Indholdsfortegnelse for October 2017 i AdNews

At US$25 billion (AUD$31bn), the UK’s ad market is more than double Australia’s at US$11 billion (AUD$14bn), according to The Gunn Report. It is the fourth biggest ad market in the world with a population that is eight times that of Australia’s. Despite a huge difference in scale, Australia proves size isn’t everything, ranking third in the world, just behind the UK in the Gunn Report Creative Rankings. The UK is the largest advertising market in Western Europe and there are fears about what the results of the Brexit referendum will mean for the UK. It is yet to significantly depress ad spending, but it is playing on agency leaders’ minds. Andy Nairn, CEO of London-based Lucky Generals, says: “Frankly we are against Brexit and that’s a big concern; all…

The digital ecosystem, originally created to scale media and help marketers reach larger audiences, has become overly complex and as a result, distanced marketers from media and audiences. We are seeing distrust in media from all parties: consumers, brands, agencies and publishers. We know trust sits at the center of every relationship and for marketers to see continued value in media spend and grow their relationships with audiences, they need to be able to trust the partners, technologies and vendors that help them distribute their message. Brands spend significant resource and time establishing the trust and loyalty of their audience and cannot afford to risk these relationships. If they don’t have visibility into where advertisements appear online, the amount of budget impacting legitimate media, and to what extent audiences are…

Many in our industry live and breathe advertising, creativity, media or technology. For some it’s a nine-to five job, but much like doctors and cops are never off-duty, you could argue that no profession is contained within the working week anymore. Is it fair to assume that those in the creative fields must have extra-curicular creative pursuits? From photography and novel writing to composing music, entrepreneurial film side projects and other arty or foodie endeavors, the list of creative pathways is only limited by the imagination. So take a guess at what the clever, crafty creative ad brains like to do when they’re out of the office. Is it a must to also be working on a side project? Do those that do more creative things ‘outside of advertising’ have…

Australian hotel chain Art Series, inspired and dedicated to contemporary artists, made global headlines for its ‘No Robe’ ad campaign, but what made such a risque idea a five-star campaign? Infusing a namesake artist's works and personality throughout a hotel to create unique art-inspired experiences sounds alluring in its own right, however The Art Series Hotel Group wanted more. It wanted to gain awareness with international travelers. The UK and the US were the main focus and the dream scenario was to go global, which this idea did in spades. In August Art Series sold its business to ASXlisted hotel business Mantra Group for $52.5 million. The acquisition saw seven luxury hotels, with more than 1,000 guest rooms and including a conference and event facilities, restaurants and luxury hotel-style amenities,…

As the shape of the sports industry evolves, so too do the ways sponsors engage with different codes and the measurements that define off-field success. Gone are the days when massive logos in sports stadiums and vague exposure metrics are good enough returns on investment. For marketers in this space, backing a winner in the sports arena has more to do with fan engagement, data and brand conscience than picking a successful club to stick its logo on. AdNews approached experts to find the major trends that are changing the sports sponsorship game 1 Brands with a conscience Brands are increasingly looking for a greater purpose to their sponsorship and marketing investments than logos and spots and dots. The desire for brands to appear socially aware is regarded as important…

Radio is much more than on-air. It’s increasingly an on-demand medium, converging with podcasts, streaming, local pop-up gigs and major global events. In the commercial stakes, there’s also stacks more sophisticated integration opportunities. Take Nova Entertainment’s Red Room appearing on Channel Ten’s The Bachelor as a great example. While a pair of puppy-eyed lovers swayed to the tune of James Blunt, Nova’s brand seeped into the eyes and living rooms of a seriously lucrative and engaged TV audience. Major publishing powerhouse Domain recently tapped Macquarie Media for a ‘talking lifestyle’ live segment. And of course least we forget the now inescapable and fiercely competitive podcast market. In September alone Nova came out blasting its ‘number one in podcasting’ mantra, quickly followed by Australian Radio Network inking a deal with podcast…

Are you racing your way to data supremacy; chasing that superlative moment when all the data you collect becomes the ultimate driver of your business growth? If not, there’s certainly a case for why you should be. After all, the world produced one zettabyte – or one trillion gigabytes – of data in 2017. That’s a shed-load of information just begging to fuel your customer understanding and drive acquisition. Very soon, the way we use our data will be our core competitive advantage. Much has been said about the power of smart data usage and its potential to translate to increased revenue and profit. What’s less widely discussed, however, is the danger of being dumb with your data. Poor data practices are not just a missed opportunity for growth; they…

A third of Australia’s population lives in regional areas, that means 8.5 million potential customers. Despite this, there is no doubt that large national advertisers under index in their regional marketing spend. There’s a number of reasons. One, is that there’s an unconscious bias towards metro areas and marketers don’t realise they are missing out on valuable opportunities. Something that Professor Mark Ritson, of the Melbourne Business School touched on at the AdNews Media + Marketing Summit in Melbourne in August, is the tendency for marketers to vastly misjudge who their audience is and base their ideas upon themselves. “You are not the customer, and your behaviour does not look like the behaviours of the customers you target,” he boomed at the event while showing a chart outlining the discrepancies…

BRAND Ubank Creative Agency The Monkeys Production Jo Johnston MARTIN MURPHY How many ads out there actually make you stop and think about what’s really important in life? The first time I saw this it was a film on social media. Did it only cause a ruckus when it moved to TV? I’d be interested to know. I’d also be interested to know if the people who were up in arms about it are same people who can’t wait to share posts like ‘The top 5 regrets of the dying’ and quotes from ‘Tuesdays with Morrie’. YUSEF Is it wrong to use terminally ill people to sell home loans? Yeah. Probably. I get that UBank are challenging Australians to redefine the Australian dream by ‘living’ within their means, but this…

The retailers and brands that thrive are customer obsessed and understand that customers are at the root of everything they do. They have a defined purpose that centres on the emotional and material needs of their customers. The fact that these businesses make shareholders a profit is a happy by-product of this and an essential goal but not their primary purpose. Dove epitomises this with its simple but powerfully emotive and meaningful purpose – “to help women feel good about their bodies.” It acts as a strategic objective that is weaved through every global and local marketing campaign across every market. Authentic purpose such as this drives focus, strategy and ultimately growth. Without an authentic purpose it is difficult for brands and retailers to differentiate themselves in a saturated market.…

Name: Laura Horn Age: 25 Occupation: Trainee accountant I love it. It's really funny and captures your attention straight away as there's not really any other TV advert like it in on screen. I was a vegetarian up until recently and I think I still would have found it funny. It's a food company having a muck about and creating something that will get talked about. I heard about people being upset about in on Facebook, but haven't they got more important things to worry about? Clearly not. Whether you eat meat or not is irrelevant and I think most people, if they are honest, will find it funny. Name: Pardip Singh Age: 51 occupation: Uber driver It’s fine at first. There’s lots going on and lots to look at…