TRA cultural strategist Antonia Mann reflects on Frances Valintine's talk at TRA’s recent Mindframe Breakfast and the importance of being future-focused when it comes to innovation.
Marketing, advertising & media intelligence
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.
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.
From the page to the screen and everywhere inbetween: how magazines are morphing into many-tentacled consumer brands
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.
‘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.
Predicting the Trumpocalypse: Zavy seeks crowdfunding for the next horizon of social media analytics
TRA managing director Andrew Lewis thinks we would have seen Donald Trump's victory coming if we listened to social media. But how? Zavy is raising funds to create a tool with all the answers.
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.
To mark the Spice Girls' 20th Anniversary, TRA strategist Antonia Mann has renamed the group's members according to today's cultural trends. Audacious Spice, Spice the Creator and Snap Spice make the list.
TRA's Luke Procter unpacks Adidas's successful brand culture from his own experience as a 'sneakerhead'.
TRA research consultant Jeremy McDonnell finds that millennials' shopping habits aren't so different from those of earlier generations.
Industry happenings at One Plus One Group, PwC, Energi Advertising, TRA, Uno Loco, Kordia, Spark PR & Activate, Interbrand and RNZ.
Products don’t exist in a vacuum. And the circumstances they’re experienced in play a much bigger role than we realise, says Andrew Lewis.
TRA broke the champagne on its fancy new office in Britomart this year (and developer Peter Cooper called "the best fit out in the precinct"). And it's about to do it again, this time in Wellington.
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.