DraftFCB | 2008 Agency of the Year

DraftFCB Wins Statistics New Zealand 2011 Census Pitch

09-06-10

DraftFCB has been appointed to provide advertising and specialist media relations services to Statistics New Zealand for the 2011 Census after a competitive pitch process.

The brief from Statistics New Zealand was to engage all New Zealanders in order to get them to complete their census forms as well as reducing the undercount of Maori, Pacific, Asian and youth audiences.

Brian van den Hurk, Managing Director Social Change at DraftFCB, is understandably excited to be involved in such an extensive and important campaign.

“It’s fantastic that once again we can use our experience in creating positive social change to ensure everyone understands how the census will benefit them - no matter what their age, socio-economic group, or ethnicity is. This is a big challenge, but it’s one that DraftFCB have the skills and experience to execute really well and we are looking forward to it.”

To help with the campaign and ensure the best possible outcome DraftFCB has partnered with Niu Vision Group and Niche Media/EMINZ who will work alongside in-house experts in social marketing and Maori communications to deliver the carefully targeted messages. Senate Communications will deliver an integrated news media approach to ensure the best possible cut through in editorial channels.

DraftFCB has a wealth of social marketing experience, including recent campaigns for ALAC, the Ministry of Health’s National Depression Initiative (featuring John Kirwan), and the Campaign for Action on Family Violence. DraftFCB will use this deep understanding of what makes New Zealanders tick to drive the census campaign for Statistics New Zealand in 2011.

DraftFCB also undertakes and makes available to its client base research studies. DraftFCB used its research on cultural connections to provide insights for the Statistics New Zealand census pitch.

This latest win further reinforces DraftFCB’s position as the leader in creating communications that create social change.

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DraftFCB develops an online self management programme for depression

02-06-10

DraftFCB has developed The Journal, a state of the art, online self management programme, for phase two of the Ministry of Health’s highly successful National Depression Initiative (NDI) http://www.depression.org.nz

The Journal, which launches today, provides New Zealanders with a free- of -charge and user friendly six week online programme to manage mild- to -moderate depression. The Journal and call-to-action television commercial is fronted by former All Black, John Kirwan, who has been an inspirational spokesperson since the campaign commenced in 2006.

Brian van den Hurk, Managing Director, Social Change DraftFCB, says that making it easier for people to manage their own health problems is an emerging trend and online technology is an important tool in the way health services are delivered. He says The Journal could potentially impact on thousands of New Zealanders experiencing mild to moderate depression.

Unlike many other international self management programmes developed entirely by academic institutions, The Journal was developed by the DraftFCB interactive and creative teams and top New Zealand mental health professionals.“The result,” says Brian van den Hurk “is a sophisticated programme using leading edge technology, yet participants will find it incredibly down- to- earth and easy to use.

“People literally only need internet access to begin to self manage their mild-to-moderate depression and start to make positive changes in their lives.”

The Journal provides a high level of engagement with participants, through step-by- step video clip sessions, structured problem solving techniques and text and email prompts. The fully integrated programme is backed up by experienced counselors to ensure participants have access to personalised help if they want it either online or by phone or text.

Brian van den Hurk says The Journal is the culmination of a remarkably successful four-year Ministry of Health National Depression Initiative, which DraftFCB has worked on since its inception. “We are very proud that both the NDI campaign fronted by John Kirwan and the Lowdown website and services targeting youth, have effected major change in the way New Zealanders now openly talk about and seek help for their depression.”

“Research has shown that a large cross section of New Zealanders strongly relate to John Kirwan. They consider him to be genuine and inspirational given his own experience with depression and we are confident he will be a strong motivator for people to give The Journal a try.”

The Journal can be found on http://www.depression.org.nz.

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DraftFCB Set a Path for the Future with Key Senior Appointments

14-05-10

DraftFCB are once again planning for the future with senior appointments in two new roles within the agency.

After a two and half year search, recent arrival to New Zealand, Kamran Kazalbash has been appointed as the General Manager of Retail at DraftFCB. With an extensive retail / FMCG background from leading key initiatives for Tesco in the UK, Kamran will take responsibility for leading the continued development and evolution of DRAFTFCB’s retail capability across their entire retail portfolio, initially focusing on the Whitcoulls, Westfield, and Noel Leeming Group accounts. Bryan Crawford, Chairman and Group CEO DraftFCB, said “We’re thrilled to have Kamran join DraftFCB to further develop and enhance our retail offering. It’s important that we continue to add value to our clients both at a strategic and operational efficiency level, and with a retail operation bigger than most specialist retail agencies we wanted someone with a proven track record”.

“Kamran’s previous experience in New Zealand and abroad will be a welcome addition to the team. He knows retail advertising and strategy intimately, has solid experience with online retailing, loyalty schemes, in-store execution and is ultimately focused on delivering clear business results. Quite frankly, we’re lucky to have nabbed him.”

Asked about the move Kamran Kazalbash commented “The client list at DraftFCB is enviable to say the least, they already have an impressive retail operation, a first class line-up of retail talent in the agency, and they’re New Zealand’s Agency of the Year – this was an opportunity too good to turn down.”

DraftFCB is also pleased to announce that Angela Spain will be coming on board as General Manager of Public Relations. The public relations team at DraftFCB has been going from strength to strength, and Angela’s arrival from Professional Public Relations will add to this growth. Angela and the PR team will continue work on existing clients such as Coca Cola, Cerebos Gregg’s, MasterCard, and the Ministry of Health, whilst building the overall PR offering at DraftFCB.

Angela is also excited about the challenge of heading up an integrated public relations offering and scope of her new role, “DraftFCB has arguably the best integrated communications offering of any agency in New Zealand. I am excited about the opportunity to ensure PR is part of the strategic planning process at the start of large creative campaigns. I’ve worked with many blue chip clients across a broad range of sectors and I look forward to bringing that experience to DraftFCB’s equally high caliber portfolio. With access to the full spectrum of communication resource in house I can’t wait to get stuck in and grow this already strong PR business.”

Bryan Crawford sees these two appointments as vitally important in building on the success that DraftFCB have enjoyed over the last four years;

“Since 2006 DraftFCB has enjoyed phenomenal growth, well in excess of 100% in fact, by delivering outstanding business outcomes for our clients and by working as a team. But to reach the next level we need to have the right people in the right roles. We’ve thought very hard about the group structure and then searched long and hard to fill these two positions so we are looking forward to having Kamran and Angela onboard to provide leadership and fresh ideas; they are a vital part of our long term plans for the agency”.

DraftFCB are also currently conducting a global search for a new Managing Director and expect to make an announcement soon.

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Thanks to OGGI

11-05-10

Following on from the CAANZ Media Awards last week, our friends at OGGI wanted to congratulate us on our success.

They pointed this out to us with the awesome billboard on College Hill in Auckland City – thanks guys.

 

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Mutually Inclusive

Written by Bryan Crawford, Marketing Magazine (May/June Issue)

By taking a more collaborative approach, looking for improvement opportunities and being honest with each other, clients and agencies will both benefit.

It would be easy to look at agency and client business models—and the challenges in the wider environment—and come to the conclusion that in some areas our paths are potentially more divergent than congruent.

Central to that view would be the apparent conflict between the continuing search by many clients for “more for less” and attempts by agencies to somehow retain or rebuild profitability at fair and sustainable levels. It’s interesting to note, for instance, the emerging trend for media agencies to “add back” strategy and creative in an effort to build profitability and differentiate themselves in a highly commoditised market. As such, the re-emergence of the full-service agency will ultimately owe much to the long run reductions in media agency remuneration led largely by global FMCG clients over the last 15 years.

I am not suggesting agencies (creative and media) did not have an opportunity to deliver savings to clients via reductions in agency remuneration, especially compared to the heady heights of the 80s and 90s. But having now worked on both sides of the agency/client fence, I am convinced we have exhausted cost side initiatives within agencies and that avenue of opportunity is now a cul-de-sac.

We’re probably all familiar with the view that this long run trend has resulted in a significant reduction in the quality of agency service and talent. Which brings me to the opportunity I believe agencies and clients have to explore mutual value creation. This collaborative exploration of improvement opportunities recognises that the quality of agency service delivery and value, as well as many inefficiencies within agencies, are to an increasingly significant extent the product of client processes, IT systems and interfaces, and training and resource levels within client marketing functions.

An increasing number of senior marketers are open to looking internally at ways to become better managers of services outsourced to agencies. I recall as a client setting an objective for a marketing team around “becoming a better client” within our then agency. It mostly involved taking a good hard look at ourselves and recognising we would benefit from being seen as “one of the best clients in the agency” (we certainly weren’t the biggest). We wanted to be the client that attracted the best talent within the agency, had the lowest agency staff churn, wrote the best briefs and had the most efficient processes. This flowed through to personal objectives for individuals in the marketing team. All of which had a direct impact on the quality of agency delivery, value for money and overall client satisfaction. It didn’t mean we went soft on our agency but it did mean we significantly reduced the extent to which our performance as a client provided a convenient but real excuse for agency non-delivery.

Whether it’s measuring client satisfaction, rating client performance against agreed measures, aligning and sharing personal objectives for staff, learning about respective processes, systems, communications and operations, supporting formal training in managing outsource partners or conducting exit interviews for client-facing agency staff, any attempt to take joint ownership for agency/client satisfaction and performance will require an ability to have honest conversations with each other and agree congruent objectives for improved collective performance and outcomes.

Written by Bryan Crawford, Chairman and Group Chief Executive of DraftFCB Australia and New Zealand and President of CAANZ.

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DraftFCB Media Dominate CAANZ Media Awards

07-05-10

DraftFCB Media have continued their great run of form and dominated the CAANZ Media Awards by winning an impressive four golds and six silvers and then taking out the Best in Show Award with the Whitcoulls Books Initiative.

The Whitcoulls Books Initiative, which married specific book recommendations to targeted television shows, picked up the highly coveted Best in Show award along with gold medals for the Best Response / ROI, Best Use of TV, and a silver in the Best Smart Idea category.

“It was fantastic to have such a beautifully simple strategy work so well for Whitcoulls and then to be recognised by CAANZ and the media industry with the Best in Show award. It shows that the simple ideas are often the best ideas”, commented Derek Lindsay, Managing Director at DraftFCB Media.

In addition to the success of the Whitcoulls campaign DraftFCB Media also picked up golds for the ‘World Vision 40 Hour Famine’ and Prime TV’s ‘Top Gear Valentines Voucher’ campaigns along with five silvers for Cerebos Gregg’s, The Neurological Foundation, World Vision, and Prime TV.

Going into the CAANZ Media Awards DraftFCB had an impressive 22 campaigns up for awards on the night – easily the highest of any agency at the show. With the judging being focused on media strategy over implementation this success speaks volumes about the way DraftFCB Media approach campaigns for their clients.

This year’s success follows on from DraftFCB Media winning numerous other media awards over the last three years including Media Agency of the Year at both the 2007 and 2009 CAANZ Media Awards.

Bryan Crawford, Chairman and Group CEO DraftFCB, is understandably proud of last nights achievements which continue a period of sustained success for the DraftFCB group as a whole.

“We’ve had an amazing couple of years and it’s fantastic that our integrated approach to planning and executing campaigns from a media, as well as a creative, perspective has once again been recognised”, says Crawford.

In the last six months DraftFCB have also won Agency of the Year in the Fairfax/AdMedia Awards and had the Mitre 10 ‘Sandpit’ TV commercial judged New Zealand’s favourite ad at the Fair Go Ad Awards, to name a few.

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The APN Hour Long Letter strikes again at The One Show

15-04-10

The 34 page direct mail letter that takes an hour to read for APN’s Herald on Sunday wins over another group of international creative judges by winning a coveted Merit award for Direct mail at the One Show, the USA’s premier creative award show.

Given award judges sit through literally thousands of entries from all around the world, it’s all the more rewarding that they would spend an hour of their judging time reading this single entry.

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DraftFCB strikes Gold at Caples 2010

25-03-10

At the same time as DraftFCB won gold treble at the NZ AXIS Awards, the agency picked up a gold and 3 bronze trophies at the International Caples Awards, which celebrates the very best in direct marketing creativity.

The APN’s Herald on Sunday ‘Hour Long Letter’ idea once again won creative recognition with a gold for Copywriting. The Caples judges applauded the direct mail letter containing 13,000 words across 34 pages as a compelling read from start to end.

Genesis Energy won two bronze awards for a Field Days invitation and NZ Opera sponsorship, and BMW also won bronze for a letter of extraordinarily size for the 7 Series.

The creative team on the APN letter, Leisa Wall and Jane Jamieson, were on hand in New York city to pick up their gold award and add 3 bronze statues to their excess baggage bill.

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The colour Gold is popular at AXIS 2010

25-03-10

DraftFCB had its most successful showing ever at the 2010 AXIS Awards by winning three gold, one silver and two bronze awards.

The award show revealed just how tough 2009 was on the whole NZ advertising industry with fewer pieces of work being recognised than usual. Therefore it was all the more pleasing that DraftFCB picked up two golds for the APN Herald on Sunday ‘Hour Long Letter’ for direct mail and copywriting, and another gold for Prime TV’s True Blood outdoor poster made of wooden stakes people can snap off to kill vampires.

The Hour Long Letter also picked up a silver for direct response while Whitcoulls and Prime picked up bronze awards for the Kid’s Top 50 website and Weeds program website respectively. Another eleven pieces of work for BMW, MINI, Pacific Blue and Prime were nominated as finalists.

Once again DraftFCB won awards across more clients than any other advertising agency to reinforce the desire to deliver a high level of creativity across all of its clients.

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Highest number of finalists in Media Awards ever

25-03-10

DraftFCB Media put forward 29 entries into this year’s CAANZ Media Awards – the industry’s premier media awards event.

After the initial judging process, involving many of the top media executives in agencies and media owners, 22 of those entries have been declared finalists.

This is the highest number ever achieved by DraftFCB Media and the highest number, by far, compared to any other media agency.

It represented 25% of total number of media awards finalists.

This is a major signal to the quality of the work produced by the media team.

Our entry for Whitcoulls Books Initiative received the highest number of individual finalists – 4.

The final judging is on March 31st and awards are announced on May 8th at the annual event held at the Hyatt Hotel, Auckland.

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Ad Agency Takes Own Advice to Dominate Market

18-03-10

DraftFCB New Zealand has been named Agency of the Year in the Fairfax/AdMedia awards announced on 16 March 2010. The award recognises exceptional performance across a range of criteria including business performance, awarded work, staff management/development and vision and innovation.

DraftFCB beat out renowned agencies such as Saatchi & Saatchi, DDB and Colenso by adopting the type of advice agencies regularly dish out to clients, but rarely apply to themselves. A clear brand positioning, marketing plan and advertising programme has seen DraftFCB set the standard in the advertising industry, leading both clients and agencies by example.

DraftFCB ran its own integrated campaign involving direct marketing, PR coverage, press, online and TV advertising, built around a positioning as “The Change Agency” - the experts in changing consumers’ behaviour. DraftFCB also instigated an innovative social campaign in the heart of the recession offering 1,000 hours of free advertising services to help create or retain jobs, resulting in a new campaign for Bartercard.

Quoting AdMedia magazine, “The judges said that over the past year or two, the agency has pulled itself to the top of the rank by recognising the state of the marketplace and its changing nature.”

DraftFCB Managing Director, Justin Mowday says “Businesses that increase their marketing efforts during a recession are proven to gain market share that is retained as the market conditions improve, and rather than just talk the talk we wanted to lead from the front. It certainly feels more credible recommending marketing and advertising strategies to our clients when we’re out there actually doing it ourselves.”

Notable DraftFCB achievements from the last year include:

• Mitre 10 ‘Sandpit’ TV commercial judged New Zealand’s favourite ad of the year at the FairGo Ad Awards
• Attracting more new clients than any other advertising agency, including brands such as The National Bank, Westfield New Zealand, the Alcohol Liquor Advisory Council and Housing New Zealand
• CAANZ 2009 Media Agency of the Year, including 4 Gold category awards
• Most awarded agency at the RSVP direct marketing awards (read more)
• Winning over 50 awards across 15 clients for creativity, effectiveness, direct marketing and PR at both local and international award shows
• Increasing revenues and bottom line performance in a year where the ad industry’s media turnover dropped 11.7% (source Advertising Standards Authority)

As well as being crowned agency of the year, DraftFCB’s Group CEO, Bryan Crawford, was awarded CEO of the Year.

See related articles from:

• AdMedia (PDF)
• Stuff.co.nz

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DraftFCB wins big at RSVP Awards

01-03-10

DraftFCB took home an array of metal at the Marketing Association’s RSVP and Nexus Awards held on Friday 26th February, winning an impressive eight awards. This was the highest award tally out of all agencies entering the RSVPs, in a year when entries were at a record high of 250.

The RSVP Awards recognises outstanding marketing campaigns that stimulate a conversation, ask for a response, or prompt some deeper brand involvement that leads to a sale, lead or other measurable change in behaviour.

DraftFCB Direct & Interactive General Manager, Matt Scott, says the wins reflect the quality and breadth of work DraftFCB is now doing for all of its clients.

“What’s really pleasing is that these awards work across a number of different clients and multiple digital channels, showing the breadth of top-class work produced by the agency.”

This is the second year in a row that DraftFCB has performed well at the RSVPs with the agency picking up six golds and a silver in 2008.

RSVP

• Growing The Nation's Brain In Just 7 Days – Neurological Foundation - Customer Engagement – Gold
• Raising The Stakes For The 40 Hour Famine – World Vision - Customer Acquisition – Silver
• Raising The Stakes For The 40 Hour Famine – World Vision - Customer Engagement – Bronze
• Raising The Stakes For The 40 Hour Famine – World Vision - Sales Generation/Promotion - Silver

RSVP Craft

• Hour Long Letter - APN News and Media – Best Copy – Winner
• Robert Harris, Every Break Should Be Inspirational – Cerebos Gregg’s – Best Content Integration – Winner
• Robert Harris, Every Break Should Be Inspirational – Cerebos Gregg’s - Best Integration of Media Channels – Winner
• Whitcoulls Kids Top 50 – Whitcoulls - Best Art Direction – Winner

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Methamphetamine Awareness Ad Makes Top Six

11-02-10

DraftFCB’s Methamphetamine Radio Ad made the top 6 best radio ads this month on www.bestadsontv.com.

The advert, which promotes the ADANZ Alcohol & Drug Helpline, shows how Methamphetamine makes your life fall apart.

The male persona in the advert starts off cool, collected and on top of things listing his priorities – prepare for the presentation, look after the kids, spend quality time with the Mrs, catch up with Mates – muddling his words and losing control towards the end of the advert to demonstrate the destructive impact the drug has on the lives of users.

Bestadsontv.com is a global advertising industry website which showcases the world’s best TV, viral, print, outdoor, ambient, interactive and radio advertisements.

Listen to DraftFCB’s winning Methamphetamine Radio advert here.

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Nabbing the first NAB award of the Year

05-02-10

DraftFCB took home January’s NAB award for the latest in the ‘artwork’ series for Robert Harris coffee.

The full page ad in the New Zealand Herald featured a painting/collage literally created over a latte at the Robert Harris café in Milford, Auckland. Sections of that morning’s Herald were used in the painting – which was turned into a full page ad that ran in the next morning’s issue of the paper, turning yesterday’s news into today’s work of art.

“Good use of the medium and an inspiring way to use the paper – an oasis of art in the newspaper!, said the judges.

January’s judges were Lachlan McPherson – Publicis Mojo and Sarah Walter – The Pond.

Cerebos Gregg’s – Café Art

Creative Director	Tony Clewett
Copywriter	Rob Banks
Art Director	Tony Clewett
Traffic Manager	Simon Pengelly
Creative Services Manager	Jason Jones
Agency Producer	Monique Hawkins
Editor	Chris Brooks
Account Director	Kate Heatley
Account Manager	Katie Loverich
Client Credits	Janine Chamley & Jodie Timmins
Illustrator	Janine Wareham – International Rescue

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Pacific Blue’s ‘Happy Flying’ Ad Wins Best TV Commercial Awards at International Aviation Conference

04-02-10

Pacific Blue’s ‘Happy Flying’ campaign by DraftFCB has been given the thumbs up at an international airline conference.

The airline’s catchy television ad created by DraftFCB, which features cabin crew and pilots and is set to the tune of the Spanish dance tune ‘Macarena’, was voted Best TV Commercial at the Low Cost Airlines World Asia Pacific 2010 conference held in Singapore at the weekend.

Low cost airlines from around the Asia Pacific region are eligible to enter the awards, known as the Budgie$. Lynette Han from Terrapinn, organiser of the awards, said the Budgie$ are designed to recognise the leaders, innovators, creative talents and pioneers in the Asia Pacific Low Cost Airlines industry.

"We were looking for an ad that delivered the airline’s message in an innovative and creative way. It had to be eye-catching and with a memorable jingle" Ms Han said.

The judging is done by more than 350 conference delegates, who are able to watch the nominated TV commercials and vote for their favourite. Five commercials made the finals. The other airlines included Air Asia, IndiGo Airlines, Jetstar Asia and Tiger Airways.

"Congratulations to our team in New Zealand whose enthusiasm and creativity brought this ad to light. The Happy Flying campaign has had some very positive feedback since it was launched in New Zealand last year and it’s great to see the ad voted the best by its airline industry peers" he said.

Executive Creative Director at DraftFCB, James Mok, says they wanted to capture the upbeat and personable character of the Pacific Blue team and so real cabin crew and pilots were used in the TVC.

"It was a lot of fun making this ad. Pacific Blue crew are very passionate about the airline they work for and they pride themselves on no two flights being the same. We wanted to be able to capture that spontaneity as well as change the way people perceive flying by opening the door for a more enjoyable experience."

The TV ad has also found favour with the New Zealand public. In the November 2009 issue of New Zealand advertising and media industry magazine, AdMedia, the Happy Flying TV commercial was voted second most popular in a monthly survey.

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Flying with DraftFCB

11-01-10

The New Year kicks off with the NZ Herald reporting on some of the agency’s major business wins of last year and citing DraftFCB as being hot on the heels of the industry’s top three.

You can read the full article on the NZ Herald website: The nation's media from A to Z.

Watch this space for 2010…

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Log on to Save Lives: UNICEF goes UNDER COVER to prevent malaria

21-12-09

Every thirty seconds, a child dies unnecessarily of malaria.

The solution to prevent these deaths is simple and inexpensive, just $11 will buy a life-saving insecticide treated mosquito bed net.

This week UNICEF New Zealand launches an innovative new social media movement, UNDER COVER, which aims to help achieve the charity’s international target of distributing 25 million insecticide treated bed nets to malaria endemic countries. NZ has set a target of 35,0000 nets.

This mammoth task will be undertaken by leveraging trusted influencer networks online with hopes to raise enough funds by the end of 2010.

Influential bloggers and active social media commentators concerned about malaria and its devastating effects are supporting the movement to help achieve this goal.

Dennis McKinlay, UNICEF NZ Executive Director says, "Those willing to participate in the movement will help raise awareness of malaria by installing the UNDER COVER donation widget on their blogs and social network profiles. The widget enables their friends and followers to donate directly to UNICEF for the purchase of nets".

This online donation mechanism has been created uniquely for UNICEF NZ and makes supporting this cause easy and accessible to millions of social media users.

The UNDER COVER movement has been developed and spearheaded by Stephen Johnson, DraftFCB ANZ Regional Head of Digital Innovation using a powerful social media listening and engagement technology called Spark™ .

Stephen is widely known as a thought leader in social media and for the design of online groundswell programs. He has a high profile and following in social networks and is better known by his Twitter alias @Huxley. Stephen is a passionate advocate of social media for social good and was invited by UNICEF NZ to the Solomon Islands earlier this year. He visited a number of village communities devastated by the 2007 earthquake tsunami and encountered the malaria endemic for the first time. Since his return he has focused on developing ideas that leverage online influence to address key issues. He now brings that knowledge to this project.

Stephen Johnson says, “Following my visit to the Solomon’s I felt compelled to do something. Social media provides us with both the ability and opportunity to solve complex problems as a collective. The UNDER COVER movement enables every person with an Internet connection to be part of the solution. I am committed to using my expertise to help solve preventable child deaths caused by malaria and encourage everyone to support UNICEF in this important work”.

Anyone can add a fundraising widget to their social network profiles or blogs and partner kits can also be accessed which enable supporters to brand their social network pages to extend awareness.

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DraftFCB achieves 110 percent hit rate for Caples awards finalists

17-12-09

DraftFCB has achieved an amazing strike rate with eight out of seven entries into the prestigious John Caples International Awards 2009 being placed as finalists. The eighth award, being in the ‘Courageous Client’ category, was not one that could be entered by the agency but was nominated by the Caples’ judges for work that is committed to creativity and innovation.

The impressive number of nominations for the New Zealand office also makes up 50 percent of the DraftFCB worldwide tally.

Tony Clewett, Direct and Interactive Creative Director at DraftFCB, says the nominations are evidence of the degree of trust our clients have in the agency.

“We entered seven pieces of work for a broad range of brands and we ended up with seven finalists, as well as picking up a coveted ‘most courageous client’ nomination. I guess a 110% strike rate isn’t bad really. No pressure next year then....”

DraftFCB features across several categories:

Direct Mail Dimensional

• ‘Boot Polish’, Genesis Energy
• ‘The tragic direct mail piece’, Genesis Energy

Direct Mail Category

• ‘Polished ‘you know what’, Oktober

Direct Mail Flat

• ‘Long Envelope’, BMW
• ‘Daylight Robbery’, Bond and Bond

Best Copywriting

• ‘Hour-long Letter’, APN

Best Art Direction

• Whitcoulls: The hand-crafted land

Courageous Client

• ‘Hour-long Letter’, APN

To become a finalist, each individual entry was vetted by a panel of creative peers during two eliminative judging rounds.

The 32nd Caples Awards dinner and presentation where the winners will be announced is to be held in New York on March 25, 2010.

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DraftFCB 1000 Hours Campaign Set for Launch

01-12-09

The campaign developed by DraftFCB’s 1000 hours project which offered free advertising expertise to help save jobs earlier this year is due to launch on February 1, 2010.

Bartercard, who beat over 30 other companies who pitched for the fund, will also receive free media space from ACP print media, TRN radio, APN outdoor, Adshel, iSite, Eye and Oggi who have all very generously contributed to the project.

DraftFCB Group CEO, Bryan Crawford, says while the recession may technically be over, New Zealand’s unemployment rate is still high.

"The 1000 free hours project was designed to help maintain and create jobs in the challenging economic environment the country is facing. We’re not out of the woods yet; in fact unemployment is still historically high with indications that it may climb higher over the coming months."

Sharechat.co.nz, reported approximately 150,000 people are still out of work and looking for jobs, the most since March 1994.

DraftFCB originally aimed to create or maintain at least 20 jobs in partnership with a single winning company however Bartercard ultimately won the fund because of its potential to create or protect an even greater number of jobs through positively impacting their existing network of 6,000 New Zealand wide businesses.

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Westfield business goes to DraftFCB

16-11-09

DraftFCB has won the Westfield advertising business in a pitch with incumbent TBWA, M&C Saatchi and Sugar. From January 2010 the agency will provide the full range of creative services for Westfield including brand creative, national and local promotional campaigns and digital.

The business comprises the Westfield brand in addition to the individual shopping centres nationwide.

The Westfield Group is the largest retail property group in the world with 119 shopping centres globally, 12 being in New Zealand. The centres are located in prime trade areas, anchored by long-term tenancies with major retailers and a wide cross-section of high-quality specialty retailers and national chain store operators.

DraftFCB Group CEO, Bryan Crawford is delighted with Westfield’s decision in what is proving to be a great the year for the agency with earlier wins including GJ Gardner, ALAC, VideoEzy and The National Bank.

“We’re absolutely thrilled to have Westfield coming on board and look forward to the opportunity to work with them on their brand and with the Westfield team across the country,” adds Mr. Crawford.

Westfield National Marketing Manager, Debra Brooks says, “DraftFCB demonstrated a strong strategic capability and the ability to build retail brands. The agency also has a depth of experience on large volume retail accounts. These qualities were what made DraftFCB stand out from the competition.”

The Mitre 10 ‘Sandpit’ ad was recently voted New Zealand’s favourite ad in the Fair Go Awards.

The agency has also been taking its own advice with a series of TV commercials and the sponsorship of the Mad Men TV show to build stronger awareness for the agency.

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DraftFCB sponsors MadMen

13-11-09

DraftFCB is the new sponsor of the award winning TV programme about advertising in the 1960’s, Mad Men. This move follows the launch of a series of TVCs that promote the work the agency has done for clients.

Fleur Head, DraftFCB Head of Account Service, says the sponsorship is part of a wider strategy DraftFCB has followed this year to practice what we preach to clients and advertise during the recession.

“The show Mad Men is beautifully crafted, exceptional quality, intelligent and witty. Just like the clients we want to attract.”

The Mad Men idents are a light-hearted take on ad-industry clichés with the full sponsorship inclusive of two 30” ads for each episode, plus the opening and closing credits.

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DraftFCB Features in Five AWARD’S Categories

13-11-09

DraftFCB continues its award winning streak taking home two silvers and three bronzes at the Australasian Writers and Art Directors Association (AWARD) Awards held in Sydney last week.

DraftFCB received silver in the Art Direction Campaign and Over 30 Seconds categories for their work on the ‘Outdoor Art Gallery’ for Cerebos Gregg’s and ‘Beckstravaganza’ Prime TV adverts respectively.

They also received bronze in the Individual Street Posters category for their True Blood ‘Wooden Stake Poster’ campaign, Over 30 Seconds Radio category for their ‘Beckstravaganza’ Prime TV campaign and Copywriting category for their Prime TV ‘Hotseat – Lock in B’ campaign.

James Mok, Executive Creative Director at DraftFCB, says the awards are particularly rewarding in a tough year.

“There’s been a lot of talk about how much creativity has been under pressure with pragmatism being the main agenda. Prime TV is a brilliant client and has consistently encouraged us to create outstanding work. Prime and Cerebos Gregg’s recognise how creativity makes a difference to their business. These awards are a great reward for both them and DraftFCB.”

The AWARD Awards acknowledges outstanding creative communications work within the Asia Pacific region.

There were a total of 176 winners on the night, with New Zealand agencies receiving 29 awards in total.

The AWARD Awards is now in its 31st year and attracts approximately 3000 entries every year across categories including Television and Cinema, Craft in Television, Online and Cinema, Print, Integrated, Posters and Outdoor, Ambient, Print Craft, Radio, Direct Marketing, Design and Interactive.

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DraftFCB CEO, Bryan Crawford appointed as CAANZ President

12-10-09

DraftFCB CEO, Bryan Crawford was appointed as the President of the Communications Agencies Association of New Zealand (CAANZ) at the association’s recent annual general meeting for an initial two-year term.

As CAANZ President Mr. Crawford will help tackle business & regulatory issues pertaining to the communications industry to ensure its ongoing success.

Mr. Crawford says of his appointment, “I’m honoured to take on the position of CAANZ President and hope I can add a new perspective to the role that draws on my experience, both as a client and more recently as Group CEO of DraftFCB and Chairman of DraftFCB ANZ.”

Since Bryan Crawford took the helm at integrated communications agency, DraftFCB in 2006 the agency has enjoyed its most successful period in its long history in New Zealand. The size of the business has doubled and the agency has produced some of New Zealand’s most awarded, effective and loved campaigns in addition to being recognised as Agency of the Year.

Prior to becoming DraftFCB CEO Bryan held numerous senior leadership roles in the corporate world including CEO of NGC Ltd (then NZ’s 10th largest NZX listed company), GM Sales and Marketing at United Networks and Vector, ACP Sales and Marketing Director and GM Corporate Marketing and Retail Development at Caltex.

CAANZ CEO Rick Osbourne says, “Bryan brings a strong client background to the role and a very good understanding of business and regulatory issues, which will prove invaluable in providing members with a competitive edge.”

“The CAANZ executive board has diversified over recent years reflecting the changing communication mix and now includes representatives from media, independents, PR and digital agencies well as New Zealand CEOs from some of the world’s largest agency groups.”

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Mitre 10 wins New Zealand’s favourite ad

01-10-09

Mitre 10’s ‘Sandpit’ ad has been voted FAIR GO’s Favourite TV ad for 2009. In the words of one of the young stars of the ad, there were “No surprises there.”

The ad, featuring two do-it-yourself kiwi kids and an Aussie named “Jonesy”, has been a favourite since it went to air late last year. It’s already had hundreds of thousands of views on Youtube but you can watch it once again right here.

And they say never work with animals or children but we never shy away from a challenge. To see just what a challenge filming kids can be, take a look a some of the outtakes.

Ad taps into Kiwi culture

The award for 'Favourite TV ad in 2009' was a special gift for the brand which celebrates its 35th birthday this year.

The winning ad sees two Kiwi kids mull over the prospect of taking on a ‘pretty big job’. It went to air in November 2008 and immediately went to the No.1 position in the TNS Research survey of NZ’s favourite ads, where it remained for 6 consecutive months.

Mitre 10’s General Marketing Manager, Peter Stewart, believes ad agency DraftFCB got it right “because they identified a core truth about New Zealand society. DIY is part of New Zealand’s DNA, it’s an integral part of Kiwi life.”

“Our stores are owned and operated by Kiwis, they’re the stores we went to with our dads and grandpas, and Mitre 10 has helped paint Kiwi homes, build Kiwi decks, landscape Kiwi back yards and renovate Kiwi bathrooms for generations. The fact we’ve been voted New Zealand’s favourite ad is evidence that Kiwis are proud of and support companies that are locally owned and operated”, says Stewart.

David Thomason, Planning Director at DraftFCB, says “It makes sense for any leading New Zealand brand to strongly align itself with New Zealand’s cultural values, and yet many seem to miss the opportunity. We’ve developed a unique process to make sure this alignment isn’t random, and it’s clearly working.”

Thomason continues, “Demographics, psychographics and quantitative studies are all useful, but they only get you so far. This process goes another step, and a whole lot deeper, by using sophisticated ethnographic and semiotic techniques in a very practical way. No other agencies are even talking about this kind of approach. By understanding the building blocks of our culture we’ve been able to create campaigns for brands like Mitre 10, Whitcoulls and Genesis Energy that go beyond just being likeable – they connect powerfully with who we are as New Zealanders.”

Executive Creative Director at DraftFCB, James Mok, says “If we’re not driving behavioral change for our clients, we’re not doing our job. Since the campaign launched we’ve seen New Zealanders support Mitre 10 with their feet and wallets, and this award shows they also value the brand emotionally.”

Click here to watch Mitre 10's Sandpit ad.

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TheLowdown.co.nz website wins gold at the 2009 New Zealand Internet Industry Awards

24-08-09

The Ministry of Health has won gold in the Positive Societal Impact category for TheLowdown.co.nz website, which is part of the NZ Government’s National Depression Initiative created to help young New Zealanders understand and recover from depression. DraftFCB created the website for the Ministry of Health in late 2007.

Brian van den Hurk, DraftFCB General Manager, says “TheLowdown.co.nz is a leading edge multimedia website which aims to reduce the impact of depression on young people, and it’s great to see it getting the recognition it deserves within the industry.”

“It’s more than just an information source, TheLowdown.co.nz offers visitors to the website online, phone and text-based support provided by a team of young counsellors at Lifeline, as well as a web-cam support service and has already been acknowledged with Gold Best use of Digital, 2009 CAANZ Media Awards; Gold – social marketing, 2009 CAANZ Effie Awards and Gold – Lead Generation and Gold – RSVP Craft, Best use of interactive media, RSVP Awards.”

The main purpose of the website is to encourage young people to seek help. Young people are less likely than adults to seek help for depression from GPs or existing support services. They can be difficult to engage, even with issues that interest them, let alone with an issue that they don’t understand and that still carries a social stigma.

One in seven young Kiwis will experience serious depression over the next 12 months, a condition closely linked to suicidal behaviour.

thelowdown.co.nz is an online platform where musicians, sportspeople, celebrities and everyday Kiwis share their experiences of depression and talk about what they found helpful. Young people can learn about depression, take a self-test, listen to NZ music, talk to their peers via a message board and receive professional support via free text messaging and email support services.

The annual Internet Industry awards are presented in four categories, which acknowledge, reward and encourage Internet entrepreneurship, business applications, social and educational programs benefiting New Zealanders.

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DraftFCB wins Video Ezy business

17-08-09

DraftFCB has recently been hired by the movie rental business, Video Ezy, for its advertising, media, DM, interactive and creative services.

DraftFCB Managing Director, Justin Mowday says “DraftFCB the change agency will be working closely with Video Ezy to ensure Kiwis continue to recognise what great low-cost, in-home entertainment option DVD rentals can be.”

Mr Mowday adds, “After all, who doesn’t want to enjoy the incredible stories of Hollywood in the comfort of their own home?”

Video Ezy is the market leader in the movie rental category with 146 stores throughout New Zealand, making it the country’s largest franchise chain.

Joint Managing Director for Video Ezy, Russell Clark says “indications both in New Zealand and internationally show that the DVD rental business is in bounce back mode with more people wanting value for money and staying at home for their entertainment, which is great for our industry.”

“We’re confident about the year ahead and delighted to be working with DraftFCB as our preferred agency” comments Mr Clark.

Video Ezy have innovated and moved with the times for over 20 years, and will continue to deliver in-home entertainment at an affordable price.

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1000 free hours from ad agency DraftFCB awarded to Bartercard to help save Kiwi jobs

28-05-09

Two months ago DraftFCB announced that it would be offering 1000 free hours of free advertising expertise in a bid to help maintain and create jobs. The agency is now pleased to reveal that the company that will be receiving those 1000 hours is Bartercard.

Bartercard was selected from strong competition due to its potential to impact positively upon many businesses.

Bartercard helps Small to Medium Sized Enterprises (SMEs) by facilitating a trade exchange network that offers effective ways of conducting business.

By combining modern technology, a community of businesses, and indirect and direct marketing channels Bartercard provides a service to companies that has the ability to help them survive during the recession and hence save jobs.

Over 6,500 businesses have become part of the Bartercard network since it launched in New Zealand in 1992.

DraftFCB CEO, Bryan Crawford says "We felt that Bartercard's unique proposition would provide a strong opportunity to help the country's SMEs, many of whom may be struggling during the financial downturn we are experiencing. It was Bartercard's commitment to help support SMEs and save jobs across New Zealand that appealed to us and we feel the company is the right fit for the objectives of the DraftFCB 1000 Hours project".

Mr. Crawford adds "We are looking forward to starting our partnership with Bartercard and hope that together we can help save some Kiwi jobs, as these are tough times that businesses and the country are facing".

DraftFCB received over 100 expressions of interest about the 1000 Hours project from a wide range of different businesses and over 30 companies took the time to apply for the fund. The agency was also approached by several media, marketing and business coaching companies who have offered their own pro-bono contributions to the winner of the fund.

Paul Bolte, Bartercard CEO comments "I am very excited about the opportunities the 1000 Hours project will bring and hope to provide tangible results to the job market in New Zealand".

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DraftFCB best result ever at 2009 CAANZ AXIS Awards

30-03-09

DraftFCB won two golds, four silvers and10 bronzes at the 2009 CAANZ AXIS Awards on Friday night.

Executive Creative Director, James Mok says "This is the best result the agency has ever had at AXIS. This clearly demonstrates the high standard of creative work coming from within the agency."

Creative, Rory McKechnie, was awarded EMERGING TALENT on the night. This award acknowledges those who have recently entered the industry and whose work has already begun to gain attention.

"Rory's award was well deserved. He has been involved with some fantastic work since he started at DraftFCB for our client, Prime TV, and he shows huge potential for the future" adds Mok.

The gold awards went to COPYWRITING FOR PRINT for the ROBERT HARRIS NEIGHBOURS creative. The TVC SINGLE award was credited to PRIME TV for the FORENSICS creative.

Breakdown of other awards on the night:

Silver	Copywriting for Print	Robert Harris	Lennox
Silver	Outdoor Campaign	Robert Harris	Outdoor Art Gallery
Silver	Dimensional Mail	Oktobor	Turd Polisher
Silver	TVC Campaign	Prime	Idents
Bronze	TV Craft Editing	Whitcoulls	Lost For Words
Bronze	TV Craft Direction	Whitcoulls	Ruby
Bronze	Copywriting for Print	Robert Harris	Button Collector
Bronze	Image	Robert Harris	Hayley's Birds
Bronze	Image	Robert Harris	Poppelwell's Skull
Bronze	Image	Robert Harris	Poppelwell's Words
Bronze	Magazine Campaign	Prime	High Fashion Secrets
Bronze	Transit Single	Prime	Night-time Secret
Bronze	Direct Campaign	BMW	X6 Seeking Porsche Drivers
Bronze	Radio Single	Prime	1000 an hour

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DraftFCB comes up trumps at RSVPs

03-03-09

DraftFCB came home with six golds and one silver from the recent RSVP awards, being awarded the most top metal of the night.

RSVPs

Gold	Lead Generation	Ministry of Health	The Lowdown
Gold	Shoe String Budget	SPCA Auckland	A Very Silent Night
Gold	Lead Generation	BMW NZ	BMW X6
Silver	Shoe String Budget	Cluster Munition Coalition	Bombing Wellington
Gold	Customer Acquisition	Genesis Energy	Kustom Konnections

RSVP Craft

Winner	Best Use of Interactive Media	Ministry of Health	The Lowdown
Winner	Most Innovative Campaign	SPCA Auckland	A Very Silent Night

This success follows a year of sustained growth within the DraftFCB One-to-One department with a host of senior appointments including Direct & Interactive Creative Director Tony Clewett who joined the agency from Aim Proximity at the end of last year.

DraftFCB Direct & Interactive General Manager, Matthew Scott, says of the wins, "Last year saw the DraftFCB One-to-One department go from strength to strength. Coming home from the RSVPs with six golds and a silver is testimony to where we are at now."

Scott adds, "With Tony coming on board we're looking forward to a fantastic 2009, continuing with our strategic focus to create change for our clients through Direct and Interactive channels".

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Advertising agency DraftFCB pledges 1000 free hours to help create kiwi jobs

02-03-09

Advertising agency DraftFCB announced today that it is offering 1000 free hours of advertising expertise to help maintain and create jobs in the challenging economic environment the country is facing.

DraftFCB CEO, Bryan Crawford says of the commitment "We feel that NZ businesses have a collective responsibility to do what they can to help each other weather the current economic downturn and this is our contribution".

Mr. Crawford adds, "Our staff wanted to take action and do something constructive. As a result we have decided to focus our pro-bono efforts, this year to help protect or create jobs in New Zealand. Because it's during times like this that we reckon Kiwis should dig deep to help each other".

DraftFCB aims to create or maintain at least 20 jobs as a result of this initiative. Bryan Crawford comments, 'While it may seem that our efforts are a drop in the ocean as a solution to the country's current economic challenges, we hope to see many other Kiwi businesses roll up their sleeves and take similar positive steps over the next weeks and months'.

The '1000 Hours Fund' will cover skills and services from Draftfcb including strategic planning, creative development, media planning and buying, and account management.

By selecting applicants that can demonstrate strong new-job potential the fund will significantly reduce the costs of creating a communications campaign, therefore allowing a company to invest in other areas of their business that will make a difference. Past evidence has shown that companies that marketed their way through the 1980s recession faired better than those who cut back on advertising and communications.

DraftFCB services are best suited for medium to large enterprises. However, the '1000 Hours Fund' is open to any company whose business case demonstrates the potential to create new jobs, including start-up enterprises and exporters.

DraftFCB has been contributing to the growth of New Zealand business via longstanding partnerships with iconic Kiwi companies Mitre 10, Whitcoulls, Noel Leeming Group, Cerebos Gregg's, Prime TV and Foodstuffs. The agency's clients also include BMW, MINI and the Ministry of Health for whom they created the successful National Depression Initiative TV commercials that feature John Kirwan.

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DraftFCB hires new junior planner from Insiders

20-01-09

DraftFCB has hired Emma Popping as a Junior Planner.

Emma is a recent Auckland University graduate (BA/BComs Psychology & Marketing) and was chosen from a pool of young marketing talent know as The Insiders.

The Insiders are twenty top marketing students, recruited by DraftFCB from across the country - each being smart, keen and connected.

DraftFCB has put The Insiders to work on 16 real client projects over an 18 month period. For these projects the students were asked to gather insight from their families, friends and communities and report back to the DraftFCB Planners.

In exchange they received payment and more importantly valuable 'real world' marketing experience - including contributing directly to high-profile brand campaigns such as Whitcoulls and Mitre 10.

DraftFCB Planning Director, David Thomason says, "Emma has proven herself to be one of the stand-out stars of The Insiders. I am pleased to be able to offer her a full-time job and know that she will be a valuable asset to the DraftFCB planning team".

He adds, "The Insiders continues to be a unique and valuable insight tool that is being put to good use for a wide range of DraftFCB clients".

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DraftFCB wins GJ Gardner account

20-01-09

The New Year is shaping up to be a great one for DraftFCB, winning the GJ Gardner business.

General Manager, Peter Brown says "GJ Gardener is New Zealand's largest and most successful group home builder."

"GJ Gardener has built more new homes in this country than any of its competitors and we are delighted to be working with such a well established and successful brand."

GJ Gardner Master Franchisee and Managing Director, Grant Porteous, says "we have appointed DraftFCB to carry out a fully integrated, through-the-line lead generation campaign."

"Essentially we're all about bringing every day Kiwi's dreams to life - and giving them and their families the lifestyle they have always wanted. I look forward to working with DraftFCB to bring this to life in a creative capacity."

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