Kiwis have traditionally shied away from celebrating their successes. But the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof. TRA marketing manager Claire Tutill takes a look at awards for awards sake.
Marketing, advertising & media intelligence
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Way back to high school, I loved algebra and hated statistics. It wasn’t so much the numbers, it was the answers. Algebra was pure math. A+B=C. It’s always true. So B=C-A and A=C-B. Then you puzzle that out with a similar sum and you can actually prove stuff. Quadratic Equations. Yum. Meanwhile, statistics is applied math. It’s the ‘science’ of probability. The ‘answers’ run to multiple decimal places with ‘standard deviations’ and you never really know the “truth”. I reckon it’s way less satisfying. But that’s just me. More relevant here is why does this matter in marketing?
A good while ago I completed my undergrad at Victoria University. While that puts me in some sort of “highly qualified” percentile, it also makes me the least qualified person currently working at Dot Loves Data. And having come from advertising, the world of data analytics was a whole new space to navigate.
Often feared as the Freddy Krueger of the business world, disruption is something that strikes fear into the hearts of business leaders everywhere. But is it really something we should fear?
Damon Stapleton gazes across the vast, fragmented media landscape to see that brands that are invisible everywhere are still invisible.