Innholdsfortegnelse for March 2019 i AdNews

To reflect this issue’s investigative feature on the evolution of women in advertising, there was no better fit than LIDA Australia. The business is part of the M&C Saatchi Group and the global LIDA network. Editor Pippa Chambers spoke with LIDA’s creative director Rich Donovan to find out more about the creation of our front cover. Thoughts on being asked to do this particular front cover? Excited, then nervous, before settling into nervous excitement. Creating the cover of AdNews was a great opportunity and creating it as part of our investigation for International Women’s Day was a great responsibility. Where did the idea come from? It came out of the data. You could even say it was a data–driven idea. We looked at dozens of the ads our data scientists…

Why did you launch Agency Circle? It was a conversation that started at an AdNews forum on personal diversity. A group of us wanted to find a way to turn all the talk around diversity into action or something we could measure. Michele O’Neill, Edelman global strategy partner, myself, and a handful of others decided an industry body was the best place to do it and we launched Free the Bid in 2016. Members have a look at where they’re at according to the surveys and make a plan for the year ahead. If you’ve made positive progress on metrics you can remain a member of the circle, if you haven’t then we have to stop you. Agency Circle wants diversity across the board, more than just gender. The surveys…

This is likely the most significant piece of work AdNews has published in recent times. In light of International Women’s Day, and a desire to track the journey of women in Australian advertising, we joined forces with data and CX agency LIDA and Bauer Media to engage in a one of a kind, six-month long data project – analysing more than 20,000 adverts published in The Australian Women’s Weekly since its inception in 1933 through to today. With the aid of a unique, AI-powered robot created by LIDA – and named Minerva (or Minnie as we now fondly call her) – we have delved into every aspect of the adverts that have been presented to Australian women, via The Weekly, for nine decades. LIDA and Minnie were able to drive…

Sally Walker, LIDA Australia BDM – Elizabeth Arden I adore this Elizabeth Arden ad from 1951. It stood out so much compared to some of the ads that ran in previous years with their male narratives and overtones of ‘guilt’. The brand seemed to smash all ideas of what an ad should look like. Illustrated images and heavy copy had been shunned by this simple image of her face with bold red lips, selling a product that was really only about her and no-one else. Rich Donovan, LIDA creative director – A.W.A.S A smorgasbord of contradictions. Patronising, but offering exciting, well paid work. With a woman made up like a Hollywood starlet, but in heroic pose. Cultural prejudice, meet economic necessity.…

85GB and over two million data points later and we reach the end of our project, but this isn’t the end of our journey. Despite the incredible data-led learnings this investigation has produced, we feel as though we have only just started to answer our original question: is advertising’s depicition of Australian women in keeping or not with real life? Fact is, some brands – such as Berlei – have kept up pace whereas others, less so. Australia ranks third in the world for the Human Development Index, and 61 on the Gender Development Index. While we’re improving the life of everyone around us, we need to continue to stay focused and vigilant on issues of gender, race, sexuality, disability and more. It’s easy to talk about the pros and…

Seven chief revenue officer Kurt Burnette: “Kim has been nothing less than outstanding in leading ThinkTV from its inception, and has built a fantastic team along the way. Kim’s wealth of media agency knowledge and experience gives her a unique and highly relevant 360 view of the challenges TV is trying to solve. Kim ensures the advancement of TV with tenacity, authenticity and effectiveness.” Nine chief sales officer Michael Stephenson: “Our industry is very lucky to have Kim Portrate. ThinkTV has repositioned television as the most effective way to build brands and drive real sales outcomes. I’m in awe of Kim’s passion, tenacity, focus and her resilience. She’s a class act and her work continues to position television as the medium of choice for Australia’s advertisers.” Ten chief sales officer…

I recall an early opinion piece at AdNews back in 2015 entitled ‘my first adland whirlwind’, detailing my positive experience after one year in as digital editor predominantly covering media agencies and ad tech. How back then, to me, a ‘tarp’ was something we’d squirt washing up liquid on and slide down in the back garden on a hot summer’s day; Bass, Sparrow and The Monkeys were animals, and a big pitch was something I’d most likely say in relation to a weekend away camping in Cornwall. The buzz, the people, the pitches, the job hopping, the innovation had pulled me in hook, line and sinker. The rate of change, especially within programmatic, was consuming. I was mistaken to think that was a first year’s learning observation only, as fast-forward…

Why did you launch Time’s Up Advertising? The group came together in 2018 after the Weinstein revelations in 2017. There were many public and private conversations about the subject, and about the very real situation that our industry suffered from. In Australia, it was actually a rallying cry from former AdNews editor, Rosie Baker, that brought us together. She had been investigating claims of sexual harassment in Australian agencies and had become aware of some horror stories on our own soil. She called on myself and several other female agency leaders to step up and do something. Clemenger’s Emily Perrett, Leo Burnett’s Sarah Palmer, Lee Leggett, myself and others came together and started talking about what Time’s Up looks like in Australia, and what our community wants from it. Our…

Where did the idea come from to develop Minnie, the AI-powered robot? It came from book I read recently called Factfulness by Hans Rosling, where the key theme was applying context to whatever point you’re trying to prove. So, don’t just focus on a single moment, but provide perspective. As an agency we’re always thinking about how we communicate to different demographics, and we thought it would be great if we could provide context around those messages. That’s when we began to think about a new advertising tool, called Minerva (Minnie to her friends) after the Roman goddess of wisdom. Explain what Minnie is made of..... She is a little like a Swiss Army knife with multiple tools connected to her. She is primarily built from Python, which is a…

Lucy Acheson, LIDA Australia head of data strategy – Berlei Her fists are balled in the ad, which makes her appear as the epitome of strong women – ready to take on anyone who challenges her. Equally, the product itself looks like it could rise to any challenge as well! Nicola Riches, AdNews associate publisher – Dencorub I love that this advert speaks to women plainly, in proper language. There is no dumbing down here, or attempts to baffle women with pseudo-science. I love too that the woman is playing a sport so often associated with men, and that the components of the ball and club are also amusingly revealed.…

1940s 1950s Ragtrader editor Assia Benmedjdoub There is a visible progression away from form to functionality. As second-wave feminism whips into full-swing in the 70s, constrictive garments and accessories are swapped out for relaxed silhouettes and fashion campaigns. #PraiseBe. The 1980s Woolmark advertisement is a favourite. Shot from below to give the model a sense of authority, the campaign captures the power of a modern-day career woman. 1970s Toy & Hobby Retailer editor Imogen Bailey There’s a clear change away from unrealistic, ‘ideal’ body types and formal occasion wear, to a more relaxed, every day, functional garment, body type and posture. The focus is placed on the outfit ,rather than the body type and appearance of the model. However, in saying this, in terms of representation,…

Curiosity may have killed the cat, but for ThinkTV CEO Kim Portrate, it’s been her biggest motivator, professionally and personally. A well–known industry brand builder, Portrate has had a career spanning marketing, creative and media agencies, and now leading an industry body. While many would look at her employment history and see an executive who has climbed to a top spot in a traditional sense, it’s been anything but, and it all comes back to an unshakeable sense of curiosity. “I have never had this perfect roadmap. Some people do a role for three years and then another for two, taking this logical approach to how they work and where they get to. That’s not me. I’m exactly the opposite,” Portrate told AdNews. “I’ll be quite happy where I am,…

• The baubles sold out in just 11 days • Thereafter baubles listed on eBay for triple the retail price • Victoria proved to be Australia’s ‘naughtiest’ state, while Tasmania was Australia’s ‘nicest’ state • Over 40% of bauble purchasers were new to Myer • People that purchased baubles re-visited Myer over the Christmas shopping period 4x more often than other shoppers • People that purchased baubles spent over 2x as much in-store over the Christmas shopping period than non-bauble purchasers…

When looking at the history of advertising globally, there’s a glaring omission of female owners across holding groups and agencies. To help change this, founder and ECD of Venus Comms, Bec Brideson, launched the Women With Agency project which advocates for gender smart procurement reform. In seeking to “take the temperature” of attitudes in marketing procurement, Women With Agency asks brands to support women-founded creative agencies by putting them on their pitch list. Brands can pledge support and also take a survey to share more about what they currently do. The aim of the survey is to gain insight into current pitch methods and help provide greater visibility and opportunity for female-owned agencies in the creative industries. Brideson said an important first step in this process is to understand how…

Heinz – 1940s Coming off the back of the Heinz’ mission to offset food shortages during WW1 and WW2 by widening the range of canned goods, this advert is a prime example of how a woman is depicted in a brave new world, enthralled by the prospect of convenience. Note she is manicured – from the positioning of the bow in her hair to a set of a polished nails, this is a domesticated woman who has bought herself the unprecedented and joyous gift of time. However, her position as ‘servant’ in this scenario is evidenced by the male voice that dictates the tone of the ad: “I’m bringing Bob home to dinner, dear” and “Put away your cook book lady”. Putting the tone to one side, we were intrigued…

This collaborative project not only validated what we intuitively know about women and media representation, but it gave us deeper insight into the evolving nature of womanhood. Whilst it’s reassuring to see a clear movement from the one dimensional ‘woman in the home’ evolve into a more multidimensional acknowledgement of her role as a person with her own goals and ambitions, beyond the home, we still see a dominance of body-focused imagery. Particularly alarming is the omission of wealth, work and technology from the lives of Australian women represented in advertising – with less than 4% of ads measured categorised in these fields. We know how important these topics are for women and our content reflects that. At The Weekly, we want to champion advertisers to be more progressive in…

1988  Unilever Flora Brand  Manager 1991  Power Brewing Brand  Manager 1992  Pepsi Cola Brand  Manager 1995  Optus Group Australia Marketing Manager – Small Business 1997  AMP Australia Financial Services Manager, AMP Corporate Brand 1999  D’Arcy New  York. EVP Head of Brand Planning 2002  FCB New  York, Co-Head of Brand Planning Doremus Advertising New  York, Freelance Planner 2004  BBDO New  York, SVP Co-Head Group Communications Planning 2005  Carat Australia – Director, Insight and Innovation 2008  Tourism Australia – General Manager, Consumer Marketing 2013  Helloworld Limited – Chief Marketing Officer 2016  ThinkTV – CEO…

1 Tourism NZ Premium: Welcome to Our Place Tourism New  Zealand was a foundation client and we’re particularly proud of the work we’ve done for its Premium team. Authentic, local characters are the key differentiator for New  Zealand as a destination and, unlike their equivalents overseas, many New  Zealand lodges are not run by large corporations, but by genuine, can–do people who really make a trip there memorable. In this video and print series that ran in US publications, we told the back–stories of two lodge owners — one in a helicopter–access–only high country station in the South Island, and one in a vineyard on an island off the coast of Auckland. 2 Smartgroup: Business and Sport Since 2016, we have worked closely with diversified support service company, Smartgroup, creating…

KIMMIE NEIDHARDT Burd creative director Corporate responsibility work is #sohotrightnow. However, simply raising awareness for a cause is a total cop–out and almost worse than doing nothing at all. Brands must do something; something real, something genuine, something that makes sense for the category, something that speaks to the brand’s DNA and something that the target identifies with, and hopefully shares. Personally, I can think of nothing better than to use my creative powers to try to save the world. SEBASTIAN REVELL Naked Communications senior strategist For brands where social responsibility isn’t at the heart of their positioning, it can be a tricky territory to play in, with a fine line between respect and ridicule. To impact on people’s hearts, minds and wallets in this space, it comes down to…