Indholdsfortegnelse for Brand 2020 issue 64 i NZ Marketing

I’ve gone and done what I said to myself I wouldn’t do in our new Covid-19 world. Use the word pivot. But my hand was forced. In what has been a year of forced realities, Auckland was thrown back into a lite lockdown in August, weeks before the TVNZ-NZ Marketing Awards was due to be staged. And with it, a magazine complete with winner stories, interviews and a general celebration of exceptional marketing in New Zealand. That wasn’t to be. Instead we had to pivot. The Awards Night pushed back to November 10, and accompanying themed magazine changed to ‘The Brand Issue’. Frustrating. Daunting. But, doable. So, why the brand issue? Good question. Bang on brand, branded, brand identity, branding, Russell Brand. There are so many brand-related words, all with…

BRAND BUILDING IN A RECESSION The Comms Council have taken its existing “Brands Need Building” campaign and updated it to reflect the latest thinking and evidence about marketing in a recession. “At the Comms Council we believe strongly that Brands Need Building. Afterall, a brand is the most powerful competitive advantage a business can create. And the evidence suggests that holds true even in a recession,” says Paul Head, Comms Council CEO. The ideas in the campaign are based on a new report co-published with Peter Field and Rob Brittain, two of the world’s leading authorities on advertising effectiveness, ‘AUNZ Advertising Effectiveness Rules – Winning or Losing in a Recession’, containing valuable insights on the implications of Covid-19 and the resulting recession for the advertising industry on both sides of…

On Selling Stuff for Google It’s my job as Head of Sales at Google New Zealand to run a globally-orientated sales and operations team with a purpose of developing best in class, scalable solutions that support our biggest Kiwi clients. I put a lot of time into exploring how new business can be made, consistently investigating and uncovering the business needs of Google’s clients, really understanding how our range of products, offerings and solutions best serve them and grow their businesses. On Sales in the Current Covid-19 Climate The Covid-19 Lockdown created a sudden nation-altering halt here in New Zealand. It has been our essential services and businesses that have needed the most support during this time. So, my team and I have spent much time making sure businesses have…

IT’S HARD TO BELIEVE that New Zealand’s Privacy Act became law 27 years ago, and its core founding principles have not changed since then – this despite advancements in technology and our ability to collect and store an infinite amount of information. During the initial drafting, there were fears that the new Act would be similar to the General Data Protection Regulation (GDPR), which governs privacy regulation in the EU, but these are unfounded. There is no requirement to allow the ‘right to be forgotten’ nor is there an automated ‘cookie’ opt-out clause. Instead, the introduction of a mandatory data breach notification scheme and hefty fines for those who don’t comply are among the major changes being effected. There are few changes in the new Privacy Act which will cause…

IT’S AN UPSIDE-DOWN WORLD WE LIVE IN, where many of our problems are caused not by a lack of good ideas but by a surfeit of average ones. And in this world, the ability for a marketer to cut through the crap and think critically has never been more important. Critical thinking, therefore, is exactly the kind of superpower every marketer needs to thrive in these topsy-turvy twenties. At the simplest level, critical thinking is just thinking about thinking. It’s about paying attention to the assumptions that are being made, the way arguments are put together, and the evidence they are built on. But, at a more complex level it’s about understanding why critical thinking is so rare. For one, your brain really doesn’t want to work that hard. As…

On the Roll: You’ve recently launched into campaign marketing, what is your plan of attack to get people involved? CHRIS & JAMES: Engagement is everything, but kissing babies and shaking hands is out this year. So, instead we’d run a campaign that lets voters change the Prime Minister’s name by deed poll if elected to office. Just imagine Prime Minister McMinister Face of New Zealand addressing the UN. TONY: Well, the standard go-to of kissing babies is out due to Covid-19 so we’ll have to rethink quickly. TikTok is hot right now, but we’ve all learnt the hard way that politicians can’t twerk, and unless the voting age is lowered to 14 we might miss our audience. Here’s an idea – no one owns ashleybloomfield.co.nz yet. How about we buy…

NZ MARKETING GOES DIGITAL! The strong opinion and insight into the core disciplines of marketing and communication that you have become accustomed to in our print publication is expanding to a new digital platform, nzmarketingmag.co.nz. Targeted specifically to marketing-oriented practitioners, this exciting new digital platform will offer regular updates on topics that are relevant and important. Our highly practical editorial stance and in-depth examination of the latest marketing trends has earned the magazine a reputation for contributing to the lifting of marketing standards in New Zealand. This same ethos will be carried through to the website with one key mission: to help marketers excel in their careers. So, what can you expect to read on nzmarketingmag.co.nz: Deep Dives Investigative-style features that tackle the key talking points of the day. Such…

IMPRESSIONS OF THE NZ CREATIVE SPACE? Each agency has had to deal with different challenges or setbacks during Covid-2020. We’ll have all been reminded how important it is to be close to our clients and their businesses. How volatile our industry can be. And, how easy it is for consumers to stop spending with a brand. For me, it’s forced a re-appraisal. How to turn this incredibly challenging time into a positive thing for our business. We need to be closer than ever before to our clients (and their customers) and openly discuss the partnerships we have, the capability we have, the gaps we have – and what the best model to drive a resilient, creative and fulfilling partnership looks like moving out of Covid-19 and into 2021. We should…

Interactive Connected TV advertising is joining TVNZ’s commercial line-up – with KFC the first brand to debut this format in New Zealand. New Zealand audiences are increasingly turning to the biggest screen in the home to stream their favourite content. This viewing trend is driving commercial innovation too, with brands looking for new ways to further leverage TVNZ OnDemand’s huge reach to connect with their customers. Interactive Connected TV advertising lets businesses customise their usual video content to offer an opportunity for viewers to engage with brands. With this format, viewers can navigate additional information or content with the click of a remote. This could include exploring carousals of product images or discovering related website content. There are two formats available; the overlay and the expand formats. “Interactive Connected TV…

MARKETER OF THE YEAR FINALISTS “I think when you look across the quality of work, and the quality of marketers we have in New Zealand at the moment I think really the only appropriate words to describe it are ‘proud’ and ‘honoured’. Proud because the nomination really represents the amazing efforts of the wider Meridian marketing team, and honoured to be the leader of such an amazing team.”Michael Healy MERIDIAN ENERGY “I was a bit shocked, if I’m honest. What we have achieved with the State brand since its relaunch in April last year is pretty amazing and something I’m incredibly proud of, but I wasn’t expecting to be a finalist. There’s a lot of people doing amazing work in the NZ marketing world.”Gabrielle Markwick-Brown IAG “It was a great…

With 1.7 million members Flybuys is the best known loyalty card programme in New Zealand. However, according to Loyalty NZ’s CEO Lizzy Ryley, this familiarity was starting to erode brand relevance, which they knew they needed to adapt to beat. “Feedback from younger people was that Flybuys was seen as the ‘toaster programme’ and something only their parents used. So, a decreasing appeal to younger Kiwis coupled with a more dynamic and competitive market, meant we needed to take a long, hard look at the programme and what we needed to do to increase relevance and ensure Flybuys was the card that members scanned most often.” Multiple rounds of consumer research gave Loyalty NZ confidence that they knew how to innovate and re-design the programme to stay meaningful to members.…

According to popular understanding, there is a Chinese curse which goes something along the lines of this: ‘May you live in interesting times’. Well, 2020 is certainly that. In addition to the great upheaval caused by Covid-19, we’re also at a moment when the digital landscape is changing everything we know about business. Markets and industries emerge and disappear almost overnight; consumers have access to a world of products at the click of a button, and those customers expect premium experiences every time. Innovation itself has changed, evolving from a process focused on engineering, product and marketing concerns, to a design-centric, user-experience focus. For organisations trying to solve the ever-evolving problem of meeting the market, design-centric thinking helps. By focusing squarely on the user, design-led thinking helps businesses figure out…

IT WAS DURING THE HEIGHT of the Covid-19 Lockdown when the idea to support our struggling small business sector first came to Marketing for Business Good originator, and MA Southern Chair Michael Durie. In 2019, the southern branch of the MA trialled an initiative called ‘Marketing for Good’ in which a nominated charity received the undivided focus of marketers and MA members to solve their biggest marketing challenges. The reaction from participating marketers and the two chosen charities held over separate lunchtime events, ‘Christchurch City Mission and Aviva Families’ was so positive, why not extend this to our local small businesses once Covid-19 Lockdown restrictions are eased, he reasoned? “Marketers love a challenge and here was an opportunity to demonstrate our support for retailers, gyms, tradies, hospitality and service firms…

Our sister site, StopPress.co.nz remains your daily source of news from across the industry. From analysis of advertising campaigns, moving and shakings and investigative reporting on the latest developments from around adlandia, it’s your premier industry news source. STORYTELLER SERIES This commercial content series is a celebration of all things PR in New Zealand, and profiles the fantastic businesses which make up this growing sector. For more on this series and others, visit stoppress.co.nz/stoppress-series. THE DIRECTOR SERIES Coming later in the year, StopPress will profile the amazing directors leading the charge for creative campaigns. This Q&A series will explore the inspiration and dream projects of New Zealand’s directors, as well as their biggest fears and most illegal tendencies. If you are a director and have a personal gripe to air,…

EMERGING MARKETERS MA is thrilled to have initiated the Emerging Marketers Group (EMG) of New Zealand. Focused on students and run by students, the goal of the group is to gain the engagement of all marketing students in New Zealand. Starting at the University of Auckland with an enthusiastic steering group, this is the beginning of something special for the future marketers of New Zealand. Here is an overview from the students: It’s no secret that most aspiring marketing students struggle to transition from university to a fulltime job. Students are often led by inflated expectations, change in culture as well as lack of experience and skills. Keeping in line with the overall vision of the Marketing Association, we are proud to present our latest edition to the family: Emerging…

I’m no yogi. But, I did spend a few years living on the Kapiti Coast where I embraced a slightly more ‘hippy’ lifestyle and took to yoga and kale smoothies like a pro. Yoga hasn’t stuck with me as much as I’d have liked it to. I found F45 which appeals much more to my ‘get it done’ attitude. However, one thing that has stuck with me from my yoga days is the ‘Ujjayi’ breathing technique. Firstly, don’t try and say it without help: “U-Jai” is how it’s pronounced and will be used henceforth. U-Jai breathing sits at the heart of good yoga. It’s a technique where you make as much space through the back of your throat as possible, resulting in a Darth Vader sort of sound, as you…

SO WHAT’S GOING ON OVER THERE AT REACHMEDIA? Not unlike lots of New Zealand companies right now we’ve got multiple projects on the go. Rather than a big bang transformation project, we’re delivering at pace through a constant evolution – far preceding Covid-19. Our strategy is to develop the ReachMedia business into a true marketing solutions business. People have known us for ages in the letterbox space, but it’s really just one of the many marketing solutions we offer these days. We realised a number of years ago that we needed to build a business that marketers and business owners could use as more of a multichannel shop for running campaigns. And those campaigns needed to address the way people shop – which is moving between the internet and their…

Ellen Fromm discovered she had a calling for marketing during her time spent in the artsy city of Melbourne, surrounded by like-minded creatives. Now thriving as a senior copywriter at Colenso BBDO NZ, she says the beauty of her role is that no day is the same, and that this sparks her creative process. Fromm says a typical day for a senior copywriter includes drinking lots of tea, sending copious amounts of emails and throwing in a bad pun whenever possible. Yet, these are the only constant occurrences. Uncertainty in what she’ll be working on next is what Fromm says excites her most about her job. “Some days it’s about brainstorming and scribbling. Other days we’re building slick presentations and pretending we own blazers for important meetings. Some days I’m…