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AdNews July - August 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
driving the lifelong customer

Our relationship with the car, which gave the world freedom of movement and allowed the creation of outer city suburbs, is changing. The 2020 pandemic year forced a fundamental switch in consumer buying behaviour. Car makers and dealers had to quickly switch focus from the showroom floor to the digital world as restrictions to limit the spread of COVID-19 kept buyers at home. Selling a car had been a matter of getting people through the door, into a test drive and back out a larger door with a new car. Brand campaigns and consumer loyalty (a satisfied customer will upgrade to a new model in a few years’ time) played a big part in bringing bodies into showrooms. With the pandemic, shopping online for a car shifted from checking out the latest model to transacting. Marketers…

3 min
when meets diversity

For the July/August issue, AdNews has teamed up with AWARD School. We asked students to answer a brief to match our cover story: “When creativity meets diversity”. There were more than 120 ideas submitted nationally. The AWARD School heads blind judged the work and selected three finalists for AdNews to choose from: William Labourier (NSW, 2021); Sarah Vanderschoot (VIC, 2020 Alumni); and Isaac Redway, Jack Robertson, Ryan Doray and Gaby Hanna (WA, 2021). AdNews was blown away by the quality of entries and while choosing from the three finalists was hard, we landed on Labourier’s brain concept. He shares more about what went into the cover below. What were your initial thoughts on the “When creativity meets diversity” brief at hand? The issue of diversity is nuanced and complex. But I strongly…

1 min
pr’s fur baby influencer duo

Time in current role/time at the company: We’re newbies — and babies, apparently, if you listen to our mum talking about us at pretty much every possible moment (eye roll). Building our PR empire, one paw at a time! How would you describe what the company does? We make companies and their humans famous. Oh, and wherever possible their dogs, too, of course. What do you do day to day? Look cute, chase each other, look cuter, nap and get served treats cause we look so damn cute! Define your job in one word: Pawfect! I got into advertising and PR because: Mum made me. Who is your right-hand person? Toby: definitely my sister, Suzette. She always knows just the right time to bark when mum’s clients say something off-message in media interviews. Whose job have you set your sights on in…

9 min
how mitchell long found his place in advertising

It wasn’t until Mitchell Long began his career in advertising that he felt he was in the right place. Long, PHD Sydney’s head of strategy and AdNews 2020 Emerging Leader, entered the industry after a lifetime of searching for what he calls his “Goldilocks zone”. From a failed concert violinist, to joke of the school formal, injecting room reject and F-g model, this is the story of how Long eventually found his niche to become the youngest head of strategy in the history of PHD’s global network. One of three children, Long grew up in a musical family. His parents had met while studying at the Sydney Conservatorium of Music, where his grandmother and sister had also studied, so learning an instrument from an early age was a big part of…

2 min
what others say

Mitch’s intelligence and passion, combined with an incredibly open and collaborative attitude make him a sought-after strategist and respected leader. He’s always one step ahead, asking the right questions and taking the time to understand businesses, products and consumers. This translates into an amazing ability to distil complex problems and exciting opportunities into clear and concise strategies that drive real impact. Freya Harvey, Google AUNZ Product Marketing Manager, Hardware It’s an understatement to say that Mitch is one of the best strategists in Australia right now. His talent to be able to synthesise complex challenges and quickly understand the core issues and opportunities at hand for his clients is second to none. Not only does he make it incredibly easy to make great change happen, he sees it through with passion,…

13 min
the ecommerce evolution

The global pandemic’s mass disruption to the way society shops and interacts with brands has catapulted the world of commerce further into the digital abyss than it has ever been before. And now there is no turning back. Worldwide retail ecommerce sales grew 27.6% during 2020, for a total of US$4.280 trillion, according to eMarketer’s “Global Ecommerce Update 2021” report. Meanwhile, total worldwide retail sales declined by 3%, to US$23.839 trillion. While ecommerce growth is still expected to slow this year after an abnormal year last year, growth is still on the agenda. The forecast for worldwide ecommerce growth in 2021 is pegged at 14.3%. Groups that were still not avid online shoppers have been converted, and businesses that relied on traditional bricks and mortar stores have had to rethink their models. At…