Indholdsfortegnelse for February 2017 i AdNews

The start of a new year is always a time for reflecting and making plans for the future. By now we’re back into the swing of things and in our personal lives, we’re planning the next holiday we can take this year. Perhaps thinking of what the next step on the ladder is at work. What new business will we make a play for this year? But how far in advance do these plans go? I know that I’m rarely looking beyond the next deadline. How many of us are looking further than the end of this year? Is anyone making a five-year plan? How about a 10 year plan? It’s unheard of. It just seems so unrealistic when things all around us are so uncertain. Who knows what will…

Meat and Livestock Australia (MLA) and The Monkeys have teamed up once again for the much anticipated Australia Day campaign and carried on its diversity crusade. While this could be MLA’s most political ad to date, complaints have paled in comparison to previous years. In the wake of MLA’s 2016 Australia Day ad, the Advertising Standards Board received more than 400 complaints. MLA has taken an entirely different approach this year in commemorating the national holiday, deciding to omit any utterance of the phrase ‘Australia Day’ at all, leaning in to the growing controversy around the holiday. Instead it is framed as a wholehearted focus on Australian diversity, specifically acknowledging the nation’s first people as the original owners of the land. It’s an examination of Australian history and the party…

Short-term thinking isn’t just affecting the work and marketing strategy. It also impacts the way businesses are hiring, which speaks much more to the infrastructure and future of business. Several factors suggest companies are hiring for now, rather than for the future of the business. Anthony Hourigan, CEO of Hourigan International, says where short-termism is playing out is in the kind of candidates and leaders businesses are willing to take a gamble on. Examples of businesses looking to make a progressive hire, but backing out and sticking with a traditional candidate from the category abound. “There is no evidence I’ve seen at senior level hiring that boards or management are looking for short-term cuts. None whatsoever, quite the contrary. At that level of leadership there is a real desire to…

In a year of relentless media pitch activity, a flurry of reviews settled in the final days of 2016 with Publicis Media and GroupM going head-to-head over several accounts. Each Publicis media agency has won at least one media review in the past couple of months, while GroupM’s MediaCom and Mindshare have also bolstered their client books. In one of the larger accounts up for grabs, MediaCom beat Starcom to the $30 million Mars Australia after a global review to consolidate planning and buying. It capped off a promising end to the year for GroupM’s largest agency – after recently beating UM to News Corp and extending its relationship with key client Carlton United Breweries. GroupM stablemate Mind-share arguably had the best end to 2016, picking up Swedish furniture giant…

An Australia Day billboard featuring two Muslim girls wearing hijabs made headlines nationally when it was removed in response to a far- right backlash, which claimed the ad was “un-Australian”. Hours after the ad was pulled Campaign Edge ECD and Gruen regular Dee Madigan began a GoFundMe campaign to reinstate the billboard and roll out more advertising starring the girls. The crowd-sourcing effort exceeded its goal, cracking $150,000 in donations. The ad sparked discussions of multiculturalism in advertising, with many calling for more cultural diversity in ads as well as creative teams.…

In the first of a new kind of Ad-News Rankings, that publishes Australia’s Top 50 Australian Agencies, Clemenger BBDO Melbourne has topped the league as the most awarded Australian agency of 2016. Clemenger BBDO Melbourne delivered on its mantra The Work The Work The Work once again. With awards under its belt from global and local awards, it sits well clear of the agency in second place, The Monkeys. The Omnicom-owned shop, led by Nick Garrett, earned a healthy serving of points across the board with many coming from Cannes Lions and Spikes Asia overseas, and locally from the AdNews Agency of the Year Awards, ADMA’s AC&E Awards and AWARD. Notable campaigns and work that scored highly for the agency included Hungerithm for Snickers, The Boys for Bonds, Strings for…

In Telstra there’s an understanding that you have to walk and chew gum at the same time. We have a communications architecture that talks on three levels; ongoing brand building; seasonal or quarterly activity; and weekly sales-focused work. The architecture says all those things are important. It’s our job as marketers to know how to divide up the budget. We measure an accelerator effect when people have seen more layers of that comms architecture and that shows it’s working. We also have sophisticated mix modelling, and have modelled how past campaigns have impacted brand or sales. We use that to make spend and media decisions. Because we track from brand attributes down to sales, we know from quite a scientific perspective which elements of the marketing campaign drive which effects.…

In 1807 Thomas Jefferson, then President of the United States wrote “Nothing can now be believed which is seen in a newspaper. Truth itself becomes suspicious by being put into that polluted vehicle.” In late 2016, Mark Thompson, the CEO of the New York Times said “Whatever its’ other cultural and social merits, our digital ecosystem seems to have evolved into a near-perfect environment for fake news to thrive.” How times change. Two of the more noted political events of 2016; the UK’s vote to leave the European Union and the United States Presidential Election have given new prominence to the idea of fake news. As the first quote illustrates it’s hardly a new phenomenon and far from restricted to these two events. Governments, commercial entities and individuals have long…

Regulations around alcohol advertising have come under attack again from public health campaigners calling for a global ban on booze brands advertising in live sport, sponsoring teams and leagues. Current self-regulatory regimes such as those in place in Australia have also been labelled as “ineffective” and lobbyists have called for more government intervention to protect young people from the effects of alcohol advertising. The latest calls are part of a focus from science journal Addiction, which published 14 papers on the subject, also claiming young people are exposed to alcohol marketing despite regulations that are in place to prevent it. It believes regulation should not be led by the alcohol industry, but instead a public health organisation. Australia’s self-regulation is governed by The Alcohol Beverages Advertising Code’s (ABAC) Responsible Alcohol…

Southern Cross Austereo (SCA) admitted defeat amidst the frosty radio ratings throughout 2016 at Sydney’s 2dayFM and removed Rove & Sam from the breakfast menu, instead bumping the duo to a 7-8pm slot only. In place of the pair are Em Rusciano and Harley Breen who kicked off their new show late January. The decision came after Rove & Sam, along with SCA executives, took some time off over the summer and after a review, “decided that the best route forward for all was to move their show into another time slot”. Hot on the heels of the news radio industry insiders told AdNews they weren’t surprised the show had been cut. Media agency execs also said they “they just couldn’t connect” and that SCA “may have been overly patient”…

These four examples show how brands have applied strategic thinking to drive effectiveness over the long term, and seen great results. Details from the IPA Effectiveness Awards case studies were provided to AdNews by the IPA. Specsavers (UK/AUS): Specsavers has been using the tagline ‘Should’ve gone to Specsavers’ since 2003 in the UK. It believes that constant investment in advertising and marketing (£500 million over 30 years) has driven the growth of it business, but that it’s not the size of its investment, but the consistently well-liked and recognised message. The tagline was dropped for a short period in 2007 resulting in a decline in performance metrics. It was revived a year later. Specsavers then adopted the approach of integrating tactical executions grounded in its long-established brand by responding quickly…