Yaffa Publishing Group PTY LTD

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AdNews June 2019

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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11 Issues


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Editor Chris Pash (02) 9213 8284 0402 340 188 chrispash@yaffa.com.au Editorial consultant Pippa Chambers 0411 592 390 pippachambers@yaffa.com.au Journalist Josh McDonnell (02) 9213 8308 0448 337 455 joshuamcdonnell@yaffa.com.au Junior journalist Mariam Cheik-Hussein (02) 92138240 mariam@yaffa.com.au National sales manager Paul Carroll (02) 9213 8288 paulcarroll@yaffa.com.au Business development manager – sponsorship Amanda Wilson (02) 9213 8292 amandawilson@yaffa.com.au Publisher James Yaffa (02) 9213 8293 jamesyaffa@yaffa.com.au Associate publisher Nicola Riches 0405 661 570 nicolariches@yaffa.com.au…

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feeling the feels in the name of product

In marketing, as in art, emotion wins every time. It establishes a person to person connection. Brands often focus on sharing facts, including where to buy, discounts and store opening times. But audiences don’t want to be hit by an avalanche of facts. They want a story. According to the latest research from RMIT in Melbourne, celebrity tweets painting a picture for fans of the high life on the red carpet are more likely to be shared than a shopping list. It’s better to focus on telling a story, weaving in the information needed to make a sale, because science tells us that storytelling enables an emotional transfer and moves people to action. And emotion is what experiential marketing, the subject of this month’s AdNews investigation, is all about. Experiential uses events to…

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why experience runs deeper

To reflect this issue’s feature that looks at experiential marketing, for the front cover we wanted to zone in on what sits at the very heart of it – experience. We stepped out on our normal agency-style cover and reached out to Sydney-based artist, freelance illustrator and poet Joel Moore, who is the Mulga brand. Moore paints murals, increasingly for brands such as Samsung, Coca Cola, Toyota, Red Bull, Carlton, MTV, Adidas, Microsoft, Slurpee and more. “It’s a growing trend. I’m doing a campaign with a brand at the moment and one of the reasons they chose to work with me is because they saw previous campaigns I had done with other brands,” Moore says. Known for his unique style of intricate line work and bright colours, Mulga’s art brings to life a world…

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have you been framed?

Do you have a pic for our July edition? Email adnews@yaffa.com.au Bailout UnLtd’s Bail Out saw people including GroupM’s Vanessa Hunt, Wavemaker’s Peter Vogel and Starcom’s Stuart Jaffray spent the night in prison to raise funds for disadvantaged youth. Google Google MD Mel Silva hosted a talk with New York Times CEO Mark Thompson. Thompson spoke about the digital transformation the publication has been through and the time US President Donald Trump visited its offices. Publicis Sapient Publicis Sapient and its spatial design capability Second Story share their vision for a redesigned Australian Centre for the Moving Image. The agency aims to merge physical and digital experiences, with building set to be complete by mid next year. Zenith on millennials Zenith gathered industry leaders to talk millennial marketing. Zenith’s Nickie Scriven, ThinkTV CEO Kim Portrate, Ghd’s Geraldine Van…

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down in the trenches with the new girl

You can tell a lot about a person by the way they treat those who serve them. Michaela Futcher was working part-time at a cafe in Sydney’s Hunter Street while studying at the University of Sydney’s College of the Arts. Lawyers would come in for a quick coffee before the next court hearing or client meeting. One said to the waitress Michaela: “I’ll have a short-long black, sorry for the oxymoron. Do you even know what an oxymoron is?” At the time it happened nothing came out of her mouth but afterwards she and her friends sat around coming up with many good comebacks. Also frequenting the coffee shop were ad agency people from Lowe Hunt, headed up by Adam Hunt, something of an advertising institution at the time, across the road. “They were absolutely fabulous…

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an incredible passion

Colleagues, nominating Michaela for the Emerging Leader Award, wrote: “Without a doubt Michaela is a future leader of not only The Royals, but of the industry at large. She has an incredible passion for what we do as communication partners and loves helping clients to achieve their business goals. Her ability to be able to see problems quickly and articulate the right solution for clients is second to none. It’s Michaela’s no-bullshit attitude combined with a care and empathy for the people around her that makes her a very accomplished and mature leader at The Royals and she deserves to be recognised for this.”…