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Erin McKenzie

Brand

When reflecting the fact that just one in four mergers result in success, TRA’s head of strategy Colleen Ryan told NZ Marketing earlier this year that culture - or two cultures and the failure to leverage the value of two businesses because of cultural differences - is a major culprit of failure.

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New Zealand’s teams in black have long had the ability to unite the nation off the pitch, but how can those fans extend their support to the digital space? When NZ Rugby decided to bring together All Blacks fans in an online hub, DNA put its strategy, branding and digital experience expertise to the test by creating an engaging platform and story to match.

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We're all accustomed to seeing ads between our favourite TV shows. But, in an effort to match its mission, Kiwibank has flipped the script and decided to fund its own TV show. In the lead up to the launch of Mind Over Money with Nigel Latta, a primetime series that explores the psychology of money and aims to help New Zealanders better manage it, we speak to TVNZ about the bank’s pioneering approach.

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Typically, banks put their ads between the TV shows you love. But Kiwibank decided the best approach was to take to primetime and fund a TV show of its own in an effort to educate New Zealanders on how they can improve their money management. We speak to general manager of marketing communications Regan Savage about the thinking behind one of the bank’s biggest, boldest and most innovative marketing initiatives to date.