Pinning its hopes on a rebrand, the freshly-christened Helloworld knew from the outset that it could not outspend its competitors. The solution? A marketing approach that focused on innovation and the clever use of ‘killer’ o ers to create cut-through rather than competing head-on.
Fiery professor Mark Ritson recently flew into the country for a short visit, during which he reminded us that everything is not what it seems—or what they tell us it is—in marketing.
Looking to tackle a chronic shortage of quality building apprentices, the Building and Construction Industry Training Organisation (BCITO) leapt in, boots and all, to a multistage, cross-platform campaign that managed to win hearts and minds, not just of potential candidates, but traditional and new media too.
New World’s immersive in-store Easter experience broke new ground for the brand, leveraging emerging tech and capturing the hearts and minds of young would-be Easter egg hunters.
2degrees developed a bespoke app that enabled users to hunt down bundles of data and capture them in real time by combining the GPS capability of smartphones with the emerging technology of augmented reality.
Whittaker’s has grown from humble beginnings to a world-class chocolate company. Partnering with the domestic goddess Nigella Lawson, it’s encouraged consumers to join the switch to New Zealand’s finest chocolate.
New Zealanders’ reluctance to talk about their finances is a challenge for banks looking to have meaningful conversations with would-be new customers, so Kiwibank decided to push the boundaries of marketing to get Kiwis to speak up.
Taking the reins of a brand that’s been trusted by New Zealanders for over 100 years is no easy feat, but AA’s Dougal Swift has been taking it in his stride for 13 years to maintain that sentiment and grow its value.
Last night, under blue lights and a surrounding of ice sculptures, New Zealand’s marketing community came together to uncover the marketing strategies that lie beneath impressive results and celebrate the winner of the 26th TVNZ-NZ Marketing Awards.
Advertising is an industry constantly focused on finding new ways to bedazzle and charm consumers. But in reaching too far into the digital hat, David Thomason reckons advertisers might be losing grip with what made the show effective in the first place.
Taupo has a new one-stop shop in town following a merger between The Business Studio, Good Graphic Design, Resonate Marketing and MediaSolve. We chat to the agency’s co-director Sarah Matheson about the transition to Legend, what it offers clients and what the new agency means for Taupo.
It was eight years ago Rick Kuluz, managing director of Boost Promotions (formerly Crippz Promotions) bought the agency, and in that time, he’s watched the promotion marketing industry move from a product-driven one to an ideas and solution-driven one. Now, with the acquisition of apparel and gift business Mr Vintage and its reputation for producing quirky products, he’s hoping to give the agency’s creativity a boost.
Think Kiwis and Australians are the same? Think again, according to new research by Kantar TNS, which identifies the differences marketers should be aware of when running trans-Tasman campaigns.
Virtual reality technology has recently emerged as the shiny new tool for marketers and Land Rover has jumped on the trend to sell its SUVs before they’ve even arrived in the country.
Our relationship with money is typically something of an afterthought, generally restricted to advice columns and finance pages. However, Kiwibank is taking it mainstream in a new series called Mind Over Money with Nigel Latta, a fully funded series centred on the psychology of money. We talk to general manager of marketing Regan Savage and TVNZ general manager of content solutions Lyndsey Francis about the series and Kiwibank’s decision to take a leap.
With so many marketing channels vying for shoppers attention, The Register spoke to Curt Munk, head of strategy at FCB’s retail strategy division, FCB Red, about the needs of the modern-day shopper, shopper marketing myths, effective advertising and 2017 trends.
In the wake of Prime Minister John Key’s resignation, Barnes, Catmur & Friends Dentsu managing partner and executive creative director Paul Catmur has a confession to make.
Contagion managing director Dean Taylor considers the credibility of market research in the wake of Donald Trump’s successful campaign.
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.
Roger Brooksbank, associate professor in marketing at Waikato Management School, investigates research results showing the importance of developing a customer-centric culture in a business.
The fervour around the Black Caps and their amazing performance in the Cricket World Cup is manifesting itself in a number of ways. Here are a few of them.
While many Kiwis might be suffering from Middle-earth fatigue, Tourism New Zealand and Air New Zealand certainly aren’t, because, due to the rise in visitor numbers on the back of their recent marketing partnership—and in particular, the activity around The Hobbit movies—the pair have announced a $20 million extension to the deal. Plus: the airline also locks in a deal with New Zealand Winegrowers.
New Destination Rotorua Marketing TVCs aim to win the hearts of Kiwi travellers, especially Aucklanders.
Since launching on 17 June, the Love Your City campaign has resulted in over 4,000 user-generated photos of Auckland on Instagram – and counting.
In 2007, almost two in five New Zealanders who planned to buy a new car in the next four years said they would ‘definitely would not consider’ any Hyundai model. But, showing how perceptions can be changed quickly with quality products and solid marketing to back them up, the latest automotive brand rejecter results from Roy Morgan Research show this proportion has now halved, and effectively increased Hyundai’s available market by 25 percent.
2012 marks the 21st anniversary of the TVNZ-NZ Marketing Awards. And, in keeping with the traditions of the land, it emerged into adulthood this year with a new central theme of Everything Marketing and eight new categories, including financial, technology, automotive, utilities/communications, lifestyle/travel/leisure and sponsorship. And coming out at the head of the field with the supreme award was Volkswagen, with ex-Westpac and soon-to-be BNZ head of brand Ian Moody named as marketer of the year, Whittaker’s Jasmine Griffin named as rookie marketer of the year, Air New Zealand taking the marketing excellence award and Pfizer, Z Energy and Red Witch both picking up multiple awards.
She’s been behind some of the country’s most creative—and creatively awarded—marketing campaigns, but after four years with the embattled Yellow Pages Group, business transformation director and former marketing director Kellie Nathan has decided it’s time for a change.
To celebrate its 21st anniversary, the TVNZ/NZ Marketing Awards were given a proper spruce up this year with the launch of the ’Everything Marketing’ platform and the announcement of eight new categories. And the changes have been met with approval, because a record number of entries and new entrants were received for the 2012 edition, with a total of 45 entries in the running for the top spots.
Of all the NZ Olympic sponsors, Moa is perhaps the most unlikely, given its oft-controversial approach to marketing and the fact that it’s, well, beer, a substance not particularly well-renowned for improving athletic performance. But even though the NZOC is an organisation renowned for taking things pretty seriously, Moa, which celebrated a solid medal haul of its own recently, has still been able to have a bit of fun with its sponsorship activity.
Innovation helps drives our economy. And, in the marcomms world, innovation helps to drive effectiveness. But are you getting the recognition you deserve? Sir Ray Avery is calling on enterprising Kiwi minds and organisations to enter the New Zealand Innovators Awards. And who are you to argue with one of our country’s best-known innovators?