Hopefully you've already expanded your marketing mind and devoured the November/December edition of NZ Marketing from cover to cover, but in case you missed it, here's a rundown of the joys you can behold if you get yourself a copy, including the entertaining and enlightening advertising goose chase that ensued in our quest to interview one of New Zealand advertising's most intriguing characters, Ogilvy's Greg Partington.
There's no doubt he's a man with a reputation. But he's also a man who has created a huge business empire, has helped big clients like Progressive, Rebel Sport and Briscoes to great results this year, and has won some big accounts such as Auckland Council and ATEED's RWC work. In the end, despite numerous attempts, the notoriously secretive man didn't give us the formal interview we wanted, but the way the whole scenario panned out actually made for a more interesting yarn.
Other highlights in this issue include:
- Abe Dew's take on the duelling directories Yellow and Localist and why he thinks they're both flogging a dead horse.
- A history of 20 years of Absolutely Positively Wellington, one of the country's most successful town branding initiatives.
- A feature about the magazine market and how new neuroscientific research shows how magazines get inside your brain more effectively than other forms of media.
- A rundown on the booming outdoor industry, the recent consolidation in the market and the role digital signage will play in its future.
- Michael Carney's warning about the perils of targeted advertising and how marketers need to know their target market.
- Andrew Lewis on the misguided logic of using young people in ads targeted at older consumers.
- 50 years of Tux advertising.
- The best work judged in Campaign Review.
- Profiles of Michael Allpress and CAANZ chief executive Paul Head.