Ad transference between Australia and New Zealand is a top-of-mind question for many marketers working across these shores. Geographic proximity makes marketers believe that we are similar, and some similarities do exist in terms of media and device usage, general attitudes to life like being laidback, open-minded and sharing a strong sense of equality among all. But the minute you scratch the surface, you realise that there are more differences than one can imagine regarding creative tastes and sensibilities.