Air New Zealand Gets My Vote in the Safety Video Wars

When it comes to grabbing headlines and remaining topical, the aviation industry never disappoints. Between arguing their case for ongoing fuel surcharges, to the spat between American and Middle Eastern airlines, or the devaluation of popular frequent flyer programs, there’s no chance of a dull moment. As an intrepid traveller, flying is right up there among…

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Sight and Sound. A Marriage Made in Heaven

It would be impossible to deny the emotive qualities of music. At a time when a lot has been said about how brands must strive to create emotional connections, I can’t think of a more powerful way to connect with consumers to further enhance a story. The history of brand advertising is scattered with examples of…

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Going Beyond Business As Usual

Corporate social responsibility (CSR) is often interpreted as a cynical marketing ploy adopted by brands as a means to amass positive PR through promoting philanthropic efforts, sustainable business practices, and/or environmental awareness programs. But every now and then, you come across an example of genuine good that shakes your inner cynic to the core. I…

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A Step Closer to a Contactless World?

The relentless growth of mobile has helped reinvent consumer engagement in ways that up until a few years ago, would seem unfathomable. We now get our daily fix of news, access information, watch videos, complain to customer services, and pretty much buy anything we want with a few simple gestures on a device. The seemingly…

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In Pursuit of an ideal Self

As marketers, we relentlessly focus on putting forward the best public image of the brands we represent. We attempt to attract consumers by pitching the virtues of an ideal, must-have solution that taps in to vulnerabilities. We pitch these products as the be-all, end-all answer to our needs i.e. the ideal home, or the ideal…

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