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Marketing Featured ANZ

Pedestrian Group promotes Jaimee Wiggins to lead brand partnerships for New Zealand

New Zealand – Pedestrian Group, one of the largest youth-focused publishers in ANZ, has promoted Jaimee Wiggins, its senior advertising and partnerships manager, to the new position of head of partnerships for New Zealand

The appointment of Wiggins comes after Pedestrian Group inked a long-term partnership with VICE Media Group to be the exclusive publishing and commercial partner for VICE ANZ and Refinery29 ANZ, which launched on 29 July in the Australian and New Zealand markets. 

The new role will see Wiggins lead commercial endeavors for VICE and Refinery29 in New Zealand effective immediately.

Rachel Tikey, Pedestrian Group’s commercial director, says of Wiggins, “Jaimee is a top-performing commercial leader within our business and the ANZ market. She has been a key part of Pedestrian Group’s growth over the past few years – her ability to marry creativity and client objectives for each of Pedestrian Group’s brands is best in class. Jaimee is absolutely the perfect power woman to steer this new arm of our business to success and we can not wait to see what magic she conjures for Kiwi brands across VICE and Refinery29.”

VICE is an international network of digital content, while Refinery29 is a media and entertainment platform focused on young women. Pedestrian Group is also home to other content destinations PEDESTRIAN.TV, Business Insider Australia, Lifehacker Australia, and Gizmodo Australia. 

Wiggins commented, “I am delighted to be given a new challenge at Pedestrian Group and the opportunity to head up partnerships in New Zealand. Originally a Kiwi, I’m not only excited to work in a market that means so much to me, but also to be able to work with the heritage brands I grew up with and to reconnect with people I know.”

She adds, “New Zealand is consistently a challenger market and I can’t wait to work on campaigns that continue to push boundaries and leave their mark on young Kiwis across VICE and Refinery29.”

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Marketing Featured ANZ

Colenso BBDO welcomes Sonya Milford as new senior digital designer

Auckland, New Zealand – Creative agency Colenso BBDO welcomes a new talent to their creative lineup, Sonya Milford as the agency’s senior digital designer. Milford brings in a wealth of experience in both the design and digital sectors, having worked at Gladeye, TVNZ and TRA. 

The appointment follows after the agency has also promoted Lucy Grigg to the agency’s general manager role.

Milford’s experience in the creative sector include founding the Āhua Collective, a creative group designed to empower queer, trans, black, indigenous people of color (QTBIPOC) and black, indigenous and people of color (BIPOC) artists, and create a more accessible industry.

Speaking about her appointment, she said, “There is great power in sharing and understanding the stories of marginalized creatives. To ignore that, would be to miss an entire shift in creative innovation. I’m really excited to bring my passion and point of view to Colenso and the work they make.”

Meanwhile, Angela Watson, managing director at Colenso BBDO, commented, “The face of creativity is changing, and Sonya is leading the charge. We’re really excited to work alongside her to empower all voices, in both the work and the wider industry.”

In addition, Tennille Barnes, head of digital production at Colenso BBDO, stated, “I’m really excited to have Sonya join the team, she has fresh energy and spirit that extends far beyond her work. Helping us to drive a new and higher benchmark for creativity”.

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Marketing Featured ANZ

Colenso BBDO promotes Lucy Grigg to GM role

Auckland, New Zealand – Creative agency Colenso BBDO has announced the promotion of their managing partner Lucy Grigg into the general manager role, where she brings in work experience across multiple clients including NAB, BNZ, Airbnb, Spark, Fonterra, and DB.

She will be also taking the lead for their client Spark, a local-based telecommunications company.

According to Angela Watson, managing director at Colenso BBDO, Grigg shows an ‘impressive and diverse experience in business, brand building, and communications along with a very special ability to always drive the work forward’, adding that ‘she is an invaluable champion of their work, their people, and their client partners experience, and that her creativity is just what they need as they embark on their next chapter.’

“Grigg is amazing and we’re delighted she’s taking up this new role. It’s always a thrill to be able to promote from within and bring another talented human into the overall leadership of the agency,” Watson added.

Speaking about her appointment, she commented that with her new leadership comes new opportunities and that she is passionate about helping lead the talented humans at Colenso, with Angela at the helm. 

“It’s a pretty exciting time to be part of Colenso – we have a clear point of view of where and what we want to be for our people and our clients, and I’m proud I can be part of something awesome in an agency I love,” Grigg concluded.

Colenso BBDO has worked previously with campaigns to companies like automotive brand MINI, WWF New Zealand, and classifieds platform Trade Me with the Clemenger Group.

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Marketing Featured ANZ

Aussie fintech Sharesies’ new campaign likens investing to playing saxophone

Australia – With the convenience that digital apps offer also comes the democratization of undertakings that used to be exclusive to those that only have the expertise and the know-how. For example, through apps, the common consumer is able to accomplish things such as becoming an online seller, and even those that don’t know a thing about graphics are now able to flex a visual artist hat. 

Such is the case of Sharesies, a financial platform in Australia and New Zealand, that aims to dumb down the activity of investing in shares.

In a new campaign made together with creative agency BMF, Sharesies doubles down on its brand promise of making investing in stocks easier for all by drawing similarities between investing and common activities such as playing the saxophone, learning to drive, and kissing in a fun and light series of spots. In reality, they are far from comparable, only except for one thing – before we become a master of the said things, we all start as beginners.

BMF and Sharesies
Sharesies’ campaign is made up of three different ads, portraying a beginner’s experience in playing the saxophone, in kissing, and in driving.

And this is the message that Sharesies wants to send across. Investing may be intimidating, but with the help of the platform, and some good ‘ol encouragement that no skill is ever really mastered with one quick go, it’s possible to start one’s investment journey now.

Sharesies’ platform offers an easy way to have an investment portfolio, giving access to invest in thousands of companies and funds in New Zealand, Australia, and the US. In addition to the main service of Sharesies, investing gets much ‘friendlier’ with the platform meshing a tropical branding with a rather serious and intricate activity. 

Sharesies is a New Zealand-based investing platform and the campaign was launched by Sharesies Australia under the new brand platform created by the BMF agency, ‘Let’s Get Growing’.

After winning a competitive pitch for the account, BMF has created the brand platform with the aim to celebrate investment as a long-term game, one that isn’t won through ‘shortcuts’. 

Pia Chaudhuri, BMF’s ECD, commented, “You’ve been a beginner many times in your life, but being one didn’t stop you then, and it shouldn’t stop you now. Investing can seem intimidating, but just like so many other things, it can be worth taking the plunge. ” 

Chaudhuri adds, “We hope this campaign inspires and empowers investing novices to take heart in the fact we all have to start somewhere, and sometimes, pushing through the awkwardness can bring us one step closer to realizing our dreams.”

BMF and Sharesies
An OOH ad of the campaign by BMF

Meanwhile, Brooke Roberts, co-founder and director of Sharesies Australia, said, “Sometimes, you just need a little bit of help to see the potential you already have. We want to empower our investors with the tools and knowledge to reach their personal goals.” 

Roberts adds, “BMF’s platform is true to our brand and we hope it will get Aussies to take their first investment plunge, and continue to grow, with the Sharesies platform.”

The campaign will run in the Australian market across BVOD, OOH and digital and will be supported with a $10 retail offer covered by Sharesies Australia upon sign-up.

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Marketing Featured ANZ

Domino’s in ANZ names new CMO

Australia – Pizza brand Domino’s has appointed Adam Ballesty, former general manager at beverage company Seedlip APAC, to be the new chief marketing officer for its operations in Australia and New Zealand. The appointment will take effect on 2 August 2021.

Ballesty takes over Allan Collins who has resigned from the position after almost 15 years.

Ballesty brings with him decades of experience in the industry. Aside from his previous role at Seedlip, Ballesty has also held senior marketing roles with brands including Foxtel, Diageo, and Pacific Brands. He has also managed his own strategy and research business, working on start-ups such as sportswear company Skins and retail company Unistraw.

As the new CMO at Domino’s ANZ, Ballesty will be responsible for all facets of consumer marketing including brand, digital marketing, communications, and product development, as well as leading the development of Domino’s innovation pipeline moving forward. 

In addition, Ballesty will be a member of Domino’s ANZ executive team, working closely with Nick Knight, the CEO of Domino’s ANZ, to continue driving the strategic and creative direction of the brand.

Knight commented that they are excited to have someone of Ballesty’s caliber join Domino’s and are looking forward to the new energy, passion, and direction he will bring to the role as they continue on their journey of growth, improving the customer experience and pushing the boundaries of what’s possible. 

“We are confident he will add immense value to the dynamic and innovative marketing team we have here at Domino’s and can’t wait to see what he does in the role,” said Knight.

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Marketing Featured ANZ

Clemenger BBDO Sydney unveils new head of brand planning

Sydney, Australia – Advertising agency Clemenger BBDO Sydney has appointed former chief of strategy at global communications and advertising company Saatchi & Saatchi, Graham Sweet, to be its new head of brand planning.

Sweet brings with him almost 20 years of experience in brand strategy across a variety of sectors. Within that time, he has worked with some of the most recognized agencies and brands globally. Aside from his former role at Saatchi & Saatchi, Sweet was previously head of strategy at socially-led creative agency We Are Social. Some of his past roles also include being the planning partner at marketing firm DDB, and the strategy director at full-service media company Bohemia.

Clemenger BBDO Sydney’s Chief Strategy Officer Lilian Sor commented that Sweet has a phenomenal track record as a strong brand planner, and that they could not be happier to welcome him to the Clemenger Sydney planning crew and agency.

“Loving nothing more than navigating the challenges of big brands and holistic communications, Graham is a simplifier and he’s focused on strategy as a means to an end, not the end itself. Optimistic and motivated, Graham is an advocate of creativity and a tech enthusiast, and is sure to enhance our agency and our clients’ businesses,” said Sor.

Just recently, Clemenger BBDO Sydney announced its collaboration with Sydney Water, the organization that manages the environment and health of the city’s waterways. The agency released a new water-saving campaign titled ‘Turn it off, Bob’ to serve as a reminder for Sydneysiders to conserve water.

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Marketing Featured ANZ

NZ TV network Sky’s new ad pokes fun on sudden rise of ‘sports experts’ amid nearing Olympics

New Zealand – The stretched-out postponement of the Tokyo-based Olympics is about to be broken off as the global event is slated to begin competitions on 23 July; and with this highly-anticipated event coming to reality, vibrant conversations among spectators are expected to arise– of course not excluding sports-loving Kiwis. 

In a new campaign, broadcasting network Sky touches on this culture to not just celebrate but to even further encourage this woven practice of giving unsolicited sporting opinions and advice, or on a more positive note – the sharing of passionate conversations and dialogue by Kiwis on the realm of sports. 

Called ‘Be an Expert’, the campaign is a series of three spots that highlight the everyday scenarios of locals sharing their thoughts and insights on the highly technical, specialized sports during the Olympics season.

Done in collaboration with creative agency DDB Aotearoa, the three spots aimed to playfully capture the passion of Kiwis for discovering new sports every four years or rediscovering those sports that take on a new significance in the world’s biggest stage.

Sky’s Head of Brand and Sport Marketing Helen Fitzsimons commented that the ‘Be an Expert’ campaign aims to nab Kiwi’s passion for sport, and is a reminder of the unifying nature of sporting events like the Olympic Games Tokyo 2020.

“With Sky’s Olympic Games Tokyo 2020 coverage spanning twelve channels, we wanted the campaign to encourage everyday New Zealanders to do what they do best – get among the action, talk to their friends and family about it, and support our athletes throughout the duration of the event,” said Fitzsimons.

Meanwhile, Gary Steele, the executive creative director Gary at DDB Aotearoa, shared that the insight behind the campaign will be ringing true with Kiwis from all backgrounds as they all embrace their inner sports pundits over the next few months. 

“Every four years, a large percentage of New Zealanders undergo an overnight transformation into experts across a wide range of technical sports – and we wanted to showcase a playful, tongue-in-cheek response to this cultural phenomenon,” said Steele.

The campaign is already running through three 30-second TVCs, OOH, and Digital.

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Marketing Featured ANZ

Accor ANZ reignites love of cities in new ‘Go ALL Out’ campaign

Australia – As travel restrictions are gradually being eased, global hotel operator Accor in Australia and New Zealand has launched a new campaign called ‘Go ALL Out’, with the aim to motivate travelers to seek out city experiences across the region.

The campaign is centered around a comprehensive and eclectic program of events, both large and small and across a diverse range of genres, taking place in cities across the region. The gateway to the ‘Go ALL Out’ campaign is Accor Live Limitless (ALL) – a lifestyle loyalty program that integrates rewards, services, and experiences throughout the Accor portfolio of brands.

These events are featured on a central campaign and events hub on ALL.com, which showcases more than 150 Accor-created and Accor-supported events.

Created in collaboration with creative agencies Special Group and John+John, the campaign will be running until 30 September 2021. It seeks to tap into the travelers’ passion points such as live music, food, and wine experiences, arts and culture, or sporting events.

To curate the line-up, Accor has collaborated with many of its major event and sporting partners, such as Vivid Sydney, the AFL, Melbourne Food & Wine Festival, and Museum of New Zealand Te Papa Tongarewa, as well as Winter Pride Queenstown, among others.

Furthermore, Accor properties across ANZ are activating their spaces with a range of bespoke events. For example, Sofitel Sydney Darling Harbour’s iconic Champagne Bar is inviting guests to celebrate Sydney Solstice and Fête de la Musique (France’s summer solstice festival) with live music, a collection of gin-infused cocktails, and a Yarra Valley Bloody Shiraz Gin Caviar pairing, which will be running until 20 June on Wednesday to Sundays.

Meanwhile, in New Zealand, Novotel New Plymouth Taranaki is celebrating Matariki (Māori New Year) with a degustation dinner hosted by renowned chef Martin Bosley and Kono on 8 July.

Accor Pacific’s CEO Simon McGrath shared that through the ‘Go ALL Out’ campaign, Accor will be showing their magnificent cities at their best, as vibrant and exciting destinations, bursting with culture and experiences. 

“By working with our incredible partners, we have curated a series of amazing events to inspire travel which will get our cities moving again,” said McGrath.

Across these events, ALL and Accor Plus members will enjoy exclusive access to offers, events, and limitless experiences.

The ‘Go ALL Out’ campaign is already available in paid media ads and owned channels.

Accor has more than 380 luxury and economy properties across the ANZ region, including international brands such as Sofitel, MGallery, Art Series, and Pullman, as well as Swissôtel, and Novotel, among many others.

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SME Featured ANZ

This newly-registered NZ stock exchange caters specifically for SMEs

Auckland, New Zealand – In a move to cater to small and medium enterprises (SMEs) in the country, stock exchange platform Catalist has announced that it has now acquired a license to open a public market for SMEs who are too small to be indexed by the New Zealand’s Exchange (NZX).

Previously operating under the private investment sector, Catalist’s platform is designed to raise up to NZ$20m a year from the public.

Catalist’s public market targets SME listings with an initial value of between NZ$6m and NZ$60m – considerably lower than what would be expected for a traditional stock market listing.

According to Colin Magee, CEO at Catalist , the green light to start trading with retail investors came after the Financial Markets Conduct (Catalist Public Market) Regulations 2021 were passed late last month.

Catalist has worked on the licence and legislation with the Ministry of Business and Innovation (MBIE) and the Financial Markets Authority (FMA) over the past two years to simplify the public listing process, creating a considerably lighter regulatory environment

“SMEs make up a majority of New Zealand businesses, so there’s a real need for those with growth potential to have better access to capital, and equally for investors to have better access to SME investments, to increase economic growth and job creation. Catalist’s public market means smaller businesses can now access public investment, with significantly lessened costs and administrative burdens – and without compromising investor protections,” Magee stated.

He also added that they are already working through the listing process with a number of businesses – and investors can sign up for an account on their website, so they can trade when there’s an auction running.

Differing from a traditional stock exchange, Catalist uses regular auctions, rather than continuous trading, allowing for fairer pricing and increased liquidity for financial products that don’t trade very frequently – often the case with smaller businesses. 

Regular auctions also allow for alternative disclosure provisions, a key difference with Catalist’s new market, where businesses only disclose information for each auction, rather than continuously.

Magee explains that traditional stock markets don’t work for SMEs because the costs, time spent on compliance, continuous disclosure obligations and focus on short-term share price get in the way of day-to-day operations and focusing on the long-term health of the business.

“In the past, we’ve seen growth markets, such as NZX’s ‘NXT’ take a traditional continuous trading approach and fail to meet the needs of SMEs. We’ve taken the learning from that and use periodic trading and disclosure instead, which has proved successful in other jurisdictions. Investors can now access well-regulated investment opportunities in SMEs, where they can be confident in the standard of information they receive,” Magee added.

The platform will act as a stepping stone for these registered SMEs to slowly transition into the traditional stock exchange, such as the NZX.

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Marketing Featured ANZ

Digital advertising to make up about 60% of NZ advertisers’ budget in 2021

New Zealand – As expected, digital advertising, in the middle of the pandemic, is forecast to comprise the larger fraction of ad spend by New Zealand advertisers in 2021 with 59% to comprise their overall media budget, according to a new global report by global media investment and intelligence company MAGNA. 

Although New Zealand, being primarily an island, has been successful in containing Covid-19, advertisers are still inclined to put their dollars into digital channels, which can be mainly attributed to how the media practices have evolved to leverage the appeal and impact of digital formats, whether lifestyles are hindered by the virus or not. 

The projected growth in digital follows 2020’s 3.3% growth rate. According to the report, most of the digital growth will come from spending on mobile devices, which will see specifically an 18% increase and to represent 67% of total revenues within digital advertising. 

Overall, the advertising economy in New Zealand is seen to increase by 7.6% in 2021 to reach NZD 2.8b ($1.8b).

Still in line with changing preferences of audiences, the report said that linear advertising revenues will see an uptick of 2.9% to represent 41% of total budgets, an actual down from taking 49% of budgets as recently seen in 2019. 

Meanwhile, in terms of specific mediums, television spending is forecast to grow by 5.6%, to represent one-fourth of total budgets. The report said that this will bring total spending levels back to 92% of their 2019 levels. On the other hand, radio and OOH are seen to fare slightly worse with a 2% growth to reach 86% of 2019 spending levels, and a 5% growth to reach 68% of 2019 spending levels, respectively. 

Globally, as the economy recovers faster than expected with a GDP of 6%, marketing activity, and advertising spending are likewise projected to demonstrate the same upward growth. With the added driver of rescheduled international sports events, the report forecasts global all-media advertising spending to grow by $78b, a 14% increase, to ultimately register an estimated $657b in 2021, a new all-time high, said MAGNA. 

Meanwhile, in the Asia Pacific, while the rollout of COVID vaccines has not been as aggressive as many Western markets, there were still fewer cases and deaths as well as fewer shutdowns vs. those markets in the west. This has not stopped consumers in the region from changing their behavior in the same ways as in heavily COVID-impacted markets, which meant more indulgence to stream, more adoption of e-commerce, and more integration of digital platforms into their daily lives. As a result, economic recovery and organic digital growth will power APAC’s total advertising spending to a 12.8% increase in 2021, following 2020’s 3.3% growth. This will see total advertising budgets in APAC reach $203b, significantly ahead of 2019’s $186b total.

According to Gurpreet Singh, managing director at MAGNA APAC, digital will continue to be the biggest growth driver across most markets fueling a faster recovery. Singh also said that since linear media was the most affected last year, its recovery back to pre-covid levels is going to remain a big challenge across the majority of APAC markets for the next few years.

“2021 will see higher than usual growth in ad spend bouncing off of the reduced spend we saw in most of the APAC markets last year. This will largely result in regaining lost ground, however, some markets will take more than a single year for their ad spend to recover from the impact left by covid,” Singh said.

APAC remains the second largest global advertising region, behind North America but $59b ahead of EMEA.