Innholdsfortegnelse for March - April 2021 i AdNews

When you think of a big global consultancy, likening it to one big family is probably not the first comparison that springs to mind. Step inside the world of Accenture Interactive though and you’ll begin to see that’s exactly how the marketing division of Accenture really is. Over the years, its portfolio has expanded with acquisitions from all facets of the marketing world to bring together the best collective of creative, design, strategy and innovation to truly reimagine and transform its clients’ businesses. Locally, these include creative agency The Monkeys, branding and design agency Maud, design and innovation firm Fjord and strategy and innovation business 2nd Road. Until now though, for most in adland, the inner workings of this family have not fully been understood. Many have tried to replicate…

Content is king. Each year it continues to reign supreme for brands looking to capture both eyeballs and dollars of consumers. However, as more content is produced, it is becoming harder for many businesses looking to maintain their brand identity in market. This was the problem that software company Red Hat had begun to experience in 2013. At the time, the global brand manager had met with Bruce Stronge who owned a software consulting company. Stronge sought to solve this brand dilution problem for Red Hat, and in 2014 Outfit was born. Outfit is a brand automation platform that allows teams to self-produce content on-brand and at-scale every time. It helps brands to produce, automate and deploy marketing material quickly and easily with the aim of saving money and time.…

During the recent senate committee hearing on the news media bargaining code, Senator Alex Gallacher asked the government whether it was using the piece of legislation to try to save a sinking ship. Gallacher was questioning how effective the code, which forces Google and Facebook to pay certain news publishers for their content, would be in boosting the sustainability of Australian journalism if the government itself has been shifting advertising dollars from traditional channels to search and social. “Given the size of the government’s advertising spend, haven’t you been complicit in defunding those organisations by moving to other methods of advertising anyway?” Gallacher asked a representative from the Department of Treasury. “[The government} has been chasing a more efficient spend, which presumably has moved from print media to digital media…

Nine made the decision to sell its Willoughby site in 2015 because it was reaching end-of-life. The company required a new, modern building that would provide world-class facilities for diverse business needs and future-proof the growing Nine business for the next 60 years. This was the catalyst for the move to North Sydney. This building was ultimately selected because of its central location in the North Sydney CBD; the opportunity for Nine to be the anchor tenant and create its own bespoke, creative spaces; as well as the premium-grade status of the building, which offers benchmarked, world-class facilities and a 5-Star Green Star rating. The vision of CEO Hugh Marks was for the new Nine HQ at 1 Denison to be a single “creative campus” that would bring Sydney-based television,…

Time in current role/time at the company? 10 years (in dog years). How would you describe what the company does? Engine is a leading independently owned advertising and communications agency driven by the power of positive change, delivering results through highly emotive and inspiring work. And they like dogs so they’re all OK with me. What do you do day-to-day? Make tomorrow better than today. That’s what all dogs do. Define your job in one word? Havanagoodtime (I’m a Havanese after all). I got into advertising because? I’m barking mad. Who is your right-hand person? Sarah Deery. We’ve known each other since I was a puppy and I trust her 100 per cent. And she feeds me. Whose job have you set your sights on in the future? Sarah Deery’s.…

Forty-five men in fluorescent mankinis descending upon Bondi Beach is a sure way to capture attention and make a statement. To celebrate the launch of Sacha Baron Cohen’s Borat Subsequent Moviefilm on its platform, Amazon Prime Video did just that. With the annual Sculpture by the Sea taking a hiatus due to COVID-19, Amazon Prime Video seized an opportunity to fill the void its postponement left at the iconic Sydney beach. The 45 Borat lookalikes did yoga along the beach as an in-character press conference was held with Cohen streaming in virtually. A six-metre statue of Borat was delivered by helicopter to Bondi to celebrate the movie sequel, and the beach was rebranded for 24 hours as “Borat Beach”. Other Borat lookalikes turned up around Sydney at radio stations and…

STAFF COUNT: APPROXIMATELY 2000 ONCE MOVES ARE COMPLETED. THE MOVE IS ALREADY COMPLETED FOR PUBLISHING, TELEVISION AND CORPORATE TEAMS FROM SITES AT PYRMONT AND WILLOUGHBY. THE NEXT STAGE OF MOVES WILL SEE CBD-BASED SALES TEAMS AND DIGITAL PUBLISHING TEAMS FROM WHARF 10 IN PYRMONT MOVE INTO THE NORTH SYDNEY OFFICE. THIS IS ESTIMATED TO BE COMPLETED BY MID-2021 LOCATION: 1 DENISON STREET, NORTH SYDNEY. 1 DENISON IS NORTH SYDNEY’S FIRST PREMIUM-GRADE, LARGE-SCALE COMMERCIAL OFFICE TOWER. IT IS A PURPOSE-BUILT FACILITY, WITH NINE AS THE ANCHOR TENANT, TAKING 14 OF THE 37 FLOORS ACROSS A 60,000-SQUARE-METRE BUILDING.…