How are today’s brands engaging with their audiences?

How, as a communications specialist, can you learn some important rules on engaging today’s consumer?

This research report identifies 5 new ways brands are connecting with audiences. Our initial research involved focus groups across a broad age spectrum and spanned Australia and New Zealand.

We then approached experts within the communications industry to get their opinions.

Download the full research report here (PDF 342KB)

Order the documentary here or watch individual sections below.

Embracing change

With the boundaries of the communication industry expanding rapidly, our experts consider the realities of change and reflect on the challenge of keeping up to date. They discuss why brands can’t function unless they are online and why, even though we are experiencing great demographic and technological change, traditional communication methods still work.

Branded content

A look at how the proliferation of content delivery sees a growing pressure on the industry to develop content that resonates. Social Researcher, Mark McCrindle, explains why audiences want entertainment from brands, not just information. And General Manager of Digital Artists; Tim Flattery, explains why Budweiser was willing to fail in its attempt at launching Bud.tv.

User generated content

A glimpse into the power struggle between the consumer and the media in embracing user generated content for the good of all. Director of Pegasus Strategic Planning, Andrew Moss argues there is still a role for professionals while Tim Flattery, General Manager of Digital Artists suggests now is the time to apply learnings from user generated and social networking environments to other media environments.

Branded events

Here we look at Mini’s success in creating a branded event - the Mini Cirque, and find out why Mini’s Marketing Manager, Jason Miller, believes branded events work for mainstream brands too.

Brand experience

Social Researcher, Mark McCrindle, reveals great consumer interest in tangible experiences, arguing that in technological times real experiences stand out from the sea of messages.
Louise Eyres, Head of Marketing and Sponsorship at the ANZ bank, discusses how ANZ’s engagement in brand experience is a reflection of a changing strategy that is seeing the brand move towards local level marketing.

Virtual worlds

Lisa Romano, Project Manager of ABC Innovation, takes us inside ABC Island to show the importance of creation and community in virtual worlds like Second Life. While futurist Richard Watson can’t understand what all the fuss is about.