Closing the loop


Content and content marketing – it’s the new buzz but what is it exactly?  At Citizen we approach content marketing as creating, curating and distributing valuable content to a very specific audience.

The key idea here is that there is an exchange of something of value, differing to pure advertising which often interrupts and is from a brand’s perspective not that of the consumer or customer.

With this customer centric approach – giving someone something that they value or enjoy we believe that they become switched on not off, they become engaged, interested and act positively.

And when you think about value that’s different for so many people and different groups of people, which is why the specificity is so important.

We’ve developed an offering where almost anything can happen in your content – engage, shop,  share, dive deeper, sign up, feedback and even better still we can measure and report back on exactly what happened.

It’s all about closing the loop and staying connected.

MERCI … giving thanks


We love how a desire to give thanks and show appreciation for their own good fortune has lead French creators Bernand and Marie-France Cohen to their luxury concept store MERCI.

MERCI is literally Bernard and Marie-France’s way of giving thanks for their success and good fortune with Bonpoint – the ultimate fashion house for children.  At MERCI, all profits from the store, after operating costs, go to a foundation to help underprivileged women and children learn skills to help them to improve their lives.

Located in Paris’ Haute Marais on Boulevard Beaumarchais, MERCI brings design, fashion, homewares and relaxed eating together under one roof.  It is like a magazine, constantly changing, evolving and telling stories through its products, designers, concepts and displays.

Visit MERCI here.


The concept of connected content is brought to life by Citizen’s partner Shoppable – the leader in contextual e-commerce and universal checkout technology.

In plain English this means that editorial, articles, blogs and ad units can all be shopped by the reader without ever leaving the site or page that they are currently on.  Shoppable’s universal checkout means consumer can shop multiple brands and check out just once – no need for a credit card entry for each different item or brand.

Citizen loves Shoppable’s 360 degree approach – which benefits the consumer, the publisher and retailer.  And with Shoppable’s product marketplace international brands are available at the click of a mouse!

Citizen is Shoppable’s Sales and Marketing agency in New Zealand and Australia.

Introducing WIREWAX

WIREWAX is the world’s most powerful interactive video tool with unique award-winning artificial intelligence that automatically makes people, product and scenes clickable and touchable.

WIREWAX connects everything on the web to anything in the video – meaning a brand’s digital assets and platforms – Twitter, Pinterest, Instagram, Facebook feeds as well as e-commerce can be brought into the video.

And the great thing is that the interactivity travels with the video – and plays out across any modern browser and any modern device  providing brands with an always on connected content platform.

Distribution of a WIREWAX interactive video is possible through Ad Placement, Advertorial, Social, Vimeo, owned/operated channels as well as a Custom View page created to a brand’s specifications.

Anything that happens on a WIREWAX video is measurable

Citizen is WIREWAX’s technology partner in New Zealand and Australia.

Experience the magic of WIREWAX here.

Shortland Street creating a Living Moment

TVNZ’s Shortland Street Hiatus campaign partnering with Citizen and using WIREWAX technology is an industry first for New Zealand and Australia, and it’s the perfect example of all the elements aligning – great content, amazing technology and a super engaged audience.

Shortland Street’s annual Summer Hiatus campaign is tasked with keeping viewers engaged over the six week summer break and ready for more great Shortland Street drama when the show returns each year in mid January.  That’s a tough ask with viewers distracted by the pleasures of New Zealand’s summer!

Feels like a cliff-hanger – check it all out here.

Read more

Elizabeth Arden in the City

Elizabeth Arden Boutique - Queen Street, Auckland

Elizabeth Arden, the beauty brand synonymous with New York’s 5th Avenue, has joined Auckland’s fast growing luxury retail precinct in lower Queen Street, with the opening of its first boutique & day spa in the Asia Pacific region.

“The new 62 Queen Street retail store is a reflection of the Elizabeth Arden global brand, a modern classic in prestige beauty,” says Valerie Riley, General Manager of Elizabeth Arden New Zealand.

“We view this iconic location as a pilot laboratory to experiment with new and exciting ideas for products, promotions, and service driven events.”

The new boutique is the ultimate beauty experience with Elizabeth Arden’s skincare, makeup and fragrance ranges available as well as beauty services including makeovers, nails and brows – perfect for a night out – a range of facials and a menu of relaxing hot stone massages.  View Elizabeth Arden’s offering here.