FMCG IN­DUS­TRY

New Zealand Marketing - - Insight Creative -

KEY IN­SIGHT

This cat­e­gory was ut­terly dom­i­nated by the two home­grown com­pa­nies, which scored high in terms of fu­ture­fo­cus, creativ­ity, strate­gic think­ing, co­he­sive­ness and ef­fec­tive­ness. This could largely be at­trib­uted to th­ese or­gan­i­sa­tions hav­ing the free­dom to de­velop cam­paigns spe­cific to the lo­cal mar­ket, with­out hav­ing or­ders passed down from the in­ter­na­tional head of­fice. The op­po­site seems to be true of the likes of Wat­tie’s and Pepsi, which both leaned heav­ily to­ward the tra­di­tional side and were not per­ceived as ef­fec­tive.

TOP PER­FORMER

Lewis Road Cream­ery

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