Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
As the 25th anniversary of the film How To Get Ahead in Advertising approaches, Kelly Bennett offers some advice on how to avoid being corrupted by the worst excesses of the industry.
From data marketing to numerical storytelling, the legal considerations related to ‘cloud’ data, semantic search technologies and population dynamics, the various permutations of data are changing the digital game. Dennis Kibirev digests the MA’s Smarter Data event.
Ever since the days of Ernest Dichter, the Austrian-American psychologist and marketing expert who pioneered the application of Freudian psychoanalytic concepts to the study of consumer behaviour, marketers have been trying to tap into the human subconscious to influence consumers. Theresa Clifford outlines six areas of research currently receiving the most attention in business and marketing circles.
People don’t really understand the things they buy, says Andrew Lewis. And that’s the way
they seem to like it.
Hazel Phillips’s recent rant about the paucity of some PRs inspired Mango’s Claudia Macdonald to create a list of tips and tricks for those hoping to get into the industry.
Bravery is a two-way street, says Saatchi & Saatchi’s Philip O’Neill.
Whereas in the past the overwhelming focus of SXSW has been on the consumer world (it is is where both Twitter and Foursquare first broke out), Ben Kepes says the event seems to be changing focus with enterprise and the physical world starting to garner attention.
Idealog editor Hazel Phillips gets to the root of what annoys her about some PR approaches, while providing a pretty handy list of do’s for those not wishing to gain her wrath.
In an increasingly digital world, speed is of the essence. And Tom Bates says modern agencies need to think agile if they want to keep up.
Following on from Subway and justONE’s Grand Prix win at the NZDM Awards on Friday—the second grand prix the pair has won at the awards—here’s a column by Ben Goodale that featured in the November/December edition of NZ Marketing magazine about how Subway has used mobile technology to enhance both the customer experience and its own marketing.
Sir Bob Jones says Sonny Bill Williams ‘seems to be an idiot adrift on a float of publicity.’ But Kaleb Francis thinks he’s an immensely physically talented individual—and a branding freak.
Countless articles pronounce the end of advertising, the death of marketing, and a gloomy outlook for all involved. From the Harvard Business Review, Forbes, or pretty much every marketing and advertising conference, the headlines shout that we’re in serious trouble. There’s only one problem, says JWT’s Simon Lendrum. It’s all bollocks.
Social media platforms like Twitter are a great way of getting your content out to a large audience. But just because content is available on a publicly accessible network does not mean that it can be used for commercial purposes, says Matt Adams.
Context is king, and it’s often lost on Facebook. Click Suite’s Zef Fugaz explains why it’s so important to get to know your customers.
Big Data has become a big marketing buzzword. But, according to Darryn Melrose, most articles are written on the assumption the reader knows what the term actually means. So he decided to spell it out.
The advertising industry has its fair share of detractors. But research shows its contribution is overwhelmingly positive, writes CAANZ chief executive Paul Head.
As a guest contributor for The Gunn Report, Y&R NZ’s managing director James Hurman looked for the campaigns that had hit the ‘high water mark of human achievement in creative communications’ by winning both Cannes and Effie golds. And just nine campaigns joined this exclusive club in 2012.
The media landscape has been transformed and fragmented by the power of digital, mobile and social technology. And it’s increasingly difficult to work out a plan to get traction for brands in this new, less certain environment. Contagion’s Tom Bates looks at three areas worthy of focus for modern-day marketers.