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New Research: Motive Trumps Incentive in Covid-19 Advertising

March 2, 2021March 2, 2021

New research could provide critical insights for marketers and creatives when producing Covid-19 advertising. Experts say advertising campaigns in general need to model positive internal motivation rather than external reasons like reward or punishment if they are to be effective.

News Media Bargaining Code and Facebook, Google

Contextualising the Facebook, Google, News Media Bargaining Debacle

February 25, 2021February 25, 2021

We get reaction to the Google, Facebook, Australian Government showdown over the News Media Bargaining Code, and asks how this may play out in New Zealand.

Lessons in Brand Marketing for 2021

February 19, 2021February 19, 2021

With the world much changed in the past 12 months, brands have had to reevaluate their offerings and strategies as to the best approach for engaging customers. From media plans and e-commerce integration to creative brand building and agency relationships, Bruce Gourley shares his insights into the future of brand marketing in New Zealand.

Marketers Assess Impact of 2020 on the Future of Advertising

February 18, 2021February 18, 2021

New research into expert opinion on the impact of 2020 on the future of advertising has been released and the findings point to eight scenarios marketers think are likely by 2030.

The Elephant Degustation: A Long-term Approach to Recovering Stronger

February 11, 2021February 11, 2021

Carl Sarney Head of Strategy at TRA offers unique insight from a roundtable discussion involving a group of Chief Marketing Officers from around Auckland.

Insight From the Indelible Mark Ritson

February 11, 2021February 11, 2021

When a crisis occurs, who do you call? Who indelibly comes to mind? Ghostbusters, Batman, Wonder Woman? We know no fantasy fictional character who can aid during this Covid-19 pandemic. But, we do know a super-marketer.

Deep Dive

Marketing Brand NZ to Kiwis

February 3, 2021February 3, 2021

While much of the world is still under the grips of the pandemic, New Zealand is opening up for business – but with a difference. With our borders largely closed to the outside world, and in a country reliant on selling Brand NZ to foreign markets, Graham Medcalf asks how marketers have pivoted and repositioned their brands to appeal to Kiwis.

Design-led Marketing in the Digital Age

January 28, 2021January 28, 2021

NZ Marketing looks at what it means to be a design-led brand and how marketers can leverage design-thinking to bolster their digital efforts.

The Ever-Changing New Zealand Media Landscape

November 25, 2020November 25, 2020

Significant shakeups in media ownership in recent months point to the struggles the industry faces as funding challenges continue to plague owners. We ask, is advertising the future and how are companies approaching a mixed-funding model in the face of consolidation and digitisation.

Marketing in a Downturn

November 19, 2020November 19, 2020

Companies closing, staff being made redundant, employees taking pay cuts, this is the Covid-19 landscape. Graham Medcalf takes a look into what an economic downturn means for the marketing industry and what marketers need to do to adjust to the new reality.

Opinion

The Everyday Heroes of 2020: The Importance of Knowing your Brand’s Social Role

December 18, 2020January 13, 2021

Mary Winter from Principals looks at the brands that have won over Kiwis during this annus horribilis.

Cookies Were a Sugar Fix for Marketers, but Now it’s Time for Some Real Nourishment

November 25, 2020November 25, 2020

How to Identify Untapped Customer Insights and Needs to Drive Innovation

November 18, 2020November 23, 2020

Businesses Need to Reassess Their Customer Segments After Covid-19

November 12, 2020November 13, 2020

Profiles

Izis Weatherhead: Building the BK Brand

February 3, 2021March 25, 2021

From tax law to ‘selling’ burgers, 2020 TVNZ-NZ Marketing Awards Young Marketer of the Year Finalist Izis Weatherhead is helping global fast food giant Burger King reach new customers. She sits down with NZ Marketing to share her thoughts on big brand marketing and her aspirations for the future.