Meerkats win inaugural Youngbloods quiz night
Synergy launches solar with a new campaign 'Even in winter your panels…
Paul Yole at Cannes: The real stuff begins
Top Jobs: This week's employment opportunities
Paul Yole at Cannes: Back to simple truths
It wasn't "brand purpose" that attracted me to this session because let's face it, everyone is trying to shoehorn that expression into their case study or talk this year.
No, it was partly the title; "Beyond Brand Purpose: Moving from Awareness to Activism" and very much the fact that one of the speakers was Sir Ken Robinson. His presence guaranteed this would be grounded.
In what has become an annual event at Cannes, Richard Edelman introduced the latest Edelman Intelligence Earned Brand Study. This points to the fact that the global average for brands on Edelman's Brand Relationship Index is a paltry 38. So on a scale that ranges from 'Indifferent' to 'Committed', most brand are only just starting to bring customers into the 'Involved' segment.
The intimate affair was also an acknowledgement of Nick Prosser (far left, with Initiative's Rene Migliore), APN Outdoor's former Sales Director of WA & SA. After 8 years with APN, Prosser has decided to spread his wings and start his own out-of-home advertising business.
The team at APNO would like to thank everyone for braving the cold and helping them celebrate the very special occasion.
Meerkats won the night, with Metrix Consulting in second place and 96fm third. The wooden spoon went to Be Media, while a special award went to Channel 9 for their team name - "Kanye repeat the question".
Youngbloods will be back again next month with the 2016 Battle of the Ad Bands, so save the date - July 29 - for another huge night.
Photos by Brittany Garbutt. More at the Youngbloods WA Facebook page.
Of course, our perennial correspondent Paul Yole is there with his family, wife Wilma and daughter Emma.
Another is Gatecrasher's Sophie Lawrence, pictured above left with her beau Kevin Parker from Tame Impala and Emma Yole on the right (Apparently due to photo permission we can only run this on our WA site. Who knew Sophie was that famous?!).
Emma's a bit of a muso herself - fiddle if we remember correctly. Perhaps she and Kevin could collaborate on a psychedelic version of The Devil Went Down To Georgia. But we digress.
'The Bunbury' is situated in the heart of the city on the corner of Spencer and Stirling Streets, directly across the road from the entrance to the Bunbury Centrepoint Shopping Centre. The prominent position offers uninterrupted viewing of the busy intersection, providing advertisers with the opportunity to dominate Bunbury's bustling business and retail district.
"The case for Creativity". With a title like that, I had no option but to attend. And it was very worthwhile.
James Hurman, founder of Previously Unavailable and former planning chief at Colenso BBDO New Zealand, talked through some of the highlights from the updated version of his seminal creative effectiveness book, The Case for Creativity.
The book is based upon three decades of international research by universities, scientists, consultants and Hurman himself. It was motivated by his realisation that most of the work that we produce is, in fact, not very creative.
The USA has one Grand Prix, 37 Gold, 69 Silver and 67 Bronze Lions.
The UK (2 Grand Prix, 17 Gold, 37 Silver, 51 Bronze) and Brazil (17 Gold, 24 Silver, 63 Bronze) are fighting it out for second place followed a far way back by Germany, South Africa and France.
New Zealand, currently in 7th spot, is having an incredible Cannes, scoring 46 Lions so far, including two Grand Prix, 13 Gold, 16 Silver and 15 Bronze Lions. And there'll be a lot more metal to come by the end of the week.
In contrast, Australia, currently ranked #9 behind Japan, is putting in a pretty mediocre performance compared to the highs of the last decade. 29 Lions so far, but only 4 Gold Lions. Australia has 8 Silver Lions and 17 Bronze Lions.
A consolation for the Aussies is that Australia was ranked #3 in the Health Lions (3 Silver, 7 Bronze) behind the UK at #1 (2 Grand Prix, 4 Gold, 13 Silver, 11 Bronze) and the USA at #2 (2 Gold, 3 Silver, 13 Bronze). NZ was ranked #13 (1 Gold, 1 Silver).
Developed as part of WPP AUNZ's partnership with the AOC, and its recent appointment as Creative Advertising Agency of the Australian Olympic Team, the campaign was led by specialist agency 1 Kent Street. Support was also provided by fellow WPP AUNZ Group agencies One20 and DT, plus production from Seven West Media Group.
VIEW THE SPOT
This year, senior SCA executives were joined by mix94.5 Breakfast team of Clairsy, Matt and Kymba. Sales Director Noel Quick said new team member Matt Dyktynski had settled in extremely well since joining in mid-March, reflected in an encouraging share increase in recently released Survey 3.
Quick also said the agency radio market in Perth has held up well considering the challenging economic climate.
The signs are looking positive for early 2016 also. While ad spend after the peak Christmas retail season is notoriously lower, digital is one area that has bucked this trend. 2016 first quarter results showing that online advertising expenditure grew by 33.5% to reach $1.731 billion.
Clay Cook (pictured), CEO of digital marketing agency, Bonfire said digital is showing no signs of slowing down.
"We're seeing very positive trends for digital marketing. And these aren't short term either. We've been in the digital space for 20 years now and over this time we've noticed digital adoption steadily increasing while other marketing mediums are experiencing significant drops. It doesn't surprise us that a recent report by eMarketer predicts that by next year, digital advertising spend will surpass TV."
The out-of-home and digital campaign launches this Sunday, June 26 and features creative dependent on the daily weather forecast and time of day. 'Sunny, 'Rain' and 'Cloudy' appear in line with each day's forecast during the campaign period.
The CBD AdShel campaign includes night versions of each. Shopalites at Joondalup and Garden City feature dynamic executions that bring the weather inside as does the Media Tonic screen in Raine Square.The radio, out-of-home and digital campaign has been punctuated by activations in shopping centres and key city locations including the first event in King's Park on Mothers Day."We've worked closely with oOh!, AdShel and the digital publishers to take a great idea and really bring the campaign to life in channel," said Erin Corner, Business Director at Meerkats. "We love this campaign based on educating people around the ideal conditions for solar panels to deliver a 'Solar Return' as well as communicate the fact that Synergy now does solar."
Mark Tutssel, President of the Direct Lions jury, has revealed one of the most important parts of the judging process: "To identify brands that embrace creativity."
If you think about that, it doesn't just suggest the kind of work that might get up, it also has wider implications for the industry.
AGENCY COORDINATOR - COMMUNITY NEWSPAPER GROUP
Temporary Appointment - Maternity Leave Replacement
Have you an eye for detail, strong work ethic, ability to work under pressure, can think on your feet and desire to work in the media? Then this may be the job for you...
The Role This is a challenging and rewarding new role, working as part of a close knit team who are dedicated to achieve set goals and objectives. This position will be required to provide practical solutions to meet the business needs of clients and agencies with a high level of customer service and administration support to the agency team.
Successful applicants should be experienced in Power Point providing creative and professional proposals. Previous experience in an administration role essential, as is an excellent phone manner, exceptional organisation skills, time management, prioritisation skills, and the ability to work under pressure and meet tight deadlines. Previous experience with sales/advertising is highly regarded. Proficiency in Microsoft Office suite is desirable.
You will also have a desire to understand and promote CNG's products and services and be willing to take responsibility for assigned projects.
Community Newspaper Group publishes 17 newspapers and is one of Western Australia's largest media organisations. Each week 633,500* copies of the local Community newspaper is distributed across metropolitan Perth and the City of Mandurah
This is a 12 month contract with the possibility of permanency.
To apply please send your resume to email@example.com and quote reference No ACP06/16.
• ACCOUNT MANAGER - RARE
• SEVEN TWENTY x 27
I used to delight in telling first time visitors to Cannes, "nothing great ever happens on the first Sunday." Unless you count the odd magnum of Minuty.
But things have changed. Sunday is the new Monday, so I dragged myself along to listen to Nir Wegryn from BrandOpus and acclaimed artist Ori Gerst talk about how perception, not fact, creates reality.
I wish I hadn't bothered.
This week's guest judge is Genevieve Hoey, creative director, Wieden + Kennedy, Amsterdam.
Maybe I've been spoilt by the shortlists of TV I've been seeing recently. Maybe I'm just not the willing couch potato I used to be. But the TV this week didn't really connect the dots, well not enough to make me care. The freshest was the skateboarding insight underpinning Direction Skateboards: Free Ride, though this execution could have been pushed. Everything else was a bit limp for me. Pun intended wink wink nudge nudge Durex! Please, if I ever have to watch that or any other Game of Thrones inspired spot, may I choose to be eaten by dragons instead. READ MORE...
This beautiful description comes from a speech Leo Burnett did many years ago. He spoke about those lonely people that work into the night pushing themselves. When everybody else has left, they stay.Their solitary, unobserved greatness is based on satisfying themselves before they satisfy anybody else. They are advertising's invisible heroes.
The truth is, without these magical mad men and women, who have this need to go beyond an impossible, invisible line in their heads, advertising would be a simple, unsatisfying business.
Perth director Matt Pitcher from Open Spaces Productions leads the Australian director pack with four nominations: St John Ambulance 'The Most Important Thing' via Longtail in the Broadcast category; and Mental Health Commission 'Crime' and the 90-sec and 30-sec versions of 'Relationships' via The Brand Agency in the Web Film category. Pitcher is the only finalist from Asia-Pacific in Web Film.
The other Australian finalists are Curtis Hill from Mr Smith Melbourne, who made the shortlist for 'Repeat B', The Otto Empire's Prad Sen for Skyn 'Feel Everything' - both in Broadcast and Yianni Warnock, Finch for 'HOMEBODIEs'.
Winners will be announced at The Cannes Marriott Theatre, celebrating the 19th CFP-E/shots Young Director Award ceremony on June 23rd at the Cannes International Festival of Creativity, which Pitcher and Open Spaces Productions principal, Béatrice Masia, are currently attending.
VIEW THE SHORTLIST
Australian Finalists (Direct):
DDB Sydney, The Sydney Opera House, #ComeOnIn (x3)
DDB Sydney, Volkswagen, The Naked Ute
DDB Melbourne, Westpac, Westpac Get Cash Tutorials (x2)
Clemenger BBDO Sydney, Masterfoods, #MakeDinnerTimeMatter (x2)
Clemenger BBDO Melbourne, Myer, Wonderful Hold Music (x2)
Leo Burnett Sydney, Bundaberg Rum, Cheers to a Legend
Leo Burnett Sydney, Samsung Australia, Celebrity Tantrum
Leo Burnett Melbourne, Headspace, Reword
M&C Saatchi Melbourne, Australian Weaving, The 2 Litre Towel
Marketforce Perth, Chicken Treat, Betty
Whybin\TBWA Melbourne, ANZ, Equal Future (x2)
GPY&R Brisbane, Australian Road Safety Foundation, Life Saving Stickers
Grey Melbourne, MS Australia, This Bike Has MS (x3)
Saatchi & Saatchi Sydney, Toyota LandCruiser, LandCruiser Emergency Network (x3)
Australian Finalists (Radio):
Cummins&Partners Melbourne, Jeep Renegade, Jangle
Havas Worldwide Sydney, Lastminute.com.au, 'Crush' and 'Pregnancy'
GPY&R Melbourne, Australia Post, The Airborne Ad
BWM Dentsu Sydney, Fight Duchenne Foundation, Last Will
VIEW THE DIRECT SHORTLIST - Direct Lions Shortlist.xlsx
VIEW THE RADIO SHORTLIST - Radio Lions Shortlist.xlsx
Cannes Lions has undergone a refresh. And I like it.
The Palais has changed its layout to the extent that I almost felt lost, even though it's the tenth time since I first wandered the halls. Different, but in a good way.
RAC: Monitored Alarms - Don't Care
J. Walter Thompson, Perth
J. Walter Thompson wanted to highlight the benefit of RAC's 24/7 monitored alarm systems by pointing out that you can't always rely on your neighbours to pay attention to normal, unmonitored, home alarms.
Deloitte Access Economics was commissioned to produce the report, which found advertising delivered benefits to the Australian economy worth $40 billion - almost as large as the productivity value the internet and digital technologies.
The economic impact of advertising in WA is reported as $4.5billion. WA's share of national advertising spend is 11.1%, which is about equal to its national population share of 10.9%.
It says advertising directly employs 55,903 people but in aggregate, advertising is associated with employment of over 200,000 people in the Australian economy - 10,000 in WA.
The report was introduced by TCC WA Chairman and Meerkats CEO Gavin Bain, and summarized by Deloitte's Elizabeth Fells before being discussed by a panel including HBF's Neil LeFebvre, Tourism WA's Louise Scott, SevenWest Media's Chris Wharton and Adam Marshall from media agency Carat.
A free copy of the report's Executive Summary is available from The Communications Council's Advertising Pays website.
SENIOR ACCOUNT MANAGER - ADZOO
The zoo is getting bigger! Think you've got what it takes to be a Zookeeper/Senior Account Manager?
adzoo is not your traditional agency. We're a different breed of advertising and marketing creature; a consultancy that strives to be a fun place to work. With recent growth, we are searching for a highly motivated individual who can manage and partner with our existing clients. We aim to attract the hungriest of the pack, giving them the space and opportunity they need to spread their wings and make a real difference to the clients that come through our gates.
The right candidate must have the following attributes:
- Agency and/or solid marketing experience
- Must know digital inside out (you can talk the talk and let our digital gurus walk the walk!)
- Willingness to think outside the brief
- Excellent communication skills both written and oral
- Tends to think of themselves as nocturnal - that is you love a little work outside of hours to get the client the result they need
- Outgoing personality
- Be a proactive thinker
• SevenTwenty x 23
This week's guest judge is Susan Credle, global chief creative officer, FCB, based in New York.
Winner - TOM: The Art of TOM. I must confess, I watched the six films over a slow WiFi, which required repeated viewings. But it was on these repeated viewings that I was able to appreciate the sound design, the voice-over casting, the 2D animation and, especially, the writing in this particular film. "Salty whispers." "A life of duress reveals gems clustered candy bright." "The truth is mouthed." If it weren't first thing in the morning, I would be searching for a bottle of Church Road Tom Merlot-Cabernet Sauvignon, right now. READ MORE...
VIEW THE MARGARET RIVER SPOT
VIEW THE KOOKYNIE SPOT
VIEW THE LUCKY BAY SPOT
Tourism WA CEO Stephanie Buckland said the campaign marks a fundamental shift in the way Tourism WA promotes the State as a holiday destination.
"A line is a dot that went for a walk." - Paul Klee
I am standing on a black beach in a small fishing town called Ngawi. It is about as far South as you can go on New Zealand's North Island. Only 22 people live here. It is beautiful and brutal. The rain poured down and the sea raged on day 1 of a shoot that was supposed to begin with beautiful weather. They should rent out shoots to countries that have droughts, I guarantee it would rain the day the shoot started.