Kiwis have traditionally shied away from celebrating their successes. But the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof. TRA marketing manager Claire Tutill takes a look at awards for awards sake.
Bcg2 and sustainability specialists Go Well Consulting have teamed up to launch ‘Bags Not’, a campaign aimed to minimise and eventually eliminate single-use use plastic bags, non-recyclable plastics and other plastic waste from the New Zealand environment. We take a look at the aim of the campaign, speak to TRA partner Karin Glucina about its behaviour-changing features and see what other countries are doing to eliminate single-use plastic bags.
TRA has been approved for up to $15 million in funding from Callaghan Innovation to assist with its R&D ventures around artificial intelligence and machine learning.
Colleen Ryan interviews NZ Post’s chief executive David Walsh, and group general manager, customer experience, brand and People NZ Post, Jo Avenell about transformation, leadership and the internet.
From banner ads to crowdcultures, TRA’s Tim Gregory takes a historic perspective at what’s worked and what’s hasn’t in digital marketing.
TRA consultant Vanisha Narsey shares her experiences of Auckland’s nightlife to examine how we meet people, react to storytelling and why customer experiences matter.
TRA’s Colleen Ryan navigates the behavioural patterns people use to make decisions to help marketers use them to their advantage.
TRA’s Shaun Fitzgibbon takes a look at how corporate sustainability has come a long way in the last decade, with many of the most successful businesses, both large and small, implementing sustainability strategies.
We thought we were getting pretty good at empathy but 2016 showed us that we have a lot to work on. The shock of Brexit, Trump and similar events around the world suggest that we have been perhaps a bit selfish and selective in how, when and with whom we are empathetic. 2017 sees a ramped-up call for empathy – it’s now more important than ever. But it needs to be empathy that is authentic, humble and self- aware.
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.
TRA brand strategist Tim Gregory goes back to McDonald’s early days to see how its golden arches became a cultural symbol, and why there’s a fundamental category-culture disconnect between the values and worldview of a significant and growing segment of Western society and the everyday business the fast food giant.
TRA cultural strategist Antonia Mann reflects on Frances Valintine’s talk at TRA’s recent Mindframe Breakfast and the importance of being future-focused when it comes to innovation.
Even though fake news has been identified as one of the big villains of 2016, TRA’s Colleen Ryan doesn’t believe we are now going to be immune to its influence.
The rules that previously shaped the industry have been torn apart by digital disruption. So TRA managing director Andrew Lewis looks to rewrite the playbook.
‘Just do it’, it’s ‘Sure to rise’ and ‘Finger lickin’ good’. Read over these slogans and you immediately know the brands behind them. Slogans, in any context, can immediately trigger brand recognition and all a company stands for—something ASB recently confirmed when changing its slogan back to ‘One step ahead’. We take a look at the decision and why the once retired idea still works today.
TRA managing director Andrew Lewis thinks we would have seen Donald Trump’s victory coming if we listened to social media. But how? Zavy is raising funds to create a tool with all the answers.
New Zealand is one of the highest spenders on advertising and one of the lowest spenders on research. And this leads to decisions being made on some dodgy assumptions. Damien Venuto delves into the insights game as he sits down for a chat with TRA’s executive director Andrew Lewis and head of strategy Colleen Ryan.
TRA’s Colleen Ryan uses a positive experience at an Italian restaurant to illustrate the joy that consumers can experience when the freedom from choice is coupled with a dash of the unknown and unexpected.
To mark the Spice Girls’ 20th Anniversary, TRA strategist Antonia Mann has renamed the group’s members according to today’s cultural trends. Audacious Spice, Spice the Creator and Snap Spice make the list.
TRA’s Luke Procter unpacks Adidas’s successful brand culture from his own experience as a ‘sneakerhead’.
TRA research consultant Jeremy McDonnell finds that millennials’ shopping habits aren’t so different from those of earlier generations.