NZ Marketing

NZ Marketing is the magazine for Kiwi marketing professionals, covering marketing, advertising, and ad media.

NZ Marketing

Editor’s Note

our contributors • Our magazine leans on the generosity of industry experts sharing their insight. Among those who’ve weighed in with news and views this issue are:

ONLINE • Your digital gateway to essential marketing intelligence

INDUSTRY INSIGHTS • News, views and updates from New Zealand’s marketing community

advertising

THINK GLOBAL, ACT LOCAL • DDB Group Aotearoa is part of a large global network, yet aims to behave like a small agency – priding itself on being flexible and agile. We sat down with four of its chiefs to hear more about this big-little winning formula.

NOT MUCH CHANGE, BUT A LOT OF DIFFERENCES • Each quarter, The Research Agency asks a nationally representative sample of Kiwis which ads are resonating with them. We ask them a simple, unprompted question: “What is your favourite ad on TV at the moment?” For the first time, Australians were also surveyed.

MEANWHILE IN AUSTRALIA…

Wonky thinks out of the box • The fruit and veges Wonky Box saves from the scrapheap don’t fit conventional standards of the fast-moving consumer goods market – they’re quirky, unusual and small. So is the campaign to promote them.

Behind the scenes: Gravy Train puts KFC back on track • The timetable was tight, the package needed to deliver. KFC and Special PR’s Super Rugby train team-up was just the ticket for Blues fans.

marketing

THE NEXT BIG THING • Expert advice on how to tame the data tsunami and catch the new wave of decision-making metrics.

DATA PITFALLS AND HOW TO AVOID THEM

Your attention please • Data solution provider Magnetic is on a mission to help your ad dollars go further, using attention metrics to improve creative and keep eyeballs on your brand.

‘I ABSOLUTELY BLEED ORANGE’ • Jules Lloyd-Jones loves a bit of do-it-yourself, so her role as CMO at Mitre 10 suits her perfectly. As the big tangerine toolshed marks 50 years, she reflects on the brand’s past, present and future.

Global AF: Kiwi mocktails take US market by storm • When Lisa King launched Curious AF in the US last year, giant retailers weren’t in her sights. Now, the Aotearoa brand is celebrating a deal that will distribute its alcohol-free products in 700 Target and 800 Walmart stores across the country.

How to make CONTENT PEOPLE WATCH • Ruckus, the people behind some of New Zealand’s best documentaries and factual series, sit down with NZ Marketing to talk about why their content attracts so many viewers.

Tiny blockbusters • They’ve taught us to tie a tie and showed us cats being silly, but what is it about online videos that intrigue the everyday person, and what can they teach us about elevating brands and bringing legacy media to a new audience?

COMEDIC ADVERTISING IS HAVING A COMEBACK • Creative agency ODV specialises in comedic commercials. The team believes humour has the best cut-through in advertising – here’s why.

Pitch Perfect BROADCAST • Earlier this year, the final of the Super Rugby Aupiki streamed live on TikTok. Reporter (and rugby fan) Zahra Shahtahmasebi hears how 2degrees and TBWA\New Zealand made this happen, and why they are passionate champions for women’s rugby.

Camera chameleon • We know video is essential, but how do you shoot for success on different social platforms? Webflicks founder Lou Harness gives a quick rundown.

THIS IS AN INTERNATIONAL STICK-UP • In Hong Kong, Phantom Billstickers CEO Robin McDonnell attends the 2024 World Out of Home Congress. His trip features industry insights, dim sum and an illegal billsticker run.

‘HEARS’ THE THING ABOUT AUDIO • After the...