Effectiveness will be top of the agenda next month, as the Account Planning Group (APG) and The Communications Council welcome Peter Field – the UK’s ‘Godfather of Effectiveness’ – to Australia for a week of dedicated training and leadership involving an industry masterclass in Sydney on Thursday 8 September.
A prolific speaker on marketing effectiveness, Field has over 30 years experience in planning and consultancy at iconic agencies such as AMV-BBDO, DDB, Grey and Bates, and has co-authored many highly respected marketing and advertising texts, including: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, and The Link Between Creativity and Effectiveness.
Field is also the author of the world’s leading online qualification for advertising effectiveness, the IPA Eff Test, available exclusively in Australia as part of The Communications Council professional development program.
The masterclass, Road to Results, will expand on themes raised in his recent Cannes Lions presentation, Selling Creativity Short, using up to date intelligence to unpack:
- Short-termism and its impact on creativity;
- Accountability – identifying baselines and the means of measuring a campaign’s impact;
- Investment in business growth vs the seduction of sales spikes; and
- Real-time insights and agile ways of making communications more effective.
Tony Hale, CEO of The Communications Council said, “This masterclass is a unique opportunity for both agency and client marketing teams. It will provide an interactive deep-dive into developing and evaluating effective campaigns in a complex media environment.
“Peter Field’s work is the most highly regarded worldwide with many of the learnings built upon long-term analysis of IPA Effectiveness Awards case studies – the most rigorous awards program in the world. His presence will help drive a better culture of accountability and effectiveness here in the Australian market.”
Field’s trip coincides with The Communications Council’s annual Australian Effies Awards, which will be held on the evening of 8 September. He will also be speaking the same week to industry leaders at the Agency Symposium, with a further announcement to follow in the coming weeks.
The effectiveness program, led by Field’s masterclass and associated appearances, comes off the back of the recent launch of the Advertising Pays study, commissioned by The Communications Council and prepared by Deloitte Access Economics.
The report quantifies the economic value of the industry at a staggering $40bn, with direct and indirect employment figures at 200,000. The first of its kind in Australia, the report highlights the critical role advertising and the industry as a whole, plays in supporting business, community and the economy.
With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]
We’ve dished out plenty of reminders, but believe us when we say that NOW is the time to submit your entry for B&T’s Women in Media Awards 2021, presented by Are Media. On-time entries for this year’s Women in Media Awards close TODAY (Monday 21 June at 5pm AEST). And, while you can submit entries after this date for […]
A recent report by reviews.org has found that 46 per cent of Australians say they are addicted to their phones. Reviews.org also found that Australians spend 17 years of their life, and an average of five hours a day, staring at their phones. 1,000 Australians were interviewed for the report, which found some startling insights […]
Wales has proven itself the surprise package of EURO 2020, advancing to the final 16 over the weekend over more fancied rivals. It was the team’s 2-0 win over Turkey last Thursday that caught everyone’s attention and gave the Welsh enough for-and-against points to advance through to the semis. Welsh TV station S4C also got […]
celebrity chef Manu Feildel, best known for hosting My Kitchen Rules, will see his contract with Seven end this month. My Kitchen Rules, initially a ratings juggernaut for Seven, ended in 2020. Despite persistent rumours that the show would make a comeback in 2022, in a May interview with TV BlackBox, Seven’s director of programming Angus […]
Zurich has been co-principal partner of Melbourne Football Club since 2018 and the sponsorship arrangement broadened in 2020 when Zurich also became Co-Principal Partner of the club’s AFLW team. CEO of Zurich life & investments, Justin Delaney, expressed his excitement at being able to continue the successful partnership. “We’re thrilled to extend our partnership with […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]
Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]