ZINIO logo

AdNews March - April 2021

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
editor’s letter

The year of opportunity for media 2 021 is shaping up as the year of media. As the new year opened and the COVID-19 pandemic of 2020 started fading, recruiters noticed a few changes. More permanent roles were emerging in the advertising and media industry. Industry insiders reported fewer contracting roles, generally suggesting that the industry is using in-house resources to the full. Opportunities are there but it’s early days and It will take a while to reveal ongoing themes. And the big media companies — News Corp, Nine Entertainment, Seven West Media — are about to receive large lumps of unbudgeted revenue this year. The deals with Google and Facebook, after long negotiations (backed by the Australian Government) on payment for news, will go a long way to keeping premium content alive, and present opportunities…

3 min
the cheese sample, but make it virtual

With most live events put on pause last year, experiential marketing’s return is looking a little different in 2021. This month we tasked indie agency Howatson+White to deliver a cover on what these experiences will be. What were your initial thoughts on the experiential marketing brief at hand? There probably hasn’t been a corner of our industry as dramatically impacted by COVID as experiential marketing has. Everything from activating festivals, to managing showcase events, to sampling in the supermarkets was wiped out overnight and it’s going to be a long time until it comes back. There’s only one avenue for experiential right now, virtual. And so this is where we focused the idea. Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? Remember…

1 min
engine’s pawfessional pat collector

Time in current role/time at the company? 10 years (in dog years). How would you describe what the company does? Engine is a leading independently owned advertising and communications agency driven by the power of positive change, delivering results through highly emotive and inspiring work. And they like dogs so they’re all OK with me. What do you do day-to-day? Make tomorrow better than today. That’s what all dogs do. Define your job in one word? Havanagoodtime (I’m a Havanese after all). I got into advertising because? I’m barking mad. Who is your right-hand person? Sarah Deery. We’ve known each other since I was a puppy and I trust her 100 per cent. And she feeds me. Whose job have you set your sights on in the future? Sarah Deery’s. I might trust her but she…

11 min
who the heck are accenture interactive?

When you think of a big global consultancy, likening it to one big family is probably not the first comparison that springs to mind. Step inside the world of Accenture Interactive though and you’ll begin to see that’s exactly how the marketing division of Accenture really is. Over the years, its portfolio has expanded with acquisitions from all facets of the marketing world to bring together the best collective of creative, design, strategy and innovation to truly reimagine and transform its clients’ businesses. Locally, these include creative agency The Monkeys, branding and design agency Maud, design and innovation firm Fjord and strategy and innovation business 2nd Road. Until now though, for most in adland, the inner workings of this family have not fully been understood. Many have tried to replicate but without…

16 min
where will traditional media go to recover?

During the recent senate committee hearing on the news media bargaining code, Senator Alex Gallacher asked the government whether it was using the piece of legislation to try to save a sinking ship. Gallacher was questioning how effective the code, which forces Google and Facebook to pay certain news publishers for their content, would be in boosting the sustainability of Australian journalism if the government itself has been shifting advertising dollars from traditional channels to search and social. “Given the size of the government’s advertising spend, haven’t you been complicit in defunding those organisations by moving to other methods of advertising anyway?” Gallacher asked a representative from the Department of Treasury. “[The government} has been chasing a more efficient spend, which presumably has moved from print media to digital media or Facebook or…

16 min
reinventing experiential

Forty-five men in fluorescent mankinis descending upon Bondi Beach is a sure way to capture attention and make a statement. To celebrate the launch of Sacha Baron Cohen’s Borat Subsequent Moviefilm on its platform, Amazon Prime Video did just that. With the annual Sculpture by the Sea taking a hiatus due to COVID-19, Amazon Prime Video seized an opportunity to fill the void its postponement left at the iconic Sydney beach. The 45 Borat lookalikes did yoga along the beach as an in-character press conference was held with Cohen streaming in virtually. A six-metre statue of Borat was delivered by helicopter to Bondi to celebrate the movie sequel, and the beach was rebranded for 24 hours as “Borat Beach”. Other Borat lookalikes turned up around Sydney at radio stations and outside…