Innholdsfortegnelse for Agency 2019 i NZ Marketing

STOPPRESS COMMENTS The best of the bunch In February, Whittaker’s ruffled a few feathers with its nostalgic coconut ice surprise chocolate – the surprise coming with blue or pink chocolate to tie in with the idea of baby gender reveal parties. The chocolate raised money for Plunket, but some people thought the campaign wasn’t inclusive enough – while others thought that was ridiculous. StopPress readers were quick to share their own thoughts. “‘I’m sorry - but this sounds like the vocal minority on Facebook having far too much sway over so-called “Public Opinion”. If you stopped 100 people in the supermarket and asked them if they think this campaign discriminates against “Gender Fluid” or “Intersexed” babies, how many would know what you’re talking about, let alone take offence? In fact,…

Grafton joined PHD Group in 2000 and has worked across various roles over the years – including working as interim CEO after Louise Bond stepped into a governance and strategic counsel role in November 2018 – before being formally named chief executive in February 2019. Despite her reasonably short time in the top spot, Grafton has been across the business for years, and in her time has seen all sorts of changes in the industry. But some things haven’t changed. Clients still want smart people working on their business. “People are always going to be an important part of agency business. But in a modern media agency, it’s the scope and expansion of our capabilities, becoming less generalist and more specialist, that has continued to evolve,” Grafton says. PHD has…

With Radiation having had a successful and enduring presence in the branding landscape since 2000, what was the idea behind starting Tricky in 2018? Brinsdon: Tricky is a response to understanding that brands can no longer tell their stories via marketing message alone — the customer experience has to measure up. Until now, delivering on this new reality involved a multiagency response across design and storytelling, as well as people, performance and customer experience. Tricky has been set up to deliver and inspire response, all the way throughout a business’s ecosystem. Radiation has since been repositioned to specialise in complete communication and content activation, so it can take over after Tricky has put everything in place. Responding faster to consumer needs is Radiation’s focus. To achieve this, we’ve brought in…

Three years ago, Kraft Heinz communications manager Tina Wong was looking for a new agency and had a clear vision of how she needed the relationship to work. “We were looking for an agency that could work through the line, as previously we’d been trying to piece together the parts internally and it wasn’t working,” Wong says. “We needed someone who could do the big concept idea and take it right through to all areas including in-store, digital and viral Facebook posts.” With 37 live brands and running an average of 26 campaigns a year, Kraft Heinz is a demanding, hard-working client that needs their agency to be efficient, innovative and reliable. Trust is also a major factor - their internal marketing team is made up of over 20 senior…

As the traditional silos of PR, creative, media planning, and digital collide and fragment, one agency has quietly held its place in our changing agency landscape; Acumen Republic has been looking after some of our most prestigious brands for more than 35 years, and is going from strength to strength. CEO Adelle Keely shares her thoughts on how Acumen maintains relevancy, especially in such changing times. Where does Acumen Republic sit in the current agency landscape of New Zealand? How do you define yourselves? Keely: We’re an integrated corporate and marketing communications agency that evolves, promotes and protects brands. As one of the larger PR agencies (around 30 in our team) that has been around for a while, we enjoy all the good things that come with scale - such…

JCDecaux has conducted an eye-tracking study in Auckland. What’s the purpose of the study and what does it reveal? Watkins: We wanted to conduct a large scale, robust study that was specifically designed to address advertiser concerns in the New Zealand market. This was primarily around the viewability of out-of-home media and their ability to attract consumer attention. We already knew that we have an unrivalled network of high-quality sites, placed in strategically selected, high impact locations – but we wanted to prove this with research. The study clearly demonstrates that we outperform competitors’ sites and formats, which is the perfect platform for JCDecaux’s launch into the New Zealand market. Why is eye-tracking the most effective methodology for this study? We strive to truly understand our audience and connect in…

HIGHLIGHTS OF 2018? 2018 was a year of many highlights really. In January, Special was crowned Campaign Brief Agency of the Year – the first time ever for an independent agency. This came hot on the heels of Campaign Asia naming us Mobile Agency of the Year for Australia New Zealand, and our #1 Independent agency ranking in the APAC Effie Index. Then followed a remarkable year of new business wins and some great work, capped off when we were named New Zealand’s Most Innovative Marketing/Media company by Idealog. To top it all we celebrated our tenth birthday by inviting the industry to our place for a drink on us. CHALLENGES OF 2018? It was a year of new business with twelve significant new clients coming on board – on…

GOLD: Technology & Emerging Technologies Catch the Wave Fuji Xerox New Zealand In the print industry, companies must invest in technologies that have a competitive edge. Like the Fuji Xerox Iridesse Production Press with its revolutionary 6-colour print engine and new embellishment technology. Fuji Xerox knew that when people saw the Iridesse in action, they would love it. The primary objective was booking personalised demos at the Fuji Xerox Print Technology Centre. The integrated “Catch the Wave” campaign involved print advertising, a major industry event, and online, social media and tele-marketing. The campaign exceeded its objectives, realising $46.66 in sales for every dollar spent and converting over 50% of demos into sales. GOLD: Direct Response (any media) //GOLD: Excellence in Strategy //BRONZE: Social Media & Digital Future Proof Yourself in…

Corporate activism took a central role in marketing in 2018. The idea that business should be about more than just money, and that purpose should drive what organisations do, took hold. This was embraced by marketers from Nike, globally, to Eat my Lunch, locally. This shift was brought about in equal measure by an increased level of transparency into how businesses are operating, and a growing expectation from consumers that businesses do more to address the social and environmental challenges facing us all. This is a marked change from the approach of the last century when corporations were dominated by a largely capitalist mindset. At the worst end of the spectrum business was about maximising value for shareholders with little regard for the environment, employees or even customers. If something…

Thankfully for all of us, the relationship between marketers and boards is growing. An increasing number of New Zealand companies are discovering the value of adding experienced marketers to their boards as a new and important way to govern their assets and provide constructive support to their management teams. Marketers bring a wealth of skills and diversity of thinking that changes a traditional board dynamic. Aside from the obvious contribution they can make to growth and profitability, most evident is the marketer’s ability to contribute to: Business strategy for the development of long-term sustainable value Organisational strategy and culture A razor-sharp focus on customer relationships Measurement of business performance Data governance Communication as a critical part of an effective organisation and specifically, health and safety strategies And the biggest of…

When was Scope Media founded and how has it evolved since then? Crosbie: I had been working as a journalist for ten years in New Zealand and in London prior to setting up Scope Media in 2013. I wanted to apply a journalistic approach to PR and communications content for our clients. Not just to press releases written as news articles or media relations, but also ensuring we would apply an objective lens to any strategic communications work. We’ve found this approach has worked well for clients with projects that require community engagement, or a specific action in mind – whether to make a submission to the local council, to attend an event, or to become an advocate for a product, business or community organisation. I set the company up…

HOW LONG HAS OGILVY BEEN WORKING WITH THE NEW ZEALAND POLICE? Ogilvy has been working with the New Zealand Police for 3 years. WE ARE FOREVER HEARING THE WORD TRUST USED WHEN TALKING ABOUT CLIENT-AGENCY PARTNERSHIPS. WHAT DOES THIS MEAN TO YOU? Being just as interested in, and committed to the business goals of your client as your client. If you have the same goals, the same measurements of success, then you’re in it together as a team – and a good team is built on trust. Once you have that trust it’s so important not to stuff it up. You have no excuses and nowhere to hide – the work needs to be great. A GREAT SUCCESS OF OGILVY’S PARTNERSHIP WITH NEW ZEALAND POLICE HAS BEEN THE RECRUITMENT VIDEOS…

REMEMBER THESE ADS? OH SO QUOTABLE IT’S A DIGITAL WORLD While digital advertising was growing in 2009, New Zealand marketers were well behind those overseas in their shift in thinking from traditional to digital solutions. Mark Evans, the outgoing IAB chief executive, gave some insight into how the economic downturn was impacting the rise of online spend. "International indications are that the economic downturn is actually resulting in the shifting of more advertising budget online. Online advertising provides greater measurability for response-driven advertising, faster response, and the ability to tweak and tune campaigns easily." WHAT MADE US CLICK? GETTING SOCIAL MySpace won Hitwise New Zealand’sOnlinePerformance Awardsinthe‘Socialnetworking and forums’ category. In 2009, there were over 410,000 New Zealanders browsing MySpace each month, equating to 11 percent of the New Zealand population.…

In the world of retail advertising, there has been a race to the bottom with an over-reliance on price, sales and discounts. With that as a background, Graham Medcalf takes a look at how 99 is showing a surprising turnaround and rediscovering the mojo that was apparent in the giddy heights of 2011. So, what is it that is different about 99 today? Yes, there has been a change at the top, with Troy Fuller replacing Paul Manning a year ago, and there has been a change in creative leadership with Mick Stalker replacing Craig Whitehead. Fuller is a new breed of agency leader with a proven track record, having guided Raydar to commercial success. While Stalker returns to the Clemenger Group, having previously been deputy creative director at Colenso…

Things are changing for us. Since our very beginning we’ve been close to customers, with our history in retail and instore. But today we can truly understand the customer. Who they are, what they do, where they do it, and why. And with that information we can really start to connect. Whether it’s to endear, excite, provoke or persuade them, we bring together the science of customer insight with the magic of creativity. Then we customise our ideas accordingly. That could result in an in-store promotion. A print ad. A new product. A piece of software. Or a nice bit of story-telling. Everything we do is designed to effectively connect with the customer and get results. Welcome to the new 99.  We speak Customer.…

AMPLIFIER DESIGN IS A CREATIVE-LED AGENCY WITH A MULTI-DISCIPLINED TEAM. WHY IS IT IMPORTANT TO BE CREATIVELED WITH DESIGNERS FIRST AND FOREMOST? At the core of any brief we get, there’s an objective to communicate a message—whether that’s a simple sales CTA, or communicating what a brand stands for. Creative thinking and design principles enable that communication, allowing the message to be delivered as effectively as possible. Leading a team of people who are designers first and foremost means everything we do is underpinned with an understanding of what the brand/customer is trying to achieve, what they stand for, and where the work fits within the broader marketing strategy—regardless of the medium we are working in. THE AGENCY HAS BEEN OPEN SINCE 2002 – OVER THE YEARS WHAT ARE THE…

THE IDEA BEHIND IT CRAIG BALDIE Lion national marketing director “A fresh approach to our core beliefs was the perfect way to showcase mateship, a value that has stuck with Speight’s through various ages and stages. There are some things you can only ask a mate for help with — ‘The Dance’ reimagines an age-old tradition of mates sacrificing for mates through challenging times.” SHANE BRADNICK Former DDB executive creative director “If we had a Speight’s brief 50 years ago it would have been this real stoic Kiwi dudes just doing stoic Kiwi dude things. Now, it’s great to see a mainstream beer brand evolve and show culture as it is now while staying true to its values.” WHAT DO YOU THINK? LISA FEDYSZYN Executive creative director, Ogilvy "‘The Dance’…

For anyone living online (i.e. all of us) a swing back to real life experiences actually makes a lot of sense. Many of our virtual relationships are ephemeral and fleeting, and often devoid of real meaning. Consequently, global business spend on event marketing is experiencing dramatic growth, and while it may seem counter-intuitive, this boom is happening right alongside the meteoric rise of digital. Brands are seeing strong ROI from building real life connections with their stakeholders — whether that’s customers, partners or staff. Sadly, there is a stark lack of meaningful data on event marketing in New Zealand, something we and the industry need to address. But I can share Uno Loco’s perspective. Having been a major player in the sector for 20 years, we are seeing a shift…

GOLD: Campaign Website //GOLD: Customer Experience This year’s Grand Prix winner, My StudyNZ, was described by judges as an exemplar of contemporary marketing thinking and execution. It tackles head on a significant global marketing challenge and establishes a platform that will future proof New Zealand’s place as a high value tertiary education services provider. International education is New Zealand’s fourth largest export industry, and it’s now under threat, facing accelerating competition from other destinations. The Crown Enterprise responsible for marketing our international education industry to the world is Education New Zealand (ENZ). To protect and grow New Zealand’s modest 3% global market share, ENZ shifted its strategic marketing focus, from volume to value. A successful global campaign to attract higher-quality students was launched. With a tiny budget in global terms,…