It wasn’t that long ago that Yahoo could’ve bought both Google and Facebook. But now with the business sold to Verizon, we look at how it’s evolving its strategy in the local market.
The promises of targeted digital marketing were big and bold, and marketers and agencies heeded the call. But FCB head of strategy David Thomason argues that we’ve perhaps moved too far and too fast, jettisoning some of the core long-term thinking that has always typified effective marketing.
The rules that previously shaped the industry have been torn apart by digital disruption. So TRA managing director Andrew Lewis looks to rewrite the playbook.
You don’t need to look far to find detractors of influencer marketing. Campaigns are difficult to track, audiences are spread across the world and every celebrity is only one faux pas away from a downfall. However, as Kiwi entrepreneur Iyia Liu tells us, influencer marketing also has the the potential of spreading a brand’s message rapidly. And it’s something the 23-year-old has harnessed frequently in building a multi-million-dollar enterprise from the comfort of her Auckland home.
Last year, Andrew Scott took over the chief executive chair of an agency that was enduring one of its most unstable patches in recent memory. And now nine months into his gig, he’s celebrated his first major account win and he thinks there might be a few more to come. We talk to him about what he’s done to steady the ship.
Following the announcement that MediaWorks has ended its partnership with Rachel Glucina, Damien Venuto looks at some of the other moves being made as the media company hopes to start afresh after a tough patch.
Margins in adland are being squeezed, leaving very little wiggle room. But where some see hopelessness, others see opportunity. And as Fleur Herscott does the indie rounds, she discovers there are a few players flexible enough to slip into the nooks and crannies in this new world.
Graham Medcalf shops around for a few insights on the changing face of shopper marketing in the age of online retail and big data.
At the end of 2014, Lewis Road Creamery founder Peter Cullinane said that after creating New Zealand-made butter he intended to move further down the dairy aisle. And since the company’s founding, this has come to fruition, with the dairy don moving from butter to milk and cream, to chocolate milk and now on to ice cream. We revisit Ben Fahy’s feature published in the November/December 2014 edition of NZ Marketing and discover the strategy behind the hype.
Following on from Nicky Bell’s recent resignation from Saatchi & Saatchi, we revisit Ben Fahy’s 2012 story of how she helped to turn the agency around after picking up the reins.