We love a good loophole here at StopPress. And despite the strict MEMA rules that aim to protect sponsors' investments, there are still plenty of them available to savvy marketers hoping to make some hay while the Big Rugby Event shines. Official sponsor Heineken is already slightly aggrieved with Steinlager's nostalgic white can campaign because of its focus on the tournament rather than the All Blacks and now Independent Liquor and Barnes, Catmur & Friends are getting in on the act with a cheeky billboard at the Auckland Airport.
Marketing, advertising & media intelligence
Using an influencer is nothing new in advertising. But in the past few years, the definition of the role has expanded to YouTubers, Instagrammers, bloggers and vloggers, and brands have been jumping on the bandwagon to be mentioned in newsfeeds. However, with the online space comes a new set of challenges from selecting an influencer to measuring results. We chat to Fuse content and brand experience director Holly Lindsey about choosing the right influencer for the brand, understanding the grey areas and generating organic engagement.