Author Holly Bagge

Partner articles
Radio Week: Why radio is the ‘cockroach’ of media scuttling on despite the odds
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The death of radio has long been predicted. Just think of that classic hit by The Buggles ‘Video Killed the Radio Star’. Yet, somehow good old radio has managed to sidestep every media tsunami heading towards it, surviving television and now living through the age of music streaming. But, how? We chat to two people pulling strings in New Zealand radio, MediaWorks’ Leon Wratt, and NZME’s Mike McClung as well as AUT’s Dr Matt Mollgaard to find out their take.

News
Radio Week: GfK and TRB on the intricacies of radio audience measurement
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It’s no walk in the park measuring an audience in today’s ever-fragmenting media climate. While radio was once a stylish, yet clunky looking box taking up a decent portion of the living area, surrounded by Mum, Dad and their rosy-cheeked 2.5 children, now, we can access radio almost anywhere, anytime, through a range of devices. We tune in to GfK’s Deb Hishon and TRB’s Peter Richardson about how radio audience measurement works, how it stacks up to other media measurement systems, its challenges and what sort of insights GfK’s survey results offer.

News
No billboard, no budget, no backers: how Chloe Swarbrick is spreading her message
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You know it’s mayoral election time when your street, mailbox and favourite cafes become flooded with images of smiling candidates. It’s usually not long until someone puts spray paint to billboard, which often solidifies the images even more in one’s memory. But, having your face plastered over different types of media isn’t cheap and this is a luxury Auckland mayoral candidate Chloe Swarbrick, who has next-to-no funding, doesn’t have. We chat to Swarbrick about what it’s like running a campaign with little money and if this would have been possible at all ten years ago.

News
Small start, big potential: New World trades Little Shop for Little Garden
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New World has released its latest collectible miniatures, but this time it’s not tiny plastic Nutri-Grain packets, cooking oil or Super Wine biscuits, it’s taken a more sustainable turn and has launched Little Garden instead, enabling kids to collect miniature seedling kits. We chat to GoodSense managing director Kath Dewar about New World’s decision to move away from plastic collectibles.

News
Magazine Media Awards 2016: NZ Geographic takes the top award, Shelley Ferguson barely leaves the stage and Bauer comes away the most award-studded
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Last night, well-dressed folk from the magazine industry made their way (in freezing cold wind) to the Auckland War Memorial Museum to attend the 2016 Magazine Media Awards, where celebrations took place over a gala dinner to honour the best storytelling and management across print, online and events, or as the Magazine Publishers Association would say, ‘beyond the page’.

News
L__king b_ck at NZ Bl__d Service’s Missing Type c_mp_ign
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The New Zealand Blood Service took part in the largest ever global donor recruitment campaign last month, where the letters A and O were removed from logos, brand names and social media accounts to draw attention to the urgent need for more donors. We chat to NZBS National Manager Marketing and Communications, Asuka Burge about the experience rolling out the campaign in New Zealand and what challenges came with it.

News
Guerilla marketers ambush the big event with the ‘interlinking rings logo’, the ‘burning stick’ and ‘humans doing sporty things’
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There are some strict rules about advertising around the Olympics and alluding to the games, so much so that there is a 27-page report by the New Zealand Olympic Committee outlining the ‘do’s and ‘don’t’s of the 2016 Rio Olympics. We take a look at the rule book and reveal some of the brands here and further afield, who’ve been trying to steal some Olympic thunder.

News
Mates rates: Vodafone uses friendship to pull in the youth market
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Vodafone has launched a campaign, via FCB, to tap into the much-desired youth market, pushing its new customisable mobile packages and other deals, saying the initiative is different from anything it’s done before. And next week it will be marooning someone on a barge in Auckland Harbour as part of the promotional activity. We talk to Vodafone head of segment marketing Delina Shields about the thinking behind the campaign and why it’s placed such an emphasis on the young’uns.

Features
From rags to dollars: the purpose behind Offcut Caps
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Consumers have become a lot more conscious these days, spending far more time researching before purchasing, not just picking up a product because it looks pretty on the shelf. We chat to Adrien Taylor about his cap brand Offcut Caps – which rose from scraps of offcut fabric – about his brand’s ethos and why it’s crucial for brands to have a purpose beyond making a profit.

News
Goods for ads: how bartering kept the Hauraki crew afloat 50 years ago
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Fifty years ago the Radio Hauraki DJs, pirates, ‘Good Guys’ (or whatever you would like to call them) were cruising around the Hauraki Gulf on the Tiri, blasting rock and roll tunes out through the airways and into the eager ears of Kiwis from north to south. We chat to former pirates Ian Ferguson and Curtis Dobbie about how the original Radio Hauraki managed to get advertisers on board and what their favourite stories are from back in the day.

News
RNZ scraps its online comment section
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After 18 months of having its comment section switched on, RNZ has announced it will no longer allow comments on its website and it will phase out the capability on its site by the end of the week, instead encouraging comments on its social media channels, we chat to RNZ’s Megan Whelan about why it made the decision and what it means for its audience. PLUS: how technology might improve comment sections in the future, and Fairfax’s approach to its comment sections.

News
ANZ looks to the stars to connect Kiwis with Olympians
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If you were wondering where that bright floodlight was coming from that was beaming up into Auckland’s night sky was last weekend, well look no further. It was merely ANZ, marking the launch of the next phase of its Olympic campaign, which has seen it release a brand new app where users can send Olympians messages through the stars (yes, you heard correctly) as well as another TVC by True promoting the app and creating anticipation for the Rio games, which kick off early next month.

News
‘Sounds like a game changer’: Brendan Boughen pledges to publish a book of technology-themed cartoons
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We’ve had a couple of stories recently about the extracurricular creative pursuits of people in the ad industry. So we thought it only fitting to cover those of Brendan Boughen, a Microsoft PR aficionado by day, cartoonist named Jim by night, who’s on the home stretch of his Pledge Me campaign to fund a book of cartoons and writing about people’s obsession with technology.

News
Whybin\TBWA’s Tim Huse talks corporate social responsibility and advertising’s role in doing good
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Bowel Cancer New Zealand ran its high profile Art Chairs campaign through Whybin\TBWA to raise money and awareness for the disease in New Zealand, which has one of the highest incidences of the cancer in the developed world. We caught up with Whybin creative director Tim Huse to find out his thoughts on working with not-for-profits and whether advertising has a responsibility to help in whatever way it can.

Features
Clemenger BBDO/Proximity: familiar name, new style
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Clemenger BBDO/Proximity might be considered a traditional agency, but it’s certainly not operating that way. We caught up with the agency’s three leading lights to find out what they’ve been working on, what they think of the industry at the moment and how their NZTA campaigns manage to nail it every time.

News
Coffee News: how is it still a thing?
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The Coffee News has been doing its weekly round in cities, towns and suburbs throughout New Zealand since 2001, and businesses are lining up to have their ads in the periodical. So, what is the secret to this unassuming publication and its longevity? We chat to Coffee News New Zealand director Helen Fisher about.. well, why it’s still a thing.

News
The Boroughs: should people be annoyed about the delays?
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There are so many ads that just slip right by us, in fact, most of them do. But when a giant campaign is launched featuring NBA star Steven Adams and promising the build of five basketball courts in your city, it’s hard not to notice. And to notice is to anticipate and when there are hold ups, people get annoyed. We talk to Spark’s Clive Ormerod about the latest on The Boroughs’ roll-out and what the telco might do differently when launching the next courts.

News
Creative malleability: why Cleve Cameron left his role as an ECD to focus on music
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I’m sure we’ve all had those day dreams, when we’re sitting in traffic on the way to our jobs (even when we like our jobs) of simply turning around, giving it all up and pursuing something else we love, our passion. Whether it be sailing, cooking, art, music, whatever. And in what is a bit of a rare story these days, that’s exactly what J. Walter Thompson’s former executive creative director Cleve Cameron has done. He left his cushy executive role to focus on releasing an album. We caught up with Cameron to find out where he’s at now with the release, what he plans to do for work and why sometimes you’ve just got to ‘Do’ it.

News
Fairfax and Microsoft call on a doctor, a scientist, a DJ and other interesting Kiwis to push the Surface Pro 4
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Microsoft is doing a pretty good job of reaching younger people through its marketing. It’s obviously noted that filming an ad of a laptop, slow panning over all of its sexy angles isn’t quite going to cut it anymore, at least not for all audiences. Recently it teamed up with Fairfax for a content partnership called The Change Makers to spruik its Surface Pro 4, which saw it reach out to a younger audience through the stories of New Zealanders-cum-influencers doing great things.

News
VW dips into the Olympic athlete pool again as it promotes ‘the most powerful GTI of all time’
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Volkswagen has released a new spot via FCB that shows New Zealand hockey captain Simon Child toying with the features of his Golf GTI after arriving to the hockey turf a little early. This spot follows on from VW’s recent pulled ad, which invited criticism for showing unsafe practices. And while the new spot doesn’t show any slipping and falling, it does tread into risky territory by focusing on the speed of the new vehicle.

News
You scratch my back, I’ll scratch yours: Fairfax and TVNZ partner to attract more eyeballs—UPDATED
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Last year Fairfax underwent some massive changes, restructuring its editorial staff into local teams and specialist areas, shifting a large part of the focus away from newspapers and over to the digital realm. This emphasis on digital seems to have paid off, as Stuff managed to grow its audience and has now used it to leverage a partnership deal with TVNZ, where Stuff readers will be able to view One News video from the site as of Thursday, which might mean more time spent on the site and in return TVNZ gets a taste of Stuff’s audience.

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