Business & Finance

AdNews September 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.

Yaffa Publishing Group PTY LTD
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6 Issues

in this issue

3 min.

For the last few months, two very different things have been occupying my mind and my time. The completion of both coincided. One was hiking. A team from AdNews’ publisher Yaffa Media entered the Oxfam Trailwalker - a 100km hike from Sydney’s Hawkesbury River to Manly to raise funds for the global aid charity. It took months of training, but we finally crossed the finish line. It took 37 hours and just about every emotion ever imagined and every ounce of strength and teamwork we could muster. The other thing that’s taken up my time is the relaunch of AdNews. A very different kind of challenge (much less physically demanding for a start) but also a feat of teamwork. The challenge was how to evolve AdNews, a brand and title that…

1 min.
streaming takes gold olympic play pays off

Seven’ coverage of the Rio Olympic Games broke several records and new ground but not in the traditional linear ratings sense. Although the Australian Olympic team performance didn't quite meet expectations in some sports, Seven says its viewing performance exceeded the targets it had set on streaming and the revenue generated from commercial partners and advertisers. At the time of writing, there were 30.1 million streams over the first 12 days of the Olympics and the event had reached 17.5 million Australians. On the second day alone, there were 2.8 million views. When you consider Seven's previous record for streaming was 843,000 for a final at the Australian Open tennis, that's quite a step up. Ratings for linear TV, however, were at one stage, down about 11% compared to Nine's London Olympics coverage,…

1 min.
saatchi’s boss fans flames of sexism row

Saatchi & Saatchi was embroiled in a sexism row after chairman Kevin Roberts claimed the gender bias debate in the industry is “fucking over” Roberts resigned after being suspended for comments published in Business Insider in which he claimed there isn't a problem with diversity in the industry and that he doesn't spend any time thinking about it. He also claimed women don't reach senior levels in advertising because they lack the “ambition” Maurice Levy, CEO of parent group Publicis, moved to quickly distance the group from the comments but the impact goes beyond the Publicis stable. It comes at a critical point for the advertising and media industry, with fierce debate surrounding gender diversity and public incidents tarnishing the industry's reputation on a global stage. Earlier this year J Walter Thompson hit headlines…

1 min.
instagram takes on snapchat

Instagram seemingly threw originality out the door in launching Instagram Stories. Even Instagram CEO Kevin Systrom admitted Snapchat “deserves all the credit.” While the Facebook-owned company copped initial backlash, feedback on the new feature seems to be overwhelmingly positive. Instagram’s superior search function and its more established advertiser relationships give it a head start with brands. Snapchat has only a third of Instagram’s daily active users, it’s only just gotten on the ground in Australia and is only just rolling out ad units. According to sources, there’s a four week wait to even get a meeting in the diary at Snapchat but while it’s in demand, it remains unproven. It’s unlikely Snapchat will be wiped out anytime soon, but it has to move fast to keep commercial dollars from pooling into Instagram.…

1 min.
aussie agencies tackle gender diversity together

A group of Australian agencies have banded together to form The Agency Circle, an independent diversity charter to tackle the gender imbalance in the industry. A charter has been drawn up by ten founding agencies and it’s designed to turn the diversity debate into action and change. So often the ‘gender debate’ is reduced to just that - a debate. This initiative is being led by figures in the industry that genuinely want to see – and lead – change that will bring about a more diverse creative industry. Change has to start somewhere and accountability is key to moving beyond words to actions. The Agency Circle will be open to any Australian agency that pledges to follow the charter. The idea is that it will shine a light on…

1 min.
global brand launch

Heineken, which recently boasted its preference towards more experiential marketing techniques in order to forge deeper connections with its fans, chose Australia as the first market in the world to launch a new positioning for its mid-strength beer. It was unveiled at a summer-themed rooftop beach party in Sydney. The lager firm's 'test' moves in Australia are not uncommon and follows on the heels of other big brands dabbling with major product launches. McDonald's McCafé offering, as well as its Create Your Taste and All-day breakfast ideas all started Down Under. Speaking to AdNews, Heineken marketer Alessandro Manunta said the beer would be part of the Heineken master brand, but with “some elements that are absolutely unique” The marketing push behind the beer centres around the tag line 'Have it All' and…