Annemarie Browne of Lotto NZ
After winning Marketer of the Year at the 2020 TVNZ-NZ Marketing Awards a year ago, Annemarie Browne reflects on marketing in a pandemic, embracing
the needs of customers and tapping into emotion with ‘Imagine’.
Banking on the personal
As ANZ works towards understanding what drivers will ensure their customers’ banking and financial wellbeing needs are met, personalisation has become a key ingredient in a cultural change at the bank. David Nothling-Demmer spoke to General Manager of Marketing Matthew Pickering and Head of Customer Value Diana Van Nispen.
Great strategy equals great creative
How do you use strategy to inform creativity, and how do successful people get things done? Just ask Mike Hutcheson. A quick Google search will […]
Delivering the best of global and local
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.
Avoiding strategic misfire
Not getting the level of strategic support you’d like from your agency partners? Luke Meurant cautions that a lack of internal understanding of brand strategy may cause the incorrect deployment of external resources.
Pivoting to first-party data
Matt Jarman says collecting data is the easy part. But, if marketers don’t know what data is being collected, how can communication be truly personalised? […]
Influencer marketing’s growing mandate
According to Business Insider, estimates show influencer marketing is set to become a $15 billion dollar industry by 2022. Much has already been written about this marketing strategy in 2021, this as TikTok takes off, luxury brands like BMW attempt to reach new audiences, and authenticity comes under increased scrutiny.
Cross-platform publishing at a crossroads
Multi-platform strategies that use all touchpoints are a challenge for New Zealand publishers. Graham Medcalf surveys the local landscape.
Not the S word
It’s said that a well-defined and achievable marketing strategy makes meeting existing and new customer needs a likely and attainable goal. And while most companies do great marketing, fewer have created and translated a solid brand strategy through to their marketing practices and tactics at every touchpoint to achieve this goal. David Nothling-Demmer explores why ‘strategy’ this all the hype and why having an effective marketing strategy in place is one of the best marketing tools you can use.
David Owen of oOh!media
Out-of-home outfit oOh!media is taking its smarts to the next level with the appointment of a new Research & Insights Director. Tasked with understanding the evolution of oOh!media’s consumers, the former Research Manager at TVNZ talks up the strengths of the sector and shares how he’s helping marketers overcome its challenges.