Farmers' long-time head of marketing Dean Cook has joined The Warehouse Group.
Marketing, advertising & media intelligence
The pre-Christmas and summer-themed campaigns meant Colmar Brunton was spoiled for choice when determining the winner of the Ad Impact Award for November but above all, it was Farmers’ ‘Secret Santa’ by FCB that stood out.
A round of applause for Fonterra, Tip Top, Farmers and Air New Zealand.
This last Sunday again marked a day of breakfast in bed, being taken out for a meal or watching kids take over all the chores. It also again served as another excuse for marketers to inundate us with their Mother's Day-themed advertising. We look at some of the most creative efforts that popped up this year.
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.
Hats off to McDonald's, KFC and Farmers.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
We're gradually seeing a shift in advertising where shouty retail spots are being swapped out for more emotive material. Simply announcing a sale or displaying an item in a catalogue-inspired style isn't enough to get through to an increasingly distracted and fragmented audience. Farmers recently cottoned onto this and continues to show its change in approach in its upbeat ad for its new season collection via The Workshop.
Since the recession, consumers' perceptions of value has changed and a 'nesting' trend has emerged in housing and homewares. Big brands like Farmers and The Warehouse are leveraging this trend, with both recently launching their own aspirational homeware ranges that look like something straight out of a Pinterest board.
Air New Zealand's big 'where to next' brand ad, featuring Gin Wigmore's rendition of Tomorrow, has picked up the Colmar Brunton Ad Impact award for August.
The New Zealand Defence Force, Western Sydney University, Farmers and Bayleys step up to the podium this week.
While most retail advertising released today features little more than price, product and sale shouted through every available megaphone, there are also some examples of retailers returning to a more creative approach when it comes to their advertising. And the most recent example of this is the new Farmers brand ad. PLUS: should marketers focus on the emotional or the rational? Should they be doing more brand or retail ads?
Last night's 26th edition of the annual NZ Direct Marketing Awards at Auckland's Langham Hotel was a lavish affair, which was hosted by comedian Ben Hurley and the Marketing Association's chief executive Sue McCarty, who recently resigned from her position. In total 41 different awards were handed out over the course of the event, and by the end of the night the attendees from Colenso BBDO/Proximity and iSite Media must've had tired legs due to the number of times they were called to the stage.
Since Jess Hall joined Farmers in 2011, the scope and scale of its direct marketing campaigns has radically grown. Hall has grown with it. And the News Works Rookie marketer of the year wouldn’t have it any other way.
Whereas previously data analytics was confined to the laboratories of marketing research agencies, it is now becoming as commonplace in a marketing department’s arsenal of weapons as A/B testing and the now-ubiquitous brand blog. And a trio of New Zealand’s leading corporate marketers from BNZ, Farmers and Telecom shared their recent experiences of turning data interrogation into a competitive advantage at this year’s last DAN Dialogue event.