Anthem’s executive director Vincent Heeringa provides his thoughts and insights on what was shared at SXSW about redeeming the digital revolution.
Author Vincent Heeringa
Like me, I’m sure you read a lot for your work. But no one reads as much as Rohit Bhargava. The former advertising executive scans thousands of articles, books, social media and academic journals every year to assemble his best-selling Non-Obvious trends report. He’s like a living Evernote. His office is stacked with piles of print-outs and torn magazine pages, labelled and categorised with Sticky Notes, curated into themes and then bundled like lawyer’s evidence that support his case for declaring a non-obvious trend. He could really do with some AI.
Austin is a city of beige buildings and brown coloured brick, but the South by Southwest festival is a celebration of colour and creativity unlike any other. Anthemites Sarah Geel and Vincent Heeringa have thrown themselves into the fray of queues, speakers and bad coffee to find out what’s new in the world of marketing and media. Here’s their first five impressions from 24 hours on the ground.
Vincent Heeringa buckles his seatbelt before he heads off to the conference mothership, South by Southwest (SXSW) in Austin, Texas next week. The annual film, interactive media and music conference has been the industry’s platform for launching careers or guaranteeing the success of movies since 1987.
Narrative’s Vincent Heeringa on why shares, clicks and likes are bad yardsticks for marketers and how social sharing is the equivalent of casual sex.
It’s ‘War of the Worlds’ job edition and as this cheat sheet explains, in the face of robots we should embrace our human nature.
This month Idealog magazine published its 60th edition. A decade in publishing is an achievement worth celebrating—especially this decade—but co-founder Vincent Heeringa knows things need to keep changing if it’s to last another ten. Here’s his manifesto for the next ten years—and he believes the rules also apply to media in general.
While Google messes about with a self-driving car, BMW is bringing the digital world to the driver in its newly released Connected Drive system. Already available in many parts of the globe, the onboard internet and SOS service comes standard with all new beemers in New Zealand, with optional subscriber services such as a 24/7 concierge phone service and a series of apps for integrating the car with your phone and home computer. But, um, why? Many of the features, such as GPS navigation, phone, internet and digital radio are available on all smart phones. So are AA, tow trucks and ambulances. So why not just bluetooth your brick and flick on the hands free?
In These Difficult Times, the predictable response from traditional media is to flog their sales staff harder, argue the value of their channels and bitch about US companies that pay no tax and hollow out the industry. But Vincent Heeringa says the smarter option can be summed up in four points.
It’s 2009 and we’re in the depths of recession. Damn those bankers! But one company is booming. Les Mills International is quietly taking over the fitness world with its new suite of products under the Bodyvive brand. The new, baby-boomer fitness regime is sold to gyms around the world and includes music, routines, training, equipment and a marketing pack and hits $1.2 million in sales in just one year. But wait, is this a marketing story? Where are the ads?
It’s 1994 and punching your wife was not so much a crime as ‘just a domestic’. Times have changed—kind of. There’s just as much punching these days but at least it’s called what it is: family violence. And a multichannel, multiple partner campaign by The Police which won the Supreme Award and the not-for-profit category at the 1995 TVNZ-NZ Marketing Awards helped lay the foundations for what it hoped would be a better, safer country.
Why, isn’t that Sarah Kennedy, now chief executive of Fonterra retailer RD1? Yes it is, but who is she with?
Ah the past, it’s another country. To celebrate 21 years of the TVNZ-NZ Marketing Awards—and to reference the fact there are just 21 days to get your entries into this year’s awards—we’ll be trawling through the archive to bring you 21 winners from the past. First up, the Supreme Winner from 1996, ASB’s Robert the Robot. Has it stood the test of time? You be the judge.
At last, a handbook for PR at its best. Spin was turned into an art form by former Tony Blair acolyte, Alistair Campbell, during the second Gulf War. So it’s been a surprisingly long time before someone finally codified this essential PR discipline into a ‘best practice’ manual. And …
I got three main insights from this week’s Marketing Forum, an annual assembly of New Zealand’s top marketers. Hats off to the Marketing Association which once again pulled in 100-plus of our most senior marketers to compare notes, share war stories and drink modestly. Well mostly.
The hype was real: there was indeed a genuine news item from yesterday’s Marketing Forum, the annual knees up for senior marketers held by the Marketing Association. And the news is the Hyperfactory Handley Future Marketing Scholarship.
The TVNZ-NZ Marketing Awards, to be held on August 26 at Auckland’s Langham Hotel, is promisng to shock guests with an announcement similar in magnitude to the devaluation of the currency in 1984, the resignation of Prime Minister David Lange in 1989 and the arrival of Doritos in 2010.
Breaking news: Jason Paris, the TVNZ marketing director, has announced he’s leaving TVNZ – for TV3. In an email to “commercial partners” TVNZ says:”He has accepted the position of Chief Executive of TVWorks, the owners and operators of TV3 and C4.
We are all delighted for him, but are …
A shinning array of markeratti turned out last night at Auckland’s old Town Hall for the annual TVNZ & NZ Post RSVP & Nexus Awards.
The awards, managed by the NZ Marketing Association, acknowledge the best response-driven marketing for 2009.
Between spectacular acts of gymnastic foolishness by a Chinese acrobatic troop …