For years brands have been at ‘arms length’ and somewhat out of touch with the reality of the customer experience, says Jenene Crossan. But influencer marketing, which is driven by brands shifting away from push-style ads towards 'an enhanced word of mouth strategy', has the ability to change that.
Marketing, advertising & media intelligence
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Because digital has become ubiquitous and a normalised part of everyday life, some are questioning whether we still need specialist digital agencies. Andrew Hawley defends his kind.
As the founder of a few companies, Jenene Crossan often gets asked to explain the traits required to succeed. She's given a range of different answers, from bravery to persistence to bossiness. But she says you can’t underestimate the importance of just starting blindly and being comfortable with your own vulnerability.
Future Tense (part 2): MediaWorks' Mark Weldon on bilateral markets, the unnecessary complexity of ratecards and the importance of 'co-opetition'
Beyond the Page: Woman's Day, Spark PHD and Unilever clean up with paid, owned and earned media strategy
Future Tense: MediaWorks' Mark Weldon on its new 'power news brand', the joy of integration and preparing for the future
With the advent of automated buying, there's a growing consensus that marketing communications need to be short and snappy. But after walking in on four young creatives huddled around a laptop, DDB chief creative officer Damon Stapleton learnt that longer form storytelling is far from dead.
It’s readily accepted that content is king. However when it comes to the question of what typeface that content should be in, the debate between client and designer can often be surprisingly subjective, writes Brian Slade.
The latest wave of transformative digital services has the potential to change lives to an extent far beyond the disruption caused by the previous two waves, desktop web in the 1990s and mobile in the 2000s, says Accenture Interactive's Michael Buckley.
With banner blindness and ad-blocking software on the rise, native advertising is growing rapidly. And while there are plenty of thorny issues, Young & Shand co-founder Ben Young thinks that’s a good thing for marketers.
Claudia Batten is currently on the Better by Design Study Tour in the US along with a number of other Kiwi overachievers and she says the success of Contently—and the attitude of its founder Shane Snow—shows that marketing now needs to come from a place of integrity and sincerity.
NZ Retail/The Register editor Sarah Dunn reckons there might be more to selfie culture than meets the eye.
As Idealog celebrates a decade in the ideas business, co-founder Vincent Heeringa explains how it intends to last a few more
This month Idealog magazine published its 60th edition. A decade in publishing is an achievement worth celebrating—especially this decade—and co-founder Vincent Heeringa is certainly stopping to smell the rosé. But he also knows things need to change. Here's his manifesto for the next ten years—and he believes the rules also apply to media in general.
Will trade data for data: why the tech giants are dabbling with internet connectivity—and why the telcos should be worried
Why are the likes of Google and Facebook acting so altruistically and exploring options to provide internet access around the world? And what do their movements mean for the traditional telcos and marketers? Anthony Gardiner looks at what is destined to be a highly disruptive journey.
Ogilvy & Mather's executive director reckons not-for-profit organisations don't necessarily need massive budgets to reach broad audiences. They just need to be smart when it comes to using digital channels.
What might at first seem like a familiar creative challenge often requires a different solution to the one used before, writes Brian Slade. And that is certainly the case for city identities.
Paul Catmur on the difficulty advertisers face in the fickle digital age to compete with all the cats, celebrities and Blackburn self-pleasurers out there.
After around five years as editor of Metro, Simon Wilson recently sent his final issue off to the printers and stepped into a new role where he aims to do more writing and less wrangling. And he signed off with an editorial that editors—and advertisers—could all learn something from.