Business & Finance

AdNews February 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.

Yaffa Publishing Group PTY LTD
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$4.94(Incl. tax)
$22(Incl. tax)
6 Issues

in this issue

3 min.
the changing agency model

To reflect this issue’s investigative feature of the changing agency model, we called on TBWA to take on the challenge. Editor Pippa Chambers spoke with the agency. What were your initial thoughts on the brief at hand? There are many factors that are driving the change to the agency model e.g. data, short termism, clients bringing capabilities in house. We needed to distil the issue to one powerful point of view and one visual image. Also, we are very positive about the future for agencies that put creativity first, so we wanted to portray positivity and confidence not doom and gloom. Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? We felt the pressure to deliver. There were some very good cover concepts…

2 min.
editor’s letter

Welcome to the first issue of AdNews for 2019. In this edition we jump straight into some of the major sectors, companies, themes and people that are set to impact the media, marketing and advertising landscape this year. Just as the new market leaders in out of home (OOH) bed in, media buyers are already circling and calling for greater measurement and transparency. We look at how the shape of the new OOH sector is unfolding and ask, what’s next as the big four become the big two? This month’s investigative feature zones in on the changing shape of the agency model. As holding groups question past models and processes, global pitches and procurement pressures continue to rattle local operations and the demands to diversify ramp up, there’s a lot to dissect. Short-termism,…

2 min.
cover of the year winner

CHE Proximity, The Monkeys, The Royals, 72andSunny, Saatchi & Saatchi, Colenso BBDO in New Zealand and R/GA were given briefs that challenged their teams, but ultimately showed the abundance of talent in our thriving creative industry. The reader vote, for the 2018 cover of the year, conducted on AdNews.com.au, was one of our most popular surveys yet, pulling in nearly 1,000 votes. While votes were close between some, we are thrilled to reveal the overall winner was CHE Proximity. The agency created a cover for our investigation into social media metrics and chose one of the greatest conspiracies, the moon landing, and added social media giants such as Mark Zuckerberg and Jack Dorsey in the background, filming on their mobile phones. CEO Chris Howatson said at the time they wanted to represent the…

3 min.
mysterious and different

Asahi Super Dry and The Monkeys Melbourne released their first joint piece of work in November, the very surreal ‘Enter Asahi’ ad, marking the beer brand’s second venture into emotional advertising. The rise of categories like craft beer and the introduction of the contemporary category and brands like Furphy and Great Northern, means there is a lot out there in terms of consumption repertoire to choose from, according to Asahi marketing manager of beer, Michael Vousden. “International beer brands including Asahi haven’t worked hard enough in staying relevant and having strong mental availability to get the next generation of drinkers drinking them,” Vousden said. He revealed the brief to The Monkeys was to take the brand forward into the future with an enduring brand platform. The move beyond the common approach of ‘grain…

9 min.
falling hard for radio

A glance at many media execs’ CVs and you’ll likely see flits at varying channels — a few years in publishing and then over to TV or a stint in media agencies before going client side. But, take a look at a radio exec’s CV and most seem to bound into radio, get sucked in and often never leave. Born in England to an Irish mother and Australian father, Nova Entertainment CEO Cathy O’Connor is the very hallmark of such a trend having last month ticked off her 17th year at the Illyria–owned radio network. With more than 30 years in the sector, her tenure includes a healthy run at the helm as top boss for more than a decade. “Radio gets into your blood,” O’Connor told AdNews. “I think there’s something…

1 min.
career highlights

1984 Left University of Technology Sydney with a degree in communication and media studies 1985 Entered the radio industry in Sydney in sales roles at 2SM and 2GB 1991 First management role at radio network Austereo. Roles included agency sales manager 1994 Became general manager of 2DayFM 2003 Joined DMG Radio Australia (now known as Nova Entertainment) as managing director 2008 Became CEO of Nova Entertainment 2016 Inducted into the Commercial Radio Hall of Fame at the 2016 Australian Commercial Radio Awards (ACRAs)…