We don't believe everything we see in ads in much the same way that we don't believe all the fake news we read. But as Colleen Ryan argues, we don't necessarily have to believe things for them to have an impact on our decision-making.
Marketing, advertising & media intelligence
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In lieu of a Year in Review, Contagion managing director Dean Taylor looks at the young YouTube stars influencing toddlers' Christmas wish lists.
Fonterra's recent ad campaign has pushed hard on the "co-operative over corporate" image. But has Lewis Road Creamery's open letter shattered those efforts?
The Great StopPress 'Year in the Rear': our take on 2016—and the final week to vote for your favourites
A shotgun for your influence: magazine brands, social media stars and the battle for paid #authenticity
Selling the sizzle (and the sausage): the extremely definitive StopPress guide to the country's best ever summer ads
Forget the snow-capped hills and crackling fires of our Northern Hemisphere neighbours, December in New Zealand is a time for sandy toes, salt sprayed hair, jandal tan lines, and barbecue lunches. And to accommodate this distinct holiday imagery, advertising agencies over the years have tailored their approach to campaigning in a bid to appeal to New Zealand’s sun-obsessed masses. So from the ridiculously weird to the downright ingenious, we look back at some of the best summer-themed ads this country has produced.
Sky may have recently won a case against illegal streamers of Joseph Parker's penultimate fight, but the company's time in the court system is far from over. And with another case against Fairfax, TVNZ and NZME yet to be decided, AJ Park senior associate Matt Hayes provides a legal perspective on Sky's litigious side.
In the wake of Prime Minister John Key's resignation, Barnes, Catmur & Friends Dentsu managing partner and executive creative director Paul Catmur has a confession to make.
TRA's Colleen Ryan looks at recent events in politics and finds there are a few lessons brands can learn from the successes of Brexit and Trump.
PR specialist, former tobacco lobbyist and walking controversy machine Carrick Graham thinks PR firms need to spend less time appeasing aggrieved third parties and more time driving results for their clients.
Contagion managing director Dean Taylor considers the credibility of market research in the wake of Donald Trump's successful campaign.
TRA head of strategy Colleen Ryan is takes a look at 111 years of rugby and the recent All Blacks' loss to Ireland to see how marketers can better predict the future behaviour of customers.
FCB hosted its monthly School House session last week to discuss the possibilities for Virtual Reality (VR) for marketers beyond just gaming and entertainment. To interrogate the topic it invited, CEO of Imersia Dr Roy Davies, co-chair of IGDA Virtual Jamie Telford, VR producer at Conical Alejandro Davila and managing director of Pik Pok Mario Wynands, to be part of a panel hosted by FCB digital strategy director Dan West.
Receptive.tv director Sam Aldred takes a look at the rise of global entities and finds that Sky might be picking a fight with the wrong organisations.
2016 has been the year of Justin Bieber. So how did this once cringe-worthy teenage pop sensation turn into a worldwide superstar, and what can brands learn from his transformation? TRA marketing coordinator Claire Tutill takes a look.
US elections are the biggest communications campaigns in the world. JWT managing director Simon Lendrum takes a look at Trump’s success through that lense to see what can be learnt from it.
Hunch managing partner Michael Goldthorpe explains why retailers should focus on selling products, rather than selling promotions.