Tabla de contenidos para Brand 2020 issue 64 en NZ Marketing

NZ Marketing|Brand 2020 issue 64

ON-BRAND

I’ve gone and done what I said to myself I wouldn’t do in our new Covid-19 world. Use the word pivot. But my hand was forced. In what has been a year of forced realities, Auckland was thrown back into a lite lockdown in August, weeks before the TVNZ-NZ Marketing Awards was due to be staged. And with it, a magazine complete with winner stories, interviews and a general celebration of exceptional marketing in New Zealand. That wasn’t to be. Instead we had to pivot. The Awards Night pushed back to November 10, and accompanying themed magazine changed to ‘The Brand Issue’. Frustrating. Daunting. But, doable. So, why the brand issue? Good question. Bang on brand, branded, brand identity, branding, Russell Brand. There are so many brand-related words, all with…

3 min.

NZ Marketing|Brand 2020 issue 64

INDUSTRY INSIGHTS

BRAND BUILDING IN A RECESSION The Comms Council have taken its existing “Brands Need Building” campaign and updated it to reflect the latest thinking and evidence about marketing in a recession. “At the Comms Council we believe strongly that Brands Need Building. Afterall, a brand is the most powerful competitive advantage a business can create. And the evidence suggests that holds true even in a recession,” says Paul Head, Comms Council CEO. The ideas in the campaign are based on a new report co-published with Peter Field and Rob Brittain, two of the world’s leading authorities on advertising effectiveness, ‘AUNZ Advertising Effectiveness Rules – Winning or Losing in a Recession’, containing valuable insights on the implications of Covid-19 and the resulting recession for the advertising industry on both sides of…

2 min.

NZ Marketing|Brand 2020 issue 64

A LESSON IN BRAND SYNERGY

We asked Whittaker’s Marketing Manager, Jasmine Currie why she feels it was a good brand exercise for these two companies to collaborate. She told NZ Marketing that the two brands’ equally strong focus on quality was important to both in deciding to collaborate on product development. “A key benefit of our partnership with Bundaberg Brewed Drinks to create our new Whittaker’s Brewed Ginger Caramel was the opportunity to celebrate the special nature of the trans-Tasman relationship, especially at a time when we’re all facing common challenges. There’s also clear synergy between our two brands, both being family-owned, proudly locally produced, relentlessly quality-focused, and pretty tenacious as reflected by the fact that we’ve been able to follow-through on final product development and launch despite the more challenging operating environment over the…

1 min.

NZ Marketing|Brand 2020 issue 64

MATTHEW DAVISON of Google New Zealand

On Selling Stuff for Google It’s my job as Head of Sales at Google New Zealand to run a globally-orientated sales and operations team with a purpose of developing best in class, scalable solutions that support our biggest Kiwi clients. I put a lot of time into exploring how new business can be made, consistently investigating and uncovering the business needs of Google’s clients, really understanding how our range of products, offerings and solutions best serve them and grow their businesses. On Sales in the Current Covid-19 Climate The Covid-19 Lockdown created a sudden nation-altering halt here in New Zealand. It has been our essential services and businesses that have needed the most support during this time. So, my team and I have spent much time making sure businesses have…

6 min.

NZ Marketing|Brand 2020 issue 64

NAVIGATING THE NEW Privacy Act

IT’S HARD TO BELIEVE that New Zealand’s Privacy Act became law 27 years ago, and its core founding principles have not changed since then – this despite advancements in technology and our ability to collect and store an infinite amount of information. During the initial drafting, there were fears that the new Act would be similar to the General Data Protection Regulation (GDPR), which governs privacy regulation in the EU, but these are unfounded. There is no requirement to allow the ‘right to be forgotten’ nor is there an automated ‘cookie’ opt-out clause. Instead, the introduction of a mandatory data breach notification scheme and hefty fines for those who don’t comply are among the major changes being effected. There are few changes in the new Privacy Act which will cause…

2 min.

NZ Marketing|Brand 2020 issue 64

TURNING INWARDS

On June 8, 2020 New Zealand moved to Alert Level 1 and companies breathed a sigh of relief as business headed into a new normal, one that had border closures, resulting in marketers turning inwards to see where the local market could make up for the inevitable losses forced by an isolationist Covid-19 world. Seventeen days later, insights and consulting company, Kantar, issued a news release proposing “brands must tap into their ‘New Zealandness’ to stay relevant”. “A well-articulated and crafted brand will have an emotional core, but it is possible to ‘dial up’ and ‘dial down’ attributes within that. The implication is that brand strategists need to tap into their brands’ ‘New Zealandness’ at a time when supporting local businesses and, by extension, ‘New Zealandness’ as an economic concept…

14 min.

NZ Marketing|Brand 2020 issue 64

The FUTURE of EVENTS

It’s tough to be in business in 2020. As Covid-19 causes disruption on a global scale, economies are in turmoil. For marketers, the pandemic’s assault on certainty is serious, and while most industries have suffered losses, the event industry has been among the hardest hit. As Kiwis go into isolation, then out, then in again, the industry is proving itself to be nothing if not resilient. As the marketing industry finds its way through the current Covid-19 moment of truth, it has also got one eye on the future. From in-person events calibrated for pandemic conditions, to interactive internet-enhanced, hybrid and virtually-enhanced events, it seems the show will very much be going on. After all, there’s nothing like meeting face-to-face to get business done. But whether it’s a trade show,…

11 min.

NZ Marketing|Brand 2020 issue 64

Design for Good.

What makes McCarthy different? We encourage designers to lead their own projects, working directly with clients in order to better understand them and their audience. Doing this enables trust to be built quickly, ultimately leading to a better outcome. We’re also a team with quite different approaches, both in terms of aesthetics and skillset. We’ve ended up doing a lot in the wellbeing space, something that hasn’t been entirely intentional. After the earthquakes we found ourselves working in this space and it’s grown organically from there. Our work for All Right? is now being used as best practice around the world. Now 10 years in, we’re trying to build McCarthy as a studio that carries its weight, not only on the national stage, but internationally too. How does good design…

2 min.

NZ Marketing|Brand 2020 issue 64

The Superpower EVERY MARKETER NEEDS…

IT’S AN UPSIDE-DOWN WORLD WE LIVE IN, where many of our problems are caused not by a lack of good ideas but by a surfeit of average ones. And in this world, the ability for a marketer to cut through the crap and think critically has never been more important. Critical thinking, therefore, is exactly the kind of superpower every marketer needs to thrive in these topsy-turvy twenties. At the simplest level, critical thinking is just thinking about thinking. It’s about paying attention to the assumptions that are being made, the way arguments are put together, and the evidence they are built on. But, at a more complex level it’s about understanding why critical thinking is so rare. For one, your brain really doesn’t want to work that hard. As…

2 min.

NZ Marketing|Brand 2020 issue 64

VOTE FOR ME! But why?

On the Roll: You’ve recently launched into campaign marketing, what is your plan of attack to get people involved? CHRIS & JAMES: Engagement is everything, but kissing babies and shaking hands is out this year. So, instead we’d run a campaign that lets voters change the Prime Minister’s name by deed poll if elected to office. Just imagine Prime Minister McMinister Face of New Zealand addressing the UN. TONY: Well, the standard go-to of kissing babies is out due to Covid-19 so we’ll have to rethink quickly. TikTok is hot right now, but we’ve all learnt the hard way that politicians can’t twerk, and unless the voting age is lowered to 14 we might miss our audience. Here’s an idea – no one owns ashleybloomfield.co.nz yet. How about we buy…

6 min.

NZ Marketing|Brand 2020 issue 64

BREAKING DOWN THE SILOS

In our current business environment – the flexibility and digital connectiveness of Covid-19 aside – successful organisations are finding unique ways to champion internal communications, shared departmental responsibilities, and ultimately better collaboration within its structures. This as the need to present a united front is becoming particularly important in brand building. This is especially true of marketers, and the need to work with the likes of sales colleagues in their interaction with customers, IT for their data needs, which often involves legal teams – the list of collaborations goes on. However, larger organisations often create silos in marketing to decentralise their operations and to encourage expertise in different areas. These siloed marketing divisions can and often do work largely independently on, for example trade marketing, brand marketing, customer and user…

10 min.

NZ Marketing|Brand 2020 issue 64

NEW ZEALAND MARKETING ONLINE

NZ MARKETING GOES DIGITAL! The strong opinion and insight into the core disciplines of marketing and communication that you have become accustomed to in our print publication is expanding to a new digital platform, nzmarketingmag.co.nz. Targeted specifically to marketing-oriented practitioners, this exciting new digital platform will offer regular updates on topics that are relevant and important. Our highly practical editorial stance and in-depth examination of the latest marketing trends has earned the magazine a reputation for contributing to the lifting of marketing standards in New Zealand. This same ethos will be carried through to the website with one key mission: to help marketers excel in their careers. So, what can you expect to read on nzmarketingmag.co.nz: Deep Dives Investigative-style features that tackle the key talking points of the day. Such…

1 min.

NZ Marketing|Brand 2020 issue 64

A DECADE OF BRAND WINS

IMPRESSIONS OF THE NZ CREATIVE SPACE? Each agency has had to deal with different challenges or setbacks during Covid-2020. We’ll have all been reminded how important it is to be close to our clients and their businesses. How volatile our industry can be. And, how easy it is for consumers to stop spending with a brand. For me, it’s forced a re-appraisal. How to turn this incredibly challenging time into a positive thing for our business. We need to be closer than ever before to our clients (and their customers) and openly discuss the partnerships we have, the capability we have, the gaps we have – and what the best model to drive a resilient, creative and fulfilling partnership looks like moving out of Covid-19 and into 2021. We should…

4 min.

NZ Marketing|Brand 2020 issue 64

NEXT-GEN ONLINE ADVERTISING

Interactive Connected TV advertising is joining TVNZ’s commercial line-up – with KFC the first brand to debut this format in New Zealand. New Zealand audiences are increasingly turning to the biggest screen in the home to stream their favourite content. This viewing trend is driving commercial innovation too, with brands looking for new ways to further leverage TVNZ OnDemand’s huge reach to connect with their customers. Interactive Connected TV advertising lets businesses customise their usual video content to offer an opportunity for viewers to engage with brands. With this format, viewers can navigate additional information or content with the click of a remote. This could include exploring carousals of product images or discovering related website content. There are two formats available; the overlay and the expand formats. “Interactive Connected TV…

2 min.

NZ Marketing|Brand 2020 issue 64

CELEBRATE NEXT LEVEL MARKETING… …Just at a later date

MARKETER OF THE YEAR FINALISTS “I think when you look across the quality of work, and the quality of marketers we have in New Zealand at the moment I think really the only appropriate words to describe it are ‘proud’ and ‘honoured’. Proud because the nomination really represents the amazing efforts of the wider Meridian marketing team, and honoured to be the leader of such an amazing team.”Michael Healy MERIDIAN ENERGY “I was a bit shocked, if I’m honest. What we have achieved with the State brand since its relaunch in April last year is pretty amazing and something I’m incredibly proud of, but I wasn’t expecting to be a finalist. There’s a lot of people doing amazing work in the NZ marketing world.”Gabrielle Markwick-Brown IAG “It was a great…

3 min.

NZ Marketing|Brand 2020 issue 64

LOYALTY NZ: Revamping the Flybuys brand for a new age of consumers

With 1.7 million members Flybuys is the best known loyalty card programme in New Zealand. However, according to Loyalty NZ’s CEO Lizzy Ryley, this familiarity was starting to erode brand relevance, which they knew they needed to adapt to beat. “Feedback from younger people was that Flybuys was seen as the ‘toaster programme’ and something only their parents used. So, a decreasing appeal to younger Kiwis coupled with a more dynamic and competitive market, meant we needed to take a long, hard look at the programme and what we needed to do to increase relevance and ensure Flybuys was the card that members scanned most often.” Multiple rounds of consumer research gave Loyalty NZ confidence that they knew how to innovate and re-design the programme to stay meaningful to members.…

5 min.

NZ Marketing|Brand 2020 issue 64

JCDecaux Street Furniture: The heart of design and urban beautification

A family business spanning three generations, JCDecaux is the world’s number one name in Out-of-Home, the only international company solely focused on street furniture, transport and billboard advertising. Today, JCDecaux is part of the Euronext 100 index and has a prominent presence in over 3,800 cities and 83 countries, generating advertising revenues of €3.89bn (NZ$ 6.88bn) in 2019. For over 50 years, JCDecaux has been transforming places and the way people engage with brands. Dedicated to being the best at what it does, JCDecaux is passionate about design and enhancing communities, working with renowned designers and architects around the world. They include the likes of Norman Foster, Zaha Hadid, Philip Cox, and Phillippe Stark. Recognised for its premium aesthetic and unique quality, JCDecaux is also the partner of choice for…

4 min.

NZ Marketing|Brand 2020 issue 64

THE FUTURE OF EVENTS IS HYBRID AND IT LOOKS A LOT LIKE A LIVE TV SHOW

A recent hybrid event we produced for our friends at New Zealand Trade and Enterprise (NZTE) is a great example of why this format works so well. It was the first in a series called “Digitally Speaking”, launched at Techweek2020. NZTE’s goal with this series is to help New Zealand businesses grow and innovate, particularly digitally. PHYSICAL AND ONLINE IS HERE TO STAY We asked David Downs, general manager NZTE (and well-known author and speaker) to tell us why he thinks a hybrid event worked for his organisation. Downs was also our MC/moderator. The MC role is critical in a hybrid event to ensure the live audience and the online audience both feel engaged. Here’s his feedback: Traditionally NZTE would have run events like this face to face. Or it…

3 min.

NZ Marketing|Brand 2020 issue 64

Design-led Marketing in the DIGITAL AGE

According to popular understanding, there is a Chinese curse which goes something along the lines of this: ‘May you live in interesting times’. Well, 2020 is certainly that. In addition to the great upheaval caused by Covid-19, we’re also at a moment when the digital landscape is changing everything we know about business. Markets and industries emerge and disappear almost overnight; consumers have access to a world of products at the click of a button, and those customers expect premium experiences every time. Innovation itself has changed, evolving from a process focused on engineering, product and marketing concerns, to a design-centric, user-experience focus. For organisations trying to solve the ever-evolving problem of meeting the market, design-centric thinking helps. By focusing squarely on the user, design-led thinking helps businesses figure out…

12 min.

NZ Marketing|Brand 2020 issue 64

SOUTHERN LOVE

IT WAS DURING THE HEIGHT of the Covid-19 Lockdown when the idea to support our struggling small business sector first came to Marketing for Business Good originator, and MA Southern Chair Michael Durie. In 2019, the southern branch of the MA trialled an initiative called ‘Marketing for Good’ in which a nominated charity received the undivided focus of marketers and MA members to solve their biggest marketing challenges. The reaction from participating marketers and the two chosen charities held over separate lunchtime events, ‘Christchurch City Mission and Aviva Families’ was so positive, why not extend this to our local small businesses once Covid-19 Lockdown restrictions are eased, he reasoned? “Marketers love a challenge and here was an opportunity to demonstrate our support for retailers, gyms, tradies, hospitality and service firms…

3 min.

NZ Marketing|Brand 2020 issue 64

ON THE RIGHT FREQUENCY: THE RADIO BUREAU

First created by NZ Radio Sales and P.R.I.S.M (Private Radio Industry Sales and Marketing) in 1993, TRB began its journey as a national sales house for all commercial stations. Initially owned by TRN (now NZME), this changed to today’s joint venture partnership when Mediaworks came on board in 2004. These days the joint venture works alongside agencies to plan and place advertising on both networks and New Zealand’s thriving independent radio stations. TRB General Manager, Peter Richardson, says that the client benefits from this owner agnostic approach. “Since we represent nearly all the stations in the country, we are able to select the stations, regardless of owner, that deliver the optimal audience numbers and environmental fit to ensure the client gets the most efficient and effective campaign possible.” The audience…

3 min.

NZ Marketing|Brand 2020 issue 64

INGREDIENTS OF INTEGRATION

1 Joined up thinking: a single strategic spine that runs from marketing and brand strategy down through every element of the customer journey. I believe full funnel communication planning is the critical glue for modern marketing. Historically this type of joined-up planning has fallen in the gaps between media, direct and creative agencies. 2 Joined up data and technology: a simplified and connected modern marketing enablement system, so that all marketing is powered by a unified data set, activated through connected platforms and measured in consistent ways. It doesn’t have to be one stack, but I see too many organisations with multiple pieces of a puzzle that simply don’t connect. 3 Joined up culture: marketing is becoming more specialised, so there will inevitably be more people involved. But if those…

1 min.

NZ Marketing|Brand 2020 issue 64

Branding for Good

To borrow from F. Scott Fitzgerald’s assertion that the “the test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time”, I’ve long held the belief that humanity is defined by its inherent gift to believe wholeheartedly in one thing, while entirely un-ironically doing the exact opposite. Hypocrisy, it seems, is the universal skeleton in our closet. Generally speaking it would appear that we’re accepting of such hypocrisy as long as we don’t shout about it. As long as we keep our beliefs to ourselves, society seems accepting of us acting any way we like, and our hypocritical skeleton can remain firmly locked away. But the minute we start to air those beliefs to others, shout them from the rooftops to fuel…

4 min.

NZ Marketing|Brand 2020 issue 64

StopPressNZ SHORTS

Our sister site, StopPress.co.nz remains your daily source of news from across the industry. From analysis of advertising campaigns, moving and shakings and investigative reporting on the latest developments from around adlandia, it’s your premier industry news source. STORYTELLER SERIES This commercial content series is a celebration of all things PR in New Zealand, and profiles the fantastic businesses which make up this growing sector. For more on this series and others, visit stoppress.co.nz/stoppress-series. THE DIRECTOR SERIES Coming later in the year, StopPress will profile the amazing directors leading the charge for creative campaigns. This Q&A series will explore the inspiration and dream projects of New Zealand’s directors, as well as their biggest fears and most illegal tendencies. If you are a director and have a personal gripe to air,…

1 min.

NZ Marketing|Brand 2020 issue 64

THE TIME FOR AR IS NOW

With the recent Covid-19 pandemic forcing us to change the way we think about shopping, the eCommerce industry is booming. Traditional retailers are also realising a need to think outside the box. One of the biggest players in this retail shake-up is augmented reality. NZ Marketing sits down with Rupert Deans, Founder of Plattar. HAS THERE BEEN MUCH TAKE-UP BY NZ BRANDS? We’re starting to see more and more businesses discovering the benefits of AR. In fact, we’re seeing brands reporting up to 40 percent higher conversions rates when using AR to enhance the customer buying experience. While AR has been around for some time now, it’s only in recent years that it has become more accessible. Businesses are now discovering the benefits, which ultimately increases the uptake. For example,…

3 min.

NZ Marketing|Brand 2020 issue 64

MORE THAN MEETS THE EYE

As opposed to just being design-led, Auckland agency Onfire focuses on enhancing digital marketing wherever possible, and a good example is the new website developed for its client Haines Hunter. As you would expect, it has all the bells and whistles of a website created by New Zealand’s most internationally-awarded design agency. But according Sam Allan, Onfire’s Founder, it’s not enough to simply provide information to prospective customers. “These days, it’s all about getting prospects more deeply engaged with your digital shopfront,” says Allan. “With the Haines website we developed an online quoting system that enables customers to select a boat they like, choose a colour and specify all the features they want. All they need do is press send and they’ll receive a quote from their local Haines Hunter…

2 min.

NZ Marketing|Brand 2020 issue 64

WHAT’S ON AT THE Marketing Association

EMERGING MARKETERS MA is thrilled to have initiated the Emerging Marketers Group (EMG) of New Zealand. Focused on students and run by students, the goal of the group is to gain the engagement of all marketing students in New Zealand. Starting at the University of Auckland with an enthusiastic steering group, this is the beginning of something special for the future marketers of New Zealand. Here is an overview from the students: It’s no secret that most aspiring marketing students struggle to transition from university to a fulltime job. Students are often led by inflated expectations, change in culture as well as lack of experience and skills. Keeping in line with the overall vision of the Marketing Association, we are proud to present our latest edition to the family: Emerging…

3 min.

NZ Marketing|Brand 2020 issue 64

BEHIND THE SCENES

What do you get when you ask a whole bunch of proud Kiwis to share their little slice of paradise with the rest of the world, every day for 365 days? A genuinely warm ‘Good Morning World’, a feeling of being part of the whānau and a Global Effie. As if the magnitude of producing a multi-region advertising campaign to run the course of a year – complete with 92 days of filming (the equivalent of three and a half feature films of footage) creating over 2900 outputs – isn’t a mean achievement on its own. To be named as one of only three agencies in the world to win at the Global Effie: Multi Region competition, may give some indication as to just how special Tourism New Zealand’s ‘Good…

7 min.

NZ Marketing|Brand 2020 issue 64

LIVE STREAMING THE NEXT BEST THING (TO BEING THERE)

With Olympic-quality content creation and broadcast technologies, the expert team at The Stream Shop produce live viewing experiences worth watching. So much so, that it feels like you’re in the stands at the game, or on the red carpet at the launch you’ve been waiting all year for. The stream team create bespoke, high-quality productions that showcase live events in the best light. “We’ve evolved from a background in broadcast TV and carried the essence of that look and feel across to the digital streaming world,” Helen explains. Essentially offering clients broadcast-quality streaming at an affordable price. The husband and wife team say that their years of experience in producing broadcast-quality productions, using the latest and best technologies coupled with a creative approach to storytelling is what makes their live…

4 min.

NZ Marketing|Brand 2020 issue 64

Becoming an Authentic Brand

I’m no yogi. But, I did spend a few years living on the Kapiti Coast where I embraced a slightly more ‘hippy’ lifestyle and took to yoga and kale smoothies like a pro. Yoga hasn’t stuck with me as much as I’d have liked it to. I found F45 which appeals much more to my ‘get it done’ attitude. However, one thing that has stuck with me from my yoga days is the ‘Ujjayi’ breathing technique. Firstly, don’t try and say it without help: “U-Jai” is how it’s pronounced and will be used henceforth. U-Jai breathing sits at the heart of good yoga. It’s a technique where you make as much space through the back of your throat as possible, resulting in a Darth Vader sort of sound, as you…

6 min.

NZ Marketing|Brand 2020 issue 64

BRINGING BETTER UX TO LIFE

It’s said that most great user experiences go without mention. They simply make life easier and interaction with a brand more seamless. Take for instance, when a passenger needing the bathroom interrupts your movie on an Air New Zealand flight, you simply pull your headset from the audio jack and the video automatically stops. No fussing to find the pause button. It’s this type of satisfying – yet underrated – user experience (UX) that Steve Alexander and Blake Lough, founders of Purple Shirt, say sticks in the minds of customers. The likes of which the pair have created for brands over the past 10 years with targeted research strategies and immersive research. Their pragmatic, immersive research has allowed them to deliver exceptional customer experiences for brands including Auckland Transport, Foodstuffs,…

4 min.

NZ Marketing|Brand 2020 issue 64

WHEN MOBILE ADVERTISING MET LETTERBOX A LOVE STORY…

SO WHAT’S GOING ON OVER THERE AT REACHMEDIA? Not unlike lots of New Zealand companies right now we’ve got multiple projects on the go. Rather than a big bang transformation project, we’re delivering at pace through a constant evolution – far preceding Covid-19. Our strategy is to develop the ReachMedia business into a true marketing solutions business. People have known us for ages in the letterbox space, but it’s really just one of the many marketing solutions we offer these days. We realised a number of years ago that we needed to build a business that marketers and business owners could use as more of a multichannel shop for running campaigns. And those campaigns needed to address the way people shop – which is moving between the internet and their…

3 min.

NZ Marketing|Brand 2020 issue 64

HOW SMART is your data?

AT THE MARKETING ASSOCIATION Smarter Data Conference we heard from some of New Zealand’s top thought leaders about how they solve customer problems using data. They shared with us practical advice and insight into how they solve gaps in their data sets. So, what did we learn? Here are my key takeaways from the day: Don’t wait for perfect Adrian Green, Head of Consumer and Business Insights at McDonald's and Leighton Gosnell, Technical Director at Track reminded us that we shouldn’t wait for perfect. McDonald's have plenty of challenges when it comes to data. The purchases are fast and the data is almost always anonymous. So how do you learn more about your customer when there is no reason for a customer to give over more? To tackle these problems…

3 min.

NZ Marketing|Brand 2020 issue 64

NO Carbon COPY

Ellen Fromm discovered she had a calling for marketing during her time spent in the artsy city of Melbourne, surrounded by like-minded creatives. Now thriving as a senior copywriter at Colenso BBDO NZ, she says the beauty of her role is that no day is the same, and that this sparks her creative process. Fromm says a typical day for a senior copywriter includes drinking lots of tea, sending copious amounts of emails and throwing in a bad pun whenever possible. Yet, these are the only constant occurrences. Uncertainty in what she’ll be working on next is what Fromm says excites her most about her job. “Some days it’s about brainstorming and scribbling. Other days we’re building slick presentations and pretending we own blazers for important meetings. Some days I’m…

3 min.