Samsung, Westpac and Unilever on the role of TV in Australia

Brooke Hemphill

Brands including telecom manufacturer Samsung and Westpac, one of Australia’s largest banks, are rethinking the role of TV in their marketing strategies.

The Australian television industry has issues it needs to address, such as the fact that TV ad time is planned and purchased by the quarter-hour but post analysed by the minute, according to Anneliese Douglass, Head of Media & PR at Unilever ANZ.

But the biggest shift required is an attitudinal one, she believes.

“The fundamental problem is that the TV industry isn't agile enough. In 2016, 2017, a lot of corporates went through a lot of change. It was about pivoting and being more agile. I look at some of the problems we have in this industry and wonder...

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