articles tagged 'TRA'
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Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...

The stationery market is far from stationary

  • Opinion
  • April 10, 2017
  • Dulcie Tauri
The stationery market is far from stationary

The desire to disengage from the digital world and reminisce over ‘real things’ has been a key driver of the analogue counter culture. TRA senior consultant Dulcie Tauri reflects on the rise of the tactile buzz.

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voices

Authentic empathy – is there any other type?

  • Opinion
  • April 3, 2017
  • Antonia Mann
Authentic empathy – is there any other type?

We thought we were getting pretty good at empathy but 2016 showed us that we have a lot to work on. The shock of Brexit, Trump and similar events around the world suggest that we have been perhaps a bit selfish and selective in how, when and with whom we are empathetic. 2017 sees a ramped-up call for empathy – it’s now more important than ever. But it needs to be empathy that is authentic, humble and self- aware.

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Riding the wave of social conversations

  • Opinion
  • March 29, 2017
  • Antony Ede
Riding the wave of social conversations

Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.

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The ethnoscape is where brands need to live

  • Opinion
  • March 20, 2017
  • Karin Glucina
The ethnoscape is where brands need to live

TRA business director Karin Glucina takes a look at cultural diversity in Auckland, why it's important for marketers to understand the city's make-up and how culture influences purchasing decisions.

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Year in Review: Andrew Lewis, TRA

  • Year in Review
  • January 13, 2017
  • Andrew Lewis
Year in Review: Andrew Lewis, TRA

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Andrew Lewis, managing director of TRA, has to say.

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ASB steps back to make its slogan one step ahead

  • Advertising
  • November 17, 2016
  • Jessica-Belle Greer
ASB steps back to make its slogan one step ahead

‘Just do it’, ‘Sure to rise’ and ‘Finger lickin' good’. Read over these slogans and you immediately know the brands behind them. Slogans, in any context, can immediately trigger brand recognition and all a company stands for—something ASB recently confirmed when changing its slogan back to ‘One step ahead’. We take a look at the decision and why the once retired idea still works today.

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