The human side of data; Pac Mags white knight; reaching the programmatic summit

Sarah Homewood
By Sarah Homewood | 7 August 2015

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In the latest edition we have a News Analysis with Pacific Magazine's digital “big wig” Darren Kerry. He talks about plans to shake-up Seven West Media's magazine arm and first on his agenda are a series of big revenue generating e-commerce portals.

“E-commerce is a natural extension for Pacific Magazines. We tell people what they should be wearing in mags, why not give them the opportunity to buy as well? It’s just that simple.” Darren Kerry, Page 08.

Newsmaker: Fresh from launching Apex, AdNews sat down with Pippa Leary to talk to how this launch has been six years in the making and now that it's become a reality it's here to take on the market.

“At Fairfax, we could see if our premium inventory got mixed up in the ad networks and was sold next to long tail amateur inventory, it was going to commoditise it and put the pressure on all of the inventory.” Pippa Leary, Page 10.

The Data Special report: We navigate the dataverse so you don't have to, investigating the data arms race in silicon valley, and how it's affecting this market. Have the machines already taken over and are algorithms eating your agency?

“I’m hesitant to embrace these kind of ‘technology will take over’ [mantras] either for the good or the bad,” Claudia Perlich, chief scientist at New York-based advertising and analytics company Dstillery, Pages 16-19.

The Sell: Independent creative agency New Republique wants to go back to basics, but in order to do so it's taking a massive leap forward and partnering with Maxymiser to bring it's services to Australia.

“I don’t want to compete on pretty pictures, I want to compete on performance – are we actually driving sales for our clients or not?” New Republique boss, Nima Yassini, Page 12.

The Marketer: Advertising feminine hygiene products doesn't always inspire great creative, but the marketers at Libra want to change that. General manager of marketing Jenny Nolch and senior brand manager Carla Gilbert at Asaleo Care talk to their latest campaign.

“Over the years when you become a leading brand, I think you start to focus more on product innovation but we thought we needed to stand for something more – something higher that was important in today’s culture and society.” Carla Gilbert, Page 14.

Need more marketing news? AdNews editor Rosie Baker sat down with twelve of Australia’s top marketers to discover what they learned after they went on a knowledge exchange with some of the UK’s top people including John Lewis, Marks & Spencer and Decoded, as part of an AANA initiative. Find the Big Picture on Page 26.

Still need more convincing to grab your own copy? We have news featuring The Guardian and its potential marketing push; Airbnb talks to how it values its agencies and we ask is it curtains for media buyers?

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