Browsing: Features

Features
Clemenger BBDO/Proximity: familiar name, new style
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Clemenger BBDO/Proximity might be considered a traditional agency, but it’s certainly not operating that way. We caught up with the agency’s three leading lights to find out what they’ve been working on, what they think of the industry at the moment and how their NZTA campaigns manage to nail it every time.

Features
Facebook looks to move from social to mass media
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Tom Hyde, Facebook’s creative agency partner across New Zealand and Australia, dislikes the word ‘content’, almost as much as he dislikes the fact Facebook is being used as a dumping ground for so much of it. We chat to him about how he’s working with local agencies to move the platform from being a social afterthought to the centre of advertising to a mass market.

Features
The rise of retail magazines
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Are branded magazines the new mail order catalogue? An increasing number of retailers are dipping a toe in the editorial waters, both online and offline. We talk to Crane Brothers founder Murray Crane and Barkers’ 1972 magazine publisher and editor Duncan Greive about this trend, and what it takes for companies to get into the content-creating business.

Features
In your space: True
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The advertising industry is renowned for its creative offices. And hot-to-trot independent agency True’s new space in Auckland doesn’t disappoint.

Features
‘Fear nothing, live life as it comes and all will be well’: the story behind Lewis Road Creamery
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At the end of 2014, Lewis Road Creamery founder Peter Cullinane said that after creating New Zealand-made butter he intended to move further down the dairy aisle. And since the company’s founding, this has come to fruition, with the dairy don moving from butter to milk and cream, to chocolate milk and now on to ice cream. We revisit Ben Fahy’s feature published in the November/December 2014 edition of NZ Marketing and discover the strategy behind the hype.

Features
Dancing on the ceiling: the worrying absence of executive women in advertising
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When it comes to the role of women in advertising, things have come a long way from the days of sexism, smoking and secretaries portrayed in Mad Men. But the top positions in the industry are still dominated by men. So why are there ‘too many dicks on the dancefloor’? Is anything being done to address the issue? And what are the benefits of more gender diversity? Holly Bagge investigates.

Features
The Great StopPress ‘Year in the Rear’: our take on 2015—and a chance to vote for your favourites
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You didn’t ask. But we answered anyway. So, to celebrate the last day of the StopPress season for 2015, we’ve looked back on the year and compiled an extremely definitive list of the big pitches, the big ideas, the big balls, the big stoushes, the big moves and the big whoopsies. So long, and thanks for all the clicks dear readers. We’ll be back destroying lies and spreading truth on January 11. May your leisure be unbridled.

Features
Future Tense (part 2): MediaWorks’ Mark Weldon on bilateral markets, the unnecessary complexity of ratecards and the importance of ‘co-opetition’
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MediaWorks’ announced its unified news brand Newshub last Friday and, in the eyes of chief executive Mark Weldon, the multi-million dollar, nine month project to give its radio, TV and digital news assets more coherence is a big step on the journey to create “New Zealand’s leading integrated multi-media company”. He talks to Ben Fahy about how he intends to do that, why it needs to move past selling airtime and why collaboration is the answer.

Features
Beyond the Page: Woman’s Day, Spark PHD and Unilever clean up with paid, owned and earned media strategy
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To launch a new Unilever product called Persil Ultimate in New Zealand, Bauer was briefed to help show busy mums how using it could save them time to focus on the important things. To do that, it combined editorial endorsement from Woman’s Day, offered advice from food columnist Chelsea Winter and created an online hub where readers could share time saving tips. And, as Ben Fahy writes in the final instalment of the Beyond the Page series, the Moments that Matter campaign worked a treat for all parties and took out the best sales solution at the Magazine Media Awards.

Features
From broadcast to broadband: a guide to digital video
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As a still-nascent format, digital video can be a confusing realm for brands to navigate. So is it all it’s cracked up to be? And if it is, then what? Facebook video or YouTube? Long form or short form? DIY or through a publisher? Pre-roll or standalone? Fortunately, Lynda Brendish has done some of the legwork for you.

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