Thu 10 February 2011
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
Tue 30 November 2010
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.
Fri 26 November 2010
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.
Thu 16 September 2010
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
Thu 19 August 2010
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?
Wed 28 July 2010
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?
Thu 8 July 2010
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.
Thu 10 June 2010
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.
Fri 12 February 2010
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.
Fri 12 February 2010
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:
1. Why traditional marketing is increasingly difficult and often simply irrelevant
2. How customer use of technology has changed the game
3. Four major marketing changes for the push-pull marketplace
4. Consumer media usage
5. New marketing processes that focus the organisation on customers
6. The globally proven 5-step integrated marketing communication process
7. How to build “Listening”, not just “Talking” organisations
Wed 7 October 2009
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:
1. CTS 2009
2. Explanatory Statement
3. Final Report of the Review
Tue 7 July 2009
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.
Tue 30 June 2009
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.
Tue 9 June 2009
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.
Leaders Forum | A Strategy for Seeking Government Support to Encourage Increased Ad Spend through the Recession
Wed 27 May 2009
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.
Tue 5 May 2009
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
Thu 23 April 2009
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.
- 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?
Tue 14 April 2009
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.
Tue 31 March 2009
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.