TRA head of strategy Colleen Ryan is takes a look at 111 years of rugby and the recent All Blacks' loss to Ireland to see how marketers can better predict the future behaviour of customers.
Marketing, advertising & media intelligence
Brand identities need to evolve to keep up with changing organisations, audiences and markets, writes Brian Slade. And Ports of Auckland did exactly that.
Changes at Insight, Fairfax, BrandWorld, MediaWorks and MoreFM.
Understanding how customers would react to ANZ’s decision to close the National Bank meant it was able to come up with a strategy and tailor its comms accordingly to limit the damage.
Good design tells stories that excite, engage and resonate with their audiences, whether on or offline, says Brian Slade.
Marketers could be excused for thinking that not-for-profit sector brands learn from commercial consumer brands, not the other way around. But Insight's Steven Giannoulis says developing a new brand for a long-established NFP organisation has been a salient reminder of the wider, strategic roles that a brand can play.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
Based on the nugget that Kiwis wanted homemade desserts without having to make them at home, Dollop has found a sweet niche. And, on the smell of an oily rag and with a good sprinkling of intuition, it has quickly become a nationally recognised brand and doubled its sales in the past year.
Sentia Media welcomes a new general manager, Cooper Street Media aims for the Sky, AD2ONE adds one, Insight goes global and JWT gets a move on.
If the results of the 2011 Pentawards are anything to go by, Kiwis seem to have it wrapped when it comes to creating effective and innovative packaging design in the designer food side of things.
Hark! This is the first exciting instalment of Moving/Shakings for 2011, and there have been a few staff profits and losses at the Marketing Association, Insight Creative, The Research Agency, AWARD, MTV and The Pond.