Innholdsfortegnelse for Annual 2018 i AdNews

KICKING OFF IN MAY THIS YEAR, we handpicked an agency each month to work their magic and produce a cover image for the monthly magazine. Each cover reflects the edition's investigative feature and who better to enlist for the challenge than some of the nation's top agencies. We've tackled some big issues throughout the year, from diversity in the industry to data privacy and more - with each cover often dividing opinion. Agencies including CHE Proximity, The Monkeys, The Royals, 72andSunny, Saatchi & Saatchi, Colenso BBDO in New Zealand and R/GA were given briefs that challenged their teams, but ultimately showed the abundance of talent in our thriving creative industry. AdNews readers can vote for their favourite cover on AdNews.com.au but in case you missed any, we have the full…

Paris Golden, MD commercial at McCormick Foods Australia, parent company of Aeroplane Jelly. Year founded: Aeroplane Jelly – 1927 in Sydney (91 years old) Total employees: 383 IN 1927, tram driver Bert Appleroth looked to the sky for inspiration for his new jelly business, manufactured in the bathtub of his Sydney home. The spark of creativity came from his enthusiasm for the pioneering technology of aviation, which saw people flying overhead. Aeroplane Jelly was born. And Aeroplane Jelly continued to innovate. The famous I like Aeroplane Jelly song was written in 1930 and entered the Australian consciousness from continual playing on radio through the 1930’s and 40’s. Bertie the Aeroplane flew onto cinema screens in 1942 — the first animated advertising feature in Australia. The famous 'Girl on the swing'…

Jeremy Nicholas, marketing executive and chief brand officer Company founded: 1 July 1975 as Telecom and 1993 as Telstra Total staff: 32,293 globally CREATIVITY is at the heart of all great brand teams and Telstra is no different. Creativity is imbued into our messaging, our channel planning and execution of our marketing communications. It drives our branding beyond the advertising, helping us to create meaningful customer experiences through our new retail stores, cyber security solutions for enterprise customers, and our consumer products such as the Telstra TV or the soon to be launched Telstra Locator services. Creativity enables us to drive differentiation, motivate our audiences to take action and tell stories that are true to our products and who we are as a brand. In doing all these things, creativity…

Diana Ilinkovski, head of brand Company founded: November 2014, launched Australia Day, 2015 Total company staff in Australia: 80 STAN as a brand was founded on the inherent principles of being entertaining, transparent, straight–talking, reliable, premium and world–class, with a cheeky Australian edge. If Stan was to be personified, it would be someone you can trust and relate to, like a friendly neighbour. From the moment Stan came into the market with our pre–launch campaign in late 2014, every piece of creative and every consumer touchpoint has been wrapped in those brand principles. In order to create a local market for streaming in Australia, research told us that an accessible personality was important for our brand and our creative; where previous digital distribution of content seemed overwhelmingly technical and difficult…

THE IRONY of asking a digital agency to create the front cover of a 90-year-old anniversary edition for AdNews was not lost on me. With it being such an important milestone, I was full of trepidation approaching the R/GA boardroom, where I was met with a bold idea that immediately raised eyebrows. Overwhelmed and delighted by such a provocative stance, it made perfect sense — it’s not AI and robots that will become of the utmost importance to the advertising landscape in the next 90 years, it’s bigger and deeper than that — it’s us as people, as commodities, that will become increasingly sought after. Our data has already become nectar for the buzzing brand gods that attempt to syphon details of our every move, click and purchase. Take Qantas’…

Matt Gray, marketing manager Year founded: 1923 Company: Bega Cheese Total staff ANZ: 2000 at Bega IT IS IN MY OPINION that creativity, and the ability to be creative (not just in work, but also in life) is of the utmost importance and an incredible skill to take through from childhood, to adulthood and beyond. It fuels the mind, innovation, adaptability and progress. And without a doubt, creativity has fuelled Vegemite over its rich, 96 years. Here’s why. Vegemite is an iconic spread that’s testament to inventiveness and innovation; created from the leftovers of the beer brewing process in 1922. Months of laboratory testing and trials led creator Dr Cyril Callister to come up with the spreadable extract – fortified in B group vitamins - that graced Aussie shelves the…

Hugh Jellie, senior marketing and sponsorship manager Founded: 1854 by Thomas Aitken out of the Victoria Parade Brewery, Melbourne ANZ employees: 1,500+ THE FIRST 10 YEARS of my professional career were spent as a 'finance guy' — basically arranging data to inform business decision–making. The only creativity allowed might have been the choice of font on the contents page. So, I understand the impact a little creativity can have on someone's life. And the first reality for me in making the switch to marketing (as much as we would like to deny it) is that most consumers spend only a split–second thinking about our brands. And some don't even spend that. So, our marketing needs to be very impactful. What can you make someone feel in that time? How can…

MAKE MALCOLM GREAT AGAIN Ex–PM Malcolm Turnbull found himself out of a job thanks to the #libspill. Resigning from parliament, Turnbull has shown he has no interest in political life. Rather than having him return to the world of banking or law let’s get creative. Create an ad showcasing Turnbull’s other talents to potential employers. SAVE THE PLASTIC There's been a raging debate this year over the phasing out of single–use plastic bags. Globally, plastic has been demonised for ruining our oceans and impacting our health, but the boomers want to keep the bag and we want you to take their side. Create an ad to save the world's plastic. SELL SOCIAL MEDIA 90 YEARS AGO A lot has changed in the 90 years since AdNews launched, with the internet…

DAVID YAFFA was once called the 'Greta Garbo of Australian publishing', a reference to the actress’s famous plea, “I just want to be left alone”. He was an intensely private person who rarely ventured beyond the closed door of his office, but that was just the way he liked it. He was in there every day from 8.45 in the morning until six at night, much of his time spent on the phone to his senior management. In this respect, his style was ultra hands-on, in other respects he was somewhat invisible, most notably through his reluctance to hold management meetings. He preferred one–on–one discussions, or meetings of two or three people — three at the most — since there were only three chairs in his office. In later years,…

MANY fads, styles of leadership, innovations, technologies, structures and even company cultures come and go, but what remains a constant is the need for creativity in this industry. Many deem the work to be the core of this industry and, without truly great work, creative souls, and active, inspired minds, where would we be? Creativity is, however, as we know, subjective, and one's perceived genius idea can be a trite proposal and passé move to another. Whether it’s gaining control over font or being given permission to create bouncing breast–shaped balls for a bra ad, creativity comes in all shapes and sizes. In these next few pages we ask an assortment of brands, from a range of backgrounds and eras, to share what creativity means to them and how important…

Emily Small, head of marketing Year founded: 1915 (103 years old) CREATIVITY is the Holy Grail for us; when we get it right the response from our customers and our staff is overwhelming. We do get it wrong too and yes we do hear about it …. a lot. When working with a brand that is so close to the skin there is an intimate relationship customers have with our creative. It needs to be simple, confident and preferably 'skin tingly'; it is not always about the product, but how that product makes you feel. A challenge that not every creative can crack. If we are not truly creative then it is hard to be memorable and you can end up being a little homogenous. Engaging the customer is tough…

Lisa Ronson, CMO Tourism Australia (formerly Australian Tourist Commission) Year founded: 1967 Global staff: 220 CREATIVITY makes us think, act, and often smile. At Tourism Australia, we view creativity as a source of competitive advantage. It is a core tenet of our overall business strategy. To engage our target consumers and emotionally connect with them to inspire action, we must cut through the sea of sameness inherent in tourism , and many other, categories. Looking back on our business performance over the last 50 years it’s the most creative campaigns that have had the most impact on the Australian economy. Most notably, the Paul Hogan 'Shrimp on the barbie' campaign back in the late 1980’s. Creativity is crucial to developing advertising that is meaningful and has cut–through. When we get…

Steve Brennen, director of marketing Company founded: 2009 in San Francisco. Launched in Australia in 2012 Total company staff in ANZ: Approx. 600 AT THE CORE, creativity is a mechanism that drives emotion. We look to creativity as a way to break through to consumers and connect with them on an emotional level. Uber is known for disruption. One of the challenges that comes with that privilege is ensuring we do not become disrupted ourselves. The product we offer is replicable, but the emotional connection that people have with Uber is not. The attachment that Uber riders and eaters have with us is held together by our creativity. Customers respect and trust great brands that connect with them on an emotional level through creativity. Human connection to brands is going…

I RECENTLY CAME home from a busy day at work, ready to start the dinner and bedtime routine, to find a catalogue from a well-known department store sat on my doorstep. It was beautifully crafted and dozens of pages long. It went straight in the bin. I tried to flick through the densely-populated pages to find something to pique my interest, but between the doona covers, irons, menswear and Christmas gift ideas it was hard to navigate. I quickly became impatient and felt like I was wasting my time. It’s the same feeling I get when I see those print ads with a dozen random products supermarkets love to run, or the TV ads for big box retailers with eight different product promotions. Ask almost anyone how they are and…

HAROLD MITCHELL, AUSTRALIAN ENTREPRENEUR, FOUNDER OF MITCHELL & PARTNERS AND FREE TV AUSTRALIA CHAIRMAN: More than 40 years later it’s easy to see that this move to a buying service, and later embracing the digital age, was a pivotal change in advertising. It became the future, was the right thing to do, but I needed someone else with a vision and the courage to support me. My first client was Tony White. For this alone, Tony is a key part of Australian media history. A true giant of advertising.” TOM MCFARLANE, M&C SAATCHI FOUNDING CD: “I was a 19–year–old despatch boy when Tony gave me my first job as a copywriter and I’m still using all the tricks he taught me. His first words were: ‘Mate, your job is to…

TONY WHITE 1957 – First adland job at Claude Mooney aged 18 1963 – Launched own agency called Anthony White, aged 24 years Mid 80s – Sold agency to Clemenger aged mid 40s Late 80s – Bought back from Clemenger three years later Early 90s – Sold to FCB group one year after 2008 – retired ANT WHITE 2005 – First job in ad agency Clemenger BBDO Melbourne 2010 – Moved to NYC to work at BBDO NY, then Droga5 2016 – Moved back to Sydney joined CHE Proximity 2018 – Promoted to chief creative officer at CHE JACK WHITE 2009 – First job at ad agency Simon Richards (part of CHE) 2011 – Clemenger BBDO Melbourne as acc director 2013 – Whybin TBWA Melbourne 2014 – Clemenger BBDO Melbourne…