New magazine smell not quite as memorable as new car smell

  • Marketing
  • August 31, 2010
  • Ben Fahy
New magazine smell not quite as memorable as new car smell

If you happened to look up from your iPhone as you strolled past a bookstore, dairy or supermarket, you may have noticed a collection of strange things made out of paper. They often call these quaint periodicals 'magazines'. And a fresh, shiny new September-October NZ Marketing could just be among them.

The latest issue is, as per usual, filled to the brim with essential marketing intelligence but its main focus is on the winners of the TVNZ-NZ Marketing awards. And the wide variety of people, campaigns, brands and ideas featured in this edition perfectly illustrate what this industry is all about, as well as the kinds of business results that can be achieved when the marketing planets are in alignment. All 15 category winners are detailed, as are many of the tactics, strategies, facts and figures that led to the accolades.

The Rookie Marketer of the Year Anna-Claire Clendon stars on the cover and her efforts were instrumental in launching the Orbis ring flash into orbit around the world. In typical Kiwi start-up fashion, she did it all on the smell of an oily rag.

Also in typical Kiwi fashion, Darryl Ward has punched above his weight this year. He was the Kiwi director who pulled the strings on two Cannes Lions Grand Prix-winning campaigns—Special Group's 'Orcon + Iggy' and Leo Burnett Sydney's 'EOS Photochains'—so we stopped in for a cup of tea and biscuit with this cool customer to find out what makes him tick and what he thinks the future holds for the production industry. And he certainly has some interesting thoughts on the state of New Zealand's marcomms nation.

Our other major feature focuses on the indies versus multi-nationals debate. Some say now is the age of the indies. Some say nothing has really changed. But the local indie scene does seem to have come of age recently and, in keeping with international trends, clients now seem more interested in what the indies are offering. So we spoke to some of the country's most respected indie peeps to find out why they thought that was the case and if they thought the big boys should be worried.

For those hoping to make their budgets go further, there's also a run-down on the promotional products industry, which includes an interview with the chairman of the Australasian Promotional Products Association on how promo products can be used more effectively.

As for Campaign Review, where we compile and critique the latest agency work, it was the closest and best round yet. And there are also plenty of wise pearls dished up by our columnists, including Michael Carney's take on what magazine publishers can look forward to with the iPad, TBWA\'s Andy Blood on the biggest challenge facing the advertising industry, how giving up control can be a good social media strategy and Rapp/Tribal's Wayne Pick on what he learned after studying at the 'Digital Harvard' in Los Angeles.

And, to top it all off, there's even some old Marmite ads to celebrate the centenary of our much-loved yeast extract. Apparently it's "delicious with dessert".

Get in there and subscribe here for a measly $40 a year. Or pick it up at 'selected' bookstores.

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