News
Neville Doyle on the creative inspiration that can come from constraints
Neville Doyle observes that some of the best examples of creativity emerge under the most restricted conditions.
Browsing: opinion
Opinion
Ogilvychange’s Renee Jaine on how not-for-profits can benefit from behavioural science
The first Nudge Workshop was hosted in Wellington last week, and #Ogilvychange’s Renee Jaine shared some insights how not-for-profits can nudge people into action by tapping into behavioural science. And apparently something as simple as choosing paper with a rough texture could influence the likelihood of someone donating.
News
PHDiQ’s Christophe Spencer weighs up the strengths and weaknesses of KPEX
The programmatic market is burgeoning and local publishers are aiming to get a cut of the pie through KPEX. Christophe Spencer looks at some of the pros and cons of the offering.
Opinion
Pead PR shares its tips on how to cut it in the public relations industry
How do reputation managers manage their own reputation? Pead PR’s group account director Becky Erwood and senior writer David Paine offer advice on how PR practitioners can excel in their field.
Opinion
Alan Gourdie on when A.I. technology becomes commonplace and how NZ businesses should start preparing now
Quantiful’s Alan Gourdie looks into the not-so-distant future to see how businesses can use machine learning technology to get the most out of customer data.
News
‘A giant faceless provider of creative solutions will never create great work’ says Damon Stapleton
DDB chief creative officer Damon Stapleton on how being a good creative means pushing beyond the expected and how the best ideas can never be a commodity pushed out on a conveyor belt.
Opinion
Google’s Tom Uglow talks fluid information and an au naturel world without screens
Tom Uglow, creative director at Google’s Creative lab, will find his happy place in a world where our interactions with technology and the internet aren’t limited to screens. Here’s what he envisions.
Opinion
OMG’s Scott Keddie on the ASA’s decision not to release ad spend figures
Scott Keddie shares his surprise over the ASA’s decision to not release the 2015 advertising turn over and says the results are as valuable as ever.
Opinion
Opinion: Nymphs are out, strong is the new beautiful
On International Women’s Day, FABIK founder Angela Barnett stumbled across this ad. And she felt compelled to say something about it.
Opinion
Lend me your ear, and I might just love your brand
Sarah Pearce on humans’ insatiable need to be listened to, and how if brands use social media effectively, this need can be used to their advantage.
Opinion
Want to sort your brand’s video strategy? Risk your job, lay your secrets bare, and go long
On an interweb awash with video, make a genuine connection with your audience and they’ll give you your eyeballs when you go out on a limb, two Kiwi experts reckon.
Opinion
In a flap: Michael Goldthorpe on tactics, strategies and flags
Instead of standing out as an example of a small independent nation standing on its own two feet, the call for new flag has descended into a prolonged and unnecessary design debate. And this leads Michael Goldthorpe to wonder how often things like this happen in the industry.
Opinion
Are humans the cats of the future?
FCB digital strategy director Dan West believes our love affair with AI might lead to a very banal existence for humans.
Opinion
TVNZ’s Robbie Spargo on digital video trends to watch
Robbie Spargo, responsible for branded short-form content on TVNZ OnDemand, pinpoints five digital video trends that marketers should be looking at in 2016.
Opinion
Horse’s Mouth: Tom Ruddenklau, Volkswagen
Of all the brands sold in New Zealand, none was rocked in 2015 quite as significantly as Volkswagen after the emissions scandal broke. So, if there’s one person who’s learnt a thing or two about change, it’s the car brand’s general manager Tom Ruddenklau.
Opinion
Spare change: why innovation is key to survival
Innovation isn’t the key to success, says Dan West. It’s the key to survival.
News
TVNZ Blacksand ECD Jens Hertzum picks his eight favourite Super Bowl spots
The Super Bowl aired on TV One this year, and TVNZ Blacksand executive creative director Jens Hertzum tuned in to watch the action unfold, largely out of creative interest (but also because of employment obligations). Here are his favourite picks of the ads that featured during the event.
Opinion
Hotwire NZ’s managing director on why corporates should take a stance
In light of the TPPA signing yesterday, Hotwire NZ’s Hamish Anderson looks at the huge influence brands can yield when they put their weight behind a cause and how corporates can bridge the gap between ‘greed’ and ‘need’.
Opinion
The science and strategy behind starting afresh in 2016
OgilvyChange business director Renee Jaine looks at how marketers can use behavioural science to start this year on a good note.
Partner articles
Why marketers need to take a serious look at customer experience in 2016
While virtual reality and other tech trinkets will attract all the attention this year, Element Digital founder Kevin Fitzsimons reckons customer experience should remain a priority to marketers looking to keep their customers satisfied.
Opinion
So long, and thanks for all the fish
As Ben Fahy skyrockets through middle management and passes the editorial baton of NZ Marketing and StopPress on to Damien Venuto, he valiantly searches for the meaning of life (and marketing).
Opinion
Don’t eat the pack shot: the client, the muesli bar and the jargon
DDB’s chief creative officer Damon Stapleton revisits an experience with a particularly tricky client as he makes an argument for keeping things simple and producing great work worthy of people’s time.
Opinion
Emotional issues: do Facebook’s emoticons pose a risk to brands?
With Facebook poised to give the world a range of emoticon options, Jacqui Copas ponders whether this poses new social risks
for brands.
Opinion
Unruly’s Lance Traore on avoiding the ‘Adblockalypse’
Social, not anti-social video, is the future for brands looking to create meaningful relationships with consumers. And Unruly media’s managing director for Australia and New Zealand Lance Traore offers a six-step programme to do just that.
Opinion
Flick’s Jessica Venning-Bryan on marketers’ role in mainstreaming body positivity
It’s no secret that women have a long history of being marginalised and misrepresented in advertising. Flick general manager of brand Jessica Venning-Bryan discusses how marketers have a responsibility to move things forward and shares the thinking behind the representation of women in Flick’s latest ad campaign.
Opinion
Going full circle: will ‘peak web’ result in a return to a traditional media approach?
John Baker looks at whether the over-abundance of content available online might lead to a return to a traditional media approach of prioritising the trusted relationship between reader and content producer.
Opinion
And another thing: Paul Catmur on the public shaming of the Hilux ad
“… to systematically abuse and hassle an organisation because you personally don’t like something that breaks no law and does no harm to anyone either human or animal, is not a way for a civilised society to behave. It’s just bullying.”
Opinion
You’ve heard the stories. Now read the book: Andy Blood shares some of Dave Walden’s ‘Quotable Intelligence’
To celebrate the launch of a new book featuring a who’s who of the marketing world sharing their stories about the ‘larger-than-life and times of David ‘Devo’ Walden”, we’re republishing the entry from his long-time partner in crime at Whybin\TBWA, Andy Blood.
Opinion
Facing the Future: Saatchi & Saatchi’s Corey Chalmers on what it takes to keep evolving
Corey Chalmers recently attended a Creative Leaders’ Retreat run by the One Club. And he quickly learned that there’s no quick fix to future-proofing creative businesses.
Opinion
Why it matters that food tastes better when you eat it with concrete cutlery
Behavioural science insights are hugely relevant for marketers, but it can be a challenge to shift from anecdotes to action. Renee Jaine shares thoughts on how savvy marketers can succeed in doing this.