Browsing: Features

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.

Features
From 24 to 300 pages: the story behind Remix magazine
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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.

Features
This way up
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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.

Features
Blurred lines
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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…

Features
Getting to know you
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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…

Features
Aim for the head
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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…

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