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This article was written for M+AD by Nichola Quail, of Auckland-based research collective Fresh Focus: Decoding the NZ mobile consumer looks beyond the technology to uncover the motivations, attitudes and behaviours of the many people in New Zealand who are now living ‘smart lives’.

Les Mills International’s immediate goal is to make the most of its advertising spend to help support its growth into the consumer market globally – and to deliver the right marketing message to the right customer segments at the right time. Bradley Moore, the company’s Auckland-based chief digital officer, talked about the transformation to M+AD …

oOh!media has launched NZ’s first retail audience measurement system, called Craft, a reach-and-frequency system based on multiple data sources that will give advertisers better insights to help generate effective campaign planning.

French awards organiser Epica has shone a light on the work of two Kiwi creatives – Mark Forgan & Jamie Standen – who have been making waves since they left Clemenger BBDO Wellington in 2007 to head for Europe.

Nike’s latest commercial tracks the extraordinary career of tennis star Serena Williams from child prodigy to grand slam queen. The spot is part of Nike’s “Unlimited” series from Wieden & Kennedy and ends with the words “greatest athlete ever” – after removing the word ‘female’ from the on-screen copy.

The Marketing Group PLC Singapore has completed its merger with Grey Lynn-based Rainmakers NZ, swapping 100% of its ownership for shares in TMG – effectively a takeover by the Asian company.

Four Kiwi agency executives has been appointed to juries at this year’s Spikes Asia. Previously Unavailable founder James Hurman will be president of the Creative Effectiveness jury, Y&R CD Tom Paine will sit on the Direct and Promo & Activation jury, MediaCom ceo Nigel Douglas will sit on the Media jury, and Sherson Willis director Trish Sherson will sit on the PR jury.

Gamer Sensei – a Boston-based company formed by three passionate gamers, including US-born NZ citizen William Collis – has launched the industry’s first mastery platform for competitive gamers who want to win more.

Y&R continued up its prizewinning path at Cannes last night, scoring a Silver Lion and a Bronze Lion in the Design category.

See It Be It, the Cannes Lions initiative to remedy the industry’s underrepresentation of female creatives, has chosen 15 “high potential” women from over 500 applicants to discuss the issue at the festival. None of the 15 are from Australia or NZ.