Browsing: opinion

Opinion
Riding the wave of social conversations
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Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.

Opinion
Head to head: art trumps numbers
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In this bout, our contenders bob and weave around the ever-present question of whether research or creativity is more important. Chemistry Interaction director Joseph Silk takes on Y&R planner Craig McLeod.

Opinion
Sky looks to draw a legal line in the sand as it takes on the news
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Sky may have recently won a case against illegal streamers of Joseph Parker’s penultimate fight, but the company’s time in the court system is far from over. And with another case against Fairfax, TVNZ and NZME yet to be decided, AJ Park senior associate Matt Hayes provides a legal perspective on Sky’s litigious side.

Opinion
Why virtual reality is more than meets the eye for marketers
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FCB hosted its monthly School House session last week to discuss the possibilities for Virtual Reality (VR) for marketers beyond just gaming and entertainment. To interrogate the topic it invited, CEO of Imersia Dr Roy Davies, co-chair of IGDA Virtual Jamie Telford, VR producer at Conical Alejandro Davila and managing director of Pik Pok Mario Wynands, to be part of a panel hosted by FCB digital strategy director Dan West.

Opinion
Should more businesses take their staff through unconscious bias training?
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This year at Cannes, unconscious bias became a major talking point, with various commentators—most notably Cindy Gallop—drawing attention to what they saw as clear examples of this issue in the industry in 2016. There are no clear answers yet about how you do away with a problem people don’t realise they have, but some businesses across the industry are starting to take steps to address it. Among these businesses is AdRoll, which recently took its staff through the process of unconscious bias training in a bid to point out that everyone, no matter how well intentioned, has some level of bias. AdRoll’s marketing director for JAPAC Cat Prestipino shares her thoughts on the experience.

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