Commercial intimacy, come on in

  • Design
  • May 3, 2011
  • StopPress Team
Commercial intimacy, come on in

The world of the consumer is an ever-evolving one and for business it presents many an opportunity, though it is certainly not without its challenges. And that commercial intimacy is something design agency DNA is keen to tap into with the re-launch of its Open website this week.

“The key thing about commercial intimacy is that we are talking about the world moving to a scenario where businesses and their communication agents are dealing with a niche of one,” says DNA business development manager Aaron Carson.

“Consumers have more power now than ever. This presents endless opportunities for business if they are willing to listen and respond accordingly.”

The re-jigged website is focused on examining trends, issues and innovation, creating what Carson says is a forum for discussion within the broader topic of commercial intimacy.

“What’s exciting is that this isn’t about ring fencing something, this is about encouraging discussion so the industry and the business community are in a better place for it.”






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Diversity and inclusion in action: Why Spark gets behind the Pride community

  • Media
  • February 21, 2019
  • Sarah Williams
Diversity and inclusion in action: Why Spark gets behind the Pride community

One of Aotearoa's biggest companies, Spark, is a firm supporter of the LGBTQI+ community through its annual Pride advertising campaigns, its partnership with charity OUTline, and its diversity and inclusion values within the company. Head of brand at Spark New Zealand Sarah Williams explains why the company chose to champion this social issue, how these campaigns attract both the loudest praise and the greatest vilification from New Zealanders, and why that it makes it the most important cause the company champions.

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