In print: Liquid gold, common sense and adblocking

18 September 2015

There’s more to AdNews than a newsletter, much more. Every fortnight, exclusively in print first, we talk exclusively to global brands, agency bosses and explore the big topics that are enveloping the industry. So grab a coffee, and take some time off the hamster wheel to read it. You can subscribe here, or get it on iPad.

In our cover story and The Marketer feature (p14) we take a sip of liquid gold and talk to Fred Noe, the great-grandson of Jim Beam’s founder and namesake and the brand’s marketing director about how 200 years of heritage as well as fresh modern thinking helped it become the nation’s favourite drinks brand. 

“Everyone is talking about craft beer, but most of them are just made-up bullshit and consumers are starting to see that.” TRENT CHAPMAN BEAM SUNTORY PAGE 14 

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Jerry Buhlmann, global CEO of Aegis, sits down with Paul McIntyre in The Newsmaker (p10). They dance around exactly how the agency network handles vale banks and the subject of arbitrage.

In The Sell (p12) Common Ventures founder Damian Damjanovski talks to Rachael Micallef about the common sense approach the small shop takes as it prepares to tip its first million dollars in profit.

“I’d love to get one international client and be able to show that it’s 2015 and the idea of the network is dead.” DAMIAN DAMJANOVSKI COMMON VENTURES PAGE 12

Our Special Report this issue looks at marketing to women and why it’s still not mainstream. After a spate of global ads and brand campaigns purporting to promote positive female empowerment, it seems it doesn’t have to be about gender after all.

“Brands dabbling in femvertising need to build up their credibility and insights into the lives of women and girls.” ELIZABETH WILLMOTT GIRL PAGE 16 

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A week after Google’s Brandcast extravaganza, we look a little closer at how Google is bringing the fight to TV in the Big Picture (p28). We talk metrics, community and inventory.

“When you see the fans responding, you can feel the power of what it means to have the global reach of a billion people.” KELLY MERRYMAN YOUTUBE PAGE 28

Adblocking is gaining pace. In Creative Focus we ask creatives how it makes them feel – and what we do about it.

“People hate what we do so much they’re willing to use a bespoke program to completely eradicate [ads] from their lives.” ANDY FLEMMING M&C SAATCHI SYDNEY PAGE 24

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In the news pages, IBM makes data fashionable with Melbourne Spring Fashion Week, American Express pushes marketing through mobile apps, a look at how open APIs are revolutionising marketing for brands, and what Huffington Post’s global VP of sales thinks the future of publisher advertising deals looks like.

Get the Download on page 6 to recap the biggest news of the week, the most read stories on www.adnes.com.au, and some of the best tweets about #libspill.

In opinion, AANA CEO Sunita Gloster takes a look hard look at self-regulation - what’s at stake if we lose it, and Maxus CEO Mark McCraith espouses some wisdom on returning to agency life.

We also kick off a four-part AdNews TV video series in partnership with Bauer today. It's part of a multichannel campaign Bauer is running that also features native content and a six-page gatefold coverwrap of the print edition - it's the kind of brand presence that only print can give an advertiser. Watch the first video in the series here.

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