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Riding the wave of social conversations

  • Opinion
  • March 29, 2017
  • Antony Ede
Riding the wave of social conversations

Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.

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Fashion: the mouthpiece of cultural change

  • Regular voices
  • March 29, 2017
  • Claire Tutill and Rory Docherty
Fashion: the mouthpiece of cultural change

Micro-trends in fashion are constantly changing – one minute we’re being told we should be wearing harem pants, and the next you shouldn’t be seen dead in them. It’s near impossible to keep up with what’s in vogue at any given time. TRA marketing coordinator Claire Tutill and Auckland-based fashion designer and product developer Rory Docherty take a look at how fashion is a powerful vehicle for social change.

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The ethnoscape is where brands need to live

  • Opinion
  • March 20, 2017
  • Karin Glucina
The ethnoscape is where brands need to live

TRA business director Karin Glucina takes a look at cultural diversity in Auckland, why it's important for marketers to understand the city's make-up and how culture influences purchasing decisions.

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Gender. What’s the issue?

  • Regular voices
  • March 15, 2017
Gender. What’s the issue?

At a time when words like 'feminazi', 'man hater' and 'snowflake' are thrown around quite freely, Bridget Taylor thinks the gender debate is still worth having.

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Great ad. Where’s the idea?

  • Regular voices
  • March 10, 2017
  • Michael Goldthorpe
Great ad. Where’s the idea?

In an industry based entirely on the quality of its creativity, Hunch founder Michael Goldthorpe reckons standout ideas are rarer than they should be.

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Does ‘new’ New Zealand make you less New Zealand?

  • Regular voices
  • March 3, 2017
  • Dean Taylor
Does ‘new’ New Zealand make you less New Zealand?

As more of the population becomes concentrated around urban centres, we start to lose some of the regional quirks we've always associated with being a New Zealander. And this leads Dean Taylor to wonder what it might mean for our sense of national identity.

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