Advertising after Christchurch – when is it okay to go back?
April 11, 2019 / Damien Venuto
It's often said that successful advertising is the right message, delivered to the right person at the right time. But as marketing teams sat in crisis meetings on the Friday afternoon of the Christchurch terror attack, it didn't take long for most to realise that this wasn't the right time to be spamming New Zealanders with sunny advertising messages.
What ensued was a series of frantic phone calls between marketers, media agencies and media owners. Whether it was a sugary beverage or a DIY deal, the ad had to come down. There wasn't a moment to spare.
While even innocuous brands went into panic mode, the ante was really ramped up for those in the business of death. Included in that category is life and health insurer Partners Life, and its chief executive Naomi Ballantyne.