Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
Receptive.tv director Sam Aldred takes a look at the rise of global entities to find the battle between Sky TV and Fairfax, NZME and TVNZ is the wrong one.
2016 has been the year of Justin Bieber. So how did this once cringe-worthy teenage pop sensation turn into a worldwide superstar, and what can brands learn from his transformation? TRA marketing coordinator Claire Tutill takes a look.
US elections are the biggest communications campaigns in the world. JWT managing director Simon Lendrum takes a look at Trump’s success through that lense to see what can be learnt from it.
Hunch managing partner Michael Goldthorpe explains why retailers should focus on selling products, rather than selling promotions.
TRA consultant Vanisha Narsey sheds light on the importance of website, app and prototype testing by divulging a few first date stories.
This year at Cannes, unconscious bias became a major talking point, with various commentators—most notably Cindy Gallop—drawing attention to what they saw as clear examples of this issue in the industry in 2016. There are no clear answers yet about how you do away with a problem people don’t realise they have, but some businesses across the industry are starting to take steps to address it. Among these businesses is AdRoll, which recently took its staff through the process of unconscious bias training in a bid to point out that everyone, no matter how well intentioned, has some level of bias. AdRoll’s marketing director for JAPAC Cat Prestipino shares her thoughts on the experience.
Plain packaging of tobacco products is a highly debatable topic, with some believing it will reduce smoking rates. Dow Design’s Simon Wedde shares his thoughts on the benefits and drawbacks of plain packaging.
Sam Aldred offers a contrarian view on the perception that Sky is simply a villainous corporate juggernaut hell-bent on keeping tier one sports exclusive.
TRA’s Colleen Ryan uses a positive experience at an Italian restaurant to illustrate the joy that consumers can experience when the freedom from choice is coupled with a dash of the unknown and unexpected.
We Uber, we Facebook, we Google, we Airbnb. So, TRA’s Colleen Ryan looks at whether the real test for branding success lies in a business becoming a verb.
Jessica-Venning Bryan thinks launching a brand is a lot like starting a romantic relationship, and she offers some advice on how to make that love blossom.
As we near the first anniversary of the passing of advertising legend Dave Walden, Hunch founder Michael Goldthorpe looks at the importance of mentors.
Every day we are faced with a scary amount of decisions, from ones as mundane as what clothes to put on in the morning, to bigger, more life-changing decisions. TRA marketing coordinator Claire Tutill looks at the paradox of choice and whether giving consumers less options could make life a bit easier for them.
In August this year, Red Bull successfully appealed its case against drinks company Drink Red, after it was found that latter had misled the judge. The case arose last year, when it was alleged that the Drink Red had tapped into Red Bull’s equity when it named and marketed its product. AJ Park litigation expert Laura Carter looks at what this means for the marketing agency involved in the case.
Marketing, sales and IT are increasingly occupying the same bed. So Dynamo6 founder and managing director Igor Matich asks whether one of these is set to fall out the bed at some point.
TRA’s Colleen Ryan on what Shakespeare can teach brands about breaching the fourth wall through social, where a new set of rules apply.
Copywriter Peter Kerr vents about some of the less-than-inspired slogans that business owners have coupled with their brands.
To mark the Spice Girls’ 20th Anniversary, TRA strategist Antonia Mann has renamed the group’s members according to today’s cultural trends. Audacious Spice, Spice the Creator and Snap Spice make the list.