There's always plenty of marketing inspiration to be found in the annual awards issue of NZ Marketing. And the just-released 104 page September/October monster is no different. So to celebrate its tremendous girth, we're giving away a copy of James Hurman's new book The Case for Creativity (RRP $40) to the first 20 people who subscribe here.
While all the winners of the TVNZ-NZ Marketing Awards featured in this edition magazine had amazing business stories to tell, a few stood out. At the large-scale end of the equation, Wendy Rayner's reign as the head of marketing for NZ Lotteries has seen sales increase by $250 million, which is, amazingly, the size of the entire chocolate category in New Zealand. Other winning, innovative, marketing-led companies like Air New Zealand, 2degrees, Frucor, Les Mills and Progressive Enterprises have been regular victors at these awards over the years, and for very good reason. But, in a country filled with SMEs, it was the value-adding little guys that piqued my interest. Geoff Matthews and the Mt Cook Alpine Salmon team created an ultra-premium, brand-led product by backing themselves, pricing their fish high, going directly to the high-end buyers, getting them to taste it and waiting for word-of-mouth to kick in. It's a beautifully simple strategy and, as a result of its marketing prowess, it's discovered the export holy grail.
Marine Industrial Design, while not the sexiest of companies or industries, is another stand out. There were no big budget TVCs, no gimmicky social media campaigns, just a very well-executed strategic marketing plan that completely—and quickly—reversed its fortunes. And All Good Organics, which has tapped into the burgeoning consumer consciousness around Fairtrade and created a better way to buy bananas, is another great, largely under-the-radar, success.
Elsewhere in the September/October issue you'll find our annual feature on independent agencies and clients' perspectives on what they see as the best agency model for the changing environment; an in-depth look at the world of branded apps; interviews with ASB's new chief executive and marketing Hall of Famer Barbara Chapman and large-scale events guru Mike Mizrahi; the latest agency work critiqued in Campaign Review; DDB's Toby Talbot on why funny still works; APN's Eric Rowe on riding the online video wave, Michael Carney on how digital is changing the consideration process; Simon Young on the importance of finding your voice on social media; 75 years of Caltex advertising in New Zealand; a showcase of modern media; and plenty more jolly marketing, media and advertising japes.
- If for some unfathomable reason you want to subscribe to a different magazine, you can get 35 percent off all Tangible titles as part of a Father's Day special.