NZME is combining its rural media channels to create The Country, a cross-platform brand with better access for audiences. However, with its goal of reaching a wider audience, concerns have been raised that the new offering will lose touch with farmers.
The Super Rugby season is about to start. And we all know what that means: ads directed at farmers. So, to show the toughness of Seed Force perennials, Tracta enlisted the services of renowned hard man Buck Shelford and got him to tell the now-famous and eye-wateringly painful tale of a dangling bollock.
Content marketing specialist BrandWorld has just launched Field Trials, a new masthead that aims to showcase products targeted at farmers. This move marks a change in direction for BrandWorld, in the sense that this is the company’s first foray into the rural market. Although the previous four mastheads – Discover, The Extra Mile, Eating Well and Family Health Diary – do sometimes feature products that appeal to both the rural and urban markets, the new offering will focus exclusively on targeting farmers. And if the statistics from the Ministry of Primary Industries are anything to go by, this could prove to be a lucrative move.
The image of the staid, forelock-tugging old-school soul of the land who only reads things on paper and drinks beer in front of the races still has a degree of truth to it. But things are changing quickly and King St and Tracta are hoping the results of two research projects might help clear up a few misperceptions about the rural market, both in terms of media usage and the role of women.
ASB has a good pedigree when it comes to using likeable characters in its marketing. And, after seven months of planning with its agency Saatchi & Saatchi, it’s hoping it has created another one after foisting the bearded, booming Brian Blessed on the nation to help get New Zealanders to celebrate success, no matter how small that success might be.
Maggie Christie integrates herself into Clems, Stefan Lepionka steps down as head juicer at Charlie’s, Heartland agency upgrades its Tracta, Newstalk ZB wins gold in New York, 8com cuts the ribbon at new Auckland office, Craig Franklin swaps Oz for New Zealand, and Tony Bozzard joins KMS Data.
…Publicis Mojo and Waitemata films send Kenneth on a radio-controlled journey for the Auckland City Mission’s winter appeal, DDB NZ create a semi-internet meme with its new Pascall Swirl campaign, Tracta launches campaigns for the New Zealand Credit Union and Hawke’s Bay Rugby Union and Sean Fitzpatrick promotes full credit checking.
Putting an account up for pitch soon after the launch of a big repositioning campaign is fairly unusual, but Massey University, which recently used successful alumni like Kate Sylvester to announce the institution’s position as ‘the engine of the new New Zealand’, has done just that. And Napier-based agency Tracta has claimed victory after a seven-way pitch, beating out the Foundry, The Church, Buffalo, Ogilvy and TBWA with its heartland agency proposition.
…as the Marketing Association ramps up its, er, marketing with a new human in a newly created role; Martine Jager returns from Australia to join Westpac New Zealand’s marketing team; Radio New Zealand announces its new board; TrinityP3 downsizes and St John Craner moves to the country; Syro Communications announces a staffing coup; International Rescue adds a generous photographer to its ranks; and a Kiwi expat gets a plum Asia Pacific posting with Interpublic’s Mediabrands.