Yaffa Publishing Group PTY LTD


AdNews February 2020

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

2 min
success, failure, redemption and the sorry cycle

The makings of a good apology will no doubt soon be a compulsory unit in all advertising and marketing schools. The art of apology has spread as fast as the rediscovery of ethics in business. In Australia, a raft of royal commissions investigating wrongdoing by institutions, from banks to churches has brought focus on saying sorry. When Brian Hartzer stepped down as CEO of Westpac, with the bank facing another money laundering scandal, he did so as the person “ultimately accountable” after falling “well short” of community expectations. The Westpac board of directors, through its chair Lindsay Maxsted, was “truly sorry” and “unreservedly” apologised. But it didn’t go unnoticed that Hartzer left the bank with $2.7 million in his pocket, in lieu of 12 months notice, but minus any short-term bonus. “He finally got what’s…

2 min
putting lipstick on a pig

New year, not so new attribution. The first investigation of 2020 is on the state of attribution and we called on Sydney-based independent DAYLIGHT Agency to take on the task of the cover. The ongoing debate over methods and approaches, as well as accuracy of the measurement, is still very much topical today. Perhaps there is no better way to visualise this continued debacle with a cliche. If you put lipstick on a pig, is it still a pig? We’ll let you decide. AdNews journalist Paige Murphy spoke with DAYLIGHT Agency’s executive creative director Chris Mitchell about how they wrangled in this four-legged friend and convinced her to put on a little bit of lippy. What were your initial thoughts on the attribution brief at hand? Tough one. Is there really such a “silver…

1 min
aldi model and bmf

Time at the company? Three and a half years. How would you describe what the company does? Barketing and advertising agency. What do you do day to day? Play, eat, sleep, cuddle, perform tricks on demand, like every great employee. Define your job in one word? Woof. I got into advertising because ? of my pawesome personality and dashing looks. Who is your right-hand person who guides you day to day? My mum and dad, Anya and Myles. Or whoever has treats, such as BMF Reception. Whose job have you set your sights on in the future? Managing Doggo (MD). Where do you turn for inspiration? Obama. My favourite advert is ? ALDI Santa Crashes Christmas. I dabbled in some modelling for ALDI; I was the key pin-up for the 2018 activewear range so the brand is very…

5 min
beam me up, scotty

More than a Star Trek-style technology uplift is needed to get the federal government out of a reputational hole dug at the height of the recent Australian bushfires. The Liberal Party used prime minister Scott Morrison’s response to the crisis in a video commercial, complete with annoying elevator music, which launched on social media. Morrison tweeted: “We’re putting more Defence Force boots on the ground, more planes in the sky, more ships to sea, and more trucks to roll in to support the bushfire fighting effort and recovery as part of our coordinated response to these terrible #bushfires.” The 50-second ad featuring Morrison, who already faced severe criticism for going on a family holiday to Hawaii during the bushfires, was condemned by advertising commentators and media analysts. Barrie Cassidy, former ABC TV Insiders host…

11 min
all eyes on out-of-home

Outdoor has had a tough year, anyone in the industry will agree. However, they will also tell you it hasn’t been as bad as others and, as the third most popular media channel, that’s a pretty good result. Out-of-home (OOH), while resilient, is also an industry that continues to push for more. More ad dollars, more creative campaigns and more effective ways to communicate with consumers. Over the course of 2019, major players oOh!Media and JCDecaux have been busy integrating their acquisitions of 2018, Adshel and APN Outdoor, respectively. During this time, the likes of QMS and Val Morgan Outdoor have been looking at ways to better develop their own tech and data platforms. While all this goes on, Woolworths also launched its very own offering, Cartology, which gives buyers access…

1 min
verify this

Not to be forgotten is the ongoing conversation around verification. AdNews asked media agency leaders to share their thoughts on how verification in OOH was progressing. As static sites continue to be converted to digital, have the concerns around the issues of verification been met in your opinion? Publicis Media Exchange MD Sarah Keith says: Not at all. Some brands are going back to static to maintain 100% SOV. Until measurement evolves to support basic reach metrics (a uniform approach) and post verification is a standard offering across all format types and media owners, clients and agencies will still have questions around the validity of ‘did I get what I paid for?’ Posterscope MD Bryan Magee says: Measurement remains a critical issue. Presently, digital is not effectively measured. Many of the top tier…