Author Erin McKenzie

Features
Why pay for an ad that’s half exposed? Dr Karen Nelson-Field explains why visibility is king
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Reach, frequency, impact; they’re three words bandied about in the industry as objectives for advertising and could have been the subjects of a bingo game at last month’s presentation from Dr Karen Nelson-Field of The University of Adelaide’s Centre for Amplified Intelligence. Her research strips down each advertising platform to take a look at how each draws attention and results in sales. And with her findings showing TV drives more overall attention and sales, she argues advertisers should be buying ads that are 100 percent visible.

News
Part One: “We should see ourselves as business leaders”: Andrew Geoghegan on mature media use, effectiveness culture and diversity
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This year, Andrew Geoghegan, global head of consumer planning at Diageo, joined the Effie judging panel to assess the effectiveness of New Zealand’s advertising. Following the judging, Erin McKenzie sat down with him to talk about New Zealand’s strengths, weaknesses and the change-makers marketers have the power to be. PART ONE.

News
TVNZ unveils user profiles on OnDemand, improves personalised advertising
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Last month, TVNZ rolled out user profiles on TVNZ OnDemand allowing users to have their own spaces to watch their favourites. With the update giving TVNZ an insight into who is watching, we talk to general manager of product and data Carmen Aitken and associate commercial director Jodi O’Donnell about how it’s improving the customer and advertiser experience.

News
We’ll take it from here: Stanley St on going independent
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Gone is the red building at 22 Stanley Street in Parnell, Auckland as New Zealand’s newest independent agency has taken over. Dubbed Stanley St, the agency is now standing on its own two feet without the support of the Ogilvy name or WPP AUNZ ownership. A bold move to break free from a holding company, Erin McKenzie sits down with the new managing director Ian Rodney to hear what Stanley St stands for.

News
Stuff’s Josh Borthwick on venturing into video
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Last week, Stuff expanded its portfolio with a video platform dubbed Play Stuff. A curation of news and entertainment, it’s Stuff’s response to the growth in online video in New Zealand. Following its launch, we sat down with Josh Borthwick, Stuff commercial director of direct and agency, to talk about the motivation behind Play Stuff and how it fits into Stuff’s existing offer.

News
Connecting the dots: how Marketo Engage is helping organisations connect marketing, sales and IT
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At Adobe’s 2019 Symposium in Sydney earlier this month, talk was on customer experiences and how marketing automation can help organisations deliver positive experiences at scale. One organisation doing this is Ansell, which has been partnered with Marketo, an Adobe Company since 2011. We talk to Mitchell Mackey, marketing director – transformation, about the organisation’s digital transformation and his advice for others.

Features
IP partnerships: Walking in the clients shoes
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Do agencies work with clients like genuine partners that invest in useful outputs and creative thinking to help brands and businesses grow? Or are they more like lawyers and accountants: a necessary contract resource? Erin McKenzie looks at IP partnerships, and how agencies and clients are sharing the load for better results and rewards. Part two of two.

Partner articles
Nurture, influence, engage: How Marketo Engage, part of Adobe Experience Cloud, is helping businesses drive revenue
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Are you focused on B2B, B2C, or B2E (everything, everyone, everywhere)? At Adobe’s 2019 Symposium in Sydney last month, Will Griffith, head of Australia and New Zealand for Marketo Engage at Adobe, took to the stage with Kae Hum from its client Uber for Business to talk about how Marketo Engage is helping marketers and sales teams identify potential customers and nurture them along the decision-making process.

Features
IP partnerships: Walking in the clients shoes
By

Do agencies work with clients like genuine partners that invest in useful outputs and creative thinking to help brands and businesses grow? Or are they more like lawyers and accountants: a necessary contract resource? Erin McKenzie looks at IP partnerships, and how agencies and clients are sharing the load for better results and rewards. Part one of two.

News
You will click here: a look at 25 years of digital advertising, data and diversity
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This year, digital advertising is blowing out 25 candles as the first banner ad was placed a quarter century ago. At last week’s Adobe Symposium in Sydney, the milestone was celebrated with Adobe APAC head of advertising cloud Phil Cowlishaw taking a trip back in time to see how digital advertising has gone beyond banner ads and how marketers need to be considering more than just clicks.

Opinion
Why you should stop creating content and start creating experiences
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In a world increasingly dominated by digital platforms, customer experience is no longer the sole responsibility of a shop assistant. It expands to all touchpoints including those online. But how can a brand make sure it’s delivering the best possible digital experience? Ryan Brown, head of brand strategy at Ceros, shared his advice at the recent Adobe Summit.

News
Ups and downs: TVNZ reflects on three years of Duke
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Last month, TVNZ’s Duke celebrated its third birthday. Having been born at a time when the term ‘TV is dying’ was no stranger to headlines, its creation was a confident move from TVNZ, which compared the channel to a lab of experiments. Now, we check in with Duke and TVNZ 2 controller/programmer Edward Kindred to see if that experimenting has paid off and if people have been tuning in or tuning out.

News
A marathon, not a sprint: ENZ’s Euan Howden on its award-winning digital transformation
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Education New Zealand (ENZ) has kicked off 2019 with plenty to celebrate, after great success at the NZDM Awards was followed by Euan Howden, director of marketing platforms and campaigns, being named the Fearless Marketer at the 2019 Marketo Revvie Award at the Adobe Summit last week. Following the win, we talk to Howden about how ENZ is future-proofing itself with a digital transformation.

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