THE MOST PRESTIGIOUS BRAND?
Asked unprompted which brand they saw as the most prestigious to work with in New Zealand, the overwhelming consensus was Air New Zealand. Prestige is, of course, a subjective ideal, dependent on a number of factors. However, given its consistent stream of quality creative work, customer loyalty, data smarts and large budgets, it comes as little surprise that the nation’s agency heads would feel proud having the airline on their roster.
After this unprompted enquiry, we then asked our 40 agency executives more specific questions about individual brands operating in nine different sectors. The graphs that follow provide insights into how each of these brands are perceived in terms of strategic thinking, creativity, effectiveness, future-focus, digital nous, how traditional they are, and whether they’re disjointed or cohesive.