AdNews13 min de lecture
The Agency Sweet Spot
Public relations, increasingly being called to the marketing table first, is shining in a broader advertising industry where margins are squeezed and pitches are getting tighter. The future is earned, socially-enabled content, often built for specifi
AdNews2 min de lecture
What Type Of Content Is In Demand?
Tabitha Fairbairn, managing director of Mango Communications, part of DDB: Content that benefits the consumer. Just because a brand says it’s interesting doesn’t mean it is. You have to start with the consumer and the conversation. What’s interesting
AdNews3 min de lecture
Is There Blurring Of Lines Between Content And Editorial?
Richard Brett, CEO of opr agency: Definitely. There is still the need for campaigns that sit purely as digital content, or purely as editorial, but where you are able to develop an idea or a campaign that has one central concept with multiple assets,
AdNews2 min de lecture
Is The Traditional Press Release Dead Or Just Evolving?
Skye Lambley, group managing director, Herd MSL: A press release has its place, but there are many other ways for organisations and brands to tell their story, both to the media and directly to their audiences. Gone are the days of sending out a pres
AdNews3 min de lecture
Inside the Social Network
Much like its purpose as a business, Facebook’s Australian offices are centred around building a community. From a sustainable set-up to an endless list of perks, the business has made sure culture and connection remains at the heart of everything th
AdNews2 min de lecture
Love In The Time Of Total Television
Data to the left of me, measurements to the right. The complex craft of judging the size of television audiences in Australia is reportedly getting simpler. The VOZ system, available from April, is billed as the start of a clearer picture of total au
AdNews1 min de lecture
Facebook’s Five Values
Facebook exists to make the world more open and connected, and not just to build a company. We expect everyone at Facebook to focus every day on how to build real value for the world in everything they do. Moving fast enables us to build more things
AdNews3 min de lecture
PrNews
What were your initial thoughts on the PR brief at hand? It was like being back at AWARD School! It was a challenge to distil our thinking down to a single page. We had a lot of fun with it. Advertising and PR go hand in hand, but we found it intere
AdNews8 min de lecture
Michael Miller On Soggy Newspapers And Selling Ads
The media Michael Miller grew up with in regional Australia has vastly changed. From the slow daily news filled with community updates, to the fast-paced nature of online global news. But unlike most, Miller, as executive chair for News Corp Australa
AdNews1 min de lecture
Carsales’ Pawfect CFO
Time at the company: 28 years (four human years). How would you describe what the company does? carsales.com Ltd (ASX: CAR) is the largest online automotive, motorcycle and marine classifieds business in Australia. What do you do day-to-day? When n
AdNews8 min de lecture
Social, After Conquering Reach, Chases Premium Engagement
Media sales executives gathered at a roundtable late last year to launch Advertise or Die, a campiagn created after a tough year for the advertising market. With Ten, Seven, Nine and Foxtel all onboard, they argued they deserved a bigger share of bra
AdNews7 min de lecture
The Deceptive Art Of Child’s Play
Despite decades of brain-imaging studies, neuroscientists have been unable to define the circuitry involved in creative brilliance. To be fair, it often confounds the gifted themselves. Take the award-winning whiteGREY creative director, Ronojoy Ghos
AdNews4 min de lecture
Game, Set, Ad!
Using sports stars is much like using any other celebrity/influencer in a campaign — the real value is not their fame, it’s in their relevance. More important, it’s in their relevance to the idea. Too often brands just chuck a “name” at a project bec
AdNews2 min de lecture
What Advertisers Need To Know In The Age Of Advanced TV
Advanced TV services are on the rise, shifting consumer viewing habits and ad spend. Streaming services like Apple TV+ and Disney+ have launched globally, and we’ve seen more local content in Australia from the likes of Foxtel’s Kayo Sports and Nine’
AdNews9 min de lecture
Stirring The Television Cauldron
Television, long a static piece of furniture, is off the couch and following the consumer, changing the whole game as consumption habits evolve and audiences migrate to mobile devices, watch streaming media using catchup apps and binge watching their
AdNews2 min de lecture
Network 10
Last year was big for Network 10. We had new hit shows, strong audience growth in the second half and into the summer, the return of our sales team in-house, the merger of our owner CBS with Viacom, the return of the Melbourne Cup Carnival and plenty
AdNews2 min de lecture
Outlook
• ThinkTV calculates the total television market in Australia fell 4.8% to $3.86 billion. • Metropolitan free-to-air was down 6.1% to $2.61 billion. • BVOD grew almost 40% to $154.46 million. • Free-to-air market to remain week. • A drop of around 5%
AdNews2 min de lecture
Seven
Since James Warburton has returned as CEO in August last year, he’s been single-minded about the direction of our organisation. We want to transform our business and return to ratings leadership. In 2020, we’ll continue the journey we’ve already star
AdNews3 min de lecturePsychology
Nine
The power of television has been its ability to influence and engage a mass audience, its unique ability to deliver scale at a moment in time with the power to emotionally engage. It’s what created the water cooler effect. It’s what has made househol
AdNews2 min de lecture
All Aboard The Train Of TV Change
Online video has been around for a while now, but the shift from linear to a buffet of consumption habits including linear, subscription TV, BVOD, connected TV and more has recently hit a cracking pace. Our broadcasters are looking to keep pace with
AdNews1 min de lecture
Koalas Of NYC
CC: A mate of mine recently got back from a holiday in New York. Apparently everywhere he went the locals greeted him with handshakes and hugs, showing their deep sympathy for the fire victims, especially the billion-odd “critters” lost in the disast
AdNews2 min de lecture
Once More, Dear Friends, Into The Sewer
Should we shore up the breach in online etiquette with the carcass of journalistic ethics? Words written to hurt for all to see online can do significant damage. In advertising, all can be targets but early career people are most vulnerable to trolli
AdNews3 min de lecturePsychology
Changing The Face Of Advertising
During the last couple of years, adland has recognised it has a problem: diversity. This is a problem that two young creatives, Ava Frawley and Jasmine Subrata, are hoping to tackle with their Changing the Face initiative. For the AdNews March editio
AdNews1 min de lecture
Seven’s Star Pooch
Time in current role: I’ve been part of the Pooch Perfect dream team for about six months, but it feels like I’ve worked here my whole life. How would you describe what the company does? Much like Disneyland, we make dreams come true. We give pet st
AdNews7 min de lecture
The Suit Who Writes Crime Fiction
Writing is an exercise in maybe. Maybe someone will read it. Maybe they won’t. Maybe they will like it. Maybe they won’t. You won’t know until words appear on paper (or pixels). And that’s the thing — getting the words down, and in the right order. S
AdNews10 min de lecture
Publishing Finds Its Equilibrium
Following news of redundancies, staff at Fairfax Media’s Sydney and Melbourne newsrooms walked out for a full week of protests in 2017. The cuts, impacting more than 100 roles, were considered too deep for a company that had already lost close to 200
AdNews6 min de lecture
Cracking The Influencer Market
How did the business come about? The Remarkables Group (TRG) was founded in 2012 as Australia’s first talent management agency solely dedicated to social influencers, then called bloggers. At the end of 2016, the original founder approached me to ch
AdNews15 min de lecture
The Pursuit Of Creativity
In an increasingly tech-fuelled world that is overloaded with content, where eyeballs become harder to catch and attention spans continue to wane, it is creativity that cuts through the clutter. A standout idea can glue a brand into people’s minds. I
AdNews1 min de lecture
Media Agencies Weigh In On The Role Creativity Plays In Their Work Today.
When we think of creativity in media agencies, some may jump to thoughts of creative flighting, trading and targeting. Yes, while this is true, creativity plays a much bigger role. Improved tech capabilities, access to data and more diverse talent po
AdNews4 min de lecture
Measuring Magic
It has been almost three years since the industry was graced with Thinkerbell’s inception. Formed by ex-Cummins&Partners chief strategy officer and partner Adam Ferrier, and executive creative directors Jim Ingram and Ben Couzens, the agency has cast
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