TRA's Colleen Ryan assesses how much damage Cadbury is doing to its brand by closing its Dunedin factory.
Marketing, advertising & media intelligence
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.
With Leicester City winning the Premier League, The Chicago Cubs winning the World Series and now Donald Trump winning the US election, it's been a year of unpredictable results. So why is it that researchers and pollsters are so bad at predicting what will happen? We do a bit of soul searching with a group of New Zealand researchers.
TRA's Colleen Ryan uses a positive experience at an Italian restaurant to illustrate the joy that consumers can experience when the freedom from choice is coupled with a dash of the unknown and unexpected.
We Uber, we Facebook, we Google, we Airbnb. So, TRA’s Colleen Ryan looks at whether the real test for branding success lies in a business becoming a verb.
TRA's Colleen Ryan on what Shakespeare can teach brands about breaching the fourth wall through social, where a new set of rules apply.
Shouting out random things in a public space isn’t the best conversation starter in real life. And TRA's Colleen Ryan argues the same applies in social media.
The Research Agency welcomes an international research heavyweight, Eleven\PR snatches a couple from PPR, Ambient Group ramps up its experiential and talent offering, Firebrand does some of its own recruiting, Rob Fyfe wraps up warm with Icebreaker, Komli NZ wins About.com, In Motion Post gets a slice of Bunnings, JOOB announces one of its regional big dogs and a couple of Auckland dining hotspots get some international attention.