Perspective – Advertising is like riding a high-speed rollercoaster missing half the track
Back in 2020, I gazed into my crystal ball to see what 2021 would bring. Preparing to do it all over again this year, I dug up my comments to see if any still held. It seems everything and nothing has changed in the past four years. Advertising is less like an industry and more like […]
How retailers can thrive amid inflation: Strategies for the holiday season
As we approach the busiest time in the retail calendar year, one question looms: How can retailers revive sales in a landscape of unstable inflation and changing consumer habits? The latest Consumer Price Index (CPI) figures show inflation has fallen to within the RBA’s target band at 2.8 per cent – the lowest in 3.5 years. This […]
There’s no such thing as a Meta full-funnel strategy
It will be no surprise to you, dear reader, that agencies can be self-serving. Creative agencies want clients to make big ads, digital agencies want clients to build websites or apps and media agencies want clients to spend on programmatic. I get it, it’s tough out there so agencies are doing anything they can to […]
Is EDLP a better strategy during tough times?
The results are in and brands like Kmart and Officeworks are demonstrating that everyday low prices (EDLP) are one way to stay afloat through a retail recession. Nicole Miranda explains. With claims Australia has been in a retail recession for 18 months, year-end result headlines are spruiking a consistent storyline of net profit losses – […]
Is outdoor and radio stealing budget from TV?
Does a digital billboard have the same impact as a video ad? Ben Willee says no. And that’s likely why the latest SMI figures have seen an about-face in OOH investment. The July SMI figures reminded me of my first week in advertising. I asked my boss Peter Hickox why our clients spent most of their money […]
Dull advertising isn’t just boring your audience, it’s costing you money
Dull advertising. We know it, see it and have possibly been guilty of it. And there’s a million excuses why it ended up that way that aren’t your fault. It’s easy to accept the possible incremental gains and move on. Stakeholders are appeased, all is nice and safe. But lately, I read a report that […]
Fear and Greed podcast, Nine paid $305 million for the Olympics. Was it worth it?
Broadcaster Nine spent $305 million buying the rights to the five Olympics, from Paris through to Brisbane. In terms of gold medals, Paris has been our most successful Olympics ever. But has it paid off for Nine, and for the advertisers? Ben Willee, General Manager and Media Director at Spinach Advertising, talks to Sean Aylmer […]
Lessons in standing out from Trader Joe’s, Migros, Bonobos
A long-held marketing principle is that brand differentiation is fundamental to success. And there’s no doubt differentiated brands experience higher preference, recall, usage and ‘brand love’. For many brands, however, true differentiation is almost impossible to establish, let alone communicate to customers. Research across 17 markets by the Ehrenberg-Bass Institute for Marketing Science has found lack of […]
What do privacy changes mean for the relationship between media and creative?
The government’s proposed changes to the Australian Privacy Act coupled with the departure of cookies mean big changes are ahead. But these aren’t just issues for media agencies. Creatives, suits and production people have to come to the party to ensure clients are getting the most from their advertising spend. Ben Willee explains. I know […]
Are we in an advertising recession?
Are we in an advertising recession? SMI data says no but are we splitting hairs? Ben Willee asks the question and mulls the implications. The latest SMI numbers are out and after adjustments, it looks like we have narrowly avoided an advertising recession. The definition of a recession is two consecutive quarters of negative growth […]