How to measure PR is an ongoing debate and this question was at the centre of a big review by the CAANZ Marcomms Leadership Group last year. And while advertising value equivalent (AVE) has been rejected in many other markets as outdated and insufficient, a survey conducted for Hotwire, the global integrated PR and communications agency, has shown that it’s still prevalent in Australia and New Zealand. So it’s doing its bit to address the issue with the launch of its own meausurement framework.
I was lucky enough to recently attend the largest Event & Experiential Marketing summit in the world in Chicago. I immersed myself in three days of learning with over 500 others from around the world and came away feeling a whole bunch of things: inspired (absolutely), brain whipped (definitely), and connected (in a myriad of ways). But mostly I feel charged up about the future of the industry in New Zealand.
A new study by McKinsey & Company has confirmed advertising is a driver of economic growth. And while this is not anything that hasn’t been reported before (specifically the 2007 seminal report by Maximilien Nayaradou that found that ad spend was a driver of growth), what is of interest in this report is its specific research and reporting on the contribution of digital marketing towards GDP.
More than 190 people from across the marketing community heard from an impressive list of speakers about how creative PR ideas can achieve business goals during the International PR Forum put on by the CAANZ Marcomms Leadership Group in Auckland last Wednesday. So here’s a rundown on all the good stuff.
As part of its efforts to push the barrow of ideas-led PR and discuss its impact on business in the modern world, the CAANZ Marcomms Leadership Group is putting on the Re-imagining PR event in Auckland on 21 March and bringing the brains behind the Cannes 2011 PR Grand Prix winning NAB Break Up campaign and the PR Gold Lion winning Bundaberg Watermark campaign, as well as Lynne Anne Davis from Asia Pacific PR agency of the year, Fleishman Hillard Asia Pacific, to New Zealand. We know it’s easy to come up with examples of PR gone wrong, but if you post an example of good PR that has helped a business or person, you could get yourself a ticket to the event worth $290.
The conversation economy just keeps getting bigger—and, as the regular social media fails show, scarier. So to help marketers benefit from it rather than get slapped by it, the CAANZ Marcomms Leadership Group (MLG) is following up the sell-out New Rules of Brand Engagement event last year with Re-Imagining PR: How ideas-led PR can help business, a forum featuring the brains behind the Cannes 2011 PR Grand Prix winner National Australia Bank’s Break Up campaign, PR Gold Lion winner Bundaberg’s Watermark, as well as Lynne Anne Davis from Asia Pacific PR agency of the year, Fleishman Hillard Asia Pacific.
Over the years it’s evolved under many different names, from field marketing, brand experience and even experimental marketing. But experiential marketing is finally beginning to establish itself as both a name and a discipline in its own right in New Zealand marketing circles. And this is giving rise to the trend for guerilla marketing techniques, live stunts and a variety of other non-permission based campaigns. As these become more commonplace, we’ll see these activities get closer and closer to the mark of what is and isn’t acceptable. So is self-regulation the right answer?
Megan Clark has been elected chair of the CAANZ Marcomms Leadership Group (MLG), replacing Claudia Macdonald, who is stepping down following her two-year term in the hotseat.