Browsing: Features

Features
The next big trick is mass media
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Advertising is an industry constantly focused on finding new ways to bedazzle and charm consumers. But in reaching too far into the digital hat, David Thomason reckons advertisers might be losing grip with what made the show effective in the first place.

Features
A matter of trust: Patrick Gower on improving Newshub’s political polling
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Combining the best of the old with the rise of the new, Newshub has implemented a new methodology that hopes to get opinion polling right. We talk to political editor Patrick Gower on the reasons behind this change, why polling matters, whether politics is becoming a two-horse race and whether we can still trust the polls (and the media) in light of last year’s shock political events.

Features
How is this still a thing? The TV Guide’s resilience in the digital era
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TV is apparently dead. And as corollary a magazine about TV should already have a strong onset of rigor mortis. However, in a great display of resilience in a fragmented media world, The TV Guide is holding strong as New Zealand’s number one selling magazine. We go back to the magazine’s beginning and talk to editor Julie Eley to see how it’s secured itself as the armchair companion to many New Zealanders.

Features
A case for the resurrection of mass media
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The promises of targeted digital marketing were big and bold, and marketers and agencies heeded the call. But FCB head of strategy David Thomason argues that we’ve perhaps moved too far and too fast, jettisoning some of the core long-term thinking that has always typified effective marketing.

Features
MediaWorks’ Hal Crawford on the death of quality journalism, making money from news and standing out on social media
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A news chief claiming that the phrase ‘quality journalism’ should be left to die was always going to spark a bit controversy—even more so when he’s brought in to replace a much-loved stalwart of New Zealand’s news scene, Mark Jennings. We chat to new MediaWorks news chief Hal Crawford about his eyebrow-raising opinion that arrived in New Zealand before he did, the challenges and opportunities of the modern media environment and his aspirations for the organisation.

Features
From rags to dollars: the purpose behind Offcut Caps
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Consumers have become a lot more conscious these days, spending far more time researching before purchasing, not just picking up a product because it looks pretty on the shelf. We chat to Adrien Taylor about his cap brand Offcut Caps – which rose from scraps of offcut fabric – about his brand’s ethos and why it’s crucial for brands to have a purpose beyond making a profit.

Features
Andrew Scott on rebuilding Whybin\TBWA
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Last year, Andrew Scott took over the chief executive chair of an agency that was enduring one of its most unstable patches in recent memory. And now nine months into his gig, he’s celebrated his first major account win and he thinks there might be a few more to come. We talk to him about what he’s done to steady the ship.

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