Negocios y Finanzas

AdNews March 2019

AdNews is Australia’s oldest and most reputable advertising, marketing and media industry publication. Published monthly except for January, AdNews covers each of the industry’s many diverse sectors including marketing and advertising, media, research, sales promotion, digital, direct marketing, design and creative through breaking industry news, case studies and in-depth special reports.

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6 Números

en este número

2 min.
from servitude to self-determination

To reflect this issue’s investigative feature on the evolution of women in advertising, there was no better fit than LIDA Australia. The business is part of the M&C Saatchi Group and the global LIDA network. Editor Pippa Chambers spoke with LIDA’s creative director Rich Donovan to find out more about the creation of our front cover. Thoughts on being asked to do this particular front cover? Excited, then nervous, before settling into nervous excitement. Creating the cover of AdNews was a great opportunity and creating it as part of our investigation for International Women’s Day was a great responsibility. Where did the idea come from? It came out of the data. You could even say it was a data–driven idea. We looked at dozens of the ads our data scientists had analysed, and the change…

2 min.
editor’s letter

I recall an early opinion piece at AdNews back in 2015 entitled ‘my first adland whirlwind’, detailing my positive experience after one year in as digital editor predominantly covering media agencies and ad tech. How back then, to me, a ‘tarp’ was something we’d squirt washing up liquid on and slide down in the back garden on a hot summer’s day; Bass, Sparrow and The Monkeys were animals, and a big pitch was something I’d most likely say in relation to a weekend away camping in Cornwall. The buzz, the people, the pitches, the job hopping, the innovation had pulled me in hook, line and sinker. The rate of change, especially within programmatic, was consuming. I was mistaken to think that was a first year’s learning observation only, as fast-forward nearly…

2 min.
have you been framed?

AdNews Weekly Wrap Last year, AdNews kicked off its new video segment, the AdNews Weekly Wrap, to give our readers a new way to keep up with adland. Filming at Twitter’s Blue Room, keep an eye out on our socials for journalist, Josh McDonnell, who will take you through the biggest topic of the week. Beerboard Furphy took out–of–home innovation to a new level, with a billboard that pours you beer. The brand dropped a massive 20 foot billboard in the middle of Melbourne’s Federation Square to celebrate the launch of its new campaign ‘What the Furphy’ created by VMLY&R and UM. Clemenger makes a move Clemenger Sydney recently opened its brand new office in Walsh Bay in the CBD after an impressive 34 years based in St Leonards on the North Shore. Magnum PR Magnum’s top…

8 min.
snap to the future

Multimedia messaging app Snapchat may have been founded in the US in 2011, but it didn’t officially burst onto the Australian scene until just three years ago. After a global hunt, Kathryn Carter was appointed as GM and the Sydney–based team has since swelled to 40. Like many other messaging apps, Snapchat has had its ups and downs, with grumbles about app redesigns riling users, including a batch of Snap–loving celebrities publicly moaning. A notable high last month saw record Q4 revenue of US$390 million. Figures also showed it was no longer losing users — sitting pretty with a now stable 186 million daily users — which sent share prices soaring by 20%. To tap into the valuable millennial audience, brands such as Cadbury, KFC, CommBank, and Oak, were quick to dabble with the…

4 min.
pushing for change

In 2017, allegations of sexual assault against Hollywood director, Harvey Weinstein, sent shockwaves across the globe that soon reached Australia's adland. Instantly, women became empowered to speak out in the #MeToo movement and allegations against powerful men kept rolling in, including claims against Fox News presenter, Sean Hannity, and comedian, Louis C.K. Eventually, the scandal reached adland agencies, with former J. Walter Thompson chief executive, Gustavo Martinez, being the most high profile case. This movement turned into action in March 2018 with Time’s Up Advertising launching in the US, with the likes of DDB CEO, Wendy Clarke, and JWT CEO, Tamara Ingram, pledging policies and practices to support women. It wasn't long before a local branch opened in Australia, led by McCann CEO, Nicole Taylor, Clemenger BBDO Sydney managing director, Emily Perrett,…

3 min.
moving towards the end game of 50:50

Why did Free the Bid launch? I launched Free the Bid in August 2017 after being contacted by Free the Bid globally for a Phillip’s campaign I did that aired in the US. Free the Bid is a call to action, an easy way for people to be able to find female directors. In the US, just 7% of commercial content is made by women and in Australia it’s 11%. I’ve had a successful career as a TV commercial director and I felt I could give back to emerging female directors and also make a much needed change in the industry. Who heads up Free the Bid? I head up Free the Bid in Australia and Alma Har’el started Free the Bid in the US two years ago. Why is Free the Bid important? There’s a…