Advertising & Promotion Campaigns

$400k myki ad not so smart

The Age
Page: A1 : 17 June 2008
Original article by Clay Lucas

LexisNexis Summary: Advertising & Promotion Campaigns

Victorian Public Transport Minister Lynne Kosky has rejected claims an advertising campaign is a waste of public funds. It was designed by the Clemenger Harvie Edge agency in 2007 for the planned roll-out of the myki smart card public transport ticketing system in Melbourne, but the latter has been delayed by about a year and suffered major cost over-runs. There are even reports that it may not be ready until 2012, although Kosky maintains a 2010 deadline will be met. Clemenger and production company Zoom Film & Television made 10 TV spots as part of the campaign, which cost $A400,000

Dim prospects for Staging Connections

The Australian Financial Review
Page: 19 : 17 June 2008
Original article by Noelle Waugh

LexisNexis Summary: Advertising & Promotion Campaigns

Event services group Staging Connections has reported earnings guidance of $A10 million for 2007-08; well below its earlier $A18.5 million. A recent review shows that operational performance is still on track, but that weak performances from its Creative Services division, Bytecraft Entertainment and Techmex, and an unexpected $A1.6 million loss have triggered the downgrade. Staging Connections' share price has fallen from $A1.55 in November 2007 to close at $A0.15 on 16 June 2008

Campaigns

Adbrief
Page: 3-4 : 13 June 2008

LexisNexis Summary: Advertising & Promotion Campaigns

The first instalment in a new campaign for "Tooheys New" has appeared on TV. Saatchi & Saatchi devised the integrated campaign. Elsewhere in the Australian advertising sector, a brand campaign promoting McDonald's as the official restaurant for the Beijing Olympics has been released by DDB Sydney. O'Keefe Communications has created a crime-themed promotion for "Citro-Clean Multi Purpose Household Cleaner". The campaign has the slogan "Grime Rates Reduced". Queensland's Blacklab has developed a TV commercial for the "Pauls Zymil" milk brand

To the rescue of Brand Oz

Ad News
Page: 10 : 30 May 2008
Original article by Andrea Sophocleous

LexisNexis Summary: Advertising & Promotion Campaigns

The advertising agency that wins Tourism Australia's account has lot of challenges ahead of it. It is understood that Tourism Australia has narrowed the choice down to DDB and Saatchi & Saatchi, while Carat and MPG are vying for the media buying account. Although Tourism Australia's campaigns are not aimed at Australians as such, Australians can get upset if they feel they are being portrayed negatively, as evidenced by the reaction to the "Where the bloody hell are you" campaign created by M&C Saatchi. The number of overseas visitors coming to Australia in 2007 increased by just two per cent, compared with global growth of six per cent

Are advertisers and their agencies doing a good enough job of tracking campaign effectiveness?

Ad News
Page: 20 : 30 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

John Petropoulos does not think advertisers are doing enough when it comes to measuring the effectiveness of their campaigns. Petropoulos, of MindShare, expresses ongoing amazement that marketers do not build any measurement devices into campaigns, despite laying out literally millions of dollars. His comments are echoed by Clive Wing, of Research International, who says that "measurement is vital". Stuart Tucker, of Aussie, contends that checking sales reports is a simple way of determining if a campaign is effective or not

Australia's top marketers

Ad News
Page: 27-29/32-34 : 30 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

Stuart Tucker, of Aussie, is one of Australia's top marketers, according to "Ad News". In selecting people for the accolade, "Ad News" used a range of criteria, including the marketer's ability to be innovative, the performance of the brand they represent when compared with their competition, and their attitude to client-agency relationships. Among the other people rated as Australia's top marketers are Peter Sinclair, of Foster's Group, Jacquie Riddell from SBS, and Matt Barbagallo of Mars

A fling with success

Ad News
Page: 36 : 30 May 2008
Original article by Sharon Springell

LexisNexis Summary: Advertising & Promotion Campaigns

Clemenger BBDO Melbourne and Starcom Media Vest created a parody of the traditional fairy tale to promote a new product, "Fling", from Mars Snackfoods. Whereas the heroine succumbs to the hero in traditional fairy tale, the heroine in Clemenger BBDO Melbourne's commercial is more interested in a "Fling" chocolate bar. In creating the commercial, which has as its tagline, "Forever is overrated, just have a fling", Starcom Media Vest took into account research which indicated that the main target audience for Mars' new chocolate bar was women between the age of 25 and 39

Products & Services

Dialling into a tiny, shiny package

The Age
Page: B7 : 17 June 2008
Original article by David Flynn

LexisNexis Summary: Products & Services

Apple has shown the world its new smartphone, the Apple iPhone 3G to be released in Australia on 11 July 2008. This mobile telephone has been devised with the business community in mind and has features that business groups will find very useful. Thus, the iPhone is a serious "corporate tool", a web-connected computer in a small package. The mobile telephone has most internet functions and users can view Word, Excel and PowerPoint files as well as use email. Security has been strengthened, to make company information more protected. Apple has created a "seek and destroy" remote wipe function to automatically erase and reset lost or stolen devices. The iPhone will be quite low in price and will have a wide appeal

News Ltd, West Australian Newspapers and Fairfax Media make Perth the e-paper hotspot

Mediaweek
Page: 3/10 : 16 June 2008

LexisNexis Summary: Products & Services

Consumers in Perth can now access three online newspaper sites, following the launch by Fairfax Digital of WAtoday.com.au. The new offering will compete with TheWest.com.au and PerthNow.com.au. David Kirk, the CEO of Fairfax Media, says there are no plans for a print version of WAToday. Kirk also says that Fairfax is keen for people to contribute to the WAToday site, be it with videos or photographs. Speaking at the launch of WAToday, Western Australia Premier Allan Carpenter said he hopes sites like WAToday will reduce his State's sense of cultural and political isolation from the rest of Australia

ACP to ditch "Australian Table"

Adbrief
Page: 1 : 13 June 2008

LexisNexis Summary: Products & Services

The August 2008 edition of "Australian Table" will be the last. The supermarket magazine will be replaced by "Australian Good Food", a local version of the UK's very popular "BBC Good Food". The new title will be released via a joint venture between ACP Magazines and the BBC. A mini version of "Australian Good Food" will feature in the July 2008 issue of "Australian Table", and the title will be included as a feature magazine in the last, August 2008 edition. It is thought that Coles, which use to "endorse" the superceded magazine, is holding talks with ACP about other initiatives

E-Business

Network a Sterling idea

The Age
Page: B8 : 17 June 2008
Original article by Beverley Head

LexisNexis Summary: E-Business

Sterling Commerce launched its business-to-business electronic trading network in Australia in June 2008. The AT&T subsidiary's network will connect around 280,000 global trading entities and is capable of electronically sending documents such as payment chits, invoices and purchase orders. Orica business-to-business senior systems engineer, Mark Zrna, said the network represented an opportunity for large companies to save cross-document ordering costs

Web payments in for shake-up

The Australian Financial Review
Page: 33 : 17 June 2008
Original article by Julian Bajkowski

LexisNexis Summary: E-Business

The online payments sector in Australia is already massive and growing rapidly. The estimated value of transactions at $A15bn per annum easily eclipses that of the also strongly expanding online advertising industry, and the Federal Government is keen to harness the economic benefits. However, the Australian Competition & Consumer Commission has also intervened with a likely ruling that web auction service eBay must not force its users to rely only on the PayPal service. Law firm Mallesons notes the tactic by eBay constitutes bundling. Security is also a major concern in the sector

Launches

Adbrief
Page: 4 : 13 June 2008

LexisNexis Summary: E-Business

Sputnik is devising a digital promotion strategy for Kmart. The internet marketing specialist is working with the discount department store on a first-time plan to encourage internet users to visit the Australian chain's stores during its annual toy sale in June 2008. Meanwhile, a new adhesive advertising "note" technology has been introduced by Fairfax Media. The technology will first be used on the front page of "The Sunday Age", in a promotion for Wotif.com

The future of online video

Ad News
Page: 23 : 30 May 2008
Original article by Richard Lord

LexisNexis Summary: E-Business

The soon to be launched Australian Broadcasting Corporation (ABC) online digital media store is a great example of a new technology. Programmable Rich Media (PRM), in the form it is being used by the ABC, enables consumers to place an order for an item in the same screen that they have seen the product being played, rather than having to switch to a new screen. PRM offers a range of exciting opportunities for advertising agencies and their clients

Marketing Strategy

Mitchell stares down the doomsayers

The Australian Financial Review
Page: 18 : 17 June 2008
Original article by Neil Shoebridge

LexisNexis Summary: Marketing Strategy

Media buyers believe that the negative forecasts for the Australian advertising market are unwarranted. Media stocks have fallen after Ten Network downgraded its TV earnings forecast on 13 June 2008. Analysts have begun to downgrade their outlook for the sector. Harold Mitchell, chair of Mitchell Communication Group, said that he has found no reason to change his prediction of seven per cent growth in media ad spending in 2008. Weak conditions in the one sector of the market did not mean that the whole media ad market was in decline

Kleins rent deals face scrutiny

The Australian Financial Review
Page: 51 : 17 June 2008
Original article by Damien Lynch

LexisNexis Summary: Marketing Strategy

The Kleins jewellery chain in Australia will soon be closed down. The company went into administration in May 2008, owing some $A25 million. It was placed in the hands of Ferrier Hodgson and all the company stores and franchises stores will close. Stephen Giles is a partner at Deacons law firm and a leading franchise industry expert. Giles argues that the Australian Competition & Consumer Commission (ACCC) will probably have to investigate alleged breaches of the Trade Practices Act by Kleins directors and senior management. Giles wants the ACCC to also investigate "unusual" rental subsidy arrangements in malls that some landlords may have known about. Deacons is representing the Kleins franchisees group

Winning in tougher times

Ad News
Page: 12 : 30 May 2008
Original article by Harold Mitchell

LexisNexis Summary: Marketing Strategy

There have been some significant changes in the Australian economy since October 2007. It was then that former Federal Treasurer, Peter Costello, told consumers they had never been better off. Since that time, the cost of petrol has gone up 13 per cent, the stockmarket has fallen by 20 per cent, and mortgage rates have risen by one per cent. All this change means that marketers will need to adopt different strategies, with those who adapt their campaigns to specific demographics likely to achieve the most success

Moving forward, responsibly

Ad News
Page: 19 : 30 May 2008
Original article by Bram Williams

LexisNexis Summary: Marketing Strategy

Australian consumers are increasingly calling for companies to demonstrate a willingness to promote corporate social responsibility (CSR). If companies are to promote themselves as having CSR credentials, they must be able to demonstrate their commitment is genuine, otherwise the consumer will quickly become cynical. Even a fairly basic demonstration of CSR will be noted by consumers as long as it is genuine, such as a supermarket company announcing that it will no longer use plastic bags

Consumer Behaviour

History says low confidence can hurt

The Australian Financial Review
Page: 25 : 17 June 2008
Original article by David Bassanese

LexisNexis Summary: Consumer Behaviour

Consumer confidence in the US and Australia has fallen in 2008. Consumer spending accounts for 70% of the US economy and 60% of the Australian economy. Some economists argue that a slump in consumer confidence is a good indicator of a slump in spending - the two go together. Other economists argue that the correlation is not that strong. Official figures show that the slump in consumer confidence in the US in 2008 is very strong - suggesting pitfalls for the US economy. In Australia, consumer confidence is the weakest it has been for some years, but it has not hit an all-time low

Credit unions go with the strength

The Australian Financial Review
Page: 40 : 17 June 2008
Original article by Ben Woodhead

LexisNexis Summary: Consumer Behaviour

Bank mergers at the top end of town have been reflected in the credit union sector. The Community Alliance Credit Union (CACU) has 50,000 members under five different brands and $A430 million in assets. On 16 June 2008, the executive manager of CACU, John Vohradsky, said it is important to maintain brands when merging in this sector as the customers place a lot of faith in their community branch and too many changes can alienate them. The merger of credit unions has allowed for the strengths of each brand to be capitalised

Local TV shows how it's done

The Australian Financial Review
Page: 68 : 17 June 2008
Original article by Michaela Boland

LexisNexis Summary: Consumer Behaviour

Australian-made television shows are consistently dominating the top 20 in 2008, with 16 or 17 local shows each week on the list. Shows such as "Kath and Kim", "Border Patrol" and "Summer Heights High" are being successfully sold overseas, while the format of Australian reality shows and comedies such as "Thank God You're Here" have been sold with enthusiasm overseas. The overwhelming success of dramas "Underbelly" and "Sea Patrol" has demonstrated that Australians will watch domestic television if it is well-funding, well-made and enthralling; the film industry should take note

ABC and readership

Ad News
Page: 44-46/48 : 30 May 2008
Original article by Simon Davies

LexisNexis Summary: Consumer Behaviour

The readership of weekly women's magazines fell by seven per cent in the year to March 2008, according to Roy Morgan Research. Readership of "Woman's Day" is down 10.1 per cent and that of "New Idea" is down 13.1 per cent, although readership of "OK!" jumped 28.7 per cent. The Australian homemaker segment would have declined were it not for "Better Homes and Garden", which recorded an increase of 16.3 per cent in the year to March 2008. The food segment performed very well. There is concern about the decline in the youth magazine segment and whether people in this demographic will continue to read magazines as they get older