Innholdsfortegnelse for February 2018 i AdNews

I’m going into 2018, with a sense of optimism that this year will be a good one. For us at AdNews and for the industry. It’s a big one for us. We’ve got a lot on the agenda. We’re celebrating our 90th birthday. We started out in 1928 - that makes us even older than our US friends at AdAge, at a mere 88. Ninety years of authority, expertise and credibility is hard to beat. That type of longevity is hard to find, and while the publishing industry the world over is challenged, as in the marketing world, it's the brands that have invested in standing for something, that cherish their values, and continue to deliver a quality product, that will continue to thrive. Over those 90 years we’ve evolved.…

It wasn't just Facebook's News Feed shake-up causing havoc in the social media sphere. Snapchat's 'horrendous' redesign and Instagram's new 'hateful' feature caused quite a stir. Snapchat finally rolled out an update to its app which saw its Stories page disappear. Instead, both Stories from friends as well as personal content are now hosted together on one screen. To say the changes didn't go down well would be putting it mildly as thousands took to Twitter to lambaste the company. Snapchat announced it would be undergoing a redesign in November 2017 after the company posted slow revenue growth and missed its financial forecasts so users had time to prepare. However within minutes #Snapchat was trending online, largely preceded with comments describing how “horrendous” and “ridiculous" the update was. TechCrunch reported…

2009: 'Denim' – David Jones "There was a time at David Jones where we knew that we weren’t anything unless we were something more with younger customers. Denim was the category and we knew that if we could get daughters to wear brands sold at David Jones the mothers would follow. This was the essence of this campaign. It was about making David Jones cool to kids. And in turn their parents." 2011: 'Was-Is-Always' – David Jones "The last campaign I worked on with Ted [Horton], which didn’t run until I left the business. It was an important campaign because it signalled the transition between two amazing brand ambassadors, Megan Gale and Miranda Kerr, but also recognised that this was only a chapter in an almost two century old story.…

Blockchain Jargon Busting Blockchain: Is a software platform for digital assets. It's a continuously growing list of records, like a ledger, with the details/blocks all linked and secured using cryptography. It's been described as a shared record book that cuts out the middleman, because it isn't owned by a centralised company. Decentralised: Is the opposite to centralised computing (where computing/operations are done at a central location/attached to a central computer). With a decentralised network all group members have access. No single institution has control. Cryptocurrency: Is a virtual currency. The digital money system is said to make transactions more secure. Many currencies exist under the cryptocurrency banner such as  bitcoin. Bitcoin: Bitcoin is a cryptocurrency/ digital currency that can be used to buy things electronically. Ethereum: Is an open-source, public,…

KAREN FERRY Senior copywriter, Leo Burnett With newer gambling apps, we’re now seeing betting brands trying to break out from their blokey 90’s shells, with varying success and limited creative endearment. TIM CONDRICK Creative director, Orchard Creative aside, this category clearly tries very, very hard to brush aside the very, very real and very, very serious implications of gambling with a combination of laddish humour and a misplaced notion that it somehow represents choice or freedom. CLAIRE SALVETTI MD, One Green Bean As a female whose closest experience of gambling is putting $5 on a horse with the catchiest name in The Melbourne Cup, these ads were clearly not intended to appeal to me. But there seems to be a general rule of thumb to how the category speaks: crack…

The media and marketing industry have urged calm after Facebook's biggest algorithm change in years is likely to see professionally generated content fall down the pecking order on user's news feed. Experts have warned the changes could drastically reduce the organic reach of posts by brands and media companies, and it was already playing out and hitting some just days after coming into effect. Facebook CEO Mark Zuckerberg said the changes are an attempt to bring Facebook back to its roots as well as improving people’s wellbeing. “I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions,” Zuckerberg said. Media executives told Ad-News the algorithm changes are the first step in a plan to split…

As has become Australian advertising tradition, eyes were peeled for the Meat & Livestock Association summer campaign in January. The bulk of MLA's ads throughout 2017 have been shrouded in controversy as it tackled inclusivity and diversity, though emotionally and politically charged subjects such as Australia Day and racism. For 2018, the brand has stayed with the theme of social commentary and bringing diverse people together, but it’s going for politics this year, and offering social commentary on the clash between left and right leaning factions over issues such as global warming, gay marriage, gender diversity, LGBT issues, religion, equal rights and more. Lisa Sharp, MLA CMO said the campaign aimed to “celebrate our nation’s ability to put aside our differences, no matter our cultural backgrounds or political leanings, and…

From the outside, it may seem to some that Eales has risen quickly through the ranks of News Corp to enjoy the view from the top. While he has been promoted three times within his four years at the media company, Eales admitted he has only just begun to feel as if “the training wheels are off”. “News Corp is a big business with a lot of complexities and I don’t consider myself an expert yet when there are people in our business like [executive chairman] Michael Miller who have vast years of organisational and industry knowledge,” Eales told AdNews over a pint at one of his favourite pubs, The London Hotel, at Balmain in Sydney. “The training wheels are off, but the bike may wobble from time to time.”…

Twelve months ago DDB North America won the US$820 million McDonald’s account that had formerly sat with Leo Burnett for 35 years and revealed it had created a new agency model to run the business. Wendy Clark was the mastermind behind it. The former Coca-Cola CMO joined the Omnicom-owned agency as president and CEO of North America in 2015 to revive the advertising giant and set it up for future success. She admitted that two years ago DDB North America wasn't on any shortlists for major pitches in the US market. When we spoke in December the network was on at least 18 lists, with a healthy win rate. One of Clark's mantras is to be focused on tomorrow, not yesterday, so she doesn’t like to talk about the past.…

In November last year, global media agency Mindshare partnered with Zilliqa, a blockchain platform developed by researchers at the National University of Singapore, in order to test new technologies in the media industry. The deal involves testing whether Zilliqa’s blockchain protocol can be used to address pervasive industry challenges including contextual advertising in relation to fake news; to develop strategic initiatives around data privacy; and to develop an industry-wide token program that can be used for publisher and content scoring. At the time, Gowthaman Ragothaman, global chief strategy officer at Mindshare’s integrated performance unit, Fast, said blockchain technology was set to influence the media and entertainment industry at a much more rapid pace than ever thought possible. Sydney-based chief investment officer at Mindshare Australia, Nicola Lewis, revealed the initial basis…

Australia had a phenomenal year at global awards shows in 2017. While a lot of the success was dominated by a handful of shops, and one in particular, what’s good for one Australian agency is good for the whole nation. It puts the spotlight on Australian creativity, and reminds us that we’re not a creative backwater, but a global powerhouse of creativity. That level of success may be hard to replicate in 2018, but it’s a great dream to chase. The AdNews Top Agency Rankings give a benchmark of the success Australian agencies had at local and international award shows - which came out on top? The AdNews Agency Rankings table for 2017 is dominated by one shop - which will surprise no one. One constant of Clemenger BBDO Melbourne’s…

Two-and-a-half years ago the Westfield Matildas played a World Cup preparation match against Vietnam behind closed doors. Some of their lower profile games had been shut to the public because football chiefs were concerned the games wouldn’t attract enough fans to cover the cost of opening stadia. Fast forward a couple of years and it’s a completely different story. The Matildas are now hot property, recently selling out one of the largest stadiums in Sydney’s west on a journey that has seen them become the fourth ranked team in the world – easily the highest for an Australian national football team. The meteoric rise in their performances isn't just attracting bigger crowds, it's also led to more coverage on television and an expanding commercial program, according to Football Federation Australia…

This year will be pivotal for Fairfax as it implements its new commercial strategy that sees category specialists head up sales teams for its 10 advertising segments. The new structure was revealed at the end of 2017 and is already operational. In the past, Fairfax structured its commercial team around media agency groups, with a team for GroupM or Dentsu media agencies, for instance, or around direct clients. The four biggest teams will be around the key verticals of banking and finance, travel and tourism, auto and retail, which are Fairfax’s strongest ad revenue drivers. Up to 12 staff will work in each team. Other verticals, such as tech and telco, sport, food and drink, government, luxury and entertainment, have been identified as growth areas for the business and will…

Mark McInnes, former CEO of David Jones “Damian is an outstanding leader, outstanding executive and outstanding man. The first thing about being a great leader is authenticity and he’s an extremely authentic guy; what you see is what you get. He’s very humble and hardworking and he takes people on the journey with him, attracting great talent along the way. It’s funny he calls me a mentor and credits other people for his position, because I don’t think I’ve given anything more than the opportunity to express his own qualities. He can be a tough businessman, but you can always trust what he says." Ted Horton, founder of Big Red: "Damian is one of the few people who have walked the walk and now can talk the talk. In retail…

Blockchain for the gem stone market: To prevent blood diamonds or counterfeit diamonds finding their way into the gem supply chain, London-based business Everledger placed more than 1.6 million diamonds on a blockchain. The self-professed 'digital vault of the future' uses emerging technology including blockchain, smart contracts and machine vision to assist in the reduction of risk and fraud for banks, insurers and open marketplaces. Its global digital ledger tracks and protects valuable assets throughout their lifetime. The ledger collects asset defining characteristics, history, and ownership to create a permanent record on the blockchain. This 'digital incarnation' or thumbprint is used by various stakeholders along a supply chain to inform provenance and verify authenticity. In the case of the diamonds, each stone has an entry on a digital record, featuring…

AdNews has lived and breathed the weird and wonderful world of advertising since 1928. The ups, the downs, the struggles, the wins. From the mad men days through to the modern era's quest for equality and diversity; the rise of technology and witnessing the ever-changing thinking, insights and ideas that lay at the heart of the thriving space – we've seen it all. In 2018, we're celebrating 90 years of AdNews. That's 90 years of being at the forefront of this wonderful industry, 90 years of credibility and trust, and 90 years of expertise. In this new for 2018 feature we'll take you on a journey back in time. Just how different was it? THE ‘TRUTH’ IN ADVERTISING: Advertising self-professing how great it is? Surely not? But yes, back in…