Business & Finance

AdNews August 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.

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6 Issues

in this issue

2 min.
pushing for more

To reflect this issue's investigative feature on diversity, we called on 72andSunny to take on the challenge. Editor Pippa Chambers spoke with the agency's senior designer Thanh Lu. What were your initial thoughts on being asked to do the front cover of AdNews and reaction to the brief at hand? We were excited to design a cover championing diversity and inclusivity [diversivity!] because that’s what we believe in and have as our mission — to bring more people into the creative industry. However, it did get tricky when we had to pick just one way to bring it to life for the cover. Post–first brief chat, what went through your minds and what were the next steps you took as a team? We looked at what diversity meant to us and how we could…

2 min.
editor’s letter

Long have we bemoaned the lack of diversity across adland, but instead of grumbling, perhaps we should just get on and make the changes? And by we, I mean each organisation’s CEO. After all, and as IPG Mediabrands boss Danny Bass also puts it on page 34, “it starts and stops with the CEO. That’s it”. That’s not to say CEOs aren't making progress, but we’ve grown weary of sluggish moves. Ripples of change are no longer ok. We want waves. Forget pledges, industry body intervention or unified meetings, the power is already held by a fortunate few. If Australia is such a great test market then surely the market is ripe for trying different hiring strategies and widening the net. From more women in leadership to employing people with diverse or disadvantaged backgrounds, wouldn’t it…

3 min.
have you been framed?

Success is sweet To celebrate the 100th issue of the Donna Hay magazine and also the final issue with News Corp, a mid–week bash supported by Le Creuset, CSR sugar, Cloudy Bay wine and Estée Lauder took place in Surry Hills. Donna Hay took to the stage to bid the magazine farewell before slicing up cake. Nine’s big branded idea Nine’s The Big Ideas Store pop–up played host to a series of events, workshops and the unveiling of research studies. The pop–up was backed by 9Powered, Nine’s strategy, insights and content creation team. The shop was designed to resemble a local convenience store, with shelves packed full of Nine ‘sponsored products’ including soft drink, cereal and snacks. Cowabunga buyer, trade surfs up! In Sunburnt Mess, a surf shop in Bondi, The Trade Desk revealed its…

5 min.
creating more than just radio waves

Radio may be no stranger to diversification, but while podcasts, events and digital radio have been hogging the limelight, hiding in the background is the growing network divisions of in–house creative. Commercial radio networks including Nova Entertainment, Australian Radio Network (ARN) and Southern Cross Austereo (SCA) have all been developing and ramping up creative teams dedicated to servicing clients’ ad creative needs not just for radio, but digital and even most recently, television. Traditionally clients wanting to advertise via radio would have assets created elsewhere, such as in creative or full-service agencies, but as radio networks look to get a greater slice of ad pie, they are increasingly taking a wider role in ad creation and branded content strategy. SCA has The Studio, Nova has Create, and while ARN’s creative is there, it…

1 min.
in short

What’s the recipe for good radio creative? Clemenger BBDO Melbourne senior creative Ray Ali: “Don’t be boring. Try to create something that challenges the sound engineer, talent, and even the client. If there’s a feeling of, ‘this is going to be hard to pull off’, you could very well be on to something good.” J. Walter Thompson Perth creative Tim Newton: “This may not surprise you, but … people don’t care about ads. Yeah, yeah, you’ve heard about breaking through the clutter with something unexpected. But, if you really want people to listen, you gotta entertain. Elicit some sort of response so they connect with your ad, and, more importantly, the brand.” Clemenger BBDO Melbourne senior creative Carlo Mazzarella: “Radio is unique because you’re forced to simplify everything, but the most important element…

3 min.
the new digital tune

“Certain clients may not want to advertise on the main stations because the target audience is not the one they’re after.” CRA boss Joan Warner Leading the charge for the growth of digital radio is Commercial Radio Australia (CRA), the national industry body representing Australia’s commercial radio broadcasters. At the helm is CEO, Joan Warner, who said digital radio’s success is based around one key point of difference: variety. Warner was behind having digital radio ratings, also known as DAB radio ratings, included alongside the regular ratings provided by GFK for linear radio, in the hope of having more people recognise the opportunity it offers. With more than 150 stations across the DAB+ format, she said there are some networks which, by capitalising on earlier opportunities, now lead the race for control of the…