Indholdsfortegnelse for May 27 2016 i AdNews

Time and age are funny things. Our cover story goes back in time with Clemenger, which is celebrating 70 years in the Australian market. It’s one of the few remaining Aussie advertising family names that remain, its reputation precedes it, and it has great standing. But is that enough to make it in the modern world of marketing and advertising? Not by a long shot, and the agency doesn’t pretend it is (see page 8). I’ve been in Australia for three years and writing about marketing and advertising for eight. It’s not long at all, a drop in the ocean really, and in the constantly evolving industry we work in, on the surface nothing seems to stay the same for any length of time. So sitting down with Peter Clemenger,…

Wesfarmers-owned Target has appointed OMD Melbourne as its new agency. Cancer Council Australia has appointed Initiative to manage its national fundraising media portfolio. OMD has retained the media account for Village Roadshow after a three-month pitch. Starcom has won the business for accounting software provider MYOB. Coles has handed its $48 million media account to OMD after a lengthy pitch process. Switched on Media adds Grazia magazine to its client roster as it relaunches as a digital-only product.…

1. OMD: ‘WE DIDN’T PROMISE ANYTHING CRAZY FOR COLES’ OMD CEO Peter Horgan is adamant the agency didn’t promise anything ‘crazy’ to its new client. 2. MEDIA SUMMIT The Media Summit kicked off with a bang last week. Did you make the event? 3. PANDORA MARKETING DIRECTOR EXITS AMID SPATE OF CLAIMS ABOUT CORPORATE BULLYING The music platform’s senior leadership has been accused of misbehaving. 4. YOUTUBE LAUNCHES AD-FREE OFFERING IN AUS YouTube launches YouTube Red, not to be confused with RedTube (!) 5. QANTAS ANSWERS AIR NEW ZEALAND’S RUNNING MAN CHALLENGE Global airlines are now challenging each other to bust a move. 6. MACCAS ENTERS THE SNAPCHAT FRAY, ROLLS OUT FIRST LOCAL GEOFILTERS Maccas jumps on Snapchat and launches two paid filters. 7. NEWS CORP ANNOUNCES FINALISTS FOR CANNES…

Spotify has been using Snapchat to push its music sponsorships around music festivals including Falls Festival and Groovin The Moo. Spotify Australia and New Zealand head of communications, Sophie Paterson, said the key to making creative click on Snapchat is to be true to the integrity of the platform. “The freedom Snapchat allows us is exactly what appealed to me in the first place,” she said. “That is, the unpolished, in the moment look and feel that allows us to show off our unique Spotify personality; something I believe really sets us apart from our competitors.” “People aren’t expecting high-res, edited, beautifully polished pics and video, it’s about emojis, handwriting, drawings and filters. “Personality and point of difference is also key, that is, including Spotify staff, showing people behind the…

“Thinkbox argued Google’s research was ‘laughable’ and ‘self-serving’ and commissioned its own study” I don’t think I exaggerate when I say we are at a critical juncture for the advertising industry in Australia. Despite the steady flow of advertising dollars to online channels, TV has stood the test of time through a dogged ability to deliver unrivalled levels of instantaneous cost-effective reach. However, winter may be coming for the major networks, which stand at the nexus between defending a creaking linear TV spot business and trying to re-pivot by growing lost audiences through new on-demand digital services and competing with new competitors such as Netflix. The likes of Facebook, YouTube, BuzzFeed and Twitter are mounting a serious Daenerys Targaryenesque assault [Game of Thrones] on the TV market to claim the…

VCCP has been in Australia for three years, but largely it has flown under the radar. In the UK, the VCCP brand has been around since 2002 and it’s highly regarded. It was Campaign’s Agency of the Year in 2013 and the most “in-demand” in 2012. In Sydney, where there are so many agencies all vying for the business on the table, it can be hard to cut through, particularly as it is largely known for the ‘Compare the Meerkat’ work, which didn’t originate in this market, and meant it was hard to build the agency’s reputation on work that was, initially at least, repurposed for Australia. Its revamped global identity and “a bit more swagger” locally will help tackle that and put VCCP Sydney more on the map. With…

93% of Australians read news media 11.2m Fairfax’s digital network reached 11.2 million people in March 20.9% Media bookings in the government category increased 20.9% to $31.5 million in April 2.1% Myer’s Q3 results showed sales are up 2.1% to $2460.3 million 160 Netflix viewers skip 160 hours of ads per annum US$27bn Adblockers to cost publishers US$27 billion by 2020 650 Daily Mail US is now posting 650 videos per day 49% of agencies worry that the agency model is less important than it used to be 60% Between 2013 to 2014 there was a 60% increase in spending on digital video advertising 7bn Buzzfeed’s audience has grown from 2.8 billion views to more than 7 billion…

“If someone had said ‘will he make a success of advertising? The answer would have been ‘no’” Clemenger BBDO is the granddaddy of Australian advertising. While the agency is celebrating its 70th year in 2016, it wasn’t always the stalwart it is today. The agency, which was started in March 1946 by John (Jack) Clemenger, is an iconic fixture of Australian ad land. It is one of the most awarded Australian advertising agencies still around and winner of the AdNews Agency of the Year accolade seven times – more than any other agency or group in the 30 years of the awards. Clemenger is recognised locally and internationally as a bastion of creativity and campaigns like Yellow Pages’ ‘Not Happy Jan’ is part of Aussie culture. AdNews named ‘The Boys…

It may be hard to believe but the Apple iPhone will turn 10 next year. It marks a decade since advertisers have been able to live in consumers’ pockets. While the creative potential of mobile devices is staggering, the execution is often less so. Big Mobile CEO, Graham Christie, said “generally, there is a lack of creativity being delivered in mobile and if it becomes a habit it becomes a problem”. The issue comes from the top, he said, noting there is “far to much hesitancy from too many marketers reluctant to go down roads less travelled”. Often though, the blame for some of the less than appealing creative on mobile comes down to the ad formats available. Playground XYZ CEO, Rob Halls, said addressing this need was the catalyst…

Everyday about 257 billion messages are sent through apps like Facebook Messenger, WhatsApp, Viber and WeChat. Facebook’s recent announcement that it was putting bots in Messenger, allowing brands to communicate directly with consumers through the app, is yet another development ensuring marketers are seeing messaging apps as the next mobile marketing channel. But, are brands set to jump in head-first to this new environment and end up doing more damage than good? Facebook’s announcement saw the much speculated bot offering roll out in beta, opening the door to possibilities for consumers to receive receipts, order Ubers and track flights, but can brands seamlessly enter a consumer-to-consumer ecosystem? It has been done before through social media channels, but many will argue that could have been more successfully done, especially as they…

For some, the Government setting 2 July for the next Australian election was the inevitable outcome of weeks toing and froing from our elected officials. But for the rest of us, it was a rumble on the top of a snow-covered mountain, hinting at what was next; an avalanche of political advertising. So far we’ve seen the Liberal Party’s “Plan for a Strong New Economy” and the Labor Party’s “It’s On” campaign; both of which include a lot of text overlay on stock images of “Typical Aussies”. Motivating stuff. While it’s true that election ads from modern, democratic nations seem to take the same cliché forms – think attack ads with grainy footage of opponents - there are elements that make political advertising more or less effective for campaigns: or,…

“We’re no longer competing with other brands; we’re competing with the consumers” A few days ago, Candace Payne, a middle–aged woman from Grand Prairie, Texas, uploaded a video of herself giggling as she tried on the Chewbacca mask she'd just bought for her son. As the cheap, plastic mouth snapped up and down, her laughter got louder and louder. It was infectious, joyful. A simple human moment that shone like a suburban diamond amongst the bile and vitriol of a nasty presidential election and dangerous incursions by Chinese and American fighters over the South China Sea. Within hours, Candace's video had been seen by over 130 million people, making it one of the most popular shared videos of all time. By the end of the first week, the Chewbacca mask…

Opening address In 2012, McCann’s ‘Dumb Ways To Die’ launched as an Australian public service announcement campaign by Metro Trains Melbourne to promote rail safety. The animated campaign, which saw 21 characters killing themselves in different ways, has been viewed more than 128 million times and won copious awards globally. Verdict Enter RoadWave, the NRMA’s road rage spot, which uses Beavis and Butt-Head–style animation to bring awareness to safe driving. The clip has been likened to a road rage version of the ‘Dumb Ways to Die’ clips. But, there’s a difference of 127,998,143 views... Sentence This judge understands what the NRMA was trying to do here, but unfortunately they didn’t quite hit the viral status McCann’s creative achieved. While the creative agency said it didn’t take inspiration from ‘Dumb Ways…

Money walks and talks “We don’t pay off staff to leave” exclaimed one digital business that howled at the strategy of getting rid of undesirables - except one spurned exec who fessed up to AdNews had in fact earned a pretty ‘push’. Thou doth protest too much methinks. Love/hate on a string OTR is usually the one asking the questions so when the big boss of a big hitter with a love/hate relationship with the market asks what it is it gets wrong, it’s hard to know where to start. How long is a piece of string? Still unplugged Marketers constantly say they still back traditional channels in their marketing mix, but do actions speak louder than words? OTR hears that one top marketer, since moving back to Australia, hasn’t…

Netball’s new rights deal with Nine and Telstra is further evidence that women’s sport is being taken seriously outside of the stereotyped female fan bases, and there’s good reason for that – because it’s bloody good. Anyone who has seen the ANZ Championship live is wowed by the sheer intensity, skill and passion on court. It’s a high quality product – gender is irrelevant. As a sports journalist in the earlier parts of my career, I covered women’s sport at the highest level in the early noughties, particularly football, and have seen W-League games more recently. Not only has the professionalism increased dramatically, but the entertainment on show is great. And it’s not just netball and football – the women’s Big Bash League Cricket has exceeded all expectations. Our Rugby…

In a week, OMD landed the media accounts for Coles and Target and retained the media account for Village Roadshow. The decision sees Coles and Target drop incumbent agency UM after 13 years. OMD is expected to bring on at least 30 staff to handle the Coles account. TEN’S GM TO EXIT Network Ten’s Sydney general manager, Louise Barrett, will step down at the end of June. Barrett has led Ten’s sales function since 2013, overseeing its transition to Multi Channel Network. There are no plans to replace Barrett, but Ten’s head of trading Rod Prosser will pick up the key client relations. WILSON VS BAUER Actress Rebel Wilson is suing Bauer Media over “defamatory” articles published by Women’s Day, OK! Magazine, Australian Women’s Weekly and New Weekly. Wilson claims…

1946 Agency started by John (Jack) Clemenger. 1947 Opened office in Sydney. 1962 Jack Clemenger died. His sons Peter and John took over. 1972 BBDO first buys a minority shareholding. 1973 Clemenger acquired Colenso in New Zealand. 1988 Clemenger wins first AdNews Agency of the Year award. 1998 Peter Clemenger retires as chairman, Robert Morgan takes over. 2009 Peter Clemenger inducted to AdNews Advertising Hall of Fame. 2014 Rob Morgan inducted to AdNews Advertising Hall of Fame. 2015 AdNews names ‘The Boys for Bonds’ Ad Campaign of the Year.…

Ever since the launch of Google’s accelerated mobile pages and Facebook’s Instant Articles, publishers are no longer just up against each other. Now, they are playing with digital giants and big social media players that are keen to take a slice of the publishing pie. The constantly changing media landscape, where consumers are shifting from print to mobile, has meant publishers have had to implement new strategies and evolve alongside their audiences. While Google’s and Facebook’s developments have enabled publishers to adapt more mobile-friendly content, they propose new challenges when it comes to monetisation. Fairfax was the first local publisher to join the Australian launch of Facebook’s Instant Articles, coinciding with the announcement it would be revamping its website properties with the aim of creating a more mobile-friendly network. Fairfax…

Nestlé Australia head of media and brand experience, Antonia Farquhar, told AdNews about the company’s journey into mobile and why it has become such an important advertising channel. “Mobile is an essential part of our marketing mix and it is always being considered. If you think back to three to five years ago, that definitely wasn’t the case, but now it’s front and centre. “We’ve come a long way creatively from when tiny banners were the only options to now, where we have formats that are much more interesting like video or [Facebook’s] canvas app. “Our mobile budget has grown dramatically from pretty much zero in a few years. It sits in our digital budget and probably ends up being about 50% to 60%. “When we’re having creative meetings we…

“The exciting thing about AI is ... it actually helps us to learn faster than the rate of change” Artificial Intelligence (AI) may have once been the preserve of science fiction, but industry academic and digital media authority Dr Karen Nelson-Field said it’s the next frontier of marketing. Speaking as the keynote speaker of the Media Summit, Nelson-Field said she is often described as the ‘Professor of the Inconvenient Truth’ due to her research which has disentangled media hype from reality. “Digital and social media is a space where there was a lot of hype turned into best practice and it’s usually hype from those who stand to gain the most from their acceptance,” she said. But as AI study becomes more rigorous in other fields, Nelson-Field said its findings…

HOW LONG HAVE YOU BEEN IN THE INDUSTRY? About five prime ministers’ worth, so not long. WHAT WERE YOU DOING BEFORE THIS JOB AND HOW DID YOU GET THIS GIG? Before Ogilvy I was freelance designing by night and surfing whenever I could by day. I got the job after I met someone at a Phillip Island pub who put a word in for me at Ogilvy. DEFINE YOUR JOB IN ONE WORD: Hustle. WHAT WERE YOUR REAL VS CLICHÉ EXPECTATIONS OF WORKING IN THE INDUSTRY? Thought there would be more beanbags. HOW DOES THE REALITY MATCH UP? There’s a couple. BEST THING ABOUT THE INDUSTRY YOU WORK IN: It always comes back to the work. No amount of smooth talking or networking can trump it. ANY MAJOR LEARNINGS IN…

The Juice Fix is Canberra’s first cold-pressed juice company, apparently. Although it’s not that claim that has Watchdog’s nose twitching, it’s the back label that suggests the ‘preservative free juice’ helped cure the Juice Fix founder’s cancer. Could we have another Belle Gibson scandal on our hands? AdNews  I read the story on my Juice Fix the other day. Do your juices really cure cancer? The Juice Fix We believe the vegan diet and juicing genuinely helped [the co-founder] through his treatments. So, with this experience behind us, we wanted to share it with people through our company. To answer your question, our juice will not cure cancer. AdNews  Does it boost your immune system to fight cancer? The Juice Fix Our juices cannot cure cancer, but they do represent…