Innholdsfortegnelse for May 2018 i AdNews

Strategy director Taby Taylor-Ziane “The people and the ideas are what I love most about 31ST. Culture comes first here and that directly translates to the quality of ideas — just a bunch of positive, curious, down–to–earth people getting together everyday to create ideas that add real value for our clients. I love hanging out with them and getting to think, create and make an impact — not much beats that.” Creative director Dave Ridgley “I had worked with Vaughan, Rach and Adele at a previous agency and jumped at the chance to get in on the ground floor of 31ST as I knew the culture they wanted to create. That was eight or so years ago and it’s a credit to them that while the agency and the industry…

Posterscope Australia strategy and insights director Cassandra Thomas–Smith shares her view: How do you measure success on digital out of home (DOOH), do you rely on media owner reporting or do you also have other sources? Clients’ ultimate measure of success is business results, however, accountability and assurance of delivery are increasingly important. As OOH investment increases, proof of delivery for both static and digital is critical, and so is the ability to aggregate massive volumes of data. Media owners have historically provided varying degrees of reporting on their own activity. However, as the volume of DOOH grows, the importance of aggregation and independent verification required increases. Companies, such as Seedooh, are making progress in the field of OOH accountability. They are independent, the verification process is audited, and they…

Just when we thought the ubiquitous ‘transparency’ word had taken a short break, having slid off a few LinkedIn posts, it seems its close relative ‘radical transparency’ has taken its place. Be it black or white, or more fittingly grey, talk of the subject and its various guises continues to evolve, but by prefacing the word with ‘radical’ — as many now do at conferences and across varying online platforms — will we take it more seriously? What does ‘radical transparency’ mean to people and should we be taking this topic more radically serious? At our AdNews Live Tackling Transparency event last year, we got 100 people in the audience to vote on three solutions to tackle adland’s transparency problems. Keep an eye on AdNews June edition for our follow-up…

Welcome to the first full AdNews edition with our new team fully settled in. You’ll notice a few changes, a splash of fun and a hint of mischief in this issue. We’ve handed over our precious monthly canvas to the fine creative minds that make the industry go around – with a competitive edge to it of course. We’ve also added a people of the industry focus in our new Spotted spread, zoned in on smaller or more unique agencies in Spotlight, shot an injection of fun in with our tongue in cheek illustration and have slid in a cheeky confessions section with Adland Secrets. Not having all our content online always frustrated me in my former role as a greedy digital editor at AdNews. I wanted everything on the…

1 Arnott’s Lighter Lunch The first of its kind and now in it’s seventh year, Arnott’s Lighter Lunch is a hugely successful insights–led shopper marketing campaign, developed by 31ST. For the first time, Arnott’s Lighter Lunch bought together Arnott’s crispbread brands (Cruskits and Vita–Weat), Woolworths Fresh produce (like tomatoes and avocados) and Tassal Salmon to deliver an inspiring, ease–of–shop lunch solution conveniently located right before shoppers hit the bread aisle. The campaign was crafted to deliver a unique three–way–win for the brand, the shopper and the customer. It continues to be cited as the best–in–class shopper marketing campaigns and delivers enormous ROI for Arnott’s some seven years later. 2 Jack Daniel’s In 2017, we developed a shopper–first platform that helped Jack Daniel’s become the number one spirit brand in Australia.…

 The best thing about leaving the big media network game is? Clients generally have very limited understanding of media. They are easily influenced and because of that, are easily duped. Not having to deal with the politics or CEOs who you have limited respect for, but are experts in the politics of business. I had at least three or four of them within my network. These people pushed their own agenda rather than that of their staff, their clients and their business. What’s the best part of network agency culture that you miss? The elaborate network Christmas celebrations. Seriously, I can’t think of anything I really miss. And the worst bit? The politics. Lack of integrity. The strategy of internal hubs/ silos versus the one group ‘holistic’ approach. What works…

A late April Fool’s? Alan Jones & Mark Latham hosted a lunch at Manjit’s Wharf for what was called a “story-filled lunch to celebrate the launch of their upcoming cookbook ‘Conversations in the Kitchen’.” Working out what worked Douglas Nicol, keynote speaker and creative partner at The Works, packaged up 10 days of ideas into a 60-minute presentation with all the highlights from SXSW. Larking about with Lund Turning on the Tech: The Superpower of Creative Marketplaces was a joint event between Tribe and Canva, all about talking tech and how to harness the power of creative marketplaces. The man about town Jules Lund grabs a quick selfie with Liz McKenzie, head of PR and comms for Canva. Jail time Last year industry charity UnLtd raised $27k in a charity…

Why did you start this company? We launched in 2009, when below–the–line agencies were generally either promotional or experiential agencies. We could see the evolution and increased importance of the purchase journey discipline and knew that we could do things a little differently by creating an insights–led specialist agency. What services do you offer and how has this changed since you launched? The marketing landscape continues to change and evolve. Clients continue to take work in-house. Digital disruptors impact retailers. FMCG brands continue to be squeezed by retail customers. In response, we’ve developed a full–service Purchase Experience (Px) capability, to ensure that 31ST is the trusted custodian of our client brand’s purchase journey. We’ve broadened our offering to develop channel–agnostic purchase journey solutions that deliver value via strategic planning; branding…

VML senior art director LOUISE MCQUAT Sport advertising is typically very formulaic, with lots of tackles, cheering and hype. This year both the NRL and AFL have departed from these clichés and made work for the channels where people are viewing. These new campaigns address social responsibility with human stories while contrasting the competitive nature of the games with a sense of inclusivity and community. It’s good to see. Meerkats senior creative RIKKI BURNS 2018 marks a small shift in a category traditionally built on energy, hype, and star power wallpaper. Human stories are coming to the forefront, effort in the face of adversity is celebrated, and diversity is not just part of the story — it is the story. BWM Dentsu ECD AMY HOLLIER What a difference a year…