Innholdsfortegnelse for Issue 85 - December 2025 i NZ Marketing

Marketers have poured so much money into social marketing campaigns aimed at Māori communities. This industry has set out to impact diet, smoking, driving, immunisation, drug use, cancer screening… the list goes on. Yet the improvements in outcomes often don’t match the investment. There’s a reason. The frameworks don’t fit. In October 2025, we published research in the Journal of Social Marketing that spells out the problem and offers a genuine alternative. We call it ‘Tiriti-dynamic social marketing’ – and no, it’s not another cultural competency training exercise or a mandate to sprinkle te reo through your campaign. It’s a fundamentally different approach. Beware cultural adaptation Most social marketing in Aotearoa starts with Western behaviour change models. These models pretty much ignore nine out of 10 of the world’s population…

December 9 Rooftop End-of-Year Networking Event 166 Willis Street, Te Aro, Wellington By NZ Marketing Association December 10 What Makes a Gold Award-Winning Submission: Great Scott Online By PRINZ February 12 The Keith Norris Charity Golf Cup 2026 Akarana Golf Club, Auckland By NZ Marketing Association February 18  Brainy Breakfast The Maritime Room, Auckland By NZ Marketing Association March 3 Think Again The Northern Club, Auckland By NZ Marketing Association March 5 The Worthies Conference & Awards The Grand Hall, Wellington…

Are Media New Zealand, the publisher behind Woman’s Day, NZ Woman’s Weekly, The Australian Women’s Weekly, The Listener, Kia Ora and Your Home & Garden, has had a stellar 2025. The company clocked up impressive gains across readership, digital engagement and advertising performance. “This year, Are Media continued its transformation into the leading omnichannel lifestyle publisher in New Zealand, driven by a strategic blend of editorial excellence and digital innovation,” said Stuart Dick, Are Media’s general manager. According to Nielsen’s Q3 2025 figures, Are’s portfolio now reaches 1,935,000 readers – up 128,000 on the previous year. This represents a 7% growth rate. Flagship titles NZ Woman’s Weekly, Woman’s Day and The Australian Women’s Weekly NZ Edition – with a combined readership of 1,163,000 – now reach almost half of all…

Soup coup Andy Warhol’s work revolutionised culture. His paintings blurred the line between art and brand, craft and mass production, creativity and commerce. Six decades on, AI is disrupting, well, everything. But the human story behind Warhol’s mechanically repeating pictures – Campbell’s Soup Cans were familiar when first exhibited in 1962 – is what makes audiences stop and pay attention even now.…

What is most critical to our success? Conventional logic says you should chase your dream work – the brands everyone knows in the sexy categories that make all the noise. But there’s a better answer. You should chase your dream client. And by that I mean the actual person, the actual human… the relationship. Because the traits that make that relationship great will also make the work great. At Likeminds, we look at it as a partnership, working with and for the client problem or opportunity we’re applying our creative skills to. We can only do this together. The funny thing about doing brave and powerful creative work is that it requires trust and vulnerability, not only internally among the agency talent, but also – and more fundamentally – externally…

I was lying in bed last night thinking about the juggle that comes with being a mum of four under seven – including twins – while managing a fulfilling (and busy!) marketing career. And I know I’m not alone. Many of my smart, talented friends are in the same boat. It struck me that I’m running two full-time campaigns: one with deadlines and LinkedIn posts, and one with school drop-offs and lunchboxes. I feel lucky to have a meaningful career with inspiring people and be present for my kids – this balance means a lot to me. Working part-time gives me the flexibility to show up for both. But the juggle is real. Workplaces are more parent-friendly than ever, yet school schedules still assume one parent is always at home (available…

As part of the Marketing Association’s commitment to growing future talent in Aotearoa, they have developed a solid student engagement and support programme, which is going from strength to strength. In a recent announcement, MA CEO John Miles was named as a recipient of the 2025 University of Auckland Business School Supporters’ Award for outstanding contribution in assisting students develop their marketing careers. A quick look at what the MA offers ■ Exclusive student events where marketing students get to learn from and network with industry leaders. These events are held in Auckland, Wellington and Christchurch in partnership with University of Auckland, AUT, Victoria University of Wellington and University of Canterbury. ■ Free MA membership for full-time marketing students and discounted tickets for MA events. Get to know your industry…

When your workforce turn into local celebrities after starring in a brand campaign, you know it’s hit home, says Z Energy’s Debbie Byrom. That’s exactly what happened with the staff in the recent ‘Z is for’ campaign – one that Byrom says “worked better than we imagined”. The adverts present 11 everyday moments, each ending with an employee delivering a “Z is for” line. One sees Vincent use the last toilet roll and forget to restock. Cue a staff member with a fresh pack. “Z is for whoever used the last loo roll, Vincent,” says the staffer with a wink. The ‘Z is for’ campaign is all about reminding Kiwis what the brand stands for, says Byrom, who is head of marketing. “‘Z is for New Zealand’ – that’s been…

For a few years now, we’ve been told AI is the answer to pretty much everything. That its adoption and dominance in all areas of life is just a matter of time. The tl;dr: Get on board or get left behind like the loser you’ll become. In Aotearoa, we haven’t all drunk the Kool-Aid. As a nation, we’ve been slower to incorporate AI into our work processes than the tech bros might like. Many here have hesitated, waiting to see how the first wave overseas fares. At first, it was just a funny wheeze to amuse your friends. ChatGPT wrote a song about me in a country style! Here’s me as a superhero! What a cool trick! Teething troubles We knew (and perhaps didn’t care) about the six-fingered photos and…

How it works 3 easy steps is all it takes for your customers to get transacting 1. Customer receives their digital Visa card via email, SMS or mobile app. 2. Customer is taken to a web page, requests a one time password to verify they’re the cardholder, then taps ‘add to wallet’ for either Apple or Google wallet. This is also the place to view transactions and card details for making online transactions. Customers navigate back here from the original email or SMS. 3. Customer follows the Apple or Google steps to add card to their wallet. Voila! The card is ready to use.…

The numbers don’t lie: outside is where it’s at. Out of home association OOHMAA show the industry had record third quarter revenue of $57.4 million in 2025, dwarfing the $26 million in the same quarter back in 2016. And the industry is gearing up for further growth following the recent launch of knOOH. It’s the first unified audience measurement system for out of home – replacing a previous method, Calibre. Kath Mitchell, CEO of OOHMAA and knOOH, says knOOH is on another level to Calibre. The new system uses standardised and unified reach and frequency data from a variety of sources, applying it to individual sites. knOOH adjusts for foot or vehicle traffic at different times of the day and even incorporates ‘viewing corridors’. These are regularly updated to account…

Before there were feeds, there were walls. Before algorithms, there was the street. Before “content” became a marketing term, it was a poster – printed by hand, pasted by night, seen by everyone. That’s where Phantom Billstickers began. Not in a boardroom. Not in a spreadsheet. On the street. Among the bands, poets, artists and events that gave New Zealand its heartbeat. Forty-odd years later, Phantom’s still at it, connecting people through paper, place and presence. Only now, the scale has changed. The spirit hasn’t. Born in the underground Phantom’s story starts long before “out of home” meant media plans and metrics. It started with an urge to get ideas into the world. In the early days, that meant stapling gig posters to power poles, brushing paste on walls and…

When Asahi introduced its Super Dry Nama Jokki to Kiwi beer lovers in 2024, it quickly became the brand’s fastest-selling product. In September, Asahi teamed up with Hearts and Sciences Content to launch “an express trip to Japan,” celebrating the return of its popular self-foaming beer. Hearts and Sciences Content general manager Cassidy Meredith and Asahi marketing manager Jono Mar share what made this izakaya-style activation one of a kind. How did you decide on this activation? Jono Mar: “Our goal was to build hype and awareness around the relaunch of Nama Jokki in New Zealand, bringing to life the brand’s tagline, ‘Enjoy draught beer, anywhere.’ “The activation was designed around the product’s unique selling proposition – a self-foaming draught beer can – while tapping into the cultural energy of…

Hannah Bay Brand experience chapter area lead, Spark NZ: “We had gamers who spoke about the importance of Tetris on the way to work.” Charlotte Lobo Senior activation director, Together: “We see GEO as a test-and-learn environment, not a quick instant win today.” Colleen Ryan Partner at TRA: “We often prefer having control – even when the outcomes might be worse than if we let others decide.” Frankie Coulter Head of marketing, Goodman Fielder: “New Zealand’s media sector is like the Great Barrier Reef.” Cassidy Meredith General manager, Hearts and Sciences Content: “Guests were handed shopping baskets to ‘shop the shelves’ of the konbini.” Fraser Shrimpton Marketing manager, DB Breweries: “I think maybe as an industry we’ve got a little bit worthy, a little bit safe.” David Farrier Journalist and…

If you’ve scrolled LinkedIn lately, you’ve probably seen bold claims that SEO is dead, Google is finished, or ChatGPT has become the new homepage. They make great headlines, but the reality is more nuanced. Search isn’t dead. In fact, it’s more alive and complex than ever. What is changing is how people search and how answers are delivered. With AI-powered generative engine optimisation (GEO) in play, SEO has outgrown its “10 blue links” roots. The new question for marketers is: will AI cite your brand in its answer? At Together, we’re seeing this shift in the data we track for New Zealand brands. Search queries are surging, up 74% year-on-year across our clients, with longer, more conversational queries rising 66%. At the same time, discovery platforms are fragmenting. Nearly 40%…

MPA has a new chair The Magazine Publishers Association has appointed Stuart Dick as its new chair, after Nick Burrowes completed his term in the role. Burrowes has been a driving force behind the MPA’s strategic direction, bringing a deep understanding of the media landscape to his role. The MPA acknowledged Burrowes’ service and noted that he will continue to contribute as a member of the board. Dick is general manager of Are Media, with more than 20 years of experience in publishing, marketing and digital innovation. He says: “I’m honoured to take on the role of chair at such a pivotal moment for our industry. “With over 2.5 million magazine readers in New Zealand, magazines continue to be a trusted and influential medium in New Zealand, and I’m excited…

When confronted with big technology leaps, humans are very good at two things: panicking and adapting. While creatives of all stripes fret about being replaced by AI, it’s worth remembering we’ve been here before. From preachers denouncing the printing press as an instrument of heresy and moral decay, to hurling our clogs into weaving machines during the Industrial Revolution and then Frank Lloyd Wright denouncing television as “chewing gum for the eyes”, the story is the same: newfangled kit didn’t bring down humanity. Well, mostly it didn’t. Given time, we accepted the newness, smoothed the rough edges as best we could, reaped the benefits of the good bits and made our peace with the trade-offs. History is about to repeat. Hype and heavy-handed marketing aside, AI’s swift rise is hardly…

The marketing director at DB Breweries has led a host of memorable campaigns. He says his priority for 2026 is to bring back “legendary” creative. “We’re a beer business, but I think as an industry we’ve got a little bit worthy, a little bit safe,” he says. “We are part of those moments of connection and joy, so we should be fun and topical and interesting – and understand our role. My mission is to get back to more of the bold, creative work we might not have seen for a while.” Shrimpton’s recent marketing work can hardly be accused of lacking boldness. After reviving Tui’s iconic ‘Yeah right’ billboards, DB launched the hugely successful ‘Export Ultra Cold Call Back Service’ featuring rapper Vanilla Ice. The campaign picked up a…

Roughly how many staff members have been in your ads so far? We’ve featured dozens of Mitre 10 team members in our brand advertising over the years, especially around key cultural moments like Te Wiki o Te Reo Māori, Matariki, Diwali, Father’s Day and Mother’s Day. These campaigns aren’t about selling products, they’re about celebrating what these moments mean to our people and the communities they’re part of. How do you choose staff to be in your ads? We look for team members who bring authenticity, warmth and a genuine connection to their communities. Our store teams reflect the diversity of their local communities, so it’s easy to find people who represent the real faces of Mitre 10. We don’t go looking for polished performers, we look for people who…

Mike Gray’s vision is to build the largest, New Zealand-owned outdoor advertising company. “It’s never been done before,” he says. “It’s always been foreign-owned companies that have controlled our industry.” He’s walking the talk. In May 2023, Go Media drew a big line in the sand, making the naming rights deal with Mt Smart Stadium in Tāmaki Makaurau. “I had a bit of trouble convincing our board and it was pretty audacious,” says Gray. “Banks, financial institutions and insurance companies, that’s who take naming rights deals.” Not an outdoor advertising SME, he laughs. “I wanted to change the perception that we were small, so we negotiated the deal. It has been the most incredible thing for our brand.” Gray has been sponsoring sports, arts, music, culture for as long as…

Connected TV is YouTube’s fastest growing screen – or “surface” as YouTube’s senior director, product management, Romana Pawar calls it. She’s worked with streaming services since the early 2000s, and was instrumental in the evolution of digital advertising even before joining Google in 2013. “I was so happy to finally get to YouTube,” she says. “I was like, OK, I think this is where streaming will be defined in the future.” She’s seen the pivot from desktop to mobile: “And then consumers decided – with the pandemic – that the TV is the better screen. Another set of opportunities and challenges. “We work through them, with laser focus on how can we provide the best viewer experience across all of these surfaces. And the best creator experience, because ultimately creators…

What’s special about working in Ōtepoti Dunedin? “You mean other than the weather?” quips Walsh & Beck’s Alex Lovell-Smith. It’s been raining and blowing a gale almost the entire day. On that soggy Monday, I meet four local agencies who share the magic of Ōtepoti – filled with innovation, heart and creativity. “You’ll want to move here after this – I can feel it happening,” Enterprise Dunedin’s Sian Sutton tells me. She markets Ōtepoti, and she’s doing a great job. Morning coffee with Claude & Co and BrandAid Advertising creatives Steve McCabe and Kim Fraser have worked for big agencies all over the world. But there’s nothing quite like Ōtepoti Dunedin. The two have been running Claude & Co, named for Fraser’s cat (who sadly died in 2024), from their…

In issue 84 of NZ Marketing, we told the story of how The Rocky Horror Picture Show film changed its trajectory, going from flop to famous via clever marketing. The pivotal moment was switching the film screenings to a midnight session. This started a cult following that no one expected – and now it has the longest theatrical release of any movie, ever. But whose idea was it and why? As we reported, Linus O’Brien, son of Rocky Horror writer Richard O’Brien and a documentarian in his own right, said the time flip was the brainchild of film producer Lou Adler and advertising executive Tim Deegan. So, imagine our delight when, not long after publishing the article online, we got an email from Deegan. He’s still based in LA and…

A quiet but meaningful shift has taken place in how the New Zealand Government awards contracts. Under the updated Procurement Rules, effective from December 1, 2025, all government agencies must evaluate the economic benefit to New Zealand when purchasing goods or services over $100,000. This isn’t just a token gesture. The criteria also carries a minimum 10% weighting in procurement decisions. This is a game-changer, especially for independent, NZ-owned agencies. For years, globally owned networks have held a structural edge in procurement, with scale, infrastructure and global rosters often counting for more than cultural relevance or local reinvestment. But Rule 8 ‘Economic benefit to New Zealand’ in the Government Procurement Rules 5th edition begins to rebalance the equation. Now, agencies that hire local talent, build local capability, use New Zealand suppliers…

Lumo was New Zealand’s first fully digital outdoor company, built from the ground up for a programmatic, digitally creative and data-driven future – not adapted from existing static networks. According to Lumo’s CEO Phil Clemas, that means every site, system and workflow is optimised for agility, speed and precision. “Lumo stands out because it’s not just selling screens – it’s reinventing how digital out of home works in New Zealand,” he says. “Lumo has invested heavily in data, automation and measurement – leading the way in programmatic DOOH, live data integration and, increasingly, digital creative optimisation (DCO). It’s one of the few OOH businesses treating technology as a creative enabler, not just a backend system.” Clemas and fellow industry stalwart Kent Harrison established Lumo as a start-up in 2016, achieving…

EVENTS are trending,” says Ella Stansfield of event tech company Entegy. As a business ‘Events engagement specialist, her job is to connect event organisers to Entegy’s unified event tech tool – everything from registration to app – which is designed to make events easier to run. She believes the best event tech is almost invisible, it creates space to connect. “People talk constantly about how it’s a beautiful opportunity to come together, build communities and have that person to person interaction.” From South by Southwest to Cannes and the Effies, marketers gather to network, learn and grow. But seats at the sponsors’ table can come with a hefty price tag. While small businesses might struggle to keep up, Stansfield’s advice is simple: “Start your own, and start small.” When she’s not…

New Zealand is on the cusp of a new economic era. Breakthroughs in biotech, artificial intelligence, advanced manufacturing and clean energy are rapidly gaining momentum and reshaping our economy. But innovation on its own won’t secure our future. The real test over the next decade will be trust. Without it, the smartest algorithm, the most sophisticated technology or the cleanest energy solution won’t gain public support, market adoption or long-term investment. With it, these industries can become the backbone of a more resilient, prosperous nation. For years, our economy has relied heavily on the primary sector. Farming, horticulture and tourism helped lead our post-Covid recovery. But as the global economy shifts, the pressure is now on our urban, tech-based industries to lift productivity and diversify our strengths. These emerging sectors…

LinkedIn has become more competitive. The volume of content has exploded and quality has shot up. Yet only roughly 1% of users share content regularly on the platform. People know – in the world of sales and marketing – that LinkedIn is important. But people can feel nervous about posting and there are a lot of lurkers. We know a small percentage turn up and post regularly. Some got into LinkedIn during Covid and found it was an awesome place to explore and create business success. But the LinkedIn algorithm has changed significantly in the past 18 months, affecting reach. You could be creating the same fantastic content but it’s not landing like it used to. What works on LinkedIn now? Using a range of strategies was important back in…

A passionate dancer and choreographer, Jordan Ikitule dreamed of performing on the world’s biggest stages. Then life took a turn. “I was planning to become a backup dancer. A lot of my friends are doing that now for Chris Brown or Jennifer Lopez, and they’ve performed at the Super Bowl or Coachella – that was what I wanted to do. “But when I had my son, I realised that dream was gone,” says Ikitule. In 2020, his son Storm – who was three at the time – was diagnosed with severe autism. According to Autism NZ, around 3% of our population have the condition. Ikitule describes it as a non-physical, neurodevelopmental condition that covers a wide spectrum. “Some can speak but struggle with social cues, and then there are those…

When Hannah Bay heard the brief about sending a quarter of a car on a journey powered by Spark’s network, she thought: “What could be more captivating?” The story, pitched by creative agency Colenso BBDO, follows a young woman named Sam whose phone isn’t working. After she borrows her friend’s Spark-powered device, Sam’s world is transformed. Her section of the car breaks away, setting off on a ride of its own. Before the campaign took shape, Spark’s creative team conducted customer testing, drawing on feedback reflecting its new brand positioning: ‘It’s better with Spark.’ “Our customers talked about our network as an enabler for this kind of wonderful, bigger, better life,” says Bay, Spark New Zealand’s brand experience chapter area lead. “One mother told us Spark gives her the reassurance…