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AdNews May 27 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.

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11 Issues


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who will last the distance?

Time and age are funny things. Our cover story goes back in time with Clemenger, which is celebrating 70 years in the Australian market. It’s one of the few remaining Aussie advertising family names that remain, its reputation precedes it, and it has great standing. But is that enough to make it in the modern world of marketing and advertising? Not by a long shot, and the agency doesn’t pretend it is (see page 8). I’ve been in Australia for three years and writing about marketing and advertising for eight. It’s not long at all, a drop in the ocean really, and in the constantly evolving industry we work in, on the surface nothing seems to stay the same for any length of time. So sitting down with Peter Clemenger, who…

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brands catching netball on the high bounce

Elite women’ sport is starting to break down gender stereotypes and barriers that have traditionally held back investment in the game of netball. This month, Netball Australia signed a record-breaking broadcast rights deal with Nine and Telstra that will not only increase the number of games shown live on free-to-air television, but will place netball in a prime time slot on Saturday evenings. As part of the deal, the ANZ Championships will do away with its New Zealand component, replacing five Kiwi teams with three new franchises from Australia. Interestingly, preferred bidders are from AFL clubs Collingwood and Greater Western Sydney, and NRL club Melbourne Storm, which would help these already strong sports franchise brands to extend their reach. The decision has turned heads from some quarters in the sports community that lauded the…

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behind the news

Netball’s new rights deal with Nine and Telstra is further evidence that women’s sport is being taken seriously outside of the stereotyped female fan bases, and there’s good reason for that – because it’s bloody good. Anyone who has seen the ANZ Championship live is wowed by the sheer intensity, skill and passion on court. It’s a high quality product – gender is irrelevant. As a sports journalist in the earlier parts of my career, I covered women’s sport at the highest level in the early noughties, particularly football, and have seen W-League games more recently. Not only has the professionalism increased dramatically, but the entertainment on show is great. And it’s not just netball and football – the women’s Big Bash League Cricket has exceeded all expectations. Our Rugby 7s’ side is…

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vccp unveils global rebrand, talks up challenger position

VCCP, the British-founded agency, which launched in Australia three years ago is rebranding, with a new global brand identity to better articulate its positioning as a “challenger agency for challenger brands” The new identity is based on an illustration of a bear and a boy, designed to represent the agency’s stance of ‘taking on the big beasts’. It was designed in-house and will roll out later this month, replacing the current logo of a simple blue circle with the agency name in white font. VCCP is part of Chime Communications, which was acquired by VC fund Providence Equity last year and has since been building an expansion strategy. The group announced the acquisition of San Francisco-based agency Muhtayzik Hoffer earlier this week to form what Charles Vallance, founder and chairman of VCCP,…

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behind the news

VCCP has been in Australia for three years, but largely it has flown under the radar. In the UK, the VCCP brand has been around since 2002 and it’s highly regarded. It was Campaign’ Agency of the Year in 2013 and the most “in-demand” in 2012. In Sydney, where there are so many agencies all vying for the business on the table, it can be hard to cut through, particularly as it is largely known for the ‘Compare the Meerkat’ work, which didn’t originate in this market, and meant it was hard to build the agency’s reputation on work that was, initially at least, repurposed for Australia. Its revamped global identity and “a bit more swagger” locally will help tackle that and put VCCP Sydney more on the map. With all the…

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pick of the week

IN DA HOSTEL WITH 50 CENT HOSTELWORLD LUCKY GENERALS 50 Cent may have declared bankruptcy, but in this new spot for Hostelworld, he shows us how he’s keeping up his glamorous lifestyle while saving his coin. Poking fun at the iconic noughties’ TV show MTV Cribs, 50 Cent gives viewers a tour of a hostel in Barcelona. The ad finishes with him promising, “all the bling without the sting”. WATCH THE AD YOURSELF Use the viewa app to scan this page to watch the ad. Just hover over the pages with the viewa logo. It’s fun.…