Advertising best practice, evidence and insights

Australia's hipages moves to The Block for branding push

News • 09 August 2019

Australian online home improvement marketplace hipages is making a big bet on TV – signing on as a major sponsor of season 15 of The Block, which will begin airing in August.

Insurance Australia Group makes branding bet

News • 08 August 2019

Insurance Australia Group (IAG) will soon be wading into an age-old marketing debate that pitches long-term brand building against short-term transactional strategies.

Australia's TV ad revenue dips, BVOD growth offers silver lining

News • 08 August 2019

Industry advocacy group ThinkTV has released the Total TV advertising revenue figures for Australia for the past 12 months, noting a dip in revenue that is reflective of broader market uncertainties.

NRMA: Safety Hub

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

NRMA, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

Krispy Kreme ANZ lands high scores with Throwback Arcade

News • 07 August 2019

Krispy Kreme tapped into a resurgence in 90s nostalgia for its 'Throwback Arcade' campaign, to celebrate the introduction of a limited-edition Throwback Party doughnut range.

Australia’s hipages goes all in on TV to boost brand

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

Looks at how Australian online home improvement marketplace hipages is making a big bet on TV through a sponsorship deal with Australian TV series The Block.

Young Aussies want a human connection with brands

News • 02 August 2019

Young Australians are liberal and open-minded but, above all, they are motivated by a desire to make real-world human connections and these attributes affect their relationships with brands.

Insurance Australia Group taps spirit of Binet and Field in a two-year marketing test

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

Insurance Australia Group (IAG), the insurance provider, will conduct a geographically targeted two-year test in a bid to discover the impact of taking a sole focus on building its brand.

Krispy Kreme ANZ’s bet on Instagram and nostalgic gaming boosts engagement and sales

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

Krispy Kreme, the doughnut specialist, found success in Australia and New Zealand through using Instagram as a gaming platform.

Australia plans tough oversight of Facebook and Google

News • 29 July 2019

Australia is likely to open the world’s first office dedicated to policing Facebook and Google following recommendations from the country’s consumer watchdog, which spent the past 18 months examining the dominance of leading digital ...

Heinz balances magic and logic

News • 24 July 2019

Leonardo da Vinci would have made a great CMO, according to the chief marketing officer at Kraft Heinz Australia, because he was “equally good on logic and magic”.

How Australia ranks in WARC’s most effective campaigns

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

WARC’s most recent Creative, Effective and Media 100 rankings saw Australia place third overall but fourth in terms of effectiveness.

How Heinz combines logic and magic to grow its brands

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

Shalabh Atray, Chief Marketing Officer (CMO) of Kraft Heinz Australia believes marketers need to balance logic and magic to drive business results.

The data-driven path to mass personalisation

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

Mass personalisation is only possible with the help of data and businesses need to prioritise first-party data, says Richard Taylor and Ben Willee of full-service agency Spinach.

Australia: Outside of the box – the new TV is everywhere

Research Paper • Research on WARC, July 2019

Commissioned by dataxu, this whitepaper presents the current perceptions of media agencies, brands, and consumers around the existing and future state of the TV landscape in Australia.

Why in-app ad fraud should keep marketers awake at night

Article • Gabey Goh, WARC Exclusive, July 2019

In-app advertising fraud should be a source of major concern for marketers, both from an expenditure and brand safety perspective.

Australia a crowded house for media investment decisions: R3

News • 18 July 2019

More people are involved in the digital media investment decision-making process than ever, according to a report by marketing consultancy R3.

Australia digital decisions report: An R3 white paper

Research Paper • Research on WARC, July 2019

Looks at the Australia digital media landscape and the role of external influencers in decision-making.

“I know what you’re going to ask me” Why respondents don’t read survey questions

Research Paper • Kylie Brosnan, Nazila Babakhani and Sara Dolnicar, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 366-379

Tracking respondents' eyes while they complete a survey reveals that (a) they do not read instructions, survey questions, and answer options carefully enough, investing only as little as 32% of the required time; (b) their attention diminishes over the course of the survey; and (c) their self-reports of the survey experience do not reflect actual survey completion behavior.

Mastering momentum in Asia Pacific

Article • Research on WARC, July 2019

Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.

Aussie advertisers neglect 'Defiant Women'

News • 08 July 2019

Some 2.4 million older women in Australia are being ignored and misunderstood by brands, according to a study by Bauer Media.

Why an audio logo is essential for your brand

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019

Best practice advice for brands looking to create an audio logo to ensure relevance with consumers in non-visual contexts.

Aussie voice use set to become more sophisticated

News • 04 July 2019

If marketers aren’t already thinking about voice search optimisation they need to start, according to a customer experience specialist, who anticipates the use cases for voice becoming increasingly sophisticated.

Retail lines blur for shoppers in Singapore and Australia

News • 03 July 2019

Shoppers’ attention and discretionary spending are being pulled in multiple directions, meaning retail strategy has to evolve, according to new research into shopping habits in Singapore and Australia.

VSO is the new SEO: How voice is taking over the world of search

Article • Josie Tutty, Event Reports, Mumbrella360, June 2019

Recommendations from Sydney-based CX agency The Works for brands as they develop voice search optimisation strategies.

Australia & New Zealand