From brewing vodka in his garage to eventually establishing what Paul Catmur called a "vodka empire" worth $138 million, Geoff Ross knows what it takes to build a successful business. In recent years he has turned to a slightly different type of brewing and is currently chief executive of craft beer brand Moa. Ross also serves as a chairman of Trilogy, the skincare company.
Ex-Saatchi & Saatchi Worldwide chief operating officer, STW director, Assignment Group co-founder, APN board member and dairy don Peter Cullinane offers up one big hard-earned pearl of advertising wisdom on the perfect modern agency.
Niche publishers have sold their audiences based on the premise that their readers are valuable. The problem has been that this was eroded by extended audiences, interest and behavioral targeting. But native advertising allows niche publishers to sell integrated campaigns, rather than selling rapidly commoditised space, says Ben Young.
Plenty has been written about the passing of Robin Williams in the past few days. And Michael Goldthorpe thinks it's of relevant interest that one of his last pieces of work was a show about advertising, an industry that, like Hollywood, is pretty good at monetising mania.
Digital screens are coming to a space near you, and the operators are pretty excited about it. But Robett Hollis is sounding the alarm bell and says the industry needs to think hard about what to put on them.
The correlation between digital marketing excellence and revenue is on the rise, says Adobe's Tamara Gaffney. And New Zealand and Australia are doing well when it comes to engagement and conversion rates.
Consumers—especially the younger ones—are increasingly checking out whether companies have been naughty or nice. And research shows an average of 55 percent of global online consumers are willing to pay more for products and services from companies that are committed to positive social and environmental impact. So, as Kath Dewar writes, it pays to keep it clean.
Ex-Saatchi & Saatchi Worldwide chief operating officer, STW director, Assignment Group co-founder, APN board member and dairy don Peter Cullinane offers up some hard-earned pearls of advertising wisdom about talent, politics and not advertising.
The discussion underneath the stories on StopPress can be extremely entertaining and quite revealing, but things often veer towards the negative. So we're trying to balance the ledger a bit and, in conjunction with The One Percent Collective, we're launching a new section for agencies, clients and anyone else in the wider marcomms industry to claim the moral high ground and celebrate the good work of their competitors.
Who's it for: Mitre 10 by FCB and Thick as Thieves
Why we like it: Aside from promoting early morning lawn-mowing, owning the weekend is a good space for Mitre 10 and the first ad shows Kiwis doing their thing (and, ideally, will guilt a few more into making time to doing their chores).
Who's it for: Mountain Dew by Colenso BBDO
Why we like it: Over the last few years, Mountain Dew has done a good job of connecting with the youth market through sports. And even though it was released a few months ago, this film shows why.
Who's it for: Ford by JWT
Why we like it: Fairly earnest, but something a lot of parents will no doubt be able to relate to. And a good way for Ford to win a few more Kiwi hearts and minds by showing how broad its sporting support is.