AdNews

AdNews May - June 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.

Читать больше
Страна:
Australia
Язык:
English
Издатель:
Yaffa Publishing Group PTY LTD
Периодичность:
Bimonthly
246,24 ₽
1 096,85 ₽
6 Выпуск(ов)

в этом номере

3 мин.
ker-ching!

This month we called on the brilliant mind of creative Adrian Elton to dream up our cover on the lucrative world of gaming and esports. What were your initial thoughts on the gaming brief at hand? My initial reaction was one of complete trepidation as I know close to nothing about the gaming and online sporting sector. I felt profoundly unqualified to sum it up from a creative point of view. Post-first brief chat, what went through your mind and what were the next steps you took as a team? It was more of an internal monologue, which went something like, “holy-shizen-balls”. But then I took a deep breath and reflected on the fact that advertising is all about the art of contemplating complexity and translating those distilled insights into creative expression. How did you…

20 мин.
radio in a crisis

Voices from different people over the airwaves as floods take hold in Townsville during the largest rainfall recorded for 120 years, a one-in-1,000 year event. “It’s absolutely torrential” … “I haven’t seen it like this for 20 years” … “It is an absolute sea of water.” The Ross River Dam was hit by 850,000 megalitres of rain, almost four times its capacity. A directive on the radio: “Move to higher ground now.” The SES: “We’ve had in excess of 200 rescues.” A caller: “That feeling last night of walking around your house trying to work out what you save and what you didn’t save is a feeling I never, ever want to go through again.” An announcer: “... a police vehicle ... swept away” “ … two bodies discovered in a storm drain.” The storms and flood of…

7 мин.
music nerd and gadget magpie

Alex Kirk is a self-described restless, twitchy idiot who doesn’t know when to quit as it applies to pursuits he is passionate about. It has served him well. True to this quirk, after years “doing almost every job in the agency across planning or buying or leading teams”, in 2015 Kirk says he ultimately invented his current role at media agency MediaCom, as head of systems and automation. “I’m now responsible for new systems and technologies that our teams might need to do their jobs most effectively,” says London-born and bred Kirk, who has been with MediaCom globally since 2008, and in Sydney since 2011. “They’re the experts at the work they do – my team’s job is to improve the way they do it.” It’s a role that saw Kirk crack LinkedIn’s Power…

4 мин.
perspectives

Ricky Chanana, Twitch Australia and New Zealand head of sales Do advertisers have any misunderstandings about gaming and esports? A key misunderstanding is that marketing to the esports audience must involve advertising within formal tournaments and that brands need a specific strategy for gaming. Advertising within tournaments is one possible component, but not only is there crossover between those who watch esports and other types of content on Twitch, the mere act of marketing to gamers is to market to young audiences. Gaming, in fact, is mainstream. 79% of people aged 13 and over play at least an hour of video games a day and identify as gamers. Gaming drives $137.8 billion in revenue globally. Control, interaction, and participation in what they watch and play are core values of young audiences. To…

2 мин.
obituary: warren baglin

Many senior leaders of the media agency world in Australia were mentored by Warren Baglin when they started their careers. He was highly regarded by the media sales industry and by his agency clients as an honest, straight-shooting and savvy media operator. Former colleagues say his clients were unanimous in their praise of his contribution. Baglin joined Media Decisions, one of the first specialist media planning and buying agencies in Australia, in the late-1980s as a media group head. He then became a media director at Zenith Media when the company was formed in the mid-1990s. Zenith was the first of the traditional full service ad agencies to hive off media into a specialist agency. Five become one – George Patterson Bates, Saatchi and Saatchi, Campaign Palace, ABKP & Friends and Media Decisions. “He…

1 мин.
adstream’s office harmoniser

Time at the company? Two-and-a-half years. How would you describe what the company does? They do ads and seem to take it too seriously for my liking. What do you do day to day? Entertain clients and eat the scraps around the agency. Define your job in one word: Harmoniser. I got into advertising because: Banking was boring. Who is your right-hand person? Direwolves. Whose job have you set your sights on in the future? None, I’m top dog. Where do you turn for inspiration? Bill Bernbach, David Droga. My favourite advert is? The man in the Hathaway shirt. My best trick is? Always looking desperately hungry. Tell us one thing people at work don’t know about you? The carpet matches the drapes.…