Kiwis have traditionally shied away from celebrating their successes. But the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof. TRA marketing manager Claire Tutill takes a look at awards for awards sake.
Marketing, advertising & media intelligence
Where touchpoints intersect planned behaviour: how the 'Bags Not' campaign plans to have people saying no to plastic
Bcg2 and sustainability specialists Go Well Consulting have teamed up to launch 'Bags Not', a campaign aimed to minimise and eventually eliminate single-use use plastic bags, non-recyclable plastics and other plastic waste from the New Zealand environment. We take a look at the aim of the campaign, speak to TRA partner Karin Glucina about its behaviour-changing features, and see what other countries are doing to eliminate single-use plastic bags.
TRA has been approved for up to $15 million in funding from Callaghan Innovation to assist with its research and development (R&D) ventures around artificial intelligence and machine learning.
Colleen Ryan interviews NZ Post's chief executive David Walsh, and group general manager of customer experience, brand and people at NZ Post, Jo Avenell about transformation, leadership and the internet.
TRA's Connon Bray takes a look at the customer experience lessons that can be learned from rom-com movies.
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.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
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.