Innholdsfortegnelse for May - June 2021 i AdNews

If no-one sees you being smart, does it count? Visibility is a critical issue in a career. Demonstrating your worth and making sure someone notices is all part of the game of getting ahead, getting a pay rise, more responsibility and a new title. How then does this work when remote working? Many people embraced working from home, but coming out of the COVID-19 pandemic some very senior managers in the industry are quietly questioning its worth. A fine move during lock-down (as the only way to keep the business afloat and to maintain a bank of talent) but we should march back to the now safe-ish office where we can be more effective. But do we work better in an office? The remote experiment was a success. Virtual teams…

Measurement divides the industry TV is consistently regarded as the most effective advertising channel bar none, whether you look at brand building, sales revenue or profitability. The evidence of TV’s strength has been well-documented in driving both short and long term business objectives (The Long and Short of it, Les Binet and Peter Field), or when regarding the catalytic effect of cross channel performance (New Insights into Multiplatform TV, Accenture). Bottom line: TV works and works brilliantly. But when it comes to the reality of day-to-day performance management and measurement, the industry starts to divide around two very different perspectives: 1) invest and manage only in what you can measure – a position aligned to short-term conversion or response metrics, or 2) plan towards the promise of proven longer-term brand…

Bec Brown is known to move people to tears. Every year she bakes commercial quantities of brownies, slightly crunchy on the outside and soft when you bite through. These are Bec’s Brownies and they are addictive. The tears come when someone thinks (probably wrongly) they may miss out on a brownie delivery. She sends these to her media contacts and key people on her client list, either as a thank you or after a big win together. Brown has her own communications company. Many also know her for her work with Australian Radio Network, Amazon Prime Video, or hayu but she has several other companies on her list. She also has a creative side. One of her brownie deliveries heralded the launch of her first book, You’ve Got This, with…

ALDO FERRETTO The Hallway creative director There are not many product categories that reach the lofty heights the automotive advertising has traditionally attained, but sadly these days, not many car ads make it into that realm. This is a quintessential advertising sector that is screaming for a comeback, a new golden age, the next “ultimate driving machine” or “das auto”, for the great car work that automotive dreams are made of. ADAM SMITH Host/Havas senior copywriter In a category where there’s not a whole lot to differentiate your products, you’d think creating a memorable brand, a point of difference, would be important. Yet we see the same kind of ads time and time again. It’s why brands such as Volkswagen and, more recently, Suzuki stand out from the sea of…

We are starting to see greater collaboration between advertisers and broadcasters particularly when it comes to developing a unified audience identifier. The last year has accelerated change in consumer viewing habits, with CTV taking up more share than ever. How has the advertising industry responded? It’s safe to say that BVOD has been a star performer for television in Australia at 52.7% growth in the second half of 2020, with much of the consumption taking place on Connected TV devices. While COVID has accelerated many industry changes, increasing cross-screen consumption of premium content was already well underway. We are starting to see greater collaboration between advertisers and broadcasters particularly when it comes to developing a unified audience identifier. In parallel with improved user experience, thanks to technologies such as server-side…

In this article, we speak to CMOs and take an early peek at top line results from the inaugural AdNews Marketing Pulse with Hearts & Science, a look at how brands large and small are responding to COVID-19 and an increasingly complex, yet fragile and constantly changing, environment. Catch CMO Ryan Gracie thinks himself fortunate he doesn’t live too far from the office. “I spent almost every day that I could within the office last year, except when the government mandated we all stay at home,” he says. “Some days it was myself and the cleaners, and on other days there may have been five or 10 people. “I prefer to come into the office. I just like to get up, get to my desk and slide into my work.…

Imogen Hewitt, CEO of media agency Spark Foundry, was just a little girl when she was attracted to advertising. Being on television was the goal. When she was about six, one of her friends was the girl who played Barbie in the Mattel ads. “In an early sign of my competitive nature, I played hair salons with crimping shears with this little friend of mine’s impressive blonde locks, which ended up in her parents threatening to sue my parents for loss of income,” says Hewitt. “An early lesson that advertising can be brutal. “But I was not put off. Despite my mother’s warnings that advertising was full of posers and I wouldn’t have a job after 40, I persevered and landed myself work experience in the creative department of an…