TRA partner Colleen Ryan takes a final look at the Byron Sharp versus Mark Ritson debate, looking at the power of remembering a well-marketed brand.
Monthly Archives: September, 2018
There’s some often cited research that says we’re 22 times more likely to recall a story than we are a fact. But when you’re dealing in branded content, perhaps a more useful way to consider this information is that we’re 22 times more likely to recall a fact when it’s wrapped in a story. In this episode, we’re looking at how to put your audience at the centre of your story and letting them experience your brand for themselves.
With a change of season upon us, August saw a new range of TVCs being tested. While there were plenty on show, it was My Food Bag with its ‘Dinner Makes Families’ TVC by Saatchi & Saatchi that picked up the Colmar Brunton Ad Impact Award.
As online streaming services slowly replace broadcast television as the preferred way to watch TV, the ways in which content is developed are also changing. Streaming services are boasting ‘original’ content, with the banner, ‘Netflix Original’, becoming synonymous with edgy or ground-breaking content, created free from the bounds of traditional broadcast media. Now, slowly but surely, Lightbox is getting in the game.
Today is a proud day for New Zealand as we celebrate 125 years of women’s suffrage in New Zealand. StopPress looked around to see what media and brands in Aotearoa did to mark the occasion.
It’s 2018. That’s 125 years since women in New Zealand have been recognised as equals in the eyes of democracy. But what’s the story of equality in advertising? It doesn’t take much research to find articles about the changing faces of women in advertising – and yes, things are changing. But the casual sexism, the call-outs and the cover-ups have sparked a different kind of debate. Is misogynistic advertising a thing of the past, or do seeds of it still exist? To answer that, I’ve looked at different portrayals of women to see how things were then…and now.
Following the sad demise of mascot Simon the sloth, LifeDirect by Trade Me has gone for the unexpected in its newest brand campaign by Y&R.
ASB’s launched another round of its business banking campaign with True, and this time it’s put the spotlight on its customers, with Pic’s Peanut Butter, Burger Burger, Farmlands and others sharing their business progress.
For Conservation Week this week, social enterprise Squawk Squad and virtual reality studio M Theory have joined forces to go into the classroom and get children excited about saving New Zealand’s native birds through VR technology. The experience takes the viewer through a forest journey alongside a robin bird, who encountering friends and predators along the way.
Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.
NZME was the most successful New Zealand brand at the News Media Awards in Sydney last week, with News Corp topping the honours taking home the 2018 News Brand of the Year.
After launching in New Zealand last year, Spanish car brand Seat has appointed DDB as its creative agency to grow its presence in the local market. DDB’s is now a garage home to Volkswagen and Seat.
TRA partner Connon Bray weighs in on the Byron Sharp versus Mark Ritson debate, deciding both marketing giants are wrong.
“It’s not a matter of if, but when,” says Yellow chief marketing officer Bruce Pilbrow on businesses undergoing a digital transformation. For the past 60 years, it’s been serving New Zealanders and their businesses alongside its own transformation and now it’s ready to impart that experience onto SMEs.
The Fonterra Co-operative has a new managing director of Fonterra Brands, New Zealand in Brett Henshaw.
The ability to tackle change head-on is a trait most successful people share. And throughout his career, Kevin Bowler has never shied away from a challenge.
OMD has won the SkyCity media account following a competitive pitch, with work commencing immediately.
The Warehouse is taking a refreshed approach to its marketing, with its latest TVC by DDB promoting a new attitude and new goals for its customers.
Industry happenings at NZME, realestate.co.nz and Charm.
Hot off the printers, the latest issue of NZ Marketing is out now featuring all the winners of the 2018 TVNZ-NZ Marketing Awards winners and a close look at the state of New Zealand’s marcomms landscape.
Last night, at the Cordis Hotel, the New Zealand marketing industry celebrated the best in business. And while there was plenty of success on show, it was The New Zealand Automobile Association and AA Insurance that took out the Supreme Award, while Simon Jarvis from New Zealand Racing Board (TAB) was named Marketer of the Year.
Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.
“It’s the most wonderful time of the year” sang Andy Williams to ring in Christmas, and while his song referenced carolling out in the snow, New Zealand and its summer-weather don’t miss out on the fun. One of the local celebrations setting the Christmas tone is the Farmers Santa Parade.
These companies showed us how they put their tools to use and have been crowned winners at the 2018 TVNZ-NZ Marketing Awards.
Responding to the ongoing Byron Sharp versus Mark Ritson debate about the value of brand perceptions, TRA partner Colleen Ryan takes a look at how brands need to get the balance of marketing just right.
Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.
The Australasian Catalogue Association (ACA) hosted its 27th Annual ACA Awards last Friday night highlighting a strong focus on effective marketing with the addition of new categories – Point of Sale, Customer Insights and Corporate Social Responsibility. New Zealand retailers entered in the open categories and taking on their Australian colleagues.
Was Nike’s ‘Dream Crazy’ campaign featuring Colin Kaepernick a poor decision or an astute understanding of Nike’s target market? Graham Medcalf takes a look. PLUS: Share your thoughts.