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Marketing, advertising & media intelligence

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Just because we can doesn’t mean we should: James Mok on the importance of finding the humanity in technology

By , 2014-10-01 17:23:09

There’s so much talk about innovation today and at Spikes Asia held in Singapore last week, innovation and technology were overwhelming seminar themes, says FCB's James Mok. But what is the relationship between innovation and creativity? And is innovation always creative? What should come first?

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The poor man's Nigella? Sealord strikes up an unlikely alliance with hated reality TV star Heidi Montag

By , 2014-10-01 15:47:24

As Whittaker's proved, having a famous endorser can be good for business. Sealord has also gone down that path in its latest campaign to flog premium frozen hoki fillets, but its collaboration is a little more surprising: MTV reality TV star Heidi Montag.

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Horse's Mouth: Jane Hastings, NZME

By , 2014-10-01 12:09:27

After a few years running The Radio Network, Jane Hastings took over as chief executive at APN in May and she's shaken things up since her arrival, hiring a new exec team, embracing cross-selling and cross-promotion across its channels and launching a new brand for the multimedia beast called NZME. Here's her take on what's been a whirlwind few months.

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GoPro's beautiful life

By , 2014-10-01 10:05:41

GoPro's promotional videos have largely focused how users can film themselves surfing, jumping off mountains or generally laughing in the face of death. But it's increasingly showcasing how it can be used in many other areas of film-making, whether it's clips of kittens that have been rescued from fires, golden eagles in flight or ridiculous lion encounters. And its latest clip to launch the new Hero 4, 'The Adventure of Life in 4K', is a thing of audio-visual beauty.

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Product placement like you've never seen (or heard)

By , 2014-10-01 09:46:21

Ad creep—where commercial messages are placed in previously uncommercialised zones—has been on the rise for years as consumers increasingly turn away from traditional media. There have been ads on Japanese schoolgirls' thighs, on foreheads, on lakes and practically anywhere else a pair of human eyes might be forced into seeing an ad. Product placement is one of the biggest areas of focus and big bucks are spent to get brands into movies, TV shows and, increasingly, games. So, given the music industry's relatively parlous state, it's not entirely surprising to see that Universal Music is doing everything it can to get some extra cash, including letting brands pay to be retroactively included in its previously released music videos.

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Bye-bye Benji? Nib swaps celebrity endorsement for crowd-sourced clips

By , 2014-09-30 17:50:17

After taking over Tower Medical Insurance in late 2012, Nib launched into the New Zealand market in October last year with short-lived rugby convert Benji Marshall fronting the campaign. But now, just like the Blues, it has put him on the bench and released a new brand campaign that celebrates the joy of being human—and shows the need for adequate protection. Plus: a look at the launch of another overseas insurance company, Youi.

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Images you can almost touch

By , 2014-09-30 16:42:22

Staring at computer screens for extended periods of time has become an inescapable part of living in the digital age, condemning office workers to red eyes and artificial air. Interestingly, rather than attempting to escape the glow of a digital screen after office hours, we substitute our work laptops with mobile phones, smart TVs and tablets in our spare time.

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'Successful guy lighting at normal guy prices'

By , 2014-09-30 15:42:07

Jeff Goldblum is a beautiful man, even when he's half fly. And he's also very successful. But, as this new ad for GE's Link shows, it's good lighting that got him to where he is today. So he's obviously the perfect frontman for two minutes of Tim & Eric-inspired fake infomercial madness.

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TVCs of the week: 30 September

By , 2014-09-30 15:39:58

Shredded money, a superhero of the environmental persuasion and netball-mad retailers get top marks this week.

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Sony's guiding lights

By , 2014-09-30 15:15:14

After major hits like the Walkman and Playstation, Sony has been struggling to compete recently. It has recorded losses for six of the last seven years and it's been all but left behind in the smartphone race by Apple and Samsung. Some analysts say its major issue is a simple one: it's just not cool enough. So it will be hoping a few brightly-lit snowboarders and smoking skaters aimed at promoting the Xperia Z3 might go some way to changing that.

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Goodman Fielder wins August Ad Impact Award, appoints Reactive as digital agency

By , 2014-09-30 14:15:12

Goodman Fielder has picked up August’s Colmar Brunton Ad Impact Award for its spot featuring a baker attempting to evade a horde of villagers desperate to get their hands on a freshly baked loaf of Freya’s new low carb bread. PLUS: Reactive appointed Goodman Fielder's digital agency.

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Acclaimed writer Anna Funder writes short story for Special Group's first major campaign across the ditch

By , 2014-09-30 12:02:10

Special Group has announced its presence in the Australian market by collaborating with award-winning author Anna Funder, Warm Bodies actress Teresa Palmer and fashion photographer Derek Henderson in a campaign for luxury pearl brand Paspaley. At the centre of the campaign is a bespoke short story, called ‘Everything Precious’, written by Funder, which will be released to Paspaley subscribers daily in seven serialised instalments via email between 1 and 8 October. So is this a case of a writer selling out for commercial gain?

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Pippa's double trouble

By , 2014-09-30 11:42:31

Who should we believe? Is Kate ashamed of "off-the-rails and out of control" Pippa, as New Idea suggests? Or is she in fact proud of the fact that Pippa's getting married, as the country's recently crowned supreme magazine of the year, Woman's Day suggests? Due to a pictorial whoopsie in this week's women's mags, you can take your pick.

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Spikes Asia: Megan Clark's inspiring jury duty

By , 2014-09-30 09:58:17

Copper's Megan Clark recently judged the promo & activation and direct categories at Spikes Asia. And here's what she learned.

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Domino's gravity-infused pizza

By , 2014-09-29 18:12:23

In the world of marketing, oneupmanship is a powerful motivating force. And Domino's one-upped itself last week by delivering a pizza via a skydive. PLUS: other pizza-related stunts.

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