Indholdsfortegnelse for December 2016 i AdNews

Another year end, and like many of you I’m scratching my head as to how it came around so fast. Looking back over the past 12 months there have been some fundamental shifts with far-reaching consequences. Celebrity deaths of David Bowie and Prince, and of course what shocked many in our liberal, left leaning industry, Brexit and the election of Donald Trump. As we go to press Cuba’s Fidel Castro has died. There is fundamental change ahead in all corners of the globe. Closer to home is the continued dominance of transparency and revelations it is still severely lacking in many areas, plus errors and misreporting have plagued digital platforms. This year has also seen a vocal backlash emerge, led in part by professor Mark Ritson, against digital and short-term…

A couple of years ago, I was fortunate to see the great US CEO Jack Welch (GE), give one of his always thought provoking presentations. He opened saying that whenever he talks to young people, they inevitably ask his tips on how to become a successful entrepreneur. His response? He asks them, "What is the idea?" That response has stayed with me because we are in the business of ideas. Great ideas. Maybe we need to be in the business of nurturing them as well. Sure, media planning, channel selection and cost-effectiveness are all important – they are certainly important in our business – but they must always be underpinned by the idea. The science doesn’t need to be debated. That’s why it's science … apparently that means it has…

Would you see a doctor who didn’t go to medical school or hire an accountant who didn’t pass the CPA? N No, p probably n not. B Because those programs and certifications help ensure the professional is knowledgeable and well equipped in their field. A lot of us didn’t plan on a career in marketing, we didn’t study it at university, but it’s where we happily find ourselves. A straw poll of my marketing team at Mojo reveals an assortment of qualifications including; business, computing, arts, English. Just one has half a major in marketing. I have worked with engineers, health scientists and even biologists who have all turned later in their careers to marketing. This is not a bad thing. Creativity comes in all shapes and sizes. But, as…

ISOBAR “BRING ON THE NIGHT” The Lockout Laws were made to protect us from the violence that occurs after dark. We compared the law with other weapons that protect you from things that go bump in the night. Creative Director: Carmela Soares | Art Director: Rafael Martins | Copywriter: Tracy Kwong | Associate Creative Director: Marcel Moniaga | Senior Copywriter: Tom McMullan ISOBAR “KEEP SYDNEY SAFE” It’s all fun and games until someone gets hurt. Let’s question the Cross’ integrity until it grows up. Art Director: Jerry Scott | Copywriter: Max Bengtsson | ISOBAR “LUNA PARK JUST FOR NOW” We believe Sydney’s tourism could be in jeopardy thanks to Mike Baird’s lockout policy. Junior Art Director: Jesse Young | Junior Copywriter: Oliver Brock M&C SAATCHI “WELCOME TO SYDNEY” This is…

P&G is thrilled to be the Presenting Partner of the 2016 Australian Magazine Awards. It is an honour to support an awards program that celebrates innovation and excellence in the publishing industry. At P&G, we believe that innovation is the lifeblood of our business and is what has enabled us to grow for nearly 180 years. From our first print advertisement for Ivory soap in 1882, to the creation of the comic book and soap opera in 1933, P&G has a rich history of advertising innovation. This is something we couldn’t continue to achieve without the same degree of passion and pursuit from the media industry to find innovative ways to grow their own brands and better connect with audiences. Magazines have long played an important role in helping P&G…

WINNER Gourmet Traveller Bauer Media Gourmet Traveller has been busy. 2016 saw the brand punctuate every month with a stellar proposition or event, chiming with its ever-growing cross-platform readership which climbed 10.2% in the first of half of 2016 to 467,000. For the first time, the online visitors (237,000) exceeded the print audience (230,000), boosted by a 39% increase in mobile users. The audience returns for the thoughtful editorial which powers its food and travel verticals, and this was displayed with the launch of a 70-page Cruising Special insert magazine and online hub, supported by brand partners Uniworld, Scenic Partners, Holland America and APT. Similarly, this year Gourmet Traveller released its inaugural Chinese edition for Chinese New Year, with a print-run of 60,000 it was made available in select hotels…

WINNER The Australian Financial Review Magazine Fairfax Media Winner in this category for a plethora of reasons, one of the stand out propositions is that, while AFR magazine dances with many a brand extension, it is the content which continues to propel its success. It remains one of few publications which can shout from the rooftops about its quality journalism and photography. Examples this year were exclusives with Lucy Turnbull, outgoing ABC chief Mark Scott, surfer turned fashion designer Kelly Slater and Australia’s richest man, developer Harry Triguboff. In what was the publication’s 21st birthday year, it saw growth of 19% year-on-year, in a market that saw the magazine market contract by 15.7%. Two foiled covers appeared this year with advertiser BMW and another to highlights jewellery featured by Victoire…

WINNER Qantas Magazine Medium Rare Content Agency Medium Rare content agency won the contract to produce the Qantas magazine in July 2015 and immediately set about relaunching the title. The mantra of the Qantas magazine is to celebrate travel and the romance of travel, virtually a universal attraction for all people, regardless if they are on a flight, but the magazine was facing some challenges: the readership was trending down, the website had low traffic and engagement, the magazine’s associated apps had dropped significantly and revenue had declined. Former InStyle Australia editor Kirsten Galliott was hired as editor-in-chief and creative director Tony Rice was brought in from the AFR. Between them, they set to work on reinvigorating the title. First and foremost the editorial was expanded to appeal to the…

WINNER Tim Beor Good Weekend Fairfax Media Fairfax hired Tim Beor early in 2016 as art director of Good Weekend. Beor made it his intention to breathe new life into the Sydney Morning Herald and Age supplement, delivering a striking, contemporary, fresh and even provocative magazine which continued to maintain elegance and style. Boer’s ethos is to arrest the reader at the start of an article, but then to give space to long-form, in-depth pieces, encouraging relaxation and contemplation. Pictures and illustrations are given room to breathe and major stories tend to begin with big and bold double page spreads. Informed by wit and the unexpected, the covers have experienced a new lease of life, keeping readers amused and surprised. There is also an enduring commitment to illustration, not just…

WINNER The Monthly Schwartz Media July 2015 The Monthly is already known for its covers, but in July 2015 it ran a cover which implicitly reflected the political climate at the time. It showed then treasurer Joe Hockey with his head in his hands behind an out of focus Tony Abbott - then Prime Minister. Representing the state of the Abbott government in its final months, the cover tapped into the country’s disdain for the government’s management of the economy, and other issues, at the time. Taken by Lucas Coch (AAP), it was accompanied by an essay by Richard Denniss, which explored the government’s lack of economic achievements. In a poll of The Monthly, three times as many people voted for the cover as the best of 2015 than any…

Marketers have never had more tools at their disposal nor more distractions. For me the big issue is that the abundance of data has become marketing’s greatest gift and its biggest barrier. The ability to measure almost everything places a focus on ROI and efficiency that can stifle the risky, creative and audacious plans that deliver great marketing. Customer experience and content must go beyond the digital space and become the cornerstones for how customers interact with brands in every sense, but achieving that under the harsh spotlight of measurable return is a tough brief. Pause to consider some of the great campaigns such as Dove’s Real Beauty or Red Bull’s Stratos Jump. Could they have proven an ROI at inception? For Taronga, the centenary in 2016 created the opportunity…

At 25, I moved from Italy to the dizzy heights of London where my focus was on brand innovation. I spent just over a year there, spending long days and late nights in the office. My boss was demanding and I thought time equalled performance. Looking back I missed out on lots of parties, experiences and trips because I was so focused on work. I wanted to please my boss and do a great job. When it was time for my end of year review, he said I had done an “OK” job. Not because I hadn’t delivered or performed as expected, I was ticking all the boxes, but I wasn’t acting like an entrepreneur or thinking as if it was my business that I wanted to grow. It was…

For most of my career, I’ve been trying to convince people of the benefits of digital marketing so it’s interesting that the ‘elephants in the room’ today are born out of those very same benefits. Elephant number one: that creepy line of personalisation none of us want to talk about. There is obviously a solid argument that by delivering relevant and contextually aware messages you provide a better user experience. The problem is, there is also a line which brands and publishers need to be careful not to cross lest they appear stalker-ish and invasive. There is no rule book for this and every individual’s line is a little different. Getting it right all the time is nearly impossible and as this becomes more the norm than the exception, we…

Brands that d don’t put customers first will end up last. Every organisation a aspires to know their customers, solve their problems, build products to meet their needs - after all it’s marketing 101 - but as an industry do we truly have the customer at the heart of what we do? As marketers are we pushing hard enough to not only address consumer n needs but to preempt them? Are we exceeding our customers’ expectations every time? Or are we being sidetracked by the day-to-day, urgent distractions that take our focus away from what’s important? Technology is speeding up the pace of change and we are all well aware the disruptors are coming a and in many cases are already here. They are working to s solve consumer problems…

Growing an online ecommerce business is something many brands and marketers are navigating carefully as competition is rife and multiple tools are required to implement, monitor and optimise costly multichannel marketing campaigns. With all of this happening at once, conversion rate optimisation (CRO) is often overlooked as brand owners regularly just accept low conversion rates as standard. However, this shouldn’t be the case and those at the forefront of adoption of CRO are the ones getting the competitive edge. Together with Ashley Wales-Brown, the Sydney-based ANZ MD of global CRO and tech firm Ve Interactive, we bring you the top 10 CRO upgrades you can implement today. 1 KNOW WHAT YOU ARE TRYING TO ACCOMPLISH CRO means maximising revenue from your website traffic. You need to be able to set…

GREY AUSTRALIA “SHOE BOX” In this direction we’re portraying what it’s like to live without space. We’ve all been there at one point, cooped up in what we tell our friends is a ‘shoebox’. So why would we want to impose that on anyone else? Let’s make living space affordable. ISOBAR “FREE RANGE HUMAN” Humans need room to grow. If we want the next generation to stand on its own two feet, co-living dorms are not the solution to the housing affordability crisis. Associate Creative Director: Marcel Moniaga | Senior Copywriter: Tom McMullan MEDIACOM “SMASHED DREAMS” What happens when baby boomer Bernie Salt claims young Aussies can’t afford to buy houses because they’re spending large on avocados? Well, we do what millennials do best and we smash the problem. ECD:…

WINNER Delicious NewsLifeMedia After 13 years run as a joint venture by News Corp and the ABC, News bought out the 50% stake owned by the public broadcaster and in 2015 took it into the Holt Street headquarters for an overhaul. 2015 was a pivotal year for Delicious; News set to work on injecting an established title with the enthusiasm and a strategy similar to that of a startup. Last year, the publisher put the wheels in motion to reposition the magazine as a multi–platform food and lifestyle platform; one that could retain its mature audience, but spark interest from new generations. In July 2015, the magazine celebrated its 150th birthday edition and in November, delicious.com.au arrived. Stopping short of metaphorically pouring brandy and setting fire to the whole shebang,…

WINNER Country Style NewsLifeMedia Country Style lives and breathes the country life and its commitment to regional Australia is one of the reasons it was lauded by judges for this year’s awards. Its ‘Campaign for Country’ highlighted the people and the work they do in regional areas and showed a title that is prepared to put its money where its mouth is. The first ambassador for the campaign was Country Style writer Sophie Hansen, who moved from Sydney to Orange and was named 2016 Rural Woman of the Year. Country Style also joined forces with Lions Australia to create Community 100, an initiative which celebrates the organisation with stories of its members and their achievements. Elsewhere, and demonstrating its multi–platform approach to content, the title’s annual art issue was given…

WINNER Australian Geographic Bauer Media 2016 has been an extraordinary year for Australian Geographic magazine as it celebrated 30 years of publication and combined that with a bold relaunch which encompassed a fresh cover design, new layouts and brand new editorial sections, breathing new life into what was already a much loved title. The new approach was informed by a slew of insights: reader research and the findings of brand integration with advertisers and analytics from the magazine’s website just to name a few. The new strategy immediately paid off: the magazine experienced a 19% growth in readership from 451,000 in December 2015 to 537,000 in June 2016. The website has continued to be a pivotal part of the overall package, this year hosting various incentives for readers to return…

WINNER Marie Claire 20th Birthday Pacific Magazines In August 2015, Marie Claire celebrated its 20th anniversary in the Australian market. The brand celebrated this milestone with a comprehensive marketing campaign, months in the planning that delivered phenomenal results. Combined with 340 pages of sensational content, showcasing the unique mix of editorial which only Marie Claire is known for, the marketing team then set to work on making the magazine fly, which it did. It experienced an 83% uplift on the 12 months previous. At retail, it secured front of store displays, point of sale and merchandising on newsstand. The print run was increased and readers were gifted with an Estee Lauder mascara worth $52. TV commercials and billboards on Channel 7 were put in place, as well as a digital…

WINNER Delicious NewsLifeMedia Since being fully acquired by News Corp in 2014, the former ABC-owned food title has overhauled its content and its strategy. The judges felt that the change in the title over the year made it a stand out for the U-Turn award. U-Turn is not an entered category but is awarded in recognition of a magazine brand that has gone through significant changes to its strategy and product, and seen success. Its efforts to transform itself from being a purely foodie title to being a legitimate player in the lifestyle space has played out through an intelligent strategy. The title strategically looked for ways to develop content that would engage an alternative audience – which was recognised by the judges as a way for Delicious to future-proof…

“Disruption is now the norm, we have to suck it up, so it’s got to come back to having passion.” NICOLE SHEFFIELD NewsLifeMedia CEO, MD News DNA Few women have transcended the glass ceiling of an industry dominated by the patriarchies of the Stokes, the Packers and the Murdochs, like Nicole Sheffield. After gaining a law degree, Sheffield began her publishing career at PMP Communications, now Pacific Magazines, and has stints at Telstra Big Pond and Foxtel on her CV. She was the driving force behind the launch of titles including Famous and Total Girl and now leads News Corp’s NewsLifeMedia. Her big break came at PMP when she was offered the role of publisher for K-Zone, Total Girl and Girlfriend, taking on the magazines after successfully running the digital.…

There is no doubt technology has and will continue to fundamentally challenge and excite us as marketers giving us more visibility, accountability and opportunity. 2016 has seen a lot of conversation over who is best placed and should lead digital transformation in an organisation. The CMO, CTO, DTO or CXO? This conversation is not a good use of our time. Firstly, because the minute you say one team is better placed than the other it instantly puts the rest of the organisation off-side. Secondly, because any one of these roles could successfully lead transformation. Thirdly, because true transformation means the entire organisation has to be on board and has to change; a single team alone cannot deliver success. So, the question should be – what is the best way to…

At Deliveroo, we are driven to always be in the conversation and not just float by as spectators. With this comes added pressure and responsibility to be at the forefront of an ever-changing marketing landscape across offline, digital, activations, big data and media. As we continue to grow at a rapid pace some of the biggest challenges we face boil down to two factors. How do we replicate the success and continue to grow after the launch phase? Secondly, how do we ensure our marketing plans are executed in a way that manifests across all departments keeping the team focused on achieving common goals and objectives? Through consumer insights and data we have the ability to measure and obsess over everything that we touch. We use this data to understand…

THE ROYALS “SUPERHEROES V TRUMP” The US Presidential election at times felt like a bad Hollywood blockbuster. The twists and turns involving Russian spies, hacked emails, giant walls and personal attacks have called for some Superhero intervention. Creatives: Adam Frazer, Lewis Farrar, Tommy Cehak | ECD: Nick Cummins CUMMINS&PARTNERS “ALL WHITE” Giant walls. Mass deportations. Frozen borders. A future under Trump isn’t going to be rosy. So we created a classic, propaganda-style ad designed to appeal to the one demographic who are still left in Trump’s America – white people. Art Director: Heath Collins | Copywriter: Liam Jenkins | Executive Creative Directors: Ben Couzens, Jim Ingram 1 KENT STREET “PRO TRUMP” If you take away all the insults and offence, Donald Trump’s values are not new territory for Republicans. Revered…

WINNER GQ Australia NewsLifeMedia GQ used its dominance in the male fashion market to swagger with more confidence this year. Comfortable in the knowledge that its eight print editions each year would continue to attract a sizeable and constant readership of 139,000, it continued to reach out – with both arms – into the digital and experiential worlds, spreading its pheromones even wider. Top of that brand diversification was the GQ Watch standalone, newsstand print title. Adding a further YOY revenue boost of 9% to the GQ stable, it was a sellout proposition that whetted the appetites of those readers keen on carrying an identity–defining timepiece. Elsewhere, the brand launched a dedicated YouTube channel with more than 100 pieces of unique content, attracting 500,000 views and 10,000 plays. GQ also…

WINNER Take 5 Bauer Media This magazine has incredibly strong ties with its audience. Take 5 is the heart of ‘middle’ Australia, and this was best demonstrated by the title’s commitment to following stories and taking on the issues that matter to its following. 2016 saw Take 5 roll out five strong and confronting editorial campaigns: Chums for Mums (for those battling post-natal depression), One Strike and You’re Out (a domestic violence campaign), Take 5 Single Mum of the Year (designed to combat stigmas single mums face), Break The Ice (for families experiencing difficulties with drug addicition) and Take 5 Brave Kids (recognising and rewarding brave children). The magazine boasts a broad readership, with more readers in rural and regional areas than any other publication in the country – 550,000…

WINNER Taste.com.au NewsLifeMedia Taste refers to itself as a powerhouse and the title’s chosen moniker fits. It is well–known as Australia’s biggest cross–platform lifestyle brand, with a total audience of 6.966 million via its magazine, cookbooks, digital apps and national newspaper liftout channels. Put simply, Taste was a deserving winner in this category because it reaches almost one in two households. If you’re not a Taste visitor, the likelihood is that your neighbour is. Its success is owed to a raft of carefully considered moves, chief among them the unique way in which the editorial team develops content. Every day, data and insights on audience usage are fed back to the editorial team, instructing them on what content will fly and satisfy the requirements of the audience. Created with absolute…

WINNER Vogue Fashion’s Night Out 2015 NewsLifeMedia The numbers speak for themselves: 190,000 people in Sydney and 100,000 people in Melbourne engaging with 600 total retailers in one night which has been declared bigger than the Boxing Day Sales. Vogue Fashion’s Night Out goes beyond experiential, it is a destination night which marks many an Australian’s calendar. Vogue Fashion’s Night Out showcases the best of Sydney (now in its sixth year) and Melbourne, which hosted the event for the first time in 2015. Both cities have been dressed in gold, while organisers stage pop-ups, brand activations, live performances, special offers and celebrity appearances. It even goes beyond the 56% of people who make a purchase during the evening. Behind the scenes is an integrated three-month campaign driven to increase consumer…

WINNER Paul Merrill Take 5 Bauer Media Paul Merrill has been around the block, and he won’t mind anyone saying as much. His career began in a small Surrey town, back in the UK, where he earned his chops as a reporter out and about in the local community. The understanding that the best stories come from the local community, and that airing those stories makes a community stronger, has been at the core of everything Merrill has achieved since. It’s been an illustrious career path: Chat magazine in the UK for two years, founding editor of men’s weekly title Zoo, he arrived in Australia and launched a local version of Zoo. At various times he has steered the ships of Ralph, FHM, NW and New Woman. Joining Bauer in…