Only in print: The latest edition of AdNews in print looks at the fast growing world of gaming – should advertisers be showing more interest than they are? Our special report delves into the magazine sector and we interview Tourism Australia CMO Lisa Ronson, Seven West Media’s Clive Dickens and look at OMD’s latest venture. Subscribe to AdNews in Print, or get it now on iPad.
“I think James Bond, sadly, has sold out. He used to drink martinis and now he drinks Heineken. That’s fucking sacrilege, man” ANDY FLEMMING M&C SAATCHI, Big Pic PAGE 28
In The Marketer, we talk to Lisa Ronson, who’s been CMO of Tourism Australia for just three months but is already augmenting the policies left by her predecessor, as well as showcasing Australia’s best scenery, food and wine to the world.
“There is a real trend from people being tourists to people being travellers. They’re seeking a different type of experience rather than just coming in and getting a photo.” LISA RONSON TOURISM AUSTRALIA PAGE 16
In Newsmaker, Clive Dickens, Seven West Media’s new CDO, has been in the hotseat for less than six months but believes he already sees the shape of TV’s future and is ready to tell all who’ll listen that the story is the key.
“If you’re a storytelling company that invests in rights across all screens and understands that you can own the stories, then this is the best of times.” CLIVE DICKENS SEVEN WEST MEDIA PAGE 18
Special Report: Magazine Platforms - The face of publishing is changing and magazines are getting a makeover: digital, niche marketing and the role of retail will all play a part. Subscribe to AdNews in Print, or get it now on iPad.
“The publishers that are going to win... are the ones that do one thing really well; those that have a core and unique USP that don’t try to be everything to everyone.” CARL HAMMERSCHMIDT BAUER PAGE 22
Big Picture: Life may not be a game, but gaming could still offer new life to marketing. James McGrath looks at immersion advertising, the magnitude of mobile, and selling up or selling out.
“Advertising pervades our lives, so people don’t mind a bit of it in games because it gives you a level of authenticity.” ANDY FLEMMING M&C SAATCHI PAGE 28
In The News, brand purpose, display ad revolution, Telstra’s marketing overhaul, Danny Bass’ bold move, behavioural economics in the board room and programmatic. Subscribe to AdNews in Print, or get it now on iPad.
“The biggest issue with brand purpose is that it’s been ritualistically abused by marketers.” ANDREW WYNNE JOY PAGE 07
News Analysis: Consultancies are blasé about agencies biting back and stealing remits.
“[Consultants] are probably better at making decisions around investments than messaging to a market.” CHRIS JEFFARES CUMMINS&PARTNERS PAGE 09
The Sell: At OMD’s Big Day Out the agency proves that airing is sharing.
Creative Focus: Is putting all your eggs in one agency basket just for bunnies? Page 30
Opinions: JWT CEO John Gutteridge and M&C Saatchi’s Justin Graham on fluidity being the new
reality, and why labels are fables.
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