Earlier this year, we announced we were continuing our global expansion with a new office in New Zealand.
We've been working hard behind the scenes to get the Auckland office up and running and our newest addition to the growing team is our Business Director, Corinna Homer.
We wanted to get to know Corinna, what makes her tick, what she's passionate about and what she sees in the future for Because. Check out our Q&A with her below.
1) What made you want to join the Because team and help launch Because NZ?
There was so much to love about Because. A global company with decades of experience who were refining the offering of this discipline to marketers. Proven experience, credibility and track record made it an easy decision. I also loved the science, thought and strategy behind their approach and measurement - and this, mixed with creative awesomeness, makes it an experiential force to be reckoned with. I have been proud to help launch this agency into NZ - and to put my name to it. It will be an experiential powerhouse in this territory!
2) How did you get your start in experiential?
I have a background producing award-winning radio promotions and marketing campaigns. Radio promotions really were the early adopter of experiential - a mixture of stunts and brand activations was a perfect place to cut my teeth in this discipline. I then went on to produce some of the largest events for the biggest brands in New Zealand, such as Vodafone, Coca-Cola and Vogel's. The combination of this experience and expertise led to being Head of Experiential at Uno Loco agency, before creating and producing high profile events at MediaWorks Live such at The Bachelor Live and The Block Public Open Homes. I am passionate about brands engaging with their consumers or stakeholders.
3) What makes the NZ marketplace so unique?
We are a small territory but we are innovators. We love to embrace the ‘out of the norm’ so consumers are more willing to engage and consider behaviour change. It makes this a perfect market to extend experiential as a key channel for brands.
4) How have the first few months of business for Because NZ been going?
Fantastic! I have loved chatting with new clients and meeting awesome marketers. We have completed our first fabulous project with New World - an activation for Starship to celebrate the launch of this year's Little Garden. Was an amazing project to work on, and are about to commence work on some great projects with Sanitarium. The great thing about having offices and teams in Australia means there is a large resource available to tap into, and can easily ‘cross-pollinate’ ideas for trans-Tasman clients (of course adjusted for this market - given we are very different to our Aussie counterparts!).
5) What are you most passionate about when it comes to your role?
I love seeing a concept come to life, and know It's making a difference both to the consumers or stakeholders, and to the brand - whatever those objectives happen to be. The reactions of the audience are so wonderful because as humans, we all want connection and engagement - and live brand experiences are one of the only channels that do this directly.
6) What do you see in the future for Because NZ?
I see us being one of the major players in this market, as live brand experiences become more and more important and integral to any marketer's strategy.
It's a marketing channel that is feeding an insatiable consumer need - especially amongst Millennials.
People have a need for experiences - they want to enrich their life by trying out new things, taking on new and different challenges, going out to explore the world at large. What better way to tap into this need than creating live brand experiences, and using them as a way to connect with consumers?
Our combined knowledge of the local market, and 25 plus years of this company’s experience (including the development of bespoke proprietary tools for measurement and ROI reporting) means we are the agency that brands want to partner with. We get it. I am so excited and am looking forward to continue to grow and create amazing experiences for our NZ clients, to achieve those objectives!