Business & Finance

AdNews December 2016

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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6 Issues

in this issue

2 min.
let’s discuss

Another year end, and like many of you I’m scratching my head as to how it came around so fast. Looking back over the past 12 months there have been some fundamental shifts with far-reaching consequences. Celebrity deaths of David Bowie and Prince, and of course what shocked many in our liberal, left leaning industry, Brexit and the election of Donald Trump. As we go to press Cuba’s Fidel Castro has died. There is fundamental change ahead in all corners of the globe. Closer to home is the continued dominance of transparency and revelations it is still severely lacking in many areas, plus errors and misreporting have plagued digital platforms. This year has also seen a vocal backlash emerge, led in part by professor Mark Ritson, against digital and short-term tactical…

10 min.
2016:the year in review

JANUARY 2016 started with a bang with Optus announcing its six-strong roster of creative agencies and handing its media business to UM in the first week of the year. Coca-Cola revealed it was overhauling its global marketing and brand strategy bringing about the biggest change in its marketing operations in its history. It unified its four core brands; Coke Zero, Diet Coke, Coke Life and Coca-Cola under one single strategy and budget. M&C Saatchi made waves for the controversy around its 21st birthday celebration, which drew stark criticism for the choice of burlesque entertainment and reignited discussions around sexism in the industry. January saw Australia’s last hope to crash the Super Bowl rest on the shoulders of an Australian filmmaker and a baby trying to escape the womb. Woolies announced its…

2 min.
chris gross

“But Facebook changed the algorithm!” is a common cry in the marketing community; a complaint that to me feels misdirected. It poses a challenge but shouldn’t be seen as an excuse to grumble. Rather, it should serve as an opportunity for brands to create better content that aligns with the changing objectives of the world’s biggest social media platform and the consumption patterns of its users. Take a step back. Let’s remember that Facebook has a responsibility to generate profit for its shareholders like any business and it will make decisions that are in its business’ interests. For now the dominant source of revenue for Facebook is advertising. So, of course Mark Zuckerberg will carefully tinker with that model to extract more revenue. Facebook has been doing that since day dot, so…

2 min.
libby hodgson

Marketers have never had more tools at their disposal nor more distractions. For me the big issue is that the abundance of data has become marketing’s greatest gift and its biggest barrier. The ability to measure almost everything places a focus on ROI and efficiency that can stifle the risky, creative and audacious plans that deliver great marketing. Customer experience and content must go beyond the digital space and become the cornerstones for how customers interact with brands in every sense, but achieving that under the harsh spotlight of measurable return is a tough brief. Pause to consider some of the great campaigns such as Dove’s Real Beauty or Red Bull’s Stratos Jump. Could they have proven an ROI at inception? For Taronga, the centenary in 2016 created the opportunity to put…

1 min.
troy taylor

The consumer landscape has become very cynical about big brands and the once tried and true methods of leveraging traditional marketing channels to build brands are not as effective with consumers as they once were. Brands are shifting their focus to ways they can talk directly to consumers in a credible voice and in moments that suit the occasion they are a part of. Brands need to be able to generate more earned media to build that credibility and trust. So, with earned media holding more weight than ever with consumers, why is the measurement of it still stuck in the dark ages? We know that the measurement equation for PR is still the number of impressions and how much they are worth when valued against advertising rate cards. That’s great, but…

3 min.
melina cruickshank

One of the toughest and savviest operators I have met in business is Harvey Norman boss Katie Page. She laughed when I recently mentioned I’ve replicated two elements of her marketing strategy; build in-house capability and use print to build brand and enquiry. The in-house capability is common sense. It’s something I set about creating when I started at Domain two years ago to head up editorial and marketing. The divisions work hand in glove reaching audiences through the creative power of content. We have in-house teams which manage our editorial, performance, digital, social and video channels and it’s working. We reach more people than ever before via print and digital and have over a million users on our social media platforms. The in-house capability means I have great trust in the…