Notes from Colenso BBDO - Thanks Wilson

Colenso Full Service  Media Agency

Thinking planners - planning what campaigns are going to be created (strategic planning) Six work at Colenso

Organisers - account service, work with clients to create a brief, such as 18-24 year old males to be the prime market for ice creams  because they 'enjoy eating fatty foods.' These people are known as 'suits' 

Radio campaign was when you had to call into a radio and scream as loud as you could to win Memphis ice creams. 

 Using attractive people to sell products.

Production team are the ones who 'make stuff happen.' 

Creative team are usually thinkers, problem solvers and introverts. Some however are extroverts, and they end up becoming presenters. The producer then steps in to make the ideas happen. 

An appropriate degree is not required to gain employment from Colenso.

'Shop marketing' - when you hand out free samples of food in supermarkets. The pattern of consumer wants is regulated by video cameras, to decide when/how/where to sell a particular product. 

Direct advertising - brochures in mailboxes etc

Designer's job is to take a brief and design it they way they imagine it should be

TV/graphics team's job is to edit commercials (post production)

Colenso were the creative team behind the Tree house yellow pages idea- was to prove that the yellow pages could get any job done. The initial plan was to send a rocket to the moon but the process would have been to complicated. They hired a woman called Tracy who was in charge of the whole process of turning a tree into a restaurant.  Another campaign was the yellow chocolate. Also the Bleeding Billboard, that would bleed when it started to rain. Deadline Couriers blew up a billboard as an advertising stunt.

Things you end up experiencing in advertising are varied. It makes it an industry full of surprises, with a wide range of  experiences.

'V' - 'Ordinary people can do extraordinary things' - this was a campaign which tested the idea that you could play an instrument without touching it. Kinetics were used, in order to allow the instrument to pick up movement to trigger sound.  People were hired, such as the same music producer who works with Lorde. This campaign went viral internationally. Also, to promote the brand,  workers of the brand would do things such as paint a truck green to familiarise society with the brand.

Ads need to capture potential buyer's attention. They can be humourous or unusual, such as the Cadbury gorilla and eyebrows ad, which made the brand distinctive. 

Customers should feel like they have a say when they see an ad. They also need to trust your product and brand. Some trackers track consumers personal preferences, such as sexuality, tastes, 'Trial by Timeline' this got picked up by foreign blogs in Germany and Brazil which made it go viral. 

If campaigns are successful, they will most likely be entered into NZ awards. Colenso aim to enter the awards every year. 

Pedigree released a campaign which allowed people to watch two completely different movies at the same time. The cinema took over 80% of movie sales at the time. The movie followed the struggles of a sick dog. The lens of the glasses were altered, as opposed to 3 D glasses

Advertising Exam - what should I write?

How should I write my advertising exam?

Pick an area of advertising you have studied and you are comfortable with but the exam could ask you anything!

You should concentrate on:  technology, audiences, organization of advertising industry, regulation/control in the industry. I would revise all of these areas.

1)   Start by discussing the advertising industry in New Zealand. Different types of agencies and statistics. Key quotations from the advertising industry are very important – look at industry notes.

2)   Discuss how advertising agencies in New Zealand are organized, relating to key ideas of agencies in New Zealand.

3)  A paragraph on a particular company and campaign(s) – what happened, key statistics, audience, etc.

4)   A paragraph on a particular company and campaign(s) – what happened, key statistics, audience, etc.

5)   A paragraph on a particular company and campaign(s) – what happened, key statistics, audience, etc.

6)   A paragraph on how companies/campaigns have evolved using specific examples.

7)   A conclusion which discusses the industry in New Zealand going forward – what is the future? For audiences, for companies and for ownership, etc? 

ADVERTISING EXAM - Revision

Hi all,

For the advertising exam I've uploaded links to sample assessments - it is up to you to look at them. 

For the exam, I would expect revision from your presentation, advertising company notes and key terms on the following:

1) Advertising industry in New Zealand and specific companies, etc.

2) How the ad industry is organised and how it is organized, etc. 

3) How the ad industry is regulated and controlled

4) Technology in the industry

5) Audiences in the ad industry

6) The future of the ad industry

DDB Notes

DDB

Scott Wallace – 13 years partner share holder.

Went to AUT and did an advertising and marketing degree.

·      Daughter has bachelor arts degree at melborne uni, now doing film and tv production at RMLT

·      Guy Wallace- Sydney Uni doing BCOM

Originallly just advertising

·      Communactions group

·      Media companies dynamo, spark,

·      PR Company

·      Rap tribal – custormer relations ( direct mail)

·      Interbrand, designers

·       

Television add for bigmac now invlolve them

“you’ve got to engage with people more and involve them”

McDonalds Promotion

·      “Bigmac chant”

Television Commercial Processes

·      people no longer watch tv and just sit down with there parents, need to think about how beter reach clientle

·      TVNZ ondemand, Facebook, Social Media, 4-8 hours online

Clients

·      Lion, VW, still – clients

·      Sit down with client, they give brief on what they want to hapeen in the market next year, four weeks for company to work on a recommendation, multi dementional ways to reach the target audience, individual targeting , wer are all different and consuming differnent things.

Stienlarger Pure

·      Slienlarger pure, Harvey Keitel – New Zealand is so pure, objuection to nuclear testing, nz is a great country we say no to things like aditives oin out beer.

·      William Defoe, Vincent Gellar

·      Decided that we didn’t need Americans telling how good we are, no linger neee American endorsement.

·      Kiwi Comercial endorsement – Storyboarded television commercial

·      One- Brett McKenzie, shows how Brett stays true to themselves, offering various bribes, Wanaka, limmo, called his mum, out to dinner, beer, holidays, to be on the add but he is refusing, limmo passes brett at traffic lights, staying ture respect that, no addidves, no preservitives, we respect that.

·      Legal situation can they use a guy without his permission even though he isn’t in the add it is about him.

·      Two – This Land – journey to a brave new land , man foretelling the future of the land , as they journey to NZ, traveling to a pure land, joking about cat videos, nuclear free to get fb likes, waka lands time shifts to present day, we are better than that, focus on the hobbit, kiwi things, like sheep bunjy jumping, as he enters the bar he is handed a beer, and toasts to the future of pure NZ, keep it pure stienlarger.

·      Three Taika, similar to harvry kaitell but of director of boy, is it worth me telling you how good we are, walks past set backdrops and a hobbit, walks in to a comple Bollywood dance, or I can create a gritty local film, recent triumphs talking about Oscars, rugby world cup, discussing about how when things are this good you don’t need to shout about it – keep it pure.

·      Two groups of eight people and showed them the boards and the sound track as a focus group – Brett Mckenzie, thought it was a bit complex, strange that you were promoting the fact that you said no. Waka- liked the observational humor, issues around the link between maori culture and drinking, linking beer with boating, safety warrriors in life jackets. Taika Waitiki, father in boy, and was highest respected add, wanted to direct it himself, a bit waky, cost was a 980,000$$$$ feature cost 180,000$$ had to go to Hollywood for a week to shoot it. Six moths to film, research, ideas, refined, organised, planning, editing. Women in the end, worried about taking the piss about climbing mt Everest first. wasn’t happy about having a woman in the end of the commercial, also taking a serious brand to a light hearted one. Maori culture , opening yourself up to criticism from cultural outlets.

Stienlarger Rugby world cup add

·      Saving the beer for the next time we won the rugby world cup.

·      Specialty can, preserving the kiwi beer for generations, supreme gold effectiveness ward in cann, that sold 4.5 million cans, 10 million dollars profit from the add alone. Liked how the beer is shown all the way throughout, Heineken sponsor of cup, all blacks sponsored by stienlarger. Every inch of clothing was approved , none of it branded clothing, or authentic all black gear. Heros of the young – not aloud to promote all blacks in association with beer. Challenged legally by Hienekin. White can of beer became a symbol of hope in the all blacks. People are saving a white can for the next rugby world cup. Print media, newspapers, online. Overnight sensation, bars wanting to stock the white can.

·      Been with DDB since 2011.

·      Beer is declining 3% per annum, drinking RTDs and Wine than beer, young guys drink beer, but now it has changed.

·      Rules around advertising alcohol, rules and regulations very strict.

Stihl chainsaw add

·      Chapter One -Father dying, “take care of your mother” “he said I can have his chainsaw”. Most complained about add 2009. Trying to sell chainsaws, to other people rather than just professionals, spend the extra money and justify spending a lot of money (850$) on a chainsaw. It is worth it and “ as stihl chainsaw will last you a life time", family earloom chainsaw.

·      Chapter 2 – Travels through certin death to get this chainsaw to borrow it of his brother so that he can have it after his father passed away – people are waiting for the next instalment. What cant you touch on with chainsaws? No you need to be aware that when you show it being used and how it is being used in a safe way- if they were showing it being used , gloves, eyeware, leggings.

·      Retail catalouges, radio, PR, events, chainsaw safety awareness.

VW Add

·      Traveling in there VWs to buy milk “we are all the same.. but different” 560,000 plus more to put it on Tv. Client didn’t like it, commercial for milk or tea not cars, tells a story, people will remember the story. Why would they need to commit this amount of money, wanted to breaking into the New Zealand market want to compete with Toyota, Holden, want to connect with NZ and how the live there lives, using a vw to do an every day thing.

·      Looks expensive to buy and service. The wedding day, father of the bride is sad because with the same amount od money he could have brought a VW-  VW and Wedding same price.

·      VW ute, what would a European car know about making a NZ Ute?

·      2 litre Ute engine, need to convince that the car has some guts. High performance, low consumption.  Connection with nz by talking about velocity and car performance.

Lotto Ad

·      come on Wilson we are going home, dog traveling to return his lotto ticket to his master. What would you do?  Three dogs used to film commercial.

Technological change in industry.

·      Internet has changed the industry, facebook pages, for beer, building up a fan base and keeping a brand interesting and updated.

·      Participants from social media groups are important.

·      2-4 weeks to generate ideas.

How do you make your money?

·      Not from makin the comerical but from the set amount that they are paid every year ( retainer) change in the industry, you would get paid commission from the media.

·      If the add becomes successful they get good press and get more clients, reputation is improved. Always trying to get new clients

Probono Ads

·      Generating there own publicity, public embrace the add and embrace it as there own.

Big Clients

·      McDonalds,

·      Warehouse

·      Sky TV

·      VW

·      Westpac

·      Lotto

·      Cadbury

·      Stihl

·      Lion

·      Lindour

·      Mobile

·      Just lost AMI

·      In talks with Air New Zealand

·       

Make Staff Famous, and want to be there, poaching is a common practice.

·      Day off on birthday

·      Duvet Day

·      Nov Feb, can go at 4pm

·      Food breakfast avalible

·      Tea, Coffee

·      Fully stocked bar

·      Social activity

·      8am -6pm

·       

What would you do it you came straight out of uni?

·      Have a team and team leader, and a mentor, have free reign.

·      Looking for enthusiastic, colourful, out going, will do anything.

·      Grunt work included.

·      Expected to work exceptionally hard

·      CV Presentation very Important.

·      First impression important.

·      Oven Mitts – too hot to handle attached to CV

·       

Important Resources - Sample Papers, Moderator Reports, etc

http://www.nzqa.govt.nz/qualifications-standards/qualifications/ncea/subjects/media-studies/sample-external-assessments/level-3/

Moderator Reports (very important) please look at external reports:

http://www.nzqa.govt.nz/ncea/assessment/search.do?query=Media+Studies&view=reports&level=03

ADVERTISING ESSAY

ADVERTISING INDUSTRY

Discuss how meeting the needs of an audience is important to the success of advertising companies in New Zealand. 

The New Zealand advertising industry is generally made up of full service agencies, small boutique agencies, and in-house advertising departments. Full service agencies are involved in all aspects of advertising, boutiques offer more specialized niche services, and in-house departments are attached to individual companies.  Each serves the demands and needs of particular audiences and brands. Many factors affect the advertising industry - for example money, client requirements, and cultural trends. Advertising is a fast-growing and dynamic industry. New Zealand advertising agencies are winning global recognition for their originality and effectiveness. To remain relevant and impactful, advertising agencies are seeking to reach audiences more directly. From 2010 to 2012 there has been an 42.2 per cent increase in the industry turnover of interactive adverts (ASA report, website). Amanda Cater, the media director of SparkPHD (a full-service agency with a staff of eighty-five established in 1999, winner of agency of the year in 2012) stated, ‘we are in a world of multi-screen users’ and that companies must be more unique and original in reaching consumers.

Many factors shape the target audience of advertisements. Agencies will often arrange focus groups to determine the composition and tastes of their target audience. Cater sees the agency’s job as partly a balancing act, ‘trying to establish how people consume media in their own environment’. In the focus group the agency is able to gain an understanding of the psychographic and demographic profile of their audience. Establishing an audience is central to the success of an advertising campaign. For example, SparkPHD organized focus groups for one of their biggest clients, Lynx (a brand of male grooming products owned by Unilever).  They can then determine strategies for this already well-established product to gain more publicity. In 2013 SparkPHD oversaw the launch of the ‘Lynx Apollo’ campaign in New Zealand. This was part of a global competition where Lynx users could enter a competition to win a place at a space training program through a website. This encourages brand interactivity. Through the focus group, SparkPHD were able to gain an understanding of who was likely to sign up so they could more effectively target them. SparkPHD have been involved in other creative campaigns. For example, they arranged a billboard for the release of a new variety of Surf washing powder where customers could smell the new scent as they walked through Westfield Malls in Auckland. One of the most successful ice cream advertising campaigns in New Zealand was SparkPHD’s launch of the Magnum Sandwich. The agency were quick to establish the brand was targeted towards ‘Generation Y’ pleasure seekers who saw being famous as one of their key ambitions. Their PR Department arranged a ‘Red Carpet’ experience at the New Zealand Music Awards. The winner was announced live on the youth-orientated television channel C4. The key to the success of the campaign was it ability to reach audiences through a unique experience. The success of this advertising and public relations campaign saw the Magnum Sandwich outsell other ice cream products in both November and December in 2010.

Another successful full-service agency operating in New Zealand are DraftFCB (winners of agency of the year in 2008 and 2010). They are the second largest agency in New Zealand and have 210 full-time staff. With over 110 offices worldwide their range of clients includes: Vodafone, ANZ, Air New Zealand, BMW, Kellogg’s, Nivea, and the New Zealand Women’s Weekly. Toby Sellers, a ‘suit’ (director) at DraftFCB describes the company as ‘an Agency of Change’. DraftFCB has been able to connect to audiences through Kiwi cultural codes. Sellers describes the freedom and accessibility of New Zealand culture as very different to Australia. DraftFCB’s recent campaign for Mitre 10 (a major home-improvement store who have been a client for thirty years) draws on this. A well known New Zealand company DRAFT FCB has been advertising for 30 years is Mitre 10. The theme was, ‘DIY is in our DNA’. It became the company’s most successful and well-known commercial. It focuses on a Kiwi approach emphasizing inventiveness and a can-do ethos.  This ‘Number 8 wire’ mentality is quintessential to Kiwi culture and the self-image of Mitre 10’s target audience. 

Starseed is a specialist Auckland-based all female public relations agency. The key to the company’s success is stunt work, interaction with audience partition, and left-of-centre public relations. Starseed establishes how newsworthy potential stunts are and if they will be uploaded to shared media platforms. Recognizing the ongoing audience shift towards online media, Starseed have had to establish how ‘social media trends (are) applied quickly to (brands)’ as Karen Maurice O’Leary, the Managing Director of Starseed states. An example of using social media trends was their campaign for Number One Shoes. Karen was quick to decide that a stunt would be an effective way to open the new season for the store. The theme was the question of what happened to shoes after being used on the catwalk. Starseed offered members of the public the opportunity to win fifty free pairs of catwalk shoes by standing on the sidewalk. Using Instagram and Twitter they managed to reach 800,000 New Zealand women with the hashtag ‘#fromcatwalktosidewalk’. This generated 172 news articles in total and established Number One Shoes as a fresh and major brand. The campaign can now be found on Trendhunter. 

Within any successful campaign there must be control and regulation. The Advertising Standards Authority (ASA) is recognized as the principal regulator for adverts in New Zealand. The ASA’s prime focus is to self-regulate advertisements in New Zealand. It is free to file a public complaint against advertisements in New Zealand. The ASA is key to the success or failure of a campaign. If the complaint is upheld then the advertiser and the agency are requested to withdraw the advertisement. The ASA writes the codes, Therapeutic Advertising Pre-Vetting System (‘TAPS’), and Liquor Advertising Pre-vetting System (‘LAPS’) for all advertising in New Zealand. These systems allow control over what advertising agencies do but can often pose challenges to advertising campaigns. For example, Tui Beer’s controversial billboard bearing the slogan ‘Let’s take a moment this Christmas to think about Christ. Yeah Right’. Comments through the ASA can often draw negative attention to the company and to the brand. As the New Zealand advertising industry, advertising agencies generally comply to these rules to avoid offense. 

The future of the advertising industry relies heavily on market force, brand loyalty, and technology. The recession in New Zealand and the greater challenge to reach audiences has resulted in clients demanding cheaper forms of advertising. This cheaper form of advertising can be seen as going from ‘above’ to ‘below the line’. Below the line advertising can be considered as 360° advertising, viral advertising, events, pop-ups, and PPC (pay per click). This demonstrates that agencies do not need to have larger budgets but better and more creative ideas to be successful. The Number One Shoes campaign by Starseed, mentioned above, only cost $30,000 and was a major success. 

The New Zealand audience is a fragmented one. Advertising and public relations agencies are quick to realize that not every story or campaign will be picked up on the morning news. The digital planning department at SparkPHD determined that audiences in New Zealand are now consuming traditional mediums in different ways  -such as the TVNZ app. Other mediums have cropped up in New Zealand like the free music service Spotify. The advertising industry now understands that audiences want to be connected and watch what they want and in whatever way they want to do it.  They must then change their strategies to achieve success.

An advertising agency must recognize the industry is fluid and adaptable. Changes are necessary in order to meet the needs of the consumer. Companies increasingly demand innovation to ensure they maintain relevance, brand recognition, market share. As a consequence there is a greater range of advertising modes (from the internet to texting to laser projections and the Yellow Pages tree house restaurant!). Advertising companies are keeping up to date with consumers and adapting to the ever-changing demands of New Zealand cultural tastes. Understanding the audience is vital to the evolution of a company as they must tailor their strategies and campaigns in order to ensure that they reach them.