In One Sentence…
How do you define effective marketing?
Creating changes in perception/behaviour that drive positive outcomes for brands and clients.
How does creativity drive effectiveness?
By engaging attention and persuading people to see something familiar in a completely new light.
What’s your favorite effectiveness win from the last few months—personal or professional?
That’s got to be Special’s ‘Good Morning World’ campaign for Tourism New Zealand being named ‘the most effective tourism campaign in the world’ after being awarded New Zealand’s first ever Global Grand Effie—for it to be one of only 12 campaigns in the world to make it through all rounds of judging, and to be recognised alongside such iconic campaigns as Nike’s ‘Dream Crazy,’ Burger King’s ‘Whopper Detour’ and Tide’s ‘It’s a Tide Ad’ was both a personal and professional highlight for everyone involved.
Michael was a recipient of the inaugural Global Grand Effie in the Transportation, Travel & Tourism category. Entries for the 2022 Global Best of the Best competition are being accepted through April 29.
