ALL NEW AGENCY MAP • HUGH MARKS • JEFF GOLDBLUM • THE MEDIA + MARKETING SUMMIT AI • OUTDOOR • NEWS CORP • CANNES LIONS • MEDIA LAWS • SAMSUNG Thinking. Insights. Ideas. adnews.com.au 100005345 pproved: t post a t post Prin OPENING DOORS What’s it really like to start your own agency? AdNews – Since 1928 June 2017 MAKE MEDIA + MARKETING MAKE SENSE The new industry event for Melbourne by AdNews SAVE! We’re making sense of your industry for you, so you can focus on GET YOUR doing what you do best. TICKETS BEFORE You’ll hear from the industry’s top marketers, media executives and JUNE 30 visionaries as they give you the real break-down of your industry, show you where it’s heading, and show you how you can achieve growth and success in a changing world. Why should you attend? • Educate yourself on the big issues impacting your industry • Learn from the industry’s greatest leaders and visionaries • Network with like minded executives from all corners of the industry • Leave inspired and ready to take on the world. 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. ...plus more to be announced AN EVENT PRESENTING PARTNER SUPPORTING SPONSORS FASTFRONT SPONSORS HEALTH AND WELL-BEING SPONSOR INFLNF UENENCERS 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