Hotwire NZ's managing director on why corporates should take a stance

  • Opinion
  • February 5, 2016
  • Hamish Anderson
Hotwire NZ's managing director on why corporates should take a stance
Mohamed Hassan (RNZ)

While New Zealand government officials and the business community have generally sung TPPA’s praises, it’s also attracted significant opposition. As the signing ceremony took place, several thousand demonstrators disrupted Auckland’s CBD, bringing the city’s transport hub, Britomart, to a standstill, and reportedly even tried to blockade the Harbour Bridge.

Walking amongst the demonstration yesterday afternoon, it was clear that protestors were positioning the TPPA as yet another opportunity for multi-national corporates to exert their powers over the rights of the people or, as one protest banner succinctly put it, “greed over need”.

Hamish Anderson

While global trade agreements like the TPPA will always attract a level of media-friendly criticism and protests, it’s natural to ask whether the corporate world needs to do a better job of selling both these deals and themselves to the public.

One way in which big brands and corporates are beginning to do this, especially in the US, is known as values-based activism.

This involves taking a stand on sometimes divisive political and social issues – the recent Confederate flag debate in the US, for example, saw a myriad of companies including Nascar, Boeing, BMW and Michelin rally around South Carolina Governor Nikki Haley after she ordered the flag to be removed from public buildings, while Amazon, Walmart and eBay removed Confederate flag merchandise from sale.

Corporates have also weighed in on issues such as immigration and same-sex marriage. But why risk alienating millions of potential customers who hold opposing political views?

Maybe it’s because, as one South Carolina leader said, organisations need to disregard potential negative business impact because “it's the right thing to do.”

Regardless of the motivation, one thing has clearly emerged - brands can have tremendous influence when they put their weight behind these issues.

As a result, every communications professional should be on top of values-based activity and understand what it can do for our clients. We need to ask:

  • What does the company stand for?
  • What are our most deeply held beliefs?
  • How are these values expressed?
  • What issues do we want to lead on?
  • What issues do we oppose?
  • Do these values reflect the values of our customers and communities?
  • What happens when our values alienate some potential customers?
  • How do we communicate with them?

The answers to these questions have far-reaching implications for branding, corporate social responsibility initiatives, social media, employee communications and more. Who knows, maybe PR can make the world a better place?

This article was originally published on Anderson's Linked In page.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Try Time: TAB launches Rugby World Cup campaign

  • Advertising
  • September 19, 2019
  • StopPress Team
Try Time: TAB launches Rugby World Cup campaign

With the 2019 Rugby World Cup beginning in Japan this weekend, TAB has launched its Try Time campaign ahead of the opening games.

Read more

Non-commercial radio survey: RNZ remains strong, RNZ National regains top station spot

  • Media
  • September 19, 2019
  • StopPress Team
Non-commercial radio survey: RNZ remains strong, RNZ National regains top station spot

The third nationwide GfK radio industry survey for 2019 shows Radio New Zealand audience numbers remain strong – with 669,600 New Zealanders (10+) tuned in to RNZ National and RNZ Concert each week.

Read more

CampaignLab launches in New Zealand

  • Media
  • September 19, 2019
  • StopPress Team
CampaignLab launches in New Zealand
Sophia Berry-Smith

Sydney-based PR and brand engagement agency CampaignLab has announced it has made the leap across the ditch, launching the business in New Zealand. Sophia Berry-Smith, who joins from her previous role as head of communications at Stuff, has been named CampaignLab’s first appointment in New Zealand. She will lead key accounts in-market, while helping establish and grow the brand locally.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

WPP AUNZ merges PPR with BCW

  • Advertising
  • September 19, 2019
  • StopPress Team
WPP AUNZ merges PPR with BCW
Pamela Klioufis

WPP AUNZ has merged PR agency PPR with global communications agency ​BCW (Burson Cohn & Wolfe). The newly merged business will be led by Pamela Klioufis, managing director of BCW’s Australian business.

Read more

Facebook announces raft of changes, some prompted by the Christchurch Call

  • Media
  • September 18, 2019
  • Radio New Zealand
Facebook announces raft of changes, some prompted by the Christchurch Call
Photo: Unsplash / Kon

Anyone in New Zealand who looks at extremist content on Facebook will in the future be directed to websites helping people to leave hate groups.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Build on the basics: translating great ideas into effective digital billboards
Sponsored content

Build on the basics: translating great ideas into effective digital billboards

Lumo gives a few design tips and tech-led techniques for creatives on how to stand out, increase engagement and communicate brand values when using digital out-of-home.

Safety First: where are advertising dollars going – part one
news

Safety First: where are advertising dollars going – part one

Following the Christchurch terror attack on 15 March, the Association of New Zealand Publishers and the Commercial Communications Council called on the advertising and media industry to think about where advertising dollars were going, and to put pressure on Facebook regarding its live-streaming capabilities. With the heat on social media platforms, Georgina Harris spoke with local media organisations about moves taken in light of the tragedy, how they ensure a safe environment for advertisers, and how they are tackling the changing industry head-on.

Gallery: talented TVNZ-NZ Marketing Awards winners

  • Gallery
  • September 17, 2019
  • StopPress Team
Gallery: talented TVNZ-NZ Marketing Awards winners

Last week, DB Breweries was crowned the Supreme Award winners of the TVNZ-NZ Marketing Awards, while Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame. Check out all the glorious winners moments here.

Read more

Recharging the batteries: Aaron McMinn on side hustles as an outlet for creativity

  • Advertising
  • September 17, 2019
  • Erin McKenzie
Recharging the batteries: Aaron McMinn on side hustles as an outlet for creativity

Aaron McMinn grew up exploring visual mediums and turned that passion into a job when he entered agency land. Today, he’s a creative director at Wunderman Thompson but not all his creative pursuits are for clients. Some are for himself. Erin McKenzie talks to McMinn about his extra-curricular projects and how they’re benefiting and his client work and agency.

Read more

IABNZ sees consistent growth in advertising revenue for H1

  • Advertising
  • September 17, 2019
  • StopPress Team
IABNZ sees consistent growth in advertising revenue for H1

IABNZ has released its H1 results, posting an advertising revenue growth of almost 13 percent. This growth is consistent with the second quarter of this year and the same time in 2018, reaching the same 12.7 percent in advertising revenue for the year-on-year basis.

Read more

Ads of the week: 17 September

  • TVC of the week
  • September 17, 2019
  • StopPress Team
Ads of the week: 17 September

Snaps all around for Powershop, Vodafone and Warmer Kiwi Homes.

Read more
An independent spirit: Time Out Bookstore on community, loyalty and cats
features

An independent spirit: Time Out Bookstore on community, loyalty and cats

Time Out Bookstore’s manager Jenna Todd was a speaker at the Magazine Publishers Association’s 2019 magazine conference ‘Thinking Forward’ held in July. StopPress visited Todd at the store and discussed similarities between independent bookstores and magazines, engaging with the local community and selling socks.

Andrew Reinholds joins Stanley St as head of media

  • Media
  • September 17, 2019
  • StopPress Team
Andrew Reinholds joins Stanley St as head of media

Stanley St has welcomed Andrew Reinholds to its senior leadership team as head of media. In the role, Reinholds will be building on an already enviable media offering, honed by former incumbent Rachel Cormack.

Read more

How is this still a thing? The simple excitement of inflatable advertising

  • Advertising
  • September 16, 2019
  • Courtney Devereux
How is this still a thing? The simple excitement of inflatable advertising

Our advertising landscape continues to rotate around the growth of digital and how digital can be used to further capture the attention of viewers. Yet there is one type of adverting so simple, so primal, so no-nonsense that even in this computer-run society it has survived. We’re talking here about inflatable, or balloon, advertising.

Read more

Powershop personifies power in a romantic campaign

  • Advertising
  • September 16, 2019
  • StopPress Team
Powershop personifies power in a romantic campaign

In a new brand campaign, by EightyOne, Powershop is shining a light on the relationship consumers have with their electricity through a young woman and a big pink blob.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit