Innholdsfortegnelse for Issue 66 2021 i NZ Marketing

Since the late ’80s, Hubbards has established itself as the breakfastfoods disruptor. With Dick Hubbard at the helm, the brand introduced muesli to New Zealanders and has since launched a portfolio of products that cater to all tastes and breakfast occasions. Hubbards relaunched in 2012 with its now-popular Amazing mueslis, and Auckland-based Onfire Design was on hand to champion the exciting new product development and innovative packaging design that enabled the brand to become number one in the muesli category. Given the success of the relaunch, it was no surprise that Hubbards would again choose Onfire when it sought to meet a growing consumer desire for quality, nutritious ingredients and recipes in 2019. “I’ve been fortunate to have been part of the Hubbards journey since 2012, helping the team with…

IN A FIRST FOR NEW ZEALAND, the New Zealand Marketing Association (MA) has announced a partnership with Berkeley Global, the continuing-education division of the world-leading University of California at Berkeley, to offer their innovative online digital courses from Silicon Valley to New Zealand. MA has been working with Berkeley Global for the past year to put this package together and from January programmes have been available to Kiwi marketers at a preferential price. “Berkeley Global’s online programmes are a perfect fit to complement our current offerings to the New Zealand marketing community,” says MA CEO John Miles. “All of these courses are taught by practitioners, just like our workshops. For example, Digital Marketing is taught by Jason Miller, ex-Group Marketing Manager of LinkedIn and Microsoft and now Head of Brand at…

How many times have you read that agencies are dead, that they’re being replaced by in-house creative departments run by clients themselves? Although this may be true, I believe the future for agencies is a world of rainbows and unicorns. Let me explain why. Recently, our agency was in conversations with one of New Zealand’s most successful global entrepreneurial brands, a brand that has been vocal over the years about how an agency relationship is not relevant. They had a major marketing issue to resolve and were looking for an agency partner – but quietly, so as not to ruin their pitch. When the rubber hits the road and a really big problem surfaces, nine times out of 10, even clients with in-house creative ability will still come to an…

‘“Lost and Found” has the strongest recall of any TVC we’ve run.’Carolyn Schofield When an ad for a predominantly regional electricity supplier is met with such feedback as “It doesn’t feel like an ad” and “Don’t tell anyone this, but I cried”, you know a successful campaign has been pulled off. And with their 90-second TVC ‘Lost and Found’, which debuted in October last year, that’s exactly what Trustpower achieved. With emotional advertising front of mind, Trustpower teamed up with agency Art & Industry to develop the concept. Chris Dudman was enlisted to direct and Age Pryor was given the difficult task of capturing the right emotion in his original music. ‘Lost and Found’ tells the story of childhood sweethearts Mel and Toby, who are reunited later in life as…

What major shifts occurred in Out-of-Home in 2020? From a creative point of view, the adoption of contextual Out-of-Home really ramped up last year. There are now so many data points that our digital screens can access, such as time of day, weather conditions and direct data feeds – the possibilities and opportunities to connect with audiences continue to expand. For example, Corona is sharing surf reports with city dwellers, and Watercare updates Aucklanders daily on water use. Our recent selection as the Official Out-of-Home partner for Emirates Team New Zealand for the 36th America’s Cup resulted in live race updates being broadcast to JCDecaux’s digital sites in five cities. How is data changing the planning process and making Out-of-Home campaigns more effective? Every advertiser seeks more effective campaigns. Data…

WHAT IS ‘SUPER CREATIVITY’? Good question. Super creativity is worldclass creative with better insights. We believe data can find us those insights that allow us to lift the creative product to achieve outstanding results. The ‘super’ also refers to the indredible talent we have here at EightyOne. Our Executive Creative Director Chris Bleackley is assembling one of the most talented creative teams in the country. WHAT ROLE DOES DATA PLAY? Data helps us identify the right questions to ask, and find better answers. It’s our way of looking at something and starting to make sense of the problem. Albert Einstein famously said, “The important thing is not to stop questioning” – so we don’t. Our sister company DOT Loves Data is one of those unicorn companies. They’re an odd blend…

IN MY 30-PLUS YEARS IN MARKETING, one thing has remained fairly consistent: we marketers are pretty useless at stakeholder engagement. Why is that? Well, we have the best ideas that are going to solve the world’s biggest problems. We understand the customer and are growth-focused – so why wouldn’t the rest of the organisation agree with us? The trouble is that the rest of the organisation sees things through a different lens to us outgoing, confident bunch of world-beaters. I’ve attended the UC Berkeley Innovation Program in San Francisco, and one of my major takeaways is that an idea will only remain an idea unless you bring the whole organisation on board. You have to recognise who the key stakeholders are – and it’s more important to win over the…

FEATURED STORY THE SOUND OF SUCCESS: REINVENTING RHYTHM & VINES Marketing and Partnerships Director at Rhythm & Vines Kyle Bell lets us in on the promotion of one of New Zealand’s most successful festivals, and reveals what he thinks it takes to excel in the field of experiential marketing. To read more, scan the QR code above. Have an opinion you want to share? Write for us and enhance your reputation as a marketing thought leader. NZ Marketing provides strong opinions and insights into the core disciplines of marketing and communications. One of the ways we do this is through the voices of marketing professionals who have something meaningful to say about our industry. If this sounds like you, pitch your idea to the editor at editor@nzmarketingmag.co.nz FOLLOW US ON…

In 2019, Cecilia and James Robinson, best known as the founders and former CEOs of My Food Bag, approached YoungShand with a yet-to-be-named, app-led service set to revolutionise the New Zealand healthcare industry. With their focus firmly on the service’s development, YoungShand was charged with helping craft how to take the new service to market. Tend, as it came to be known, enables Kiwis to see a doctor from their phone, supported by a flagship clinic in the Auckland suburb of Kingsland. The service was designed to challenge the current healthcare model’s pain points, putting the control back in people’s hands. However, although there was no shortage of frustration with the traditional model – the lack of available appointments; the hassles of getting time off work, traffic and parking; and…

There’s a challenge facing marketers. The media market has been in a state of accelerated change more than ever in the past five years. Media has never been more complex and required greater specialism across data, technology and analytics. Marketers are looking for trusted agency partners who can not only guide them through this ever-changing media landscape, but also provide experience and expertise, not just lip service. There’s an ever-increasing need for media expertise, but at the same time marketing needs integration between message and moment. It needs simplifying and unifying around consolidated data sets and technology. “Media planning is becoming – perhaps paradoxically – more data-science-driven yet also more creative, strategic and collaborative,” says Managing Partner at Together Rufus Chuter. According to him, the hallmarks of successful media planning…

‘Our environment inspires our creativity.’Anna Calver In early 2021, Wellington became a stage with the ‘What if the city was a theatre?’ programme. Outsiders might have done a double take at unicorns and mermaids dancing in shop windows, but Wellingtonians barely batted an eyelid. It’s just another day on Cuba Street. Wellington residents are a proud bunch. In the Nielsen Quality of Life Survey (2018), 89 percent of respondents rated the city as affording them a ‘good’, ‘very good’ or ‘extremely good’ quality of life. But the secret to the city’s success in these rankings is in Wellingtonians’ honesty. The cliché of the city being unbeatable on a good day is always said tongue-in-cheek, because those who live in Wellington know that most of the time the weather is horrendous.…

AS AN ATTENDEE OF MARKETING Association’s first Women in Marketing conference in 2019, I was excited to see it back in the line-up for 2021. For me, it’s a real standout on the event calendar, and an opportunity to come at marketing from all angles while enjoying a truly fantastic afternoon. There was one thing that was lacking in 2019, though, and it was an obvious lack at that – men. Contrary to the name of the event, the Women in Marketing conference is not just for women in marketing, and here are a few reasons why. 1. Ever wondered why you’re just not getting through to your female audience? Is your message not resonating but you don’t know how to make it click? Women in Marketing is for you. Find…

FIRST-QUARTER CALENDAR Upcoming courses, workshops and events. MARCH Face-to-face workshops: AUCKLAND 22 – Stakeholder Engagement 23 – Google Ads: The Profitable Way 26 – The ABC of B2B CHRISTCHURCH Conferences and events: AUCKLAND 24 – Smarter Data 30 – Sunrise Session: Google ONLINE 29 – AGM APRIL Face-to-face workshops: AUCKLAND 7 – Marketing Automation 8 – Content Marketing 16 – Behavioural Science for Customer Journeys 21 – Breakthrough Marketing Plans 30 – Mapping the Customer Journey WELLINGTON 14 – Google Analytics: Intermediate CHRISTCHURCH 8 – The Secret Sauce of Great Copywriting ONLINE 15 – Breakthrough Marketing Plans Conferences and events: AUCKLAND 7 – Women in Marketing 8 – TVNZ-NZ Marketing Awards Call for Entries Opens (see page 5) 15 – Brainy Breakfast MAY Face-to-face workshops: AUCKLAND 3 – The Secret…

LESSONS IN LUXURY SOCIAL MARKETING Luxury car manufacturer BMW has collaborated with integrated marketing agency Pead to move beyond ‘influencers’ to ‘people of influence’. The campaign involves a dozen of New Zealand’s most influential personalities and starts with an invitation to join one of the most exclusive memberships in the country, The Haus of Joy. The result is a hand-picked curation of the most luxurious elements of the BMW lifestyle – including special offers from brand partners, attendance at premium events and luxury car loans – into an overarching 12-month experience. Here, Head of Marketing for BMW New Zealand Gabrielle Byfield reveals the brand’s thinking behind this new socialmarketing strategy. WHAT LESSONS HAVE YOU LEARNED ABOUT SOCIAL MARKETING WHEN IT COMES TO A LUXURY BRAND? Campaigns need to be about…

ALTHOUGH THE CURRENT PRIVACY Act legislation only came into force in December 2020, the Commissioner is proposing further significant changes. These changes will give consumers a great deal more control over how their personal details are managed by marketers. You might as well start preparing now, because it’s oddson the Minister will listen to these proposals. Here’s an extract from the comissioner’s report: “The replacement of the previous Privacy Act was largely a response to a major review of privacy law by the Law Commission, completed in 2011. The Privacy Act 2020 modernises New Zealand privacy law and addresses some significant gaps in the previous legislation. The Commissioner will use the new powers in the Act to actively address non-compliance and promote good privacy practice. However, technological, social and other developments…

This industry-wide Agency Perception Survey provides both marketers and agency reps with insight into the nature of their working relationships, identifies challenges, strengths and weaknesses, and assesses how creative and media agencies can best respond to them. It also delves into budget allocation and spend, outsourcing versus insourcing and what the future of marketing holds for creative agencies in the wake of Covid-1 9. On the next eight pages, we examine these exclusive insights, reveal what marketers look for in their agency partners, and offer marketers’ takes on some of the difficulties their peers face and how they can best be overcome. KEY DECISION CRITERIA FOR AGENCIES Clients are generally looking for strategic thinking, creativity and effectiveness when evaluating creative and media agencies. The main criteria for marketers when evaluating…

Parnell-based Rainger & Rolfe is an independent Auckland creative agency structured around a “roadtested and perfectly formed martech model”, says owner Jen Rolfe. “We’re here to help businesses solve all kinds of problems with fresh ideas and fresh perspectives, and it’s the partnership we have with our clients that makes us love what we do.” In their eight years working with some of New Zealand’s best-loved brands, they’ve picked up some notable industry accolades, including the Grand Prix TVNZ NZ Marketing Award twice in four years, and Stuff’s inaugural Paper Planes award. So what makes them tick? Here are some key elements that guide their approach. Insight-led creativity… ANT RAINGER: Everyone promises ‘insights’, but what makes us different is the degree to which we apply them. We study whatever we…

It may sound like a new take on the old Zen koan, but it’s a question that’s become relevant in the past year. We’ve just lived through (and are still, in some cases) a period where we can’t simply rely on the tried-and-true formulas we once took for granted. Not that long ago, we created compelling physical business events by blending speakers and information delivery, performance, information, inspiration and fun. Today, we’ve got a lot of new tools, many created out of Covid-related necessity. What’s underway is nothing less than the transformation of event experience delivery – analogous with the way online shopping has accelerated. It’s fascinating to be working in an industry that’s changing in front of your eyes. This evolution opens up an opportunity for us to look…

What about those smaller Kiwi creative agencies, who may not have the headcount of a multinational, but who clearly have the skills (and the business nous) to compete alongside the big guns regardless? Does ‘independence’ change the work? What’s so good about being small? And is the clearer air in the regions really better for creativity? NZ Marketing decided to take a trip beyond Auckland’s big-player marketing milieu to discover just what makes New Zealand’s indies tick. A short survey of the country’s small-to-medium creative and specialist agencies proved what we already knew: New Zealand has a thriving community of independent agencies producing outstanding work. And outside of the larger Auckland marketing factories, it turns out there are as many reasons to set up shop as there are shop founders…