Innholdsfortegnelse for July - August 2020 i AdNews

Zoom, an off-the-shelf solution waiting for a lockdown, is also an opportunity to check out yourself in action. Sneaking looks at your own moving image during a conference call was irresistible. Better than a mirror. Many have commented on how different the two-dimensional experience is. Such meetings add an extra layer of emotional effort, and subsequent mental strain, as we strive to look good, look interested and look for facial and voice cues. That all added to the load of exhaustion in the first few frenzied pandemic weeks as work lives jackknifed, seeking a path through deep change. The next big thing is a return to the office, something that appears harder than the departure. How to get everyone in and out of a tall building while still social distancing?…

It has been a year quite unlike any other, clouded with much change and uncertainty. A rapid acceleration towards digital, the rise of video on demand (VOD) services and increased content consumption are among the trends painting a picture of where the fate of advertising lies. Samuel Tan, senior director of market development at Xandr, says with all of these changes, the industry has the chance to adapt and evolve for the future. “Advertising needs to respond to that [change], helping monetize those opportunities and helping brands connect with their audiences in those different ways,” Tan says. Consumers take control According to Xandr’s second annual Relevance Report, nearly seven out of ten consumers acknowledged consuming content is part of their daily routine. Conducted prior to the COVID-19 pandemic, the report…

A spokesperson: Partnering with sporting codes provides our business with an opportunity to engage with Australians in a way that can’t be done through other channels — through their own passions. There are many different reasons brands are involved in sport sponsorship, but for Toyota our greatest opportunity is to develop a greater connection with fans and be an integrated part of their experience, both at an elite and a grassroots level. Our existing sponsorships have also unlocked opportunities within traditional channels, helping us strengthen key partnerships, deliver efficiencies and of course deliver against key brand objectives. But it’s not just value from a consumer perspective — benefits received through our partnerships also help us to reward our incredible network of staff, dealers and customers in their communities in various…

For the July-August edition, AdNews called on M&C Saatchi to create a cover that reflects our investigation into the world of sports rights and the resurrection of live sport. What were your initial thoughts on the sports rights brief at hand? Our first thoughts were what an amazing opportunity at such a unique point in time. Working in sport day in and day out is about riffing on culture, and there’s nothing bigger and more universal to riff on than COVID-19. Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? We’re always looking for an insight. A truth. The hardest thing was timing and the unpredictability of daily life. Things were changing so much by the day — what…

Aimee Buchanan’s four-year-old kept asking why she wasn’t at work. “I’ve had quite a few entertaining moments where my four-year-old has asked me if I’ve forgotten to go to work today,” says the CEO of OMD Australia. “My six-month-old is loving it because he gets a few extra cuddles in the day, but my four-year-old is absolutely perplexed about what’s going on and why I’m not going to the office. “So I’m doing a lot of going out of the garage and saying goodbye and slinking back in the front door so she thinks I’ve gone to work — that was my best strategy until she uncovered me.” About three weeks before lockdown, OMD had a visitor from the UK who became a suspected COVID-19 case. This, Buchanan reflected afterwards,…

Steve Martin, global CEO of M&C Saatchi Sport & Entertainment: The COVID-19 lockdown has shone a light on two things; our collective love of sport and the gaping chasms in our society. Sport therefore comes out of lockdown with a greater role than ever to gel communities, cultures and even nations. We all need to embrace the uniting power that our industry has on a global stage and not shirk this responsibility to bring people together. You can’t put the political football back in the box. Our belief is that athlete and artist activism should be encouraged to shine a light on these issues where athletes can use their influence and platforms to help find solutions or persuade those in power to right the wrongs in society. Some of the…

A confession. “I can’t stop listening to Neil Young. Not sure how my Apple music algorithm threw me into this world, but fair to say it’s a world I have gone deep into.” Justin Graham, the new Group CEO of M&C Saatchi, sends an email to staff every week, called The Talk. He started it around two years ago because he felt the businesses weren’t talking enough. He often shares anecdotes from his personal life. “It’s intentionally disarming coming from management,” he says. “The focus of the email is commentary on what’s happening in the world that relates to us as well as a celebration of the work that’s coming out of our business in all its forms,” he tells AdNews soon after his appointment, replacing Jaimes Leggett. “We’re a…

Publicis Media Exchange commercial director performance Brooke Aniseko The role of media buyers will continue to evolve considerably in the coming years, as the popularity of programmatic rises. With greater access to, and advances in, data and technology across all channels, media buyers will increasingly need to have a more holistic approach to offline and online. Ultimately, I think media buyers will be in an enviable position for their cross-channel knowledge and expertise, and they will be invaluable in providing strategic recommendations to clients. Matterkind Australia CEO Clay Gill Funnily enough the more things change the more they will stay the same. Buyers will need to be versed in analysing data and know how to successfully bid for audiences’ attention. They will also need to regularly upskill their adtech knowledge…

Coles CMO Lisa Ronson says sport is a great vehicle if that connection can live beyond paid media. “Any brand can advertise during broadcast but to ensure you get a strong return, the connection must go much deeper and add value to that audience so they, in turn, will consider buying your product,” she says. “Australians are passionate about sport. From a very young age, we select sports and teams that represent us, where we live, our values … we care deeply about our teams. “These choices in many ways shape our development, and sport has a very deep and emotional link for many of us. “By sponsoring sports a brand can tap into that passion and target new audiences. If done well and your brands share a similar purpose,…

LISA TAYLOR Yakkazoo ECD It’s been incredibly interesting to see how creatives have, dare I say the word, “pivoted” to stay relevant in this current climate. Striving not to be tone deaf, there have been examples when it goes too far one way or the other. I believe in times such as this that people want, above all else, authenticity in our creativity. CATHERINE ALEXANDER The Hallway senior copywriter This year has been wild. So, hat tip to anyone who got work out into the world during these crazy times — it’s not easy. There was a spectrum of emotions that came with the pandemic: anxiety, stress, fear, boredom and a sense of togetherness. For me, brands that alleviated and aligned with these emotions while staying true to their brand…