Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
One of the key themes at last week’s Ad:Tech conference was that mobile is the new digital and New Zealand is behind the rest of the world in following consumers there. And Pandora’s Melanie Reece says it’s time marketers closed the gap.
Tom Eslinger, Saatchi & Saatchi’s global head of digital and social returned to the New Zealand stage last week (albeit virtually) at Ad:Tech’s inaugural Auckland conference. And, beaming in over Skype from his hotel room in Singapore, he shared a concentrated dose of the secrets to mobile marketing contained in his book Mobile Magic, which was released earlier this year.
In the kitchens of L’éclair de Génie in Paris, creative brilliance is necessary, but is not by itself enough. Making the world’s best eclairs also requires careful planning, skilled judgement and a deep understanding of the medium. And the same is true of great ads, says Google’s Tony Keusgen.
As media agencies strive to reinvent themselves, FCB Media’s Rufus Chuter says they need to remember the unspoken power of brand behaviour—and their role in brand building.
Damon Stapleton notes that unhappiness levels in the industry seem higher than usual, and he thinks this might have something to do with the lack of courage among agencies these days. So where did that courage go, and how can it be brought back?
MediaWorks’ new chief executive Mark Weldon took to the stage last night to show off the company’s new and returning content for 2015. Here’s what he said about the power of local, the future of TV and the effectiveness of multi-media.
Like beards and Jennifer Lawrence, customer centricity is having a bit of a ‘moment’ currently. But in this rapidly changing nation, we’re not listening hard enough to what customers actually want, says Andrew Lewis.
Paul Catmur, the creative managing partner of Barnes, Catmur & Friends, shares his views on life, advertising and other annoyances, such as the unwillingness of the magazine industry to accept the unvarnished truth.
Since normal companies tend to be dissatisfied with their levels of innovation, it might be time to take a slightly more abnormal approach, argues James Hurman.
… and that’s a wonderful thing, says Sugar & Partners’ Dave Nash, who’s putting on an event tonight where three speakers will argue that ‘done is better than said’.
A great digital user experience has an absolute correlation to a great brand experience, says Springload’s Adam Cansino.
There’s been an explosion of transport apps in the New Zealand market in the last 18 months, and many in the industry are saying the time for traditional taxi companies to get on board is now, before they find themselves on a long journey into oblivion with the meter running. So how has the taxi market changed? And will technology bring the industry kicking and screaming into the modern world?
There’s so much talk about innovation today and at Spikes Asia held in Singapore last week, innovation and technology were overwhelming seminar themes, says FCB’s James Mok. But what is the relationship between innovation and creativity? And is innovation always creative? What should come first?
Copper’s Megan Clark recently judged the promo & activation and direct categories at Spikes Asia. And here’s what she learned.
Finding the right agency partners is essential to all clients and it can be the difference between adding millions to your bottom line. But Sovereign’s Ben Rose believes most marketers employ a process that has become outdated, does not give the best result and costs both them and the parties involved significantly in time and money.
Is subscription video on demand the silent TV killer? Alex Lawson thinks so. And its rise has plenty of implications from a media perspective.
In a world where ad blockers—and ad fatigue—are on the rise, embracing digital design thinking can create benefits for brands and consumers, say Josh Barr and Ben Glazewski.
Incremental innovation might actually be hindering, not helping growth, says Andrew Lewis. So brands need to start acting like entrepreneurs if they want to find those breakthrough insights.