As another busy summer of brand activation looms in New Zealand, EMANZ chair Mark Pickering reflects on the state of experiential marketing in New Zealand.
Browsing: Marcomms Leadership Group
They say a good idea come from anywhere. But who gets to execute—and bill for—those ideas? Sue Hamilton thinks it’s time PR agencies put aside their differences, keep hunting for the Holy Grail and worry about the bill later.
As we’ve seen recently, a dose of bad PR can bring big brands to their knees fairly quickly. But when used for good rather than evil, it can add momentum to marketing, as Claudia Macdonald wrote last week. And to show the best examples of PR-led campaigns from around the world, the CAANZ Marcomms Leadership Group (MLG) has chosen its top ten from the past two years.
In May this year Mike Mizrahi, one half of the world-class, New Zealand-based event and production company, Inside Out Productions, presented an inspirational show reel of contemporary brand engagement to a packed marketing fraternity house at Orams Marine. And, due to popular demand, the CAANZ Marcomms Leadership Group has brought him back for a breakfast event at the Northern Club where he will enlighten those present about his experiences as a judge on the design jury at the Cannes Lions International Festival of Creativity.
Last year the PR and Experiential industry—and many from outside it—got into a rather heated debate about the merits of campaign measurement and, specifically, the controversial role of AVE (advertising value equivalents) in PR measurement. Now, after running a local survey, studying global trends and listening to a range of opinions, the CAANZ Marcomms Leadership Group has developed a guideline that sets out some clear parameters for measurement and offers a list of metrics for consideration, including our old friend AVE.
More than 240 agency staff and marketers came together to hear the ‘New Rules of Brand Engagement’ from an impressive list of speakers in Auckland on Tuesday. And with marketers increasingly trying to create memorable experiences for consumers and get the humans talking about their brands, PR and experiential are increasingly being employed to achieve those goals, as the results of the CAANZ Marcomms Leadership Group survey shows.
Sarah Robb O’Hagan, the president of Gatorade North America and global chief marketing officer, sports nutrition, PepsiCo, is one of the country’s most successful marketers and she’s heading back to New Zealand to speak at a half-day forum jointly presented by the CAANZ Marcomms Leadership Group and the Marketing Association on 5 April at the Crowne Plaza in Auckland. So to celebrate we thought we’d send her a few generic questions.
Based on a survey of 147 of the country’s leading marketers, New Zealand businesses are planning to spend more on marketing this year. And PR and experiential came out as the big winners over more ‘traditional’ forms of advertising. But difficulties around ensuring accurate measurement are still hampering the sector’s growth.
The Yellow Treehouse and Tourism New Zealand’s Giant Rugby Ball campaigns have been identified by the CAANZ Marcomms Leadership Group as two of ten examples from around the world that best show the value of PR and experiential marketing as part of the marcomms arsenal.
Global trends, macro forces, cool websites and articles that get forwarded around the office and don’t pertain to new-born babies birthed by the chick in accounts generally tend to refer to the latest, coolest and, if the authors are to believed, ‘will change the face of marketing/retail/research/strategic thinking/toasting bread’ theme. But the issue with these wonderful insights is the relevancy to us here in New Zealand.
Mike Mizrahi, one half of the world-class, New Zealand-based event and production company, Inside Out Productions, will be the inaugural guest speaker at the CAANZ Marcomms Leadership Group event at Orams Marine on 27 May. And Claudia Macdonald, the group’s chair and managing director of Mango Communications says tickets are selling fast, in the style of hotcakes.