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October 2017 Newsletter

Red October

October presented New Zealand with our 40th Prime Minister, the Rt Hon Jacinda Ardern, with whom I’m fortunate to have enjoyed two encounters. One was hosting her at the Vodafone Music awards 2015 on behalf of Recorded Music New Zealand, and the second occasion in 2016 when a petition of 10,000 signatures was presented during a Pink Ribbon Breakfast held at the Beehive by the NZ Breast Cancer Foundation. I had been actively working with the NZ Breast Cancer Foundation and Lorraine Downes on this special initiative for 3 years prior. The petition was to raise the age for free mammograms in New Zealand from 69 years to 74. Only last week I received a lovely email of thanks and appreciation from NZ Breast Cancer Foundation for helping drive through the project to aid in the raising of the age from 69 to 74. It was truly wonderful news. In the forming of the coalition between Labour and NZ First it was agreed that extending the age issue was a priority and the commencement of the process to push it through has begun. The logistics will be tricky but the intent is underway.

Happy Halloween.


* Energi will be closing for the holidays on Friday 22 December and re-opening for business on Monday 8th January 2018.

Supermarket Shopper Study
Lew Bentley spearheaded another great shopping study to add to the growing library of insight at Energi. Net net, New Zealanders love shopping. They just don’t like other shoppers. For a copy of the study or a presentation to gain further insight for those in the FMCG world please contact Lew.

Energi PR – Good Vibrations
Bauer Media held the Month of Me promotion, an HR initiative to ensure the staff are kept abreast of the latest technology and strategies for their health and wellbeing. Energi PR client, the global leaders in whole body vibration training with the Medically Certified Power Plate, created an Activation for the Month of Me. Both the Power Plate FitStop™ model together with a Personal Trainer spent 2 days holding 30-minute one-on-one sessions with the Bauer staff. The FitStop™ is specifically designed for the corporate workplace to encourage staff with sedentary jobs to get up twice a day and go through a 3-minute program to revitalize and ensure the body’s vital organs are kept functioning at an optimal level. Suffice it to say there is plenty of attention being gained around the world for this workplace health and wellbeing breakthrough. Contact Hugo Venter if you wish to get any information or try a machine in your office for a couple of weeks.

Happy Halloween
Congratulations to Elanor Rosalind Guirey of Mitre 10 New Lynn who was selected as the winner of the Energi Desk Party kit


OKE Charity
On November 11th Energi will be participating in the Head 2 Head Charity Corporate relay walk. This will see each Energi staff member walking a 25km leg over the course of the 24-hour relay. We have a donation page for which we would be grateful of a shekel or two as a contribution.

The Energi staff are used to going the extra mile on a daily basis for our clients and now we are doing it for the kids. OKE Charity develops vegetable gardens in South Auckland schools. Here is a video of the final build for 2017 at which Energi partook on the Saturday of Labour weekend.

Introducing Energi AR


The August Edition of FMCG Business Magazine comes to life with a bit of magic. Maybe not real magic, but at least the clever use of Augmented Reality (AR) to promote Shopper Marketing specialists Energi.

What Does AR Do?
AR transforms a 2-D picture into a dynamic, 3-D experience. It does this by turning a marker image (in this case the black circle on the cover) into a trigger that launches a computer-generated experience that is viewed through an app you download onto your smartphone or tablet. It blurs the line between the real world and the digital world. Before long AR will be even simpler when it is integrated into the common social media platforms.

Why Is AR Important?
AR is now moving from technology-based demonstrations that show off what is possible, into creative idea-based uses that enhance the experience of your customers or other people you want to influence.

The beauty of AR is that it links physical things with anything computer-generated such as video, images, experiences or website content.

  • You can make your product show people videos or information on shelf.
  • You can make your trade stand, or display spring to life.
  • You can let people see what things in-store would look like at home.
  • You can animate people’s experience as a visitor or customer.
  • You can create Pokemon Go-like games to entertain.
  • You can add educational features to help customers cook your recipe, or build your flat-pack.
  • You can add an exciting digital layer of promotion, while keeping your stores clean.

AR is being used more and more internationally by significant brands like Coca-Cola, Ikea, L’Oreal and Tesco.

It is starting to make products more interesting and shopping more fun. And it is here ready for you to turn on, now. Check out the video below to see it in action or better yet, download the app and scan the marker:


For more information contact Lew Bentley.

June 2017 Newsletter


A time to celebrate is also a time to reflect on why we are celebrating. We have much to be grateful for.

Twelve months ago the opportunity to purchase Energi presented itself. Transitioning the business from what it was, into what it is today, truly is our first case study on what energizing business actually means and looks like! The transformation is evidenced by the development of DemandScope™, BrandScope™ & Shopper Magazine, by energizing our culture and relocating the business to the refurbished Tasman Building on Anzac, creating our new offices, designing and building our new website, creating our social media platforms and building Energi’s social currency. Taking a step back we now see a business that has been energized.

We are grateful for the people that have come into our lives. Sharing every step of the way through our newsletters, meetings, 4zzzz’a sessions, the goals we set a year ago and achieved a year later. Thank you! We could not have done it without your support.

We look forward creating more business-energizing strategy and content with you through 2018 and beyond.

Kind thoughts
Louise & Lew

Launching Wednesday #Humpday
Following on from our Pink Ribbon Breakfast at the end of May we set out working on a new campaign for the Breast Cancer Foundation of New Zealand. #Lumpday aims to create awareness around the frequency of self-checking and that early detection saves lives. Read the full press release on the BCFNZ website.

Planning for Christmas 2017
Consumer spending at Christmas time broke records in 2016 and there’s nothing to indicate that this year will be any different. Retailers will have to pull out all the stops to make their products and services stand out from the crowd. The results from our Christmas Shopper study will help identify ways to make your Christmas 2017 marketing more successful for your business. Contact Lew Bentley to schedule a presentation of the complete study, or for a summary of the findings.

FMCG Business June 2017
Lew Bentley, our Head of Strategy, wrote and article for this months FMCG Business Magazine on the importance of Packaging.

Changes to Parking
Wilson Parking recently changed the way in which the car park at 73 Anzac Ave operates. It now operates on a pay-and-display basis, where previously it used a ticket system. We are in the process of getting a bay allocated for Energi visitors and will share more information when the details have been worked out.

May 2017 Newsletter

The word for May, Reunions!

Reunions bring together people from various walks of life for a celebration of a common cause and when the reunion moment occurs good energy flows naturally.

During the month of May, we came together throughout New Zealand for Mother’s Day celebrations. Regardless of the retail boost, the day itself provided a natural boost to every mother honoured by her family.

Our Pink Ribbon Breakfast wrapped up the NZ Breast Cancer Foundation’s Pink Ribbon Breakfast month in a big bunch of pink balloons tied with a pink ribbon to boot. Now firmly established as an event we set the intention at Energi to host a breakfast every year.

Celebrating the posthumous launch of Graham Brazier’s album Left turn at Mid Nite reunited many bands that had drifted apart with time reuniting for the sake of the legend of Graham Brazier.

The natural energy that came from these three reunions made me call up one of my favourite all time quotes by Maya Angelou, “People may forget what you said, they may forget what you did but they will never forget how you made them feel”. May will be remembered as a feel-good month.

Best wishes,

Pink Ribbon Breakfast
Today not only marks the end of May but also the end of breast cancer awareness month in New Zealand, and in support of the Breast Cancer Foundation of New Zealand we hosted a Pink Ribbon Breakfast in the Energi gallery. A fantastically feminine event complete with vintage china and silver was enjoyed by all. We have created a little video of the event, and if you would like to donate you are still able to do so through our donations page.

TVNZ New Zealand Marketing Awards
This month we were also thrilled to announce that we are one of the principal sponsors of this years TVNZ New Zealand Marketing Awards, sponsoring the 2017 Marketer of the Year award. It is the first time in the history of the awards that an advertising agency is sponsoring an award.

Mother’s Day Moolah!
What started as a local memorial service in 1908 has grown into a celebration of mothers the world over. $18-billion is spent globally each year to show appreciation for these special women. If your business is not making the most of this shopping occasion get in touch with Energi to see how we can energise your business. Using our 4-D diagnostic methodology, DemandScope(TM), we will be able to identify new opportunities for your business. Contact Lew Bentley for more information.

Graham Brazier CD Launch
On 7 May the Kings Arms hosted the posthumous launch of Graham Brazier’s final album, Left Turn at Mid Nite. The event, which was sold out weeks in advance, was attended by New Zealand music industry legends and fans of Graham’s alike. The album trended for two weeks and reached the number 3 spot on the charts! We were thrilled to have been part of this tribute to a Kiwi music great by creating the album art and Never Coming Back Tour collateral.

Christmas Shopper Study
Did you know that 25% of Kiwis last year started their Christmas shopping in October? That’s only 4 months away! If you have not yet started planning your Christmas marketing program then there’s no better time than the present. Why not make use of the insights we gained from our Christmas Shopper Study to help identify areas or trends your business could benefit from. You can read an overview of the study online or contact us to schedule a full presentation or the findings.

FMCG Business May 2017
Lew Bentley, our Head of Strategy, wrote and article for this months FMCG Business Magazine on the changing face of retail.

April 2017 Newsletter

April – Ay Carumba!

In the immortal words of Bart Simpson, the Spanish phrase Ay Carumba aptly applied to April 2017. It was a conflicting month of both commiseration and celebration.

Parallel to the kick off FY18, traditionally a time of great excitement and new opportunities for growth, Mother Nature cruelly reminded us of her might. Presenting record rain falls throughout New Zealand compounded further with devastating effects with the arrival of Cyclone Cook called up the human quality of resilience. To the residents of Edgecumbe and the vegetable growers throughout New Zealand affected by these cruel events our commiserations and empathy. Kia Kaha! Or, in the spirit of Anzac fortitude, onward!

There are many opportunities for New Zealand retail businesses and brands to evolve in order to survive and thrive. Should you wish to make or find time to check in with your business development in the next fiscal year, and how best to evolve your business to embrace the new era in your Shopper strategies contact our Head of Strategy and Planning, Lew Bentley.

We head into May with exploration, discovery and the implementation of some exciting new work, and look forward to sharing the month with you collectively and individually.


Celebrating Easter with Valspar
Drawing inspiration from the Valspar Colour Trends 2017 brochure the Energi Team set out designing and painting bespoke Easter eggs using Valspar paint. Over the course of a week we saw designs ranging from the whimsical to beautifully detailed, all the while capturing footage of the create process.

Have a look at our Easter 2017 creations below:


Celebrating Graham Brazier
The late Kiwi rock’n’roll legend, Graham Brazier, will be celebrated in May with the posthumous launch of his last album, Left Turn at Mid Nite. Energi produced all the collateral for this project, led by award-winning adman Kelly Addis. Join us and several of New Zealand music’s living legends on Sunday, May 7th at the Kings Arms for the album launch and kick off of the Never Coming Back Tour!

Tickets available on Event Finder.

Celebrating the Energi Website, Version 3.0
Websites are living entities and act as a digital storefront for your business, and ours is no exception. We are happy to announce that version 3.0 of the Energi Website is now live, with enhanced functionality. Explore and discover how DemandScope™ is being used across our client portfolio.

Celebrating our Heroes – Anzac Day 2017
To celebrate the lives of the brave soldiers who perished some of the Energi team share stories about family members who were in military service at the time.

Read their accounts right here on

Celebrating Charity with OKE
During the inclement weather Energi helped complete the 5th OKE Charity School Vegetable Garden build. After significant fundraising and planning of logistics, the build exercise was evidence that even during the most challenging of times, yet another demonstration of resilience by the adults and for the kids benefit, the lesson that the show must go on. For OKE, it is more than growing vegetables, it is growing mindfulness on the source of food and the care and attention required to grow successful food sources in the next generation. One child at a time and one school at a time. On this occasion we celebrated mindfulness resilience and growth.

Celebrating Strategy and Technology
Energi Head of Strategy and Planning, Lew Bentley, returned from the global Shopper Summit in NYC returning with insight into the new machine learning era and the imminent arrival of the technology and impact on Shopper Marketers throughout New Zealand. The machine learning for artificial intelligence (AI) is well underway in the US, with the Amazon Go grocery store trial in Seattle, Amazon Dash devices auto-shopping, and Echo devices appearing in homes for voice activated purchasing. This is all driving the reduction of the retail footprints of the world’s largest retailers.

Contact Lew Bentley to schedule a presentation on his findings and insights from the summit.

Energi Christmas Shopper Study
Download a copy of the summary of our Christmas Shopper Study
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FMCG Business April 2017
Energi and DemandScope™ were featured in the latest edition of FMCG Business magazine. Click to view!
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It’s A Wrap!
It’s the last working day of April and the Energi golf team is out supporting the annual RB Save the Children Golf Day!

Anzac Day 2017 – Our Heroes

To celebrate the lives of the brave soldiers who perished some of the Energi team share stories about family members who were in military service at the time.

Louise Henderson, CEO: Abandoned at age 3 as a result of the great depression in 1923, John William Reid Troup (Dad) was raised by the Salvation Army in the Celia P Watman home located in Masterton. Dad enlisted in WWII at the age of 18. Raised to become a dutiful young man; following his compulsory training at Trentham he left New Zealand a Private in the Communications Corp as a Morse Code specialist. During his service he became one of the very few soldiers to receive a commission to 2nd Lt for his outstanding service. Mentioned in despatches by Fryberg for his active service saw him travel to Europe and the Pacific Islands. At the end of the War he returned to New Zealand on a ship accompanied by refugees. Among them a Jewish refugee enquired as to what he was going to do when he got home. Dad asked if he had any thoughts on the subject and the man advised, “Get into something that runs out all the time and needs to replaced immediately”. Upon his homecoming Dad entered the world of commerce as a salesman becoming the top stationary salesman in Auckland for Whitcomb & Tombs (now Whitcoulls). Eventually he left Whitcomb and Tombs and created his own stationary company. Dad had taken on board the sage advice from his fellow traveller and he built a successful business as a supplier of pens, pencils, rubbers and a fine paper merchant. An oft said expression of his when suffering the trials of raising teenagers as we complained when it was our turn to clean the pool at home or mow the lawns at the bach, in a raised voice through gritted teeth was ‘you kids have no idea how lucky you are’. He was correct. So he had a tough start to his life and that became the measure of the man as we recall him as a tough man throughout his life. Age 73 he returned to Europe on Maggie Barry’s inaugural Garden tour to view the gardens of Italy and Ireland. The day of departure from Dublin to Ireland Dad went to the bank to exchange his punce currency for pounds in anticipation of being in London for the 50th Anniversary and celebrations of the end of WWII. He left the bank feeling unwell and advised Mum he needed a lie down at the hotel prior to departure. Boarding the taxi with my Mother Dad suffered a fatal heart attack. He was now in the great parade in the sky with his fellow service men many of whom had perished during the war. Mum advised, upon returning to the hotel that his suitcase was packed to military precision with the copy of the Irish newspaper outlining all the activities to be enjoyed in London. Flown back to New Zealand in his casket which was travelled to St Marks in Remuera for his funeral then onto Purewa Crematorium, as he was carried from the hurst into the crematorium for his internment there was a gathering outside of some elderly gentleman who had attended an internment of another. One of the older gentleman attending the preceding funeral glanced at the brass plaque on Dads casket, noting to his friends, “It’s John Troup, he was a great soldier.”

Paul Bayley, Art Director: My Grandfather was a member of the Royal Engineers during World War 2. He was part of Operation Pluto. Operation Pluto (Pipelines Under The Ocean) represents one of wartime’s greatest feats of engineering. Huge pipelines were successfully developed and laid beneath the Channel between Southern England and France. Fuel could safely be transported to the troops in Europe. My grandfather was over in enemy territory scouting for places to complete the required placements, before the invasion and he was hit by a sniper. He survived as was redeployed later on. The pipelines contributed largely to the success of the Allied operations after August 1944. What was so cool is they hid all the components it fake buildings, even one that sold ice-cream so the enemy had no idea. Go to 2-mins of this video if you are easily bored and see how epic it was!

Kit Greer, Mac Op: My grandad was in the Royal Navy, but sailed on merchant convoys as a gunner. We know he was down the South African coast, and also said that he was in Morocco. He would not eat dates, said he had seen them on filthy barrows in the streets & when we went over there he pointed them out to us saying “see what I mean”. He didn’t really talk much about the war at all to my dad or aunt, so we don’t really know much about it. There were references to a Russian merchant ship called John de Witt, but it’s not clear if he was on this at any point or protected it. He was also stationed in Auckland for some of the time and New York too.

Lew Bentley, Head of Strategy: My dad, Alec Bentley, was a Captain in the bomb disposal squad based in the wider Auckland region during World War 2. Although far from the intensity of the blitz in London, there was the occasional Japanese sea mine that washed up on our beaches from time to time. In the photos, you can see him (in the lemon squeezer hat) removing the detonator from one such mine. Times have clearly changed; no robots and bomb-proof suits for our boys back then!

February 2017 Newsletter

Well, February flashed by, didn’t it! Between a short month with two long weekends we’ve had to tap into our philosophy of energizing business full speed! In case you’ve missed the news, we moved from uptown Auckland to downtown Auckland at the beginning of December to the Tasman Building on Anzac Ave. We are very happy to have the Wilson Car park across the road and just as happy to validate your tickets. We get it! Parking in the city is rubbish.

As we sign off February, the March Madness begins,


Colour Trends for 2017
Valspar introduced the colours trends for 2017 to the home styling Media. A presentation box containing all information and samples to ‘have a go’ went out to bloggers, social media mavens, and opinion formers in support of the #CHIAD Change in a Day campaign.

Christmas Shopper Study
The Christmas Shopper report is ready to present. The insights from this fascinating look into New Zealand’s biggest ever shopping event are ready to share. Now is the time to consider and plan for your Christmas 2017 marketing. We have a couple of dates and times that may suit. If not, don’t hesitate to request a time that does.

Wednesday 8 March 4-6pm
Wednesday 15 March 4-6pm

Who should attend? CEO’s, Marketing Directors, General Managers, Sales Directors and/or entire marketing department.
To express interest and schedule a presentation contact Hugo Venter.

New York New York

Energi Director and Head of Strategy & Planning, Lew Bentley will be attending the Path to Purchase Institute annual Shopper Marketing Summit being held in New York March 27-29. The Path to Purchase Institute participates in the annual Shopper Marketing Effie Awards for award-winning campaign effectiveness. Lew is the convenor of Judges in the annual New Zealand Effectiveness Awards. Follow @GoodEnergi on Facebook, @headlightlew on Twitter or Louise Henderson on LinkedIn for Lew’s daily insights and postings.

Energizing Business – Social Engineering
We have two clients working with Energi to energise their Social Media requirements. If you are concerned that your Social Media efforts are not leading to genuine engagements please contact Hugo Venter.

Love is in the air
As a shopper marketing agency we were not going to allow one of the biggest Shopper events of the year to pass by without marking the occasion! Energi celebrated Valentines Day by dressing the Energi Gallery in iconic heart shaped helium filled balloons, a true expression of Valentine’s day.

Take a Bow Miss Shirley Lowe
To wrap February up and put a bow around it, today we celebrated with Shirley Lowe and the Coca-Cola marketing team marking the 21st anniversary of Shirley, Account Director for Energi, on the Coca-Cola account.

January 2017 Newsletter

I hope you enjoyed your Auckland Anniversary long weekend for those in Auckland.

Well it is the last day of January and who would have imagined the first month would disappear as quickly as it has.

We commenced the Energi business year on Monday January 9 and simply have not had a backward glance.

In this newsletter we’ll share a couple of proactive initiatives we undertook with the team to unify us after the holidays and get our heads back in the game creating a fast start to 2017. We’ll also share our Chinese New Year, Year of the Fire Rooster soiree that bought our clients and suppliers together to kick off the Chinese Zodiac Luna festival. We also launch our Volume 1 of the latest Energi initiative, Shopper, a magazine which features highlights of our Christmas Shopper study for 2016. Both designed to deliver on our core values of Energizing business.

As we move forward this week, we have Waitangi weekend to look forward to. Our national celebration of becoming one nation with the long weekend, a time to feel gratitude for this amazing country we get to enjoy and spend time with friends and the ones we love. Next minute, it’s Valentines Day. Another spike in the retail calendar is looming. Have you purchased your card?

Kind thoughts,


Energising Business
Valspar has launched during the weekend the latest initiative to drive projects in the DIY sector #CHIAD #Changeinaday. The Energi team set about having some fun around this and walk the talk. Check out the video and the result:

Chinese New Year, Year of the Fire Rooster 2017
To kick off the Year of the Fire Rooster, we transformed the Energi Gallery designed with PR events in mind, into the Energi lantern garden and held a Cocktail function. Catering by Sachies Kitchen with the bar service serving Lychee Martini’s made for a perfect Energizing entrée into the year of the Fire Rooster. Check out the video:

To mark the Year of the Fire Rooster, we partnered with Pedro’s Bluff to produce a mini money pouch. Built off of the concept of the traditional lai see packet that is handed out by married couples to unmarried individuals during Chinese new Year. They are a symbol of good luck and detractor of evil spirits. The colour red has been embossed with gold to make these leather Mini Money Pouches. A bit of a twist on the usual design is on the sides which allow the owner to tip coins out and push them back in.

The year 2017 of the Fire Rooster is especially fortuitous, as Chinese astrologers predict that it will be one full of positive news and events, career progress, and profitable business. Roosters have been very important over the years, as they have been a healthy food source as well as a useful mascot as they wake people up at the crack of dawn and a eat crop-damaging insects on farmer’s properties and many continue doing so today.

Christmas Shopper Study 2016
Lew Bentley, Head of Strategy for Energi, designed a Christmas Shopper Study to enable us to gauge where the shoppers’ heads are at in this ever changing dynamic shopping marketplace we live in. The report is available to share with our clients.

The report looks into Christmas Shopping behaviour, attitudes, and influences. It will provide essential insights if you want your products or stores to be on people’s 2017 Christmas shopping list. If you’d like to make a presentation time for Lew to share with your Management teams through to your product and sales manager’s please contact The presentation would make a great keynote should you have any conferences you might be considering content for.

Welcome to Energi 2.0

Energi is on the move after a change of ownership, impending move, and a new lease on life.

The only constant in life is change, and nowhere is this more apparent than when a business changes hands. Energi’s new leaders bring decades of experience in marketing, advertising, brand strategy, PR, business development and research but we knew going into this new adventure that we would need a solid team standing beside us.

Since taking ownership of Energi in July we have been hard at work getting our ducks in a row, ensuring that the team was focused and happy. Most importantly we wanted to ensure that the team bought into our vision for the business and were happy to forge ahead with us as the new owners. Similarly, we needed to reassure our clients, some of whom have been doing business with Energi for decades, that the new Energi experience and direction was going to help their businesses thrive.

Our primary objective now is to grow the business into a first-rate shopper marketing agency. We want to help our clients be more competitive throughout the demand chain, thereby making them more likely to be chosen by shoppers. By keeping our fingers on the pulse of the shopper marketing world we are better able to integrate our work and collaborate with wider marketing programs and teams.

The renewed Energi team looks forward to you joining us on our onward and upward journey.

Warm regards,
Louise Henderson
Managing Director.

Introducing DemandScope™

Energi has designed a 4-D shopper marketing methodology called DemandScope™ that gives our clients the competitive edge. This approach integrates shopper demand chain analysis from multiple perspectives including business context, shopper behaviour, competitive analysis and marketplace brand presence.

In its early applicaiton, DemandScope™ has helped design a programme of activity that integrates above the line advertising and social media, with in-store merchandising and the post-purchase customer experience.

It is also being used as a diagnostic tool to review brand performance and identify demand chain opportunities for a fast-moving consumer brand that has been struggling.

Contact us if you would like to schedule an introductory presentation to DemandScope™.

Office Relocation and Holiday Down-Time

In addition to moving onwards, we are also moving upwards in 2016. Come December, Energi will move from the Ground Floor of 11 Mayoral Drive to the First Floor of the Tasman Building at 16-22 Anzac Ave, Auckland.

Over the Christmas break, our office will be closed from 24 December until 9 January 2017.