A record number of Australia’s media owners have united in a campaign to remind C-suite the importance of advertising
to the long-term sustainability of their businesses.
The media owners, who include ACE Radio, Australian Radio Network, Foxtel, Grant
Broadcasting, JCDecaux, Macquarie Media, News Corp Australia, Nine, Nova, oOh! Media,
Seven West Media, Southern Cross Austero and 10, want to help business leaders regain
confidence in the effectiveness and impact of advertising.
Their campaign is supported by the industry bodies Think TV, Outdoor Media Association,
Commercial Radio Australia and News Media Works.
The campaign has been developed in partnership with Publicis Group’s creative team at Saatchi and Saatchi.A teaser campaign began yesterday, Sunday, December 8, across outdoor, radio, premium
digital, print and television, with the full campaign including evolutions in the creative message
and a high-profile celebrity who understands the value of advertising launching in the coming
weeks.
Advertising is an investment proven to deliver long-term, top-line growth for businesses.
Reducing advertising expenditure will deliver short-term savings, but it comes at the cost of
future revenue growth – it can be the beginning of a downward spiral for business in general.
The campaign highlights the role advertising plays in delivering long-term sustainable growth
through a series of witty, tongue-in-cheek, channel-specific executions designed to remind the
C-suite of the importance of advertising.
The campaign hook message is “If your brand’s not here, it’s nowhere”, supported by a new
website: advertiseordie.com.au. It reminds business leaders of the dangers of not investing in
promoting their products and services, and the impact that not advertising will have on profit and
earnings.
The Advertise or Die spokesperson, leading global marketing commentator Mark Ritson, said:
“There are three key messages for those who manage Australia’s corporate budgets.
First, continue to invest money in advertising, not just despite a tightening economic situation but
because of it. Second, make sure at least half your budget is invested on the top of the funnel
and on long-term brand building, not just on short-term spending.
“And finally, don’t fall for the siren song of new, exaggerated media opportunities at the expense
of proven long-term, brand-building media.”
The campaign will be running across the media assets of the participating owners from
December 8, pointing audiences towards advertiseordie.com.au for further information on the
campaign and the power of effective advertising.
