NZ Marketing

Editor David Nothling-Demmer david.nothling-demmer@icg.co.nz Commercial manager Vernene Medcalf vernene.medcalf@icg.co.nz 09 966 0998 or 021 628 200 Designer Alisha Kumar Editorial contributors Monique McKenzie, Mollie Edwards, Graham Medcalf, Maddie

A cross-section of client and agency marketers who shared their insights during the period September 27 to October 16, collecting a total of 154 responses. Here’s a snapshot of those respondees. JOB ROLE AREA OF INTEREST TENURE WHERE DO THEY WORK? SI

Innovation is all around us. From the way we connect with people IRL to buying a pair of shoes virtually; the tools, tech and most importantly tenacity of individuals who are taking society forward is quite mind-blowing. I just have to look to the wi

Humour and Connection to Nature are the two lead characteristics demonstrating Kiwiness according to new ‘The Kiwi Codes’ research by TRA. The research and insights agency asked a representative sample of over 4,000 New Zealanders about their attitud

• Among the well documented challenges of the pandemic, marketers have also seen some positive impacts with a noticeable focus on to develop better insights into their customers and markets.• The impacts have been broad, affecting revenues, culture,

WHILE BRANDS MAY NOT BE DEAD, TRADITIONAL TOOLS FOR BRANDING MAY BE DYING. THIS AS NEW TECHNOLOGIES AND CHANNELS ALLOW MARKETERS TO REACH MASS AUDIENCES IN DYNAMIC WAYS – IS THIS A FAIR ASSESSMENT? “Principles remain, practices change”, as the great

ACCESSING ACCURATE CUSTOMER DATA HAS BECOME A POWERFUL TOOL FOR MARKETERS AS THEY ENGAGE CUSTOMERS AT A MORE PERSONAL LEVEL. HOW ARE YOU ANTICIPATING THIS NEED FOR DATA WILL GROW IN THE NEXT FIVE YEARS? AND WHAT’S THE CORRELATION WITH OVERALL ROI? Br

IF YESTERDAY’S CMO WAS ABOUT COMMUNICATIONS, BRANDING, AND ADVERTISING, TODAY’S CMO IS A STRATEGIC PARTNER TO THE CEO. WHAT WILL THE CMO OF THE FUTURE LOOK LIKE? I think all executive leaders should be strategic partners to the CEO – hard for them to

A healthy brand is one of the most important assets of a company and is crucial for driving higher levels of buyer consideration, recommendation and trust. Yet, brand health models and tracking programmes haven’t been keeping up with the pace of chan

RETAIL MARKETING IS NO LONGER ABOUT IN-STORE VERSUS ONLINE, IT’S ABOUT MEETING CUSTOMERS HOW AND WHERE THEY CHOOSE TO SHOP. ARE THESE CHANGED SHOPPING BEHAVIOURS ARE HERE TO STAY? Grocery shopping is the one constant in our lives. Regardless of age,

As part of the enhanced Nielsen Ad Intel Digital suite, the company has also launched the digital dashboard solution, providing clients with access to digital creatives and campaign information via an easy-to-use interface. This brand-new Nielsen ser

CONTENT DELIVERED ON YOUR OWN CHANNELS AND TO YOUR OWN AUDIENCES. Over the past seven years at Medium Rare, we’ve seen content become an essential part of the marketing mix, allowing brands to speak directly to their customers on their own channels,

The research finds that brand content operates in deeper ways than traditional media in terms of its impact – to inform, educate, inspire and entertain – and that it can also play a pivotal role in the consumer journey if a brand commits to producing

Passionate about producing great content, while using curiosity and innovation to drive efficiencies, ICG Media offers a range of bespoke content creation solutions centred around its print prowess. Combining this with top in-house talent, CEO Marcus

At 182 years old, New Zealand Post (NZP) has unrivalledawareness. Unfortunately, formanythe brand remains firstly associated with envelopes, stamps, mailboxes, posties and letterboxes. With online retail continuing to grow, NZP wanted to be seen firs

Vodafone customers were being lured away by smaller entrants growing in market share (11 percent in 2019 to 13 percent in 2020). The company was trapped in the business of short-termism and still losing market share, which declined by three percentag

The world wide web is a wild place for young people. Home to porn stars, overage groomers, bullies and an ever-expanding universe of inappropriate content, the digital world is just one click away from being a parent’s first nightmare. During lockdow

With the growing trend for non-meat protein and flexitarian diets, Ingham’s saw an opportunity for growth with minimal cannibalisation, and scope to future proof the brand. Going on its own market research, and that of the country’s two largest super

SPONSORED BY The first Covid lockdown brought the benefits of shopping online into sharp focus for many Kiwis, with a huge spike in demand overnight. Countdown saw unprecedented growth in the number of online shoppers and the frequency of their onlin

Realising growth in the insurance category is particularly challenging, largely focused on short-term acquisition offers, but talking to the less than two percent of customers in market at any given time. Insurance companies have thus traditionally l

SPONSORED BY In 2018, active engagement in Flybuys was trending down. Research showed that collecting points for rewards only appealed to half of members. Most worryingly, the programme didn’t resonate strongly with the ‘up and coming’ or ‘thriving f

As a New Zealand wine brand in a heavily competitive market, it was important for Invivo to stand out from the crowd. Invivo saw the successful roll out of a celebrity collaboration model as a solution to multiple challenges in the wine industry. The

Consumer trends within the alcohol market have been increasingly shifting towards better-for-me beverages. These beverages are lower in sugar, calories and carbohydrates and are made under the health-halo of sparkling water. Seltzers consist of clean

SPONSORED BY By the end of the 2020 financial year, brand tracking research showed awareness of the Electric Kiwi brand was at 44 percent, and preference seven percent. This put the power company in fifth place in the market, ahead of major challenge

In 2009, emerging challenger brand Powershop set out to give power back to Kiwis through a different way of buying power. Powershop had no awareness and the gentailers had 100 percent, so they set out to develop a distinctive brand, assert their posi

SPONSORED BY A man who has spent most of his life working out what makes people tick, figuring out what they want and why, Mike Hutcheson has given a great deal to marketing in New Zealand. He’s delivered memorable campaigns for brands such as Tui Be

Covid-19 is a timely example of the uncertainty businesses will face in coming years. With increased speculation of recession, rising interest rates, climate change, shifting social values and population dynamics and changing consumer behaviour all a