Author Jonathan Cotton
It’s one of our most sensitive senses – but also one capable of producing the most sweeping of emotional responses. So it goes without saying that for brands looking to strike a chord with audiences, the strategic use of audio is something not to be overlooked.
But when you’re measuring something as nebulous as ‘emotion’, how does the marketer actually go about extending brand identity beyond the visual in a strategic way?
Fun fact: The average CMO spends more on technology than many CIOs. Has the job of the marketer suddenly become complicated? And how do you know you’re making the right decisions when it comes to all that tech?
The winner of Idealog’s Most Innovative Companies in Media/Marketing is Special Group. By anyone’s standards, the last year has been a good one for the creative agency Special Group. Named New Zealand Agency of the Year by Campaign Brief, AUS/NZ Mobile Agency of the Year by Campaign Asia and Asia Pacific’s Most Effective Independent Agency by the global Effies index – all in the last 12 months alone – it’s a great tenth year, whichever way you look at it.
For those who keep a close eye on their KiwiSavings, it was grim start to the year with most KiwiSaver funds dipping troublingly into the red. Things have bounced back in recent months however and with a few new, innovative players entering the market, big players talking themselves up and new rules around providers having to disclose the actual amount paid on fees rather than just a percentage, the KiwiSaver market is suddenly looking a lot healthier and far more competitive. Juno and Pie Funds are the latest to try and shake things up with a new flat-fee option.
In business, it’s almost a cliche: Everyone talks about the importance of building relationships. But for digital media services company KBR Digital, it’s not just lip service. It’s an obsession.
Idealog talks to McDonalds’ social media expert, Simon Kenny about how the fast food giant uses social media and how haters gonna hate.
Apple has long been considered a design genius, associated with powerful yet simple product and packaging design, innovation, and of course for drawing ridiculously long queues after every new iPhone launch. As part of Idealog’s AUT Alumni Profiles, Jonathan Cotton caught up with one of the people responsible, Apple creative director Andrew McKechnie, to talk about his past at Y&R and DDB in New York, to ending up in charge of a 60-strong team.
As Michael Lewis’ book Moneyball shows, the clever use of data and technology can mean the difference between winning and losing in sport and, with massive broadcasting rights being signed here and around the world and a range of brands hitching their wagons to professional athletes, there’s plenty at stake. And VX Sport, a Kiwi tech company, is quietly revolutionising the way sport is played—and, maybe, how it’s watched.
Speaker geeks are perpetually dissatisfied, constantly tinkering with their audio systems to get that perfect sound. And now, Sonos has thrown them a bone by releasing an automatic speaker tuning app that takes some of the grunt work out of the process.
Sam Gribben, former CEO of Serato, has ventured off to create his own app, Melodics, which aids aspiring DJs to learn the art of pad drumming. We found out more on the new app and how he’s rolling it out into a tech-crowded market.
For the last 16 years, Serato has been at the forefront of DJ culture and technology. Its ground breaking Pitch ‘n Time time-stretching algorithm and flagship audio mixing software product Serato DJ are industry standards. Kanye West rapped about them on one of his tracks. Eminem did the same. And now it’s releasing its first mass-consumer app, Serato Pyro, a music player that beat-matches and mixes song playlists. Chief executive AJ Bertanshaw explains the company’s evolution—and its Kiwi style marketing approach.
Idealog’s Jonathan Cotton on our oft-misplaced enthusiasm when overhyped technology doesn’t deliver what it promised and why from now on he’ll be taking the next big technology launch with a grain of salt.
Yahoo’s latest messenger app replaces audio with text messaging for a Skype-meets-TXT-with-the-sound-off platform that might just revolutionise the way we use our phones.
An advert for a feminisation-suit was recently fed onto Idealog writer Jonathan Cotton’s Facebook newsfeed, leading him to ask some serious questions about what the social media site thinks it knows about him.
Uber’s entrance into markets throughout the world has generally been typified by controversy, and the New Zealand is no different. Drivers have been arrested, the taxi lobby has come out swinging and there are some serious concerns about the company’s approach to collecting customer data. The company’s general manager Oscar peppit recently chatted to StopPress’ sister publication Idealog about these and other issues.