Regan is currently working as an executive marketing consultant, contracting to both public and private sector clients. Prior to this, he spent two years at Trade Me as Marketing Director, overseeing their marketing, customer engagement and audience growth, as well as Trade Me’s evolution into a more contemporary Kiwi brand. Regan was also Acting Chief Customer Officer at Trade Me from Jan - Nov 2019, overseeing Customer Support, Trust & Safety, Customer Technology and User Experience as well as Marketing & Communications.

Prior to TradeMe, Regan was GM Marketing Communications at Kiwibank, where his team was awarded for effective marketing strategies that ensured Kiwibank consistently led the banking category in customer and business growth, brand strength and marketing innovation. Previous to this Regan worked at ANZ (NZ), and was also at HSBC in the UK for six years, focusing on global brand advertising strategy and execution.

Regan has been a member of the executive board of the NZ Marketing Association since 2018, and holds a BSc Hons in Industrial and Organisational Psychology from Victoria University in Wellington

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How marketing helped beat Covid-19

New Zealand’s response to the Covid-19 crisis has been heralded globally as “a masterclass in communication”. The team that successfully (touch wood) guided New Zealand through the pandemic takes us behind the scenes detailing what went down, critical decisions made, their framework for success and how much of it can, and should, be applied to our day jobs.

Brett has spent over 25 years in the creative industry. He’s been a designer, art director, creative director as well as was integral in the set-up of Proximity’s New Zealand’s CRM and digital offering. He now leads Clemenger BBDO, using his wealth of experience to manage cross-functional teams in the complex and rewarding world of behaviour change.

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How marketing helped beat Covid-19

New Zealand’s response to the Covid-19 crisis has been heralded globally as “a masterclass in communication”. The team that successfully (touch wood) guided New Zealand through the pandemic takes us behind the scenes detailing what went down, critical decisions made, their framework for success and how much of it can, and should, be applied to our day jobs.

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.

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Keep It Real Online: How a government campaign became a viral sensation

Hot off the press, we bring you the hugely successful ‘Keep It Real Online’ campaign by DIA and Motion Sickness. It’s not often a government-led campaign gets 11 million views in less than a week, attracts international attention and gets the nation talking, so let’s find out how they did it.

• What we all can learn from this campaign: how to’s, lessons & results
• Why humour and storytelling can work when tackling serious subjects
• From planning to implementation: how we got the nation talking
• Taking a multi-channel approach: TV, OOH, print, social media and digital
• Managing the social media response and engaging followers
• Building on the success: what’s next?

Sam Stuchbury, 30, is 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.

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Keep It Real Online: How a government campaign became a viral sensation

Hot off the press, we bring you the hugely successful ‘Keep It Real Online’ campaign by DIA and Motion Sickness. It’s not often a government-led campaign gets 11 million views in less than a week, attracts international attention and gets the nation talking, so let’s find out how they did it.

• What we all can learn from this campaign: how to’s, lessons & results
• Why humour and storytelling can work when tackling serious subjects
• From planning to implementation: how we got the nation talking
• Taking a multi-channel approach: TV, OOH, print, social media and digital
• Managing the social media response and engaging followers
• Building on the success: what’s next?

Trina is a Manager within the Digital Safety Group at the Department of Internal Affairs. This is a regulatory Group whose vision is to make the digital world a safer place for everyone. As the digital world has no borders, regulating the digital environment is challenging. Trina leads a team that engages with national and international partners to reduce digital harm in collaborative and innovative ways to meet these challenges. The ‘Keep It Real Online’ campaign is a good example of this collaborative and innovative effort to reduce harm.

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How NZ Police is winning over the internet with #Fridayfloof and humour

• Trying new things to get across important messages and engage with communities
• The impact of our social media success on the perception of frontline officers, and the public’s trust and confidence in police
• How NZ Police used social media during the lockdown
• Standing out on oversaturated social media channels
• Getting the tone right and knowing when to post
• The #dollypartonchallenge: jumping on popular social media challenges

Jess is a Senior Social Media Advisor at New Zealand Police and is responsible for all national social media platforms and communications, providing advice across the organisation, and supporting the 12 Police Districts with their content. She has led the Police social media response to major events such as the March 15 terrorist attack, the eruption of Whakaari/While Island and Covid 19. As well as ensuring the public are kept informed, Jess has created a human voice for New Zealand Police, and has been instrumental in evolving Police’s social media presence across multiple channels. Jess is known for her humorous content, pushing the boundaries and setting up many a viral meme. Her introduction of #fridayfloof continues to be a fan favourite, while her sharp social instinct ensures she gets the balance just right on some tough topics.

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How NZ Police is winning over the internet with #Fridayfloof and humour

• Trying new things to get across important messages and engage with communities
• The impact of our social media success on the perception of frontline officers, and the public’s trust and confidence in police
• How NZ Police used social media during the lockdown
• Standing out on oversaturated social media channels
• Getting the tone right and knowing when to post
• The #dollypartonchallenge: jumping on popular social media challenges

Helen has been with New Zealand Police for 5 years managing their recruitment and service delivery marketing. She was responsible for the 2017 World’s Most Entertaining Recruitment Video, the 2018 Breaking News Video, the 105 (our new non-emergency number) campaign and more recently the Police marketing campaign response to Covid-19 – the Wellington Paranormal and the NZ Creative Genius Series. Based in Wellington, she has over 30 years marketing and PR experience in both the public and private sectors.

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Changing perspectives: showing the human side of local government

Throughout my presentation I'll share my knowledge and show examples of my work and campaigns I've worked on with local government officers and people in our community. Through social media we have the chance to change people’s perspectives, we should always use this power for good!It is important to be mindful of the accessibility of your content and how it is delivered, and to remember it is always about the people and the culture.  

• Goals and objectives of the ‘Our People’ campaign – changing the perspectives of the community towards the Council and  local government
• Campaign methods and content types – highlighting Council projects, staff and community through videography and photography

Kylie is Horowhenua District Council’s Social Media Advisor, responsible for all social media communications. She advises a team who assist in managing 14 pages across four platforms. Since starting with Council in 2017, Kylie has increased (mostly organically) engagement and reach by over 200% and doubled their followers on the Horowhenua District Council Facebook page. Kylie has introduced two successful video campaigns and worked closely with staff and members of the community. This has included local schools to create content which she films, writes scripts for and edits herself. Kylie is passionate about creating innovative storytelling methods which engages her community and brings excitement to what can otherwise be, boring topics! Kylie holds a Diploma in Business and is working towards a Bachelor of Applied Sciences majoring in Communications and a Graduate Diploma in Marketing with the Open Polytechnic.

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The role of stereotyping in storytelling: how we can shift the narrative

• How to tell the story without defaulting to stereotypes
• The responsibility of the advertising industry to shift the conversation
• Seeing the world through the female lens
• Examples of ads that are starting to change the narrative

At the heart of all her work is a desire to empower women and change the status quo. Angela Meyer's consultancy skills have seen her work in London, Melbourne and Tokyo. She has twice been nominated for the Women of Influence Awards (2016 and 2018). In 2010 Ange sailed across the ocean with her husband and then one-year-old son and was commissioned by Random House to write a book about it. She started trans-Tasman dance company The Real Hot Bitches, and The Man Bank, a dating agency and is the co-founder with Anna Dean of the 7000 strong Ace Lady Network.

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Mini Workshop: Using social norm marketing to influence beliefs and behaviour

People have personal norms and society too has norms. This workshop looks at how we can leverage the intersection between the two to influence beliefs, harness motivation and achieve lasting behaviour change.

Founder of UK agency TRBI, a pioneering international research and planning agency, where she championed the implementation of insights to guide creative and innovative strategies for clients. As Partner for TRA, Colleen continues to incorporate advancements in knowledge into insights practice and activation.

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Mini Workshop: Using social norm marketing to influence beliefs and behaviour

People have personal norms and society too has norms. This workshop looks at how we can leverage the intersection between the two to influence beliefs, harness motivation and achieve lasting behaviour change.

With over 14 years’ experience in both Government and commercial sectors, Carl has a demonstrated history of effective work for his clients including several gold wins at local and international advertising effectiveness awards. Having worked internationally as a qualitative researcher, and 7 years at FCB New Zealand as communications strategist prior to heading up the TRA strategy team in 2018, Carl is skilled at both surfacing insights and applying those insights to generate break-through ideas.

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Mini Workshop: Using social norm marketing to influence beliefs and behaviour

People have personal norms and society too has norms. This workshop looks at how we can leverage the intersection between the two to influence beliefs, harness motivation and achieve lasting behaviour change.

Shaun is a partner at TRA, passionate about using data to enable business growth. Shaun thrives on understanding human behaviour and is not shy in admitting he loves using data and machines to help solve real human problems. Shaun comes from a background in marketing, strategy, data and insights all blending together to help TRA clients deliver amazing experiences to their customers.

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Be A Safe Guy: How we got Māori men talking about safety at work

New Zealand’s workplace safety record is moving forwards, but in 2018 research showed that Māori men were being left behind. They were 44% more likely to be seriously injured at work than Pākehā, and less willing to talk about safety.

To create the cultural shift needed to change attitudes and save lives, we knew we had to get Kiwis – especially young Māori men – talking about their safety at work. We collaborated with Māori comedian D’Angelo Martin and created a nationwide campaign that used his relatable humour to prove that it doesn’t matter how you talk about safety on the job, as long as you do.

• The campaign effectively targeted young males with a strong skew to Māori (1 in 3 who engaged with the campaign were Māori)
• 3 in 4 people claim to have ‘changed how they think and behave at work’ as a result of the campaign
• 58% of people have changed the way they work to make it safer as a result of the campaign

WorkSafe and VMLY&R join us to share insights from the campaign:

• Reframing our message to create a cultural shift
• A government organisation using humour to engage Kiwis: why it worked
• An approach that could only work based on close collaboration: how we did this
• Reaching and connecting with a hard to reach audience
• Challenges and lessons learnt
• The results: engagement and behaviour change

Kate Miller is a Group Account Director at VMLY&R. Her career spans both agency and client-side marketing roles – here and in Europe. Kate has a successful track record shaping and managing a variety of award-winning integrated campaigns, having worked with a range of global B2B and B2C brands.

After many years overseas, she is now back in Aotearoa and enjoys collaborating with government teams to help create meaningful work for the betterment of New Zealand communities.

Outside of work Kate is a new Mum to her son, Rex – so she’s learning all the thrills and spills that come with motherhood!

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Be A Safe Guy: How we got Māori men talking about safety at work

New Zealand’s workplace safety record is moving forwards, but in 2018 research showed that Māori men were being left behind. They were 44% more likely to be seriously injured at work than Pākehā, and less willing to talk about safety.

To create the cultural shift needed to change attitudes and save lives, we knew we had to get Kiwis – especially young Māori men – talking about their safety at work. We collaborated with Māori comedian D’Angelo Martin and created a nationwide campaign that used his relatable humour to prove that it doesn’t matter how you talk about safety on the job, as long as you do.

• The campaign effectively targeted young males with a strong skew to Māori (1 in 3 who engaged with the campaign were Māori)
• 3 in 4 people claim to have ‘changed how they think and behave at work’ as a result of the campaign
• 58% of people have changed the way they work to make it safer as a result of the campaign

WorkSafe and VMLY&R join us to share insights from the campaign:

• Reframing our message to create a cultural shift
• A government organisation using humour to engage Kiwis: why it worked
• An approach that could only work based on close collaboration: how we did this
• Reaching and connecting with a hard to reach audience
• Challenges and lessons learnt
• The results: engagement and behaviour change

Chris Green is the Acting Manager Marketing and Communications at WorkSafe. Chris has over 18 years’ experience working in marketing, communications, brand, sponsorship and events across government behaviour change campaigns in New Zealand, within health and safety and energy efficiency.

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From moustaches to a moment against silence: How Movember is creating behaviour change

The Movember Foundation is the largest male focussed charity in New Zealand. Men often don’t like to talk about sensitive issues like mental illness, so since 2006 Movember has been creating marketing campaigns to change men’s behaviour by giving them fun and useful tools to impact their mental health. 

This has been incredibly successful in recruiting new participants to the charity, starting conversations about mental health, and resulting in both local and global marketing and effectiveness awards.

Robert Dunne, Country Manager of Movember NZ, and Ryan Jordan, Strategy Director at Dentsu – Movember’s advertising network, will share what each Movember campaign has taught them about influencing behaviour, which messages and channels best resonated with the audience, and what elements of each campaign created the best cut-through. 

• The right to grow – Getting Movember into the mental health discussion by lobbying to boys schools who had outdated shave policies, to allow boys to participate in Movember.
• Men, you’re not talking, so try ticking – A research initiative that became a campaign to get men to reflect on their own mental health.
• Moment against silence – partnering with NZ Rugby to reframe a moment’s silence to a moment against silence, which encouraged men to talk about their feelings.
• Happy Hour – encouraging a broader behaviour change, with a dedicated hour each day for men to call a mate to check in.

Ryan is a Strategy Director at Dentsu New Zealand with experience in integrated strategy roles across New Zealand and Australia. As the strategist driving the work for The Movember Foundation for the past 3 years, he has been working to change men's behaviour in regards to mental health through campaigns and within the advertising industry.

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From moustaches to a moment against silence: How Movember is creating behaviour change

The Movember Foundation is the largest male focussed charity in New Zealand. Men often don’t like to talk about sensitive issues like mental illness, so since 2006 Movember has been creating marketing campaigns to change men’s behaviour by giving them fun and useful tools to impact their mental health. 

This has been incredibly successful in recruiting new participants to the charity, starting conversations about mental health, and resulting in both local and global marketing and effectiveness awards.

Robert Dunne, Country Manager of Movember NZ, and Ryan Jordan, Strategy Director at Dentsu – Movember’s advertising network, will share what each Movember campaign has taught them about influencing behaviour, which messages and channels best resonated with the audience, and what elements of each campaign created the best cut-through. 

• The right to grow – Getting Movember into the mental health discussion by lobbying to boys schools who had outdated shave policies, to allow boys to participate in Movember.
• Men, you’re not talking, so try ticking – A research initiative that became a campaign to get men to reflect on their own mental health.
• Moment against silence – partnering with NZ Rugby to reframe a moment’s silence to a moment against silence, which encouraged men to talk about their feelings.
• Happy Hour – encouraging a broader behaviour change, with a dedicated hour each day for men to call a mate to check in.

Robert has now been in the role for 9 years and is responsible for the strategy and implementation of the main fundraising campaign. Robert first worked on the Movember campaign in 2005 as a volunteer in London returning to New Zealand in 2011. He is driven by his passion to change the attitudes of NZ men to their health and the health of others. Outside of Movember Robert enjoys coaching his twin boys rugby team, a hit of golf and spending time with family.

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Empowering home buyers and sellers. A digital marketing success story.

The lives of hundreds of thousands of Kiwis have been improved through settled.govt.nz, the Real Estate Authority’s (REA’s) consumer- website. The site puts information into the hands of property buyers and sellers, so they’re better informed when they need it most. Here REA shares how it attracts so many users each day to engage with the information, tools and resources. There will be a focus on the innovative digital marketing used to reach vulnerable home buyers and sellers. You’ll also hear about:

• listening to consumers, focusing on those most at risk such as first-home buyers
• creating plain English content with a search engine optimisation (SEO) focus to drive organic growth
• using targeted and innovative digital marketing, including our test and learn approach
• results and where to from here…

Martin is a driven marketer and communicator. His wheels spin when he’s working in areas that help people to live better lives. His work has spanned a wide variety of roles over the past 20 years, including work in events, tourism, early childhood teacher education, data and insights and more recently consumer protection work in real estate. Martin manages a small high performing team at the Real Estate Authority which takes pride in punching above its weight.

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Empowering home buyers and sellers. A digital marketing success story.

The lives of hundreds of thousands of Kiwis have been improved through settled.govt.nz, the Real Estate Authority’s (REA’s) consumer- website. The site puts information into the hands of property buyers and sellers, so they’re better informed when they need it most. Here REA shares how it attracts so many users each day to engage with the information, tools and resources. There will be a focus on the innovative digital marketing used to reach vulnerable home buyers and sellers. You’ll also hear about:

• listening to consumers, focusing on those most at risk such as first-home buyers
• creating plain English content with a search engine optimisation (SEO) focus to drive organic growth
• using targeted and innovative digital marketing, including our test and learn approach
• results and where to from here…

Aidan is passionate marketer, with a strong interest in digital channels. He joined the Real Estate Authority (REA) in 2016 as a Victoria University graduate where he completed a Bachelor of Commerce in Marketing and Management. During his time at REA his primary focus has been developing, promoting and working with the settled.govt.nz brand and website. Aidan takes pride in empowering consumers with the right information to help them make better decisions.

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