Archive for the ‘New Zealand’ Category

‘Hands On Thinking’

Thursday, July 17th, 2014

Murray Streets

This post is by Murray Streets, Director of Strategy at Saatchi & Saatchi New Zealand. It was first published in the National Business Review.

Disruptive business models, accelerating product lifecycles, media fragmentation and rising consumer expectations are our new reality.

To unlock competitive advantage today clients must combine creative thinking with brilliant execution at a pace that matches their consumers living in the ‘Age of Now’.

In the face of this uncertainty and complexity for marketers, the role of the strategist as a ‘hands on thinker’ has never been more vital.

Clients are looking for strategic thinkers with three attributes:

  • a wider field of vision to inspire new thinking and see opportunities, way beyond advertising
  • an ability to identify insights and tensions brands can solve
  • a broader set of tactical skills to help implement integrated solutions

Ambitious brands are identifying new ways to create customer value. Niraj Dawar in his recent book Tilt: Shifting your strategy from products to customers argues that competitive advantage can be created more efficiently downstream where businesses interact with consumers, not upstream in manufacturing, R&D or product innovation.

This approach demands a new breed of strategists, rendering obsolete the traditional ‘ad planner’ dedicated to crafting the perfect brief. Labels like ‘communications planner’, ‘creative planner’ or ‘context planner’ have simply obscured planning’s most valuable role: to provide clear-headed, insightful and useful thinking, end-to-end.

‘Hands on thinkers’ are capable of discussing business and marketing strategy, committed to developing insights and creative solutions but also driving implementation of these across channels.

‘Hands on thinkers’ blend respect for marketing fundamentals with an appetite to embrace digital innovation. Digital isn’t just another channel. It’s far too pervasive and fast changing to compare to billboards, print or TVCs. For consumers digital is simply an expectation – of ease, of relevance, of intimacy, of immediacy, of utility and of social currency. If we’re not designing marketing solutions to thrive in these ways, then we’re not doing enough to help brands unlock value for consumers.

In agencies ‘Hands on thinkers’ thrive in flatter, more collaborative and diverse teams. And they travel with the solution rather than handing it off. It’s a game of rugby not a relay.

Clients should demand ‘hands on thinking’ from their agencies, inviting them in to their business to spot opportunities well beyond marketing and comms. This requires a confidence, vision and leadership from senior marketing clients and business leaders. Ask for less theory and tidy models and more direct engagement from your agency strategists and you’ll increase the potency of your work.

Cannes Gold and Bronze for Tui and Saatchi & Saatchi New Zealand

Tuesday, June 17th, 2014

Cannes Lions

Tui Brewery has won Gold for ‘Catch a Million’ in PR and Bronze for ‘Beer Plumber’ in Promo and Activation at the Cannes Lions Festival.

‘Catch a Million’ was created in partnership between client DB Breweries, part of the Heineken Group, Saatchi & Saatchi New Zealand and Apollonation. ‘Beer Plumber’ was created with in partnership with 8com and Porter Novelli for PR.

Creative Director Corey Chalmers says: “We’re stoked to get global recognition for this most Kiwi of brands. We’re even more thrilled to stand together with our client, Will, on stage to cap off an extraordinary year with Tui. Right, off to celebrate.”

Creative Director Guy Roberts says: “It’s brilliant to see such an iconic New Zealand brand creating award-winning work. Both are simple ideas that resonate with Kiwis and have not only picked up creative accolades but also, importantly, delivered real business results for an awesome brand.”

William Papesch, Marketing Manager, Tui said: “To have both ‘Plumber’ and ‘Catch a Million’ recognised on the biggest global stage is incredible. We also, really need to thank New Zealand cricket fans, as the ‘Catch a Million’ campaign literally wouldn’t have existed without them.”

Both campaigns have already received substantial recognition local and regional awards.

Category: Awards, New Zealand

Saatchi & Saatchi NZ Burns Billboard To Promote Sealord’s Hot Smoked Salmon

Monday, June 9th, 2014

Saatchi & Saatchi New Zealand has set fire to a specially constructed Manuka wood billboard to launch Sealord’s new range of hot smoked salmon.

The unique hoarding was constructed using real Manuka wood branches and later set ablaze on a private farm in Clevedon to replicate the traditional smokehouse process used by Sealord.

The salmon is produced with brothers Joe and Gavin Kouwenhoven who have been smoking seafood the old fashioned way in their kilns in West Auckland since 2000. It is the only nationally available traditionally smoked salmon range in the country.

Saatchi & Saatchi’s Executive Creative Director Antonio Navas said: “When we learned about the wonderful artisan techniques involved in the creation of this delicious salmon, we were inspired to try and find a way to make this process the hero.”

Melissa Semmens, Brand Manager (Chilled) at Sealord said: “We’re very excited about this new product and equally, the unconventional way Saatchi & Saatchi has chosen to help us talk about it.”

The now-charred billboard is in situ from this week at Ponsonby Central in Auckland. The campaign also includes an online film that captures the creation of the burning billboard, pre-rolls and digital banners.

Saatchi & Saatchi worked with Gyro and Gorgeous Films to create and capture the burn. All smoking was done in a controlled environment with safety crews on hand throughout.

Category: Creative, New Zealand

Saatchi & Saatchi NZ Clean Up At AMES 2014

Wednesday, June 4th, 2014

AMES 2014

Saatchi & Saatchi New Zealand has enjoyed another successful awards evening, this time at the Asian Marketing Effectiveness and Strategy Awards (AMES) held in Singapore.

The AMES recognise Asia Pacific’s foremost clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.

Saatchi & Saatchi New Zealand’s Director of Strategy Murray Streets said: “Given our agency focus on creating ideas worth sharing that thrive in a mobile and video world, we’re delighted to see both Tui’s ‘Beer Plumber’ and ASB’s ‘Like Loan’ receive recognition on a regional stage. I think it rewards the collaboration and courage of our clients and their key agency partners.”

Saatchi & Saatchi New Zealand’s awards are as follows:

DIGITAL STRATEGY

GOLD: ASB ‘Like Loan’ (Financial Services, Commercial Public Services, Business Products & Services)
GOLD: Tui ‘Beer Plumber’ (Video)
SILVER: ASB ‘Like Loan’ (Display, Banners and Other Rich Media)
BRONZE: ASB ‘Like Loan’ (Integrated Campaign)

And through media partners:

MEDIA STRATEGY

SILVER: ASB ‘Like Loan’ (Digital Media)
SILVER: ASB ‘Like Loan’ (Social)

Category: Awards, New Zealand

Digital Cocooning: Interview with Tom Eslinger

Wednesday, May 21st, 2014

Digital Cocooning

Saatchi & Saatchi New Zealand Communications Director, Isobel Kerr-Newell, discusses the nature and impact of “digital cocooning” with Tom Eslinger, Worldwide Director of Digital and Social.

Isobel: What do you think are the key technological advances in home entertainment that have exacerbated this “cocooning”. What are some of the innovations coming up that may increase our cocooning?

Tom: It’s probably layered with your getting, cheaper faster more transportable connectivity. My Time Warner account that runs the house, the internet, the TV and the phone – it also lets us watch all of that content on our phones, we can programme our TV to record our favourite shows from our phone (and that’s all free) and we’ve got a package where you get all this premium content on top. So the delivery mechanism is cheap and simple. So the cost decreasing is one way.

The second thing is that devices are starting to stop existing. You have fewer and fewer people buying DVD players. VCRs are gone, you don’t even see them in garbage piles anymore. The services you can deliver on demand, broadband, iTunes, Amazon, all these subscription services are making it easier for us to have everything in one place so rather than having a bunch of devices, we have like, two.

So at the same time as the number of devices are going down, the quality of the devices is going up. Game consoles are becoming super advanced. What they’re doing is also connecting us to gaming, but also to content. So on top of gaming, you can watch your movies, listen to music and then all of that stuff layered together is connected to communities. The gamers are all connected on Xbox live. The people that watch the walking dead are all connected because they’re doing the two screen thing, because they’re all commenting on the show while it’s on and they’re interacting during the ad breaks. The super fast broadband, the faster delivery, the devices becoming more advanced (I don’t have to get up off the couch to change the DVD anymore which is a big deal, let alone go to the store). You layer on top of that all the social stuff and then the phenomenon of cocooning.

If it was just devices I don’t think you’d see the ‘super cocooning’ we do today, but I think with social media and these devices that now talk to each other and talk to communities has created the perfect conditions. Lay on top of that these really intelligent search engines and data delivery channels. For example, Time Warner – the more we watch HBO programming the more they show us HBO programming. If we rent five romantic comedy movies, then as soon as the romantic comedy movies come up then they show them to us first. So all these search engines, layered on top of this very personal space (watching movies, talking on social media, watching television with our loved ones) has now got advertising in it. The key technological advances – are not just in home entertainment – but is societal changes as well. You sit down to watch TV. You have your phone nearby, you have a computer nearby. No matter what you’re watching, you have a two screen experience. All of these services layered into it, it’s only going to increase cocooning. This trend for media companies is money in the bank. This is a massive growth opportunity growth.

More advertising is going to be baked into these experiences we have while cocooning. More and more advertisers will have sponsorships within the programming that allows you to buy or interact with the content or with the products. The really cool thing about it is that these networks can really efficiently deliver stuff that we want. And what’s a more comfortable place to get stuff than in your house. Where you can have a more intimate experience, you can save it to share with a family member. It naturally appeals to us as cocooning animals but also to the media companies, because we never shut these screens off.

I: Do you think we will continue to see an increase in this trend? Is “Hyper Cocooning” next and what do you think will drive this?

T: Absolutely. There’s a company I recently did an interview with Adweek on M Dialog. They are essentially a media distribution platform across every single screen you’ve got that is intelligent and knows what you’re doing on the internet and your TV an then marries up bespoke content and advertising for you. It’s exciting but kind of terrifying. The way that content is being distributed and the advancements behind it in analytics is just going to increase cocooning. We’ll be cocooning on the train. We’ll be cocooning in our car. It won’t just have to be in our house.

I: How can some of the affected industries fight back or what are some examples of brands understanding and reacting to this trend?

T: The HBO Go is a really good example. Every show they’ve ever made is on demand in every format you could imagine. If you want to you can watch it on your iPad or your phone. They’re making it really easy to move the content around. They’ve got all my favourite stuff and they bring it to where I am, so why would I want to go anywhere else. Netflix has moved lots of their business onto tablet and smart TV boxes. DC Comics and Marvel is another good example. Newsweek doesn’t publish a printed edition. All the magazine publishers are moving to this rich environment. Then you see things like Flip Board and Pulse, these content aggregators becoming really good ways for us to tailor all the content we do.

Companies are getting into the mindset of the way that we consumer content now. “Do you want to add this to your playlist? Do you want to add this to your list of favourites? Your wish list?” All these behaviours that we’ve been trained on for the last 10 years like “I bought this book on Amazon and so did 30 other women so it must be good”. All this behavior is moving into this really rich media environment. Overlay on that the advertising placement. Then wow. It’s unlimited. Everybody is going to have to get into this space really quickly because there just isn’t going to be the retail outlets. They’re not going to be opening more Barnes and Nobles. DC will eventually have comic book stores like Virgin mega stores. And you’ll see fewer specialized magazine stories. There will always be people who buy books and comics and magazines, because they like the intimacy of that, but not every business is going to be able to make that jump.

I: Are you a super-cocooner or do you have phases of “super cocooning”? At weekends or holidays or in times of crisis?

T: You definitely have phases of super-cocooning. Everybody does. And the thing about all these smart systems hooking everything together is that it makes it really easy to really tailor that experience. I went to see an art exhibition with my partner recently. He didn’t know much about the artist. By the time we got home I had ordered a documentary on demand, plus another movie that had been recommended and ordered food, in the time it took us to travel back from the gallery. For $15. The price point just keeps coming down. Unless it’s the opening of the new Batman movie I can wait a month and a half to see Life of Pi in my house at half the price it would cost. The value trade off is what I really think is going to drive this super cocooning.

In the financial crisis it’s awesome to go out for dinner, but for the same $50 you can completely customize the experience at your house for 10 people, rather than two. I think that the super cocooning could become super community cocooning. As the price point comes down I can include more people, and I would be able to find them more efficiently. I can send an alert, check what kind of food they want, send them my wishlist from Netflix and we can arrange the experience together so we can have a communal experience. I don’t think it’s ever going to replace anything, but I think that the easier and cheaper it is, the more people will do it. The genius around HBO, Netflix and Time Warner is that it totally plays into the behavior I already do, I don’t have to create a new behavior set. It uses all the paradigms we’re used to: alerts, wishlists, playlists. All stuff we’re doing already. And every time we do it, they’re getting another datapoint so they can customize our experience further.

The conflicts are going to come as we become a more merged global internet and there are more issues around copyright laws, talent, residuals. For example you sometimes till can’t watch an American film on YouTube in Germany. Businesses are going to have to figure out really quickly who pays for it, or its going to turn into the music industry where songs don’t have any value anymore. Look at Game of Thrones. Ten million people were watching it and at the same time, 3 million people were downloading it illegally.

I: When we’re outside of our homes, does mobile create a form of ‘on the road’ cocooning as we shut ourselves off from the rest of the world, transfixed with our mobile phones?

T: Yes. All these behaviours that we do that they’re collapsing into things that make it easy for us to use and consume. On the one hand it’s really cool and on the other, it’s easier for them to make a buck off us. We have “everything” for $30 a month. Do I consume everything – no way. We are oversubscribed to content. The places I think will survive are the ones with super quality who connects me to an audience, is easy for me to get and is something that plays on my interest.

Visit saatchi.co.nz for more ‘Thinking’ features

Source of feature image: flickr/CarlosPancheco

Weet-Bix and the All Blacks Make Boy’s Rugby Dream a Reality

Monday, May 12th, 2014

It was like something out of the dreams of Kiwi boys everywhere, but for 10-year-old Auckland boy Bailey Paki waking up to find a group of All Blacks at his breakfast table became a reality, thanks to Weet-Bix and New Zealand Rugby.

In the hidden camera clip, rugby-mad Bailey is stunned to wake up and find All Blacks captain Richie McCaw and his All Blacks teammates Ben Franks, Wyatt Crockett, Tom Taylor and Frank Halai eating Weet-Bix at his breakfast table. His heroes then take him into the backyard, which has been secretly transformed into a rugby pitch overnight by Bailey’s grandfather and their local community for Bailey to play in a surprise match against the All Blacks.

While many New Zealand boys dream of one day playing for the All Blacks, this talented young man has already mapped out his ascension to World Cup fame with the All Blacks in a highly detailed 16-year plan. To date, he is on track to achieving his dreams.

The campaign was created by Saatchi & Saatchi for Sanitarium and Weet-Bix. Saatchi & Saatchi New Zealand’s Executive Creative Director, Antonio Navas said: ”The experience of bringing Bailey’s dream day to life has been an incredible journey for everyone involved. I think we have all been a little inspired by his passion and determination along the way. Creatively, the opportunity to bring together two of New Zealand’s most iconic and loved brands together in this way was our very own dream day.”

New Zealand Rugby Chief Executive Steve Tew said it was great to see the Weet-Bix and New Zealand Rugby partnership continue to deliver quality All Blacks-moments to grassroots rugby.

“We know thousands of Kiwi kids dream of becoming an All Black, so it’s fantastic to see one great kid’s dream come alive in this touching moment. We were really happy to play our part in capturing, in this clever way, the extraordinary appeal of the All Blacks, so thanks Sanitarium.”

Pierre van Heerden, General Manager of Sanitarium Health and Wellbeing New Zealand was thrilled they could make a dream come true for such a deserving young boy.

“While Kiwi kids are Weet-Bix kids, they’re also rugby mad, so it’s fitting that we could make Bailey’s dream day happen. Weet-Bix has a long-standing relationship with New Zealand Rugby and is The Official Breakfast of the All Blacks so it’s fantastic we can work together to make dreams come true.”

Category: Campaigns, New Zealand

Saatchi NZ Win Gold at WARC Social Strategy Awards

Tuesday, April 15th, 2014

Saatchi & Saatchi New Zealand has won Gold at the inaugural WARC Prize for Social Strategy in London for ASB’s ‘Like Loan’ campaign.

Saatchi & Saatchi’s Director of Strategy, Murray Streets said: “We’re thrilled to gain recognition for ‘Like Loan’ on the global stage. It rewards the vision and commitment of our client at ASB and all the hard work of our integrated team at Saatchi & Saatchi with our media partners, Carat.”

“It’s exciting to think that New Zealand is leading the way with this work and is among the best in the world at harnessing the power of social media for businesses and brands, driving real business results.”

ASB’s ‘Like Loan’ is a world-first in the financial services industry: a home loan rate powered by ‘likes’. It was an idea designed to thrive in Facebook that delivered a measurable return on investment. In 2013, over the course of a day the more ‘likes’ the rate received through the Facebook app, the lower it went. Each week one winner secured a year’s loan at the finishing rate. The campaign ran over four consecutive weeks and produced home loan rates as low as 1.15%.

The 2014 iteration of ‘Like Loan’ built on this successful platform, fusing social media and live TV commercials. In a ground-breaking move, the real-time decreasing rate on Facebook was integrated live into TV adverts on TVNZ channels TV One and TV2 throughout the evening – a first for a New Zealand brand. Experiential, social media, banners and radio streams also worked together to promote the live, dropping rate. The final rate given away was 0.0%.

In addition to the WARC prize, the 2013 ‘Like Loan’ campaign was also recently awarded Gold in the financial services category at the New Zealand Direct Marketing Awards and one Gold and two Silvers at the AXIS Awards.

The inaugural WARC Prize for Social Strategy set out to find the best examples of marketing strategies that drive conversation, sharing, participation or advocacy. Entries were asked to show how their strategies had delivered credible business results. In total, 18 papers, from 12 different markets picked up awards, winning a share of the $10,000 prize fund.

Category: Awards, New Zealand

A New Era for Saatchi & Saatchi Wellington

Monday, March 17th, 2014


(L-R) From Saatchi & Saatchi: Antonio Navas – ECD New Zealand; Nicky Bell – CEO New Zealand, Wendy Schrijvers, Business Director, Wellington; Damian Ferigo – COO, New Zealand

Saatchi & Saatchi New Zealand’s CEO Nicky Bell today announced that the agency’s Wellington office will be moving to new waterfront premises.

After more than 25 years on the corner of Courtenay Place and Taranaki Streets, Saatchi & Saatchi will be relocating the newly constructed Clyde Quay Wharf complex at Wellington’s former overseas terminal.

Nicky Bell said: “We’re thrilled to be making this move. It’s a new era for us in Wellington. We have a new team and now it’s time for a new space that better reflects of how the agency has evolved.”

Wendy Schrijvers, Business Director said: “This fresh, modern environment will be an incredible creative space for our people and clients. With its stunning views and environmentally sustainable, seismically sound design, Clyde Quay is the perfect new home for Saatchi & Saatchi in Wellington.”

Saatchi & Saatchi is scheduled to move in to their new premises in early August. As part of the move, Publicis sister agency Starcom will be joining Saatchi & Saatchi in their new location.

Saatchi & Saatchi New Zealand is a full service integrated communications agency that operates fluidly across both their Auckland and Wellington offices. Key clients include the New Zealand Defence Force, New Zealand Electoral Commission, Farmers Mutual Group (FMG), Porirua City Council, Telecom, Skinny Mobile, Toyota, ASB, DB Breweries, Air New Zealand, Coca-Cola Amatil, Sanitarium and Sealord.

Category: New Zealand