The emails and phone calls started soon after it became clear New Zealand’s advertising industry was leading the COVID-19 recovery stakes.
Expatriates (New Zealanders are well travelled) from across the world, wanting to return home, looking for jobs.
And the work was coming fast, with marketers anxious to build profile for their brands. On top of that, global briefs came in from advertisers seeking production and creative talent in a place where COVID-19 restrictions were light.
Saatchi & Saatchi NZ was in a pitch recently for a global fintech based in Australia.
“They explored two Australian agencies, two Californian agencies, and two New Zealand companies,” 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 creativity that New Zealanders bring.”
That tone is hard to define but to many there is a playfulness deep within the local culture, a tendency 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, personally, is that it culturally 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 production 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 outstanding 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, especially 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 through smart growth strategies and creative thinking. These … are hungry for progress.”
Tony Bradbourne, founder and CEO/CCO of Special Group: “I think the New Zealand tone, at
