Innholdsfortegnelse for May 2019 i AdNews

This is my first edition as editor of AdNews. It is a privilege and an honour to be entrusted with the advertising community’s publication. My recent experience was as business editor for Business Insider, now the most-read business news site in the US, UK and Australia. While I have had plenty of experience in media, at one time being a board director of Pacific Area Newspaper Publishers’ Association (PANPA), I have not been directly involved with advertising, until now. Since my appointment at AdNews, I’ve been getting around to see as many industry players as possible, experiencing how everything works in adland. Expect to see more of me, as I work to keep up to date. I hope to bring a fresh eye to reporting on adland by investigating issues,…

• Start by adopting AI capabilities embedded in marketing applications you’re already using. Learn to distinguish cases where prebuilt solutions are adequate from cases where purpose-built capabilities can provide a decisive advantage. • Analyse AI’s decision-making potential through the lens of long-term business objectives and constraints. Carefully define the problems you’re trying to solve with tailored implementations. • Promote data literacy throughout your marketing organisation. Emphasise the benefits of experimental design and cross-team collaboration in accelerating the adoption of machine learning. • Complement AI’s computational strengths with human abilities in psychological reasoning, recognising and avoiding the bias inherent in both approaches. Embrace a test-and-learn approach to build models, reveal insights, forge partnerships and create strategies grounded in authentic customer values.…

Media monitoring platform Meltwater looked at the same eight industry bodies in AdNews’ special investigation to see how often they are spoken about on Facebook and Twitter. The data was gathered by looking at social conversations across the two platforms and seeing what share of voice, based on mentions, they held. Irrelevant mentions such as spam bots, and acronyms were avoided to provide a more accurate data set. Check out the results. Share of voice of total media conversations 2017-18 Share of voice of total media conversations Q1 2018 Share of voice of total media conversations Q1 2019…

Do you care about media contract guidance notes and trust surveys, and how will shining a spotlight on key competition issues with digital platforms help your business and the wider industry? To eliminate confusion about who does what, and to help you work out which peak body is for you, we asked each organisation to tell us their top three achievements within the past year, as well as what we can expect them to do in the next 12 months. Is there enough focus on people? Are some answers too vague? Which industry body seems to have its tendrils in many things and what’s missing? Visit AdNews.com.au for the full list.…

1 McDonald’s: The Day After This is an ode to the day after a big night, whether you were singing Auld Lang Syne on New Year’s Eve … or just up late farewelling Stephan from accounts with a karaoke duet, safe to Let It Goooo because his new office is on the other side of the bridge. Whatever the celebration, it’s lucky UberEats delivers McDonald’s. 2 Aldi: Santa Crashes Christmas When Santa crashes his sleigh in the outback, he knocks his head and forgets who he is. The whole town rallies around him, repairing his souped-up sleigh, mending his suit, feeding him a good Aussie feast of ham, turkey and seafood. Until all the Christmas cheer reminds him he has gifts to give. 3 Woolmark: Live to…

To reflect this issue’s feature that looks at industry bodies within advertising, media and marketing, we asked Ogilvy to take on the challenge. After seeing a trio of great concepts, including a Game of Thrones reference and a more confronting image of an out of shape body, in the end we were all aligned and soup won out. AdNews editorial consultant Pippa Chambers spoke with Ogilvy to find out about the process of creating the cover. What were your initial thoughts on the industry bodies feature brief at hand? The conversation initially centred around whether we had a collective (agency) point of view on the industry bodies. Was it positive, negative or neutral? Turned out that we were all aligned. Post first brief chat, what went through your mind(s) and…

Marcel Publicis Groupe launched AI platform Marcel in May last year, backing it with funds it had slashed from entering awards. Described as “Publicis in the palm of your hand,” by CEO Arthur Sadoun, the platform brings together data, creativity and technology and allows agencies to work more closely together. Marcel was a joint venture between Microsoft AI and Publicis Sapient with a goal to connect all 80,000 Publicis employees across 130 countries. Sadoun said Marcel’s “raison d’être” is to help identify employees with expertise in particular areas, or who might be best suited to help with a pitch. Employees can use the Marcel mobile app to search using voice or text. The AI engine suggests refinements to queries that provide large returns to help make connections and complete goals.…

New government agreement boosts visas for ad agencies The Federal Government revealed up to 300 new visas for the advertising industry to provide it with a talent pool many lamented had been cut off since the visa 457 was repealed. The Media Federation of Australia and Communications Council revealed the five-year Advertising Industry Labour Agreement, which gives adland businesses the ability to sponsor specific roles, including copywriters and advertising specialists. The applications are pre-vetted by the MFA and Comms Council who signed a Schedule of Responsibilities with the Department of Home Affairs as part of the agreement. People who AdNews have spoken to are overwhelmingly in favour of the deal, with Omnicom Media Group CEO Peter Horgan, who also chairs the MFA, saying the two industry bodies worked to deliver…

RICHARD MORGAN AnalogFolk Executive Creative Director Rolled, floured and battered by the royal commission, Australian banks and financial institutions are undergoing a period of penance and reflection. Michael Hodge and Rowena Orr (senior counsels asissting the royal commission) lured a series of normally unflappable banking executives into their awaiting traps; exposing their own organisation’s shortcomings and placing an entire industry under the spotlight. What effect will that have on their advertising? JESS LILLEY Leo Burnett Creative Director Trying to make a bank look human after the eye-watering evidence of the banking royal commission is a tall ask. So it’s interesting to see a few very different ways in here. It would be nice if banks started by listening to their agency partners and their customers when it comes to finding…

The reaction to April’s cover, SAdNews, and coverage on the importance of mental health struck a strong note in the industry. In the past, depression and anxiety were not topics openly discussed, but now many are talking about how to reduce the stigma of having a mental health issue and provide support to colleagues. The feedback on the coverage, digging deeper on an important issue, was strong and positive. “Well done AdNews,” wrote Quiip CEO Alison Michalk. “Mental health is a huge issue for community and social media managers, and something the industry needs to address. “Being ‘always on’ and subjected to hate speech and horrific content daily isn’t something to be taken lightly. We’re really passionate about advocating for self-care practices for the community management industry.” The April issue…

AdNews ran an online poll to check adland’s pulse on industry bodies. We asked which ones people use, why and what benefits they provided. The poll found those that aren’t members haven’t joined because they aren’t sure what each does. Other reasons, such as cost, played a factor. Overwhelmingly, respondents thought the market was too crowded, with 45% saying we need fewer industry bodies. However, members of industry bodies saw important benefits being education and courses (30%), with a further 29% saying assistance on forming guidelines and practices were the main benefits. Views on the amount of industry bodies we have in market If you are not a member of an industry body, why not? Are you confident the industry can regulate itself? Should industry bodies own the conversation on…