A senior Coca-Cola Amatil marketeer has used her presentation at yesterday’s ad:tech conference in Sydney to remind agencies it’s not about “their agenda” and why a lack of client knowledge has become a “perennial problem” in the agency-client relationship.
Sally Byrne (pictured above), Coca-Cola Amatil’s GM of marketing for its alcohol and coffee lines, used her presentation – “How brands innovate using emerging technology” – to remind agencies that they’re supposed to be working for the client.
“It’s about genuinely walking in the client’s shoes,” Byrne suggested of the client/agency relationship. “It’s not about the agency driving its own agenda and that’s a perennial issue we have. Those partnerships, you can sort of ride them in the short term, but if you genuinely want an agency to work for you then they have to assume that they are working for the business.”
In a wide-ranging presentation, Byrne didn’t shy away from Coca-Cola Amatil’s “big business issues”, “issues borne of a businesses from the 20th century” and “how to get people to drink more soft drink when they think it’s fattening?”.
Byrne likened Coca-Cola Amatil marketing conundrums to the elephant and the turtle: “It’s not about two years giving birth to an elephant and hoping it will last for two years… we’ve got the turtle model where you give birth to 200 turtles and hope a couple of them get off the beach, through the water and stay alive.”
However, Byrne cautioned about marketeers’ reliance on things like data when simply observing your customer was, she argued, a wholly better research proposition.
Bringing up the Walkman phenomenon of the 80s, she recalls when potential customers were asked what colour they wanted and they all said yellow, but in actual consumer trials they all picked black!
“We see it in our coffee [line of milk] beverages a lot,” Byrne revealed. “People always say they want a really strong coffee to wake them up but the reality is our ‘light’ selling range sells three times more than any other range.
“So you just have to be really careful… you have to be watching, observing humans and there’s a number of ways to go about that.
“FMCG companies have this thing around product where they either need a new one or augment the existing one in a new way… it’s ‘what does somebody need next?
“And it’s usually a ‘thing’ and it’s only then things like customer experience and ROI come into it. We’re spending so much time on the product, but these days that’s not exactly what’s turning the consumer on,” she argued.
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]
Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]
It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]