NZ Marketing - Issue 74, March-April 2023

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nzmarketingmag.co.nz
Real is How to make

the most of your
radical: first-party data
HOW AUTHENTIC AGENCY
IS YOUR BRAND? PERCEPTIONS:
WHAT MARKETERS
AI and the WANT FROM
future of THEIR CREATIVE
marketing PARTNERS
SPORTS
SPONSORSHIP
IN THE DIGITAL
ARENA
support
Many of the world’s biggest sporting records are held by women.

But not according to the internet. Trained on our human behaviour,
search engine algorithms regularly ignore the achievements of
sportswomen, instead prioritising sportsmen. And that’s not right.
We’ve started an organisation to correct the internet

and make sportswomen visible. Will you support us?
Email hello@correcttheinternet.com to find out how.
Correct The Internet is supported by

EDITOR
David Nothling-Demmer
david.nothling@scg.net.nz
COMMERCIAL MANAGER
Vernene Medcalf
vernene.medcalf@scg.net.nz
DESIGNER
Alisha Kumar
EDITORIAL TEAM
Ayla Miller, Bernadette Basagre, Niko Kloeten
and Graham Medcalf
RETAIL & SUBSCRIPTIONS

MANAGER
Monique Bulman
monique.bulman@scg.net.nz
SCG MEDIA CEO

Marcus Hawkins-Adams
marcus.hawkins@scg.net.nz
CONTACT
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Keeping up ON THE COVER
One of the four design
trends identified in
T
emailing he start of 2023 has been anything but ordinary, Adobe’s 2023 Annual
support@scgmedia.co.nz or to turn a phrase, business as usual. From Creative Trends
devastating natural disasters, a Prime Minister Forecast is ‘Real is
DISTRIBUTION resignation and uncertainty brought on by Radical’ and speaks to
Are Direct NZ Limited economic hardships, anyone expecting to ease into the the representation of
year after a particularly challenging past few years has people in real and
PRINTING been mistaken. candid situations. The
SCG And if predictions are anything to go on, turbulence, inspiration for this cover
David Ashton unease and uncertainty is going to continue to trend as we has been taken from the
+64 21 951 403 head into the impending downward cycle. trend and the collection
NZ Marketing is printed using vegetable or soy-
based inks. Paper is supplied by BJ Ball using
For business owners and their c-suite teams, including of stock images
wood from sustainable, well-managed forests. those of you who are marketing decision makers, this identified by Adobe.
makes for a tricky climate to navigate. Marketers in
COPYRIGHT particular are going to have to be well-versed in the pain points of their customers
NZ Marketing is subject to copyright in its and be savvy with spend and resources when communicating with them.
entirety. The contents may not be copied For support on navigating through these tricky times, marketers are going to be
without written permission from its owners. All
leaning a lot more on their agency partners across a range of strategic and creative
material sent to NZ Marketing will be deemed
to be publishable unless marked ‘not for initiatives. To get a better understanding of the conversations they’re having with
publication’. NZ Marketing invites contributions their agency partners we surveyed 42 senior marketers in our Agency
but takes no responsibility for unsolicited Perceptions Survey, and the results are certainly interesting. Check out all the
material. data from page 24.
This magazine is subject to NZ Media Council Speaking of data, managing first-party data in a cookie-less world is becoming
procedures. A complaint must first be directed in increasingly important for marketers, in this issue we chat to the experts in this
writing, within one month of publication, to the space who offer up some helpful hacks.
editor’s email address. If not satisfied with the
Also in the issue we speak sports sponsorship in what’s expected to be a big year
response, the complaint may be referred to the
Media Council P O Box 10-879, The Terrace, for global sport, open the lid on ChatGPT and the future of AI in marketing, and as
Wellington 6143; info@mediacouncil.org.nz. always feature those marketing individuals and organisations doing great things in
Or use the online complaint form at the industry. Because 2023 is certainly the year brands need to pull out all the stops
www.mediacouncil.org.nz to be exceptional. Enjoy!
ISSN 0111 9044
David
David Nothling-Demmer, Editor
March-April 2023 NZMARKETINGMAG.CO.NZ | 1

contents
March-April 2023
Features is bringing its unique ‘Thinker & 74 Öäõîè÷èõóõòĤïè

Tinker’ model to Aotearoa’s shores. CMO of Hunter Home NZ and
24 Perceptions survey results La-Z-Boy ANZ, Maryanne Smith,
The results are in from our 2023 56 State of marketing in 2023 õèĥèæ÷öòñëèõæäõèèõäñçóäööìòñ
Agency Perceptions Survey in for marketing.
partnership with TRA, and you’ll be 60 Sports marketing in the
surprised by some. digital age 78 How to make the most of your
Graham Medcalf delves into the Ĥõö÷¡óäõ÷üçä÷ä
31 Introducing AO Studios challenges faced by sports àèöóèäî÷ò÷ëèèûóèõ÷ö÷òĤñçòø÷
AO Studios, recently launched by marketers in this digital age and ëòú÷òåèö÷ïèùèõäêèüòøõĤõö÷¡óäõ÷ü
former Colenso BBDO COO Paul the opportunities for brands and data.
Ìòøõ÷ñèüĤñçöòóóòõ÷øñì÷ìèöìñ athletes.
solving challenges. 82 ËõäñçóõòĤïè¢ÛäöæäïÏõìèñçö
68 Spotlight on sports Rascal + Friends’ Marketing Manager,
34 State of advertising in 2023 sponsorship Hannah Morris, shares the success
Emma Scoringe, Xero NZ’s Head story of how a Kiwi brand went
38 ÝëìñîèõåèïïóõòĤïè of Marketing, discusses the nature global.
Independent agency Thinkerbell of their sports sponsorships.
88 State of media in 2023
60
92 Andy Bell joins Together
Andy Bell discusses how his passion
and vision for ‘total media planning’
drove him to join Together.
96 Podcasting and your brand

Bernadette Basagre hears how
óòçæäö÷öäõèòģèõìñêðäõîè÷èõö
èģèæ÷ìùèñìæëèäøçìèñæèõèäæëìñ
New Zealand’s growing audio
market.
96
2 | NZMARKETINGMAG.CO.NZ March-April 2023
102 The new face of PRINZ

PRINZ Chair Heather Claycomb
õèĥèæ÷öòñä÷òøêëéèúüèäõöéòõ
the industry and how PR as a
profession is in need of a little PR.
32
104 Magazines and content
marketing
Ayla Miller looks at the thriving
world of print media and the
opportunities that branded content
presents to marketers.
Regulars
6 NZ Marketing online
Check out the latest news, opinions
and essential marketing intelligence
on nzmarketing.co.nz
10 Brand work to watch

Kerry Friend shares a snapshot of
Kiwi brand work that leverages digital
tools and platforms.
44 Views
12 Òñ÷èõñä÷ìòñäïõòøñç¡øó
Courtney Devereux looks at the
changing face of the classic
14 Industry insights Đìñĥøèñæèõđäöì÷öòïìçìĤèöäöäïèäçìñê
A brief glimpse into the most recent advertising channel.
marketing discoveries made by
industry professionals. 42 Challenger brand lessons
Corey Chalmers looks at the success
32 Map of adland behind a few promising challenger
The third edition of our Map of brands.
Adland provides marketers with
a comprehensive overview of the 76 Becoming a great leader
agency landscape in Aotearoa. Tony Gardner shares his thoughts
on how CMO’s can give it their best
44 Behind the scenes without feeling torn.
A behind the scenes look at host to Seattle native Carly
Kathmandu’s ‘Summer Never Koemptgen who won a global ‘dream 91 Social media column
Sleeps’ campaign. job’ competition and is now touring Mel Spencer on what’s trending in
the country as a digital nomad 2023, how to use it to better
47 Ads by the numbers marketer. understand customers and jet
A look at the latest available propel customer service.
Standard Media Mix ad spend data 112 Creative closer
from January 2023. Acclaimed ad industry creative 110Öèçìäòó¡èç
Anne Boothroyd talks Yorkshire Tali Rose discusses the changes the
84 Þó¡¡æòðìñêðäõîè÷èõ food staples, tight budgets and development of AI technology has
New Zealand is currently playing the Ukraine. brought about in our daily lives.

our contributors
On the following
pages, we tap into a
reservoir of skilled
experts, gathering
assorted viewpoints
and expertise spanning
various realms of the
marketing industry.
Melodie Robinson Renata Bertram
Presented here is GM Sports and Events for TVNZ on Vice President of Marketing for
a compilation of the relationship between advertising Salesforce looks at the state of the
exceptional intellects. and sports. marketing industry in 2023.
Kellie Northwood Struan Abernethy

CEO of The Real Media Collective on CEO of REACH on the re-birth of
the power of print and how advertisers letterbox marketing in a digital age.
can get the most out of it.
Richie Culph Melanie Spencer

Head of Digital Audio at CEO of Socialites NZ shares her
MediaWorks on harnessing the social media expertise.
power of podcasts.

Andy Bell James Butcher Stuart Dick
Managing Director of Together Head of Digital Audio, iHeart and CEO of Are Media on how publishing
Connect on a powerful combination Podcasts at NZME on how brands can companies are complementing print
that will define Together’s work. utilise this growing platform. with other channels.
Jane Stanley David Shirley Kim Anderson

CEO of Hearts & Science on how Creative Director at Special New Head of Marketing for FIFA Women's
businesses can best utilise and Zealand on Kathmandu’s Summer World Cup 2023 on the opportunities
understand their first-party data. Never Sleeps campaign. for marketers in women’s sport.
Antony Young Andrew Lewis James Roberts

Co-Founder of The Media Lab Managing Director at TRA shares Head of Strategy at Lassoo Media &
(formerly The Digital Café) on media insight into the state of advertising in PR on the sporting codes being
trends to watch in 2023. New Zealand. consumed most by Kiwis.

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Get ready to ride a shifting of the tides
As we settle into 2023, there are more than just “trends” to take social media
heed of this year. Outbrain’s Andrew Burke, Managing Director Scan the
APAC and Growth Markets, offers his take on the key issues all QR code to
marketers should be aware of. read more:
@NZMarketingMag
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your exceptional marketing strategy and campaigns from
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Have an opinion you
Now in its 32nd year, the TVNZ-NZ marketing that has been judged want to share?
Marketing Awards celebrate the by an independent panel of
Write for us and enhance
collective excellence in strategic some of the country’s most
your reputation as a
and creative thinking that goes into respected marketers and
award-winning marketing. business leaders. marketing thought leader.
This is an annual opportunity to • Raise business and NZ Marketing provides
celebrate marketing. To find and organisational awareness — strong opinions and
share the stories of creativity, both private and public sector insights into the core
energy, tenacity and results that — of the value of marketing, disciplines of marketing
have made a difference. and understanding of the and communications. One
The Awards recognise economic importance of of the ways we do this is
exceptional marketing and marketing excellence. through the voices of
marketing professionals that shape • Demonstrate the tangible marketing professionals
successful businesses all aspects of benefits that accrue from
who have something
the discipline. They: marketing excellence.
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Brand keystrokes*
W
hat follows is a creative
pilgrim’s snapshot of
brand work in New
Digital
Zealand that leverages
digital tools and platforms to build
brand equity.
TRADEME’S ‘IN WITH THE NEW’
advertising I am completely smitten with Trade

Me’s campaign. They had me as soon as
I heard those opening bars from the
unhappy flautist.
to watch
The creative idea is wonderfully
elastic – Trade Me in with the new.
Combine this level of creativity and
craft with powerful media technology
and data, and Trade Me is one of the
brands to watch.
Examples we love of brand building Best of all, they celebrate new
using digital tools and platforms. homeowners. An excellent example of
a brand feedback loop.
WORDS KERRY FRIEND
ASB’S BEN AND AMY
This campaign makes me feel good
and it seems others agree. The
campaign idea is extremely clever
brand storytelling as this brand
narrative can unfold over time on
multiple platforms.
The characters become part of the
social psyche of New Zealand and can

WORK TO WATCH
“The creative idea is

wonderfully elastic –
Trade Me in with the
new. Combine this level
of creativity and craft
with powerful media
technology and data,
and Trade Me is one of
the brands to watch.”
weave in relevant ASB products and IMMERSIVE STORYTELLING

sponsorships as they as they move EXPERIENCES WITH META SPARK
through life’s major stages. From first The Ngā Atua Māori experience
car, first child, first house. You get welcomes a global audience in to the
the idea. Māori world.
Attention to narrative detail in the Based on a powerful creation story
copy on social hooks people into the with an important place in Māori
brand story. culture, it introduces participants to a
This is a good example of creating tradition rich with ancient narrative.
future demand for your brand. Hat tip The Ngā Atua Māori story is about
to the grand wizard of brand smarts, the very beginning of Māori
James Hurman, and his new book existence and the Atua (gods) born
Future Demand. This should be in that moment.
prescribed reading for all marketing I loved the spirit of this project by
managers. Meta Aotearoa. This project demon-
strates how immersive technologies
KATHMANDU’S ‘SUMMER NEVER add new dimensions to indigenous
SLEEPS’ MUSIC AND VIDEO ARE storytelling.
BRAND CATNIP
This branded content video had me
grinning like a Cheshire cat after too *Keystroke software applications
much caffeine. Set to an ingenious 70s and operating systems proceed with
Brazilian track by Tom Zé - Jimmy, their next actions with the help of
Renda Se, its craft gives the campaign keystrokes.
that stickiness brand factor. Actions and specified events are
Being selected as part of Vimeo’s available in software and operating
‘Best of the Year’ 2022 list is a system-based applications to collect
double emoji thumbs up for and analyse keystrokes.
brand equity. Furthermore, keystroke rhythm is a
See page 44 for a behind the scenes behaviour biometric that is unique to
look at this campaign via Special. an individual on a certain keyboard.

FEATURE
‘globally conscious’ to please audiences

across social media.
With climate change, a cost-of-living
crisis and political debate becoming
more common conversation across
social channels, creators are starting to
be more savvy in how they share
branded content.
The pandemic spurred influencer
marketing to where it is today. As
production halted across major
campaigns, brands had to get savvy. In
that period many discovered that
creators were more reliable at helping
brands make relevant content for the
right audience, more so than
influencers who often would post
anything for the right price.
Influencer marketing remains one of
the most powerful marketing tools in
2023, but influencers are going to be
left back in 2022. Influencers erode
trust by partnering with brands purely
for profit over purpose, and as
authenticity becomes more important
these vanity metric individuals have a
limited place in the conversation.
Agencies looking to succeed across
influencer marketing need to now look
Is it time to say goodbye to

at how they can be part of these
globally conscious conversations
without seeming insensitive, or
pushing consumerism. Especially in a
“influencers”? time when many will have reduced

spending power.
Brands, agencies and marketers in
2023 are now starting to look at how
they can work with creators to reframe
Òñĥøèñæèõðäõîè÷ìñêìööòïìçìéüìñêì÷öèïéäöòñèòé content for a more economically
the leading advertising channels in 2023, yet why conscious audience. This is now
are many starting to say goodbye to the classic presenting an opportunity for many
brands to showcase their purpose
Đìñĥøèñæèõđ driven initiatives and connect with
consumers at a more value-based level.
WORDS COURTNEY DEVEREUX As the marketing landscape
continues to evolve in 2023 it is clear
T
he fast-paced channel of by the new social stars; creators. there is no space for disingenuity or
influencer marketing has no So, what is the difference between irrelevancy across our advertising. By
plans on slowing down influencers and creators? leaning on creators to set the tone,
anytime soon. By 2025, Creators are talented individuals brands can better deliver long-term
researchers estimate that the channel who have built a genuine, usually brand impact that drives sales and
will reach another all-time high with niche-based, audience based on brand loyalty.
investments totalling $24 billion. And, authentic connection. Influencers are But probably more importantly,
according to HubSpot’s 2023 Marketing a half-assed celebrity endorsement leaning on creators to give their input
Strategy & Trends Report, 89 percent mostly used by brands who can’t into your campaigns mitigates the
of marketers using influencer define their audience, so choose not to. risks of potentially pissing off a lot
marketing will increase or maintain What we’re seeing now is influencer of people.
their investment next year. marketing evolving into a cut throat
However, the way we look at channel where disingenuous comms
influencer marketing is evolving, led by are glaringly destructive and not Courtney Devereux is a Senior Account
a change in how consumers want to quickly forgotten. Manager for a global design agency in
experience the channel. And it seems Now at a global scale is influencer London and offers a look into current
influencers are starting to be replaced marketing tying in with content that is European ad-land.

IN ASSOCIATION WITH VIDEOTAXI
Unlocking the power

of digital content
Leading provider of digital content
solutions, VideoTaxi, is revolutionising
the way content is created, managed,
and distributed. Newly appointed CEO
Isobel Kerr-Newell sheds light on the
workings of the platform, its growth,
and its future prospects.
You have been quoted as saying that VideoTaxi has
looked at every single pain point in the content creation
experience and replaced it with something that works
better. What does that process involve?
Our focus as a business is on removing friction from every
step of the digital content creation process, providing clients
with an efficient way to deliver high-volume, high-quality
content every day. Clients purchase the subscription ÒÜØËÎÕÔÎÛÛ´×ÎàÎÕÕ
package that best fits their business needs, paying upfront or
monthly. We partner them with a dedicated digital content
Naturally, we then apply our unique VT approach to the
producer, (we call a ‘cabby’) who becomes an integrated part
delivery of these tools to continue to make the adoption
of their team.
seamless, effortless and efficient.
Our cabbies are amazing Swiss-army knives of hybrid
talent who cover the full creative process end to end. A
Where do you see yourself in the agency ecosystem?
client interacts with a single producer for the duration of
Are you competing with the creative agencies or big
their subscription and that means we can build an intimate
production houses now?
knowledge of how the client works and what they really
Not at all. We see ourselves as a digital content partner – to
want with minimal briefing time and quick turnarounds.
complement and amplify the work of either a client directly
Clients also have access to our in-house studio and all of the
or as part of an integrated agency community. We are low on
latest production equipment as part of their subscription,
ego, big on results and don’t stress about patch protection.
meaning no hidden costs. They only pay for the hours used
We already work with many of the best agencies in the
and we provide transparent reporting along the way. All
market in this way, helping deliver the quality and volume
of the content is then securely stored in a client-dedicated
today’s campaigns require, ultimately making our clients
‘data garage’, freely accessible at any time. The customer
more successful.
experience is on a continuous development path, but our
goal is to become a true partner for our clients, not just
What expansion plans do you have in mind for
removing the pain-points, but making it enjoyable too.
VideoTaxi?
You have talked about your desire to develop a truly We currently provide a nation-wide service for clients.
future-facing video communications business. What However, as our business has grown it’s becoming critical to
will this look like? have more ‘boots/heels on the ground’. So, as well as building
When VideoTaxi was created, its mission was to help out our capabilities to ensure we are fighting fit for the
navigate clients through the exploding need for video future, we will be launching our Wellington branch later this
content that was happening at the time. As we evolved into year and a South Island location shortly after that. We are
the digital content company we are today, our focus became also working on an Australian launch as so much of our
ensuring we provide clients support for what’s coming next. business is now on both sides of the Tasman. More to be
We are taking a more holistic approach to their announced on that soon. It’s such an exciting time to be
communication needs, whether we at VideoTaxi can meet all part of VT!
aspects, or we are better to partner to provide the client with
the best available non-video production elements. Creative
automation and AI are key areas of interest, as is the addition Contact Isobel via email at isobel@videotaxi.co.nz or visit
of new technologies and capabilities into the business. videotaxi.co.nz for more information.

INDUSTRY Did you know?
Pantry and BBQ staple Bluebird
INSIGHTS
chips celebrates its 70th birthday
in 2023. Bluebird’s story began
in 1953 when entrepreneur, Les
Saussey, started selling popcorn
and later potato chips at the
Western Spring Speedway in
News, views and updates from New Zealand’s Auckland. Over the years, the
marketing community. brand has produced some of New
Zealand’s most recognised
TV ads (everyone
will remember
WHAT ARE WE percent stating they would refuse a job Bluebird’s
SEARCHING FOR? if they couldn’t work from home. iconic penguin,
Google’s Year in Search 2022 report Implications for marketers: Adopt Chippy).
exposes what’s on the minds of New an inclusive marketing approach. To celebrate
Zealanders and Australians. Brands must prioritise diversity, Bluebird is
The report offers a deeper equity, and inclusion in every aspect of bringing back
understanding of search trends their campaigns, from start to finish. two of its
and offers valuable insight for Opt for nuanced narratives and respect most popular
strengthening marketing strategies intersectionality in messages. Brands flavours,
and staying ahead of the curve. Here that positively portray sure to
are three key findings. underrepresented groups and women delight chip
have a greater impact on customer enthusiasts
1. Soul searching intent. across the
People are taking a deeper look at country.
who they are and who they want to 2. Value hunting
be, free from societal and workplace Consumers are becoming more
constraints. They are exploring both mindful of their spending due to finding ways to add touches of
their cultural identity as global citizens macroeconomic factors and sophistication and to fulfil their bucket
and their local roots, searching for reassessing where they allocate their lists, whether it be through taking trips
connections to different cultures and money. Trust has become a crucial abroad or indulging in experiential
delving into their own personal and factor, with a 30 percent YoY increase activities like concerts and fine dining.
professional identities. There’s a rise in searches for “best service” in New Consumers are seeking value but not
in introspection, with a 70 percent Zealand. Consumers are also searching willing to compromise on
increase in searches for “what is for ways to reduce costs while sophistication, leading to an increase
identity” in New Zealand. At the same supporting sustainability, with 60 in Google searches for ways to fit
time, people are also exploring their percent growth in searches for “hybrid expensive purchases into their budget.
communities and shared history, car” in New Zealand and an 80 percent As consumers hunt for deals, they are
as seen by the 150 percent growth increase in searches for “rebate” also embracing the thrill of the chase,
in searches for “Matariki” in New related to the government’s clean car resulting in a 270 percent increase in
Zealand. Finding work-life balance has discount on electric vehicles. “international travel” searches in New
become a priority, with 77 percent of Implications for marketers: Stay Zealand and a 60 percent YoY increase
workers valuing remote work and 42 agile with AI-powered ad solutions. By in search interest in concert tickets. At
combining traditional the same time, a rise in foodie culture
Google Search best is clear, with a 20 percent increase in
practices with searches for Michelin star restaurants.
AI-driven ads, brands Implications for marketers: This shift
can quickly respond to in search behaviour provides valuable
changes in consumer insight for marketers to respond to
trends and deliver consumer demand in real-time. The
the best deals to Google Ads Insights page can help
meet their needs. identify new and changing consumer
preferences, allowing marketers to
3. Finding joy adapt their strategies quickly to meet
Ongoing the changing needs and of their target
uncertainty has audience. Data can be tailored to
prompted people to individual business needs, such as
find joy in small location and language, for a more
luxuries. They are personalised and effective approach.

Driving Agribusiness
Growth
Standing out from the herd

Westgold is changing its packaging across all products
to build consumer awareness of the brand, as well as
differentiating Westgold from other brands.
With its lush green pastures backdropped by bush and
the majestic Southern Alps, Graeme McNabb and Rachael
Anderson’s 213-hectare dairy farm is at the end of the road
in the Kowhitirangi Valley inland from Hokitika, and now
on the packaging of Westgold products.
Hamish Yates, Westland Milk Products’ General
Manager Sales and Marketing, says the new look
packaging follows two years of research to better
understand consumers’ purchase drivers and the trends
in food consumption. The design aligns with Westgold’s
brand story and reflects its home, Te Tai Poutini, the
West Coast of the South Island. “We believe our home
and where we source our milk from is a key driver for our
intense flavours and great quality.
“It is important that we demonstrate integrity of source,
place and way of doing things. Showing West Coast photos
and a map on our packaging of where our products are
sourced, grounds Westgold in something real and unique.”
Yates says that as a brand, Westgold is going from
strength to strength globally. “In 2018 we were exporting
to 10 countries and by 2022 this had increased to 18
countries. In 2022 we saw volume growth of 58 percent
compared to the year prior.
“The rapid distribution growth has meant a greater
focus on brand identity, ensuring there is consistency in
messaging and brand story across all countries, but being
mindful of the differences in consumer needs and wants
in each country.”
The new-look packaging follows two years of research to
better understand consumers’ purchase drivers and the
trends in food consumption. As a result, the first
step was a tweak to Westgold’s identity reflected through
its marketing collateral, then to alter tone and manner
with the tagline, “Real. Good.”, followed by a new
advertising campaign.
Give us a call
artikelandswint.com
IN ASSOCIATION WITH SPEEDY SIGNS
Speedy Signs
Putting brands on the map for 25 years The Speedy Signs team
is celebrating 25 years of
delivering results.
Back in 1998, Grant and Sarah Archibald decided to food outlets, right through to large
video walls in malls.
take the plunge and establish their own business – The business is also introducing new
proprietary point of sale and
úëìæë÷ëèüñäðèçÜóèèçüÜìêñöÝúèñ÷ü¡Ĥùèüèäõö production software to drive
ïä÷èõì÷đöêòìñêéõòðö÷õèñê÷ë÷òö÷õèñê÷ëÝëèüõèĥèæ÷ productivity and enhance customer
on a quarter-century of helping their customers get service, whilst also investigating the
use of AI technology.
their messages across loudly, clearly, and “speedily”. As the only sign company with a
nationwide network, Speedy Signs has
W
ith a dream to become franchise support office, has witnessed a presence in 27 locations from
self-employed and build many changes in the industry which Whangārei to Invercargill, and can
a profitable business have allowed Speedy Signs to provide manage everything from design
model that could be improved outcomes for its customers. through to installation, right across the
shared with others, Grant flew to the “Around the time Speedy Signs was country. This is especially beneficial to
USA – the home of franchising. That established, wide format digital corporates with multiple branches.
trip provided the clarity needed as to printing technology was still in its Speedy Signs also strongly supports
what industry Grant and Sarah infancy and improvements in giving back to communities.
wanted to enter – one that would have technology have provided the “To say thank you to charities, sports
good growth opportunities in the springboard for major efficiency clubs and not-for-profits for the
New Zealand market. After a fair bit gains. Printing technology continues wonderful work they do in our
of market research and business to develop and remains the mainstay communities, we ran our ‘Signs of
planning, they chose to start a of signage production across the Support’ campaign,” Grant says.
sign company. group,” he says. In February the business also made a
“We chose the name ‘Speedy’ as it Speedy Signs was also quick to adopt considerable donation to the Hawke’s
meant we could both quote and deliver the latest eco-friendly and sustainable Bay Disaster Relief Trust following the
faster than typical industry standards, options such as latex water-based inks recent flooding. Speedy Signs will
and ‘Signs’ as it said exactly what we and recyclable substrates, meaning recognise its milestone with another
sell,” Grant says. clients have the option of choosing nationwide campaign that provides a
With a clear focus on providing fully recyclable signage. valuable boost to local charities.
quality solutions for their customers, Technology developments over “Any business that not only survives
along with excellent customer service, recent years have allowed the sign but thrives for 25 years is a cause for
great communication and “speedily” industry to offer digital screen celebration, and what greater way to
delivered results, the Speedy Signs solutions, a change that Speedy Signs recognise this success but by giving
business grew rapidly. This was despite has welcomed. back to the community,” says Grant.
1998 technically being in recession! The business now provides
Peter Smythe, owner of a Speedy solutions from a single screen
Signs franchise for 15 years and now through to multi-site installations, Visit speedysigns.co.nz for more
Business Development Manager at the including digital menu systems for information.

FUTURE OF RETAIL
MARKETING CONFERENCE
Retail marketing in times of recession

Save the date: Thursday, June 8 2023
Following a highly informative conference in 2022, our popular conference
returns to The Cloud in Auckland for a second instalment.
Premier sponsor
For more information and sponsorship opportunities,
visit nzmarketingmag.co.nz/the-future-of-retail-marketing-conference
Brief: Full page NZ Marketing Mag ad.
Specs: 210mm wide x 275mm high.
8ZUUQÎUN5)+ȁQJ
5mm bleed with crop marks.
Deadline: Material due 2nd March.
Taking marketing to the
next level:
AN INSIDE LOOK
AT QUANTUM JUMP
Advertising agency executive and entrepreneur Ben
Goodale took a break four years ago. During this
÷ìðèëèìçèñ÷ìĤèçäñøñ÷äóóèçñìæëèìñ÷ëèðäõîè÷
and made the decision to re-enter the industry by
launching his third agency, Quantum Jump.
R
ecognising an increasingly Just over a year ago, the agency
fragmented media landscape, launched Sky Rewards, a loyalty
and with digital transforming programme that rewards avid Sky
the way marketing works, watchers for their loyalty – something
Ben decided he wanted to create the that Ben says he and the team are
next generation of advertising agency, particularly proud of.
that could transform business Working closely with Sky, the team Ben says.
situations while utilising the skill sets delved into insights to discover what The agency has also been behind
of the people he wanted to work with. mattered to Sky’s customers and significant work such as the launch of
“Every time you do something you developed a programme that Mitre 10 Club to better engage with
should get better at it,” Ben says. delivered that. Mitre 10’s enthusiastic DIY customers,
“We’ve hit the ground running “Sky have fantastic research and and other high-profile campaigns
including winning two Marketing insights which we used along with a including AA Life Insurance’s ‘Muri’s
Awards early on. And the culture we’re design thinking process, to evolve that Story’, launching the plant-based
building now is possibly the best programme to really meet the need to range for Let’s Eat, and the Neon/
culture I’ve ever enjoyed. Certainly be recognised and rewarded. And it’s Lightbox merger and customer
we’ve got smiles on everyone’s faces, been a huge success with a really great migration (the latter two winners at the
people seem to want to come to work, response from customers,” he says. Marketing Awards).
clients love visiting us and it’s a real joy This work won recognition at the Ben tells us there is one thing that
to be around everyone.” International Loyalty Awards 2022 for has surprised him since starting
Three years on and specialising in Best New Loyalty Launch of the Year as Quantum Jump, the high demand for
innovative and engaging campaigns well as finalists at the TVNZ-NZ marketing automation skills. “We’ve
that are focused on delivering measur- Marketing Awards in the Excellence in been overwhelmed by a need for
able results, Quantum Jump works Data Insights Strategy, Best Data support with various platforms in
with clients across a range of indus- Driven Marketing Initiative, and terms of being able to set up and send
tries and especially the retail, financial Excellence in Travel/Leisure and campaigns, plot journeys, and report-
and consumer services sectors. With Entertainment Marketing ing, so we’ve developed a whole
awards and notable campaigns already Strategy categories. dedicated side of the business that can
in market, Ben describes the agency Quantum Jump’s creative firepower support with Hubspot, Emarsys,
sweet spot as “the hard stuff, like CRM, is driven by two award-winning and Salesforce and now Adobe and others.”
CX, Loyalty and integrated retail digital highly respected creative leaders, “That’s been exciting, it’s a growing
experiences and campaigns…it’s all Wayne Pick and Drew Ayers, who are space and a nice creative opportunity
about how data and customer touch- Creative Partners. to be interesting too. It’s very easy to be
points come together with the actual “When your work’s being recognised boring with worthy messages, when
customer. How do we connect, how do as award-winning, and on the global people get dropped into these custom-
we learn from that, and do it better stage, that’s gratifying. That’s the er journeys, you want to be able to
every time?”. benchmark that we set for ourselves,” entertain people every time you touch

IN ASSOCIATION WITH QUANTUM JUMP
“We’ve hit the ground running including winning

two Marketing Awards early on. And the culture
we’re building now is possibly the best culture I’ve
ever enjoyed.”
them, you don’t want to just be saying Goldilocks size. So the team you meet with her clients for her three years at
‘here is some information,’” says Ben. are the team actually doing the work. the agency.
A key benefit of working with But a senior bench with great relation- “It’s got to the point where I have
Quantum Jump is that the senior team ships across clients.” such a wealth of knowledge I can refer
are accessible. “My favourite bit?” asks Wayne. “No to, to really help support our clients. To
“Because we’re hands on, we’re not egos. Just grown-ups and people I love be that useful to the client is really
passing it on to junior people in the working with. So we can use all our fulfilling. The more time I spend at
business to just deliver some stuff. energy focusing on making great work Quantum Jump, the more confident I
We’ve got a squad, but the scale of the that shifts the dial.” get in delivering that.”
agency means that the senior team are Drew Ayers, Creative Partner, says: Zoë says as a company, Quantum
always going to be involved. “You are dealing with people who are Jump has been “incredibly supportive”
“When I had my year off, I reflected really passionate about what they do, of her throughout her time there. “Ben
on what I really love about working in and extremely good at what they do. is such an optimist, which I can’t
advertising and that is solving those “The QJ spirit is about finding robust explain how much that helps with
client problems. I love developing a and non-traditional creative solutions everything you are doing. It’s really
strategy and seeing the team bring it to that help solve emerging creative positive and inspiring.”
life in creative. For me that’s like an challenges as we deliver into the Fellow Senior Account Manager
adrenaline rush. I always want to be evolving digital landscape. Ben as an Emma Rogers, was also hired as a new
close to the work, and the thinking.” employer is an extremely loyal person graduate and says she appreciates the
“It’s like a best kept secret,” says and very loyal to his staff. That makes diversity of clients and projects.
Wayne Pick, Quantum Jump’s Creative for a really happy workplace.” “No two days are the same for us, it’s
Partner. “We don’t tend to profile QJ has a real focus on giving whatever the client needs, we mould to
ourselves, but work through relation- opportunities to new graduates and how to best service them and offer
ships, recommendations, and the helping them grow their careers. them a solution that might not be your
reputation of the work. So we get right Starting out at Quantum Jump as an regular solution but definitely gets
in there and get to do big, meaningful Account Executive and moving up to the job done.”
work. Like launching loyalty pro- Senior Account Manager, Zoë MacDon-
grammes, brand redesigns and TVCs, ald-Mair says the ethos of the agency is
new brand and product launches. to always go above and beyond – some- For more information visit
Transformational work. thing she feels she is now more than quantumjump.co.nz or find us on
“And I love that we’re that perfect ever equipped to do, having worked LinkedIn.

Trend alert!
Adobe Stock 2023 Annual Creative
Trends Forecast, which showcases the
trending visual styles and themes that
are set to scale in demand and appeal
throughout 2023, predicts four key
creative themes spanning visual,
design, and motion, that will
significantly influence the creator
economy, including this one,
‘Retro Active’.
41
Discover the four
Creative Trends set to
shape visual design
in 2023.

Agency
Perceptions
2023
What marketers want from their
agency partners.
In a follow-up to our 2021 Agency Perceptions Survey, NZ Marketing has again
partnered with insights agency TRA to survey a diverse selection of senior
marketing professionals to get a better understanding of their needs when it
comes to creative and media agency partnerships.
The industry-wide survey provides both marketers and agency reps insight
ìñ÷ò÷ëèñä÷øõèòé÷ëèìõúòõîìñêõèïä÷ìòñöëìó¤ö¥ìçèñ÷ìĤèöæëäïïèñêèöö÷õèñê÷ëö
and weaknesses, and assesses how agencies can best respond to these. It also
probes budget allocation and spend, outsourcing versus insourcing, and what
the future of marketing holds for agency-client relationships when it comes to
emerging marketing trends.
What follows is a presentation of the February 2023 survey results.

IN PARTNERSHIP WITH
The rise of the big think

For a while, 2023 looked like the year where we were all going to reset and look ahead. Then the weather had its say in January
and February and there’s the looming prospect of a recession, but marketers are seeing past those to look ahead and plan.
So, what does that mean for agencies? Well, it means a focus on the big picture. The main priority for the top marketers we
spoke to is agencies that bring strategic thinking to the relationship. This has always been high on the list of priorities, but
2023 sees it stand alone.
This isn’t just marketers thinking this, they’re also backing this up with actions. Marketers are increasingly describing
their relationship with their agencies as strategic and they’re looking for a lead agency who has a deep understanding of
their business.
STRATEGIC THINKING IS THE STANDOUT CRITERIA MARKETERS ARE LOOKING FOR FROM
AGENCIES, WITH CREATIVENESS AND EFFECTIVENESS OCCUPYING A SECOND TIER
Main criteria when evaluating which creative/media agencies to work with
Strategic thinking 79%
Creative 45%
Effective 43%
Collaborative 33%
Value for money 24%
Access to senior staff 17%
Future focused 14%

This criteria has changed since 2021. Strategic
A diverse skill set 12% thinking has become much more prominent,
increasing from 61% in 2021. At the same time
Full service 12% Creative has dropped – it was 59% in 2021, as has
Effectiveness, which was 54% in 2021.
Location 2%
Independent, NZ owned 2%
OVERALL PERFORMANCE ON THE MOST IMPORTANT CRITERIA, STRATEGIC THINKING IS ONLY

MODERATE
Industry delivery to the main evaluation criteria
Very well Well Okay Not at all well
Strategic thinking 19% 52% 21% 7%
Creative 40% 43% 14%
Effective 12% 62% 26%
Collaborative 17% 45% 31% 7%
Value for money 38% 45% 14%
Access to senior staff 24% 43% 29%
Future focused 12% 45% 33% 10%
A diverse skill set 12% 38% 43% 7%
Full service 14% 33% 36% 17%

TO ENSURE THAT THE DESIRE FOR MORE STRATEGIC THINKING LANDS CORRECTLY,
MARKETERS ARE WANTING DEEPER BUSINESS UNDERSTANDING FROM AGENCIES
What clients want more of from creative/media agencies
Deeper business understanding 69%
Keeps on top of upcoming trends 69%
Strategic planning and implementation 57%
More relevant consumer insights 55%
More creative thinking 38%
Guaranteed ROI 36%
Bespoke research 29%
Negotiated fees/deals 26% Deeper business

understanding has
The ability to cherry-pick services 24% increased a lot since 2021,
where it was 49%.
Even faster turn around 12%
Global integration 5%
Multiple offices 5%
AGENCIES ARE GENERALLY ONLY SEEN TO “A great agency is specialist and

MEET EXPECTATIONS not generalist. Frequently we see
Agency delivery to expectations agencies scope creep into areas
which they cannot excel.”
77%
SURVEY RESPONDENT
THERE HAS BEEN A SHIFT TOWARDS

RELATIONSHIPS BEING MORE STRATEGIC
Type of relationship with main agency
14% In 2023, a lot more marketers

9% 54% described their relationship as
a strategic partnership than in
2021, when only 35% described
their relationship as such.
Agencies Agencies typically Agencies typically
typically exceed meet expectations don’t meet
expectations expectations 26%
20%
But there’s a delivery gap

While marketers describe their relationships as strategic
and really want their agencies to bring the big thinking,
the delivery of agencies on this are falling short of their
expectations. Only one in five feel that their agencies deliver
very well on strategic thinking. This delivery gap is driven by
agencies not being perceived to have a deep understanding A strategic A mixture A transactional
of their client’s business. This is fundamental to making sure partnership relationship
that the big thinking is going to be practical and relevant.

FEATURE
THE TYPES OF ENGAGEMENT WITH AGENCIES MARKETERS FEEL THAT THERE ARE OTHERS IN
REMAINS CONSISTENT AS A MIX OF STRATEGIC THE INDUSTRY WHO AREN’T TREATING
AND TRANSACTIONAL ÌÛÎÊÝÒßÎ¹ÖÎÍÒÊÊÐÎ×ÌÒÎÜÏÊÒÛÕâ
Change in relationship with main agency over time How creative/media agencies are treated by marketers
80%
54%
26%
20%
11%
9%
Become more Remained about Become more Treated fairly by Treated fairly Treated fairly
strategic the same transactional all marketers by some by hardly any
marketers marketers
MEDIA MANAGEMENT AND CREATIVE ARE WHERE THERE’S THE GREATEST COLLABORATION
BETWEEN AGENCIES AND CLIENTS
How marketing services are managed
Completely in-house A mixture of in-house and out-sourcing Completely out-source Don’t use this service
Creative 9% 36% 55%
Media 15% 50% 35%

management
Sales 38% 12% 41% 9%

promotion
Direct 42% 9% 45%
marketing
Public 35% 29% 35%
relations
Analytics 35% 9% 56%
Event
41% 15% 32% 12%
management
Website 32% 38%
26%
design
Email 56% 26%
15%
marketing
Graphic 21% 53%
26%
design
Interactive 6% 24% 41% 29%
Strategic 15% 15% 65% 6%

input

Thinking big, but looking forward
There’s a lot happening in marketing at the moment. From the exponential growth of Generative AI to the ever-looming
cookie-less world, big things are happening.
Unsurprisingly, marketers are really wanting their agencies to lead them, and be leaders, in keeping up with what’s
happening and how it will impact their business.
The trend that marketers think will most impact them over the next two years is the merging of online and offline
marketing, really the holy grail of driving sales through the entire marketing funnel. Two thirds of marketers think this will
be a defining trend of the next two years.
Outside of this, social media is seen as continuing its rise in importance but so is sustainability and showing a meaningful
commitment to it.
The two big marketing tech trends of the last year or so, Generative AI and the loss of third-party data, round out the top
five trends. Marketers will be looking to their lead agency to handle this rather than looking for specialists. However, these
aren’t universal, with only four in ten of marketers thinking it will impact them.
MARKETERS SEE THE MERGING OF OFFLINE AND ONLINE MARKETING AS THE KEY TREND FOR
THE COMING YEARS
Marketing trends that will most impact in 2023/2024
Online and offline marketing working together more 69%
Continued rise in the importance of social media 44%

Greather demand for companies to improve their sustainability
44%
Generative AI for text 38%
Third party data 38%
Programmatic buying 31%
Generative AI for imagery 16%
Continued rise of influencers on consumer trends 16%
Management consultancies entering the agency space 9%
Rise in retail agencies 6%
Rise in independent agencies 6%
Metaverse 6%
It’s been a THERE IS A DESIRE TO WORK WITH A COUPLE OF AGENCIES,

turbulent time BUT AN INCREASING TREND TO ONE STOP SHOP AGENCIES
We can all sympathise that the last few
years have been full of upheaval. This Preferred method of working with agencies
has been felt in the marketing world,
with more than two thirds of marketing 53% The proportion preferring a one
departments having undergone an stop shop has increased a lot since
internal restructure, which has had 2021 when only 11% said that was
a material impact on the way that 35% their preferred method.
marketers are working with their
agencies. This has meant that agencies
can end up with more knowledge about
their client’s business than some of the 12%
client’s staff and has precipitated the rise
in more strategic relationships. Agencies
haven’t been immune to these changes,
where four in ten marketers say that I prefer a one I prefer working with I prefer working
their agency has gone through stop shop a couple of agencies with a wide range
a restructure. of agencies

FEATURE
MARKETERS ARE SPREAD IN TERMS OF HAVING LEAD AND SUPPORT AGENCIES
Approach used to working with multiple agencies
36%
32% 32%
I want a lead agency with other I want a couple of lead agencies I don’t want a lead agency, I’ll
agencies playing a support role with potential support roles pick and choose depending on
project or need
The glass is half full

Only a third of organisations are forecasting a decline in sales in 2023, hoping that the efforts of the Reserve Bank
will be enough to halt inflation without creating a prolonged recession. As a result, most marketers are keeping
their external budgets the same, with a quarter potentially paying attention to the body of evidence that suggests
recessionary times are times for increased marketing budgets to build up future demand.
EXTERNAL AGENCIES AND CREATIVE CONSUME ABOUT A QUARTER OF MARKETING BUDGETS,

INDIVIDUALLY, WITH MEDIA BUYING OFTEN MAKING UP ABOUT HALF
Proportion of marketing budget spent on...
0% 0% 0%
3%
12%
All of it
29%
About three quarters 32%
26%
88%
About a half
About a quarter 50%

41%
Nothing
6% 9%
3%
External Agencies Creative Media Buying
“Agencies are very rarely a strong one stop shop, so options for
agencies that offer a wide range of services effectively
are limited or costly.”
SURVEY RESPONDENT

THERE’S A MIXTURE OF HOW EXTERNAL AGENCY BUDGETS WILL CHANGE IN 2023
Expected change in spend on external agencies in 2023
48%
29%
23%
Increase Stay about the same Decrease
FOR THE THIRD OF EXTERNAL MARKETING BUDGETS THAT WILL DECLINE, THERE’S THE
POTENTIAL FOR SOME QUITE LARGE DECLINES
Expected change in external marketing budget in 2023
The areas that will be most impacted are:

- Creative
48% - Event management
- Media management
- PR
16%
13%
10%
6% 6%
Won’t change Decline by up Decline by up Decline by up Decline by Not sure

to 5% to 10% to 20% 20%+
Audience breakdown A RANGE OF INDUSTRIES WERE REPRESENTED IN THE

The survey data provided is based
on responses from 42 leading RESPONSES
marketing professionals drawn 42 marketing professionals completed the survey
from a variety of industries, with
retail (23 percent), manufacturing
(13 percent), and utilities (10 percent) 10%
being the most represented. The 17%
majority of respondents identified Finance 7%
their positions as senior-level FMCG
(57 percent), followed by director 3%
or C-level (33 percent). Mid-level Retail
professionals represented 10
Services
percent of the audience. Over 13% 23%
three-quarters of the companies Automotive
represented had a turnover of
Utilities
over $50 million (77 percent), while
10 percent of the companies had Manufacturing 10%
a turnover of less than $10 million.
Education/Training/Coaching 7% 10%
Fourteen percent represent
companies in the $25m - $50m Anonther Industy
band.

PROFILE
Flexibility
is key for
new studio
If one man’s challenge is another
man’s opportunity, there will be no
shortage of opportunities for AO
Studios, launched recently by former
Colenso BBDO Chief Operating
ØĦæèõÙäøïÌòøõ÷ñèü
SCOTT CHAPMAN
·ÕÎÏÝ¸Ê×ÍÑÒÜ
B
ased in The Tuesday Club on Airedale Street in FAITHFUL SIDEKICK
central Auckland, the new creative and production CHICO MANDEZ
studio is designed to help agencies and marketers ALONGSIDE PAUL
COURTNEY.
bring their ideas to life, in a post-Covid world where
flexibility is more important in ad-land than ever.
Paul says he created AO Studios as an answer to a raft of
challenges he could see in the advertising industry.
These challenges included “retainers disappearing, project
work creating massive peaks and troughs, the struggle to
keep our talented people busy and billable, and the desire of
clients to work with specialists and being happy to cobble
together bespoke teams for projects and streams of work”.
However, Paul says these challenges for the industry also
present opportunities.
“We could also see great talent available in the contracting
world, and remote working and sharing tools are now second
nature,” he says.
“That meant we could create a small, core team with the
resources and capacity to be big when needed. With good
processes, great talent and a sound structure, we’re in the “He’s made some of the industry’s most exciting work, like
position to help people deliver comms, products, ideas and Brewtroleum, multiple ideas for Pedigree, and the
campaigns any time.” Bloomfield Banger. Having Scott here means that whatever
This flexibility is key for the industry in 2023, according we need to produce or make, I know that our clients are in
to Paul. great hands.”
“People are developing marketing plans with great Also joining them at the Tuesday Club will be experienced
intentions and big targets, only to be scuppered by video editor Mike Hammond, and sound engineer and
unforeseeable challenges and disasters thrown up by people, composer Milon Williams, who have partnered to create
customers and nature.” Boxcutter, a sound and motion team.
This is forcing marketers and agency business leads to be “We’ve known and worked with Mike Hammond on and
nimble and inventive with what is in front of them each week off for the past 10 years also. They needed a space, some
and month, he says. facilities and some representation, so it made perfect sense
“We know that agencies and comms teams will need their for them to move in,” Paul says.
production teams to be flexible too. AO Studios’ model is “Mike is well respected as a creative editing talent. We
designed to help them tackle some of these challenges and trust him to always surprise our clients with the work he can
hopefully make their lives easier.” do, often with not much material supplied.”
Working alongside Paul is his friend Scott Chapman, Paul says he and the team are excited for 2023. “There
former Head of Integrated Production at Colenso BBDO. The seems to be amazing ideas out there to make and great talent
pair have worked together for the past 10 years. ready and willing to make it.
“When starting the business, I heard from a lot of people “We’re also very lucky to be surrounded with good friends
that it’s important to have people around you that you trust at The Tuesday Club, and partners who are massively
implicitly and who are more talented than you,” Paul says. supportive of our venture. What’s not to be excited about?”

MAP OF
2023
MAPPING OUT NEW ZEALAND’S
CREATIVE AND MEDIA AGENCIES.
Back for a third edition, our Map of Adland gives marketers an overview
of creative and media agency land in Aotearoa.
NZ Marketing in partnership with SCG Media has put together this
easy-to-digest Map of Adland listing the various creative and media
agencies operating in New Zealand. This includes: multinational
agencies, complete with all associated agencies operating underneath;
global consultancies and their local divisions; as well as those more
specialised agencies and internationally awarded indies.
This tear-out is designed to provide an overview of New Zealand

Adland, and is a great resource for both marketers with existing agency
relationships and those new to the scene.
If this magazine has reached you without the tear-out map, you can
download a copy at nzmarketingmag.co.nz/map-of-Adland-2023.

MAP OF
2023
Presented by
THE STATE OF
ADVERTISING IN

FEATURE
Êé÷èõäóèõìòçòé÷øõåøïèñæèìñ÷ëèìñçøö÷õü÷ëèõèæèñ÷Ĥñçìñêöòé÷ëèòøõ
Agency Perceptions Survey reveal some intriguing patterns in New Zealand’s
ÊçïäñçÊñçõèúÕèúìöÖäñäêìñêÍìõèæ÷òõä÷ÝÛÊòģèõöìñöìêë÷ìñ÷ò÷ëèöè
results and illuminates the present state of the country’s advertising industry,
ëìêëïìêë÷ìñêöìêñìĤæäñ÷÷õèñçö
WORDS AYLA MILLER
N
ew Zealand’s Adland has rebirth and change in the coming year tangible ‘right now’ commercial results
faced a lot in the past two or so? All of which will be great for the from ad investment, and this is
years, dictated by outside long-term health of advertising here,” something that is also clear as a
forces such as the pandemic he says. growing area of focus for clients in the
and economic uncertainty. Some of the key trends emerging Agency Perceptions data.
Recent TRA work in New Zealand from the local advertising industry “Hopefully this will play out as a
uncovered that 78 percent of people include a focus on long-term brand simple shift towards a more finely
are experiencing at least a moderate building via advertising as balanced ‘long and short’ approach,
level of uncertainty while 37 percent “philosophical centre” Andrew adds. but I think there is potential for a
are experiencing a high level. “A strong, singular story across the stronger shift towards short-termism
“While we can’t do much about industry is emerging regarding the and proving ROI on activity.”
the big social, economic, and importance of investing in future Looking ahead, it appears as though
environmental shifts that are demand (credit to James Hurman for a marketers job is set to get a little
impacting people, it’s worth his work here) and the power of more difficult thanks to three key
considering how agencies can help creativity, storytelling and consistent forces at work.
client brands respond to this context brand codes in creating long-term The first is the increased pressure to
in a way that might be helpful,” growth for clients. And this story has prove the effectiveness of marketing
Andrew says. strongly shaped the work that’s been activity and drive commercial
Despite these external factors, the delivered. We’re seeing more sustained outcomes for an organisation.
industry remains well-awarded in campaigns, stronger consistency and “Long-term brand building activities
terms of creative quality of work on brand codes evident in execution, and are empirically proven to have
both the local and global stage. stronger creative commitment to long-term benefit to organisations but
“Our best agencies are also the campaigns across media channels.” are tough to show returns in the short
world’s best agencies and there’s a lot According to TRA’s quarterly term – marketers may find it
to suggest we are in good shape. We see Favourite Ads study, 9/10 ads on the list challenging to protect this investment
clients telling a similar story in the now have brand characters, which against internal pressure.”
data of this study, with the vast Andrew says, “highlights this The second challenge is around
majority feeling well-served creatively.” commitment to storytelling, emotion lower consumer spending as the
The industry has also seen a number and consistency”. cost-of-living continues to rise and
of senior professionals move positions, As the industry heads towards households tighten their purse strings.
a number of new agency openings and economic headwinds, and with more “Again, this may well drive
impressive growth stories. scrutiny around business performance practitioners towards more activation-
“It will be interesting to see some of and tighter budgets, we can expect to based marketing and make the case for
these new combinations of people and see things move towards short-term longer-term brand building more
newer agencies really start to develop performance marketing. difficult to support. The sad reality in
their philosophies around what “We are certainly seeing within our this, of course, is that many studies
matters and what great work looks like own clients, increasing internal have shown that those who focus on
in 2023 – perhaps we will see a lot of pressure to be able to demonstrate brand building during recessionary

times emerge stronger in future drive strategy.
years, when conditions become The survey found that marketers
more favourable.” are wanting their agencies to immerse
A third challenge is around the themselves in the world of marketing,
“constant increase in complexity listen to their briefs, and focus on
around the tool set with which to improving their business.
execute marketing”. “Great strategy not only requires an
With new channels constantly being incredible understanding of how to
introduced and then waning, the job of utilise the tools of advertising and
creating strong executions is becoming media, but also deep knowledge of both
even harder, Andrew says. the customer world and the client
“When you put these three forces world,” says Andrew.
together, it’s easy to see how marketers Based on marketers’ responses in
will be looking to agency partners for the survey, the early stages of strategy
further strategic support in the formation is where there is the most
coming year, while also demanding a “Hopefully this study need for improved collaboration, a
deeper level of business knowledge
from them.”
gets both parties shared understanding of the goals
to achieve, based on strong
Looking outside the industry, global thinking about how customer insight.
factors such as the economy, wars, and The survey also revealed that despite
climate change will combine to create they can do their forecasts of a recession, only one third
one big challenge for marketers when
it comes to making decisions around
best work together, of marketers are expecting a decline in
spend. This, Andrew says, could be
spend and creative marketing. listening to what each because currently the recession feels “a
bit like a hidden recession”.
As a result of this, ad spend will
come under significant pressure, other can bring and “Retail spending has been patchy
particularly at the more brand-driven using it to develop over the last six months, with some
creative end where showing immediate good months, some bad months.
ROI is more difficult. better strategy Employment is still very high, and a lot
“For creative marketing, we can also
see the challenge as one of increased
and outcomes for of households haven’t yet had to refix
mortgages, so therefore the full
uncertainty. With so many different everyone.” impacts of the Reserve Bank’s actions
forces at play, most of which have haven’t been seen. With the impact of
unknown timeframes, impacts or ANDREW LEWIS the weather, any recessionary trends
outcomes, we expect that this may well will be hard to spot, so it may feel that
have an impact on decision-making we’re not really there yet.”
and risk-taking.” So, what do the insights garnered
It is human nature to try and control from this study mean in the real world
what we can in times of uncertainty by for marketers and agencies?
reducing the risks we take and stick to partner agencies providing a strategic “Hopefully this study gets both
what we know and trust and this overview and depth of knowledge back parties thinking about how they can do
means marketers may veer towards a to an organisation.” their best work together, listening to
more conservative approach in 2023, This strategic support rises in what each other can bring and using it
looking to agencies for support. importance as creativity becomes less to develop better strategy and
According to the survey results, help of a priority, not because creativity is outcomes for everyone. And to make
with strategy is the number one not still important, but rather New sure these results are built on a
priority for marketers when seeking Zealand has built a reputation for foundation of customer-led, data-based
agency partners. Andrew believes this doing this well and now the focus is strategy. This is something we should
is due a more complex and uncertain moving into strategy Andrew says. be doing at all times, but especially
environment with a bigger focus on “When market conditions are now at a time of increased economic
return, combined with an ever- difficult, getting strategy right is even pressure and complexity.”
changing technology tool-kit. more critical because it can give a One key take-away from the study,
“With all these forces at play, brand a competitive edge, which can Andrew says, is the importance of
guidance and advice is at an increasing make all the difference when demand longer-term brand building even in
premium for marketers looking to is slowing, and growth needs to come times of economic uncertainty and
execute well.” from increasing share.” increased pressure to deliver
Marketing has never been an In terms of how agencies can best commercial results.
industry where people stay for a long collaborate with their marketing “If many marketers are going to
time which means knowledge and partners for the best strategic input, choose the short-term performance
expertise is lost quickly and replaced marketers want agencies to “have a marketing route, then those that are
with someone new wanting to build up better understanding of their client’s able to hold out for longer returns
their reputation in the industry. business and situation” by bringing stand to benefit in the future when
“This again places an importance on customer-led, data-based insights to things stabilise.”

Thinkerbell
spreads wings
to New Zealand
Already well-established across the ditch in Melbourne and Sydney, the
independent agency is bringing its unique ‘Thinker & Tinker’ model to
Aotearoa’s shores. We asked the team how they plan to disrupt the New
Zealand market, and why now?
WORDS AYLA MILLER
W
ith five years under its belt and a 150+ strong delivers its results.
team, and with many of its Australian clients “From strategy to creative, to production, to earned and
also having a Kiwi base, Group CEO Margie owned media – the whole nine yards. The Thinker & Tinker
Reid and Chief Thinker Adam Ferrier saw an piece is really critical because you’ve got two people working
opportunity to enter the New Zealand market and introduce hand in glove, right the way through any piece of business.
Kiwis to its unique work philosophy and ‘Measured Magic’. “You’ve got a Thinker who is essentially a ‘suity type’ with a
Measured Magic is Thinkerbell’s underlying philosophy strategic brain on them, and a Tinker who is a creative. The
and approach to creative work, based on the combination of two of them work collaboratively and together in every
marketing sciences and hardcore creativity which is applied meeting and work their way through the process. That’s the
across everything they do. duo that drive every account.”
“It felt like within the New Zealand market it was a good With all three co-founders coming from more traditional
moment to bring something fresh, a different approach to agency backgrounds, they have seen first-hand how this
the old linear agency models. We’ve all come from those coming together of two brains makes “the magic happen”.
agency models and it’s quite frustrating for clients to deal From the client’s perspective this “reduces the frustration
with,” says Managing Director and Co-Founder Luke Farmer. of working with an agency partner,” says Chief Tinker and
“The thing about our model is that it is unique with both the Co-Founder, Regan Grafton, as everyone can make sure they
Thinker and Tinker combination, as well as the collapsing of are on the same page from the start “so there’s nothing lost
the various silos that exist within agencies.” in translation”.
This model is based on pairing a strategic brain with a “It is not only clearly a more effective and more efficient
creative heart for a more efficient, and most importantly way to work,” adds Amy, “but it’s also just a more pleasurable
enjoyable process for all involved. way to work. And because clients enjoy that, there is less
Chief Thinker and Co-Founder Amy Frengley says this complexity and the whole thing just feels more collegial. It’s
combination, and having both parties present at the table the way you want it to be and it’s the way the client seems to
from the very beginning, is the key to how Thinkerbell want to work.”

FEATURE
LUKE FARMER, AMY FRENGLEY AND REGAN GRAFTON.

THINKERBELL
AOTEAROA’S NEW
OFFICES
The model also means that clients are paired with the “We want to make sure that we
same senior people they meet when they first make their
enquiries, something often not the case in other agencies.
work with [clients] collaboratively
Thinkerbell, a recent winner of Campaign Brief Agency of to solve their business challenges
the Year in Australia, also works under a “squad-based
model” so clients can also draw from resources across the with creative work that’s backed by
ditch as well. marketing science and that actually
“The squad allows allows you to get more from the
business without the client feeling stretched,” Luke says. gets real results.”
Over the next year or so the Thinkerbell Aotearoa team are
getting ready to become “an active part of the New Zealand ready and well-geared to “counteract some of the issues and
landscape,” says Luke. pressures that CMOs are facing. The time has never been
“We want to see work that gets out there and makes more right in many ways”.
meaningful change, that helps achieve results across the Regan agrees. “It gives the marketers the confidence to
board and various sectors, not just one dimensional. We like have those real conversations with key stakeholders, because
to play across disciplines and earned is a huge part of what everything’s backed up and measured.”
we offer, so taking a fresh approach to the market is key.” As for the future, there is the optimism and excitement in
And despite shaky economic forecasts for 2023, Amy says the air that comes with being in a sort of start-up state.
the Thinkerbell Aotearoa team is well equipped to face “There is something exciting about the start-up mentality
whatever the future holds. and the challenging mentality,” he adds.
“It’s no secret that this year looks like there’s going to be “I think it’s exciting to be part of something that’s going to
new financial pressures, and certainly the business hopefully make a big impact on the New Zealand marketing
landscape is already feeling that. Marketing budgets are and advertising scene.”
down and the implication of that of course is that CMOs are For Amy, it’s about having the backing, and being powered
going to have a fair amount of pressure and expectation on by a “really stellar agency”.
them in terms of their ability to deliver in that climate. “This is the reason it has grown so fast and been so
“We want to make sure that we work with [clients] successful. There are some super smart people part of this
collaboratively to solve their business challenges with crew, and we’re just chuffed to be a part of that and to be able
creative work that’s backed by marketing science and that to replicate that here.
actually gets real results.” “We’re real champions for what this model can do, not
She says it’s important they recognise the “temperature only in terms of what we can do for our clients, but also what
and climate” they are launching in but believes they are we can do for our staff and our people.”

INSIGHTS
ANXIOUS GEN-Z
driving design trends
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T
he Adobe Stock 2023 “With 46 percent of Gen Z the aesthetics popular before they
Annual Creative Trends saying they are anxious and were born.
Forecast predicts four stressed, there is a need for the “Similar to Gen Z, Millennial
key creative themes that visual effect of Psychic Waves and Gen X creators are exploring
will significantly influence which includes calming gradients this resurgence, finding comfort
content across photography, full of vibrant colors. and familiarity in the creative
videography, creative writing, “This new trend is focused on styles of the 90s and Y2K, such as
social media platforms, blogs and creative authenticity as an outlet retro skateboard scenes to
more: ‘Psychic Waves,’ ‘Real is for expression, including escaping candy-colour fashions, boom
Radical,’ ‘Retro Active’ and reality, through psychedelic boxes and classic video game
‘Animals and Influencers.’ gradients, vibrant colors and controllers,” the report says.
Adobe says these trends will aesthetics that imply blurred Though Gen Z creators are
guide how the Creator Economy, vision,” says Brenda. influential in developing these
which has grown to 303 million trends, the report notes that
creators globally, will create digital REAL IS RADICAL Millennials still make up 42
content that resonates with their Adobe says the Real is Radical percent of the Creator Economy,
audiences in 2023. trend is a celebration of “candid, helping propel these trends.
“As we emerge from a time unvarnished moments, experienc-
overshadowed by uncertainty es and realities” and a response to ANIMALS AND INFLUENCERS
related to the global pandemic, “perfectionist” content. This ‘whimsical’ theme includes
people crave content that feels “Brands are embracing cam- everything from real-life pets to
familiar yet fresh, but also evokes paigns featuring all races, genders, anime characters, who have
feelings through authentic, ages, abilities, and sizes, swapping proven themselves to be “powerful
inclusive and unfiltered experienc- out curated for candid moments,” tools” that attract and retain
es,” said Brenda Milis, Principal of the report says. consumer interest and engage-
Consumer and Creative Insights at “According to recent Pinterest ment, the report says.
Adobe, which is celebrating its Body Neutrality report there is a 36 “As a result, they have become a
40th year in business. percent ‘loving myself ’ searches dominating presence in brand
“These trends are indicative of and 32 percent ‘how to become messaging, proliferating across
how creators are envisioning and more confident’ searches.” sectors in the form of anime,
shaping our world and using The report says the trend has illustrations, photography, and 3D
their platforms to share content major presence across social, brand renders. “The feelings this trend
that brings joy and happiness campaigns, and new apps like evokes tie back to what consumers
in their own unique styles to BeReal and Locket, creating and creators alike crave, and that is
people globally.” powerful connections and inspiring to feel happiness and positivity.”
The Adobe report explains these a sense of community across media The report notes that over the
trends further: channels and platforms. past two years, there was a 118
percent rise in global demand for
PSYCHIC WAVES RETRO ACTIVE anime. “Since virtual influencers
The post-pandemic shift towards Adobe says the Retro Active trend yield three times more engage-
prioritising mental health and focuses on exploring vintage styles ment than humans (many finding
wellness is driving new ways of and modernising them, and was them more trustworthy and
exploring spirituality, nature, and inspired by Gen Z creators relatable), brands are leveraging
wellness, the report says. evolving and experimenting with them in more and more ads.”

The challenger
challenge
With a mindset that sees their business ambitions go beyond conventional
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setting the pace and getting noticed.
WORDS COREY CHALMERS
A
favourite quote I read because Greg is a total creative legend, have energy and impatience over
recently was from but because the same thinking applies reticence and inertia. They’ve come
challenger-agency-of-the- to how challenger brands need to this far through sheer audacity and
moment Mischief USA’s CCO, operate in order to grow – or even be drive, and don’t need to protect the 15
Greg Hahn: “The least interesting noticed in the first place. You don’t brand pillars, international brand
Super Bowl work is mostly the result of need everyone. Just enough. codes or manage a pile of embedded,
people trying to do something that Great challenger brands know this, suspicious stakeholders. They find
everyone is going to like. The goal is to and that’s why I love working with reasons to say yes. That doesn’t mean
do something that enough people love.” them. They don’t want to please they should be reckless, but be open to
I love everything about this. Not just everyone, so can be more bold. They an element of risk – which is crucial.

OPINION
THE POWER OF THE MOSQUITO challenge (obviously), but even more

Anita Roddick’s famous line “if you importantly, you need to enable. A
think you’re too small to have an real-world example that strikes me is
impact, try going to bed with a how Brendon McCullum did it for
mosquito” perfectly captures the New Zealand cricket. As captain, he
potential of the challenger brand. A took an underperforming team from a
mosquito is not reasonable. You know culture of “we could still lose this” to
what it is and what it wants. By “we could still win.” He’s continued
definition, a challenger needs to be that as coach of England, turning a
quickly distinct. Then you have to team as stodgy and institutional as
make people notice. We certainly they come into an exciting, energetic
leaned into that with our recent disruptor. All it took was McCullum to
rebrand of energy provider, Flick. remind the players why they played in
Their point of view was a simple, “I’ve seen a the first place – the sheer joy and love
one-word equity: Activist. Historically,
they’ve always been a thorn in the side
challenger get a of the game – then empower them to
get back there. It’s not revolutionary or
of an unfair energy industry. They walk level of attention even innovative, but it clearly unlocked
the walk every day in their activism, a truth that allowed the same failing
product offering, and innovation. they dreamed of, players to become the ones they
Agitating was in their DNA, but to be heard their squeaky dreamed of being – almost overnight.
heard, we needed to turn it up to 11, The lesson? Challenging points to the
inject it with energy and fun, and sphincter suddenly door blocking our way. Enabling gives
y’know, create a rock song that breaks
down into a high-speed anger-ramble
tighten, and then us the key.
about quite specific wholesale coast into oblivion.” TURN YOUR FIREWORK INTO A
price-fixing by large energy suppliers, BURNING FLAME
with a goat in face paint at the end. We
COREY CHALMERS Success is great but it also breeds a
knew not everyone would like it. But new monster. If we’ve done our job
there are plenty of people who would right, a challenger can often start to
notice and enjoy it. We knew people protect what they’ve earned at the
would look at it and go “what the hell personality. They’ve found a cultural expense of their soul.
was that?” and they did. Then they truth, a human pain point to relieve, Time and again, I’ve seen a
went to the website to find out what it and have a simple north star. One of challenger get a level of attention they
was and on launch day gave Flick their my favourite examples of this was dreamed of, heard their squeaky
best-ever day of sign-ups, ever. launching 2degrees. The company had sphincter suddenly tighten, and then
a clear point of view – keeping Kiwis coast into oblivion. The work starts to
IT’S NOT ALL ABOUT THE NOISE connected while the duopoly tries to lose its edge as it tries not to lose
You can be a challenger brand and not do the opposite with confusing plans customers rather than gain new
be loud at all, too. Oceania Healthcare and high prices. They also had a followers. The growing pains of
is the exact opposite of Flick in common goal and a central ball of moving from niche to mainstream are
category, tone and audience. But they relentless energy, CMO Larrie Moore. large and sharp. It means backing up
still stand for questioning the accepted He knew we had one chance. But he the promise with a meaningful offering
norm of aged care in New Zealand and also had a lot of great product and tangible proof points in year two,
are doing something about it. Our foundations, a clear offering and a three and beyond, which our friends
recent spot for Couples Care Suites was brand whose name itself suggest Kiwi like Flick and Oceania actively do,
a great opportunity to highlight a closeness. Using Rhys Darby was just a every day.
tangible proof point behind Oceania’s natural extension with a uniquely Kiwi It’s an even greater challenge than
challenger brand position of “Believe perspective, at a moment where that starting out. But those who know
in Better,” by showing that Oceania style of humour was taking the world what they are and keep feeding the
understood the importance of couples by storm. It was also a relief and an dream will shine bright and enjoy an
staying together should one of them alternative from the inconsistent, unfair share of success. And those
become ill. The film we created, fragmented and forgettable output of who don’t will risk fading as quickly
somewhat shockingly, was disruptive Telecom and indeed Vodafone – who as they appeared.
too. It turns out that presenting stories themselves entered NZ as a plucky
with heart, empathy and dignity stands underdog before the inevitable
out among ads dressing up elderly marketing rigor mortis of international Corey Chalmers is the Executive
people in designer clothes or making corporatisation kicked in. Happily, Creative Director of independent NZ
them act young to be “fresh.” 2degrees are still fighting for fair, over agency, YoungShand. Previously at
a decade later. Saatchi & Saatchi, Droga5 and TBWA,
KNOW WHO YOU ARE, NOT JUST Chalmers has spent over 25 years
WHAT YOU AREN’T AWAKEN PEOPLE EMOTIONALLY, creating popular, award-winning,
The best challenger brands truly know NOT JUST WITH INNOVATION iconic work for ASB Bank, adidas,
their place and the core of their To be a challenger, you need to 2degrees, Chorus, Toyota and more.

Behind the scenes
Capturing the summer
that never
sleeps
When Creative Director at Special NZ, David Shirley, presented
a script for a TVC to Kathmandu that included a mer-man, pillow
marshmallows, and a half-fox half-human, the marketing team said,
“great let’s do it!”
WORDS AYLA MILLER

FEATURE
I
n preparation for the global
outdoor gear and clothing brand’s
release of a new line of clothing
that features SUN-Stopper
technology, Kathmandu came to
creative agency partner Special to
make its dream a reality.
Wanting to change perceptions of
the brand from being a brand known
for its winter clothing, to a brand that
has versatile options for summer too,
David and the team at Special NZ set
out to bring the retailer’s slogan ‘We’re
Out There’ to life.
“I have been doing this for a while
now, but I still get excited about that
new brief,” he says. “What can I do
with it, where is it going to lead?”
His creative process at the beginning
is “very old school” and usually begins
in a crowded public space.
“It’s literally two people with a pad
and pen each, going to, in my case, a
busy place where there are snippets of
conversation going on around me. The
overflow of humanity around you is a
good place to channel ideas.”
After a few days of “batting ideas
back and forward,” wrestling with
them, improving them, and being
brutally honest, an outline emerges.
In this case, it was the concept for
the Summer Never Sleeps campaign
which is based on the idea that there
shouldn’t be any barriers to enjoying
the great outdoors.
“A lot of the other outdoorsy brands
take themselves a bit too seriously,”
says David. “This was more about
having fun and remembering that the
outdoors is for everyone and is good
for us.
“We got to this idea of Summer
Never Sleeps, which was based on a
couple of things. We were trying to
speak to a younger group who are a bit
more spontaneous in summer, who
want to go out and enjoy themselves.”
The SUN-Stopper range is also quite
fashionable and designed so wearers
can be ‘out there’ all day and layer
them for the night as well.
“It turned into this idea that if you David also wanted to play with the Zé – a Brazilian composer.
are out all day and all night, there is no idea of the tent and what it represents. “It was a song I heard years ago on a
need to sleep this summer.” “When you crawl into the tent it movie soundtrack, and it really stuck
He then began to play with the normally feels like the end of the day with me,” David says. “I loved the song.
symbolism of sleep by adding ideas but in this case, it is a tunnel to I tracked it down to find out who the
such as counting sheep, pillows, and somewhere else. We were kind of writer was and tucked it away in the
dream like characters. messing with people because you feel back of my head like a lot of creatives
A touch of spontaneity was also like the story is concluding and then it do. We are human Pinterest boards.
added as the story flows from one carries on.” “When I was writing the script for
occasion to another and from day This kooky tale is backed by the this it came back to mind because it
into night. catchy track ‘Jimmy, Renda-Se’ by Tom had that wonderful feeling of fun

FEATURE
and goofiness. It was quite beneficial that dancers would be cast to play the Although David agrees this was
that the song is largely in gibberish, so main characters instead of actors. “quite an odd script to read to a client”
it feels accessible to anyone.” “We cast the net quite wide across Kathmandu was all in.
With Kathmandu looking to move Europe and found dancers from Spain, “There was no challenge about
more into the European market this Britain, Germany, all over the place and whether it was the right thing to do,
was ideal, and the song evolved into the then brought them to Slovenia to shoot they saw the potential and did
dialogue of the ad. with us.” everything in their power to help us
“They are all lip syncing and talking Getting to the production location bring it to life. They have been
to each other in this made-up language early meant David was able to be there incredible partners for years.”
and it felt like it was their own little for parts of the production that he Michaela says her first impression of
secret language they share,” says David. wouldn’t normally get to see. the script was that “it was definitely
As with any project, there were some “I got to sit through all the dance ‘out there’” but “the faith to ‘jump’
challenges, and for this one it was rehearsals for a couple of days and together and trust the process was an
around shooting a summer campaign workshop with Daniel Warwick, the easy one because Special understand
in the middle of a New Zealand winter. director, about how these scenes would Kathmandu so well.”
To overcome this, the production play out and how they move which was And it wasn’t just Kathmandu that
company Scoundrel suggested filming really fruitful. Daniel is such a great appreciated the campaign’s creativity.
it in Slovenia and Italy. director and so accommodating too.” Vimeo recognised the film as ‘Best of
“The initial search began with Michaela Clark, Kathmandu’s Head the Year’ in its annual list for 2022.
finding a place that looks and feels of Global Brand Campaigns, was also Tony Bradbourne, Special CEO &
familiar to a New Zealand and on the shoots which she says was an CCO says the campaign attracted a
Australian audience but has a summer “unforgettable” experience. “huge amount” of attention from all
feel and is not pissing with rain.” “Being on set was so exciting and full over the globe.
The chosen locations turned out to of energy,” she says. “We were in these “To be handpicked from the millions
be “a pretty good switch out for New amazing locations shooting this fun of films created each year says a lot
Zealand” according to David, with and energetic story of friends exploring about how unique, standout and
“beautiful untouched nature and the outdoors and it was impossible not beautifully crafted the idea is. Oh and a
pristine lakes that felt like home”. to get caught up in the excitement! killer soundtrack helps.”
It also turned out that although the “Everyone was so passionate about David believes it captured the
geography was a challenge, it became creating a truly memorable piece of audience’s attention because as a
the making of the campaign because it work, so it was a joy to be on set and concept it is “incredibly brave”.
was “such a perfect location”. then later when the campaign was “This really stands out in that
Wanting to embrace the fluidity and launched, share in the success with category. It’s a tribute to everyone who
spontaneity of the film, it was decided that same team.” has worked on it.”

INSIGHTS
Ads by the numbers

A snapshot of advertising spend and trends.
Managing Director, Australia and recording pDOOH revenue in Q2 2022
T
he total Standard Media
New Zealand says that the market will when it accounted for 2.6 percent of
Index (SMI) ad spend for
face another tough obstacle as ad DOOH revenue. By Q3, that share had
January 2023 was the second
spend in February 2022 was also at a almost doubled, rising to 4.3 percent
highest level of January ad
record level. and stabilising at 4.1 percent in Q4,
spend in history, but the total was
“However, the forward pacings are demonstrating the potential the sector
down 8.5 percent year-on-year to
looking stronger, with SMI showing sees in this channel.
$63.5 million against last January’s
86 percent of last year’s ad spend on Natasha O’Connor, OOHMAA
record total.
traditional media was already General Manager, says, “Covid
To put this in context, the total ad
confirmed. So, there’s a good chance restrictions and closed boards in H1
spend for January 2022 was 16 percent
the market will return to a stable proved challenging and resulted in
above the previous January total.
footing in February,” Jane says. slower-than-predicted growth of 3.2
As a result for January, SMI NZ is
percent in H1. However, with all Covid
reporting lower bookings compared to
Outdoor update restrictions lifted and internal borders
January 2023 for most major media,
In January, Out of Home Media opened, advertisers’ confidence to
but that should be seen in the context
Association Aotearoa (OOHMAA) spend returned, driving significant
as this year’s total remains almost eight
announced that its members’ 2022 growth for Out of Home of 18.1 percent
percent above that of January 2021.
revenue was up 10 percent year-on- YOY in H2.
Some of the more positive variants
year, with the total revenue rising to “We know that 2023 is going to be a
for January 2023 are as follows:
$131 million. challenging year due to high inflation,
• TV – up 19.3% Contribution from Digital Out of Russia’s invasion of Ukraine, and the
• Digital – flat Home (DOOH) revenue share remained continued effects of Covid, especially
• Newspaper – up 27% stable for the second year running, in China, impacting the supply chain.
• Radio – up 26% accounting for 67 percent of 2022’s “However, how challenging the year
• Magazines – up 16% total revenue at $88.8 million. will be, differs hugely depending on
• Cinema – up 8.1% Programmatic Digital Out of Home what economist you listen to,” adds
(pDOOH) also steadily increased its Natasha. Below is OOHMAA revenue
As for February, Jane Ractliffe, share in 2022. OOHMAA began by quarter over the past five years.
ØØÑÖÊÊÛÎßÎ×ÞÎ´ËâÚÞÊÛÝÎÛ
CY 2018 - 2022
45
40.9
40 39 38.6
36.2 35.8 35.1
35 33.9
31.8 32.6 32.2
30.1 29.3 29.3 29.5
30
26.9 27.9
25.8 25.5
NZ $ million
25 23.2
20
15
10 8.8
0
Q1 Q2 Q3 Q4
2022 2021 2020 2019 2018

Source: OOHMAA members reveune

Award-winning content
on a Shoestring comes
to the City of Sails
Ïõèöëòģæòïïèæ÷ìñêäñäúäõçéòõðäõîè÷ìñêòñäöëòèö÷õìñêåøçêè÷ä÷÷ëè
2022 TVNZ-NZ Marketing Awards, creative video content, and production
agency, Shotover, has set up in Auckland with a mission to bring their
emotive and nimble approach to the Big Smoke. We asked Co-Founder and
MD, James Perry to tell us more.
DURING PRODUCTION OF
MELISSA JENNER’S START
NOW MASTERCLASS.

IN ASSOCIATION WITH SHOTOVER
TELL US ABOUT HOW SHOTOVER CAME TO BE.

Back in 2014, my Co-Founder, Pete Whittaker and I were a
couple of free spirited travellers on working holiday visas,
living our best lives in Queenstown, before inevitably
re-entering the dense atmosphere of the British rat-race.
Pete had been through film school and I had spent the
previous decade in financial services, managing
relationships with our strategic partners for a FTSE 100
investment company before travelling and documenting the
world with my partner, Rhi, a couple of small backpacks, and
an even smaller stills camera.
Both keen storytelling creatives behind the camera, we’d
met in Queenstown through our mutual love of bringing the
amazing South Island landscape to life through film and
photography and decided to do something with our passion
for the local community. So we teamed up with the New
Zealand Cancer Society to raise funds and awareness
through a project we called Shooting Cancer in the Face. We FROM LEFT TO RIGHT: JAMES PERRY,
shot video and stills for local small businesses and asked FLORIANE CAILLOT, JASON MCKAY
WILLIAMS, AND PETE WHITTAKER
them to donate to the NZ Cancer Society instead of paying ÊÝÝÑÎ" ""Ýß×ã´×ãÖÊÛÔÎÝÒ×Ð
us. We raised thousands of dollars, boosted local and AWARDS.
broader awareness and even spawned its now ubiquitous
tagline “We Can”. What a cool thing to do before heading
back to the UK, I thought. But Aotearoa had different plans SHOTOVER’S NEW PARNELL STUDIO.
for us. The local business community really got behind our
project and the awesome people at the Cancer Society (we’re
looking at you, Marie Wales) encouraged us to transition into
a sustainable business. So over the years we slowly evolved
into Queenstown’s go-to commercial production company
(founded on the banks of the Shotover River), and then into
the people-first creative content and production agency that
we are today. Now a team of 10 (12 if you include the dogs),
we’re all about doing great work that matters across our
Queenstown and brand-new Parnell offices.
*REFERENCE PETER FIELD, 2022 COMMS COUNCIL AND IPA STUDY, WHY AREN’T WE DOING THIS?
TELL US ABOUT THE REASON FOR THE AUCKLAND

MOVE AND THE NEW PARNELL OFFICE.
Well, we’ve got the best neighbours you could ask for in the
Marketing Association, sharing the space at 69 St Georges
Bay Road. Auckland is ground zero for brand
communications in New Zealand and to be part of the
incredibly vibrant marketing and creative culture here, and
help drive it forward, is something we’ve always wanted to
do. Pete put his hand up to head the Auckland studio and the
team there are an epically talented group of production clients, the Comms Director at Queenstown Airport at the
creatives that cover the whole creative and production time, calling me to say she’d showed one of our deliverables
process end-to-end. Pete heads up production and the to the team who had all cried. “The thing about you guys that
editing genius that is Floriane Caillot heads up post stands you apart is your ability to convey emotion. All of your
production. Myself and partner number three, Head of content gets you in the feels and that’s why people want to
Digital & Marketing, Jason McKay Williams are frequently watch it and why it stands out,” she said (they still proudly
back and forth between Queenstown and Auckland covering play that piece of content on their internal screens at the
our clients’ strategic and campaign executional needs, while airport today).
our Queenstown Production Director, Zyanya Jackson I’d never really thought about it before but Pete and I, in
continues to do amazing things down south. We’ve really our natural desire to tell great stories through film and
designed our set-up to achieve effective results through photography, had inadvertently trained ourselves to deliver
collaboration, stand-out creativity and seamless execution. on three of the key rules in effective brand advertising: get
emotional, be creative and be distinctive.* This comment
THE QUALITY OF YOUR VIDEO WORK SPEAKS FOR had stirred a personal journey into the world of advertising
ITSELF BUT TELL US MORE ABOUT YOUR APPROACH effectiveness, and a deep dive into the works of Peter Field,
TO EFFECTIVENESS. Les Binet and our very own James Hurman, which allowed
Over the years we’ve worked with mom ’n’ pop SMEs through us to see how we could apply our inherent creative
to commercial and public giants but our approach has storytelling skills to drive greater value for our clients
always been the same. I’ll always remember, one of our through a focus on effectiveness.

ÓÊÖÎÜÊ×ÍÙÎÝÎàÒÝÑÚÞÎÎ×ÜÝØà×´ËÊÜÎÍ
DIRECTOR, ZYANYA JACKSON DURING THE
FILMING OF DESTINATION FIORDLAND’S BEYOND
BELIEF CAMPAIGN CONTENT.
“Marketers need people and processes that they can trust to deliver powerful
creative video content that works for their strategy and their bottom line, and
that’s something we can help with.”
JAMES PERRY
This journey was the catalyst for the evolution of Shotover This nimble and agile proving ground has stood us and our
from production company to creative content agency and clients in good stead for the current climate marketers find
our main focus ever since has been to create emotive, themselves in globally and particularly in places like
distinctive and creatively superior work. Not because it’s cool Auckland. A climate where marketers are constantly being
but because it’s the right thing to do for the campaign. It’s pressured to do more for less at every scale of business.
what will keep audiences engaged and ultimately what will Whether it’s the big guys we work with like government
work for our clients. organisations and international retail brands or SMEs and
start-ups, our position is always the same. How do we use
SO HOW DO YOU THINK AUCKLAND MARKETERS WILL the resources available to achieve the greatest level of value
BENEFIT FROM YOUR MODEL? and the best possible result? The value of this approach
In a small town like Queenstown, where 75 percent of really struck true when we picked up the award for Best
businesses have less than 10 employees, we’ve consistently Marketing Campaign on a Shoestring Budget at the 2022
pushed ourselves to do more with less. To find a way to meet TVNZ-NZ Marketing Awards for the part we played in Great
our high creative expectations and deliver effective results South’s Te Anau Time campaign.
with challenging limitations. When the pandemic hit and In the short time we’ve been here, I’ve met some
financial resources were extremely scarce, this approach was incredible marketers in Tamaki Makaurau doing amazing
absolutely vital for our clients. We did this through a things, and many of their pain points align. Ultimately,
completely in-house, end-to-end approach and embracing marketers need people and processes that they can trust to
the multi-skilled capabilities of our amazing team. All of our deliver powerful creative video content that works for their
projects consider strategy, creative, production and execution strategy and their bottom line, and that’s something we can
and our small team of strategists, creatives, production crew help with.
and marketers cover all aspects of that in-house, allowing for
direct collaboration and personal relationships between the
client and the whole team throughout the process, resulting For more on the Shotover mission, get in touch with James via
in a greater level of care as well as time and cost efficiencies. email at james@shotovercreative.co.nz

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In conversation with
2023 AXIS
AWARDS
CONVENOR
A highly anticipated event on the advertising industry’s calendar, the
Axis Awards are an annual celebration of creativity and excellence in
Aotearoa, where the best of the best compete to win the coveted
trophies and gain recognition for their outstanding work. We ask this
üèäõđöÌòñùèñòõòéÓøçêèöÕèìöäàäïïúëü÷ëèèùèñ÷ìööòöìêñìĤæäñ÷
for agencies, and what’s shaping creative trends in 2023 as she looks
ahead to awards night.
Without giving too much
W
ith a 43 year history to perspective. The five presidents are
prove it, the Axis Brigid Alkema, Chief Creative Officer of away, what’s your view on
Awards has become a Clemenger BBDO Wellington, Matty the caliber of entries for
legacy event for the Burton, Group Chief Creative Officer of Axis 2023?
industry, with Leisa saying the more DDB Aotearoa, Christie Cooper, It’s been a record year so the ad
she delved into the archives, the more Creative Director of The Monkeys
she appreciated its history.
industry is not only busy but
Aotearoa, Raymond Otene McKay, producing world class work. It’s
With past winners producing
Creative Director of RUN, and Jonathan fabulous to see some categories in
outstanding and memorable work that
has stood the test of time and frequent- McMahon, Executive Creative Director Axis that have been historically light
ly going on to win big in the interna- at Special. in the past, doubled in their entries
tional awards arena, the Awards are Bringing the team together, and with
this year. The variety of work this
recognised for holding work to a 21 years’ experience in adland, Leisa
year has been amazing so it will
consistently high standard. has worked on brand campaigns across
make for a great Axis Award
The Awards also act as inspiration the globe and for a collection of
evening where we’ll see awards
and elevate the entire industry, highly-regarded agencies such as
inspiring and motivating creatives to handed out to a bunch of different
Ogilvy, Lowe Worldwide, Saatchi &
grab an A3 pad and black sharpie, or a agencies.
Saatchi and FCB, where she has leads
stylus and iPad, and get creating. the way as Co-Chief Creative Officer.
While this year’s Awards will not She has also received a number of What does this say about the
have a theme, they will instead
awards herself from Axis, Cannes, level of creative output from
showcase the ideas that have made the
D&AD, AWARD, One Show, and Spikes. NZ agencies currently?
Awards and the industry what they are The creative output from Aotearoa
Outside of work, Leisa is Chief
today. In an industry that spends a lot
Mummy Officer to her two children has always been strong and now
of time and energy looking for the
Maemi and Lola. there’s new agencies entering
next big thing, Leisa says it’s important
to take the time to appreciate what it Here, she shares her thoughts on the Axis, so I’d say it’s getting
has accomplished. state of creativity in Aotearoa, what we supercharged. It’s awesome to see
Judging this year’s entries, the 2023 can expect from the 2023 Awards, and so many different agencies big and
Executive team will bring a fresh what she looks for in an entry. small entering great work.

AWARDS
LEISA WALL.
Looking back at the legacy of “The size of our market is always going to count
Axis, what are some of the great
creative campaigns that stand
against us, but you only have to look at how many
out for you, and why? Kiwis are working in creative departments of the
Ghost Chips, Undies Togs, Driving top agencies in the world to see that creatively we
Dogs, Child Replacement Program,
Yellow Treehouse, McWhopper, and are punching above our weight.”
iTest. I love how left-field Kiwi work
is. We don’t have a set style. Most of What are some of the challenges like Axis are a place to celebrate these
the winning Axis work goes on to facing creatives in the current successes and inspire the industry to
win internationally and help build New market? keep making creatively driven work.
Zealand’s reputation for Time is the most important commodity
amazing creativity. in our industry. I’ve seen the benefits of
If you could win any award in the
agencies being involved in a client’s
Looking at the recently released problem from the outset. This enables
world, what would that ultimate
WARC Rankings 2023 - Creative us to solve the issues in more award be?
100, New Zealand doesn’t make interesting and impactful ways. This industry loves awards – that’s why
the top 10 most creative we have so many of them! I’d take a
countries in the world, how do For you, what makes a great guess we have more than any other
we get up there with the best? creative idea a winning one? industry on the planet. As creative
The size of our market is always going When I’m on an awards jury I’m people we crave approval, and a shiny
to count against us, but you only have looking for work that demonstrates
trophy fills that spot. But as soppy as it
to look at how many Kiwis are working new ways of solving business
in creative departments of the top problems or creating behavioural sounds when a team you’ve helped
agencies in the world to see that change. Creativity has been proven grow and develop, goes off to become
creatively we are punching above time and time again to be an economic an award-winning powerhouse, that’s
our weight. multiplier for businesses and awards my ultimate award.

Truth quest
DDB Group Aotearoa and FINCH are behind a global
movement designed to highlight and correct the
inconsistency of searchable facts that disadvantages
sportswomen. Correct The Internet’s aim is to highlight
and correct the inaccuracies in internet search results
and make sportswomen more visible as a result.
60
Discover
opportunities and
challenges for
brands in the world
of sports marketing.

THE STATE OF
MARKETING IN

FEATURE
In the face of economic uncertainty, stricter privacy regulations, and other

major global events, marketers will be required to embrace innovation in
2023 according to industry predictions. We take a look at some of the trends
expected to play a part in the forthcoming year.
WORDS AYLA MILLER
S
alesforce’s State of Marketing She says many of Salesforce’s the right message out at the right time
Report for 2023 has revealed customers want data transparency where the customer is. This is why
that marketers will need to stay which shows that marketers new channels such as podcasts and
mobile, embrace innovation understand the importance of streaming platforms are seeing rapid
and continue the trend of trying to customer trust. growth.
achieve more with smaller budgets. “The report shows that marketers, “As it relates to podcasts, it is all
Renata Bertram, Vice President of although the deadline continues to be about meeting customer demand as
Marketing at Salesforce ANZ, says the pushed out for the cookie less future, customer expectations continue to
key messages from the report were that are still looking very hard at what their evolve. What comes to mind with
while marketers have had to adapt to a first-party data strategies may be.” things like podcasting and streaming is
challenging environment over the last Although the report quotes 78 convenience. The convenience of being
few years, as we emerge out the other percent of active marketers are still able to listen or watch what it is I want,
side, there will be more opportunities investing in third-party data, many are when I want.”
and challenges. making plans to migrate to first-party Another stand-out feature of the
“I think it is all about embracing data strategies. report Renata says is that the New
innovation. What that means is a lot of Renata’s advice to marketers when it Zealand cohort listed collaboration as
marketers are embracing how to get comes to balancing privacy and being a top challenge more so than the
more value out of your existing tools personalisation is to reduce internal rest of the world.
and technologies and continue to focus data silos that may have built up across “In my experience this relates back
on investment that will actually drive organisations. to a hybrid working environment,” says
things like automation and “In terms of what you can do with Renata.
productivity.” your customers, provide incentives “Marketers are exploring how we
Privacy regulations and that foster and enable information can continue to ensure that our teams
personalisation are two other big sharing, so you are still collecting data are productive and are working across
trends set to continue to in 2023 censored by them but you are getting teams and departments in their
according to the Salesforce report. value that goes back to them.” organisations, particularly we are
Renata says it is a balancing act Salesforce’s report also found that when in many cases are deemed to be
between personalisation and privacy globally marketers are “very leading the customer experience. I
but that brands are rewarded with innovative” and they are think the need to invest in digital
building customer trust. “experimenting with marketing collaboration tools to drive success
“We know you need a lot of data to strategy tactics,” says Renata. now is something that New Zealand.
drive that sort of transformative “As savvy marketers we continue to marketers might be looking at.”
customer-centric engagement but test and try new things to reach our The micronetwork of merged media
what I am seeing and what the report audience and keep a head of our agencies Red Havas’ 2023 Red Sky
also has revealed is marketers are competition.” Predictions report lists brand values
absolutely adapting to these changes to Channel selection is a big part of increasing in value as one of its key
the privacy regulations.” this, she adds, as it is all about getting predictions for 2023 as the impacts

of global economic and geopolitical increasing marketing spend during
uncertainty begin to be felt. economic downturns has yielded
“[P]urpose-aligned brands will be the positive ROI growth in back-to-back
ones that succeed at talent retention years, and 17 percent growth in
and attraction and supporting sales incremental sales for 63 percent of
enablement. But it’s going to be an brands. If organisations are planning to
increasingly competitive space as reallocate marketing spend, the data
brands across all categories compete indicates that a pivot from lower-funnel
for share of voice and mind,” the report (i.e. pay-per-click, measured through
states. conversions, or price cutting and
In addition to this, the report also discounts) to the ‘upper funnel’
predicts that companies will need to marketing activities (i.e. video, social
extend their ESG strategy to navigate media, SEO) will build stronger
“highly charged political waters in a emotional engagements with
way that supports and complements consumers and ultimately foster more
their business strategy”. “We know that all loyalty, advocacy and conversion.
Hybrid working is another trend that
appears in both reports with the Red
businesses are Overall, upper funnel tactics, while
only 25 percent less effective in the
Havas report expecting that as people striving for some short term versus lower funnel tactics,
have further control over how they live were found to be 60 percent more
their lives, employees, retailers, common things right effective over the long term in all
landlords and homeowners will need
to think about design in terms of
now which include market conditions.
Nacy Smith, President & CEO at
flexibility. delivering faster Analytic Partners, says: “As we enter a
“We predict more customised spaces
that encourage collaboration, better service to new year of economic uncertainty,
consumers are feeling the pressure on
relaxation, and team building,” the our customers and their purchasing power, while
report states. marketing teams are facing increasing
“Our predictions envision the world exceeding their demands to reduce spend. Yet, this
as it is and as we want it to be, from key
conversations around climate, values
expectations along decision to cut can incur a 15 percent
loss of business for companies that
and mental health to the metaverse, with increasing reduce marketing budgets when their
reproductive rights and much more, so competitors do not.
we can better connect with the people efficiency while “Achieving success in 2023 will
and organisations we want to reach in
the coming year,” says James Wright,
keeping costs down.” require brands to channel resources
toward marketing activities that
Global CEO of Red Havas, and Global emphasise brand marketing and
RENATA BERTRAM
Chairman of the Havas PR Global measurement of omnichannel
Collective. touchpoints that lead to long-term
In terms of how marketers can use Report, ‘The Marketer’s Guide to impact.”
the results of reports such as these in a Survive (Even Thrive) in 2023’, which In addition, the report offers insights
practical sense, Renata says a offers guidance to marketers to prepare on how to best develop marketing
marketers value is proven if they “can for shifting market conditions and strategies to position your business to
weather that storm and still deliver the capitalise on opportunities to optimise achieve its goals for 2023. For example:
performance that our business and the brand performance in 2023. • Cap performance marketing
brand needs. According to Analytic Partners’ spends at no more than 50
“We know that all businesses are analyses of hundreds of billions in percent, so that at least half goes
striving for some common things right marketing spend, 80 percent of brand to brand and other upper funnel
now which include delivering faster messaging outperforms performance marketing activities.
better service to our customers and messaging, and dominates as the best • Capitalise on the power of
exceeding their expectations along long-term strategy to win over targeting – nearly 75 percent of
with increasing efficiency while customers and their loyalty in a sales generated by marketing
keeping costs down. tumultuous era of high inflation, job come through media channels that
“We need to look at how we can drive insecurity, and economic volatility enable a targeted approach.
efficiencies and productivity in our posing significant constraints to • Take an omnichannel approach –
own teams and at the same time taking consumer spending. Thirty percent of spending on connected TV (CTV)
a critical lens to our campaigns and paid search is driven by, and directly has reaped a 30 percent stronger
programmes that are going into market attributable to, brand and upper return on investment than other
to ensure the customers are receiving funnel marketing, while another 30-60 advertising spend.
the right messages, right now, where percent is driven by non-marketing • Invest in every customer
they are, so that we are really relevant.” factors such as seasonality, loyalty or touchpoint to track real-time data
In December 2022, Analytic Partners category trends. and make truly informed business
has released its ROI Genome Insight The analysis highlights that decisions.

IN ASSOCIATION WITH MARKETING ASSOCIATION
The Marketing Association’s

membership story
The MA helps marketers be brilliant. Find out how they can help
you be brilliant too.
W
e began life nearly 50 years ago as a direct
mailing organisation working to help
“We aim to be as inclusive as
marketers understand the concept of possible, so we now offer a range
data-driven marketing. You know it as DM!
Now, in 2023 we help our members develop, connect and
of memberships suitable for all
have a voice. With a thriving member base of over 7,500 marketers, no matter where you
businesses and marketing professionals around New
Zealand, we connect and engage with over 10,000 people are in the country.”
every single week.
With the world changing rapidly and with new trends
emerging constantly, marketers need to be on top of their
game to navigate this ever-changing environment. We
partner with our members to provide expert advice and help
them on their journey to become brilliant marketers.
We couldn’t do any of it without our members! They are
the backbone of the Marketing Association. We exist to
support them in their careers, add value to their lives by
connecting them with other marketers, and providing
educating events, resources and workshops. We also
represent the marketing profession in the government and
regulatory space to ensure that marketing channels and
media are sensibly legislated, and the highest professional
standards are upheld.
WHO CAN BECOME A MEMBER?

We aim to be as inclusive as possible, so we now offer a range
of memberships suitable for all marketers, no matter where
you are in the country (or the world for that matter!), or what
level you are at.
If you live outside of Auckland, Wellington and
Christchurch, or have five years or less marketing
experience, or you’ve just graduated from university, we have
a suitable and affordable membership for you. This
membership will give you member rates to all events and
workshops, allow you full member access to our Resource
Hub, and you’ll be invited to all of our FREE for members
networking catchups and events, both online and in-person.
If you want to be a part of the NZ Marketing Community,
meet other like-minded marketing professionals, and have
access to some insightful and leading-edge content, then get
in touch with us to discuss which membership option is best
for you.
Contact us at: contactus@marketing.org.nz or visit

marketing.org.nz/membership.

THE
BEAUTY
OF
SPORT

FEATURE
In our digital age, dominated by social

media, sports marketing and sports
sponsorships face a bewildering
plethora of opportunities and
challenges for brands, event marketers
and sports men and women.
WORDS GRAHAM MEDCALF
“
There’s been a growing wave for women’s sport in New
Zealand that’s been coming for a while, and what this
was, was kind of the moment where it broke over and
just crashed down on everyone. You can’t ignore it
anymore,” columnist and Women in Rugby Aotearoa trustee,
Alice Soper commented after an incredible year for New
Zealand that ended with the Black Ferns securing a sixth
women’s Rugby World Cup title.
The fan fervour must have had those involved in sports
sponsorship salivating at the new opportunities opening up
for brands to associate themselves with rising female
sporting celebrities. With the 2023 FIFA Women’s World Cup
kicking off this year in New Zealand, an abundance of new
branding opportunities have opened up for sponsors to get
into the game.
There is unsatisfied demand for women’s sport, where,
according to a Sport NZ & Isentia report (June 2022) only 25
percent of sport coverage is dedicated to women’s sport.
Other data, however, shows the gap in interest between men
and women’s sport to be much closer.
“There’s still space wide open for brands to take an early
ownership position in women’s sports within New Zealand
be it via sponsorship, athlete or media partnerships,” says
Team Heroine Founder, Rebecca Sowden. “Adding to that,
sportswomen are providing new ways for brands to connect
with customers via their passion for sport and in more
relatable, fresh, content-led, personality-driven and
authentic ways.”
On the website, Correct the Internet, Team Heroine, and
others are trying to help make sportswomen more visible.
“Many of the world’s best athletes are women,” begins the
description of the project. “Many of the world’s sporting
records are held by women, but due to human bias, our
search engines have learnt to prioritise sportsmen in our
search results, even when the facts put sportswomen first.
We want to change that.”
This is an example of the push to bring women’s sports to
the fore, again pointing towards upcoming sponsorship
opportunities in this area.
This comes at a time when the digital age is changing the
way we communicate. “It’s no longer just about what
happens during the 90 minutes on the pitch via the ‘big
screen’ but everything around, alongside, off, in the lead-up
to and aftermath of it across channels,” says Rebecca.
“Brands that can add to and enhance these moments that
DAME VALERIE ADAMS.
appeal to more casual fans via emotional stories and insights
with more entertainment, lifestyle or short-form content

“The best and most sustainable partnerships are where the brand and
athlete come together because there is identifiable shared values and
alignment between the two.”
NICOLE ANTONELLI
and stories will capture the hearts of fans and customers.” Nicole Antonelli, Talent Manager at Halo Sport, told NZ
Athletes are also playing a greater role as they become Marketing it’s no surprise that we’ve seen a shift over time to
content creators and distribution channels in their own digital and social media playing a more active role in the
right, so brands need to view the athletes themselves as their marketing mix. “You have to remember that most athletes
own ‘product offering’ within the marketing mix. aren’t full time content creators,” she says. “So, the knock-on
Honoco provides the strategy, insights and measurement effect is that athletes, on top of what could be eight hours
that initiate, substantiate, and evaluate best-practice training a day, six days a week, need to allocate time to invest
partnerships. The consultancy maintains, it is vital that in their own personal brand on social media. This means
women’s sport is directed through channels that resonate to continually trying to upskill to be able to deliver quality user
their audience. Traditional channels that work for men’s generated content in a personal and commercial capacity.”
sport may not work for women’s sport and their audience. Statistics shown to NZ Marketing by Honoco consultant,
Social media channel, TikTok, for example created a Richard Howarth, show that 10 percent of New Zealanders
community #WhereAllFansPlay, when the social-media are more likely to follow women’s sport this year compared
giant became the first-ever Title Partner of the TikTok with last; 51 percent are advocates for gender equality in
Women’s Six Nations Rugby. As the “Official Fans Of Six sport; and 66 percent support at least one of the national
Nations” the aim for TikTok was to build an inclusive rugby Ferns teams (i.e. Silver, Black, White or Football Ferns)
ecosystem, while Six Nations wanted to challenge SkySport obviously dominates sports coverage in New
perceptions of women’s rugby and grow a younger audience. Zealand and advertising across all Sky platforms continues
This innovative partnership smashed objectives by to expand and, for example, while traditional 30-second ads
leveraging key assets to change behaviours and mindsets, are available (of course), so too are exciting new
with the ultimate goal of growing the game through both live opportunities for clients to further integrate into sports
broadcast integration and a host of ancillary content coverage and commentary, be it during play or via branding
available for fans, including highlights packages of each on key elements of a broadcast.
game and interactive competitions appealing to existing and These integrated opportunities often provide strong and
curious fans alike. creative ways to engage with and add interest for viewers. “In
TikTok generated record-breaking broadcast coverage and 2023 we will see a plethora of local and international sports
ticket sales for the tournament. on Sky, so the sky’s the limit (pardon the pun) when it comes

FEATURE
KIM ANDERSON.
to advertising options,” reports Justin Nelson, Head of evolve from athletes being contracted to be purely “a face” of
Commercial and Events at Sky. a brand to be more meaningful and collaborative
This year is an enormous year for Sky, and Aotearoa. There partnerships,” says Nicole. “The best and most sustainable
will be five World Cups on Sky in 2023 which includes: ICC partnerships are where the brand and athlete come together
Women’s T20 World Cup, FIFA Women’s World Cup, Rugby because there is identifiable shared values and alignment
World Cup, Netball World Cup and ICC Men’s Cricket World between the two.”
Cup. This represents the growing audiences for both the Advertisers will have many opportunities to engage with
men’s and women’s games. TVNZ in 2023. TVNZ is taking on a number of sports
The future of marketing in sport is going to be fan centric. currently showing on Spark Sport from July.
Sports brands are investing heavily in their own content As Melodie Robinson, TVNZ’s General Manager Sports &
production. FIFA has made a huge investment in this area Events, told NZ Marketing: “Our ambition extends beyond
with the introduction of FIFA+ in 2022 – a fan engagement this and needs to consider all the various ways viewers
platform consisting of everything from lean-back content interact with sport. We’ll be talking to advertisers in the
such as documentary series, live and archive World Cup next couple of months about what opportunities will be
content, gaming content and more. The focus on real-time available and the various ways that brands will be able to tap
and digital-first content is huge, and it’s proving a sound into audiences.”
strategy to ensure a more mainstream sports fan is attracted TVNZ’s aim when it comes to sponsorship opportunities is
to football. to integrate partners seamlessly around the content and
“For most of us this trend means ensuring you’re a trusted identify ways to enhance brand sentiment. For each event,
and entertaining source of news for fans, and not just at TVNZ looks at how it can leverage the viewing experience
event time,” says FIFA Women’s World Cup Head of and provide a bespoke solution.
Marketing Services Host Countries, Kim Anderson. “We Toyota’s partnership around America’s Cup 2021 is a great
expect it in the off-season too, across all your social example of this. TVNZ and Toyota worked closely together to
channels. The public no longer expects media outlets to be connect viewers with an ambassador working across the
the first or only source of news about our events – meaning coverage. TVNZ also created a unique standalone TV
event marketers need to consider how they can tackle that as programme to educate viewers in a fun and engaging way.
a strategic marketing opportunity to engage and attract fans The introduction of streaming, multi-channel viewing and
to their product proposition.” the increase in device capability has changed things
With so many entertainment options on our plates these significantly. Digital viewing and the data it yields has helped
days, the content has to be worthy of our attention and make advertising and sponsorships more informed and in
provide an exceptional narrative that rings true to turn more engaging.
whatever audience you’re trying to connect with, be it the There’s also much more access to events and new content
event, the sponsor or the athlete. Great storytelling brings a to integrate with, from short-form digital content, to
brand to life. highlights packages and pre and post-match interview
“Speaking from an athlete’s individual commercial content. This is all designed to keep fans engaged beyond
portfolio perspective, we have seen these sponsorships game day or after an event has concluded.

THERE IS A UNSATISFIED DEMAND FOR WOMEN’S SPORT ´Ø×Õâ"%]1 OF SPORT COVERAGE IS
DEDICATED TO WOMEN’S SPORT BUT OUR DATA SHOWS THE GAP IN INTEREST BETWEEN MEN
AND WOMEN’S SPORT IS MUCH CLOSER
45.7% Men’s Comp/Event Women’s Comp/Event
34.8% 35.4%
28.1% 27.1%
24.4% 23.0%
21.7% 21.4%
19.4%
15.4%
14.5%
Men’s Rugby
World Cup
Women’s Rugby
World Cup
Super Rugby
Pacific (Men)
Super Rugby
Aupiki (Women)
Bunnings Warehouse
NPC Rugby (Men)
Farah Palmer Cup

Rugby (Women)
Sal’s National Basketball

League (Men)
Tauihi Basketball
Aotearoa (Women)
Men’s Dream11
Super Smash
Women’s Dream11
Super Smash
NRL Men’s
Premiership
NRL Women’s
Premiership
1.3:1 Ratio of interest between comparative men
& women’s sport competitions/events
3:1 Ratio of coverage between men & women’s
sport competitions/events
1. Sport & Isentia report (June 2022) ©Honoco - February 2023
The rise of social media has given fans a voice and you by” logo inclusion was almost the pinnacle of sport
increasingly they want to be part of the decision-making sponsorship and served as a terrific vehicle to achieve mass
process. Listening to fan feedback and having it guide reach for a brand in front of a highly engaged, often difficult
decisions in real-time is fundamental in building to reach audience. Due to the major shift in sport
communities and growing a sport or event. consumption and what fans now value, a lot more layers and
Warner Bros. Discovery has partnered with Sky and has a therefore opportunities for sponsorship strategy are
great line-up of FTA sports across 2023 on Three and available today.
ThreeNow with a selection of the NRL games including the “Consumers are savvy and can recognise an equal value
first State of Origin, One Warriors and the NRL Indigenous sponsorship exchange, even going as far as calling out
round. The channel also has SailGP and the Repco unnecessary logo slaps or integrations which can be to the
Supercars Championship, and the regular Sunday CRC detriment of the brand/s involved,” Chae Blewitt, Marketing,
Motorsport afternoons. Acquisition and Retention Lead at Spark Sport, told NZ
Warner Bros. Discovery offers sponsorship on many of Marketing. “Sponsorships need to find a way to connect
their sporting events bringing a sponsorship to life beyond naturally. More and more brands are starting with a
opening and closing credits, using their talent, news and values-first approach and looking for opportunities they can
current affairs platforms, and through the creation of long support which align to theirs, rather than who can provide
and short form content to further amplify the sponsorship. the most spots and dots on a media or broadcast schedule.
The partnership with ASB last year for the Rugby World From there, building out opportunities to bring the
Cup 2021 was a great example of that. The channel did partnership right the way through the funnel is key and can
everything from live events to sponsorship and content deliver much more incremental value for all parties.”
creation, and the team at Warner Bros. Discovery produced Production and distribution of content alone has exploded
all of their sponsorship assets in-house, including those in the last 10 years. It’s produced at all budget levels, from
featuring ASB’s iconic Ben & Amy characters. athletes to broadcasters, grassroots to Tier 1 and is released
Ten years ago, a broadcast sponsorship with “brought to constantly, often outside a linear schedule. If a fan watches a

IT IS VITAL THAT WOMEN’S SPORT IS DIRECTED THROUGH CHANNELS THAT RESONATE TO
THEIR AUDIENCE ´ÝÛÊÍÒÝÒØ×ÊÕÌÑÊ××ÎÕÜÝÑÊÝàØÛÔÏØÛÖÎ×đÜÜÙØÛÝÖÊâ×ØÝàØÛÔ
FOR WOMEN’S SPORT AND THEIR AUDIENCE
Men’s Sport Supporters Women’s Sport Advocates
68.3%
59.5%
53.4%
46.4%
43.2% 43.1% 42.2%
32.0%
27.2% 29.0%
16.3% 16.4%
Free to air TV Audio Media Subscription Print Media OTT e.g Social Media
TV e.g Sky Spark or
Sport Sky NOW
Traditional Channels
©Honoco - February 2023
“Consumers are savvy and can recognise an equal value sponsorship

exchange, even going as far as calling out unnecessary logo slaps or
integrations which can be to the detriment of the brand/s involved.”
CHAE BLEWITT
race, game, or match for two to three hours on the weekend KPIs and ROIs. There is a shift to digital and social media,
but spends another six hours through the week consuming which means partnerships can reach and connect with more
related content across multiple channels on multiple fans and more diverse audiences than ever before.”
devices, brands simply cannot ignore this when considering There is a generation of fans growing up who may never
sponsorship strategy. watch a full broadcast, but closely follow athletes and
“Sport is ultimately about connection,” says Chae. “It teams-related content and catch regular highlights. Data can
makes all of us feel something and the explosion of content help sport to identify and embrace this changing shape of
being produced from athletes, teams, brands, and sporting consumption and market to all types of fandom, ensuring
organisations has simply increased the access and ability to effectiveness is still being achieved.
connect, whenever and however you like. Previously in so Dame Valerie Adams and Dame Sophie Pascoe tend to
many cases, access to athletes or teams behind the scenes align with long term commercial brand partnerships. Adams
was almost taboo, however the true value of engaging with and VISA have partnered since 2007, before she won her first
old and new fans via multiple layers of content across gold medal at the Beĳing Olympics in 2008 and continue
multiple channels is now impossible to ignore. today as she transitions from being a professional athlete.
“Consider what ‘removing the helmet’ has done for F1 Dame Sophie Pascoe and Westpac New Zealand have
through Drive to Survive, introducing the personalities of partnered together since 2010. In this time they have
the sport to a wider audience has brought in an almost launched a podcast together, done incredible work in local
unfathomable number of new fans to the sport. Cue the race communities and schools and have an exciting new
to long format sporting series!” programme launching this International Women’s Day.
Coming from the advertising agency perspective, Megan Insights informed by data to guide creative is what
Compain, Director EightyOne, points to the increase in data EightyOne does best, giving partners confidence that the
driving decisions. “Seems to be gone are the day when strategies the agency puts forward have the best chance of
sponsorships were invested in by the whim of the CEO, success measured against the brand’s objectives. Fans want
there is a lot more emphasis on partnerships delivery on content that connects them on an emotional level

brands like EE (the youth arm of BT, the British
multinational telecommunications company) track the
online abuse towards England footballers to help manage
mental health.
GPS, heart rate and ball data provided by brands like
Adidas provide an additional layer of story-telling to add to
their own fandom as well as their product offering.
In 2023 there is a real focus on social responsibility in
sports sponsorship. The Saudi sponsoring of the FIFA
Women’s World Cup has been challenged by local football
associations in New Zealand and Australia recently, a
clear example of how expectations are changing. In a
politicised world there are inherent dangers for sponsors,
events, and players.
There are a number of international examples of brands
experiencing negative publicity as a result of their
association with sports.
One of the most notable is Nike and the Lance Armstrong
doping scandal. In 2012, Nike faced backlash and negative
publicity when it was revealed that Lance Armstrong, who
was sponsored by Nike, had been using performance-
enhancing drugs during his cycling career. Nike faced
criticism for continuing to sponsor Armstrong even as
rumours of doping circulated.
DAME SOPHIE PASCOE.
Locally, McDonald’s continues to face negative publicity
and criticism for its association with unhealthy eating and
obesity, particularly in relation to its sponsorship of sports
teams and events that target children and young people.
“Sports and data are more In order to attract and retain quality sponsors, the teams
and the players have to present as good humans, not just
intrinsically linked than ever good players. Further to that, sponsors aligning with teams
before, both inside and outside the or events expect not just the franchises or brands to uphold
a certain standard of behaviour, but for the individual
event arena. To drive an effective players to as well.
New Zealand is changing, and event sponsors and
marketing strategy, you need to advertisers need to consider how they will engage and talk to
have a good grasp of your audience many different groups including minorities. They need to
ask the question: ‘How will I connect all of Aotearoa with
through a data-driven lens.” these athletes or performers?’
Today’s fans aren’t overly fixated on history, nor are they
KIM ANDERSON
totally handcuffed to wins and losses. What they want is
inclusion, enjoyment, and social satisfaction.
The future of marketing in sport is going to be fan-centric
and this in turn will create deeper relationships with the more so than led by the game or players, because fans best
brands who can tell these stories. relate to fans.
FIFA’s Kim agrees. “Sports and data are more intrinsically Sport delivers lifelong friendships and memories for fans.
linked than ever before, both inside and outside the event For brands, this association reaps substantial rewards.
arena. To drive an effective marketing strategy, you need to There are great opportunities sitting right in front of us
have a good grasp of your audience through a data-driven waiting to be tapped into. Women’s Rugby is a prime
lens. Whether that’s building and nurturing your customer example. The Black Ferns captured the nation in late 2022 as
database, to your performance marketing that’s building and they were crowned Rugby World Champions here on home
converting demand from new fans, or the audience soil. Kiwis all over the world laughed, cried and sang with
research that underpins your strategy, data is inherent to them. We eagerly jumped on board and celebrated every win
your success.” on their Rugby World Cup journey as they overcame
Kim’s team analyses data on the daily from ticket sales, adversity to be at the top of their game.
owned channel engagement, advertising, search, and Yet, at the time of writing this we still wait for a brand to
third-party sources. be brave enough to invest long term only in Women’s Rugby
The growing role data is playing in sports covers and the Black Ferns.
everything from enabling better on-field decisions by refs Some have come and gone but there is a massive
and coaches, to enhancing fan experiences to management opportunity for a brand to be part of writing history, by
of player wellbeing through the likes of injury and load investing in these incredible players who are still working
tracking which is opening up new opportunities for brand hard every day to change the professional rugby landscape,
engagement and revenue streams. For example, overseas just like those before them, to carve a better future.

Cheap video
doesn’t mean
effective video.
Our latest study in the AdEffect Series delivered For the first time in AdEffect history, YouTube
exceeded Broadcast TV in delivering incremental reach
by Kantar, reviewed an online application ad
but at a much higher cost than TVNZ+.
campaign that delivered a full media mix.
While YouTube had a lower CPM, the TVNZ+ audience
The results showed that premium video has was more than 3x as cost effective at delivering
come of age. No longer is it an add-on. It’s a campaign recognition.
significant part of campaign media planning.
Channel cost efficiency (3)
Video was a strong component for recall across channels,

Lower
with Broadcast TV and BVOD delivering greater reach is
142 135
and awareness. better!
Video recognition by channel (% New Zealanders) (1)(2)

38
24
Broadcast TV
35%
19% CPM Index Cost of recognition index
BVOD
19% of New Zealanders 18% (index, 100 = average)
17% recalled the campaign
Video YouTube on BVOD – almost all
57% 11% of these people said If you’re a marketer looking to get more bang for your
Social media they saw it on TVNZ+ buck, ensure the quality of viewing counts to deliver the
while only 5% said they 5% results you’re looking for.
4% saw it on ThreeNow.
Stuff.co.nz
Those who saw it on
1% ThreeNow likely also
Cinema saw it on TVNZ+ with
Find out more
0% ThreeNow only adding Talk to a TVNZ Sales Manager today
Other 1% of recall for BVOD who can take you through the findings or
over and above the see the key research results and insights at
18% TVNZ+ achieved. sales.tvnz.co.nz/resources/presentations
TVNZ has presented over 10 AdEffect case studies since 2015 across a range of sectors,
which measure the effectiveness of both media and creative of a brand campaign.
Source: Online Software TVNZ AdEffect Case Study (research provided by Kantar)
1. Sample size: n = 1000 2. Respondents who could not identify where they recognised the video from have been removed
3. Sample size: n = 1000
Authenticity
in sport sponsorship
NZ Marketing speaks to
S
ome sponsorship relationships enhanced by Xero becoming a FIFA
are authentic, but many are Women’s Football Partner. The
Emma Scoringe, Xero not. It’s ironic to see multi-year agreement covers the
NZ’s Head of Marketing, multinational fast food giants
sponsoring kids sports or beer brands
Women’s World Cup 2023 as well as the
2024 and 2026 editions of the U-20 and
about the nature of their sponsoring rugby, when sport is about U-17 Women’s World Cups.
sports sponsorships. exercise and health, neither of which
sit comfortably with sport or children.
Through its partnership, the global
small business management platform
It is heartening then to see a sports will champion women’s football and
WORDS GRAHAM MEDCALF sponsorship totally aligned to the women in small businesses through
brand it has partnered with. This is the various initiatives. Xero will also
case with the Xero partnership with support two FIFA women’s football
New Zealand Football, aimed at helping development programmes: Capacity-
football clubs across New Zealand, Building for Administrators, and Coach
through a club support programme, Education Scholarships.

FEATURE
“What I love about the New Zealand development programme. women both in sport and in business,”
Football partnership is that we found a “It’s important to find the genuine continues Emma. “Some of the
sport that actually gives us a genuine, reason to be there because people can challenges are similar, so by us helping
credible reason to be a partner. We’re see through you,” says Emma. “If you’re with the financial literacy, supporting
demonstrating that by the use of the just doing something for awareness, the clubs to be more productive in
product and getting that into clubs then I guess you need to have a lot of their administration, spending less
where it’s not already being used,” dollars to throw at it because it’s not time on administration, by default
Emma Scoringe, Head of Marketing at authentic. It’s really hard to build a they’ll be able to spend more time on
Xero NZ told NZ Marketing. true connection if there isn’t a genuine the pathways and programmes that will
“The one way we’re leveraging our reason to be there or to have a support children and girls into the
relationship with New Zealand football partnership. Corporates have a sport. If clubs are more funded, then
is around the opportunity to have a responsibility to do good, and there are they can spend more money on the
presence in the community through so many opportunities to do that. It’s pathways of girls and women. The
football clubs in a way that we haven’t about finding the reason, a genuine wealthier the clubs are, the better they
before. We could just create an ad, but reason to be there. Xero is all about can invest in broader programmes that
that’s not really doing a lot for society. knowing your numbers – that’s really serve pathways for girls in sport.”
New Zealand and Xero are all about important, particularly for smaller Xero will use the FIFA partnership to
championing small businesses. If you clubs that don’t have the resources.” champion women’s football and to
think about the challenges a The big sponsorship money has further empower women working in
community football club faces, they’re previously gone to men’s sports, so this small businesses and their
very similar to those of a small partnership is yet another indication of communities around the world. As
business. You’ve got to get dollars! In an astute marketer recognising the part of the agreement, Xero will also
our experience, clubs are normally run untapped opportunities that lie in the support two FIFA women’s football
by a bunch of passionate people who womens’ sporting arena. development programmes: Capacity-
have varying degrees of financial “There are challenges faced by Building for Administrators, and
literacy, volunteers from all walks of
life. We feel there’s a real opportunity
for us to help grow the financial
sustainability of clubs, particularly the
smaller ones.”
By introducing its technology to
more football clubs, Xero will integrate
its brand into communities throughout
the country. Assistance with funding
and sponsorships (an advisor directory
helps find support in each community)
also includes a 25 percent off Xero for
the registered non-profit organisations.
“We know from our own product and
servicing small businesses in New
Zealand, more adoption of technology
and digital tools allows small
businesses to be more productive and
have better cash flow. That leads to a
healthier business and a better all
round wellbeing. So, if we at Xero can
help establish that within clubs, we’re
growing the club and the community
for the future. I’m excited about it
because it’s not a traditional grant,”
says Emma. “We’re going to get some
eyeballs on our brand, but it is also a
chance to do something different
within the community and the clubs.”
Partnering with FIFA for the home
Women’s World Cup 2023 allows the
brand to tap into key areas of impact
such as the growing participation and
access for women in our communities,
as well as facilitating commercial
success and promoting leadership
alongside the development of women’s
football and FIFA’s women’s
“The wealthier the clubs are, the better they can invest in broader
programmes that serve pathways for girls in sport.”
EMMA SCORINGE
Coach Education Scholarships. and they’re really impressive. They Country Manager, Bridget Snelling,
“This is a partnership that will have leadership qualities that are just have their focus. Xero’s philosophy is to
accelerate the growing momentum amazing, and they’re supported by the support great causes, supporting a
behind women’s football and our small businesses that assist the club. variety of social and environmental
ambition to make the game truly They’re actually quite sophisticated in causes that contribute to thriving
global. To have a brand on board that is how they obtain funding and communities. These include the
so passionate about empowering sponsorship from the community.” partnership with New Zealand Football
women – and especially one from a Extrapolate that to many sporting and the Xero Assistance Programme
co-host of the next Women’s World franchises in New Zealand and the (XAP), which provides free and
Cup in 2023 – is wonderful to see,” sponsorship opportunities become confidential mental health and
Sarai Bareman, FIFA’s Chief Women’s apparent. A brand like Xero that can wellbeing support. There are also
Football Officer, was quoted as saying. help business administration projects like Fishermans Bay
There is no doubt the financial processes to make it more streamlined conservation, which purchases carbon
viability of clubs at all levels in New and automated, so the volunteers can credits.
Zealand will enable the development of spend more time on the field, would be “We supported the International
local talent. a godsend. “I think you could take that Women’s Sport Conference recently,
Xero has not yet considered other approach in other community-based and with Bridget at the helm, we are
sports, but in a previous life, Emma sporting and charity clubs.” probably focusing on neglected
worked closely with Surf Lifesaving There is no doubt the FIFA opportunities and representing them
New Zealand, a sporting community partnership will help the Xero brand in in a good way,” says Emma. “We’re
facing similar challenges. “They’re run other international markets in which it trying to level the playing field no
by these amazing teenagers really, who operates. However, it is here in matter what, through the use of digital
are leading the charge on the beach Aotearoa that Emma and Xero NZ tools.”

media/13-11-2022/the-black-ferns-victory-created-all-time-ratings-records-for-three 4Nielsen CMI Q4 2021-Q3 2022, Male 18-34. 27% interested in “The big four American sports” (combination of those interested
IN ASSOCIATION WITH ESPN
www.nzherald.co.nz/nz/all-black-win-pulls-audience/N3OQ2TNMHCWKLGFKK4UTOU73XU/ 2Nielsen CMI, Q4 2010-Q4 2011, Q1 2020-Q4 2020. All People 15+, interested in Rugby Union. 3úúú÷ëèöóìñòģæòñý¦
in basketball, American Football, baseball/softball, or ice hockey), interested in Rugby Union 23%.5Nielsen TAM. Cumulative Reach (29 Jan 2023 – 25 Feb 2023), All People 5+, Consolidated.6úúú÷ëèöóìñòģæòñý¦
The New
Sporting Order
James Roberts, Head cultural beacon has continued, with
of Strategy at Lassoo interest in Rugby Union falling from 41
percent of AP 5+ in 2011 to 28 percent
Media & PR, looks at in 20202. A glimmer of hope for Rugby
the changing sports Union shone through last year, with
the Black Ferns attracting more than
viewing habits of Kiwis three times the viewers in the RWC
final than a typical All Blacks game did
and what they mean for during an average prime time game3.
advertisers. It is easy to write this off as an access
issue, with the claim that ‘subscription sports (Basketball, American Football,
I
t’s no secret that Aotearoa is a sport’ is killing interest in our rugby, Baseball & Ice Hockey) for Males 18-34
nation heavily influenced by and while this is potentially right, there is greater than the number of people
cultural influences from outside may be more to the story. who are interested in Rugby Union4.
our own shores; in fact, we have With the rise of digital This should be both an alarming and
very few that we can universally agree interconnectedness across the world, enlightening number for marketers
on being our own. This, a consequence outside cultural influences have trying to target hard-to-reach younger
sports/13-08-2022/meet-the-outsider-with-plans-to-revolutionise-rugby-in-new-zealand
of being a young nation, still trying to become closer and more accessible. male audiences.
realise our true sense of identity. Rugby Union now competes for Switch on NZ’s home of U.S. Sports,
One of our traditionally universal attention with global sports, the vast ESPN, and you’ll quickly realise that a
symbols of cultural identity – Rugby majority requiring a subscription, growing roster of brands are catching
Union – seems to be on the wane. Most which raises questions about on, but many household names are still
of us who are on the wrong side of forty accessibility being the barrier. Is it missing and it’s hard to understand
can probably remember how Rugby possible that we, as an evolving nation, why. Nielsen’s data indicates that
Union permeated every fabric of are embracing international sport, between 29 Jan- 25 Feb this year,
society growing up; packed grounds at especially American ones, as a way to 479,600 Kiwis aged 5+ tuned in to
5
Ranfurly Shield games where feverous break away from our existing cultural watch ESPN , providing an excellent
hordes of fans shouted associations? Are we starting to opportunity for advertisers to reach
“Caaanteerbuuury” or “Auuucklaaand’ embrace the confident, bolshy young males without the premiums
in the sunshine at Eden or Lancaster attitudes of the athletes that we would associated with other sporting
Park (RIP). There was no team at high typically chop down as tall poppies? environments, yet often appearing in
schools that mattered more than the Have we realised the appeal of the solus breaks. The network has also
first XV and we all congregated to highly polished pageantry that America modernised, becoming buyer friendly
watch All Black games en masse. Now sport offers? Or is it the year round by shifting to a CPM model, and for
we look at stadiums which appear to schedule of almost daily games and now the live streams are bonus to
still be practising social distancing. analysis, the rich culture of draft and advertisers on ESPN broadcasts.
Perhaps the first sign of this decline trade predictions, and athlete news? So while rugby pundits aims to
was in 2003, when TVNZ was under Whatever the causes, there are figure out why it’s losing audience at
pressure during the World Cup due to signals that suggest we are reaching a pace6, our clients here at Lassoo are
under-delivering on audience tipping point where interest in “other” embracing the new cultural shift to US
expectations despite cumulatively is surpassing our mainstream sports. sports and are seeing some great
being viewed by 45.7 percent of the According to AC Nielsen, cumulative results with this previously hard-to-
country1. Since then, the decline of this interest across the main four American reach and growing audience.
1

Lessons Learned
A CMO’s journey through 25+ years of marketing
Maryanne Smith developed a passion
O
ver the course of her diverse career, Maryanne
Smith has worn many hats – but has returned to
for marketing early on, securing her her true love in retail marketing. It’s this love,
spurred on by ambition and drive, that attracted
Ĥõö÷õòïèúëìïèö÷øçüìñêóäõ÷¡÷ìðè her to the position of CMO for Hunter Home and La-Z-Boy
at university. With over 25 years of NZ and AUS.
In her current role, she is implementing an aggressive
èûóèõìèñæèìñ÷ëèìñçøö÷õüöëèñòú growth plan for La-Z-Boy across Australia, and although
öèõùèöäö÷ëèÌëìèéÖäõîè÷ìñêØĦæèõ Covid slowed plans down, people are still invested in making
their houses into homes with new furniture.
éòõÑøñ÷èõÑòðè×ãäñçÕä¡ã¡Ëòü Tapping into her wealth of experiences, Maryanne
×ãäñçÊÞÜÒñäñìñ÷èõùìèúúì÷ë believes a good marketer is someone who is committed as a
leader within a business.
NZ Marketing, she discusses the “I’m happy to put myself in really uncomfortable
experiences that shaped her into the situations or put my hand up for a role that I’m not quite
sure if I’ve got the skillset, but you’ll have my commitment
marketer that she is today. and, passion, and energy to make a difference,” she says.
Starting out as part of a young marketing team for the
WORDS AYLA MILLER
engineering department of Auckland Institute of Technology
(now Auckland University of Technology), Maryanne’s
passion for the discipline of marketing was sparked while
working with an inspiring manager.
After a structural change within the organisation, she
found herself working in the main marketing department of

PROFILE
“Like we’ve all experienced over the last few years, when we’re forced to
stop to and revisit our strategies, the winners are those who can keep
going without too much disruption.”
the university, a transition that she thoroughly enjoyed. committed business team. When The Warehouse Group
“I was really excited about the opportunities of what I (TWG) acquired Noel Leeming, it gave the team the
could learn,” she says. investment to grow and be sustainable for the next 10-20
From there she moved into a marketing promotion job at years or more.
Esprit de Corp which was New Zealand-owned at the time “TWG was a great experience. There were different
and worked in a team of about six women all under 25 leadership skills that we were encouraged to have as an
managing around 17 retail stores. executive team to really bring the culture of what we were,
“The fun we had as a young team in retail to create but to also fit within a newly formed TWG brand.”
fortnightly fashion collections, to do all the local brand and After a while here, it was time for another challenge, so
promotional advertising, to do events, it was wonderful. I she moved to work for a tech start-up in solar energy.
just loved it.” Moving from Noel Leeming to a start-up environment, was “a
Ambitious and not one to drag her feet, Maryanne was ride” and “a wonderful way to learn to be purpose-led.”
keen to learn more and build her career. “To bring your skills as a marketer and craft a story about
Her next challenge was at DFS, a global travel retailer of a new energy as a service solution and learn what we could
luxury products and airport duty-free stores. The company do politically was incredible.
had never had a consumer-based marketing role before, “Your mind is really challenged constantly on where can
which gave her the chance to create exactly what she felt the we take this, what do we need, and trying to move 70 people
business needed. in the business to follow that mission. It was awesome.”
“There was a huge appetite to introduce new consumer led Looking back on her 25+ years of experience, Maryanne
marketing strategies which meant that I could help the says the one thing she would like to see more of in the
business achieve their goals faster, be more creative, and industry is creativity.
actually have a bit of fun along the way.” “I’m a big believer in the idea that there is the human in
She says having fun is one of the things she has learnt to the machine, there’s the left and the right brain.
do more of during the course of her career. “I represent La-Z-Boy, which is a 95-year-old iconic brand,
“I think businesses are so serious, and as I’ve got more with an exciting mission to be relevant for today and
mature, that’s the perspective I can bring because I’ve had so tomorrow’s consumer.” She says the obstacle there is how to
much experience across countries, customers and stores. do that creatively in a way that makes an emotive moment
“You’re there really to help guide and remind everybody but also stands the test of time.
what [the businesses] purpose is, what we’re doing and why.” “That’s the challenge,” she says. “For La-Z-Boy, the 60s and
As a self-proclaimed ‘yes person,’ her career has also 70s had a series of print advertising creatives that I
taught her how to say no for the betterment of the business. absolutely admire – I’d love to see us do more of that.”
“It’s not about doing everything all the time and being As for what she would like to see less of in the industry, it’s
really busy. It’s actually about doing the right things that are the stopping and starting of campaigns, no doubt a side-
going to achieve the biggest result.” effect of the recent uncertain environment due to the
While at DFS she was promoted to work in Hong Kong pandemic and other external global disruptions.
where she spent six years managing a new store in Japan, “Momentum is something that is very hard to restart,” she
and working in Abu Dhabi, and Macau. says. “When you’re on a roll, momentum is your friend. Like
Despite not having much experience in South East Asia, we’ve all experienced over the last few years, when we’re
Maryanne thrived in this environment, saying that having a forced to stop and revisit our strategies, the winners are
“good pack of Kiwis” around her was a key reason for this. those who can keep going without too much disruption.
“We were the ones that got put on projects and go do this, Having the trust and the investment to keep your brand
grow that. And we delivered it. We were always on time, on communications going, or your ‘always on’ going, even if you
budget, and exceeded expectations. When your reputation are not going to return sales that month or the next month,
builds, the horizon becomes whatever you want it to be.” it’s something I think we’ve always got to keep challenging.”
After 10 years in this role, it was time for Maryanne to So what is it that keeps the passion alive and draws
return to her homeland of New Zealand, as by this stage she Maryanne back to retail marketing? More than anything else,
was married and had a baby. it’s a combination of work being recognised by non-
When she returned to Aotearoa, DFS transferred her to a marketers and getting the best out of her team.
sales role which “was a great way for me to realise how much “When people realise, wow, that’s what a team pulled
I loved marketing and not sales,” she laughs. together, I’m so proud. I think being part of a dynamic team
But this experience gave her insight into the retail metrics that is moving a business forward and having a positive
that marketers need to understand. environment is super satisfying.
After a short time in this role, she moved back into “We’re retailers so we’re about profit and continued
marketing, this time with Noel Leeming. Here she worked growth, but we can also have fun. If you can have a little bit
hard to build the businesses profitability alongside a more enjoyment along the way, that’s a good thing.”

BE THE
BEST CMO
YOU CAN
IN 2023
In an ever-evolving world, be it new business trends
òõðäæõò¡èæòñòðìæĥøæ÷øä÷ìòñöÌëìèéÖäõîè÷ìñê
ØĦæèõöñèèç÷òåèäêìïèäñçìñ÷èõñäïïüõèĥèæ÷ìùèìé
÷ëèüäõè÷òåèæòðèðòõèöøææèööéøïïèäçèõö
WORDS TONY GARDNER
T
he past three years have been major disruption it would naïve to bet
unforgiving for brands that on a settled year.
didn’t, or weren’t able to, If you’re a CMO, or marketing leader,
adapt in the face of massive there are a host of challenges and
challenges. These events have trends for you to keep your eye on as
heightened the reality that more than the year rolls on. You will best serve
ever Chief Marketing Officers (CMOs) your people, brand/s, and organisation
are executive leaders operating in if you see yourself as a strategic leader
complex, fast-moving, and more than senior marketer.
unpredictable environments. While we These trends are amongst those you
all hope 2023 does not bring more should have a view on and a plan for.
More of a reality than a trend is
increasing VUCA (volatility,
uncertainty, complexity, and
ambiguity). In recent times VUCA has
characterised the world and the
context organisations operate in. Even
as the pandemic wanes, global issues
such as the Ukraine war, climate
change associated disruption, and
economic realities, are VUCA.
To help mitigate VUCA, CMOs and
their people need to be agile and
ßØÒÌÎÜ
and it will remain difficult to retain ‘later’ basket while this maturing
and attract talent for much of the year. process takes place but marketers
In the revenue-challenging times need to learn quickly and to leverage
ahead paying more, let alone more AI effectively, or risk being left behind
than the market, is a risk. To counter by more forward-looking competitors.
the talent shortage, marketing leaders On a different plane, the identity of
need to be proactive in building their New Zealanders is evolving as our
employment brand by developing society becomes increasingly
talent pipelines and providing non-pay multicultural, particularly with the
opportunities such as professional rise and rise of Te Ao Māori. This
development or job flexibility to build presents a unique challenge for Kiwi
talent tenure. marketers, who need to ensure that
Another challenge comes on the their marketing strategies are not only
back of the adage ‘great digital is great culturally sensitive but genuinely
data’. Great data enables deep connect with the diverse backgrounds
“High-performing relevance – an idea that’s been around of their target audiences. In order to
as long as marketing. Aside from successfully lead teams that create
teams are diverse, achieving relevance by capturing and marketing that engages with diverse
agile, focused, and expressing a creative idea that appeals customers, CMOs must nurture in
to most of a target audience, relevant their teams a genuine understanding
resilient. They are an digital marketing is built on data. of the cultural norms and values of
invaluable resource for However, changes to data privacy
policies and regulations continue to
their target audiences.
As well as facing these and other as
leaders...” impact digital analytics. International yet unknown external factors that will
moves to phase out third-party cookies shape 2023, all leaders need to look
TONY GARDNER are an example. According to internally to be their best. There is
Salesforce’s recent ‘State of Marketing’ much insight and best-practice
report, 68 percent of marketers available about ‘leading yourself ’ well
responsive to changing circumstances. indicated that they have a defined so that you can lead others effectively.
One strategy is building high- strategy to shift to first-party data. The past three years have sped up
performing teams. Teams exist to Do you? our understanding of the dynamics of
produce results and do so by The blurring, even merging, of pressure lifting performance but
connecting individual effort and marketing and customer experience is stress reducing it and harming
organisational goals. High-performing another mountain to climb. Marketers wellbeing. We value resilience more
teams are diverse, agile, focused, and get value from two groups: new and leaders should continue to learn
resilient. They are an invaluable customers and existing customers. As how to balance empathy and the
resource for leaders because they are prospects and customers increasingly drive for results.
capable of sustaining delivery in the demand truly relevant and One powerful self-leadership
face of change and challenge. personalised experiences, marketers practice in a challenging world, or day,
Customer demand and buying need to ensure that their strategies are is deliberately seeking solitude. Time
behaviours are a major consideration aligned with the overall customer when you can simply think, allowing
for marketers in 2023. While New experience, and that the customer your mind to sort through things and
Zealand’s journey back to productive experience delivers on the promise of gain clarity. It’s nice if solitude can be
inflation levels may have begun, the marketing. on a beautiful, remote beach or a
inflation is unlikely to return to the This comes down to internal mountainside but it is also possible to
magic 1-3 percent zone in 2023. relationships. Gaps between marketing find solitude and space to think on a
This will leave marketers trying to and operations and customer teams bus, driving home, or sitting looking
determine the most cost-efficient ways often hinder the smooth integration out the office window.
to maintain or increase brand and personalised experiences that Managing is organising resources. In
awareness and loyalty so they are seen customers want. In order to succeed, challenging times, it is easy to be
as ‘keepers’, not cut from their marketers must collaborate and drawn into managing. Leading is
customer’s budgets. With their own integrate with other departments seeing the bigger picture, developing
budgets limited more than normal by better than before. visions and strategies, and
uncertain earnings, marketers will While the prospect is not new, since empowering others to make them real.
need to be strategic and creative. ChatGPT’s public launch in November 2023 is ripe for leadership.
An embedded challenge for CMOs is 2022 AI has started to dramatically
the talent shortage. As well as being in disrupt content creation and is a
short supply, talent is becoming more fast-moving challenge in 2023. While Tony Gardner is a leadership
expensive. Like Aotearoa, six of the big, AI-powered tools are maturing quickly development specialist and leadership
rich G7 economies also have near and seem destined to pick up much of team coach, a former CEO, and has an
record employment levels. While the leg work of content development, international advertising and
employment rates are forecast to dip, they also get some things wrong. marketing background.
the market will take time to change It may be tempting to put AI in the www.archetype.nz/about

How to make the
most of your
first-party data
In today’s data-driven world, companies collect vast amounts
of data on their customers through various touchpoints. This
ìñéòõðä÷ìòñîñòúñäöĤõö÷¡óäõ÷üçä÷äæäñóõòùìçèìñùäïøäåïèìñöìêë÷ö
ìñ÷òæøö÷òðèõåèëäùìòøõóõèéèõèñæèöäñçñèèçöÑòúèùèõðäñü
åøöìñèööèöéäìï÷òïèùèõäêè÷ëìöçä÷äèģèæ÷ìùèïüàèöóèäî÷ò÷ëè
experts who discuss how to get the most out this data.
WORDS AYLA MILLER
olle lea da a
The first step to getting the most out of first-
party data is to ensure the data is clean and
well-structured.
This means collecting data from various
sources such as websites, social media
platforms, email marketing, and customer
service interactions. Data also needs to be
accurate and up-to-date.
Jane Stanley, CEO at Hearts & Science, says many
companies get caught out by having different legacy
systems which do not “talk to each other” or do not allow
a connected view of the customer.
This muddled view of the customer can also come
from companies adopting a lot of deep data and tech
infrastructure without truly knowing how to
maximise it.
“The practicality of being able to implement it in the
organisation is actually a real challenge,” she says.
This can be due to a couple of reasons – one being
not having the talent within an organisation to
understand how to use the technology to drive the
first-party data and two – organisational design.
Managing Director of Together Connect, Andy Bell,
agrees saying that leveraging first-party data can require will have an impact. There are so many different MarTech
significant investment in both infrastructure platforms platforms that companies have access to. You need skilled
and skillsets. people to operate those things in order to get the value.”
“We’ve all heard about the shortage of talent in a lot of It’s also important to look at how data will be kept up to
areas. This is one of those areas as well where I think that date, Andy says. “It’s not something you do and then it stops.”

FEATURE
ders a d
e da a
The next step is actually
understanding and analysing the data.
Information with no context is not
useful to anyone so investment in
skilled talent to make sense of the
data collected is important.
“You need data scientists and
analysts who can generate insights
from the data,” says Andy.
Having a clear data strategy that
aligns with a business strategy and
priorities at the top can help with this.
“It sometimes feels like those things
get a bit out of sync. How does [the
data] link back to our business
strategy and where that’s heading?
That’s important. It’s not just
collecting data for data’s sake. It’s got
to be actionable. What am I going to
do with it?” says Andy.
espe s omer
priva
It’s crucial to keep first-party
data secure and compliant
with data privacy laws. This
includes implementing
security measures to protect
the data from cyber threats and
ensuring that data collection
practices are transparent and
compliant with regulations.
Transparency establishes
trust between the data collector
and the data subject.
By respecting privacy rights and 80 percent of consumers in surveyed that trust plays in the consumer/
providing transparency about how data countries are concerned about the brand relationship.
is collected, stored, and used, state of their online privacy. “Two ways brands can help unlock
individuals are likely to be more willing However, more than 90 percent first-party data are by delivering
to share their personal information. of consumers are willing to share helpful experiences and creating fair
This fosters a more positive and ethical their personal information for value exchanges,” the playbook states.
data collection process. the right incentive, such as “These can be achieved by making
According to Google’s 2023 Privacy improved convenience. interactions meaningful, memorable,
Playbook for Privacy and Performance, This drives home the importance and manageable.”

Se me s omers
Segmenting customers into different groups based
on demographics, behaviour, and preferences is an
important part of making the most of first-party
data. By doing so, marketers can tailor campaigns
and communications to specific groups of
customers. For example, if you have identified a
segment of customers who are interested in a
particular product, you can send them targeted
emails or social media ads promoting that product.
Although this too needs to be done with care,
Jane says. “You’ve got to be really smart about how,
particularly with first-party data, you segment. You
don’t want become too narrow too soon, but you
can use the technology to still be able to do those
tests, and build your understanding.”
She says with this, common sense must play into
it in New Zealand simply because “we just don’t
have the volumes of data records to be able to really
do that one-on-one targeting that everyone dreams
of doing sometimes”.
Perso alise omm i a io s

Personalising communications based on your first-party
data can help to build stronger relationships with customers.
By using their name, purchase history, and preferences in
communications, businesses can make individuals feel
valued and understood.
For example, if a customer has recently purchased a
product online, this is opportunity to follow up with an
email thinking them for their custom and offer a
discount on their next purchase.
This can lead to increased engagement, loyalty,
and ultimately, sales. By using customer data to
create targeted messaging and experiences,
marketers can build stronger relationships with
their customers and drive business growth.
This level of personalisation is something that
customers have grown to expect and has potentially been
exacerbated by the pandemic.
“Customer’s expectations of businesses’ abilities to use
their data, to personalise, to customise
recommendations, to do all those sorts of things, is
increasing,” says Andy. Customers now expect that if a
business has asked them for their data then it will be
used in a way that will benefit them, he adds.
There is a line between being helpful and being
creepy, however, and this line can be quite
subjective so good judgement needs to be made.
“Just because you can make it clear that you have
the information and that you’re using it in this way,
doesn’t mean that you should,” Andy says.

IN ASSOCIATION WITH REACH
TIM MACMILLAN
look at built-for-purpose solutions, like

a good Customer Data Platform (CDP).
Unlocking Ok we are keen – where do we start?

Start with executive buy-in and engag-
ing the right stakeholders who are data
optimal value
owners across your business. Agree the
value proposition upfront and ensure
siloed data ownership isn’t going to be
a barrier and then create a data-first
strategy and build your roadmaps. Your
éõòðĤõö÷¡óäõ÷üçä÷ä strategy needs to encompass two ele-

ments: capturing first-party data and
executing against first-party data. Be
We asked Tim Macmillan, Head of Product at REACH, wary of tools that are great at one, but
make the other really challenging.
÷òöëäõèëìöèûóèõ÷ìñöìêë÷öòñëòú÷òïèùèõäêèĤõö÷¡
Understand your existing data points
party data to unlock valuable customer insights, and data sources and then map all of
improve targeting and personalisation, and drive the touchpoints you have with your
customers. Remember we want to
growth. deliver relevant experiences at
multiple moments in the purchase
If we’re behind on delivering a marketing activity. To get the most journey. Then develop a plan and
first-party data strategy – how do I sell value from it, use it to target the right roadmap to create a single view of
this in to my executive? customers, with the right offers, using each customer. Ensure you offer value
The easy pitch is that your marketing the right channels, by tapping into real to your customers in exchange for their
is going to cost less and it’s going to customer behaviour data and creating data and build a trusting relationship.
return more. It’s also coming from the opportunities for cross-sell and up-sell
source, so you are in full control of how on the fly. You can also optimise your Isn’t attribution difficult for mass
you capture it, the opt-ins, the control, marketing channel mix and creative audience channels like letterbox?
the transparency that you’re giving assets to lower your cost-to-serve and Sure, definitely harder than
back to your consumers for how their increase return per campaign. Use this measuring digital clicks but ‘harder
data is managed, so that it’s a really data to reengage lapsed customers and to measure’ does not mean the same
high trust environment. understand the personas/segments thing as ‘doesn’t work’. There are
Your brand’s first-party data is within your client base to drive inherent pitfalls in standard digital,
uniquely yours. If you are in a congest- product innovation, pricing strategy, first-click and last-click attribution
ed marketplace with lots of compet- marketing plans etc. models, which disregard channels or
itors selling the same product and mar- activities which led to the click.
keting in the same channels, your own What are some of the challenges First-party data can play a key role in
first-party data is a unique asset that of implementing a first-party true attribution, used in econometric
can give you a competitive advantage. data strategy? models to understand all of the
Silos aren’t ideal, whether it’s data drivers of a purchase (media and
How do we get full value from investing in silos that can’t be accessed, or non-media factors). Those dollars
in best practice first-party data? organisational silos that break down you’re putting into measurement
Provide exceptional, personalised communication and create barriers projects, could be spent on activations
experiences to delight customers and of ownership. If you’ve been around a and driving sales.
increase brand loyalty. First-party data while, chances are your internal sys-
helps businesses understand the path tems weren’t developed with coherent
to purchase, close the loop on media customer data management and value To learn more about how REACH can
attribution and understand ROI on realisation in mind. You might want to help you, visit www.reach.nz

Kiwi nappy brand Rascal +
Friends takes on the world
Founded by a mother of four and her brother, Rascal + Friends was borne out
of the simple need for better nappies that were safe on sensitive skin. Hannah
Morris, Rascal + Friends’ Marketing Manager shares the story behind the
åõäñçöđíòøõñèüéõòðÍ"Ì÷òĥüìñêòģõè÷äìïèõöđöëèïùèöäïïòùèõ÷ëèúòõïç
WORDS AYLA MILLER
S
truggling to find a product that social and digital strategy, and really
suited her children’s skin, and ensured that we were reaching our key
with a child suffering from customers and that everything we were
eczema, Rascal + Friends’ doing was working hard.”
Co-Founder (who has since left the As a growing business, Hannah says
business) gave up on trying to find the they knew they weren’t able to
perfect nappy and instead, in a compete with their competitor’s
decidedly Kiwi fashion, decided to do budgets, so instead they had to ensure
it herself. “that everything we did was driving
Partnering with her brother, who impact and shifting the needle”.
had been looking for a recession-proof “We can be super dynamic with our
business idea for a while, the pair set marketing strategy and always innovate
out in 2015 designing a product that or try new things. Sometimes when
suited her children’s needs. you get to the size of our key
In 2017, Nick Mowbray, founder of competitors, doing new things can be
toy company Zuru was brought “We want to turn so much harder, so our ability to be
onboard to help the siblings take the
business to the next level. It was then
every person that agile is an advantage.”
Another key part of the marketing
that they moved beyond being a small tries [Rascal + strategy was having a deep
e-commerce business to being stocked understanding of the international
by retailers. Friends] into a loyalist markets they were entering, and
Marketing Manager Hannah Morris
says this shift to focus on physical
and an advocate...” tailoring their strategy accordingly.
Rascal + Friends always partner with
retailers was a game changer for a retailer exclusively as this allows
Rascal + Friends and the nappy HANNAH MORRIS the brand to drive customers to the
category in New Zealand, which up retailer, and in turn the retailer is
until that moment had been “pretty heavily invested in the brand and
stagnant” and dominated by a launched in 13 more markets its success.
duopoly for decades. across the globe. “[The retailers] often provide great
Soon after this move, Rascal + So what is the secret to the nappy support in the early stages to help
Friends partnered exclusively with brands success? Hannah puts it down guide product assortment, claims,
Foodstuffs and within eight weeks of to a combination of entering a positioning, and pricing, and ensure
the launch, became the retailer’s previously stagnant market, having a each element is optimised for the
number two best-selling brand. genuinely quality product, and clever market,” which is a key part of the
“Straight off the bat, once we had marketing strategies. brand’s success, Hannah says.
that distribution piece, the brand went “We always call ourselves a digital- From a marketing and comms
incredibly well, and honestly it’s just first brand. Particularly when we perspective, the team also have
continued the momentum since then,” launched and in our category, a lot of regional team members which are the
Hannah says. the key competitors weren’t leveraging “eyes and ears on the market”.
Encouraged by this success, the social and digital media. They didn’t “They are integral to make sure that
brand went on to launch in Australia, really need to try new things, disrupt, everything we do fits the market
Canada, U.K., and Ireland over the next innovate, or be agile because they had a because there are so many nuances.
two years. With the brand continuing strong hold on the customer base. Each market will have more affinity
to go from strength to strength, in “So we came in and leveraged all of with certain elements of the brand or
2020, a year not usually known for its the efficiencies and targeting our proposition, so we adjust or
business successes, Rascal + Friends capabilities that you can get with a amplify certain aspects to best

PROFILE
resonate with the customer.” trying to keep up with the growth and
An example of this is what different ensuring that the business could
markets call the product. While they sustain operating at that level.
are nappies in New Zealand, they “In a lot of ways it was a new brand
become diapers in Canada and the U.S. and a new business so there was a lot
It’s these small nuances the Rascal + of work we had to do setting up the
Friends team are conscious of to team, resources, and structure to
ensure customers are connecting with support growth, and ensure that we
the brand no matter where they are. were streamlining all of our processes.”
Recently the nappy brand has Competing with the large legacy
partnered with kids entertainment brands such as Huggies and Pampers,
giant, CoComelon, to launch a limited was also challenging, especially where,
edition range. in some markets, nappies are referred
This collaboration came about to as Pampers, Hannah says.
organically with it becoming quickly “Trying to create awareness and
apparent that there was “a big synergy” affinity with our brand and compete
between the two brands in how they against them and their budgets is a
were disrupting their respective challenge. But I think it just forces us
categories, and licensing being a key to work smarter and ensure that
strategy in both. everything we are doing has a purpose
“CoComelon was also a really great and is driving value. It’s a fun challenge
opportunity and platform for us to that one.
build the business in the U.S. as well as “Sometimes when you see the scale
globally,” Hannah says. and their budget numbers come
“And in other markets like New through, it’s like, ‘Ooh, they’re the big
Zealand, it was an opportunity to dogs.’ But we just focus on what we
launch something new for the brand. know works – a social and digital-first
We’d been in market in New Zealand approach, quality product, and
for five years, so it was something fresh building a community around the
and fun.” brand. We want to turn every person
Work to make the collaboration a that tries [Rascal + Friends] into a
reality happened quickly and 12 loyalist and an advocate, particularly
months after the first meetings were because we know word of mouth is so
had, the limited edition range was live important for parents.”
in market and had launched globally. As for other companies aiming to
“It was a mammoth effort from the achieve similar success, future
team, but it’s been pretty incredible to proofing, a deep understanding of the
see the results and the response from market and customers, plus investing
our customers as well,” says Hannah. in quality products are the keys to
With the business growing so growing a global brand Hannah says
quickly there were of course some as well as the ability to “stay agile,
growing pains particularly around adaptable, and don’t be afraid to
‘fail fast’”.
“That’s really how we’ve been able
to stay ahead of the competition and
grow at the rate we have – driven by
innovation and disruption, and not
being afraid to try things.”

ÞÙ´´ÌØÖÎÛ
NZ plays host to
world’s greatest job
Driving a giant hot dog across the USA is only the their website, but then they also
wanted a short video kind of explaining
second most interesting job on Seattle native Carly why you’re the best person for the job,”
Koemptgen’s CV, after she won a global ‘dream job’ she says.
“Because creating social media is a
competition that includes touring New Zealand. big part of this role, I figured that
TikTok was going to be the best avenue
WORDS BERNADETTE BASAGRE
to do that.”
In this day and age, Carly says that
T
he 25-year-old recently landed journalism is adapting to the digital the use of TikTok is a crucial platform
in Auckland to begin her world and that I wasn’t going to go into for marketing and if she was able to
six-month journey across New writing for magazines or newspapers,” perfectly showcase that she could
Zealand and Australia as a she says. leverage the app, she would be able to
‘digital nomad’ marketer for global HR “I realised that I could take my show that she is perfect for the role.
platform Deel, sharing how easy it is storytelling skills and apply that to At Deel, Carly will be able to do what
for people to work from anywhere in social media because a lot of she loves, which is storytelling on a
the world. businesses were starting to expand digital platform, and is able to work
Carly’s job is a dream for many, into social media during that time.” anywhere in the world.
especially for those of Generation Z As a young person, Carly saw This is not her first time going on
who are ambitious to see the world, do potential for herself in the marketing tour for work. Last year she lived on
something new every day and not be industry where it was plastered with the road driving a huge hot dog
tied down to a routine. older professionals finding it difficult across America.
But how did Carly end up on a plane to wrap their head around social media “I have been freelancing, doing social
to the Southern Hemisphere? and the art of being relatable, all while media marketing and copywriting for
Heading into university, Carly first telling stories in that format. clients for the last year. I left my
went down the path of going into Realising she was at an advantage, agency job in pursuit of a more flexible
business, but later realised that maths Carly began working across multiple lifestyle, and I think I’ve achieved that,”
wasn’t her strong suit, nor did she want businesses as their social media says Carly.
to put in the work to learn it. manager, experiencing both the “My goal after this is to continue
Consulting with her academic freelance and agency world. freelancing, continue being a digital
advisor and exploring the options, While on this journey, Carly nomad, continuing acquiring clients,
Carly took the route of journalism, stumbled across the “cool and unique” not just in the U.S, but globally as well.”
which combined her interests of opportunity with Deel: working Though being flexible has its
writing and business. remotely from a van in New Zealand challenges, Carly says it is “really
“When I was getting ready to and Australia. exciting” to be participating in the
graduate, I realised that traditional “I submitted my application through innovative field of marketing.

Tech trend
With Artificial Intelligence (AI) set
to trend in marketing circles this
year, NZ Marketing tried our hand
at an AI generated image via the
new Shutterstock AI offering. We
asked the AI to generate an image
for a Chief Marketing Officer, and
this was the result. Not sure if it’s
an accurate depiction of a CMO
after a rough day, or indication that
AI is far from perfect, yet.
110
Read more about
ChatGPT and how AI
is making its way into
modern marketing.

THE STATE
OF MEDIA IN
FEATURE
With turbulent economic times predicted for the second half of 2023, marketers
are going to have to be savvy about their media spend and mix. Here, we explore
the macro trends shaping the local media market and how advertisers can
maximise their ROI with smarter channel choices.
WORDSÍÊßÒÍ×ØÝÑÕÒ×Ð´ÍÎÖÖÎÛ
I
t seems that at the start of each focusing on keeping costs down amid spending, but the three year cycle and
new year, media punters say how an uncertain economic outlook but a likely hotly contested general election
tough it’s been for owners over the remains on track to achieve targets.” will mean that many advertising
previous 12-month period. Media TVNZ reported a FY23 interim Net campaigns will turn off come July.
is a tough gig. With a similar storyline Profit After Tax of $4.8 million, down “This coupled with the private sector
playing out in 2022, and much of the $10.4 million year-on- year. Simon feeling the uncertainty of the election
same challenging environment Power, TVNZ Chief Executive, said: outcome will use that as an excuse to
predicted for the 12 months ahead “Overall this is a solid financial put ad budgets on hold.”
– the story holds true for 2023. performance for TVNZ. We are aware As these media owners contend with
Print and digital publishers, of economic headwinds ahead and the economic hardships on the one hand,
television stations and radio platforms need to respond appropriately.” they’re also being challenged by tech
are struggling as high inflation and However, with plans to merge RNZ and giants taking a decent chunk of
rising interest rates put a dampener on TVNZ called off by the Government in advertising change on the other hand.
highly competitive advertising revenue February (at least for now), there’s The 2022 Aotearoa New Zealand Media
– the main source of income for many possibly a little more certainty for Ownership Report from the AUT
local media owners. advertisers on that front. Journalism, Media & Democracy
The recently released earnings Antony Young, Co-Founder of The Research Centre says that Alphabet/
reports from several of our largest Media Lab, and media commentator Google and Meta/Facebook are drawing
media owners speaks to this overall says that “stagflation” is putting a advertising revenue away
sentiment – with a mixed bag of spoiler on brand investment and media from news media companies while
positive audience trends but less than budgets, “as operating cost inflation relaying their content to online users.
exciting profits amidst uncertain isn’t able to easily be offset by This, the report finds, effectively
economic times. consumer spending”. contracts newsrooms and
Sky TV for one topped one million “Cost cutting by the global media undermines journalism.
customers in the last financial year companies including the likes of In Australia, to redress this
with streaming gains, but its profits Alphabet, Meta and Warner Bros. unbalanced relationship and obtain
took a dip. Discovery are showing where they see compensatory returns, a News Media
NZME’s earnings remained stable at the market is heading. The flow on Bargaining Code was legally
$64.7 million – operating EBITDA was effect to New Zealand is that media established in 2021. In 2022,
down on the previous year’s reported companies will have less resources and application of the code was extended to
$66 million but four percent higher will focus on selling traditional media include further news media
when that figure is adjusted to exclude orders rather than pushing organisations. The situation in New
the one-off impact of the sale of innovation,” he adds. Zealand has been quite different. The
GrabOne in October 2021. In a He adds that in the past few down Commerce Commission allowed the
statement issued interpreting the cycles, media companies have counted News Publishers Association (NPA) to
results, NZME said: “[The company] is on central Government to continue collectively negotiate with Google

and Meta/Facebook for compensation. go hand in hand) will take a back
This process excluded RNZ and TVNZ. seat. “Local marketers will keep an
In August 2022, Google launched eye on the developments offshore,
its News Showcase with NZME outlets, and wait for media companies to
RNZ, Crux, Newsroom and the Pacific bring the proven and scaled
Media Network as debut partners and options to them, rather than seek
contributors. TVNZ, Allied Press, The them out. In return, media
Spinoff and Stuff were excluded. planners will default to the safe
Minister of Broadcasting Willie and proven media in their plans.”
Jackson criticised Google and Meta/ 2. Walled media gardens
Facebook’s reluctance to strike more Google will carry on with their
deals with news media organisations plan to eradicate cookies, which
and confirmed in December 2022 the means tracking and targeting
Government would introduce media programmes will just get
legislation to act as a “backstop” if big more tricky. “Every brand large
internet platforms did not voluntarily “Let’s face it, as an and small will have to shift the
strike deals with media outlets.
The report found that in New
industry, ChatGPT, way they measure and guide their
digital advertising. I predict digital
Zealand, engagement between news TikTok single trends, display advertising will lose
media organisations and social media advertising share as it becomes
corporations has been furtive and and the Metaverse less potent,” he says.
piecemeal. For news media
organisations to gain due
are occupying a lot 3. Video everywhere
One of those proven media is TV.
compensation from Google and Meta/ of media oxygen, but Cost effective, better targeted TV
Facebook, a national legally
enforceable bargaining code must be marketers are going particular through digital and
programmatic platforms is a surer
established, the report suggested. to default back to the bet, he adds.
According to research by Statista, “Sure Netflix ads has had a
revenue in the media market is tried and true.” bumpy start in the US and
projected to reach US$2.86 billion in Australia, but given the axing of
2023. While the market’s largest ANTONY YOUNG password sharing of Netflix
segment is Traditional Media with a accounts within the context of
market volume of US$1.59 billion in current economic conditions, I
2023, the organisation predicts that 53 can see multiple Kiwi households
percent of total revenues will be of each to flow across each other. In seriously considering an ad-
generated through digital media in practice, this works when our brand funded subsidised option.
2027. codes from big broadcast activity are “TVNZ+ is likely to continue on
As for how marketers are positioning more directly employed to help drive full steam ahead, especially now
themselves in relation to all of this, our our activation strategies – and when that the TVNZ/RNZ merger
survey of senior marketers (see page our activation strategies can act as an distraction has been scrubbed.
24), indicates that marketers are extension of our brand building by And eyeballs for video content, be
grappling with the management of providing additional reach and it on YouTube or TikTok, become
online and offline channels, which frequency,” he says. more readily available for brands
could see an opportunity for media Taking all of this macro outlook into to tap into.”
owners (and their buying partners) to consideration Antony says that for 4. Audio – traditional, social and
offer guidance and expertise to marketers, a return to basics is what’s beyond
existing and potential advertisers. needed when it comes to media activity “My hot take is that audio is going
“[This speaks to the] in 2023 and beyond. to see a boom,” Antony says.
acknowledgement that [marketers] “Let’s face it, as an industry, “Podcasts are starting to hit
need to focus on more parts of the ChatGPT, TikTok single trends, and the their stride supported by
funnel in an integrated way to achieve Metaverse are occupying a lot of media sponsorship, branded content and
great outcomes. The top, in terms of oxygen, but marketers are going to programmatic ads. Instagram has
salience and ‘future demand’ building default back to the tried and true as the launched the option of adding
(traditionally the remit of big reach New Zealand media industry faces music to still images. Twitter has
media like TV and outdoor), but also on headwinds in 2023.” added a podcast page in the US.
conversion and activation (a space He points to these four trends Locally, Māori and Pacific radio
where online and social play a much marketers need to watch as the networks are strengthening, and
larger role),” explains Andrew Lewis year progresses: in an election year, look to
Managing Director at TRA. NewstalkZB and TodayFM to see a
“When these work in harmony, we 1. Guarantee eyeballs with pick-up in ratings. Advertising to
are much more likely to be operating a established media channels Boomers who enjoy most of those
balanced long and short strategy and He says that innovation and radio formats are a demographic
more likely to be allowing the benefits branding (which always seems to that has money to spend.”

VOICES
What’s
trending?
Navigating social media in 2023
Discover what’s trending on social media in 2023, including
how to use it to better understand customers, jet propel
customer service, and keep up with the latest trends.
WORDS MELANIE SPENCER
W
hen a company expecting quick and convenient compared to 38 percent trusting
establishes an online answers to their questions and a branded social media content, the
community of raving seamless experience when interacting proof is in the pudding.
fans, it creates a human with brands.
connection between customers and CHECK OUT THESE NUMBERS
brand. These communities are the AI IN SOCIAL MEDIA Businesses are making $5.30 for every
backbone of any brand and this Okay, so now’s the time to get personal $1 spent on influencer
essentially is an opt-in method for and it’s Artificial intelligence (AI) that z%" marketing
customer nurturing that enables a lot is rapidly becoming an important tool
of tactics like user-generated content in the world of personalisation in social 63 percent of marketers
and word-of-mouth marketing. It’s also
a source of direct customer or prospect
media. AI algorithms can analyse vast
amounts of data, such as consumer &#] intend to increase their
influencer marketing
feedback. Listen-in people, as the preferences and online behaviour, to budget in the next year
insights and intel garnered from these deliver highly personalised
yarns should be going straight up to experiences to users. As AI continues 51 percent of marketers
board level to base strategic business to advance, it is likely to play an even
decisions from. more significant role in the future of %!] say influencer
marketing helps them
A study conducted by Reddit and social media, providing users with acquire better
GWI found that online community more personalised and engaging customers
participation has been steadily experiences. First-party data is your
increasing over the years and that 82 best buddy here to make this doable. Marketers find that
percent of community site users are
receptive to brands participating in
It would be remiss of me not to
throw in a line about Chat GPT writing 8x influencer-generated
content receives an
these spaces. There’s also evidence that copy and creating creative at a push of average 8x more
younger generations are more a button. Sure, this will happen but as engagement than
influenced by information shared in consumers we’ll become weary of this branded content
online communities than some and yearn for content and copy writing
traditional sources. Social is starting to that is truly thumb-stopping and With new technologies and trends
fragment with micro communities unique to cut through the clutter. poised to have a significant impact on
emerging and edgy platforms such as the way people use social media
Artefact, BeReal, Reddit, Mastodon, INFLUENCER AND AMBASSADOR platforms, it’s a full-time job staying
Twitch and of course Tik Tok taking on MARKETING up to date.
the big guns. Watch this space. Since we acquired The Social Club It’s fair to say that one social media
Social media is becoming an back in 2020, the uptake of influencers manager cannot be a master of all and
increasingly important channel for in New Zealand is vastly different to it’s critical to have deep experts in all
customer service, as users turn to what it was a couple of years ago. We’re areas. What a ride and how thrilling it’s
these platforms to get quick answers to working with more brands who use an going to be!
their questions and resolve their ‘always on’ approach and B2B brands
issues. In the future, social media is are jumping on board in droves.
likely to play an even more significant With 61 percent of consumers Melanie Spencer is Chief Executive
role in customer service, with users trusting influencer recommendations, Officer at Socialites NZ.

Evolving the media agency model with
Together Connect
Öò÷ìùä÷èçåüēøñĤñìöëèç
business” in the agency
world, Andy Bell,
formerly of TRACK, has
joined the Together
team to realise the
media agency’s vision for
‘total media planning’.
I
t may sound curious to read of a
media agency launching a
customer experience
management (CXM) practice
designed to compete with customer
agencies, but to the team at award-
winning media agency Together it
made perfect sense.
The current Beacons Media Agency
of the Year and IAB Digital Agency of
the Year has long held a view of where
media is heading: valuable media
exposures, planned in sequence, to
known audiences, using first-party
data to inform who is being reached
and what is being said, all powered by
connected technology. If that sounds a
lot like direct marketing, the agency
believes that’s because today modern
media planning and direct marketing
are almost indistinguishable.
“The right message, in the right
moment, to the right person has long
been a media agency mantra. But why
would that stop across owned media
channels, especially when the data and
technology we’re using to identify
those people and moments is the
same?” Kris Hadley, Together
Managing Partner explains. “Today, the
thinking and infrastructure that goes
into good programmatic and good
personalised marketing look very
similar. By planning and executing
them together there are significant
effectiveness and efficiency gains to be
made. We think this ‘total media
planning’ is what the modern media
agency needs to be able to deliver.”
ANDY BELL. He points to longer-term trends as

IN ASSOCIATION WITH TOGETHER
well as short-term needs driving this that these disciplines needed to come about leveraging TVNZ’s CDP, or
change to the media agency model. In together; the clue’s in the name!”. creating custom triggers based on Paid
the short term, a greater focus on Previously when working in Search bids, it’s made me appreciate
managing ROMI means businesses iterations of Customer Relationship how much traditional CXM agencies
need to be able to prioritise activity Management (CRM) or CXM agencies, are missing.”
holistically across customer and lead when partnering with media agencies, Kris says the benefits flow both
generation programmes. Longer term, the two distinct entities could never ways. “We’re a firm believer that paid
Kris notes the depreciation of the quite sync up their cultures and media needs to adopt some of the
cookie and the convergence of worldviews to make the process work. principles that CXM agencies would
marketing technology and advertising “It was frustrating for me as hold dear,” he says. That includes
technology as key drivers of this change. someone working in a CXM agency. I thinking about how an exposure adds
“We know [cookie depreciation] is think it was also frustrating for the value to both the brand and the
going to have a significant impact in clients because they would often have consumer, as well as segmentation,
digital advertising. Good media to bang heads together. Increasingly I testing and long-term relationship
agencies are, as a result, turning to think it’ll be a frustration for building through media.
first-party data. CX agencies are traditional media agencies too.” Together appears uniquely placed to
already engaged with first-party data. Strategic leadership was often a navigate this new era of media
It’s the fuel that drives the work that battleground between CXM and media planning. The agency is already a
those agencies do. Both types of agencies and access to technology and Google Premier Partner as well as
agencies are using the same data, often data was frequently divided between Salesforce Marketing Cloud Partner,
with the same segmentations, powered the two on arbitrary lines. Often this and was recently also awarded Google
by unifying technology like CDPs. could be exacerbated by competing Cloud Partner status. This means it
Putting those capabilities together at agency P&Ls. can offer market-leading consultancy
this moment in time just makes “We don’t have that issue here in the technology and data
complete sense. You get economies of because we are seamless at the data infrastructure required to deliver on a
scope and there’s opportunities for level, at the strategy level, at the tech blended paid/owned media model.
new approaches to emerge.” level and at the execution level. We’ve “We’re really excited to be evolving
In Andy Bell, a hugely respected got full visibility across all of that and the definition of media planning and
industry leader with over 20 years’ can make genuinely client-centric stretching what marketers should
customer strategy experience working recommendations.” expect of a modern media agency. To
with some of New Zealand’s largest The benefits of combining paid and be truly human-centric in media
brands, the agency found the perfect owned media planning were clear planning, you have to collapse some of
person to realise this vision. theoretically before joining Together, these silos. We have to start moving
Andy says he was attracted to the but Andy has been impressed with media thinking from focusing on cost
role when he realised he had what it’s meaning in reality for clients. efficient media exposures, to creating
“unfinished business” in the industry “Coming from a standalone CXM valuable experiences that can collapse
and was curious about what could agency, I now realise I was operating funnels and meet needs in the
happen if a media agency and with one hand tied behind my back. moment. It unlocks a wealth of
customer experience management The ability to plan and execute growth opportunities for clients,
(CXM) practice combined. customer programmes across all both through unrealised efficiencies
“The opportunity to integrate the channels, to connect journeys and by making communication more
competencies of a CXM agency with a seamlessly, to leverage sophisticated relevant and engaging for the humans
modern, data-driven media agency is lead generation media triggers across it’s intended for. That can only be a
one I couldn’t pass up.” customer channels, it’s been a good thing, so we’re excited,”
Andy says the traditional separation revelation. I’m now sitting in meetings concludes Kris.
of these agency disciplines is “well past
its use-by date” and he felt that
Together was the only agency in New BENEFITS OF TOTAL MEDIA PLANNING
Zealand where this combination could Deliver optimal ROMI by optimising channels to best business returns
work successfully as Co-Founders Kris Develop genuinely audience-centric media plans
Hadley and Rufus Chuter created Broaden connection points with current customers for deeper relationships
Together with this future in mind.
Optimise cross-channel content journeys for efficiency and effectiveness
“They were very clear from the outset
Overcome technology, data or operational silos

IN ASSOCIATION WITH CRESCENDO
REECE MUIR.
do your research. Know who is in
your lane, what they do great and
how they can do better. This will
help you to find your niche and
create a relevant podcast that your
audience want to listen to.
3. Length: Does it need to be 20, 30,

or 40 minutes? The length of your
podcast is important depending
on your genre; informative,
wellbeing, comedy etc. Sometimes
it’s a short, sharp, high-energy
host giving listeners hot tips and
other times it is more important
to let thought-provoking
conversations flow naturally. You
will establish the right balance for
your style of podcast.
BIGGEST MISTAKES PEOPLE MAKE?

There are lots of things that can tip a
well-intended podcast into a doozy.
Here are a few areas that we tend to
come across more often:
• Over scripting: While it’s great to
have a couple of key messages to
hook your audience, pushing these
too much can make your podcast
Mastering the art sound like an infomercial that

could potentially have a reverse
effect and switch them off.
of podcasting
• Poor sound quality: Whether it’s
music or talk-shows, we want to
hear the best audio production for
our listening pleasure. It’s so
important to ensure that your
Øģèõìñêäñìñöìçèõđöïòòîä÷÷ëèúòõïçòéóòçæäö÷ìñê recording environment is quiet
Reece Muir, Crescendo Studio’s Production Manager, with minimal external sound and
disturbances. A soundproof booth
shares his top tips and tricks for creating a successful is advised wherever possible.
podcast that listeners can’t wait to get into. • Incorrect facts: Mentioning facts
and stats but getting them wrong
or citing an author or artist but
WHY MAKE A PODCAST? Who will want to listen to your not getting their name right. Do
Podcasting is on the rise as a new form podcast and why? Is it your homework and have your key
of communication that bucks the trend entertaining or informative? Are facts, figures and names prepped
of multi-screen, short clips, and short the guests the drawcard, is it a hot and ready.
attention spans. If you want to cut topic, or is your host a big
through the noise of prime time personality/influencer with a HOW DO YOU START?
advertising to engage with new bucket load of fans and followers? If you’re keen to launch a new
audiences in a new way, and on their Considering these questions podcasting project or give an existing
terms at the time they want to listen (at before you start, will help guide project a boost to get it off the ground,
the gym, in the car, at bedtime), you in the right direction. come and have a chat with Crescendo
consider podcasting as a new channel Studio. We can help develop your ideas
in your marketing mix. 2. Competitor Analysis: How is your before you begin, talk you through the
podcast different from other process and offer professional
WHAT ARE THE TOP THREE podcasts that already exist? We’ve end-to-end podcast services.
CONSIDERATIONS BEFORE YOU all heard Mark Twain’s quote
START? ‘There’s no such thing as a new
1. Audience: Like all good marketing idea’ and most ‘new ideas’ have Book a free consultation today by
plans, who are you talking to? already been done. It’s essential to emailing studio@crescendo.org.nz

IN PARTNERSHIP WITH
With podcasts becoming increasingly popular and plentiful in New Zealand,

marketers are beginning to realise how the audio outlet can become an
èģèæ÷ìùè÷òòïéòõåõäñçö÷òõèäæëñìæëèäñç÷äõêè÷èçäøçìèñæèö
WORDS BERNADETTE BASAGRE
P
odcasting – a form of talk Kiwis 16+ are aware of podcasts and 39
radio on demand – has been percent listen to them on a monthly
around for nearly 20 years basis,” Peter says.
and has been witnessing a From radio recaps and succinctly
surge in popularity in recent years packaged news programmes, to
brought on by shifting consumer thrilling crime mystery and advice on
behaviours, and a more fragmented finance and wellness, the rising
media market. The audio form is now popularity of podcasts is an
making a play for the mainstream opportunity for brands to get in front
media table alongside the likes of of engaged audiences who are
radio and television. consuming audio for a purpose.
Recent research from The Infinite Many brands across New Zealand
Dial New Zealand survey shows that 30 have already caught on to the rising “What’s good for the
percent of New Zealanders are weekly trajectory of the audio channel, with
podcast listeners, which is more than ASB being one example of an listener is good for the
the US, Canada, and Australia, each of organisation working alongside advertiser, and when
which are at 26 percent. MediaWorks to create a podcast and
“According to The Infinite Dial New raise brand awareness. you’re advertising
Zealand, listeners consume an average
of five podcasts per week,” says Peter
“It’s an exciting time to be in the
audio space, with emerging products,
your business within
Richardson, General Manager of The sponsorships and bespoke options podcasts, your brand/
Radio Bureau. being developed,” adds Peter.
The research also revealed that over Richie Culph, Head of Digital Audio message really is part
80 percent of Kiwis listen to podcasts
with 54 percent ranging from 16-34
at MediaWorks, says podcasts in
general are a great tool for brand
of the show.”
years old, 40 percent between 35-54 recognition as they not only bring in
and 25 percent aged 55 and over. reach and frequency but also high trust
JAMES BUTCHER
Fifty-two percent of monthly podcast listeners and community.
listeners aged 16+ are men and 48 “It makes sense that some of the table in terms of audience. And
percent are women while 44 percent of most popular podcasts are actually alongside the growing number of
younger listeners aged 16-34 plug into a radio show feeds largely consisting of listeners, the question of how
podcast monthly compared to 34 ‘catch up’ listening, because the marketing fits into this, rises.
percent of those aged 35-54 and 22 podcast medium takes these strengths “Due to the ‘user-initiated’ nature of
percent aged 55+. and supercharges them by giving the channel, and the volume of
On a weekly basis, Kiwis average five listeners the power to consume on consumption through mobile and
podcast episodes each week, with most their terms: when where and how headphones, podcasting can play
Kiwis listening to one podcast episode they want,” says Richie, who runs multiple roles within the marketing
a week at 25 percent. About eight some of the most listened-to podcasts funnel,” says James Butcher, Head of
percent of Kiwis listen to 11 or more in the country. Digital Audio at NZME and
episodes weekly. With the current reach of podcasts, iHeartRadio.
“Podcasting presents a significant big media companies across the iHeartRadio is home to some of the
opportunity for advertisers to build country are shifting their focus on most popular podcasts in New Zealand
brand recognition, as 80 percent of what the audio form can bring to the and James says the opportunities for

Infinite Dial survey results advertising within the industry is vast.
“Whether that’s leveraging the
content/topics of what’s being
discussed, the profile of the podcast
COMPOSITION OF MONTHLY PODCAST LISTENERS hosts themselves, or more
performance-driven campaigns,”
he says.
NZ Population 16+ NZ Monthly Podcast Listeners 16+ In the past year, James says the
industry has seen more advertisers
utilise podcasts but acknowledges
52 52 there’s still a gap “between a growing
48 48
44 channel with a large number of
33 34 35 consumers and time being spent
32
22 listening, and the volume of brands
investing in podcast advertising”.
“With it being one of the fastest
growing digital media channels,
there is definitely an opportunity
Men Women Age 16-34 Age 35-54 Age 55+
for advertisers to get on board early
and avoid clutter and competition,”
says James.
Looking at the NZME catalogue of
NUMBER OF PODCAST EPISODES LISTENED TO IN LAST WEEK
podcasts, James says Digital Ad
Base: New Zealand weekly podcast listeners age 16+; 30% Insertion is by far the opportunity
many brands opt for when it comes
to reaching customers across all
audio platforms.
Four to Five “From a publisher standpoint, this
Three
16% 15% also allows us to ensure we have
relevant brand messaging across our
‘evergreen’ content, as much we do
Weekly podcast
listeners in New
throughout new content,” he adds.
Zealand averaged Companies who are able get the
most out of Digital Ad Insertion are
Two
Six to Ten
16%
five those that take into account the
20%
podcast channel and listener context,
considering that the best aspect of
episodes the podcast world is the ability to
serve different communities,
11 or more
8% in the last week. audiences and niches.
“What’s good for the listener is good
for the advertiser, and when you’re
One 25% advertising your business within
podcasts, your brand/message really is
part of the show,” says James.
For MediaWorks on the other hand,
Richie says some of the best
opportunities for brand marketing and
MONTHLY PODCAST LISTENING advertising within podcasts is via a
Total New Zealand population 16+ native solution, and the popular option
% Listened to a podcast in last month of a podcasts’ host doing a “host read”.
“If there is a good fit with the
advertiser and the host, it’s worth
54 taking this to the next level and
allowing the host to riff off the copy
38 40 pointers and tell personal stories
25 about the brand or product,”
says Richie.
“When it’s done right, the result
can be highly engaging, micro-
Total Age Age Age 55+ native content pieces that listeners
16+ 16-34 35-54 truly enjoy.
He adds that commissioning existing

FEATURE
podcasts to deliver content through meaningfulness with their support and

sponsored episodes are also a great creative expertise over time across
opportunity for brands to take different commercial initiatives, whilst
advantage of. also delivering our short-term brand
For MediaWorks, there are many saliency objectives through
podcasts already commissioned by sponsorship to drive sales with our
brands that are produced by the target audience,” he says.
company, such as the work the media Sam adds that the audio form is
owner does alongside ASB to create the an “effective platform” to reach a
Level Up podcast series: A Masterclass group of people who don’t use
for your Money, with popular radio traditional media.
host Tegan Yorwarth. With the audience being highly
“The best way to get results from engaged, the partnership of DB
podcast advertising is to take an Breweries and NZME adds value to the
opportunity with a series that has an podcast, as audiences build over time
audience that fits well with the brand. and allow the brand to be associated to
This offers the best opportunity to real people and stories.
marry the commercial messaging with “That’s why we focus on long-term
the personal, trusted and engaging partnerships, which can evolve and
nature of the medium,” says Richie. grow with our brand over time vs a
James says for NZME podcasts, sponsorship or advertising approach
many brands have elevated their “The best way to get in this channel,” says Sam.
approach by working alongside some
of their existing catalogue of podcasts.
results from podcast “This additional layer of media
builds our brand equity and
The Alternative Commentary advertising is to take meaningfulness over time more
Collective podcast covers everything effectively than a blanket brand
sports and is sponsored by DB an opportunity with campaign pushed out to consumers in
Breweries in an ongoing, multi-
platform partnership not just through
a series that has an isolation could.”
When it comes to independent
the podcast but through other audio audience that fits well podcast producers, Tony Snow,
and social content.
Sam Forrest, the Senior Marketing with the brand.” Director and Planning Manager of New
Zealand’s leading podcast studio
Manager of Domestic Brands at DB wtfproductions, says that independent
Breweries says that alongside working RICHIE CULPH content has to be more proactive and
with “great buggers”, the podcast creative when it comes to advertising.
format allows the brand to reach a “Independent podcasts offer a voice
“breadth of different consumer groups that may not be so regulated or biased
and deliver contextually relevant [compared with those produced by
branded content through people of larger media companies]. We all have
influence in those channels”. our biases and opinions, and podcasts
“As a long-term partnership, we are if done right with authenticity and
able to evolve our brand integrity, can add to the brand and

business profile,” says Tony.
Crafting a captivating podcast Despite the added difficulty of
creating a podcast, Tony says what
What does it take to make a good podcast? Shaun D Wilson, Audio they have in common with big
Innovation Editor for NZME’s The Front Page and Chasing Ghosts: media company produced podcasts,
Below the Surface podcasts, shares some top tips. is the effectiveness of understanding
the listener.
“Understanding the listener or
customer avatar is as important on
Tip #1 podcasts as it is for the service and
product the business provides.”
Know what you’re making However, while creating a podcast is
When it comes to making podcasts, you need to one thing, getting the audience
know what the podcast is going to be, Shaun says. involved and engaged is the next.
Does it have regular segments or is it a show of Looking at audience engagement,
casual chats? Is it personality or information Richie says that with podcasts being
focused? Are there episodes and what level of free, people are more acutely aware of
production will be needed to make this an engaging commercial messaging.
James says that Kiwi audiences of
podcast?
podcasts are “receptive to good, timely
and relevant messaging”.
Tip #2 “I just think that is even more
important in podcasting given the
Have a practice run intermittent nature of the listening
Practice makes perfect, so feel free to chat to experience and the relationship the
experts in the field who can give suggestions or audience has with the content.
help with any troubleshooting. “Brands that recognise that and use
“Once you have the gear and technology to that knowledge effectively are
achieving outstanding results with
record your podcast; record a pilot episode. This
engaged and receptive audiences,”
test will help you work out what does and doesn’t
he adds.
work about the show.” Advertising messaging that fits the
content is more likely to generate
Tip #3 effective communication to the
audience, especially with podcasts
Give it a shine and polish being catered to specific communities
Any show, regardless of whether it is meant to sound and niches, says Richie.
unproduced or not needs a light edit even if that But when it comes to creating
means a low level of audio compression. branded podcasts, he says that it may
“Your podcast will benefit from having some not be the “best path”.
attention paid to it,” says Shaun. “Even if your brand is able to make
good content, the barrier to entry is
“This a great chance to reshape your show and
going to be higher because the
remove any overly long pauses or sections that didn’t
perception of a branded podcast may
work. Why not have a music theme to start and end be that it’s going to be a 30-minute
every episode?” infomercial for the brand.”
Shaun has an Audition subscription but also Becoming a key form of media at a
recommends Audacity, a free recording and editing fast pace, podcasts are something that
software, perfect for novices. shouldn’t be taken lightly when it
comes to looking at it as a way to
market your brand, whether it be a
Tip #4 sole independent podcast or
working alongside the big names of
Respect your listeners
the industry.
For any podcast, it’s the But the use of podcasts when it
listeners that really make it. comes to marketing a brand is still a
“Audio storytelling is fantastic, new tool, with many still learning how
but there’s no shortage of to best utilise this audio form.
substandard podcasts available. “The more we understand about the
Stand out by making one people creative, the more we can shape the
can look forward to listening to.” distribution of the ad units to be the
most memorable and ensure the best
integration and its content,” says James.

NEW ZEALAND’S PREMIUM INTEGRATED MEDIA GROUP,
REACHING 3.6 MILLION KIWIS.
ADVERTISE WITH NEW ZEALAND MEDIA AND ENTERTAINMENT.
Source: Nielsen CMI Q4 21 – Q3 22 November 22 Fused AP15+. Monthly coverage for Daily &
Community titles, Weekly coverage for Newspaper Inserted Magazines, Monthly UA for Digital,
Weekly Reach for Radio (GfK RAM S3 22). Note: Fused data has potential for duplication
Doing PR for PR
Think PR is all about Heather says the “one percent of the solutions they can bring to a company.
time that things don’t quite go And it’s not just about doing a media
spin-doctors and women perfectly” is usually when comms is in release or doing some social media,
in high heels doing long the media area. she says.
“But the 99.5 percent of the time that “It’s operating at that strategic level
lunches? Think again, things go incredibly well, and you’ve and advising boards and leadership
says Public Relations been well-informed during a crisis, you
know how to go get your vaccine, all
teams on what are the communication
risks that we’re seeing with this
Institute of New Zealand these things, we kind of go unnoticed. programme or this project that
(PRINZ) Chairperson “I just want to celebrate what we’ve
been through as a profession and for
you’re about to do, and how can
we communicate better with
Heather Claycomb, who people to know you are appreciated.” your communities?
is on a mission to change Despite all the hard work, Heather
says those in PR are still hampered
“How can we build relationships?
How can we protect your reputation
how Kiwis perceive the by myths about what the industry as an organisation? It becomes
profession. is about.
Her biggest pet peeve, she says, is the
much more strategic rather than just
these little bits of work that people
WORDS NIKO KLOETEN use of the term ‘spin-doctors’ to think is PR.”
describe the profession. While some of the stereotypes are
“I think that’s come around because off base, the perception that the PR
H
er first year in the role has some people say they’re PR industry is dominated by women
come during a tumultuous professionals and they aren’t is accurate.
time for the industry, and committed to an ethical practice More than four out of five PRINZ
the world in general. “It’s about maybe misleading people, members (82.5 percent) are women,
As we emerge from the Covid-19 which is not public relations. It’s and Heather concedes that diversity
pandemic, the economic and social propaganda, really. That’s not PR.” is something the industry needs to
after-effects of lockdowns are still Anther common myth about PR is work on.
being felt globally, while war still rages that it is mostly about media “If you’ve been in that marketing and
in the Ukraine. relations, when only one in five PRINZ comms space, the majority of people
At the local level, New Zealand has members (20 percent) do media working in there are women and not
also had to contend with several recent relations frequently. incredibly diverse culturally, either.
severe weather events, destroying There is also a view that PR is just “Diversity is a key thing that we
homes and devastating regions such as “beautiful women in their high heels need to work on as an industry,
Hawke’s Bay. that do long lunches”, and television because we are supposed to be
Heather, who has operated her own carries a lot of the blame for this communicating to whole communities
communications consultancy in the image, Heather says. of people, not just communicating to
Waikato region since 2004, says PR “If you watch Emily in Paris or all people like ourselves.”
professionals have played a crucial these other TV programmes, they have Heather says it is important to
role in the responses to all these these really silly misperceptions of attract people from different
various crises. what PR is and unfortunately it just backgrounds such as law, journalism
She says that she gets “a little gets in people’s brains. and the arts to PR, with PRINZ having
emotional” when talking about what “I see PRINZ trying to break down a role to play in ensuring these
her colleagues in the industry have had those misperceptions and help people newcomers are all operating at a
to deal with over the past few years. understand the breadth of what our professional standard.
“We’ve been through the ringer as a members really do.” It is fitting that PRINZ recently
profession. And comms is a profession Heather says it will help PR appointed Susanne Martin as Chief
that because we’re behind the scenes, professionals do their job better if Executive, the first CEO in the
we just go unnoticed.” people understand the breadth of organisation’s near 50-year history

PROFILE
“Diversity is a key thing that we need

to work on as an industry.”
who does not have a communications

background.
“We’ve always hired PR people that
then want to lead the industry body,
but she comes from quite a different
background at that general manager
level, very good with operations,”
Heather says.
Although the pandemic may be
behind us, she warns that the rapid
changes PR professionals have had to
contend with in the past few years
are far from over, with PRINZ
needing to also adapt to stay relevant
to its members.
“I was thinking the other day about
Chat GPT. Everybody’s talking about
that, and that is going to transform our
industry, but we weren’t even talking
about it in November. The rate of
change is so quick.”
Heather says a key role for PRINZ is
celebrating success and helping
practitioners learn from their peers.
Entries recently closed for the PRINZ
Awards in May, with more than 100
people and businesses putting their
hats in the ring.
Another big focus for PRINZ is on
accreditation and professional
development, which needs to be
constantly fine-tuned to keep
members up to date on the latest
trends and technology.
“We’ll always have those baseline
programmes on measurement and
strategy and all that sort of thing that
everybody needs to know, and we can
have really good uptake for those
basic courses.
“It’s also looking at how we teach
people how to use AI ethically. Is
there a course on TikTok? Because
it’s just taking over the world. It’s
keeping that whole programme
of professional development
courses that we offer relevant
to membership.”

THE
POWER
OF
PRINT
How publishers are adapting
in a digital world
IN PARTNERSHIP WITH
Although you might be reading these very words in

a printed magazine, in today’s digital age, it could be
easy to assume print media is taking a back seat.
However, the latest circulation and readership audits
report strong audience numbers, showing that
print is far from dead. Publishers tell us that they are
positioning themselves to deliver better branded
content that goes beyond paper and ink, but are
media buyers and marketers seeing this value?
WORDS AYLA MILLER
A
midst the endless scroll of product, but rather an integral part
digital news feeds, there is a of a larger media ecosystem and
growing number of this stretches beyond magazines
consumers embracing the and newspapers.
tactile experience of holding a physical Through strategy work, digital,
publication in their hands. The magazine and print advertising
pandemic has only accelerated this company Are Media recognised that
trend, with many people seeking to although magazines are strong on the
disconnect and retain information. inspiration and information end of the
Despite many sounding print’s death funnel, there is untapped potential and
knell for a while now, the numbers tell opportunity to offer conversions too.
a different story with Roy Morgan’s “[Magazines have] created trends,
readership results finding that in 2022 demand and fashions and all sorts of
2.8 million Kiwis still read newspapers things for a number of different
while nearly 1.7 million continue to categories, but traditionally haven’t
read magazines. operated in the conversion or
It also showed that five out of the top transactional end of the funnel,” says
10 newspapers in New Zealand grew Are Media’s CEO Stuart Dick.
their total cross-platform audience in To address this, the publishing
the year to June 2022. company has drawn from successful
Two widely read magazines overseas models, transforming
published by SCG also grew their themselves into ‘content commerce’
cross-platform audience during this businesses. This is done by integrating
period with Habitat increasing from shoppable links, e-commerce
44,000 to 157,000 and dish growing platforms and taking advantage of
from 32,000 to 179,000. customers transactions. Not just
“Although we are now emerging creating the demand, but converting
from the pandemic after more than the demand as well.
two years, the resulting changes to “We think of the magazine brands as
lifestyles and habits, including how we a sort of spoke and wheel approach.
read newspapers and magazines, are The core product is always the print
set to continue to impact the industry title, that’s the statement piece, that’s
going forward,” says Michele Levine, the jewel in the crown, of a curated
Chief Executive Officer, Roy Morgan. content for the week or the month
With many brands now offering a depending on the title,” he adds.
seamless multi-platform experience, “Magazines have always have been
print is no longer a standalone really strong in building brands for

plays into the effectiveness of the dish
brand she adds. “By fronting up, being
visible on things like Breakfast and
Seven Sharp, people get to know me
and trust the brand, and that’s a level of
trust that advertisers get to take
advantage of.”
Dish also works with advertisers to
create bespoke content for brands such
as high-end domestic appliances and
commercial equipment brand Miele,
which “works for both the advertisers
and for the magazine because it means
that we can create content that works
seamlessly with the rest of what we’re
“It is a real statement doing, and it looks and feels like native
to have your brand content,” Sarah adds.
“We’ve got such a great handle on
positioned on an who’s buying the magazine and who’s
engaging with our content that we’ve
inside front cover established this relationship, so it
in a magazine, means that we can really tailor what we
deliver to them.”
and it makes the Over the last 12 months, dish has
audience feel a sold more than twice as many
magazines in Countdown and
certain way, which Foodstuffs than its closest competitor.
Print is also an essential part of
is the whole point of Stuff ’s strategy, alongside digital
advertising...” content, says Stuff ’s Head of Partner
Strategy Katrina Reinsfield.
STUART DICK “They’re a really powerful tool for
advertisers to connect with valuable
magazine, lends itself to telling stories audiences. Our readers love the
for advertisers as well.” indulgence of receiving a magazine in
SCG’s Editorial Director and dish the mail, or sitting down on the
Editor Sarah Tuck, says print is at the weekend [to read one]. They devour
forefront of the brand’s strategy, as their weekend paper in that lean-
having a physical product is a key part back environment.”
of the magazine experience – and Advertisers too are realising that
clients. By advertising in a magazine, a practical for one featuring recipes. magazines are a powerful tool to
brand is leveraging the trust, “Readers enjoy that tactile connect with a valuable audience.
credibility and integrity that magazine experience of turning the pages of a An example of this is Stuff ’s recent
brand has. It is a real statement to have cook book and looking at the beautiful launch of The House of Wellness title.
your brand positioned on an inside pictures and it’s the same with the This magazine is a partnership
front cover in a magazine, and it makes magazine. From a branding between Stuff and Chemist Warehouse
the audience feel a certain way, which perspective, it makes it more visible. that speaks to health and well-being.
is the whole point of advertising – There it is in front of them at every This collaboration felt like a natural
getting an emotive response.” supermarket and every bookshop.” fit for the two businesses, Katrina says
Magazines and print media also offer To complement the print magazine, and together they have created “a
a depth of engagement with readers dish also hosts events such as tasting product that has strong editorial value
which Stuart says is “hard to match in panels for beer, wines and spirits and purpose” that is inserted into
any other media channel”. featured in the magazine and events almost 400,000 newspapers across the
“We know that magazines often rank where people can taste the winning country with content extended onto
at the top or very close to the top in products, which Sarah says is a “lovely Stuff.co.nz as well as in Chemist
terms of metrics like trust and quality way of connecting the content [of the Warehouse stores across the country.
of attention. It’s not just good enough magazine] to an event”. The magazine Print media’s renewed popularity is
to get somebody’s attention. You can do also runs Dine with Dish events which not just about nostalgia or a desire for
that by being loud and brash on any are hosted at restaurants and Sarah something different. An integrated
channel, but the quality of that has a monthly spot on Breakfast channel approach for brand content
attention is what matters. The fact that television and on occasion appears on combined with finding new ways to
people are spending so much time, and Seven Sharp. engage readers through innovative
enjoying the experience of reading a It’s this visibility and credibility that design and technology, offers a

FEATURE
seamless multi-platform experience,

creating a deeper, more immersive
experience that can’t be replicated on a
screen. It also creates a ‘brand-safe’
environment for advertisers.
“It does allow for the most
amplification and reach with our
audiences within that brand-safe
environment,” says Katrina.
“Our audiences are really interesting.
They read our content when they get
up in the morning on their mobile.
By noon, they’re on desktop, and at
night they are reading that lean-
back content.
“We have multiple touch points for
brand content to be consumed. That
lean-back printed content is read
differently to our online, which can be
more snack-able. And then, print is in association with M I E L E
evolving beyond the page, which is

hugely exciting.
“Publishers like us are innovating SWEET THING
online, on mobile, we’re moving into Looking for a homemade gift to give this
Christmas? Miele has you covered with these
Chewy Caramel (gf)
This chewy caramel maximises the leftover beef trimmings
from the beef carpaccio entrée featured in the Summer
delectably soft and chewy caramels, easily
digital audio or video, events, and on made at home
Entertaining MasterClass.
150 grams beef fat trimmings, 60ml corn syrup
T
cut into small pieces.
the printed page.”

he Miele Summer Entertaining MasterClass features fresh, 1 cup caster sugar
light dishes which elevate seasonal produce and favour 125ml cream
simplicity. Ensuring no ingredient goes to waste, the Miele ½ teaspoon sea salt flakes
Culinary Experts showcase how to best use the produce for 110 grams unsalted butter
Events are becoming increasingly

the dish, even extending the life of leftovers for use in other dishes.
Hosting MasterClasses throughout the year, Miele’s dedicated 60ml water
culinary team develop these inspiring menus to educate and enhance
your culinary skills. These masters of their craft work to maximise Using a Miele KM 7897 Induction Cooktop, place a small amount
popular as ways for publishers to seasonal produce and bring together an enticing menu which is
simple to execute, yet will wow your guests.
While you watch the culinary team produce the three-course menu,
of the beef trimmings into a saucepan over a medium heat,
induction setting 5, until a small amount of fat covers the
bottom of the pan. Add the remaining beef fat and reduce
the Miele expert will help you perfect each recipe, sharing tips and the heat to medium-low, induction setting 4. Cook, stirring
maximise their reach and add value tricks throughout the demonstration. As you relax with other guests,
you will have the opportunity to ask questions and even get involved.
Head to mieleexperience.co.nz for current event information.
occasionally, for 2 hours, or until the fat has been released from
the trimmings. Strain the fat from the trimmings, reserving 1
tablespoon. Reserve the remainder for another use.
for advertisers. Grease and line a 15 cm x 10 cm tray with baking paper.
Place the beef fat, cream and butter in small saucepan and heat
New Zealand House & Garden has

over a medium heat, induction setting 5, for 3 minutes, or until
the butter melts.
Place the water, corn syrup and sugar in a medium saucepan
been the number one monthly

over a medium heat, induction setting 6, and cook for 10
minutes, or until the mixture is golden (reaching approximately
160⁰C).
To learn more about
magazine for many years and the Remove the corn syrup and sugar mixture from the heat and
slowly whisk in the cream mixture.
Miele appliances
and the Miele
Summer Entertaining
Return to the cooktop on medium heat, induction setting 6,
brand also hosts sold-out tour events. stirring occasionally. Cook for 7 minutes, or until the caramel
reaches 115⁰C. Remove from the heat and season with the salt.
Pour into the prepared tray and place in the fridge to set for a
MasterClass, visit
mieleexperience.co.nz
or scan the QR
minimum of 3 hours.
“It’s a really, really strong ecosystem Once set, cut the caramel into your desired shapes. S E R V E S 6
code below.
which our advertising partners can be

C O O K ’ S N OT E : We have created this recipe to use leftover
beef trimmings that would otherwise be discarded. If you
don’t have leftover beef trimmings or fat, increase the
butter by 20 grams. If you render more than 20 grams of
part of,” says Katrina. beef fat, you can add more to this recipe; however, make
sure to reduce the butter by the same amount to maintain
the fat ratio.
Physical leaflets and letterbox 52 D I S H | dish.co.nz dish.co.nz | D I S H 53

“The strengths of print don’t
compete with the strengths of digital.
And likewise, the strengths of digital
don’t compete with the strengths
of print. They actually work in a
beautiful partnership.”
Trust is a key part of print’s strength,
Kellie says, and lends itself well to
brand equity relationships as digital
trust erodes more significantly in
recent years.
“The other thing we’re noticing,
particularly across sales acquisition
with the letterbox is ‘usefulness’. That’s
a common word coming out of focus
groups. Print is deemed more useful.”
Kellie believes marketers can
sometimes get too caught up in the
channel-by-channel comparison.
“We have to understand that
consumers are so fluid in their
engagement with channels. It’s
subconscious fluidity. They don’t
think, ‘Oh, I only read catalogues,’ or,
‘I only watch television ads. As
marketing are also providing because of the fact that everything’s consumers, we absorb media from
advertisers with unique cut-through in gone digital from a mail perspective.” the minute we wake up till the
an increasingly digital world. He also adds that once a tangible minute we go to sleep every day in all
Data driven marketing agency piece of media makes it inside from the different channels.
REACH specialises in online and letterbox, it can remain in a home for “Ignoring or doing one or the other
offline marketing including targeted days afterwards – giving it more of a online or offline, from a brand or
letterbox campaigns based off data chance to be remembered by the marketer’s position, is a grave mistake
science. CEO Struan Abernethy says receiver than a digital ad that is quickly because you are potentially removing
something that often gets overlooked scrolled past. yourself along that consumer’s path
when marketers consider including A common misconception about throughout that day, and losing
print as a channel in their stack, is that print advertising is that there is a lack millions of eyeballs in that process.”
their audiences spend time in both the of measurement Struan says. As the From a media agency’s perspective,
physical and virtual world. While that brains behind the Out of Home print is one of many tools in the media
might seem obvious, Struan says, industry’s measurement tool Calibre, toolbox says OMD’s CEO Nigel Douglas
marketing needs to match how REACH is also launching an audience and can be used strategically to ensure
customers are behaving. measurement tool for letterbox an effective reach.
“It’s not print versus digital, it’s the marketing material later this year. “It has strengths with older
combination of both that will get you This is done by looking into foot audiences, regional reach, more
the best results,” he stresses. traffic if it’s marketing material for a detailed messages and retail. These are
As for the future of this legacy business with a physical location, or the areas where we’re more likely to
channel, Struan says over the last two website visits as well as SEO search recommend print.
years, letterbox has been growing in results. “That measurement piece is “We always consider campaign
New Zealand, most likely because more something that is getting smarter all objectives, audience, cost and so on
people are working from home. The the time around letterbox,” Struan before we put something on schedule.
letterbox has also evolved from being says. “If customers want to work with We don’t really pitch anything in a big
the place where people received all us and our data science team, we can way unless it can deliver all of these
their bills, to now becoming a place certainly show the effectiveness.” things all of the time, which no one
where people find the items they have Industry association The Real Media medium can.”
ordered online. Collective supports all physical media As with all media channels, agencies
“The letterbox is really becoming channels and works with advertisers, are careful to consider all the campaign
more a surprise and delight channel,” media buyers, brands, retailers to variables before deciding which
he says. “That’s consistent globally. share with them how each channel is medium is fit for purpose he says.
People are talking about how when working, where they are successful and Whether it’s through magazines, or
they go to the letterbox it’s now how to optimise investment. newspapers, events or e-commerce,
exciting to see what’s in there, whether The Collective’s CEO Kellie publishing brands offer a uniquely
it’s a parcel delivery, an offer or Northwood says there is a strong trusted platform for advertisers to
marketing material. It’s more a marriage between digital and print craft compelling messages that leave a
surprise communication channel when optimising marketing. lasting impression.

2023: The year we got
In the past decade, the development of AI technology has

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to write the intro to this very article. ChatGPT is one of the
more recent AI success stories, causing marketers and content
creators sit up and take note.
WORDS TALI ROSE
VOICES
L
ooking back at history, there plans to integrate it with its suite of
are several points at which office products. The immediate focus is
new inventions fundamentally on helping organisations increase
transformed the way we live. productivity with less investment,
We could go as far back as the meaning enabling AI to take over
discovery and harnessing of electricity, necessary administrative tasks
or innovations like the steam engine, currently carried out by humans.
the telegraph and telephone, the first Teams, Microsoft’s internal comms
computer and computer science – to platform, will offer a premium feature
name just a few. Each technology was called ‘intelligent recap’, to TALI ROSE
disruptive at the time, paving the way automatically generate written meeting
for further advances and reshaping life notes, tasks and a summary of the high
as we know it. Just look at your priority points raised in the meeting.
smartphone and consider that journey! Missing attendees will be able to view But what it does mean is that now
Fast forward to the 20th century, automatically generated transcripts, more than ever, creating quality,
which brought us the Internet, and divided into respective video chapters. accurate, people-first content matters
more recently: Artificial Intelligence. And overseas colleagues could focus on most. As the AI-powered search race
The launch of ChatGPT in late their content and delivery, enjoying the heats up, the standards by which
November 2022 catapulted AI into our ‘live translations’ feature. content-quality is measured will only
daily lives and by the end of January Other AI race contenders include: tighten as both Google and Microsoft
2023 it had around 13 million users a WriteSonic – a ChatGPT alternative, will want to safeguard the integrity of
day. But ChatGPT is only the tip of the built with superpowers, Jasper – an AI AI outputs their respective search
iceberg and like previous inventions, it bot that will write your blogs and engines produce. To win the AI-
stands on the shoulders of AI giants. letters, or Replika – the AI companion powered search race means using only
Tech leaders such as Google, who cares. Or you could simply browse reliable content.
Facebook and Microsoft have been the There’s an AI For That directory to So how will the lives of content
cautiously working on the find the right AI tool for the job. creators, brand marketers and search
technological building blocks that AI is going to disrupt every aspect professionals be impacted by this? It’s
ultimately enabled ChatGPT. In July of our lives. Consider ChatGPT’s hard to imagine how different things
2022 Google reportedly sacked Blake current capabilities, which include will be in a year’s time; it’s very early
Lemoine, an engineer working on its AI debugging computer code, passing an days and things are developing at an
system who claimed it became MBA exam, and scraping through incredible pace. Ironically however, in
sentient, and in August 2022, Facebook medicine exams, and project those a sense – nothing is changing. Google’s
launched Blenderbot, a heavily 12-18 months forward. official stance on AI-generated content
censored and redacted AI chatbot that One area that is already changing is is to not exclude or automatically
presumably failed due to being search and content marketing. In early downgrade it, and what matters most
overcautious. Considering the 2016 February, Microsoft launched the remains the quality of the content –
PR-disaster of Microsoft’s AI bot Tay, it AI-powered Bing search engine and not how it was generated.
is unsurprising that caution and Edge browser. In response, Google Brand marketers currently have a
prudence kept a lid on AI. But ChatGPT released a video demo of its own clear advantage over AI: creativity. AI
seems to successfully navigate the chatbot, Bard, being used in search - isn’t capable of understanding
tension of AI risks versus an apparent only to have its stock tumble when it sarcasm, irony, humour… It may be
market-fit, and arguably heralds AI’s became apparent that Bard was capable of producing visuals, but that’s
inflection point in our history. referencing inaccurate information. different from being creative.
The AI arms race is certainly on. Although spreading misinformation is Generative AI is only as good or
Google’s CEO, Sundar Pichai, referred not a problem exclusive to Bard, but a relevant as the input you feed it.
to AI as “the most profound concern with all AI bots since they can This will inevitably lead brand
technology” they’re working on, and only generate responses based on the marketers to dig deeper into the
after earlier issuing a ‘code red’ over information that was fed into them. In analytics and their audience profiling
ChatGPT, Google is now (early other words – they don’t know how to to preserve the quality of their outputs
February) rolling out its response: Bard fact check and are predisposed with and genuinely resonate with their
the chatbot, currently being tested by a biases from their training material. audience – irrespective of how those
closed user group, before releasing to With tools to detect AI-generated are produced.
the public in the coming weeks. The content already available, does this In the short term, as we embrace AI
search giant also intends to integrate mean Google will start penalising or in our daily lives and train it to become
AI into its search tools, with an excluding this content from search more accurate, it may well prove itself
emphasis on quality and safety, results? Most definitely not, according to be the most efficient tool we never
which are areas of concern raised to the company’s official stance on it, knew we needed.
about ChatGPT. stated in its blog: “AI has the ability to
In January 2023 and off the back of power new levels of expression and
ChatGPT’s whirlwind success, creativity, and to serve as a critical tool Tali Rose is the Head of Marketing at
Microsoft confirmed its multibillion- to help people create great content for Pure SEO, a leading digital marketing
dollar investment in the platform and the web.” agency.

CREATIVE CLOSER
Bread and
BUTTER
Acclaimed ad industry creative Anne
Boothroyd talks Yorkshire food staples,
tight budgets and the Ukraine.
A
nne Boothroyd is no stranger to success, having getting attention at shows around the world. It’s a brilliant
won over 100 local and international awards for result for the team. My current highlight is our projects in
her creative work. Her recent accolades include a the pipeline. I can’t wait to get them out into the world.
D&AD Wood Pencil and a Gold at the Caples for
‘Quit For Your Pets’, as well as the coveted For Good Award WHAT’S A CAMPAIGN YOU WISHED YOU WORKED ON?
for ‘Unseen Emergencies’ at the 2022 Axis Awards. Backup Ukraine is an idea that has stuck with me, not just
The Executive Creative Director at dentsu Aotearoa because it’s an unignorable global event impacting so many,
previously led the YoungShand Creative Department for but because it shows how creativity and technology can be
almost four years. She has worked at almost every major used to create powerful solutions that have a benefit far
advertising agency in New Zealand, including BBDO, Saatchi beyond the sphere of marketing.
and Saatchi and Ogilvy.
WHICH LOCAL OR INTERNATIONAL BRAND DO YOU
âØÞÛØ×Î´âÎÊÛÍÎ×ÝÜÞÊ××ÒßÎÛÜÊÛâÒÜÌØÖÒ×ÐÞÙ THINK IS PUSHING THE CREATIVE ENVELOPE?
SOON. HOW ARE YOU FEELING ABOUT THE MOVE 10 Maybe it’s because my family hails from Yorkshire, making
MONTHS IN? ketchup and bread and butter compulsory sides, but I
When you’re in the change, it can often feel like you’re appreciate how Heinz remains relevant without losing sight
standing still. But looking back, what felt incremental has of the core brand.
actually been a rapid transformation setting us up for an
exciting 2023. The best bit for me is the team who have WHAT CHALLENGES ARE CREATIVES FACING AS WE
chosen to join me (and stick with me) at Dentsu Creative. HEAD INTO TIMES OF TIGHTER BUDGETS?
They’re a brilliant bunch of deeply talented humans. Creating the right opportunities for brands to engage in
emerging platforms and technologies rather than jumping
WHAT EXCITES YOU ABOUT THE CREATIVE PROCESS AT on trends.
DENTSU?
Changing up the ways of working to bring different skill sets
and experiences to the creative process. It comes naturally to QUICK FIRE FIVE:
smaller teams in the indie world but takes a more considered 1. Choose 3 words to describe yourself? Relentless,
approach in a larger agency context. curious, and intuitive.
2. What was your first job? A horse trekking guide.
WHAT INSPIRES YOUR OWN CREATIVE PROCESS? 3. If you had to eat one food for the rest of your life what
I still get unreasonably excited about what makes the hu- would it be? Sushi.
mans on the other side of our ideas tick. There is so much
4. Song or artist you’re currently listening to? Whatever
complexity in today’s media landscape, but breaking it down
to the bare bones helps me identify the right solution clearly.
my son is currently into – Wagon Wheel is on repeat
right now.
WHAT’S A CAMPAIGN HIGHLIGHT FROM THE PAST YEAR 5. Best book you’ve read or podcast listen to in the past 12
·ÜØÖÎÝÑÒ×ÐâØÞđßÎàØÛÔÎÍØ×¸ months? New audiobook crush – Atomic Habits.
TVNZ+ ‘It’s free, but it could cost you’ has to get a mention. Podcasts – The Coming Storm, The Bomb, Hard Fork
So many talented people helped shape the work, which is and At a Distance.

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WINNER BEST TRADE MAGAZINE

Real is How to make

Many of the world’s biggest sporting records are held by women.

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Features is bringing its unique ‘Thinker & 74 Öäõîè÷èõóõòĤïè

96 Podcasting and your brand

10 Brand work to watch

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Kellie Northwood Struan Abernethy

Richie Culph Melanie Spencer

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Jane Stanley David Shirley Kim Anderson

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ONLINE marketing intelligence.

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TRADEME’S ‘IN WITH THE NEW’

advertising I am completely smitten with Trade

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“The creative idea is

weave in relevant ASB products and IMMERSIVE STORYTELLING

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‘globally conscious’ to please audiences

Is it time to say goodbye to

“influencers”? time when many will have reduced

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Unlocking the power

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Standing out from the herd

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Retail marketing in times of recession

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“We’ve hit the ground running including winning

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The rise of the big think

Strategic thinking 79%

Value for money 24%

Access to senior staff 17%

Future focused 14%

OVERALL PERFORMANCE ON THE MOST IMPORTANT CRITERIA, STRATEGIC THINKING IS ONLY

Very well Well Okay Not at all well

Strategic thinking 19% 52% 21% 7%

Creative 40% 43% 14%

Effective 12% 62% 26%

Collaborative 17% 45% 31% 7%

Value for money 38% 45% 14%

Access to senior staff 24% 43% 29%