Review of Past AANA Events
Digital and Social Media Workshop - Session Three | 3 Nov 2011 | Sydney
Jason Stidworthy, Head of Digital Communications, NRMA Motoring & Services provided an overview of the social media scene at NRMA.
This was followed by a presentation from Brendan Forster, Product Specialist - Google on their latest marketing tools, how to leverage the tools effectively and measure their success. New developments in measurement including, +1 Pages, Google+ and YouTube were also explored.
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Digital and Social Media Workshop - Session Two | 12 Oct 2011 | Sydney
Gerd Schenkel, Executive Director, Telstra Digital discussed some of the key learnings Telstra have had over the past year in the digital and social media space.
Facebook's Liam Walsh, Sales Director and Paul Burrud, Head of Australia and New Zealand, presented on how to use Facebook tools effectively for business with an emphasis on marketing campaigns.
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Digital and Social Media Workshop - Session One | 14 Sept 2011 | Sydney
Harry Lowes, Executive Manager Digital Marketing, Commonwealth Bank of Australia opened the session and discussed in detail some of the key learning’s and pitfalls Commonwealth Bank have had over the last year in the digital and social media space.
Aidan Beanland, Regional SEO Manager at Yahoo!7 and Damon Scarr, Commercial Director at Yahoo!7 presented on the latest products/services available from Yahoo!7 and how marketers can leverage these to access their target audience.
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Leader Forum | Procurement | 8 June 2011 | Sydney
Procurement: Time for a rethink?
This session explored the lingering perception in some industry circles that procurement is all about cost cutting; however some of the world's biggest brands understand that it is actually about getting the best value from their investment. They know that building relationships with agency suppliers improves overall brand performance.
Scott Watson, Executive Manager - Marketing Services & Insight of Suncorp-Metway provided an overview of how Suncorp have bridged the gap between marketing and procurement in order to increase bottom line.
Darren Woolley, Managing Director of TrinityP3, shed some light on the topic of value creation through procurement.
Key considerations by the group included:
1. Has advertising procurement gone too far?
2. Does procurement stifle creativity or is it a “growth enabler”?
3. What are some of the issues marketing people need to address to get it right?
4. Can marketing departments make their budgets go further by working with procurement experts?
5. How can marketing and procurement partner together to manage their agency relationships?
6. How should procurement be measured?
Further Reading:
ANA Procurement Survey Results 2010
Brand Republic Article:What CFOs think of marketing
Table of Ten | Brand Strategy & Innovation | 4 May 2011 | Melbourne
Presented by Michael Harley - Marketing and Innovation Director of National Foods, this session explored Brand Strategy and Innovation.
Key concepts explored in this session:
- Building Brands
- Why Innovate & Link to Brands
- Winning at Concepts
TV Measurement in 2011 | 18 April 2011 | Sydney
Led by Doug Peiffer CEO, OzTAM and Jen Davidson Executive Manager, Media & Business Affairs, Commonwealth Bank of Australia, this session explored TV Measurement and questions to ask your media agency.
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Future of Online Session | 25 March 2011 | Sydney
Led by Karen Stocks of Google and Paul Fisher, CEO, Interactive Advertising Bureau, this session explored what the future holds for online and considered IPTV and opportunities for advertisers.
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Leader Forum | Corporate Philanthropy | 24 February 2011 | Melbourne
In the wake of the flooding in Queensland and Victoria, Simon Talbot Director Corporate Affairs A/NZ, Kraft Foods, shared the Kraft experience and lead a discussion on the role of corporate philanthropy in such events and how it can be managed in such a way as to have the best possible reflection on the brand.
Key considerations in this session included:
- The attributes of an effective corporate philanthropy program from a brand perspective, recognising that it might need to be delivered in a crisis situation
- The risks for those who do it badly vs the benefits to be gained by those who do it well
- How do you avoid being seen as exploiting the situation?
AANA 'Window on 2011' Congress | 10 February 2011 | Sydney
Bigger and better than last year's event, this year's Congress provided insights on how the economy, marketing, media and consumer spending are shaping up for 2011.
With a high calibre of influential executives from a wide range of industries in attendance, participants were provided the opportunity to flesh out the critical issues and opportunities facing the advertising, marketing and communications industry nationally.
Key discussion points included: future digital - challenges and opportunities, future media, brand transformation, how the digital revolution is impacting client-agency relations, how to set up an effective and functioning marketing organisation, evaluating media recommendations, the move from CMO to CEO, how to achieve a healthy balance and the responsibility of marketers in the food and beverage sector, and strategies for the effective education of the next generation of marketers.
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Video by: Internet Video Productions |
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Social Media Executive Forum | 10 February 2011 | Sydney
Led by Craig Galvin, Executive Director of The White Agency, this forum explored "How you can become a social media champion?".
Key topics discussed:
- The importance of taking control of your company’s social media strategy
- The challenges, opportunities and benefits of social media
Executive Forum Top Insights and Presentations
Table of Ten | How Google Does Marketing | 30 November 2010 | Sydney
Presented by Lucinda Barlow - Head of Marketing, Google Australia and NZ, this session explored the various marketing techniques employed by Google to bring Google products to Australian and NZ users and bring more businesses online.
Outdoor Media Session | 26 November 2010 | Sydney
Led by Charmaine Moldrich, CEO, Outdoor Media Association, this session explored what the future holds for outdoor media and how they are meeting the challenge of greater accountability through audience measurement and new econometrics research. The results of a new independent local and international econometrics research study were also discussed.
Leader Forum | Client-Media Agency Relations |16 September 2010 | Melbourne
Led by John Sintras, CEO, Starcom MediaVest Group and Ben Willee, Managing Partner, Ikon Communications, this session explored critical aspects of the client-media agency relationship in the shifting media landscape.
Key considerations included:
- How marketing departments are evolving and the skills required in the changing media landscape.
- Techniques for briefing agencies in the changing landscape.
- The key factors for a successful/productive client-media agency relationship
Further reading:
When Money is Too Tight to Mention
Client-Agency Relationship Hothouse | 19 August 2010 | Sydney
Facilitated by Darren Woolley, Managing Director of Evalu8ing Pty Ltd, this session saw a panel of industry leaders present on critical aspects of the client-agency relationship and addressed questions such as:
- Is the agency model obsolete?
- How should clients assess agency value?
- What are the factors for a successful/productive client-agency relationship?
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Download Hothouse Flyer
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Table of Ten | Celebrities - are they worth it? | 28 July 2010 | Sydney
Presented by Mark Silcocks - Managing Director Now Screen, Marc Schattner - Creative Director Now Screen and Brian Levine - Director Blink International; this session explored how using celebrities in advertising can be a double-edged sword and answered questions such as:
- How do you get the most out of celebrities?
- When is the best time to use them?
- How much should you pay them?
- What are the pitfalls?
Leader Forum | Top 5 Opportunities for Marketers in the Digital Space | 8 July 2010 | Sydney
Led by Joe Pollard, CEO, ninemsn, this session explored the top 5 opportunities for marketers in the digital space and also touched on the top 5 issues faced by the digital industry.
Session notes to follow shortly.
AANA Social Media Forum
David Redhill, Chief Marketing Officer of Deloitte presented to AANA members’ at a forum on 10 June 2010 at SWAAB’s offices in Sydney. David facilitated a discussion on the different ways Deloitte embraces social media and people to drive its brand.
About the forum
Companies often pay lip service to people as their 'greatest asset', but many fail to integrate their marketing and people strategies to enable staff to contribute to growth. Deloitte Australia consistently puts its people at the centre of product, sales and brand campaigns, and equips them to build Deloitte's brand. Deloitte is a strong advocate of using social media to collaborate with staff, share ideas, build businesses, recruit top talent and drive media campaigns.
AANA 'Window on 2010' Congress | 12 February 2010 | Sydney
The inaugural AANA Congress was a great success. Feedback on the day was very positive – those attending particularly enjoying the opportunity to engage in the table discussions over lunch and hearing the expert views on a range of areas – economic, media, consumer views, and marketing - for the year ahead and into 2011.
The congress opened with an address by the Minister for Broadband Communications and the Digital Economy, Senator the Hon Stephen Conroy. In his speech the Minister acknowledged the AANA’s role as peak industry body and emphasised the importance of industry self-regulation particularly in a rapidly and ever evolving digital media environment.
Access Senator Conroy's speech and Congress top insights
Download 2010 Congress Flyer
Access Congress Photos
2010 Congress Sponsors
AANA Workshop | 12 February 2010 | Sydney
AANA's Workshop "Marketing in a Push and Pull Marketplace" was presented by Professor Don E. Schultz, integrated marketing expert from Northwestern University's Medill School. Don addressed topics such as:
- Why traditional marketing is increasingly difficult and often simply irrelevant
- How customer use of technology has changed the game
- Four major marketing changes for the push-pull marketplace
- Consumer media usage
- New marketing processes that focus the organisation on customers
- The globally proven 5-step integrated marketing communication process
- How to build “Listening”, not just “Talking” organisations
Revised Children’s Television Standards 2009 Workshop | 7, 8 October 2009 | Sydney, Melbourne
AANA’s Revised Children's Television Standards Workshop helped advertisers and agencies understand the implications of the new CTS provisions and provided an opportunity for advertisers to participate in the development of the ACMA guidelines that will be released in association with the CTS.
Please note that the PPT provides only a high level summary of the new CTS and it is advisable that members also refer to the CTS 2009 and supporting documentation for further information and context in relation to dot points raised in the presentation. This includes the following documents, which are located on the ACMA's website at http://www.acma.gov.au/WEB/STANDARD/pc=PC_300296:
- CTS 2009
- Explanatory Statement
- Final Report of the Review
Leader Forum | Brand Consideration | 7 July 2009 | Melbourne
Led by Ian Alwill, Director Group Marketing & Communications, Nestle Australia, this session brought together marketing leaders from some of Australia’s largest advertisers to explore how an individual brand can keep its own identity within a major brand.
Leader Forum | The Measurement of TV Advertising is Changing | 30 June 2009 | Sydney
Marketing leaders from a dozen of Australia’s largest advertisers met to discuss the new metering system which will come into effect on 27 December 2009, and the important implications this will have for advertisers. Special guest Kate Inglis-Clark, CEO, OzTAM provided an overview of the new TV currency.
Further reading:
Behavioural studies research by Think Box
Leader Forum | Component Pricing: Common Marketing Challenges in Implementation | 9 June 2009 | Sydney
Marketing industry leaders from automotive, telecommunications, travel and agency met to grapple with the challenges of the new component pricing legislation at a Leaders’ Forum hosted by Matthew Hall of SWAAB Attorneys.
Further reading:
Leader Forum | A Strategy for Seeking Government Support to Encourage Increased Ad Spend through the Recession | 27 May 2009| Sydney
Special guest Bruce Hawker, Managing Director, Hawker Britton provided a short overview of the political environment as a thought starter.
The objective of this session was to assemble the arguments, ideas and action plan that will help shift the public policy debate in favour of supporting advertising and marketing communications as an engine of economic growth.
Further reading:
Adland needs its own stimulus package says Howcroft
Treat obese like smokers, says expert
Advertisers push for stimulus package, too
Leader Forum | Social Media | 5 May 2009 | Melbourne
Simon Talbot, Manager Corporate Affairs, Kraft Foods and special guest Stephen Johnson, one of Australia's leading experts on social media for business set the scene for this important discussion.
It was clear that all participants have effective strategies for managing social media in their companies. Some key out-takes:
- If you are not managing your social media, you aren’t in control of your brand.
- You need to define the relationship YOU want with your customers so that you control it, not it you.
- True Viral campaigns are not something advertisers create; consumers create them by deciding something is meaningful enough to forward on
Further reading:
Brands see value in keeping tabs on social web
Online businesses boom in tough times
Presses to grind to a halt as print passes its sell-by date
Leader Forum | Advertising and the Environment| 23 April 2009 | Sydney
Special guest Randall Pearce, an expert on the community's response to climate change, who worked and trained alongside research pioneer Hugh Mackay, set the scene for this important discussion.
The discussion turned up several interesting issues that will need to be resolved as we move towards the launch of an Environmental Claims Code.
Among them:
- What should the role/object of the Code be?
- Education (for advertiser and/or community)?
- Risk mitigation?
- As a Guideline for best practice?
- To encourage advertisers to promote their green credentials?
- To increase consumer confidence in green claims?
- To encourage consumers to "buy greener"?
- To provide a mechanism for speedy resolution of public concerns about green claims?
Further reading:
No greenwash, please - industry introduces its own code
Network Ten Makes Its Mark - Cuts Carbon Emissions by 18%
New Code to tackle “greenwashing”
Leader Forum | Changing Consumer Values and Attitudes | 14 April 2009 | Sydney
CMO's from different industries, and special guest Rebecca Huntley of Ipsos Mackay, examined changing attitudes and values, revealing unique insights into a dynamic consumer marketplace.
Generation ‘Y’ is showing more resilience than expected in the face of the GFC, while ‘Boomers’ are anything but the “carefree and cashed up 50-somethings” portrayed in the media. The effects of rising unemployment and high levels of personal debt could produce a rapid shift in consumer mood. Interestingly however, changing consumption patterns are creating unique opportunities to persuade consumers to change brands or try new products.
Further reading:
Greed is a spent force, say researchers
Leader Forum | Marketing Our Way Out of Recession | 31 March 2009 | Sydney
Marketing leaders from a dozen of Australia's largest advertisers participated in this Forum, and it was clear that they all have effective strategies for driving growth in their companies. Their confidence comes from understanding changing consumer attitudes to spending and they are re-gearing their offerings accordingly.
Some key out-takes:
- Australia is not slipping into recession, we've been there since last May or even earlier!
- Marketers have a 2-3 month window of opportunity: interest rates are down, people have more money in their pockets, unemployment hasn't yet spiked, people are still spending.
- Appeal to the 'smart shopper'. Consumers are looking to maximise value and appear 'frugal'.
- When the recovery comes, aim to be remembered as the company that handled things well in the recession.
- Expect cuts to your marketing budget and plan for them. Don't let the bean counters distract you from your core marketing strategy!
There was a shared belief that advertising can play a vital role in lessening the economic impact of recession and speeding the recovery. Government can protect jobs by encouraging confidence in businesses of all sizes to advertise, boosting consumer demand, instead of imposing further regulatory restrictions on advertisers.
Further reading:
Financial Institutions Build Confidence with Advertising
Interpublic bans its agencies from pitching
We need to factor in the human element