
Beyond the Game – Creative Ways to Activate Your Brand for the Next Generation of Fans
Even if you’re not into sports, you’ll have heard of Kiwi basketball star Steven Adams or the hugely successful KFC Gravy Train campaign. So, as a marketer, what can you learn from some of the most talked-about brand activations last year, and how can you apply these lessons to your work?
Find out at this Brainy Breakfast with three powerhouse case studies!
- NZ Marketer of the Year Frankie Coulter shows how Steven Adams breathed new life into the Meadow Fresh brand as part of a wider overhaul of Goodman Fielder’s marketing strategy.
- Ally Young takes us behind the scenes of Spark Game Arena Live 2024 - NZ’s Ultimate Gaming Festival with multiple esports tournament stages, live broadcasts, sponsor activations, industry talks, influencers, VIP zones, and more!
- Susannah Winger showcases how One New Zealand's long-standing partnership with the Warriors builds deep community ties, celebrates fans, and brings the brand to life through bold, visible, and lasting experiences.
Haven't been to our Brainy Breakfast event before? This is what you get for your ticket:
- Opportunity to network with fellow marketers
- A delicious breakfast + Barista Coffee
- Loads of inspiration and actionable tips
- Marketing insights from leading NZ brands and experts
Sponsored by
Pricing
Members: $99 + GST
Non-members: $149 + GST
Product Details
Date:
30/04/25
Time:
7:00am - 9:30am
Event Location:
Auckland
Venue Name:
The Maritime Room
Venue Address:
Princes Wharf, Auckland CBD, Auckland 1010
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Brainy Breakfast 2025 / Auckland
Beyond the Game – Creative Ways to Activate Your Brand for the Next Generation of Fans
30/04/2025
7:00am - 9:30am
Auckland

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Case Studies:
We have invited TBWA’s Catherine Harris to set the scene for this Brainy Breakfast before we dive into the three case study examples.
She will share a few key findings from their recent Future of Sport report to highlight how sport has helped brands achieve greater cultural relevance than ever before.
She will discuss how live events, fandoms, content and communities are playing bigger and bigger roles for brands and how brands can authentically leverage already-existing sport fandoms, be part of the conversations, and build long-term loyalty.
NZ Marketer of the Year 2024, Frankie Coulter, and Goodman Fielder Head of Dairy Marketing, Jen Jones, join us to show how Kiwi NBA star Steven Adams has helped Meadow Fresh build a beachhead in a market dominated by a fantastic single major competitor.
Frankie & Jen will discuss:
- Breathing fresh life into an iconic brand.
- How they identified opportunities to differentiate their product.
- Validating the product concept and branding to align with customer preferences.
- How the high-profile partnership fits into a wider overhaul of Goodman Fielder’s marketing strategy.
- “That’s Nice Milk” - Giving back by supporting the Steven Adams Basketball Camps for kids.
Co-Presented by
Frankie Coulter, CMO: Head of Retails Marketing & Category NZ, Goodman Fielder
Jen Jones, Head of Marketing & Category - Dairy Portfolio, Goodman Fielder
Three years ago, Spark NZ identified gaming as one of the ways for them to demonstrate the strength of their network and connect with a new generation of customers. With 79% of Kiwis identifying as gamers, and gaming absolutely blitzing everything when it comes to brand uplift, attribution, and attention measurements, this is an important space for brands to be in.
The result: Spark Game Arena Live brought thousands of gamers together in September 2024 and set a benchmark for gaming festivals globally by turning the festival itself into a fully immersive gaming experience.
- Why Spark NZ decided to play in this space
- Redefining what a gaming festival can be – how thinking differently helped elevate the whole experience and outcomes for Spark NZ
- How brands can use events and activations to make their mark
- How to show up as a brand in gaming – the opportunities for Kiwi brands
- What we learnt from Spark Game Arena Live, and what’s next
Fireside Chat with
Ally Young, Spark Game Arena Lead, Spark New Zealand
The partnership between the Warriors and One New Zealand has stood for over a quarter of a century and has made the two brands synonymous with each other. Much more than a logo or a name, One NZ embeds itself into the identity of the Warriors, intertwining its brand with the Warriors' community - fostering a deep connection with fans, young and old alike.
For One New Zealand, it’s a way of showing Kiwi a bit about who they are as a business by who they support. It’s about building a community and legacy together and working with the Warriors to create memorable moments for fans.
- Simplifying our strategy and focussing on doing fewer, bigger, better.
- Making the fans the star of the show: Celebrating everything that makes them the greatest
- How we’re bringing the partnership to life: One Big Fan, Viva Wahs Vegas, One NZ Home Base, 2024 Heritage Jersey
- Enhancing brand visibility through a strong social media presence
- Beyond the digital engagement: creating fan experiences to reinforce brand alignment
- Continuing the momentum: what’s next for the partnership?
Presented by
Susannah Winger, Head of Brand & Loyalty, One New Zealand
Speakers











Ally Young
Spark Game Arena Lead
Spark New Zealand
About Ally
Ally currently leads the gaming brand Spark Game Arena, after previously leading Spark’s low-cost brand Skinny for almost a decade, driving profitability and sustained growth. Her work has earned major accolades including a Global Grand Effie (2022), 11 Cannes Lions (2023), and WARC’s #1 Global Media Campaign (2024).
With a BSc in Sport Science, her early career spanned across NZ, UK & US in sports marketing with Blueseventy and Nuun Hydration, working with brands like Microsoft & Lifetime Fitness. A pivot to tech at Vodafone ignited her passion, leading to senior brand roles at Spark.
Named NZ’s Most Effective Marketer (2022) and awarded the global One Show CMO Pencil (2023), Ally credits her success to strong internal & agency partnerships and a relentless drive for brand effectiveness.

Frankie Coulter
CMO: Head of Retail Marketing & Category NZ
Goodman Fielder
About Frankie
Frankie Coulter serves as the Chief Marketing Officer and Head of Growth Marketing & Category for Goodman Fielder in New Zealand. Recognised for his impactful leadership in marketing, Frankie was awarded the 2024 Marketer of the Year at the NZ Marketing Awards, highlighting his success in upskilling his team and fostering innovative campaigns that have significantly boosted brand engagement and growth.
His work with Goodman Fielder, a leader in food manufacturing with iconic brands like Meadow Fresh and Vogel's, underscores his role in enhancing the company's market presence and strategic growth initiatives.

Jen Jones
Head of Marketing & Category - Dairy Portfolio
Goodman Fielder
About Jen
Jen looks after portfolio and brand strategy for the milk and beverage categories at Goodman Fielder, where she is creating 3-year growth strategies for Meadow Fresh and Puhoi Valley brands.
She’s a commercial, results orientated marketeer with strong communication skills and a background in business development including territory management.
Her experience includes international brand and shopper marketing experience in UK with GSK and Rescue Remedy.

Susannah Winger
Head of Brand & Loyalty
One New Zealand
About Susannah
Susannah was instrumental in guiding Vodafone’s evolution into One New Zealand, leading the team at the heart of one of the country’s most significant brand transformations. With over two decades of experience in brand and marketing—half of that immersed in the fast-moving world of telecommunications and digital services—she brings a sharp strategic lens and deep industry expertise. Susannah is known for building high-performing teams and cultivating a values-led culture where people thrive. She’s a firm believer that long-term success starts with a relentless focus on the customer.

Catherine Harris
CEO
TBWA\Group NZ
Your Host & MC
About Caterine
Over the past 15 years, Catherine has led high-profile local, regional and global accounts in New Zealand, the UK and Australia. She has delivered highly effective, innovative and award-winning work across the Automotive, Spirits, Banking, FMCG, Services, Retail, Transport and Electronics sectors. She has a wholly integrated perspective on marketing with experience beyond advertising, including leading digital business, PR roles and in-house media and customer marketing solutions. In her most recent transformation role, Catherine focussed on how agencies and talent can transform to better capitalize on the role of creativity to improve outcomes influenced by technology.
Catherine has returned to the Disruption Company, where she spent seven years in London to transform the local New Zealand agency.
The power of creativity to drive innovation, the new frontiers opened up by digital and data and the personal development of our people drive her continued passion for her role at TBWA.