The Knowledge Centre

The New Zealand B2B Marketing Report 2020

It just doesn't feel, right. If you’ve ever felt that most of the business-to-business advertising you see just isn’t that good, it…

Bay Audiology's transformation story

Bay Audiology won twice at the 2017 TVNZ NZ Marketing Awards. In a nutshell Bay Audiology is a brand leader in the hearing aids…

What's been holding B2B back?

It's been almost a decade since a B2B campaign won gold at the New Zealand Effie awards.  What's been holding B2B back? TRA, in…

The three R’s to insist on when briefing your next campaign.

Don't just listen to us. Listen to the 6,000 kiwis who told us about their favourite ads on TV. The three R's to insist on: Be…

The grammar of brands

We Uber, we Skype, we Google. In a nutshell Brands as verbs speaks to a paradigm shift in the last decade about how people feel about…

Looking back to go forward: marketing’s digital evolution

This is a landmark year in the evolution of digital marketing. In a nutshell We’ve now had a long enough history of digital marketing…

Let's bet on emotion

Article four in a series responding to the ongoing Sharp versus Ritson debate about the value of brand perceptions.  In a nutshell…

Ritson v Sharp: they're both wrong

Article three in a series responding to the ongoing Sharp versus Ritson debate about the value of brand perceptions.  In a nutshell…

A balanced diet of marketing

Article two in a series responding to the ongoing Byron Sharp versus Mark Ritson debate about the value of brand perceptions. In a…

The tyranny of absolutes

Article one in a series responding to the ongoing Byron Sharp versus Mark Ritson debate about the value of brand perceptions. In a…

Building a mental picture of a brand

We still need big ideas in the age of personalisation

The greatest science fiction films all share a common, scary ability to accurately predict consumer behaviour and marketing trends. In…