Whether it’s trips to Cuba or brands and businesses, memory trumps experience in the human brain, says Andrew Lewis. So you need to design your services with that in mind.
Browsing: Research Agency
Viewership of broadcast TV is declining here and around the world. And, in correlation, some consumers appear to have largely checked out of advertising altogether, writes Andrew Lewis. So a reliance on brand-led communications to drive engagement will be found wanting.
To be a great brand, consumers simply need to get a sense of the personality though its actions, rather than have it delivered fully formed, says Andrew Lewis.
We live in a world of information overload, says Andrew Lewis. And as consumers start entering ‘The Age of the Cull’, brands that enhance life through digital connections are the only ones likely to survive.
We’ll be showcasing all the winners of the TVNZ-NZ Marketing Awards on StopPress over the coming days. And we’re kicking things off with big winner Volkswagen, which invested heavily in indigenous research and advertising to better connect the brand with Kiwis, launched some very successful new products and quickly went from ‘niche street to main street’.
Just as New Zealand’s advertising industry is world renowned, so too is the local market research industry, routinely succeeding in the face of tight budgets, big tasks, and an ever-increasing need to do more with less. And the people and companies behind some of the industry’s recent achievements were acknowledged at the 7th biennial Market Research Effectiveness Awards at the Hilton last week, with Ipsos coming out on top as the supreme winner for the third time in a row.
Colmar Brunton has just released some survey results that show 60 percent of New Zealanders follow a brand on social media and more than two thirds think a social media presence adds to the brand’s appeal. But what those consumers say when they’re talking to those brands is another, very different question. So we thought we’d republish a column by The Research Agency’s Andrew Lewis that ran in the last issue of NZ Marketing and detailed the interesting results of a survey on how people interact with brands on social media.
Much like That Difficult Second Album Syndrome, it’s very hard for companies to keep up the growth required to make it back onto the Deloitte Fast 50 list. But, perhaps not surprisingly considering it now works with big clients like IAG, ASB, Volkswagen, Frucor, NZ Lotteries and Vodafone, Auckland boutique The Research Agency managed to do that this year, ranked as the 42nd fastest growing company in New Zealand after taking 29th position in 2010. Here’s what tickled the fancies—and got the goats—of its two partners Andrew Lewis and Amber Coulter.
Back in the day, NZ Marketing magazine ran a salary survey and, given the rampant desire humans seem to have to find out what their peers are paid —and, by extension, whether they’re being paid enough—its inclusion always made it a very popular edition. But, due to a number of factors, it was put out to pasture a few years back. With all that’s happened in the marcomms industry in recent years and the effect that has had on recruitment, we decided it was high time to resurrect the survey and try to find out what you all do, how much you get paid for it, what motivates you, what annoys you, what your goals are and everything inbetween. Obviously we need your support to ensure this once again becomes the most comprehensive view of the New Zealand marcomms job market. So we hope you can spare 5-10 minutes to answer a few questions. All those who complete the survey, which is brought you in association with The Research Agency, will go into the draw to win a collection of booty, including a two-night stay for up to four people at Glen Aros Country Estate in the Hawke’s Bay valued at $2,350, a STORM London watch valued at close to $400 and one of six 1.5 litre Moa Methode magnums. The results of the survey, which closes on November 14, will run in the January/February issue of NZ Marketing. Click here to complete.
…as Image Centre Group fills up some space with a few newbies, The Research Agency appoints an associate director direct from London, Pead PR prints out four new swipe cards, Interbrand adds an exotic foreigner to the mix and Spark PR & Activate wins the Dermalogica account.
The November/December edition of NZ Marketing magazine is out. And, as you’d expect from a title with such a name, it’s filled to the brim with what experts refer to as ‘essential marketing intelligence’, including the cover feature/call-to-arms that was written by three academics from the University of Waikato who detail why they feel the discipline is currently suffering from a ‘worldwide identity crisis’.