NZ Marketing

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

NZ Marketing2 min read
Art Or Science?
Me: Is this a Rolex? Thai street vendor: Yes, same same but different. Thinking back to this exchange always puts a smile on my face and is something I’ve been reminded of in my discussions with marketing, creative and business strategists over the p
NZ Marketing1 min read
NZ Marketing
Editor David Nothling-Demmer david.nothling-demmer@icg.co.nz Staff writers Monique McKenzie monique.mckenzie@icg.co.nz Mollie Edwards mollie.edwards@icg.co.nz Commercial manager Vernene Medcalf vernene.medcalf@icg.co.nz 09 966 0998 or 021 628 200 Des
NZ Marketing4 min read
Meet The Team
NZ Marketing is part of a portfolio of business titles owned by ICG Media, including StopPress, Idealog and The Register. Our team may be small, but we’re a nimble bunch who reach a combined audience of more than 200,000 per month* across our various
NZ Marketing1 min read
New Zealand Marketing Online
THIRD-PARTY COOKIES AND THE NEXT DECADE OF DIGITAL MARKETING Looking to the future with an eye on the past, PHD Group Strategy Director Simon Bird offers a different perspective on the demise of third-party cookies. As he says in his article: “No amo
NZ Marketing1 min read
Stop Press SHORTS
Significant numbers from the last quarter on StopPress. 11 … Golds won by FCB at the 2021 Beacon Awards. 3.7 million … Kiwis listening to radio every week in S1 2021. 2025 The year ‘Big Four’ agency WPP has committed to reach net zero carbon emission
NZ Marketing3 min read
On The Shelf Life
More and more is being understood about the human mind and what drives purchasing behaviour and brand choice. These learnings are being used by more marketers and design agencies in developing packaging design that works hard on the shelf. Although c
NZ Marketing2 min read
Grown-up Design
The team at Digital Arts Network (DAN) has released their second ‘Design Maturity Benchmark’ report, which shines a light on the way business leaders can leverage advancements in design-led innovation, speed and value delivery driven by the Covid-19
NZ Marketing2 min read
How Deep Is Your Trust?
Whittaker’s is celebrating its 10th year as New Zealand’s Most Trusted Brand in the Reader’s Digest Most Trusted Brands awards, while Ryman Healthcare has been named Most Trusted Brand in the aged-care and retirement industry for the seventh year in
NZ Marketing6 min read
Industry Insights
EightyOne strategist Brendan Sturrock asks, “Who wants normal anyway?” Coming back to Aotearoa from the UK has been like stepping through the proverbial looking glass. I’m able to enjoy all the freedoms I missed while stuck in revolving lockdowns, th
NZ Marketing2 min read
The Way Forward
WHO IS BASELINE? Baseline is an end-to-end strategy, design and production studio, as well as specialists in complex logistics delivering influencer kits, branded experiences, and large-scale promotions around New Zealand. Good design and thinking is
NZ Marketing2 min read
Permission To Personalise
New research has found that governments must maintain digital service momentum to hold onto trust gains by adapting personalisation, proactive actions and ensuring data transparency. The research released by Boston Consulting Group (BCG) and Salesfor
NZ Marketing4 min read
David Owen Of OOh! Media
What does a Research & Insights Director do? A bit of everything, hopefully. The beauty of the role is that you have a wide range of data at your fingertips. Whether it’s consumer insights, movement behaviours, market-trend data, measurement tools or
NZ Marketing4 min read
Marketing Stoicism And Growth
The uncertainties of the past year saw Kiwis embrace the opportunity to support local, explore our own backyard and make the best of things with our typical “She’ll be right” attitude. The result is that despite the pandemic’s best efforts, many orga
NZ Marketing1 min read
Get Data Smart With Nz Marketing
Subscribe to NZ Marketing in June or July 202 1 and you could score a Google Analytics Health Check Audit*. ONLY $36 FOR 1 YEAR* That’s four issues with all the essential marketing intelligence you need.* icgmedia.co.nz/MK ONLINE support@icgmedia.co.
NZ Marketing4 min read
Women Find Points Of Difference
What does ‘strategy’ mean at your agency? Donna McCort: It’s definitely not our favourite word because it’s so blurry – it means different things to people in different business and marketing areas. But in our world, strategy’s about brand positionin
NZ Marketing5 min read
Making Every Message And Moment Count
WHAT DOES THE WORD ‘STRATEGY’ MEAN AT FCB NEW ZEALAND? ANNE LIPSHAM: I’ve always liked this simple definition: ‘Understanding where you are now, where you need to get to and plotting a path between the two’. Whatever discipline you represent, this sh
NZ Marketing12 min read
Not The ‘s’ Word sort Your Sh*t Strategy Out
A recent NZ Marketing survey of senior marketers points to strategy being an issue that both they and their creative partners grapple with. This as marketers are increasingly looking to creative and media planners to help turn high-level strategic ob
NZ Marketing6 min read
A New Flight Path
‘We fly for you’ – that’s the simple message behind Air New Zealand’s latest brand campaign which launched in May when the national carrier entered a new phase of quarantine-free regional travel. The brand ad firmly places the customer in the cockpit
NZ Marketing2 min read
Are We Human Or Are We Data?
At its simplest and most powerful, brand strategy is the acknowledgement that you’re in a relationship with your customer, one they can leave if they’re not being satisfied. If customers are looking for a deeper connection, how do businesses move fro
NZ Marketing3 min read
Media Strategy: thinking Bigger
WHAT’S THE MEDIACOM PHILOSOPHY? Knowing that clients increasingly crave great strategic advice, at MediaCom, our vision of ‘Seeing the Bigger Picture’, drives everything we do. It means we have broader, deeper conversations with our clients – convers
NZ Marketing3 min read
Get Smarter
DANIEL, WHAT IS ADA EXACTLY? Ada is a tool we’ve developed that provides businesses with a whole new layer of insight into customers through understanding their transactional behaviour, including how and where they’re spending their money. By combini
NZ Marketing5 min read
Great Strategy Equals Great Creative
A quick Google search will tell you there are about 273,000,000 books on business strategy in circulation. That’s probably about 272,999,999 too many. I should also state at the outset that I believe the words ‘business’ and ‘strategy’ are interchang
NZ Marketing5 min read
Exceptional Digital Experiences
WHO IS NV INTERACTIVE? NV is a design-led digital agency based in New Zealand and also working globally. We use a combination of creativity and intelligence to craft meaningful digital experiences to solve our client’s problems and connect them to th
NZ Marketing4 min read
Behind The Scenes
To successfully reaffirm Hilux’s place as the number-one ute in Kiwis’ hearts, Toyota turned to long-standing, trusted partner Saatchi & Saatchi to pull off a multi-channel campaign that received phenomenal love right from its launch. Thanks to a rel
NZ Marketing2 min read
Decoding Data And Digital
How does ReachMedia evolve to remain the industry leader? We already have a rock-solid, data-led letterbox solution that’s consistently enhanced as new data sources become available. We’re always asking, “What’s next?” and looking at how we can bette
NZ Marketing5 min read
Avoiding Strategic Misfire
Underlying the growing cries from client-side marketers seeking more strategic support and input from their agency partners, there seems to be an issue with the under-delivery of strategic input. If marketers aren’t getting the required strategic sup
NZ Marketing6 min read
Why Wait For Perfect?
Now more than ever, businesses must make the most of every advantage they have. But too often, companies leave their data (one of their greatest assets) underutilised as they wait for it to be in a perfect state before unleashing the opportunity to u
NZ Marketing5 min read
Data On Demand: putting Some Muscle into Les Mills’ Pure Play Bid
Co-founded in 2012 by Cornelius and Linda Boertjens, consultancy Catchi is a digital optimisation and conversion specialist, offering a highly datafocused approach to digital marketing analytics. Though originally focusing on conversion rate optimisa
NZ Marketing2 min read
How Mature Is Your Organisation With Regards To Digital And Web Analytics?
We asked our respondents to select the maturity levels that best apply to their organisation post-pandemic and where they want to be in 12 months. FIGURE 1: ANALYTICS MATURITY POST-PANDEMIC AND PLANNED NEXT 12 MONTHS 63 percent of respondents say the
NZ Marketing2 min read
The Art Of Data: Present
HOW ANALYTICALLY MA TURE IS YOUR DIGIT AL MARKETING? When it comes to digital marketing strategy, there have been many changes in the past year regarding the way in which marketers interact with, collect and manage customer data. Think Covid-19 and t
NZ Marketing1 min read
The Move From Third-party To Second- And First-party Data
We want to understand what proportion of marketers in New Zealand are likely to be affected by the loss of third-party cookies, and who has a workable strategy for second- and first-party data. Most respondents felt they had a good understanding of w
NZ Marketing1 min readInternet & Web
Tools And Technology: Market Sentiment And Awareness
We want to understand what tools marketers in New Zealand are using, how they’re using them and whether they’re getting value from them. FIGURE 5: TOP 10 MOST USED TOOLS BY STAR RATING THE MOST FAMILIAR TOOLS USED ARE: 1. Google Analytics – Universal
NZ Marketing1 min read
Tools And Technology: Market Sentiment And Awareness Continued
Most respondents (89 percent) said they plan to invest more in marketing analytics/measurement tools over the next 12 months. FIGURE 6: HOW LIKELY ARE YOU TO INCREASE YOUR INVESTMENT IN THESE TOOLS IN THE NEXT 12 MONTHS? The most sought-after tools a
NZ Marketing4 min read
Further Insights
From our survey, marketers tell us there is a will to invest in tools to strengthen their analytics measurement and automation. But with challenges in user capabilities and know-how as well as a lack of human resources to deploy such MarTech how can
NZ Marketing1 min read
What Of The Cookie Monster?
Our experts share their advice for marketers who are a little confused as to the best approach to navigating a cookie-less reality: Cornelius says: “Logged in data will be essential and experiences will have to be designed to encourage logging in. B2
NZ Marketing5 min read
Pivoting To First-party Data
The focus on customer data and specifically the need to have actionable first-party data has dramatically increased over the past 12 months since Google announced that Chrome would no longer support thirdparty cookies. But it’s not just the threat of
NZ Marketing5 min read
Shop Smarts
Countdown’s new stand-alone media business Cartology is a response to the changing retail and media landscape that Countdown and its supplier partners are trying to navigate. With insights from 150 million transactions per year and the ability to rea
NZ Marketing1 min read
How Has The Global Pandemic Affected Your Business?
We want to understand who the biggest winners and losers are in the recent shift to digital. FIGURE 2: 73 PERCENT AGREED WITH THE STATEMENT ‘WE WERE PREPARED AND PLANNING FOR A DIGITAL SHIFT’ Our lives have been disrupted like never before, and the d
NZ Marketing9 min read
Cross-platform Publishing At A Crossroads
Known as cross-platform or multi-platform publishing, posting content on several channels in order to reach the greatest number of people has come to the fore with the recent content-sharing agreements between tech giants Google, Verizon and Facebook
NZ Marketing3 min read
How well do you know THE LAW GOVERNING SALES AND MARKETING IN NEW ZEALAND?
Respond true or false, then check your answers against the ones below. 1. You must be able to substantiate any claim you make in your marketing collateral or advertising material. □ TRUE □ FALSE 2. It’s okay to discuss pricing with a competitor, as l
NZ Marketing1 min readCrime & Violence
Marketing Association Advisory Service
If we don’t have the answer to your query right away, we’ll aim to get one to you within 24 hours, or put you in touch with someone who can help. We keep all enquiries anonymous (unless you want to be contacted directly). Typical advisory-service enq
NZ Marketing3 min read
Account Based Marketing
What is account based marketing (ABM) and why should B2B marketers care about it? How can ABM help grow your business and what are the effective ABM tactics being used? These are some of the questions that the panellists at the recent Marketing Assoc
NZ Marketing2 min read
Kiwi Marketers Share Their Expertise TO HELP SMALL BUSINESSES
Marketing Association and ASB came together in April to assist small businesses with free marketing support and advice in a series of events around New Zealand. Named ASB Backing Business: Marketing Inspiration for SMEs, the six events in Auckland, H
NZ Marketing4 min read
The Limits Of Loyalty
With the internet at our fingertips, it’s never been easier to for us research and compare products and service specs, price and value for money. As more than one expert touts, it’s now about offering the right service at the right time at the right
NZ Marketing1 min read
Recession To Recovery
1. If you can continue investing in advertising, do so. Going dark is expensive to recover from and carries more risk during a recession.2. Don’t accept decline as an outcome. As a minimum, retain SOV – you’ll still bank some savings as costs fall.3.
NZ Marketing4 min read
Brand Aid
“Half the money I spend on advertising is wasted – I just don’t know which half.” It’s a good and enduring line. And whether you attribute it to US retail pioneer John Wanamaker or UK industrialist Lord Leverhulme, chances are every marketer has had
NZ Marketing2 min read
6 Tips For Going From Surviving To Thriving
It was March 2020, Uno Loco was having a record year, and we were looking forward to celebrating. But Covid-19 was on our doorstep, and we realised the events game was about to change – possibly forever. One of our mentors, a highly successful proper
NZ Marketing3 min read
A Fresh Take
A few months into his role as Strategist at TBWA\NZ, Lloyd Thomason feels right at home and confident in his “fresh approach” to strategic direction at the disruption agency. Lloyd has worked in the ad industry since 2016, having started out as an As
NZ Marketing9 min read
Best Of The Beacons meet Some Of 2021’s Most Winning Winners
FCB Media was the big winner on the night, taking home a total of 11 Golds, an impressive haul that takes their total Gold Beacon Award wins to 100 – and seven Best in Shows – in the past decade. Here’s Managing Director of Media Blair Alexander. WHA

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