Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
Marketers have more access to information and research about their customers than ever before. And more than ever they’re relying on it (and only it) to make decisions. But that’s risky, says Todd McLeay.
Andrew Lewis thinks that despite 50 years of research, practice, learning and refinement, we are still pretty rubbish at creating great brands that genuinely connect with people. And he thinks the secret to rectifying this might lie in the teachings of Stanislavski.
As the gongs from the recent Cannes award nights get cleaned of their champagne and finally take their place in agency and client boardrooms across the country and a new round of New Zealand awards begins, Mark Pickering offers some tips on putting together an award-winning experiential entry. PLUS: three of his favourite experiential campaigns.
Whether it’s movies, music or experiences, filters both online and analog have become quite adept at serving up exactly what consumers want. And that could be a problem, writes Greg Whitham.
Inspired by a conversation with Al Brown on the new-found optimisim surrounding Auckland, James Hurman set out to discover why people were feeling so good about the city. Then, after speaking to 50 leading Aucklanders, he compiled a report that aims to create a shared understanding of ‘New Auckland’. These are some of the main insights.
AJ Park patent specialists Anton Blijlevens and Jillian Lim touch on some interesting patents to look out for on the shelves.
Earlier this week Food Safety Minister Nikki Kaye announced the adoption of a ‘Health Star Rating’ food labelling system, which uses a star rating scale from ½ to 5 stars to indicate the nutritional value of a food product. The Association of New Zealand Advertisers’ chief executive Lindsay Mouat looks at whether this will help consumers.
Damon Stapleton is fresh off the boat from Cannes and today is his first day as DDB NZ’s chief creative officer. Here’s his view on the importance of the world’s biggest festival of creativity.
From apps to native ads, design is championing reductionist principles. And that’s a good thing, writes Simon Lendrum.
Kath Dewar, managing director of marketing agency Good Sense, shares her not-so-rosy views on pester power in the light of Countdown’s hugely successful Heroes Dreamworks campaign.
Paul Catmur, the managing partner of Barnes, Catmur & Friends, shares his views on life, advertising and the parallels between the FIFA World Cup and Game of Thrones.
The traditional PR model may be eroding, but PR agencies and corporate comms teams still serve an important business function, says Kelly Bennett.
Let me start by stating that Scaling Up Excellence by Robert I. Sutton & Huggy Rao and Unfair Fight by Sam Hazledine are both as comprehensive as they are excellent. One is all about taking your business to the next level, while the other is a précis of considerations and actions required for SMEs and startups. As such both books are probably not for you. One of them will be extremely relevant, while the other will be as useful as a Facebook poke. But since both are so damn virtuous and wholesome, I’ve devised a bit of a system based on key criteria to help you discover which book is best suited to you and your business needs.
Copper’s Megan Clark spent six days judging the Promo & Activation category at Cannes. And here’s what she learned.
Ex-Saatchi & Saatchi Worldwide chief operating officer, STW director, Assignment Group co-founder, APN board member and dairy don Peter Cullinane offers up some hard-earned pearls of advertising wisdom on Harvey Norman, awards and women.
Paul Catmur, the managing partner of Barnes, Catmur & Friends, shares his views on life, advertising and other annoyances, like flying to Amsterdam in the hope of getting a movie made.
Kiwi companies investing in big data need to ask themselves some tough questions, says Greg Doone.
How does the media industry reconcile the age of programmatic buying with a strategic, long-term view of effectiveness? By setting appropriate goals—and not eating the marshmallows—writes Kate Thomas.