Monthly Archives: July, 2011

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Sacre bleu! Frenchies play trademark hard-ball, brazen Moa tells them where to stick it
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Following on from the recent spate of trademark bullying, with DB winning the rights to use the generic term “radler” and Fonterra now trying to claim “vintage”, Moa, which announced its slightly surprising sponsorship of the New Zealand Olympic team last week, recently received a letter from Jean-Luc Barnier, the chief guardian of the Champagne region, telling the brand to cease and desist on the use of the word champagne on its website. As you can imagine, this request went down well with the always well-behaved Moa team, who felt the letter was a particularly French way of going about things. So they sent Jean-Luc a uniquely Kiwi response: a lovely postcard of the Rainbow Warrior with the Te Reo equivalent of “fuck off” written on the back.

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When big meets little: Auckland ups its promotional game with new marketing push
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It’s hard to promote crap places, which means town branding campaigns often end up smacking of desperation (‘Milton: A Town of Opportunities’, for example). But you would think promoting a city that Monocle magazine recently ranked the world’s 16th most livable would be a much easier task. Sadly, due in part to the fragmented bureaucracy of the past, Auckland’s promotional efforts have been rather disjointed in recent years, especially when compared to the impressive destination marketing work done by the Wellingtonians and New Zealand as a whole. Now, however, after the birth of the Super City and the lure of all those domestic and foreign visitors expected to hit the Auckland streets during the Rugby World Cup, things have been turned up a notch or two.

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PriceWaterhouseCoopers plugs in crystal ball, looks into media and entertainment future
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Media and entertainment organisations need to sort out their digital strategies, according to the inaugural Global Entertainment and Media Outlook 2011-2015 report from PriceWaterhouseCoopers. But, as always, it’s a matter of figuring out new ways to turn a profit online, something that will require traditional media organisations to ‘shed conservatism’ if they hope to get with the digital times.

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It’s Mizrahi in the morning
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In May this year Mike Mizrahi, one half of the world-class, New Zealand-based event and production company, Inside Out Productions, presented an inspirational show reel of contemporary brand engagement to a packed marketing fraternity house at Orams Marine. And, due to popular demand, the CAANZ Marcomms Leadership Group has brought him back for a breakfast event at the Northern Club where he will enlighten those present about his experiences as a judge on the design jury at the Cannes Lions International Festival of Creativity.

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Sky pins ears back, shows more toe than roman sandal
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If you were watching the All Blacks vs South Africa test on Saturday, you may have noticed what appeared to be yet another earnest, borderline homo-erotic rugby-themed ad featuring bulging muscular thighs pumping away in slow-motion as the All Blacks presumably surge to victory. But this brooding, black and white number for Sky by DDB and Prodigy isn’t your typically serious World Cup year effort. 

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The bands play on as Juice TV trumpets rising eyeballs
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Apparently, 955,300 New Zealand music lovers can’t be wrong (although, judging by the quality of the music in the charts these days, that’s debatable), because that’s how many humans tuned in to Juice TV and 63 TV in the last four week ratings sweep, according to Nielsen’s T.A.M measurements. And, despite the parlous state of the music industry and the media that serves it, Juice TV’s managing director Daniel Wrightson says New Zealand’s music video channels have enjoyed increasing viewership all year.

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Fonterra enters pungent cheese stoush
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A quick glance at Fonterra’s media site shows the dairy giant has quite a penchant for talking itself up. Last week it announced it was dropping the price of butter and cheese in line with international price decreases, but its decision to not drop the price of milk as part of a price freeze hasn’t won it any friends. Neither has news this week that it has gone after boutique cheese-makers, asking them to cease using the term “vintage” on their products, because it says it trademarked the term back in the 60s. Can you smell that? Like DB’s Radler, it’s the stench of a corporate attempting to wield its power. But will Fonterra’s case stand up in court? 

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I’ll AVE ‘ya: CAANZ MLG sits on measurement fence, promotes different approaches in PR and Experiential ROI guide
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Last year the PR and Experiential industry—and many from outside it—got into a rather heated debate about the merits of campaign measurement and, specifically, the controversial role of AVE (advertising value equivalents) in PR measurement. Now, after running a local survey, studying global trends and listening to a range of opinions, the CAANZ Marcomms Leadership Group has developed a guideline that sets out some clear parameters for measurement and offers a list of metrics for consideration, including our old friend AVE. 

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[email protected]: 5—18 July
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13 glorious days of advertising fodder for you in this edition of [email protected] Of note: Vodafone shares a little too much information, split personalities via 2Degrees, Benadryl enlists the help of a creepy miniature monkey puppet and some dodgy special effects from Big Save Furniture.

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Paul Henry makes TV return, pays homage to the little people
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When Paul Henry was signed up by MediaWorks to host the drive show on RadioLive, there was an understanding he’d be involved in the occasional TV project as well. But aside from an interview on 60 Minutes, the bespectacled cackling offender has been slightly conspicuous by his absence on the telly. That will all change on Friday night when a self- (and dwarf) deprecating skit about his fictional quest to make the autobiographical potboiler What was I thinking into a movie airs on The Jono Project on TV3.

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It’s all in the mind—and the emotions—says new Adshel study
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Out-of-home advertising often relies on purty pictures and/or catchy phrases to capture the attention of passersby as they go about their business. But Adshel and University of Melbourne neuroscientist Dr Phil Harris have compiled a report that demonstrates how merely noticing something is not enough for consumers to recall a campaign. 

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As Telecom does the splits, K-Rob’s role goes up in the air and agency vultures begin circling
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Telecom and the MED released a document on Tuesday about its plan to ‘demerge’ and split into two separate entities—the network division Chorus and the retail arm at this stage colloquially known as the ‘New Telecom’—as part of the conditions imposed by the government after its successful bid to build the Ultra Fast Broadband network. And the split, which still requires shareholder and bondholder approval, has led to a fresh round of speculation that it could be a catalyst for changes to its agency roster and might spell the end of Kevin Roberts’ position on the Telecom board.

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It’s just not rugby: MediaWorks and Special Group up the anti-establishment ante with new FOUR campaign—UPDATED
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Put yourself in the shoes of a rugby hater for a moment. Almost everywhere you turn you are bombarded by earnest, emotional ads from sponsors of the All Blacks or the Rugby World Cup talking about long-awaited victory, national pride, unwavering support and inner belief, while the ‘cluster ruck’ of domestic broadcasters (Sky, Rugby Channel, TV3, TV One and Maori TV) screening, repeating and analysing the Big Rugby Event (BRE) means it will probably be quite difficult to escape the tournament when it kicks off. No doubt, there is plenty of excitement in the air, but MediaWorks and Special Group have decided to zig while everyone else is zagging with a cheeky, entertaining new campaign for FOUR that references the overkill and positions the channel as ‘The Home of Not Rugby’. 

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Go to great lengths, win case ‘o wine
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Yet more wine to give away and this time it’s to celebrate GrabOne’s first birthday. We’ve got a whole case of the Ant Moore sauvignon blanc to dish out (three labels were designed especially for the occasion by Allan Wrath and a public vote on Facebook decided …

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Bacon, brightness and brand ads
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Who’s it for: Kiwi bacon by Buffalo Creative and Curious

Why we like it: Firstly, it’s an ad about bacon and everyone likes bacon (except for the militant vegetarians who complained about Idealog’s new meaty and apparently deeply offensive e-newsletter because it was called The …

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The Press solicits creative campaigns for Court Theatre rebuild, offers ego points, regal feast and chopper flight in return
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There are a few old devastated cultural icons the Christchurch community wants to see rebuilt and the Court Theatre is one of those places. And The Press, whose own building was brought down recently, is getting behind the rebuild by tapping into the New Zealand agencies’ creative power to help with the launch of The Press Long Lunch Competition, a challenge that aims to showcase creativity in newspaper advertising while highlighting The Court Theatre’s upcoming fundraising appeal. 

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Saatchi & Saatchi auctions emotion in new Women’s Refuge campaign
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There have been a few charity auctions in recent times as various groups try to help out our beleaguered compatriots in Christchurch. But Saatchi & Saatchi has added a point of difference—and some heavy emotional resonance—to the typical charity auction for its 2011 Women’s Refuge campaign by using Trade Me as a portal both to tell the harrowing stories of those affected by domestic violence and to increase donations.

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Elementary, my dear Herald: APN goes green with new sustainability-focused magazine
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At a time when consumers are increasingly gravitating towards environmentally and socially responsible products, brands are increasingly ramping up their efforts to show their green stripes. Some of them are legit and based around a very real desire to create a better world, while many others appear to be indulging in a spot of greenwashing. But whatever the motivation, it’s a reaction to a definite and growing consumer trend and APN has responded with Element, “the country’s largest mass-reach social marketing magazine”. 

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Craft beer meets high-performance sport as Moa becomes NZ’s official Olympic brew
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Given Moa’s well-established reputation for marketing cheekiness and the involvement of Pead PR, Darryl Parsons and the lads behind 42 Below in the small but growing beer business, the StopPress cynics initially thought the announcement about the craft brewery signing on as a sponsor for the New Zealand Olympic Team had to be some kind of brazen stunt; another brave/foolish/possibly illegal attempt to gain attention at whatever cost. But, somewhat surprisingly, it’s all true, and Moa is now officially the ‘Beer for Olympians’, the first time a craft brewery has held this level of sponsorship in New Zealand or, as far as the Moans know, the world.

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Moves busted…
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… as Saatchi & Saatchi adds two new senior hires, M&C Saatchi raids Clem’s coffers and signs up three newbies, Nick Worthington gets the nod for Spikes Asia, Kim Ellison departs Hotfoot for freelance fields anew and entries open for the New Zealand Geographic Photographer of the year.

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It’s Genius: Orcon predicts the telco future, DraftFCB chronicles the past for launch of new gizmo
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” class=”oembed” > Advertising is a funny old game. One minute you’re winning global creative accolades for clients, the next you’re wiping away salty tears after being cast aside. That’s pretty much what happened after Orcon dropped Special Group late last year and shacked up with DraftFCB and the new pairing have come up with their first major piece of work, a rather retro, extremely bright and entertainingly self-aware retail campaign to sell its flash new hero product, Genius. 

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Winter escapism: Barnes, Catmur & Friends Fijis a few hundred Kiwis
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Out-of-home advertising aims to be where the most eyeballs are. But that’s often not quite enough these days and, increasingly, outdoor media owners and agencies are getting creative in an effort to get cut-through and consumer engagement, as evidenced by Barnes, Catmur & Friends’ recent ‘Fiji Me, Please’ Adshel campaign. 

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It’s welcome back to Sam as Anchor taps into family nostalgia for 125th birthday
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The ideal scenario for any ad is that it will leave a memorable impression on the viewer and, probably because of its “soap drama” format, most of us clearly remember Sam and her separated parents from the mini Anchor family drama that made its debut in 1989. That was more than 20 years ago, but anchor has plans to tap into the nostalgia with a new campaign to celebrate its 125th birthday in September.

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