Justine and Vicki are just back from a four-day shoot in Auckland for the Spring Issue of The Plaza magazine.

Without giving too much away, here’s a sneaky, behind-the-scenes peek at what they got up to.

What’s the difference and when are they used?

The positioning statement

From a management perspective, positioning is the heartbeat of an effective communications plan. A well-crafted positioning statement defines your company’s direction. It answers seven essential questions:

Google Sidewiki, launched in September, is a tool that allows anyone to leave posts as they surf the web. You need the Google Toolbar to be able to view and leave posts. Entries will then be sorted by an algorithm that filters out low-quality comments and moves the most interesting items to the top.

What does all this mean?

The corporate world is starting to dip its toes into the waters of the blogosphere and it seems that everyone is talking about company blogs (and let’s not even get started on Twitter.) However before you consider taking the plunge a few words of warning:

A/B testing has now been added to the Magic Mail toolkit. It is a very effective way to maximise your campaign results and learn about your subscribers.

The Chaos Scenario from Greg Stielstra on Vimeo.

This is a recommended watch for ad agencies, marketing departments & media companies.

In The Chaos Scenario, Bob Garfield, ad critic and essayist for Advertising Age magazine and co-host of NPR’s award-winning On the Media program, forecasts the disintegration of the traditional mass media and mass advertising structures that have worked in perfect symbiosis for 400 years and prescribes “Listenomics” as the way for brands to thrive in the digital, post-advertising age. He warns that all formerly top-down institutions cannot dictate to consumers with advertising through mass media as before, but must instead embrace digital tools to forge relationships with them—no longer seeing people as piggy banks, or eyeballs or votes, but as genuine stakeholders in their enterprise. Amid the ruins of mass media, the choice for business is stark: listen or perish. Watch the video presenation first then go to thechaosscenario.net for more info.