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“They explored two Australian agencies, two Californian agen- cies, and two New Zealand compa- nies,” says Mark Cochrane, CEO, Saatchi & Saatchi NZ.
“Upon winning, we asked, ‘Why us?’ They talked about our optimism, the ease in which we work and the unique tone and cre- ativity that New Zealanders bring.”
That tone is hard to define but to many there is a playfulness deep within the local culture, a ten- dency to leg pull with a wry smile, part banter and part a sense of pointing to the ridiculous.
Cochrane points to the Toyota Hilux campaign Saatchi did late last year, one of the most awarded pieces of work at Axis, the creative awards.
“It dramatised that bond between Hilux and Hilux drivers,” he says. “What I love about it, per- sonally, is that it culturally
Saatchi & Saatchi’s Toyota Hilux campaign.
reminds us of who we are as New Zealanders right now, as people, as a community, and the unique bond we have with each other.
“I say this as our culture is evolving incredibly fast right now. We’re a socially progressive country, but mostly full of mutual respect and unity. It fills my cup every day.”
He says the showcasing of the NZ production industry is important right now.
“The world-class level of creativity, directing, locations, crew, film produc- tion and post-production is something we must accelerate, especially now the world is used to, and OK with, remote ideation and productions,” he says.
“New Zealand should continue to maximise its remote but out- standing output.
“In the past few months, we’ve had a number of opportunities and projects coming in from other global markets.”
Cochrane, who moved back to NZ from Australia, believes Australian media often portrays New Zealand as the perfect country — mostly to apply heat to its government in a classic “look how good your little brother is” strategy.
But still, COVID-19 has deeply affected Aotearoa, New Zealand, espe- cially the tourism industry.
“This, along with global supply issues, means New Zealanders are still fearful of the next step, especially with a slower vaccine roll out and continued uncertainty as to how we will rejoin the global community,” says Cochrane.
“It means consumer behaviour has been flat. But there is a special cohort of brands emerging right now. Brands that are willing to pick up the ‘four starred flag’ and progressively push New Zealand forward
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