GroupM’s Nicola Lewis & OMD’s Jane Combes Share Their Thoughts On The Nine And 10 Upfronts
It’s upfronts season, with both Nine and Network 10 holding their respective events over the last two weeks, while Seven’s much-anticipated upfronts will be held in Sydney this Wednesday.
To get the low-down on how Nine and 10 have fared so far, B&T sat down with OMD head of trading Jane Combes and GroupM chief investment office Nicola Lewis in our latest podcast. Below are some of their thoughts.
To listen to the full interview, head here.
Are upfronts still important?
There have has been plenty of talk around whether the upfronts are still important, and according to both lewis and Combes, the upfronts are indeed a necessity.
Combes said: “Upfronts are very important for us [OMD]. It’s very much about garnering sentiment around the feel for the networks for the upcoming year. We really want to understand if those plans are robust enough to carry our clients’ investment.
She also said the timing of the upfronts is crucial as they run just before negotiations for the upcoming year, so knowing what the networks are offering in terms of content, data and tech is vital.
Lewis said the upfronts are important because it provides clients with confidence around programming.
“I think our clients just really want to know what networks’ plans are, so they can have a level of confidence around programming, whether it be a focus on reality, supporting existing formats, bringing new formats, thinking about how they’re going to pull new audiences into the ecosystem and distribute it across platforms, and also focus on sports and so on.”
Thoughts on Nine and 10’s upfronts
Both Combes and Lewis praised the upfronts so far, suggesting they have been “bold” yet also “consistent.”
Combes said: “I really enjoyed [the upfronts]. I think what 10 did really well was come out and say we’ve been considered this year. We’ve allowed ourselves to just embed ourselves and grow into this new partnership [with CBS] so that we can move through in 2020.”
On Nine’s upfronts, Lewis said the network went down a different angle.
“Commercially, they were very bold. The work they do around Powered is always really impressive. And I think that call to arms of around Powered as a marketer’s playground was quite nice. It will help y[marketers] navigate the sizeable Nine ecosystem because its asset base has grown exponentially over the last 12 months and will continue to do with the Macquarie radio assets.”
She said Nine focused heavily on its existing formats, such as the strength of MAFS and The Block, adding that she was impressed with 10 for adding newer content to the mix.
On whether she was hoping for newer content from Nine, Combes said no one can deny the programming Nine has is “incredibly strong” , but overall she thought Nine played more of the “leadserhip card”.
She said: “Overall, they do have that mass audience at scale. They’ve got the quality. I think it’s just going to be interesting to say next year, how they actually take that to market and how we can drive our clients businesses with it, and still cost-efficiently.”
Data offerings were “impressive”
Combes said Nine’s data unification project was “impressive”.
“Bringing together all of those businesses and all of that data together is no small feat. I think it’s 11 million. million, and that’s impressive. And if we can use that and implement it with our clients, it could make a difference to some businesses.
She also said it was impressive to see 10 leaning on its partnership with CBS, Quantum and Iota, adding: “It’s exactly what we want to see from 10.”
On Seven’s tumultuous year
Combes and Lewis both said they were excited to see what Seven will bring to the table next year, suggesting that what will be presented post-Warburton coming into the mix will be vastly different to what might have been prepared eight to 10 weeks ago.
Combes said: “I would assume that everything Tim Worner had to run at the upfronts has been ripped up and reinvigorated and it’s going to be really interesting to see what James brings to the table because he has been quite outspoken in the market, he’s making a lot of changes.”
Lewis said: “There’s no doubt it’s going to be a big and interesting year for Seven.”
Foxtel Media’s rebrand & Foxtel on Oxford
Foxtel Media (formerly MCN) didn’t have upfronts but rather an overall rebrand and the launch of its Foxtel on Oxford event space, which according to Lewis is a “full year, always on strategy” play. She also said Foxtel media is still an important part of the media mix.
“Instead of spending the dollars required for an upfront, they have Foxtel on Oxford, and I think that’s work for them.
“They’re still an incredibly important part of the media mix and the puzzle, and they do have a different offering.”
Combes said after the relaunch, an upfronts would be “overkill”.
She added: “I think if they’ve got that consistency and they’re keeping us informed after the relaunch, I don’t really think it’s that necessary [to have an upfront event].”
Working with clients in 2020
Both Combes and Lewish said each network so far has had a disparate offering and come out to market very differently, which is good for their clients, with Lewis adding she is excited about the briefing process this year.
She said: “This briefing process used to be quite linear and a little bit of a blunt instrument. Now there are so many layers to play with, whether it be in the integration space or data space, the tech space across connected TVs, new buying platforms, audio and so on.”
To listen to the full interview on B&T‘s Fast 30 podcast, head here.
Latest News
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Enigma, one of Australia’s largest full-service independent agencies, today unveiled a bespoke placemaking campaign for URBNSURF – Sydney’s new, world-leading, purpose-built surf park. The creative team behind Enigma’s Property & Place division has developed a unique set of wayfinding and environmental graphics and signage for URBNSURF Sydney, ahead of its opening at Sydney Olympic Park […]
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Brand strategy and design consultancy, Houston has strengthened its creative offering, announcing the appointments of Alex Creamer to the role of Creative Director and Michelle Teh as Design Director.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
JCDecaux has been awarded the Transport for NSW (TfNSW) bus advertising contract for all buses in the Sydney Metropolitan regions. Lead image: Ben White, general manager. Winning the competitive tender process marks a significant expansion of JCDecaux’s current bus advertising contracts across Sydney. It extends JCDecaux’s Transit reach across the whole of Sydney Metropolitan regions […]
CommBank Launches The Brighter Side TV On 10 And 10 Play
CommBank has today unveiled The Brighter Side, a new television series to be broadcast on 10 and 10 Play to inform and empower Australians with practical tips and bright ideas to help them take control of their financial future. The Brighter Side showcases a diverse range of stories to inspire Australians to make their money […]
IMAA Announces Next Female Leaders Of Tomorrow Programme
The IMAA is celebrating the success of its inaugural Female Leaders of Tomorrow programme for providing a real-world solution to address the gender pay gap at senior levels* with events in Sydney and Melbourne. It has also announced its new 2024-25 programme. The 2023-24 programme’s 16 mentees and mentors, along with mentee leaders, IMAA directors […]
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Luke Spano, Managing Director at Avid Collective. You have an intriguing background as a professional poker player plus stints at JR Sports & NightGuru, how did that lead to native content? My previous work in the two startups were focused on marketing […]
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
Leading digital outdoor company QMS today announced a further expansion of its NSW network, signing a new agreement with the Australian Turf Club to manage key assets at Sydney’s iconic Rosehill Gardens Racecourse. The agreement, which was secured as part of a competitive tender process, takes effect on 3 June 2024 and covers six locations […]
VMO Signs Deal With Stockland Shopping Centres.
VMO has secured an exclusive agreement with Stockland to manage the operations of 22 large format digital screens, strategically positioned throughout nine Stockland town centres across Australia. These centres include Stockland Piccadilly in Sydney’s CBD, Stockland Merrylands, and Wetherill Park in Western Sydney, Stockland Green Hills in the Hunter region, Stockland Shellharbour on the south […]
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Day Management has appointed Tim Wall in a newly-created role of head of talent and publicity. Wall will be responsible for managing and overseeing Day’s broad and impressive portfolio of talent, including Day’s most-recent coup, the highly sought-after breakout star of Married At First Sight Australia, Lucinda Light. Wall was previously senior publicist at Paramount […]
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.