Innholdsfortegnelse for February 2019 i AdNews

To reflect this issue’s investigative feature of the changing agency model, we called on TBWA to take on the challenge. Editor Pippa Chambers spoke with the agency. What were your initial thoughts on  the brief at hand? There are many factors that are driving the change to the agency model e.g. data, short termism, clients bringing capabilities in house. We needed to distil the issue to one powerful point of view and one visual image. Also, we are very positive about the future for agencies that put creativity first, so we wanted to portray positivity and confidence not doom and gloom. Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? We felt the pressure to deliver. There were some…

Director of Illyria and Nova Entertainment, Siobhan McKenna: “Cathy has been a tireless mentor and coach to many of the people in our industry. She possesses the necessary leadership capabilities to thrive in the highly demanding, highly competitive, rapidly–evolving Australian media landscape.” Source: From the introduction speech at ACRAs for O’Connor’s induction into the Hall of Fame. Radio stalwart, entrepreneur and founder of Austereo and DMG, Paul Thompson: “Cathy has the very strong personal characteristics of integrity, a great passion for what she was doing and great compassion, which are the hallmarks really of every great leader, and that is what she is.” Source: ACRA Hall of Fame sizzle reel & photo RadioToday Founder of Nova Entertainment parent company Illyria, Lachlan Murdoch: “Cath continues to drive the Nova, Smooth, 5aa…

Seedooh director of partnerships Joe Copley 2018 produced the great delivery debate: What did we book? What was delivered? In 2019, platforms can provide this independently verified, standardised data set for all clients, all formats, all campaigns in almost real time, at a nominal cost. This connected data enables the broader ‘measurement’ discussion to progress at scale: Who saw my ads? How did they react? What could we improve? Recent sell–side consolidation will speed this progression. Veridooh founder Mo Moubayed The continued digitisation of OOH has led to major consolidation and a huge expectation of growth. With greater marketing power comes greater verification responsibility. Advertisers at a minimum will demand a verification service that collects data independently and covers 100% of their DOOH campaign. Right now, OOH has an opportunity…

The advertising industry may no longer be operating on margins of 40% and knocking off at midday for a boozy lunch, but change has also brought along huge positive shifts, such as the increased diversity within agencies and a greater focus on people and culture. There’s a renewed sense of purpose with agencies getting behind social issues like gender equality and LGBTQI+ issues. They are using their superpowers to spark positive change. There have never been more female agency CEOs in Australia, as well as globally, than now and to compete with the arrival of the tech players, agencies have overhauled their parental leave policies and are creating a healthier and more sustainable industry for their talent. Bass said he’s seen the industry evolve from just focusing on gender diversity…

1 ING: How Banking Can Be In ‘season 4’ of our Isla Fisher campaign for ING, we continued to challenge the perception that all banks are the same and all are self–serving. Not only does this demonstrate the enduring effectiveness of a well–executed product demonstration, but it’s also a testament to the power of a distinctive brand asset. 2 Fitness First: #howfitfeels The ‘bear’ in the fitness category is the accepted convention to focus on the physical benefits of exercise and not pay enough attention to the mental and emotional rewards. The #howfitfeels campaign challenged this convention via a thought–provoking content series that captured the impact of exercise on coach potatoes and, crucially, the impact of abstinence on existing exercise junkies. It ran online and caught people’s imagination, driving significant…

Welcome to the first issue of AdNews for 2019. In this edition we jump straight into some of the major sectors, companies, themes and people that are set to impact the media, marketing and advertising landscape this year. Just as the new market leaders in out of home (OOH) bed in, media buyers are already circling and calling for greater measurement and transparency. We look at how the shape of the new OOH sector is unfolding and ask, what’s next as the big four become the big two? This month’s investigative feature zones in on the changing shape of the agency model. As holding groups question past models and processes, global pitches and procurement pressures continue to rattle local operations and the demands to diversify ramp up, there’s a lot…

A glance at many media execs’ CVs and you’ll likely see flits at varying channels — a few years in publishing and then over to TV or a stint in media agencies before going client side. But, take a look at a radio exec’s CV and most seem to bound into radio, get sucked in and often never leave. Born in England to an Irish mother and Australian father, Nova Entertainment CEO Cathy O’Connor is the very hallmark of such a trend having last month ticked off her 17th year at the Illyria–owned radio network. With more than 30 years in the sector, her tenure includes a healthy run at the helm as top boss for more than a decade. “Radio gets into your blood,” O’Connor told AdNews. “I think…

25 Jun 2018 What started as a bidding war for street furniture business Adshel between rivals, APN Outdoor and Ooh!Media, soon led to one of the biggest shake–ups in OOH history. 26 Jun 2018 Following the announcement that Ooh!Media had snatched the Adshel business from underneath its rival, APN quickly found itself staring down the barrel of a whopping $1.2 billion offer from French player JCDecaux. 19 Oct – 1 Nov 2018 What followed was a series of executive changes, as APN boss James Warburton was forced to abandon his strategy to turn the business around after a slew of tender wins, with JCDecaux CEO Steve O’Connor taking the top spot. 20 Nov 2018 Adshel CEO and OOH veteran, Mike Tyquin, was next to exit, with Ooh!Media CEO, Brendon Cook,…

In 2015, Campbell Arnott’s moved towards an integrated agency model under The Kitchen Table, an integrated product of Clemenger and Wavemaker, in search of a more cohesive agency program. It worked for a while, but it didn’t achieve a single point of accountability and marketing mix integration, explained CMO David McNeil. He said the Power of One model created in 2018, called Neighbourhood, is “far more” than just creative and media under one roof, and delivered shopper, digital, data, social, PR and more, supported by a horizontal P&L and a single stakeholder, the chief client officer. Under the model, Campbell Arnott’s has already seen several efficiencies, which have resulted in greater speed of delivery and productivity for the marketing team. It means the brand has bypassed internal challenges with agencies…

MISA MCCONNELL WhiteGrey senior creative I feel like there are ride–sharing services everywhere at the moment. It’s hard to stand out and hope for some longevity at the same time. Uber has a hell of a head start. Some nice spots and interesting strategic choices overall and I can see the trend of telling human stories, although some do it better than others. Overall I didn’t really feel like there was anything utterly groundbreaking, but again … tough ask. ANT MELDER Host/Havas executive creative director Have you seen the new Adam Sandler comedy special on Netflix? Aside from being absolutely f%#king hilarious, it’s something I think we can all learn a lot from, including the teams that made these ads. I say this because he manages, through ad–sized bits of…

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. The reader vote, for the 2018 cover of the year, conducted on AdNews.com.au, was one of our most popular surveys yet, pulling in nearly 1,000 votes. While votes were close between some, we are thrilled to reveal the overall winner was CHE Proximity. The agency created a cover for our investigation into social media metrics and chose one of the greatest conspiracies, the moon landing, and added social media giants such as Mark Zuckerberg and Jack Dorsey in the background, filming on their mobile phones. CEO Chris Howatson said at the time they wanted…

1984  Left University of Technology Sydney with a degree in communication and media studies 1985  Entered the radio industry in Sydney in sales roles at 2SM and 2GB 1991  First management role at radio network Austereo. Roles included agency sales manager 1994  Became general manager of 2DayFM 2003  Joined DMG Radio Australia (now known as Nova Entertainment) as managing director 2008  Became CEO of Nova Entertainment 2016  Inducted into the Commercial Radio Hall of Fame at the 2016 Australian Commercial Radio Awards (ACRAs)…