Browsing: Partner articles
From the outset, the success of KPEX would largely depend on the willingness of media buyers to plug into the exchange and buy the inventory on behalf of their clients. And it didn’t take long for that to happen. Only a short few months after KPEX inventory became available, many major media strategists plugged in and started bidding. Here’s what a few think of the offering so far.
Sovereign’s brand platform ‘Life. Take Charge’ was about moving away from simply being a health insurance ambulance at the bottom of the cliff to becoming a company that could help make Kiwis healthier. And to achieve that goal, it worked with Bauer to conduct research, uncover insights and create bespoke health and wellbeing content that ran in print and online.
When the Australian media companies attempted to come together to form a similar alliance across the ditch, the effort failed because various players were simply unwilling to collaborate. But the local players did not allow the same to happen. Setting aside their partisan differences and prioritising the importance of creating a strong local programmatic network, Fairfax Media, MediaWorks, NZME and TVNZ successfully came together to form KPEX.
Here’s why the execs determined the move was worthwhile.
Ziera’s traditional ‘spray and pray’ approach to marketing was proving to be both expensive and ineffective, so it approached Bauer to help create its own more fashionable twice-yearly magazine and app. And that experiment has paid off big time.
In a weekly series, we delve into the Kiwi Premium Exchange (KPEX). In this edition, consulting chief executive Duncan Arthur takes on a few early myths.
As the production partner on Grand Designs New Zealand, ANZ’s support helped TV3 showcase some amazing Kiwi properties. But the bank wanted to extend its sponsorship of the show and offer another, slightly more accessible layer of design inspiration,
so it worked with Bauer and Spark PHD to develop a content platform called Designs for Living.
Fairfax Media, MediaWorks, NZME and TVNZ last year joined forces to create the Premium Kiwi Exchange (KPEX). Over the next few weeks, this series will delve into the strategic thinking behind this initiative. In part one, we chat to KPEX chief executive Duncan Arthur.
Their business has been called the ‘unsexy side of marketing’ by one of New Zealand’s leading business publications, but the partners of Auckland-based digital marketing firm Search Republic aren’t bothered. Two years after launch, the search-based consultancy is delivering outstanding – and seductive – results. And it’s only just getting started.
It’s one of the most widely read magazines in New Zealand and yet its cover spends most of its life hidden from public view. So what is it about KiaOra that gets hundreds of thousands of Kiwis digging into seatbacks of Air New Zealand planes every month?