Innholdsfortegnelse for April 2018 i AdNews

In an increasing digital world, the fate of magazines is often called into question. The doom and gloom surrounding magazines is backed up by recent statistics from Standard Media Index, with media agency spend on magazines falling 20.8% in 2017 and circulation down across the board. Research from the Australian Bureau Circulation shows a 13% drop in readership year–on–year (YOY). These statistics could paint a pretty bleak picture of the state of the Australian magazine industry, especially if you add in the many titles that have bowed out in the last two years. Among the droves of celebrity titles that have failed to diversify, coupled with plummeting ad revenue streams at the hands of an unstable ad market, there are diamonds in the rough that have defied market conditions to…

University education is lagging behind the commercial realities of media and marketing leaving graduates ill–equipped for working life, an AdNews investigation has found. Media and marketing graduates are entering the workforce with sound foundation knowledge of traditional marketing theory. But, they are not taught enough about digital media and marketing, data, technology and, in particular, media planning. leading a scarcity knowledge among experienced brand managers to scrutinise media plans or understand the role that digital media, technology and traditional channels should play in a rapidly evolving media landscape. The result is that some businesses are choosing to bypass fresh graduates, opting for talent with at least a couple of years’ industry experience or those who come from outside of media and marketing altogether. One of marketing’s leading thinkers, Professor Byron…

The diversity stakes across ad-land have sent ripples throughout the industry for some time. Whether it's about minority ethnic groups, LGBTQ people, religious bias, gender imbalance, or ageism, there's a huge sense that there’s more to be done. Take gender balance across the industry as one example. In 2014 the female CEOs across the media agency patch were few and far between. These included Mindshare CEO Katie Rigg–Smith; Hyland founder, Virginia Hyland; and CEO of Initiative Australia, Lee Leggett. Fast–forward to 2018 and over the last one to two years the number of women in the chief executive seat has increased significantly. Agencies such as Spark Foundry, Zenith Media, UM, OMD and Columbus all have female CEOs. Creative agency–wise, there are women at the helm of Loud, DDB, Special Group,…

WINNER CLEMENGER BBDO Clemenger says as a network, it’s “never been stronger”. When you’ve held clients like Campbell’s, Fedex, Pepsi, Mars, Mercedes-Benz, and Smith’s Snackfood, for 20-plus years and Wrigley’s, NAB, MLC, CUB and Frucor Beverages for more than a decade, well you know you’re doing something right. Clemenger is one of the oldest Australian networks and has undergone a period of change. It isn’t one for making dramatic, sudden changes, so using the word “miraculous” is out there. But, that’s how Clems described 2017 for its Melbourne shop, recognised as World’s Best Creative Agency by D&AD and Cannes. Its Sydney office has undergone a creative reinvention under new ECD Ben Coulson, scoring new clients Hungry Jack’s, Tourism Australia and VISA in the process. At the heart of this network’s…

WINNER THE MONKEYS With the agency’s purpose to “make provocative ideas happen”, The Monkeys were on point this year with a diverse body of work that included brands from beer to aeroplanes, bras to pizzas, and meat to sports shoes. And the proof is in the many puddings, with The Monkeys’ string of award wins, both internationally and locally, at Cannes, D&AD, AWARD, One Show and The Effies. Highlights include work for MLA’s ‘Celebrate Australia’ and ‘Spring Lamb’ campaigns; the emotional Qantas Dreamliner campaign on the successful ‘Feels Like Home’ platform; and a new brand platform for IKEA: ‘The Best Day is the Everyday’. The Monkeys’ had its most successful calendar year to date improving its revenue by 15% and profit by 30%. It produced its first female-focused work for…

WINNER POEM From startup two and a half years ago to stand out as the Emerging Agency of the Year, Poem represents the reason and rhyme for creating a modern and creative PR agency. With no clients on board when it set out, from its digs in an old art gallery in Sydney’s inner city, Poem focused on “a more human” approach when it comes to client work, and to its own culture. It obviously works, as seen by its 25% revenue growth on the previous year. Its aim is to ‘move people’ and it uses human insights and emotional intelligence to create beautiful ideas for brands that are shared across Paid, Owned and Earned Media (POEM) channels – hence the name. Poem is already attracting plenty of industry attention…

WINNER CAMPAIGN: PALAU PLEDGE AGENCY: HOST/HAVAS CLIENT: PALAU LEGACY PROJECT Imagine being too popular for your own good. This is the problem the Republic of Palau, a small island-country in the Western Pacific has, having experienced massive growth in tourist numbers in recent years. With a population of 20,000 experiencing an influx of close to 160,000 annually, the Palau Legacy Project that works alongside the government, recognised that degradation from mass tourism would put the country’s environment at risk if something wasn’t done quickly. The aim was to find a balance between encouraging tourism without compromising local environment and culture. So, the objective was to emotionally and rationally connect with in-bound tourists, visitors, and Palauans, to promote individual behaviour to make them feel accountable for their actions when in Palau.…

WINNER CAMPAIGN: THE HEARING TEST IN DISGUISE AGENCY: CHE PROXIMITY CLIENT: COCHLEAR ‘The Hearing Test in Disguise’ for Cochlear has been an outstanding piece of work by CHE Proximity ans it has added many awards to its name this year, not only in the AdNews Agency of the Year Awards, but elsewhere with trophies on the mantle from local and international shows. Data uncovered the insight through qualitative, ethnography, search and social listening, that there were five phases of the hearing journey. For this campaign, the agency needed to tackle the most poignant stage; denial. The insight that people with hearing loss are in denial led CHE Proximity to develop a sophisticated sound-designed film that tested viewers’ hearing without them knowing – and it had alternative conclusions based on their…

WINNER CAMPAIGN: PALAU PLEDGE AGENCY: HOST/HAVAS CLIENT: PALAU LEGACY PROJECT Host/Havas were tasked with helping the Republic of Palau, a small island-country in the Western Pacific, to ensure its environment and culture remained intact against mass tourism which had spiked in recent years. With a budget under $250,000, the aim was to find a balance between encouraging tourism without compromising the country’s own needs. With a population of 20,000 experiencing an influx of close to 160,000 annually, the Palau Legacy Project that works alongside the government, recognised that degradation from mass tourism would put the country’s environment at risk if something wasn’t done quickly. The objective was to emotionally and rationally connect with in-bound tourists and locals to promote individual behaviour to make them feel accountable for their actions when…

WINNER THE ROYALS The Royals are on a mission. To be the “most interested agency in the world”. What this means is the belief that clients need an agency to look beyond the obvious, and one that digs deeper to interrogate every creative and commercial opportunity. Boasting core values of audacity; camaraderie; and revelry, The Royals say this produces a distinctive experience for its staff and clients. The agency is certainly doing something right in earning Independent Agency of the Year. Its total revenue rose by 16% in FY17 with 30% expected this year, and an average revenue growth rate of 40% over the last four years. The Royals have been ranked on the AFR Fast 100 list for three years in a row. Two pieces of work The Royals…

WINNER MYER@CLEMENGER BY CLEMENGER BBDO MELBOURNE The Myer@Clemenger team is a group of 40 retail specialists in creative, studio, retouching, and account management, who handle the huge volume of Myer’s day-to-day communications. This also includes the major seasonal fashion campaign moments (Autumn/Winter, Spring/Summer and Christmas) and some key innovation projects. The Clems team is based in Myer’s Docklands HQ in Melbourne. While feeding off daily sales numbers and seeing in real-time the impact made, this in-house/bespoke agency is also responsible for bringing a creative passion and an external perspective to Myer’s business. Despite a tough Australian retail climate, 2017 was a huge year for Myer@Clemenger, with the team delivering an impressive body of work while making a significant difference to the Myer business. The work included more than 57 broadcast…

Forget big brash balls on billboards and radio hosts swinging from chin-up bars in their undies, the latest fashion-forward move from iconic Australian brand Bonds oozes the perfect amount of crazy, sexy, cool. Working with Leo Burnett Melbourne, the brief from Bonds was to create a piece of work that stood out in not only the underwear category, but also the fashion category, while still maintaining the brand’s heritage. Leo's art director Lucy Logan, who suggested the Coober Pedy location after visiting with family, tells AdNews the only caveat for the ad was the talent had to be in their undies. The ad pays homage to those smoking hot Aussie summer days – cue blue skies, dusty dry landscape, dripping sweat over toned abs and an edgy yet soulful 'Rock…

Bauer Media’s new division, Story54, strengthens the publisher’s creative content offering. Delivering insight-led entertainment and storytelling for women, by women, it’s one of Bauer’s key ways of engaging female audiences in 2018 and allows the publisher to be a one-stop shop for brands looking to connect with women. Led by General Manager Jane Waterhouse, the new team includes writers, social media managers, art directors, motion graphics editors, producers and strategists to help make every story different. The team has started strong, with an award-winning campaign for Fiat named Content Marketing Campaign of the Year in 2017 at the Adnews AMA’s and an engaging video series for Holden Equinox in collaboration with comedian Celeste Barber. Well-received by clients, agencies and media, Story54 is answering the market’s evolving needs, says Waterhouse. “What’s…

An Australian–designed sponsorship valuation platform could become the new currency for the US$62 billion global sponsorship market. Turnstile, created by Australian sports and entertainment marketing company, Gemba Group, is a new approach to valuation, providing buyers and sellers with the ability to recognise physical assets such as signage and tickets exposure, as well as the intellectual property of sponsorships. The approach has been extensively tested with Formula 1 and is attracting interest from leading global brands, clubs and sports bodies in the US, UK and Europe. “I wouldn’t be surprised if you don’t see this become the standard way in how people analyse things inside a couple of years,” Murray Barnett, Formula 1’s head of global sponsorship and commercial partners told AdNews. “We implemented it for the first time last…

The past 12 months saw something of a domino effect when it came to independent agencies being bought up by consultancy groups or companies outside of the traditional holding group model. First came The Monkeys and Accenture Interactive. Next up was The Works. It sold to technology company RXP for $33 million in August. What piques most interest in agency acquisitions is the way the two organisations talk about the seamless merging of two disparate cultures. There’s often a great deal of skepticism about the reality. Melbourne–based RXP CEO, Ross Fielding, is non–plussed. His company has bought eight small companies and absorbed them into its business in the past few years. It might be a bit more culturally difficult for The Works people, but co–founder and creative partner, Damian Pincus,…

WINNER CHE PROXIMITY CHE Proximity, called CHEP by insiders, is part of the Clemenger BBDO network. It won four awards this year being named Melbourne Agency of the year, Customer Experience Agency of the Year and winning the Digital Campaign and Best Use of Data categories. It was also short-listed in the Media Campaign, Small Budget Media, Ad Campaign of the Year and Best Use of Technology categories. The agency is led by Chris Howatson, who has become one of the Clemenger Group’s shining lights. Howatson was one of the network’s youngest managing directors when he took on the post five years ago and since leading CHE Proximity has grown the agency in size, grown its client roster, its capabilities, its revenue by 15% and its profit by 14%. For…

WINNER REA GROUP This award flags REA Group as the kind of place we’d all like to work. With the belief that a vibrant, diverse and inclusive team makes for a strategic asset to the business and critical to achieve its strategy, this agency boasts 42.5% women on staff. This includes an increase in female representation on the Executive Leadership Team from 33% to 40% in the last two years. One reason why this works is that its people are given the best opportunity to balance work and personal responsibilities. To ensure inclusiveness in the REA workforce and to continue to grow as a business, unconscious bias training is conducted to minimise implicit bias, and to improve the objectivity of recruitment and promotion of diverse talent. REA Group is also…

WINNER CHE PROXIMITY CHE Proximity is as hot as the Australian summer right now, having led the industry’s modernisation agenda by demonstrating what data-driven creativity actually looks like. Not only has this agency received a string of awards for its work this last year, there’s money in the till, with revenue growth of 15% and profit by 14%. It remains the fastest growing creative agency across Clemenger Group, Proximity and BBDO Worldwide networks and launched four new business units in 2017. CHE Proximity’s ‘The Hearing Test in Disguise’ for Cochlear was one of Australia’s most awarded campaign in international award shows in the last year. The insight that people with hearing loss are in denial led CHE Proximity to develop a sound-designed film that tested viewers’ hearing without them knowing…

WINNER OGILVY AUSTRALIA If things come in threes then Ogilvy Australia must be pretty happy. It was the third most awarded Australian agency and the world’s third most innovative agency, according to the Cannes Lions Global Creativity Report 2017. On the back of transforming the agency over the last two years, more than 55% of work Ogilvy Australia delivers for clients is now digital. Not bad for a 50-year-old agency. AAMI SmartPlates has been winner for the agency. It developed the SmartPlates mobile app, which tracks every detail of every drive, so learner drivers can focus on the road while their practice hours, routes, road type, weather and traffic density are monitored and recorded in real-time. This allows learners to have a complete picture of their progress. The campaign featured…

WINNER CAMPAIGN: CELEBRATE AUSTRALIA AGENCY: THE MONKEYS CLIENT: MEAT & LIVESTOCK AUSTRALIA The Monkeys set out to show that lamb’s purpose is to bring people together. Australia Day was a common theme for the brand in years gone by but this public holiday was increasingly dividing the nation. The agency describes the “huge cultural elephant” in the room as the exclusion of Indigenous Australians. The Monkeys’ ‘Celebrate Australia’ campaign for MLA aimed to move away from Australia Day and so with the #changethedate movement in full swing it took the angle of celebrating everyone. The Monkeys placed a group of Indigenous Australians front and centre in a long-length film ideal for digital and social channels. It opens on pristine Australian coastline as they search for the perfect spot to fire…

WINNER CAMPAIGN: AAMI SMARTPLATES AGENCY: OGILVY AUSTRALIA, MELBOURNE CLIENT: SUNCORP Developed by Ogilvy Australia Melbourne, AAMI’s SmartPlates has demonstrated the best in the use of modern technology. The agency developed the SmartPlates mobile app, which tracks every detail of every drive, so learner drivers can focus on the road while their practice hours, routes, road type, weather and traffic density are monitored and recorded in real-time. This allows learners to have a complete picture of their progress, what they’ve mastered and what they need to concentrate more on. Its successful launch saw the SmartPlates app used by more than 25,000 learners in the first six months. And it was one the most awarded digital campaigns of 2017 in Australia, receiving a Gold Lion and seven Cannes Lion Awards. Results showed…

WINNER TRAFFIK GROUP 2017 was a year of big wins for Traffik, which include new clients, a slew of awards and a few Australian firsts that led to a year of 15% revenue growth and operating profit north of 20%. Following a decade’s work with Diageo, it became its below-the-line agency of record on the back of standout work like ‘Captain Morgan’s Bermuda Triangle’. Traffik Group picked up Shell’s sponsorship of the V8 Supercars and created the Shell V-Power VR Pit Stop at Clipsal 500, a room-scale multi-player VR experience built inside a 5 m2 green screen room. With 1.3 million PR impressions, 1.5 million organic social impressions, and 97% of participants saying they would consider using Shell V-Power, it’s no wonder Traffik is negotiating with Shell Global to create…

Name: Sophie–Alice Davies Occupation: Personal assistant Age: 57 "I really like the humorous bits such as the sauce flicking up in the air and the dancing at the end. To me those are the best bits and I laughed there. Really, they could’ve pushed it further with the humour. Perhaps have him cooking with his bottom out would have been funny." Name: Philip–Jean Brown Occupation: Banker Age: 33 It’s a good advert and they’ve picked a very good person to advertise it. It fits as he’s recognisable. I don’t know why Alf hasn’t been in more ads. I was actually thinking more about the hot sauce, what it tastes like and how hot it is, rather than GoDaddy though. Name: Goverdhan Areddy Occupation: Cab driver Age: 39 Is this a…

WINNER CAMPAIGN: CELEBRATE AUSTRALIA AGENCY: THE MONKEYS CLIENT: MEAT & LIVESTOCK AUSTRALIA The Monkeys aim was to show that lamb’s purpose is to bring people together no matter where they are. It has been a common theme on Australia Day, but the public holiday has been increasingly dividing Australia. To change people’s views, a truly effective and new approach was needed to deal with the perception and sense of exclusion around Indigenous Australians. With the #changethedate movement in full swing, it wasn’t possible for The Monkeys’ campaign for MLA to celebrate the day or the date, so the agency looked at celebrating everyone who makes Australia the great place it is. To do this, a long-form film showed a group of Indigenous Australians searching for the perfect spot for a…

WINNER WOOLWORTHS With the competition outperforming Woolies in sales growth for seven years and new market entrants redefining customer expectations, it was time for bold and innovative steps to reinvigorate the brand. Woolworths approached M&C Saatchi, an agency that had historically played a significant role in the company’s past success, and both parties agreed the old-world agency/client relationship was no longer working for the brand. Woolies needed a new model that would help - quickly and in a dramatic way. The answer? They became housemates in the Greenhouse, the most significant project undertaken by the Woolworths marketing team. Greenhouse is a collective of over 100 diverse and talented people working together in an open warehouse environment in Sydney’s Surry Hills where Woolworths and M&C Saatchi share the rent. Key to…

WINNER BCM Setting its sights on becoming Queensland’s best agency in 2017 and to have its most commercially successful year ever (in its 41-year history), BCM has definitely made the grade, and then some. Its year included 15 new business wins, with new accounts in Energy Super, Beko, Global Players Network, Retire Australia, and Logan Law. In came new projects from new clients Sealy Australia, Royal Flying Doctor Service, KGL Resources, Queensland Department of National Parks, Sports and Racing, and the Great Barrier Reef Foundation. BCM set out to focus in equal measure on the work, commercial targets, its vision, and a deep commitment, it says, to the agency’s culture. It boasts 51% of staff having been with the agency for more than eight years. It runs an internship programme…

WINNER ELEVEN Positioning a brand’s place in culture is its most powerful, competitive advantage, according to this agency. And it says it’s a big opportunity. It works closely with its sister agency TBWA to make sure that culture is baked through all its ideas. Creating cultural impact for brands is an approach that has seen Eleven receive 10 wins and more than 20 nominations. These accolades include local and international recognition including three Bronze Cannes Lions. The agency boasts breakthroughs for its brands, with Gatorade a case in point. To highlight the brand’s benefits (speed and endurance), Eleven created a new metric – the Bolt Rate – which measures the speed crickets run between the wickets. Enlisting the world’s fastest man, Usain Bolt, who happens to be a mad cricket…

WINNER AGENCY: TKT SYDNEY CAMPAIGN: ‘WASTELAND WITH A V’ A GAME MOD BY V ENERGY CLIENT: FRUCOR BEVERAGES V energy drink was experiencing declining sales and relevance among 18-24-year-olds who had shifted their attention from the telly to gaming platforms like Twitch. With gaming now bigger than Hollywood, TKT was tasked to help V energy drink enter the gaming space. Instead of diving into the overcrowded sponsorship space, its strategy was to create playable content. TKT Sydney identified the ideal game to become part of, with millions playing it weekly. Best of all, it was open to modding – the ability to hack a game’s files and change content. The campaign was started with a covert post on Reddit asking gaming fans how they would “improve the game a bit’.…

WINNER CAMPAIGN: PALAU PLEDGE AGENCY: HOST/HAVAS CLIENT: PALAU LEGACY PROJECT Sometimes being too popular can be a curse instead of a blessing. As can an unconventional approach to media. This is the problem the Republic of Palau, a small island-country in the Western Pacific has, having experienced massive growth in visitors in the last few years. With a local population of 20,000 being impacted by 160,000 visitors annually, the Palau Legacy Project recognised that degradation from tourism would put the country’s environment at risk and time was running short. The task was to find a balance between tourism, the local environment and culture. The objective was to emotionally and rationally connect with all visitors and Palauans to promote personal behaviour that made them feel accountable for their actions. Host/Havas introduced…

WINNER CAMPAIGN: AAMI SMARTPLATES AGENCY: OGILVY MELBOURNE CLIENT: SUNCORP AAMI SmartPlates has been a real winner for the agency. It developed the SmartPlates mobile app, which tracks every detail of every drive, so learner drivers can focus on the road while their practice hours, routes, road type, weather and traffic density are monitored and recorded in real-time. This allows learners to have a complete picture of their progress. The campaign featured in over 100 pieces of national and international media, 16 million-plus people were reached, and more than 25,000 learners used the app in the first 6 months. And it was one the most awarded digital campaigns of 2017 in Australia, receiving a Gold Lion and seven Cannes Lion Awards. Results showed that more than 16 million people were reached…

WINNER FINCH This production agency is made up of filmmakers, artists and engineers who work at the creative crossroads of storytelling, advertising, technology, and entertainment. 2017 was a busy year for this bunch whose staff increased 40% across its offices in Auckland, Sydney and Melbourne. It created more than 100 ads in 2017, with highlights including Keepin’ it Real for Hungry Jack’s, MLA’s The Greatest Beef and A Very Merry Mistake for Air New Zealand. But it’s quality as well as quantity which led to Finch’s recognition as Production Company of the Year by Spikes Asia, ranked number two in the world by Best Ads Production Company Rankings 2017; number one APAC production company and in the world’s top five production companies of the year in the Gunn Report. Finch…

WINNER CAMPAIGN: THE HEARING TEST IN DISGUISE AGENCY: CHE PROXIMITY CLIENT: COCHLEAR The insight that people with hearing loss are in denial led CHE Proximity to develop a sophisticated sound-designed film that tested viewers’ hearing without them knowing. With a modest media budget of $190,000, CHE Proximity needed to be very considered about who it wanted to target, and put more spend behind people who had interacted with the campaign to help convert leads. Unique messages were served throughout the journey based on previous engagement variables. For Facebook, 20 mosaics were targeted to A/B test audiences against each other to define which profile connected through the channel. Multiple creatives were tested against each audience to distinguish which messaging was most successful. Interest targeting was overlaid on mosaics as a ‘must…

WINNER CHE PROXIMITY CHE Proximity is on fire and really knows how to demonstrate what data-driven creativity looks like. Data, it says, simply provides a richer understanding of the customer. And informs work that is “personal, scalable and unmissable”. This agency has added many awards to its name this year, not only in the AdNews Agency of the Year Awards, but elsewhere. An outstanding piece of work by CHE Proximity has been ‘The Hearing Test in Disguise’ for Cochlear which was one of Australia’s most awarded campaign across international award shows in 2017. The insight that people with hearing loss are in denial led CHE Proximity to develop a sophisticated sound-designed film that tested viewers’ hearing without them knowing – it had alternative conclusions based on their hearing ability. The…