Business & Finance

AdNews March 2018

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
Read More
$4.94(Incl. tax)
$22(Incl. tax)
6 Issues

in this issue

2 min.

I’m writing this editor’s note knowing it’s the last one I will write for AdNews. After nearly five years, I’m moving on. While I’m filled with excitement about the new opportunity ahead of me, there’s always a sadness when something comes to an end. Anyone that knows me well will know how passionate I am about this industry and about AdNews. How I love big brands doing bold things, creative agencies, innovative media and everything else that this incredible field encompasses. Not many people are fortunate enough to be able to say they love their job, but I do. I have loved my time at AdNews, and before that in the UK trade press. I have been afforded an incredible opportunity to observe and be a part of an industry that has…

1 min.
how tourism australia won the super bowl

Tourism Australia was the hit of the Super Bowl. The $36 million campaign started weeks out from the Super Bowl itself with a teaser campaign promoting the launch of a Crocodile Dundee reboot: ‘Dundee: The Son of a Legend Returns Home’. It centres on the idea that Crocodile Dundee’s son, played by US actor Danny McBride, has lived in the US his whole life and is returning Down Under. It got people’s attention, trending higher than many US brands ahead of the game, and just days out from the Super Bowl it was revealed to be a spoof. The cast includes a who’s who of Hollywood Aussies such as Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe (who is actually a Kiwi), Margot Robbie, Ruby Rose and Isla Fisher – and of course a…

1 min.
orchard ripe for the picking

Enero Group saw the rosy future in Australian-founded independent creative shop Orchard as it snapped up the agency for $5 million in cash and a total purchase price cap of $27m. The marketing and communications network says the move to acquire the creative technology firm is part of its strategy to boost capabilities and growth in Australia and internationally. Despite being bought by a large network, the group says Orchard will continue as an independent brand within the Enero Group network under the leadership of its founding directors, Wai Kwok, Andrew Antoniou, Sarah Galletly and Martin Stafford. ASX-listed Enero, which was previously Photon Group, also owns BMF and Naked as well as Hotwire, and Frank PR. Other brands include The Leading Edge, The Digital Edge and Precinct. “Orchard has thrived as…

1 min.
tv’s turnaround to continue

Television has broken three and a half years of ad spend decline with a strong second half of 2017, SMI figures reveal. The good news for TV networks is that senior media buyers predict ad spend in the channel could grow as addressable technology and more sophisticated uses of data begin to roll out across the industry. One of the main takeaways from 2017 is the turnaround in television as an advertising platform. In 2017, media bookings in TV declined by 0.7% across the market, but metropolitan free-to-air ad revenue actually grew by 1.4% to $1.5 billion in the second half of the year. This is a significant turnaround on the 3.1% decline in TV ad revenue in the second half of 2016, and media buyers are confident TV has turned a corner…

1 min.
finalists revealed

The finalists for the AdNews Agency of the Year event have been revealed – with the glitzy extravaganza taking place on 15 March at The Star Event Centre in Sydney. There is also a trio of new categories including The AdNews Effectiveness Award, Media Campaign of the Year – small budget and The Best Use of Technology. Visit www.ad-news.com.au/events for tickets. Catalano’s cat and mouse When Antony Catalano announced his departure from Domain to “focus on his family”, few believed it was the full story behind the high-profile CEO stepping down. Domain was only at the beginning of its next chapter, having just split out its financials from Fairfax, listing on the ASX and being valued at $2.2 billion. It only took two weeks for the truth behind his hasty exit to…

3 min.
profit hungry

H CF quietly shook up its marketing structure last year following the departure of CMO Jenny Williams. In January, it released the first new - ing lead, Danny Saksida, chief officer of business growth, with newly appointed creative agency, BWM Dentsu. Williams led the digital marketing transformation and national relaunch of HCF during her two years at the health insurance business. She appointed The Monkeys for a multi–million dollar ad campaign, re–organised the marketing department and the brand was named the inaugural AdNews Brand of the Year last year. Saksida said this resulted in strong brand and sales growth in 2016–17 and the next stage of HCF’s marketing isn’t a new brand direction so much as a new creative chapter. “It is a cluttered market and one of our strongest points of difference…