Review of Past AANA Events
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
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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
Lead 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 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