Everyone’s got an opinion in this industry! Thought leadership pieces from in and around New Zealand Adland.
BMW’s promotion of the new X5 is a case study in why there’s no substitute for local — and for getting hands on in our country air, complete with a whiff of dung.
Michael Goldthorpe went along to TVNZ’s new season launch at the Viaduct Events Centre. And he got inspired about the potential for New Zealand to become a branded content powerhouse.
New generic top level domains mean a range of new choices for businesses and brands, but it’s important to get the application process right to secure the name you want, says Tim Newman.
If you see Beyonce in concert, but you didn’t record it on your phone, did it really happen? Jo Bennett says the earned exposure of events often surpasses the live experience and this is forcing marketers to consider the value of events/experiential as an extremely powerful tool for reach.
If your company isn’t using remarketing, you’re missing the chance to drive visitors to your site and convert them into a sale — and to make it look like your company is bigger than it actually is, says ROI Marketing’s Duncan Jones.
New Zealand mobile ad spent sits at one percent, in contrast to much higher rates of digital spend offshore. With trends like location and rich brand engagement driving growth, that one percent is about to get a whole lot bigger, says Snakk’s Max Flanigan.
Some see him as a journalistic pioneer. Others see him as a narcissistic megalomaniac. And Andrew Fowler’s chronicling of Julian Assange’s rise and fall will help you decide which side of the fence you sit on—and should be of interest to anyone with a passing interest in the media—writes Kelly Bennett.
Lorde’s insistence to produce something that’s of true quality and distinctiveness, yet also absolutely mainstream, is the hallmark of truly great commercial innovators. That’s exactly what New Zealand is striving to be, says Y&R New Zealand’s James Hurman, and he believes her rise has plenty of relevance for those working in this industry.
Patent publication is often the first sign of new technology initiatives. Patents are usually published well before the technology is commercialised. Searching intellectual property databases is an effective way of learning where others in your industry are heading. AJ Park patent experts Anton Blijlevens and Jillian Lim touch on some of the interesting patents to look out for on the shelves.
In These Difficult Times, the predictable response from traditional media is to flog their sales staff harder, argue the value of their channels and bitch about US companies that pay no tax and hollow out the industry. But Vincent Heeringa says the smarter option can be summed up in four points.
The new book Promoting Prosperity, which takes a look at New Zealand’s early commercial artists and the beginnings of the country’s entrepreneurial and creative roots, tells us about today as much as yesterday, says Clemenger BBDO’s Andrew Holt.
Most Kiwis see local body politics as largely irrelevant, so didn’t bother participating in the recent local body elections. But local issues are relevant, so if there’s anything that can be done to increase participation beyond specialist interest groups, egotists, gravy train politicians and cronies, we should pursue it, says Strahan Wallis.
Marketing isn’t evil, says Paul Head, and, despite some who think otherwise, the industry takes its responsibility around advertising to children very seriously.
This week is Mental Health Awareness Week, and this year it’s themed around the idea of ‘Connecting’. It’s when some of the smartest people in our industry do amazing work to help us better understand mental illness. But when it comes to understanding, the real heavy lifting is usually achieved through conversation. So, as someone who’s lucky enough to be relatively successful in spite of mental illness, Michael Goldthorpe has decided to open up in an attempt to kick-start some chatter.
The relationship between media agencies and media owners is not as strong as it should be and needs to improve, says John Dee.
Looking at viewable impressions is a nice thought. But it’s bloody tough to implement and it’s unlikely to make a difference, says Dan Robertson.
NZ Girl wants to be the change it wants to see in the industry, says Jenene Crossan and it’s putting its money where its mouth is by changing its commercial proposition and giving away display advertising for free.
A single view of customers is at the heart of success for the world’s leading loyalty programmes enables marketers to truly understand customers and their behavior holistically, says Hayden Saunders.