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AdNewsAdNews

AdNews June 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.

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

IN THIS ISSUE

access_time2 min.
creativity meets consulting

To reflect the current magazine's investigative feature on consultancies and their impact on adland, here we call on The Monkeys - who were perfectly positioned to take on the challenge, given they were acquired by a consultancy in 2017. AdNews editor Pippa Chambers spoke with the agency's group chief creative officer and co–founder, Scott Nowell. Thoughts on the consultancies brief? We thought we were probably in a good position to be part of something involving the consultancies as we’ve got a great story to tell with Accenture. Initial thoughts were around how do we convey what an exciting time this can be in the industry, and how do we do something that suggests things are going to be different in a big, positive way? How did you know…

access_time2 min.
editor’s letter

This month's edition is the second to feature a cover created by one of Australia’s leading creative agencies, and yet again, team AdNews is bowled over by the effort and end result.As with May's investigation on social media metrics, mirrored by CHE Proximity's man on the moon conspiracy theory, this time it's The Monkeys that has gone with a slightly tongue–in–cheek angle.Given our June feature is looking at how consultancies are shaping adland, there seemed no better fit than an agency that just over a year ago was acquired by a consultancy itself. Following Accenture's acquisition of The Monkeys, the first concern many in the market had was whether the agency's culture and spirit could survive the transition to be part of a management consultancy.Known for its independent…

access_time2 min.
have you been framed?

McCann Sydney MD, Adam Lee, with Janice Lorraine, McCann Melbourne head of strategic planning, Roshni Hegerman, and McCann Sydney strategy director, Ian McDonald, all doing ‘the real’ heavy lifting, sharing a drink following the event. Age is but a number McCann Australia presented its recent ‘Truth About Age’ global study, with guest speaker, world champion bodybuilder 75–year–old Janice Lorraine, sharing her incredible story. Spotify in the house AdNews entered the Spotify House, an engaging example of how Spotify and its commercial partners target listeners. Can you ‘Spotify’ one of the AdNews team here? KPMG customer, brand and marketing advisory partner, Carmen Bekker, shares some more casual advice off–stage. Laughing it up: Nine chief sales officer, Michael…

access_time3 min.
apn outdoor gm of marketing, charlotte valente

It's been six months since you joined APN Outdoor from Adshel. What were the priorities on your agenda from day one? My priority was quite simple: build on the strong market–leading portfolio that we have. We underwent a rebrand in my first three weeks in the role which allowed us to employ a new tone. This was a significant departure from what the market was used to hearing and seeing from APN Outdoor, and has provided us with a springboard to achieve our brand and business ambitions. APN Outdoor has gone through some recent changes of leadership with yourself and James Warburton joining. How are you seeing the business evolve? We have three key pillars that are informing our strategy and the evolution of the…

access_time3 min.
autoads

CHE Proximity’s latest campaign for Carsales is as complex to explain as it was to create. In fact, it was so intricate it broke Face-book’s API, according to the agency’s chief creative officer, Ant White.“In five days, the campaign created 550,000 unique ads; Facebook couldn’t keep up with the amount of content that was being uploaded,” he revealed.“So, we had to go back and design a piece of technology that would allow it to be uploaded because nothing like this had ever been done before.”The campaign paired pre–recorded footage of comedian Kai Smythe with the seller’s own photographs of their car via a purpose–built algorithm that automatically pulled in the seller’s name, car type, price and odometer reading, to create a unique car ad for each Carsales customer.Once…

access_time1 min.
what the client says: carsales cmo kellie cordner

“We were excited by the AutoAds concept straight away; it’s a perfect marriage of tech brilliance and creativity in a marketing campaign. Personally, I fell in love with the concept at first sight because it appeals to the innovative DNA within Carsales, and was a perfect way to bring our brand personality to life. AutoAds is a modern take on our Carsales For Sale Sticker, which we send to our sellers to get the word out that their car is for sale. At Carsales we felt that if we created a fun, unique and personalised free ad, our sellers would be willing to share it with their friends, and in the process, Carsales would have the privilege of being present in a positive and engaging way on people’s social…

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