Marketers Assemble! The Latest ‘Face 2 Face’ Series Is Here
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.”
To hear the full stories in the podcast, you can listen in below, or check them out on Apple Podcasts, Google Podcasts, Spotify… wherever you get your podcasts from.
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.
Please login with linkedin to comment
AFL face-2-face Facebook Initiative John Dawson Jules Lund Julian Dunne tribeLatest News
Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
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 […]
ABC Responds To Oz Allegations Over Four Corners: “We Don’t Use Private Investigators”
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 Partners With Yet Another AFL Team
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 […]
These Are The Most Engaging Christmas Ads Of 2020
Did your Christmas ad not make this year's top 10? Ready your flimsy excuses for when the client calls with this.
“Ageism Is Alive & Well” Why Ad Veteran Steve Allen’s Appointment Is Proving Such A Big Deal
We won't tolerate ageism in any shape or form here at B&T. But if our editor plays Neil Diamond one more bloody time!
Apple Ads Spark $16M Lawsuit
Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.
Seven Heaps More Pressure On Cricket Australia As It Threatens To Sue For “Millions”
Advertise on Seven? Looking forward to your annual knees-up in its corporate box at the cricket? Shelve those plans.
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss
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 […]
“Jules & Vincent Are Back!” John Travolta & Samuel L Jackson Reprise ‘Pulp Fiction’ In Oddball Christmas Ad
Bank ad reprises classic 'Pulp Fiction' moments. Mercifully sans the Gimp or that scene with the samurai sword.
How People-Based Identity Will Change The Way Marketers Think About Success
Work in marketing? Is your measure of success keeping your gout under control? Think again with this informative read.
DDB Sydney Grows Creative Team By Six
DDB Sydney announce six new recruits and, sad as it is to report, not a hula hooper or sword swallower amongst them.
Guide Dogs Australia Launches ‘An Experiment In Trust’ Via Thinkerbell
Not that it's explicit on the brief, but if there's ever a pitch where you pay it straighty one-eighty it's Guide Dogs.
“This Is A Match Made In Heaven”: Salesforce Acquires Slack For $37.6 Billion
Did your careers adviser suggest tech but you stubbornly chose advertising? Realise the folly of your ways on this news.
Study: Wine Now Aussies’ Favourite Tipple, As We’re Downing 100 Million Alcoholic Bevvies A Week
Here's the latest stats into Australia's drinking habits. B&T staff apparently receiving "high achieving" status.
Verizon Media Sets Out ‘Advertising For Good’ Agenda At 2021 Showcase
B&T was a lucky attendee at the Verizon upfronts last night. Unfortunately, not taking home the garden gnome door prize.
New Campaign Urges Aussie Ad Creatives To Get Real About Gender Equality Messages
Feel terrible your ads aren't inclusive, gender neutral & diverse enough? Feel the screws tighten a little more here.
Psembi Kinstan Joins McCann Melbourne As Executive Creative Director
Highly-awarded Psembi Kinstan joins McCann Melbourne. Thought better of bringing his medals & certificates on first day.
MediaSmiths Appoints Jack Geraghty As Senior Account Planner
MediaSmiths appoints Jack Geraghty as senior account planner. Excellently, deploys wind machine for press photo.
DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
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 […]
Nine Announces First Hires For Powered Enterprise
B&T would love to report that Spock, Scotty & Leonard McCoy had been hired for Nine's Enterprise but, alas, not to be.
Tom Pitney Promoted To Strategy Director At Junkee Studio
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 […]
SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
Finally, it's some good news relating to ad spends! Sadly, it's still all bad news when it comes to China hating on us.
Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
Has the thought of chronic dysentery put you off a cruise holiday? Mercifully, COVID's arrived to end those concerns.
Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
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 […]
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
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 ANZ Appoints New CMO For Snacks & Beverages
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 […]
Aussie Music Stars Front New Digital Campaign For Destination NSW
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, […]
Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
Struggle to keep up with the latest industry initiatives? Struggle no more with this in-depth synopsis.
Minister Asks ABC Chair To Explain Public Interest Of ‘Inside The Canberra Bubble’ Four Corners Episode
Thought the kerfuffle over Liberal MPs bonking their staff had gone away? The gasoline is only now hitting the match.
Popular With The Brits But A Flop With Locals, Foster’s Vies For Australian Comeback
Australia's most hated beer, Foster's, set for a comeback. Well, apart from XXXX Summer and Heineken Zero that is.
