Business & Finance

AdNews May 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
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6 Issues

in this issue

3 min.
make your own truth

The creative contingent of adland sits at the beating heart of the industry. To fully embrace that, and with a mission to create awesome and inspiring covers, each month AdNews hand-picks an agency to work their magic. The cover of the year is then voted for by readers. To reflect the current magazine's investigative feature here we have the end product, by AdNews Agency of the Year 2017, CHE Proximity. AdNews editor Pippa Chambers speaks with CEO of CHE Chris Howatson. Thoughts on the social media brief? The brief was interesting but there wasn’t an immediately evident theme. It was about a fortnight before the Facebook/Cambridge Analytica news broke. We briefed our media leadership team, Dan and Calvin in particular, and asked them what they care about when it comes to social. Within…

2 min.
editor’s letter

Welcome to the first full AdNews edition with our new team fully settled in. You’ll notice a few changes, a splash of fun and a hint of mischief in this issue. We’ve handed over our precious monthly canvas to the fine creative minds that make the industry go around – with a competitive edge to it of course. We’ve also added a people of the industry focus in our new Spotted spread, zoned in on smaller or more unique agencies in Spotlight, shot an injection of fun in with our tongue in cheek illustration and have slid in a cheeky confessions section with Adland Secrets. Not having all our content online always frustrated me in my former role as a greedy digital editor at AdNews. I wanted everything on the website –…

3 min.
adnews monthly update on the faces of adland

A late April Fool’s? Alan Jones & Mark Latham hosted a lunch at Manjit’s Wharf for what was called a “story-filled lunch to celebrate the launch of their upcoming cookbook ‘Conversations in the Kitchen’.” Working out what worked Douglas Nicol, keynote speaker and creative partner at The Works, packaged up 10 days of ideas into a 60-minute presentation with all the highlights from SXSW. Larking about with Lund Turning on the Tech: The Superpower of Creative Marketplaces was a joint event between Tribe and Canva, all about talking tech and how to harness the power of creative marketplaces. The man about town Jules Lund grabs a quick selfie with Liz McKenzie, head of PR and comms for Canva. Jail time Last year industry charity UnLtd raised $27k in a charity prison Bail Out event. This year several familiar…

3 min.
the monkeys’ best year yet

It’s been a big year for The Monkeys. The agency was acquired by Accenture Interactive, launched a Melbourne office, added a significant number of people to its team and won the creative accounts for Holden, CrownBet, Canadian Club, Asahi Beer, Australia Post and NRMA. In fact, 2017 was the agency’s biggest year in its 12-year history, as revenue climbed and profit soared. With the agency’s purpose to “make provocative ideas happen”, The Monkeys delivered a diverse range of work that encompassed beer brands to aeroplanes, bras to pizzas, and meat to sports shoes. And the proof is in the many puddings, with The Monkeys’ string of award wins internationally and locally, at Cannes, D&AD, the Effies and One Show. Most recently, the agency was named NSW Agency of the Year at the AdNews…

3 min.
wasteland with a v

V Energy was experiencing declining sales and relevance among 18 to 24 year–olds who had shifted their attention from TV to gaming platforms like Twitch. With gaming now bigger than Hollywood, two members of TKT Sydney’s creative team, Shaun Thomson and Emil Cholich, who happen to have a passion for gaming, found the brand’s next foray. Instead of diving into the overcrowded sponsorship space, its strategy was to create playable content. Frucor Suntory marketing director Mark Wiedermann was wary about the venture and wanted to avoid just slapping the V Energy logo into a game. We knew gaming could be a great move for us, but I was cautious how we got into that space because it is a real deep passion point for a lot of people and has high level engagement,”…

6 min.
31st:second coming up first

Why did you start this company? We launched in 2009, when below–the–line agencies were generally either promotional or experiential agencies. We could see the evolution and increased importance of the purchase journey discipline and knew that we could do things a little differently by creating an insights–led specialist agency. What services do you offer and how has this changed since you launched? The marketing landscape continues to change and evolve. Clients continue to take work in-house. Digital disruptors impact retailers. FMCG brands continue to be squeezed by retail customers. In response, we’ve developed a full–service Purchase Experience (Px) capability, to ensure that 31ST is the trusted custodian of our client brand’s purchase journey. We’ve broadened our offering to develop channel–agnostic purchase journey solutions that deliver value via strategic planning; branding and packaging; channel–agnostic big…