4 x 90 mins sessions online.
1 - 22 March 2022.
Live-streamed and available on demand.
Marketing That Matters Online Conference Series showcase innovative marketing initiatives that have created change and influenced behaviour, triggered useful conversations, engaged hard-to-reach audiences, and used customer insights and clever targeting to create marketing magic on a shoestring.
The conference aims to be highly relevant for marketers and communicators in both the public and private sectors.
PRICING
Live-streamed and available on demand.
Ko Ngāti Kuri me Te Rarawa ōku iwi.
No Ngāti Teaia ē Ngāti Tangiiau, ē te Oire Takitumu. No Rarotonga mai au.
Kia ora and Kia orana! Annique Davis is currently the Director of Marketing, Communications and Engagement at Stats NZ. She is a passionate leader who thrives on navigating and leading through dynamic communications and marketing, strategic leadership, and strong stakeholder networks and connections.
Annique likes to champion our communications expertise, continuously ask questions, push the boundaries, and ensure that we deliver for our communities, whānau, customers and clients.
Karen Walker, Designer
Karen Walker
Phil Gibbons, Chief Executive
Nuku Ora
Collaboration is at the heart of the Karen Walker business, with partnerships including Disney, Blunt Umbrellas, the Auckland Art Gallery and The Royal New Zealand Yacht Squadron to name a few. For the 2018 Commonwealth Fashion Exchange she worked with the Cook Islands artisan group Kuki Airani Creative Mamas, delighting in another opportunity to collaborating with and learning from true experts in their craft.
Karen’s motto is to only work with people who get it, where there’s an authentic fit, and where the creative collaboration allows the partners to achieve something they couldn’t do independently.
In this opening keynote, Karen will inspire us to look beyond our own organisation for opportunities to do something new and collaborate with brands, community groups, or other organisations. She will share how collaborations have allowed them to reach new audiences, tell different stories, and find new inspiration.
Karen Walker is the designer behind her eponymous label with a stellar international following for its womenswear, eyewear, jewellery and collaborations. Karen’s designs cleverly play with cultural subtext, juxtaposing luxe and street, masculine and feminine, folk and utility, creating pieces that are both directional and wearable, with focus on well-crafted items, to be worn and adored for decades.
Globally, Karen’s influence has seen her consistently ranked in The Business of Fashion’s powerhouse BoF 500, reflecting her position on the world stage, as an industry figure shaping the future of fashion.
Sport Wellington’s rebrand to Nuku Ora in March 2021 has been met with incredible positivity from across the region, particularly from Councils, District Health Boards, and community organisations.
This new identity, informed by their new 12-year strategic plan, is already enabling them to build stronger partnerships, starting conversations, and allowing them to authentically connect and engage with targeted communities in a way that they couldn’t before.
In this presentation by Nuku Ora CEO Phil Gibbons, you’ll hear why they decided it was necessary to rebrand after 30 years of being known as Sport Wellington, the process and story behind the creation of their new identity, and how they determined that Nuku Ora was the name that best reflects their vision of “Hauora. Everyone active, healthy and happy.”
Phil Gibbons has been CEO of Nuku Ora (formerly known as Sport Wellington) for nine years. Under his guidance, Phil and the Nuku Ora team provide leadership and support to councils, district health boards, schools, and sport and community organisations to enable participation opportunities and improve the wellbeing of communities across the greater Wellington region.
Known for being an ideas person, Phil is passionate about the work that Nuku Ora does for communities and constantly pushes for the best outcomes for all. A strong advocate for leadership development, Phil played an integral role in establishing the Leadership Framework for Sport and Recreation in Aotearoa New Zealand, as well as the region’s Leadership Development System for the physical activity sector.
Jo Bye, GM of Marketing and Communications
EECA
Panellist - Amatailevi Stella Muller, Chief of Enlightenment
Bright Sunday
Panellist - Jagadish Thaker, Senior Lecturer
University of Auckland
Panellist - Shaun Fitzgibbon, Managing Partner
TRA
Panellist - Jeff Hunkin, Content Delivery Manager
ACC
Panel Moderator - Linda Major, Director of Social Marketing
Clemenger BBDO
Climate change is a pressing but chronic problem. Most of us believe in it. Few of us are doing an awful lot about it. In 2019, EECA (the Energy Efficiency and Conservation Authority) launched Gen Less, a platform designed to shift our consciousness about energy emissions and one that encourages New Zealanders to “live more with less energy”. The initial launch was perfectly timed with Greta’s growing momentum and New Zealand students taking to the streets. Ground was fertile for a push to help people embrace further climate action. Then Covid-19 happened and took up all our headspace. In this case study we delve into the insights on New Zealanders’ attitudes towards climate change and how Gen Less is helping to shape our society’s response to this generation’s ‘other’ immediate crisis.
Jo joined EECA in July 2020 as GM of Marketing and Communications to support the ‘Hearts and Minds’ strategic focus area for the agency.
Jo has held executive leadership and strategic commercial marketing roles in New Zealand, Australia and the UK, in industries including fast-fashion retail and health and beauty with some iconic and diverse brands and businesses. She has particular expertise in strategic brand development, digital content and performance, and proposition execution.
We have seen it with Covid and climate change. Public opinions are polarised, beliefs strongly embedded, and misinformation are running rife online. In this climate, how can we cut through and start changing not just behaviours but also beliefs? How do we combat the deluge of fake news being shared on social media to ensure that people are getting the right advice? How do we get the public to trust official advice rather than that shared (intentionally or inadvertently) by influencers and other community members?
Our panellists will share their own experiences, the challenges they’re facing, and what is working for them.
Bright Sunday Chief of Enlightenment and Director, Stella Muller has worked in the marketing communications and advertising industry for nearly two decades. She is an expert and thought leader in the space of Pacific communications marketing strategy, and community engagement.
She has extensive public services experience having worked for and with government departments. This experience is complemented by her agency experience and work with communities and NGO’s.
Over the years, Stella has worked extensively in the Pacific regions on projects related to immigration, labour mobility, trade and economic development. In 2010 she ventured into private-sector enterprise and set up Bright Sunday; and has grown the business from a consultancy to establish a full-service agency with five staff, and a core network of 15 Pacific creatives and practitioners.
In 2016 she was selected to participate in the Ernst Young Winning Women Entrepreneurs programme alongside some of New Zealand’s top business minds.
Stella graduated at the top of her class with a Bachelor of Applied Communications from the Manukau Institute of Technology in 2004. She has also completed a number of Darden Executive courses with the University of Virginia in Design Thinking and Entrepreneurship.
We have seen it with Covid and climate change. Public opinions are polarised, beliefs strongly embedded, and misinformation are running rife online. In this climate, how can we cut through and start changing not just behaviours but also beliefs? How do we combat the deluge of fake news being shared on social media to ensure that people are getting the right advice? How do we get the public to trust official advice rather than that shared (intentionally or inadvertently) by influencers and other community members?
Our panellists will share their own experiences, the challenges they’re facing, and what is working for them.
JT or Dr. Jagadish Thaker is a Senior Lecturer at the University of Auckland. He is an affiliate researcher with the Yale Project on Climate Change Communication, Center for Climate Change Communication at George Mason University, and Center for Culture-Centered Approach to Research and Evaluation.
His research examines ways to understand and enhance public, business, and policy engagement with climate change and health. His research has been covered by The Guardian, The New York Times, Reuters, RNZ, TVNZ, New Zealand Herald, among others. His research was featured by the Royal Society of New Zealand.
We have seen it with Covid and climate change. Public opinions are polarised, beliefs strongly embedded, and misinformation are running rife online. In this climate, how can we cut through and start changing not just behaviours but also beliefs? How do we combat the deluge of fake news being shared on social media to ensure that people are getting the right advice? How do we get the public to trust official advice rather than that shared (intentionally or inadvertently) by influencers and other community members?
Our panellists will share their own experiences, the challenges they’re facing, and what is working for them.
Shaun Fitzgibbon is a Managing Partner at TRA, an insights consultancy and co-leads the New Zealand business. He is passionate about helping organisations achieve dramatic and lasting improvements in performance through understanding people. Shaun has worked with companies around the world and across industries drawing on his skill set in marketing, business strategy, and data analytics with a common goal of using human insight to solve complex business problems.
Shaun has a very collaborative leadership style and he is inherently people-centered. Shaun loves building and leading great teams and most of all, helping his clients make the world a better place with insight.
We have seen it with Covid and climate change. Public opinions are polarised, beliefs strongly embedded, and misinformation are running rife online. In this climate, how can we cut through and start changing not just behaviours but also beliefs? How do we combat the deluge of fake news being shared on social media to ensure that people are getting the right advice? How do we get the public to trust official advice rather than that shared (intentionally or inadvertently) by influencers and other community members?
Our panellists will share their own experiences, the challenges they’re facing, and what is working for them.
Jeff Hunkin manages the Content Delivery team at ACC NZ. His team are responsible for producing content for the ACC Newsroom and social media channels, and form one part of the ACC External Engagement team alongside the Media and Digital Marketing functions.
With a strong focus on written and visual storytelling, Jeff's passion for authentic, human-led content has helped ACC build public awareness, knowledge and understanding. He is proudly of Samoan and Niuean heritage, and is a husband, dad of two, and has a gym membership and good intentions.
We have seen it with Covid and climate change. Public opinions are polarised, beliefs strongly embedded, and misinformation are running rife online. In this climate, how can we cut through and start changing not just behaviours but also beliefs? How do we combat the deluge of fake news being shared on social media to ensure that people are getting the right advice? How do we get the public to trust official advice rather than that shared (intentionally or inadvertently) by influencers and other community members?
Our panellists will share their own experiences, the challenges they’re facing, and what is working for them.
Linda leads a passionate team that loves delivering work that changes lives for the better.
Most recently she lead the Unite Against COVID-19 campaign, but is probably best known for her world-class road safety work for NZTA and overseeing the agency’s behaviour change discipline.
Hannah Watson-Frank, Digital Marketing Specialist
New Zealand AIDS Foundation
Rebecca McIntyre, Senior Marketing Lead, Marketing and Communications
Health Promotion Agency / Te Hiringa Hauora
How does a small prevention and healthcare organisation with limited time, budget and resources get the attention of an Emmy Award winning, international LGBTQIA+ community icon who just happens to be in town? The New Zealand AIDS Foundation got creative and used the power of fandom, Twitter & TikTok to successfully reach Michelle Visage of RuPaul’s Drag Race fame and create excitement and online buzz in the lead up to this year’s Ending HIV Big Gay Out. Hannah joins us to share this incredible story plus more on how the New Zealand AIDS Foundation engages its community and raises awareness on a shoestring budget.
Hannah Watson-Frank (she/her) is a digital maven with a passion for creating positive change in the world.
With over five years’ experience in digital marketing for not-for-profits, Hannah is proficient at delivering unique digital campaigns to effect change on limited budgets.
Hannah is currently the Digital Marketing Specialist at the New Zealand AIDS Foundation where she delivers an integrated and effective digital program and works across their award-winning behaviour change & fundraising marketing campaigns.
450,000 kiwis smoke daily with smoking prevalence massively skewed towards Maori, Pasifika and people of low incomes. Many want to quit, but unfortunately 95% fail.
Through the positively framed QuitStrong campaign the Health Promotion Agency / Te Hiringa Hauora set out to build the belief that quitting is possible. The focus was on ‘how to’ quit, providing encouragement, tools and support, with authentic stories from real people.
Using rich research insights about the motivators and levers to successfully bring about change for an addictive behaviour, the campaign was created to galvanise people and enable communities to respond.
Lisa Fedyszyn, Executive Creative Director
Special Group
Co-presenting with Rory Gallery and John Marshall
Rory Gallery, Chief Strategy Officer
Special Group
Co-presenting with Lisa Fedyszyn and John Marshall
John Marshall, General Manager
Special Group
Co-presenting with Lisa Fedyszyn and Rory Gallery
Johanna Bower, Senior Communications Advisor
Women’s Refuge
Co-presenting with Matt West
Matt West, Managing Director & Partner
EightyOne
Co-presenting with Johanna Bower
This talk will make the case for why the marketing and advertising industry needs to start showing people more respect in order to drive behaviour change amongst our audience.
The presentation will focus on New Zealanders relationship with advertising and demonstrate the difference that brands can make by showing their audience more respect. Within it, Special will discuss two case studies that demonstrate how this mentality has helped them to make a difference for clients.
Lisa is an ECD for Special’s biggest clients Optus, Contact, KiwiBank, and Kathmandu to name a few.
She is passionate about making work that makes a difference – helping overseas Kiwi “Meddle” in their own election, which saw parliamentary seats shift for the first time since 1938. She has created the “Most entertaining recruitment film” for the New Zealand Police, which saw the largest intake of female and representative recruits ever. And she once charged male politicians 10% more than women for their coffee, to bring awareness to pay inequality.
Lisa has worked in the Australian, New Zealand and American markets, including Droga5 NY, DDB and Colenso BBDO. Her work has won at Cannes, Effies and D&AD. When she was young she was named in Young-Guns Top 10 Creatives of the Decade. More recently, and not so young, she was named Campaign Asia Creative Person Of The Year.
This talk will make the case for why the marketing and advertising industry needs to start showing people more respect in order to drive behaviour change amongst our audience.
The presentation will focus on New Zealanders relationship with advertising and demonstrate the difference that brands can make by showing their audience more respect. Within it, Special will discuss two case studies that demonstrate how this mentality has helped them to make a difference for clients.
Rory has been the Head of Strategy since 2018 and was recently promoted to Chief Strategy Officer at Special. He leads Special’s strategic planning team and plays a major role in the agency’s business success.
Rory started his career at McCann Erickson in Dublin and London, followed by a stint at Host Sydney where he led strategy for Air New Zealand. He then returned to London to AMV BBDO where he led global strategy on the Guinness account – and became the youngest board member at the agency.
This talk will make the case for why the marketing and advertising industry needs to start showing people more respect in order to drive behaviour change amongst our audience.
The presentation will focus on New Zealanders relationship with advertising and demonstrate the difference that brands can make by showing their audience more respect. Within it, Special will discuss two case studies that demonstrate how this mentality has helped them to make a difference for clients.
John is the General Manager at Special and oversees the day-to-day running of the agency. He works across a range of our biggest clients – Kiwibank, Education New Zealand, Contact Energy, Optus, and Kathmandu, to name a few.
Prior to joining Special, John was General Manager at WiTH Collective New Zealand (a part of the Dentsu Group), where he led the opening of the Auckland agency and the ASB account for four years, helping ASB achieve their greatest brand, corporate reputation and NPS scores in over a decade.
Prior to his return to New Zealand, he spent the majority of his career in the Sydney market where he managed teams and global brands such as Coca-Cola, Lion, Vodafone, Google and the Iconic. His work has been internationally recognised by the likes of Effies, Cannes Lions, Clios, Axis and Contagious both here and abroad. And, in 2021 he was named Young Business Leader of the Year at Campaign Asia.
Women’s Refuge knew they needed a bold and differentiating brand platform to connect with the public and attract new supporters.
The 40 refuges around Aotearoa were becoming more and more stretched, requiring a significant uplift in funding. A combination of rapidly increasing referrals, flatlining public donations and a lack of connection to the cause meant they risked not being able to respond to the scale of the domestic violence in our communities.
Enter “Safe Nights”. A campaign introducing a practical and empowering charity product to help women & children in need. A new way to connect with the cause, focussing on the positive impact of donations rather than the emotional pull of the problem. A single-minded, easily understandable encapsulation of the brand’s promise – reframing Women’s Refuge from a charity to an accommodation provider.
Safe Nights gave Women’s Refuge a compelling proposition, able to be communicated across all channels and touchpoints. Helping the brand increase its presence through the year, while successfully tapping into key moments in culture – like the Covid lockdown. It helped raise $4.15m in 2019/20 – a three-fold increase from the previous year. Meaning an incremental 137 500 safe sleeps for vulnerable women and children.
Over a year later, Safe Nights continues to be an effective platform and fundraising vehicle helping Women’s Refuge fulfil its purpose.
Jo Bower is a Senior Communications Advisor at Women’s Refuge National Office.
Jo studied at Victoria University of Wellington and has worked in the public, private and charity sectors in New Zealand and the UK. Her focus is on improving communication about family violence and how communities in Aotearoa can work together to live free from violence.
Women’s Refuge knew they needed a bold and differentiating brand platform to connect with the public and attract new supporters.
The 40 refuges around Aotearoa were becoming more and more stretched, requiring a significant uplift in funding. A combination of rapidly increasing referrals, flatlining public donations and a lack of connection to the cause meant they risked not being able to respond to the scale of the domestic violence in our communities.
Enter “Safe Nights”. A campaign introducing a practical and empowering charity product to help women & children in need. A new way to connect with the cause, focussing on the positive impact of donations rather than the emotional pull of the problem. A single-minded, easily understandable encapsulation of the brand’s promise – reframing Women’s Refuge from a charity to an accommodation provider.
Safe Nights gave Women’s Refuge a compelling proposition, able to be communicated across all channels and touchpoints. Helping the brand increase its presence through the year, while successfully tapping into key moments in culture – like the Covid lockdown. It helped raise $4.15m in 2019/20 – a three-fold increase from the previous year. Meaning an incremental 137 500 safe sleeps for vulnerable women and children.
Over a year later, Safe Nights continues to be an effective platform and fundraising vehicle helping Women’s Refuge fulfil its purpose.
Matt West is the Managing Director of ad agency EightyOne and a director of DOT loves data. He started life at Saatchi & Saatchi which included working with Women’s Refuge.
A stint in Hong Kong running the adidas ad account for Asia Pacific led him back to Wellington where he's most interested in seeing our most vulnerable be given the help they need.
Premier Sponsor
Creative Partner
.svg "MA-Logo (1)")
