Welcome to the first instalment of a week-long series on B&T, brought to you by Facebook. From Monday to Thursday this week we’ll be providing you with a look at Facebook’s latest ‘Face 2 Face’ series, hosted by Tribe founder Jules Lund.
By tuning in to this series, you’ll be privy to the unique insights of some of Australia’s finest marketing thought leaders and visionaries.
Face 2 Face invites you to explore the latest in marketing trends. Throughout you’ll gain an understanding of how top marketers click with consumers.
But more than anything, the chats highlight the importance of cultivating brands with a pulse – that is, brands that really live in people’s minds, created by adhering to the long-standing principles of brand building: fame, emotion and consistency.
Each day this week you’ll be privy to a snappy 90-second video of several marketing gurus, dispensing juicy morsels of wisdom and practical advice to help make your brand shine. And you can go even deeper with an in-depth podcast with each pair sharing the secrets behind some truly innovative campaigns.
First up, Lund speaks to Julian Dunne, the AFL’s head of marketing and insights; and John Dawson, communications design director at Initiative.
You can check out the highlights in the video below:
Dunne and Dawson chatted at length about the rapidly changing digital world and the power and influence that social channels are having on their products, which for the AFL has meant a spike in ticket sales, as it has been able to target die-hard fans and those who have never been to a game with tailored messaging.
People don’t realise the reach that can be achieved via social, Dunne explained: “I mean if you think about – if you actually do the maths behind an ad that might reach 500,000 people, you only need 0.01 per cent of those people to transact and you’re getting some pretty good numbers.
“It actually surprised us in terms of how many tickets we were selling, but then when you look closely, there’s probably room for improvement and you don’t need massive penetration, but the beauty of it is, you know straight away how successful you’ve been.”
For Dawson, it is the pace of change in the industry today that makes it an attractive and exciting career.
“Even in the relatively short time that I’ve been in the industry, there’s been so much change,” he said.
“I think every year I’ve been in the industry it’s been the year of mobile, but even within that period, what is mobile has dramatically changed.
“We were talking before about IGTV which launched recently and how that can potentially change the game on vertical video. That’s how quick these things can happen. I love the speed and then yeah, being able to see your work out in the world.”
For Dunne, a calculated risk – for the right reasons – sticks clearly in his mind. The AFL changed its logo for the first time ever – a move which ruffled some feathers but opened the game up to a new community.
“We changed the AFL lettering to YES and we put that out in the front of our building,” he said.
“There was a lot of work that went into that and a lot of discussion and I thought it was a really brave decision by our organisation in terms of the commission, executive and our CEO to back that.
“But we had bomb threats and we had to clear the building.”
Tomorrow you’ll hear from TBWA\Melbourne’s CEO Kimberlee Wells and Guzman y Gomez CMO Lara Thom on giving away control of your brand.
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 […]
The ABC said it did not use private investigators as part of its ‘Inside the Canberra Bubble’ Four Corners, which exposed alleged affairs and inappropriate behaviour by two current ministers. The allegation, which first appeared as an ‘exclusive’ from investigations editor Sharri Markson in News Corp’s The Australian, was rejected in a statement from the […]
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 […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]
A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]