Asahi takes fans on an express trip to Japan
Instead of the usual PR launch, Asahi Super Dry Nama Jokki returned to Aotearoa with a pop-up experience featuring J-pop beats and DIY ramen.
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issue 85
A collection of news stories and features published in NZ Marketing magazine issue 85, December 2025-February 2026.
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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.
The future of search: Why GEO is more than a buzzword
Search isn’t dead. It’s alive and more complex than ever. The question for marketers is this: will AI cite your brand in its answer?
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.
Creative closer: Dylan Schwartz on what makes great video
Dylan Schwartz, managing director at Toast Creative, on filming in the mountains and what makes great video.
Beer ads should be fun, says DB Breweries marketing director
Fraser Shrimpton, the marketing director at DB Breweries, is on a mission: to make beer ads exciting again.
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.
Behind the scenes: Spark took a quarter-car on a road trip
Before you ask: yes they really did chop up a car. Spark’s latest campaign aimed to capture joy and optimism. But first came the angle grinder.
Comms trends to watch in 2026
When it comes to customer comms and the wider tech ecosystem, this is what to watch out for in the coming year, says Cumulo9’s David Allen.
Are your agency partners fit for 2026?
As the industry becomes younger and holding companies consolidate, how do you choose an agency? Adam Brami has some suggestions.