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Opinion

Why and how does a little agency in New Zealand consistently stay top of the world’s Creative and Effectiveness charts? Nick Worthington, the long serving Creative Chairman of Colenso BBDO, attempts to explain.

Case Study

DB Export, a beer brand from New Zealand, brought beer drinkers back to DB Export by turning beer drinking into an act of environmental heroism.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study describes how DB Export, a New Zealand beer brand, got New Zealand men to increase their regular consumption by turning beer drinking into a selfless act of environmental heroism.

Article

This event report covers the Future of Strategy session held by Warc in Cannes, looking at the role of planners, opportunities in new tech, and why proven methods of gathering insights are still necessary.

Research Paper

Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount.

Gunn Report

Commentaries on the individual ranking tables of the Gunn Report 2016 (introduced by the guest editor, Kate Stanners) spanning: Film, Print / Out Of Home, Digital, All Gunns Blazing, Countries, Advertisers, Production Companies, Directors, Agencies and Agency Networks.

Opinion

In 2010, our agency was briefed by a big brewery to have one last go at reviving a beer that had been in decline for a decade.

Article

This brief article demonstrates the importance of searching for stories behind products and brands, using the example of DB Export Gold, a New Zealand beer brand.

Opinion

James Hurman, Admap columnist and founder of Previously Unavailable, has just posted his annual 'Cases for Creativity' essay.

Case Study

This case study explains how Tui, the beer brand owned by DB Breweries, made spectators into participants during its sponsorship of New Zealand's cricket team.

Gunn Report

James Hurman's "Cases For Creativity" list identifies those pieces of work each year that accomplish "The Holy Grail": a Gold Lion at Cannes for creativity followed by a Gold Effie in a leading effectiveness contest.

Case Study

Monteith's Cider successfully differentiated itself from category rivals in New Zealand with this campaign, which used the brand's heritage to position it as a high-quality choice.

Article

This report offers an overview of the winners of the 2013 AME Awards, including guidance from this year's jury on what made a winning entry.

Case Study

Monteith's ciders faced the challenge of maintaining their price premium and market share as new brands flooded the category in New Zealand.

Case Study

Sales of New Zealand's DB Export beer had been declining for seven years and research showed the brand was perceived as effeminate and lacking in authenticity.

Case Study

Using a variety of channels and activities and successfully combining tradition and innovation, this campaign revived DB Breweries' Export family of beers in New Zealand and reversed nearly a decade of declining sales.

Article

Discussion of TED's Ads Worth Spreading initiative, from the 4A's "Transformation 2011 conference in Austin, Texas.

Case Study

Take a brewery staffed by gorgeous women, a handful of brave lads, several pallets of ice-cold East India Pale Ale (aka Tui) and let the hi-jinks begin.

Article

This article discusses ways of making TV sponsorship more effective, based on an analysis of case histories from the IPA dataBANK, and other awards programmes from around the world.

Case Study

Tui was a popular regional beer brand in New Zealand, but its owner, DB Breweries, wanted to make it nationally successful.

Case Study

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the late-1990s to 2004.

Research Paper

Advergames are increasingly being used as part of a marketing campaign to promote products and brands.

Case Study

This Silver Award winning effectiveness entry details how Tui, the New Zealand beer, grew sales by 9% in a declining market.

Case Study

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market.