Can you buy loyalty? Brands across the world are spending billions of dollars trying to find out. But TRA’s Andrew Lewis says most companies are probably going about it the wrong way.
Sponsorship spending is on the rise as brands look to insert themselves into the relationships fans have with their favourite teams, causes and television programmes. But successful sponsorship takes more effort than putting logos on hoardings. These days, that place needs to be earned, says Lynda Brendish.
Jacqueline Bourke, global creative insights lead at Getty Images, shares stats, trends and examples of mobile marketing in New Zealand.
Billions of dollars are being funnelled into digital advertising. But where there’s money, there’s usually crime. Damien Venuto investigates the issue of ad fraud in New Zealand and finds out what the industry is doing about it.
Just over 17 years ago, Remix magazine founder Tim Phin published the first edition of his magazine. At only 24 pages, this early iteration would today be dwarfed by the 300-page behemoth that causes an unstable table at Atomic Coffee to lean to one side as Damien Venuto sits down to chat with Phin.
It started with one desk, three partners and no clients in late 2007. Now, as Ben Fahy discovers, Special Group has 30 clients in New Zealand, an Australian office that’s running hot and a desire to take its mix of magic, logic and decency to the world.
Conferences, online videos and webinars are popping up everywhere promising to demystify programmatic advertising and give marketers insights on how to use it effectively. Damien Venuto looks into the hype behind the industry’s latest buzzword.
Continue Reading Sports fans nationwide have reason to cheer the latest additions to the Herald as it continues towards becoming the premiere Kiwi destination for rugby…
It’s the 1960s. Four-year-old Craig is sitting alone in a small room staring at a marshmallow. The woman who placed it there has promised she’ll be…
By now it should be no surprise that mobile device usage is high, and that Kiwis on the whole really enjoy using smartphones. According to Research New…
BMW’s Super Bowl ad for 2015 featured a clip from 1994 in which long-standing news personalities Katie Couric and Bryant Gumbel are discussing the mysteries of…
This article originally featured in the March/April edition of NZ Marketing. History is littered with examples of short-term gain leading to long-term pain, whether it’s the…
Earlier this month, Colenso BBDO and Michael Hill waved the Kiwi flag at the Super Bowl via a pair of striking spots that featured the faces…
I remember the first time I got creeped out by personalised advertising. It was also the moment I realised I wasn’t anonymous on the net. I’d moved…
In the 1900s, a 41,000m2 airport located in the Bluff Creek, Los Angeles, housed some of the aircraft fleet of business tycoon, aviator and compulsive hand-washer…
The challenge The Commodore has always been the flagship model in the Holden range. In 2012, the chunky sedan accounted for over 27 percent of Holden…
The human brain really is an amazing piece of engineering. A small organ the size of two fists that reasons, analyses, manages emotions, regulates blood…
The challenge Due to rapid population growth over the past 25 years Kerikeri found itself full of crap … literally. Most households still relied on septic…
In 1896, James Henry Whittaker gave Kiwis the first taste of the chocolate that would see his name inextricably linked to the treat from that moment…
The challenge Come five o’clock after a busy day, the same question is on thousands of Kiwis’ minds: “What on earth are we going to have…
The challenge Technology may have given banks apps, slick websites and a host of automated functions, but it hasn’t changed the fact that clients still expect…
The challenge Sometimes invisibility is an asset that enables you to listen in on other people’s conversations. Other times it’s a problem that precludes your P25…
The challenge In a 2013 online survey carried out by iSite Media, 58 percent of responders pinpointed a lack of measurement as the biggest issue facing…
The challenge In 2011, the Tip Top team was struck by the harsh realisation that 150 of its products contained palm oil. And while this ingredient…
For a marketer with such limited experience, Jade Clark, who was promoted to brand manager from a sales and marketing co-ordinator/PA role, oversaw some sizeable projects…
Frucor is a company that understands the link between powerful brands, creative communications and commercial success. And Aisha Daji Punga has helped drive its growth during…
Kiwis love a discount. So much, in fact, that Nielsen research shows that 59 percent of all sales in New Zealand come from products that are…
Emma Eichbaum “In this digital age, integrated marketing communications means more than it ever has,” says Emma Eichbaum, associate director, TNS New Zealand. “Cutting through isn’t…
In a world where consumers have more contact with brands than ever before, and across an increasing number of touch points, how can marketers ensure their…