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Finding the native advertising sweet spot

I was fortunate enough to attend a presentation by Jane Cherrington, courtesy of The Briefing a couple, of weeks ago. The topic was 'Customer Centricity' and it got me thinking a bit more deeply about the developing discipline of content in the marketing and communications mix.

Debate has raged over the last few years around 'native advertising'. Is it really new? Is it just advertorial dressed up in new digital clothes? Is it just trickery to get audiences clicking where banners ads are failing? Is it an example of marketers trying to subvert genuine audience engagement with editorial brands and by default threatening to damage the engagement they are trying to harness? The answers would be no, kind of, sometimes, potentially....

Finding the native advertising sweet spot

NZRetail magazine gets a refit, launches online news service The Register

NZRetail magazine gets a refit, launches online news service The Register

NZRetail magazine is nearing its 70th year in publication, but the grandest dame in Kiwi retail news has lost none of her pizzazz. And it's just emerged from a rebranding with a bigger format, perfect binding, a bi-monthly publishing schedule and a long-awaited online arm, The Register.

NZRetail was first launched in 1948 as the official magazine of Retail NZ (formerly known as the New Zealand Retailers’ Association). And Tangible Media has been publishing the magazine since 2008. But the decision was made at the end of 2014 to bring the magazine into the modern era. And publisher Vincent Heeringa says when Retail NZ asked it to re-imagine the NZRetailmagazine, it jumped at the chance....


Talent recognised on and off the page as Magazine Publishers Association announces awards finalists

Early this year, the MPA announced that it was making some big changes to its annual awards, with a new name, a few new categories and a new judging process. Those changes have led to an almost 40 percent increase in entry numbers and as far as the finalists go, Bauer is on top with 46, followed by Tangible Media with 25, Fairfax with 19 and Kowhai Media with 10.

The magazine of the year category is split into six categories, with each of the category winners then going on to fight it out for the top honour, Magazine of the Year....

Talent recognised on and off the page as Magazine Publishers Association announces awards finalists

AUT TVCs and Web Videos

AUT TVCs and Web Videos

Tangible continues to drive AUT into tertiary marketing pole position.

The Challenge: AUT’s the youngest of NZ’s universities, and ready and raring to shake up the industry. While it’s remarkable how quickly the brand’s reputation has soared, new ways to hammer home AUT’s credentials are vital....


Wendy’s Fresh Beats

Who said you shouldn’t play with your food?

The Challenge: We needed to welcome back Wendy’s famous Big Kahuna burger! Featuring juicy pineapple for a Hawaiian twist, it’s undeniably delicious – but how best to stand out in the over-saturated burger market?...

Wendy’s Fresh Beats

Café makeover currently underway

Café makeover currently underway

Lunchtime’s about to get a whole lot more tasteful

Work has begun on the all-new ICG café!

Last weekend we sorted and shined, and this weekend we’ll have completed all 5 stages of the 5S process ready for the big reveal on Monday August 11!...


Tangible Successes

‘Crafting Captivation’ makes for even more captivating results.

Tangible continues to go from strength to strength, with Living Well and Little Treasures launched in January to great initial response. Little Treasures even achieved it’s best first week supermarket scan in two years!...

Tangible Successes

The Register

The Register

Retail intelligence delivered the smart way – via web editorial genius from Tangible.

The Challenge: NZ retailers create brilliant, smart spaces for Kiwis keen to shop. So Tangible (in partnership with Retail NZ) saw an opportunity to create a brilliant, smart space for retailers keen to learn....


Pride In Print Wins!

Clear some space on the walls! We picked up 4 gold medals last Friday night at the Pride in Print Awards!

The winning entries were:...

Pride In Print Wins!

Do Good Dating

Do Good Dating

ICG ladies make dating a breeze without the sleaze

The Challenge: Surely there must be a better way for singles to meet than the heartless hook-up hothouse that is Tinder? Two talented ICG staff thought so, and they’re ready to take the dating world by storm!...


Green Acres TVC

Watch one man amaze his other half by doing absolutely nothing.

The Challenge: Green Acres have spent years building up their brand, recruiting new franchisees and future-proofing their business. Now they need to start showing Kiwis everywhere what they’re all about....

Green Acres TVC