Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
  • Inspired

Does Brand NZ Need a Makeover?

Damn right. The basics needs to be addressed:

  1. Surges in tourism driven by events like LOTR are short-term. NZ needs to present itself aggressively in key markets as the must visit destination. There needs to be a decision driver (I am amazed how many Aussies are visiting Cuba because they think it is about to change so much once Castro dies – they want to experience the romance before the place gets Americanized).
  2. Fixing the brand means every person (including us who don’t live there) need to take responsibility for the product and get it right. Service is still variable. Attention to detail is missing (why do we think the first thing a visitor should encounter is a duty free liqour store?). NZ’s leadership brands (Air NZ for instance) have done an incredible job of creating positive experiences to be remembered. We need more. Especially in the major cities.
  3. NZ should’t confuse awareness with activation. I’ve yet to meet someone who doesn’t think of NZ as beautiful and full of firendly people. (OK, they might not know where NZ is but that is something to be dealt with later). What they need to be convinced of is that the airlines servicing NZ are amazing and its one sleep away. You can wake up in NZ, in London, In Shanghai – they are all one sleep away.
  4. NZ shouldn’t confuse what is important to tourists with what will motivate them to come. Every NZer should be clear on the motivators so we can communicate them. 
  5. Finally, and this will be as hard as it is contentious, NZ needs to develop a “better together” value proposition with Australia. For so many, the trip downunder is the trip of a lifetime – they do it once. Why should seeing the Great Barrier Reef, Ayers Rock, the Sydney Opera House, Queenstown, Rotorua, Auckland – to name a few, involve a trade-off. Present them as a once-in-a-lifeitme package. You could easily theme them – the wine-lovers could do the Sounds, Barossa, Queenstown and McClaren. You get the idea.

What are your thoughts?

One Response

  1. By Jason on August 4th, 2012 at 2:45 pm

    Excellent question!Lord of the Rings JRR TolkienThe Picture of Dorian Grey Oscar WildeCrime and Punishment Fyodor DostoevskyThe first one bsuecae of the beauty of its language, the thoughtful intent of its creation, and its hopeful message of overcoming adversity, no matter how great. The other two for their insights into the human animal, and their focus on the importance of intrinsic morality rather than extrinsic.

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