Innholdsfortegnelse for November-December 2019 i AdNews

I have only met one person who admitted he once had a job where he felt he was being paid a bit more than he was worth. This sad confession came near the end of a big lunch. His long-lost benefits included a bulging bag of cash, a car and a driver on call 24 hours a day, an apartment overlooking Hong Kong Harbour, someone to book impossible tables at the best restaurants and a long line of sycophants who stood on the other side of shy when it came to telling him how clever he was. But most of us are governed by a universal law that says: you will never be paid what you’re worth. That just-got-a-pay-rise feeling is good for a short time before underappreciation kicks in…

What are we going to say about 2020? That the traditional holding company model needs to be replaced? That consultancies will ruin the creativity we’ve worked for? That the end of the ad world is nigh? Bad news sells. And generalisations are easy. Too easy. What we have to do in 2020 is to stop generalising. It’s lazy and it’s inaccurate. What we have to make known is that the industry has evolved now and will continue to go through a lot of change. Each agency and each network will adapt to meet those changes in its own time and its own way. And that’s appropriate. There is no universal advertising or media agency model. There are mature agencies and young startups. Network agencies and indies. There are some who…

In 2020, marketers more than ever will need to be more strategic about who they partner with and how they achieve cut-through with consumers. What is the true marketing power of a medium like television? Simply put: it’s an effective medium for marketers. The research shows it. More effective than every other available medium. And why? Because television brings together an audience of millions of people each night around a single screen in an environment where marketers’ messages are delivered full-screen, with sound on, in an environment where audiences are truly engaged with the premium content they have chosen to watch. There is no doubt that consumers’ habits are evolving, and this has impacted on audience volumes for linear television. But the television of today is so much more than…

From elections, to Royal Commissions to global trade wars, 2019 has been challenging in economic terms. While the downturn of 2019 has been more prolonged than expected, we will see some marginal improvements into next year with some growth in business confidence now starting to show. Sectors such as automotive and finance which are large spenders in radio, will reset for growth. Radio will continue to show resilience in the longer term, with advertisers depending on the medium for its large and growing audiences, its tactical flexibility and its natural strength in the growing world of digital audio. 2020 will be another year of strong growth in digital audio, as advertisers increasingly explore formats such as podcasting and new forms of on-demand audio. We will see increasing sophistication in the…

Raja Rajamannar, global CMO of Mastercard and the current president of the World Federation of Advertisers, tells his team that advertising is dead. The comment is designed to get the crew thinking. He’s only half joking. Six years ago, Mastercard decided to not rely on advertising as its main pathway to consumers. Now it’s about experiences. Experiential. “Storytelling is dead, advertising is dead. It’s all about story making,” says Rajamannar. “If I have to fast forward 10 years, the marketing and advertising mix is going to be completely different. Experiences will be predominant.” He’s shifted a lot of budget from traditional advertising to experiences. An example is the Priceless Cities campaign which has run a series of experiences, including recreating famous restaurants, for cardholders. Many speak of a reduced flow…

The Australian Magazine Awards were once again a vibrant occasion, marking out all of the great initiatives offered by the sector’s magazine brands, while Medium Rare boss Gerry Reynolds was recognised for his contribution to the business as the Hall of Fame recipient. Magazine Brand of  the Year Delicious, News Corp Australia Fashion Magazine Brand of  the  Year VOGUE Australia, News Corp Australia Food Magazine Brand of  the  Year (sponsored by Ovato) taste.com.au Magazine, News  Corp  Australia General Interest Magazine Brand of  the  Year New Idea Magazine, Pacific  Magazines Special Interest Magazine Brand of  the  Year VOGUE Living, News  Corp  Australia Newspaper Inserted Magazine Brand of  the Year The Australian Financial Review Magazine, NINE Regional Magazine Brand of  the  Year The Farmer, Medium Rare Content Agency Digital Magazine Brand of  the  Year…

Campbell Arnott’s, a company with a deep cupboard of iconic Australian brands, was sending out a good vibe, or chime, at the very first pitch session — the brief. The Publicis Groupe team felt the, hopefully, client-to-be was clear about the objectives and had an open mind on how to get there. The presentation was short and to the point. They left the meeting feeling: “This is a company that talks about transformation in the same way we do.” But it was still very early in the process. The art of pitching is often about building knowledge and a solution as you go. Propose something definitive too early in the process and you risk missing crucial information. Arrive at the answer too late, and you may have missed an important…

The year 2019 has been a challenging one. With a slowing economy (resulting in stagnating or reduced client spend), and the ever-increasing demand to create more for less, the pressure continues to mount on growth in our sector and in our business. Our industry model is experiencing dramatic and necessary transformational change, driven by technology. A commitment to, and investment in, upskilling employees and building capacity in our martech capabilities is essential for our future, and that of our clients. In 2020, we predict similar headwinds with economic uncertainty driven by local and global factors including housing, stagnant wages growth, low inflation, consumer spend, Brexit and global trade wars. All of these impact consumer confidence and community sentiment. This will continue to put pressure on our industry and our businesses.…

The year 2019: the marketing industry trod water and had a cold hard look at itself. It would have to mark itself a C-minus at best. Growth was lackluster, ad spend was down and various parties used the ACCC Digital Platforms inquiry to push their sectoral interests. Is 2019 a year to fade into the vanilla of time? Perhaps not. There have been notable, bright moments particularly from two brands that have reminded us that a clear strategy, amazing creativity, a distinctive proposition and a strong dose of courage add up to effectiveness and business outcomes. I am talking about the new campaigns from Westpac and NRMA Insurance. Both are great examples of brand-led growth strategies and a beacon to the industry. These campaigns highlight what the industry is beginning…

The audio sector is in the sweet spot in 2020. A key trend identified for the future of media is that audio is the new media. While radio continues to prove its resilience and grow audiences, opportunities across the audio spectrum will continue to expand and accelerate — capturing larger audiences and advertiser revenue. The buzzword for 2020 will be “personalisation” as consumers seek personalised experiences and marketers seek a piece of the action. Audiences are increasingly looking for experiences that are more intentional, enjoyable, long-lasting and of a higher quality. This is where audio, in all its forms, delivers. According to PwC’s latest Entertainment & Media Outlook: “Unlike many other sectors where the traditional broadcast mediums have suffered cannibalisation at the hands of new digital distribution methods, the terrestrial…

Last year Australian businesses lost out on $43.4 billion1 of customer spend because of friction in their customer experience. Clearly then, while brands have previously tinkered with the concept, ensuring a seamless, inspiring and pain-free customer journey is now a strategic necessity. Too often, friction within the research and buying journey has left potential customers frustrated, deflated and ultimately jumping ship to a competitor. And it’s not only external barriers that have scuppered so many sales. Friction can also paralyse businesses internally with poor communication and sub-standard technology leaving them unable to react. Facebook has partnered with global futurist Anders Sörman-Nilsson to explore how Australian brands are progressing towards a Zero Friction Future, including an interview series with four leading brand executives. Among the industries aiming to pioneer new processes…

The Gartner CMO Spend Survey 2019-2020, drawing on responses from more than 340 marketing executives in North America and the UK, recorded marketing budgets dropping below 11% of total company revenue for the first time since 2014. Key Findings • Marketing expense budgets have fallen to 10.5% of company revenue from 11.2% last year. • CMOs, despite signs of future financial uncertainty, feel confident on future economic conditions. Most CMOs surveyed believe the global economic outlook will have a positive impact on their business in the next 18 to 24 months. • Analytics and insights remain the most strategically important marketing capabilities. • The once-unglamorous function of marketing operations rises in strategic prominence. • Agency investment still commands almost a quarter of total budgets, indicating the flight to inhousing capabilities…

1 Lead with your purpose and values, to be a voice for positive change in culture. 2 Harness the power of people to create authentic, meaningful brand content that connects. 3 Create an ecosystem of trusted voices — from executives to influencers with shared values — to channel your stories and experiences where it matters. 4 Design brand experiences to deliver meaningful moments that improve people’s lives. 5 Measure share of conversation around the storytelling pillars that create meaning — functional, personal and collective benefits.…

Time in current role/time at the company? BossDog. How would you describe what the company does? Type continuously, eat really yummy-looking food, and let strangers into the office even when I’ve almost scared them away with my ferocious bark. What do you do day-to-day? Mostly stare at my favourite ball until someone throws it. I also love a good cuddle or two. Define your job in one word? Protect, greet, fetch. I got into digital marketing because? It runs in the family. Where do you turn for inspiration? My high-bounce ball. It has taught me to always keep at it. As long as it’s rolling, I’m chasing. Who is your right hand person/ who guides you day to day? Mum brings me into the office. I like to think everyone…

Looking at the big themes over the past 12 months, they align with some of the imperatives for how we improve media agency structures for a sustainable and prosperous future. Let’s start with value. The value agencies create, and the contribution they make in driving client outcomes. Our challenge has been to pivot from a cost of input narrative, where the cost of expertise and pricing risk is outsourced to an agency entity for low margin and variable strategic recognition. The conversation, this year are shifting to value creation. To deliver on the ambition, agencies need to improve their navigation across the consumer journey and hone their attribution capabilities to prove and drive marketing return. In this environment smart marketers are compelled to ask how quickly we can scale, rather…

One certainty looms large when considering 2020 and the new decade: while life and business will go on, it’s unlikely that next year, as with every year in the media, will be one as usual. One prediction I’ll venture upfront: expect a strong, uniquely Australian flavour. From a big-picture perspective it’s likely the past decade of media growth will taper, setting 2020 up as a year for agencies, clients and media companies to reset their models and priorities. This may spark consolidation. Content leaders will be big winners, as will those who’ve used the growth years to build brand portfolios and develop a range of partnerships. That’s because our business is, in the end, a people business. Effective relationships in our game are as fundamental as they’ve ever been. At…

The year 2019 has undoubtedly been pivotal – for Dentsu, the broader market, and for myself. Against a backdrop of some pretty challenging economic indicators, I think it’s safe to say that we’ve probably all found ourselves ‘in the thick of it’ at one time or another. And hopefully we’re all coming out the other side a whole lot stronger for it. Reflecting on the journey Dentsu is on, it’s one of simplification, optimisation and customer centricity. As a business we’ve chosen a new pathway; a pathway of trust, that started with the truth. The truth isn’t always pretty, but we’ve faced it, owned it, and seized it as an opportunity to be better. Not just for our business, but for our clients, their customers, and for our people. It…

In the past few years we have seen audiences’ appetite for audio content grow exponentially and that trend continued into 2019, so it’s an exciting time for ARN and audio operators. What is most important about this trend is that radio audiences continue to grow and other forms of audio content like podcasts are complementary, expanding our audience base as we broaden our audio offering. Radio continues to be a thriving part of the audio landscape. Content is live, local and free, delivered by trusted on-air talent setting it apart from other audio offerings. While it’s acknowledged that we are in a soft media market and that has been a challenge in 2019, radio has continued to play to its strengths in offering advertisers a targeted, flexible, immediate and cost-effective…

Remove friction from the consumer path-to-purchase and enable seamless experiences with the Facebook family of apps. IGNITE DISCOVERY Fuel awareness of your brand and provide relevant product information through thumb-stopping stories and video experiences which are optimised to appeal to the on-the-go mobile consumer. SHORTEN THE PATH TO PURCHASE Once customers have discovered your product, let them buy as easily as possible. Shopping on Instagram allows customers to find what they love, then go straight to your site to convert or save and revisit later. LET CUSTOMERS CONVERT WHERE THEY LIKE Use Dynamic Ads to automatically show your most relevant products to people; then help customers seamlessly connect online discovery with in-store purchases through Store Traffic Objective and Store Sales Optimisation solutions. Learn more at fb.me/zff-au…

After a year spent backpacking in Asia, Gerry Reynolds found himself in Australia with no job, no cash and no plan. “I came on a whim, I didn’t come looking for a job,” Reynolds says sitting in Medium Rare’s head office on Jones Bay Wharf in Sydney’s Pyrmont. “I was in my 20s and loved my life in Dublin. I loved my job, my car, and my apartment. But my friends were all about to marry each other and I was becoming scared that would be my life, so I just went travelling.” Arriving in Sydney in 1986, Reynolds’ first gig in Australian media was freelancing, writing a piece for Dolly magazine on young Australian politicians, “which was instructive, because I had arrived off the plane that week and knew…

Marking its first full year since the initiative launched in May 2018, creating the AdNews cover has become a revered challenge across adland. Every issue this year, we have selected an agency to put their creative juices to work and produce a cover image for the monthly magazine. Each cover reflects the edition’s investigative feature and who better to enlist for the challenge than some of the nation’s top agencies. We’ve tackled some big topics throughout the year, from mental health in adland to the rise of influencer marketing. Agencies including TBWA Sydney, LIDA, Ogilvy, Thinkerbell, Host/ Havas, Special Group, BCM and DDB, as well as industry collective Youngbloods and artist Mulga were given briefs that challenged their teams, but ultimately showed the abundance of talent in the thriving creative…

For category leaders, all is at stake to stay indispensable. Red Havas’ Brisbane team is working with Beko, one of Europe’s leading household appliance companies, to shape its future as a meaningful brand in ANZ. Beko’s strong postioning and global success has been grounded in communicating functional and personal benefits, with a line up of innovative, energy efficient, high quality products. However to take on Australia’s most established white goods brands on home soil the brand needed to play a positive role in improving lives in local communities. Leading with its purpose and values, Beko became a voice for change in the cultural conversation around childhood obesity with its ‘Eat Like A Pro’ campaign. ‘Eat Like A Pro’ mobalised sports role models to start a meaningful conversation, empowering communities to…