Newspapers are failing to engage with creative agencies says Jules Hall, the founder of The Hallway.
“I was looking back at who had come to visit us in the last six months. Val Morgan has been in, JCDecaux has been in, Adshel has been in and Google has been in. Not a single newspaper company.”
Hall made the comments at The Newspaper Works’ Future Forum in Sydney.
Joining Hall on the panel was Mat Baxter, CEO of media agency UM. Baxter agreed with Hall. “It’s hugely underutilised,” he said adding it is critically important newspapers begin engaging with creative agencies “on par with media agencies”.
Baxter acknowledged the shift of agency attention to digital but was keen to point out both media owners and agencies are playing a part in this.
“One of the things that frustrates me a lot is that we sit in these kinds of forums and they’ll always show a chart that says ‘digital is getting a disproportionate share now of agency’s attention and money and effort’. Why is that?” said Baxter.
“There’s a very strong correlation between the pro-activity that exists, the hunger that exists in these businesses and the level of engagement they get from the marketplace.”
Baxter also noted how the shoe is on the other foot these days for digital publishers.
He said: “Not too long ago, they were pushing their product up a very steep hill and it was the newspaper industry and the television industry and the radio industry that would just wait for the phone to ring and take a booking.
“The challenge for the newspaper industry, the radio industry and all of these other analogue and older world industries is to get some of that hunger and appetite and energy back.”
Given that today’s connected consumer has multiple ways to avoid engaging with advertising, Baxter inferred publishers shouldn’t shy away from the insight creative and media agencies can provide.
“Nobody ever wanted advertising,” said Baxter. “Nobody has ever lent in and paid for advertising but people historically have wanted your products and lent in and purchased your products.
“Advertising was an exchange that was tolerated between consumers and the media.”
According to Baxter, this is now the greatest challenge for the ad industry.
“I can go off and find that content without necessarily having to be interrupted by advertising,” he said, adding advertising needs to focus more on entertainment to keep people’s attention.
The United Nations Development Programme has launched its largest and boldest global advocacy and behaviour change campaign to date, “Don’t Choose Extinction” via Wunderman Thompson Australia. The campaign created by Wunderman Thompson Australia, in collaboration with Activista, Framestore and Mindpool, the “Don’t Choose Extinction” campaign is designed to engage the world in a drive towards […]
Eight years after opening their doors in Sydney, production company, Entropico has opened in the US. Co-founders Harry Hunter and Erin Moy share with B&T, how they’ve managed to expand and thrive during a pandemic. Entropico has an integrated approach to creative production. The production house is known for investing in new talent, as opposed […]
In a push to drive increased vaccination numbers and reduce the gap in numbers between First Nations people and the general population, New Word Order were tasked with creating one of the first bespoke COVID-19 vaccine websites in Australia. This new website fills a vital gap in the market by providing vaccine information directly to Aboriginal and Torres Strait Islander communities.
Foxtel Media today announced the launch of FOXTEST, a new initiative to help brands explore the future frontiers of advertising. Representing an investment of $3 million, FOXTEST will see Foxtel Media partner with brands to run experiments across advertising content, experience, and data. FOXTEST is born from on-going campaign innovations with brands such as Hyundai, […]
Adobe HAS kicked off Adobe MAX 2021, the largest creativity conference in the world. The company delivered innovation across Creative Cloud flagship applications and introduced new collaboration capabilities to fuel new levels of creativity for millions of customers worldwide, from students to social media creators to creative professionals. It is another big year for Adobe who have […]