Land Agent Page 9 & 15
BRADBOURNE AT THE CAXTONS 37 HEYDAY! 19
9 421902 251009
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APOSTROPHE CRIMES 6
MAGAZINE SHOWCASE 20
SANDY MOORE 10
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OKTOBOR ANIMATION 8
JAMES MOK 12
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CAREBEARS? 4
BY ROBERT MUNRO
contents
CONTENTS
2 4 6
Editorial
10
Letters
12
Adnaus
14
q + a with Sandy Moore
q + a with James Mok
36
What’s New
20
Magazine showcase
37
TV Top 10
The Front Page
Magazine
Showcase
8 9
Oktobor Animation Studio opening
Cover story
18 19
2010
Technology to Connect
InterActive Bytes
Ad Media November 2010
1
editorial
VOLUME 25 NUMBER 10
is a registered magazine published by Mediaweb Limited PO Box 5544, Wellesley Street, Auckland 1141 Phone 64-9-845 5114, Fax: 64-9-845 5116 Website: www.mediaweb.co.nz
Editor
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Advertising
Kelly Lucas admanager@admedia.co.nz 64-9-366 0443, 021 996 529
Designer
Chris Grimstone chrisg@mediaweb.co.nz
Production Manager Fran Marshall franm@mediaweb.co.nz
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Publisher Mediaweb Limited Printing Benefitz Distribution Gordon & Gotch All content is subject to copyright and may be used only at Mediaweb’s discretion. Copyright © 2010: Mediaweb Limited. ISSN 0112-6997 (Print) ISSN 1179-870X (Online)
Cool Runnings
T
“
he spread looks cool, and the picture works quite well – at least my partner thinks I look hot,” said DraftFCB James Mok when we sent him a proof of the q+a that appears on P12. But then he added: “Personally, I think I broke one of my guiding principles, I look like a dick.” We’re with your partner on that one, James! Our second q+a guest this month (on P10) is one of the true legends of the NZ advertising biz, DDB’s Sandy Moore. He is a very rare bird indeed – effectively, he’s spent his entire career working for the same agency (J Inglis Wright/DDB). His energy and total focus is one of the main reasons why DDB has for so long been our most consistently successful big agency. Elsewhere, our inappropriately named newspaper column,The Front Page (it’s closer to the back page!) is the work this month of Special Group’s Tony Bradbourne, who was a guest at Australia’s venerable Caxton Awards in Noosa. “You remember the old-school newspapers that are actually squashed up bits of trees and are printed with different coloured ink?” he asks.“Well millions of people read them every single day. Without them, how would people find out about a great new Nike website where you can compare your personal performance against the stars?” Our other two columnists also have tales to tell. Alastair Thompson’s InterActive Bytes is a case study on web shop Doubleclick, now relaunched as Heyday! And Chris Graham’s Technology to Connect tells the one about the print shop of the future, in which there will be ... multiple digital presses, a print operator and a dog! The TV Top 10 returns, which shows Goldstein bowing out much as he arrived all those years ago – at or near the top of the hit parade. Lotto makes a strong showing with two entries – one at the top, the other at the end, and beefcake is on the menu with SBW. But at the heart of this issue is our annual Magazine Showcase. Our writer, Patricia Moore, reports business is finally starting to look up, with circulations and readership surveys showing that the sector is in surprisingly good heart. Next month, in our combined December/January issue, we will be pleased to bring you the latest edition of AdMedia’s most widely read feature – the annual Salary Survey.
David Gapes (david@admedia.co.nz)
2
www.admedia.co.nz
Understanding the new world
Join NZ’s corporate leaders at the business event of the year. Reserve your tickets now for the Deloitte/ Management magazine Top 200 Companies awards as demand is high for the limited table numbers at this most prestigious of NZ’s business awards. ‘Understanding the New World’ – celebrate with us the success of companies thriving in this new world environment. The Deloitte/Management magazine Top 200 Companies awards 6.30pm, Thursday 2nd December SkyCity Auckland Convention Centre BOOK NOW FOR THIS YEAR’S EVENT Online: www.management.co.nz/top200 Or contact Tania Vela, E: taniav@mediaweb.co.nz, P: 09 845 5114
letters
Letters Postcard from NY
Frankly the word of mouth comment was a throwaway line with tongue in cheek, just as my desire to become a minister of the
Dear Ed:
Presbyterian church (but God bless them & word of mouth).
Just a quick note to let you know I’ve moved on from China, and joined Geoffrey in New York for 2011. Had a fantastic stint in Shanghai (can you believe nearly five years!) and ended on a wonderful high note, winning the Media Planner/Buyer of the Year title for Greater China in Campaign’s Agency of the Year awards held in Singapore last month. Was a great night as you can imagine.
Ron Sneddon ron@mrsmith.co.nz
We
Auckland
Dear Ed:
I’ve now been transferred to PHD in New York and the role of US
Thanks for the latest edition of December AdMedia with the salary
Director of Business Development & Marketing. So all change in
survey. Just to let you know, Firebrand is very much based in Auck-
my world as I move from the East back to the West!
land which is where I work out of (re your comment of Firebrand
My email address is now anna.chitty@phdnetwork.com, and other details are below.
being Sydney-based). That’s just where our PR/marketing comes out of but we have a full team here rearing to go for a busy 2011.
Anna Chitty
Overrated? Dear Ed: Last week when I returned to the office I read the Dec/Jan issue as a warm up.
Jo Bayley jbayley@firebrandtalent.com
Not for sale Dear Ed:
I’m curious and I’d be interested to see a rationale from Ron
Contrary to the story that ran in Sunday Star-Times recently, Auck-
Sneddon as to why he sees Word of Mouth as a media overrated?
land Film Studios is NOT for sale. Indeed it’s business as usual. Whilst it’s true that there are currently no offshore productions
Zac Pullen
shooting at the studio, Auckland Film Studios has still been busy
zac@tangocommunications.co.nz
hosting many television commercial productions.
Tongue in cheek
downturn in business, however, as New Zealand’s principal produc-
Many studios around the world are currently experiencing a tion facility, Auckland Film Studio has remained consistently busy.
Dear Zac:
4
Sorry, I have been away on leave and have taken far too long to
Kieran Fitzsimmons, General Manager
get back to you about your query.
kieran@aucklandfilmstudios.com
www.admedia.co.nz
Ryf Quail
General Manager Carat New Zealand
One phone call and we’ll have your target surrounded. True media heroes execute fresh, innovative tactics to stay ahead of the game. Arm yourself with integrated solutions from Fairfax Media and step away from your next battle victoriously. Make the call, (09) 970 4000 or (04) 474 0487.
Arm yourself
NETWORK
adnaus
Beyond Reasonable Doubt ack Page, Crime Scene: B ld, Monday ra e H Z N , n o ti c e AS 10. 8 December 20 ostrophe abuse The Charge: Ap e usually very (in an ad for th accurate BBC). as charged. ty il u G t: ic rd e V Th e \ ... hang your A W B T : ce n te n Th e S e
head in shame!
U.S. BUSINESS AFFAIRS * SAG Signatory Services and Payment * Talent Contract Negotiations * Music Clearances & Licensing * Film and Photo Rights Acquisition * Print Negotiations * U.S. Network Clearance * Rights Management Software
Audra Krussel • akrussel@integra.net • www.talentdirectinc.com • 00+1-971-544-3589
6
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WHOOPS!
ader, Mr Thompson re ed ey egl ea an , Last month derneath some un at th t ou d te in po of Ponsonby, p of blokes in our ou gr e th , es is gu is d c fantasti s! e in fact Aucklander er w rt ve ad st Po om D ssment of this error, ra ar b em d an k oc Following the sh this quiry into just how en e iv ns te ex an d te we conduc acted accordingly. d an ed rr cu oc on ti misrepresenta , you, Mr Thompson to rt po re ly st ne ho We can for this advert no le b si on sp re er gn si that the de its d in fact, following an , us r fo ks or w er long n ed to leave Wellingto ll pe m co lt fe , on ti but publica eme some might say, tr ex it b A . er th ge to e! and New Zealand al ly big gaffe to mak ir fa a is an ni to ng li ander for a Wel mistaking an Auckl home city, we do of ce oi ch ’ ds la e es understand th ET, While we might not er they’re dressed as th he W . ck ti ty ci r akes ou vered. understand what m t Wellingtonians co go ve e’ w , ng li el M Mana or working in IT, from
er find yourself th ei , ty ci is th in en ur business to be se If you would like yo just give us a bell on or , es um st co rs ea a good set of CareB on the Fairfax Network or , 0 0 0 0 4 47 4) (0 4000 or Auckland (09) 970 4 0479 on Wellington (04) 47 Your local connecti Thanks for coming
u again soon!
guys, hope to see yo
adnaus
Global CG
I
focus on NZ
t was a big day for the Oktobor team last month when they unveiled Oktobor Animation, their new CG animation studio, launched in conjunction with Backyard Animated Pictures (USA). The opening was attended by Mayor Len Brown, Minister of Research, Science & Technology Wayne Mapp, Omnilab md Christopher Mapp, and Nickelodeon Animation Studios senior v-p Mark Taylor. Festivities included an iwi blessing, a powhiri, and the world premiere of Oktobor Animation’s first completed episode of DreamWorks’ Penguins of Madagascar. “Over the next three years, Oktobor Animation will become an international hub for Nickelodeon’s rising number of CG productions, giving Auckland a major international presence in the growing longform CG animation industry,” said Oktobor md Bruce Everett. By mid-2011, Oktobor (currently with 80 staff) expects to have 120 animators and technicians on board, rising to 300 over the first four years.
PHOTOS: SALVATORE DI MUCCIO.
Bruce Everett.
Chris Waters.
Chris Waters (Oktobor Animation), Dean Hoff, Mark Taylor (Nickelodeon), Christopher Mapp (Omnilab), Mayor Len Brown, Technology Minister Wayne Mapp, Bruce Everett (Oktobor).
Christopher Mapp.
iSMILES ALL ROUND: Smartmove’s Simon Soulsby interrupts a Vodafone long lunch at La Zeppa Freemans Bay to hand over the iPod to Spark PHD’s very happy Nicky Christie, winner of Smartmove’s pan-agency iPad comp. Wayne Mapp, Len Brown, Christopher Mapp.
HD STOCK VIDEO FOOTAGE industry
technology
P: + 64 9 360 0879 E: info@nzstockfootage.co.nz
8
www.admedia.co.nz
people
animation
nature
business
places
search - preview - select - download www.nzstockfootage.co.nz
cover story
For sale: One flagpole
NDD0 1 2 3 _ C. p d f
Pa ge
1
1 7 / 0 9 / 1 0 ,
flagpole that’s been seen around the country on billboards, in papers and magazines. John: Including AdMedia. Matt: Indeed. Stand by and I’ll pop it on TradeMe. John: Wouldn’t you just pop it in AdMedia? Matt: Good thinking. For sale: 16' flagpole. Ideal Christmas gift. Aluminium construction with silver finish. Net weight 7.75lbs. Mint condition. All proceeds to Save The Farms: Keeping the land in New Zealand. Offers: matt@shirtcliffe.co.nz.
4 : 5 7
PM
NEED SOMEONE ON THE INSIDE? Talk to New World Direct We have access to over 2.3 million Fly Buys card holders, so we have the potential to see into the shopping baskets of over 70% of kiwi households. A direct marketing campaign with us can help you: • Get: Win back lost customers and attract new ones • Keep: Talk to your existing customers to keep them engaged • Grow: Increase sales to your current customers • Launch new products: to the most relevant audience. Which is all very handy when it comes to planning your next marketing campaign. But as much as we can talk about all the benefits of New World Direct, the proof is in the pudding. And the veges. And the cleaning products. In fact, whatever’s on our supermarket shelves. Because people who use New World Direct get a measurable response and that’s valuable.
To get great results from your next campaign, head to newworlddirect.co.nz now.
NDD 0123_C
Matt: Good news John – your Save The Farms flag ad has made it to the front cover of AdMedia magazine. John McKearney: Great. Reckon I could grab a copy? Matt: No worries. John: Which reminds me, how d’you get on with the flagpole? Matt: Ahh yes, the flagpole. No luck there, sorry. Shop wouldn’t take it back after the shoot. Would you like it? John: Bit big for here mate – let’s sell it and put it towards the campaign. Matt: Done. We’ll mention it’s a high-profile
Ad Media November 2010
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PHOTO: DEAN O’GORMAN.
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www.admedia.co.nz
INSPIRE ME: SANDY MOORE.
q + a
One
Power of
D
DB Group NZ CEO Sandy Moore is one of NZ’s most accomplished agency leaders and tacticians. “He runs the group well,” ECD Toby Talbot once said. “I’d be crap as CEO, and Sandy wouldn’t be crash hot as ECD – although I expect there would be a lot more gorgeous women in the ads if he were!” In the past five years under Moore’s leadership, DDB has won a cabinet-full of international awards and, closer to home, both the Campaign Brief and NBR Agency of the Year. DDB is one of the true agency heavyweights in NZ. It never misses a beat and is admired by even its fiercest rivals for its power and consistency.
Heinz Watties and Clorox for 11 years. Also, about 10 years ago, I took on a new role, moved across the road with my PA and started up a below-the-line company Beyond DDB, from scratch. That startup has now developed into Rapp, Tribal, Mango and Interbrand. Very satisfying.
What was your first job in advertising? I started as a management trainee (read office boy) at J Inglis Wright (subsequently acquired by DDB) in Wellington back in the day.
Your most embarrassing moment? I had been recently appointed Account Director on the Wellington office’s largest account, AMP Insurance. We were pitching a new life insurance product to the AMP Australia and NZ board of directors at their head office and I was seated next to the venerable Australasian chairman. As I got up to start our presentation I got my hand jammed between our two chairs. I ended up tipping his chair and him over on his back causing him to bring down a large floral display all over himself. Carnage!
Your greatest moment in advertising? Being appointed as CEO of the DDB NZ Group and overseeing our growth and success, particularly over the past five years. And recently being elected President of CAANZ is an honour. I’m proud of our ability to retain clients in long-term partnerships. McDonald’s has been our client since they opened the first store in Porirua in 1976; 34 years of unbroken relationship and growth (McDonald’s now has over 150 stores). Cadbury and Exxon Mobil have been clients for over 20 years, Sky TV and AMI Insurance for 18 years, Tegel Foods for 13 years, and
Looking forward to seeing how the Supercity works? Yes; with great hopes for more dynamic progress on infrastructure, a second harbour crossing, a better rail network, a modernised Queen Street, less parochial North Shore/Waitakere/South Auckland in-fighting, a complete cleanup and development of the waterfront from the bridge to Orakei Basin, hopefully massive savings on duplicated bureaucracy; that’ll do for a start. Actually in world terms ‘Supercity’ is a real misnomer; I’ve just come back from a business meeting in Shanghai,
population over 19 million. It makes our new structure and the job in front of it pale into insignificance. Then again, when has greater Auckland ever agreed on something? Watch this space. Will DDB bid for the business? I guess we would have to look carefully at the brief before deciding. I can’t say that the prospect fills me with a burning hunger to create outstanding advertising but you never know. What work from another agency do you wish you’d done? The Bonds Underwear TVC with the girls all dancing in public outside Sylvia Park Shopping Centre. Engaging, spontaneous, lots of fun, great soundtrack; it’s probably taking off on YouTube. Advertising influences? The philosophies inspired by Bill Bernbach; his humanity and his dignity, and his wonderful quotes which are as relevant today as they were in his day: “It’s the creative spark that I’m so jealous of for our agency, and that I’m so desperately fearful of losing. I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things.” Guiding principles? Another Bill Bernbach quote which I truly believe in: “A principle isn’t a principle ’til it costs you money.”
Ad Media November 2010
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www.admedia.co.nz
JAMES MOK: TRAGIC NERD?
q + a
Clever
I
Bastard
n the six years since he became CD at FCB (then ECD at DraftFCB), James Mok has quietly built a reputation as one of the best creative leaders in the land. In 2008, he was ranked #22 (just one place behind Colenso’s Nick Worthington, and 50 places ahead of Jamie Hitchcock & Josh Lancaster) on Campaign Brief’s top 100 Asia-Pacific CDs list. As with most CDs in this town, he’s done his share of mentoring students. He’s also been a judge at every domestic creative awards, and has sat on juries at the New York Festivals (2007) and the Cannes Lions (2009). Under his and CEO Bryan Crawford’s leadership, DraftFCB has become one of the big three NZ agencies, and has won the Fairfax AdMedia Agency of the Year twice in the past three years – in 2008 and 2010. What was your first job in advertising? Dropped out of a graphic design diploma for a paste-up artist role at the now defunct D’Arcy Masius Benton & Bowles. Seemed a better option than fighting 36 other students at year end for the few jobs that might be going. Being at the arse end of the process makes me forever respect those who have to put it all together after everyone else has faffed about. I don’t think I was particularly ambitious because I only really got into the creative side of the business a few years down the track. Just happy to earn some cash and have a good time. It was the ’80s after all. What was your greatest moment in advertising? Sad to think my greatest moment has passed so I’ll settle for some highlights
so far: Doing the indie thing by starting Generator with Nick Baylis, Andrew Stone and Matt Simpkins, and turning it into something. It’s healthy for people who have a history of spending other people’s money to put theirs where their mouths are. More recently, the social marketing DraftFCB seems to be quite good at. David Walden says our business isn’t a cure for cancer but I can categorically say what we’ve done has saved lives. That’s a humbling privilege. And it wouldn’t be right to not include the whole DraftFCB experience. It’s been pretty satisfying to help build the agency to where it is today. It’s definitely not a lone genius culture, there’s a great team of talent that has come together and I think clients appreciate working with our collaborative approach. If you’re reading this folks, take a bow.
on how you define fun but personally I like solving problems and working with clever people to do that. Every day I thank whichever gods were smiling on me when I stumbled into this business because there are a lot shittier ways to make a living. When you stop appreciating how good you’ve got it, well, things have a habit of taking it away from you.
The worst? Every damn pitch I ever lost.
What are your advertising influences? I’m a tragic advertising nerd – I like to know what’s going on locally and internationally, creatively and from a business point of view. There’s so much to learn with so many new ideas being explored. It’s a time of great change so just keeping the radar open and on seems like a great way to stay relevant. But outside this myopic little world it’s about people – all sorts of people, what they’re up to, what they’re thinking, and what they’re doing. Humans are strange creatures but bloody interesting. The more we understand people, the more we can sell stuff to them.
Looking forward to seeing how the Supercity works out? I really, really, really want to be interested. But I’m not. Will DraftFCB bid for the business? If we did I’d really, really, really need to be interested. Is advertising still fun? A lot of people say no. It’s definitely more serious – a recession will do that to most industries, apart from debt collection. The business is a lot more accountable but does that mean you can’t have fun? I hope not. I guess it depends
What current work from another NZ agency do you wish DraftFCB had done? They’re all clever bastards, aren’t they? Clients are spoilt for choice in NZ. Colenso, DDB, Saatchis and Clemenger have set the bar over the years. Never underestimate Ogilvy and .99. Special, Barnes Catmur, Shine and Assignment are snapping at everyone’s heels. If you’re not on your game any one of these burglars will pick your pockets.
Guiding principles? Love what you do, and don’t be a dick.
Ad Media November 2010
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what’s new
AD OF THE MONTH Saatchi & Film Construction’s new TVC for Sanitarium features Kiwi kids doing what comes natural – experiencing and enjoying the great outdoors. The script, direction, casting, locations, music ... everything about this ad works. Every frame is redolent of the summer ahead. Nice work.
WHAT’S NEW ADS LIVE AT WWW.ADMEDIA.CO.NZ Agency: Colenso BBDO Client company: Burger King Executive creative director: Nick Worthington Group head: Mick Stalker Creatives: Sam Dickson, Graeme Clarke Producer: Paul Courtney Director: Felicity Morgan-Rhind Music/Audio post: Franklin Rd Account director: Scott Coldham Senior account manager: Katherine Sliper
Brand awareness campaign for Garador garage doors. Agency: Platform29 Client company: B&D Doors Brand/Product: Garador garage doors Client contact: Matt Tegg Media: TV Creative team: Andy Hollis, Dag Young Account director: Hamish Imrie Agency producer: Monique Bieshaar Film company: Running Picture Man Camera: Michael Zahn Director/Music: Dag Young Post production: Vertigo Motion Audio post: Sale Street Studios, Nigel Foster
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what’s new
Save The Farms is calling for a halt to the sale of New Zealand’s farms to offshore investors – before the land is all gone. Raising public awareness with this nationwide campaign, it’s become a major political issue sparking widespread media coverage and debate. Agency: Shirtcliffe and Co Client company: Save The Farms Client contact: Gary Bulog, chairman, Save The Farms Media used: Magazine, Newspaper, Outdoor, Web Creative director/Writer: Matt Shirtcliffe Art director: Alistair Lang Media: Lassoo Photography: Chris Lewis, IDC Worldwide (flag), David Wall (Going Going Gone) Typography: Alistair Lang and The Craft Shop (Farewell sign, When the World) Illustration: The Craft Shop (Farewell sign, When the World), Andy Carruthers Retouching: Alistair Lang and The Lounge.
Ad Media November 2010
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what’s new
What do you get if you mix 25 real New World staff; 25 real (working) instruments made from fruit, veggies and other supermarket products; and one of New Zealand’s most iconic singer-songwriters? A very different type of ad. Agency: .99 Client company: Foodstuffs New Zealand Limited Brand/product: New World Client contact: Fiona Stewart Media used: TV, Cinema, Magazine, Newspaper, Direct mail, Web Executive creative director: Craig Whitehead Group account director: Jarad O’Hara Senior account director: Jason Linnell Media strategist: Terri Youngman Writer: Edward Bell Art directors: Anita Young, Melissa Brooks Production/film co: Exposure Producer: Yolande Dewey Director: Kevin Denholm Editor: David Coulson Soundtrack: Slice of heaven Music: Liquid Studios Photography: Adrian Cook Typography: Jon Tricklebank Retouching: Michael Currie
Agency: Saatchi & Saatchi Client company: Sanitarium Executive creative director: Dylan Harrison Writer: Matt Sellars Art director: Cory Bellringer Head of content: Jane Oak Group account director: Natasja Barclay Account director: Julia Collins Music/Audio post: Franklin Rd Director: Nic Finlayson Producer: Phil Liefting Editor: Dave Coulson
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what’s new
The two PAMS guys spend some quality bach time in this latest episode from Barnes, Catmur & Friends and Jonny Kofoed & Co at Assembly with help from Two Birds. Drawing heavily on experience, the PAMS guys go out fishing and return with an empty chilly bin. Luckily PAMS comes to the rescue with its vast range of goodies. There is rich detail in every shot with cabbage trees, pohutakawas, jumping snapper, a juggling dog, an aptly named boat and the exploding chook. Agency: Barnes, Catmur & Friends Brand/product: PAMS Client contacts: Dave McAteer, Jocelyn McCallum Account director: Sally Willis Executive creative directors: Paul Catmur, Daniel Barnes Writers: Paul Catmur, Carlos Savage Art director: Crispo Schuberth Animation: Assembly led by Jonny Kofoed Producer: Two Birds Audio post/Music: Franklin Rd.
There was no winner for the October NAB Newspaper Ad of the Month, but DraftFCB’s ‘Night test drive’ ad for Mini received a Highly Commended acknowledgement. The ad depicting a police constable having a lap dance ran in Truth Weekend which the agency noted was “obviously the perfect newspaper for such a risqué photo shoot!”
3 Wise Men dressed up the Smartmove cars again this year to promote their 3 shirts for $300 campaign. Street level, very smart, Smart cars! Agency: Direct Client company: 3 Wise Men Brand/product: 3 shirt deal Client contact: Richard Miles Media used: Outdoor
Ad Media November 2010
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technology to connect
Lights out
marketing
I
n Chris Graham’s print shop of the future there will be multiple digital presses, a print operator and a dog ... The digital press will be there to deliver marketing material on demand, the printer will be there to feed the dog and the dog will be there to stop the print operator from touching the digital presses. I used this story to highlight how the process of printing was becoming so deskilled that we would not recognise it. It conveyed a pertinent message to the printers to change their ways. Also, just for your info, the concept was also known as ‘lights out printing’. I bring it up now because it seems to have taken a new step forward in the last few years. Initially I envisaged the printing process just being automated; now, however, we need to be considering the whole process of customer communications and marketing being automated and driven by data and databases – a sort of ‘lights out marketing’. Let’s look at a few scenarios. A call centre does what it does and calls you just as you are about to do something of significance, which you will have instantly forgotten as soon as you put down the phone. In a moment of weakness you indulge them in their quest for customer insight. The representative fills in a screen and selects a range of attributes about their prey, building up a detailed customer profile. This data is then streamed to the digital presses (for the mildly technical among you this is where you drop in the acronym “using XML” and bask in your colleagues’ overwhelming admiration that you actually understand how data can be used to construct print-ready PDFs). The data is used to build a highly personalised piece of marketing (not just changing the name and address). The whole thing is full colour, personally designed, targeted and tailored
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By Chris Graham
but it looks like it was part of 20,000 full colour print run, which will grab the receiver’s attention. There you go – lights out printing becomes lights out marketing with potentially no human intervention from start to finish ... printed, folded, stapled and dispatched in a seamlessly automated process. How else can this lights out marketing process be used? Well, the sales representative for a brand owner leaves the office of a prospective customer, then, sitting in the carpark, they fill in the call information on their iPad or iPhone; they also select the brochures and the data to be included for the prospect’s covering letter, they click send and the process above is repeated, except this time the PDF is sent via email first. A further example: A prospective student attends a college or university open day and, rather than picking up a prospectus, which was signed off for print several months earlier, they are approached by a person with an iPad and guided through a brief questionnaire as to their potential study plans. The personalised prospectus is constructed, printed and delivered to them from a printer behind the counter; a further product is constructed and sent to their parents – but this one is created and printed in the parents’ first language and posted to suit a different generation. At the initiation of each of these processes the data is captured in a CRM system and then it is used to trigger other activities. Of course the three examples above are just a scratch on the surface of the automation of the sales and marketing process but it should potentially see the end of volume print runs. Chris Graham (chris @purls.me) is ceo of PURL Technologies, specialist in artwork automation and 1-2-1.
interactive bytes
Heyday!
walks the talk
By Alastair Thompson
W
hen Wellington-based web shop Doubleclique decided to re-launch itself, it embarked on a process which ultimately delivered a very valuable content resource to the NZ internet community – DownToTheWire.co.nz, a history of the NZ internet told in video and text. In doing so, Doubleclique (now Heyday!) engaged in a pure social media strategy to (re)create its own brand, an exercise which is very much one of – in marketing terms – walking the talk in its own space, the web. The result is a fascinating case study in the use of real useful content online as a brand creation device. Founded in 2000 by the then 20-year-old Luke Pierson (pictured), Doubleclique set out on its 10th anniversary to recreate itself from the inside out. This began by asking the staff “what they didn’t like about the company” and led to a new name, new brand, new premises, and a new service offering as a “Digital Agency”, a business Pierson says “sits in between and complements the traditional roles of advertising agency, design shop and web developer”. The rebirthing process for Pierson’s “baby” has also been a “growing up” moment for the company, he says. The idea for Down To The Wire arrived over a drink in the Matterhorn. After concluding that nobody really wants to hear about a business being renamed, they swiftly eliminated the strategy of placing ads in magazines. The campaign’s target market was “people who need to do digital well”, and so the execution had to be that also. And as the business had always grown on the basis of word of mouth, the idea was to get talked about as much as possible; this in turn would help it get onto the pitching lists which are its path to market. They also wanted to use the occasion to give something back to the internet community, the environment which had given the business its life and success. This idea of gifting content (Down To The Wire is published as a creative commons resource) was also in tune with the open source software movement. So how? Whilst musing on the fact that there were some fascinating binary dates coming up in late 2010, specifically 10/10/10 (which is 1010:1010:1010 in binary, and A:A:A in hexadecimal) and 01/11/10, they noted Doubleclique was 10 years old and that there were 21 days between the two dates, the same number of years since the internet in NZ was connected. And thus began a project requiring shooting and editing video interviews with 60 internet pioneers (28 hours of video) and writing 20,000 words of text. This work was done entirely in-
RECREATIONIST: LUKE PIERSON
house with four people working fulltime for eight weeks and another four helping out. The campaign then unfolded online day-by-day with a page of content on each year released each day. Offsetting the internal resources (another $26k was spent on direct costs including the talent Madeleine Sami) was the fact that the PR and media budget was zero. And the measurable results? In three weeks over 10,000 people visited the site reading 50,000 pages of content and watching thousands of videos. It got talked about a lot. Because the content is compelling and it is designed and built to be talked about (on Facebook & Twitter) it has been. The PR generated has been substantial including several articles online and offl ine, radio coverage, and hundreds of tweets. And by its very nature it is a content resource which will last and grow over time. “In a sense it is a large case study,” says Pierson; an example of a well executed content-based online branding exercise. “We sell confidence in our ability to execute, and this website says that.” On an ongoing basis the website will remain a key part of the Heyday! positioning strategy. The company has started by soliciting reader submissions to help write the 2010 entry and will be unveiling a competition for budding web designers and developers shortly before this is published. InterActive Bytes is compiled for AdMedia by Scoop.co.nz, NZ’s leading indigenous online news agency attracting a readership of 400,000 unique visitors a month. Send feedback to Co-Editor Alastair Thompson (alastair@scoop.co.nz).
Ad Media November 2010
19
magazines
Magazine
Showcase 2010
magazines
Primed & Loaded Patricia Moore surveys the sector and finds magazines in surprisingly good heart.
T
he past 12 months have seen a number of changes in the NZ magazine market. Titles have disappeared or been re-invented. Rationalisation has seen the merger of Tangible Media with HB Media, and their subsequent acquisition of NZ Weddings from Pacific Magazines NZ – which had earlier announced that APN’s NZ Magazines had acquired the licence to print Pacific weeklies New Idea and That’s Life and the monthly Girlfriend. NZ Magazines has also taken on advertising sales representation for Time. (They’ve had a big year, says Sarah Sandley, publisher and CEO at APN Magazine Group.) Magazines are no different to any other business or product line, says John McClintock, executive director of the Magazine Publishers Association. “We’ll always have closures just as we will have openings. “It sometimes becomes a media feast because of the market size,” he says. “We’re fascinated by ‘cat up a tree stories’ – look at TV news.” From NZ Magazines’ perspective, this kind of market is not all bad, says Sandley. “Advertisers and readers turn to brands they trust to deliver consistent quality and stable readership.” Meanwhile publishers continue to explore ways of making the digital environment work in conjunction with the print copy, says McClintock. “Some are doing this extremely well already and providing revenue returns to advertisers and the publisher via pay to read.” Success is not about the size of your company or how many brands you own. It’s about great content and the ability to listen, says Michael McHugh, editor-in-chief of the hugely successful MiNDFOOD. “As different media platforms are created, and technology improves the speed of information to the consumer, it will be, and it always has been, the content that will ultimately drive
PAUL DAY (FAIRFAX MEDIA).
loyalty and growth from the consumer.” Former editor Lindsey Dawson agrees. “This must be a daunting time to be in magazines, but it’s also really exciting as there are so many potentially wonderful ways to present content. And content is everything. The smartest software in the world is nothing without beguiling, exciting and stimulating content – and it’s human imagination and intelligence you need for that, just as it’s always been. The trick is doing it in a way that turns a dollar.” And turning a dollar has been a challenge for media bosses across the board. Paul Dykzeul, ACP Media CEO, likens the industry to the canary in the mine. “We feel it first. But the magazine business is remarkably resilient. We all get terribly fixated on this title versus that title but the reality is the numbers are still pretty fantastic. What everyone forgets is that the number of titles avail-
Ad Media November 2010
21
magazines
able has gone through the roof.” At NZ Magazines, Sandle y also talks about the resilience of major titles. “Brands like the NZ L i s t e n e r stand for something and have been delivering relevant, engaging local content that constantly adapts to the times, over a long period,” she says. “Similarly they have proved their enduring worth to advertisers.” And, she says, even in a retracting market, their share of audience and the relative numbers they deliver is excellent. “To use NZ Woman’s Weekly as an example; it reaches 24% of all household shoppers in NZ. That’s head and shoulders above most mainstream television programmes.” Hayleymedia MD Andy Hobbs says he’s been fortunate to have two strong B2B titles in NZ Engineering News and NZ Food
Technology, a used machinery online site, and a small highly skilled team. “We survived 2009, and 2010 has seen our major advertisers gradually return.” The downturn in advertising has taught a lot of people how to operate a business, Hobbs says. “Anyone can do it when you’ve got lots of advertising. It’s pushed us into developing associated events such as trade shows and online newsletters that support our main print products. This in turn has enabled us to expand parts of Hayleymedia when we would otherwise be consolidating. “I hate to say it, but I believe it will be tough out there until 2012.” But Tangible’s John Baker reports an element of fightback in the industry: “There’s a huge amount of optimism and a renewed confidence in what we do and our readers’ love for our products,” he claims.
Littlies Littlies is the parenting magazine New Zealand parents trust. It’s packed with relevant and realistic information, from NZ’s leading parenting experts, for all ages and stages of pregnancy, babies, toddlers and preschoolers. Littlies media includes: Annual Pregnancy and Baby Magazine; Monthly Parenting Magazine; www.littlies. co.nz; monthly e-Newsletter; Solus emails; the Littlies Experts Book of Answers; Expecting Littlies weekly pregnancy email. Littlies is with NZ parents every step of the way.
22
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Contact: www.littlies.co.nz Email: lesley@littlies.co.nz, Ph: 09 578 3402
Here’s 540,000* households ** and 740,000 personalised reasons to help your clients to some real respoNse. Interested
?
Need proof
?
Call Kerry McKenzie on: 09 571 9495, 0275 969 979 or email: kerry@hawkhurst.co.nz *Number of copies per average issue **Number of addresses per average issue Source: NZ Automobile Association Membership
magazines
At Fairfax Magazines, commercial manager Paul Day says the key word is ‘patchy’. “Subs are stable, circulation and retail revenues are patchy. Generally speaking weekly titles are still struggling but quality products are pretty good.” It’s the same in overseas markets, he says. “During tough times there tends to be a flight to upper-end titles; high-involvement, low-cost entertainment and inspiration that takes a long time to consume.”
For Healthy Food Guide it’s been another great year – Supreme Magazine at the 2010 Magazine Awards and, just last month, The Maggies’ Food & Wine Magazine Cover of the Year, an award that delighted the editorial team. “We see it as a victory for the ugly duckling against the sophisticated swans. Our readers obviously love our down-to-earth
IN PEAK TOURISM SEASON THERE ARE
211,000 VISITORS IN NZ EVERY DAY WANTING TO SPEND MONEY ON YOUR BRANDS
If you have a brand that lends itself well to the high disposable income markets, then RECOMMEND New Zealand Magazine is THE vehicle to drive your message! Our advertisers include the likes of The North Face, Mont Blanc, Rolex, Mt Difficulty, Patek Philippe, AVIS, Cape Kidnappers Golf Course, Amisfield Winery... Our magazine is designed 1cm smaller than all other magazines so it is always placed on top of a stack of magazines. We are New Zealand’s only 5-star tourism magazine, with a high-end domestic and international readership, with 20,000 copies printed quarterly. To speak to a tourism professional who knows this market inside out and who can gain your brand maximum exposure into New Zealand’s biggest industry - call Charlotte Wilson at The Marketing Dept. on 0508 4 THE MD or 0275 396 326 NEXT BOOKING DEADLINE NEXT ARTWORK DEADLINE DISTRIBUTION
24
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1 Dec 2010 10 Dec 2010 15 Dec 2010
Publishers of Recommend New Zealand Magazine
We have Kiwi audiences covered.
Fairfax Magazines has increased its readership to 2.169 million* New Zealanders across its stable of titles. Fairfax Magazines has an audience of 709,000 readers with a household income in excess of $80,000. 732,000 female main household shoppers and over half a million male’s socio 1-3, read a Fairfax Magazine.
Talk to New Zealand. Talk to www.fairfaxmedia.co.nz Source: Current period: Nielsen National Readership Survey October 09 – September 10. Previous year: Nielsen National Readership Survey October 08 – September 09 * Fairfax Magazines combined readership of 2,169 million is an unduplicated figure based on AP 10+.
magazines
ANDY HOBBS (HAYLEYMEDIA).
appeal,” says Kim Mundell, director of Healthy Life Media. Given all-time highs in circulation, readership and advertising revenue, it’s clear the publisher has the recipe right. “Healthy Food Guide was perfectly positioned for the recession in that people are actively seeking recipes that are affordable, simple and healthy, which is what we’ve always delivered.” Lifestyle Publishing has its niche and has no intention of doing anything other than highly targeted titles, says David Hall. The publisher of Wilderness and NZ Outside says the audiences they’re involved with want lots of information about their hobby,
passion, or – in the case of new title fetch! – dog! Wilderness increased its ABC figure to June this year and Hall says he has high hopes for the December issue featuring NZ’s nine great walks. “We did an app for Wilderness mid-year and it’s sitting on the iPad awaiting readers.” He says they see digital for Wilderness as being potentially attractive to a global audience, while print remains the local favourite.“New year we’ll have a proper digital version of the magazine
connecting industry
publish magazines, e-newsletters and organise trade shows for specific industry sectors within New Zealand. Our flagship publications New Zealand Engineering News and New Zealand Food Technology have been in circulation for well over 45 years and are well respected by companies that require relevant up-to -date information on specific industry groups and business sectors.
HAYLEYMEDIA publish the popular Machinery Seller and ISN Safety News magazines which are distributed alongside New Zealand Engineering News and New Zealand Food Technology. Please contact Andy Hobbs for circulation and distribution information. Phone 09 484 1316 or visit www.hayleymedia.com
26
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NOT TO SHOW OFF, BUT…
Feature: ‘West of Eden’
JAMES FRANKHAM (NZ GEOGRAPHIC).
with extended content to the print version.” fetch! is a year old in December and Hall says obtaining decent distribution has been exceedingly difficult. “Supermarkets in particular are restricting the availability of magazines on their bookstands unless they have a big promotional budget and accompanying multithousand distribution. We’re not in that market but we’re hanging in there and using other methods of distribution.” Youth magazine Tearaway is now with Academy Publishing and gm Rebecca Harris says a number of fundamental changes will ensure the magazine continues to fulfil its role of giving a voice to youth and promoting youth issues. “Distribution will increase to 20,000 copies nationwide, the magazine will return to tabloid size and we’re aiming to reinstate distribution via retail outlets,” Harris says. “Next year will also see the magazine published twice a term to better align with the school terms.” A business model combining retail sales and free distribution to specific markets has proved to be not only successful but also resilient in times of economic difficulty, says Steve Dickinson, MD at Pacific Media (Curl – the big winner at the Maggies, Adventure, Ski & Snow and Prime Times magazines). “We’ve seen growth in advertisers’ confidence in that they can expect a guarantee of exposure across the board, both on sale and direct to the niche market reader. The cost for us is obviously off shelf sales, but we make up for that loss in increased advertising and mass exposure.” “Unique distribution” has been an important part of the success of Upstart magazine for kids (Youth & Pop Culture category winner at the Magazine Awards) says publisher Sue
James Frankham
224,000*
New Zealanders like us, the MPAs and Maggies quite like us too. And with 18%# retail growth over the past year New Zealand Geographic is really going places. Make sure you’re with a winner in 2011. Category Winner: Specialist
MAGAZINES FIGHTING BACK? We never went away.
* Nielsen Media Research, Readership Survey Q4 2009-Q3 2010 # Synovate Aztec; TKA, Copy Sales, MAT to 10/10/10 vs. YA
CONTACT: Miles Gandy (09) 913 9636 (021) 650 258 miles@nzgeographic.co.nz
magazines
Hoyle of Syrup Creative. Some 15,000 copies circulate through retail outlets and by subscription, and in addition, it’s in primary and intermediate schools nationwide – purchased out of budgets, not given away. “In addition copies are distributed by Air NZ on domestic and transtasman and Pacific flights, through ASB school banking regional managers, Life Education mobile classrooms and at major events involving children,” she says. “Upstart talks to children about real issues, supporting and encouraging them to speak up and stand out.” Response is phenomenal, says Hoyle, and not just from children – although a recent competition run in conjunction with McDonald’s and the Australia Zoo attracted over 6000 entries. The massive changes in the media marketplace have some publishers wondering if they can still call themselves ‘magazine’ publishers, says Toni Myers at Mediaweb (publisher of AdMedia). “We consider ourselves a publisher but the medium
of delivery is increasingly less relevant. We don’t consider we deliver magazines to an audience or readership; we deliver a community of interest to anyone who wants to engage with that community in whatever forum – print, online, below the line or in social media.” NZ Geographic editor James Frankham makes the same point. “People now subscribe to social movements and define themselves by the tribe to which they are affiliated.” And, he says, they’re seeing social fragmentation in the way people want to connect with them. “We’re now very active on Twitter and Facebook and have one of the fastest growing Flickr groups in the world.” NZ Geographic’s successful Photographer of the Year award, which this year attracted 2400 entries, was promoted, not just in the magazine, but across a number of channels. “But most importantly through social networks which reach far beyond our regular readership
333,000 readers
a n d still growing! We can get your brands winning too! For advertising, contact Carlee Atkin carlee.atkin@hlmedia.co.nz 09 304 1491
28
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New Zealand’s number one selling wedding magazine and the essential guide to getting married. Complemented by its annual wedding show, the Bride & Groom Show, no other magazine has so much influence over a readership embarking on the biggest spending and decision-making period of their lives.
Readership: 102,000 (Nielsen Media Research Readership Survey Q3 2009–Q2 2010)
Circulation: 12,308 (Audit Bureau of Circulation Inc. Jan – June 2010)
ALL CREATURES GREAT & SMALL, WE COVER THEM ALL!
New Zealand’s number one selling companion animal magazine and the only one audited in the country. Pet New Zealand has a wide and varied readership. Over half of our readers are female household decision makers who decide what to buy and how to keep the whole family happy.
Readership: 129,000 (Nielsen Media Research Readership Survey Q3 2009–Q2 2010)
Circulation: 15,248 (Audit Bureau of Circulation Inc. Jan – June 2010)
Consistent market leaders in both readership and sales. Perfectly targeted for focused audiences! The Fusion Group Ltd – Publishers of Bride & Groom magazine and Pet New Zealand magazine 19 Ruru Street, Eden Terrace, Auckland 1021 | PO Box 37 356, Parnell, Auckland 1151 09 336 1188 | www.brideandgroom.co.nz | www.petmag.co.nz
magazines and give us an opportunity to introduce new people to our brand.” A growing range of digital media devices mean publishers are facing the challenge of providing consumers with content that optimises their preferred choice. “Like everyone in the market we do a lot of experimenting to see what works for us and our clients,” says Myers. “In the online environment the increasing ease and sophistication of analytics help us and our clients hone in on what delivers. We’re going through one of those transitions where a major new technology turns up and shakes all the old ones out of their complacency.” And commentators say media buyers need to be aware of the opportunities this transition will present – ads that are more innovative and more fun will go a long way to giving consumers a more exciting experience. Frankham refers to “mass panic in publishing regarding the
Foodtown magazine Foodtown magazine is New Zealand’s second largest food title. We’re proud to be a part of New Zealanders’ lives and we deliver a magazine focusing on easy, accessible recipes for every day or special occasions. We feature great wines plus health and beauty products available in the supermarket. One of our specialities is advertorials giving readers fabulous recipes using products readily available in the supermarket. Our readers respond very positively to this form of advertising – it provides inspiration for them and product sales for our clients. We’re proud to be read by 312,000 readers and our average print run is 50,000 every 2 months. Circulation: 36,572 Readership: 312,000
Upstart magazine Upstart Magazine, its website (www.upstartmag.co.nz), and the Upstart Friendship Club direct marketing database, are the most effective way to reach Kiwi boys and girls aged 7-13. Upstart is distributed via retail outlets nationwide (coverprice $5.00); school subscriptions – purchased by primary and intermediate schoolteachers and librarians nationwide; AND distributed by Air NZ to children on their domestic, Pacific and trans-Tasman flights (as stocks last). Circ: 15,000. Judged Magazine of the Year (Youth & Pop Culture) at the NZ Magazine Awards 2010. Contact: Sue Hoyle, 021 740730, 06 8773134, sue@syrupcreative.co.nz
30
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Talk directly to your target audience, in respected, market-leading media NZ Management The Leaders’ magazine. Contact: editor@management.co.nz admanager@management.co.nz
AdMedia New Zealand’s only dedicated monthly advertising and media industry magazine. Contact: editor@admedia.co.nz admanager@admedia.co.nz
Fastline Advertising and media industry newsletter delivered to every decision-maker’s desk first thing each Thursday. An email update service delivers fast-breaking news as it arrives. Contact: editor@fastline.co.nz admanager@fastline.co.nz
Onfilm The only specialist monthly for people in the local screen sector. Contact: editor@onfilm.co.nz admanager@onfilm.co.nz
FMCG The leading magazine for the supermarket industry and related sectors. Contact: editor@fmcg.co.nz admanager@fmcg.co.nz
grill & foodservice The only magazine for the culinary and hospitality communities written by industry professionals. Contact: editor@grill.co.nz admanager@grill.co.nz
Go to www.mediaweb.co.nz for a full list of magazines, email newsletters, directories and awards.
magazines
KIM MUNDELL (HEALTHY LIFE MEDIA).
CHARLOTTE WILSON & ROCCO (RECOMMEND NEW ZEALAND MAGAZINE).
impact of devices like iPads and how they may threaten print titles”. He’s overstating, but publishers need to be planning their transition from print to digital, be it via tablet, e-reader, mobile phones or even desk top computers. The big question is, will consumers be prepared to pay for online magazines. Sandley says the jury’s still out but has plans in place to test it next year. “Ask me in 12 months’ time.”
PAUL DYKZEUL (ACP MEDIA).
Magazines are not going to expire overnight, says Frankham. “They’re the ultimate non-linear devices; you can flick forward, flick back, skip ads, and zoom in and out – all using the best tactile human interface design on the planet. Even your grandmother knows how to work one.” And perhaps more to the point, you’re never asked to turn them off when you fly.
Wilderness $8.95 Wilderness has been taking its readers to New Zealand’s beautiful places each month, for the past 20 years. Walking, tramping, climbing, sea kayaking, mountain biking, stunning photos and riveting outdoors stories. Each issue is read by over 78,000 people, who are proven purchasers of outdoor equipment and clothing. ABC 7317 (June 2010). Contact: Trish Day Ph: 09 570 2658 Trish@lifestylepublishing.co.nz www.wildernessmag.co.nz
fetch $8.50 New Zealand’s only dedicated dog magazine. It’s published bi-monthly and promots active, healthy relationships between dogs and their owners. Each issue features breed profiles, training advice, Q&A with dog experts, feature-length articles, product reviews and profiles dog walking areas from around the country. Contact: Kathryn Passier Ph: 09 279 2918 kpmj@xtra.co.nz www.fetchmag.co.nz
Ad Media November 2010
33
INDEX Publisher
Magazine/s
Academy Publishing
Canterbury Today, Central Today, Principals Today, Auckland
Page 31
Today, Wellington Today, Hospitality Today, Retirement Today, Awareness Today, Tearaway
Fairfax Magazines
Cuisine, NZ Gardener; NZ House & Garden; NZ Life & Leisure,
25
WORLD, TV Guide, The Cut, NZ Autocar, Lifestyle Block, Boating NZ; Fish & Game NZ, NZ Fishing News, NZ Horse & Pony, SkySport, NZ Trucking, Your Weekend, Sunday
Gourmet Food Publishing
Foodtown Magazine
30
Hawkhurst Media
AA Directions
23
HAYLEYMEDIA
New Zealand Engineering News, Machinery Seller,
26
NZ Food Technology, ISN (Industrial Safety News)
Healthy Life Media
Healthy Food Guide
28
Lifestyle Publishing
fetch, Wilderness
33
Littlies
Littlies Magazine
22
McHugh Media
Mindfood magazine
Mediaweb Ltd
AdMedia, BWS, C-Store, FMCG, grill & foodservice, Grocers'
OBC
32
Review, NZ Management, Onfilm
NZ Geographic
NZ Geographic Magazine
27
The Fusion Group
Bride & Groom, Pet
29
The Marketing Dept
Recommend New Zealand Magazine
24
Syrup
Upstart Magazine
30
Printer Benefitz
Page 35
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tvc top 10
TV TOP 10 DraftFCB, Robber’s Dog
A rather cool top-and-tail Lotto double for DDB this month. Elsewhere, Goldstein makes what must surely be his last appearance. The debuts include Colenso’s
Psyop Animation US.
Most of the rest are old favourites.
Lotto Wilson, DDB, The Sweet Shop (Steve Ayson).
Treasures Quality Time, Colenso BBDO, Flying Fish (Grant Lahood).
(Gaysorn Thavat).
Cadbury Freida, DDB NZ,
Treasures, and Ogilvy’s Rebel Sports SBW.
1 2
8 9 10
National Bank Doing,
Lucky Lotto
3 4 5 6 7
Tower Insurance Nasty Surprises, Aim Proximity, Thick As Thieves (Alex Sutherland).
Lotto Walking on Air, DDB, Good Oil (Hamish Rothwell).
Toyota Rav 4 Happy Together, Saatchi & Saatchi, Plaza (Paul Middleditch).
ASB Bank Goldstein, TBWA, Plaza (Paul Middleditch).
Rebel Sports Thermostat, Ogilvy, Film 360 (Matt Holmes).
Mentos Spider, ex-BBH London. To view past Top 10s, contact Philip.Corr@tns-global.com
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the front page
Shock!
Newspaper
not actually dead Special Group’s Tony Bradbourne reports from the Caxtons.
Y
ou’d expect the two-day seminar surrounding the Caxton Awards – Australia’s newspaper advertising awards, now in its 36 year – to be all about the power and glory of newspaper. It wasn’t. Thankfully Australia seems to have moved on from the alarmist notion that ‘Newspaper is dead, and Internet is the new everything’. The main theme at the Caxtons was that the form doesn’t really matter so much any more. It’s all about content – and importantly - engagement. People pick up a physical newspaper in the morning, check a newspaper site on their computer at lunch time, and use a smart phone or iPad to access that news site whenever. It’s not so much about newsprint anymore – it’s all about the information or entertainment that people want. The individual will decide which form they will consume it in. Or if they will at all. It’s a message for advertising creatives as well as media owners. But it’s nothing new – it’s the same as it has always been. Your idea has to stop people; it has to reward or inform in some way, and to do this it has to engage. It’s just that today it is harder to do this than ever before – and actually, it is easier at the same time. First the hard part. John Bradshaw, Brands Director of Lion Nathan Australia, talked about how his audience is cramming in 8.5 hours of media consumption into just 6.5 hours. How? They are watching TV, using laptops and iPhones all at the same time – and as a result they are paying less and less attention to what you are trying to say. Your ideas have to work harder and harder to cut through. And to truly engage, those ideas have to be brilliant. Now the easy bit: It is actually easier to really engage with consumers that ever before. Websites, Facebook, apps, all offer huge new potential. And brands understand this, R/GA’s (US Digital Agency of the Decade) Chief Creative Officer, Nick Law, spoke
about Nike pouring a decent budget into a website application that allows aspiring young American football players to compare themselves with league stars in touchdowns, speed and scores. The engagement time people spend on this site far eclipses anything a 30 or 60 seconds ad could deliver. This leads us nicely back to newspapers. You remember the old school ones that are actually squashed up bits of trees and are printed with different coloured ink? Well millions of people read them every single day. So how would people find out about a great new Nike website where you can compare your personal performance against the stars? Well you don’t need to spend two days in Noosa to really find that one out. What I did find out, however, was that NZ agencies did very well. Congratulations to James Tucker and Simon Vickers of DDB who won a Caxton for their Arts Channel work for Sky TV. A nice paperweight to hold down the $10,000 they won at our own NAB awards earlier this year for the very same ad. Congratulations also to Matt Simkins and Kelly Lovelock of DraftFCB who won a Caxton for their beautifully simple Man vs Wild ads. This campaign also picked up the People’s Choice Caxton, voted the favourite ad by the weekend’s delegates. And yes, Special picked up a Caxton for the Orcon+Iggy campaign – but I think everyone is sick of that story by now, right? – tony@specialgroup.co.nz
Ad Media November 2010
37
The latest readership result for MiNDFOOD signals sweet success, with an impressive 148,000* readers for an average issue, putting MiNDFOOD ahead of other well-established titles in the marketplace. MiNDFOOD’s readership is 80.3 per cent female, 19.7 per cent male, with a prominent age skew of 20-49 (67 per cent of readers). On average, MiNDFOOD readers have
higher annual incomes, compared to the national average, and readership is skewed to living in metropolitan areas (Auckland, Wellington, Christchurch, Dunedin). With the recent 50 per cent year-on-year growth in circulation and 74 per cent increase in MiNDFOOD.com page impressions, the readership figure is the cherry on top.
For more information contact Howard John or Karey Walker on 09 362 0770.
magazine
online
tv
podcast
newsletter
gallery
*Source: Nielsen Readership Survey Q4 2009 – Q3 2010
puzzles
recipes