Indholdsfortegnelse for Issue 74 2023 i NZ Marketing

What follows is a creative pilgrim’s snapshot of brand work in New Zealand that leverages digital tools and platforms to build brand equity. TRADEME’S ‘IN WITH THE NEW’ I am completely smitten with Trade Me’s campaign. They had me as soon as I heard those opening bars from the unhappy flautist. The creative idea is wonderfully elastic – Trade Me in with the new. Combine this level of creativity and craft with powerful media technology and data, and Trade Me is one of the brands to watch. Best of all, they celebrate new homeowners. An excellent example of a brand feedback loop. ASB’S BEN AND AMY This campaign makes me feel good and it seems others agree. The campaign idea is extremely clever brand storytelling as this brand narrative can…

WHAT ARE WE SEARCHING FOR? Google’s Year in Search 2022 report exposes what’s on the minds of New Zealanders and Australians. The report offers a deeper understanding of search trends and offers valuable insight for strengthening marketing strategies and staying ahead of the curve. Here are three key findings. 1. Soul searching People are taking a deeper look at who they are and who they want to be, free from societal and workplace constraints. They are exploring both their cultural identity as global citizens and their local roots, searching for connections to different cultures and delving into their own personal and professional identities. There’s a rise in introspection, with a 70 percent increase in searches for “what is identity” in New Zealand. At the same time, people are also exploring…

In a follow-up to our 2021 Agency Perceptions Survey, NZ Marketing has again partnered with insights agency TRA to survey a diverse selection of senior marketing professionals to get a better understanding of their needs when it comes to creative and media agency partnerships. The industry-wide survey provides both marketers and agency reps insight into the nature of their working relationship(s); identifies challenges, strengths and weaknesses, and assesses how agencies can best respond to these. It also probes budget allocation and spend, outsourcing versus insourcing, and what the future of marketing holds for agency-client relationships when it comes to emerging marketing trends. What follows is a presentation of the February 2023 survey results. The rise of the big think For a while, 2023 looked like the year where we were…

Afavourite quote I read recently was from challenger-agency-of-the-moment Mischief USA’s CCO, Greg Hahn: “The least interesting Super Bowl work is mostly the result of people trying to do something that everyone is going to like. The goal is to do something that enough people love.” I love everything about this. Not just because Greg is a total creative legend, but because the same thinking applies to how challenger brands need to operate in order to grow – or even be noticed in the first place. You don’t need everyone. Just enough. Great challenger brands know this, and that’s why I love working with them. They don’t want to please everyone, so can be more bold. They have energy and impatience over reticence and inertia. They’ve come this far through sheer…

TELL US ABOUT HOW SHOTOVER CAME TO BE. Back in 2014, my Co-Founder, Pete Whittaker and I were a couple of free spirited travellers on working holiday visas, living our best lives in Queenstown, before inevitably re-entering the dense atmosphere of the British rat-race. Pete had been through film school and I had spent the previous decade in financial services, managing relationships with our strategic partners for a FTSE 100 investment company before travelling and documenting the world with my partner, Rhi, a couple of small backpacks, and an even smaller stills camera. Both keen storytelling creatives behind the camera, we’d met in Queenstown through our mutual love of bringing the amazing South Island landscape to life through film and photography and decided to do something with our passion for…

We began life nearly 50 years ago as a direct mailing organisation working to help marketers understand the concept of data-driven marketing. You know it as DM! Now, in 2023 we help our members develop, connect and have a voice. With a thriving member base of over 7,500 businesses and marketing professionals around New Zealand, we connect and engage with over 10,000 people every single week. With the world changing rapidly and with new trends emerging constantly, marketers need to be on top of their game to navigate this ever-changing environment. We partner with our members to provide expert advice and help them on their journey to become brilliant marketers. We couldn’t do any of it without our members! They are the backbone of the Marketing Association. We exist to…

It’s no secret that Aotearoa is a nation heavily influenced by cultural influences from outside our own shores; in fact, we have very few that we can universally agree on being our own. This, a consequence of being a young nation, still trying to realise our true sense of identity. One of our traditionally universal symbols of cultural identity – Rugby Union – seems to be on the wane. Most of us who are on the wrong side of forty can probably remember how Rugby Union permeated every fabric of society growing up; packed grounds at Ranfurly Shield games where feverous hordes of fans shouted “Caaanteerbuuury” or “Auuucklaaand’ in the sunshine at Eden or Lancaster Park (RIP). There was no team at high schools that mattered more than the first…

The 25-year-old recently landed in Auckland to begin her six-month journey across New Zealand and Australia as a ‘digital nomad’ marketer for global HR platform Deel, sharing how easy it is for people to work from anywhere in the world. Carly’s job is a dream for many, especially for those of Generation Z who are ambitious to see the world, do something new every day and not be tied down to a routine. But how did Carly end up on a plane to the Southern Hemisphere? Heading into university, Carly first went down the path of going into business, but later realised that maths wasn’t her strong suit, nor did she want to put in the work to learn it. Consulting with her academic advisor and exploring the options, Carly…

Anne Boothroyd is no stranger to success, having won over 100 local and international awards for her creative work. Her recent accolades include a D&AD Wood Pencil and a Gold at the Caples for ‘Quit For Your Pets’, as well as the coveted For Good Award for ‘Unseen Emergencies’ at the 2022 Axis Awards. The Executive Creative Director at dentsu Aotearoa previously led the YoungShand Creative Department for almost four years. She has worked at almost every major advertising agency in New Zealand, including BBDO, Saatchi and Saatchi and Ogilvy. YOUR ONE-YEAR DENTSU ANNIVERSARY IS COMING UP SOON. HOW ARE YOU FEELING ABOUT THE MOVE 10 MONTHS IN? When you’re in the change, it can often feel like you’re standing still. But looking back, what felt incremental has actually been…

The fast-paced channel of influencer marketing has no plans on slowing down anytime soon. By 2025, researchers estimate that the channel will reach another all-time high with investments totalling $24 billion. And, according to HubSpot’s 2023 Marketing Strategy & Trends Report, 89 percent of marketers using influencer marketing will increase or maintain their investment next year. However, the way we look at influencer marketing is evolving, led by a change in how consumers want to experience the channel. And it seems influencers are starting to be replaced So, what is the difference between influencers and creators? Creators are talented individuals who have built a genuine, usually niche-based, audience based on authentic connection. Influencers are a half-assed celebrity endorsement mostly used by brands who can’t define their audience, so choose not…

With a dream to become self-employed and build a profitable business model that could be shared with others, Grant flew to the USA – the home of franchising. That trip provided the clarity needed as to what industry Grant and Sarah wanted to enter – one that would have good growth opportunities in the New Zealand market. After a fair bit of market research and business planning, they chose to start a sign company. “We chose the name ‘Speedy’ as it meant we could both quote and deliver faster than typical industry standards, and ‘Signs’ as it said exactly what we sell,” Grant says. With a clear focus on providing quality solutions for their customers, along with excellent customer service, great communication and “speedily” delivered results, the Speedy Signs business…

Based in The Tuesday Club on Airedale Street in central Auckland, the new creative and production studio is designed to help agencies and marketers bring their ideas to life, in a post-Covid world where flexibility is more important in ad-land than ever. Paul says he created AO Studios as an answer to a raft of challenges he could see in the advertising industry. These challenges included “retainers disappearing, project work creating massive peaks and troughs, the struggle to keep our talented people busy and billable, and the desire of clients to work with specialists and being happy to cobble together bespoke teams for projects and streams of work”. However, Paul says these challenges for the industry also present opportunities. “We could also see great talent available in the contracting world,…

“There’s been a growing wave for women’s sport in New Zealand that’s been coming for a while, and what this was, was kind of the moment where it broke over and just crashed down on everyone. You can’t ignore it anymore,” columnist and Women in Rugby Aotearoa trustee, Alice Soper commented after an incredible year for New Zealand that ended with the Black Ferns securing a sixth women’s Rugby World Cup title. The fan fervour must have had those involved in sports sponsorship salivating at the new opportunities opening up for brands to associate themselves with rising female sporting celebrities. With the 2023 FIFA Women’s World Cup kicking off this year in New Zealand, an abundance of new branding opportunities have opened up for sponsors to get into the game.…

Over the course of her diverse career, Maryanne Smith has worn many hats – but has returned to her true love in retail marketing. It’s this love, spurred on by ambition and drive, that attracted her to the position of CMO for Hunter Home and La-Z-Boy NZ and AUS. In her current role, she is implementing an aggressive growth plan for La-Z-Boy across Australia, and although Covid slowed plans down, people are still invested in making their houses into homes with new furniture. Tapping into her wealth of experiences, Maryanne believes a good marketer is someone who is committed as a leader within a business. “I’m happy to put myself in really uncomfortable situations or put my hand up for a role that I’m not quite sure if I’ve got…

If we’re behind on delivering a first-party data strategy – how do I sell this in to my executive? The easy pitch is that your marketing is going to cost less and it’s going to return more. It’s also coming from the source, so you are in full control of how you capture it, the opt-ins, the control, the transparency that you’re giving back to your consumers for how their data is managed, so that it’s a really high trust environment. Your brand’s first-party data is uniquely yours. If you are in a congested marketplace with lots of competitors selling the same product and marketing in the same channels, your own first-party data is a unique asset that can give you a competitive advantage. How do we get full value…

It seems that at the start of each new year, media punters say how tough it’s been for owners over the previous 12-month period. Media is a tough gig. With a similar storyline playing out in 2022, and much of the same challenging environment predicted for the 12 months ahead – the story holds true for 2023. Print and digital publishers, television stations and radio platforms are struggling as high inflation and rising interest rates put a dampener on highly competitive advertising revenue – the main source of income for many local media owners. The recently released earnings reports from several of our largest media owners speaks to this overall sentiment – with a mixed bag of positive audience trends but less than exciting profits amidst uncertain economic times. Sky…

WHY MAKE A PODCAST? Podcasting is on the rise as a new form of communication that bucks the trend of multi-screen, short clips, and short attention spans. If you want to cut through the noise of prime time advertising to engage with new audiences in a new way, and on their terms at the time they want to listen (at the gym, in the car, at bedtime), consider podcasting as a new channel in your marketing mix. WHAT ARE THE TOP THREE CONSIDERATIONS BEFORE YOU START? BIGGEST MISTAKES PEOPLE MAKE? There are lots of things that can tip a well-intended podcast into a doozy. Here are a few areas that we tend to come across more often: Whileits great to have a couple of key messages to hook your…

You have been quoted as saying that VideoTaxi has looked at every single pain point in the content creation experience and replaced it with something that works better. What does that process involve? Our focus as a business is on removing friction from every step of the digital content creation process, providing clients with an efficient way to deliver high-volume, high-quality content every day. Clients purchase the subscription package that best fits their business needs, paying upfront or monthly. We partner them with a dedicated digital content producer, (we call a ‘cabby’) who becomes an integrated part of their team. Our cabbies are amazing Swiss-army knives of hybrid talent who cover the full creative process end to end. A client interacts with a single producer for the duration of their…

Recognising an increasingly fragmented media landscape, and with digital transforming the way marketing works, Ben decided he wanted to create the next generation of advertising agency, that could transform business situations while utilising the skill sets of the people he wanted to work with. “Every time you do something you should get better at it,” Ben says. “We’ve hit the ground running including winning two Marketing Awards early on. And the culture we’re building now is possibly the best culture I’ve ever enjoyed. Certainly we’ve got smiles on everyone’s faces, people seem to want to come to work, clients love visiting us and it’s a real joy to be around everyone.” Three years on and specialising in innovative and engaging campaigns that are focused on delivering measurable results, Quantum Jump…

Back for a third edition, our Map of Adland gives marketers an overview of creative and media agency land in Aotearoa. NZ Marketing in partnership with SCG Media has put together this easy-to-digest Map of Adland listing the various creative and media agencies operating in New Zealand. This includes: multinational agencies, complete with all associated agencies operating underneath; global consultancies and their local divisions; as well as those more specialised agencies and internationally awarded indies. This tear-out is designed to provide an overview of New Zealand Adland, and is a great resource for both marketers with existing agency relationships and those new to the scene. If this magazine has reached you without the tear-out map, you can download a copy at nzmarketingmag.co.nz/map-of-Adland-2023.…

The total Standard Media Index (SMI) ad spend for January 2023 was the second highest level of January ad spend in history, but the total was down 8.5 percent year-on-year to $63.5 million against last January’s record total. To put this in context, the total ad spend for January 2022 was 16 percent above the previous January total. As a result for January, SMI NZ is reporting lower bookings compared to January 2023 for most major media, but that should be seen in the context as this year’s total remains almost eight percent above that of January 2021. Some of the more positive variants for January 2023 are as follows: TV – up 19.3% Digital – flat Newspaper – up 27% Radio – up 26% Magazines – up 16% Cinema…

Some sponsorship relationships are authentic, but many are not. It’s ironic to see multinational fast food giants sponsoring kids sports or beer brands sponsoring rugby, when sport is about exercise and health, neither of which sit comfortably with sport or children. It is heartening then to see a sports sponsorship totally aligned to the brand it has partnered with. This is the case with the Xero partnership with New Zealand Football, aimed at helping football clubs across New Zealand, through a club support programme, enhanced by Xero becoming a FIFA Women’s Football Partner. The multi-year agreement covers the Women’s World Cup 2023 as well as the 2024 and 2026 editions of the U-20 and U-17 Women’s World Cups. Through its partnership, the global small business management platform will champion women’s…

When a company establishes an online community of raving fans, it creates a human connection between customers and brand. These communities are the backbone of any brand and this essentially is an opt-in method for customer nurturing that enables a lot of tactics like user-generated content and word-of-mouth marketing. It’s also a source of direct customer or prospect feedback. Listen-in people, as the insights and intel garnered from these yarns should be going straight up to board level to base strategic business decisions from. A study conducted by Reddit and GWI found that online community participation has been steadily increasing over the years and that 82 percent of community site users are receptive to brands participating in these spaces. There’s also evidence that younger generations are more influenced by information…

A midst the endless scroll of digital news feeds, there is a growing number of consumers embracing the tactile experience of holding a physical publication in their hands. The pandemic has only accelerated this trend, with many people seeking to disconnect and retain information. Despite many sounding print’s death knell for a while now, the numbers tell a different story with Roy Morgan’s readership results finding that in 2022 2.8 million Kiwis still read newspapers while nearly 1.7 million continue to read magazines. It also showed that five out of the top 10 newspapers in New Zealand grew their total cross-platform audience in the year to June 2022. Two widely read magazines published by SCG also grew their cross-platform audience during this period with Habitat increasing from 44,000 to 157,000…

Looking back at history, there are several points at which new inventions fundamentally transformed the way we live. We could go as far back as the discovery and harnessing of electricity, or innovations like the steam engine, the telegraph and telephone, the first computer and computer science – to name just a few. Each technology was disruptive at the time, paving the way for further advances and reshaping life as we know it. Just look at your smartphone and consider that journey! Fast forward to the 20th century, which brought us the Internet, and more recently: Artificial Intelligence. The launch of ChatGPT in late November 2022 catapulted AI into our daily lives and by the end of January 2023 it had around 13 million users a day. But ChatGPT is…