Indholdsfortegnelse for July 2017 i NZ Marketing

In 2014, City University of London professor Paolo Aversa and his pit crew of data geeks published a report tracing every innovation in Formula One over a 30-year period. What the report found was that innovation in Formula One technology didn’t always result in success on the racetrack. On the contrary, in certain circumstances, the less innovative cars performed far better than the spruced-up vehicles of their opponents. An anecdote Aversa recently told the Harvard Business Review recounts the 2009 season when Jenson Button, who had finished 18th the previous year, ended up winning the Drivers’ Championship in a basic, albeit solid, Mercedes-Brawn car. Racing against a field of innovative hybrid speedsters, Button’s modest single-person-mover whizzed past the competition all season long. Only a year later, by which time the…

How long have you worked in the industry? I started as a junior copywriter at Aim Direct as a fresh faced 22-year-old. That was 20 years ago. Has your gender ever been a hindrance to your career in the advertising industry? In New Zealand, I don’t think being female has got in the way of my professional progression. Although once you hit your 30s and find yourself in more senior roles, there is certainly an undercurrent of worry that you’ll disappear and have children. The other interesting thing is that looks can be both a help and a hindrance. I remember the MD of one of the agencies I worked at rushing into the creative department one day and saying he needed me in a new business meeting. I was…

With its daring approach, high-quality writing, urban photography and additional lifestyle content from The New York Times, Bauer’s Paperboy has thrived as a mass media product targeting the lucrative demographic of well-educated, high-income Aucklanders in their 30s. It’s broadened what Bauer’s flagship monthly, Metro, does best, while avoiding eating into the audience of its other weekly publication, The Listener. It also sets itself apart from NZME’s weekly publications Canvas and Viva which also cover Paperboy’s four pillars of urbanism, food, culture and style, but boasts an older readership. While Paperboy’s not the only magazine in the category to be introduced in the last year (Miss FQ picked up the audience Cleo left behind when it was closed down in 2016, while Idealog underwent a makeover to become three topic-focused issues…

In 2014, Polly Gillespie and Grant Kereama departed their ZM post after 20 years at the helm, making way for the younger trio of Fletch, Vaughan & Megan who were poached from The Edge’s drivetime show. Since then, the trio’s dynamic repartee and Vaughan’s enthralling series of family anecdotes have helped revitalise the station’s breakfast slot, with the first radio survey for the year showing that it grew by 12,700 to reach 273,000 listeners. Off air, the hosts regularly feature in NZME’s WatchMe offerings, with several of their videos – such as their attempt to recruit Lorde as a babysitter –racking up thousands of views from their 100,000+ Facebook fans. When speaking of the results, NZME group director of entertainment Dean Buchanan said he was particularly pleased with the performance…

In theory, numbers and logic should show us the bigger picture, and suggest the best solutions. But hearing the words ‘big data’ (is anyone really doing it?) seems to have focused us on little things. Hundreds of little things that don’t last, and few people see. ALAN MORRIS was the ‘Mo’ of Mojo, the legendary ad agency behind some of Australia’s most iconic eighties ad campaigns. While presenting a global advertising concept to Coke in Atlanta, Mo was interrupted by another ad man. He challenged Mo to define the target market in terms of both demographics and psychographics. Mo stood up and spoke clearly into the microphone. “Any c*** with a mouth.” Apparently the president of Coke considered this refreshingly precise. This article is about a renewed appreciation of broadcast…

Why do you think marketers and media owners are losing trust? What does FCB do to win your trust? FCB are transparent with us about their fee structures to clients and share more information to increase insight to client needs. Obviously they take necessary precautions like NDAs, but I think that level of frankness encourages us to be more forthcoming too. Ultimately, I think this fosters better outcomes for marketers. They also understand that the value they deliver to clients is not just in negotiating media costs, but working with a client brief and publisher to deliver innovation. For us that has been both creatively driven, as seen recently with their work with us for NZ Fire Service, and purely data driven, as demonstrated by their award winning Flight Centre…

TIM WU, in his Wired article ‘The Crisis of Attention Theft, Ads That Steal Your Time for Nothing in Return’, argues the advertising industry should be locked up. Our crime? Attention theft, larceny on a daily basis. Wu asserts that advertisements in places that garner attention but offer no perceivable value exchange are not only unethical and criminal, but detrimental to our mental health and even impinge on our free will. Gas station TVs, airline seatback TVs, shopping malls and other forced viewing zones are targeted by Wu with us, the evil marketing industry, being the chief villain of this Orwellian tale of mind control. I would actually extend Wu’s definition to advertisements within places that you have initially paid for. For instance, magazines, cinema and paid TV that on…

1) Environment: This is the area that’s getting the most profile at the moment. As a brand ‘you are the company you keep’ and no one wants to see advertising alongside or funding sites that don’t align with your brand values (we have seen some high profile and fairly shocking examples of this recently). The good news is that this is also the simplest to fix; most agency trading desks have a ‘whitelist’ of preapproved sites for brands to advertise on, alongside a ‘blacklist’ of sites to specifically avoid. At KPEX, we have seen a number of advertisers shift the focus of their investment towards our exchange so they can be confident in appearing on 100 percent premium New Zealand inventory (a built-in ‘whitelist’ if you like). 2) Content: Within…

NEW ZEALAND has been running against the tide of late with potential mergers falling by the wayside, either blocked on the grounds of unfair competition or not getting across the line for other reasons. NZME/Fairfax is one of the most recent, and the dust is still settling on the Sky/Vodafone on/off merger. Around the rest of the world, mergers are still in fashion, especially in the media and entertainment space and the most recent merger of Microsoft and LinkedIn. Historically, mergers were fashioned to optimise and leverage physical production resources (manufacturing and factories) whereas now it’s much more about audiences and owning share or attention. Yet, if we were rational decision makers and calculated gamblers, we’d run a mile at the suggestion of a merger. I challenge you to find…

Sponsoring a Marketing Association event is a fantastic way to raise your company’s profile, engage with the MA’s members and showcase your expertise to New Zealand marketers. The MA team will ensure that you enjoy all the benefits of association with the right event, targeted at the right delegates, with a promotional package that underpins your marketing strategy. Each year, new sponsors join the MA network – this year, the MA was delighted to welcome Fairfax Media as exclusive sponsors of the Network of Executive Marketers and Equifax as new sponsors of the Smarter Data Conference. Here’s what they had to say about the experience: “Sponsoring the Network of Executive Marketers (NEM) is an opportunity for Fairfax Media to support growth and help local talent thrive. An important part of…

04/05 JUL 2 day short course STRATEGIC BRAND MANAGEMENT 21 CPD credits Wellington 06 JUL 1 day short course SOCIAL MEDIA FOR MARKETERS 10.5 CPD credits Auckland Also available in Christchurch on 16 AUG in partnership with Canterbury Employers’ Chamber of Commerce 06 JUL Event BRAINY BREAKFAST Sponsored by Ubiquity 1.5 CPD credits Auckland 27/28 JUN 2 day short course MARKETING FUNDAMENTALS 21 CPD credits Auckland Also available in Wellington, 26/27 Sep 27/28 JUL 2 day short course COPYWRITING ESSENTIALS 21 CPD Credits Wellington Also available in Auckland, 18/19 Oct 25 JUL Event KNOWLEDGE BITES Sponsored by APD 1.5 CPD credits Christchurch 25 JUL Event KNOWLEDGE BITES Sponsored by APD 1.5 CPD credits Wellington 15 AUG Event SUNRISE SESSION Presented by Ubiquity 1.5 CPD credits Auckland 29 AUG Event DIRECT MARKETING…

STOPPRESS COMMENTS The best of the bunch May was a busy month for industry awards but the hangovers didn’t stop people taking to the StopPress comment section to have their point heard, and when ASB and Saatchi & Saatchi confirmed they were ending their partnership, things really heated up. We pick out some of the best comments from the thread: “The reality is Goldstein remains more impactful than anything they’ve done since. Clever Kash etc is nice, but nothing like a proper brand positioning that gets consistently built over time. Saatchi tried to save it with an old-school ECD ... too late. ” - FAIR CALL “They have produced some bloody great work for them! Snap Scholarships and Clever Kash were some of the strongest campaigns to hit the market.…

What is it like to be an ethnic minority woman working in New Zealand? On the whole it’s very good. I believe we’re more advanced here in New Zealand than certain other markets. I think New Zealanders in general are open minded, forward thinking and more accepting of diversity than our Australian and American counterparts, for example. How would you rate the New Zealand media industry when it comes to diversity? Is it doing well or is there room for improvement? It has improved a lot over the last 10 years since I first started out in the industry. There is still room to improve though. In particular, I would like to see more diversity in senior management roles. From what I can see, there’s currently none to very little…

When Greive tweeted about The Spinoff ’s record 973,797 visitors in April, he celebrated his amazing staff and brilliant contributors just as much as he did the numbers. And this sentiment carries over as we chat about his win, with Greive commending his team for embracing both the editorial and sponsored elements of the site –the latter of which Greive believes has been particularly important to the venture’s success. Visit the site and you’ll see a fair share of its work is “brought to you by” one of its sponsors, including Spark, Lightbox, AUT and Flick Electric. It’s a media platform as well as a content agency, Greive says, and it’s a financial model he established quickly when starting it in 2014. “I do think that this is the future…

It was a bold move, but indicative of a confident brand looking to concretise its place in the New Zealand livingroom. And that confidence has now been woven into the programming lineup, which builds on the channel’s comedic strengths with the likes Jono & Ben, Funny Girls and 7 Days (all featured throughout The Hotlist) while simultaneously breaking new ground with shows like The Project. There’s also a good dose of reality TV, with local versions of The Block and The Bachelor putting Three at the heart of the country’s conversations. The strength of the channel is also carried online, where Threenow serves as host to both Three and Bravo shows, giving audiences their much-needed on-demand fix. While Three was the outright winner in this category, it’s far from being…

On the biggest issue facing media There are multiple ways you could approach this question, but I’ll focus on one thing in particular. We all know that what we do is becoming more and more complex every day. As a consequence of that, the resource and talent we’ll need is going to be quite different in the future. Everyone’s talking about tech, data and marketing sciences … and these disciplines will become core competencies. They’re no longer nice things to have around the outside. They’re now core to agencies. What’s really hard about that is that we are a service industry and that whole kind of client ethos that many of us who have been in the industry get and understand isn’t as familiar to the sophisticated specialist group of…

The lack of third-party verification offered by the big digital players is a concern. But an industry source, who agreed to speak to NZ Marketing under the condition of anonymity, believes marketers also need to be wary of the walled gardens being put in place at agencies. The source says it’s become common for some of the bigger holding companies to set up independent programmatic offerings that they own and operate within the group. In some instances this can become problematic, the source says, because you have what amounts to media arbitrage. “You’ve got a media agency body buying space, sitting on it and selling it on to clients for a margin. Back in the day, this was called space farming and it was outlawed. This included things like agencies…

T he out-of-home (OOH) industry has been going from strength-tostrength, growing at a pace that nearly equals that of digital advertising over the last year. In the latest Standard Media Index insights, outdoor grew 22.2 percent over the previous year, compared to digital’s 22.6 percent growth. Of course, digital is at the heart of the industry’s renewed vigour, but that’s the result of more than just the obvious appearance of a plethora of large and small format digital billboards in recent years. It’s also down to steadfast investment and innovation in the digital back-end, including bringing digital tools to bear on one of the biggest challenges for the New Zealand industry: audience measurement. In totality, these improvements have been recognised and rewarded by the market, with spend growing healthily. New…

INNOVATION RESEARCH - AN ART AND A SCIENCE The art is evident in the workshops, ideation sessions, and concept-building huddles that take place at the earliest stages of innovation. This is where creativity, imagination and ingenuity meet to form the keys to success. And then there’s the science. This happens when quantitative testing, optimisation, and modelling help to steer the concept to success. Often there are multiple combinations of product features, benefits, branding, pricepoints, packaging and insights to measure as the optimum combination for the greatest market potential is sought. This can get even more complex when estimating trial potential, ‘what if’ simulations and volume forecasts. Readers will be familiar with the empirical tools used to evaluate these factors. However, there seems to be a missing piece—one that our clients…

Our global recruitment business gives us great insights into developments and trends in the digital industry. Here are some key points every marketer should consider: 1 Stay agile and take life-long learning seriously. Industrial revolution, digital revolution, the world will never stand still and we need to learn to keep up and adapt to the changes. 2 Digital is for everyone, not just for millennials. All industries undergo digital transformation and the digital landscape transcends age. New job opportunities are countless, especially in non-digital industries. 3 There is no one-size-fits-all masterplan for digital. Digital is a tool which gives us amazing ways of engaging, analysing and understanding our customers but it needs to be part of an integrated strategy. This is your chance to stand out. Every company needs people…

Our purpose is to inspire business success through a connected marketing community. We do this by helping our members develop, connect and have a voice. We have a thriving member base of over 7,000 businesses and marketing professionals, and we connect with over 10,000 people every single week. As the only New Zealand industry body dedicated to marketing, we work tirelessly to have marketing seen as a success driver for organisations of all shapes and sizes. Our members are facing complexity and pace in their operating environments, and we partner with them throughout their marketing career to help them keep ahead. So join the MA today and reap the benefits for your career and your organisation. What we deliver: your development We lead marketing talent development. The MA is the…

During your career did you ever experience ‘ageism’? No, I can honestly say it never arose. Occasionally, I heard words like ‘there he goes again’ referring to some hobby horse, but certainly nothing like ‘he’s too old so what does he know!’ Are there any risks of getting rid of experienced thinkers in favour of ‘young hot things’? Experience in every industry is very valuable but so is new thinking. For most managers, getting a balance is incredibly important. Constantly having to go over the same ground is costly and time-consuming and this is where the experience comes in. It’s worth remembering in the FMCG industry that the brand leaders 50 years ago are still mainly the brand leaders today. A few examples are Nescafé, Coca-Cola, Heinz Wattie’s, Milo, Dettol,…

Jonathan Cotton: Why do you think Adshel stood out among the finalists at the Beacons? Nick Vile: We were obviously pretty chuffed to win Media Business of the Year and receive that recognition from a group of our peers, and it is a great reward for the hard work that the team have been putting in over the last few years. The entry itself was explicit in what was required – a sound strategy and demonstrable evidence that strategy leads to results. Our entry focused on 2016 being the escalation year of a strategic plan, which is underpinned by our company purpose, ‘creating smarter connections for communities’. Smarter connections? Smarter in what way? That’s smarter connections through technology, smarter connections for advertisers with their consumer communities, smarter connections with our…

When and where did your TV career start? In 2004, when I was at Queens High School in Dunedin and I got a role on a kids show called Squirt. It was famous for its cartoon penguin, Spike, and I remember Dom Bowden hosted it once. Matt Gibb took over from him and he would borrow the boss’s flash car to pick me up from my all girls’ high school each week. So exciting! Did you ever picture that one day you’d be hosting a current affairs programme? Not in my wildest dreams! I’ve always watched current affairs and often found myself in awe of the incredible people in the industry and the creative ways that they spoke about important issues. The landscape has changed a bit and I feel…

‘Good culture’ is something of cliché in advertising, often mocked for amounting to little more than colourful beanbags, impressive office décor and Friday drinks. But Angela Spain, the head of brand experience at FCB Media, argues that her understanding of culture demands more than a few freebies and aesthetic design. “Culture means different things to different people,” she says. “For us, we spend a lot of time focusing on the climate and how that relates to culture. And we make it as important as the other key parts of business such as client relationships, the work we produce, commercial partnerships, and future-proofing the business.” Spain says there are numerous factors that impact the climate of an agency, but prioritises six specific areas when it comes to ensuring the culture remains…

On MBM’s position on transparency… “What we charge clients at the bottom of an invoice is what we're paid. Our policy is not to take any rebates from publishers that are not declared to clients, so for us, it's not an issue to be transparent in that regard. You're not an agent if you're not doing the best for your clients. As soon as you have an arrangement with a media publisher that says you'll be provided special benefits... then you're arguably not doing the best job for that client because your recommendations are already biased.” – McCready “Transparency's always been a personal ethics thing for all three of us. We probably haven't been as vocal about it as we should have been, because it is a big deal, and…

Dr Merja Myllylahti, project manager of Journalism, Media and Democracy research center (JMAD) based at AUT Do you think the regulators understand the challenges of modern media? The final determination of the NZME/Fairfax merger clearly shows that the Commerce Commission understands the digital challenges of the two companies. It correctly notes that the applicants “like all news media, are in a transition phase. The growth in digital revenues is currently not replacing falling print revenues and they are seeking to transition to a more sustainable business model”. However, I think we need to ask if anyone understands the real challenges of the modern digital media and how to respond to those challenges. Do publishers themselves know where we are heading? I doubt it. It seems that no-one really knows how…

A proposed merger between Aussie outdoor giants, oOh! Media and APNO fell apart in May after a statement of issues was released by the Australian Competition and Consumer Commission (ACCC). That statement indicated the Aussie regulator viewed the merger narrowly in the context of the OOH industry, not as part of the broader advertising industry as a whole, as oOh! and APNO contended. “The loss of competition could result in increased prices for advertisers, or lower levels of service, quality, or innovation,” the ACCC said in its statement. In an emailed response to NZ Marketing, oOh! Media CEO Brendon Cook said that he thought the ACCC’s position was “surprisingly adverse.” He wrote: “The ACCC took a narrow definition of the market and one that we do not believe reflects the…

After my first month stepping in from the Marketing Association (MA) board to be the acting CEO, I’ve been focused on bringing to life the strategic plan that was developed in conjunction with many stakeholders. I’d like to take this opportunity to share our vision and strategy with you. The framework has been constructed based on engagement with our 7,000-plus members – New Zealand marketers who want an association that can provide three core functions: • relevant education, development and connections for every stage of their marketing career; • a membership body that can be the voice for their concerns and industry issues; • and providing a platform to facilitate connections between other members, leaders and organisations. With ever-increasing complexity in the environment that marketers and organisations operate in, members…

After feedback received from students and practitioners, the MA is very happy to announce that we are launching a range of new certificate and diploma courses. As the hub of New Zealand’s marketing industry, you can be confident that our courses are developed locally with content relevant to New Zealand marketers. WHAT DOES THIS MEAN FOR YOU? • We are keeping all the good bits, including our world-class facilitators. • More practical content, relevant to our New Zealand context. • Improved course content, assessment methods and processes. • All courses will still award CPD credits towards a Chartered Institute of Marketing status. Check out the new and improved courses below: • Certificate of Marketing, starting 27 July, Auckland • Certificate of Digital Marketing, starting 25 July, Auckland, and 5 August,…

ADVICE LINE: ASK KEITH We're here to help our members stay on the right side of the many laws that affect marketing and marketers. Typical advice line enquiry topics: • Sales Promotions and the Gambling Act • Email communications….Do you need consent to send? • Terms and conditions • Privacy, collection, transfer and storage of data • Name suppression services • Competitions • Supplier and agency recommendations DATA WARRANTY REGISTER What is the Data Warranty Register? The Data Warranty Register (DWR) is a self-regulatory system that will provide best-practice transparency relating to the collection, storage and use of marketing data by New Zealand businesses for marketing purposes. It is designed to be an effective identifier of data owners, providers and enhancers who follow best practice guidelines and/or are trusted sources…