It’s taken a while but the penny finally seems to have dropped. Advertising/marketing campaigns work much better if you aim to get good public relations from the get go. Not just for the brand/product but also for the campaign itself. Read more »
The New Zealand office of Haystac opened for business in 2009 and two years on things are going rather swimmingly for the Aegis-owned PR agency, with TelstraClear, Jetstar, Sonos Electronics, Motorola and Next Generation Clubs recently joining SEEK, DB, GlaxoSmithKline, Mattel and Beehive and Premier bacon on its client list. They grow up so fast. Read more »
Last year the PR and Experiential industry—and many from outside it—got into a rather heated debate about the merits of campaign measurement and, specifically, the controversial role of AVE (advertising value equivalents) in PR measurement. Now, after running a local survey, studying global trends and listening to a range of opinions, the CAANZ Marcomms Leadership Group has developed a guideline that sets out some clear parameters for measurement and offers a list of metrics for consideration, including our old friend AVE. Read more »
In an effort to ramp up the experiential side of its comms, 2degrees recently put its PR account up for pitch. And Spark Activate came out on top, beating out a suspected list of Pead, Mango, Eleven and the incumbent Bullet. Read more »
More than 240 agency staff and marketers came together to hear the ‘New Rules of Brand Engagement’ from an impressive list of speakers in Auckland on Tuesday. And with marketers increasingly trying to create memorable experiences for consumers and get the humans talking about their brands, PR and experiential are increasingly being employed to achieve those goals, as the results of the CAANZ Marcomms Leadership Group survey shows. Read more »
DDB New Zealand is the only agency in the country with an experiential creative director. And with brands increasingly looking to create more memorable experiences for consumers, you only have to look at recent campaigns like Cadbury’s Billboards to Bags campaign, ANZ’s Rugby World Cup promotion and Cadbury’s ‘Share the Joy’ Kiwi roadtrip to see this events mentality is infusing itself into more and more of the agency’s advertising. And the ‘Snow Globe’ it created in Auckland just before Christmas for Kraft Foods NZ was deemed to be one of the best examples of that, taking out gold in the PR/Experiential category. Colenso and Yellow also took gold in this category for Yellow Chocolate, as well as two more bronzes, one for ‘A Rubbish Idea‘ for Heart of the City and the other for ‘Beer: The Untold Story’ for DB Export’.
After five years operating successfully in the Kiwi market, TBWA\’s consumer PR and experiential agency Eleven PR is opening its doors in Sydney, with Rob Lowe, former senior account director at One Green Bean in Sydney, enlisted to lead the charge. Read more »
Sarah Robb O’Hagan, the president of Gatorade North America and global chief marketing officer, sports nutrition, PepsiCo, is one of the country’s most successful marketers and she’s heading back to New Zealand to speak at a half-day forum jointly presented by the CAANZ Marcomms Leadership Group and the Marketing Association on 5 April at the Crowne Plaza in Auckland. So to celebrate we thought we’d send her a few generic questions. Read more »
Tourism was the country’s biggest earner in 2010, just nudging ahead of dairy and putting $9.5 billion into the nation’s coffers. And while New Zealand has rarely had to deal with image crises in the past, the recent quake in Christchurch and the ensuing media coverage will have a detrimental effect on visitor numbers. But, for all those patriotic souls out there, there are ways you can help to get the visitors coming back. Read more »
It is with great sadness we let you know that PRINZ chief executive Paul Dryden has died as a result of complications while being treated for cancer. Read more »
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Who’s it for: Rexona by Generator United and Curious.
Why we like it: Depending on your viewpoint, the last Rexona spot that aired around the Rugby World Cup was either overwrought and overly earnest or powerful and beautifully shot. The follow up is fairly earnest as well, but Darryl Ward’s made it look purty in black and white and the slightly more casual approach works for us.
Who’s it for: Telecom by Saatchi & Saatchi and Prodigy
Why we like it: A simple idea, well executed—and there’s even a dose of sexy vampire-related humour. Extra points for the lead character’s rapid line spitting and the numerous attempts it probably took to get it right.
Who’s it for: National Bank by DraftFCB and Robber’s Dog
Why we like it: There’s a rich heritage of city slicker agencies claiming to know how to talk to the rural audience. But DraftFCB nailed it with this one (which we completely missed when it was launched ages ago as part of the ‘For the Places You’ll Go’ campaign).
Mio changes everything, apparently.
VW tugs on the heartstrings.
Samsung’s take on the spinning ball of death.
Intel’s big budget Ultrabook campaign takes us to the movies.
The invisible Mercedes.
Google’s Story of the Send.
Amnesty International’s graphic new ad shows that money can hide terrible things (depending on your workplace’s severed head policy, possibly NSFW).
Two-and-a-bit minutes of beautiful outdoorsiness for Decathlon’s in-house brand Quechua.
Cute kids review Skrillex.
Pumpers gotta pump, Quiky gets violated, Yahoo’s digital struggles explained, Skechers gets a smack, the QR code that requires beer and how did General Aladeen convince John Key to hold a machine gun in Cannes?
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