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AdNews November-December 2020

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
$4.94(Incl. tax)
$22(Incl. tax)
6 Issues

in this issue

2 min
extra training for pandemic puppies

The COVID-19 pandemic added an extra layer of worry on top of the usual daily horror of making a living, staying the distance in the corporate assault course and dodging family missiles. For the first month or so, the coronavirus crisis, as it was first labelled, was responsible for a creeping tiredness from constant thoughts of staying safe, dealing with logistics of getting groceries, maintaining work discipline and running a household. Those living in Melbourne did a second round of lock-down, adding another level of exhaustion. Those creative people at UnLtd, industry's social purpose organisation, did a great job creating a care package for colleagues in Victoria. Anecdotally, many across Australia also thought it was a great idea to get that puppy they’d been promising. What better time to add a furry member…

3 min
the qr code's comeback

What were your initial thoughts on The Annual brief at hand? Summing up 2020 felt incredibly daunting. After everything that’s happened during this unprecedented year, how could we encapsulate the enormous highs and lows we’ve all experienced in a single cover? Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? After that initial WTF moment, we gave ourselves the time and space to just chat (remotely) and bounce around ideas. We thought a lot about tone. Did we want to be dark, uplifting, funny or somewhere in between? We also looked at some of the symbols and the moments that had the most impact on us in 2020. How did you know you’d landed on the best concept? Toying with QR codes was one…

1 min
yaffa media’s new cdo

Time at the company: Four weeks. Hoping I pass probation. How would you describe what the company does? They write the advertising and media industry's bible. It’s kind of a big deal. What do you do day-to-day? Sleep, eat, bite, play, pee, repeat. Define your job in one word: Paw-inspiring. I got into advertising and media because: I didn’t have a choice because it’s a family business and I’m learning the ropes so I can take over one day. Who is your right-hand person? The whole team. It takes a village. Whose job have you set your sights on in the future? Managing director. I’m going straight to the top. Where do you turn for inspiration? AdNews of course. My favourite advert is: Schmackos. Extremely relatable as they literally send me whacko. My best trick is: Sending myself to bed when the humans tire me out and won’t leave…

2 min
the data dilemma

Advertisers have had mammoth amounts of data placed at their fingertips over recent years. Never before have they been able to reach audiences at such a granular level. Yet many advertisers still don’t feel completely confident wading through what is often insurmountable masses of data to maximise effectiveness in their campaigns. In fact, data accuracy is one of their key concerns. Fragmentation and change in consumer media habits, as well as consumer privacy concerns... ranked as top challenges for advertisers at 44% and 42% respectively. According to Xandr’s Third Annual Relevance Report, while expertise in data varies across regions, most advertisers recognize the challenge in creating better ad experiences for consumers. Advertisers in Australia are the least confident, compared to their global counterparts, in their ability to use data to create more relevant…

23 min
emerging from a crisis

Aimee Buchanan, CEO, OMD Australia My 2020 work year kicked off in February, when I returned to work from parental leave. I can clearly remember rushing around that first morning, internally grappling with how I was going to manage working with a four-month-old and a four-year-old at home! Fast-forward six weeks and my anticipated struggles were so far from my day-to-day reality. I was losing sleep, but the little ones were not to blame. The responsibility of all 500 OMDers was weighing heavily on my conscience. As the CEO, this is a big part of the job — you are ultimately responsible for people’s livelihoods. But now, front and centre, was the responsibility for people’s safety, health and wellbeing at a level I have never experienced. This year the rulebook was thrown…

10 min
“we all had plans”: the future now series in review

The realisation of how much things have changed sank in the moment my 80-year-old parents Zoomed me for the first time - weeks earlier they were buying newspapers and struggling mightily with a smartphone. AdNews Publisher and Future Now host Assia Benmedjdoub recounted a similar story of how her mother, born in the Soviet Union, sent her a gif. Other guests across the series have talked about virtual dinners with their families, appdriven workouts and trying to work while homeschooling. It’s been a year like no other, one that’s changed the trajectory of our technical evolution and shifted attitudes and habits through an undeniably challenging collective experience. Future Now is about uncovering those changes and arming businesses with the tools to move forward. In the first episode way back in August I sat…