Wednesday, June 17
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Browsing: Opinion

Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.

Opinion
The Year in review: Wendy Rayner
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As the numbers of obese New Zealanders increase, the heat on drink manufacturers increases with it. And, whether you see it as lip service or legitimate, Coca-Cola responded with a campaign showing the steps it was taking to address the issue and, more recently, the launch of Move60, which aims to get Kiwis exercising. Wendy Rayner, who’s been in the role of general manager of marketing at Coca-Cola Amatil for just over a year, shares her thoughts on 2013.

Opinion
Claxton: The Oversell
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In the spirit of past heretics, ranters and agitators, our resident angry outsider Claxton tells you what’s getting his goat about this industry.

Opinion
Year in Review: Toby Talbot
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After leaving DDB for a stint in the UK, Toby Talbot stayed true to his word and returned to New Zealand, where he and Todd McLeay had the industry frothing at the mouth when they took over the Whybin\TBWA reins from David Walden and Andy Blood. Here’s what it loo

Opinion
The Year in Review: John Baker
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John Baker has helped bring a degree of collegiality and a sense of purpose to the Magazine Publishers Association in his role as chair and he’s riding the content marketing wave as a publisher at Tangible Media. Here’s his take on the year.

Opinion
Year in Review: The Nicks
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It’s been a stonker of a year for Colenso BBDO, with eight out of nine pitch wins, a record year in terms of revenue and a number of big award wins. Nick Garrett and Nick Worthington share their thoughts.

Opinion
The power of perspective
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Those in this industry often suffer from the ‘Curse of Knowledge’, says Andrew Lewis. So it’s important to get outside ourselves to understand the everyday consumer.

Opinion
Year in Review: Corey Chalmers and Guy Roberts
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Saatchi & Saatchi has been steadily regaining its confidence under Nicky Bell, Antonio Navas and Murray Streets. And while Brian Blessed was quietly put out to pasture and its Telecom business continues to be chipped away, it did catch plenty of eyeballs with Tui’s Beer plumber stunt and took out our TVC of the Year for Toyota’s ‘Feels Good Inside’. Plus, as Colenso BBDO’s Axis love letter shows, taxi drivers still think the agency is synonymous with advertising. Creative directors Guy Roberts and Corey Chalmers spill their beans all over 2013.

Opinion
The last post: enough about you, let’s talk about us
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This industry generally isn’t backward in coming forward about its achievements and there are many opportunities for those achievements to be acknowledged. But we’re sick of writing about you, so, as we often do on the last day of our publishing year, we’re taking the opportunity to talk about what we’ve done this year and what we’ve got planned for the next.

Opinion
The ABCs of gTLDs
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New top level domains are a unique opportunity to register an address that aligns perfectly with a brand or company’s personality. But we’ll have to wait and see if the release of the domains will be a land grab or an insurance policy for brand IP, says Anthony Gardiner.

Opinion
The frenzy for first
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We all know the those types who are first to get online and tell us what we need to know, what to try and what they think. They’re leaders in the frenzy to be first, and it’s a trend Webby Awards managing director Claire Graves says has risks and rewards for brands.

Opinion
The magic of collision
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Michael Goldthorpe went along to TVNZ’s new season launch at the Viaduct Events Centre. And he got inspired about the potential for New Zealand to become a branded content powerhouse.

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