In an effort to modernise the way dairies are used to deliver promotional messages, Hypermedia Group has announced a new initiative called The Dairy Network, which will see digital advertising screens installed at the point of sale in more than 200 dairies across the country.
FMCG is a pretty tough business to be in at the moment. And with Nielsen stats showing around 60 percent of all grocery purchases in New Zealand are bought on discount, the highest percentage of any developed nation, brands are trying everything they can to boost sales and margins. Geometry Global, the world’s largest shopper marketing and activation network, has recently opened its doors in New Zealand and it reckons it can help.
In a change of tack from giving out free cutlery, knives and glassware, the embattled Countdown followed New World’s Little Shop suit recently and hawked DreamWorks Heroes 3D collectible character cards and albums. And kids and adults alike have loved it, with general manager of marketing Bridget Lamont saying the campaign saw millions of cards in the hands of Kiwi parents and kids, and more than 100,000 albums sold out across the country.
Anna Gervai joins JWT, a couple of changes at DB, Sarah Fenton moves up the Yahoo! chain, Vodafone gives Jane Wilson a call, Stephen Williams joins Adcorp, Senate adds a pair, Hypermedia adds Hobday, Terabyte Interactive gets the nod in AUT Excellence in Business Support Awards and the EMANZ crew wag chins.
Wattie’s general manager of marketing Tim Skellern called the battle of the shelf ‘the next big land grab‘. And in-store media and shopper marketing agency Hypermedia has released some information to prove its worth.
Shopper marketing and retail activation is still in its infancy in New Zealand, but, given some figures show up to two thirds of purchasing decisions are made instore, things are starting to heat up. And Ogilvy New Zealand, which already has a solid presence in this space with connections to the Greg Partington-owned instore media company Hypermedia and product demonstration company Demoworks, is aiming to tap into this growth area by bringing these entities under one name and launching a new local office called OgilvyAction. And, in its first month of existence, it has already won the New Zealand Pork account in a competitive five-way pitch.
Sheesh, it’s been a big week in the biz. ANZ is now in TBWA\’s hands, the National Bank brand looks like it’s set to be sacrificed, Mojo has just won a few cars and online advertising has moved ahead of radio and magazines in terms of ad revenue. And while all that’s been happening, a range of humans have been moving and shaking all over the show. So, without further ado, Pauline Hanton resigns from her Hypermedia post; ex-Telecom boffin Matt Crockett takes up a big gig with APN in Australia; Barnes, Catmur & Friends gives the new head of digital some natural light; Yahoo!Xtra expands its sales team; and Republik welcomes a new addition.
Hypermedia already has the in-store media for the Progressive supermarkets around the country locked down. And it’s hoping to add a few more national retailers to its arsenal with the establishment of demonstration business Demoworks and a new executive team.
You know you’ve done something right (or wrong) if you get a concerned call from Bill Ralston after posting a story. And that’s what happened when we found out Pauline Hanton had resigned from her sales director position at Adshel to take up a role with a retail/instore media outfit supposedly linked to Ogilvy. Turns out the rumours were true and now Hanton, along with Paul Kenny and Suzi Hood in sales, have officially set their new, fully integrated in-store media channel and shopper marketing specialist Hypermedia into the wild, with Countdown as the flagship client.