Advertising & Promotion Campaigns

New business

Adbrief
Page: 3-4 : 2 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

Ward6 has secured the advertising account for The Cancer Council of New South Wales. There were three contenders for the account, which involved a month-long pitch. Stuart Ward, the MD of Ward6, says the campaign the agency expects to work on will involve a "different audience" to that normally targeted by the Council, and a "different message" will be given. In other industry news, Singleton Ogilvy & Mather has secured Yahoo!7's brand and creative account

Campaigns

Adbrief
Page: 4 : 2 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

Customers of Myer department store can secure special deals for Sydney hotels, restaurants and major attractions under a new campaign. The "My Sydney" campaign was launched by Matt Brown, the New South Wales Tourism Minister. It is part of a $A1.2 million Sydney domestic tourism marketing campaign. Meanwhile, a new campaign for Campbell's soups, "Warm Tinny", has been created by Clemenger BBDO Sydney. The campaign takes its inspiration from beer commercials of the 1970s and 1980s, including Mojo's "I feel like a Toohey's" campaign

Lion Nathan spends up on RTD campaign

Ad News
Page: 1 : 2 May 2008
Original article by John Davidson

LexisNexis Summary: Advertising & Promotion Campaigns

Lion Nathan's new advertising campaign for "Inner Circle Rum" is the first "above-the-line" campaign since Lion Nathan acquired the brand in May 2007. The multi-million dollar campaign, which was created by Host and Happy Soldiers, will be launched on 11 May 2008 and is due to run for five months. It will include television and cinema commercials, and is aimed at males between 25 and 35. Lion Nathan's new campaign comes at a time when there is increased concern in Australia about binge drinking and the marketing of alcohol

Coffee battle brewing

Ad News
Page: 3 : 2 May 2008
Original article by Mark Chenery

LexisNexis Summary: Advertising & Promotion Campaigns

Sara Lee, the owner of the Moccona, has launched a new advertising campaign for the instant coffee brand. Created by M&C Saatchi, the campaign uses the tagline "Never settle for anything less than special". The new campaign is an attempt by Sara Lee to increase Moccona's share of the Australian instant coffee sector, which is worth upwards of $A350 million. Moccona, with sales of between $A75 million and $A100 million, has around 20 per cent market share. Nescafe Blend 43, with sales of between $A150 million and $A250 million, has around 60 per cent market share

Determined to reposition

Ad News
Page: 28 : 2 May 2008
Original article by Nikki Maclennan

LexisNexis Summary: Advertising & Promotion Campaigns

Commercials created for the Commonwealth Bank by US agency Goodby Silverstein & Partners have attracted a lot of interest. Mark Buckman, the bank's chief marketing officer, says distinctive commercials were needed to make the Commonwealth Bank stand out from its competitors. Buckman says about 35 per cent of the Commonwealth Bank's marketing budget goes on television, about 20 per cent each on print and direct marketing, with the remaining 25 per cent divided between radio, outdoor and the internet

A race to keep up

Ad News
Page: 29 : 2 May 2008
Original article by Sharon Springell

LexisNexis Summary: Advertising & Promotion Campaigns

Richard Henderson believes that the strategy used to market the 80-year old swimwear brand Speedo is misguided. The marketing of Speedo centres around television commercials and sponsorship of swimmers such as Liesel Jones and Grant Hackett. Henderson, of branding agency R-Co, claims that contemporary consumers do not base their purchase decisions on the fact that a sportsperson is endorsing a product, and that Speedo's marketing needs to be more innovative

The Kleenex of ISPs

Ad News
Page: 29 : 2 May 2008
Original article by Nikki MacLennan

LexisNexis Summary: Advertising & Promotion Campaigns

Telstra BigPond had 48 per cent of the Australian internet service provider (ISP) market at the end of 2007. The IPS's market share had increased by 11 per cent over the previous 3.5 years, according to Amanda Johnston, executive director of sales and marketing at BigPond. Johnston says that a challenge for BigPond in terms of its marketing and future direction is that many consumers view it as the "Kleenex of ISPs". By that she means that just as people ask for a Kleenex instead of a tissue, people view BigPond as being synomous with the term "ISP

Digital delivers

Asset
Page: 56-57 : May 2008
Original article by Zoe Fielding

LexisNexis Summary: Advertising & Promotion Campaigns

Superannuation fund LegalSuper and Melbourne-based financial planning firm Littley Financial Services have both used targeted email campaigns with success. LegalSuper wanted to encourage eligible members to consider taking part in the Australian Government's co-contribution scheme. Alan Littley, of Littley Financial Services, says it is very important that email campaigns are targeted at the right client. As well as targeted emails, Littley Financial Services places a lot of importance on having a web site that is user-friendly

Products & Services

ACP puts food mag on table

The Australian
Page: 37 : 7 May 2008
Original article by Sally Jackson

LexisNexis Summary: Products & Services

ACP Magazines announced plans to publish an Australian version of a British food magazine on 6 May 2008. ACP GM, Phil Scott, said the title's launch will take place at the "Sydney Good Food Show" in June 2008, and a release date in the third quarter of 2008 is expected. Scott said the launch of "BBC Australian Good Food" will also be supported by a $A2 million advertising campaign. The current market leader in the segment is "Super Food Ideas", published by News Magazines, which sells around 301,000 copies per month

Gum faces new liquid fight

Ad News
Page: 4 : 2 May 2008
Original article by John Davidson

LexisNexis Summary: Products & Services

Already present in overseas markets, the liquid-filled chewing gum segment is new to Australia. Mentos and Wrigley have both launched products in the new segment, with Mentos promoting Mentos Blast and Wrigley marketing Extra Liquid Blast. The latter is being marketed via an expensive marketing campaign created by DDB Sydney. Andrew Leakey, of Wrigley, said that sales of Extra Liquid Blast have already been above expectations

E-Business

MyTickets goes to the movies

Mediaweek
Page: 6 : 5 May 2008
Original article by Marc Andrews

LexisNexis Summary: E-Business

MyTickets.com.au has Marinya Media, a private investment vehicle for the Fairfax family, as a major investor. Nick Fairfax is on the board of the Australian company, alongside Nic Jones and Peter Stirling Benson, the respective ex-CEOs of News Interactive and Ticketek. Management claims MyTickets is the first independent ticket search engine in Australia. The business was founded in 2005 and already attracts up to 150,000 visits per month. MyTickets has teamed up with film companies such as Universal, Sony Pictures and Paramount

Ad network the solution for publisher's shrinking share

Ad News
Page: 2 : 2 May 2008
Original article by Mark Chenery

LexisNexis Summary: E-Business

Australian online publisher Yahoo!7 is due to release details of a new network partnership in the week beginning 5 May 2008. The partnership will be third that Yahoo!7 has signed since October 2007, following agreements with Bebo and Disney. James Simmons, of Match Dialogue, says online publishers like Yahoo!7 are creating advertising networks in order to protect their share of the online display market, valued at around $A400 million

Marketing Strategy

Voluntary standards for green marketing ignored

The Age
Page: A3 : 7 May 2008
Original article by Mathew Murphy and Daniella Miletic

LexisNexis Summary: Marketing Strategy

Consumer advocate Choice called for greater regulation of the "green" sector on 6 May 2008. After carrying out an extensive investigation of 630 green claims on non-food supermarket items, Choice said the majority were "vague, poorly explained or unsubstantiated". Choice CEO, Peter Kell, recommended the establishment of a consumer education program and web site, and said the voluntary Australian Standard for Environmental Labelling was being ignored. According to Kell, household cleaning products and paper/tissue products have emerged as the biggest problem areas

Marketers ignore regional cash

Ad News
Page: 8 : 2 May 2008
Original article by Nina Lees

LexisNexis Summary: Marketing Strategy

Australian marketers have been accused of ignoring regional consumers. Although 36 per cent of Australians live in regional areas, regional television attracted just 22.6 per cent of all revenue spent on free-to-air television in the year to December 2007. Brian Hogan, of Regional Television Marketing, notes that 50 per cent of regional consumers are either financially comfortable or have no financial concerns. Alan Stokes, of National Sea Change Taskforce, says that regional consumers tend to be more loyal to brands than their city counterparts

Don't get duped on performance marketing

Ad News
Page: 17 : 2 May 2008
Original article by Craig Ellis

LexisNexis Summary: Marketing Strategy

Marketers wanting to advertise on search engines and other parts of the internet are confused by different performance marketing models. The three main models are Cost Per Click (CPC)/Pay Per Click, Cost-Per-Lead (CPL)/Cost per Action, and Cost-per-Acquisition (CPA). An example of CPC is when a internet user clicks an advertisement on a web site and the advertiser pays a fee. Under the CPL model, the advertiser only pays if a consumer has undertaken a specific action, such as applying for a credit card. Under the CPA model, the advertiser only pays if a validated sale has resulted from their ad

The future of brands

Ad News
Page: 27 : 2 May 2008
Original article by Nina Lees

LexisNexis Summary: Marketing Strategy

Compiled by Principals and Synovate, the "Brand Authenticity Index" was released in 2006. It revealed that Qantas was the most authentic brand in Australia, followed by Cadbury, Nokia and Bonds. The Index is being updated for the first time since 2006. There could be a few surprises in the updated index, according to Wayde Bull, planning director at Principals. Principals and Synovate found that a brand does not have to be long-established to be authentic, and new brands can overtake old brands if the latter rely too much on familarity

What makes a brand iconic?

Ad News
Page: 32 : 2 May 2008
Original article by Damian Borchok

LexisNexis Summary: Marketing Strategy

All companies would like to be able to make the claim that they have an iconic brand. However, the number of brands that can genuinely make that claim is relatively few. An iconic brand is viewed as one that becomes part of a culture and is embraced by the community. Harley Davidson, Vegemite and Apple are all regarded as iconic brands, while Australian brands Bundaberg Rum and Carlton Draught have the potential to become iconic brands

One size doesn't fit all

Ad News
Page: 37 : 2 May 2008
Original article by John Davidson

LexisNexis Summary: Marketing Strategy

Good packaging is very important for firms in the fast moving goods consumer (FMCG) sector. Having to stand out from hundreds of other products on the supermarket shelf requires distinctive packaging. Larissa Semm, of Jack Watts Currie, which has helped to launch a number of FMCG brands, including Nudie and Logicol, views packaging as just another form of advertising. Semm notes that consumers often just know a product's packaging and not its brand name. Andrew Staniford from Landor Associates says that Coke and Cadbury are two examples of iconic packaging

Survey highlights shopper concern

Choice
Page: 23 : May 2008

LexisNexis Summary: Marketing Strategy

Most Australians believe that more competition is needed between supermarkets. "Choice" surveyed 1,041 magazine subscribers and found that 64 per cent of them said there was not enough price competition between Woolworths and Coles. The magazine wrote a submission to the Australian Competition & Consumer Commission's grocery inquiry, proposing to introduce a food and grocery consumer price index, a national comparison pricing scheme, and a cap on the market share held by the major retail groups

Consumer Behaviour

Just shows rag trade's a lag trade

The Australian
Page: 2 : 7 May 2008
Original article by Tim Boreham

LexisNexis Summary: Consumer Behaviour

Australian retail sales fell 0.1 per cent in January and February 2008, according to the Australian Bureau of Statistics. Department stores have so far largely denied that a slowdown is taking place, although Myer admitted that its March 2008 sales figures were down on the same period in 2007. Harvey Norman has remained noticeably silent on the issue, while retailing veteran Solomon Lew, who is currently battling for control of Just Group, described the period as the worst slowdown in living memory

Fox leads in leaps and bounds

The Age
Page: A9 : 7 May 2008
Original article by Miki Perkins

LexisNexis Summary: Consumer Behaviour

The latest radio ratings figures indicate Fox FM's "Hamish and Andy Show" continues to be popular among Melbourne listeners. The program attracted 19.2 per cent of listeners in the drive-time slot. With 17.2 per cent of the audience, the 3AW breakfast show was the next-best performing daytime program. 3AW triumphed in terms of overall ratings, with 15.2 per cent of the Melbourne audience. Fox FM had a 13.3 per cent total audience share, while ABC 774 had a 11.6 per cent share

How ACP can help homemakers

Mediaweek
Page: 9 : 5 May 2008
Original article by Rachel Bolton

LexisNexis Summary: Consumer Behaviour

The Seed was commissioned by ACP Magazines to conduct the "How We Live '08" study. The lifestyles and aspirations of homemakers in Melbourne and Sydney were examined from a qualitative and quantitative perspective. ACP's Phil Scott says the results show that people are committed to green issues provided they do not involve sacrifice. Scott says people place great value on authenticity and want their surroundings to reflect themselves. He describes the notion of "cocooning" as central to people's lives

Aussies work hard for the money

Ad News
Page: 8 : 2 May 2008
Original article by Heather Jennings

LexisNexis Summary: Consumer Behaviour

Australian consumers are more prepared to set financial goals to achieve increased wealth than their UK counterparts. Fifty-six per cent of Australians who took part in a worldwide survey by Synovate in early 2008 stated goal-setting was the best way to achieve more wealth, whereas 46 per cent of UK consumers said buying lottery tickets or similar was how they hoped to increase their wealth. More money was less likely to make Australians happier than US or UK consumers, while 79 per cent of Australians believe home ownership is an achievable aim