Business & Finance

AdNews April 2018

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.

Yaffa Publishing Group PTY LTD
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6 Issues

in this issue

2 min.

After nearly five years at the helm, friend and colleague Rosie Baker has fled the nest for GroupM, or as we joked at the time and her departing gift of a mock AdNews front page said, she left for ‘the dark side’. Missing her and well wishes aside, there’s always a certain sadness when a good journalist you know leaves the club in pursuit of a PR or comms role; it’s that disheartening feeling in your gut of ‘another troop down’ or ‘one less in the club’. Post university and just a year after my National Council for the Training of Journalist newspaper course in London (think blood, sweat, tears and that was just living in Hackney), many of the would-be shiny new journalists I studied with had already left local newspaper…

6 min.
crazy, sexy, cool

Forget big brash balls on billboards and radio hosts swinging from chin-up bars in their undies, the latest fashion-forward move from iconic Australian brand Bonds oozes the perfect amount of crazy, sexy, cool. Working with Leo Burnett Melbourne, the brief from Bonds was to create a piece of work that stood out in not only the underwear category, but also the fashion category, while still maintaining the brand’s heritage. Leo's art director Lucy Logan, who suggested the Coober Pedy location after visiting with family, tells AdNews the only caveat for the ad was the talent had to be in their undies. The ad pays homage to those smoking hot Aussie summer days – cue blue skies, dusty dry landscape, dripping sweat over toned abs and an edgy yet soulful 'Rock N'Roll Graveyard' soundtrack…

10 min.
a perfect match

John Preston is nowhere near done yet. The former marine biologist, with three decades of media experience, now runs successful media agency, Blue 449. Two-and-a-half years after he sold his ‘baby’ — Match Media — to Publicis Media, Preston told AdNews he’s got a lot more to tick off on his bucket list. In a one–on–one , Preston said he still has plenty of fire in the belly to help drive the rebranded agency, in this market after 12 years of operating his own award–winning agency. “I think there's still so much to do right now; the media industry is at a huge intersection of change and opportunities. It’s an exciting time," Preston revealed. “For me in the next few years, it feels like it’s within the Publicis Groupe and Blue 449. I…

8 min.
giving magazines back their gloss

In an increasing digital world, the fate of magazines is often called into question. The doom and gloom surrounding magazines is backed up by recent statistics from Standard Media Index, with media agency spend on magazines falling 20.8% in 2017 and circulation down across the board. Research from the Australian Bureau Circulation shows a 13% drop in readership year–on–year (YOY). These statistics could paint a pretty bleak picture of the state of the Australian magazine industry, especially if you add in the many titles that have bowed out in the last two years. Among the droves of celebrity titles that have failed to diversify, coupled with plummeting ad revenue streams at the hands of an unstable ad market, there are diamonds in the rough that have defied market conditions to become…

1 min.
behind bauer’s story 54

Bauer Media’s new division, Story54, strengthens the publisher’s creative content offering. Delivering insight-led entertainment and storytelling for women, by women, it’s one of Bauer’s key ways of engaging female audiences in 2018 and allows the publisher to be a one-stop shop for brands looking to connect with women. Led by General Manager Jane Waterhouse, the new team includes writers, social media managers, art directors, motion graphics editors, producers and strategists to help make every story different. The team has started strong, with an award-winning campaign for Fiat named Content Marketing Campaign of the Year in 2017 at the Adnews AMA’s and an engaging video series for Holden Equinox in collaboration with comedian Celeste Barber. Well-received by clients, agencies and media, Story54 is answering the market’s evolving needs, says Waterhouse. “What’s really exciting…

5 min.
tourism australia cmo lisa ronson

Tourism Australia (TA) effectively won the 2018 Super Bowl, at least in advertising terms. Not bad for a country that many Americans can’t even place on a map. With its movie trailer for the spoof reboot of Crocodile Dundee, Dundee: 'The Son of a Legend Returns Home', TA built up more hype than any other brand in the run–up to the game — and hooked in audiences. It generated more than $74 million in estimated advertising value from 12,000 media articles; reached nearly 900 million people on social; and racked up 100 million views online. Doritos had the next most watched ad, with around 80 million digital views. TA got the biggest Aussie names in Hollywood on board as part of its $36 million effort to attract more high value tourists from the…