Demographics are dead. Or, at the very least, they’re no longer accurate. And the reason for that, writes Ben Reid, creative director at design agency Milk, is because consumers are no longer willing, or even able to be boxed into predictable generational sets of traits.
It started off with just two senior designers in Wellington. Fast forward 23 years and a move to the big smoke, Red Cactus has become New Zealand’s premier brand strategy and packaging agency.
Like so much in the marketing and communications arena, much of what is done is based on intuition and approximation. Shopper Marketing has tended to exaggerate this contention but now there is an agency that has built a best practice model for the industry, with a robust offering that gives clients certainty through accurate, data-driven insights.
Agencies don’t last 40 years unless they’re doing something right. And sitting down with the team at Insight Creative, NZ Marketing discovers the right thing today is sometimes different from what it was in the past.
Successful branding is usually derived from the artful fusion of left and right brain thinking – literally a tension of opposites. This is a story of one long-established strategy and design consultancy that has managed to straddle this difficult divide.
Bravado, escapism, and lack of planning often lead to New Zealanders taking unnecessary—and sometimes fatal—risks on water. The team at News Works knew that something had to be done.
Marketing is a trade with many tricks, but EightyOne partners Matt West, Carlos Constable and Jason Wells reckon the key to success is being nimble enough to keep pace with culture.
Digital media has seen massive growth in recent years and the digital players have waged a fairly successful PR campaign to extol their own virtues and call into question the power of traditional forms of mass media. When it comes to TV, viewing habits are certainly changing, but the stats show that it remains by far the dominant medium in most developed markets. Erin McKenzie explains why the reports of TV’s death are greatly exaggerated.
It’s tax return time again and this year, WooHoo’s vying for business with a new campaign, via Omnicron and a network of specialists, that captures the employed to self-employed. We take a behind scenes look at ‘Show Me The Money’ to see what the online tax agency wants to achieve, what Omnicron delivered and what a ‘woohoo moment’ really is.
As the winds of change gust through the industry, Flying Start executive content producer Sam McCauley argues that it pays to hold onto some of the well-established truths that were shaped over the last three decades.