Zahra Shahtahmasebi
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Journalist with a Neuroscience degree 😎 Got an interesting story? email: zshahtahmasebi@nzdoctor.co.nz
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Articles by Zahra Shahtahmasebi
‘You don’t have to be the cleverest person in the room’ – Q+A with John Mescall
On July 29, Dentsu global creative partner John Mescall gave a keynote speech on emotions and innovation at the Marketing Association event Digital Day Out. He chatted with Zahra Shahtahmasebi afterwards about why understanding how humans operate is more important than being the cleverest person in the room. John Mescall: You just need to do it. There’s no secret. We do forget to centre the question: ‘What do we want people to feel?’ We forget the very simple logic that people act on feelings.
Deloitte Fast 50 launch full of inspiration and refreshing stories
Deloitte Fast 50 launch full of inspiration and refreshing stories The Deloitte Fast 50 has opened for 2026. Idealog deputy editor Zahra Shahtahmasebi reports from the launch event which featured panel disucssions with last year’s winners. The Deloitte Fast 50 has opened for another year, with high-growth businesses from across Aotearoa encouraged to enter. Deloitte announced the launch of the 2026 index during an event at its offices in downtown Tāmaki Makaurau on July 22.
Fitness favourite LSKD opens new Aotearoa store
Fitness favourite LSKD opens new Aotearoa store Sportswear brand LSKD’s new location in Aotearoa is one founder Jason Daniel has had his eye on for a while. On August 1, LSKD will open a store at Commercial Bay in Tāmaki Makaurau. This will be its sixth store in Aotearoa and 34th overall. “My first trip looking at locations in New Zealand was close to two years ago, and we actually looked in Commercial Bay,” says Daniel.
ghd Sculpt, the AI hair tongs with ‘oomph’
ghd Sculpt, the AI hair tongs with ‘oomph’ Above: ghd’s new styler, Sculpt, launched earlier in July and is available in black or white ghd nails it with the Sculpt – a hair styler that delivers luxe locks (at a price point to match). With pitches about AI-powered tech being dime a dozen these days, it takes a lot for me to sit up and pay attention. But my interest was piqued when the news of ghd’s latest product, Sculpt, landed in my inbox.
Local art trio partners with Pandora to celebrate Matariki
Local art trio partners with Pandora to celebrate Matariki Above: The Dreamgirls Art Collective pose in front of their new mural, created in celebration of Matariki. A trio of artists have brought the spirit of Matariki to life in Te Whanganui a Tara in the form of a large-scale public mural. Created by the Dreamgirls Art Collective, the mural features a wahine whose body is made up of elements of the natural world, including waterways and greenery and of course, the Matariki star cluster.
Everything I ate at the Michelin Guide ceremony
Everything I ate at the Michelin Guide ceremony Above: The six head chefs, who, along with their teams, prepared the food for the Michelin Guide launch ceremony “Take a photo of everything you eat!” instructed a friend, as I headed to last week’s Michelin Guide launch ceremony. While the invitation had been a bit coy about what was on the menu, it was a pretty safe assumption on my friend’s part that the food served would be of Michelin quality.
Tears and cheers as NZ's first Michelin stars announced
Tears and cheers as NZ’s first Michelin stars announced Above: The 14 one-star Michelin restaurants and the one two-star restaurant announced during the Michelin Guide ceremony on June 30. On June 30, the Michelin Guide officially added Aotearoa to its ranks during a ceremony at the New Zealand International Convention Centre in Tāmaki Makaurau Auckland. The event was glitzy, delicious and full of emotion as hospitality teams from across Aotearoa were recognised for their craft.
‘Your office is a mindset’: Logitech leaders on the future of work
‘Your office is a mindset’: Logitech leaders on the future of work If Jamie Hall had one takeaway from the recent Logi Work event in Sydney, it would be the call to rethink how “we work smarter”. Essentially, it means using the right technology in the right places. “Just because you can automate something with AI, doesn’t mean you always should,” says Hall, who is Logitech NZ country manager. Logi Work is Logitech’s annual global event series about the workplace.
Annual World Press Photo exhibit a showcase of resilience
Annual World Press Photo exhibit a showcase of resilience Above: Ghita Jhiate manages her unruly stallion. Long forbidden by her father to participate in Tbourida, she finally realized her dream of riding alongside pioneer Zahia Aboulait in 2025. Sidi Rahal, Morocco, 6 August 2025. Title: Farīsāt: Gunpowder’s Daughters. Credit: © Chantal Pinzi, Panos Pictures This year’s World Press Photo exhibition showcases resilience, says Rotary’s Denise Moller.
Labour makes election promise to scrap $5 script fee again
+News Labour makes election promise to scrap $5 script fee again Labour leader Chris Hipkins says medicines should be free for everyone [Image: Canva composite] “By not having to pay the $5 charge, people are less likely to be sick, to live with pain or need to take time off from work” The Labour Party is Kia ora and welcome to Pharmacy Today Kaitiaki Rongoā O Te Wā Not a subscriber? Unlock this article by subscribing here.
Dentsu Aotearoa is all about people
What is the most important thing in the world for dentsu Aotearoa? From campaigns to their guiding philosophy and company culture, it’s about helping people thrive. When we sit down to chat, news that dentsu was Aotearoa’s most awarded media agency in 2025 has just come through. They picked up 30 – an impressive total in anyone’s books. Group managing director Rachel Anderson-Cormack says the media team, led by Richard Hale, are “exceptional at their craft”.
AI hype overshadows 'digital friction'
AI hype overshadows ‘digital friction’ Many Kiwi businesses are focusing on AI, when really they should be looking at how they can solidify their tech stack, says a workplace technology expert. Jamie Hall, who is country manager for Logitech NZ, says many businesses face digital frictions, like clunky audio-visual tools in the meeting room or connectivity issues that make life difficult for both their employees and their consumers.
Political campaigns that rocked NZ voters
From Dancing Cossacks to Eminem Esque, here’s a rundown of memorable NZ political party campaign ads over the decades. ‘It’s time’ was the Labour Party’s campaign for the 1972 general election. It ran on TV, billboards, radio and in newspapers with the accompanying slogan: ‘Time for a change, time for Labour.’ The campaign saw Labour take power under leader Norman Kirk, ending National’s 12-year tenure.
People over policies: what NZ politicians can learn from overseas campaigns
As the countdown to November’s general election continues, what can politicians in Aotearoa learn from campaigns overseas? And does doorknocking still work? Like marketing, politics has always been about people, says Topham Guerin co-founder Ben Guerin. “People have always voted for people over policies.” Of course, policies come into the equation, but people need to know what they’ll mean on a personal level.
Air New Zealand’s nostalgic love song to Aotearoa
Reflection and connection were the watchwords for the national carrier’s latest ad. After 85 years in business, the airline delivers a nostalgic love song to Aotearoa. The inspiration for Air New Zealand’s latest advert came from Aotearoa itself, says general manager global brand Grace Blewitt. “We wanted to connect with our people and our culture and our communities.
Paul Catmur: A career built on words and wit
After 30 years in advertising, Paul Catmur had collected too many stories not to do something with them. So he wrote a book, The Gutter Bar The Gutter Bar tells the fictional journey of Ben Putney, a jury president at the Cannes Lions festival, as he navigates the complicated worlds of advertising, awards, his crumbling personal life and a “medically dubious” yoghurt campaign. It’s a satire – Catmur’s aim was to poke just a little bit of fun at the industry that has given him a lot.
Paper view: How to sell a book in 2026
Once upon a time, we were told books were dead. So how do you sell them in 2026? Elizabeth Heritage loves talking about books. So she built a career of it. For 14 years, she has been working as a freelance book publicist and publishing consultant. “I’m one of those weirdos who, if I see someone reading in public, I’ll be like, ‘What are you reading? What do you think? Where did you get it?’” she laughs.
Comedy in a digital world: How the NZ Comedy Trust takes jokes online
You’d think the NZ Comedy Trust is all about getting bums on seats at stand-up gigs. It is, but capturing the laughs for digital and social media is now just as important. For Lauren Whitney, there’s nothing better than seeing people share a laugh at a comedy show. Whitney is the former chief executive of the New Zealand Comedy Trust, which turned 30 in April 2025. It is dedicated to developing comedy as a performing art in Aotearoa as well as supporting local and emerging talent.
Expert advice on how to enter the YouTube NZ Marketing Awards
Thinking about entering the YouTube NZ Marketing Awards? We’e gathered some top advice on how to enter. The Awards are an opportunity to showcase how strategies and creativity have delivered real results to businesses and brands across the nation and beyond. If you are looking for some advice on what to put in your entry this year, we have you covered with a host of resources from judges and previous winners.
LinkedIn and lunchboxes: Rawinia Dolan on being a parent and a marketer
People with kids start the second shift when they get home. They constantly run two full-time campaigns (and the little clients literally can’t tie their own shoelaces). Coping takes a village, a bit of AI and the parent tribe, says Rawinia Dolan. I was lying in bed last night thinking about the juggle that comes with being a mum of four under seven – including twins – while managing a fulfilling (and busy!) marketing career. And I know I’m not alone.
David Farrier on ways to be less shy
As a student, David Farrier swapped med school for journalism. Turns out he traded organ dissection for eviscerating the powers that be. Not everyone likes what journalist David Farrier has to say. Perhaps not surprising, given he writes about everything from Christianity and megachurches to fascism and ICE protests. He faced legal threats while making his first documentary, Tickled, and had a temporary protection order in Mister Organ.
How to sell the value of social marketing
Above: EECA modelled that customers would save $4.60 for every dollar invested in the Winter 2025 Energy Savings programme. When it comes to determining ROI on behaviour change campaigns, pitch the finance not the philosophy, says EECA’s Russ Duncan. New Zealand is well known for producing blue chip (or should that be ghost chips?) social marketing. Creative, bold and globally recognised. But this reputation doesn’t make us immune from constantly defending its purpose.
Thompson Spencer’s magic year from merger to momentum
In less than 12 months, Thompson Spencer Group has moved from merger to momentum. The combined business has gone ‘boof’, says CEO Melanie Spencer. Thompson Spencer Group launched last year with a bold promise: to build the agency model for the future. Almost a year into the merger of creative and media agency Thompson Spencer and performance agency Reason, CEO Melanie Spencer says the vision hasn’t just held up, it’s taken off beyond expectation.
Rugby doco No Tears is all about resilience and real talk
Rugby doco No Tears is all about resilience and real talk Above: No Tears on the Field follows Taranaki teams Southern and Clifton across an entire season. The documentary was brought to life by director Lisa Burd. Director Lisa Burd doesn’t want people to think her latest documentary, No Tears on the Field, is just about rugby. While it follows women playing grassroots rugby in Taranaki, the sport is just “the vehicle” to tell their story, says Burd.
Tattoo artists take to Tāmaki Makaurau for inaugural Roots convention
Tattoo artists take to Tāmaki Makaurau for inaugural Roots convention Above: Ben and Madeline Kaye are running Roots, the first ever tattoo convention to land in Tāmaki Makaurau Auckland. Ben Kaye is a big fan of tattoo gatherings – so much so, he’s set up his own in Tāmaki Makaurau. Taking place on March 14 to 15, the Roots Auckland Tattoo Convention 2026 aims to bring together tattoo artists, tattoo lovers and anyone else curious about the art form to The Cloud on Quay Street.
Logitech G325 headset review: comfort, connection and colour
Logitech G325 headset review: comfort, connection and colour What I love most about the G325: It is insanely comfortable: memory foam earpieces and headband for the win It is easy to use: turn it on and connect via Bluetooth or USB and away you go It comes in purple The Logitech G325 gaming headset had me sold from the minute I saw the box. The Logitech G325 comes in a lovely purple colour. First of all, it’s purple, which is fun and vibrant.
The man behind the midnight screenings: Rocky Horror Picture Show
In our September 2025 issue, we told the story how The Rocky Horror Picture Show went from flop to famous. The vital pivot was switching the film screenings to a midnight session. But whose idea was it and why? The Rocky Horror Picture Show might be a cult hit now, but it was lucky to survive its first few weeks in cinemas. Now it has the longest theatrical release of any film, running for 50 years and counting. But it wouldn’t have happened without Tim Deegan.
Gaming vs office: where does the Logitech Astro A20 X headset perform best?
Gaming vs office: where does the Logitech Astro A20 X headset perform best? Logitech’s Astro A20 X headset is built for gamers, but can you take it to the office? We review the headphones at work and play. At Logitech G Play (aka Coachella for gamers), Logitech released the A20 X, the latest in the Astro series. Astro is known as the premium gaming headset – so Idealog reporter Zahra Shahtahmasebi and her gamer fiancé Reggie Gregory-Allen put the A20 to the test.
Open Studios Kaipātiki, Waitākere invite people to see where the magic happens
Open Studios Kaipātiki, Waitākere invite people to see where the magic happens Renee Tanner loves encouraging people to encounter the aesthetic realm of art. This passion comes to life with Open Studios, a series of Auckland-based events that invite the public into artists’ studios for a behind the scenes look at their work and creative process. Open Studios is adding the North Shore to its map for the first time this year, with the Kaipātiki event running on November 15 and 16.
How The Rocky Horror Picture Show went from flop to famous
It’s astounding… time is fleeting, and it certainly doesn’t feel like 50 years since The Rocky Horrow Picture Show hit cinemas. But the cult classic very nearly bombed. Here’s how a simple marketing flip propelled a flop to a filmic tour de force. Success on the stage doesn’t automatically transfer to the big screen – that was the lesson for the team behind The Rocky Horror Picture Show.
Vinyl is back - and this time with its own Top 40 chart
Vinyl is back – and this time with its own Top 40 chart Vinyl’s resurgence over the last 10 years was obvious, but Paul Kennedy was never sure to what extent. As director of data and analysis at Recorded Music NZ (RMNZ), he questioned whether he was just part of a niche interest group: “Are we the only ones experiencing this?” But then music journalist Charlotte Ryan and The Spinoff founder Duncan Greive approached him for their podcast, The Long Play.
Life of a Taylor Swift fangirl
AUT communications studies lecturer Angela Rose Asuncion is an OG Taylor Swift fan. She chats with NZ Marketing about Swift’s masterclass in capturing and holding attention for her latest album, Life of a Showgirl, released on October 3. After almost two months, the day Taylor Swift fans have been waiting for is finally here – Swift’s latest album, Life of a Showgirl is out.
‘It’s a party for a mouse!’: Logitech launches the MX Master 4
‘It’s a party for a mouse!’: Logitech launches the MX Master 4 You know the mouse must be a big deal when it has a secret launch at the Sydney Opera House. Logitech’s MX Master 4 launch event is a party for a mouse. At least, that’s how I describe it to my editor. And why not? As well as unveiling a new product, Logitech is also celebrating 10 years of the MX Master range – in style, at the Sydney Opera House.
Ōtautahi startup champions women's health with sheep collagen
Ōtautahi startup champions women’s health with sheep collagen What do you get when a scientist, an entreprenuer and a manager walk into a factory? The answer: Tertiary Extracts Ōtautahi (TEO), a company that is all about championing women’s health while being backed by science, says co-founder Paul Sapsford. Set up in 2021, TEO takes sheepskins and turns it into collagen.
Top Dogs of Marketing: Aslan and Gunner from Art of the Possible
Happy Friday, it’s time for Top Dogs of Marketing! Meet old-timer Aslan and Gunner, a relative youngster who is Chief Paw-fficer and Head of Office Morale at marketing and creative consultancy Art of the Possible. Gunner the labrador has been at work – and hard at it – for all of her nine years.
Snapshots of agency life in the South Island
Join our whistle-stop tour of the South Island/te Wai Pounamu – Aotearoa’s humble powerhouse. We take in Invercargill, Christchurch, Wānaka, the West Coast, Nelson and Rangiora. Carla Forbes is proudly Southland’s loudest cheerleader. She’s the director of Naked Creative, an agency she set up after moving to Invercargill for a short stint 21 years ago. “I was going to live here for two years and then it’s the famous story, I’ll be the last one to turn off the lights,” laughs Forbes.
Dry July and the rise of the hybrid drinking in Aotearoa
When Veronica Shale stopped drinking alcohol three years ago, people made boundless assumptions as to why. “They assume you’ve got a drinking problem,” laughs Shale. “But it’s not because of that at all. It’s a lifestyle choice.” A choice that more and more Kiwis appear to be taking up. Shale is campaign director of Dry July in Aotearoa, a position she took up six months ago. She says sobriety and hybrid drinking habits are increasingly becoming mainstream.
Thompson Spencer Group plan to take over the world
Thompson Spencer Group isn’t mucking around – the newly formed super group got together because they have big ambitions. When we meet, it’s eight days since Thompson Spencer and Reason made it official. Already, the pace at newly formed Thompson Spencer Group has quickened. “The energy just coming out of the room, the speed, is quite crazy,” says co-founder Wendy Thompson.
Penguins turn Trump's tariffs into triumph in just 24 hours
Creative studio Kindred didn’t hesitate when the tariff-hit penguins of Heard Island came knocking with an idea. When you think of Donald Trump, penguins aren’t top of mind (unless perhaps the macaroni species with their orange quiffs). But in April that all changed, as news of the US president’s tariffs – imposed everywhere, including Heard Island, inhabited only by penguins – hit headlines all over the world.
What is the most important thing in the world? It is people, it is people, it is people.
My angels! We have a very special guest piece from my beautiful friend Zahra today. Here’s a little bit about her. Zahra Shahtahmasebi is a half-Irish, half-Iranian writer, fitness instructor, and fighter (in every sense of the word). Born in the UK and now living in Aotearoa, Zahra carries many places in her heart - but none more vivid than Iran, where she spent time with family in 2017. That visit, and the memories it left her with, are at the core of this piece.
What's the ideal frequency for out of home?
What happens to the brain when you see a billboard – and does it still light up on repeat viewings? JCDecaux decided to find out. It’s high time advertisers talked about the value of frequency in out of home, says JCDecaux’s Victoria Parsons. The outdoor advertising company has conducted new research here in Aotearoa showing just how powerful this metric is for campaigns.
What they're teaching Gen Zs at uni these days
The way marketing courses are taught has changed significantly in the past few years. What happens at university nowadays? Two AUT lecturers talk us through what Gen Zs are learning in 2025. Various tertiary routes lead to marketing and advertising. Students at the Auckland University of Technology can do a Bachelor of Communication Studies, majoring in advertising and brand creativity, or a business degree, majoring in marketing.
Gen Z spills the tea on agency life
They’re young, fun and making agencies hum. Now Gen Z is joining the ranks, what can the industry learn from the new generation of suits? Andrew Eiserman got into marketing and advertising by accident. Now he’s in love. He’s an experience designer at dentsu Aotearoa, a role he applied for without realising what the agency did. He had just returned to Aotearoa after freelancing overseas.
Cancer charity chooses the light side of breast health
Breast Cancer Foundation NZ stepped outside its comfort zone with its Normal for Me campaign. Here’s why the charity chose a playful take to raise awareness of a serious topic. Breasts that put on a light show to Darude’s Sandstorm might not be your normal, but it could be for someone else. At least, this much is true in Breast Cancer Foundation NZ’s latest awareness campaign, dreamed up with creative agency Ogilvy NZ.
Flower power: Wonky Box branches into blossoms
Flower power: Wonky Box branches into blossoms The idea for Wonky Box’s latest venture, Wonky Flowers, all stemmed from a supplier. “No pun intended,” Wonky Box’s co-founder Angus Simms says with a chuckle as he shares how this project bloomed to life (that one is definitely intended). It was one week after Valentine’s Day 2025, and Southern Fresh, one of Wonky Box’s suppliers, invited the team to visit its subsidiary business, Burwood Nurseries.
AI in 2025 and beyond
2025 trend: AI developments OpenAI version five is due out in the coming year. It promises to be 100 times more powerful than the last iteration. If you thought AI was going to change everything, you ain’t seen nothing yet. A week is like a year when it comes to how quickly artificial intelligence technology is developing, says Nyssa Waters.
Playful is the new purpose-driven advertising
2025 trend: Humour Adverts are amusing again. But how do you stay on the right side of humour? Industry experts share their knowledge on why funny is back in fashion and what it takes to land the joke. Humour in advertising is having a renaissance, but it can be tricky to get right. When you think about the ads you remember, more often than not they’re the ones that amused you. For me, it’s the Cadbury advert with the gorilla drumming to Phil Collins’ In The Air Tonight.
Meet Liz Wright: the new digital face of Skinny
When Kiwi telco Skinny told Liz Wright they were going to clone her, she couldn’t quite believe it. But the process was successful and as of March 3, Skinny launched its AI-powered brand ambassador. According to parent company Spark, it’s a world first. The digital version of Wright will be remain as ambassador for the next two years, in exchange for a talent fee and mobile credit for life.
Make your audience feel seen
On paper, Beta is a conference about media and journalism. In reality, it’s a mini festival of innovation and inspiration that celebrates the power of the industry. I haven’t been able to get Rishad Patel and Alan Soon’s opening address out of my head. Standing onstage alongside a giant sign made out of balloons that reads ‘Beta’, they explain that hospitality is the theme of this year’s conference – because it sits at the heart of everything the industry does.
Everyone must go Tourism NZ campaign is no 100% Pure… But this might just work
To the bemusement of many (this reporter included), the government launched a new travel campaign last week. It’s the latest bid to rejuvenate our tourism sector. With the slogan “Everyone must go!”, Prime Minister Christopher Luxon says the Tourism NZ campaign will encourage our Australian neighbours to pay a visit. I might be new-ish to the marketing and advertising industry, but I don’t think closing down sale vibes are the way to attract new tourists. And I’m not alone.
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