OPINION: “All Business Sizes Matter – The Ad Industry Needs to be More Inclusive”
Leah Cioccio, Head Of Strategy at Equality Media and Marketing, gives her views on why the marketing industry should widen its focus to include small and medium-sized businesses.
At the height of the pandemic, I thought it would be a good idea to add the IPA’s online course in Advanced Advertising Effectiveness to my locked-down, home-schooling state of life. I know I wasn’t alone; I also know in hindsight it was too much for that particular moment in time.
Despite the underlying stress that I was swallowing up, I thoroughly enjoyed the course, and it has helped immensely to sharpen my skills in holistic marketing and advertising planning. I am a more confident planner and feel empowered to advise good practices like test campaigns (to enable a/b testing), as well as to better identify the connection between channel-specific output reports to determine overall effectiveness.
At the time that I undertook the certificate in Advanced Advertising Effectiveness I was employed by a national broadcast business (thank you SCA for supporting my learning and development), and prior to that I had only ever worked in big business or at least on big businesses. The case studies that I trawled through to gain context around advertising effectiveness were drawn from the IPA’s rich databank of award winners – big, enviable brands boasting campaigns that are etched in the history of advertising. John Lewis, Unilever, CUB to name a few.
Since that time (almost 2 years ago), the context that I consider advertising effectiveness has significantly changed. I am currently employed at an independent full-service agency with a roster of clients whose advertising campaigns are built on small budgets and directly impact business performance. The clients that I work with are less likely to be marketers and instead are business owners or directors. Many are not in a position to allocate the industry standard of 10% per cent of their total revenue to marketing and although they are leveraging advertising to grow their businesses it is the type of advertising that largely remains unseen to the industry.
Despite having upskilled in advertising effectiveness, the biggest challenge that I continue to confront is shifting the perception of advertising from a short-term expense to a long-term vehicle for growth amongst small to medium businesses.
I do wonder if it is because we don’t have enough of the right type of evidence to support diverse businesses (size) and if the enviable brands that we hold up as champions of industry are simply not relatable or translatable, to businesses that have a tenth or less of their budgets and yet still need to deliver effective outcomes via advertising.
The awards season is now upon us and even though they are an incredible platform to elevate success from all corners of the industry, I do not see many if any, that are calling for effective advertising campaigns with small budgets ($500k is not a small budget). This is not an overt criticism of the industry associations that facilitate recognition through award categories, it is just an example of how there is a chicken-and-egg effect in play.
I recently took a look at Nielsen advertising expenditure data for the recruitment category and was shocked to see that of the 2,000+ advertisers in that category, less than 100 spend more than $100,000 in advertising each year. I almost didn’t believe my eyes when I saw that (and of course acknowledge the gaps in data) so I decided to dig a little further and better understand the ratio of big versus small businesses in Australia (assuming that impacts the availability of advertising spend). I turned to the Australian Bureau of Statistics which is home to all of the information you could ever imagine needing, even if it’s not the thing you go to bed dreaming about. In Victoria alone, there are 726,839 businesses, of these only 2.3% are considered medium to large businesses iii.
These 2.3 per cent of businesses are most likely the ones who understand the benefits of advertising and are being captured by industry expenditure data and concurrently assessed for impact (by professionals who may or may not have completed a course during lockdown to hone their skills in advertising effectiveness). But what about the remaining 90+ per cent – or in the case of the recruitment category 97 per cent – whose investment is invisible to our industry data collection and do not fit the form for industry recognition?
We know that the Government injects significant support into the small business sector from infrastructure, recruitment, and start-up funding through to mentoring, however marketing and advertising is lower on the agenda. As a large industry sector (made up of many small to medium businesses), we have a vested interest in helping one another to demonstrate the power of advertising to businesses of all shapes and sizes. Our power to tell stories is the secret sauce of our industry and if we can use it in a broader context than we currently are when it comes to advertising effectiveness, we might yet turn a vicious cycle into a virtuous one for business and advertising a-like.
The start point is a conversation, from there some case studies and shared learnings. Eventually, a record of small to medium business success that we can celebrate.
i Gartner ‘the state of marketing and budget strategy 2022’ ii Nielsen Adquest Standard Report, Recruitment Category, Jan -Dec 2022 iii ABS , Victorian businesses by size and industry class June 2022
Latest News
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.