Opinion

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 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.

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.

Covid-19 has been a time for customers to step back and reconsider what really matters, both from a financial standpoint and from a values one. If you’re relying on outdated segments – or worse, unverified assumptions – to guide your marketing, Rachael Weaver says you need to consider how those communications might land in the current climate.

With intelligent technology becoming increasingly sophisticated and many aspects of our lives going on auto-pilot, Ajay Murthy asks, will we soon be marketing to machines?

Wanting to know more and achieve more, Marketing Manager Nikki Newton-Cross decided it was a good idea to turn her 20-year industry knowledge into a professional certification. Little did she know at the time just how valuable this life-changing decision would be.

When it comes to building stronger brands in times of crisis, Simon Bird says there’s more to marketing than meets the eye.