Sport is a cultural touchstone in Aotearoa, uniting audiences across demographics. As such it provides a natural lens to explore broader media trends: technology shifts, audience expectations, and advertising opportunities.

CEO Jodi O’Donnell joins us at Marketing South to discuss global examples like FIFA alongside TVNZ’s local strategy to showcase the importance of delivering quality, culturally relevant content that resonates with audiences.

Jodi will examine the balance between pay TV and free-to-air platforms, and look ahead to innovations in audience measurement, such as co-viewing modelling, which offers advertisers more refined insights into hard-to-reach audiences like sports fans.

Key takeaways for marketers:

• How free-to-air sport builds inclusivity and shared national moments that advertisers can align with.
• Insights into audience behaviour across platforms, with sport as a case study in loyalty and engagement.
• New metrics for marketers: Beyond reach and frequency - how to measure attention, engagement, and cultural impact.
• How co-viewing models reveal hidden opportunities in hard-to-reach demographics.
• Strategies to better refine media investments and maximise ROI through richer audience insights.

Marketers will leave with actionable ideas on how to align brands with trusted, culturally relevant content.

We are celebrating marketing magic on the mainland with an engaging panel of experienced marketers, PR professionals and creatives. Each of them contributes significantly to their fields: education, food innovation, creative innovation and destination marketing.

You’ll hear fun anecdotes about pitching or launching campaigns with a uniquely South Island flavour, their favourite examples of iconic local marketing moments, and the most South Island thing they’ve ever had to explain to a client or colleague in Auckland!

Find out what makes them excited and proud to be part of the mainland marketing community right now, what they’ll be focused on over the next 12-24 months, and the distinctive opportunities they see for the South Island as an unstoppable engine of business, innovation and creativity.

Don’t miss this honest, fun and fast-paced discussion!

• Is the South Island punching above its weight in 2025?
• What do South Island marketers and brands bring to the table?
• Perception vs reality: what’s the difference between how we see ourselves and how the rest of the country sees us?
• How can we highlight and celebrate local pride and storytelling on the national and global stage?
• What’s unique about building brands and campaigns from Dunedin, Christchurch, Mosgiel, Nelson or Queenstown?
• How do we foster creativity and innovation in the South?
• Advice for the next generation of South Island marketers and creatives.

About Hone 

For the past decade, Hone has held senior positions in the higher education sector and prior to this, marketing management roles in media and broadcasting organisations in New Zealand and Australia. Hone has a business degree from AUT and an MBA from the University of Auckland. 

He has worked extensively in marketing and communication, strategy, stakeholder engagement and community partnerships.

Co-presenting with Nikki Rogers

AI is no longer the future - it’s the now. Don’t miss this wake-up call from Caroline Rainsford, Country Manager and Nikki Rogers, Partner Lead at Google NZ, who take the stage to unpack how AI is fundamentally transforming the way we search, shop, create, and connect - and what it all means for marketers.

Caroline and Nikki will show how today’s customers are no longer just typing into search bars - they’re using voice, image, video and interactive tools like Google Lens and Circle to Search to engage in richer, more complex ways. They’ll share powerful insights into Google’s AI Mode and AI Overviews, and how they enable agentic customer experiences - where AI doesn’t just recommend but acts on behalf of users.

Drawing from real-world use cases, emerging trends, and Google’s own research, Caroline and Nikki will discuss why marketers need to start thinking differently about their strategies to leverage these new capabilities.

• How your brand can stay relevant, discoverable, and profitable in this new era
• How to prepare for agentic AI and embrace multimodal search
• Why this isn’t just about cool tech but transformational for ROI and business growth.
• AI Mode - Google’s most powerful AI search ever.

About Caroline

Caroline assumed the role of Country Director for Google New Zealand in 2017, and in this role she is responsible for driving Google’s overall business operation and is focussed on helping NZ businesses grow and transform in the digital age.

Prior to joining Google, Caroline served as Marketing and Product Director for Latitude NZ (previously GE Capital) as well as Brand Director for their broader AU/NZ region. Before her return to New Zealand in 2013, Caroline worked as the Regional Marketing Director for Philips Royal Electronics across the Middle East, Turkey and Africa.

When she's not helping customers, Caroline spends her time chasing two young children around the parks and beaches of Auckland. She also loves tennis and is an enthusiastic skier.

How do you drive guest engagement, boost sales, and grow loyalty - after the peak ski season ends? NZSki flipped a late-season challenge into a creative marketing win with the Spring Shred Challenge - a gamified, loyalty-driven campaign that delivered big results on a tight budget.

In this session, the team behind NZSki’s will share how they reimagined spring skiing across Coronet Peak, The Remarkables, and Mt Hutt with distinctive brand strategies, and smart use of data and incentives. Don’t miss this fantastic South Island campaign – finalists for the 2025 YouTube NZ Marketing Awards 2025.

What you'll learn:

• How gamification can increase frequency, loyalty, and guest spend
• Turning spring pass sales around - even after a price increase
• Building brand love through surprise-and-delight moments
• Growing your database with opt-in value exchanges
• Executing a high-impact, low-budget campaign with a small in-house team.

About Ella

Ella Spittle is the CRM Lead at NZSki, responsible for driving digital engagement and guest loyalty across Coronet Peak, The Remarkables, and Mt Hutt. She combines customer-first marketing with automation and data‑driven campaign expertise.

A certified Braze Digital Strategist and Technical Architect, Ella led the platform’s integration into NZSki’s tech stack last year. Her work powered campaigns recognised as a finalist at the 2025 YouTube NZ Marketing Awards - including “Spring Shred Challenge”- and elevated CRM through personalised, omnichannel experiences.

In 2019, she was named the Go with Tourism Rising Star by the Tourism Export Council of New Zealand for her impact on tourism marketing.

From weekly flavour drops to user-generated content that outshines polished campaigns, Dr Bugs has transformed from a local snack brand into scroll-stopping social media superstar!

Expect plenty of laughs, real-world tips, and ideas you can steal for your own brand, when Reuben Posthuma, Dr Bugs’ Sales & Marketing Manager takes to the stage to share the playful, practical strategies behind their marketing glow-up. Find out what it’s taken to ramp up visibility and talkability, how energy beats polish, why scarcity sells, and the impact of smart ads on small budgets.

Reuben will discuss:

• What we changed, and what’s working
• Start with marketing – and let the business follow
• Creating moments – how Dr Bugs keep followers excited

About Reuben

Reuben Posthuma heads up sales and marketing at Dr Bugs Popcorn, New Zealand's original gourmet popcorn brand. He's obsessed with growing the brand's supermarket presence and figuring out what actually makes premium products stick in shoppers' baskets.

Starting out as a software developer, Reuben has never lost his systems-obsessed mindset, bringing that builder's approach to ecommerce, digital marketing, and email tactics as he hunts for smarter processes and genuine ways to connect with customers. As fascinated by the messy realities of merchandising and ecom as he is by marketing strategy, he takes a practical approach to how brands actually grow. Outside work he's usually wrangling two young kids, building productivity systems that work for neurodivergent brains, or sneaking in a run when the chaos allows.

As AI fundamentally reshapes how customers discover and engage with brands, traditional metrics like traffic and CTR are becoming dangerously misleading. This 30-minute session reveals why close to a whopping 80% of your customers may be making decisions without ever visiting your website - and introduces the new metrics that actually drive business growth: AI visibility scores, trust velocity, and intent density.

Beyond the why, you'll get to see what an MVP measurement system in the AI era looks like using tools you likely already have. Santosh will take us through the process CMOs and marketing managers can use to explain to their C-suite why traffic is down but quality is up, and how to measure what truly matters in 2025's AI-disrupted landscape.

You won’t want to miss this practical, hands-on session on marketing measurement in the zero-click era.

About Santosh

Santosh is the CEO of Ridiculous Digital, Ōtautahi's beloved and 'ridiculously' technically advanced digital agency building rocket ships for Aoteroa's businesses and organisations. A strategist, entrepreneur, and aircraft design engineer turned digital strategist, Santosh has been in marketing, tech, digital, and advertising for over 16 years. His agency, Ridiculous, was one of the fastest in New Zealand to achieve Google Partner status and manages digital and AI strategy and execution for some of New Zealand’s most respected organisations, businesses, and institutions.

A sought-after speaker who's presented at the Marketing Association's Brainy Breakfasts and Digital Day Out Conference, and other international conferences in the past, Santosh tackles marketing's tough questions in his LinkedIn posts. He has a knack for explaining complicated concepts to people in a way that they come out of the 'too-hard' basket. When he is not in front of a screen, or knee deep in strategy, he is either paragliding, motorcycling, or serving his two Burmese feline masters!

Co-presenting with Caroline Rainsford

AI is no longer the future - it’s the now. Don’t miss this wake-up call from Caroline Rainsford, Country Manager and Nikki Rogers, Partner Lead at Google NZ, who take the stage to unpack how AI is fundamentally transforming the way we search, shop, create, and connect - and what it all means for marketers.

Caroline and Nikki will show how today’s customers are no longer just typing into search bars - they’re using voice, image, video and interactive tools like Google Lens and Circle to Search to engage in richer, more complex ways. They’ll share powerful insights into Google’s AI Mode and AI Overviews, and how they enable agentic customer experiences - where AI doesn’t just recommend but acts on behalf of users.

Drawing from real-world use cases, emerging trends, and Google’s own research, Caroline and Nikki will discuss why marketers need to start thinking differently about their strategies to leverage these new capabilities.

• How your brand can stay relevant, discoverable, and profitable in this new era
• How to prepare for agentic AI and embrace multimodal search
• Why this isn’t just about cool tech but transformational for ROI and business growth.
• AI Mode - Google’s most powerful AI search ever.

We are celebrating marketing magic on the mainland with an engaging panel of experienced marketers, PR professionals and creatives. Each of them contributes significantly to their fields: education, food innovation, creative innovation and destination marketing.

You’ll hear fun anecdotes about pitching or launching campaigns with a uniquely South Island flavour, their favourite examples of iconic local marketing moments, and the most South Island thing they’ve ever had to explain to a client or colleague in Auckland!

Find out what makes them excited and proud to be part of the mainland marketing community right now, what they’ll be focused on over the next 12-24 months, and the distinctive opportunities they see for the South Island as an unstoppable engine of business, innovation and creativity.

Don’t miss this honest, fun and fast-paced discussion!

• Is the South Island punching above its weight in 2025?
• What do South Island marketers and brands bring to the table?
• Perception vs reality: what’s the difference between how we see ourselves and how the rest of the country sees us?
• How can we highlight and celebrate local pride and storytelling on the national and global stage?
• What’s unique about building brands and campaigns from Dunedin, Christchurch, Mosgiel, Nelson or Queenstown?
• How do we foster creativity and innovation in the South?
• Advice for the next generation of South Island marketers and creatives.

About Bernadette 

With over 20 years’ experience in marketing, Bernadette had the privilege of working with some of the world’s most recognised brands as well as leading New Zealand businesses.

Bernadette's career has taken her across a wide range of industries from FMCG, agriculture and foodservice, to pharmaceuticals, education and professional services, giving her a broad perspective on how to build brands that truly connect with people.

She started out “cutting her teeth” on household names like Gillette, Braun, Oral-B and 3M, which gave her a solid grounding in consumer marketing and brand management. Since then, Bernadette has held senior leadership roles including Global Foodservice and Corporate Brand Marketing Manager at Silver Fern Farms, and she is now Group Marketing Manager at Zeagold Nutrition - New Zealand’s largest egg producer - where she leads marketing for market-leading brands Woodland and Farmer Brown, both ranked number one in supermarkets within their respective categories.

What drives her is a genuine passion for marketing - bringing together research, insight and strategy to create brands with meaning, clarity and impact.

We are celebrating marketing magic on the mainland with an engaging panel of experienced marketers, PR professionals and creatives. Each of them contributes significantly to their fields: education, food innovation, creative innovation and destination marketing.

You’ll hear fun anecdotes about pitching or launching campaigns with a uniquely South Island flavour, their favourite examples of iconic local marketing moments, and the most South Island thing they’ve ever had to explain to a client or colleague in Auckland!

Find out what makes them excited and proud to be part of the mainland marketing community right now, what they’ll be focused on over the next 12-24 months, and the distinctive opportunities they see for the South Island as an unstoppable engine of business, innovation and creativity.

Don’t miss this honest, fun and fast-paced discussion!

• Is the South Island punching above its weight in 2025?
• What do South Island marketers and brands bring to the table?
• Perception vs reality: what’s the difference between how we see ourselves and how the rest of the country sees us?
• How can we highlight and celebrate local pride and storytelling on the national and global stage?
• What’s unique about building brands and campaigns from Dunedin, Christchurch, Mosgiel, Nelson or Queenstown?
• How do we foster creativity and innovation in the South?
• Advice for the next generation of South Island marketers and creatives.

About Carl

Carl is a Fellow of the Research Association of New Zealand and a Global Insight250 Winner. Carl has worked in the insights industry for over 30 years and is currently the Chief Curiosity Officer at The Curiosity Company.

He is the author or editor of ten books about research and evidence, taches Critical Thinking for the Marketing Association, and moonlights as a Senior Adjunct Fellow in the University of Canterbury's Business School.

Panel Discussion: Marketing Magic on the Mainland – Proud, Creative, and Unstoppable

We are celebrating marketing magic on the mainland with an engaging panel of experienced marketers, PR professionals and creatives. Each of them contributes significantly to their fields: education, food innovation, creative innovation and destination marketing.

You’ll hear fun anecdotes about pitching or launching campaigns with a uniquely South Island flavour, their favourite examples of iconic local marketing moments, and the most South Island thing they’ve ever had to explain to a client or colleague in Auckland!

Find out what makes them excited and proud to be part of the mainland marketing community right now, what they’ll be focused on over the next 12-24 months, and the distinctive opportunities they see for the South Island as an unstoppable engine of business, innovation and creativity.

Don’t miss this honest, fun and fast-paced discussion!

• Is the South Island punching above its weight in 2025?
• What do South Island marketers and brands bring to the table?
• Perception vs reality: what’s the difference between how we see ourselves and how the rest of the country sees us?
• How can we highlight and celebrate local pride and storytelling on the national and global stage?
• What’s unique about building brands and campaigns from Dunedin, Christchurch, Mosgiel, Nelson or Queenstown?
• How do we foster creativity and innovation in the South?
• Advice for the next generation of South Island marketers and creatives.

About Carla

Carla Forbes is the founder of Naked Creative, a Southern based agency recognised for its strategic storytelling and ability to shape brands that resonate.

Supported by a skilled team, she works at the intersection of business and marketing, bringing clarity and connection to complex environments. A strong advocate for regional competence, Carla champions the depth of capability and innovation that exists beyond New Zealand’s main centres.

With a reputation for stakeholder management and relationship-driven leadership, she is regarded as both a national voice and a regional champion in advancing business and community outcomes.  

She’s also owner of a mad vizsla and mum of four.

Co-presenting with David Boyte

After more than 30 years on the streets of Ōtautahi Christchurch, the World Buskers Festival needed more than a refresh - it needed a reintroduction. In this session, Vanessa Bottomley (Publica) and David Boyte (ChristchurchNZ) share how a new group of partners - from design to delivery, marketers to media - came together to relaunch one of Ōtautahi Christchurch’s most recognisable legacy events with a bold new brand, a unified marketing strategy, and a focus on authentic connection over convention.

With over 3 million organic social views, a total audience attendance of just under 100,000 over the 10-day festival, and an 80% ticket sell-through rate, this case study breaks down what it took to bring the Festival roaring back, and how shared ownership, storytelling and strategy delivered impact beyond the CBD.

You’ll learn:

•  How to revitalise a legacy brand without alienating loyal audiences
• What worked across PR, digital, social and sponsorships
• How to build big reach on a lean budget
• Why collaboration across teams was key to success.

About Vanessa

Vanessa has worked in brand and marketing for more than 15 years. Working across professional services, education, hospitality and retail (with a stint at the Marketing Association not so long ago!), Vanessa has always been driven by curiosity.

Now at Publica as a Marketing Strategist, Vanessa works with a variety of clients putting her curiosity to best use; helping businesses uncover who they are, how they show up and how they can best compete in their space.

Co-presenting with Vanessa Bottomley

After more than 30 years on the streets of Ōtautahi Christchurch, the World Buskers Festival needed more than a refresh - it needed a reintroduction. In this session, Vanessa Bottomley (Publica) and David Boyte (ChristchurchNZ) share how a new group of partners - from design to delivery, marketers to media - came together to relaunch one of Ōtautahi Christchurch’s most recognisable legacy events with a bold new brand, a unified marketing strategy, and a focus on authentic connection over convention.

With over 3 million organic social views, a total audience attendance of just under 100,000 over the 10-day festival, and an 80% ticket sell-through rate, this case study breaks down what it took to bring the Festival roaring back, and how shared ownership, storytelling and strategy delivered impact beyond the CBD.

You’ll learn:

•  How to revitalise a legacy brand without alienating loyal audiences
• What worked across PR, digital, social and sponsorships
• How to build big reach on a lean budget
• Why collaboration across teams was key to success.

About David

Dave has a wealth of expertise in marketing, partnerships, and campaign strategy. David has managed host city marketing leverage and legacy for Major Events alongside the ChristchurchNZ marketing team for over four years working with a focus on storytelling encompassing digital marketing, content leverage, city dressing and strategic city partnerships.

His career spans roles at Tourism Holdings Limited, Hertz, Webjet, and Skyscanner. David is passionate about executing timely campaigns that resonate with audiences. Known for his collaborative style, David thrives on turning complex challenges into opportunities for growth and is passionate about Ōtautahi Christchurch and events in our city.

ChristchurchNZ is the economic development and city profile agency for Ōtautahi Christchurch. Its mission is to make Christchurch a better place to live, work, and play by enhancing the city's productivity, liveability, and attractiveness.

‘The Best Place in The World to Have Herpes’ by agency Motion Sickness is the world’s most unlikely tourism campaign, underpinned by an important health message. Featuring a first-of-its-kind ‘Herpes Destigmatisation Course’, a competitive global ranking system underpinned by live data, and plenty of irreverent kiwi humour, this campaign took an unusual approach to reducing herpes stigma – framing it as the key to restoring New Zealand’s diminished sense of national pride.

Over 8 weeks, New Zealand rallied behind the cause and climbed the rankings, beating the rest of the world to claim this illustrious title, and changing attitudes toward herpes in the process.

During this reveal-all conversation Motion Sickness Partner, Alex McManus will cover:

• How the agency used local insights to inspire the campaign. 
• The creative use of data, and data science, that inspired the nation to compete. 
• How the agency got iconic Kiwis to be in a Herpes ad pretty much for free.
• Provoking an important conversation with 13 million impressions. 

About Alex

Motion Sickness Partner and GM, Alex plays a key role in shaping how the agency partners with clients - creating the conditions for strong collaboration and ambitious creative work.

With over a decade at the agency, Alex has been closely involved in some of Motion Sickness’ most recognised campaigns, including Keep It Real Online, You’re Cooked, and the double Grand Prix-winning Best Place in the World to Have Herpes. His approach centres on driving a deep understanding of each client’s business, brand, audience and team across the agency - helping lay the foundations for work that’s thoughtful, relevant, and effective.

Alex focuses on building the environment for great ideas to thrive - where trust, clarity, and bold thinking lead the way.

About Cowan 

Cowan Henderson has spent over a decade helping businesses adopt new technology, drive growth, and navigate change.

With a background in business development, strategy, and digital adoption, he specialises in making AI practical and actionable.

You'll find him sharing his love for music at the occasional DJing gig, recharging at the beach, and just generally being a social butterfly!