Innholdsfortegnelse for August 2019 i AdNews

Brand activism rules. Or it does when it’s done with authenticity and style. There is opportunity as well as danger. A slip-up can be credibility crushing. A well-conceived and executed campaign will pay off in reach and stickiness. Brands are recognising the power of putting marketing budget into good causes, according to world-first research by Amanda Spry, a Lecturer in Marketing at RMIT University, and a group of New Zealand academics. The key point to this is that a business is now increasingly judged by what it stands for, or against, as well as what it sells. Spry argues that historically brands have not engaged in social and political conversations for fear of potentially alienating customers. But that is changing. A word of warning: A brand must practise what it…

Do you have a pic for our September edition? Email adnews@yaffa.com.au ARN launches in Brisbane The Australian Radio Network (ARN) celebrated the launch of its Brisbane radio broadcast studios. Queensland Premier Annastacia Palaszczuk officially opened the new space. Zenith Zenith hosted a post-Cannes panel moderated by Zenith Australia CEO Nickie Scriven to discuss the major themes and key take outs for brands from the Media Lions finalists and winners. VERSA VERSA hosted a breakfast event to discuss the rise in voice with guest speakers from Microsoft, Zip Co, Nova, Amazon Alexa and Samsung. RYOT Verizon Media introduced 150 guests to its branded content arm RYOT Studio with an immersive experience at The Venue in Sydney. Guests were tricked into thinking it was another death by powerpoint presentation before a fire…

Anthony Ellis, Zenith, Chief Investment Officer Will you be increasing your spend in regional media because of Boomtown? Not as a direct result, however there’s certainly a heightened awareness and discussion around the benefits of regional media driven by the Boomtown initiative. What do you think is behind the lack of spend in regional media? There are multiple factors that drive the spend profile of clients, categories and the broader advertising industry. One key factor is the ability of the agency and client to understand the value of the consumer they’re reaching while also being able to demonstrate the ROI. The recent Boomtown initiative which saw a number of media companies coming together to promote and educate decision makers on regional media will no doubt have a positive outcome. How…

We’re at the tipping point now where the conversation needs to be about the future and driving real action on this issue. Yes, the media industry has been tough for women historically. While we can never forget that and we need to support people who have been impacted, looking backwards isn’t going to instigate change, it just reminds us all of disappointing times gone by. Our next generation of leaders need to look to the future, not the past. We all have to take responsibility for driving this change. If you see unacceptable behaviour call it out, interject in meetings where key contributors or decisions makers are all one gender and suggest seeking other opinions, be proud of arriving in the office at a time that enabled you to drop…

The ASX Corporate Governance Council says those who believe they don’t have any material exposure to environmental or social risks should consider carefully their basis for that belief and to benchmark against their peers. “One particular source of environmental risk relates to climate change,” says the council. These include risks related to the transition to a lower-carbon economy, including policy and legal risks, technology risk, market risk and reputation risk. Also included are physical risks, such as changes in food security, extreme temperature changes affecting an organisation’s premises, operations, supply chains, transport needs, and employee safety, as well as water availability, sourcing, and quality. “Many listed entities will be exposed to these types of risks, even where they are not directly involved in mining or consuming fossil fuels,” says the…

To reflect this issue’s feature that looks at climate change, we asked Host/Havas to take on the challenge. Who better to ask too, as the agency launches a new offering which seeks to aid clients in re-thinking the way they do business to move towards a more sustainable approach. While a lot of adland is still embroiled by mass consumerism – something many argue is fuelling the climate “emergency” – Host/Havas hopes to tackle the problem head on. AdNews journalist Paige Murphy spoke with Host/Havas to find out about the process of creating the cover. What were your initial thoughts on the climate change brief at hand? We were incredibly excited about the opportunity to work on this theme. Climate change is one of those things that everyone is aware…

In today’s technology-driven, globally connected environment, modernisation is the key which has to be adopted by media in transactions involving print advertising, and Buy on Platform (BOP) has been designed specifically to serve this requirement. BOP stakes a claim to be the world’s first full-function programmatic platform for print. BOP is wholly an Australian creation and developed in a country that is justifiably home to some of the world’s most recognised media houses. If we take a step back to view the bigger media picture over a longer time span, it is evident that print media has lost significant market share both in terms of value and volume. The fundamental reason for this loss is attributable to the high friction and multi-tiered transacting model employed in several countries, including Australia.…

Loyal, dedicated and direct. Lizzie Young is more than just a media sales executive. Over the course of her career she has built divisions from scratch, helped unify opposing teams, rallied behind charities and become a leader for women in the industry. If that’s not enough, she’s also been part of two major mergers both locally and abroad. It’s fair to say Young has a unique perspective of the evolution of media. The good news is she would be unwilling to trade it for anything, except for travelling the world crafting the ultimate guidebook for how and what to pack when visiting specific locations. The Lonely Planet equivalent to destination packing. Young spent most of her youth in Brisbane. An only child, Young attended a private school for girls before…

Slave day and night, add a generous slice from your creative soul, bare your inner self to the world, and push hard. Then take the accolades for your good work. But watch out for the anonymous trolling online, the intensity and viciousness of which can crush the self of even the most resilient. John “Steady” Steedman’s open letter calling for action against online trolling set off a chain reaction of support from fellow leaders in the advertising industry, including the Media Federation of Australia and local heads of holding companies. A sample of comments Michael Rebelo, Publicis Groupe: “Globally we’re renowned for the quality of our ideas, our talent and our industry as a whole. Embarrassingly, we’re also infamous for the hate that is allowed to have an anonymous voice…

Howard Parry-Husbands is CEO of Pollinate, a strategic research consultancy that has worked with brands and agencies. He is also on the board of Planet Ark. AdNews sat down with Howard to establish what advertising agencies can do to help address the climate emergency and assist Australia in a transition to a sustainable, flourishing way of life. Here, in very simple terms, he outlines what we believe is possible for every agency. In the face of insufficient action, climate change has become a climate emergency. Perhaps the biggest reason for this crisis is our failure to adapt our communications. Advertising requires a tension that a brand resolves to be positioned as the ‘hero’ – which relieved consumer’s anxiety – thus creating behaviour change, brand loyalty and winning creative awards. Climate…

We look at our furry friends working across the advertising, adtech, marketing and media sector, shedding a light on these stars and how they help adland get results. This month we speak to Photoplay muse, delivery guy liaison and director’s assistant-assistant Kramer. Time at the company? Four years. How would you describe what the company does? They do films ok and chicken lunch well. What do you do day-to-day? Sleep, liaise with delivery guys, chicken lunch, walk the block, guard the toilets. Define your job in one word? “Licky”. I got into production because? The complimentary chicken lunches. Who is your right hand person/ who guides you day-to-day? Dad. Whose job have you set your sights on in the future? Executive Producer/Partner Oliver Lawrance’s... (he gets the most chicken and…

1999 Graduates UQ, BA – Journalism. 6 months in ABC Digital newsroom. B105 Black Thunder driver Dizzy Lizzy and Stunt Girl for Jamie Dunn and the B105 Morning Crew 2000 Joined Austereo as Promotions Coordinator, Triple M Sydney 2001 Moved to Promotions Manager, B105 2002 Moved to National Client Marketing Manager, Austereo 2002 Joined GWR Radio Group in the UK as Commercial Programming Controller 2005 Moved with the merger and subsequent creation of GCap UK to be Head of Integration and Partnerships 2007 Head of Agency Sales, GCap, UK 2008 Head of Integration, Austereo 2010 Head of Content, Brands and Integration, Nine 2016 Director of Innovation, Partnerships & Experience 2017 Group Content Strategy Director 2019 Managing Director – Commercial Partnerships…

ANT MELDER, Coffee Cocoa Gunpowder Creative Partner Netflix’s When They See Us is a heartbreaking but important piece of film-making that’s sparked outrage and a growing movement for change in the US. It makes you see the world in a different way and makes that proposition of change not just a nice-to-have but an urgent, angry, deafening, unignorable must. That sense of ‘things must change’ is something I think we should be aiming for when we’re working on projects seeking to change people’s behaviour, like these. TOM MARTIN, Special Group ECD The main thing I noticed when judging these ads was the feeling that I’ve seen them all before. If we want to create social behavioural change, we really need to start doing work that breaks these category conventions and…