title: Successful Collaboration Between Marketers and Agencies: Towards a Client perspective on Advertising Development

authors: Calderwood, Richard John

subjects: Advertising

abstract: The relationship between clients and agencies involved in developing quality advertising campaigns has long been an area of interest for researchers. Much of the early research focussed on the factors which contributed to the origins, functioning and dissolution of client agency relationships in advertising. In addition much of this early research had considered these relationships from the point of view of the agency.

In comparison this research considers the importance of collaboration in the development of quality advertising campaigns. The research considers the contribution of process and outcome factors in the development of advertising campaigns.

To understand how these two groups of factors contribute to the development of quality advertising campaigns it was decided to use a mixed methods approach to conduct the research. Initially a series of exploratory in-depth interviews were undertaken with senior personnel from a range of major Auckland client companies and agencies. These interviews provided a range of rich qualitative data which was the basis for developing the quantitative questionnaire. 

This was followed by a comprehensive quantitative questionnaire that surveyed a range of people working at major New Zealand and Australian advertisers. The data collected in the quantitative segment of the research was then analysed. The analysis identified four factors likely to influence the quality of advertising campaigns produced. These were relationship stability, agency flexibility, agency competency and expertise and client involvement.

The quantitative research showed clients who were involved in the development of campaigns were more likely to produce original campaigns that were also more creative, and as a result more effective. Clients and agencies that were in stable relationships were likely to produce campaigns which were both original and effective. Agencies that had high levels of competency and expertise were likely to produce campaigns which were more strategic and original. 

There was an inverse U relationship between competency and expertise and the effectiveness of campaigns produced. That is those with high and low levels of competency and expertise were likely to produce less effective campaigns than those with moderate levels of competency and expertise. Those clients and agencies that are in stable relationships and agencies that had high levels of competency and expertise were also likely to produce more creative campaigns.  Agencies that were either inflexible or highly flexible are likely to produce the most original campaigns. Situations where the client was not involved nor were they in a stable relationship were likely to result in campaigns with less strategic focus. 

The results overall suggest that the process factors make a contribution throughout the process of developing a campaign and that the outcome factors are those which help the client to judge whether a campaign is high quality. Those who consider process factors such as trust to be contributors to the development of quality advertising campaigns, may really only “hope” that quality campaigns will result.

This research has presented a clients’ view on the factors which are important to quality campaign development. This is in contrast to much of the earlier work developed which considered the agencies’ viewpoint. For agency managers who seek to develop quality campaigns it is important that they involve the client. They should also ensure that their relationship is stable, that they are flexible in their work with the client and they assign personnel who are competent and have the expertise necessary to develop quality advertising campaigns.

text: Successful Collaboration Between Marketers and Agencies: Towards a Client perspective on Advertising Development The relationship between clients and agencies involved in developing quality advertising campaigns has long been an area of interest for researchers. Much of the early research focussed on the factors which contributed to the origins, functioning and dissolution of client agency relationships in advertising. In addition much of this early research had considered these relationships from the point of view of the agency.

In comparison this research considers the importance of collaboration in the development of quality advertising campaigns. The research considers the contribution of process and outcome factors in the development of advertising campaigns.

To understand how these two groups of factors contribute to the development of quality advertising campaigns it was decided to use a mixed methods approach to conduct the research. Initially a series of exploratory in-depth interviews were undertaken with senior personnel from a range of major Auckland client companies and agencies. These interviews provided a range of rich qualitative data which was the basis for developing the quantitative questionnaire. 

This was followed by a comprehensive quantitative questionnaire that surveyed a range of people working at major New Zealand and Australian advertisers. The data collected in the quantitative segment of the research was then analysed. The analysis identified four factors likely to influence the quality of advertising campaigns produced. These were relationship stability, agency flexibility, agency competency and expertise and client involvement.

The quantitative research showed clients who were involved in the development of campaigns were more likely to produce original campaigns that were also more creative, and as a result more effective. Clients and agencies that were in stable relationships were likely to produce campaigns which were both original and effective. Agencies that had high levels of competency and expertise were likely to produce campaigns which were more strategic and original. 

There was an inverse U relationship between competency and expertise and the effectiveness of campaigns produced. That is those with high and low levels of competency and expertise were likely to produce less effective campaigns than those with moderate levels of competency and expertise. Those clients and agencies that are in stable relationships and agencies that had high levels of competency and expertise were also likely to produce more creative campaigns.  Agencies that were either inflexible or highly flexible are likely to produce the most original campaigns. Situations where the client was not involved nor were they in a stable relationship were likely to result in campaigns with less strategic focus. 

The results overall suggest that the process factors make a contribution throughout the process of developing a campaign and that the outcome factors are those which help the client to judge whether a campaign is high quality. Those who consider process factors such as trust to be contributors to the development of quality advertising campaigns, may really only “hope” that quality campaigns will result.

This research has presented a clients’ view on the factors which are important to quality campaign development. This is in contrast to much of the earlier work developed which considered the agencies’ viewpoint. For agency managers who seek to develop quality campaigns it is important that they involve the client. They should also ensure that their relationship is stable, that they are flexible in their work with the client and they assign personnel who are competent and have the expertise necessary to develop quality advertising campaigns.

year: 2012

title: Boat electrofishing survey of the lower Waikanae River, Ratanui Lagoon, and Lake Waitawa

authors: Hicks, Brendan J.

subjects: New Zealand

abstract: We conducted the first electrofishing boat survey of the lower Waikanae River, Ratanui Lagoon, and Lake Waitawa on 11-12 July 2006. We caught five introduced and five native fish species in 4.74 km of fished length from a total of nine sites. Assuming that the bow-mounted anodes caught fish within a 1-m radius, the width fished was 4 m, and the total area fished was 16,200 m² or 1.62 ha.
We landed a total of 125 fish comprising five introduced and five native fish species at the nine fished sites (Table 3). Shortfin eels were the most numerous species but are mostly not included in this total. We did not bring eels on board because of the handling time this involved, except for two sites 263 and 264 where densities were 1.19 fish 100 m⁻², which is moderate density of eels compared to previous boat electrofishing one-pass estimates, perch, tench, and rudd were found at most sites in Lake Waitawa. Goldfish had a much more restricted distribution, and were caught at only one site. Four adult brown trout were caught in the lower Waikanae River. Because of their large size, adult brown trout and tench comprised a significant part of the fish biomass where they occurred.
No koi carp were caught, probably because of a combination of low density and low water temperature. Water temperature at the time of fish (10.2-10.5 °C in Lake Waitawa) may have influenced the susceptibility to koi carp to electrofishing. Common carp are known to seek winter refuge in deep water at temperatures below 11°C. Electrofishing is limited to the upper 3 m of the water column and would be ineffective if koi carp, Cyprinus carpio) are also less active during periods of low water. Inactivity reduces the probability of encountering fish and lowers catch rates. The optimal period for sampling koi carp begins as the water warms in spring, when koi carp move into the littoral shallows to spawn and are therefore highly visible. Common carp in Australia begin to spawn when water temperatures reach 15°C and koi carp have been observed spawning in New Zealand in Lake Waikare as early as 11 September in a water temperature 15.3°C. However, it is encouraging that no small koi carp were caught because this is evidence that breeding is not occurring in Lake Waitawa or Ratanui Lagoon, where koi carp are known to occur (Ian Cooksley, DOC, pers. comm.).
Previous fishing with the electrofishing boat in the North Island, in similar conductivities and habitats and with similar machine settings, has caught a full size range of eels, smelt, bullies, grey mullet, rudd, brown bullhead catfish, perch, tench, goldfish, and koi carp. Thus we believe that these results reflect an accurate picture of fish abundance in the Waikanae area but we acknowledge that fishing in spring or summer in higher water temperatures is likely to increase the likelihood of catching koi carp.
This fish data have been entered into NIWA’s New Zealand Freshwater Fish Database as card numbers 15190 to 15198.

text: Boat electrofishing survey of the lower Waikanae River, Ratanui Lagoon, and Lake Waitawa We conducted the first electrofishing boat survey of the lower Waikanae River, Ratanui Lagoon, and Lake Waitawa on 11-12 July 2006. We caught five introduced and five native fish species in 4.74 km of fished length from a total of nine sites. Assuming that the bow-mounted anodes caught fish within a 1-m radius, the width fished was 4 m, and the total area fished was 16,200 m² or 1.62 ha.
We landed a total of 125 fish comprising five introduced and five native fish species at the nine fished sites (Table 3). Shortfin eels were the most numerous species but are mostly not included in this total. We did not bring eels on board because of the handling time this involved, except for two sites 263 and 264 where densities were 1.19 fish 100 m⁻², which is moderate density of eels compared to previous boat electrofishing one-pass estimates, perch, tench, and rudd were found at most sites in Lake Waitawa. Goldfish had a much more restricted distribution, and were caught at only one site. Four adult brown trout were caught in the lower Waikanae River. Because of their large size, adult brown trout and tench comprised a significant part of the fish biomass where they occurred.
No koi carp were caught, probably because of a combination of low density and low water temperature. Water temperature at the time of fish (10.2-10.5 °C in Lake Waitawa) may have influenced the susceptibility to koi carp to electrofishing. Common carp are known to seek winter refuge in deep water at temperatures below 11°C. Electrofishing is limited to the upper 3 m of the water column and would be ineffective if koi carp, Cyprinus carpio) are also less active during periods of low water. Inactivity reduces the probability of encountering fish and lowers catch rates. The optimal period for sampling koi carp begins as the water warms in spring, when koi carp move into the littoral shallows to spawn and are therefore highly visible. Common carp in Australia begin to spawn when water temperatures reach 15°C and koi carp have been observed spawning in New Zealand in Lake Waikare as early as 11 September in a water temperature 15.3°C. However, it is encouraging that no small koi carp were caught because this is evidence that breeding is not occurring in Lake Waitawa or Ratanui Lagoon, where koi carp are known to occur (Ian Cooksley, DOC, pers. comm.).
Previous fishing with the electrofishing boat in the North Island, in similar conductivities and habitats and with similar machine settings, has caught a full size range of eels, smelt, bullies, grey mullet, rudd, brown bullhead catfish, perch, tench, goldfish, and koi carp. Thus we believe that these results reflect an accurate picture of fish abundance in the Waikanae area but we acknowledge that fishing in spring or summer in higher water temperatures is likely to increase the likelihood of catching koi carp.
This fish data have been entered into NIWA’s New Zealand Freshwater Fish Database as card numbers 15190 to 15198.

year: 2006

title: Sharing, listening, learning and developing understandings of Kaupapa Māori research by engaging with two Māori communities involved in education.

authors: Kana, Fred

subjects: Kaupapa Maori research methodology

abstract: This paper is a culmination of common understandings that were elicited from two pieces of research: ‘The Impact of the BHP New Zealand Steel Mining on the Tangata Whenua and the Environment’ and ‘The Impact of Maori Medium Education within a Mainstream Secondary School on the Lives of its Participants, in particular the Teachers, Caregivers and Students’. It was at the conclusion of each research project and as a consequence of informal conversations and discussions that this paper evolved. The paper discusses shared understandings in the context of Kaupapa Māori research methodology and key findings from the two research projects.

text: Sharing, listening, learning and developing understandings of Kaupapa Māori research by engaging with two Māori communities involved in education. This paper is a culmination of common understandings that were elicited from two pieces of research: ‘The Impact of the BHP New Zealand Steel Mining on the Tangata Whenua and the Environment’ and ‘The Impact of Maori Medium Education within a Mainstream Secondary School on the Lives of its Participants, in particular the Teachers, Caregivers and Students’. It was at the conclusion of each research project and as a consequence of informal conversations and discussions that this paper evolved. The paper discusses shared understandings in the context of Kaupapa Māori research methodology and key findings from the two research projects.

year: 2006