Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
September 21 marks the five-year anniversary of the day when Facebook turned social media into just plain ‘media’. This date is probably worth noting, if not necessarily celebrating, as it marks the end of the dream of brands having unlimited conversations with their fans for free.
Humans have been talking to chatbots since the 1960s, but the tech has never been closer to going mainstream than it is now. TRA cultural strategist Antonia Mann considers what this means at a time when customer-centricity has become the buzzword of the day.
At a time when consumers ask more of the businesses, TRA’s Antonia Mann argues that financial prosperity alone is no longer the only measure of commercial success. Increasingly, consumers want to know where their goods are coming from.
Having an idea is not the same as making an idea. And Damon Stapleton argues that the process of doing the latter isn’t as easy as it looks.
With polls suggesting that we’ll see a new government in office after the election, PR man Carrick Graham reckons the opportunity is ripe to influence the new players in charge.
Andrew Lewis argues that the answers to customer-centricity are unlikely to come from asking customers what they want.
TRA’s Connon Bray takes a look at the customer experience lessons that can be learned from rom-com movies.
Self-confessed ad wanker Clint Ulyatt will be standing in the Mount Roskill electorate for TOP. He takes a few minutes to explain what’s motivated him to shed his usual apathy and get involved.
Building friction into a customer journey might not seem logical at first, but TRA’s Colleen Ryan finds that this might help to create more empathetic experiences.
Everything that analysts predict will happen to Sky in the local market has already happened to its counterpart in London—and things are still going swimmingly across the pond. Sam Aldred questions whether local predictions of the impending demise of Sky are a little overstated.
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it’s often the hard graft beneath the surface that makes the difference.
Damon Stapleton tells a personal story to show that doing something the wrong way can sometimes deliver a marvellous result.
Anthony Gardiner reckons that the SVOD incumbents should be very wary of Facebook’s growing interest in this space.
Compac’s Perry Sansom reckons that it won’t be long before consumers are talking about Zespris, Envys and Halos rather than generic items of fruit.
With Sky facing an onslaught of criticism from all directions, Receptive.tv’s Sam Aldred offers his advice on a few changes that could help the brand.
In his tour of marketing automation, Michael Goldthorpe has encountered a few colourful characters along the way.
Dave Bowes argues that culturally relevant brands tend to listen to their audiences before choosing an angle.
After discovering a fake review on her website from a PR staffer, Consumer New Zealand’s Sue Chetwin described PR agencies as the ‘original fake news artists’. And this was an accusation that BlacklandPR director Mark Blackham took immediate exception to. Here’s his response to Chetwin.