The Experiential Marketing Association of NZ is an incorporated society created to both represent the interests of its members and highlight best practice experiential marketing in NZ and from around the world.
On this site you'll find blogs about local and overseas experiential campaigns and news, case studies of EMANZ members' work, and of course information about EMANZ
itself, including our Code of Practice and how to join the association.
Westfield BrandSpace’s latest MediaGrab is offering five bonus roaming days if you book 10 days of roaming at standard rates ($1,000 per day) in April or May. With numerous fashion events planned for this period in Westfield Malls this could be ideal for some clients. Click here for all the offers and more info.
A few months before setting out on long-distance travels offshore Sophie Pollard has made a shorter trip from College Hill to Eden Terrace. After three and a half years with Proximity Pulse, where she progressed from Account Executive to Senior Event Manager and worked on brands like V, Yellow, Westpac, Visa and more, Sophie has moved to BrandSpanking in a Senior Account Manager role providing maternity cover for Antonia Scott. Before departing on her OE she will be back in familiar territory at Frucor working on the Pepsi Max and Mountain Dew accounts and a variety of other projects.
As part of our ongoing close association with the CAANZ Marcoms Leadership Group we are proud to again announce EMANZ’s sponsorship of this year’s MLG Forum: Re-Imagining PR: How ideas-led PR can help business on March 21 from 1:30pm – 5:00pm at the Rendezvous Hotel in Auckland.
The commercial power of creative PR ideas will be brought to the fore, featuring two internationally award-winning campaigns, including the Cannes 2011 PR Grand Prix winner National Australia Bank’s Break Up campaign and PR Gold Lion winner Bundaberg’s Watermark.
Good experiential isn’t rocket science (although the odd jetpack has been utilised for marketing purposes over the years) but it is a lot more than pretty girls and free product. This article on Chief Marketer makes a number of good recommendations including “you can’t own everything but you’ve got to own something” and “use consumer engagements to drive new consumption occasions”. Click here to read them all.
Haystac New Zealand has announced the launch of Haystac Events, a division dedicated to delivering strategic, creative PR events backed up with a new customised measurement module. Jo Bennett has been appointed to lead Haystac’s new Events Division as Events Director.
With over nine years’ experience in the world of events, Jo comes to Haystac from Brand Spanking, and prior to that she spent several years working as an Account Director on the events team at Mango/DDB Group. During her career so far, Jo has managed significant events on a grand scale for the likes of GlaxoSmithKline, Lion Nathan, ANZ, Air New Zealand and McDonalds.
As we all know, the Rugby World Cup 2011 was a huge event for the experiential marketing industry- with the numerous global sponsors jostling for attention, cut rough, and engagement with the crowds. SublimeNZ had the pleasure of working with two of the primary event sponsors, Heineken and Blackberry, whilst also activating for several other global brands, capitalizing on the crowds during the period.
Hard to know who had the most fun putting this now very famous activation together for Carlsberg – the casting manager, the bikers…
BrandSpanking have made another senior hire with extensive UK experience. Agi Marx, who has stints at top UK experiential & advertising agencies TRO & EURO RSCG KLP and media agency Mindshare to her name, joins the team as an Account Director after spending eight months at Ogilvy in Auckland as a Senior Account Manager on the Pernod Ricard account. BrandSpanking GM Rich Adams, himself a recent arrival to this part of the world after selling out of award winning London agency Sense, is rapt to have her on board – “Agi brings an exciting mix of international experience to the team along with infectious enthusiasm for developing great experiential campaigns. The fact that she speaks fluent Swedish and will be able to poke fun at one of our Director’s often mentioned BA in that very language at Friday drinks is just an added bonus”.
…and drink bottled water!
BrandSpanking’s Rich Adams considers the question of (self-)regulation in light of the ongoing evolution of experiential marketing in the NZ market.
Over the years it’s evolved under many different names – from Field Marketing, Brand Experience and even Experimental Marketing(!) but Experiential Marketing is finally beginning to establish itself as both a name and a discipline in its own right in New Zealand marketing circles.
Many years ago ‘live marketing’ was used to describe anything where you were a little more creative with what your staff were wearing or distributing. Today creative techniques are common place. In fact one of the reasons behind Experiential’s rise is that it allows brands to be more innovative than ever before imagined. As well, the entry of brand agencies with their bigger budgets into Experiential Marketing has seen an increase in creativity.
Consumers themselves have also evolved. We’re constantly subjected to a variety of media channels and marketing methods so that even the most disinterested have become more marketing savvy than ever before. It’s almost at the point where we’ve become immune to all but the most cutting edge campaigns. As a result boundaries are being pushed further and further in the race to devise the most off the wall and elaborate experiences that will create the most cut through.