By Dallas Gurney – General Manager, Spark PR & Activate. Published in the NBR 10th March 2017.
By Hilary Souter, CEO Advertising Standards Authority. Published in the NBR, 24th February 2017.
In part two of a series on future trends, the CAANZ PR, Social Media and Experiential Committee gives its insights into what 2017 holds for the industry.
2016 saw continued world domination from Facebook, the demise of Vine and Influencers and their social media endorsements continued to flourish. What will 2017 hold? The CAANZ PR, Social Media and Experiential Committee give us their thoughts on six future trends in a two-part series this January.
By Ben Goodale, Managing Director, justONE. Published in the NBR, 16th December 2016.
By Katie West, Director of Bare PR. published in the NBR, 2nd December 2016.
By Gina McKinnon, Head of Fuse. published in the NBR, 4th November 2016
By Megan Clark, Managing Director, Copper Brand Experience, J. Walter Thompson Group. Published in the NBR, 21st October 2016
By Justin Mowday, Chief Executive Officer - DDB. Published in the NBR, 7th October 2016
By Adelle Keely, Auckland General Manager Acumen Republic. Published in the NBR, 23 September, 2016.
By Nadia Cook, Digital Marketing Specialist, Acumen Republic. Published in the NBR, July 29, 2016
By Paul Head, CEO, CAANZ for NBR, 26 August 2016
By Sean McCready, Managing Partner, MBM for the NBR, published August 12, 2016
By Paul Head, CEO, CAANZ. For NBR July 29, 2016
By James Boult, Director, BEAT. Published in NBR July 1, 2016
By Victoria Wells. Published in the NBR June 17, 2016
By Ben Goodale, Managing Director, justONE. Published in the NBR, June 3, 2016
By Paul Head, CEO, CAANZ. Published in the NBR, Thursday 19 May
The CAANZ PREScom Speaker Series panelist discussion was adjudicated by Ben Fahy, Associate Publisher of Tangible Media and Editor of StopPress and Marketing Magazine.
We live in a world where we are constantly bombarded with brands. The average Western consumer is exposed to 3,000 different brand images each day.
By Ben Goodale, Managing Director, justONE
A recent Gartner study found that 78% of CMOs globally believe content is the future of marketing; and this year over 90% of traffic on the Internet will be video. New Zealand is seeing the impact of this now.
By Andrew Hawley, Managing Director, Touchcast and member of CAANZ Executive board
If Estonia was a New Zealand brand, it might well be one of our best local examples of a customer-centric digital experience. I’d never thought much about Estonia beyond it being the home of Skype… and the world’s first nationwide charging infrastructure for EV cars; 163 charging stations dotted every 50km is impressive!
By Brian van den Hurk, CEO, FCB New Zealand and member of the CAANZ Executive Board
Procurement within client organisations has evolved and matured over the last few years in its dealings with advertising agencies, which is great news for the industry. It’s now not only about selecting an agency but also maintaining relationships and improving the overall efficiency, producing more effective work and creating business results for clients in the process.
By Samantha Osborne, Managing Director, Mindshare New Zealand, and member of the CAANZ Media Committee
Recently, I sat in an industry conference with agencies, marketers and media owners debating the hot topics of the year ahead. Not surprisingly, social ecosystems and how we can leverage and monetise these for marketing purposes was high on the agenda.
By Alex Radford, General Manager iProspect & Digital Media at Dentsu Aegis Network
Data driven digital marketing” is undoubtedly the current trend dujour in the advertising world, and clients in New Zealand are clambering to get on board, but what does it really mean?
That content across numerous platforms has changed exponentially over the past five years is a given in the marketing communications business.
But the implications of this change – on comms agencies, on media companies, on brands and, of course, on the end consumer – has not been thoroughly explored. Partly because change is so rapid and partly because no one knows where it’s heading.
NBR Opinion – Jeremy O’Brien, TVNZ Head of Sales and Marketing
Measurement is an input to, not a substitute for, judgment
Einstein reportedly kept a sign in his office that read, “Not everything that counts can be counted, and not everything that can be counted counts”. He was reminding himself that measurement is not a
perfect science and therefore not a panacea to solving problems, it’s an input.
Let’s stop making nonsense stuff up
Consider me baffled. Why do we spend so much time making things up? Why are we catering to the lowest common denominator? All this dumbing down is so uncouth. We are in the industry of creativity, not manufacturing. If McCann had said “Lies, poorly told”, marketing would be a force to be reckoned with (I’m looking at you indulgent ‘storytelling’ 60 second ads about lost animals).
He didn’t. He advocated the “Truth well told”. Why can’t we handle the truth?
By Paul Catmur, Managing Partner & Executive Creative Director, Barnes, Catmur & Friends
Congratulations. You’re reading this business publication which most would anticipate sets you apart from the majority of the population on the basis of business success. You might also consider that this success is based on your rationality i.e. that given a set of options you’re really good at picking the one that is most economically beneficial. Only you’re not. In fact you are considerably less rational than almost all of the creatures with which we share this planet, with the possible exception of Australian voters and the lemming. This irrationality is exhibited through many facets of our life.
By Anthony Drake and Rupert Gillies, Kensington Swan Lawyers
Who leads - media or creative? By Gareth O’Connor, PHD Group Strategy Director
Forget power plays, the ‘who leads?’ question doesn’t need to be a tug of war between agency partners. In reality, each discipline plays an integral role in achieving the best outcome for the objectives of the client brief. There will always be more than one way that a client may choose to brief, but in my experience you get the best outcome when all agency parties are briefed at the same time.
So then, who takes the lead?
Just because you can, doesn’t mean you should. By Grant Maxwell, General Manager – Media, Y&R NZ
I recall an experiment that Robert Winston performed on some primary school aged kids. It involved a series of children being offered one chocolate now, or if they are happy to wait a while (let’s say 15 minutes) they could have two. Predictably, the majority of the children couldn’t resist the temptation to grab one now, while us adults who watched the documentary clearly saw the benefit of holding out for the longer term gain. The conclusion was that the kids weren’t mature enough to be able to see the bigger picture and forsake short term opportunity for a greater benefit in the longer term.
Is advertising a waste of time for small businesses? By Paul Head, CEO, CAANZ
Many small businesses would appear to think the answer to this question is a yes, or a maybe at best.
According to the Small Business Sector Report 2014 by the Ministry of Business, Innovation and Employment, 97 per cent of enterprises in New Zealand are small businesses. These 459,300 firms include the 326,000 with no employees, 97,400 micro (1-5 employees), and 35,900 small (6-19 employees).
The world’s changed, but has your marketing?By Justin Mowday, CEO DDB New Zealand and CAANZ Executive Board member
We spend more time on our phones than watching TV, happily bank and buy online, and haven’t owned a printed map book in years. We keep up with the news via Twitter, talk to friends via Snapchat and teach our parents how to use Facebook. We want instant gratification and response.
Why leadership needs to be our industry’s most important trend in 2015 by Andrew Reinholds, Managing Partner, OMD
The rise of digital technology has changed the nature of media and commerce - and therefore advertising - forever.
The media landscape is now so diverse that even the definition of “media” has forever been altered. No longer defined as simple “time and space,” media has now become a meeting point that can create a conversation or close a sale, rather than simply cause an interruption.
The Best of Times? The Rise of the CMO by Lindsay Mouat, CEO, ANZA
Has there been a better time to be in marketing? Certainly Keith Weed, CMO at Unilever thinks not. “Digital marketing is changing fast. It enables you to bring real magic into your marketing (with) real creativity in a way that wasn’t possible before. And equally important, it makes you build logic into your marketing with data … with mobile, coming together with social and data to take marketing to a whole new level.”
Is TV advertising dead? By Scott Keddie, Chief Investment Officer – OMG New Zealand
There is plenty of speculation and commentary that TV advertising is dying, that is if it hasn’t died already; but look a bit closer and there’s still plenty of life behind the static.
Media: delivering business impact beyond marketing and communications by Robert Harvey, CEO, Dentsu Aegis Network New Zealand
Media is no longer just a driver of marketing messages; today it is a critical component of our clients’ business.
Trouble at the forum by Paul Head, CEO at CAANZ.
Just before Christmas, the Government released a report drafted by the Ministerial Forum on Alcohol Advertising and Sponsorship. The Forum was established early in 2014 to review what changes, if any, might be necessary to current practice around alcohol advertising and sponsorship.
Vive la revolution by Paul Head.
The advertising industry is going through a tectonic shift and,in just a few years, even the very meaning of “advertising”, “agency” and “campaign” have altered. Recently CAANZ, in conjunction with Lew Bentley at Headlight, undertook a significant and wide-ranging piece of research into the state of New Zealand’s advertising industry.
The good news on media consolidation by Scott Keddie
One of the many real challenges brands face today is the ability to stand out in a cluttered media environment.
Hands on Thinking by Murray Streets.
To unlock competitive advantage today, clients must combine creative thinking with brilliant execution at a pace that matches their consumers living in the “Age of Now.”
The rise of mobile by Kathleen Gunther
The increase in smartphone penetration – New Zealand has 65% penetration – combined with changing user behavior has created new opportunities that brands can capitalise on.
When creative agencies need other expertise by Claudia Macdonald.
What’s a client to do when confronted with three, four or more agencies – let’s say, creative, PR , activation, digital and media – all offering to do much the same work under their own, highly skilled and very experienced roof?
Media vital to marketing mix by Jane Stanley
In today’s world, the media landscape is no longer dominated by traditional paid channels. With the rise of consumer-empowered social media channels and technology driving richer, deeper media execution such as digital outdoor and similar developments, this question isn’t as simple to answer as it once was.
Successful agencies will straddle digital/human divide by Martin O’Halloran.
Industry voice: Evidence not emotion: the case against increased regulation by Paul Head.
A ministerial review of alcohol advertising and sponsorship looms as a follow on from the Sale and Supply of Alcohol Act 2012. Without prejudging the outcome of the review, there is little evidence to suggest partial or total bans have the desired effect of reducing alcohol consumption and related harm.
CAANZ judging panel: Blazed: Getting the inside dope
For advertising campaigns, being remembered isn’t enough. You’ve got to get into an audience’s mind and their conversations. Even more importantly, it’s also got to be effective for the client. After all, advertising is littered with campaigns that got people talking but didn’t shift the bottom line an inch. One campaign that ticks all the boxes is “Blazed.”