Arran Birchenough, the country manager for Getty Images in New Zealand, shares some insights on how brands can find that stock image sweet spot that lies somewhere between the generic and the overly contrived.
Conventional knowledge will tell you that the Super Bowl involves an esoteric American game in which an egg-shaped ball is thrown around for a ridiculously long period of time. But everyone in the advertising industry knows that this isn't what it's about. It's actually about the ads.
From March, Prime News, which airs on Sky-owned Prime, will be produced by the MediaWorks news division at their Auckland Flower Street Studios as part of a new deal between the two networks. And the deal comes with additional revenue potential for MediaWorks, because the network will also be selling advertising and sponsorship associated with the show. PLUS: Top Gear heads to TV3.
New World has been in fine marketing fettle in recent months, with two delightfully insane adverts involving bread-based real estate and vegetable-based romance and one mad ad for its netball sponsorship. And while its Christmas campaign wasn't quite so surreal, the ads featuring Santa Claus hiding in plain sight as a supermarket employee named Noel also caught viewers' attention and managed to take out Colmar Brunton’s Ad Impact award for November.
Milk consumption is declining in a number of developed markets, with the Washington Post stating that the average American drinks 37 percent less milk today than they did in 1970. Similar trends are evident in New Zealand, with the Herald estimating that it has decreased from 139 litres a head a year in 1974 to about 81 litres a head last year. There are a number of reasons for that, including rising prices, a proliferation of other beverage options and one recent study that appeared to turn the received wisdom of milk's health benefits on its head. But, following on from Fonterra's Milk in Schools Initiative, Anchor and Colenso BBDO are continuing their mission to get cow juice into the gullets of more New Zealanders by convincing parents that milk helps grow healthy kids.
Moa Beer launched its new pioneer-focused packaging late last year. And its latest marketing initiative continues down that patriotic road by trying to bind us together through the sharing of stories of everyday New Zealanders, something it's calling 'How to Brew a Country'.
Following the news that Clemenger BBDO's long-serving executive creative director Philip Andrew has handed over the reins, we've decided to republish a sidebar from an agency profile in NZ Marketing that talked about the formative days of the Wellington agency.
MediaWorks Radio and Radio Tarana (which has been broadcasting in New Zealand since 1996) have formed a new partnership in an effort to create fresh commercial opportunities for their respective clients. And the move makes sense for both the network and radio station, given the demographic changes in New Zealand over the last two decades.
International business success comes with a huge amount of blood, sweat and tears but that doesn’t deter some of New Zealand’s most innovative companies from breaking down business barriers offshore. Their hard work gets recognised in the much-coveted New Zealand International Business Awards.
Corona is supporting the Piha Surf Life Saving Club in a bid to raise funds for the redevelopment of the facilities located at the popular, and unquestionably dangerous, beach on Auckland's West Coast. To assist the fundraising efforts, Corona has arranged an auction of surf photography as well as launching a pop-up bar to quench beachgoers' thirst during the summer months.
Who's it for: Anchor NZ by Colenso BBDO and Flying Fish
Why we like it: Children have vivid imaginations capable of constructing stories that provide elaborate rationalisations for things that are obvious, and comparably boring, to adults. This again proved to be the case when Colenso BBDO handed the creative reins over to five-year-old Lila. And although the spot is very simplistic in its execution, the viewer can't help but be pulled into the far-fetched story of the Tooth Fairy.
Who's it for: Bigpipe by Tim Batt, Guy Montgomery and Tom Furniss
Why we like it: Since its inception last year, Bigpipe has been open in its pursuit for younger consumers. Everything from the no-limit structure of its broadband packages to the fact that it doesn't have a call centre has been shaped with the millennial in mind, and this is now also being reflected in its latest advertising effort, which serves up a delightfully juvenile assortment of random scenes.