Page 65 - The EDIT | Q1 2017

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What do you think will be the most exciting development in your market in the next months?
In the last 12 months we’ve had new digital billboards popping up all
over Auckland and it put outdoor into significant growth as a channel. Further expansion is coming. Also,
in 2017 we’re expecting to see more uptake of audio streaming and in car listening options in New Zealand. Kiwis are big radio consumers and we have the most radio stations per capita in the world but this hasn’t yet translated to streaming services, in
a revenue sense anyway. There’s a sense it’s getting to a tipping point.
In your opinion, what categories are doing really interesting communications work right now?
What’s interesting is categories are converging. For example, we have
a telco who has setup their own subscriber content streaming service. So now they’re a content publisher. They’ve done deals with Spotify and partnered with Netflix as well. They’re even using tech to provide an in home digital security system. So they’re in the home alarm business too. Technology has made it possible for tech businesses to diversify and expand
into areas they never had thought possible because they never had the expertise before. But with technology being the great equaliser, they can now play in all sorts of sandpits.
Dallas Gurney SparkPHD, New Zealand
Which clients and brands are standing out at the moment for their thinking in your market?
The very successful Cannes
Outdoor Grand Prix award winning Brewtroleum campaign for beer brand DB Bitter has been followed
up with a campaign inviting Kiwis to save our beaches from unnecessary sand dredging. They are producing
a synthetic sand product out of used beer bottles as a substitute to beach sand. It’s these sorts of campaigns that makes DB so fun to work with, they understand what makes New Zealanders tick, love and embrace creativity and know how to have some fun along the way. As with Brewtroleum, the story has gone international and has been carried by CNN, BBC, New York Times and other global publishers.
Thinking about if there is one very speci c thing about the communication landscape in your market, what would it be?
We’re a small country but we’re not far behind the big bigger markets, especially when it comes to ideas and innovation. Because of our size we can move quickly and are often a test market for clients who want to try something a bit different.
THE EDIT ISSUE 045 | Q41 20176