Faced with the challenge of changing retirees' perceptions that villages are "God's waiting room", Metlifecare gave its branding a makeover with new logos, initiatives for residents and platforms to tell their stories.
Marketing, advertising & media intelligence
Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Alex Lawson, general manager at Carat, has to say.
Alex Lawson has been named General Manager of Carat NZ, only a few months after joining the agency in July. This move follows on from the departure of former Carat general manager Kim Leybourne, who was appointed the media director at Ogilvy in August.
Outdoor/indoor flow: billboard battles lead to social chatter after NZ Rugby and Sugar & Partners stoke regional coals
For the latest season of MKR NZ, TVNZ played the regional card pretty hard in an effort to drum up some parochial support for the contenders. And it seems to be a successful strategy, because Sugar & Partners, Carat and NZ Rugby are claiming victory after its outdoor and social media campaign got the punters talking about the ITM Cup.
Money talks: ASB takes more empathetic—and scientific—approach to comms and content in new Succeed On campaign
It's fair to say the last major campaign launched by ASB didn't go as well as planned, with the shouty, bearded frontman Brian Blessed being sent back to Blighty a bit earlier than expected. The bank's Succeed On tagline remained, however, and, after being in a bit of a holding pattern as far as its comms were concerned, ASB has now returned with a new campaign via Saatchi & Saatchi that aims to show how New Zealanders really talk about money—and the ASB products and services that might be able to help them deal with it.
Forget the rowing world cup, forget the basketball world cup; the real action last week was at Yahoo’s Dodgeball Keg Cup. Eight agencies competed in the tournament for the honour of winning the moderately prestigious Keg Cup and the highly coveted 50-litre keg of beer.
Industry happenings at Carat, FCB Sydney, The Paul Henry Show, RadioLive, Management magazine, Dish magazine, Ngage and MEA Mobile.
When Jono Sorenson left advertising agency Carat in March to become a sales director at Diverse Media, he signed up there for only three days a week – because the rest of his time he now devotes to muesli. He and fellow muesli-fan/fiancé Lucy Leckie have launched The Muesli Hub – “a platform to build your own muesli online and have it delivered to your door”. They want to inspire people to re-prioritise breakfast.
Changes at Saatchi & Saatchi, Carat, APN, Tourism New Zealand, Orangebox, The Business and ImMediate.
Moves and shakes at Lotto NZ, IABNZ, ANZ, Carat, Y&R NZ and Green Cross.
ASB and Saatchi & Saatchi have added another award for the Like Loan campaign, which lowered its home lending rate with Facebook likes. The latest is a Warc Prize for Social Strategy, awarded to only 18 campaigns globally.
Following last month's announcement that Vodafone was undergoing the process of reviewing its global media account (worth about US$950 million), it has now been reported that WPP's MEC has won the final round of pitching, which was contested between MEC and Carat (part of the Dentsu Aegis network). So what does this mean from a New Zealand perspective?
In January, Vodafone announced that it was reviewing its global media account, which has been held by Omnicom's OMD for half a decade. And this process could have repercussions for local account holders.
Moves and shakes at Carat, DDB, Cannes Lions, 3rdeye, Dow Design, WOW, Pfizer and Word of Mouth.
ASB's Like Loan promotion, where Facebook fans determine how low its home loan borrowing rate will go, is back for a second round. This time live TVCs, banners and radio streams have joined the mix as the bank tries to draw participants into a conversation.