Innholdsfortegnelse for August 2018 i AdNews

To reflect this issue's investigative feature on diversity, we called on 72andSunny to take on the challenge. Editor Pippa Chambers spoke with the agency's senior designer Thanh Lu. What were your initial thoughts on being asked to do the front cover of AdNews and reaction to the brief at hand? We were excited to design a cover championing diversity and inclusivity [diversivity!] because that’s what we believe in and have as our mission — to bring more people into the creative industry. However, it did get tricky when we had to pick just one way to bring it to life for the cover. Post–first brief chat, what went through your minds and what were the next steps you took as a team? We looked at what…

As corporate giants like Facebook, Google and Salesforce continue to rapidly grow their footprints, propositions, and in turn revenue, such swelling prosperity can bolster workplace culture and the lives of their employees. From share options and ski trips to free dry cleaning, gym passes and now even IVF, the stakes have been raised and pressure has been put onto not just rivals, but any corporation looking to appeal to a new era of savvier employees. While affording such major perks may be out of the realm for everyday firms, beyond the gloss of free dental care and yoga sessions there lies a more important part of company culture that is within reach of any leader — to increase and improve upon diversity. Diversity has numerous dimensions: gender, ethnicity and sexual…

Sitting comfortably in the office? Take a quick look around at your colleagues (not in a creepy way, of course). According to our hot-off-the-press ad industry survey, you’ll be looking at predominantly white, affluent young guys or women – most without kids, private school educated and with a waft of UK accents in the air. In May, Magic Beans, in partnership with AdNews, surveyed adland and asked all about diversity. After analysing the data, we came across some results that may surprise you and some that probably won’t. It seems we’re still living in a bubble and so the troubling question remains: if we represent only a minority of Australians, how can we successfully communicate with the majority? Location, location Most of us choose to live in the affluent suburbs…

Long have we bemoaned the lack of diversity across adland, but instead of grumbling, perhaps we should just get on and make the changes? And by we, I mean each organisation’s CEO. After all, and as IPG Mediabrands boss Danny Bass also puts it on page 34, “it starts and stops with the CEO. That’s it”. That’s not to say CEOs aren't making progress, but we’ve grown weary of sluggish moves. Ripples of change are no longer ok. We want waves. Forget pledges, industry body intervention or unified meetings, the power is already held by a fortunate few. If Australia is such a great test market then surely the market is ripe for trying different hiring strategies and widening the net. From more women in leadership to employing people with…

What’s the recipe for good radio creative? Clemenger BBDO Melbourne senior creative Ray Ali:   “Don’t be boring. Try to create something that challenges the sound engineer, talent, and even the client. If there’s a feeling of, ‘this is going to be hard to pull off’, you could very well be on to something good.” J. Walter Thompson Perth creative Tim Newton: “This may not surprise you, but … people don’t care about ads. Yeah, yeah, you’ve heard about breaking through the clutter with something unexpected. But, if you really want people to listen, you gotta entertain. Elicit some sort of response so they connect with your ad, and, more importantly, the brand.” Clemenger BBDO Melbourne senior creative Carlo Mazzarella:   “Radio is unique because you’re forced to simplify everything,…

From Sydney to LA, via Shanghai and London, the production agency is focused on offering its directors representation on a global scale. Founded by Melanie Bridge, Paul Prince and Sharlene George, clients include Google, Audi and Maccas to name a few. How did the business come about? Sweetshop was founded 17 years ago by a three New Zealanders; director extraordinaire Melanie Bridge, producer great, Sharlene George and marketing master, Paul Prince. They wanted to create a production company that was completely different to anything anyone was doing at the time. So, they created a truly global production company where clients and agencies could have access to a varied roster of director talent and creative content on an international level. They also wanted to be able to manage the careers of…

Here’s a snippet from the larger Adland Secrets feature on page 46, in which we asked an anonymous industry recruiter for his views: How progressive are some of these companies when it comes to women in leadership and diversity? Do these things come up in conversation? A good portion of agencies say they are progressive, the same agencies who smash pots and pans when they hire females in the press. Unfortunately, they’re more focused on creating the story and not actually changing anything. We get a lot of requests from mothers returning back to the workforce looking for part–time work. For all our efforts, we do get pushed back quickly by the same companies advocating change. We still have a long way to go I’m afraid to say. It’s definitely…

Success is sweet  To celebrate the 100th issue of the Donna Hay magazine and also the final issue with News Corp, a mid–week bash supported by Le Creuset, CSR sugar, Cloudy Bay wine and Estée Lauder took place in Surry Hills. Donna Hay took to the stage to bid the magazine farewell before slicing up cake. Nine’s big branded idea Nine’s The Big Ideas Store pop–up played host to a series of events, workshops and the unveiling of research studies. The pop–up was backed by 9Powered, Nine’s strategy, insights and content creation team. The shop was designed to resemble a local convenience store, with shelves packed full of Nine ‘sponsored products’ including soft drink, cereal and snacks. Cowabunga buyer, trade surfs up! In Sunburnt Mess, a surf shop in Bondi,…

Nationwide Nationwide partnered with NFL to create this inspiring film for the Walter Payton Man of the Year awards, with our director Mark Albiston and Ogilvy & Mather. Great happens on the field. Good happens off. And both inspire the next generation of players to do the same. “It’s not arrogance that makes kids think they’re the best – they just don’t know any better,” said Albiston. “They’re at the centre of their own little universes so of course they’re gonna imagine they’ll end up first pick off the draft. And considering their whole future is ahead of them, who’s to say they won’t.” NZ Police It’s the ad that “broke the internet”. Director Damien Shatford’s award-winning New Zealand Police recruitment video from Ogilvy & Mather New Zealand is unlike…

Industry CEOs are the ones who have the power to bring greater diversity to the industry, according to IPG Mediabrands CEO Danny Bass. Speaking to AdNews, the top media network boss said agencies are the brand ambassadors for clients, who by and large are selling their products and services to the Australian population, then the people in our industry should closer reflect that. Bass believes if you break the industry down in terms of ethnicity, as an example looking at the indigenous representation, the situation is “nothing short of disgraceful”. “I don’t know how many people of Aboriginal or Torres Strait Islander descent we have in our industry,” Bass said. “It would be low, and I think all ethnic groups would be under–represented compared to the general population.” In addition,…

SABIR SAMTANI Reborn co–founder and director These four ads tap into the themes of parental servitude wrapped in idealistic white picket fence homes. They showcase the inherent needs of a family — to protect, support and provide, even though dad’s a bumbling idiot. Cooking, taking kids to classes, building cubby houses or acting as their bank. Parents are shown to be valued based on their contribution to their children, which is one of the greatest fears of any parent. HALLY LARA With Collective group account director It feels like we’re moving in the right direction and finally depicting parents in a more honest light. It’s good to see advertising beginning to reflect the broader spectrum of parenting experiences. Not just the perfect moments, but what it’s really like when kids…