Why the best marketers invest in relationships, not just skills
Tactical skills are important. But marketers who invest in building trust, access and influence with stakeholders deliver compounding value.
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A collection of stories and features about the marketing industry, published in NZ Marketing magazine. This section is sponsored by Thompson Spencer, a full-funnel, full-noise creative and media agency that drives real results in Aotearoa.
Mitre 10 gets ‘flash’ with digital wayfinding tool
Mitre 10 has made finding the right item much easier with its new feature: ‘Tap to Flash’, a first for New Zealand retail.
Future Demand: exclusive extract from James Hurman’s new book
This extract from James Hurman’s Future Demand explores how markets really work, how people decide and what advertising means.
Paper view: How to sell a book in 2026
Once upon a time, we were told books were dead. But the industry is still alive and kicking. So how do you sell them in 2026?
Comedy in a digital world: How the NZ Comedy Trust takes jokes online
The NZ Comedy Trust carried out an extensive study with research company Folkl to investigate how comedy can thrive in the digital world.
How year-round branding transformed Wild Dunedin
By building an always-on brand, Wild Dunedin is evolving from an event to a community that shifts perceptions and creates lasting impact.
Social marketing works better when Māori lead it
Research by Dr Tim Antric and Te Awanui Reeder explain why campaigns that ‘look Māori’, but operate on the standard behaviour change models, aren’t effective.
Why earned media matters more than ever
As AI rewrites the rules of search, consistent brand meaning and credible proof points make earned media a genuine performance channel for marketers.
LinkedIn and lunchboxes: Rawinia Dolan on being a parent and a marketer
It struck Rawinia Dolan recently that she runs two full-time campaigns: one with deadlines and LinkedIn posts, and one with school drop-offs and lunchboxes.
How to sell the value of social marketing
When it comes to determining ROI on behaviour change campaigns, pitch the finance not the philosophy, says EECA’s Russ Duncan.