February 2020

AdNews

AdNews - Australia's leading trade brand serving the advertising, marketing and media industries

AdNews2 min read
Success, Failure, Redemption And The Sorry Cycle
The makings of a good apology will no doubt soon be a compulsory unit in all advertising and marketing schools. The art of apology has spread as fast as the rediscovery of ethics in business. In Australia, a raft of royal commissions investigating wr
AdNews2 min read
Putting Lipstick On A Pig
New year, not so new attribution. The first investigation of 2020 is on the state of attribution and we called on Sydney-based independent DAYLIGHT Agency to take on the task of the cover. The ongoing debate over methods and approaches, as well as ac
AdNews4 min read
Beam Me Up, Scotty
More than a Star Trek-style technology uplift is needed to get the federal government out of a reputational hole dug at the height of the recent Australian bushfires. The Liberal Party used prime minister Scott Morrison’s response to the crisis in a
AdNews8 min read
All Eyes On Out-of-home
Outdoor has had a tough year, anyone in the industry will agree. However, they will also tell you it hasn’t been as bad as others and, as the third most popular media channel, that’s a pretty good result. Out-of-home (OOH), while resilient, is also a
AdNews1 min read
Verify This
Not to be forgotten is the ongoing conversation around verification. AdNews asked media agency leaders to share their thoughts on how verification in OOH was progressing. As static sites continue to be converted to digital, have the concerns around
AdNews1 min read
Creatively Speaking
AdNews also spoke to creative agency leaders to get their thoughts on what digital OOH creativity should look like in 2020 How can creative agencies utilise digital OOH more effectively in 2020? Slik creative director Alex Schieder: We need to get
AdNews4 min readPopular Culture & Media Studies
What Are You Selling?
This unconventional campaign from the Outdoor Media Association first appeared in 2019 and is live again this summer. The message simply says “Look Up”. It’s a bid to engage people in an action that may have a significant impact on the way we think a
AdNews6 min read
A Creative Connoisseur
The ’80s was a decadent era for advertising. Pre-global financial crisis there was more cash to splash, long lunches and flashy cars. The lifestyle — and more importantly, the Porsches — were enough to entice a young Ben Welsh into adland. Thirty yea
AdNews2 min read
In Their Words
“There is only one Ben Welsh. He is unique in this business. A rare mix of talented, witty, wise and honest while also caring and supportive. He likes to laugh and takes chaos in his stride. And after all these years, he still has such a love of the
AdNews13 min read
The Convenience Of ‘Fake’ Attribution
When IAG’s media director Willem Paling switched the insurer from attribution modelling to experiment testing, he found the company needed to invest less in online advertising and more in traditional media. Nicole McInnes at WW, formerly Weight Watch
AdNews1 min read
Combining Online And Offline
The current challenge for marketers is finding a way to test the effectiveness of advertising across various channels. GroupM is the latest organisation to tackle this with its new measurement model. Dubbed Fusion, it combines both market mix modelli
AdNews5 min read
Better Together
The heritage-listed Bushells Building in The Rocks, at the northern end of the Sydney CBD, brings the 10 Havas agencies together across five levels to create the Havas Village; a workplace where teams can work side by side, leveraging knowledge and t
AdNews8 min read
A Role With A Purpose
Karen Lawson is clear on what Spotify’s purpose is; unlocking creativity. It’s something she’ll remain focused on as she leads the local transition of the business to an audio platform. The Swedish-founded company has been striving to become the “wor
AdNews6 min read
A Question Of Loyalty
Collecting loyalty points, such as those of the frequent flyer variety, can influence buying decisions every day but is this “free” reward obsession worth it? Does anyone ever get to use the points? And if they do, is the reward worth the effort? Aus
AdNews4 min read
Contending for Christmas
It seems we’re all just tired and can’t wait for the exciting new beginnings of a crispy-fresh decade. I say this because, apart from ALDI, last year’s Christmas ads from the big four were pretty lackluster. There’s some great craft in these, but mos

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