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 National Manager Communications and Engagement at Fire and Emergency 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.

Carsten Grueber is a marketing expert with a passion for political and governmental marketing campaigns, aiming at informing the public and the creation of awareness on key issues. 

He joins us to discuss how entertainment channels such as TikTok offer organisations exciting new ways to engage with audiences. He will share examples from both Aotearoa and Europe, based on his previous experience as Head of Commercial Partnerships, Public Sector & Nonprofits for TikTok Germany and Government & Politics Marketings Partnerships for Facebook in Northern, Central and Eastern Europe.

To create effective behaviour change, we often first need to change people’s minds or perspectives.

During this year’s Marketing That Matters conference, Colleen Ryan from TRA will lead a hands-on workshop on the art and science of changing minds. Learn about potential barriers to shifting minds on prejudice, polarisation, and conspiracy theories, and discover ways to overcome these challenges.

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About Colleen

With a strategic and curious mindset shaped by over 40 years of experience across Europe, North America, and APAC countries, Colleen is a pioneering force in the field of insights and planning. As the founder of TRBI, an international research and strategy agency based in the UK, Colleen championed the implementation of insights to guide creative and innovative strategies for clients.

Today, at TRA, Colleen leverages advancements in knowledge across multiple disciplines including cultural sociology, social psychology, behavioural science, and cultural analysis to bring breakthrough insights to bear on brand strategy, creative development, and customer centricity.

Her work helps clients achieve their goals by developing strategies that truly resonate with their audiences.

The Ministry for Social Development worked with the team at Hardwired on a ground-breaking project to rethink the onboarding client journey for new beneficiaries. By using human behavioural science to understand how clients intrinsically act and think, and by looking at the ‘why’ within MSD’s enormous data set, a successful new process blueprint was created.  

This presentation goes behind the scenes to unpack the three stages of the project that saw up to 80% increases in beneficiary exits, what they learnt along the way, and thoughts on how other organisations could apply a similar approach.  

• Engaging the psychology and emotional drivers
• Understanding how to support clients at an emotionally fraught time
• Dealing with complexity and sensitive information
• Trialling the programme to build support
• What the data told us: roadblocks, triggers, priming and framing
• Creating a multi-dimensional customer segmentation model

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About David

David is the Director of Hardwired (previously Eleven), a Wellington-based consultancy that specialises in transforming traditional businesses into customer-centric high-growth businesses. 
He has 25+ years’ senior expertise in business, brand and marketing strategy, new technology strategy, product development, communication planning and implementation, and practical people management. 

His past includes launching and growing two successful businesses in New Zealand, being part of the foundation team of a San Francisco start-up, and a stint in London helping reshaping and repositioning an integrated communications agency. He also works with New Zealand Trade and Enterprise as a Beachhead Adviser.
David’s interest in the psychology of behaviour has seen him co-develop a unique predictive research tool, Hardwired.

Marketing at New Zealand Red Cross is not linear. In early February 2022, flooding, severe weather and a cyclone effectively put our business as usual plans for 2023 on hold. 
Over the last 4 months, thanks to the generosity of New Zealanders, over $22 million being has been raised to support affected communities in the wake of Northern Flooding and Cyclone Gabrielle. A level of donations we haven’t seen since the Canterbury Earthquakes. 

We have been operating in an environment based on being nimble, prepared and having the tools in place to act when Aotearoa needs us most. 

Hear the story of how we enabled giving and framed our ‘why’, amplified media partnerships, leveraged community fundraising and corporate donations, supported our own people, and affected communities and protected our brand.

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About Rowan

Rowan is an accomplished senior marketer with over 15 years’ experience who is currently leading the charge on marketing at New Zealand Red Cross as their Senior Marketing Advisor. She comes from a broad marketing background working within organisations such as Lotto New Zealand, Tourism New Zealand, ChristchurchNZ and Te Rūnanga o Ngāi Tahu. 

With an extensive experience in brand identity and campaign development she has always had a strong focus on digital. In 2022 she was working in a consultancy firm that specialised in Marketing Automation and supported New Zealand businesses implement technology that effectively utilised their data to achieve personalisation at scale.

AI is the hottest topic of the year and it’s breaking into the mainstream.

The accelerated convergence of machine learning that we are witnessing right now is equally fascinating and frightening. As we open pandora’s box, marketers and comms professionals alike are wondering just how much AI will disrupt our ability to do our job.
We have invited a panel to discuss the opportunities AI presents as well as some of the ethical considerations. 

• Examples of how AI is already being used in marketing – good and bad
• Generative AI – what’s next?
• Fake news and bad actors: how AI could make the battle against misinformation impossible to win
• The potential for bias in AI systems: how do we ensure diverse and inclusive perspectives?
• Can we trust an AI to predict or present public opinion?
• Securing ethical collection and use of data.

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About Kat

Kat has one foot firmly in the present, managing Wrestler's  business growth, and the other in the future, exploring the multidimensional potential of storytelling and the mediums and technologies that will make it happen. 

She’s passionate about creating content that empowers people not only through her work with Wrestler’s clients but also on her own original cross platform creations! 

Kat sits on the board the National Science Challenge; science for technological innovation and is one of the people leading their rangatahi/youth strategy. 

AI is the hottest topic of the year and it’s breaking into the mainstream.

The accelerated convergence of machine learning that we are witnessing right now is equally fascinating and frightening. As we open pandora’s box, marketers and comms professionals alike are wondering just how much AI will disrupt our ability to do our job.
We have invited a panel to discuss the opportunities AI presents as well as some of the ethical considerations. 

• Examples of how AI is already being used in marketing – good and bad
• Generative AI – what’s next?
• Fake news and bad actors: how AI could make the battle against misinformation impossible to win
• The potential for bias in AI systems: how do we ensure diverse and inclusive perspectives?
• Can we trust an AI to predict or present public opinion?
• Securing ethical collection and use of data.

AI is the hottest topic of the year and it’s breaking into the mainstream.

The accelerated convergence of machine learning that we are witnessing right now is equally fascinating and frightening. As we open pandora’s box, marketers and comms professionals alike are wondering just how much AI will disrupt our ability to do our job.
We have invited a panel to discuss the opportunities AI presents as well as some of the ethical considerations. 

• Examples of how AI is already being used in marketing – good and bad
• Generative AI – what’s next?
• Fake news and bad actors: how AI could make the battle against misinformation impossible to win
• The potential for bias in AI systems: how do we ensure diverse and inclusive perspectives?
• Can we trust an AI to predict or present public opinion?
• Securing ethical collection and use of data.

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About Kiya

Kiya Basabas is the Data Lead at Amnesty International Aotearoa New Zealand, a global organisation dedicated to defending human rights for all.

Previously, as a Data Scientist for Nicholson Consulting, Kiya worked alongside government and non-government agencies to use data for the good of communities. Her work involved surfacing cross-sector insights about New Zealanders using individual and household microdata, and embedding Te Tiriti o Waitangi and Māori data sovereignty principles into data systems and models by design.

Kiya is a part of the Tikanga in Technology: Indigenous Data in Artificial Intelligence research project with Te Kotahi Research Institute, where she is focusing on decolonising operational algorithms in Aotearoa. In her current role at Amnesty International Aotearoa New Zealand, Kiya leads a team to make data-driven decisions for human rights campaigns both domestically and internationally.

Kiya is passionate about indigenous rights, particularly indigenous data sovereignty and governance.

Co-presented with Shaun Jones

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In this session, ACC’s Manager of External Engagement Shaun Jones, and Māori Communications and Marketing Lead Lacey Winiata, will discuss ACC’s public engagement journey with Māori, with a particular focus on their experience developing their latest campaign, Kia Mahea Kia Puāwai – making it clear so we can flourish.

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About Lacey

Lacey is ACC’s first Māori Communications and Marketing Lead, joining the organisation in July 2022. Not only does Lacey bring her whakapapa to her mahi, but also her communications and engagement experience within a post-settlement governance entity and in local government.

Lacey is the kaitiaki of Kia Mahea, Kia Puāwai, ACC’s campaign for Māori.

AI is the hottest topic of the year and it’s breaking into the mainstream.

The accelerated convergence of machine learning that we are witnessing right now is equally fascinating and frightening. As we open pandora’s box, marketers and comms professionals alike are wondering just how much AI will disrupt our ability to do our job.
We have invited a panel to discuss the opportunities AI presents as well as some of the ethical considerations. 

• Examples of how AI is already being used in marketing – good and bad
• Generative AI – what’s next?
• Fake news and bad actors: how AI could make the battle against misinformation impossible to win
• The potential for bias in AI systems: how do we ensure diverse and inclusive perspectives?
• Can we trust an AI to predict or present public opinion?
• Securing ethical collection and use of data.

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About Brian

Brian has worked in information technology for over 18 years, with extensive experience leading data and analytics teams while managing projects and building solutions in a global environment.

He returned to New Zealand in January 2019 after working at Nike as their EMEA Data and Analytics Director, based in Amsterdam. Brian spent the last three and a half years building and leading the team’s capability; migrating the business to the cloud and developing an advanced analytics function to deliver value to the business.

He joined the Loyalty NZ team as Chief Data and Analytics Officer where he is championing a high performing agile culture and reinventing Loyalty D&A with new platforms and advanced analytics. In 2020 Brian was appointed to the expanded role of Chief Technology & Data Officer.

His specialties include data and analytics architecture and platforms, loyalty and membership analytics, leading data and analytics teams in multi-national environments, cloud migration, and getting value out of data science investments.

 

More panellists to be announced!

Co-presented with Bethany Omeri

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In December 2022, Wellington's Sky Stadium completely sold out for a charity event to help the homeless - but not a single person actually attended. The unique and first-of-its kind fundraiser by Wellington City Mission raised nearly $328,000 at a time when demand for its services soar and New Zealanders grapple with a cost-of-living crisis.
In this presentation, we learn how the charity worked closely with partners Special Group and media agency OMD to broker incredible pro bono support from a wide range of organisations, allowing the campaign the publicity and reach needed. Natalia Pawlikowska from Wellington City Mission and Bethany Omeri from Special Group will share what they learnt from the project with tips and valuable advice on:

• The pros and cons of such a novel approach
• Fundraising during a cost-of-living crisis: adapting our activities
• Working with corporate partners, media, and other stakeholders
• Using influencer marketing and earned media.

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About Natalia

Originally from Poland, Natalia is a marketing specialist with a successful track record working across Europe for global brands such as L'Oreal and Coca-Cola.

Passionate about helping others and making the world a better place, she has always aspired to work in the for-purpose sector. After moving to New Zealand in 2019, she joined Wellington City Mission, where she is responsible for building and nurturing corporate partnerships.

Co-presented with Natalia Pawlikowska

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In December 2022, Wellington's Sky Stadium completely sold out for a charity event to help the homeless - but not a single person actually attended. The unique and first-of-its kind fundraiser by Wellington City Mission raised nearly $328,000 at a time when demand for its services soar and New Zealanders grapple with a cost-of-living crisis.
In this presentation, we learn how the charity worked closely with partners Special Group and media agency OMD to broker incredible pro bono support from a wide range of organisations, allowing the campaign the publicity and reach needed. Natalia Pawlikowska from Wellington City Mission and Bethany Omeri from Special Group will share what they learnt from the project with tips and valuable advice on:

• The pros and cons of such a novel approach
• Fundraising during a cost-of-living crisis: adapting our activities
• Working with corporate partners, media, and other stakeholders
• Using influencer marketing and earned media.

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About Bethany

Bethany (Bo), is the Head of Strategy of Special — currently ranked as the #1 most effective agency globally, and Campaign Brief’s #1 agency in NZ.

A long-time Wellingtonian, she has worked on major programmes of work to improve Aotearoa, from leading the creative strategy for the Unite Against COVID-19 campaign, improving road safety outcomes with Waka Kotahi, to tackling racism with the NZ Human Right’s Commission.

Her work has been consistently recognised for creativity and effectiveness at all major award shows. She believes the best work is created when clients, and their partners can collaborate shoulder to shoulder, on the ground, together.

Co-presented with Lacey Winiata

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In this session, ACC’s Manager of External Engagement Shaun Jones, and Māori Communications and Marketing Lead Lacey Winiata, will discuss ACC’s public engagement journey with Māori, with a particular focus on their experience developing their latest campaign, Kia Mahea Kia Puāwai – making it clear so we can flourish.

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About Shaun

Shaun leads the External Engagement team at ACC NZ comprising of experts across news media engagement, content creation, digital marketing, Māori communications and marketing, stakeholder engagement and brand.

Shaun has over 20 years’ communications and marketing experience and is a Past President of the Wellington chapter of The International Association of Business Communicators (IABC). 

Co-presented with Sam Stuchbury

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With one in four housefires starting in the kitchen, and 50 percent of all fatal house fires involving alcohol or drugs, the reality is that cooking under the influence is often a recipe for disaster in Aotearoa. 
But how to get that message across to disengaged audiences? 

Previous campaigns hadn’t resonated with this demographic, so Fire and Emergency NZ took a novel – and brave – approach. 
Spending 75% of the campaign budget on social media such as YouTube, Twitch and TikTok, the You’re Cooked campaign is heavy on video content featuring crowd-sourced confessions of inebriated home cooks. It’s entertainment rather than advertising and it worked. 

We are joined by Kelley Toy, Marketing Manager at Fire and Emergency NZ and Sam Stuchbury, Executive Creative Director at Motion Sickness who will share how they turned a traditional PSA campaign on its head. 

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About Kelley

Kelley brings a diverse background to her current role as Marketing Manager at Fire and Emergency New Zealand and believes that's important to be effective in driving changes in human attitudes and behaviour.

With an Engineering background, she spent 15 years developing and launching new products globally for Fonterra and more recently worked as Marketing Director with a tech start-up in Hong Kong and USA.

Kelley likes to apply a scientific and data-led approach to all behaviour change communications.

Co-presented with Kelley Toy

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With one in four housefires starting in the kitchen, and 50 percent of all fatal house fires involving alcohol or drugs, the reality is that cooking under the influence is often a recipe for disaster in Aotearoa. 
But how to get that message across to disengaged audiences? 

Previous campaigns hadn’t resonated with this demographic, so Fire and Emergency NZ took a novel – and brave – approach. 
Spending 75% of the campaign budget on social media such as YouTube, Twitch and TikTok, the You’re Cooked campaign is heavy on video content featuring crowd-sourced confessions of inebriated home cooks. It’s entertainment rather than advertising and it worked. 

We are joined by Kelley Toy, Marketing Manager at Fire and Emergency NZ and Sam Stuchbury, Executive Creative Director at Motion Sickness who will share how they turned a traditional PSA campaign on its head. 

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About Sam

Sam Stuchbury is the founder and Creative Director of multi-award-winning advertising agency Motion Sickness. Sam and his agency use strategy grounded in consumer culture to get brands noticed and change behaviour. Working with clients such as The New Zealand Government, Les Mills, Icebreaker, and Zuru Edge, the agency is truely making a name for itself.

After humble beginnings in a poorly-insulated student flat in Dunedin, Motion Sickness has gained national and intentional recognition for their unique creative work and campaigns. Most recently their ‘Keep It Real Online’ campaign for the Department Of Internal affairs has gained global traction, sparking conversions around online harm for children.