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Business et Finance

AdNews September 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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6 Numéros

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2 min.
the chicken crossed the road to live in a bun

Ruslan Kogan, founder of the highly successful Australian online retail business kogan.com, spends much of his day at his computer making minute adjustments on his website. He once told me: “We’re a statistics business masquerading as an ecommerce company. Every decision we make ... is driven by data and analytics.” His day is an indicator of a trend to a sweaty real-time process, to find and ride digital waves, create winning ads, attract customers, make sales. And to try to master this juggling trick in real-time, many are experimenting with machine-created copywriting. Currently AI (artificial intelligence) copywriting is more an accelerated version of copy-testing at scale, says Jason Davey, Ogilvy Sydney’s Head of Experience Technology. “People are using AI to generate thousands of variants quickly, and then celebrating any uplift from highly trafficked mediums such…

3 min.
influencers: authenticity and accountability

To reflect this issue’s feature on influencer marketing, AdNews reached out to Special Group to create the cover. AdNews journalist Paige Murphy spoke with Special Group about how they found the perfect influencer to create the ‘sponsored post’ – live now on@wendy_online. What were your initial thoughts on the Influencer Marketing brief at hand? It’s a super topical subject made even more interesting in the wake of Instagram’s recent algorithm changes. Influencer culture and the impact it’s having on society also has a much broader relevance beyond just marketing, particularly when it comes to younger audiences. For example, in China over half of teenagers born post-1995 now aspire to be influencers when they grow up. Post first brief chat, what went through your mind(s) and what were the next steps you took as a…

1 min.
the monkeys production assistant friday

Time in current role/time at the company? Seven months. How would you describe what the company does? We make provocative ideas happen. What do you do day-to-day? Hang in the kitchen waiting for snacks and annoy my friend Harold (pictured). Define your job in one word? Fart producer. I got into advertising because? Because Mum dragged me in. Who is your right hand person/ who guides you day to day? Mum and the IT boys. Whose job have you set your sights on in the future? Group Chief Creative Officer aka Justin Drape or Scott Nowell. They get better snacks. Where do you turn for inspiration? The kitchen. My favourite advert is? Can’t stop watching the lamb spots (drool) MLA “New Australialand”. My best trick is? Puppy eyes for snacks. Tell us one thing people at work don’t know about…

2 min.
been have you framed?

Do you have a pic for our October edition? Email adnews@yaffa.com.au Comms Council The Communications Council hosted its first Agency vs Agency netball competition in Albert Park with 15 Melbourne agencies taking to the court. Noisy Beast took home the winning trophy, while Fenton Stephens won the best-dressed prize for the team’s unicorn costumes. Nine’s Big Ideas Store Nine brought back its Big Ideas Store for a second year to educate and engage clients on the capabilities of its strategy, insights and content creation team Powered. The pop-up was open for a week in Sydney and Melbourne. AdNews Podcast returns AdNews jumped back into the studio recently to chat with MediaCom Chief Investment Officer Claire Butterworth and Publicis Media Exchange Commercial Director Jodi Fraser. Theright.fit Online talent platform theright.fit’s CEO and Founder Taryn Williams sat down with Bernice…

4 min.
celebrating ‘nothing is impossible’

Nothing is impossible. Some might say Charles and Maurice Saatchi set the bar pretty high back in 1970 with this tagline. But, the legacy and mindset still live on today. Upon joining the agency, Anthony Gregorio, Saatchi & Saatchi CEO for ANZ, certainly began to understand that these words were more than a tagline. “This spirit permeates everything we do: we believe that anything is possible for our clients and we hold each other accountable every day to ensure whatever we do is the absolute best it can be.” Taking over the reins in 2018, Gregorio made the leap to an agency that he has always considered “the best brand in advertising”. “It’s a privilege to finally be working here. For me, the reputation of the business has always been incredibly high. Very,…

2 min.
greatest moments

Proudest moment/greatest achievement? AG: I’ve only been here 16 months so hopefully there are lot of great moments to come. From a work perspective we’re really proud of the new Bank of Melbourne campaign. Also our new business record has been good and to welcome back a brand like NRMA, for whom we originally created the “HELP” brand line, was a good feeling. MR: Firstly, getting the job as an account manager at Team Saatchi in 1997, as a young lad from Perth. More recently, helping the team put Saatchi & Saatchi back on to a sustainable growth trajectory after some instability. Winning St.George Bank then Bank Of Melbourne and BankSA. Opening a Melbourne office and seeing that thrive. Acquiring MercerBell back in 2016 to broaden our capabilities in customer experience. Winning…