As a seasoned marketing and brand strategist, Lee helps business owners scale and grow their companies through strategy-led marketing.

Lee has over 30 years’ experience working with countless businesses across a diverse range of industries including IT, tourism, manufacturing, wholesaling, health, education, services and online. Inspired by the word “Muritai” – Māori for sea breeze – she brings a fresh approach to marketing.

Lee is a Fellow of the Chartered Institute of Marketing. She was also a member of the Massey Business School Advisory Board for nine years and currently sits on the Ara Institute of Canterbury School of Business Advisory Board.

With a focus on fresh thinking, Lee and her team at Muritai Group transform complex marketing challenges into customised and highly actionable strategies that have the best chance of success.

A lover of all things sport (particularly skiing, rugby, league, darts, mtb and F1); Lee has also represented New Zealand in Dragon Boating.

Meet Adam Ferrier, one of Australia's leading creative strategists, consumer psychologist, co-host of the Black T-Shirts podcast, published author, and media commentator. In his trademark fun and fabulous style, Ferrier will discuss why we need to ‘Stop Listening to the Consumer’ and instead celebrate the magic and creativity in marketing. 

• Why the customer isn’t always right and why being consumer-led might just be making your brand totally forgettable.
• Why you need to listen to your own brand to stand out from the crowd.
• How to avoid the pitfalls of drowning in customer data.
• Helping brands find their inner magic.

Backed by science, real-world examples, and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritise their brand and reveals the brand-building secrets of their success. 

 

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About Adam

Adam is one of Australia's leading creative strategists, and a consumer psychologist. Adam began work life as a criminal psychologist, before becoming a cool hunter (and completing his masters in psychology in ‘Identifying the Underlying Constructs of Cool People’) and then co-founding Naked Communications APAC. Naked was a wild trip and became one of Australia’s most audacious and successful agencies, embracing a strategically focused behavioural change model. Following that, Adam co-founded Thinkerbell - where they practices 'Measured Magic' - bringing together marketing science and hardcore creativity. After just 3 years Thinkerbell was officially recognised as Mumbrella’s 2021 Creative, Full Service, and PR Agency of the Year - the first time one agency has won all three awards, and is the 2021 B&T PR Agency of The Year
 
In other news Adam is also the author of two books “The Advertising Effect” (Oxford), and 'Stop Listening to the Customer' (Wiley). Adam co-hosts the potentially multi-awarding winning podcast ‘Black T-Shirts’, and is a regular media commentator on Sunrise and The Project (and served his time on the panel of Gruen for 6 years). Adam is married to Anna and has two sons Asterix and Arturo (like the Kardashians but with an ‘A’).

Marketing Director at Otago University, Hone Paul, provides a fascinating look behind the scenes of the Tuakiritaka rebrand project. He will discuss how the new brand reflects pride in the university’s unique identity, builds on the dynamism of biculturalism, and differentiates the university on a world stage. 

1. Respecting the heritage while looking to the future
2. Creating a new visual identity that speaks to our place in the world
3. Defining what we stand for
4. Consultation and co-creation with mana whenua
5. Managing thousands of stakeholders and strong opinions.

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About Hone

Hone (Ngāti Manawa, Ngāti Awa) leads the Marketing Services team at the University of Otago.

Before joining Otago, Hone held senior marketing and student experience positions in the higher education sector, and prior to this, held marketing roles in broadcast media companies in New Zealand and Australia.

Hone has a Bachelor in Business from AUT and an MBA from the University of Auckland. 

Meet the crafty Christchurch company making tasty snacks for outdoorsy types – and sending them around the world. Crafty Weka’s Founder and CEO, David Dunn, joins us to share how it all started, the innovative approach they’ve taken to build the brand on a shoestring budget, and the global ambitions that’s fuelling the next part of their journey. Don’t miss this fantastic story of a small company with a big personality.

• Don’t be scared: Why it’s exciting even when it’s a huge learning curve
• Breaking down barriers: taking our products directly to market
• Growing organically: what to do when you don’t have a big marketing budget
• New initiatives and big wins along the way – and what’s next.

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About David

Before starting the Crafty Weka Bar, David Dunn and his wife Clare owned and ran their own bakery for over 30 years. With a passion for great tasting food that’s also better for you, they saw a gap in the market for real wholefood snack bars to fuel their love of outdoor activity. This was also fuelled by a comment from a friend asking, ‘why don't you make a ‘decent snack bar?’. The spark was ignited, and David and Clare set out to solve the problem by bringing a snack to market that actually tastes like food should and that is good for the planet. 

Using their own money and having full control of their new business meant that they initially grew The Crafty Weka Bar within their bakery to a stage where they could create a standalone business and lease another building in April 2019. The bakery was sold in July 2019 and TCWB became their sole focus – which has now grown to export into Australia, USA, and Singapore.

David and Clare’s personal and business development has meant they’ve had to quickly transition from baking locally-made pies, donuts and doing catering jobs to thinking about how to expand a brand globally. 

Co-presenting with Rupert Price

A single digital campaign generates the equivalent of seven people’s annual carbon footprint – and more than 10% of all energy expenditure generated by the Internet is caused by advertising. Looking beyond the carbon footprint of creating, producing and storing advertising, it’s now suggested that advertising generated consumption is responsible for over 30% of all household carbon emissions.
 
As marketers, it’s time for us to rethink our brand’s carbon footprint and the knock on climate impact of increasing sales. It’s time to truly understand marketing’s total contribution to climate change. The challenge now is: how do we shift the economy rather than shrink it? What role do brands play in fixing the problem? And how do you ensure your brand isn’t perceived as greenwashing?
 
In this eye-opening presentation from DDB Aotearoa, Rupert and Charlotte will share 10 things (big and small) that marketers can do right now.

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About Charlotte

Charlotte joined DDB Aotearoa in 2020 from London, where she had worked for nearly a decade in strategy at BBH London and later VCCP Partnership. While in the UK, she was part of the IPA Grand Prix-winning Tesco turnaround story and spent three years working on comparethemarket’s highly effective Meerkat campaign.

Today, Charlotte leads the strategy function on The Warehouse Group and Tourism New Zealand accounts at DDB Aotearoa. In 2022, she completed the ‘Sustainable Marketing, Media and Creative’ course with The University of Cambridge’s Institute for Sustainability Leadership.

She is passionate about the role marketing can play in transitioning towards a sustainable society.

Co-presenting with James Duggan 

Let's be honest: every year it feels like it gets harder. More data, more tech, more competition, more jobs to do, more to say, more silos and bigger goals. All under the strain of reduced investment.

To bring together the many different aspects of marketing covered at this year’s Marketing South, we have invited Gareth and James to share some no-nonsense advice on how to understand your customers, stand out from the sea of sameness, integrate your marketing efforts, and connect your digital & offline worlds. All with the single goal of maximising your marketing effectiveness.

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About Gareth

Gareth has over 20 years-experience in media and creative agencies, largely in strategy and planning roles, helping brands make the most of their marketing investment to deliver their short and long-term ambitions.

He is extremely passionate about helping businesses succeed through effective marketing, advertising and media. He is a regular speaker at Comms Council training courses on strategy and planning.

In the quest for audience attention in our saturated digital media landscape, how can brands ensure that no moment goes wasted? In the few precious moments, brands have on users’ screens, how can marketers craft a cohesive narrative and incorporate all the necessary elements to entertain, engage and build brand awareness?

TikTok’s Louis Niven will share examples of local and international brands who are getting it right, integrating their brand, using native creative, and building on insights from the platform to shape their own shortform storytelling.  

• The creative journey on TikTok: the 7 creative codes brands can use.
• 8 seconds or less – why every click, scroll, and swipe has become too precious of a commodity to waste.  
• Adding a sprinkle of relatability, real people, and music to the mix.
• How to avoid your branded content being met with scepticism by the TikTok community.

Co-presenting with Charlotte Marks

A single digital campaign generates the equivalent of seven people’s annual carbon footprint – and more than 10% of all energy expenditure generated by the Internet is caused by advertising. Looking beyond the carbon footprint of creating, producing and storing advertising, it’s now suggested that advertising generated consumption is responsible for over 30% of all household carbon emissions.
 
As marketers, it’s time for us to rethink our brand’s carbon footprint and the knock on climate impact of increasing sales. It’s time to truly understand marketing’s total contribution to climate change. The challenge now is: how do we shift the economy rather than shrink it? What role do brands play in fixing the problem? And how do you ensure your brand isn’t perceived as greenwashing?
 
In this eye-opening presentation from DDB Aotearoa, Rupert and Charlotte will share 10 things (big and small) that marketers can do right now.

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About Rupert

Rupert's career in advertising spans nearly thirty years both in London and now here in New Zealand. Rupert has developed strategy across just about every category for brands including Kellogg's, Unilever, The Army, Sainsbury's, BP, SAB Miller, Unilever, New World, Westpac, Lion, The Warehouse, Lotto NZ and Vodafone.

Rupert has won numerous IPA Effectiveness Awards, Effies and APG Awards and has been involved in highly awarded advertising campaigns including Persil ‘Dirt is Good’, Dove ‘Campaign for Real Beauty' and Lotto ‘Imagine’.

Rupert has been a lifelong passionate advocate for public transport and now also finding alternative ways to unlock us from our fossil fuel reliant lifestyles.

Co-presenting with Gareth O'Connor  

Let's be honest: every year it feels like it gets harder. More data, more tech, more competition, more jobs to do, more to say, more silos and bigger goals. All under the strain of reduced investment.

To bring together the many different aspects of marketing covered at this year’s Marketing South, we have invited Gareth and James to share some no-nonsense advice on how to understand your customers, stand out from the sea of sameness, integrate your marketing efforts, and connect your digital & offline worlds. All with the single goal of maximising your marketing effectiveness.

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About James

James has been working in digital ever since Google Adwords became a thing. With a career spanning multiple continents, both client & agency side, he is a global digital marketing expert.

He helps brands build strategies to leverage their entire digital ecosystem to maximise impact & effectiveness.

Co-presenting with Paul Hickey

If you think your organisation has been struggling with data silos, wait until you see this! 

Te Pūkenga is NZ’s newest and largest education provider, newly merged from 24 separate polytechnics and industry training organisations that have been competing with each other for decades. So how would a new central marketing function go about building a single customer view of prospective learners engaging across this vast but heavily siloed network? 24 different websites, all with their own structures and conversion paths, hundreds of different lead and enquiry touch points, thousands of study programmes, all classified differently, dozens of different technology platforms and technical teams, the list goes on. This is a first party customer data challenge on a truly daunting scale.

So, meet the team tackling these challenges via New Zealand’s biggest ever Customer Data Platform (CDP) implementation project. This presentation is an honest work-in-progress update at the half-way point of their two year journey towards centralised marketing audiences, insights and use cases.

Interested in CDPs? This story’s for you!

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About Lucy

I am a marketer based in Ōtepoti, New Zealand. I love helping brands develop their unique identity and create a go-to market strategy that converts. I enjoy driving digital strategies although my 15 years’ experience marketing has been managing brands across on-and-offline channels. However, digital is where I've naturally landed as I love the mix of creative and tech. And of course the epic results you can achieve!

Passionate or obsessed? However you describe me, I freaking love marketing. I'm constantly geeking out on marketing stuff - dissecting brands, mulling over messaging and celebrating epic micro-copy. And now you can add first-party data to the list! In my role with Te Pūkenga I’m out to make a difference in Aotearoa. I believe the approach we have taken to partner with Tealium will make this possible, through the personalised and relevant experience we’ll be able to offer our diverse audiences. 

Co-presenting with Lucy Eru

If you think your organisation has been struggling with data silos, wait until you see this! 

Te Pūkenga is NZ’s newest and largest education provider, newly merged from 24 separate polytechnics and industry training organisations that have been competing with each other for decades. So how would a new central marketing function go about building a single customer view of prospective learners engaging across this vast but heavily siloed network? 24 different websites, all with their own structures and conversion paths, hundreds of different lead and enquiry touch points, thousands of study programmes, all classified differently, dozens of different technology platforms and technical teams, the list goes on. This is a first party customer data challenge on a truly daunting scale.

So, meet the team tackling these challenges via New Zealand’s biggest ever Customer Data Platform (CDP) implementation project. This presentation is an honest work-in-progress update at the half-way point of their two year journey towards centralised marketing audiences, insights and use cases.

Interested in CDPs? This story’s for you!

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About Paul

Paul Hickey is widely considered as one of NZ’s leading database marketing strategists. Over the last two decades, Paul has picked up literally dozens of awards – for Best Loyalty Programme,  Best Data Strategy, Customer Insight and Data Driven Marketing with clients such as Suncorp, Countdown, Education New Zealand and New Zealand Cricket. Paul is the Managing Director of SpeakData Ltd, an established data services consultancy that specialises in using first party customer data to drive marketing outcomes. Paul and his team have deep experience with Customer Data Platforms (CDPs), a relatively new but fast growing MarTech category, along with marketing automation, business intelligence, web services, algorithms and data science. As one of the small minority of people who’s equally comfortable speaking data, from a business or technical perspective, with executives, IT people and marketers, Paul is definitely somebody you’d want to consult with about customer data issues in your organisation. 

Emily is the Co-Owner and Marketing Director at Kiwi Water Park located in Cromwell, Central Otago. As a seasonal business only operating over the summer months, she needs to recapture attention with her audiences each year as the season starts. 

Over the last few years, Emily has been using TikTok to help grow her brand and business, as it's where most of her target audience spend their time. Emily's strategy has seen her business TikTok account grow 159% in the last year.

Emily will share the lessons she’s learnt, what’s worked for her business on TikTok - and what hasn’t – and which types of posts have got the greatest engagement and results for her. Don’t miss this honest account of trial and error from a true South Island SME. 

This session is part of the Marketing for Good initiative offered by the Marketing Association’s Southern Regional Group. Local marketers are invited to give back to their industry by sharing their expertise with local charities.

Today’s session is a fun and fast-paced brainstorm and a brilliant way for you to connect and discuss ideas with your fellow Marketing South attendees. Your challenge is to come up with creative ideas to help a local charity solve a key marketing challenge. Your input will be shared with the charity with the aim of helping them gain new insights and fresh perspectives. 

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About Carl

Carl is a psychologist by training, his professional life has been spent at the interface of behavioural science, organisational performance, and business strategy. He regularly presents and writes about how organisations need to adapt to flourish in a changing world.

Since 2020 Carl has been the Head of Insight at Research First Ltd, an agency that specialises in making the complex simple. He is also an adjunct fellow at the University of Canterbury’s Business School. Carl is the author, editor, or co-author of nine books, including the best-selling Knowledge Management: An Introduction to Creating Competitive Advantage from Intellectual Capital. He has also written for Unlimited, Management, NZ Business, InterVIEW and is a regular contributor to Stuff, where he writes about ‘the social science of everyday phenomena’.