnett Melbourne's 'See the Person' campaign for Scope was ranked #9; Colenso BBDO Auckland's 'Yellow Chocolate" campaign for Yellow was ranked #11 and Clemenger BBDO, Melbourne's 'Break Up' campaign for NAB was ranked #16.   

The case for creativity

In 2011, James Hurman, Executive Planning Director of Colenso BBDO Auckland, published "The Case for Creativity". With a statistician's eye, he has scanned the 2011 Big Won rankings and written a short essay on the results, as he sees them. 

He notes that many of the world's most creative campaigns are also among the most effective:

"Out of 4048 creatively-awarded campaigns in 2011, the USA Grand Effie (Old Spice The Man Your Man Could Smell Like) was the 10th most creatively-awarded. The Asian Marketing Effectiveness Awards Platinum (Yellow Pages' Hidden Pizza Restaurant) was the 40th most awarded. And the IPA Effectiveness Awards Grand Prix (Colombian Ministry of Defence's Operation Christmas campaign) was the 85th most awarded. 

In my part of the world, the New Zealand Effies' Most Effective Campaign of the Year (NZ Ministry of Health's The Journal) was the 19th most creatively-awarded campaign in the world, and the Australian Grand Effie (Tontine's Dated Pillows) was the 64th most awarded.

This presents a case for uncovering the world's most creatively-awarded campaigns so that we're able to discuss them, learn from them, and understand the nature of the sorts of communications that will truly stand the best chance of cutting through, engaging and persuading today's consumers."

My own research in 2011 showed that the world's most creatively-awarded agencies won, on average, two and a half times as many effectiveness accolades as less creative agencies. Those findings were corroborated when Effie Worldwide and Warc released their Effie Index, showing BBDO (for many years the Big Won's most creatively-awarded agency network) to also be the world's most effective network.

Again these findings are played out in this year's rankings. The Big Won's top agency, BBDO New York, is the #2 most effective US agency in the Effie Index (behind Wieden & Kennedy, another top performer in The Big Won). The runner-up, Almap BBDO, won the 2011 Grand Effie in Brazil for their work on Pepsi. #4, Hamburg's Jung Von Matt, are also #4 in Germany for Effectiveness. Colenso BBDO at #5 is New Zealand's Effie Index #1. And AMV BBDO is #6 in the Big Won and #3 in the UK in the Effie Index."

The full text will be available at directnewideas.com

The value of creative awards, then, is not in bolstering the fragile egos of creative people but in indicating which campaigns have, in all likelihood, given their clients real return on investment. And the value of the Directory Big Won rankings is in identifying which agencies are most likely to generate remarkable commercial results for their clients.

The Directory Big Won Rankings has been tracking awards across all media categories since 2006 and ranking agencies by the quantity and quality of creative awards won. Prior to that, as The Won Report, it was an annual analysis of awards won specifically in the field of Direct Marketing. 

The Big Won is edited by Patrick Collister, publisher of Directory magazine and former Executive Creative Director of Ogilvy London. 

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International Agency of the Year Runner-up: Colenso BBDO

International Agency of the Year Runner-up: Colenso BBDO

Posted: 21 November 2011

NEW YORK (AdAge.com) -- Colenso BBDO assigned a young New Zealander to create a chocolate bar that tasted of the color yellow, using only contacts from Yellow's online, mobile and print products. The real goal, of course, was to make New Zealanders aware of Yellow's transition from a print-based directories company to a digital media business, and give them confidence in its products.

For months, New Zealanders followed online Josh Winger's efforts to develop the yellow-tasting chocolate bar, along with packaging, retail displays, distribution and ads. Everything was sourced through ... read more »

NEW YORK (AdAge.com) -- Colenso BBDO assigned a young New Zealander to create a chocolate bar that tasted of the color yellow, using only contacts from Yellow's online, mobile and print products. The real goal, of course, was to make New Zealanders aware of Yellow's transition from a print-based directories company to a digital media business, and give them confidence in its products.

For months, New Zealanders followed online Josh Winger's efforts to develop the yellow-tasting chocolate bar, along with packaging, retail displays, distribution and ads. Everything was sourced through Yellow contacts. Yellow chocolate launched, and sold 100,000 bars in four days, as New Zealanders paid $2 each for a piece of direct communications that demonstrated Yellow is the best way to get any job done.

The Omnicom Group agency grew revenue by 10% for the financial year ended June 30, 2010, and with only 68 staffers, won 10 Lions at the Cannes Lions Festival. New business came from government-owned broadcaster TVNZ and Westpac, one of New Zealand's largest banks and now the agency's biggest client.

"We won both the TVNZ and Westpac pitches on the strength of our culture, our understanding of how to create great culture, and our ideas for how to make those clients' culture better," the agency said.

For Westpac, that's a partnership with the bank's CEO to roll out a nationwide internal culture program for the company's 5,000 staff.

For TVNZ, Colenso had to find a personal way that went beyond broadcast trailers to connect New Zealanders with the Steven Spielberg miniseries "The Pacific," which had attracted only 1% of viewers when it aired earlier in the U.S. and the U.K. To create that bond, Colenso found hundreds of real letters and photos young men sent to their families back in New Zealand during World War II, and 346,000 New Zealand homes received a copy of one of those letters written by a soldier fighting in Okinawa in the 1940s. On the eve of the show's first episode, Colenso staged its own Pacific invasion with a re-enactment in Auckland's Mission Bay of a WWII dogfight between two Japanese fighter planes and a New Zealand Kittyhawk.

*The first paragraph in an earlier version of this story mistakenly referred to Colenso DDB. It has been corrected to Colenso BBDO. We apologize for the error.

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Colenso BBDO claims Grand Prix and Gold at Spikes Asia Awards

Colenso BBDO claims Grand Prix and Gold at Spikes Asia Awards

Posted: 21 September 2011

Colenso BBDO was the only New Zealand agency to win a Grand Prix at the 2011 Spikes Asia Awards in Singapore last night, as well as picking up two Gold, two Silver and three Bronze awards.

Colenso's Doggelganger, the Pedigree adoption drive was the most awarded Kiwi entry taking home the Grand Prix, Gold and Bronze in the Digital and Direct categories respectively.

The award winning campaign matched homeless dogs with new owners via a web application analysing the user's facial features and matching the person to a canine equivalent.

Colenso BBDO Planning Director, James ... read more »

Colenso BBDO was the only New Zealand agency to win a Grand Prix at the 2011 Spikes Asia Awards in Singapore last night, as well as picking up two Gold, two Silver and three Bronze awards.

Colenso's Doggelganger, the Pedigree adoption drive was the most awarded Kiwi entry taking home the Grand Prix, Gold and Bronze in the Digital and Direct categories respectively.

The award winning campaign matched homeless dogs with new owners via a web application analysing the user's facial features and matching the person to a canine equivalent.

Colenso BBDO Planning Director, James Hurman, says it is great seeing New Zealand performing so well on the international stage.

"We're proud to see our work, like Doggleganger and Impulse saver, being recognised at this level – work with digital at its heart, and work that's had a real impact on changing consumer behaviour."

The Westpac Impulse saver mobile application continued to receive accolades winning Gold in the mobile category, while the DB Breweries TVC, Beer – the untold story won Silver in the Film and Craft Film Categories.

Colenso's Rear view girls Levis Strauss was also recognised in both the Film and Media categories taking away Bronze awards.

Executive Creative Director, Nick Worthington represented Colenso at the awards and was on the jury for a number of categories.

"Competition was intense at this year's awards and all accolades presented by the juries were strongly contested. There is a lot of great work coming out of Asia Pacific and it is great to have our work recognised alongside the best in the region," says Worthington.

In its 25th year, the Spikes Asia Awards are designed to honour creative excellence in advertising communications across the Asia Pacific region.

Colenso BBDO 2011 Awards:

‘Doggelganger’ for Mars: 

Grand Prix and Gold – Digital Category

Bronze – Direct Category

'Impulse saver' for Westpac:

Gold – Mobile Category

'Beer – the untold story' for DB Breweries:

Silver – Film Category

Silver – Craft Film Category

'Rear view girls' for Levis Strauss:

Bronze – Film Category

Bronze – Media Category

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Colenso BBDO honoured for effectiveness at 2011 Cannes International Festival of Creativity

Posted: 27 June 2011

Colenso is the first New Zealand agency to win a Creative Effectiveness Lion at the 2011 Cannes International Festival of Creativity.

Introduced for the first time in 2011, the Creative Effectiveness Lions honour creativity which has shown a measurable and proven impact on a client’s business and affected consumer behaviour, brand equity, sales, and where identifiable, profit.

Colenso BBDO’s “Real Stories” campaign for TVNZ’s The Pacific was one of only six international campaigns awarded a Creative Effectiveness Lion. The campaign featured actual letters sent home ... read more »

Colenso is the first New Zealand agency to win a Creative Effectiveness Lion at the 2011 Cannes International Festival of Creativity.

Introduced for the first time in 2011, the Creative Effectiveness Lions honour creativity which has shown a measurable and proven impact on a client’s business and affected consumer behaviour, brand equity, sales, and where identifiable, profit.

Colenso BBDO’s “Real Stories” campaign for TVNZ’s The Pacific was one of only six international campaigns awarded a Creative Effectiveness Lion. The campaign featured actual letters sent home from soldiers during World War Two and culminated in an aerial dogfight over Auckland’s Mission Bay. The results were impressive, with 24% of New Zealanders tuning in to the first episode.

Nick Worthington, Executive Creative Director of Colenso BBDO says: “The Effectiveness Lions showcase the powerful role that creative advertising can play in business. It’s a pretty big deal to be one of only six agencies world-wide awarded an Effectiveness Lion.”

Only entries that were either shortlisted or winners at Cannes Lions in 2010 were eligible to enter into Creative Effectiveness Lions.

Colenso Planning Director James Hurman represented New Zealand on the Creative Effectiveness Jury that selected a shortlist of only 10 international campaigns.

“All of the entries we looked at were examples of campaigns with amazing commercial results. Our shortlist was made up of campaigns that proved beyond any doubt that the effectiveness result was caused by the creative work,” says James Hurman.

Alongside the Lion for Creative Effectiveness Colenso picked up a Silver and five Bronze Lions, making it the most awarded New Zealand agency at Cannes this year.

Colenso BBDO 2011 Lions:

‘The Pacific’ for TVNZ: 

Creative Effectiveness Lion

‘Rear View Girls’ for Levi Strauss & Co:

Silver Film Lion 

Production Company: Flying Fish

‘Commuter’ for Multiple Sclerosis Waikato: 

Bronze Outdoor Lion

‘Office Worker’ for Multiple Sclerosis Waikato: 

Bronze Outdoor Lion

‘Runner’ for Multiple Sclerosis Waikato: 

Bronze Outdoor Lion

‘Impulse Saver’ for Westpac: 

Bronze Promo & Activation Lion

‘Doggelganger’ for Mars: 

Bronze Direct Lion

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Contact Us

Physical Address

100 College Hill
PO Box 47491
Ponsonby
Auckland
New Zealand

+64 9 360 3777
enquiries@colensobbdo.co.nz

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Contact us

Nick Garrett
Managing Director
+64 9 360 3777
nick.garrett@colensobbdo.co.nz

Nick Worthington
Creative Chairman
+64 9 360 3777

nick.worthington@colensobbdo.co.nz

Career Opportunities

Account Management
accountmanagement@colensobbdo.co.nz

Production
production@colensobbdo.co.nz

Creative
creative@colensobbdo.co.nz

Planning
planning@colensobbdo.co.nz

All Other Departments
enquiries@colensobbdo.co.nz

Graduate Training Programme

We run an annual graduate programme.
For more information contact Margot Chandler.

margot.chandler@clemenger.co.nz

The Agency

people

The work, the work, the work.

Colenso BBDO has been producing world-class creative work for our clients since 1969.

Our core competitive advantage is something we call ‘Commercial Creativity’. In other words, we solve business problems using the one thing we have in abundance – creativity. And there are few things as powerful as that when it comes to creating real change in business.

Our track record speaks for itself. Over a number of years Colenso BBDO has consistently won more creative awards than any other agency in New Zealand. Over the last three years the Big Won Report has consistently ranked us in the top five Best Creative Agencies in the World – the first time this has happened in its history.

But that means nothing if the work we do doesn’t achieve results, which is why our global effectiveness ranking is more important to us. We are currently ranked the 5th Most Effective Agency in the World, an accolade we’ve held for the last two years running.

The world moves fast, maybe more so now than ever. In this environment brands need to be different, interesting and engaging or they’ll be ignored. At Colenso we pride ourselves on doing things differently, finding new ways to create business results or change perceptions. Whether it’s putting a restaurant in a tree, making a giant pinball machine you can skate, creating music with the body’s movement or starting a nationwide debate about the merits of money; we have a history of doing things that get talked about.

Everybody at Colenso BBDO has the same job; to make the work we do better. Better means more interesting, more creative, and more effective. Because if we can do that then we – and our clients – will all be better off. 

Jobs at Colenso

Sorry, no vacancies at present.

If you're awesomely talented you might be able to work at Colenso. Send us your CV to be notified when a new position is available.

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