Your guide to essential marketing, advertising and media matters in New Zealand.
The Agency Issue
Changing people’s perception of something is easier said than done. Serious struggles and many years can often produce little change – think the Covid-19 pandemic, anti-vaxxers and MMR, the gender pay gap and #metoo.
The conundrum, though, is that often perceptions are reality. It’s only by talking things through, researching and understanding why and how people come to have certain views that realities can be shifted.
Our Agency Perception Survey was first commissioned in 2017 and set out to understand how marketers perceive the advertising- and media-agency lay of the land in this country – what Adland looks like in their eyes.
This year, our focus has shifted slightly to interpreting the reality of the relationships marketers have with
their Adland colleagues, unpacking the challenges they encounter when working together, how these can be overcome and what more is expected. More than 40 of Aotearoa’s senior marketers from some of our biggest brands responsible for a large chunk of the country’s total spend on creative services and media buying shared their thoughts for 2021’s report.
And let’s just say that for those in Adland, perception is not always reality…
Also inside this issue of NZ Marketing
This Perception Survey is nicely situated in the mix of other features in this issue; including a focus on independent agencies looking to stake a claim on the Kiwi creative space, we turn our lens on Wellington, as agencies explain why it’s considered the country’s creative capital, and why is creativity king? The judges of this year’s Axis Awards give their thoughts on the future of the creative agency.
Our attention also turns to the media side of Adland, when we talk consolidation as more players and technologies enter the market.
As well as all our regulars including; Up & Comer Tom Raybould, Behind the Scenes on Trust Power’s new TVC ‘Lost and Found’ and all the industry insight you’ve come to expect from NZ Marketing including our Horse’s Mouth Megan Clark Cook of Wunderman Thompson.
So, be sure to get your hands on a copy of our award-winning magazine. To subscribe to NZ Marketing magazine, click here.
Or read the issue online, here.
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