EXECUTIVE JUDGE NINA EAST, WUNDERMAN THOMPSON
WHAT ARE YOUR THOUGHTS ON THE FUTURE OF THE CREATIVE AGENCY IN AOTEAROA?
My instinct is that creative agencies will always have a place in New Zealand. I think clients will continue to oscillate between working with one lead agency and multiple specialist agencies. We’ll see more of the consultancy model, where key people are seconded into businesses. We’re already seeing the growth of flexible, project-based agencies that offer new ways of working, pulling together specialist teams to act as an extension of their clients’ businesses. Some clients will take work in-house, but I expect there will always be the need for an agency model of sorts, where brands can tap into diverse perspectives and expertise to deliver strategic and creative excellence.
HOW HAS COVID-19 IMPACTED ON THE CREATIVE AND THE CREATIVE PROCESS?
Aside from the initial global response to Covid-19, with a lot of brands making the same ads, telling us we’re all in this together and everything will be okay, I think the tone has shifted and creativity has returned full force. New Zealand has continued to produce amazing work and the Axis entries are proof of that.
The process of producing good work has undoubtedly been harder. Aside from the obvious logistical, production and budget challenges, we also had to learn to sell in ideas in a new way.
Nothing beats being in the room with clients, spreading out ideas on a table and having a robust conversation face to face, and the fact that wasn’t always possible last year just makes me appreciate the work all the more.
HOW CAN AGENCIES WORK BETTER AND MORE COLLABORATIVELY WITH THEIR MARKETING PARTNERS?
Producing great work that build brands long-term happens when agencies and clients have solid relationships and diverse voices – they listen and trust each other. I’ve always been a fan of that quote that says when you release an idea into the world, you should be the right amount of nervous. That only really happens when you have trust and shared responsibility.
WHAT DO YOU LOOK FOR WHEN YOU JUDGE CREATIVE WORK?
Is it a good idea? Is it interesting, original and inspiring? Did it make me feel something? Was it well executed? Was it relevant, authentic and effective?
WHAT ARE YOUR OVERALL IMPRESSIONS OF THE WORK SUBMITTED FOR AXIS-21?
There were a huge number of Axis entries this year, which is awesome. I thought the quality of the ideas and the craft was excellent– certainly in the categories I judged. It’s a testament to the hard work and bravery of both clients and agencies. In spite of everything, everyone collaborated to make great work happen, and I think that’s worth celebrating.
WHAT DOES THIS SAY ABOUT THE FUTURE OF THE CREATIVE SPACE IN NEW ZEALAND?
New Zealand already produces phenomenal work, and if this year’s Axis Awards are anything to go by, I don’t think that’ll slow down or change any time soon. I suspect our creative output will continue to grow – we’ll get smarter and more playful, and help clients become even braver.