Innholdsfortegnelse for October 2018 i AdNews

What were your initial thoughts on the New Zealand brief? Mike: The initial reaction to the brief was one of excitement — who doesn’t want to design the cover of a magazine? Trepidation — was the last idea I had the last good one? Pressure — don’t mess this up; we wouldn’t want any negativity on the blogs. And fear — representing a nation through a magazine cover design is a daunting challenge. How do you define communication in an image? Post–first brief chat, what went through your mind and what were the next steps you took as a team? Mike: As with most briefs, the first thought is how do we reframe it to land on the real problem. To understand a problem and communicate a solution, you have…

Here is a stark fact: Since Netflix and Stan came into the market in 2015, linear TV has lost 32% of its prime time audience in the 18-34 demographic, and 19% in 25-54s. The latest Deloitte Media Consumer Survey showed 43% of respondents had a video streaming subscription like Netflix, up from 9% in 2014. This alarming shift to non-advertiser funded platforms has not been a major topic of industry chat. It should be. It’s a threat to the entire advertising industry - where will we be able to connect with these audiences in the future? We certainly hear a lot about connected TV. But real numbers, splitting out time spent by platform, are hard to come by. There are a lot of factors behind this rapid shift in technology…

Let’s be upfront from the get go: competition is fierce in New Zealand. For a population of 4.8m, we’re spoiled for choice: 87 TV channels; 350 radio stations; 450 cinemas; 6000 magazine titles, of which 650 are produced locally. And that’s not counting the influx of online, on-demand players. Imagine all of those huddled around a $2.2bn (NZ) pot of annual advertising expenditure. And TVNZ is one of those players - despite being 100% government-owned, we’re also 100% commercially funded. Unlike similar national broadcasters, we rely on commercial revenue. Without a doubt we are the most talked about and most watched media brand in NZ: with three free-to-air channels (TVNZ 1, TVNZ 2 and DUKE), our online news outlets and TVNZ OnDemand to our name. Across the board we reach…

What’s new with News and cricket? Going back to the grassroots of the game, News is unlocking the full breadth of its channels to appeal to cricket keen Aussies and fanatics alike, opening the door for more brands, more opportunities and tailored packages to maximise advertiser results. With innovation at the core, News launches its biggest cricket-centric print and digital strategy to-date, with new products that will keep its readers on the pulse, minute by minute, ball by ball, for the entire summer. “Taking the sports fan beyond the game” will bring fans the ultimate experience, keeping them engaged with News' suite of assets, including analysis, game day updates and commentary, as well as 'second screen' initiatives including Supercoach, the premiere location for any fan looking to be part of…

New Zealand enjoys one of the most liberal advertising environments in the world and, according to Reporters Without Borders, media freedom thrives across the South Pacific, which deregulated the broadcasting sector in 1988. Also, the country is ranked eighth in the World Press Freedom Index — far ahead of Australia at number 19. Despite such positives, New Zealand is no different when it comes to the ongoing threats to media diversity and independence. Auckland–based PwC director of digital strategy, Greg Doone, said the trends and consumer behaviour unfolding across the ditch are largely in line with global trends, with a slight lag. The majority of digital advertising revenue is dominated by digital–only players, mainly Google and Facebook, and by channel, digital advertising earns the largest share of ad revenue at…

Tell us about the current state of the NZ out-of-home market and what role Street Furniture plays? The NZ out-of-home media market has now settled following extraordinary 28% growth in 2016 and 18% in 2017 (Source, Outdoor Media Association of New Zealand). Street Furniture in the country has grown along with the rest of the market and sits at 28% share of total out-of-home media spend. It’s worth noting that, unlike in Australia, Adshel NZ is purely Street Furniture with no rail or retail assets. Our core products are Adshel Classic (static) and Adshel Live (digital); the same products that Australian advertisers will be familiar with from the Adshel Australia stable. What have been the key drivers of that growth? Part of the reason is that Adshel is the exclusive…

From the dawn of the programmatic era, advertisers and publishers alike have condemned the murkiness of the programmatic supply chain and asked for greater transparency. Transparency in programmatic advertising means that marketers know exactly where every cent of their campaign budgets goes. That is, they know how much makes it into the pockets of publishers, versus how much goes to the ad tech providers who keep the supply chain moving. Very few marketers have this level of transparency – and most don’t know what the fees are - which makes it virtually impossible to fairly evaluate programmatic partners and eliminate those who can’t justify the fees they extract. Some marketers may think they are better off moving spend away from programmatic, or not trading in this fashion at all. With…

The Data Room (pictured below) is a market knowledge hub. It brings together a vast volume of data into an intelligence centre modelled on the Data Room in the Sydney office with a six-screen video wall running dynamic data visualisations at the click of a button. All GroupM’s NZ agencies, like their Australian counterparts, do regular ‘Immersion Sessions’ with clients in the Data Room where they can use GroupM’s mKnowledge tool to deep dive into client and category data to show trends, insights, spending patterns and more. “mKnowledge and the Data Room are unique and it’s all technology GroupM has built to serve our clients. How we visualise data and turn manual data manipulation into automated processes allows us to do something uniquely powerful for clients,” says Mike Khalil.…

With waves of international confectionery competitors steadily hitting New Zealand’s shores, homegrown chocolate brand Whittaker’s has had to pivot and evolve, while also remaining true to its wholesome brand messaging. Working with its media agency, MBM NZ, and creative agency, Assignment, Whittaker’s has serious celebrity pulling power with its ambassador, Nigella Lawson, and very much remains a big fan of the good old TVC. Late last month it revealed big plans to expand more heavily into the Australian market, inking a deal with Coles. AdNews spoke with J.H. Whittaker’s Sons’ marketing manager, Jasmine Currie, who revealed the challenges and opportunities the famous chocolate brand faces in a new consumer landscape. What is your current marketing strategy? In New Zealand, the TVC is still a key channel for us as it…

Welcome to the New Zealand edition of AdNews. In this issue you’ll find all the wonderful regular AdNews features, only this time we’ve booted out the Aussies and swapped them for Kiwis instead. Meet the Team, Campaign Review, Spotlight and Spotted all feature fine minds and creative souls from across the ditch. We also speak to marketers from some of the country’s top brands including Burger King, Air New Zealand, Whittaker’s, DB Breweries and Tourism New Zealand. On top of that we have dug around with some local media owners, media and creative agencies as we sought to get a feel for the market, people, culture, trends and challenges. Our cover was created by one of the country’s leading creative agencies - Clemenger BBDO in Auckland - and in Behind…

Innovation and change is constant for APN Outdoor and a real driving force of our ongoing success. We were the first company in New Zealand to launch digital large format and today APN Outdoor continues to lead this space, with 30 sites in play by the end of this year. In October 2017, we launched Calibre, in the absence of an industry standard for measurement, and the feedback has been phenomenal. Calibre combines location-based cell data, mobile data, banking spend data, DTVs, census data and mosaic data to create in-depth audience insights that allow clients to accurately target and measure their investment in out-of-home. We now have a number of competitors using the platform, which is a fantastic validation of the system. At the start of the year we held…

The port of call for anyone waiting for the bails to be blast off the stumps, see sixes smashed, to argue over the umpire’s call, or learn what makes Gaz’s off-spin so spectacular. For News it’s about making sure that even when the fan is away from the TV in their lounge, they are never away from the game. This is coverage like never before and for brands, this is engagement you can guarantee. Barrett concludes, “We will bring fans closer to brands through their passion for cricket. Our innovative content strategy includes exclusive opportunities for partners to sponsor and present their brands with fantastic content that captures the greatest moments of the summer of cricket. Every ball like never before!” in partnership with…

Tui Catch a Million Catch a Million allowed Tui to create a reason for consumers to get together, have a beer and support the Black Caps in a modern and progressive activity. Kiwis are pretty competitive and often claim “I could have caught that” so Tui decided to put these armchair critics to the ultimate test and challenged them to catch the ball during cricket matches. This one generated over $8.8 million in PR and media value. DB Export Made by Doing (Brewtroleum) We created a biofuel out of beer waste so our drinkers knew that the more beer they drank, the more good we’d do for the planet. We turned 116,000 tonnes of yeast slurry into 300,000 litres of Brewtroleum (enough to supply every Gull petrol station in NZ).…

Fiercely competitive, agile, a jack off all trades, unencumbered: just a few of the descriptions that have been used to explain the landscape and role of media agencies in New Zealand. With obvious differences, based on culture, population and demand, the country's media industry also offers less red tape, more collaborative opportunities and a vibrant independent market. Speaking with heads of the major agency networks in NZ, there is a clear picture of an industry pushing for growth while battling issues both similar and different from those that agencies battle in Australia. Dominated by the five major holding groups, media agencies fight it out for dominance in a far smaller market, but they're also not limited to a shrinking lack of traditional media interest, the looming entry of consultancies, increasing…

Finch CEO Rob Galluzzo: The best thing about working in the NZ advertising scene is its size, and by that I mean the market and the companies are smaller. Often in presentations or meetings it is the key stakeholders of the company or the business who are in the room, so things become much more direct with the people making decisions. Great ideas get to be heard first–hand. Sweetshop NZ MD Fiona King: Let’s start with the people; we have an incredible amount of creative talent on our shores and have long–held a high standard in the creative arena. Advertising, design, fashion and innovation have all built successful brands that stand out on the world stage. Not having a huge population and being small and unique allows us to run…

From Sega to IBM, McDonald’s and Burger King, James Wood-bridge has had quite the career. He has been general manager of marketing at Burger King NZ for five years, however, Wood-bridge actually kicked off his FMCG marketing career at arch nemesis McDonald’s New Zealand in 2001. With four years under his belt at Maccas, hungry for more, he jetted off for a Budapest–based McDonald’s role in 2005. New Zealand may have lost the top marketer to the Golden Arches in Europe for almost a decade, with Woodbridge scooping up top jobs such as VP and CMO McDonald’s Germany and Europe West, but in 2013 it was time to order something new. AdNews caught up with the Kiwi marketer to find out what lured him back home, got his take on…

GroupM was formally established in NZ in 2015 but MediaCom and Ikon have been on the ground since long before. Mind-share and Wavemaker followed to complete the powerhouse of agencies that is GroupM, a global network that thrives on collaboration to unlock possibilities and outcomes for clients. Mark Lollback, CEO of GroupM Australia and New Zealand, talks about GroupM being a human capital technology company. The two things that define GroupM as a whole, and each of the agencies, is the people and talent on board, and the data and technology capabilities. Everything the group does in Australia and New Zealand is driven by the desire to inspire excellence and is built around four defining pillars; scale, smarts, science and speed. GroupM NZ Chief Operating Officer Chris Riley says, “Being…

BRIGID ALKEMA Clemenger BBDO Wellington ECD With ideas like Palau Pledge and The Swedish Number, the game of tourism has changed. It’s got its mojo back. There’s now bigger plays to be made and much more fun to be had, beyond (beautifully) packaging up the obvious. ‘100% Pure’ is a brilliant platform. I’d love to see it break out of traditional advertising and plant its two feet in the modern world. NZ, lets show the world what we’re made of. AARON TURK Little Giant, linked by Isobar, creative director Every now and then NZ finds a unique and interesting way to show a different side of itself. The rest of the time, the tourism board does pretty much what you’d expect: stunning landscapes, extreme experiences, great people. As a Kiwi,…

Back covering cricket this year will be iconic sporting journalist and commentator Robert ‘Crash’ Craddock who has covered more than 150 cricket Tests for News Corp and has been involved with a series of Fox Sports shows including The Back Page, Summer 360 and Cricket Legends. Crash explained what will be different this summer and why, after 30 years of covering the game, he is “more excited than ever” to be part of the News cricket team. “Since Fox Sports gained the cricket rights, our daily newspapers have made a nationwide commitment to rejuvenate our coverage with extra space and manpower and a complete overhaul of our traditional coverage, from statistics to news and analysis pieces. “We will also have the fresh opinions of the newly-minted Fox Sports commentary team…

GroupM group head of data and technology Mike Khalil Four words: Jack of all trades. Regardless of your title, because New Zealand is a smaller market you roll up your sleeves and get the job done. There’s a ‘number 8 wire’ mentality in agencies (Google it). It may be a smaller country with smaller marketing budgets and smaller teams, but each campaign receives the same TLC. Carat New Zealand GM Alex Lawson As an industry it’s important to remind ourselves that regardless of location, our industry culture is overall pretty bloody good. I can think of a lot of categories that have no culture compared to us, so it’s not really a case of better or worse, but just a bit different. Different strokes for different folks, but I like…

1 NZ Transport Agency — Legend Clemenger BBDO Wellington NZ Transport Agency and Clemenger BBDO Wellington’s work for anti–drink driving has become embedded with New Zealand culture and shifted Kiwi attitudes in the region. The work is highly awarded and an AdNews favourite. 2 New Zealand Police — Freeze! Ogilvy New Zealand How does a police force boost applications by 600%? If you’re the New Zealand Police, you do it the Kiwi way, with a witty, entertaining and informative film that features a diverse cast of real police officers. 3 Pedigree — SelfieSTIX Colenso BBDO Auckland If you’ve ever tried to take a selfie with your dog, you’ll know it’s harder than it looks. Introducing the SelfieStix. This campaign solved a serious problem and earned the agency a ton of…