ARE WE SEEING A RESURGENCE OF TV ADVERTISING?

I think there is a reasonable amount of mis-information around TV, in many cases propagated by other media who perhaps don’t have a TV offer.
– Alistair Jamison

At the recent TVNZ-NZ MarketingAwards and then at the Effies, we saw Mercury emerge as the big winner, on both occasions, with its ‘Mercury - energy made wonderful’ campaign. It’s notable that these two events, both with a heavy focus on business results, chose a TV-led campaign as the overall winner. This feels a bit like a turning point in that it serves as an evidence-based reminder that television still works – and is especially effective when it’s backed by strong creative that makes the most of its audio and visual power.

Starcom CEO Alistair Jamison argues that we’ve perhaps lost