Case Study:
Association of New Zealand Advertisers (ANZA)
Industry:
Advertising, Advocacy & Industry Representation
The Project:
Strategic Discovery Workshop, AI Visibility Audit, Website Strategy, Copywriting, Website Design & Development
The Challenge
ANZA represents New Zealand advertisers across government, regulators, media and platform owners, advertising agencies and industry bodies.
While well respected within the industry, its website no longer reflected the breadth of its work or clearly communicated the value it delivers to members and the wider advertising community.
The organisation wanted a modern website that would strengthen its authority, simplify complex information and better position ANZA for the future of both traditional and AI-powered search.
Our Approach
Every Right Hand Man website begins with understanding the organisation.
The project started with a strategic discovery workshop to gain a clear understanding of ANZA's role, audiences, strengths and long-term goals. This formed the foundation for the website strategy, messaging and information architecture.
We also completed an AI Visibility Audit to assess how ANZA was recognised across leading AI platforms.
The audit found that while ANZA was consistently identified as the voice of New Zealand advertisers, AI platforms were less consistent in recognising its broader role within New Zealand's co-regulatory advertising system.
The new website was strategically designed to reinforce ANZA's leadership role by:
Clarifying its position within New Zealand's advertising ecosystem.
Better explaining advocacy, governance and pre-vetting services.
Simplifying complex industry information.
Creating clearer pathways for members and stakeholders.
Structuring content for both SEO and AI search.
What We Delivered
Discovery & Strategy
Strategic Discovery Workshop
Business Analysis
AI Visibility Audit
Website Strategy
Messaging
Website
Information Architecture
Website Copywriting
AI & SEO-Optimised Content Structure
Responsive Website Design
Website Development
The Outcome
The new website gives ANZA a stronger, more authoritative digital presence that better reflects its leadership role within New Zealand's advertising industry.
Visitors can now quickly understand ANZA's purpose, advocacy work and contribution to advertising self-regulation, while members can more easily access the information and resources they need.
By applying the findings from the AI Visibility Audit, the website has also been structured to strengthen how AI platforms understand and recommend ANZA. The result is a future-ready digital platform that supports advocacy, membership growth and long-term visibility.
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