News Corp CMO: We Throw Ideas Away Too Quickly

News Corp CMO: We Throw Ideas Away Too Quickly
SHARE
THIS



News Corp Australia’s CMO Tony Phillips has told the audience of B&T’s inaugural Towards 2030 seminar a great opportunity lies in bringing back marketing campaigns.

Delivering the keynote address to kick off the day of workshops, speed mentoring and hackathon, Phillips lamented the lack of quality campaigns spanning years if not decades where ideas just “build and build and build”.

Phillips was speaking with some experience, having been responsible for the rescue of Coles, where he worked from 2007 until 2014. The campaigns Coles built during that time hinged on two key brand properties – Curtis Stone and Down, Down.

“Curtis is brand property that became famous for freshness. Down, Down is a brand property that became famous for lower prices. Then you bring in car insurance, all of a sudden you’ve got a proposition, which is based around lower prices and the car becomes the little red quote.

“Then all of a sudden these things start to write themselves. You’ve got the idea that just continues on and on and on and builds and builds and builds.”

Phillips cautioned attendees, who were largely under 30, there was too much focus placed on single pieces of creative.

“You see it and say yeah that’s a great ad, but it’s only a moment in time. And you’ve got no idea where it goes. Yeah it’s clever, but it’s a single gag there’s no campaign to be built here,” he said.

The one-time boss of George Patterson Bates in Australia urged his audience to thin instead about building a narrative.

“When it comes to your careers going forward, it’s just about establishing very simple creative ideas and actually understanding them and how they work. The huge opportunity in our industry is that not many people are doing campaigns.”

Phillips pointed to VB’s Hard Earned Thirst, Woolworths’ Fresh Food People Fresh Food People as two such campaigns which have been goinging strong for years.

“Ideas that just build and build and build with a customer base. You build a narrative with your customer base and the customer will become familiar with your brand and that opens them up to just building on the idea and building on the idea. People just throw out ideas too quickly.”

On the media side of campaigns, Phillips acknowledged it was harder today to find an audience, but with the right customer-first attitude, problems really solved themselves.

Talking of the Coles campaigns from a media perspective he said it was all about picking up key media properties and giving the opposition no room to move.

“We launched our campaign with the Olympic Games, we picked up Master Chef, we then picked up My Kitchen Rules, we took the AFL, we took the NRL. We had key media properties where we effectively gave our opposition no space in the room.”

Phillips, who joined NewsCorp as CMO last year, said if you think customer first and think where your customers are, “the idea of having separate digital departments is just a nonsense. It’s not actually about the channel, it’s about the customer.

“Don’t think how much money do I need to spend on digital, that’s not the question. It’s where the customer is and how our communication reaches them there.”

Towards 2030 sponsor block logo

Latest News

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne
  • Campaigns

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne

Myer has announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centerpiece of this year’s Myer Christmas campaign. A Naughty or Nice bauble apparently lets you and your family know whether you’re on Santa’s naughty or nice list. Using a little […]

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner
  • Technology

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner

Data-driven marketing agency, Columbus, A Merkle Company has appointed Rich Conway as Group Client Partner in NSW. Conway will lead a large-scale team and head up Columbus’ integrated solutions across Virgin Australia and a number of key Australian brands. With more than seven years of industry experience, Conway joins Columbus from Reprise Digital where he […]

The Brand Agency Brings Science To Behaviour Change
  • Media

The Brand Agency Brings Science To Behaviour Change

The Brand Agency has welcomed behavioural psychologist Dr Mark Hurlstone to its strategy and behaviour change team. Dr Hurlstone is head of The University of Western Australia’s Behavioural Economics Laboratory in the School of Psychological Science. Dr Hurlstone’s appointment is in direct response to the lack of true behavioural psychologists in the communications industry. His expertise will […]

Buyer journey flat isometric vector. A man to make a purchase is moving by the specified route with following steps - awareness, consideration, reviews, choice, purchase.
  • Advertising

Study: Australian Consumers Say Marketers Are Doing Customer Experience Wrong

Despite increasing investment from brands in marketing technology, nearly half of Australian consumers say brands aren’t meeting their expectations when it comes to the customer experience (CX). On top of this, even fewer remember the last time a brand exceeded expectations, according to results of a global survey commissioned by Acquia. Today’s consumers have more […]

Busiest robot in the office with a heavy workload on all of his six hands.
  • Partner Content
  • Technology

Seven Tips To Stop Robots From Taking Your Job

The Fourth Industrial Revolution is upon us, and it has many people freaking out about their career future. Jobs are increasingly being automated via technology such as artificial intelligence (AI), the Internet of Things and cloud computing. In fact, recent research by McKinsey suggests about 60 per cent of occupations could see at least a […]

Partner Content

by Hays

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program
  • Advertising

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program

In a bid to encourage more indigenous people into the advertising and media industries, Pluto Media has teamed up with The Communications Council of Australia to form a brand new AWARD School Indigenous Scholarships program. This includes acceptance into the AWARD School Application workshop and then, if selected, entry into the AWARD School course itself. Pluto Media’s […]

by B&T Magazine

B&T Magazine
News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel
  • Media

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel

News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled its new website delicious.com.au and launched the brand’s travel content destination delicious. Travel at an event at Icebergs Dining Room and Bar in Sydney. News Corp Australia’s director of lifestyle Fiona Nilsson and delicious. editor-in-chief Kerrie McCallum were joined by newly appointed delicious.Travel editor-at-large George Calombaris and […]

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer
  • Campaigns

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer

Taylors Wines is again challenging wine conventions in a new campaign that inspires wine drinkers to chill their red wines this summer. It’s widely believed that red wine should be served at room temperature. But among those in the know, popping a red in the fridge for 30 minutes before serving can make all the […]

How To Be An Introvert AND Run A Successful Client-Facing Agency
  • Opinion

How To Be An Introvert AND Run A Successful Client-Facing Agency

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister – a self-confessed introvert – reveals her tips on overcoming her people fear and becoming a success… I have a classic kitchen bench, start-up […]

Opinion

by B&T Magazine

B&T Magazine
Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership
  • Advertising
  • Campaigns

Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership

Holden’s brand rejuvenation from Aussie local to full-import takes another step with the launch of the Holden Acadia advertising campaign: Holden Acadia. Arrive.  The campaign, developed by AJF Partnership, suggests Acadia drivers that they “Don’t just turn up. Arrive.” Holden marketing director Kristian Aquilina said the Holden Acadia – as well as the Equinox also launched this year – […]