Tuesday 3 August 2021
9:00am–5:00pm
Rydges Latimer
30 Latimer Square, Christchurch
Marketing South 2021 is all about inspiring and connecting the South Island marketing community. This full-day conference features a smorgasbord of marketing inspiration from near and far, with speakers and case studies from across the South Island, New Zealand – and the UK!
Find out what’s shaping the future of business and marketing, the trends you need to watch, and see how other brands are tackling these challenges.
This is a unique opportunity to engage directly with both peers and experienced marketers and learn from their experiences to guide your future work.
Book now and join us for a day of practical tips, networking, and fun!
Premier Sponsor
PRICING
Email events@marketing.org.nz to take advantage of these offers.
*Please note: These offers cannot be used in conjunction with any other offers.
Digital and Channel Marketing Specialist, Skellerup Industries
Digital and Channel Marketing Specialist, Skellerup Industries
Digital and Channel Marketing Specialist, Skellerup Industries
Kintilla is an experienced marketer, specialising in digital marketing. She is Digital and Channel Marketing Specialist at Skellerup Industries Ltd, and previously worked at Ngāi Tahu Property and at Farmlands Co-operative. Prior to these she spent a decade agency-side and has seen under the hood of countless businesses in NZ, the US, Canada and Australia. Google certified and a qualified project manager, she has worked on brand strategies with clients and inhouse over the years and knows how to make business sense of advertising, whatever the platform.
Co-Founder and Creative Director, Velocity Partners London
Presentation Topic:
Why your creative idea won’t fly without stakeholder support.
International Keynote: Doug Kessler is Co-Founder and Creative Director of Velocity Partners, the London- and New York-based B2B content marketing agency (a Content Marketing Institute Agency of the Year). Doug has written a lot about content marketing including the B2B Content Strategy Checklist; Insane Honesty in Content Marketing; Crap: The Content Marketing Deluge; and A Stakeholder Through the Heart. Ranked #1 B2B marketing influencer in London and Top 15 B2B Influencers on LinkedIn.
Managing Director, Dentsu New Zealand
Presentation Topic:
Predicting the future: Implications for brands through to 2030
Murray Streets joined dentsu in March 2019. He started his early career as a Latin and Ancient Greek high school teacher, before shifting to advertising at Publicis in London. In 2004 he moved to New Zealand working at Saatchi & Saatchi in both Director of Strategy and General Manager roles, before joining FCB New Zealand in early 2016 to develop their integrated strategy team.
As an agency leader, Murray is committed to promoting the creation of an ‘always learning’ culture to enable the teams he leads to do their most effective work for clients. This involves promoting self-awareness and personal purpose, increasing diversity as well as actively encouraging his teams to look after their mental and physical wellbeing in a stressful and deadline driven business facing constant disruption.
Research Director, Research First
Presentation Topic: When did research become marketing's crazy uncle?
Ann has a particular specialism in design thinking and leads the CX, EX and Brand capability within the agency.
Ann has built a distinguished career in market research throughout the UK, Europe and Asia Pacific over the past 25 years. During this time, she has been an integral advisor to global companies forging new markets, led the development of new brand propositions, assumed guardianship of the world’s most loved consumer brands, and supported creative agencies in the ideation of award-winning campaigns and brand activation.
As Research Director, Ann has oversight of all projects ensuring the delivery of evidence-based and actionable insights to each of the agency’s clients.
Co-presenting with Carl Davidson
Founder and Chief Social Scientist, Research First
Presentation Topic: When did research become marketing's crazy uncle?
Carl has a long and distinguished career in research as a practitioner, academic and author. He has crafted an enviable reputation for his expertise in consumer behaviour, research design and behavioural change.
As the author of nine books about research practise in New Zealand, he is known both within the industry and within the halls of academia as the father of modern research. He is also a contributing lecturer in research methods for business for the University of Canterbury’s MBA programme.
Carl is the past Chief Commissioner for the Families Commission. He also sat on the Government’s Expert Advisory Group on Information Sharing for the Action Plan for Vulnerable Children. He currently sits on the Board of the Canterbury Employers’ Chamber of Commerce.
Co-presenting with Ann Thompson
Strategy & Content Director, TimeZoneOne
Presentation Topic: Lessons from tourism marketing in the US - and closer to home
Sebastian specialises in helping organisations develop customer and stakeholder relationships full of personality, character and empathy. He’s worked in a range of editorial, communications and marketing roles in the public and private sectors, making complex stuff sound simple, making simple stuff sound robust, and generally coming up with ways to get information in front of people in a manner they’ll like. With TimeZoneOne, he’s worked with a variety of tourism organisations in both North America and New Zealand, and facilitated training for the Marketing Association and Qualmark.
Co-presenting with Daniel Thomas
CEO, TimeZoneOne
Presentation Topic: Lessons from tourism marketing in the US - and closer to home
Daniel Thomas is the CEO of TimeZoneOne (TZO), a global creative communications agency headquartered in Chicago with offices in New Zealand and Canada. A native kiwi, Daniel began his career at Air New Zealand at the age of 17, and since he’s worked his way into various management roles at New Zealand’s national carrier. Daniel then led a two-year business turnaround at Sky Tower, Auckland for SKYCITY Entertainment Group, aiding in reversing the attraction’s declining visitor trend.
Daniel is a storyteller and communicator at heart, deeply rooted in the tourism industry where he innovates and believes that business should be a change for good. No company has a crystal ball to see the future, but what sets Daniel apart is his willingness to tell the truth, identify problems and work hand-in-hand with clients toward a solution. He has a passion for helping clients of all sizes design a unique creative communications and strategic marketing plan that produces significant and last results.
Co-presenting with Sebastian Boyle
Founder, Lewis Road Creamery
Presentation Topic:
The Lewis Road Creamery Story
Peter Cullinane is founder of Lewis Road Creamery, one of New Zealand’s most dynamic food businesses. His previous business experience includes his role with Saatchi & Saatchi as Worldwide COO and, upon his return to New Zealand, the founder of Assignment Group.
He is Chair of NZME, and a current and past director of a number of listed and private companies. He is a member of the New Zealand Marketing Hall of Fame and holder of an Axis Lifetime Achievement Award. He holds Masters degrees in Business Administration and Management.
Co-Founder and CEO, Natural Paint Co.
Grace is a young entrepreneur challenging an industry dominated by only a few large corporations: paint. As an ex-nurse, she is as passionate about people’s health as she is about sustainability. By founding Natural Paint Co, she is championing both.
Standard chemical paints rely heavily on the petroleum industry and can release toxic ingredients for up to 10 years after application. This can affect asthma, allergies and chronic fatigue. The New Zealand paint range Grace has pioneered is free of harmful chemicals and volatile organic compounds that contribute to pollution. It is made with natural ingredients and renewable resources.
These natural paints now consistently outperform top chemical paints, and Grace’s work actively challenges the big players in the industry to change.
Sustainability is at the forefront of every aspect of Natural Paint Co – from the ingredients to running a carbon neutral business, and ensuring left over paint is reused, recycled or composted.
Fireside chat with Alice Moore
Communications Director and Co-Founder, Mint Design
Alice is the Communications Director and one of the founders of Mint Design. Alice is a content writer by trade and started her marketing-tech career working at a startup where she was the only female among a large team of male website programmers. Alice has been responsible for million dollar digital campaign launches and sending email campaigns to global audiences of over 1 million people.
Fireside chat with Grace Glass
Head of New Zealand Event and Commercial Director, SailGP
Presentation topic:
SailGP: Welcoming the world to our backyard
Karl Budge oversaw the ASB Classic from 2012, building it into one of the best on the pro circuit and bringing some of the greatest athletes in the world to New Zealand.
During his career he’s held senior roles for some of the world’s highest profile rights holders and brands.
In March 2021 Karl was announced as event director of the much-anticipated SailGP series, with the NZ Grand Prix being held in Christchurch next year.
Director of Marketing, Farmlands Cooperative Society
Presentation Topic:
CASE STUDY: Farmlands Co-operative
Nick Baylis has worked at most of the big name Agencies over the last 25 years including JWT, Colenso both in Wellington and Auckland in the 80’s and then at Saatchi & Saatchi during their halcyon days in the early 90s. In 1995 Nick and three colleagues left Saatchi & Saatchi and founded Generator.
Within three years the business was employing over 30 staff. In late 2000 the founders negotiated and executed a sale agreement and a reverse takeover of Bates in New Zealand saw the four Generator founders at the helm of the new entity GeneratorBates, the country’s third largest agency in the country employing 100 staff. Nick left GeneratorBates on completion of his buy-‐out contract in October 2003 and soon after was appointed Chief Executive of Draft FCB. Within a year Nick undertook a significant re-‐structure and new business wins, taking the agency into the top three in NZ. Nick was then head-‐hunted and took on the role of Chief Executive of M&C Saatchi in NZ. The next four years was significant growth in both the Auckland and Wellington offices with a string of new business wins. In October 2009 Nick left M&C Saatchi and again launched his own business Brandology, a brand behaviour consultancy helping large corporates define and live their brand idea. One of those clients was Farmlands and after four years of working with the Co-operative he joined the business in a full time role as Director of Marketing.
Digital Content Marketer, Giesen Wines
Presentation Topic:
First to market – lessons from launching a polarizing world-first product
A self-described digital ninja, Emma helps businesses succeed with her appreciation for well-honed user journeys and track record of stellar conversion rates. A member of the MA’s Southern Regional Committee, she’s passionate about improving the communities she’s part of. At YHA New Zealand, the website she launched converted at 3x the industry average. In her current role with wine industry heavyweights Giesen Group, Emma has maintained her reputation as a jack-of-all-trades in bringing Giesen 0% to market. She’ll be sharing the journey to develop a product that is the opposite of everything they’d done before, and the story of a successful launch – surpassing $200,000 revenue in just two months.
Presented by Doug Kessler, Co-Founder and Creative Director, Velocity Partners London
LIVE-STREAMING
Presented by Emma Crequer, Digital Content Marketer, Giesen Wines
Presented by Murray Streets, Managing Director, Dentsu New Zealand
Presented by Karl Budge, Head of New Zealand Event and Commercial Director, SailGP
Presented by Nick Baylis, Director of Marketing, Farmlands Cooperative Society
Fireside Chat with Grace Glass, Co-Founder and CEO, Natural Paint Co. & Alice Moore, Communications Director and Co-Founder, Mint Design
Presented by Peter Cullinane, Founder, Lewis Road Creamery
Presented by TimeZoneOne's CEO Daniel Thomas & Strategy & Content Director Sebastian Boyle
Presented by Research First's Founder and Chief Social Scientist Carl Davidson & Research Director Ann Thompson
If you think there are just too many people in your business with way too much power to block what you want to do, then Doug Kessler thinks you’re damn right. And he’s here to show you how to change all that.
Managing your goddamn stakeholders. It’s the single most important success factor for marketers. Without their support, your amazing & innovative new marketing idea won’t get off the ground. Whatever level we are operating at, we all have stakeholders reviewing, approving or rejecting our work. If you think there are just too many people in your business with way too much power to block what you want to do, then Doug Kessler thinks you’re damn right. And he’s here to show you how to change all that.
Brought to you in his own inimitable, edgy and entertaining style and packed with disruptive thoughts, Doug will show you:
Marlborough Sauvignon Blanc helped put New Zealand on the map in the global wine industry. So, it takes guts to create and launch an alcohol-removed version, but that’s exactly what Giesen Wines did – and successfully so. While global consumer trends show changing attitudes towards alcohol consumption, the team at Giesen Wines still had to work closely with stakeholders to overcome initial resistance. Emma joins us to share their journey, which included building an e-commerce site, creating buzz for the new product, capturing data to understand the audience, and getting the messaging right.
"Made by human" labels. Tech togetherness. Virtual addiction. Robot companions. Black Mirror. Deepfakes. Brain implants. Remote digital work. Blockchain. ‘Privacy islands’.
These are just a few of the trends covered in a new report compiled by Dentsu from a panel of 18 futurists, science-fiction writers, scientists, tech specialists and engineers attempting to cast some light on where we are headed over the next decade.
Murray Streets, Managing Director at Dentsu NZ joins us to share the report’s key predictions and recommendations for brands to successfully navigate the forces shaping our future – with a look at the digital, human, and ethical implications.
In a massive coup for Christchurch and for sailing in New Zealand, Christchurch has been announced as one of the host cities for the 2022 SailGP series. In its first season, the SailGP events delivered an average direct economic impact to host cities of $32 million and were broadcast to a total global audience of 256 million. As we prepare to welcome the world in early 2022, Karl Budge, Head of New Zealand Event and Commercial Director for SailGP joins us to share:
• SailGP: a story of innovation, sustainability and world-class sailing
• The winning bid: how we marketed Christchurch as a potential host city
• What it takes to bring an event of this scale to Christchurch
• Delivering exceptional fan centric and commercially successful experiences
• Working with event partners and stakeholders
Over the last four years, Farmlands has undertaken a huge change and digital transformation programme, breaking down legacy business silos, adopting new ways to engage with shareholders, and repositioning marketing to be insights and data led.
Nick Baylis, Farmlands’ Director of Marketing, will share their journey with a focus on the change in marketing structure, approach, and the on-going use of data and digital and how the team is driving new marketing behaviours and campaigns.
• The Farmlands business
• Redefining our shareholder audiences
• Reinventing our channel approach
• Shifting our marketing metrics
• Delivering personalisation through digital channels
• Adopting a Masterbrand strategy
• Repositing marketing internally
• Bringing the team along on our change journey
Natural Paint Co. was created with an uncompromising promise; to make the world’s best paint that is healthier for people and our planet. Founders Grace Glass and James Mount are shaking up the international paint industry by not only getting rid of petrochemicals and toxic ingredients, but also by selling paint exclusively online. This means educating consumers and battling the norm for an industry that has been untouched for over 70 years.
In this fireside chat with Alice Moore from Mint Design, Grace discusses their journey – setting up an ecommerce business, building their brand, and communicating with customers via digital channels.
Alice and Grace will touch on areas such as:
• Building our customer base from early adopters to the broader public
• Focusing on our USP and telling our story online
• Nurturing customers through email marketing and post-sale support
• Making the online platform work: Marketing for behavioural change (and changing customer behaviour to buy paint online)
• What we have learnt along the way: the challenges and the wins
‘Branding has to be brilliant, and the product has to be better’. Based on this mantra, marketing industry legend Peter Cullinane launched the hugely successfully Lewis Road Creamery as a challenger brand in 2011.
By being open to new ideas, doing things differently and taking a few risks, Lewis Road Creamery turned conventional category wisdom on its head. Combined with Peter’s keen eye for branding and storytelling, the business has experienced tremendous growth over the last decade, now exporting to the US, Australia, and China.
Peter joins us to share lessons from the Lewis Road Creamery journey and his advice for building a strong challenger brand.
• A constant search for better: why Product must be the first of your 4P’s
• The role of marketing in the business growth strategy
• The campaigns that made Lewis Road Creamery newsworthy
• Entering the US market: how it happened
• Saying goodbye to Lewis Road Creamery and what’s next for Peter
We’ve all had to think on our feet the past year—but that footing has been particularly unsteady for the travel and tourism industry. Christchurch-founded agency TimeZoneOne shares what they've learned working with the industry in the United States and New Zealand, how you can apply that to your business, and how we might reimagine tourism marketing for 2022 and beyond.
Crazy uncles, you know what they’re like. The person you worshiped as a child but as an adult don’t want to get stuck with at family events. The same person who emails links to things you’re reluctant to open for fear of mortification! Somewhere along the line the research industry has become that person.
Over the past 20 years it's an industry which has gone from being marketing’s best friend to that crazed relation you'd rather keep at arm's length. How has this happened and what should we be doing about it?
In this entertaining presentation, Ann Thompson and Carl Davidson from Research First outline the way forward to reconciliation. Or at worst the grounds for an amicable divorce. If you’re a marketer who cares about evidence, don’t skip this session.
Fantastic event, a must for all South Island marketers. The calibre of speakers and breadth of topics makes it an event not to be missed.
What a fantastic conference. Excellent speakers, great networking opportunities and a really cool way to get excited about our craft again after a tricky year.