Your guide to essential marketing, advertising and media matters in New Zealand.
The Agency Issue
For many brands and businesses, adapting and evolving at light speed has become a sign of the times – often brought on by uncertainties and the stop-start nature of life disrupted. A disruption we’ve witnessed in the marketing and advertising industry over the past 12 months as new players and market trends emerge to challenge the status quo.
New Zealand Adland – more specifically creative agency land – has seen international creative consultancy services enter the market in a big way in the past 12 months. This, new (to New Zealand), model of creative agency is looking to tap into a well of talent and digital expertise in a bid to support marketers in new and exciting ways. What’s interesting here is not so much the new offering, but rather how existing players in the market are responding. This issue of NZ Marketing is dedicated to unpacking what the new face of New Zealand Adland looks like amidst all this change and disruption.
In fact, the entire issue speaks to the ‘c’ word – ‘change’. We explore the shifts in market as we hear from companies like Mitre 10, Kantar, Kiwibank and more who are embracing the change game and, in the process, refining or redefining who they are and what they stand for.
The same can be said for the many creative agencies you’ll hear from here, as they share their thoughts on the shifting industry, and how they intend helping marketers best navigate the changes, and continue, business as (usual)?
One of the challenges the marcomms sector is facing is that of talent sourcing and retention. Because when life changes, so do people and their wants and needs. In this issue we chat to Kiwi corporates about what they are doing to retain and train staff in the midst of the ‘Great Resignation’ and discover why this is important for business continuity and development.
We also get top tips on how to generate more leads in 2022, why brands are aligning their values with chosen media mixes and a special tear-out Map of Adland.
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