Business & Finance

AdNews October 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.

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6 Issues

in this issue

3 min.
the pūtātara

What were your initial thoughts on the New Zealand brief? Mike: The initial reaction to the brief was one of excitement — who doesn’t want to design the cover of a magazine? Trepidation — was the last idea I had the last good one? Pressure — don’t mess this up; we wouldn’t want any negativity on the blogs. And fear — representing a nation through a magazine cover design is a daunting challenge. How do you define communication in an image? Post–first brief chat, what went through your mind and what were the next steps you took as a team? Mike: As with most briefs, the first thought is how do we reframe it to land on the real problem. To understand a problem and communicate a solution, you have to overlay a…

2 min.
editor’s letter

Welcome to the New Zealand edition of AdNews. In this issue you’ll find all the wonderful regular AdNews features, only this time we’ve booted out the Aussies and swapped them for Kiwis instead. Meet the Team, Campaign Review, Spotlight and Spotted all feature fine minds and creative souls from across the ditch. We also speak to marketers from some of the country’s top brands including Burger King, Air New Zealand, Whittaker’s, DB Breweries and Tourism New Zealand. On top of that we have dug around with some local media owners, media and creative agencies as we sought to get a feel for the market, people, culture, trends and challenges. Our cover was created by one of the country’s leading creative agencies - Clemenger BBDO in Auckland - and in Behind The Cover on page…

3 min.
audiences are moving, but no-one is talking about it

Here is a stark fact: Since Netflix and Stan came into the market in 2015, linear TV has lost 32% of its prime time audience in the 18-34 demographic, and 19% in 25-54s. The latest Deloitte Media Consumer Survey showed 43% of respondents had a video streaming subscription like Netflix, up from 9% in 2014. This alarming shift to non-advertiser funded platforms has not been a major topic of industry chat. It should be. It’s a threat to the entire advertising industry - where will we be able to connect with these audiences in the future? We certainly hear a lot about connected TV. But real numbers, splitting out time spent by platform, are hard to come by. There are a lot of factors behind this rapid shift in technology - improvements in platform…

2 min.
apn outdoor delivers smarter impact in new zealand

Innovation and change is constant for APN Outdoor and a real driving force of our ongoing success. We were the first company in New Zealand to launch digital large format and today APN Outdoor continues to lead this space, with 30 sites in play by the end of this year. In October 2017, we launched Calibre, in the absence of an industry standard for measurement, and the feedback has been phenomenal. Calibre combines location-based cell data, mobile data, banking spend data, DTVs, census data and mosaic data to create in-depth audience insights that allow clients to accurately target and measure their investment in out-of-home. We now have a number of competitors using the platform, which is a fantastic validation of the system. At the start of the year we held advertising rights for…

2 min.
contagious creativity

Why did you start this company? Eight years ago Tourism New Zealand realised it needed to move from analogue communications to digital storytelling. After an unsuccessful review of every agency in the country, we realised there was a big gap in the market, and they called us. At the time, Dean was CEO of Saatchi Singapore and Malaysia, and Bridget was creative director of BBDO Asia (yes we are married, and Bridget is the Bridget from The Gruen Transfer). Collectively, we had enormous experience in award–winning brand storytelling and a strong understanding of where channels were heading. So, with the backing of the New Zealand government, Contagion was born as an integrated creative and media agency. What do you do? And how has this changed/adapted since you launched? We are a full–service creative and media…

1 min.
top three

1 ‘Korero and Kai’ for Tourism New Zealand Visitors say the thing they love most about New Zealand is our people and culture. So, how do you connect people with this before they visit? We created a hand–carved, interactive table designed in two halves, that pushed up to a live screen to join people from either side of the globe together for a meal. Bringing potential visitors closer to our people, to experience our unique culture over a meal without leaving home. Korero (chat) and Kai (a meal) launched at IMEX in Frankfurt and was acknowledged as a star of the event, despite the tiny budget. 2 ‘Makers of Possible’ for Instant Finance Who better to demonstrate that Instant Finance can make the seemingly impossible happen than an ice–skating Hippo? This complete brand relaunch is…