Innholdsfortegnelse for May - June 2020 i AdNews

Sarang McLachlan, receptionist at WPP AUNZ, normally works in a building with several hundred people. She sees a lot of people every day – media, tech, digital, PR, events. But, like most of the advertising and media industry, she and her colleagues retreated from COVID-19 to the safety of home. McLachlan, an aspiring writer, is optimistic despite the sudden change, as she told AdNews in the first of our series of articles, The WFH Diaries. “There will be light after darkness. We can’t control the future, but we can use this experience to shape tomorrow. We must thrive together from this.” McLachlan also points to inevitable changes. “Working from home has demonstrated far less of a need for meetings. Much can be resolved easily via email or over a quick…

Nick Keenan became CEO of Starcom Australia on Monday, March 16, the week the COVID-19 crisis started to bite. Working from home became standard across the industry. At the same time clients either put campaigns on hold or ordered an urgent remake of those in play. Within another week, state-by-state lockdowns began on businesses, institutions and personal movements to enforce greater governance of self-isolation and social distancing. In this landscape, Keenan forged a leadership style that focuses on the “human element, first and foremost”. This is not the first time Keenan has found himself in a seemingly no-win position. In 2018, as newly appointed CEO of quick-service restaurant chain Red Rooster, he was “thrown into” a parliamentary inquiry into franchising “To be clear – nothing compares to this current crisis,”…

Crowds outside of Melbourne’s Albert Park were turned away just hours before the first practice sessions for the Australian Grand Prix were due to start. The sudden cancellation of the event, which attracts some 300,000 people, came in response to fears of coronavirus spreading among crowds and workers. For the same reason, after the government advised against the gathering of people, a long list of Australia’s favourite sports competitions were suspended. From NRL, AFL and Test cricket locally, to the English Premier League, NBA and even the Tokyo Olympics internationally. Australia, a “sporting nation”, was left without live games during indefinite lockdowns. But one sport was still carrying on relatively unscathed; esports. After the Australian Grand Prix was suspended, London-based Veloce Esports put together a livestream event called “Not the…

The Pinterest Australia and New Zealand office hasn’t been open for a full year yet, but already the team is deep into its key focuses: making more relevant content for the market and improving the industry’s understanding of how to use the platform. The Sydney-based team of more than 10 people was established in August last year and is headed up by Carin Lee-Skelton, who spent the past four years as a partner manager with the ideas-sharing app in the UK. Prior to that, she was at social media giant Facebook for six years. She’s joined by Spotify’s former head of sales Cassandra Gilbert, who steps into the role of agency lead. Also on the team is Frank Masterton (ex-Buzzfeed), Kim Hollisand and Alex Gogh who all join as partner…

260 RADIO COMMERCIAL STATIONS ACROSS AUSTRALIA 12 MAIN NETWORKS ANNUAL AD REVENUE: $1.19 BILLION IN CALENDAR 2018 (METRO AND REGIONAL). METRO AD REVENUE: $761 MILLION IN CALENDAR 2019 NEARLY 80% OF POPULATION AGED 10+ LISTENS TO COMMERCIAL RADIO 10.9 MILLION LISTENERS TUNE IN TO COMMERCIAL RADIO EACH WEEK IN THE FIVE MAJOR METRO MARKETS 7.8 MILLION TUNE IN TO BREAKFAST EACH WEEK IN THE FIVE MAJOR METRO MARKETS 74% OF AUSTRALIANS AGREE THEY WOULD TURN TO RADIO IN AN EMERGENCY…

Ricky Chanana, Twitch Australia and New Zealand head of sales Do advertisers have any misunderstandings about gaming and esports? A key misunderstanding is that marketing to the esports audience must involve advertising within formal tournaments and that brands need a specific strategy for gaming. Advertising within tournaments is one possible component, but not only is there crossover between those who watch esports and other types of content on Twitch, the mere act of marketing to gamers is to market to young audiences. Gaming, in fact, is mainstream. 79% of people aged 13 and over play at least an hour of video games a day and identify as gamers. Gaming drives $137.8 billion in revenue globally. Control, interaction, and participation in what they watch and play are core values of young…

THOMAS MCMULLAN Digitas associate creative director Gaming in 2020 is amazing. It’s for everybody regardless of age, gender and prior experience (just search Animal Crossing on Twitter for proof). It’s also a broad, decentralised medium that evolves exponentially, which makes it a difficult space to connect with your audience if you haven’t done your due diligence. MURRAY BRANSGROVE Noisy Beast creative director Overall, there’s some great thinking in this category. Without a doubt, a standout favourite is Wendy’s “Keeping Fortnite Fresh”. Not only because it absolutely cleaned up in awards, but because it’s a great tactical idea that totally took advantage of Fortnite’s game structure to become the hottest talked about topic within the gaming community. It’s so great to see an idea that is anything but traditional. ERIC STEPHENS…