Business & Finance

AdNews June 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.

When I think about agencies that have been around for decades like Ogilvy, M&C Saatchi and DDB, the brands are so established and imbued with history and heritage, it’s easy to forget that they were once startups too. The founders, David Ogilvy, Maurice and Charles, Bill Bernbach, Maxwell Dane and James Doyle, all set out with a vision to build an agency, forge a future in advertising, win clients and change the way advertising was done. They put their names above the door and took the first steps. There are always new agencies starting up, but not all of them succeed. As Jules Hall, founder of The Hallway sums it up in our cover feature, it’s much easier to start than to succeed. So which of the current flock of fledgling agencies…

1 min.
accenture bought the monkeys

Accenture has acquired The Monkeys and design agency Maud. Speculation about who the 10-year old indie would sell to has been rife for months if not years. Following the acquisition, the first concern many in the market had was whether the agency’s culture and spirit could survive the transition to be part of a management consultancy, however, co-founder and CCO of The Monkeys Scott Nowell was quick to bat culture doubts away. “This is definitively not the death of The Monkeys,” he says, adding that it gives the agency more fire-power. “It’s the opposite. The Monkeys now has a couple of afterburners strapped on to the back powering it into the future,” Nowell said. The Monkeys and Accenture said they were confident the move would “join the dots” of a number of…

1 min.
facing the future

Facebook named its new Australian MD - revealing that former MD Will Easton was returning - like a boomerang - to fill the leadership void left by Stephen Scheeler’s departure earlier this year. It’s also yet again facing the repercussions of misreporting metrics – this time having to compensate clients for errors on smartphone mobile web and video carousel ads. While Facebook’s latest misreporting glitch was claimed to have had a “negligible” financial impact for most advertisers, it further intensified calls to open up more of its data to independent third party scrutiny.…

1 min.
unpacking the package

The Australian government has offered a package of long-awaited media reforms that ticked the boxes and many in the industry encouraged it to be supported. Overall, the package includes the scrapping of the “outdated” licence fee in favour of a spectrum charge, a revision of the anti-siphoning list with several major events removed and the delisting period extended to 26 weeks. As well as this, gambling ads would be prohibited in live sport shown before 8.30pm including a five minute buffer before and after the event, support for Australian-produced content and under-represented sports such a women’s codes and the repeal the 75% reach rule and two out of three rule which currently prevents a network ‘reaching’ 75% of the population or owning more than two media channels. The comprehensive package garnered praise from…

1 min.

Snapchat Inc failed to meet analysts’ expectations in its first financial earnings announcement since its IPO. While Snap reported US$150 million in total revenue in the quarter, up 286% from US$39 million a year ago, after nearly $2 billion in stock-based payouts were stripped out, the business reported a $2.2 billion loss. Snapchat daily active users has risen by 36% from 122 million to 166 million, however, this is well below the 200 million users of Instagram stories. Some in the industry have likened the fate of the photo-sharing app to Twitter, with an article in AdAge suggesting: 'Snapchat might be the next Twitter – not in a good way'. Snapchat is attempting to diversify its offering to add revenue, adding the 'Shows' feature to allow broadcasters and media partners to develop short TV-like…

3 min.
pocket patrol

More than 40% of Australians can’t recognise a rip, however the majority of us think we can. Our country is known as a top beach destination the world over, so beach safety remains a key concern. Surf Lifesavers patrol the beaches and red and yellow flags are set up daily to deter swimmers from dangerous currents, yet drowning deaths continue to rise. Constant patrol is impractical, but considering the 21 deaths and more than 11,000 rescues each year reported by Royal Life Saving Society Australia, it seems we are well overdue a rethink. Cue Samsung and its creative agency of 12 years, Leo Burnett. They spent time brainstorming product initiatives that would marry mobile technology with community hazards and the issue of beach safety resonated most. Armed with the knowledge that…