AANA: Australia’s marketers need to focus on optimisation, effectiveness

Brooke Hemphill

The biggest challenges facing Australian advertisers include effectiveness, measurement, and client-agency relationships.

Marketers need to stop focusing on the new and exciting and turn their attention to optimising their media mix. Speaking at the Future of Brands conference in Sydney, John Broome, CEO of the Australian Association for National Advertisers (AANA), said: “As a profession, we tend to get attracted to the bright, shiny and new and we over-lean in that direction. Sometimes it can jeopardise what truly is important when it comes to delivering on those fundamentals.”

For Broome, the fundamentals boil down to working out which levers to pull for the brand, something he says marketers are improving on. He...

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