Browsing: Features

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.

Features
TVNZ-NZ Marketing Awards 2015: Slow and steady wins the race for Chorus
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For the next few weeks, we will be showcasing all the winners of the 2015 TVNZ-NZ Marketing Awards. First up, Chorus’ Gigatown, which, after more than a year of parochial hashtags, press and Instagram videos, effectively informed Kiwis about UFB, drove interest in the economic and social benefits it could offer, generated millions of dollars of media value for the brand and came away with wins in the Supreme, Utilities and Technology categories.

Features
On Walden’s pond
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Following the news that one of the ad industry’s most loveable rogues David Walden went to, as his good friend and rival Mike Hutcheson said, “the big restaurant in the sky” over the weekend after a short battle with cancer, we’re republishing a story that originally ran in the March/April 2012 edition of NZ Marketing. When Walden opened Whybin\TBWA in 1997, Vincent Heeringa wrote an article predicting its swift demise. At the time, the big man joked he’d sue unless he was taken out for lunch. So Heeringa finally did the honourable thing around 14 years later and chowed down on some (typically expensive) humble pie.

Features
Deus ex machina?
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There’s automation for almost every aspect of marketing these days. So is there still room for human creativity? Damien Venuto ventures into the ad tech factory.

Features
Deus ex machina?
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There’s automation for almost every aspect of marketing these days. So is there still room for human creativity? Damien Venuto ventures into the ad tech factory.

Features
Where there’s smoke, there’s a buyer: marijuana’s going mainstream overseas, so what would legal weed mean for NZ marketers?
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Guess what’s projected to be the fastest-growing business in the US? Apps? The ‘sharing’ economy? The internet of things? Big data? It’s actually … (imagine you hadn’t read the headline or seen the accompanying images) marijuana. So how far away is it in New Zealand? And what opportunities might there be for savvy entrepreneurs and marketers? Henry Oliver gets the rub of the green.

Features
You’re drinking what you’re thinking: how marketers can embrace behavioural science
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Research by the US Wine Society has shown the single biggest thing you can do to help people enjoy wine is to tell them it’s expensive. And while we like to believe we’re rational creatures, a huge number of our decisions are made unconsciously. So, as our understanding of the way the brain works improves, Ben Fahy looks at whether marketers and agencies are effectively making use of this knowledge.

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