Indholdsfortegnelse for March 18 2016 i AdNews

A week on from International Women’s Day (IWD) and all those great initiatives, lunches, talks and discussions that were being had around gender parity on 8 March have already dwindled. TBWA launched a video series titled ‘Take the Lead’, DDB rolled out a campaign called ‘Talent Has No Gender’ – all bloody good signs but the momentum needs to remain beyond the tent pole day to focus attention. This edition of AdNews is The Gender Issue. The debate around women in creative teams has flared up in the last six months, in response to Leo Burnett’s ‘five white male’ hires; more broadly sexism in the ad industry has come under scrutiny as a result of the fallout from M&C Saatchi’s 21st birthday celebrations. And so The Gender Issue refers not…

Affinity won the Flordis account following a three-way pitch. The agency will manage the strategy, creative, data and media duties of the natural medicines business. Hyatt has named MullenLowe its global agency of record after a competitive pitch. Sydney based Rage Communications has been awarded the digital marketing mandate for Unilever Food Solutions (UFS) in Australia and New Zealand. STW Group’s digital specialist agency Switched on Media has won the account to develop the brand’s approach to web-based sales. Fiat Chrysler Automobiles in the US has confirmed the shop’s status as AOR for the brand. Vizeum has won the AFL media account following a competitive review, moving the account from incumbent MediaCom.…

1. WINNER OF ADNEWS AGENCY OF THE YEAR REVEALED The Monkeys took out the coveted AdNews Agency of the Year award. 2. FIRST RADIO RATINGS OF 2016 Kiis hosts Kyle and Jackie O remain on top in the first radio survey of the year. 3. FACEBOOK CLOSES SALES LOOP; TAKES BITE OUT OF THE COOKIE Facebook ups measurement capabilities, allowing clients to compare offline POS data with online data. 4. IS THIS THE BEST ACCEPTANCE SPEECH EVER? Isobar’s Tom McMullan wins title for best acceptance speech ever with a rendition of Seal’s Kiss from a Rose. 5. PUBLICIS RESTRUCTURES GLOBAL MEDIA Publicis Group restructured its global media into four arms as part of a group-wide transformation initiative. 6. NINE’S REVENUE CHIEF PETER WILTSHIRE EXITS Wiltshire has stood down as chief…

Earlier this month Sir Martin Sorrell dedicated the last paragraph of WPP’s 2015 preliminary results announcement to diversity in the workplace. He said “while we have never believed that only a teenager can understand a teenager or only a pensioner can understand a pensioner, there can be no doubt that diversity among our people is a professional necessity.” They’re wise words despite what you may or may not think about WPP’s own diversity, and implicitly point to a problem in advertising: the white man syndrome. It’s a norm in the industry, one that has already reared its head this year, but something that is still spoken of far too infrequently and acted upon even less. And while we don’t propose to build Rome in a day we thought it was…

“It’s more beneficial to see beta versions of great ideas fail than to watch an over-crafted idea please” Best mates, Nic Marchesi and Lucas Patchett have been named Young Australians of the Year. These two enterprising Aussies were recognised for an idea very similar to something you’d see in a good episode of The Council. Nic and Lucas have built a mobile laundry to help the homeless or those in a crisis. Orange Sky Laundry began cruising the streets in 2014 and has since expanded to five vans, operated by close to 300 volunteers. The laundry’s vans are fitted with two commercial washing machines and two large dryers. They service nearly 40 locations, washing and drying over 350 loads of laundry each week. These two young blokes, only 12 months…

On air the main battleground for 2016 is Melbourne breakfast, with the three major stations all having a contemporary hit radio format. Survey One certainly showed that impact with plenty of jumps and dips in the ratings. Carat CIO Ashley Earnshaw said buyers are watching with interest. “Melbourne breakfast is one where it’s a completely new market and I’d be urging the planners and buyers a bit of caution,” he said. “The judgement’s not out yet until there are a couple of surveys under the belt.”…

Kleenex claims its flushable cleansing cloths break down through sewerage and water systems after flushing, although Australian water service providers are not convinced. AdNews I’ve been buying flushable wipes for a while now, but I read today they aren’t actually flushable? Kleenex Our wipes meet the industry standards and regulations set by the government. Where did you read they aren’t flushable? AdNews I read a report saying the wipes cause blockages. Kleenex Mainly those blockages are caused by baby wipes that aren’t supposed to be put down the toilet and they are put into the same category as flushable wipes. What report was it? AdNews Sydney Water said they removed more than 1000 tonnes of wet wipe materials. Kleenex We’re working with Sydney Water and many other…

Nine's start to the ratings season has been less than ideal but it would be wrong to dwell too much on a stuttering start. Although Nine's new down-to-earth revenue boss Michael Stephenson exudes a calm exterior, the sluggish start will privately grate against his competitive streak. “I am fiercely competitive,” he said this week, adding he is “ obsessed and focused” on driving Nine's 400-plus sales team to deliver against “strategic objectives”. Pitching more integrated television and digital packages to advertisers, as well as the move to addressable advertising will also be key to Nine's future fortunes. The capability, he said, will be there mid-year but there isn't yet the wealth of personal data required to underpin it, data which is being collected from Mi9 data collection. Launching addressable advertising…

94% Over 94% of Australian students aged 12 -17 years report exposure to alcohol advertising on television 49% of mothers report experiencing discrimination in the workplace at some point during pregnancy, parental leave or returning to work 18.8% Women earn an average 18.8% less than men $6bn Value of online advertising in Australia reaches almost $6 billion 70% Marketers will invest 70% more this year on marketing automation software 21% of the world’s managers are female $5.9bn Online advertising in Australia surged 24% last year to reach $5.9 billion in value throughout 2015 $42bn Mobile adspend in the US is set to hit $42 billion this year 22% of people in the UK use online adblockers 35% Women make up only 35% of the full-time work force, compared to 70%…

Ryan Stubna Creative director Lavender There are some strong and important messages of women’s equality, self-image and self-belief here. However, when brands leverage days such as IWD, the whole CX should be considered, not just a one-off TVC/video. Michelle Schuberg ECD, Imagination Australia IWD is a sensitive area, with a huge risk ofcreating something clichéd or condescending. I’d love to know how many of these brands truly walk the talk when it comes to these issues. It’d be great to hear from them in a more genuine way about how they’re living the message. 1. POCKET MONEY ANZ Creative Whybin\ TBWA Group Melbourne Medium Social Ryan Stubna I love this ad – it is well executed and touches on a poignant truth. What adds richness to the ad is that…

“Women coming to f*** you. But not in the way you want to be f***ed” Femvertising is rocking it right now. It beholds revelatory injustices and inequalities as a platform on which brands can get attention and engage their female audiences. They strive to stand apart from their less enlightened competitors and become category leaders in driving change that makes this a world women want to live in. In doing so women buy their brand, because it resonates with their own values. Leo Burnett is now famous for making inspiring and idealistic statements via their client P&G with the Always ‘Like a Girl’ TVC. But whether they are stuck in the 50s with regard to their own agency leadership is another matter. Or is it? A further irony in the…

“There’s so much power in being in a space where everyone is in the same state of mind” Pace yourself. This was the advice I received crammed between two South by Southwest (SXSW) veterans on the flight between LAX and Austin, Texas. This leg of the journey felt a bit like the bus to school camp, everyone was on the plane for the same reason: on the hunt for excitement, inspiration and just a little bit of chaos. As I landed in Texas for the first time I was greeted with everything I was hoping I would be. Within 30 seconds I saw a handlebar moustache, some bull horns and a BBQ joint, and that was just between the gate and the baggage carousel. Down in the heart of Austin,…

Networks aren’t the only sources of innovation in the radio space, with industry body CRA also looking to the future. It unveiled the release of the first digital DAB+ enabled smartphone, the LG Stylus 2 DAB+. The phone will be released in Australia in the coming months as part of a deal with an Australian telco. Warner believes its launch “will mean the take-up of DAB+ will skyrocket”. “It’s like giving people back the whole idea of a transistor radio. Instead of draining data and battery, this says to people – have all of these great stations for free.”…

Compliments of the chief OTR’s esteemed AdNews colleagues don’t want for compliments, but usually they’re about the work. One agency boss kicked their reputation as a charmer up a gear, giving OTR plenty of compliments of a different nature at a recent awards ceremony. From what we hear, OTR certainly wasn’t the only one either. Not so jolly A couple of media honchos were overheard laughing about how a certain rival media boss was swanning off to SXSW during an epic swathe of pitches – a sure sign it would mean a guaranteed loss for the business. Turns out that jolly was cancelled at the last minute. Who’s laughing now? A switch without a pitch One media mogul has been spending, not months but over a year, harnessing a potential…

This isn’t just an incendiary SXSW panel name, it’s a conversation that needs to be had, and not just in the US. Another session in the same venue the previous day was so busy I was sitting on the floor, but for this session, while the turnout was solid, the room wasn’t full. I could hardly believe it. It’s well known that many agencies and companies have a diversity issue - not just a gender issue - especially in the higher ranks. It was disheartening that so little attenion was being paid and more weren’t here to try to solve a problem that still leaves so many feeling like they don’t have a voice. It goes back to why it’s so hard to solve diversity issues; the majority of industry…

COOL BANANAS Ten has revealed former Bachelorette hopeful, Richie Strahan will be Australia’s next ‘bachelor’ as the network gears up for the return of the hit show. Strahan, a rope technician from Western Australia, won over the audience as a contestant on last year’s first season of The Bachelorette with now 2DayFm host Sam Frost. PUBLICIS RESTRUCTURES Publicis Group has restructured its global media into four arms as part of its group-wide transformation initiative. This will see six media brands moved to create four. The agency network full names of Starcom Mediavest Group and ZenithOptimedia Group will be retired. BOWLED OUT Shane Warne has been bowled out of Ten’s I’m a Celebrity Get Me Out Of Here. Warnie was a show favourite, with his foot-in-mouth forays and rumoured love affair…

Last month AdNews hosted a survey put out by SheSays, aimed at putting some facts behind the anecdotes about women’s experience in agencies. Some of the results are shocking, but not all that surprising. In Australian creative agencies, 70% of women have personally experienced sexual discrimination, and mid-sized agencies of between 20-60 people seem to be the worst offenders, according to the survey’s results. The survey polled more than 400 people across the Australian industry and found some common themes that put some numbers behind some common assumptions made, or denied, about creative agencies. It appears the boys club is alive and well, sexual harassment, bullying, intimidation and being discriminated against for deciding to have children are the reality – like it or not, it’s happening, according to the…

“We simply need the very best people; we need to be gender-blind” As a woman who has ‘reached the top’ I am sometime pointed to as proof that everything’s alright and so ‘women’ don’t need to speak up or lean in. Well, we still have a long way to go. We just don’t have enough women in senior positions, in almost every industry, in almost every market. Less than 5% of CEOs are female in the top 100 companies in any major market. Advertising is not ‘that bad’. I calculated 21% of senior advertising leaders in Australia, but there’s some way to go given we enter the industry at 50/50. If we look at the creative industry it’s worse, and given that women control 2/3 of spending, accounting for $20…

“We have to make a statement to the market that we’re open for business, above and beyond” If someone asks you what radio is, you might point to a plastic box with speakers on the kitchen counter or a car stereo. But ask the boss of any of the major commercial networks and they’d say you’re dead wrong. The reason? The media landscape is changing, and radio is with it. No longer is radio confined to the airwaves, but instead is a broader offering with a focus on talent and the audiences to be drawn with it. Put simply, radio is an entertainment business. It’s not a new concept - in fact most of the major networks have been going down the diversification path for some time - but 2016…

Opening address While KFC’s Plucka Duck may be the first human-sized chicken to ride a skateboard through uninhabited mountains, it certainly isn’t the first time we’ve seen this – in fact Ben Stiller pulled off the exact same scene when he starred in The Secret Life of Walter Mitty. This case begs the question, is the new Plucka Duck ad a blatant rip-off or a new age adaption? Verdict If you take the scene out of Stiller’s skateboard ride in Iceland, you will see it is a perfect lift from the film. The only difference is Stiller isn’t wearing a Plucka Duck costume. Shot in New Zealand, it figures a desolate scene can only be replicated in a desolate country. With the striking similarities it would seem Plucka Duck intended…