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SESSIONS INCLUDE

Presented by RITSON Tonic Health Media PRESENTS: FINDING BRAND THE DIGITAL SUCCESS BUILDING IN A THE NEW FACE HEALTH AND INFERNO IN FAILURE DIGITAL WORLD OF AGENCIES WELL-BEING

A journey through the nine It takes a brave marketer Has brand building been Whose game is it anyway? We all know that people are circles of marketing hell. to admit failure. However, sacrificed in the name of When a creative agency can key to business success and Professor Mark Ritson never those failures – whether it digital tactics? Are marketers become a media agency, good quality marketing, but fails to disappoint. In this all- be planning failures, creative too concerned with push a media agency is a digital it’s getting ever harder to new presentation, Ritson will failures, or campaign failures messaging, than pulling shop, and brand becomes balance life in the fast-paced outline the nine levels of hell – will lead to incredible in the hearts and minds of a publisher nothing is black media world. In this well-being that digital is taking marketers learning experiences. We customers? How is a brand and white. With such blurred ‘psych-up’ session Matthew through. Everything from hear from some of those grown and nurtured in a digital lines, it’s hard to remember Johnstone, ambassador of bots, programmatic costs, people who have failed, and environment; what are the the important thing is the Tonic Health Media will teach transparency, viewability, social get a unique insight into how best examples, and what can outcome. How are agencies you how to manage stress in a context, audiences and screen it changed their tactics and be learned from them? and clients reshaping what busy media environment and size, the works. strategies forever. they do to deliver better help you and your teams build results and relationships - and resilience, find balance and what’s working? develop mindfulness.

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PRESENTING PARTNER SUPPORTING SPONSORS FASTFRONT SPONSORS HEALTH AND WELL-BEING SPONSOR

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A PRODUCTION PRESENTING PARTNER MELBOURNE WED, 2 AUG Australian Centre for the Moving Image

SPEAKERS INCLUDE

KEYNOTE

MARK HARLAND MARK RITSON ADAM FERRIER Marketing & Customer Experience Director, Adjunct Professor, Consumer psychologist and brand General Motors International Melbourne Business School strategist

DANIELLE USKOVIC RODDY CAMPBELL NICKIE SCRIVEN CHRIS HOWATSON PAUL BROOKS Head of Digital & Social, CEO, CEO, CEO, CEO, Carat, Lenovo Bring (Universal Music) Zenith Australia CHE Proximity Australia & New Zealand

JASON TONELLI GEMMA HUNTER Chief Digital and PAUL REES-JONES ASHLEY EARNSHAW Executive Creative Director ;LJOUVSVN` 6ɉJLY Executive Planning Director, *OPLM 0U]LZ[TLU[ 6ɉJLY and Head of MediaCom Publicis Media ANZ Clemenger BBDO, Melbourne Carat, Australia Beyond Advertising, Australia ...plus more to be announced

DON’T MISS OUT. GET YOUR TICKETS NOW AND SAVE. EARLY BIRD: $610 per ticket (incl GST) When booked by 30 June 17 TO BOOK YOUR TICKETS OR FOR MORE INFORMATION VISIT: Normally $799 incl. GST per person www.mediamarketingsummit.com.au Group tickets $585 incl. GST per person (when purchased in groups of 5 or more) Contents JUNE 2017 AUTO-RENEWAL SUBSCRIPTION Lock in your price: pay as little as $4.99 an issue, for life*.

Features PRINT + DIGITAL

10 The Media + Marketing Summit: Check out the highlights from

SUPER BOWL ADS • INSIDE BUZZFEED • GUT INSTINCT • DATA OBSESSION • SIMON SINEK the Sydney event, Ritson, Google, News Corp, Visa, IAG and more. AGENCY OF THE YEAR AWARDS • CINEMA ADS • ASIA • WOMEN’S AFL

Thinking Insights deas adnews com au 16 The Profile: Nine CEO Hugh Marks was tasked with turning around the network 18 months ago, he bares all. CULTURAL WHITEWASH 20 Agenda: Three Ds are driving outdoor advertising – data, digital and Advertising's lack of diversity and culture dynamic creative.

25 Investigation: A look at how, and why, you should start your own agency.

39 The Big Question: Do we need more media laws in Australia?

Creative The AdNews PLUS Auto-renewal subscription 8 The Work: A look under the hood of SamsungandLeoBurnett’sPocket Patrol. Just $64 for your first full-year subscription (normally $88) – $5.82 an issue 34 Creative Focus: Cannes is just around the corner, but what’s it really about? Stolen awards, footballers, tube-ridingandBollywood, Then only $9.99 every 2-issues thereafter – apparently. $4.99 an issue

Regulars LOW FIXED UNLIMITED SET AND 5 Behind the headlines: Snapchat, Facebook, Media Reform, PRICE ACCESS FORGET Accenture and The Monkeys. Secure your Get AdNews You won’t have 46 Meet the Team: Nicole Sheffield’s News DNA team is driving digital. on-going low deliveredtoyour to worry about price of just $4.99 door, AND on your renewing your 50 Reality Check: Are people buying what Goldblum is selling? an issue after Android, iOS subscription. It’s the first year. and PC device. automatically done for you.

Online To subscribe: adnews.com.au visit www.greatmagazines.com.au/adnews Go online to read exclusive, in-depth interviews with 72andSunny MD Chris Kay, R/GA’s Nick Law, and look under the hood of agency repositionings from *Terms and conditions: Your nominated account will be charged regular amounts, in regular Initiative and DDB. Go to page 26 to pull out instalments, as set out in the terms of the subscription. You may voluntarily stop your sub- Go online at www.adnews.com.au scription at any time. From time-to-time, due to greater commercial or economic influences, your copy of the 2017 Yaffa Media may be required to reasonably increase the cost of your recurring subscription. Agency Map. In such an event you will receive reasonable advanced notice of these changes and have the Presented by WPP AUNZ opportunity to cease your recurring subscription. Editorial www.adnews.com.au | June 2017 4

When Ithinkaboutagenciesthathavebeenaround CEOHughMarks,lookingathowhe’sinstigated fordecadeslikeOgilvy,M&CSaatchiandDDB,the aprogrammingrevivaloverthelast18months brandsaresoestablishedandimbuedwithhistory (p16).WealsositdownwithNewsCorpchiefdig- and heritage, it’s easy to forget that they were once italofficerNicoleSheffieldandherteam(p46), startups too. takealookatthedrivingforcesbehindtheout- The founders, David Ogilvy, Maurice and doorindustry(p20),askifweneedmorelawsto Charles, Bill Bernbach, Maxwell Dane and James regulatemedia(p39)andhearsometalesfrom Doyle,allsetoutwitha visiontobuildanagen- Cannes Lions (p34). cy,forgeafutureinadvertising,winclientsand Meanwhile,onpage10youcanfindabrief change the way advertising was done. They put overview of ourSydneyMedia+Marketing theirnamesabovethedoor Summit. We’re ramping up andtookthefirststeps. forthedebutMelbourne Therearealwaysnew eventon2Augustandtick- agencies starting up, but not ets are on sale. allofthemsucceed.AsJules The Melbourne event Hall, founder of The Hallway will continue to tackle the sums it up in our cover fea- bigtopicsinmediaand ture,it’smucheasiertostart marketing, with a distinct- than to succeed. So which ly Melburnian flavour. Our of the current flock of fledg- keynotespeakerisMark ling agencies will become the Harland, marketing and stalwarts of the next genera- customer experience direc- tion? Our cover feature ex- torofHolden.Sessionswill plores how and why you set coverhowtolearnfromfail- up an agency and the les- ure, building brands in digi- sonslearnedbythosewho talandthechangingfaceof have been there and done it. agencies. EDITOR This issue also includes ROSIE BAKER Mark Ritson will also theallnew2017Agencymap bereturningtopresenthis -afulloutlineoftheagency ‘Digital Inferno’, taking digi- landscapeinAustralia.Itoutlinestheshapeofall tal,andwhatheseesasflimsymetrics,totaskand themajorholdingcompaniesandthemajorin- TonicHealthMediaisreturningwithahealthand dependents.It’spresentedbyWPP-whichsince well-being session designed to refresh and revive formingayearagohasbeenlookingatitsport- themind.Ticketsareonsalenow. folioandhowitcanbetterleveragethetalent, We’vealsogotourTacklingTransparecyhalf andskillsithasacrossthegrouptoofferclients dayforumcominguplaterthismonth.It’snot abetterholisticservice.Therearemorethan90 yourusualconference,andthetwopaneldebates agenciesinthegroup,andmorethan250across willtakeauniqueapproachguaranteedtooffer the industry. some workable solutions - not just more lip ser- Also in this issue, a profile of Nine Entertainment vice. See you there. Behind the Headlines www.adnews.com.au | June 2017 5

NEWS – REVIEWS – CONTEXT

ACCENTURE BOUGHT Unpacking the package THE MONKEYS The Australian government has offered a package of long-awaited media Accenture has acquired The more fire-power. “It’s the oppo- reforms that ticked the Monkeys and design agency site. The Monkeys now has a cou- boxes and many in the Maud. Speculation about who the ple of afterburners strapped on to industry encouraged it 10-year old indie would sell to has the back powering it into the fu- to be supported. been rife for months if not years. ture,” Nowell said. Overall, the package Following the acquisition, the first The Monkeys and Accenture said includes the scrapping concern many in the market had they were confident the move would of the “outdated” licence was whether the agency’s culture “join the dots” of a number of ca- fee in favour of a spectrum and spirit could survive the tran- pabilities by founding a new model charge, a revision of the anti- sition to be part of a management that will see consultancy, creative siphoning list with several major consultancy, however, co-found- and technology merge. events removed and the delisting er and CCO of The Monkeys Scott Neither The Monkeys nor Ac- period extended to 26 weeks. Nowell was quick to bat culture centure Interactive would reveal As well as this, gambling ads doubts away. the terms of the deal, except to would be prohibited in live sport The comprehensive package “This is definitively not the say it’s a 100% acquisition. Found- shown before 8.30pm including garnered praise from across death of The Monkeys,” he says, ers Mark Green, Justin Drape and a five minute buffer before and adland and government. Nine adding that it gives the agency Nowell, are certainly smiling. after the event, support for CEO Hugh Marks said the total Australian-produced content and package should help the industry under-represented sports such compete with global players a women’s codes and the repeal and Seven West Media chairman the 75% reach rule and two out Kerry Stokes, understood to be of three rule which currently one of the major roadblocks to prevents a network ‘reaching’ the initial package, called on the 75% of the population or owning senate to pass the package in more than two media channels. its entirety.

Snaploss Snapchat Inc failed to meet an- might be the next Twitter – not alysts’ expectations in its first fi- in a good way'. nancial earnings announcement Snapchat is attempting to di- since its IPO. versify its offering to add reve- While Snap reported US$150 nue, adding the 'Shows' feature million in total revenue in the to allow broadcasters and media quarter, up 286% from US$39 partners to develop short TV-like million a year ago, after nearly content, as it looks to attract TV $2 billion in stock-based payouts advertising dollars. Facing the future were stripped out, the business reported a $2.2 billion loss. Facebook named its new Austral- compensate clients for errors on Snapchat daily active users ian MD - revealing that former MD smartphone mobile web and vid- hasrisenby36%from122 mil- Will Easton was returning - like a eo carousel ads. While Facebook’s lion to 166 million, however, this boomerang - to fill the leadership latest misreporting glitch was is well below the 200 million us- void left by Stephen Scheeler’s de- claimed to have had a “negligible” ers of Instagram stories. parture earlier this year. financial impact for most advertis- Some in the industry have lik- It’s also yet again facing the ers, it further intensified calls to ened the fate of the photo-shar- repercussions of misreporting open up more of its data to inde- ing app to Twitter, with an article metrics – this time having to pendent third party scrutiny. in AdAge suggesting: 'Snapchat JASON SCOTT CEO

JAMES DIAMOND Managing Director JOHN MISKELLY %JKGH&KIKVCN1HƂEGT DEBATE #1 THE GREAT TRANSPARENCY DEBATE: THE ‘MURKY’ DIGITAL WATERS

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A PRODUCTION The Work

orethan40%ofAustralianscan’trecognisearip,however Mthemajorityofusthinkwecan.Ourcountryisknownasa topbeachdestinationtheworldover,sobeachsafetyremainsa keyconcern.SurfLifesaverspatrolthebeachesandredandyel- lowflagsaresetupdaily todeterswimmersfrom dangerouscurrents,yet drowning deaths con- Pocket Patrol tinuetorise.Constant Agency: Leo Burnett Sydney patrol is impractical, butconsideringthe21 Brand: Samsung deathsandmorethan

11,000 rescues each year WORDS BY reported by Royal Life DAISY DOCTOR Saving Society Australia, it seems we are well over- due a rethink. Cue Samsung and its creative agency of 12 years, Leo Burnett. They spent time brainstorming product initiatives that would marrymobiletechnologywithcommunityhazardsandtheissue ofbeachsafetyresonatedmost.Armedwiththeknowledgethat roughly95%ofAustraliansarelikelytobringtheirmobilesto thebeach,SamsungandLeosbegandevelopingPocketPatrol. SamsungandLeoscontactedSurfLifeSavingAustralia(SLSA) toaidintheapp’searlydevelopmentandhelpstrategisehowit couldbebothpreventativeandeducational,andworkinhand withexistingprocedures.Withaparticularfocusonsubmerged rocks,shallowsandbarsandrips,theappaimedtohelpswim- mersandsurflifesaversrecognisebeachdangersandactac- cordingly,actinglikeapersonalsurflivesaverinyourpocket. Quiteearlyontheteamrealisedthebiggestchallengewouldbe creating reliable and accurate technology that could monitor the unpredictability of weather, they say. With this in mind, Samsung andLeoscombinedGPS,compassandgyroscopetechnologyand developeda360-degreevirtualreality(VR)experiencetodemon- stratewhatitfeltandlookedliketobecaughtinarip. What the client says: Aftermonthsofinternaltestingthroughaseriestwo-week Samsungheadofdigital,BrettTurnbull, long ‘sprints’, Pocket Patrol was finally trialled for four weeks “Wewantedtofindaproblemthatwasworthsolvingand inOctober2016atQueensland’sCoolumBeachandAlexandra thenusetechnologytosolveit.Wewerereallysurprised Headland.Duringthemonth-longprogram,3600peopledown- thattheage-oldproblemofgettingcaughtinaripwasstill loadedPocketPatrolandidentifiedbeachdangers.Afurther beingaddressedwithage-oldtechniques–therewasn’ta 13.2 million beachgoers learned about beach safety through live technological solution. When we partnered with Surf Life events,socialmedia,aVR360filmandtheonlinefilm.Thestory Saving Australia, the app began falling into place. In the end, ofPocketPatrolhasalreadybeencoveredby144techwebsites, itwasagreatcollaboration.Withprojectslikethesewefind blogs, and both local and international news stations, helping it thateverybody’sverypassionate,notbecausethey’reexciting to reach a total audience of more than 20 million. projectsbutbecausetheytrulymakeadifference.Working KitsarenowbeingsentouttoallSLSAstateofficeswhichwill on something that could potentially save someone’s life thenbedistributedtoSurfLifeSavingClubsthroughoutAustralia. drovealotofpassionfromallpartiesinvolved.” Samsungishopingtheappwillbefullyimplemented at clubs across the nation by the end of the 2017-18 summer. www.adnews.com.au | June 2017 9

Whattheagencysays: Leo Burnett Sydney joint ECDs, Grant McAloon and Vince Lagana “The best innovation is creative. It seekstoansweraneedinawaythat’s relevant too. This is something that underpinsalotoftheworkwe’vedone for Samsung. It makes tech meaningful, particularly when it can provide instant reminders of potential dangers. By its verynature,communicationstechis anaturalfittogreatersafety.Itserves to remind, update and to advise on howtostaysafe.PocketPatrolisan extensionofthat,andwecanonly expect that tech will continue to play that role so we can all go about our lives, free from dangers we might not otherwisebeawareoforthinkabout.” Media + Marketing Summit

The Media + Marketing Summit

AfulldayinRandwick saw Professor Mark Mark Ritson’s digital inferno Not afraid to toot his own horn, Ritson proclaimed: “ItturnedoutIwastotallyfuckingcorrect.” Professor Mark Ritson warned marketers they Ritson’s latest bombastic “It’sallaloadofcock…doesanyonenot could be falling into the same trap by believing know the age of organic growth is over? Why performance, Visa the hype around programmatic and the marketer Jac Phillips’ effectiveness of digital ads, as they did around didwealldrinktheKool-Aidsoquickly? “What’stostopithappeningagainwith inspirational keynote, organic social media in the early days. Ritson, who presented his latest talk ‘The programmatic?Youcouldallfallforanother andasmashupbetween nine circles of digital hell’, walked the audience trickjustaseasily.” News Corp and Google though nine areas of digital marketing he What’s also on the finds fault with. list to navigate? Fake closed the day. In Number one, he said, was the blind news, murkiness, dodgy betweenwerethoughtful acceptance of digital. And he drew parallels measurement, over− debatesontalent,robots, between the early days of social media marketing pricing, brand risk, when marketers were sold the idea of organic separation, delusion, bigideas,dataand reachandgrowth.Thatwaslaterundermined, and finally, mania. metrics and health and hesaid,bytheonsetofpaidadvertisingonsocial You can catch Ritson platformsthatallbutdestroyedanyorganicreach attheAdNewsMedia well-being. thathadbeenbuiltup. + Marketing Summit - Recalibration: big ideas and creative flair Psych Up: presented by Unanimous agreement: big ideas and creative flair have not been Tonic Health Media forgotten in the digital maelstrom. TBWA CEO Paul Bradbury nailed it on A five−minute guided meditation kicked the head with more specifics. offthehealthandwell−beingsessionaswe “Big ideas have changed in the last three to five years, that is, they now turned our attention inwards. Matthew Johnstone, illustrator, have to be stronger to cut through,” he said. “However, we now know the coach and former ad man, offered some breathing space big idea has to apply to the whole company – it needs to inspire product and some well−thought−out philosophies for coping with the development, staff and consumers.” hectic realities of life in media and marketing, and avoiding His idea was supported by HCF’s former CMO Jenny Williams and burnout. Acknowledgment, acceptance, patience and Ubank’s Jo Kelly who have both been at the forefront of creating and vulnerability are all key to achieving mindfullness, he said. recreating brands by driving change across entire organisations. You can catch the session at the AdNews Media + Marketing Kelly referenced her controversial and confronting campaigns, Summit - Melbourne on 2 August. particularly Real Estate Tips From The Terminally Ill, which was produced in conjunction with The Monkeys. The decision to run the campaign “became less about a subjective point of view, but more if it was the right work to present us as a challenger”. As such, the ambition and bravery to hit the market with the campaign had to be supported across the company. Williams was clear about her perception of the play−off between digital targeting and big brand messaging. PRESENTING PARTNER SUPPORTING SPONSORS “Digital allows you to become effective at the pointy end,” she said. “But, you can’t have the pointy conversation without having the big idea at the front end.” Talking about pointy ends, Brent Smart, IAG’s newly appointed CMO, set it straight for the audience. “The starting point is people don’t give a shit about HEALTH & WELLBEING FASTFRONT SPONSORS SPONSOR advertising or they don’t give a shit about your brand. You’re competing with culture,” he insisted. “You’re competing with the latest show on Netflix.” Carat Australia in partnership with 12

Australian retailers: underestimating an amazonian impact?

t shouldn’t come as a surprise First responders Ito anyone that our local retail Farfromtakingitlyingdown,anum- landscapeisonthevergeofdras- berofAustralianbrandshavestepped tic disruption. uptheirdefencesinanticipationof Discount retailer T.K. MAXX Amazon’s arrival, with a particular opened its doors in Australia only focusoncuttingdowndeliverytimes, afewshortweeksago,andalready increasing digital capabilities, and hasannouncedplanstoopen35 better leveraging data to personalise additional stores by the end of the the customer experience. year.Theotherelephantinthe Even more notably, however, room,Amazon,isn’tevenhereyet, isthefactthatmanyarerejecting and its presence is already being theideaoftheirbricks-and-mortar keenlyfelt.Orsowethought. storenetworksbecomingredun- Apparently not, however, dant,seeingtheminsteadasavalu- accordingtoarecentretailinsights ableassetintheirAmazonarsenal. report, ‘Innovation in Retail’, from SuperRetailGroupchiefPeter The Commonwealth Bank. Birtlesdescribestheirretailnet- When surveyed, only 11% of workofover670storesasaplatform Australian retailers classified to offer customers a more engaging Amazon as a ‘significant threat’,with experience in an increasingly trans- 49% declaring themselves ‘unfazed’. actional, product-focused economy. Evenmorealarmingly,itrevealed The recent arrival one. If you’ve currently got one, Theyarecurrentlyworkingtocre- thatthemajoritydon’thaveaplan of T.K.MAXX signals it’sgoingtoneedtogetbetter.A ateamoreseamlessshoppingexperi- inplacetocombatAmazonwhenit whole lot better. encebetweenstoresandtheironline arrivesonourshores.Ofthe70%of only the first of a Without experiencing it first- offering,addingarangeofdelivery retailers who were actually aware of series of seismic hand, it can be easy to underesti- options including 90-minute ‘click Amazon’s impending arrival, only matetheextenttowhichAmazon andcollect’andsame-dayservices, 14%hadaformalplaninplaceto shifts on the way haschangedthegamewhenit as well as using customer data more effectively compete. for the Australian comestoecommerce.However, effectively to create personalised loy- That’s when I start to sweat. See, retail landscape, thosewhohave,forexample,lived alty programs for customers. unfazedisfine–admirableeven. inamarketwhereyou’reabletosub- Myer, Wesfarmers and JB Hi-Fi Unprepared is not. most notably scribe to Amazon Prime understand arealsosaidtobeimplementing The fact is, when Amazon enters the impending justhowfarthebarhasbeenraised. similar changes to ensure their sur- amarket–anymarket–ithasatrans- While this undoubtedly repre- vivalinAmazon’sageof‘extreme formative impact. Whether or not you arrival of online sents an obvious threat, it also cre- convenience’. Supermarket giant, areamongthebrandsconsideredto retail behemoth ates an avenue of opportunity for Woolworths, has even established be directly in Amazon’s cross-hairs – Amazon. Carat’s brands by contributing to the overall aseparateunittoreviewwaysto the likes of JB Hi-Fi, Harvey Norman, growth of the ecommerce category. minimisetheAmazonthreatand orMyer–the‘AmazonEffect’isgoing Head of Innovation, Many Australian retailers have improve its home delivery and to change the way your consumers Robert Tilt,wants world-class online experiences online businesses. want to do business with you. already – The Iconic for example brandstohaveaplan – and for them, this is an opportu- Notalldoom&gloom No place for complacency inplace,notjustto nitytoridetheAmazonwaveto Amazon’sarrivaldoesn’tneedto Such is the scale of its market influ- defend themselves evengreatersuccess,asmoreand spelldoomsdayforyourbusiness.It ence, Amazon drives a seismic more people look to shop online. has the potential to present as many shiftinbothconsumerexpectation against ‘the Amazon For smaller retailers, Amazon’s opportunitiesasitdoesthreatsfor andbehaviour.Ineverymarketit effect’, but to expansion represents an opportu- brands willing to be proactive in hasentered,theappetiteforecom- nity to break into the ecommerce adapting to the new economy. mercehasgrownsubstantially, capitalise on it. market by setting up shop on Amazon will also need to prove as has consumer expectation on Amazon Marketplace. themselves locally and lure con- thequalityofeveryaspectofthe Forthosewhofindthem- sumers away from more estab- online shopping experience. selves somewhere in the middle, lished competitors such as eBay, AccordingtoInternetRetailer, Amazon’s arrival is a reckoning. so are not arriving unencumbered. Amazon comprised 65.9% of the Luckily, there’s still time to bol- Tolearnmoreaboutwhatthe $53.1 Billion growth in U.S. online ster your ecommerce offering in future holds for the Australia retail in 2016.Put simply, if you line with consumer expectation, retail landscape, download Carat’s don’thaveanecommerceoffering ensuring you’re not left behind ‘Retail Redefined’ booklet via the currently – you’re going to need when the big day arrives. website: carat.com.au. CARAT PROUD TO BE PRESENTING PARTNER:

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Jac Phillips: Leadership is everything Jac Phillips senior director and head of marketing for Visa Australia, NewZealandandSouthPacific,wasfirstonstagefortheday,kicking offwithaninspiringwalkthroughherexperience. Shespokeabouttheneedforabrandtohaveaconsistentpurpose andtoliveitsvaluesthrougheverythingitdoes.Touchingonthe‘Makers’ campaign she launched while at Bank of Melbourne, Phillips explained that the bank, and the positioning, was about supporting Melburnians. Becauseofthis,itmadesureeverysupplier,agency,actorand contributorwasbasedinMelbourne.AndthatallitsadsfeaturedBankof Melbourne customers. Phillips talked about marketers’ obsession with digital, and the tendencytofavourthe‘new’shinythingatallcosts.Whilesheraised the topic, she also admitted that 60% of Visa’s spend is in digital. “WhatwillsetusapartinAustraliaistalent,andtappingintothe “Thedifferenceisweknowit’seffective–we’retrackingit,”shesaid. diversity that exists around us every day,” Phillips said. “The targeting available allows us to be more personal in our approach “Asaseniormarketerwithaccesstosignificantmarketingresources, than any other media, and personalisation increases engagement.” andbecausemoneytalks,Ipersonallyhavequiteaninfluenceonthe She also spoke about the lack of female leaders in marketing and industry and its future. CEO positions, and called for quotas to get the ball rolling. Quotas are “ItkillsmetothinkthatnolargecreativeagencyI’veworked controversial, but that’s not something that scares Phillips. withhashadfemalecreativesorAsianorIndianorotherculturesat While diversity gets talked about a lot, Phillips said she had to hire a senior levels.” female creative director on her team at Bank of Melbourne because she AnenlighteningQ&AsessionafterwardswithCaratCEOPaulBrooks wasn’tconvincedtheagencytookitseriouslyenough. touched on the importance of leadership. “It’s everything,” she summed up.

GoogleandNewsCorpbythefireside imminent IAB/Nielsen digital daily ratings, and whether the tech giant should take more responsibility over funding content creation as it Unsurprisingly, the first thing Google managing director Jason consumesagrowingsliceoftheadrevenuepie. Pellegrino did on stage was apologise for letting people, and the Thediscussionmovedtowardscurrentquestionsoverthe industry,downaroundbrandsafetyconcerns.However,hewentonto effectiveness of digital channels, which both were quick to dismiss. state that no media channel, digital or otherwise, can promise 100% Pellegrino said fighting against the media consumption trend towards brand safety. digital platforms or “trying to prove it’s not happening is counter- While News Corp chief digital officer and IAB chair Nicole Sheffield productive”. and Pellegrino agreed on a few things, it didn’t take long before things “However,Ithinkwe’vedoneanincrediblybadjobasanindustryin heated up in the passionate ‘fireside’ chat which closed the day. provingthevalueofmarketingandmediatoCEOsandboardsacross Thepairspokeatlengthaboutbrandsafety,thebenefitsofthe all channels,” he said. “How do I know that? Because the growth in spendisincrediblyanaemic.” Sheffield also focused on the role of digital media asa‘discovery’channelforconsumers–notjusta‘last click’ channel – and that the industry hasn’t put enough emphasis on that.

IfyoumissedoutontheSydney conference, The Media + Marketing SummitiscomingtoMelbourneon 2Augustwithabrandnewlineup. Plus, Professor Ritson will be back at the Melbourne event. You can check outtheagendaandbuyticketsonlineat www.mediamarketingsummit.com.au 15 Innovation: gimmick or genuinegrowthdriver? Thereareoftentwotypesofinnovationthrustat abrand:innovation‘porn’whichfavoursfancy, shiny gadgets; and almost pious innovation which takesitselftooseriouslyandrequires,long−term investment,Maxusglobaldirectorofinnovation, TomKelshawsaid.Heappearedbeforethe panelwitha10−minutekeynote,stressingthe importance of trying to find a ‘healthy middle’. Fairfax chief revenue officer Matt Rowley, who also leads its innovation strategy, was bold enough to talk about his company’s future inlightoftherecentinstabilityit’sfaced andwhenit’salsocuttingjobs.Fairfaxis usinginnovation“torescuethebottom line”,hesaid.Ifpanellistswereprepared to entertain the notion of innovation as a gimmick, that was certainly not the reality facedbyRowleyandhisteam. James Sugrue, whose company AFK specialises in building out innovative mobile platforms, explained that innovationtendstoworkbestwhentrust hasbeenbuiltwithaclient,sothereis“an appetite and a commitment”. Willarobotstealyourjob? The panel also touched on innovation Itmightbefeared,butarobotis labsandtheroletheyplayforbrandsand notabouttostealyourjob,andwe agencies,withthepanelsplitonwhether probably have 20 years before AI is they provide genuine revenue-driving goingtotransformtheworkplace, innovationorareafrivolousplayground. agreedthepanel.Overall,it’sstilla people business. This will come as no surprise to those in the creative field. As Clint Parr head of people and culture at Clemenger BBDO Sydney A question from AdNews editor said:“Computershaven’tquitecracked Data and analytics in a Rosie Baker in the audience challenged it.Weneedpeopleinthecreative post−truth world Facebook’sabilitytooffertrustedmetricsin industrywhocanoverseewhatthe “WewouldlikeYouTubetoopenupand light of its numerous admissions of mistakes robots are doing.” move to third−party measurement,” was initsreporting.Lockwoodgaveatop-line Clintthenwentontocitethebook the call from GroupM’s chief digital officer answer regarding Facebook’s openness in Deep Work by Cal Newport, who John Miskelly. Issues such as third−party thefaceoftherevelations. stressesthatinaworldwithsomany measurement, viewability standards and RadiumOne managing director, Adam distractions, those who are able to metrics, being the most discussed issues Furness, agreed there needs to be a focusorconcentratewillberewarded within marketing, were given an airing at business conversation. in the future. the summit. “The metrics conversation has turned Thepanel,however,wasconflicted Miskelly was the first to call out Google into a boring one,” he complained. “I want to on the current pool of talent in Australia, but the panel did not shy away from opin- move it on to one about sales outcomes.” andraisedthetopicoffthebackof ions.Facebook’sheadofmarketingscience, ADMA IQ managing director, Richard the recent 457 visa announcements. SteveLockwood−asyoumightexpect− Harris,wasalsobluntabouttheviability Virginia Hyland, founder of Hyland, reiteratedtheplatform’scallforestablishing ofviewabilitymetrics.“Viewabilityisnota stressed there was not an absence anewmetric;onethatmovesawayfrom successfulmetricforanumberofreasons,” of talent in Australia, however, “more viewabilityasa‘silverbullet’.Hesuggested he said. “Agencies want to prove outcomes, people who have greater specialisation “the most important metric must be based but there are brands who don’t trust their arerequiredtoteachpeople”. on return on spend” and that such a metric agencies, and this is where a lot of the Her thoughts were echoed by couldbeapplied“acrossanychannel.” problems lie.” Airtasker’sVPofmarketing,Simon Reynolds, who said the startup hasn’t looked overseas for talent. Anthony Hourigan, CEO of Hourigan International, warned the talent pool inadvertisingandmedia“hasshrunk,” andthatthegreatfreeflowofhuman capital increases wealth in Australia. He said the government’s move to restrict the 457 visa “does not send the right signals out”. The Profile

ive months into his new role, FNine CEO Hugh Marks could have been forgiven for wondering what he had gotten himself into. Making a mark The network was being trounced byitsarchrivalSeven,culminat- Hugh Marks hashadarollercoasterridesincetakingthehelmofNine ingintheembarrassingsituation in which Seven’s juggernaut My Entertainment Company 18 months ago. At a pivotal time for media Kitchen Rules offered its winning ownersinAustralia,heexplainshowheledaprogrammingrevival and contestants more prize money ($250,000)initsfinalethanNine’s what the future media owner-advertiser relationship looks like. reality flop Reno Rumble could attractviewers(249,000)toits WORDS BY showstopper. ARVIND HICKMAN Oneofthecountry’smost respected ‘content guys’ already had a major task on his hands without the ratings false start. TakingthehelmfromNinelegend DavidGyngell,Markswascharged with revitalising the network and transforming the business for a fragmented, digital age where audiencesandadvertisingbudg- etswereslowlyleavingtraditional media channels. “That first 12 months was really tough, there were many challenges,” Marks recalled. “Programming had staffing issues, therewasnoCFOforsixmonths, legaldisputeswithchannelSeven [overclaimsaboutToday and Sunrise],disputesgettingoutofthe Warner Brothers contract. There wasawholebunchofthingsthat wejusthadtogetdonetobasi- cally put the business in a position where we could move forward.” Tobefair,Markshadlittleto dowiththe2016schedule.Hetook over in November 2015 – well after programming was mapped out. MKR has dominated ratings in everyseasonsinceitlaunchedin 2010andarebootofAustralia’s Got Talent was never likely to make much headway. The show began earnestly with average metro ratings of 865,000, but grad- uallydeclinedtoaseasonlowof 594,000 five weeks later. “It’s a challenge this network hashadforafairperiodoftime, launchingaseasoneffectively against My Kitchen Rules,butthat wasprobablynotoneofourbetter efforts,” Marks pointed out. Fewintheindustryunderstand what it takes to create top qual- ityTVprogramslikeMarks.Ina 17-yearcareer,hehasservedasa director of Nine Films & Television www.adnews.com.au | June 2017 17

andNineNetworkAustralia(1998- show when the two juggernauts 2002)beforebecomingCEOof went toe-to-toe. Southern Star Entertainment “How well it did even surprised (2002-2005)andtheSouthernStar us,” Marks admitted, even though Group(2005-2009),overseeing sales boss Michael Stephenson was more than 500 hours of film and particularly bullish with AdNews TV production. priortolaunch.“Soit’sbeena “Wewereforcedquiteearly really pleasant surprise. I think to make some pretty bold deci- theotherthingthatisinteresting sionsaroundhowweweregoing aboutthatshowishowit’sper- torespondtothat,”Markssaid. formed across all of our platforms, “WefeltthatinMarried At First notjustontelevision.” Sight,havingwatchedtheshow TheotherplatformsMarks inapreviouseight-episoderun, referred to is its 9Now advertis- therewerealotmorestoryarcs ingondemandplatform(AVOD), in the content than we were where Married regularly attracted currently letting happen in more than 100,000 viewers on thewaytheshowplayedout. catch-up. The secret behind “Evenfromthisyeartonextyear, Married’s success, Nine’s boss said, we can still see the same. There are was winning over the hearts and stillafewepisodestowardstheend eyeballsofyoungwomen,where ofthisyearwherewewouldhave MKR “might be vulnerable”. likedthecontenttobeabittighter, “Inasense,wehadtheper- butwecanstillseetherearestory fect show for that dynamic and points to be brought out in the the numbers that played out were show that contribute to what the really what we planned,” Marks essence of the show is: an experi- said. “The extent of the result was format that places families of cooks mentaboutwhatmakesgreatpart- more than we planned, but having “What keeps me up against one another. nerships, great couples.” said that, I’m sure Seven will make “Theplanwasverymuchto BackinganexpandedMarried astrongcomebacknextyear.” awake at night is build and deliver consistency across At First Sight format to lead 2017 Since Married,Ninehascon- howdoIcontinueto the year, especially in those early wasacalculatedgambletosay tinueditsstrongresurgencein growtheamountof evening slots,” Marks explained. theleast.Sincetheshowdebuted ratings, with The Voice averaging money I can spend on “Big shows, big entertainment in 2015, the series average audi- above 1.1 million in the blind audi- thetypeofcontent attractsabigaudience.Thento ence had declined from 1.12 mil- tionsphaseandoftenaheadof cleverly work out around those lion metro viewers to 880,000 Ten’s major tent pole MasterChef IknowI’mgoing slots where we can find other inseriesthree.Thelongestthe and Seven’s House Rules. to get audience opportunitiestolaunchshows series had previously run was Nine’s TheLastResorthasn’t engagement?” thatmayhavemorepotentialor eightepisodes-nowNinewas quitegonetoscript.Thefirsttwo justworkasanineo’clockshow goingtoexpanditto29.Ifitfailed episodes posted poor ratings of just around the bedrock of the news to resonate, the potential fallout above 400,000 metro viewers at and current affairs franchises.” wouldbemassive. thetimeofwriting,raisingques- Another important develop- “Weusedtomakeitinternally, tions about whether there’s too ment,Markspointedout,isNine’s butShinehadjustlostThe Bachelor much relationship car crash reality Hugh Marks, Nine investmentinStanwhereitisa50% so they had a crew there that was TV at the moment. Entertainment CEO joint venture with Fairfax Media. ready for this sort of program,” Beyond this, Nine’s program- ThisgivesNineskininthegame Marksexplained.“Obviouslywe mingslatepromisesmorehitsthan intheimportantandgrowingsub- havealongandstrongrelation- misses with Hamish and Andy’s scriptiontelevisionsectorwhere ship with those guys, and I always newshowcominginJunebeforethe an increasing number of younger feltconfidentthatwehadmore widely anticipated Australian Ninja viewers are watching content as improvement in our performance.” Warrior, which looked impressive in andwhentheyplease. What resulted were far higher production. “Wecanstarttoseetheway production values, better cast- “I’veseenthefirstepisodeofthe that audiences are consuming free- ing and a storyline that hooked showanditissomethingthataudi- to-air and on-demand content and younger viewers from the first ences haven’t seen before,” Marks we are getting some real interesting episode. The show debuted at said. “Ninja Warrior fits that same learnings out of that,” Marks said. 820,000, but only eight episodes thingformewhichisalwaysgiving “Thetwoverymuchworkascom- later smashed through the one mil- the audience something that’s new plementary viewing experiences. lion mark and never looked back. and surprising rather than just nec- So then how you balance your Infact,bytheendofFebruary, essarily a recycle of something that budgets and your cost of acquisi- MarriedAtFirstSighthad dislodged someoneelsehasdone.” tion of audience on free-to-air ver- the previously impenetrable MKR This is followed by ratings stal- sus Stan, between the two, that’s as the top rating entertainment wart The Block and a new food our business.” The Profile

Nine’s MarriedAtFirstSight wouldbeanexampleofexpand- ingasuccessfulformatevenifthe production quality has increased this time around. Another way to reducecostsistotrimspendingon elementsofashowthatarenotas materially important to the success of the final package. “Having a bit of history in that myselfovermanyyears–that’s whatIdidforagooddecadeof my career – hopefully I’ve brought someofthoseskillstothisplace and the odd million here and there that you can either reduce or get a greater efficiency out of pro- grams. That margin makes a huge difference to your business,” Marks explained. He believes the major challenge across the media industry is pro- ducing high demand content that brings in an audience and engage- mentwhetherthatbeprint,televi- sion, radio, digital or any channel. Nine’s turnaround in ratings “Wearejustallintheprocessof “Sowhatkeepsmeawakeat is likely to see an uplift in its sec- working out what that transition is nightishowdoIcontinuetogrow ond-half FY17 results after a diffi- andhowfastyoumakethattransi- theamountofmoneythatIcan cult first half. The group reported tion to what that business looks like spendonthattypeofcontent a5%dropinrevenueto$659.2 in the future.” whereIknowI’mgoingtogetthat million and 6% decline in earnings Marks told AdNews one chal- audience engagement?” Marks (EBITDA) to $101.4 million, com- lengeintheTVbusinessisfinding revealed. paredtothesameperiodinFY16. therightbalancebetween“what “The second thing is when I get Nine’s u-turn from a terrible wespendoncostandwhatwe that content, how do I innovate startin2016toastrong2017isthe “We need to innovate make in revenue”, something Nine my distribution platforms so I am inverseoffortunestorivalTen. inhowweworkwith andSevenhavemanagedmoresuc- aggregating audiences across more Thedifferencebetweenthetwo, cessfullyinrecenttimes. platformsratherthanjustmyold accordingtoMarks,isthatNine advertisers so it “Wehavetobeinthebusiness platformwhichwasfree-to-airtele- maintainedareasonabledegreeof becomesmoreofa ofmanagingeffectivelythatcostof vision?Anddothatinawaywhere profitability and wasn’t straddled business relationship programming compared to the rev- you are adding audience across withthesamelevelsofdebt. thatwilldominate enue that we make,” he explained. your platforms rather than neces- “It’snotgoodforourinterests the future.” “Asanexample,betweenthe2017 sarilyjustlookingatafragmenting fortheretobeapoorperform- schedule and the 2016 schedule for business on one side?” ing network,” he said. “Last year, Nine, for our prime time entertain- Inthepastcoupleofyears,all Nine’s performance generally, ment programming, our cost per of the major networks have been whenwehadapooryear,actually hourofprogramisdownby13%.” atpainstotellthemarketthat contributedtoabitofdeclineinthe When he became CEO at Nine, theyareverymuchmorethan market,” he revealed. Markstookadecisiontoreduce TV with significant digital media “Soreallyyouwantallbroad- Nine’s unit cost of production, businesses.Ninehasspentmuchof casters performing strongly and which had risen in the years prior. the past 18 months restructuring its vibrantlyandforittobeareally Hugh Marks, Nine This involved going through each digital offering into verticals that great industry and the competition Entertainment CEO program and the mix of program- itcangotomarketwith,suchas to be intense.” ming to bring costs down. its women’s network 9Honey, its He said that Ten is a “good busi- “Sometimestheansweristo celebrity portal The Fix, cooking ness…theyhavegotagoodteam, do more of a successful show, but section Kitchen and more. they’vemadesomegoodshows”. inawaywhereitbringsyourunit Theverticalsmakeiteasierfor “It’sjustgotsomethingsthatare costperhourdown.Soiftheaudi- the network to go to advertisers working against it at the moment ence is still there for those extra within specific categories and are thatarecontributingtothatneg- hours and you’ve brought your designed to make it easier for users ative noise around profitability, costdown,wellthat’seffectivelyan to find articles that interest them, funding, financing - long-term cash additional investment at a higher driving traffic with clickable con- flow issues,” Marks said. marginal return,” he said. tent. Nine has also grown 9Now to www.adnews.com.au |June2017 19

beyond three million subscribers we’ve got a growing on-demand This will involve working and is pushing out more content business and we’ve got these dig- closely with agencies and clients on social. The new structure has ital publishing businesses and the to try to build holistic relationships helped Nine grow its digital reve- ability to publish onto social - we across a year, “where we start to nue to about 12% of total revenue, haven’t yet fully explored how address the whole business issue still well below television’s share. we can turn our content produc- rather than just selling them a Marks believes that closing the tion machine to that full execu- sponsorship of a particular pro- sales loop across all of Nine’s assets tion across all those platforms. gram” Marks said. and changing the way the network “I think that’s the next challenge “I think we are just looking at deals with advertisers is the next for us as a business. Take adver- where the categories of revenue step in its evolution. tisers and sponsors on that jour- are, where clients are looking for “Rather than having this ney with us in ways where we are either programmatic, native, data- purely trading relationship that actually really providing business driven or mobile-type solutions has dominated the past, we need solutions rather than just trading and starting to build more exper- to innovate in how we work with opportunities. tise in those specialties rather than advertisers so it becomes more of a “Of course the trading bit will looking at it just as a digital busi- business relationship that will dom- still dominate, but that’s where ness,” he revealed. inate the future,” he explained. we need to work at the margins. “So we are resourcing for “Because what you can do when That’s something I’m quite enjoy- that, resourcing for specialty and you are a media organisation like ing getting involved with and really basically building much stronger us now - where you’ve got this challenging what advertising rela- and close relationships between great big free-to-air business, tionships look like in the future.” agency, client and media.”

3 to 7 August International Convention Centre – Sydney and Cockle Bay Marina, Darling Harbour

SydneyBoatShow.com.au Agenda

Outdoor’s dynamic future

Inthewakeofthe collapsed Ooh!Media merger with APN Outdoor that would have stirred up dramatic change, digital, data and dynamic creative remain the three forces driving the future of out of home advertising.

WORDS BY DAISY DOCTOR

here are three 'D's driving “Tthe out-of-home industry at the moment, digital, data and dy- namiccreative,”JCDecauxCEOSte- ve O'Connor recently told AdNews. Itsumsuptheforcesatplay from advancements and invest- mentsintechnologyanddigital screenstothebackendsystems that inform what appears on them and how campaigns are planned. Outdoor has changed dramat- ically in recent years and just last month the planned merger of Ooh!MediaandAPNOutdoor, which would have massively thedominantaudienceprofile, neverbecompletelyone-to-one. Adatatsunami shifted the playing field again, ensure external factors and adver- Posterscope MD Bryan Magee Each outdoor company is adapt- collapsed. Both sides walked tiserscanadaptcontentaccording- says although audiences are tight- ingtodataisdifferentwayswith awayfromthedealfollowinga ly.Shiftingfromclaimedtoactual ening and becoming more target- partnerships playing a key role. In "surprisingly adverse" response metrics,OOHcannowofferaguar- ed,it's“amasschannel-one- thelastthreemonths,Adshelhas fromtheACCC.Explainingthede- antee of audience and accuracy like to-manyorone-to-few”where takenstepstorampupitsdataof- cision, Ooh!Media CEO Brendon neverbefore,meaninglesswastage advertisersdirectmessagesat fering, establishing partnerships Cook said the company remained for advertisers and more relevance “clustersofpeople”. with big players in data including committed to innovation and dig- to the consumer. ForCook,whileheseesafuture The Rubicon Project and Lotame. ital.HealsosaidOoh!wouldin- However,thereisanOrwelli- whereanythingthatispossible Lotame will provide Adshel vest around $40 million CAPEX an flip side to the advancements in online advertising is possible locations with audience insights in developing and building data which conjure Big Brother-esque in outdoor, he says using data is from its Data Management Plat- systems that would underpin a anxieties. We've edged closer to about“answeringaquestionfor form (DMP), focusing on online "well-rounded digital strategy". a Minority Report realityofacute your client”. andmobiledemographics,behav- By marrying data and out-of- profiling and personalised out- The more sources available to iouralandpurchaseintentpro- home (OOH), the true potential of door advertising. Wherever data answer that question, the more files. Adshel chief revenue officer thechannelisbeingrealisedandit's isinplay,thereareconcernsover effectiveandcontextualacam- David Roddick called the partner- allowingthemediumtoshiftfrom privacy and anonymity. OOH paign becomes. He agrees OOH ship a “game changer” and con- broadcasttotargeted.Mediaown- companiesarequicktoquellfears will never be entirely one-to-one, sidersitasteptowards'person- erscangaugethenumberof'eye- with the reminder all data is an- butsayshisjobis to “define the alisation at scale' via automated balls' passing a billboard or screen, onymised and the medium will many better”. technologies. www.adnews.com.au |June2017 21

can show UV rays measured down one-stop shop for buying and selling to 10 metre area. A campaign for outdoor across Australia. The 'single the Cancer Institute saw panels “No longer will source transaction system' is also react to UV levels and change the advertising be seen to be world leading, but it's not message served depending on the delivered in the a full programmatic solution. rating. hope that it will VMO, which only operates dig- Soon, JCDecaux will launch its be delivered to the ital screens, is aggressive in its Codex DMP, the result of a part- programmatic endeavours. It re- nership with Data Republic. It will right audience.” cently launched a programmatic overlay the OMA’s Move with West- offering using data collected from pac transactional data. It will know its Digital Outdoor Audiences in where consumers shop, when Real Time (DART) measurement and how much they spend, where system, to deliver personalised they live and how they move in Anthony Deeble content that targets specific audi- and around JCD’s coverage are- VMO MD ences. VMO MD Anthony Deeble as, allowing JCD to optimise and says at its core, the offering will demonstrate the value of its net- mean less wastage and better ads. work locations with real precision. “No longer will advertising be A year ago Ooh!Media formed delivered in the hope that it will an exclusive data partnership be delivered to the right audience, with Quantium which is coming we now have a better perspective to fruition now, says CEO Cook. and better engagement with con- It combines transaction data with sumers,” says Deeble. mapping tools, audience profil- Others still believe ‘true’ pro- ing, measurement and research grammatic in general is still some to give weight to true multiplat- way off. Goa's Tyquin separates the form campaigns. intertwining of dynamic creative and real-time buying arguing Goa is Programmatic realities already using automated platforms The proportion of outdoor screens to change content in campaigns. that are digital is ever increasing, “People are understandably ap- and most see programmatic as prehensive about programmatic. the next step for OOH, but what Automated buying would mean we that actually means is often un- would become a commodity, the in- clear. It's a buzzword within OOH, dustry is not ready,” he warns. but the implementation of a pro- For Cook, it is about fu- grammatic buying system, which ture-proofing automatic trading; streamlines the planning and implementing bigger and more buying of campaigns targeted to robust systems. With the medium relevant demographic audience clearly in the public space, Cook would put outdoor in the same says the industry needs to remain league as any other digital screen. conscious that “not all systems and JCDecaux’s Orbit is a geo-spatial It's simultaneously considered far- rules work with OOH” and, in rela- tool which stitches a number of in- off and already in existence – de- tion to brand safety and automated dustry sources using census data pending on the definition of pro- trading, “we can’t afford to the kind as its backbone. Sources inducing grammatic. of mistakes happening online”. ABS data, Enhanced Media Metrics While its partnership with The Australia, as well as segmentation Rubicon Project is Adshel's first Dynamic creative products like Helix Personas are step towards automating the pro- For many, programmatic goes hand- fused together to map metro loca- cess giving trading desks access in-hand with dynamic creative, using tions to granular levels. to its inventory, Roddick says he a multitude of different data points “Orbit is used in the business prefers to steer clear of the term to build and serve different creative. three to four times a day and now 'programmatic' entirely. But, if The possibilities are almost endless, uses proximity variables, where this method of buying and plan- but often the complaint is that cre- things like Commonwealth Bank ning means unilateral campaigns, ative ideas are not keeping up with branches and children’s kinder- then for Roddick, programmatic is the technological capabilities. gartens can be mapped to help the gateway for media channels to Cook says: “As an industry we meet a client’s objectives,” says finally come together. “If it means move relatively quickly, the scale marketing director Essie Wake. we can buy and plan campaigns of digitisation means classic crea- Heat maps can indicate the af- alongside each other, it has to be a tive use of the medium was always fluence of a suburb and show what good thing,” Roddick said. going to lag.” demographic is passing an area at The OMA's Automated Trans- Cook has his sights set on in- a particular time, weather maps action Platform aims to provide a novation and contextual creative,

Agenda www.adnews.com.au |June2017 23

which “will always be a better planning teams need to be en- thing, he cautions against data be- sales proposition”. couraged to keep up. “The data is “People are coming the “Achilles heel” of the High profile examples such as all there, the difficulty is making apprehensive about industry. Bonds Boys show the potential advertisers get behind it.” programmatic. “We should be very aware of pri- of OOH but Cook says at the start vacy policies. As technology chang- of the campaign the client wasn’t Warnings and privacy Automated buying es, we need to constantly be think- aware of what was available. The While there's tonnes of opportu- would mean we ing with a customer perception, as Bonds Balls screen, which hung nities, there are definitely some would become a well as thinking about our clients.” in Melbourne CBD on the Bourke 'watch-outs' and all players are commodity, the At the crux of it, data is giv- Street Mall site, reacted to weather careful to emphasise safety as data industry is not ready.” ing media owners, agencies and conditions. When the temperature becomes more pervasive. APN advertisers a level of accountabil- dropped, the ‘boys’ would shrink to Outdoor CEO Richard Herring ity hitherto unseen in the OOH the top of the billboard, and hang warns with technology moving so industry. Roddick sums up the low on warmer days. fast and as audience measurement Goa CEO Chris Tyquin challenge: “It’s hard sometimes in This level of reactivity through tools become more sophisticated, the blood and bullets of the work- data was not difficult to execute the industry needs to work togeth- ing day to remember how much he explains; the data is available, er to avoid major mistakes and change is going on in how we plan it’s now the creatives and media maintain consumer trust. and buy media. We have to keep agencies that need to catch up. He acknowledges the need to reminding the industry of what's Roddick says while there has been harvest data anonymously and possible and inspire advertisers a “central shift in the way media not “cross boundaries” when it to use every ounce of potential in is being perceived,” creative and comes to privacy. More than any- this medium.”

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TV drives 81% of auto sales despite TV making up only 53% of media budgets.

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TV RADIO DIGITAL (DISPLAY, VIDEO, SOCIAL) SEARCH PRINT OOH CINEMA

Ebiquity; Payback Australia Automotive Report 2017. All figures quoted are category averages. Investigation

Lessons to launch an agency

Most people in the business have probably thought about going it alone at some point, but it takes more than an idea and the dream of being your own boss to start an agency. A flurry of new shops like Ugly, Mr Glasses, 72andSunny and Adam Ferrier’s Thinkerbell, have opened their doors recently, but more established agencies have all learned lessons along the way.

WORDS BY

ROSIE BAKER Investigation www.adnews.com.au | June 2017 26

here will always be new agencies launching and most people have Ttoyedwiththeideaofgoingitaloneatsomepointbutitisn’tfor everyone. The temptation of being your own boss, working with clients youlikeanddoingworkthatinspiresyouisunderstandablyattractive. Particularlywhenthestressofagencylifeseesalotofpeoplesittingat their desk, frustrated by the organisation they’re in, uninspired by lead- ershipandsickofworkingallthehoursofthedayfor‘theman’. Meanwhile,thereisaflurryofnewcreativeshopsopeningupinAus- tralia making headlines. ItwastimelythatAdamFerrier,JimIngramandBenCouzens,justre- vealedthedetailsoftheirnewventureThinkerbellaswewenttopress, just three months after their sudden exit from Cummins&Partners. (See page 29). HazelleKlønhammer,formerCEOandfounderofAnomalyAmster- dam,ex−TBWASydneyECDGaryMcCreadie,andformerM&CSaatchi headofstrategyRossBerthinussen,alsoteameduptolaunchUgly. Chris Campbell has launched experiential agency Mr Glasses, and in a slightly different set of circumstances, 72andSunny officially opened itsdoorsinSydneyaftermonthsofspeculation. Butwhat’sitreallyliketostartanagency? ABOVE: Ugly’s three founders clicked immediately. Have passion and purpose vicedbyaplethoraofdifferent Whilethereareendlesswaystogoaboutsettingupanagency,anda specialist agencies. multitudeofreasonstodoso,therewasonepieceofadviceeverysingle For Ugly’s three founders, they agencyfounderoffered.Passionisthevitalingredient. wanted to build an agency that Ifyoudon’thaveapassionforwhatyou’reabouttoembarkon− stripped out the complexity they don’t.Andtheywereunequivocal−undernocircumstancesshouldyou saw elsewhere. considersettingupanagencyifyoudon’tthriveonriskandadventure. “Valuesarecriticaltoastartup,” “Youhavetobedriventocreateanenduringentity,”TheHallwayfound- Klønhammer said. “It’s as much erJulesHallsaid.“Startingyourownbusinesssoundslikethekeytoliber- aboutyourvaluesasitisyourcre- ationbutit’sactuallyamassivecommitment−it’slikebecomingaparent. ative ambition. You want to do it “You build resilience along the way, but you have to go in with your basedonyourownexpertise,com- eyesopen.It’sthemostrewardingthingintheworld,butanysmallbusi- binedwithyourpersonalvalues.” nessownerwilltellyouthatit’sterrifying.” JimIngramsumsuphowtheyfeel MrGlasses’ChrisCampbellsaidexperientialandbringingbrandsto aboutlaunching.“It’sbeenawhile lifeissomethinghe’salwayshadapassionforsolaunchinganewven- sincewe’vegonetobedwiththatex- turemadesense.Onceitstarted,theytriedto“getinfrontofclientsand cited energy,rather than going to bed preach”whattheywereabout,asmuchaspossible,hesaid. worrying about something.” Former managing director of Common Ventures, Damian Damjano- vski,agreed.InAprilhesteppedbackfromtheagencyhefoundedafter The financial stuff five years. Common Ventures was borne out of its founders’ frustrations Starting an agency isn’t just a pas- with the way things were at Ogilvy and the siloed way clients were ser- sion project. There’s a serious side

Founders’ story: The Hallway

Jules Hall founded the Hallway Along the way, he picked up sevenyears,invitedHalltotake in 2007 in a unique set of sponsorship from Jameson Irish over the account. circumstances.Theagencyisnow Whiskey which paid the running costs Working at the time at digital adecadeoldandstillgoingstrong. andsawthebrandconductsampling agency NetX, Hall had ideas of setting Ataround45peopleit’snotthe activitiesaroundsailingeventstoget up an agency, and the approach from biggest shop in town, but it has an the“brandinhands”.Overthecourse Pernod Ricard meant he could turn establishedreputation,astrong of several years the relationship theideaintoarealitywiththeglobal business and a happy team. ramped up until owner Pernod Ricard drinks brand as its founding client. ABrit,Hallwasacompetitive endedupastheheadlinesponsorof “I adored the brand,” he said. rower before getting into sailing, thesailingevents. “I embraced the values, and the inhisdaysbeforeadvertising. AftermovingtoAustralia,Hall’s levelofservicetheygot[fromthe Backin2001,heboughtaboat crewconvincedPernodRicard agency] was exceptional.” withsomefriends,usingahome todothesamehere.In2007, TheHallwaygainednotorietyin improvement loan, and began the brand wasn’t happy with its its first year, winning Gold Lions and competinginracesonthecoast then agency and because of the beingshort−listedforaTitanium at between England and France. personal relationship over the past Cannes in its first 12 months.

Investigation

Damjanovski echoed this. “Wetalkedtoawholebunch Mr Glasses launched with of people and the best advice we a live street art demo. got was from accountants,” he revealed. “It’s good to get out of thebubbleandtalktopeoplewho aren’t in the business. You need some pragmatists on board.” Hall agreed finding people who knowabouttherunningofabusi- ness is vital, and getting valued input frompeoplewhohavebeenaround thebusinessblockafewtimes.One ofhisclosestadviserswasaformer CEOofaninsurancecompanywho set up the back−end of The Hallway andstayednineyears,onlyleaving theagencylastyear. “Igotalotofschoolingonthe business side of things such as staff and cost ratios, operations, billings, tax. He was a wise busi- nessman,”Hallsaid.“Neverun- derestimatethevalueofgreyhair −hegaveusafewclipsaroundthe earandwasaguidingvoice.” With a client, or without? andtheveryrealpressuresofhavingtobalancethebooksandkeepthelights There are two ways to start out − on,withoutthesecurityblanketofanowneroremployer,hithomefast. “Startingyourown withafoundingclient,orwithout. Ugly’sGaryMcCreadiesaidit’sasteeplearningcurve.Afterbeing There are pros and cons to both. partofbigger,establishedagencies,whenyoulaunchastartupyoufind business sounds like If you’re in the position where yourselfdoingeverythingandwearinganumberofhatsallatonce.It’s the key to liberation you have a foundational client important the founding leadership team has a balance of creative skills butit’sactuallya readytoputworkandrevenue as well as business acumen, he explained. Creativity can easily be di- massive commitment your way it means you can imme- minishedbytheweightofbusinessrealitiesandnoteveryonethathas −it’slikebecominga diatelystartworkingwithalittle thevisiontostartacreativeagencyissuitedtoit. more security. But, there will still Takingadvicefromasmanypeopleaspossibleisagoodstarting parent.It’s the most betheneedtowinnewbusinessas point.Whileotheragencyfoundersareagreatsourceofknowledgeand rewarding thing in well keep the revenue coming in. adviceinsettingupyournewventure,it’svitaltogetadvicefromout- the world, but it’s One problem for small agen- sideadvertisingandmediatoprovidearealitycheck. terrifying.” ciesistheneedtokeepthelights “The growth in the small business sector, and those looking to launch on and pay salaries often means astartupisphenomenal,”CollectiveHubCOO,AllanFletchertold they fall into taking briefs and AdNews. “Entrepreneurship is increasingly important in this age. The work they didn’t intend to, which ability to imagine a different future and be able to adapt, free of the usual canquicklyderailthevisionthe corporaterestraints,isgoingtobethedifferencebetweentheindividuals Jules Hall, founders set out with. andbusinessesthatthrive,andthosewhichbecomeobsolete.Peopleare The Hallway CEO “We’renotlookingforalotof beginningtorecognisethat,andincreasinglytheywanttotaketheir and founder clients, but you’re defined by your future into their own hands.” clients, so we’re looking for the CollectiveHubisrunningisfifthKick.Start.Smart.eventinAugust, rightones,”Klønhammersaid. which offers a series of panels and workshops designed to help anyone To avoid falling into that trap gettheirsmallbusinessorstartupoffthegroundbecausethereisso youneedtodoalotofplanning much demand. upfront and know exactly when Whilestartinganagencymightbeconsidered‘goingitalone’,it’sim- youneedtohaveanumberof portant not to take the ‘alone’ apart literally. clients or reach a certain level of “Whenit’syourownbusiness,it’spersonal.Youdon’tgettoclock revenue. offandforgetit.You’llbethinkingaboutcashflowandstaffinginyour While The Hallway launched sleep.Andthoseworriesnevergoaway,theyscalewiththebusiness,” with a major client already on Fletcher said. board, Hall explained that either “Youneedanetwork.Youcan’tworkinasilo,itgetslonelybeingan way,you“needsomeonetotakea entrepreneur. Whether it’s a full−on advisory board or some mates you re- leap of faith” at some point to get spectinthepub,ensureyouhavearangeofviewsandexperiences you can the ball rolling. call upon for guidance and a different perspective.” www.adnews.com.au |June2017 29

Lessons learned Founders’ story: Thinkerbell Damjanovski is candid about the lessons learned along the When Ferrier, Ingram and Couzens for at least one major brand, and there, Ferrier said: “One of the most way. One that Common Ventures left Cummins+Partners in February, it the scope of some of the projects interestingthingsaboutourmodel learned in its early days was that was out of the blue for most people, they’re working on go beyond having a psychologist and two being independent and ‘different’ But what wasn’t a surprise was that delivering creative executions creatives is we can start to think wasn’t enough. they were already formulating a plan and ads. about the problem holistically, Any new business needs to for their own venture. “Jim and Cuz are the most no matter where the problem have a clear differentiator that Rumours swirled over what it lauded creatives in Australia lies,andapplyalittlemagic.If can be clearly articulated so that would be, what it would be called and I’ve got my own reputation you’re thinking about consumer clients know what they’re getting and who else would be involved. in consumer psychology and experienceyoucanaddmagicat and have a reason to work with What has emerged is Thinkerbell, strategy. We have an interesting any point along that consumer the agency. Nine months in, the promising to deliver what they combination of complementary journey. Plus we’re getting stretch agency realised it didn’t have a call “measured magic”. skill sets,” explains Ferrier. into spaces that aren’t particularly clear enough mission statement Ingram explains that the “Lotsofclientsarefacing in the agency landscape.” and needed to pivot its strategy. genesis of the agency came easily. incredibly complex marketing Likemanyfounderstheysay “If you put all new agency “The idea of doing something environments and within that thetimewasjustrighttoupsticks creds side by side, they all look together came about easily. We all there is lots of opportunity, and start something of their own, the same,” he said. “New agencies looked at each other with the same but an increasing amount of and believe there is a real appetite don’t spend enough time on what twinkleinoureye,andweknew accountability is required. for “something new with new they stand for. Everyone thinks we were going to have some fun. The challenge for traditionally energy” in Melbourne. ‘we’ll go out and be different’ but Landing on Thinkerbell, and using structured agencies in that Couzenssaid:“Thethreeof not about how they want to be dif- measured magic as our philosophy, environment is how they flex us are very creative people, and ferent. That’s a trap that’s easy to all that stuff came easily and and capitalise on emerging we’ve spent so much time building fall into.” early and it’s allowed us to set the opportunities. Being a new startup other people’s brands, but it just Hall agreed. For him, it’s im- foundations for everything we’re in this environment is fantastic.” felt like the time was right to portant that any new agency spe- goingtodo.AlotofagenciesI’ve Measuredmagic,theysay, create our own brand and use that cialises in something, rather than worked at, you just don’t get that reconciles the opportunities and to help clients.” being a jack of all trades. He said sense of a brand that’s been built the need for accountability. Ingram “It’s been really humbling the while there are relatively low bar- from the ground up. Literally every says it’s “refreshing” as a creative genuine interest in something riers to entry for agencies − all you decision we make we ask ourselves to be working on problem solving new.We’vefeltthatcomingfrom need is ideas − it’s much harder to ‘doesthatfeellikeThinkerbell,and for clients beyond ad campaigns. clients, from peers and around the succeed than it is to start out. does it have measured magic to “Usually the measured side is market in general.” “You start doing what you want it?’,” he said. the back end and the magic side Ingram added: “We’ve all come to, but at some point you need more The agency began trading is the creativity. What we’re loving from some of the best agencies in dollars [and take any work]. But, as in late May from offices on in what we’re doing is there’s Australia, and learned lots of things soon as you do that, you’ve solved Melbourne’s Chapel Street, and measurement in creativity and that work great, and lots of things your short−term cash issue, but re- already has some clients on the there’s magic in data science,” that we would do differently. Now define your brand,” Hall said. board. Although the trio wouldn’t Ingram says. we’re starting from scratch using “You’ve got to be the best at revealwho,oranyproject On Thinkerbell’s unique all the bit and pieces we’ve always something; a client has to have a specifics, it is already working difference to other agencies out wanted to do.” reason to call you.” Something else Hall learned was the importance of cementing culture early on so that when the Ferrier, Ingram and Couzens agency scales it remains strong. offer measured magic. “We left it too late to codify our culture,” he admitted. “Culture is guided by the founders as you grow. When you get to the point where you’re not doing all the hir- ing yourself it can be difficult to hold on to, so, a few years later we did that process and articulated what we hold dear.” Damjanovski believes independ- ent agencies go one of two ways − they become a cult of personal- ity or a cult of process. If you want long−term growth, he said, you need the agency to be process driven, because at some point the founders will get burned out. That constrains Make your content play smarter. Full motion video | Directional sound | Superior LED display | 5 cities

&RQWDFWXVWRGD\WRÀQGRXW why you should rethink your multiscreen strategy. Investigation www.adnews.com.au | June 2017 31

butwithatwist.Meanwhile,The MonkeysoriginatedasThreeDrunk Beat your own drum. Monkeys−aself−appointeddescrip- torofitsthreefounders.Itevolved to become The Monkeys, allegedly after some potential clients strug- gled with the ‘drunk’ element. But, wouldtheagencybethesameifit werenamedDrape,Nowell,Green? There’sacertainegoatplay withthenamesakeroute,butit’s tried and tested, and it doesn’t succumbtotrends.Or,youcan findanamethatdescribesthe companyorawordthatsums up its values, or something that ‘just fits’. When picking the name for theirnewventure,JimIngram said Thinkerbell came quite theagencyifitssuccessisbuiltsolely new agency going to differentiate, quickly. What they wanted was a on them without transferring into a whatpersonaisitgoingtohave?So name they felt summed up their broader process within the agency. what’sinaname? philosophy of offering ‘meas- Having just left Common Ven- “There are two ways to think ured magic’. tures, Damjanovski has no plans aboutit,”MrGlasses’ChrisCamp- “Weknewfromthebeginning to start again immediately. He bellsaid.“Ifyoudogoodwork, we weren’t going to call ourself said “never say never” but if he your reputation will precede you Ingram,FerrierandCouzens,for weretostartanewshop,hewould andyoucancalltheagencyany- onebecauseitwouldhavecreated do things very differently. thing. Reputation will supersede ashit-fightaboutwhosenamewas “Iwasyounganddumb[when any silly, clever or amazing name goingtocomefirst.” Common Ventures started]. Now, I’d youcomeupwith. To McCreadie, his agency’s focus attention more on being spe- “But,thebrandalsogives name ‘Ugly’ comes from the idea cific,”hesaid.“I’dlearnhowtohire, more exposure and you make a that beautiful things can come howtosetitupbetterandputpro- nameforyourselfbygettingin from something ugly. cesses and systems in place earlier.” people’s faces.” There’s the traditional ‘name A desk to call home Buildyourownbrand abovethedoor’approachwhich Whether you start out like Mad Once you’ve made the decision bredalltheclassicagencies’like Men’sSterlingCooperDraperPryce to launch an agency, you need to Ogilvy,Clemenger,DDB,and in a hotel room or like The Monkeys know what story you’re going to Saatchis (twice). The Hallway takes in a shared warehouse in Redfern, tell the outside world. How is this its name from Jules Hall’s surname, or in a co-working space, you’ll need

Founder’s story: 72andSunny

72andSunny officially revealed its aSingaporeshopinafewmonths’ planstolaunchaSydneyofficein time where chief creative officer lateApril,butitwastwoyearsin Johnny Tan will be based. themaking.Thiswastoensurethat It will be hoping to succeed when managing director Chris Kay where other global hotshops actuallysetupshop,itwasinthe have failed to crack the rightmarketconditions,theright Australian market. Droga5 peoplewereinplace,andithad publiclyfalteredaftergrowing doneitsduediligence. toofastandtakingontoomany Kay, who previously was big clients in its early days, managing partner at BMF, spent the swamping itself. lastfouryearsat72andSunny’sLos Kay said 72andSunny isn’t Angelesoffice.Hewastappedto landingwithafullyformedplan, launchtheAPACexpansionin2015 butispreparedtogrowinways and has been laying the groundwork. that reflect the market and respond Theagency’sofficesinSydney’s to demands. It isn’t claiming to Woolloomooloo will be followed by have all the answers, he said. www.adnews.com.au | June 2017 32

“Offthebat,itwasastartupbe- inglaunchedbySaatchiSydney,but thechallenges[foranewnetwork office]aren’tthatdissimilartoany agency starting up,” Rebelo said, addingitwasimportantnottojust replicate Sydney. “Itwasalittlebitofluck,en- trepreneurship and stars aligning. We had an entrepreneurial begin- ning, but it became strategically important.Wesetupaminifull service agency from the get−go, The writing’s with the benefit that we had one on the wall P&Landcouldleanonthesupport from Sydney.” CurrentMDoftheMelbourne shop, Mark Cochrane, came on boardabouteightmonthsafter somewheretoworkfrom.Rentonofficespacewillbeoneofthelargestex- the launch. As with any business, pendituresforanysmallbusiness,soconsidersharingspacewithanother 10 things to do Rebelo said, getting the right lead- agency that has spare desk space, or a shared working space with other ership is what forms the founda- startupscanofferavibrantenvironmentthat’smorethanjustadesk. Take the tionsofaworld−classagency. WhenitlaunchedinMelbourne,Saatchi&SaatchisetupwithinSapi- 1 leap. ChrisCampbellstartedexperi- ent’soffices,asparentcompanyPublicisGroupehadrecentlyacquired ential agency Mr Glasses six months Write a business plan − what thedigitalbusiness,whileFerrieretalsetupinMelbourne’sChapel agotocomplementhisexistingpro- are you going to be doing? Street, saying they wanted to be where consumers are - not where other 2 motions agency. He revealed that agencies are. Apply for an Australian alreadyhavingtheexistingcompa- 3Company Number (ACN), a nyallowedthemtodoresearchinto When,whereandwhy Tax File Number (TFN) and an whatwherethegapwas,andwhat Sometimes it’s the right time, right place and the right people that come Australian Business Number kind of agency would fill it. togethertoseeanewagencyopenitsdoors.Uglyisnotthefirstagency (ABN) − you can’t operate FollowingasoftlaunchinSep- startedbyitsmanagingdirectorHazelleKlønhammer.ShesetupAnomaly without these. tember2016,MrGlasseshosteda Amsterdam, and had been looking to return to Australia after 20 years launch party featuring live street overseas.ShewasindiscussionswithM&CSaatchiaboutarole,which Come up with a name, artpainters,inMay2017toget didn’tfitthebill.“Ilikestartingthings,therushandtherideofit,”shesaid. 4registeritandthetrademark infrontofprospectiveclientsto KlønhammerwasthenintroducedtoMcCreadieandBerthinussen −thisisyouridentity. show them what it could do. “You who had been discussing setting something up together, and they instant- onlylaunchonce,sowewantedto ly clicked. The agency, which is financially backed by M&C Saatchi, but Buythewebdomain− celebrate so people could experi- notpartofthegroup,isjustweeksintotheventure. 5without a website,does you ence it,” he said. There are commonalities around starting a new agency whether it’s in- agencyevenexist? dependentorpartofanetwork.72andSunny’snewSydneyandSingapore Setupabusinesstelcoand So,shouldyoulaunch shopstakeittofive.It’sownedbyinvestmenthouseMDCGroupwhich internetplan−it’sgoodtotalk. an agency? meansitspocketsareslightlydeeper,anditalreadyhasalistofglobal 6 Ifyouansweredyestothisone clients it can tap into. But there’s pressure to live up to and MD Chris Kay Find an office space, question, then you already know is cautious in his approach. 7whetherit’syourlounge the answer. But, do you like risk? Kay says the model 72andSunny takes here will adapt and flex with room,asharedspaceoryou As the founder of your own whatthemarketneedsanditisn’tarrivinggunsblazingwiththeideait leasepremises,youneed agency, you open yourself up to canarriveareadymadesuccess.Whilethereisobvioushypearoundits somewhere to work. ahugeamountofdiscomfortand launch,Kaysaysit’snota“ta-dahagency.” stress. It’s your responsibility “It’saboutwhatdoesAustralianeed,notwhatcan72andSunny Look into taxes − the only to pay the bills and make things bring.I’dlikeustolearnandteachinthismarket.We’renotcomingto 8things certain in life are happen.Ifthatdoesn’tappeal, eatanybody’slunch–I’dliketobringmyownlunch,andbringsome- death and taxes. You’ll need to andyou’rehappierwithabit thingadditiveandenergisingtothemarket,”hesays. arrange Goods and Services moresecurity,thenit’sprobably Beingpartofagroupmayeasesomeofthestartuptrauma,butthere Tax(GST),andPayAsYouGo not for you. arestillchallenges.Saatchi&SaatchisetupitsMelbourneofficetwo (PAYG) withholding tax if you Damjanovski summed it up: “If yearsago.CEOMichaelRebelosaiditwasalwaysinhisgrowthplan have people on the payroll. youlikeadventureandrisk−do when he took on the top job in 2011. The timing was right in 2015. it.Ityoulikesecurity−don’tdoit. The numbers − get an ItwonthepitchforBankofMelbournebeforeitevenhadaMel- accountant. Youneedfireinsideyouandyou bourne operation, but setting up shop was one of the conditions. Just 9 can’tbeafraidoffailure.Don’tdo weekslater,SaatchisSydneyclientToyotaannounceditwasmovingallits Get insured − protect itasasidehustle−that’shalf−ar- operations from Sydney to Melbourne, which meant another reason to staff 10yourself from risk. sed. Give it your full fucking focus up in Victoria. − give it everything.” in partnership with 33

Why we’re giving our clients a complimentary attribution solution

he sales and marketing mix has Tgrown increasingly complex. Truly understanding what’s driv- ing transactions across marketing channels can make a significant difference to the success of cam- paigns, although attaining these insights and a holistic view of the marketing mix can be somewhat problematic. However, there is one tool that marketers have at their disposal, and that’s Attribution. Notanindustryevent,oradmit- tedlyaclientmeetinggoesbywith- out discussing the true role mar- ketingchannelsplayinaconsumer journey–advertisers,agencies, publishers, analysts, and the media are trying to better understand it. Adtech companies love to talk about attribution, commission research papers and discuss how it can improve campaign performance Anthony Capano, when comparing Cadence attribut- spend. We conducted a study with (they’re not wrong by the way), but ed data against last-click data. the CMO Club and it revealed that is anyone doing anything to help MD of Rakuten For another client, Rakuten 20% of CMO’s are currently allo- marketers utilise attribution? Marketing APAC Marketing utilised data insights cating budget via channel, whilst Following our acquisition of from Cadence to encourage both 30% are allocation brand dollars UK based attribution company DC shows how they’re engagement and clicks for Display separately from direct marketing Storm, Rakuten Marketing have enabling marketers campaigns. When comparing last- dollars. Attribution gives insight been working to developing a to look beyond a click with attributed performance into all marketing performance. proprietary attribution tool, to be Cadence proved a 40% higher aver- Using an attribution model to de- made available and distributed to single channel and age-order-value (AOV) for convert- cipher budgets, provides marketers all Rakuten Marketing clients, at no to see what’s working ing journeys influenced by display, with an accurate view of channel additional cost. compared with the retailers site and campaign performance, giv- and what’s not, average. Without a robust attribu- ing marketers a total view, and Why are we giving our providing the power tion solution, the above mentioned allowing for successful campaign attribution technology to make strategic advertisers would not have had the optimisation. Cadence to our clients? insight to make strategic optimisa- Through Cadence we are mak- Asthepathtopurchasebecomes decisions that are tion decisions. ing it easy for brands to have a more complex, attribution pro- more accurate, data- Further to this, Attribution is complete view of marketing perfor- vides insight into how consumers what elevates good data to great mance. We are enabling marketers are interacting with a brand. We driven and effective. data. Through analysing convert- to look beyond a single channel and have been in beta testing with se- ing and non-converting consumers to see what’s working and what’s lect clients for some months, and journey’s, marketers are delivered not, and providing the power to have been able to demonstrate insight into what is and isn’t working. make strategic decisions that are to brands the value of having a This data provides a greater under- more accurate, data-driven and ef- complete view of the consumer standing of marketing efficiencies; fective. We want to make certain journey, juxtaposed with a simple wasted ad-spend and consumer in- that our clients are armed with the last-click wins model. For example, clinations; how different creative and complete information when mak- one of our affiliate clients sought messaging work across networks; ing marketing decisions. insight into the role its content and which channels are causing the All the buzz is well founded, and publishers were having on the path highest bounce rate. This data may I’m happy to say that we are putting to purchase within the fuller con- reveal an opportunity to make quick some skin in the game, by provid- text of the user journey. Through changes, which drive greater results. ing a complimentary solution to attribution we determined a 115% A holistic view can then be used our clients, in order to help them increase in content publisher ROI to assess budgets and marketing along this journey. Creative Focus

This month, adland will descend But, the festival isn’t all acco- on the south of France for the lades and education. There are What’s your best story annual Cannes Lions International sponsored parties on sizeable Festival of Creativity – a week−long yachts populated by linen−clad event that brings together the execs, parties with private perfor- from Cannes Lions? industry’s best and recognises the mances by the likes of Ed Sheeran very top shelf in creative talent. and, of course, thousands of bot- It’s the festival when the movers, There will be the usual adver- tles of rosé waiting to be guzzled shakers and stars of the creative tising celebrities, like WPP CEO Sir down by adland’s thirstiest. Martin Sorrell, Publicis’ Maurice From boating injuries to embar- industry come together to celebrate Levy and Droga5 founder David rassing one’s self in front of global excellence. But, it isn’t all award Droga on stage alongside real celeb- colleagues, AdNews asked Cannes rities, from photgrapher Mario veterans to share their best rosé− ceremonies and networking. Testino, hiphop star A$AP Rocky, induced stories from the festival Demi Lovato and Fashion designer that stops the creative industry in Alexander Wang. its tracks. www.adnews.com.au | June 2017 35

I’ve never kept any awards I’ve won. I’m not making a This storytookplacethefirsttimeIwasinCannes.Itwas statement. I’ve just never bothered to keep them safe back when Paul Reardon, Tom Martin and I had scored a and lug them from country to country or office to office trip, compliments of the Sirens radio awards. with me. They either end up left on the table on the night Halfway through the week, and already sleep or given to someone who worked on the campaign the deprived, the three of us decided to recover by doing following day. somecasualtuberidingbehindaboatinthestunning Although, there is one exception. harbour. In 2013 in Cannes, I was having a leisurely dip off As we donned our life jackets, Paul inched his way the Plage de la Croisette one morning when I stumped over to the captain of our boat René and whispered, my toe on something sticking out “I want to go fast René”. “I usually go 20, maybe 25km of the sand. At first I thought it an hour ... bon”, René replied. Reardon was a rock. But, then it glim- “I was having smiled, “No, no. I want to go fast René”. mered. Sparkled. The shiny, René smiled back politely, but shook “Today golden object called out to me. a leisurely dip his head. “I take you maybe, 30km. Beyond Before long, I was like an ever− that is not wise”. “Today is a good day is NOT a so−slightly better looking Gollum off the Plage to die René!” Paul said, beaming with from Lord Of The Rings clamour- encouragement. René sighed and started good day ing for his ‘precious’. de la Croisette the boat. Undeterred, Paul shouted to him What I dug out was a heavy againashepulledaway,“Todayisagood to die!” metallic statuette with the head and stubbed day to die René!” of a majestic lion. I’m not going to Tom and I were already atop the tubes on the sand. tell you what happened to that Lion The boat took off, the ropes went taut, and we were sent for fear of incriminating myself my toe on racing. So fast that, as we went over so much as a ripple, and being banned from entering we got air. Paul shouted again from his tube, “Today is a Cannes, or France, ever again. I’ll something good day to die René!” laughing wildly. I screamed back, just leave this here instead. “Paul!Todayisnotagooddaytodie!TodayisNOTa sticking out good day to die!” Of course, we eventually fell off and bounced wildly of the sand. along the surface. By the end, we stumbled away black and blue. Massively fun, but utterly terrifying. It glimmered.” Afterwards, René told us that, despite his better judg- ment, he’d decided to give us what we wanted, flooring it to over 40km/h. Cannes harbour is stunning. As it turns out at high speed, it’s very, very solid.

WESLEY HAWES JULIAN SCHREIBER

Marcel ECD Cummins&Partners ECD Creative Focus www.adnews.com.au | June 2017 36

Back in2014,IwaswithacolleagueAlexCarr,MDof It seems hard to believe that there are so many in our HavasSydneyatthetime,andaCrystalPalacetragic. industrywhowriteoffCannesasanirrelevantrosé−fue- WewereinvitedforlunchwiththeguysfromFinch.It ledjunket.Ithasbecometheannualwhingeofthose wasablisteringlysunnydayandwewereferriedacross whohaveneverattended,don’tvaluecreativity,orhave onadinghytothis100-ftyacht. formedasuperficialviewofthefestivalbasedonthe Pliedwithcopiousamountsofwineandbeer,we endlessstreamofpartyphotos. stayedfarlongerthanweshouldhave.Itwaswellpast Infact,therealityisthattheCannes sundownwhenwegotbacktoshoreandweweredue lunches and parties are just as impor- “I was an attheHavasCaféforaRiofootballWorldCupevent tant as the awards ceremonies, exhibi- with some very famous ex−players, including World tions, keynotes and workshops. That’s Australian becauseit’satthesecasualget−togeth- ers where the creatively−minded come at an Indian “I remember to talk about our industry for real. Peopletherearetalkingopenlyand party in suddenly honestly in that good old fashioned face−to−face way. the south becoming A great time in Cannes I’ll single out wasnotwithaglassofroséinhand, soberasIsaw butwithabottleofKingfisherbeer. of France, WehadscoredinvitestoThe Times our global of India party, the highlight of the fes- discussing tival for the thousands of Indian dele- gates.Nestledonthebeachbetween American CEO and CFO theFacebookbashandTheShots Cup winner Marcel Desailly, for party, you could hear the Bollywood creative atalkaboutfootball,leadership staring at us.” DJ long before approach. andmarketing.Itwaspacked.Wehadtotalkourway ItalkedwiththeCCOresponsi- inbecause,(A)wewerelate,and(B)weweresozzled. bleforhisnetwork’screativework work. Pure They put us at the back. We were quite loud, shout- across the subcontinent. Who would ing‘witty’banterfromtheback.ItcametotheQ&Aand havethoughttherewouldbesomany Cannes.” eventuallyoneoftheguysonthestagepointedatAlex. issuesincommonwithourlocalindustry?Imetan “IhaveaquestionforMarcel.Isittruethatthebiggest amazingIndiancommercialdirectorwhohaddonea disappointment in your career is that you never had the greatAmericancampaign. chance to play for the mighty Crystal Palace?” I was an Australian at an Indian party in the south of It went very quiet. I remember suddenly becoming France, discussing American creative work - the night soberasIsawourglobalCEOandCFOstaringatus.After waspureCannesandalltheproofyouneedthatbring- what seemed a solid minute of silence, Marcel responded, ingpeopletogethertochat,eat,drinkandcelebrate “I love Palace” and started laughing and then everyone creativityissomethingweshouldalldomoreof.The did.AlexandIturnedtoeachotherandcheeredand onlylowlightofthepartywasmyBollywooddancing. embraced like we had just scored the winning goal.

JAMES WRIGHT JON SKINNER

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IS THE FRENCH ECLAIR AS SWEET AS IT LOOKS?

WORDS BY ROSIE BAKER

rancehashadalawinplace formally agree to uphold industry− Would more specificallymentions‘Don’tbend Fsincethe90sdesignedtoen- widestandardsofethics. thelaw…don’tgolookingfor sure greater transparency, fewer He stated at the time: “The role regulation and laws loopholes … Be transparent and kickbacks and rebates. It prevents of a media agency is clear. It’s to similartothosein trustworthy.” agenciesbuyingmediainbulkin provideunbiasedspecialistadvice AdNews hasbeenaskingaround advance and reselling it to clients onhowtobestnavigateacomplex France improve about views on more regulation as later−oractingastheprincipal. mediaworldandtoensureclients media transparency asolutiontosomeoftheissues The legislation, Loi Sapin,means getthebestvalueandreturnfor in Australia? around transparency. But, it’s agencies can only act as agents for their money.” probably no surprise that while a clients, and can only be paid by But, he noted there is bias com- And, would you lotofpeoplehaveviewsonit,many advertisers.Earlierthisyearitwas ing from holding groups. welcome them? arereticenttosharethemonthe extended to cover digital media − “Atpresent,toomanymedia record, lest they overstep the mark somethingithadn’tcoveredprevi- agenciesareopaqueagentsofthe orsaysomethingoutofsyncwith ously. The law will come into effect media owner and holding group,” the holding company or industry next year. And it’s a big deal. Dawson asserted. “It has to stop. bodythey’repartof. Inacolumnpublishedonlineby Onlyonetypeofmediaagency Self−regulation shouldn’t be AdNews twomonthsago,shortly should exist and that is a transpar- taken for granted. It is constantly after Bohemia was acquired by entagentoftheclient.” underattackfromlobbyingmove- M&CSaatchi,CEOBrettDawson Thebroaderindustryisgov- ments, particularly around responsi- suggestedthatmore,notlessreg- erned by self−regulation, which is bleadvertisingandplacementofads. ulationshouldbewelcomedin watchedoverbytheAANA,ACMA But, if the industry wants to continue Australia. andtheAdvertisingStandards to be self−regulated it must demon- Dawson,whohasalwayshung Bureau. There is a voluntary code strate that it can be trusted and the hishatonthetalltreeoftranspar- and behind the scenes there are system works to underpin a fair, sus- ency, believes the AANA’s contract gentlemen’s agreements and tainable and competitive industry. templates and guidelines should understandings. All members of Two leaders from independent be adopted as standard. And the MFA agree to its constitution media agencies offered AdNews that Australian agencies should and a code of behaviour, which their views. www.adnews.com.au | June 2017 40

STEPHEN WRIGHT • DIRECTOR, PROGRAMMATIC MEDIA

he simple answer to the two−part question is an emphatic “yes” and So, the new law ensuring dis- T“yes”. However, there are serious doubts being expressed in the closure will undoubtedly serve as Frenchmediaastohoweffectivethelegislationwillbewhenit’sintro- a deterrent, but whether this in duced(inJanuary2018). itself will eradicate excessive mar- Theultimateaimistorestoretrustanderadicatethe‘murky’and ginsandmark−upsisafarmore “The new law ‘fraudulent’practicesinprogrammatic.SohowdoesthenewFrench complex issue. ensuring disclosure law attempt to do this? Perhapsthebiggestthreatto Steponeistheseparationofagencyandtradingdesk,preventing multinationals from the legis- will undoubtedly agenciesfrombeingbothabuyerandaseller.Noissuethereinpro- lation is the protection around serve as a deterrent, grammatic, in fact this is the very tactic the multinationals have used whistleblowers.Withexternal but whether this will togoodeffectto‘muddythewaters’andhide‘murky’practices.The detection of ‘murky’ practices so eradicate excessive vastmajorityofadvertisershavecontractsthatprovidenovisibilityof complex,adisgruntledinsideris margins and mark− prices at which the trading desk buys, they only know what the agency almost certainly the best chance on−charges to them. authorities would have of build- upsisafarmore Where the new law starts to bite is in requiring the agency to disclose ingacasethatwouldstandupin complex issue.” relationships with the agency group’s trading desk and any technology court. providersinthedigitalsupplychainbeyondthis.Further,itspecifically Laws that enforce transparency preventsthecontractedagencytoreceiveanyrebatesfromthepublisher. arewelcome,buttheyaren’tthe Soundsgreat,butdisclosingtheserelationshipsandpreventinga whole solution. They are merely rebatebacktotheagencydoesn’tinitselfpreventovercharging.There afirststep.Itisonlyaffirmative areamultitudeofwaysinwhichmultinationalscanrecoupfundsand action by advertisers that will truly addcostthroughthedigitalsupplychain. reformtheerrantbehavioursofthe And who is to be the judge of what constitutes a fair mark−up and mar- multinationals. gin? To even begin to assess whether an advertiser is being overcharged AdvertisersinFrancewillneed would require full disclosure of all mark−ups and margins across the to be careful not to get false com- digital supply chain. fort from the new legislation.

SIMON RUTHERFORD • CEO SLINGSHOT MEDIA

hangestotheFrenchtransparencylawsareyettocomeintoeffect sofarthatitisimpossibleforthose Cfor digital (January 2018), allowing agencies and other operators to agencies to make money. putthesystemsinplaceortoseparatetradingdeskssothattheycanbe- And,foreverymediaownerwho come compliant. At this stage, we have no real way of knowing whether would welcome such legislation and thechangesareagoodthingornot,becausewehaven’tseentheimpact. newlevelsoftransparency,thereis “Idon’twanttowork Wouldmoreregulationandlawsimprovemediatransparencyin a media owner willing to cut their in an industry that Australia?Perhapstheywould,butisittoolatetoadopttheselawshere? throattogetbusinessinthedoorand is heavily regulated, Would those less transparent agencies/operators either block the change offeranincentivetodoso. butitmightbethe orjustfindotherwaystogetaroundthelaws? Formostpeople,thefearoflossis As far as digital is concerned, it’s less about that fact that agencies are greaterthanthedesireforgain.The kick in the pants the usinginternaltradingdesksandmoreabouttheundisclosedmargins industrymightgainawholelotby industry needs.” theyaremaking.Andhowlittleofaclient’smoneyactuallygoestowards moving to a more transparent regu- buying digital media. latedmodel,however,therearetoo I don’t particularly want to work in an industry that is heavily regulated, many people who have too much to butIfeartherearetoomanycompetingagendasforustogettoagreement lose to let that happen, so it won’t. onawayforward,soitmightbethekickinthepantstheindustryneeds. Market forces will have to dic- The bigger question however is: Is it likely to happen? The answer tatetheoutcome,soclients,agen- to that is no! cies and media owners should vote The Australian marketplace is a deregulated marketplace; market with their feet, or at least those forcesdictatetheoutcomes.Yes,thereareagenciesbenefittingfromthe who care enough about transpar- lack of legislation. Equally, there are clients screwing agency costs down ency should. The future of customer experience www.adnews.com.au | June 2017 41

Experience architects of the new marketing

ccenture’s remit has evolved complemented with content and departments. There are teams for Ain line with the challenges richcreativetobringittolifefor media, marketing, planning, cre- and changes it’s seeing for mar- abrand. ativeandmore,witheachoften keters. Marketing isn’t just cam- “The ‘always on’ customer is workingondifferentKPIsandmea- paignsbutanend-to-endexperi- lookingtointeractwithyourbrand suring success differently. ence. It requires different skills any time, anywhere. So, how mar- “I’ve found this is another road- andadifferentmindsettosurvive keting has evolved into what we blocktogettingthewholeexperi- in this new marketing world. call‘newmarketing’,isthatit’sall ence and journey thinking right. IrwinLim,Accenture aboutrelevance,therighttimeand Youneedtopullthemtogetherto Interactive Marketing Services therightpricepoint.Formeitis doExperienceMarketing,”hesays. Lead for Australia and New allaboutputtingtogethertheright Onceyougetteamscommitted Zealand, brings to bear 20 years experience.IfIweretosumitup, to shared metrics and how they experience in digital and mar- bigbrandsandbigproductsareall measure those outcomes it starts keting transformation. His remit about the experience. to make more sense. One way hasexpandedtoincorporate “Experienceisverydiffer- Accenturehasfoundtodemon- allaspectsofdigitalmarketing, entfromproductsandservices, strate that Experience Marketing personalisation and emerging and traditional brand commu- andjoinedupthinkingworks technologiessuchasartificial nication.So‘newmarketing’is –particularlytolargerorgani- intelligence and machine learn- really around this thing that I sationsthathavemorecomplex ing,whicharebecomingabigger Technology and call ‘Experience Marketing’ with structures–istostartwithaniche partofthenewmarketingworld data have created a capital E and M. Focussing on project where the approach can be brands are facing. anew,silo-less tech is not enough, great content puttoworkonasmallerscaleand Newtechnologiesofferaworld is not enough, or just having the usedasaproofpoint. of possibilities, but it can be con- world for marketers. data is not enough. Today it is all Limtalksabout‘experience fronting so it’s important to take a Accenture’s abouthowyoublendthesethings architects’asthepinholdingthis stepback,saysLim together. How good you are at all together. Accenture Interactive “There’sawholebunchoflim- IrwinLimhas coined blending these things together hasbuiltateamofthesepeople itationswithtechnologywhenit the new paradigm willdictatehowwellyouplayin with the right skills, who are able comestothemarketingperspec- Experience this new space. to“seethebigpicturebutarealso tive. Take Artificial Intelligence “Itstartsfromdesigninginter- comfortable operating at the micro (AI).Ithinkalotofpeople’snotion Marketing as it actions around the whole experi- level”. aboutwhatAIis,iswhattheindus- blends creativity, ence,notjustacampaignaround It’snotsomuchabouthaving trycalls‘strongAI’,sothingslike abrandstrategyfortheyear.What a100-personteamofexperience C3PO from Star Wars, that kind tech, content and does that mean for the customer architects, but having the capabil- ofAI.Versuswhattherealityis. data to touch people journey?Itgoesbeyondcommu- ity and people who are fluent in Averygoodrecentexampleis ateverystepof nications, to what people call the data, technology, creativity and Facebookchatbots,”heexplains. moments of truth.” marketing. “Alotofwhatpeopleare their customer It’snotaneasythingto “These individuals become already interacting with is what’s journey. And new achieveandoftenmeansahuge really important in putting termed‘weakAI’.It’sAIfocussed shiftinthemindsetofanorgan- things together,” Lim says. “You onaspecificusecase,likerecog- marketers need isation. To Lim, it needs input need to bring all these different nisinganimageorknowingwhat to be ‘experience from technology operations and a ways of thinking and different product you will likely buy, for architects’, fluent in ‘customer development’ mindset, cultures together. To get that example–thiskindofcoolstuff open to continuously optimising mentality you have to have indi- is happening right now. The most all the disciplines. the experience, tweaking it and vidualsinthebusinesswhohave exciting thing for me is the modu- adapting. theseskillsets,whoarefluent larisation and commoditisation of “Ifyouputallofthosetogether and comfortable and know how thesethingsbecauseonceithas it starts to sound quite different to put things together.” gottentothatlevelofeaseofuse fromabrand’straditional‘strategy, andadoptionthat’swhenitcan campaign,measure’mentality.” Sponsored by really drive value for business.” Fromthereitcomesdownto Limisclearthattechand breaking down the silos within an data are not enough. It has to be organisation or within marketing www.adnews.com.au | June 2017 42

June 2017

EDITORIAL

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In a nutshell

Artificial Intelligence (AI): AI relates to the intelligence that is shown by computers. As algorithms become increasingly sophisticated they can react and and ‘adapt’ to changes far better and slicker than ever before. What is... The concept of computer ‘intelligence’ relates to how machines learn THE AI REVOLUTION through interaction with their environment how to best achieve a goal.

Why the rise in AI? The role of data in AI Artificial intelligence (AI) is far more When you layer or integrate data sets, such as first or third par- than a buzzword. In a world where ty data, within AI, the increasingly sophisticated AI algorithms marketers are continually pushing absorb that new-found knowledge and can not only respond to for better consumer personalisation changes better, but can also create changes – in real-time. AI and solid marketing ROIs, AI helps machines work best if they are given lots of data that helps them by giving that high degree of preci- understand what criteria achieves the goal. The AI machine can sion and micro-targeting that’s not learn from that data and be better at predicting how to get to The next steps: possible for humans. The rise of this the goal. 1. Understand where and term across the media and marketing how AI can help move a landscape can be attributed to the in- AI in a media landscape: marketing strategy forward creasing improvements in technology While AI stands for artificial intelligence many say there’s noth- 2. Have a clearly defined and smarter algorithms that are sync- ing artificial about it. Oracle Marketing Cloud thinks of AI as use case, goals and know ing in with higher quality data sets. ‘adaptive intelligence’. It says when you have the analytics layer how to track them AI removes the need to spend re- for AI, this intersection of human judgement and machine au- 3. Lose the fear that sources on lower level processes tomation creates a far more personalised and relevant experi- you will loose control of which can be handled by a machine. ence for consumers, on behalf of brands. AI learning uses first marketing processes It helps the marketer as it can analyse and third party data to make the best recommendation possible data patterns and deliver results not in real time – after each new click – all with the aim of driving humanly possible. “Think of AI as a a sale. When it works (e.g. a sale is made) it will remember you Sponsored by Rubik’s cube on steroids”, says Ora- and what your hot button was, so that when it encounters anoth- cle Marketing Cloud regional director er visitor who looks and behaves like you, it knows what to do Will Griffith. sooner in the journey, increasing the likelihood of another sale. Meet the Team

ewsDigitalNetworksAustralia(NewsDNA)wasbornoutof Nthe recognition that brands have shifted from advertising in individual titles to buying audiences. NEWS DNA: Brandsarelessinterestedinonesiloedcampaigninsiteslike taste.com.auorVogue.com.au.Instead,theywanttotargetcon- sumer segments, such as food or fashion, across a range of News THERETURNOF Corp’stitles,whichiswhereNewsDNAaimstoexcel. “The main reason we needed to launch News DNA as a sepa- ratenetworkwastoreconfigurethewayweorganisedourport- THE PREMIUM folio. We used to do it through brands, which works in traditional media,butinthedigitalmediaworld,clientsarebuyingaudi- ences,” News Corp’s chief digital officer Nicole Sheffield said. PUBLISHER NewsDNAallowsadvertiserstotarget24segments,fromcar andhomebuyers,totradespeople.Forinstance,ifabrandwants totargetafoodaudiencetheadvertisingsolutiongoesbeyond taste.com.au,withNewsDNAofferingupabroadselection,from Concerns over fake news, brand safety news.com.autoGQ. and transparency are priming the return “WithNewsDNA,wearestartingwithablanksheetofpaper. We already had the products, the websites and the data in place,” ofthepremiumpublisherthatcanoffera Sheffieldsaid.“But,wewereabletoorganisetheminabetter safe and quality environment for brands. waytodeliveroutcomesforclients.Thisalsomeantsharingbest Poisedtorakeinthedollars,NewsDNA practiceacrossthenetwork,ofwhatworked.” Inlessthan12months,Sheffieldhasheldthreedifferentjob hasrevolutionisedNewsCorp’sdigital titles within News Corp, from CEO of NewsLifeMedia looking after offering. And it’s only nine months in to its itsprintmagazines,toMDofthebusiness’newdigitalarmNews DigitalNetworksAustralia(DNA),andnowherlatestpositionas aggressive three−year plan. News Corp’s chief digital officer. AsSheffieldhascontinuedtoriseuptheranksofNewsCorp, shehasn’tdroppedanyofherformerduties,ratherjustexpanded herroletoincludenewremits. WORDS BY “WearedefinitelytickingtheboxeswithNewDNA.It’sa LINDSAY BENNETT three-yearplanandit’saggressive,butsofarit’strackingwell,” she said. “My team is brilliant. They are people who have been galvanisedtodelivernotjustrevenueortrafficgrowth,but engagement to clients. It’s not just about experiencing us once –it’saboutreturnrevenue.” While Sheffield is kicking goals, she recognises the challenges facingNewsDNAandthewidermediaindustry,includingfake news, brand safety and transparency. Although some may believe alldigitalmediaistaintedbyYouTube’srecentboycottcrisis, Sheffield is adamant that not all digital is created equal. “Idon’tthinkwe’vebeenfairlycompensatedforthequality ofournetwork,butthetimesarechanging.NewsCorpisina primepositionfollowingthebrandsafetyissuesbecausewe’re- Nicole Sheffield focused on delivering premium audiences in trusted environ- powering premium ments, she said. publishers “I’mveryexcitedbythereturnofthe‘premiumpublisher’ becauseI’vebeennaggingonforyearsaboutthevalueofour audience.Andnowpeoplearestartingtowanttounderstandit.” With an unassailable passion for content and women, Sheffield hasalsodriventhelaunchofNewsDNA’swomen’snetwork, Whimn.com.au, which she revealed is exceeding expectations. “I’velearntalotfromsettingupNewsDNAandWhimnand collaborating with the rest of News Corp in doing so. But, I’m themostproudofmyteamandwhatthey’vedeliveredinavery short time,” she said. “Thebiggestopportunityandthebiggestthinganorganisa- tionhastogetrightareitspeople,andthedefinitionofsuccess. Itdoesn’tmatterifyou’reaTVnetwork,magazine,digitalnet- work or creating a new operating model, the right people will make it work.” www.adnews.com.au | June 2017 47

SIMON SMITH• EXECUTIVE DIRECTOR OF CONTENT MARKETING

What is your previous experience in How have you settled into your Why did you return to News? the industry? new position? It feels like I’ve come home as this I guess you could say that I’m A bit like a duck to water, I feel like is my third time back to News Corp definitely a media junkie. It’s been I’ve come home and the support Australia. Someone once said to me, a part of my entire working life I’ve had from the business has been “you don’t work for companies, you since cutting my teeth doing work awesome. work for people” and to have the experience in radio at the ripe old opportunity to work with Nicole age of 16. I have lived and breathed What is the biggest challenge you Sheffield, and at such an exciting this industry every day since. I’ve face in your role? time with News DNA, was a no− been extremely lucky to have had a Like any big business, there are brainer. To see the vision that she diverse range of experience across complexities around structures, has for the business, and the team commercial, editorial, marketing processes and operating models that she has assembled, I’m just and events and adio, publishing, to navigate through. But, to be thrilled to be part of that. magazines, TV and digital. While honest the opportunities completely these have been different roles outweigh any of the challenges. across many of Australia’s biggest There’s no doubt the entire media and media companies the one thing in marketing industry faces a variety of common is that at the end of the different challenges and I’m looking day it’s all about using content to forward to helping our commercial connect with audiences and that is partners find the right solutions to what I love about this industry. their content marketing needs. Meet the Team

FIONA NILSSON • FOOD DIRECTOR

What does your role involve? involves a lot of taste testing (and How is FoodCorp tracking All things food. I look after the luckily I’m pretty good at this). since its launch? News DNA food branded assets We have had amazing feedback and in my FoodCorp role I look What is the biggest challenge you from the market which really more broadly across the whole face in your role? appreciates they can now easily of News at how we leverage We are in the middle of a perfect access commercial solutions and scale our vast food storm where the consumer and across trusted food audiences offerings. This involves advertiser demand for food related and environments in one place. the development of new content and marketing solutions We’ve simplified things so that if products and services to is absolutely booming. Across you are buying a food audience evolve our food ecosystem our FoodCorp network we have you’re not just buying taste. even further. A big focus Australia’s biggest food media com.au now, but can buy across is making sure we really brands, talent pool and food all of FoodCorp. This is much know our audiences. audiences and we generate huge broader than our food brands. This is so we can amounts of data. We are perfectly It includes all of our mastheads connect with them positioned to capitalise on so many and news.com.au, which all have across our network opportunities that are constantly strong food related content and in a way that adds presenting themselves. So, a key offerings. Our FoodCorp team value every minute, challenge for my role is to make sure have been developing some every hour, every day that everyone is very clear on what exciting enhanced products and and create commercial success looks like and to focus only commercial opportunities that opportunities off the on the initiatives that will deliver the we’re rolling out over the coming back of this that deliver greatest value for our consumers and months, so watch this space. for our clients. My role also advertisers, which is not always easy.

JULIAN DELANY • MANAGING DIRECTOR NEWS.COM.AU AND KIDSPOT.COM.AU

What’s the most exciting thing ranked by Nielsen as the largest to mature and the data about working in this industry? news site in Australia in April we’re able to see in 2017 There’s almost always a solution 2013. We had a goal to deliver provides a very high level to a problem. The hard work that that result, with plenty of people of accountability. As leads to a successful measurable thinking it was either not possible publishers and brands outcome is what makes digital or would take longer to achieve. get to see an even more the place to be in media. Working Our teams work best when granular view of what through change in some there’s a quantifiable goal and the consumers are doing, industries might be confronting, objective to be number one was a and how they interact but in digital media, evolution blessing I’ll forever be thankful for. with products, new (and sometimes revolution) is information must simply an expectation. What’s the biggest change surely evolve digital for publishing you see coming expectation, What’s been your proudest in the future? strategy and moment at News? Measurement. The measurement associated The first time news.com.au was of digital audience continues tactical delivery. www.adnews.com.au |June2017 49

CAMERON KING, DIGITAL COMMERCIAL DIRECTOR

What are News DNA’s values? filled with incredible, innovative and To me, bringing together our digital colourful characters. product, content, analytics and commercial functions into one team What’s been your proudest moment makes us more responsive to some at News? of the challenges and opportunities The proudest achievement was we face. I think there are two helping launch News Connect, values that are really important in powered by Quantium, our data and doing that effectively. First, there’s targeted advertising business. We always investment for a good had a great team, some phenomenal idea, and second, deliver on your partners and a really exciting new commitments. opportunity to announce. Seeing that business continue to go from strength What’s the most exciting thing about to strength has been really rewarding. working in this industry? The most exciting, and perhaps also What does your role involve? the most terrifying, thing is that what I’m digital commercial director so works for an audience or a brand today I get to work on some of the most may be completely different tomorrow. exciting issues and hobby horses in Pace of change is exciting and ongoing digital media and marketing; data, and you have to get used to that. I programmatic, native or mobile also love the relationships built in the marketing. I get to work with a industry. Working in the luxury, fashion phenomenal team that helps plan, and lifestyle media sector, you may develop and execute amazing digital not think it, but it’s very collegiate, one campaigns every day.

NICK SMITH, PRESTIGE AND LIFESTYLE DIRECTOR

What is your previous brands across prestige such achievements have been the experience in the industry? as Vogue, GQ, Vogue Living scale of the experiential It’s been a little over and Buro 24/7, and our homes business we’ve been 20 years now. I started working brands. Lately I’ve been working allowed to invest in and in insights and strategy during across the prestige assets of our grow. Vogue Fashion’s uni. I think my first project was business and we will be bringing Night Out and Vogue Online doing focus groups, I then moved the News Prestige Network Shopping Night, GQ Men into marketing, then editorial, of to market shortly, which will of the Year, or even the which, GQ Australia was and still deliver innovation and an recent Vogue Codes, which is very much a highlight. Now in a incredible suite of products and supports the promotion of publisher role, I can bring all that services to prestige advertisers. women in the technology experience together across all sector, are platforms I’m platforms. What’s been your proudest proud of. News is also moment at News? attracting great people What does your role involve? I’ve had quite a few to be and, if I look at my brand Primarily, my role involves honest. At News, there’s leaders, we don’t only driving growth of the brands for is a lot of trust given to have the best operators the lifestyle division of News, category custodians to drive in Australia, but I think which includes some formidable business. Some of the great the world. Reality Check www.adnews.com.au |June2017 50

Brand: Menulog Ad: Less Talk More Eat with Jeff Goldblum Agency: Y&R Sydney

Silence is Goldblum in Name: Sally Thompson Name: Tom Dazos Name: Elle Martin Occupation: Florist Occupation: Student Occupation: Retail assistant Menulog’s ‘Less Talk Age: 41 Age: 19 Age: 26 More Eat’ campaign. I love Jeff Goldblum, I feel like These ads are great, I love how How funny are these ads! Jeff he’s the new George Clooney; weird and uncomfortable he and Goldblum just oozes sex appeal In the ad series, the everyone’s just getting more and everyone else is. Chances are he I reckon. Huge win for Menulog Jurassic Park star more obsessed with him. I really like had never even heard of Menulog getting him to be in the ads I’m shmoozes people the ads, but it could just be because before this. There is a massive flaw super impressed. I like Menulog I’m a bit of a Goldblum fan. I’m not in the ad concept though – who still as a brand, but I’m more likely attempting to order one to order food that often but uses a phone to order dinner? I’d say to use Foodora – not for any food delivery over the when I do I actually use Menulog that’s my only problem with the ads, reason in particular I think I just so maybe I’m the target audience, I seriously can’t remember the last downloaded it first. I like the phone, and instead in which case they’re doing it time me or any of my mates picked awkwardness of it all, it feels kind encourages them right. The ads are really funny, I up a home phone and ordered of cosy in a weird way. I might to use Menulog’s could watch a whole series of him food. I like Menulog as a brand, I feel even start using the app now that I interrupting different situations. I like they’re trying to connect with know Jeff Goldblum is associated app. But are the don’t really have a problem with a younger audience – which again with it. In saying that, it is strange people buying what famous Americans representing brings me back to my question, what seeing American celebrities in Australian brands. In this day and young person uses a phone to call up Australian ads, there’s heaps of Goldblum is selling? age I feel like celebrities are kind restaurants in the first place? I have well loved Aussies they could’ve of universal, I don’t see him as seen some pop-ups from Menulog used, so I don’t really see why specifically American, I just find him around Sydney in the last few months he’s in it, but then again I’m not an attractive actor. so they’re definitely on my radar. complaining.

Introducing WPP AUNZ

WPP AUNZ is the leading marketing communications services group in Australia and New Zealand. No other group comes close to our scale and breadth of capability comprising 5,500 people working across more than 80 companies in over 170 offices.

For our clients, our companies and our people, WPP AUNZ offers the opportunity to be part of something bigger – bringing together the best knowledge, thinking and talent to meet our clients’ challenges with bolder, better and smarter ideas. We call this way of working ‘Connected Know-How’ and it’s how we are driving WPP’s core strategy of horizontality to unlock value and growth for our clients.

Our global muscle coupled with local smarts means we are able to deliver world-class solutions that truly work – from the creation of customised client team models and integrated project teams, right through to the development of new technologies and IP that are transforming our clients’ businesses.

With WPP AUNZ you’re in great company. Advertising

M e rs d i i fa a f In A v ic e l s b t u m P e n & t s M n o a i t n a a l g e e R m c i e l n b t u

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D r e a t p a p I o n h v S e s & t m p i e h n s t n M io a t n la a e g R e , m n e io n t t o m ro P t, ec ir D

Sp al ecialist, Branding & Digit NAVIGATE THE LANDSCAPE

2017

AGENCY MAP Connected Know-How is how we are driving WPP’s core strategy of horizontality throughout the group. Smart ways of working together, to share knowledge and use this knowledge to benefit our clients and to help grow their brands and business.

To find out more please contact: Rob Currie, Chief Business Director Phone. +61 409 712 829

Email. [email protected] WPPAUNZ.COM PP_AUNZ PUBLICIS GROUPE

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