Innholdsfortegnelse for September 2018 i AdNews

ADAM WHITEHEAD Creative director, 303Mullenlowe I’m sure each of the brands in this category have done numerous rounds of research into these executions, but my humble take–outs are: Champagne is the drink for wannabe astronauts, wine is for mountain climbers on the run, and whiskey is for plodders. JACQUI PATERSON Senior creative, Spinach Over the years there have been some cracking ads for alcoholic beverages. Done well, with a solid idea, they are entertaining and memorable. When I think of my top 10 in this category, they’re pretty much beer ads. Champagne, wine and spirits seem to follow a formula of familiar imagery, set to inspiring soundtracks. There are exceptions to this rule, but there are also a lot of fizzers. WES HAWES ECD, Marcel Sydney It’s tough at the…

■ 1990-1992 Ogilvy & Mather London TV planner and buyer ■ 1992- 1997 MEC London associate broadcast director ■ 1997-2002 Omnicom Media Group London MD ■ 2002-2004 Naked Communications London managing partner ■ 2004- 2008 Omnicom global and European media director for Nissan ■ 2008-2010 OMD International MD ■ 2010-2012 Starcom UK MD ■ 2012-2013 Mi9 Media MD ■ 2013-2015 Nine Entertainment Co group sales director ■ 2015-2016 Zenith AUNZ CEO ■ 2016- Present Publicis Media CEO…

Who: L’Oréal Australia & New Zealand Challenge: L’Oréal wanted to connect with women aged 25–54 to boost brand awareness and brand preference, and increase sales of La Roche-Posay Toleriane. Action: The skincare range for sensitive skin used Canvas and video ads on Facebook and Instagram to boost awareness and drive sales Results: L’Oréal’s data partner IRI analysed the sales impact, measuring that over three months the campaign reached 2.1 million people across Facebook and Instagram; delivered a 10-point lift in ad recall, and generated a 16% increase in product sales.…

1 Nine CEO Hugh Marks The biggest media story of the past year, undoubtedly, is the proposed merger of Nine and Fairfax Media. If it passes the ACCC, this will transform Nine into the largest media company in the country, a true multimedia giant with assets across TV, radio, print and digital. After turning around Nine’s fortunes in 2017, Marks has led Nine through a whole new chapter in 2018. But, how he helps the two businesses come together under the Nine umbrella could ultimately define what has already been an impressive leadership legacy. The power and influence of the business, with Marks at the helm, is what makes him ripe for the number one spot. 2 News Corp executive chairperson Lachlan Murdoch Last year, Lachlan Murdoch topped this list…

Sydney-based headhunter Esther Clerehan said: Decisive, a good listener, and the ability to look at the world through both a client's eyes as well as their staff’s. Great leaders combine child–like creativity with adult responsibility in caring about the work’s effectiveness and the happiness of the team. Founder of digital recruitment agency, Scout, Patrick Flaherty said: 1. Communicators – leaders who can clearly convey and take advantage of ways to sell the vision to a reality will absolutely take their companies and staff further and quicker. 2. Agility – the speed of the market and our workplaces, powered by the constant stream of new technology and the 'on–demand' expectations it has created, will continue to accelerate. Great leaders need to be ahead of the change. 3. Empathy – the future…

This year's Power 50 looks at those who have the power and influence to shape key parts of the ecosystem, particularly now in this fascinating post–media reform era. With the impact of media reform changes coming into full swing, there has surely never been a more electrifying time to be part of the landscape as it evolves around us. Whether it's leading a soon–to–be–merged workforce of 7000 staff, having the final say on an acquisition, or being responsible for pumping millions of dollars in ad revenue into the sector, each person on the Power 50 list has the power and influence to shape the future of the industry. We start the list from scratch each year and creating it starts with a public nominations process, followed by several short lists,…

Finding the balance between long-term brand advertising strategies and short-term direct response marketing tactics should be at the forefront of any marketing action plan, but it’s surprising how many people get accustomed to focusing on one or the other. With the advertiser end goal of driving sales increasingly sandwiched between a sea of products, solutions and techniques, it’s easy to see how brands can be pulled and pushed in many ways - causing confusion and focus in the wrong areas. Brand building has to be paramount and the upshot is, in order to survive in a mobile, digital and social era, it can no longer be about short-term conversions and sales only, as longer-term brand metrics, such as affinity, also have a vital role. While direct response tactics - ‘test…

Australia’s potential power players in the media, advertising and marketing landscape loom large and, as with the Power 50, we wipe the slate clean on this list and start afresh each year. A glance back at last year’s list and you’ll see PwC, Nine’s Michael Stephenson and Quantium CEO, Adam Driussi shift onto the Power 50. Ten chief sales officer Rod Prosser Head of the newly created in–house sales team at Ten, Prosser is tasked with leading the network into a new era for sales while also transitioning Ten from its current relationship with MCN. CBS and everyone across TV land will be waiting to see what Prosser can make happen next. Foxtel CMO Andy Lark Lark spearheaded CommBank’s digital transformation and its ‘Can’ campaign. He joins Foxtel after the…

In this Power 50 spin-off we list the Top 10 ad agency CEOs. Three of the agency leaders make the Power 50 list itself and it’s clear to see where greater gender balance is needed, with just three of the top 10 in the ad agencies being women. This yet again highlights the wider diversity issues across the industry. Nick Garrett, Clemenger Sydney & Melbourne CEO Clemenger’s heritage, paired with Garrett’s firm leadership, has been a winning combination for the agency since he joined as Clemenger Melbourne CEO in October 2015 from sister agency Colenso BBDO. Most recently, Garrett took on the expanded role of Sydney and Melbourne CEO and is leading the regeneration of the Sydney office. Mark Green, The Monkeys CEO There’s no doubt that Green deserves a…

Stock standard celebrations Shutterstock’s own employees celebrated the company’s 15th birthday in their own unique way by recreating some of the most popular stock photos on its own website. Graduation day The Communications Council revealed this year’s state graduates for the 2018 AWARD school program, with students displaying their final work across five separate events around the country. It’s always time for tiles Frank Walker from National Tiles, known for his quirky radio ads, took his notoriety to another level when he headed over to Adelaide’s Mix 102.3 Jodie & Soda Breakfast Show. Normally recognised for his love of “lovely polished floor tiles”, Walker instead lent his unique voice to the station for the entire show, which was heard across multiple segments. Thinking about TV ThinkTV hosted a CEO panel,…

Over the last 12 months in particular, Publicis has experienced “accelerated interest” in in its integrated model from Australian brands, James said. Clients have come to the realisation that multiple agencies create too much complexity and duplicity. So far, this restructure and philosophy, which is better known as the Power of One model, has been validated by winning the global creative for Mercedes–Benz and Campbell Arnott’s. “Locally winning the Campbell Arnott’s business was proof to us that major advertisers right here in Sydney can see our value to their business over other holding companies," Rebelo said. "It was a rewarding win for Publicis Group Australia." Both pitches entered specific briefs from Australia, so had to be won on the ground as well as globally. For Campbell Arnott’s, the APAC business…

FOUR IN FIVE MARKETING PROFESSIONALS believe new technologies will drive change in their marketing strategy in the next five years TWO IN THREE MARKETING MANAGERS believe that digital and social media are the best channels for building a brand DIGITAL MARKETING AND SOCIAL MEDIA MARKETING are the only two mediums that marketers expect to spend a higher proportion of their budget on over the next two years ALMOST TWO IN FIVE MARKETING MANAGERS think that social media is the most effective medium for building customer engagement.…

Sydney-headquartered recruitment firm Hourigan International, which has hired top senior execs across the industry such as IAG CMO Brent Smart and ex-Telstra CMO Joe Pollard, refers to being an effective leader in the digital era as ‘creative leadership’. Managing partner of Hourigan International, Karen Taylor, said where there is disruption there are transformation opportunities and that “creative leaders inspire people around them”. It recently placed Nicole Sheffield as the new at Australia Post to help transform the legacy business, and at the other end of the spectrum, Vicki Aristidopoulos, who it placed as the CMO a rapidly growing fintech business Afterpay. “Creative leaders have an advanced ability to communicate their vision, build shared belief and productive cultures to realise their vision,” Taylor explained. “They also possess unique commercial insight and…

In the fast–paced world of media, it can be hard to know who the real winners are, especially in the leadership space. This year, AdNews has zoned in and identified leaders within the industry who best exemplify success in the media business. Below, in no particular order, are the top 10 media bosses making waves. While losses will always go hand–in–hand with business, these bosses have show a proven ability to take them in their stride while continuing to grow their respective teams and portfolios. Whether it’s winning or retaining, these leaders are pushing their agencies to the next level, nailing the key goal — driving up those billings. These bosses aren’t heading up holding groups, but they are keeping their owners smiling. OMD CEO Aimee…

With perennial talk around a dearth of talent, the churn and burn element of the fast–paced high pressure industry and the recent change in visa laws making it harder for employers to sponsor skilled overseas workers in Australia, adland’s workforce certainly has its challenges. Yet despite this, it’s vital to remember, reward and focus on the top talent that we do have across adland. There’s a plethora of great training courses in marketing, and people and culture priorities have been rapidly growing, particularly with strong efforts made by agencies. But, where do you start and is ‘on the job’ training enough? Following a new ‘Project Oxygen’ survey of its employees, Google found the top 10 behaviors of its best managers include being a good coach; empowering the team and not…