With his mind still fresh from the holiday break, Contagion's Dean Taylor shares some thoughts on what marketers should be doing differently over the next 12 months.
Marketing, advertising & media intelligence
Contagion managing director Dean Taylor considers the credibility of market research in the wake of Donald Trump's successful campaign.
Social influence doesn’t just happen by accident, argues Dean Taylor. It’s often the result of a strategic plan well executed.
Polygamous or monogamous? Harmoney appoints Contagion after playing the field with project-based partnerships
Peer-to-peer lending site Harmoney has appointed Contagion to its advertising account after a pitch understood to have also involved Goodfolk and Problem Child. This news follows on from a period of relative polygamy for Harmoney, with the company taking its marketing business in-house last year and handing out project work to a range of agencies, including True, Goodfolk, JustOne and Latch Digital.
In memory of dial-up tones, frozen faces and broken links: Contagion and Chorus put early internet moments on display
The stuttering dial-up tone of a modem typified the internet experience in the 1990s and early 2000s. And in those early online days, there were no guarantees. The line could be dropped any moment. YouTube clips buffered for longer than they played. And video calls were reduced to an unimaginably awkward series of frozen snapshots of family members. Lest we forget how far we have come since these struggles, Contagion has released a new campaign for Chorus, which shows iconic early internet moments on display in what appears to be a museum.
Hey white boy, what you doin’ uptown? Why ethnic strategies might be out of date—and so might your marketing
The latest statistics show that New Zealand has more ethnicities than there are countries in the world. So, how do we ensure our marketing can talk to all these different groups in a genuine and authentic way? We need to go beyond looking for differences and instead look for harmonies, says Dean Taylor.
We are living in a millennial world. And Contagion's Dean Taylor says their collective power is changing the way we do business. Here's why.
While the era of managed corporate communications and non-disclosure agreements means pitching is far less public than the days of clients announcing how much their business was worth and which agencies would be fighting for it, the process is still all about competition. There is a winner (and occasionally winners) and there are losers. And in the recent Harcourts pitch, which was won by Contagion, it seems no-one wanted to be a loser.
Pita Pit has launched its first nationwide campaign via a new TVC conceptulised by Contagion, the agency which won the account for the food chain's cross-Tasman business earlier this year. The 30-second spot, which was shot by Flying Fish and directed by Helena Brooks, features a middle-aged man, dressed in the garb of a stereotypical accountant, dancing awkwardly after having completed a meal from Pita Pit.
Peugeot has appointed Contagion as its New Zealand communications partner after a competitive pitch, with the agency set to handle strategy, media, creative and sponsorships.
After a long period of flying under the radar, Auckland-based food company Tasti Products came out all Kiwiana guns blazing with a cliche-filled online and print campaign in September last year. A few months back it took the next logical step down that path, launching its first ever TVC with a very colloquial remix of OMC's How Bizarre and some completely over the top, almost ironic patriotism. And while some in adland didn't seem too keen on it, consumers seem to be, because the ad has taken out the August instalment of Colmar Brunton's Ad Impact Award.
There are plenty of changes occurring inside Telecom at the moment, and while some significant staff culling has led to an increase in the amount of out-sourcing in some parts of the business, Telecom Retail is relinquishing Contagion of one of its responsibilities.
Contagion's relationship with Air New Zealand cheeky little brother Grabaseat was enhanced last week after winning a competitive pitch against several other agencies thought to have included Special Group and Young & Shand.
When Contagion launched a few years back, it was loudly beating the digital and social drum. It still is, but it's also doing more of what some would call traditional agency work. So is it selling out? Or is getting in on the groundfloor by offering specialist skills that clients seem to be looking for and then gradually taking a bigger chunk of the business a smart strategy?
After a competitive pitch, Contagion has been chosen as the full creative and media partner for New Zealand's largest shoe retailer, Number One Shoes.