articles tagged 'Kath Dewar'

Small start, big potential: New World trades Little Shop for Little Garden

  • Advertising
  • September 13, 2016
  • Holly Bagge
Small start, big potential: New World trades Little Shop for Little Garden

New World has released its latest collectible miniatures, but this time it’s not tiny plastic Nutri-Grain packets, cooking oil or Super Wine biscuits. Instead, it’s taken a more sustainable turn and has launched Little Garden, enabling kids to collect miniature seedling kits. We chat to GoodSense managing director Kath Dewar about New World’s decision to move away from plastic collectibles.

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Countdown goes back to the collectables well once again, this time with Disney Pixar

  • Marketing
  • July 31, 2015
  • StopPress Team
Countdown goes back to the collectables well once again, this time with Disney Pixar

The human urge to collect is a powerful one (and makes for excellent television). And our local supermarkets have been tapping into this urge in recent years, whether through tiny groceries or animal cards. In pretty much every case, the nation seems to have gone completely mad for them, with swap meets being organised, black markets being established and kids regularly tugging on parents' pants demanding the full set and the associated plastic tat. Now Countdown has struck up a deal with Disney Pixar for its latest collectables campaign, Domino Stars.

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Keep it clean, keep 'em keen: why scrubbing up grubby brands makes financial sense

  • Sustainability
  • July 31, 2014
  • Kath Dewar
Keep it clean, keep 'em keen: why scrubbing up grubby brands makes financial sense
linecon0 via Flickr

Consumers—especially the younger ones—are increasingly checking out whether companies have been naughty or nice. And research shows an average of 55 percent of global online consumers are willing to pay more for products and services from companies that are committed to positive social and environmental impact. So, as Kath Dewar writes, it pays to keep it clean.

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voices

Dole—too little, too late?

  • Marketing
  • May 29, 2013
  • Kath Dewar
Dole—too little, too late?

Following news of Dole's decision to ditch its 'ethical choice' label, Kath Dewar offers the company some advice and looks at how consumers might respond to its greenwashing.

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The writing on the wall is green: advocating for the 88 percent

  • Marketing
  • July 13, 2012
  • Kath Dewar
The writing on the wall is green: advocating for the 88 percent

When iconic ad man Martin Lindstrom starts preaching ethics and green sensibility, you know the writing is on the wall for business as usual in the marketing world. But it’s not really Lindstrom calling the tune here. He’s just the weatherman pointing out the massively changed consumer climate. In New Zealand, 88 percent of us want to buy more sustainable products and services according to Colmar Brunton's B3W research 2010 & 2011, with spends increasing even in tough times.

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Is adland Green with indy Effie envy?

  • Advertising
  • November 9, 2009
  • Ben Fahy
Is adland Green with indy Effie envy?

A large part of the appeal of awards ceremonies is the controversy that inevitably follows the announcements. And, as per usual, there was plenty of robust debate about the worthiness of the winners at this year's Effies, Kiwi adland's premier awards.

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How to market sustainability

  • Events
  • September 1, 2009
  • Frances Chan
How to market sustainability

Is a one-day professional development workshop being held at the University of Auckland on Friday 16 October. Learn how to avoid greenwash and communicate effectively with ethical consumers. Tutor Kath Dewar has 18 years’ experience creating social and environmental marketing initiatives in the UK and New Zealand. You can read ...

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