$8.90 [email protected] | www.surveysampling.com CONTENTS THE MEDIA ISSUE SHORTER 2 Editorial Slowly slowly. 4 Shorts Numbers, comments, stats and stories. 5 Which online ads are most hated? Kiwis share their least favourites. 6 What’s it like? Perspectives on sexism, ageism and race. 10 CCC infographic A $6 billion industry. SPECIALS 12 Horse’s Mouth 14 The Hot List Nick Vile. We pick out the best of the bunch in the media business. 46 Integrated or independent? FCB Media and MBM give the lowdown on their two different media agency models. 56 In the dock Alex Lawson on ads that steal time. 58 Horse’s Mouth Louise Bond. 68 Peep show Alex Radford on ‘creepy’ tech that tracks. FEATURES 33 The next big trick David Thomason discusses targeting vs. mass media. 40 20/20 Television Erin McKenzie finds the value of local 61 The transparency issue TV foradvertisers. Damien Venuto looks at digital advertising’s growing PR problem. 76 Outdoor bounty 70 Merger mania Lynda Brendish looks at the growth of A chorus of smart industry folks give their take on the future of Sky out-of-home advertising. Vodafone and NZME/Fairfax. The Media Issue 2017 | STOPPRESS.CO.NZ | 1 editorial SLOWLY SLOWLY Editor Damien Venuto [email protected] 021 981 001 stunningly designed contraptions. But think of when Deputy Editor Apple released the iPhone 7. The general consensus Erin McKenzie was, ‘Okay, so they removed the earphone jack and [email protected] 027 339 9531 introduced a pressure-sensitive home button’. Pretty meh, right? Staff Writer This might be the case, but it didn’t stop people all Jihee Junn [email protected] over the world from queuing for hours and lodging 021 257 0607 pre-orders to get their hands on one. The point here is Commercial Manager that Apple understands that small changes designed Vernene Medcalf to enhance the customer experience are vastly 09 966 0998 or 021 628 200 superior to major redesigns that render the product a [email protected] glitch-ridden disaster. Design DAMIEN VENUTO But can this slow-burn method be applied to the Wade Wu Jessie Marsh Editor media industry, particularly at a time of enormous Julian Pettitt change when innovation is listed as a prerequisite for survival? Editorial Director/Publisher One need only look at Procter & Gamble chief Ben Fahy [email protected] brand officer Marc Pritchard’s confession earlier 021 245 4894 n 2014, City University of London professor Paolo this year that his team had erred in trying to be a Aversa and his pit crew of data geeks published a “first mover on all the latest shiny objects” to see the ICG Print David Ashton Ireport tracing every innovation in Formula One importance of adopting a more strategic approach to 021 951 403 over a 30-year period. innovating in marketing and advertising. Contact What the report found was that innovation in The obvious counter-argument to this is that NZ Marketing is published by Formula One technology didn’t always result in advertising is a messy creative process that can’t be Tangible Media success on the racetrack. On the contrary, in certain measured against the technical specifications of a 19 Lyon Ave PO Box 77027, circumstances, the less innovative cars performed far racecar or a mobile phone. I’m not denying that. But Mt Albert, Auckland 1350 better than the spruced-up vehicles of their opponents. this hasn’t stopped other creative industries from 09 966 0998, 09 360 5702 (fax) An anecdote Aversa recently told the Harvard generating enormous success from a more measured www.tangiblemedia.co.nz Business Review recounts the 2009 season when approach to innovation. Subscribe to NZ Marketing Jenson Button, who had finished 18th the previous A classic example is Hollywood’s remake and sequel via stoppress.co.nz, at www. year, ended up winning the Drivers’ Championship strategy, which shows that subtle creative changes to tangiblemedia.co.nz/product/nz- marketing, by calling in a basic, albeit solid, Mercedes-Brawn car. Racing work that already exists can often generate something 0800 782 347 or emailing against a field of innovative hybrid speedsters, popular and enormously lucrative—both of which are, [email protected] Button’s modest single-person-mover whizzed past after all, the primary objectives of advertising. Distribution the competition all season long. Also, it isn’t only cinematic creativity that has a Netlink Only a year later, by which time the tech had penchant for innovating bit by bit. In April this year, been tested on all his competitors, did team owner Justin Bieber collaborated with Luis Fonsi to create Printing Image Centre Ross Brawn invest in it and, unsurprisingly, won the the first Spanish-language number one hit in the US NZ Marketing is printed using championship again. since the Macarena in 1996. vegetable or soy-based inks. Paper supplied by BJ Ball using wood from Aversa’s study showed that time and time again, What’s interesting is that the original version of the sustainable, well-managed forests. teams that held back on innovation or innovated more song was released in January to a relatively mediocre cautiously ended up being more successful. The reason US reception. However, rather than canning the song Copyright NZ Marketing is subject to copyright being that changing even a few features of a highly and starting anew, Fonsi worked with what he saw as in its entirety. The contents may not technical Formula One car introduces variables that a good core, writing a few English lines and through be copied without written could lead to failure. What’s more is that this principle what can only be imagined as some superhuman form permission from its owners. All material sent to NZ Marketing can be applied to virtually any technical product. of persistence, recorded the song with Bieber singing will be deemed to be publishable Of course, we love to mythologise certain in Spanish. At the end of it all, it was a touch of slow, unless marked ‘not for publication’. companies as being supremely innovative and patient innovation that lifted what was a good track to NZ Marketing invites contributions but takes no responsibility for pushing their industries to the brink of madness. something that will go down in history. unsolicited material. Apple, for instance, is often thrown around as the Isn’t it fitting, then, that the name of the song, exemplar of innovation, changing the world with its Despacito, translates to ‘slowly’ in English? ISSN 0111 9044 2 | STOPPRESS.CO.NZ | The Agency Issue 2017 SKYCITY CONVENTION CENTRE NZMS 2017 is back on 21 SEPTEMBER 2017 Featuring insights from: INTERNATIONAL KEYNOTE: L’Oreal NZ Pandora NZ NICK LANZAFAME, The Agency 88 Head of Strategic Insights & Analytics, Motorcorp Distributors Ltd Buzzfeed nib New Zealand And more! MARKETINGSUMMIT.CO.NZ #NZMS Shorts STOPPRESS By the STOPPRESS COMMENTS Top five stories on StopPress since March numbers 42.9 percent The best of the bunch The Hot List: vote for the best thinkers, brands 1 of New Zealanders and shows in New Zealand surveyed by Global Web Index have used May was a busy month for industry ad-blocking tools awards but the hangovers didn’t ASB and Saatchi & Saatchi to part ways 2 to stop websites stop people taking to the StopPress after five years from displaying comment section to have their advertisements when point heard, and when ASB and Park like a dick? Prepare to be ‘dicketed’ visited. Saatchi & Saatchi confirmed they 3 were ending their partnership, things really heated up. We pick 29.6 percent out some of the best comments Local brands suspend advertising on from the thread: 4 YouTube of New Zealanders surveyed by Global The reality is Goldstein remains Spark moves media account from Dynamo Web Index have more“ impactful than anything 5 deleted cookies to they’ve done since. Clever Kash etc is to PHD stop a website from nice, but nothing like a proper brand remembering them. positioning that gets consistently built over time. Saatchi tried to save it 16 percent with an old-school ECD ... too late. DATA DUMP ” of New Zealanders - FAIR CALL Ad blocking: Global Web Index surveyed by Global Web Index have used Ad-Blockers % Motivations of Ad-Blocker Users (Desktop or Mobile) an ad-blocker on their They have produced some mobile phone. bloody“ great work for them! Snap • Too many ads are annoying or irrelevant 72.4 Scholarships and Clever Kash were • I find online ads intrusive 59.1 13.9 percent some of the strongest campaigns • Ads take up too much screen space and get 56.6 to hit the market. They should be in the way of New Zealanders proud.” surveyed by Global Web • I think there are too many ads on the internet 56.5 Index have used anti- - ANONYMOUS • I try to avoid ads wherever possible, whether 48.1 tracking tools to stop on TV or online companies monitoring • I don’t like seeing video ads before I’m allowed 47.2 their internet activites. “ Every agency has its up and downs. Sometimes adversity to watch video content/clips creates opportunity and sometimes • I want to speed up the time it takes for things 44.3 54 percent it’s good to part ways with a client to load on my device of males use ad you’ve had for a long time. New blockers. beginnings and all that. Chin up • I don’t like ads which are personalised based 36.1 Saatchis, you have friends.