In the days of media fragmentation brands that traditionally started off as one channel have morphed, expanded and enhanced to keep up with the growing demand from consumers.
In this day and age, can a traditional channel such as a radio station just be that one channel anymore? “No,” said NOVA’s head of create and ideas director, Andy Milne (pictured).
When Lachlan Murdoch bought NOVA Entertainment, then DMG Radio, Milne said he challenged a lot of the network’s thinking about whether they wanted to think of themselves as a radio station or whether they wanted to be ready for the future.
“It became pretty clear to everyone in the business that we can’t keep being one channel,” Milne explained. One brand under the NOVA umbrella, smoothfm, is now trying to prove it’s no longer just a radio station, it’s a lifestyle brand.
And a festival all about the indulgence and decadence of chocolate was an ideal way to showcase this, said Milne. The brain-child of Milne, the second Festival of Chocolate was announced last night in Sydney.
As guests gorged themselves silly on chocolate, seafood, sweet treats and cheese, Milne explained to B&T how the festival idea had never been framed around a radio station. “It was almost like we loaned the smoothfm brand to give it authenticity because people know the smooth brand. It became an experiential opportunity for the radio brand,” he said.
It was only a few years ago advertisers would come to the station with briefs, asking for radio spots in breakfast or drive.
“Now it’s about brands wanting to communicate with people about a product. And there are other ways of doing that besides running ads,” said Milne.
“We approach every brief with ‘let’s get the idea right first, the rest will follow’. And if that means it’s on radio, then good, that’s our core business. But if it goes online or it becomes an activation…if the idea works for the product, and we can communicate to the people about the product, we’ll do it.”
The second chocolate explosion is set to hit Sydney in September and Melbourne in October, with Milne hinting his desire to bring the festival around Australia, as well as heading overseas eventually.
Despite not having a smoothfm terrestrial radio station in other parts of the country, Milne hopes to be able to bring the decadent festival to cities such as Perth and Adelaide and have it still make sense, reiterating the fact smooth is more than just a radio station now.
“The ability for this to go is the best thing about it, because we can keep adding stuff to it,” he said.
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]
Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]
SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations. Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy. SBS provides multiplatform services in more than […]
Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]
In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]
Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List. This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category. The Most Innovative Companies Awards were presented via a […]
National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]
Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]
Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]