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Marketing Featured ANZ

AIA NZ taps Bastion Shine as creative marketing partner

New Zealand Insurance company AIA New Zealand has appointed Bastion Shine as its agency for integrated marketing and communications. 

AIA NZ Chief Customer Officer Angela Busby said they have been impressed by the strategic thinking and market understanding that the Bastion Shine team brings to the table. 

“It is clear that they are as committed as we are in achieving AIA’s purpose of helping New Zealanders live Healthier, Longer, Better Lives,” she said.

As part of the remit, Bastion Shine will be helping AIA maintain a market-leading brand to match the latter’s industry position as New Zealand’s leading life insurer. “We look forward to working with them on new brand and marketing campaigns for 2023 and beyond,” Busby added.

On partnering with AIA NZ, Bastion Shine’s Managing Director Toby Sellers commented, “AIA is a purpose-led business and having the opportunity to partner with an organisation that positively impacts the health and wellbeing of New Zealand was a huge motivator for us.”

To bolster its marketing efforts, the AIA Group has been releasing campaigns in different markets, including the Merdeka campaign for AIA Malaysia, AIA HK’s ad series, and AIA Malaysia’s Chinese New Year film.

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Marketing Featured ANZ

Domino’s makes an ‘apology’ video in humorous new campaign, teases new savings innovation launch

Sydney, Australia – In collaboration with creative agency It’s Friday, popular pizza brand Domino’s in Australia released a nationwide campaign, featuring its Group CEO and Managing Director Don Meij making an apology for bombarding people with deals.

Of course, presented only as a humorous hit, the campaign tackles the dilemma of Domino’s ‘hard-to-keep-track-of’ deals across Australia and New Zealand. With the creative narrative in place, Domino’s Australia announces the launch of a new money-saving technology innovation which is set to be released on December 12 this year. 

The tech is expected to help resolve the experience for customers and make it easier to save, store, and redeem all of Domino’s deals in the future.

Adam Ballesty, CMO of Domino’s ANZ, said they are ‘obsessed’ with listening to their customers, which pushes them to transform the deal redemption experience. 

Vince Lagana, chief creative officer of It’s Friday, also said, “The teaser’s a fun way to remind people that Domino’s are unbeatable when it comes to offering great value by recognising that it’s near impossible to keep track of all their deals. But they’re going to keep coming, so we’re making sure people know they’ll soon be able to get those deals, without the ordeal.”

Meanwhile, Pete Bosilkovski, CEO of It’s Friday, added, “It’s refreshing to work with a company that isn’t afraid to be authentic and lead by example. Having the ‘big cheese’ apologise nationally about the sheer number of deals is massive. Says a lot about this company.”

Domino’s Australia has also previously released a 3-minute film titled ‘Hot & Fresh’, which launched across TV, YouTube, digital, and social platforms in the ANZ region.

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Marketing Featured ANZ

Colenso BBDO adds three new hires to production and account service teams

Auckland, New Zealand – Creative agency Colenso BBDO has announced the appointment of three new senior hires in its efforts to bolster its production and account service teams.

Joining Colenso are Jacqui Walker as director of creative production, Charlotte Glennon as EP and head of integrated production, and Keshvi Lal as senior business director.

Walker has previously worked as a senior integrated producer at TBWA\New Zealand and has worked alongside awarded creatives for the last 25 years across ANZ. She has also produced award-winning campaigns across brands such as McDonald’s, Panasonic, Volkswagen, Skoda, Westpac, AFL and more.

Speaking on her appointment, she said, “Working with Angela, Rob, Si and the incredible team at Colenso is definitely a pinch yourself moment. I’m excited to bring my creative production experience to the agency and continue to help create world-class work.”

Meanwhile, Glennon brings her years of experience as a producer for TBWA\Media Arts Lab, Mother London, Host Sydney, and DDB Aotearoa, amongst others. 

“I’m really excited to join the team at ColensoBBDO, who have the same creative ambition as the best agencies I’ve worked at. Selfishly I’m going to lean on the stellar creative department to help my gardening insta account (200ish followers) blow up, follow me for reels of Dahlias mixed to 90s R&B @charlotteinthegarden_ iykyk,” said Glennon.

Lal, on the other hand, will be leading Colenso’s Spark and Skinny accounts, amongst other responsibilities. She has also led work for iconic brands including McDonald’s, ANZ, 2degrees, and Instant Kiwi.

“I’ve long admired the work coming out of Colenso – it’s ambitious, meaningful and effective. I’m thrilled to join the whānau and work alongside the incredibly talented humans at 100 College Hill,” she said.

Angela Watson, managing director at Colenso BBDO, also commented, “Great senior people give everyone around them the momentum they need to succeed. It’s a wonderful thing. Jacqui, Charlotte and Keshvi are real talent who have already made a difference, and we’re lucky to have them.”

Colenso has also previously appointed Maria Devereux and Simon Vicars for creative leadership roles, as well as seven creative hires last June.

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Marketing Featured ANZ

Tribal Aotearoa tapped as lead digital agency of Fonterra Brands

New Zealand – Tribal Aotearoa, DDB Group’s digital experience agency, has been named as the new lead digital agency for FMCG firm Fonterra Brands in New Zealand.

Operating within the hotly contested FMCG Dairy category, the agency said Fonterra was looking for a digital partner to service and elevate its digital needs, with the goal of continued growth and brand awareness in the market. 

Tribal Managing Director James Blair said, “Tribal Aotearoa is honoured to have secured the opportunity to work with Fonterra on some of the most loved and iconic Kiwi brands.”

“We initially launched a series of work for Kapiti Yoghurt earlier this year, so we’re looking forward to expanding our work into other Fonterra Brands, with several exciting briefs already in the pipeline for later this year and into 2023,” Bair added. 

As the lead digital agency, Tribal will be working across Fonterra’s hero brands including Anchor, Mainland, Primo, Fresh’n Fruity, and Kapiti.

Mike Boness, marketing director of Fonterra, commented, “We’re thrilled to announce Tribal as the new digital agency for Fonterra Brands and are already seeing that the power of [digital-first] thinking is having a positive impact on our marketing efforts.”

“The world is more connected than ever before, and we’re excited to be working with an agency that can help us achieve our ambition to be leaders in digital,” Boness further said. 

Tribal Aotearoa was established in 2019 and has grown rapidly over the past two years, following several business wins. Clients include international brands ŠKODA, Audi and Samsung as well as local businesses Triton Hearing, Heritage New Zealand and Arataki Honey. 

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Marketing Featured ANZ

VMLY&R gives employees opportunity to support worthy causes on its Worldwide Foundation Day

Australia – Continuing a long-standing tradition of its annual Worldwide Foundation Day, VMLY&R, brand and customer experience agency under WPP, has closed its more than 100 offices across the globe for business last 29 September 2022, to give more than 13,000 employees the opportunity to support worthy causes and non-profit organisations of their choice through volunteer projects.

For this year, the theme for VMLY&R’s Worldwide Foundation Day is ‘Make Your Mark’, which encouraged employees – regardless of whether they engage virtually or in person, individually or with a small group, or with family members – to do something that resonated with them. The day aimed to highlight the collective impact of all employees rolling up their sleeves to give back in meaningful ways over the same 24-hour period. 

In Aotearoa, New Zealand, VMLY&R Auckland has supported Family Action and cleaned Western Springs Lakeside Park, while VMLY&R Wellington has volunteered with Clean Where You Walk, removing plastic from Wellington’s beaches and contributed to public art installations with the Wellington Sculpture Trust 

Meanwhile, in Australia, VMLY&R Brisbane has volunteered with Conservation Volunteers Australia and Daisy Hill Conservation Park to help rehabilitate local wetlands and enhance the biodiversity of a national park, while VMLY&R Melbourne and Sydney have volunteered with Legacy Australia to reimagine a modern donation box, sorted and packaged clothing for redistribution at UPPAREL Recycling Centre, and organised Bondi, Wollongong, Manly, and St Kilda beach clean-up efforts. 

“The annual VMLY&R Foundation Day is a really special time for our team. Having a positive impact on the societies we live in has always been a core value to VMLY&R since we began,” said Thomas Tearle, VMLY&R’s CEO in Australia and New Zealand. 

He added, “It’s amazing to see our five offices across Australia and New Zealand make their own unique marks in their individual communities. Being a part of this global initiative is such a privilege and demonstrates that this really is the most connected agency network on the planet with over 100 offices doing this in unison.”

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Marketing Featured ANZ

Jaywing appointed to drive customer growth across ANZ by New Balance

Sydney, Australia – Data, creative and performance marketing agency Jaywing has been appointed by sports footwear and apparel brand New Balance to drive customer growth across Australia and New Zealand. 

As part of the mandate, Jaywing will be managing New Balance’s paid search, social, analytics and email, as well as provide creative support for the brand’s extensive range of sneakers and sports clothing.

New Balance said that Jaywing was selected for its audience and creative first approach to paid media and the better use of data to provide more strategic insights across digital channels. 

“With ambitious growth goals, we wanted a digital marketing partner that has a strong strategic focus backed with a deep understanding of audience and data. Jaywing presented us with clear opportunities on how to achieve our targets and we are closely culturally aligned. We look forward to working with them to drive our e-commerce plans,” said Jonathan Clark, international retail director of New Balance. 

Meanwhile, Raimundo Campbell, commercial director of Jaywing and Frank Digital, commented, “We are delighted to welcome New Balance to Jaywing’s portfolio of leading global e-commerce brands. It’s a recognition of the depth of talent and breadth of expertise we have in the agency that we continue to attract major Australian and international brands to Jaywing, and we’re looking forward to delivering on New Balance’s ambitious performance media plans.”

The recent client win follows the integration of Jaywing and user experience agency Frank Digital earlier this year with a unified leadership structure under CEO Tom Geekie and head of digital strategy Ed Raine.

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Marketing Featured ANZ

Cannabis Clinic appoints Mango Aotearoa, Tribal Aotearoa to raise brand awareness

Auckland, New Zealand – Cannabis Clinic, an institution that provides legal medical cannabis, has appointed DDB Group’s Mango Aotearoa and Tribal Aotearoa to raise awareness of the brand and the benefits of medicinal cannabis.

As the company’s agency partners, Tribal and Mango will work together to raise awareness of medicinal cannabis and its use as an effective and legal, as prescribed by a doctor, treatment for a raft of health issues including pain, sleep issues and anxiety. 

Meanwhile, while Mango will provide media relations for the company, Tribal will focus on delivering creative digital solutions that bring the Cannabis Clinic story to life. 

According to Dr. Waseem Alazher of the Cannabis Clinic, the partnership with Mango and Tribal will help them to educate Kiwis about medicinal cannabis which has an integral role to play in modern medicine.

“We know there is a lot of misinformation out there, and we were looking for an agency partner who had the expertise we needed to educate Kiwis. It’s great to have found that under one roof – we’re thrilled to be working with both Mango and Tribal as one integrated agency to help us share these stories and hopefully change the perception and narrative around medicinal cannabis in New Zealand. If we are able to help even more Kiwis who have not had success with conventional treatments, then we’ll consider this a huge success,” Alazher said. 

James Blair, managing director at Tribal Aotearoa, said, “We pride ourselves on our ability to deliver high-quality, thought-provoking digital experiences that really move people to action and we’re looking forward to delivering results for Cannabis Clinic.” 

He added, “Cannabis Clinic is a great solution for Kiwis who have been living with chronic pain, sleep loss and a host of other issues. We’re really excited to be working with them and our friends at Mango to tell the story of this unique brand that is looking to help so many through the power of medicinal cannabis.”

Meanwhile, Sean Brown, managing director at Mango, commented, “We are so excited to take on a new challenge with such a unique client, and to help New Zealanders live a better life with the use of medicinal cannabis.”

He added “The appointment is fantastic for the team; it’s a fascinating topic and we’ve learned so much already. We have quickly hit the ground running and are looking forward to working alongside Tribal to deliver some amazing results for Cannabis Clinic.”

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Marketing Featured ANZ

JCDecaux NZ releases research on how brand codes in OOH creative influence mental availability

New Zealand – Out-of-Home (OOH) media company JCDecaux in New Zealand and behavioural insights company, NeuroSpot, have released the results of their latest proprietary research project called the ‘Distinctive Creativity’. This study is part of the JCDecaux Intelligence programme, which dedicates funds to annual local research projects to better understand how consumers connect with the company’s OOH touchpoints. 

The study revealed that OOH creative incorporating distinctive brand codes – including logo, colour, shape, tone of voice and style of imagery – averaged a 13% uplift in category mental availability versus weakly coded ads.

Moreover, the study also found that ads with strong brand codes are liked 31% more than weakly coded ads, while liked ads drive uplifts in category mental availability by 18% because strongly coded ads are easier to cognitively process, which leads to perceived preference. 

Victoria Parsons, senior insights and strategy specialist at JCDecaux New Zealand, noted that the first looked at format, and this study extends to creative. 

“At JCDecaux, we subscribe to the view that advertising ‘works’ through building memory structures that consumers call on in a buying situation. This study puts specific numbers around our knowledge that strongly coded Out-of-Home advertising can influence decision making and drive a sales effect,” said Parsons.

The study aims to examine how using distinctive brand codes in OOH creative influences mental availability. Mental availability is one of the most important metrics for brands and is often under-measured compared with awareness or consideration. Mental availability predicts the propensity for a brand to come to mind in a buying situation versus simply being known.

Cole Armstrong, NeuroSpot’s managing director, shared that there are points for showing up, but if brands really want to impact their customers, it’s the way they surface their brand via OOH advertising that will make the difference. 

“If you ensure your ads are strongly coded with distinctive brand codes, the potential for you to leave a lasting impression in the minds of consumers is significantly increased,” said Armstrong.

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, said, “Our role as a leader in Out-of-Home is to help advertisers create the best Out-of-Home campaigns. We know that creativity drives effective outcomes for brands, but we can now validate that creative using strong brand codes delivers a sales effect. It is not about one or the other but ensuring Out-of-Home campaigns deliver both.”

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Marketing Featured ANZ

DDB Aotearoa welcomes two new members to strategy team

Auckland, New Zealand – DDB Aotearoa has welcomed two new members to its strategy team, namely Charlotte Marks and Laura Davies as joint heads of planning. 

Both experienced strategists, Davies and Marks say they are excited to be working together to help take DDB’s planning team to new heights. 

Previously the strategy director at DDB Aotearoa, Marks joined the team two years ago and immediately made an impact, delivering strong results across a vast client portfolio.

Speaking on her appointment, she said, “DDB has a special knack for developing both longstanding, emotive brand campaigns and timely, innovative creative solutions. The planning team play an important role in the process, identifying powerful insights that go on to strike a chord with New Zealanders and produce a positive outcome for our clients. I feel very fortunate to have the opportunity to work with Laura and Rupe to strengthen and grow DDB’s planning team.”

Meanwhile, Davies was previously the strategy director at Saatchi & Saatchi, and she brings in over a decade of experience working across telecommunications, government, FMCG and retail in both New Zealand and abroad. 

“Rupert and Charlotte are both brilliant strategic minds but also genuinely wonderful people. When Rupert reached out, I was only weeks away from having my daughter and while many agencies would have ended discussions there, Rupert and the team at DDB didn’t even blink. They have waited patiently for me to finish my maternity leave and their flexi policies have made it so easy for me to step into this role as a new mum – it’s wonderful to finally be here,” Davies said.

DDB Aotearoa Chief Strategy Officer Rupert Price said, “Charlotte has proven herself to be an incredible strategic mind and her promotion is well-deserved. I’m looking forward to working with Charlotte in running the Planning team and ensuring our strategic product continues to go from strength to strength.”

He added, “Charlotte and Laura are already proving themselves to be a formidable double act and I’m excited to see what we do together as we continue to build New Zealand’s biggest and best agency strategy team.”

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Marketing Featured ANZ

Necessity drives Kiwis’ consumer spending this year as cost-of-living rises

Auckland, New Zealand – As the cost of living rises and household budgets are put under pressure, necessities drive consumer spending in New Zealand, according to JCDecaux New Zealand’s IRIS audience research.

According to the research, 58% of respondents are planning to stop buying everyday luxury items, and 47% of respondents plan to adopt more home brands. In addition, 40% of respondents will only buy trusted brands, and 77% of respondents claim price is the main consideration when choosing between similar products.

In terms of shopping behaviours, online grocery shopping is growing: it’s also more considered and less impulsive than in-store shopping. FMCG marketers must consider how they reach and influence online shoppers, who typically tend to be younger. In addition, People are thinking about upcoming meals while they are driving, and that large format OOH impacts audiences on obligatory journeys, when they are making mental shopping lists of the things they need.

For Victoria Parsons, senior strategy and insights manager at JCDecaux New Zealand said: they noted that 91% of respondents have their household budgets being stretched and a quarter of respondents reporting that they are actively cutting back. 

“For New Zealanders noting reduced disposable incomes, grocery shopping is an easy place to make cuts. Shoppers are increasingly paying close attention to what goes onto lists and intro trolleys. It is interesting to understand consumer perceptions as to what is a necessity and what is a luxury; we see consumers justifying brand purchases as necessary for quite personal reasons,” Parsons said.

She added, “Out-of-home can be a powerful platform to impact and influence in-store and online shoppers throughout the day while they are mentally planning their shopping lists. 83% of survey participants agree that brands that advertise on Large Format are quality brands, which is key for consumers to overcome price sensitivity and avoid replacement by home brands.”

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, commented, “What consumers deem an everyday luxury is interesting. Respondents told us items such as coffee and tea, bread, self-care and dairy are non-negotiable in terms of buying favourite or quality brands, whereas for canned and frozen goods, and cleaning products, people are shopping the category based on price. Luxury does not mean premium, it means moments where you expect quality FMCG experiences and won’t trade down – you justify the price premium.