Innholdsfortegnelse for June 2019 i AdNews

In marketing, as in art, emotion wins every time. It establishes a person to person connection. Brands often focus on sharing facts, including where to buy, discounts and store opening times. But audiences don’t want to be hit by an avalanche of facts. They want a story. According to the latest research from RMIT in Melbourne, celebrity tweets painting a picture for fans of the high life on the red carpet are more likely to be shared than a shopping list. It’s better to focus on telling a story, weaving in the information needed to make a sale, because science tells us that storytelling enables an emotional transfer and moves people to action. And emotion is what experiential marketing, the subject of this month’s AdNews investigation, is all about. Experiential…

How has Commercial Radio Australia (CRA) worked with tech companies to make sure radio keeps up with smart speaker technology? One of the main uses of smart speakers is to listen to radio, but there are more than 300 Australian stations and 3500 ways to ask for them. We were the first in the world to work closely as an industry with Amazon Alexa to make sure radio is easily discoverable, and we’re working with the other global tech players as well. How important is the Boomtown initiative? It’s a great initiative that will put a focus on regional radio – the hyper local medium that provides an essential service to millions of people across Australia.…

We have created a Strategy and Solutions team which is responsible for Strategy and Campaign Management nationwide. The team will be led by Strategy and Solutions Director Katie Finney who will report to Network Sales Director Natalie Harvey. Previously Katie was Head of Program Partnerships, managing tentpole programming and sponsorship integration across the country. Our former Partnerships Manager Chris Fifer has stepped up to take on this role. Lachlan Kent has been appointed to the role of Head of Strategy. Lachie takes on this role, having spent years transforming how Program Partnerships, Sport and SWM think about our brands and programming. A dynamic and highly-skilled team of strategic brand and client thinkers will work alongside Lachie and his team. One of these is Joanna Sutcliffe, appointed to the role of…

What is your background in media? I began my career straight out of university as a sales assistant at Seven. Over the past 17 years I have held several roles within sales in both Melbourne and Sydney, including sales executive, group sales manager and Melbourne sales manager. In 2016, I moved to Sydney to take up the role of head of 7 program partnerships working on the overall strategy, creative direction, sales and implementation of brand integration into our premium general entertainment programming. In 2018, I became director of program partnerships and most recently, in May of this year, stepped into the newly-created role of Strategy and Solutions Director, responsible for the overall strategy, creative direction and implementation of integration across the Seven Network. I was also privileged to be…

To reflect this issue’s feature that looks at experiential marketing, for the front cover we wanted to zone in on what sits at the very heart of it – experience. We stepped out on our normal agency-style cover and reached out to Sydney-based artist, freelance illustrator and poet Joel Moore, who is the Mulga brand. Moore paints murals, increasingly for brands such as Samsung, Coca Cola, Toyota, Red Bull, Carlton, MTV, Adidas, Microsoft, Slurpee and more. “It’s a growing trend. I’m doing a campaign with a brand at the moment and one of the reasons they chose to work with me is because they saw previous campaigns I had done with other brands,” Moore says. Known for his unique style of intricate line work and bright colours, Mulga’s art brings…

Colleagues, nominating Michaela for the Emerging Leader Award, wrote: “Without a doubt Michaela is a future leader of not only The Royals, but of the industry at large. She has an incredible passion for what we do as communication partners and loves helping clients to achieve their business goals. Her ability to be able to see problems quickly and articulate the right solution for clients is second to none. It’s Michaela’s no-bullshit attitude combined with a care and empathy for the people around her that makes her a very accomplished and mature leader at The Royals and she deserves to be recognised for this.”…

1 Domino’s Voice Activated Pizza VERSA worked in collaboration with Amazon and Domino’s to create one of the fastest-to-market Voice Skill that engages users and makes ordering pizza truly hands-free. The Quick Order is the cornerstone of our skill, ultimately building frequency of purchase and simplifying the order process. From here, users are able to track their order – “Alexa, ask Domino’s to track my order” and even discover weekly discounts – “Alexa what are the Domino’s specials this week?” 2 Beyond Blue – Be You VERSA launched Be You, a platform that brings together a single, integrated resource encompassing a child’s entire education. This is an Australian first, where Be You features a non-linear design and clear research-based information, that helps users recognise and respond confidently to…

What is your background in media? I started my career in media at Seven 17 years ago as office assistant to the CEO. I got excited about the bright lights of agency land and joined Mediacom. I loved working in agency (mostly because of the brownies from the old ACP test kitchen) and moved to UM where I stayed for 10 years, half the time in Sydney, half in Brisbane. I decided that it was time to try my hand in sales and joined Seven as the Brisbane sales director, where we changed the model from being broadcast-only to a broader SWM offering, a first for our business. Then the mothership called, so it was time to come back to Sydney. How has the modern TV sales team evolved? The…

You were agency side for 10 years, how does publisher side differ? Swapping sides was a really interesting process for me. When you’re at an agency, you have this intimate knowledge of the patch of brands that you look after, but the avenues to bring brand campaigns to life are then somewhat limitless. However, when you move to the publisher side, you have this intimate knowledge of your audience and products within a single media ecosystem, but you have to be able to apply that to every brand and every category. Pace of work is another big difference. The time pressure on publisher side is REAL. You need to work a lot faster which can sometimes impact on creative processes. You learn quickly how to ensure fast strategy doesn’t become…

BRENDAN DAY Town Square ECD I really hate being a hater, and there’s nothing worse than a troll. But, come on. While I understand that negativity has proven effective for countless politicians in the past, you also need to stand for something … don’t you? These spots just give everybody a bad name. The ad industry. Politics. And it treats the public like nincompoops. BRENDAN GREANEY Exactly Different Creative Founder A fairly uninspiring crop of ads this election. The only interest is that 2019 is the first time the parties will spend more in digital than above the line. And if Clive Palmer’s $50m spam-fest wins him a seat or two, we’ll know exactly how much it takes to “have the government by the balls,” to quote Steve Dickson and…

Do you have a pic for our July edition? Email adnews@yaffa.com.au Bailout UnLtd’s Bail Out saw people including GroupM’s Vanessa Hunt, Wavemaker’s Peter Vogel and Starcom’s Stuart Jaffray spent the night in prison to raise funds for disadvantaged youth. Google Google MD Mel Silva hosted a talk with New York Times CEO Mark Thompson. Thompson spoke about the digital transformation the publication has been through and the time US President Donald Trump visited its offices. Publicis Sapient Publicis Sapient and its spatial design capability Second Story share their vision for a redesigned Australian Centre for the Moving Image. The agency aims to merge physical and digital experiences, with building set to be complete by mid next year. Zenith on millennials Zenith gathered industry leaders to talk millennial marketing. Zenith’s Nickie…

The judges said of Michaela: “There wasn’t one major challenge that demonstrated this person’s capability as an incredible leader – it was several, plus all the day-today tasks that they managed with flair and ease. This person has consistently shown the right mindset, skillset and toolset to make sure this agency delivers the best for its clients. Working at the heart of an expanding business, her biggest achievement is leading and building one of the smartest teams in the industry. As Head of Strategy at the Royals, Michaela Futcher has proved to be one of the industry’s most tenacious and striking leaders and a deserving Emerging Leader.”…

Imagination Australia Director, Heath Campanaro “Experiential is really any activity where a brand comes to life in the live environment. Events, activations, pop-ups, launches – anything where people can touch, feel or play with a brand, product or story.” National CEO and Founder of Traffik Group, James Neale “Creating consumer connections in the live environment. Experiential is about the fusion of creativity and technology to create extraordinary experiences.” Managing Director of Jack Morton Australia Helen Graney “It’s an experience that creates a stronger connection between a brand and the people who matter most to that brand – employees, partners, customers, consumers and influencers.” As a creative, why work within the experiential events and activations space over a more traditional creative agency? Imagination Senior CD Adrian Goldthorp As a creative, I…

How long have you been in TV? I joined Seven 18 months ago to establish the company’s commercial digital operation while we closed out the Yahoo!7 joint venture. I’ve spent more than 20 years working inside entertainment, media and technology businesses across Australia, UK and the US, but this is my first stint in television. What are the noticeable trends you’ve seen? We’re living through one of the most transformational periods in the history of media. In the past four years, people have gone from reading the internet to watching it, and on demand viewing has grown exponentially. As a company that creates more premium long-form video than anyone else in Australia, and sells it to broadcasters and streaming platforms around the world, this is a really exciting time! BVOD,…