Tucker: Mobile the gateway to global fame for Aussie digital agencies

Tucker: Mobile the gateway to global fame for Aussie digital agencies
SHARE
THIS



Embracing creative opportunities presented by the mobile phone is the gateway to global success for Australian digital agencies, newly installed chairman of the IAB Awards, Russ Tucker, has told B&T.

Tucker, whose day job is national digital creative director at TBWA/Digital Arts Network, took over the role as chief representative of the digital awards in late March and has been the driving force in the repositioning of the event to “digital creativity that works”.

Speaking with B&T, Tucker stressed domestic agencies could better gain global recognition by leveraging Australia’s massive smartphone penetration and creating work which innovates the mobile experience.

“Historically we’ve always been less brave with clients and that’s been changing over the last three or four years.

“A lot of things changed when smartphone technology was adopted really early by Australians. A lot of the work starting to come through is made up of really digitally integrated ideas that are optimised for mobile consumption and I think we are really starting to lead the way in that space.

“Because we’ve got such a high number of smartphone users I think the work is starting to reflect that. Australia is quite unique in that sense,” he said.

Specifically he refers to projects like GPY&R’s “Mobile medic” campaign – the first medically diagnosable advertising created for the Australian Defence Force which saw iPhones and iPads used as diagnostic tools – which won four Gold Lions at Cannes last year, as well as a silver and bronze at Young Guns International Awards.

But one thing holding the local industry back is the lack of money clients are willing to invest in creating advanced digital strategies.

“In this market we don’t get massive budgets and often that becomes a huge challenge for an agency to put forward strong digital ideas because a great digital idea often means quite a lot of investment from a technology point of view.

“There seems to be a problem where a lot of clients pump a lot of money into reach and frequency campaigns rather than into technology or digital creativity,” he said.

With the IAB Awards approaching, Tucker says this year’s event will be focused more than ever on work that shows results – “digital creativity that works”.

“I think some clients see awards as an ad industry thing where everyone pats themselves on the back about how clever they are.

“While most award shows are based on whether something was a good idea, at the IAB Awards 30% of the mark is based on whether it worked from an effectiveness point of view.”

This year Tucker is ensuring that all the case studies provided by applicants can be shared with the greater industry.

“If you take a macro view on that it then means everyone in the industry can take those case studies, look at the them and then take some of the learnings out and apply them to their own brand. That’s where it’s getting really useful as a way of sharing knowledge throughout the industry ultimately to make the work better.”

The purpose of awards in the end is advancing the work, after all.

“Our mission is really to make clients to make braver work in the digital space. A lot of the work that ends up being what we would term as ‘digital’ is quite standard display stuff that supports a much larger campaign.

"We still need to use those sorts of communications but we are seeing really thought through integrated pieces of work that are digitally led which are starting to become mainstream.”

Entries for the IAB Awards close today, and the awards night will take place on July 11. 

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]