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Erin McKenzie

Searching for the win-win-win: how Kiwibank’s modern marketing is good for the viewer, good for the brand and good for the broadcaster

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Searching for the win-win-win: how Kiwibank’s modern marketing is good for the viewer, good for the brand and good for the broadcaster

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. 

Investment

With NZME listing on the stock market at the end of June, it made its brand available to investors. In doing so, it has pitted itself against not only local but international media companies. So how does NZME stand up against other investment opportunities? Well to answer that question, we first need to look at what a media company is.