Business & Finance

AdNews February 2017

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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6 Issues

in this issue

2 min.

The start of a new year is always a time for reflecting and making plans for the future. By now we’re back into the swing of things and in our personal lives, we’re planning the next holiday we can take this year. Perhaps thinking of what the next step on the ladder is at work. What new business will we make a play for this year? But how far in advance do these plans go? I know that I’m rarely looking beyond the next deadline. How many of us are looking further than the end of this year? Is anyone making a five-year plan? How about a 10 year plan? It’s unheard of. It just seems so unrealistic when things all around us are so uncertain. Who knows what will happen or…

1 min.
groupm and publicis start year on a high

In a year of relentless media pitch activity, a flurry of reviews settled in the final days of 2016 with Publicis Media and GroupM going head-to-head over several accounts. Each Publicis media agency has won at least one media review in the past couple of months, while GroupM’s MediaCom and Mindshare have also bolstered their client books. In one of the larger accounts up for grabs, MediaCom beat Starcom to the $30 million Mars Australia after a global review to consolidate planning and buying. It capped off a promising end to the year for GroupM’s largest agency – after recently beating UM to News Corp and extending its relationship with key client Carlton United Breweries. GroupM stablemate Mind-share arguably had the best end to 2016, picking up Swedish furniture giant Ikea, fast…

1 min.
the inconvenient truth

Regulations around alcohol advertising have come under attack again from public health campaigners calling for a global ban on booze brands advertising in live sport, sponsoring teams and leagues. Current self-regulatory regimes such as those in place in Australia have also been labelled as “ineffective” and lobbyists have called for more government intervention to protect young people from the effects of alcohol advertising. The latest calls are part of a focus from science journal Addiction, which published 14 papers on the subject, also claiming young people are exposed to alcohol marketing despite regulations that are in place to prevent it. It believes regulation should not be led by the alcohol industry, but instead a public health organisation. Australia’s self-regulation is governed by The Alcohol Beverages Advertising Code’s (ABAC) Responsible Alcohol Marketing Code, which has…

1 min.
aren t we all boat people?

Meat and Livestock Australia (MLA) and The Monkeys have teamed up once again for the much anticipated Australia Day campaign and carried on its diversity crusade. While this could be MLA’s most political ad to date, complaints have paled in comparison to previous years. In the wake of MLA’s 2016 Australia Day ad, the Advertising Standards Board received more than 400 complaints. MLA has taken an entirely different approach this year in commemorating the national holiday, deciding to omit any utterance of the phrase ‘Australia Day’ at all, leaning in to the growing controversy around the holiday. Instead it is framed as a wholehearted focus on Australian diversity, specifically acknowledging the nation’s first people as the original owners of the land. It’s an examination of Australian history and the party opens…

1 min.
australia day billboard sparks multicultural conversation

An Australia Day billboard featuring two Muslim girls wearing hijabs made headlines nationally when it was removed in response to a far- right backlash, which claimed the ad was “un-Australian”. Hours after the ad was pulled Campaign Edge ECD and Gruen regular Dee Madigan began a GoFundMe campaign to reinstate the billboard and roll out more advertising starring the girls. The crowd-sourcing effort exceeded its goal, cracking $150,000 in donations. The ad sparked discussions of multiculturalism in advertising, with many calling for more cultural diversity in ads as well as creative teams.…

1 min.
rove & sam cut from breakfast menu

Southern Cross Austereo (SCA) admitted defeat amidst the frosty radio ratings throughout 2016 at Sydney’s 2dayFM and removed Rove & Sam from the breakfast menu, instead bumping the duo to a 7-8pm slot only. In place of the pair are Em Rusciano and Harley Breen who kicked off their new show late January. The decision came after Rove & Sam, along with SCA executives, took some time off over the summer and after a review, “decided that the best route forward for all was to move their show into another time slot”. Hot on the heels of the news radio industry insiders told AdNews they weren’t surprised the show had been cut. Media agency execs also said they “they just couldn’t connect” and that SCA “may have been overly patient”…