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CAANZ Launches Digital Leadership Group

CAANZ Launches Digital Leadership Group

Media Release 6 November 2008 6.00pm
Communication Agencies Association of New Zealand

The Communication Agencies Association of New Zealand (CAANZ) launched the Digital Leadership Group (DLG) at a function in Auckland today.

The DLG has been established to provide a unified industry voice with the aim of helping New Zealand businesses embrace the digital environment and develop commercial opportunities.

The DLG is made up of senior digital leaders drawn from CAANZ members who are exposed to international trends and who are at the forefront of helping clients succeed in the digital marketplace.

DLG members are united in their concern with the lack of digital progress in New Zealand and are collectively charged with getting New Zealand businesses to creatively engage audiences online and to promote the digital skill set within agencies and their clients.

DLG Chair Darryn Melrose said New Zealand may have a slightly misleading image overseas as a technologically advanced digital market. This has largely been off the back of the success of digital animation companies like Weta Studios in creating stunning visual effects for films like Lord of the Rings and King Kong.

“However, scratch the surface and there is a different reality to digital development in New Zealand.”

“Whilst success stories do exist in New Zealand with the likes of Air New Zealand, and the ASB, the vast majority of New Zealand businesses have been slow to adopt effective ‘business to business’ and ‘business to consumer’ digital strategies commonplace in other OECD countries.”

“Many New Zealand businesses don’t effectively engage the services of creative digital agencies and largely limit their online presence to ‘brochureware’”, said Mr Melrose.

The DLG believes the time is right for New Zealand businesses to make advances in developing digital relationships with local and international customers. There is a global and local consumer base that is both willing and able to transact with New Zealand businesses.

Digital advertising represents a move from traditional ‘push’ advertising to a more interactive conversation with customers. International research shows that for advertising to be effective it must talk with someone rather than about something.

“Unfortunately, many marketers in New Zealand still view digital as a non-core advertising medium rather than viewing it as an effective medium to create dialogue, edify customers and generate new revenue streams. Creative digital content should be an integral part of a company’s marketing mix,” said Mr Melrose.

The DLG will run a Digital Forum in February 2009. The forum will focus attention on assisting New Zealand businesses to develop effective digital strategies.


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