Air NZ’s reputation is sky high for the eighth consecutive year according to the Kantar Corporate Reputation Index. NZ Marketing looks into what makes a brand reputable for New Zealanders in the current climate.
New Zealand’s favourite ads are in the spotlight thanks to a strategic partnership between leading insight and research agency TRA and industry body ThinkTV.
A new Coca-Cola Zero Sugar recipe is about to hit the shelves replacing two other no sugar variations and simplifying the existing range. Will this change work in the company’s favour or does it risk losing a loyal customer base?
Reputation and relationships are crucial in business, which is why networking and influencing are integral to growing a brand, whether that’s for a company or a professional. Stanley Henry shares insight on how to grow your network online.
With the cost of living in New Zealand rising, and Kiwis tightening their purse strings, businesses need to ensure their marketing campaigns focus on value for money says market research company Toluna New Zealand.
This issue of NZ Marketing is dedicated to the changing face of Adland as we unpack the significant disruption the advertising industry has seen in the past year. What does it mean for the direction the industry is headed, and how is it impacting on the market and the needs of marketers.
Kantar, a global full-service, data-driven insights and consulting company has integrated with Colmar Brunton – New Zealand’s most awarded market research firm. This significant investment combining the agencies’ global resources with local insights and experts, offers Kiwi businesses more reach and faster service when exploring their brand, advertising, customer experience and development strategies.
By combining global scale and local expertise with innovative digital solutions and award-winning research design, Toluna’s Regional Director Stephen Walker explains how his company is helping brands explore tomorrow, now.
Stephen Walker, Regional Director, NZ, Toluna, a tech company operating in the market research space, talks about the key changes experienced within the industry in 2021, and how these will affect us in 2022.
Home to the central government, a thriving film industry, the Royal New Zealand Ballet, two universities and a more than generous distribution of incredibly steep hills, Te Whanganui-a-Tara has built a reputation as the heart of New Zealand’s creativity.
With the belief that emotional brand advertising should sit at the heart of a successful long-term marketing campaign, Trustpower and Art & Industry set out to create a strong, emotional story that people would really feel.
Don’t you hate the term ‘never lived up to their potential? We often hear it when talking about up-and-coming sports players or when successful people fall off the wagon. It’s really a term that suggests you had everything there and going for you, but you didn’t use it.
In a world of uncertainty and constant disruption, businesses (both big and small), are increasingly looking to external guardians for their brands. Courtney Devereux explores how public relations practitioners are positioning themselves as agents of necessity and why the external comms sector might be better placed to help brands navigate crises.
Catherine Harris is one of a handful of women leading the charge at a New Zealand-based creative agency. The CEO of TBWA\NZ, or the Disruption company, shares her impression of the country’s creative space, how she’s disrupting the market and what it takes to be a cultural engine for 21st century business.
Tourism New Zealand has taken out Brand of the Year at this year’s Asia Pacific Effies.
To ensure NZ Marketing magazine continues to deliver essential marketing intelligence, and content marketers want to engage with, we’re asking for your help by inviting you to participate in our Future Trends survey.
Jacqui Robins is a creative spirit with a love for anything artistic. So, it’s no surprise that this Up & Comer helps tell the story of some of the country’s biggest, most creative media brands. She shares with Mollie Edwards her passion for radio and why she relishes the challenge of marketing in the media space.
When it comes to digital B2B marketing, all that’s really required is the internet and a creative mind. And, while there’s a lot of commonalities between B2B and B2C marketing, those operating in each space will tell you, the tactics between the two are very different. Or are they? Monique McKenzie investigates.
NZ Marketing chats to Rufus Chuter Managing Partner at Together about what makes for a good media strategy and how to best connect this to brand strategy.
Interbrand Australia and New Zealand has revealed the brands across the region with the potential to become global icons, including New Zealand-based B Corp broker, Sharesies.
With the right mix of data smarts and future-focused media minds, MediaCom is helping brands better connect with consumers. Managing Director Zac Stephenson and Head of Strategy & Solutions Rikki Townsley explain why a ‘bigger picture’ approach to media planning is helping realise short- and long-term success for their clients.
These days, the native campaigns that truly encourage individuals to engage and connect with your brand are the ones that lean on creativity. Here, Andy Hammond New Zealand Country Manager for Outbrain takes us through his tips and tricks to get your campaign to cut through to your key audiences.
The emphasis on customer experience is arguably at its greatest today because the structure of almost everything brands do has been upended by the Covid-19 pandemic. Ben Morgan explains why the Business of Experience may be the best approach in determining future customer-focused strategies.
New research from Toluna points says that the concept of consumer loyalty has been turned on its head with Kiwis now more inclined to support brands who align with their personal values.
Catchi’s optimisation programme has driven real gains for Les Mills. Now, as the fitness business grows its online option, the pair are breaking new ground, ditching old models and bringing clarity to analytics and optimisation complexity.
Live, virtual, hybrid, experiential – where are events headed in our new Covid-19 reality? Jonathan Cotton asks the question of marketers looking to leverage new technologies and (forced) trends so to maximise brand exposure and ROI.
We chat to ReachMedia’s Head of Product Tim Macmillan and Digital Product Manager Johanna Cotter about what makes them the leaders of smart digital and letterbox solutions.
Annie Dow has been in the brand design business for over 25 years, and is an advocate for using a brand’s positioning to help grow business. She’s made it her mission to share with people the value of design to all businesses – especially when it comes to strategic brand positioning.
Matt Jarman Head of Insight & Analytics at TRACK Aotearoa sits down with me for a discussion on how marketers can get their MarTech working smarter when interpreting customer data.
Alicia McKay says that you don’t need an MBA to excel in strategic leadership. Rather, these are the critical skills you need to be an effective leader.
Crafting a cool customer experience is what Vlad Petrovic does well, and he does it with heaps of data. Mollie Edwards chats with this Up & Comer about why brands should be embracing data-driven tech to improve their marketing efforts.
In environments that disallow third-party cookies such as Firefox and Safari, monetisation increased more significantly when first-party identifiers were used, according to new research.
Looking to the past with an eye on the future, Simon Bird offers up a different perspective on the demise of third-party cookies.
From real-time data, a quest for relevance and a move to online qual, NZ Marketing chats with Stephen Walker, Business Director, ANZ at Toluna who reveals the top five trends affecting the way New Zealand businesses and marketers will gain consumer insights in 2021.
Businesses who continue to elevate their customer experience offering from ordinary to extraordinary are triumphing over their competitors. But, while many brands talk a big CX game, many more still grapple with its implementation. David Nothling-Demmer asks what’s the big deal with CX as he maps out what Kiwi companies are doing to up their game.
Easter is a time for everyone to stock up on groceries, books, fancy lunches and dinners – and take well-deserved breaks. Tasman Page says this time of year is also the perfect opportunity for businesses to learn how to effectively use social media to provide the best information and experiences for consumers during big spending periods.
Wise beyond her years and passionate about her work at Frucor Suntory, Olivia Robins is a natural marketer – creative, strategic and highly analytical, whose smarts are only rivalled by her work ethic.
Too many marketers have relegated native advertising to its most simplistic form, forgetting its inherent superpower – the ability to adapt to any environment. It’s time to unleash creativity and unlock immersive customer experiences, says Verizon Media’s New Zealand Sales Director, Arnaud Calonne & Head of Native, Sebastian Graham.
A marketer who knows how to get the most out of her magazine advertising is Karen Warman, Marketing Manager at Resene. She speaks to NZ Marketing about the power of bespoke magazine marketing.
We get reaction to the Google, Facebook, Australian Government showdown over the News Media Bargaining Code, and asks how this may play out in New Zealand.
For a conversation on the importance of data-driven communication strategies, NZ Marketing wanted to profile Dr Ashley Bloomfield, New Zealand’s reigning King of Covid-19 data. But instead opted for King of concepts at DOT Loves Data, Jason Wells, who shares his industry insight on the importance of data.
New research into expert opinion on the impact of 2020 on the future of advertising has been released and the findings point to eight scenarios marketers think are likely by 2030.
Helen Flannery has worked for New Zealand Police for the past five years. At the forefront of developing the NZ Police brand, she was a finalist in the 2020 TVNZ-NZ Marketing Awards, Marketer of the Year category. She talks to NZ Marketing about marketing’s power to make a difference.
Former Head of Digital Subscriptions & Loyalty at Stuff, (now Global Customer Value Program Manager at Philips Healthcare), Barend van der Maas chats loyalty programmes and the importance of driving digital.
Courtney Devereux hears from marketing thought leaders on how current and forecasted digital trends are helping marketers better navigate the customer journey.
The Marketing Association will be holding its annual Smarter Data Event in March. If you are a marketer working with confidential customer data then this event is for you. Here, they highlight details on privacy law reforms – to be discussed in detail at the event.
From tax law to ‘selling’ burgers, 2020 TVNZ-NZ Marketing Awards Young Marketer of the Year Finalist Izis Weatherhead is helping global fast food giant Burger King reach new customers. She sits down with NZ Marketing to share her thoughts on big brand marketing and her aspirations for the future.
While much of the world is still under the grips of the pandemic, New Zealand is opening up for business – but with a difference. With our borders largely closed to the outside world, and in a country reliant on selling Brand NZ to foreign markets, Graham Medcalf asks how marketers have pivoted and repositioned their brands to appeal to Kiwis.
The Brand Finance Brand Guardianship Index 2021 has been released and we have details of the top brand guardians and how they may inspire your brand leadership.
Marketing consultant Gemma Ede shares what she and Mark Ritson have to say about being a badass brand in 2021.
Mary Winter from Principals looks at the brands that have won over Kiwis during this annus horribilis.
The latest offering from Hypermedia sees the retail media owner team up with Tip Top and MBM to deliver a special installation that is set to take the ice-cream-maker’s marketing to the next level.
An ex-law and finance graduate who turned down a role and career with a prestigious New Zealand law firm, Michael McRae has established himself as a strategic, creative and commercial marketer at DB Breweries. NZ Marketing sits down for a cold one with this Up & Comer for a wide-ranging interview.
The demise of cookies is a big challenge for the industry, but also a huge opportunity for innovative marketers to really engage their audience. Andraz Tori explores how marketers can use new behaviour to draw people into their advertising.
Companies closing, staff being made redundant, employees taking pay cuts, this is the Covid-19 landscape. Graham Medcalf takes a look into what an economic downturn means for the marketing industry and what marketers need to do to adjust to the new reality.
Compelling customer insights have always been the inspiration for great marketing, innovation and business activity. Nathan Baird says that now more than ever, these insights are required to adapt and innovate for changing market conditions and customer needs.
In an evening of well-overdue celebration, the marketing industry came together to recognise the Next Level marketing initiatives that won big at the 2020 TVNZ-NZ Marketing Awards.
When putting together a marketing proposal, it must be on brand, in line with key messaging, and consistent with the organisations external communications. Here are some top tips from an expert on how to write a compelling proposal or bid.
Partnering with marketing research agency The Leading Edge, Salesforce Datorama, has launched its first Asia-Pacific Marketing Intelligence Report, entitled Data, Growth, and the New Marketing Mandate. Here’s what the results say for the challenge New Zealand and Australian marketers face.
How truly agile research from Yabble informed foodstuffs’ crisis response to Lockdown and beyond.
Looking to give fresh perspective and inspiration to your marketing team? Mollie Edwards identifies four areas marketing managers need to target in order to reach a level of high-performance marketing within their teams.
Designers of compelling end-to-end customer experiences, ThoughtFull uses a multifaceted approach – research, design, innovation, and storytelling – enabling businesses and brands to redefine their future.
Brazilian specialist in digital content and digital marketing, Tiago Ribeiro, highlights two marketing strategies brands need to consider in the wake of the expansion of e-commerce in the current global climate.
Do you have the best brand strategists in country? Enter The BrandPro Challenge powered by Noel Leeming and be in to win a $10,000 tech package and bragging rights for all of New Zealand.
With brands now more visible than ever, but budgets tightening because of Covid-19’s impact (and recession), marketers and communications professionals need to be innovative in how they get their messages across. As they look to increase evaluation, refine content and enhance owned media, a new report offers some insight into how the comms and marketing profession must evolve.
In an often crowded market, how do brands stand out? What makes for on-point brand design? We sit down with the Founder of award-winning Onfire, Sam Allen, who offers some unique insight into making your brand visually appealing.
Key to creating a compelling customer experience is cultivating a brand culture that resonates company-wide. Strategy and consumer insights company, One Picture, say that by fully engaging with the challenges faced by consumers, they are able to better assist brands foster this culture.
Auckland Art Gallery Toi o Tāmaki is one of Aotearoa New Zealand’s oldest art institutions, and the country’s largest art experience. Helping celebrate Māori artists at an upcoming exhibition, luxury brand specialist Tania Stoyanof is using Māori-led marketing strategy to help create exceptional experiences for art-lovers. She shares unique insight and lessons for marketers operating in the cultural space.
As change rhetoric rules the day, Damon Stapleton shares the tried-and-tested creative laws he lives by and that have proved invaluable in creating compelling marketing.
Recently landing the role of Agency Sales Manager at We are Frank, Ebony Kitching is a marketing whiz with a passion for advertising. Mollie Edwards sits down with this Up & Comer for a discussion on finding her feet in a somewhat daunting industry.
Generation Z, or Gen Z, now around college-leaving age, will over the next few years increase their spending power as they enter the job market. But their priorities, perspectives and interests aren’t the same as those of the Millennials that came before them, meaning brands need to be mindful of how they engage with this generation.
A look into what’s shaping the latest augmented reality trends in New Zealand, and how these are changing the way marketers reach their customers.
In an increasingly untrusting world in need of reassurance, Ian Howard says brands will be judged by what they do, not what they say.
Gemma Ede shares her failed yogi’s guide to building an authentic brand.
This issue of NZ Marketing puts focus on the retail industry, and more specifically omnichannel approaches to retail marketing. From the latest trends in shopper marketing, the newest technologies, strategic insight from big brand retailers and more, this issue will inspire new ideas and ways of reaching your customers wherever you may find them.
New Marketing and Digital GM at the Public Trust, Lyndsey Francis, is looking forward to building the future of a brand that has played an important role in Kiwis lives for nearly 150 years.
Trust is a leading factor when it comes to New Zealanders purchasing decisions, a recent Adobe study has found. So, what can brands learn from this to ensure they retain trust and respect their customers’ data preferences?
Sonic branding is a powerful tool that can quickly evoke an emotional response in a consumer. We speak to Kirsty Redfearn, Mastercard Australasia’s Head of Integrated Marketing and Communications, about the opportunities sonic branding can present where it is headed in the future, and how to get the most out of it.
You’re probably using Google Analytics to measure the performance of your content and collect data for various things, right? If so, you have probably heard that Google is making the switch to Google Analytics 4 (GA4). But you, like many other website owners, might be asking, why the change? Also, what has changed? And most importantly – why should you change?