Antonia Mann

Global cultural currents, local Kiwi codes


Global cultural currents, local Kiwi codes

While New Zealand occupies an isolated corner of the globe, it’s still affected by global cultural changes. TRA New Zealand cultural strategist Antonia Mann explains how to understand New Zealand’s unique emerging identity in relation to universal cultural trends.

AI for an eye

Artificial intelligence, machine learning, wearables, VR and other emerging technologies hold exciting possibilities for the marketing and insights space. In pondering how to pragmatically pursue these possibilities, we should take a humancentric look at how these technologies (and those not even thought of yet) will be integrated into the everyday lives of the people who buy our products. Rather than utilising technology for technology’s sake, consider how we can tap into new behaviours born of technological adoption to make our business insights more meaningful and authentic.