‘I Hate Adlanders Hating Adland’

‘I Hate Adlanders Hating Adland’
SHARE
THIS



The Australian advertising industry has been accused of suffering from copycat syndrome. The requirement to produce the same type of output is quashing pride, causing some adlanders to be apologetic for their work.

“Unless there’s pride in the industry, pride in delivering business value for clients – and enjoying it – we won’t encourage the best talent to join our industry which means our industry won’t get better over time,” says Lowe Profero CEO, Wayne Arnold.

“I hate that sometimes adlanders hate adland… we need to be more proud of the industry we work in.”

With a career spanning the globe – from North America to the UK and Australia – Arnold argues that advertising professionals in Australia, and to an extent Britain, are unnecessarily apologetic about working in the industry.

Without pride, there’s a lack in business value which stifles creative output. “It is a vicious cycle,” says Arnold.

adland body

Arnold compares the state of play locally to North America, where he says advertising is considered to be more of a legitimate career choice.

“In Australia, if you’re sitting around the dinner table and someone asks you what you do for a living and you reply with ‘I’m a doctor/lawyer/banker’, they’ll respond, ‘Oh, how nice’.”

If instead you work in advertising, Arnold believes the dinner table folk would say: “Oh, so you make all those adverts that disrupt my TV program.”

He reckons in the States, advertising is better received because of platforms like the Super Bowl which give adlanders the opportunity to take risks and showcase their most creative work. And it’s work that make the crowds feel warm and fuzzy.

Toby Hemming, director, Bold Media agrees with Arnold. He says: “I just think people play it too safe here. There’s not enough creativity and you see it with the same thing being done over and over again. In the States, because of the big budgets they’ve got, they tend to be more risk-taking.”

Hemming cites the example of Woolworths and Coles. He says: “There’s been no disruption to the market so there’s no spiral of creativity where there should be.  Banging on about Fresh Food all the time isn’t going to make me switch from one to the other. It’s not telling me anything about them at all.”

Hemming agrees that Australian industry folk can be apologetic for executing banal output and says a lack of risk-taking is to blame. He says: “My big gripe would be there’s a lot of talk about creativity and pushing the boundaries. But if you actually look at the majority of the output it’s probably no different to what it was 10 years ago. The whole thing really just needs a kick up the arse.”

“We have cultivated some amazing talent in this country, and they’re probably frustrated because they have to produce the same thing all the time. Really boring, run-of-the-mill stuff. I think clients think that’s what people want but you’d be surprised,” says Hemming.

Paul Swann, creative partner at The Works, likens the problem to a copycat syndrome. He says: “It’s when inspiration becomes imitation. For example, Old Spice comes up with the man your man could smell like, which is heartbreakingly perfect. Then you’ll have this slew of imitations for the next 12 months, but they’re done with a fraction of the budget and a fraction of the pedigree of talent. Therefore the result is a bland facsimile and it’s a genuine trap for people in the industry.”

With a solid shake up, Hemming is confident “the general public would then feel in tune with the industry”.

Despite this lean toward carbon copy output, Swann would much rather be working in adland than bankland and he doesn’t feel “all that apologetic” about it. He admits, though, people might feel apologetic because advertising involves “pulling on emotional levers and creating problems for people they didn’t necessarily know they had”.

“There is a spectrum, and it comes down to how much unnecessary angst you want to create in people’s lives,” says Swann. Still, he’s not saying sorry for the fondness the general public has towards certain ads. “They all love a good beer ad,” explains Swann.

Lowe Profero’s Arnold agrees that adland is a fun place to be, “I used to be a lawyer. Lawyers and bankers are generally pretty miserable,” he says. But he admits adland in Australia could benefit from a dose of pride and re-defining what success looks like in “alternate industries”.

“What we don’t have in advertising is that shiny skyscraper; I remember being a 20-year-old kid and wanting to study law so I could work in the city, wear sharp suits and basically be in a skyscraper. Once you’ve got that, you realise it’s a pretty horrible place to be. You think that’s what success looks like because you see it on TV,” explains Arnold.

“When we’re at our best, we not only entertain, but crucially, we drive millions and billions of dollars of revenue, resulting in increased share price value for our clients,” says Arnold.

And to get there, Arnold says it requires a change in culture that “starts at the top”. Hemming agrees, but adds: “It would take a big brand, like Telstra, to grow some balls, stand up and say ‘Let’s do something really different’.”

“Let’s be proud of what we do and lets link more of a business argument into what we do – by becoming more business-like, we become more valued and more proud of what we do which means clients respect us more, we get paid more and most importantly we attract the right kind of talent in the industry,” explains Arnold.

Latest News

Is Kyle All Set To Get His Very Own Reality TV Show?
  • Media

Is Kyle All Set To Get His Very Own Reality TV Show?

Last week, rumours were doing the rounds than none other than Kyle Sandilands had been lured to the Network Ten to host some sort of Judge Judy-esque reality show where the shock-jock would apparently try and “resolve issues” between celebrities and members of the public. For its part, Ten was decidedly quiet on the idea, nor did […]

by B&T Magazine

B&T Magazine
David Droga: Advertising Isn’t Going Away, Just Really Sh*tty Advertising Is Going Away
  • Media

David Droga: Advertising Isn’t Going Away, Just Really Sh*tty Advertising Is Going Away

David Droga, arguably Australia’s most successful creative having won more Cannes Lions than anyone else in history, opened the 2018 Cannes Lions Festival of Creativity on a apt topic: the power of creativity. Droga reflected on his career to date and then shared just one piece of recent work. “I’m going to show you one […]

IPG Study: Aussie Ad Spend Per Head Now Second Only To The US
  • Advertising
  • Media

IPG Study: Aussie Ad Spend Per Head Now Second Only To The US

The Australian advertising economy will increase by three per cent this year, according to the latest forecast by IPG Mediabrands’ media intelligence and investment division, MAGNA. The new forecast is in line with previous MAGNA estimates for this year and sees a similar level of growth to 2017.  Australia remains one of the most advanced and […]

by B&T Magazine

B&T Magazine
Charity Group Unveils Glorious Ad Highlighting The Daily Challenges For The Disabled
  • Campaigns

Charity Group Unveils Glorious Ad Highlighting The Daily Challenges For The Disabled

A new ad highlighting the everyday hassles and tribulations of people with disabilities is proving as witty as it is human. The ad is the work of Swiss disability advocacy group Pro Infirmis and show’s people with disabilities dealing with every maladies – awkward dates, weak grocery bags, dog droppings and the infamous red sock in […]

by B&T Magazine

B&T Magazine
Nude Mum The Star Of New Mars Campaign Via Clems Melbourne
  • Campaigns

Nude Mum The Star Of New Mars Campaign Via Clems Melbourne

Mars Bar Australia and Clemenger BBDO Melbourne have launched a new brand platform for the iconic chocolate bar, ‘Enough Chocolate to Deal with Anything’. Representing a shift away from positioning Mars Bar as something that provides energy, the new platform aims to showcase how the chocolate bar can provide Australians with the confidence they need […]

by B&T Magazine

B&T Magazine
Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Nine Launches Big Ideas Pop-Up Store
  • Media

Nine Launches Big Ideas Pop-Up Store

Nine has today launched a new pop-up store, The Big Ideas Store by 9Powered, which will host a series of events, workshops, research studies and guest speakers that demonstrate how Nine’s integrated business works to formulate better solutions to the challenges facing marketers. Over the next two weeks, The Big Ideas Store will highlight how […]

Gillian Armstrong: Adland’s Become “Brainwashed Into Thinking All Directors Have Beards”
  • Advertising

Gillian Armstrong: Adland’s Become “Brainwashed Into Thinking All Directors Have Beards”

Acclaimed Australian director Gillian Armstrong has launched a scathing attack on the agency “boys’ club” that, she believes, continue to ignore female directors for TV campaigns. Armstrong, 67, cited stats that show half of all graduate directors leaving Aussie colleges are now female, they’re regularly cleaning-up in short film competitions, however, it’s not translating to directing work within the industry. Only about […]

by B&T Magazine

B&T Magazine
Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’
  • Marketing
  • Media

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’

Home Beautiful and Harvey Norman have partnered on a new content series which will transform a quintessential Aussie shed into a field-to-fork restaurant whilst showcasing culinary local heroes. In 2012, Martin Boetz (pictured above, right) – the chef behind the cult following of Longrain during his 13-year stint – escaped the bustle of the big smoke […]

Music Feeds & Purple Sneakers Join Forces
  • Media

Music Feeds & Purple Sneakers Join Forces

Music Feeds and Purple Sneakers have unveiled a new strategic partnership that will allow music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds. Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian […]

by B&T Magazine

B&T Magazine
Headway & App Annie Get Ready For FIFA 2018
  • Media
  • Technology

Headway & App Annie Get Ready For FIFA 2018

Headway, the leading data-driven media buying company, has teamed up with market data and insights company AppAnnie. Together, the companies have unveiled The App Marketer’s Guide to the World Cup – a whitepaper designed to help app marketers succeed. Every year, flagship sporting events are breaking the internet with increasing viewership and the 2018 FIFA World Cup […]

Twitter Makes In-Stream Video Ads Available To All
  • Advertising
  • Media

Twitter Makes In-Stream Video Ads Available To All

Social media giant Twitter has announced it’s making in-stream video ads available to all advertisers – including self-serve – across 12 markets, including Australia. The popular video format attaches pre-roll content in front of premium publisher videos and highlights. The 12 international markets where Twitter’s in-stream ads will be available are Australia, Brazil, Canada, France, […]