Innholdsfortegnelse for February 2020 i AdNews

The makings of a good apology will no doubt soon be a compulsory unit in all advertising and marketing schools. The art of apology has spread as fast as the rediscovery of ethics in business. In Australia, a raft of royal commissions investigating wrongdoing by institutions, from banks to churches has brought focus on saying sorry. When Brian Hartzer stepped down as CEO of Westpac, with the bank facing another money laundering scandal, he did so as the person “ultimately accountable” after falling “well short” of community expectations. The Westpac board of directors, through its chair Lindsay Maxsted, was “truly sorry” and “unreservedly” apologised. But it didn’t go unnoticed that Hartzer left the bank with $2.7 million in his pocket, in lieu of 12 months notice, but minus any short-term…

More than a Star Trek-style technology uplift is needed to get the federal government out of a reputational hole dug at the height of the recent Australian bushfires. The Liberal Party used prime minister Scott Morrison’s response to the crisis in a video commercial, complete with annoying elevator music, which launched on social media. Morrison tweeted: “We’re putting more Defence Force boots on the ground, more planes in the sky, more ships to sea, and more trucks to roll in to support the bushfire fighting effort and recovery as part of our coordinated response to these terrible #bushfires.” The 50-second ad featuring Morrison, who already faced severe criticism for going on a family holiday to Hawaii during the bushfires, was condemned by advertising commentators and media analysts. Barrie Cassidy, former…

AdNews also spoke to creative agency leaders to get their thoughts on what digital OOH creativity should look like in 2020 How can creative agencies utilise digital OOH more effectively in 2020? Slik creative director Alex Schieder: We need to get better at leveraging the tech opportunities digital OOH placements come with and be smarter with contextual creative. Using third-party APIs and AI we need to strive for more immersive experiences that are more relevant and personalised. Get creative and interrupt customer’s commutes, drives, and walks with unexpected and innovative thinking. Town Square chief strategy officer Neville Doyle: OOH has seemingly lost a lot of its creative power in recent years with brands often failing to create simple yet powerful, single-minded ideas. The danger with digital OOH is treating it…

DDB Sydney CCO Tara Ford “There is only one Ben Welsh. He is unique in this business. A rare mix of talented, witty, wise and honest while also caring and supportive. He likes to laugh and takes chaos in his stride. And after all these years, he still has such a love of the business and bringing great ideas to life.” Exit Films executive producer Leah Churchill-Brown “I have worked with Ben since Telstra was Telecom. I loved that he was recruited by Tom McFarlane from Mount Mary Vineyard. What is not to like about working with Ben? He has strong opinions but is open to discussion. He is a collaborator who acknowledges talent in the team he has built. Inclusiveness and respect are inherent in his approach to everyone…

Collecting loyalty points, such as those of the frequent flyer variety, can influence buying decisions every day but is this “free” reward obsession worth it? Does anyone ever get to use the points? And if they do, is the reward worth the effort? Australians love their points. Almost 90% of the populations is estimated to be a member of a loyalty scheme, with the average Australian carrying four or more reward-earning cards. These hungry reward seekers scheme to get the best point return per dollar spent. They know more points are coming with the next special offer, double points or more — offers too good to refuse. From a marketing point of view, these loyalty programs are a sure way of creating deeper databases on customers and prospects to build…

New year, not so new attribution. The first investigation of 2020 is on the state of attribution and we called on Sydney-based independent DAYLIGHT Agency to take on the task of the cover. The ongoing debate over methods and approaches, as well as accuracy of the measurement, is still very much topical today. Perhaps there is no better way to visualise this continued debacle with a cliche. If you put lipstick on a pig, is it still a pig? We’ll let you decide. AdNews journalist Paige Murphy spoke with DAYLIGHT Agency’s executive creative director Chris Mitchell about how they wrangled in this four-legged friend and convinced her to put on a little bit of lippy. What were your initial thoughts on the attribution brief at hand? Tough one. Is there…

BRIAN MERRIFIELD Common Ventures, co-founder and ECD It seems we’re all just tired and can’t wait for the exciting new beginnings of a crispy-fresh decade. I say this because, apart from ALDI, last year’s Christmas ads from the big four were pretty lackluster. There’s some great craft in these, but most of the stories just feel so... so... tired. ANNA STICKLEY Freelance, Senior Creative It’s actually really tough to do Christmas ads in the supermarket space. You have to show delicious food, happy families, be festive, but not too festive… It’s no easy task to appeal to all Australians, while still cutting through the noise. So I applaud anyone who has managed to turn a huge list of must-haves into an interesting, entertaining Christmas ad (and send hugs to everyone…

Time at the company? Three and a half years. How would you describe what the company does? Barketing and advertising agency. What do you do day to day? Play, eat, sleep, cuddle, perform tricks on demand, like every great employee. Define your job in one word? Woof. I got into advertising because ? of my pawesome personality and dashing looks. Who is your right-hand person who guides you day to day? My mum and dad, Anya and Myles. Or whoever has treats, such as BMF Reception. Whose job have you set your sights on in the future? Managing Doggo (MD). Where do you turn for inspiration? Obama. My favourite advert is ? ALDI Santa Crashes Christmas. I dabbled in some modelling for ALDI; I was the key pin-up for the…

Not to be forgotten is the ongoing conversation around verification. AdNews asked media agency leaders to share their thoughts on how verification in OOH was progressing. As static sites continue to be converted to digital, have the concerns around the issues of verification been met in your opinion? Publicis Media Exchange MD Sarah Keith says: Not at all. Some brands are going back to static to maintain 100% SOV. Until measurement evolves to support basic reach metrics (a uniform approach) and post verification is a standard offering across all format types and media owners, clients and agencies will still have questions around the validity of ‘did I get what I paid for?’ Posterscope MD Bryan Magee says: Measurement remains a critical issue. Presently, digital is not effectively measured. Many of…