Advertise or die: Media owners unite to target c-suite with industry campaign
The biggest media owners in Australia have united on Advertise or Die, a campaign which targets the c-suite executives with confronting messages reminding them of the important impact advertising has on their brand.
ACE Radio, Australian Radio Network (ARN), Foxtel, Grant Broadcasting, JC Decaux, Macquarie Media, News Corp Australia, Nine, Nova, Ooh Media, Seven West Media, Southern Cross Austereo (SCA) and Ten are all united on the campaign, with Publicis Groupe’s Saatchi & Saatchi working on the creative.
Some of the billboards which will form part of the Advertise or Die campaign [Click to enlarge]
Lol
Double LOL
Triple LOLZAS with Sprinkles
There needs greater education to the investor/shareholder cohort who winch at the slightest indication of a bad year, who are placing the c-suite under pressure to chase short term returns.
Given the size of the institutional market in Australia, perhaps it’s money better spent on educating the fund managers and super fund portfolio managers on how better to take brand equity into account.
Spot on.
???
All those people involved and the best they came up with was “Advertise or Die”? The campaign has merit, but what an awful tagline.
That is sounding incredibly desperate.
night night traditional media!
What a brilliant idea and terrible execution.
This sounds incredibly true and accurate.
So…
Basically, house ads saying “Your ad here”
…this message is brought to you by a bunch of companies that are dying themselves.
I had a lot of respect for Ritsons opinion, but sorry. You lost it here, Mark. This screams desperation.
Guess it’s a good use of unsold inventory…
There is a cracking one that talks about a newspaper having a readership of 800K and not a bot in sight. I’m sure that 500 people per copy readership number is really believable/reliable. LOL
EMMA is just News marking its own homework, which is laughable in itself.
Made up stats and metrics dont win trust, particularly when they come from the industry’s most ‘basic bi*tch’
Will be interested to see if all the companies involved take their own advice and increase their own spending on marketing, whether thats B2B or B2C…Could be boom time for Mumbrella, Adnews, B&T etc
Advertise or (we) die…..
What a downer of a campaign. Surely some stats on how advertising feeds ROI would be a better way to articulate the issue?
What a downer of a campaign. A stats-led campaign with proven ROI would be a far better way to prove the idea. Positive, hopeful, and results-focused.
And frankly, some of the contributors to this campaign need a massive product overhaul. It’s not advertisers causing your demise, but your insistence on funding hate and populist opinion instead of journalism.
Final call for help!
It’s great and all but what about measurement?
Arguments such as “so is a toy car” just sound bitter and twisted. I miss the golden days of advertising – decades later I still hum the Coppertone “Who Owns the Sun?” jingle. But if an online review demonstrates that Coppertone actually underperforms, and that a golden tan is damaging to my skin, then I know which medium I’m going to believe. Pretty jingle though.
Surely at least one of these aging advertising execs have noticed that they’ve been using the same background tune as the ad on ABC comedy where the lady is drinking a watermelon cocktail and smiling.
Do you even advertise bruz?
Get back to the basics of advertising, the purpose of a good advertisement is to attract the favourable attention of the potential customer while a selling message is told. Most advertising I see does not even come close. If one studies the proven principles of what makes a good advertisement, which are documented, you have your starting point.
A lot of advertisements are just gimmicky, stupid, and do not address the real selling issues, thus are ineffective.
Tv advertising has become annoying and ineffectual, ad breaks are FAR too long, all the better for drinks and toilet breaks though, it is an insult to viewers to expect that their full attention is held with ANY TV advertisement.
Radio advertising is a waste of time and money because of today’s lifestyle which includes less and less radio, that is used mainly for background music, there is no recall, just like TV.
Newspaper at least is printed and advertising can be referred to at will, and is also NOT seen as an intrusion to the reader, who chooses what he reads and takes notice of…a great opportunity for advertising that at least has a chance to work!!!
My advice, cut out the bullshit and trying to be clever, GET BACK TO BASICS and see how that works…
I just love this stuff. For too long no one has come out to defend the established media. Online is part of the mix but by no means the silver bullet that keeps being fired. Engage with the market with great content and creative ads. Keep pushing for excellence.