Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
Performance-based remuneration or payment by results (PBR) is an increasing component of many agency remuneration deals. But in most cases, agencies and clients will tell you it doesn’t actually work.
Online video has been an integral part of marketing campaigns for years, and a video going gangbusters on YouTube and other video sites is like the Holy Grail of marketing. Support, content, timing and knowing your audience are all elements that have to be included in the mix. But what’s often glossed over is the above-the-line support that is typically needed to get the ball rolling.
Wise New Zealand marketing oracle Michael Carney peers into his crystal ball for this week’s installment of Marketing Week. Analogue TV is either dead or on death’s door overseas. How long has it got to live here? How to catch the elusive black swan. Are you overlooking the oldies? The paywall prognostications come thick and fast. So how is Rupert faring? What people really think of advertising? The social media horse is starting to bolt. And there’s still time for marketers to try and mount this difficult beast. Tips and tricks for post-recession category management.
Global trends, macro forces, cool websites and articles that get forwarded around the office and don’t pertain to new-born babies birthed by the chick in accounts generally tend to refer to the latest, coolest and, if the authors are to believed, ‘will change the face of marketing/retail/research/strategic thinking/toasting bread’ theme. But the issue with these wonderful insights is the relevancy to us here in New Zealand.
Come fly the Wammo, Pound and Mash skies, where you can sit back, relax and marvel at some of the strange and exotic ways ad folk from around the world try to get people to hand over their money.
With the Rugby World Cup only 18 months away, many businesses are thinking about how they can leverage off this event. And the prudent answer is ‘very carefully’, bearing in mind the provisions of the Major Events Management Act 2007 (MEMA).
You know the drill: the mechanic’s car is perpetually broken and the builder’s deck is half finished. Who has time when your expertise is in hot demand elsewhere?
In this week’s installment, Monsieur Pound wonders whether recycled ads in this year’s Cannes Lions are an indication of declining creativity, immoral agencies or unobservant organisers. And he also looks at the similarities between Good Health magazine’s viral video and a similar Volkswagen experiment conducted in Sweden.
This week the big news is all about the Cannes International Advertising Festival. So here are a few of the Lion winning campaigns you might not have seen. The big theme this year seems to be finding a way for technology and participation to come together for brand nirvana—and if it’s for a good cause well, gold.
Anthony Utama/Getty Images33 different businesses and independent journalists entered the 2010 Magazine Awards, with published work from 65 different titles. You can read all about the serious stuff here. But what fun are awards if you can’t laugh at the expense of your colleagues and competitors? Herewith, the StopPress Alternative Magazine awards for 2010.
Niche creativity, consumer empowerment via social media – and, therefore, engagement measures – and the innovative uses of media hardware are the themes dominating Cannes Lions this year.
With the intensity of the Young Lions competition behind them, Augusta Grayson, James Davidson, Nicole Hetherington and Simon Fowler take a walk on the wild side of Cannes.
"And then she attacked me"
As day four of the Cannes Lions festival draws to a close, it’s time to wipe away the winners announcements, put aside the insights, leave behind the learnings and concentrate instead on the one thing that binds us all together: celebrities.
We arrived in Cannes on Saturday, slept for 12 hours and woke to discover that Sunday is pretty much a write off outside of the Palais. It was midday before anything opened and the only people on the street seemed to be locals walking their tiny dogs. But …
On 21 May we floated Plankton IPO for a meagre $10 a share in the effort to raise enough cash to get us to Cannes. Against all odds and with the help of more than 70 investors from across the globe we actually made it. 30 odd hours and more than a few B-grade movies later and we’re here, eating croissants, dodging scooters and paying through the nose for everything.
There is often great creative work found coming from charity and social messaging. It may have to do with the fact that often the only measure of success is if it gets people talking. Also, it is often done for free, so there are fewer pressures put on creativity by clients asking to ‘improve’ ideas. And perhaps ad creatives believe in the product more than if they were flogging toilet cleaner. Whatever the reason, there is plenty of good stuff to be found.
In this installment of Michael Carney’s Marketing Week: What’s the frequency, Kenneth? Big corporates to social media: ‘Hey, you can actually make us money’. So how can New Zealand businesses tap into it? Virtually possible: eWestfield on the cards. Rupert Murdoch begins his paid content experiment in earnest as the timesonline.co.uk closes its doors. Close enough is not good enough when it comes to advertising, as one Christchurch car yard recently found out. Google plans its next assault. This time, music.
After the stunning All Whites victory last night, which 593,800 Kiwis watched on TV One and 150,500 watched on Sky, FIFA’s worst nightmare, a New Zealand vs South Africa final, is still on the cards. And while a range of lying geeks pull numbers out of the air in an attempt to quantify how much the “lost productivity” will cost the nation, stunning new research by StopPress reveals the victory has actually made the nation more than $45 million in terms of increased patriotism (text received after final whistle: “I am having kittens. I have died and gone to heaven. I love sports.”) and vuvuzela sales. Anyway, everyone knows the result of the match (apparently we’re part of Australasia now). But who’s winning the World Cup brand wars?