OTHER IN­DUS­TRY

New Zealand Marketing - - Insight Creative -

KEY IN­SIGHT

Big, es­tab­lished brands don’t have to be bor­ing. As in­di­cated by the in­dus­try per­cep­tions of Air New Zealand, even in­dus­try giants can be dig­i­tal, strate­gic and fu­ture-fo­cused. In­ter­est­ingly, de­spite Fon­terra’s sig­nif­i­cant in­vest­ment in some brave mar­ket­ing over the last year, its mas­ter­brand is still con­sid­ered quite tra­di­tional— show­ing per­cep­tions don’t al­ways match up to the shifts that might be tak­ing place within a busi­ness. Also worth sin­gling out is Lotto, which emerged as the strong­est cre­ative per­former (a clear nod to the sto­ry­telling approach in its ads) but the weak­est when it came to be­ing fu­ture-fo­cused.

TOP PER­FORMER Air New Zealand

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