Business & Finance

AdNews November 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.

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6 Issues

in this issue

3 min.

This could either be the most popular issue of AdNews in three years. Or the least popular. I'm ready for the fallout either way. On page 21 in our cover feature, we have named the AdNews 2016 Power List. The 50 people we deem most powerful operating in the media, marketing and advertising industry today. I decided it was time to bring back The Power List after a hiatus of three years. It ran as the Power 50 between 2005 and 2013, but hasn't run since I've been at AdNews. I think it just got too hard to compile. Now, having gone through the process, I don't disagree. But I think it's an important list, and I’m glad we’ve revived it. The very process of ranking 50 people, means there are countless names…

1 min.
doubleclick in hot water

Google’s DoubleClick solution for publishers has recently found itself in hot water over the way it measures impressions for publishers. Ratings watchdog, Media Ratings Council (MRC) which provides an accreditation service for advertisers to verify ad impressions, suspended the search behemoth over “non-compliance” issues related to the way in which it counts its ad impressions. The numbers in question are those relating to “mobile web served impressions and DFP active view desktop viewability related statistics”. The problem emerged because the MRC reformed its guidelines on how digital media companies should count mobile web and app impressions. Google told Business Insider that suspension was only temporary, with the rebels requiring Google to rebuild parts of the platform's infrastructure and this couldn't be done in time for the shift in the guidelines. The…

1 min.
omd’s buchanan the latest in a changing of the guard

Aimee Buchanan has taken the reins of OMD Australia in a promotion widely touted since Peter Horgan stepped up to CEO of Omnicom Media Group in July. She is the latest in a raft of leadership changes that has freshened the helm of every major media group in the country. Buchanan has been the managing director of OMD Sydney for the past two years and viewed by many in the media industry at Horgan's heir apparent, particularly after a strong year agency. She has more than 16 years of media agency experience in the Australian market; prior to OMD she worked with MPG and Mitchell Communications Group. Her internal promotion comes on the back of major client wins, including Coles and Target, and retentions, such as Tabcorp and Frucor. OMD has also bolstered its…

1 min.
bauer and pacific magazines shake structures

Bauer Media and Pacific Magazines are feeling the impact of new CEOs at the helm,with both businesses restructuring in a bid to remain competitive in a challenged industry. Under the new leadership of CEO Gereurd Roberts, Pacific Magazines’ commercial team received a shake-up that sees the company offer a total network approach, selling the whole portfolio of its assets. Three new teams were created in the new commercial offering, with Prue Cox promoted to fill Roberts’ former role. In the other corner, Bauer Media is undergoing a “viability audit” that has uncertainty looming over jobs and titles. The plans to streamline the company come months after Nick Chan took on the lead position. Chan is revamping the magazine offering at the publisher having sold five magazines off in its adventure…

1 min.
a weighty subject

Renowned diet lords Weight Watchers tipped the public opinion scales towards controversy in a big way, following what some deemed to be a 'shallow and inappropriate' campaign. Following research that claimed half of Australian women avoid getting hot and heavy with the lights on due to body image issues, it sent female journalists a “mood light” that essentially blacked out the room to facilitate confidence in the bedroom. However, the PR stunt, which was the teaser phase to a fully-integrated campaign by creative shop BMF, backfired. The light bulb drew online criticism and a social media backlash, with one journalist saying it was just 'nasty', exploiting intimate and vulnerable moments to promote its products. Having tarnished its efforts with the suggestion overweight people avoid sex with the lights on led…

1 min.
guidelines put advertisers in the driving seat of transparency

The AANA has published media guidelines for its members that highlight the responsibility that clients have, acknowledging that they are responsible for some of the less transparent practices that have emerged. The spotlight has very much been on agencies' responsibility to be transparent so the AANA document is likely to be welcomed for shifting the impetus back to clients. The 11-page document and 52-page contract template are designed to help clients better understand media contracts, draft better contracts between them and their agencies and enable greater transparency around media investment. The aim, according to AANA chair Matt Tapper is to “reduce or eliminate non-transparent and non-disclosed practices” relating to media spend and arm marketers with the questions they should be asking their agencies around things such as; rebates and incentives, reporting,…