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AdNews July 2017

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.

Country:
Australia
Language:
English
Publisher:
Yaffa Publishing Group PTY LTD
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11 Issues

IN THIS ISSUE

access_time2 min.
editorial

What a great year to be an Aussie creative in Cannes. Cannes Lions has just wrapped up and it’s been a killer year for the Aussies - Clemenger BBDO Melbourne in particular. It makes me proud to represent the Australian creative industry when an Aussie shop is named Agency of the Year at one of the most prestigious award shows in the world. Australia scooped 113 Lions overall his year. Clems earned 56 of them and Meet Graham, the road safety “campaign” developed for TAC stole the show. It’s not just good for Clems, it’s good for everyone. It’s the first year in about six that I haven't been in the South of France soaking up the inspiration (and imbibing slightly more rose and warm lager than is really necessary). Watching…

access_time4 min.
beer with bite

Tiger Beer is 85 years old but the brand is far from aging. Synonymous with South-East Asian culture, Tiger has been drunk alongside streetfood curries, noodles, sago pudding and everything in between for decades. But, after nearly a century of consumption, Marcel Sydney took on the challenge of reinvigorating the popular drop and broadening its horizons. Over the last 12 months Marcel has created a raft of projects for the brand that go beyond advertising, and followed up with a global campaign in May. Stepping out of the brewery and into the streets, Tiger and Marcel made a mark in the world of social enterprise. Launching in 2016, 'Air Ink' harvests air pollution and turns it into sprayable ink, that artists then turn into art. The project kicked off in London…

access_time1 min.
the adland bubble

Adland is in a world of its own. A ThinkTV study, lead by Dr Karen Nelson-Field, surveyed 1636 adland professionals and 1016 ordinary Australians and found that adlanders significantly overestimate the use, credibility and recall of social media platforms for advertising. Adland professionals – marketers, media buyers, creatives and trade press – have a much greater bias towards social media platforms and out of home than traditional media channels like TV, radio and print. We are also riddled with projection bias towards social media channels, the report found. More than a third of ad-land professionals prefer social media as a place to find the ads they liked – 16 percentage points higher than ordinary Australian. This doesn’t include YouTube ads, which ad-land underestimates. The study also attempted to paint an image of how…

access_time1 min.
game on seven makes esports play

Seven is pushing into the growing eSports market with the launch of multichannel platform ‘ScreenPlay’, dedicated to the gaming and eSports community. It’s a smart move from the network, as the worldwide gaming industry hit US$91 billion in revenues for 2016. Esports is poised to boom in Australia, according to the latest PwC Outllok. For Seven, it provides an opportunity to become a pioneering network with a new branch of sports at a relatively early stage. This should provide another entry point for brands to enter eSports. ScreenPlay is set to be a social and mobile-first brand that Seven anticipates will have far greater reach on digital media, given it’ll be tapping outlets such as You-Tube, Twitch and Facebook. Seven chief digital officer Clive Dickens told AdNews the network is a genuine attempt…

access_time1 min.
make or break for media reform

As AdNews goes to press, media reform has passed the first hurdle – the House of Representatives. This isn’t where Communication Minister Mitch Fifield’s reform package was ever likely to hit roadblocks, however. It’s the Senate that will cause problems for what is an historic reform proposal, backed by a united front of Australian media owners. Sen. Fifield is understood to be pushing for a Senate vote in late June, although it is unlikely the bill will get through the Senate before Parliament’s winter recess. The bill needs cross bench support to get through with The Greens, Labour and One Nation all against the proposal to repeal the two-out-of-three rule, which prevents a media owner controlling print, radio and TV assets. Concerns are that it will negatively impact diversity of voice and lead…

access_time1 min.
farewell sweet zero

Coca-Cola is bidding farewell to the Coke Zero brand after 10 years, because consumers don’t realise the product contains no sugar. It has been replaced by a ‘no-sugar’ variant that Coke says tastes even more like original Coke. The new variant was launched in Australia mid June and the soft drinks giant claims it is the “best tasting no sugar Coca-Cola we’ve ever made”. The Zero brand will be gradually scrubbed out. Coke recently axed its ‘Life’ brand, replacing it with a slightly different variant using natural sweeteners. Will Diet Coke be next?…

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