Indholdsfortegnelse for May 2017 i AdNews

Social media has the capacity to tear brands and advertisers apart as Pepsi found out with its controversial Kendall Jenner ad. From celebrities to marketers and everyone in between, the soft drink brand felt the full brunt of the internet's wrath for suggesting that a can of Pepsi could solve the ills of the current political climate. A backlash began almost immediately after the ad's launch. Some drew similarities between the placards in the ad and those from the Black Lives Matter marches, and questioned why Pepsi was trivialising the issue. Others were quick to note that Jenner threw her wig at a black assistant. Many compared the composition of Jenner's can-handover scene to iconic photographs from resistance movements from years past and it wasn't a favourable comparison. Less than…

‘The Work The Work The Work’ is the mantra that steers Clemenger BBDO and sees data-led creativity, like Snicker’s Hungerithm, and emotional brand platforms, like MasterFoods’ Make Dinner Time Matter, attract global recognition. “We try not to create pollution in advertising,” Clemenger BBDO Melbourne creative chairman James McGrath said. “We also focus solely on making brands meaningful to people and connecting with humanity in ways you wouldn’t typically associate with advertising.” Clemenger BBDO Melbourne’s recent work with Airbnb encapsulates its drive to make brands have purpose. The campaign called for marriage equality by providing Australians with the symbol of marriage itself – a ring. It’s this work that McGrath said the agency is most proud of and shows that advertising is not losing its power: “With clients like NAB and…

What it means to be a digital agency in today’s digitally omnipresent context is something Isobar CEO Konrad Spilva and his team are always thinking about. “We’ve had a lot of debate internally over the years about what it means to be a ‘digital agency’. We’re always evolving to work with new mediums and technologies while the scale and value of our work has exponentially increased. “Digital agencies were born as underdogs. They had to fight to prove their value and have their voices heard at the agency table. It’s that underlying attitude of going the extra mile, continual change, never being complacent and constantly striving for more that makes a great digital agency. That’s us, and we’re very proud to be recognised as AdNews Digital Agency of the Year.”…

How has your first six months at the helm of Carat been? I’m really enjoying it. I’ve been with the Dentsu Aegis Network for three years and I think that really helped with the transition, already having that connection with people and the senior leadership team. We’re at an interesting stage from an industry perspective where I think a lot of businesses need to evolve so we’ve spent a lot of time listening to our people, clients and stakeholders how we go about that. You’ve spent a bit of time getting to know clients – what have you learnt in these meetings? I think as an industry we often try to second guess what clients want and deliver services that they potentially might not want. I think we can be…

Algorithms are already the foundation to so much of our lives and the industry – often without us realising how much. From our Facebook feeds to programmatic advertising, algorithms are only likely to grow to be a bigger part of society and media buying, but can machine learning ever completely replace the creative process? It’s no surprise that agencies adamantly say no, that brands still need human creatives to handle strategy and come up with ideas. But creative shops are still preparing for a time when there will be fewer people to handle some parts of the business, especially those that involve time-consuming and manual tasks. Agencies aren’t being complacent with AI, but are testing how the technology can be used to enhance creative. In London, M&C Saatchi implemented the…

Media transparency has become one of the most pressing issues facing marketers today. In the past year, the issue has gained prominence across the world with the ANA’s Report on media rebates in the US, the overcharging scandal at Dentsu Japan, and P&G global brand officer Marc Pritchard’s warning to the “murky” and “fraudulent” digital media supply chain. Then there was also Facebook misreporting metrics and, more recently, concerns about brand safety on YouTube. In Australia, The Media Challenge summit held by the Australian Association of National Advertisers (AANA) firmly placed transparency on the agenda for big advertisers over here. Every corner of the media buying ecosystem faces a different set of market challenges, agendas and influences and, as a result, conflicts that arise from any link within the supply…

Reconfigured from a media buying agency and data-driven search specialist three years ago, Atomic 212° now services all media and holds considerable sway as a creative agency with serious tech heft. Founder Jason Dooris said it’s the revolution within the media industry fuelling the agency’s success, as the traditional model becomes less relevant. “We are definitely seeing clients move towards streamlined services, and we have benefited from this, but moreover it’s integrating technology, creative and media that is our sweet spot. Regardless of what agencies say, if creative, media and tech are not under one roof and one P&L you will have issues,” he said. “We are witnessing a revolution within the media industry. The rise of technology players and other alternatives to the traditional agency model has put pressure…

The need to not be “typecast as a mobile agency” was the prime reason why founder James Sugrue took the bold move to rebrand his agency to AFK last year. “People thought we only did mobile apps and sites but really we have pivoted into a full blown digital agency that works across all platforms, and into games, and even virtual reality and augmented reality.” In its seventh year, the entity now known as AFK aims to go well beyond what might once have been traditionally expected from an agency, priding itself on innovation. A focus on cutting-edge thinking led to the launch of an ‘Exploration Division’ in Sydney that enables the team to develop and test product prototypes and keep their finger on the pulse with the latest technology.…

BRAND LONELY LINGERIE Photographer Harry Were LANGLEY: This is very different for a lingerie brand. A category obsessed with youth, puts out a striking campaign that proves being sexy has no age limit. This woman has an attitude that people of all ages will find attractive, and I love that a brand celebrates the fact that older people can kick ass. Ad industry, please take note. MANDILE: Broadening the definition of beauty by recognising the magnetism of older women is always worth celebrating. That’s why we applauded brands like Karen Walker Eyewear (2013), American Apparel (2014) and Céline (2015) when they initially shook things up. MORGAN: In a category defined by lithe, pouting, spray tanned young women wearing very little, making a brand statement to the contrary should be low…

“I don’t like the old media agency model at all. I don’t believe in it. I believe in the power of integrated ideas.” Mike Wilson, Havas Media CEO Every holding company is grappling with how to integrate disciplines and capability across their business to serve the changing needs of clients. WPP calls it “horizontality”. For Publicis it's the “one strategy”. For Havas it's the “Village”. It’s been two years since Havas united its creative, media and PR offerings under one roof to become the Village. Since then, the agency has picked up new clients including Kia, Moet Hennessey, Swarovski, Sun-Rice, Sydney Airport and Primary Health Care. The Village model now provides 15% of the group’s total revenue, which is likely to increase as clients lead the discussion around the convergence…

Ogilvy Australia CEO David Fox made an inmpassioned plea to the creative industry to wake up and stop acting like the victims in The Walking Dead waiting to be consumed by zombie-like consultancies and media agencies moving into their space. In a broad-ranging iterview with AdNews Fox said the industry landscape is beginning to mirror the dystopic scenes from the TV show. He believes creative agencies need to get their priorities in order as the 'zombies' prepare to attack, referring to moves by the likes of PwC, which recently appointed Russel Howcroft as its chief creative officer and created a CMO council. “In the show, like in most zombie movies, the world is ravaged by some highly infectious disease which turns most of the population into flesh eating zombies with…

Pressure on the likes of Google and Facebook is moutning for them to take greater responsibility for the media and content they carry. Brand safety continues to be a priority for marketers and a number of new issues have come to light in recent weeks that have prompted YouTube and Facebook to take action. Some of the biggest global and local brands have halted spend and pulled ads from the YouTube platform, and it coincides with the first slump in media agency bookings across digital in eight years, according to February SMI data. Facebook has also been found to have allowed illegal and offensive content to remain on the platform after it had been flagged to moderators, an investigation by The Times, in the UK found. It could face criminal…

The thirst for consumer insights has reached fever pitch. As the pressure to know more about the consumer journey intensifies, marketers and agencies can’t afford to miss out on vital clues throughout the journey that show clear intent. While connecting consumer signals across paid, earned, shared and owned (PESO) channels has never been more important, there’s a whole sharing economy out there that is largely untapped and unexplored. Who cares about shares? Something as telling as a share isn’t done lightly; there’s a lot of love and premeditated action in a share, it’s today’s word of mouth. Monitoring shares with the right content tracking tools, can be lucrative and powerful for marketers. A key development within the sharing economy has been the intent within dark social behaviour –the tracking and…

Born out of frustration with the status quo within networked agencies, The Monkeys is known for its controversial work and sparking real, household conversations in this country and beyond, such as the one about diversity from its recent Meat and Livestock Australia (MLA) ad. “The brand landscape is continuing to evolve at warp speed and as a result, audiences are becoming immune to bland brand communication,” The Monkeys CEO Mark Green says. “Brands have historically spent far too much time and money saying what they want to say, rather than what an audience wants to hear, so for a brand to stand out in today’s competitive market it has to surprise people, engage them and reward them for their time. That’s why brands need provocative thinking, if not they will…

Cambridge Analytica’s alleged impact on Donald Trump’s presidential campaign is a terrifying affirmation of the power data can have on results, and a fascinating case study. What the company achieved in five short months after being appointed by Trump to run messages targetted on Facebook and social is nothing short of astonishing. But the interesting thing for our world is what it could do for brands and marketers. The impact on the Trump campaign was huge. What could a similar approach offer brands? There is a lot of crossover. Whether you want to vote for Donald Trump or Hillary Clinton, or whether you want to buy cereal or Coca-Cola, understanding the behavioural motivations behind individuals is key. Presidential campaigns are well-funded but a lot of the lessons are universal. The…

Name: Andrew Harris Occupation: IT Age: 46 Do I like the ad? Yes, well, sort of, put it this way, don’t hate it. Looking at KFC as a brand I think there is a major disconnect between the advertising and the KFC restaurants. I do like the fried chicken but always think I will feel sick after eating it. They’re targeting 18-25 year olds, most likely men, but I’m having trouble figuring out why they used a cat. Perhaps the message is that cats like to eat KFC? It certainly doesn’t make me want to eat it though. I think that brands should be very careful not to make themselves look stupid by using ‘internet’ things, but cats do make good internet sensations. Name: Alice Hannigan Occupation: Waitress Age: 22…