Big, established brands don’t have to be boring. As indicated by the industry perceptions of Air New Zealand, even industry giants can be digital, strategic and future-focused. Interestingly, despite Fonterra’s significant investment in some brave marketing over the last year, its masterbrand is still considered quite traditional— showing perceptions don’t always match up to the shifts that might be taking place within a business. Also worth singling out is Lotto, which emerged as the strongest creative performer (a clear nod to the storytelling approach in its ads) but the weakest when it came to being future-focused.
TOP PERFORMER Air New Zealand