Exclusive Interview: Russel Howcroft Unravels The Past, Present, and Future of Advertising at AWAPAC
Yesterday at Advertising Week APAC, Russel Howcroft, one of Australia’s most prominent faces in advertising, took centre stage to navigate the massive evolution of advertising over the past thirty years and to shed a light on its implications for the next industry epoch. Following his fireside session, B&T had the opportunity to sit down with Howcroft to dig a little deeper…
B&T: What are key lessons from past advertising transformations that you think can guide us through the uncertainty of the next three decades?
RH: It’s tempting to say the cliche “the more things change, the more they stay the same”. How we deliver messages is changing, and where you point the money is changing.
But in the end, we’re in the business of selling, and the motivation to buy is something that the consumer will continue to have. Tapping into that motivation to buy and using your creative skills to do that, that isn’t going to change.
An interesting model to think about is a Venn diagram where there are three circles: the cultural truth, the brand truth, and the human truth. The human truth is something that has always been the case; desire or hunger, the need to find a friend. An enduring brand truth should be the same as well.
Cultural truths are about what’s happening right here, right now.
In the middle of the Venn diagram, the brand, human and cultural come together. That’s the trick to getting your communication. You need to be able to track what’s happening in culture.
It’s interesting that you mention the cultural truth, because I feel we talk a lot about the influence of tech on the future of advertising. But how do you think cultural or geopolitical shifts might impact the advertising landscape?
Political shifts most definitely influence the landscape. The government has influence on how we go about our business every single day. At a very practical level, politics can influence the landscape because politicians may choose to regulate advertising in some way, shape, or form.
For example, they’ll have a list of sporting events that have got to be on free-to-air television. That list exists right now. So they are influencing how an advertiser can get an audience by ensuring that a test matches on free-to-air TV.
Culturally, for me, that’s more about what is okay to say versus what it’s not okay to say. Or how you feel how you say it. For example, how you would cast for a television commercial or even a magazine print is done incredibly differently now than it was even a decade ago, certainly 20 years ago.
How so?
In the old days, you weren’t that conscious of ensuring it was absolutely perfect. So, two decades ago, it would be a white middle class family. Now, you would make sure that you are attractive to what Australia actually looks like. And of course, what Australia actually looks like is not just white middle class families, they do exist, but they’re just a subset of the total audience that is Australia.
Like in Sydney, English is a second language for more than 40 per cent of households. So, in an ad context, you’ve got to reflect that, which is something maybe you’d argue we’re still not that good at.
But do you not think that some companies are just inserting themselves into conversations they might not need to be a part of?
Some businesses have a social licence to operate, and I think part of that is being part of the conversation. But just inserting yourself for insertion’s sake? People can see that coming a mile off, and it probably does more harm than good.
As the advertising industry faces ongoing disruptions, what characteristics or skills do you think will be important for professionals to embrace?
It’s interesting. I wonder if the future creator-of-content advertising agency will go back to what it was like in the past?
In the past, the writer would write the idea with a pen and a piece of paper, or a typewriter, and it would go into the out tray. And it would go from the out tray to the studio, and the studio would then construct the ad. Whereas of course, what happens now is we’re straight to the computer.
Certainly I think there’s an opportunity to go back to the purity of write the idea, sell the idea, and then go to the computer to get the thing made. So putting the computer back to secondary, not primary.
With that in mind, for my final question, I wanted to ask what is one prospect that most excites you about the future of advertising?
I’ve always just liked the business so I enjoy all conversations about advertising, even the difficult ones. But for me, it’s underestimated how important advertising is. The cultural impact of advertising, those who do it, what they’re able to do as part of our society. The people that do it are an important part of how we operate, and that’s not going to change.
What I do hope changes is the role of the writer. I hope the writer comes back with a vengeance as the person that’s at the top of the advertising pack, as they used to be.
Latest News
ABC Launches Two New Channels Combining Kids, Family & General Titles
The ABC will introduce two new channels in June—ABC Family and ABC Entertains—and four new innovative digital streams that will combine the best kids’, family, and general entertainment titles. The new channels will make it easier for audiences to find the programs they love. They will showcase the ABC’s catalogue of family and entertainment programs […]
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The Wests Tigers have confirmed that Brydens Lawyers will end their one-million-dollar partnership with the club at the end of the 2024 season. The law firm first joined the club in 2015 and upgraded to a principal shirtfront partnership in 2016. In an official statement shared to the Tigers’ website today, it was announced the […]
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
Bud Communications Expands APAC Footprint With Australian Office Launch
Singapore-based PR & content agency Bud specialises in disruptor brands, not marijuana ones as the name may infer.
Coles Group Ranks Number One In Disability Access & Inclusion
Hats off to Coles for this top work. Now if it could only get its trolleys to run straight & its pears a bit less hairy.
Is Alone Australia Coming For MAFS & Survivor?
SBS's Alone Australia proving such a hit with viewers, B&T is rather surprised the commercial networks haven't nicked it.
AFR Pulls Plug On Newspapers In WA After Printing Costs Soar
West Australians will now have to rely on That's Life & Iron Ore Weekly for their weekly print fix.
Spotify Delivers A “Masterclass” In Curating User Experiences For Listeners & Artists
As you'll read here, there's more to Spotify than meets the eye. Or, in this case the ear, it being an audible property.
REA Group Delivers Booming Q3 Performance
It's yet further proof the property market is so hot right now. Still not hot enough to save Godfrey's vacuums, however.
iProspect Reveals 2024 Level Up Committee Cohort
iProspect unveils shadow executive leadership team. Staffers warned to be on the lookout when nicking off early.
Surge In Kayo Subscriptions Helps Foxtel Offset Broadcast Declines; News Corp Q3 Revenue Flat
One thing Aussies love is sport. Yet, one thing they hate is paying for it. So, make of this news what you will.
DEPT Doubles Down On Creativity With New APAC Executive Creative Director
Global digital agency announces Brad Stevens as ECD. Says he's happy to go by 'Braddles' or the unimaginative 'Stevo'.
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
If a worrying vitamin D deficiency isn't enough to get you outdoors, then hopefully this new JCDecaux installation will.
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
The Cure sounds like the serious sequel to Hangover III, let's hope it delivers some sobering food for thought.
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The game of golf is a lot like Lindsay Lohan, Jägermeister or holidaying in Kuta - you never know if it's cool or not.
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
Matilda's goalie & coach in conversation at this year's Vivid. Won't be conversing about Sam Kerr's ACL, however.
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (07/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing B&T’s Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.