Creative Kiwis leading the world

New Zealand marketing and advertising creatives are among the best in the world when it comes to delivering tangible business results, according to international researcher and author, Peter Field.

Field believes New Zealand's small market has resulted in broader skill sets and a greater understanding of the various marketing disciplines, which in turn generates more effective campaigns.

"New Zealand advertising and marketing agencies are particularly good at seizing new opportunities in communications and producing the kind of rich, integrated campaigns that work so much harder," says Field.

Field spoke at the Clemenger Group Effectiveness Summit in Auckland this afternoon, and will be speaking at a similar event in Wellington tomorrow.

"Peter's findings are encouraging for the local industry. It's great to see New Zealand being recognised by one of the world's leading voices on advertising effectiveness and creativity," says Clemenger Group CEO, Jim Moser.

Field singled out Colenso BBDO's Yellow Chocolate campaign as one of the best examples worldwide, of an effective multichannel campaign, that used a creative approach to drive results.

"I find the Yellow Chocolate campaign is applauded throughout the world, not only for its sheer creativity, but also for its ingenious use of multiple channels – it engages consumers in so many ways."

An authority on the subject of creativity as a driver of effectiveness, Field has analysed hundreds of effectiveness case studies to answer the question, “does creativity sell?”

His findings suggest creatively awarded campaigns are up to 12 times more efficient in generating an increase in market-share.

"Creative marketing campaigns are becoming increasingly efficient as digital and social media add further virility to well-conceived and well executed creative ideas,” says Field.

While digital media offers a platform for unique interaction with consumers enhancing brand engagement, Field sees the recent trend of voucher websites as potentially harmful to businesses and brands.

"Brands need to focus on increasing their long term attractiveness and esteem. Voucher websites may be good at shifting product short-term but can create long term damage to the health of the brand if over-used," says Field.

Peter Field has spent 15 years as a strategic planner in advertising. In 1997 he left advertising to pursue a consultancy role supporting both clients and their agencies. Over the last 29 years he has worked in most categories and on over 100 brands and co-authored two books, prior to producing his 2011 report: ‘The link between creativity and effectiveness’.