Us&Co may be new kids on the block, but the team says it’s on the road to reinventing the ad game, leaving traditional business models in the dust. Here’s a peek at the agency and what it’s been up to.
Since the earliest examples of magazines began appearing in the 17th century, a printed product has defined the medium. But with technological advancements and the proliferation of all that is digital, magazines now focus on much more than ink on paper. So, in response, the Magazine Publishers Association (MPA) has removed the term “periodical” from its definition of a magazine and also removed the requirement for members to have ABC audited circulation in an effort to remain relevant to publishers old and new. We chat to MPA executive director Pip Elliott and MPA chair Paul Dykzeul about the decision.
Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.
Industry happenings at the Marketing Association, MediaWorks, DNA, Pocketmath and FCB.
It’s that time of year again, PR and marketing teams can let their imaginations run wild to both fool and entertain the customers. So who got tricky this April Fools?
Teens looking to escape by going overseas should think again, as Noel Leeming is teaching parents how to stay connected in its latest TVC via FCB, promoting its in-store and at-home customer services.
Charity Look Good Feel Better (LGFB) is about to be on the move, taking its classes to cancer patients around the country in a decked out shipping container organised by Boyd Public Relations, which enlisted a bunch of Kiwi brands including Mazda, BP, Mitre 10 and Sistema to help with the project.
The advertising industry is renowned for its creative offices. And hot-to-trot independent agency True’s new space in Auckland doesn’t disappoint.
Research shows trends that go up quickly also tend to go down quickly. And there’s also substantial evidence that a focus on the long-term is more profitable for businesses. So, as Emma Popping writes, while the current context often demands short-term results, we need to give brands time to grow.
The New Zealand Police have launched a new recruitment campaign in the hopes of attracting empathetic people to the force. Using a social experiment, police and Ogilvy & Mather asked Kiwis if they would walk past someone in need or stop and help. However, it’s not just questions of morality being raised, some viewers were also wary of the campaign’s tactics.
The finalists for this year’s New Zealand Radio Awards have been announced ahead of the ceremony in May, and MediaWorks and NZME are gearing up to once again battle it out for the most gongs.
Online ad viewability has long been an issue for publishers, with it being difficult to determine exactly how many people are actually viewing the ads served on a web page. And with interactive advertising spend hitting the $800 million mark this year, it seems more important than ever that advertisers know they’re getting the eyeballs they’re paying for. So, in response to the issue, MediaWorks has taken action, announcing today it’s guaranteeing all of its banner ads will be 100 percent viewable from 1 April, using Google’s DoubleClick product. We chat to MediaWorks head of digital sales and ad strategy John-Paul Randall about the change in functionality as well as the publisher’s other new function, which allows unblockable video ads to run across all platforms.
Yes, the craze is not over yet and we doubt it will be anytime soon. Countdown has just released its latest range of collectibles with Disney in what’s been a clever partnership for the supermarket chain, because as we all know, kids (and let’s be honest, many adults) go nuts over Disney. Here’s a look at its latest marketing ploy in the form of projectable cards.
While it’s typically parents who are poked at for being a bit behind the times, Slingshot and RAPP have decided to break down stereotypes and show that parents can be just as internet savvy as their screen-addicted teens.
It has been over a decade since Friends came to an end, but its popularity remains. New Zealanders continue to get their daily dose as it holds the 6pm week day spot on TV2, while in France people are now tuning in on Netflix thanks to a clever pre-roll ad campaign.
Twitter is making sure that shared content is accessible to the widest audience possible by giving the visually impaired an opportunity to join in.
Following his trip to SXSW, Colenso BBDO planning director Neville Doyle shares his thoughts on the advertising industry, what it’s capable of and what it should do to give the problem solvers within it a feeling of pride. Here’s what he has to say about creativity with a purpose.
As the world celebrated International Day of Action Against Advertising last week, artist network Brandalism went guerrilla and created a campaign targeting the makers of campaigns.
As the number of screens we own rises and content that was once limited to the TV spreads its way across new platforms, it appears ye olde faithful television is remaining resilient with Kiwis yet to avert their eyes entirely according to the latest New Zealand multi-screen report by Nielsen.
How can brands get ahead of the curve in today’s disrupted world? Marketers have myriad options when it comes to spending time and money to keep up with new dynamics of consumer behaviour but how can they prioritise efforts to target the right opportunities? In its annual Connected Life study, research agency TNS identified a number of opportunities to focus those efforts. Here are its top three.
For the first time, the Acumen Edelman Trust barometer has been conducted in New Zealand to determine the level of trust Kiwis have in their institutions and it turns out Kiwis are a very discerning and sceptical bunch, with trust levels ranking below our Australian and British counterparts. We also hold more trust in NGOs and businesses than we do in the media or government. And Acumen Republic say the findings in this study present opportunities for businesses to increase profit by lifting trust through doing more for the greater good.
Tom Uglow, creative director at Google’s Creative lab, will find his happy place in a world where our interactions with technology and the internet aren’t limited to screens. Here’s what he envisions.
Scott Keddie shares his surprise over the ASA’s decision to not release the 2015 advertising turn over and says the results are as valuable as ever.
A satirical billboard with a cartoon of Jesus’ crucifixion was stolen from outside St Luke’s Presbyterian Church in Auckland on Thursday, the day before Christians remembered the death of Jesus.
While we all tucked into hot cross buns over the long weekend, around the world people enjoyed the Easter tradition in a variety of food forms.
Easter made its annual round last weekend, which saw many of us, young and old, stuffing ourselves with chocolate in various shapes, forms and sizes, as well as letting loose some unsightly puns (sorry). Here’s a rundown on the brands that hopped on the holiday’s bandwagon.
The New Zealand Transport Agency has launched a new campaign via Clemenger BBDO and OMD dubbed ‘Hello’, which aims to get young drivers to put down their phones and see things from the perspective of their passengers.
Briscoes’ ‘Xmas’ ad took out the top spot in Colmar Brunton’s overall Ad Impact award winners from 2015, successfully wooing audiences last year. Celebrating wins alongside the retailer are Vodafone and Dulux, which each nabbed a golden fist for the ‘most enjoyable’ and ‘most persuasive’ ads respectively.
Forget ad blocking, Birmingham website Paradise Circus is levelling the score by creating a content blocker.
