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Business & Finance

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

in this issue

2 min.
editor’s letter

This is my first edition as editor of AdNews. It is a privilege and an honour to be entrusted with the advertising community’s publication. My recent experience was as business editor for Business Insider, now the most-read business news site in the US, UK and Australia. While I have had plenty of experience in media, at one time being a board director of Pacific Area Newspaper Publishers’ Association (PANPA), I have not been directly involved with advertising, until now. Since my appointment at AdNews, I’ve been getting around to see as many industry players as possible, experiencing how everything works in adland. Expect to see more of me, as I work to keep up to date. I hope to bring a fresh eye to reporting on adland by investigating issues, bringing the industry’s…

2 min.
industry bodies – too much to stomach?

To reflect this issue’s feature that looks at industry bodies within advertising, media and marketing, we asked Ogilvy to take on the challenge. After seeing a trio of great concepts, including a Game of Thrones reference and a more confronting image of an out of shape body, in the end we were all aligned and soup won out. AdNews editorial consultant Pippa Chambers spoke with Ogilvy to find out about the process of creating the cover. What were your initial thoughts on the industry bodies feature brief at hand? The conversation initially centred around whether we had a collective (agency) point of view on the industry bodies. Was it positive, negative or neutral? Turned out that we were all aligned. Post first brief chat, what went through your mind(s) and what were the next…

2 min.
the positive of sadnews

The reaction to April’s cover, SAdNews, and coverage on the importance of mental health struck a strong note in the industry. In the past, depression and anxiety were not topics openly discussed, but now many are talking about how to reduce the stigma of having a mental health issue and provide support to colleagues. The feedback on the coverage, digging deeper on an important issue, was strong and positive. “Well done AdNews,” wrote Quiip CEO Alison Michalk. “Mental health is a huge issue for community and social media managers, and something the industry needs to address. “Being ‘always on’ and subjected to hate speech and horrific content daily isn’t something to be taken lightly. We’re really passionate about advocating for self-care practices for the community management industry.” The April issue front cover, which saw AdNews change…

6 min.
just say ‘yes’

Great ideas are both simple and inevitable, says Finch founder Rob Galluzzo, and it’s the simpleness of The Lion’s Share that’s behind its stunning success so far. The Lion’s Share is an initiative by Galluzzo and Christopher Nelius, the Australian production company’s film director. Launched in 2018, its aim is to protect endangered wildlife with a simple proposition: advertisers who sign up contribute 0.5 percent of their media spend for each campaign that features an animal to The Lion’s Share. Already it has the United Nations Development Programme (UNDP) on board as a co-founder, Mars Incorporated as a partner, Clemenger BBDO as a creative partner and a list of other brands signing up. “This isn’t [a case of] should it happen, could it happen – it has to happen,” Galluzzo said. “We [advertisers] spent $600…

1 min.
progress so far

The Black Mamba The Black Mamba is an anti-poaching group set up in 2013 to protect the Olifants West Region of Balule Nature Reserve and has already expanded into other areas. The unarmed group, overwhelmingly women, protects rhinos, among other animals, round-the-clock by tracking poachers carrying AK47s looking to kill the animals for their horns. The Lion’s Share has funded the group, providing it with much needed technology. Sumatran tigers The Lion’s Share has purchased 260,000 hectares of defunct palm oil plantation that will be rehabilitated into the rainforest. The program, focused on saving Sumatran tigers, orangutans and rhinos which roam the Leuser ecosystem, is working with the local community to ensure conflict between humans and wildlife is reduced. By the end of 2020 The Lion’s Share will have purchased an additional 500,000…

10 min.
frenemies, robots and digital natives: lend me your airpods

The robots are already here, deep behind the creative lines of adland, burrowing in. The rate of change is rapid. The size of the industry servicing artificial intelligence in marketing is forecast, by Orbis Research, to hit $US23.41 billion by 2023, up from about $US5 billion now. Some marketers have been slow to pick up on the full potential of the new tools, artificial intelligence (AI) and machine learning, rather running traditional marketing models with new technology and not leveraging the huge capacity of machines to take up a lot of the grunt work. Perhaps they fear redundancy, to be replaced by a black box in the corner. But marketers still have a key role to play, applying common sense and context, and providing that spark of creativity to connect brands with people. The…