Jean-Marie Dru warned that unless marketers and creative staff approach their work in a bolder fashion, and are prepared to see ideas flop, companies will struggle to truly innovate.
Speaking at an Australian Association of National Advertisers (AANA) conference in Sydney today, Dru said 10 or even 20 initiatives may have to fail before one succeeds.
Asked to identify some of the major barriers to innovation, Dru said: “The first one is a fear of failure. You might have to fail many times before you get it right but companies are afraid of failure.”
The shortlist is thought to include four agencies with incumbent OMD defending the account against Carat, Mediacom and Mindshare.
The Dulux Group has a range of brands including British Paints, Selleys and Berger. Read more »
Brands must end their obsession with TV advertising and “liberate” themselves with a new approach to media buying, according to the global managing partner and UK chairman of ZenithOptimedia.
Belinda Rowe, who was CEO of ZO in Australia for a decade and a chair of the Media Federation, told the Australian Association of National Advertisers (AANA) Reset conference this morning that she still attends too many meetings where TV is still “front of mind”.
“Everything is seen through that lens,” she said in comments directed at marketers. “You need to liberate yourselves and ask how can you come up with innovative ways to to get you out of TV-led thinking.
“There are conversations around digital but I can tell you I have so many meetings where TV is still front of mind.”
Baker also signalled his last marketing push with the agency will be around Indigenous tourism.
Speaking to Mumbrella after announcing his decision to step down after seven years at TA, Baker did not rule out another tourism role but said he would explore positions away from the industry, with media, publishing, technology and health and well-being all areas of interest for the British-born marketer.
Talks are taking place over several “short and long term” positions, he said.
Baker’s stock is high after a successful stint at TA which followed a 10-year career with upmarket resort operator Voyagers Hotels and Resorts.
The appointment, following hot on the heels of the agency picking up Kate Smithers in a similar role from Ogilvy & Mather in London, bolsters the strategy team offering to 35 at the agency, which includes 11 members of the innovation unit led by Ben Cooper.
Berthinussen will lead strategy for the NRMA/SGIO, Lexus and Google accounts for the agency, and report into Justin Graham.
Mediacom Melbourne has promoted Anny Havercroft to heads its operations replacing Peter Barrie who departed the agency in July, Mumbrella can reveal.
Havercroft previously headed the Melbourne division of its brand content division Mediacom Beyond Advertising and prior to that was innovation director.
“I’m delighted to have Anny Havercroft as general manager of our Melbourne operation,” Mark Pejic CEO of Mediacom told Mumbrella. Read more »
Tourism and Events Queensland (TEQ) has rolled out the first campaign as part of its $6m commercial partnership with Flight Centre, with the campaign aimed at encouraging domestic travel to the sunshine state.
Created in-house at Flight Centre, the spots focus on separate attractions in the state including the Gold Coast and Daydream Island.
TEQ CEO Leanne Coddington said: “TEQ’s objective is to increase visitor numbers, length of stay and tourism spendacross Queensland destinations.This campaign sees the partnership off to a strong start and reinforces Queensland’s image as Australia’s premier holiday destination.”
Mumbrella will hold a video hangout with one of the founders founders and the Australian boss Outbrain tomorrow.
Co-founder of the content discovery platform Yaron Galai will join Australia and New Zealand managing director Ayal Steiner to talk about where the platform came from, and the rapidly evolving world of content distribution.
Content marketing has become an increasingly important part of the mix for many marketers around the world, but one problem has always been drawing as many eyeballs as possible to the product.
The Melbourne Advertising and Design Club (MADC) has appointed Ben Couzens and Jim Ingram as presidents charging the pair with bringing the organisation back from the brink after its awards night became financially unviable.
Couzens and Ingram, joint executive creative directors for Cummins & Partners, have worked their entire careers in Melbourne, said in a statement: “We’re immensely proud of the Melbourne advertising community and we understand the huge role MADC has played in galvanizing this industry, since long before we came along.
“The committee have done a cracking job maintaining the relevance of the club since the award show ceased and we want the MADC to do more than just survive. We want it to thrive.
The move comes just weeks after Cirrus, formerly Reed Business Information before being acquired by private equity last year, sold off its media title B&T and Travel Weekly to its publishers.
Sterling’s group publisher Alex Whitlock said: “We’ve strategically built our portfolio of titles around real estate, financial services, investment and professional services. The opportunity to acquire such a respected title as Lawyers Weekly was one that we could not afford to miss. The brand will enhance our existing stable of titles while enhance our audience reach across Australia’s professional services sectors.”
Kleenex is promoting its Cottonelle Flushable Cleansing Cloths in a unusual experiential activation, created by full-service shopper marketing, sampling and brand experience agency XPO Brands, which saw the brand build a “high rise loo” with the aim of associating the brand with a sense of comfort and luxury.
XPO Brands managing director Sally Tobin said: “People are naturally a little uncomfortable talking about their loo regime. By providing them with this unusual experience we can introduce them to something new in a more practical, yet fun and engaging way. Read more »
Havas Worldwide Australia has appointed Leo Burnett Singapore chief creative officer Tim Green as executive creative director, filling the void left by Steve Coll who departed earlier this year for Droga5.
Mumbrella Asia reported yesterday of Green leaving Leo Burnett Singapore to return home to Australia. Green joined the Singapore office from the agency’s Sydney office in April last year.
Commenting on the appointment Havas Worldwide CEO Anthony Gregorio said: “We’re delighted to have Tim join us at Havas. He’s a terrific operator with a fantastic track record of award winning work on clients big and small, at great agencies. It’s a mark of the bloke that since it’s been known amongst some in the industry I have received numerous calls saying ‘great hire’.
An estimated 10,000 garage sales will take place simultaneously this weekend as the fourth annual Garage Sale Trail takes place around Australia.
The sustainability event has been supported with community service ads with more than 500,000 people expected to take part. Parlour Creative worked on the campaign.
The event is sponsored by eBay and car share firm GoGet and state government partners NSW EPA, ACT NOWaste, Sustainability Victoria, Government of Queensland the Waste Authority in WA and Zero Waste in South Australia.
The insurance company put the account out for pitch in April, although it is unclear if incumbent SOSS Creative took part. It is understood McCann and Clemenger BBDO Sydney were involved in the pitch process.
QBE executive general manager of marketing Jenny Boddington said: “We are continuing to build QBE as a great differentiated option for consumers in what is a cluttered market and we are enthusiastic about Core’s ability to help us achieve this”. Read more »
The announcement of Marlisa Punzalan as winner of the X Factor was watched by 1.428m last night on Seven, preliminary overnight ratings from OzTam show, more than a million viewers down on last year.
Meanwhile the two and a half hour X Factor show – featuring live performances from Olly Murs, Guy Sebastian and Jessica Mauboy – was watched by 1.378m in the lead-up to the announcement.
The result is down on last year which saw 2.431m tune in to see Dami Im crowned the 2013 X Factor winner, and the show was also beaten by The Voice grand final earlier this year which which brought 1.66m metro viewers to Channel Nine.
The social campaign fits into MYOB’s ‘Love Your work’ brand campaign, created by the company’s internal agency, which focuses on the reasons people get into business and aims to highlight how MYOB software allows business owners more time to focus on their business as opposed to menial admin tasks.
MYOB GM of marketing Caroline Ruddick told Mumbrella: “Our broader brand campaign is around Love Your Work and our mission is to make business life easier. We provide the software which takes away some of the menial and data driven tasks, we’re really focusing with our broader campaign on raising awareness that we want clients to be spending time on what they love as that will enable them to be more successful. Read more »
Morning Update: David Beckham promotes scotch in Guy Ritchie ad; Bose to consolidate global media account
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
“If you’re the type of jet-setter who flies a seaplane to a Scottish estate so you can put on a tuxedo and have a drink with a handful of your posh friends, David Beckham would like you to buy some of his new whisky.
The recently retired soccer icon stars in this glitzy launch ad for Haig Club, a single grain scotch that Beckham produced with liquor giant Diageo and American Idol creator Simon Fuller. Filmmaker Guy Ritchie, a friend of Beckham’s—who directed him in this H&M ad last year—directed this one, too (and makes a cameo as the fisherman under the bridge).”
“The chief creative officer at Leo Burnett Singapore is leaving the agency after a year and a half to return to his home country of Australia.
Tim Green joined Leo Burnett Singapore from the agency’s Sydney office in April last year, teaming up with former colleague Josh Grace, who runs the Singapore agency as CEO.”
Competition is continuing to intensify in the music streaming industry as Spotify prepares to roll out a family package that will allow up to four people to share one billing account and keep playlists separate.
Spotify Family will launch globally over the coming weeks in what the Swedish-based firm said was one of the “most asked-for” features by users.
The addition of a family member on an existing account will cost $17.99, rising to $23.99 for two members, $29.99 for three and $35.99 for four additional members. Paid for packages on the site are ad-free. Read more »