New Zealand Marketing - 2021-09-23



In Association With Ooh!media

Partnering with innovative marketers is what drives ooh!media to push the boundaries of Out-of-home (OOH). It’s the reason they chose to sponsor the Marketer of the Year category at the 2021 TVNZ-NZ Marketing Awards. “Working collaboratively with marketers allows for the opportunity to optimise as many creative brains as possible,” says General Manager of ooh!media New Zealand Nick Vile (pictured on the opposite page, far right). “You never know where the next solution or creative concept could come from. Whether we’re asked to come up with an idea from scratch or plan a campaign collaboratively, it’s always a pleasure to work with a variety of people who’re keen to try a new way of bringing something to life.” Here, the 2021 TVNZ-NZ Marketer of the Year finalists share how they’re energising the marketing industry by balancing conventional strategies with disruptive, innovation-led approaches. Nick says that like many businesses, ooh!media is committed to reducing the impact it has on the public space it occupies. “A key focus of our business is to ensure that we’re constantly reviewing, adapting and adopting practices that support a sustainable future.” We asked our finalists what sustainability means to them. Here’s what they had to say… “Sustainable marketing is the type of marketing that uses both products and services that respect the environment and community around us,” says Brid. “New Zealanders have a deep connection to the land and sea, and it’s critical we recognise the important role we play in helping protect this place we call home. We must always think about a better tomorrow in all our considerations as marketers. We also need to ensure our message and content is intentional to support a position on being more sustainable as a brand, but it must be true, genuine and credible – we must be authentic.” Andrew says, “The best thing that a marketer can do in this space is have the integrity to tell the truth. We have the power to influence, and we should respect that. If you find yourself telling fibs to sell things, then you’re not a good marketer. At some point, our roles in sustainability will come into focus, and we’ll need to be honest with ourselves about whether we tried to do the right thing, or whether we kept telling fibs.” “As a marketer, I believe it’s our role to be the voice of change within a business, because we have a good grasp of what matters to our consumers around the world and can help set a clear path in the sustainability space,” says Jasmine. “It can no longer be about ticking a few boxes – it’s about the whole journey and constantly improving through a long-term commitment, because it’s simply the right thing to do.” “I think it’s table stakes,” says Rachel. “Our consumers and our people expect us to operate ethically and responsibly, and to look after our environment. As a company, we’re committed to doing the right thing for the long term, so we’ve embedded our sustainability strategy into the business and increasingly into what we do as marketers.” “Sustainable practices are key when building and maintaining a strong brand,” says Shane. “Brands need to evolve along with society, and it’s broader than just the environment. For example, how do you improve your processes to give people time back for wellbeing and work-life balance?”


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