Movings/Shakings: 20 February

In fitness and in health 

She’s already spruiking beef and lamb as one of the Iron Maidens, and now Olympic gold medallist Lisa Carrington will be the face of a new advertising and social media campaign for Southern Cross Healthy Society that’s aimed at helping New Zealanders to take small steps towards a healthier lifestyle. 

The canoe sprint gold medallist at the 2012 London Olympics said when it comes to good health, “the little things really do add up.”

“The principle behind the campaign is that small, gradual lifestyle changes can make a big difference health-wise down the line. We’ll be promoting a range of ideas that hopefully even the busiest person can find time in their day to adopt,” said Carrington. 

The 23-year-old canoeist will be the face and voice of the ‘Let’s get a healthier you’ Facebook page, which will contain a variety of health-related content including hints and tips, challenges and competitions for followers, as well as regular posts and training updates from Carrington herself. 

The page is sponsored by Southern Cross Health Society, the country’s largest health insurer with more than 800,000 members.

Chief executive Peter Tynan said over the last decade the society had extended beyond health insurance into pro-active health initiatives, including the provision of health and wellbeing programmes to corporate clients.

Recent research by Southern Cross found that over a quarter of New Zealanders exercise less than once a week or not at all. Exercise was defined as anything from structured activity, such as sport or going to the gym to walking to work.

“If we can help in some small way to make a dent in statistics like these by getting more New Zealanders to consider their health and get more active that would be a great start,” said Tynan. “Southern Cross’s long-term goal is to extend our role in the community and in health, so that we are not only helping people access timely medical care, but also helping them to stay well. We are really pleased to have formed this partnership with Lisa to help inspire and encourage New Zealanders to get healthier.” 

Getting it together

Fluxx has joined forces with digital agency Get! Communications to offer clients a full package of marketing expertise. 

Fluxx sought out Get! Communications as its strategic partner in the digital space after working together on the social media campaign for AMP Scholarships.

“We feel privileged to have been able to work with Get! Communications throughout 2012 on a number of campaigns, surpassing our clients’ expectations and going the extra mile to increase the effectiveness of our experiential activations,” says Fluxx founder and creative strategist Mark Pickering. ”Get! Communications bring a unique wealth of digital experience to enhance our upcoming campaigns and they complement our already busy social media offering. Our agencies now work from the same office to provide integrated solutions to our respective clients, and day to day we enjoy a great boost in creativity as our teams get to bounce ideas off one another.”

Since joining forces, the two agencies have developed digital media solutions for Jack Daniel’s Tennessee Honey launch; Android tablet apps for Ford activations; and bespoke Facebook apps for AMP and Spicers. They are currently combining their creative and strategic resources, pitching integrated solutions to a number of new clients with some significant recent wins already under their belt.

The alliance follows a recent trend in agency convergence, ensuring clients get maximum reach and results from their campaigns.

“Fluxx’s expertise in the activation space is a great resource for us and our clients,” says Get! Communications managing director Mark Bowling. “Together we are now able to not only provide integrated digital services to Fluxx’s experiential clients, but also experiential possibilities for our digital clients who are always on the lookout for more engaging ways to talk to their consumers and create compelling content for their digital platforms.”

In Mobile 

The Interactive Advertising Bureau of New Zealand (IABNZ) announced that Mark Copplestone, head of sales at InMobi, has been elected by the IAB board as the new chairperson for the Mobile Advertising Council (MAC). 

“I’d like to express my thanks to outgoing chair, Bridget Gallen [m-commerce manager at Vodafone New Zealand], who held the role for two years and was instrumental in shaping key initiatives we will continue to build on. Mobile advertising has been working towards a breakthrough year and New Zealand experienced annual growth of 176 percent in 2012. With smartphone penetration now at 50 percent marketers are keen to integrate mobile into their campaign mix and we are here to help,” says Copplestone. 

Work already completed by IAB’s Mobile Council includes the creation of:

  • Mobile Advertising Guidelines.
  • A survey exploring how Kiwis use their smartphone, which shall be repeated early this year.
  • Member only mobile research including local stats, updated quarterly.
  • The annual event, What Works & Why in Mobile Advertising, which will also be repeated this year.

“MAC plays a key role in addressing important issues the interactive advertising industry is facing in New Zealand around mobile,” says Alisa Higgins, general manager IABNZ. “The council includes some new faces that represent cross industry interests and will work with other industry partners to drive mobile marketing research, education and innovation in New Zealand. It’s pretty much safe to say that—finally—mobile has arrived!” 

Gallen will continue to play an important role as vice chairperson. And the other MAC members are Dave Nash, creative director, Sugar&Partners; Michael Te Young, business director digital, OMD; Mitchell Mak, mobile, tablet and video product manager, Fairfax Media; Roxanne Salton, senior product manager, m-commerce and advertising, Telecom; and Tony Keusgen, country manager, Google New Zealand.

Pead additions   

Pead PR has appointed Amanda Maclaren to the position of senior group account director to cover for Candice Robertson who is on maternity leave. And in other appointments, former senior account manager Kristen Peoples has been promoted to account director of Pead PR’s beauty category and account executive Molly Wilson has joined the lifestyle team.  

Amanda Maclaren is a highly experienced PR practitioner who also has magazine and television editorial experience. She has held a number of account director roles with Auckland consultancies and has extensive in-house PR experience across a range of industries.

Peoples, who has a B.A. from the University of Auckland, began her career in magazine publishing before joining Pead PR in 2008.

Wilson graduated Bachelor of Communications from Massey University Wellington in 2012 and joins Pead PR from Village PR & Marketing in Mt Maunganui.

Feel the warmth

After a recommendation from an existing client and subsequent presentations, mediaR has been appointed to develop a new brand TV campaign for Bradford Gold Insulation.

Bradford Insulation has over 70 years of experience and provides smart solutions to improve comfort, energy efficiency and safety. 

“We are chuffed at being appointed to work with the team at Bradfords,” says mediar’s Tony Richards. “It’s a great brand with a strong history and we look forward to contributing to its further growth”.

Wendy Robinson, Bradford’s New Zealand manager says ”the team at mediaR totally understood our requirements and what we were trying to achieve and we are excited about developing the new campaign”.

Planning is underway for a launch late April.

Back home

Market researcher Duncan Stuart, executive research director at Ipsos, has moved back to his own consultancy Kudos Organisational Dynamics.

He joined Synovate, which rebranded to Ipsos, in August 2011, around the same time Debra Hall departed. 

Stuart was the first market researcher in this country to be elected by his profession as a Fellow of the Market Research Society of New Zealand. And in 2010 he was elected as a Life Member in recognition of his contributions to the wider profession, including professional development sessions. 

Outside of research, Stuart is committed to the running and support of a school he helped build in Cambodia in 2005.

Late night media

Media3 is back for 2013 with a new Wednesday night timeslot, launching February 20 at 11pm on TV3, repeated on Saturdays at 10.30am. 

Hosted by Russell Brown and produced by Phil Wallington, Media3 is a lively, intelligent discussion about media matters with the people who produce media in New Zealand—and the people who find themselves the subject of media stories. 

“This is a year of change for both TV current affairs and the news media in general,” says Brown.  “It seems inevitable, for example, that both the major newspaper chains will move to a ‘paywall’ model for access – indeed, Herald editor Shayne Currie first confirmed that plan on Media3 in 2012. It’s also the year that analogue TV broadcasts end – and I think there are some serious questions to be answered around government policy there. There is plenty for us to get out teeth into. The new timeslot, adjacent to the news, is a vindication of what we’ve been doing. It puts us in the midst of the media week – and being on at night will also give us some more flexibility around the content of the show. Things might get lively!” 

Media3 is also supported by NZ On Air and tonight’s show includes Vaughn Davis on Facebook, a look at why the TV awards aren’t happening and the success of the Moas. 

A new face for a new year

Arielle Tai has joined Datamine to support the executive team on new medium and long term initiatives to grow the business. 

With a triple major BA/BCOM from the University of Auckland and a media and advertising background, Tai was most recently at DraftFCB Media before leaving New Zealand for her OE, where she “conquered 26 countries in just over a year”. 

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