Mobile means moments, but as TRA's Colleen Ryan finds out, that doesn’t just mean hitting someone with content at the right time, but delivering the right experience for that specific moment.
Marketing, advertising & media intelligence
From banner ads to crowdcultures, TRA's Tim Gregory takes a historic perspective at what's worked and what's hasn't in digital marketing.
TRA consultant Vanisha Narsey shares her experiences of Auckland's nightlife to examine how we meet people, react to storytelling and why customer experiences matter.
New technology means there's a demand for new ways to tell stories, says TRA head of design Kate Snushall.
TRA's Colleen Ryan navigates the behavioural patterns people use to make decisions to help marketers use them to their advantage.
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.
TRA's Shaun Fitzgibbon takes a look at how corporate sustainability has come a long way in the last decade, with many of the most successful businesses, both large and small, implementing sustainability strategies.
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.
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.
TRA brand strategist Tim Gregory goes back to McDonald's early days to see how its golden arches became a cultural symbol, and why there's a fundamental category-culture disconnect between the values and worldview of a significant and growing segment of Western society and the everyday business the fast food giant.
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.
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.
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.