Innholdsfortegnelse for October 2019 i AdNews

The wings of the adspend canary are tiring. The yellow bird keeps hitting economic headwinds, trying to gain ground, but month after month it gets pushed back a little. Financial services is a key category not spending on advertising like it used to. The banks, facing months of adverse publicity, cut back during the Financial Services Royal Commission and haven’t yet returned to the same level. But the neo-banks, those digital-only players seeking a slice of the financial services market, might be able to take up some of the slack, eventually. While they aren’t big spenders in terms of advertising yet, they are worth keeping an eye on. Many are making waves in terms of media profile and they are just getting started. They are also the hottest companies to…

JCDecaux Brisbane Sales Director Lauren Tyler The Brisbane market remains uniquely tight-knit, yet very competitive, particularly in the out-of-home space. This is being driven by the increase of media providers and inventory in QLD, which in turn is creating greater advertiser opportunities and requiring media partners to be increasingly strategic in establishing a point of difference. This is where data, creativity and innovation come into play. What’s critically important during this period of growth is that digital out-of-home remains effective for advertisers and JCDecaux is leading the way on this, recently launching several major initiatives such as increased share of time and category exclusivity. Nine Director of Sales, TV Richard Hunwick Broadly I would say television is a bigger proportion of spend, although not markedly so, than it is probably…

GUIDO PECEGO, VMLY&R Brisbane Associate Creative Director I was happily surprised when I first landed here. The Brisbane agencies are doing a fair job, but there’s still a lot of room for improvement if we want to be seen as a hot pool of creativity on the world stage. There’s been a few great shots fired and we do have the swagger for it, but now it’s time to partner with our clients to consistently put Brisbane on the global creative map. BEN DAVIS, McCann ECD Brisbane agencies face similar challenges to the rest of the country: an increasingly competitive category and a redefinition of the role agencies have with their clients. As we seek to demonstrate the value of creativity and its role in effectiveness, we’re challenged concurrently to…

Can you tell me a bit about your early life? What did you intended on doing? I grew up in a military family, so during my early years I spent a lot of time moving, with school changes and variety. I was Brissieborn but spent time in South Australia, North Queensland and Papua New Guinea. As a result, I thrive on change and variety. I finished school at Kelvin Grove College, with an aspiration of working in any area relating to animals, which I never realised, so I compensate with a house full of pets and an office full of dogs. What were your initial impressions of your first job? My first job was working for a mining company, where I was responsible for digitising paper records of underwater tidal…

In-housing and bespoke models aren’t just for the big guys. Marketing agency Permission has been working with small-to-medium sized businesses (SMBs) to in-house senior marketing directors with its Inside Our House service. Noticing a growing trend among bigger players influenced by consultancies, Rick Merten, Managing Director, and Mark Schroeder, General Manager Creative and Strategy, saw an opportunity and gap in the market. Many of Permission's clients were often lacking marketing departments and when they did have a marketer employed, it was usually someone at a junior level. “Typically, there isn’t a marketing resource in the business at any level and every year they have a budget that they put as a line item for marketing and invariably never spend it because the challenge they’ve got is they don’t know what…

For many Sydney-siders and Melbournians, perceptions around Brisbane are categorised around sunshine, low-cost living and a smaller market with little opportunity to grow. What doesn’t spring to mind, is Brisbane’s innate ability to innovate and produce world-class creative minus the stress of all the hustle and bustle. This bright city proves the lifestyle helps creativity flourish. The Brisbane Advertising and Design Club (BADC) – formerly known as the Brisbane Art Directors Club – has known this since 1974 though. The club was founded by Kevin Fielding, who was Creative Director at Masius at the time, freelance illustrator Ted Poulter, freelance designer Stewart Powell and David Laidley who was Creative Director of Peter Rodger Advertising. Initially a social club for local creatives, the BADC focuses on encouraging and rewarding creativity across…

Time at the company? Seven years (12 months human time, without daylight savings). How would you describe what the company does? What do you do day-to-day? When I’m not fending off pup-arazzi in Southbank (#allforthegram), I’m supawting the Wavemaker team with pitching (I do the fetching). Define your job in one word? Pawsome! I got into advertising because? I love working on social petworking campaigns. I’m quite the furlebrity myself! Whose job have you set your sights on in the future? The one who lets the dogs out. Who is your right hand person? Hard to say, as I have half the office by my side as soon as I come to work. Quite a needy bunch. Where do you turn for inspiration? Normally I would say my mum, but…

Kate Brody, Regional Marketing Director Subway Australia, New Zealand & South East Asia Subway took our media to Ikon as a foundation client off the back of Lesley’s credentials, and demonstrated performance, vision and integrity. She is insightful, truthful, speaks with candour and is prepared to confront challenges together in the interest of the brand, and has built a strong leadership team beneath her. We consolidated our media strategy delivery (AU & NZ) and partnership on the strength of the team Lesley has built and the results the Ikon Brisbane and Auckland team have delivered. Lesley has an understanding of our business, even beyond the client/partner relationship. Emma Wilson, marketer When I worked with Lesley, I was at the beginning of shaping my career. Lesley’s influence was significant. I learnt…

Here to stay, in-housing has moved beyond its infancy days to enter a more mature point. Before going full steam ahead though, there are few things clients should consider to make sure it is the right decision for them. Melissa Hopkins, Head of Consumer Marketing, Optus To be honest, I think you’ve got to look at your business model, and what the type of work is and what the requirements are. You obviously save that huge amount of money. I’m not going to lie about that, it’s also got better outcomes and we’re able to go to market more quickly. [But] in-housing is incredibly difficult and challenging. Trying to make that model work, trying to attract the right talent, managing freelance staff and all the back-end capability, it’s like running…

Publicis Worldwide Size: 60 people Launched in: June 2017 Key clients: Queensland Transport and Main Roads, Queensland Health, Tourism and Events Queensland, Bulla, Isuzu. Top 3 campaigns: scUber – Tourism and Events Queensland; Speed Science – Department of Transport and Main Roads; One Less Present – Act for Kids Ogilvy Brisbane Size: 17 people Launched in: 2015 Key clients: The University of Queensland, Halcyon, Queensland Government, Queensland Police Service, Brisbane Airport Corporation, Brisbane North Primary Health Network, OscarOscar Salons. Top 3 campaigns: Own the Unknown – The University of Queensland (UQ)Undergraduate Brand Campaigns; Own Your Change – UQ Business School Postgraduate Brand Campaigns; Flooded, Forget It Campaign and Tough Checker tool – Queensland Fire and Emergency Services VMLY&R Brisbane Size: 50 people Launched in: 26 September 2018 – dubbed VMLY&R…

Paul Davey, an influential Australian advertising industry figure known for his good humour and admired for the global deals he magicked, has died. His 58th birthday was in August. Friends say Davey will always be known as the man who, over drinks and dinner, secured the global McDonald’s business for OMD. “It was probably the first of such global deals that have become common in our industry,” says Doug Pearce, a close friend, former colleague and CEO of Doohken Network. “He loved the McDonald’s business, and was very close to and respected by their top global management.” Davey was a former CEO of Omnicom Media Group Australia and New Zealand, Aegis Media Pacific’s Managing Director of Media, a Managing Director at Mitchell Communication Group, and National Media Director at DDB…