Innholdsfortegnelse for March 2020 i AdNews

Should we shore up the breach in online etiquette with the carcass of journalistic ethics? Words written to hurt for all to see online can do significant damage. In advertising, all can be targets but early career people are most vulnerable to trolling, a nasty form of bullying. These gut blows to mental health are often launched for cheap laughs or to be spiteful from behind a shield of anonymity. This bile can benefit platforms with online visitors, whose numbers translate to higher prices for advertising. But the debate has become fuzzy, perhaps distracted by the hurt caused, placing the issue of anonymity ahead of the questionable content itself. And the industry must take responsibility. Many publicly abhor the comments but support, either commercially or via social media, the platforms…

Time in current role: I’ve been part of the Pooch Perfect dream team for about six months, but it feels like I’ve worked here my whole life. How would you describe what the company does? Much like Disneyland, we make dreams come true. We give pet stylists around the nation a platform to show Australia what they’ve got. What do you do day to day? Keep the bitches on track and bring the laughs to set mainly. All jokes aside, I give my doggy critique to the pup styling that happens in the show. I got into television because... the moment I knew I was born for TV was when I was the only one at doggy day care who was strutting my stuff for people watching in the window.…

PHD strategy director Remi Baker When we think of creativity in media agencies, some may jump to thoughts of creative flighting, trading and targeting. Yes, while this is true, creativity plays a much bigger role. Improved tech capabilities, access to data and more diverse talent pools mean that media agencies have the tools and the talent to come up with more meaningful and effective creative ideas. Ideas based on an in-depth understanding of people and their behaviour. GroupM chief technology and transformation officer Cameron King It’s tempting to imagine that instinct and art are lost at the hands of data and technology. The robots are going to win, right? Not quite. I believe technology enhances creativity. It gives us detail about consumer attitudes, preferences and needs. It automates the communications…

What’s the biggest challenge in your role? I think in any strategy role, finding a fresh and differentiated way of solving your client’s business problem can be challenging. However, proving and isolating the impact of social within the marketing communications mix is the biggest challenge and of paramount importance. It helps to position social above and beyond community management as a social force that drives real business results. What is your favourite part about your role? The beauty of being a strategist is the variety of business problems you are exposed to. Every. Day. Is. Different. Yesterday an energy drink captured your undivided attention and imagination, today you focus on an airline destination, and tomorrow you find yourself in the pressure cooker that is pitching for an entertainment brand. Throughout…

CHARLIE COOK JimJam Creative Director Last year, we were delighted to create a tourism campaign for the Eurobodalla Shire, one of the most stunning places I’d ever seen. This year, we were devastated as we watched half of it burn to the ground. I reached out to the local councillor to see how we could help. The shake in her voice almost had me in tears, but her response was swift. In short, they need visitors to start rebuilding what is now a broken economy and a heartbroken community. In turn, we need brands to respond swiftly with genuine initiatives that drive real action and make an immediate difference. JIMMY HYETT This Is Flow Founder and Managing Director Is it wrong to say you’re sick of seeing bushfire posts? The…

CC: Wow! Scott from marketing has really pulled an all-nighter on this one. Clear strategy, sound idea, strong headlines, bold art direction, bloody brilliant initiative, Scott, you could actually make a real difference... oh, no, wait, bugger, unfortunately you’ve missed the deadline by about six months. Sorry, Scott, we’re going to have to let you go. JH: Speechless. One scroll through the snowballing negative comments tells the story. Even though communication from the government was crucial, the execution was unemotional, untimely and completely unrelatable. The brutal public reaction was all the response this crisis piece deserved. PF: Woefully insensitive while set among Liberal climate inaction, Hawaiian holidays and forced handshakes with firies. The political advertising with donations appeared to simply heighten the haters who have turned against ScoMo, myself included.…

During the last couple of years, adland has recognised it has a problem: diversity. This is a problem that two young creatives, Ava Frawley and Jasmine Subrata, are hoping to tackle with their Changing the Face initiative. For the AdNews March edition, they brought the face of senior creatives to life on the cover. AdNews spoke with them to find out how the face came together. What were your initial thoughts on the brief? Diversity is on everyone's agenda, but talking about it and changing it are two very different things. Changing the Face visualises the problem and gives agencies the tools to improve their workforce for years to come. We ( Frawley and Subrata) came up with Changing The Face in 2017, through a competition hosted by D&AD and…

1 Bunnings Warehouse: Make It Yours We worked on a new influencer format for Bunnings. In this 10-part series, influencers transformed rooms in real houses with the content shared across YouTube, Instagram, Pinterest and more. 2 Westpac Westpac wanted to find a new way to reach the under-25-year-olds. For this age group, peer opinion and recommendation is key. Our strategy focused on finding influencers to talk candidly about the moments their bank mattered. The news feeds of 16-24-year-olds were flooded with Westpac posts and stories that made bank account features worth talking about and relevant in their everyday lives, reaching 2.1 million individuals, with a staggering 115,000 Instagram Stories views. 3 Emmylou Loves Emmylou Loves aired on 10 Peach during November -December 2019. It blends traditional TV…

Amobee head of sales and client services Andrew Dixon Good data should inspire creativity at the planning stage rather than replace it entirely. The adtech industry often confuses the concept of dynamic creative with solving the “creativity + data” problem. Dynamic creative is more about automating the production of creative assets to personalise messaging — which is great for relevance, but not necessarily replacing “creativity”. Creativity is about being memorable, and being memorable is about shared experiences and reactions. The most memorable and creative ads still tend to be shared experiences that are talked about around the water cooler, usually on large canvasses such as TV and outdoor, which are now very much within the adtech space as well.…

What’s the main focus of your role? At the start of 2019, I visited my 90-year-old grandmother in Texas and in describing my job to her I said something to the effect of: I use the same principles and creative disciplines from the world of journalism (great storytelling, finding the angle, tone of voice, writing craft and, importantly, servicing the audience first) and apply them to making content for brands that help the right people notice them and like them. She patted my hand and took a sip of white wine. She’s a shrewd woman. How does an editorial director fit into an agency? I’m only 5’2” so I don’t take up a lot of physical space. How do you stay on top of the latest trends/topics consumers care about?…

CC: A sound and profound message that unfortunately will do bugger-all for the livelihoods, homes and wildlife lost in these fires. Climate change obviously needs to be addressed, but using this current crisis to call out a slow-to-move government is just calling out the obvious. Invites to climate rallies, links to relevant charities or simply donating the media spend to the firies would’ve made a bigger difference. Right now we need effective initiatives that help today’s victims today. JH: Ah, Tiffany Blue. The only colour I’m afraid of. A nice clean execution that shows brand, but speaks community. One look at their website and you will see a list of their sustainability pillars, so you know it’s authentic. On topic, on trend, on brand. Trifecta. PF: I love brands making…

CC: A mate of mine recently got back from a holiday in New York. Apparently everywhere he went the locals greeted him with handshakes and hugs, showing their deep sympathy for the fire victims, especially the billion-odd “critters” lost in the disaster. Astonishing to think New Yorkers on the other side of the planet giving a shit about our furry marsupials. This Koalas of NYC idea surely had something to do with the overwhelming response. It clearly tapped an emotional cord with a country’s deep affection for our native animals and, most importantly, showed them how they could help. Well done all involved. JH: In a sea of digital streams, it’s nice to see an idea that lives in the real world. The surprising invasion of koalas in the Big…

Co-founder & Creative: Jasmine Subrata Co-founder & Creative: Ava Frawley Executive Creative Director: Gavin McLeod Creative Director: Jenny Mak Group Account Director: Jennifer Gledhill Business Operations Director: Olivia Chamberlain Senior Account Director: Lauren Barnes Technical Director: Dan Adijans Creative Designer: Chad Edwards Technical Architect: Albert Tan Senior Production Manager: Susie Macyong Digital Art Director: Paola Pelligro Art Director: Carl Robertson Special thanks: D&AD, The Glue Society, RARE, Microsoft and AdNews…

In an increasingly tech-fuelled world that is overloaded with content, where eyeballs become harder to catch and attention spans continue to wane, it is creativity that cuts through the clutter. A standout idea can glue a brand into people’s minds. In the case of Brisbane-based Caravanning Queensland and caravan park group Top Parks, it was the idea to create the world’s largest Lego brick caravan that spun the business into the international spotlight. Dreamed up by John Cochrane Advertising, the idea was brought to life by Lego artist Ben “The Brick Builder” Craig. Crowned the largest Lego brick caravan by the Guinness World Records, it comprised 288,630 individual bricks and took five weeks to complete. The caravan consisted of basic amenities such as running water and electricity, as well as…

INVNT APAC executive creative director Adam Harriden The age gap between key audiences — think Millennials and Gen Zs — and decision-makers on the brand side is widening, so it’s our job as creatives to craft brand stories that simultaneously gain clients’ buy-in and resonate with these tribes. Experiential agencies can’t tell these stories in the physical space alone anymore. The days of the omnichannel brand experience are over. Instead, shareability is key. Brand stories need to be developed with multiple platforms in mind, especially digital and social. Imagination creative director Michael Reid Limited attention spans, quick turnarounds and lean budgets — none of these are going anywhere in 2020 so we’ll keep exploring new creative territory to hit the mark. We’re striving to make our experiences more personalised (to…

What brought you to Australia? Moving to Australia needs little convincing. Creatively, I’ve always been a fan of the work coming out of here, and some of my favourite colleagues in Amsterdam and the US were Australian — I consider Eric Quennoy, ECD and partner at Wieden+Kennedy Amsterdam, one of my mentors. I also love the rich and distinct Aussie culture and the inviting nature of the people. The mind-blowing nature doesn’t hurt, either. The fact my wife is Australian and we have two half-Australian boys may have helped a little, too. After working in New York, how would you describe Australia’s creative scene? In Australia, there’s a strong sense of identity that permeates through every layer of society. One of the key elements is the self-referential sense of humour,…