Innholdsfortegnelse for May - June 2022 i AdNews

is definitely built on the premise of people shadowing other people to learn. And I think that the COVID world has made that very hard. It's very hard to shadow people when you're in this removed from reality situation. I think that there's going to be a window of time where everyone has to step in and do some pretty hardcore mentoring to drag people back up.” The creatives who are natural extroverts do better in an online world. They speak up and make sure they are heard. Tom Martin: “But I do think there's a lot of more introverted creators and creators that are a bit more in their own head that probably did struggle with this world because you have to have the confidence to speak in this…

With a focus on providing education and training for the industry, IAB Australia has been busy overcoming the obstacles of the pandemic to continue to do this. The industry body for online advertising has grown from five senior executives to a team of seven, with members spread out across Sydney and Melbourne. IAB Australia CEO Gai Le Roy says the small, but focused team was able to pivot quickly during the pandemic lockdowns and restrictions to continue to reach industry members. “The IAB is at the centre of the digital advertising industry and our events have always been central to bringing the community together,” Le Roy says. “We were able to pivot our approach to provide the market with education and inspiration through webinars, podcasts, and publications, but we couldn’t…

Thoughts on the brief? This brief resonated with so many of us at the studio. Our team at Re had a really interesting array of ideas representing how the pandemic has changed our creative process. There were concepts relating to how tech has taken over our creative process, to how confinement has stifled our creativity. Interestingly, there were positive perspectives as well, like the creative ways people have approached working during a pandemic. How did you know you landed on the best concept? I don’t think there was necessarily an ‘aha!’ moment where a particular concept felt like the one. It was when the ‘infinite mirrors’ concept resonated with the AdNews team during our presentation that we felt like we had a winner. Who from the team was largely involved?…

Foxtel Media’s Nev Hasan had woken up at 5am on the day of this interview to watch his football team, Tottenham, thrash Newcastle 5-1 in the Premier League. Hasan, raised in North London, says football was, and remains, a big part of his life. “It’s the core thing I used to play as a kid,” Hasan says. “I also got into rugby union and enjoyed playing that as well but my passion was always football. Like every kid, if I could have been a football player I would have.” Instead, Hasan followed a career in the Australian media industry, first joining in 2006 and going on to become executive director of agency sales at Foxtel Media. Hasan spent much of his childhood in Tottenham before moving to Southgate and attending…

Time in current role/time at the company: 18 months as Head of Culture. How would you describe what the company does? They are here to entertain my bullshit of course. I’m a tyrant in a 6.5 kilo body that commandeers staff for a never ending cycle of treats, belly rubs and chest tickles. What do you do day-to-day? Creating “culture” of course: Sleeping, searching and begging for treatos, belly rubs and chest tickles. I also check everyone’s bags for treatos and dirty gym gear. Define your job in one word: Snacking. I got into advertising because: I get a fancy title, good treatos and they collectively all go into meltdown over my cuteness. Pretty sweet deal if you ask me. Who is your right-hand person? You mean Personal Assistant, right?…

The pandemic changed the way commercial creativity works. Suddenly, everyone was working remotely, dialling in via Teams or Zoom, and doing several things at the same time. More machine than creative craft. That process had in the past involved a lot of non verbal communication. Meetings via computer chips didn’t. And if you thought the pandemic was a smack down for creativity, the resulting hybrid working has its own set of unique issues for creative teams. Scott Huebscher, executive creative director, VCCP: “For me, the pandemic started off as a blow to my personal creativity because like all of us -- it meant staying home and not getting out in the world. Not being exposed to fresh stimuli, not meeting with friends, not walking through the city, not being able…

Bridget Jung, chief strategy & creative officer, Ogilvy PR, and Toby Talbot, chief creative officer, Ogilvy Network ANZ: KFC Degustation, nearly two years in the making, finally became reality on April 1. The perfect launch date we thought. This campaign builds on the brand’s success with Michelin Impossible in 2019 and highlights the shift in a marketing strategy from saying to doing. In 2019 we started a conversation about KFC being worthy of a seat at the fine dining table. In 2022, we actually built our own fine dining restaurant from scratch and designed an 11-course degustation menu to give Australia’s most discerning, respected and influential food critics a way to openly admit to loving KFC. We worked around the pandemic, rescheduling twice due to lock-downs. This gave more time…

The first Qantas commercial to be released since the pandemic digs deep into a longing for a return to life before the pandemic. The message: Nothing more Australian than Qantas and nothing more nostalgic than the images and sounds of the choir first heard in 1987 in the first version of the commercial. Advertising agency The Monkeys, by Accenture Song, replaced Mojo from the ‘80s when the vocals were sung by ad executive and jingle writer Allan Johnston working with business partner Alan Morris. AdNews spoke to Barbara Humphries, ECD, The Monkeys, part of Accenture Song: What was the brief and how did you tackle it? The brief was to create something to mark the Qantas centenary, to connect Australians to the country we live in, but also to the…