Welcome to the latest edition of the AdNews Podcast. We know the best part of our job is the conversations we get to have with the smartest people in the industry every day - so this is our way of sharing that with our audience.
This special edition was recorded live at our AdNews Live! Reframing Australia event in November. We're turning the sessions into a podcast series that you can tune into from this week. Keep an ear out for the next one later this week.
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In this session, The Monkeys’ Scott Nowell and former Meat & Livestock marketer Andrew Howie talked about how they developed their marketing strategy based on ‘unity’ to include and connect with all Australia - regardless of demographics.
The pair also talked about courting controversy and tackling the “frighteningly white” Australian media.
This year the MLA chose to move away from the Australia Day focus as it recognised that a significant segment of the population felt negatively about the date.
“MLA has been a brand that has been about Australia Day but it was starting to feel like it wasn’t right to talk about Australia Day from a brand that talks about unity,” Nowell said.
“Our intention was to show the true face of Australia and not just the one we see on television,” Howie added.
The AdNews Podcast is sponsored by The Trade Desk, and produced for us by Nova Entertainment.
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