NZ Ag: why are you still using agencies?

NZ Ag: why are you still using agencies?

Some of the best talent I have been privileged to work with run their own businesses because they are good enough which means they can. Only the good ones survive. The great thing about working with people out on their own is that they have skin in the game. They are heavily invested to make sure the work works. Years ago I was told by a Client "we're a business that follows the talent, not the agency"…

Is one NZ Ag story too simplistic?

Is one NZ Ag story too simplistic?

If every one of us has different DNA, why do we insist that our Ag companies have to share one central story? Are we commoditising the very thing that's supposed to differentiate us? Storytelling is fast becoming a default panacea to most marketing woes. NZ Ag needs to go deeper than the basic consumer expectations of free range, animal friendly, hormone free and grass fed. If we don't, we're playing catch up footy to a protein-substitution game that's already moved up a league.