A preview of the 2018 Marketing issue of NZ Marketing magazine

  • Gratuitous self-promotion
  • July 10, 2018
  • StopPress Team
A preview of the 2018 Marketing issue of NZ Marketing magazine

With NZ Marketing's 2018 Media issue out in the hands of our readers, it's time to get stuck into the 2018 Marketing issue. The issue will focus on some of the tremendous complexities facing today’s marketers, providing thought-leadership, expert opinion and insights into latest trends across the industry. Take a look at some of the areas our writers will cover:

TVNZ-NZ Marketing Awards 2018

Full coverage of all 2018 winners (announced on Awards night, 13th September). A chance to celebrate marketing excellence and share the stories of creativity, energy, tenacity and results that have made a difference. A look at how our best and brightest have stretched boundaries and taken marketing forward to new places in new ways.

The TVNZ-NZ Marketing Awards, now in their 27th year, are an annual celebration of the best in the marketing, advertising and media business and a great opportunity for premium brands to target an affluent audience. A sponsorship offers brands the opportunity to activate on the night in front of over 700 people – maybe you could display a new car near the red carpet, welcome guests with a special cocktail or run a clever competition – as well as media space across ICG Media business titles NZ Marketing/StopPress, Idealog and NZ Retail/The Register, which, when combined, reach an audience of over 120,000 per month online. 

A look inside In-housing

Over the past year, our conversations with the marcomms industry have brought to light a trend of marketing teams taking what was once the work of an agency, in-house. The Warehouse Group, and Warehouse Stationery, Xero, Les Mills, Farmers and Air New Zealand have all moved down this path. So, in this issue, we take a look at what’s driving it, what it means for agency-land and where do management consultancies fit in?

  • Is there an attraction for agency talent to cross over to client side to work in-house? And if there is, where does this leave agencies? What do the recruiters say?

  • Technology rising – how do in-house marketing teams get their heads around marketing automation, programmatic, trading desks, data analysis, research and insights – what help do they need and who’s offering?

  • What about creative support – in-house ECD or creative agency?

  • Are media agencies under threat – from internal resources or AI or both?

  • Are marketers smartening up about where their $$ are going and consequently who are the middlemen(people) being cut out?

The Transformers

In smaller companies, marketers are often sent out into the world to see what their business needs to know about; to scan the landscape and see what’s coming. In larger companies, marketers are often involved in their companies’ digital transformation projects (often alongside management consultancies). According to Accenture, by 2020, the size of the digital transformation market

is predicted to reach US$369 billion, but 70 percent of programmes will have failed. So what do marketers need to know about this? Can marketers stop them from failing? And what are the management consultancies in this market actually offering? 

Hey, Big Spender

According to some estimates, CMOs are now spending more on technology than many CIOs. They’re making decisions on CRM software, marketing automation, digital ad spend and analytics software, UX enhancements, customer service programmes and potentially bringing in programmatic trading desks. The job of the marketer is increasingly complicated. So how do you know you’re making the right decision when it comes to tech? 

Innovation Showcase

With such a rapid pace of change in the media, marketing and advertising industry, it’s important those within it keep up to date with the latest innovations or risk being left behind. In this issue, we’re inviting you to tell us about your newest shiny thing. Be it a new product or service, we want to know how you are keeping your clients ahead of the game. 

Tapping into the Chinese Market

Last year New Zealand saw its largest group of net migrants arriving from China, with 9,300 arriving in the country according to Stats NZ. Similarly, by 2023, China is expected to be the largest tourist market in terms of arrivals and spend, according to the Ministry of Business, Education and Employment. It currently sits behind Australia as the largest contributor to spend. Given the scale of the market, we’ll be looking into the value of the Chinese community as an audience for brands and how brands can best engage them.

A 2013 Nielsen survey found Asia Pacific consumers to be the most influenced by advertising – how do brands get the message right? We’ll look at the values of the Chinese community, their media consumption habits and preferences, and the range of locally-produced Chinese media companies attracting their eyes. What considerations need to be given? For example, does New Zealand’s clean, green image resonate with Chinese consumers?

Expanding the scope beyond our shores, we’ll also take a look at how New Zealand brands can engage consumers in China. 

Regional Rundown

We take a look at the rapidly changing dynamics of regional New Zealand, providing some insights for brands, creatives and media looking to make a move beyond the big smoke. Our journalists will investigate regional ad spend, look at the brands (who are they and what are they spending?) and some of the agencies and media companies serving them. We’ll profile some agencies, media owners, and marketers, and ask about challenges they face, opportunities and the work/lifestyle balance. We’ll look at media consumption in each region, what media, when and how, and the best ways for media owners to target specific sectors. For instance, consumers living in Auckland tend to engage with SVOD, online video and music streaming while South Islanders are more likely to engage with linear TV and radio. So where should advertisers be spending their money? 

NZ Marketing's 'How To' Guide

We have an opportunity for one only company to promote its area of expertise in a ‘How To’ section’. This gives the sponsoring advertiser an opportunity to share advice or o er a step-by-step guide to show off its knowledge in a particular field. 

There are opportunities to place advertising or paid branded content within our editorial pages, or in some instances to sponsor entire features.
Also, options to run in the magazine only (print), or also on StopPress (digital) 
If you want to chat through content and advertising options email Vernene Medcalf: Vernene.Medcalf@icg.co.nz
  • To get a copy of NZ Marketing magazine, click here.

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Ogilvy's senior line up changes with chief creative officer and executive creative directors

  • Advertising
  • September 20, 2018
  • StopPress Team
Ogilvy's senior line up changes with chief creative officer and executive creative directors

Ogilvy has announced a number of senior moves, with Regan Grafton promoted to the role of chief creative officer while Lisa Fedyszyn and Jonathan McMahon become joint executive creative directors.

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Radio survey: total audience tuning into radio waves remains stable

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  • September 20, 2018
  • StopPress Team
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Its radio survey time again and in the third round for 2018, 3.66 million New Zealanders have been found to listen to radio each week, with The Edge seeing the biggest audience.

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  • Voices
  • September 20, 2018
  • Colleen Ryan
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TRA partner Colleen Ryan takes a final look at the Byron Sharp versus Mark Ritson debate, looking at the power of remembering a well-marketed brand.

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The art of story finding
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The art of story finding

There’s some often cited research that says we’re 22 times more likely to recall a story than we are a fact. But when you’re dealing in branded content, perhaps a more useful way to consider this information is that we’re 22 times more likely to recall a fact when it’s wrapped in a story. In this episode, we’re looking at how to put your audience at the centre of your story and letting them experience your brand for themselves.

My Food Bag cooks up August's Ad Impact Award winner

  • Advertising
  • September 20, 2018
  • StopPress Team
My Food Bag cooks up August's Ad Impact Award winner

With a change of season upon us, August saw a new range of TVCs being tested. While there were plenty on show, it was My Food Bag with its 'Dinner Makes Families' TVC by Saatchi & Saatchi that picked up the Colmar Brunton Ad Impact Award.

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#suffrage125: How media and brands are celebrating New Zealand's historic move

  • Advertising
  • September 19, 2018
  • StopPress Team
#suffrage125: How media and brands are celebrating New Zealand's historic move

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Changing faces of women in advertising

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  • Georgia Middleton
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It’s 2018. That’s 125 years since women in New Zealand have been recognised as equals in the eyes of democracy. But what’s the story of equality in advertising? It doesn’t take much research to find articles about the changing faces of women in advertising – and yes, things are changing. But the casual sexism, the call-outs and the cover-ups have sparked a different kind of debate. Is misogynistic advertising a thing of the past, or do seeds of it still exist? To answer that, I’ve looked at different portrayals of women to see how things were then…and now.

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Sharks and lightning: expect the unexpected in LifeDirect's new campaign

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  • September 18, 2018
  • Georgina Harris
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  • Advertising
  • September 18, 2018
  • StopPress Team
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Ads of the week: 18 September

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  • September 18, 2018
  • StopPress Team
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ASB, LifeDirect and Phloe show us how it's done.

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Social enterprise shows how VR can save New Zealand's endangered birds

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  • September 18, 2018
  • Elly Strang
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Follow the money, part three: Where New Zealand's news media is finding pots of funding gold

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NZME secures eight News Media Awards in Australia: News Corp leads winners

  • Awards
  • September 17, 2018
  • StopPress Team
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Seat appoints DDB to rev up its presence

  • Advertising
  • September 17, 2018
  • StopPress Team
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After launching in New Zealand last year, Spanish car brand Seat has appointed DDB as its creative agency to grow its presence in the local market. DDB's garage is now home to Volkswagen and Seat.

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