Category: Television

Talking Media with Nine: From Data to Dollar: Optimising Marketing ROI with Advanced Analytics

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ADMA Special - Episode FOUR

From Data to Dollars: Optimising Marketing ROI with Advanced Analytics

From Data to Dollars: Optimising Marketing ROI with Advanced Analytics

Balancing Short-Term Performance Marketing and Long-Term Brand Building

In this episode, Liana is joined by Paul Sinkinson, Managing Director (Australia) of Analytic Partners, to explore insights on maximising marketing ROI, the importance of data in decision-making, and the evolving role of analytics in shaping effective marketing strategies. Join us as we delve into the transformative power of data-driven marketing.

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Bridging the gap

With over two decades of experience in marketing measurement and optimisation, Paul Sinkinson brings a wealth of knowledge to the intersection of marketing and finance. Paul is a strong advocate for viewing marketing not just as a necessary expense, but as a critical investment that drives long-term business growth. He champions the integration of marketing and finance functions, emphasising the need for CMOs and CFOs to collaborate closely.

Debunking misconceptions

Paul addresses several misconceptions in marketing analytics, including the belief that technology alone can solve all problems. He argues that while advanced tools are essential, they must be paired with human expertise to truly unlock their potential. He further explains that the real value in analytics comes from the nuanced insights that require human interpretations. “It’s stuff around the edges where the value really is,” Paul states.

Another misconception Paul debunks is the belief that faster, more frequent reporting automatically leads to better outcomes. He cautions that “there’s not a weight of evidence showing that these faster models are actually helping improve performance”. Instead, he advocates for a thoughtful approach that combines the speed of modern tools with the strategic insights of experienced professionals.

Balancing in marketing

In today’s rapidly evolving marketing landscape, Paul Sinkinson emphasises the critical need for balance between short-term performance marketing and long-term brand building. He identifies a common pitfall that many businesses encounter: an overemphasis on immediate, performance-driven results at the expense of cultivating future demand. He warns that this approach can lead to what he terms the “performance plateau”, where initial growth from performance marketing begins to stagnate as the pool of in-market customers is exhausted.

“Performance marketing is really only capitalising on the maybe five per cent of people that are in the market for your product today,” Paul explains, highlighting the limitations of focusing solely on short-term gains. He stresses that the real growth potential lies in reaching the other 95 per cent of the market – those who are not yet actively seeking your product but could be future customers.

“The 95 per cent that aren’t in market for you today is what’s going to grow you into the future,” he asserts, underscoring the necessity of investing in brand-building activities that create long-term value.

Emerging trends in marketing analytics

Looking ahead, Paul is optimistic about the potential for better data organisation and faster, more holistic commercial models. He envisions a future where marketing mix models evolve into comprehensive business models, facilitating unified discussions across all business functions.

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Talking Media with Nine: Purpose-Driven Marketing: Connecting with Consumers on a Deeper Level

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ADMA Special - Episode THREE

Purpose-Driven Marketing: Connecting with Consumers on a Deeper Level​

Purpose-Driven Marketing: Connecting with Consumers on a Deeper Level

Unlocking Authenticity to Drive Modern Brand Strategies

In this episode, Liana is joined by Mim Haysom, Chief Marketing Officer and Executive General Manager of Suncorp Group, to discuss insights on the evolving role of marketing in the financial services sector, the intersection of brand purpose and business performance, and her vision for creating authentic connections in an increasingly digital world.

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Company purpose

Mim Haysom is a trailblazer in her field, leading a team of 150 professionals across Brisbane, Sydney and Melbourne. Under her leadership, Suncorp’s brands have not only enhanced customer experiences but also driven significant societal change. The award-winning ‘One House’ campaign, which won the Grand Prix for Innovation at Cannes, is a testament to her belief that brands can be a force for good.

In this episode, Mim discusses the importance of authenticity in purpose-driven marketing.

“What’s really important from my perspective is that a brand’s purpose should be called the DNA and the culture of the organisation,” she says. Mim explains how Suncorp’s purpose – “building futures and protecting what matters” – guides their marketing strategies, making them both authentic and impactful. When done well, it can have an extremely positive and measurable impact on business growth and customer loyalty.

Authenticity

She warns against brands jumping on trendy causes without genuine commitment, as this can lead to accusations of insincerity or even greenwashing. Mim adds that balancing commercial objectives with social consciousness is a delicate act, particularly with younger audiences. She stresses that “if consumers, especially that younger audience, don’t believe you are authentically trying to create change around an environmental or social cause you are talking about, they will reject you”.

Mim draws on the importance of understanding your customers and the role they expect your brand to play in these spaces. She advises that brands must engage with their audience and listen closely to their expectations before stepping into social or environmental causes, especially if it’s a new area for the brand.

Valuable insights

The role of data and analytics in modern marketing is crucial to identifying but more importantly connecting with your consumer. Not just collecting data but deriving actionable insights that can inform culturally relevant and creative marketing strategies. While data allows marketers to target the right message at the right time, the true power lies in understanding the deeper insights it can reveal about customer behaviour, needs and values.

“I’m a big believer in understanding your customer and what’s going on in their world right now,” Mim says. “Tapping into making your brand relevant and using that insight to tell stories and to create an emotional connection between the audience and your brand is the path to success.”

Mim’s focus on curiosity and continuous learning resonates throughout the episode, offering valuable advice for marketers looking to future-proof their careers in a rapidly changing landscape.

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Talking Media with Nine: Rethink Change: The Art of Adaptation in a Digital Age

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ADMA Special - Episode TWO

Rethinking Change: The Art of Adaptation in a Digital Age​

Rethinking Change: The Art of Adaptation in a Digital Age

The Perils of Change and the Art of Simplification in Marketing

In this episode, Liana is joined by Tom Goodwin, Business Transformation Consultant, where we dive into Tom’s thought-provoking perspectives on the nature of change in marketing, the importance of clarity in messaging, and the evolving role of creativity in a technology-driven world.

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Rethink innovation

“I think we are kind of addicted to things being scary and new and challenging and existentially threatening”, Tom explains, challenging the status quo in an industry obsessed with innovation for innovation’s sake.

He goes on to highlight how the relentless pursuit of new technologies and strategies can often derail businesses from focusing on what truly matters: delivering real value to customers. While change is frequently celebrated, it can lead to superficial innovations that fail to make a significant impact on the bottom line.

Simplicity is key

In a world overwhelmed by data and digital noise, Tom advocates for the power of simplification. He emphasises that marketers need to cut through the clutter and prioritise clarity in their messaging and strategies. The ability to distill complex ideas into straightforward, customer-centric communications is more critical than ever.

Role of creativity in a tech-driven world

Tom reflects on the challenges faced by modern CMOs, noting that the role is often undervalued within organisations. Despite the central importance of acquiring and retaining customers, CMOs are often required to justify their strategies more rigorously through data rather than focusing on instinct and judgement. This fixation on data often leads to short-term strategies optimised for immediate results, rather than fostering long-term brand growth and customer loyalty.

He argues that the most important aspects of marketing are those that resonate with consumers and are often the hardest to measure. Liana supports his point, adding “measure what you treasure, don’t treasure what you measure”.

Humanity in marketing

As the conversation draws to a close, Tom reflects on the pervasive sense of doom that often surrounds the marketing industry, particularly in light of rapid technological advancements like AI. Despite these challenges, he remains optimistic about the future of marketing, emphasising the enduring importance of creativity and human psychology in the field. He argues that while AI and automation will undoubtedly play a role in shaping the industry, they will primarily serve as tools to enhance, rather than replace, the uniquely human aspects of marketing.

“I think we need to take a step back and be a bit more ambitious and a bit more empathetic about what it is to be a human being today,” Tom states, adding “we have permission to be brilliant”. He encourages rising stars in the industry to remain curious, embrace their creativity, and focus on understanding human behaviours – key skills that will continue to be invaluable, regardless of technological changes.

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Talking Media with Nine: Cookies, Compliance, and Consumer Confidence: The New Data Privacy Landscape

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ADMA Special - Episode ONE

Cookies, Compliance, and Consumer Confidence: The New Data Privacy Landscape​

Cookies, Compliance, and Consumer Confidence: The New Data Privacy Landscape

Experts Weigh In: First-Party Data and Consumer Trust Are Key

In this episode, Liana is joined by Sarla Fernando, Director of Regulatory and Advocacy ADMA, and Suzie Cardwell, Chief Data Officer Nine. We will explore how the industry can adapt to changing consumer expectations, particularly in the context of Google's recent decision to retain cookies, while maintaining ethical standards and driving innovation.

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No surprise

Back in January 2020, Google first announced its plans to phase out third-party cookies. After years of delays and false starts, Google has since scrapped its controversial plan, proposing a one-time opt-in cookie prompt that will allow the user to decide how they are tracked. Sarla believes the decision will have a lesser impact on the industry than the privacy reforms that will follow. They explain the decision was no surprise to the industry, with businesses already adapting by investing in first-party data strategies which are increasingly becoming the cornerstone of effective marketing.  

As Suzie highlights, the value of third-party cookies has been declining, with marketers now recognising the superior benefits of first-party data. “Working with first-party-owned data from reputable media owners or their own owned data offers far more value, and is where marketers are really trying to move to,” she says.  

First-party you can trust

The conversation shifts to the broader implications of upcoming privacy legislation, with both guests agreeing it will have a more profound impact on the industry. They discuss the challenges and opportunities that come with these changes, emphasising the need for marketers to partner with reputable media owners. Sarla adds that “information you’re getting from Nine or competitors is quality ...it’s guaranteed, it’s first-party you can trust”.

While Google’s decision might offer some short-term relief, the real challenge lies in preparing for the impending regulatory shifts. New privacy laws, expected to be stricter and more comprehensive, will challenge marketers to rethink their strategies. Compliance will not just be a legal necessity but a competitive advantage for those who can adapt quickly.

Data ethics

Sarla highlights the importance of transparency and consumer trust, noting that the companies that can demonstrate a clear commitment to protecting user data will be the ones that thrive in this new environment.

Suzie adds that the shift towards first-party data will be accelerated by these regulations, as marketers seek to mitigate risks associated with third-party data usage. The need for robust data governance frameworks will become increasingly critical, and businesses will have to collaborate closely with trusted media partners to ensure their data practices align with legal requirements and consumer expectations.

The regulatory landscape will continue to evolve with marketers told to stay informed and proactive. Sarla stresses that now is the time for businesses to audit their current data practices, identifying potential vulnerabilities and areas for improvement. By doing so, companies can position themselves as leaders in data ethics, gaining a competitive edge in a market where consumer trust is paramount.

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Nine’s Digital Impact: Insights from Ben Glover

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Nine's Digital Impact with Ben Glover

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As we approach the start of the Paris 2024 Paralympic Games on August 28, where 160 athletes across 17 sports will write the next chapter in Australia's rich Paralympic history, we spoke with Ben Glover, Nine’s Editor, Wide World of Sports Digital. Glover shared his reflections on the enduring impact of the Olympic and Paralympic Games in connecting to those around us, and the opportunities that lie ahead. 

From Saracens to Fox Sports: Shaping Leadership in Sports Media

Reflecting on the beginning of his career, Glover said:

"Saracens Rugby Club taught me the art of rapid match reporting for digital platforms, an invaluable skill in leading a team that extensively covers live sports. My time at Fox Sports was equally formative, teaching me the importance of creating audience-specific content and using analytical tools to learn from successes and failures. There, I also had great mentors who imparted wisdom on digital strategy and strong leadership".

Preparing for the Olympic and Paralympic Games

Preparing for an event as large as the Games involves meticulous planning. Over the past three months, I’ve led an Olympics subcommittee that meets weekly to strategise and plan our coverage to the nth degree. This includes everything from editorial strategies and content types to daily schedules and staff training to ensure we all have a strong understanding of what’s expected when the Games kick off.

Bringing the Olympic Spirit to Australia

Across the duration of the Olympics, Wide World of Sports drove 22 million page views to Nine.com.au, successfully bringing the excitement and spirit of the Games to Australian audiences through insightful, in-depth analysis and engaging content.

"By leveraging our digital platforms, we've made the Games accessible to all Australians. A strategic decision to appoint an Olympic and Paralympic Games reporter has allowed us to tell the stories of Australia’s athletes – who are they? Where are they from? What makes them great? That’s enabled us to foster emotional connections with our audience, as they get to know the athletes who will be competing on a global stage."

Strategies for Engaging Olympic Fans 

Engaging Australian viewers with Olympic Games content on wwos.com.au has been a focused effort. We've identified the most popular Olympic sports among our audience, such as the mighty Matildas and Australia’s most popular Olympic sport, swimming, and concentrated our coverage on these areas. Comprehensive reporting on lead-up meets, interviews, and feature pieces on the likes of both athletes and coaches have been crucial.

"The emotive stories that emerge from the rigorous qualifying processes in these sports capture the essence of the Olympics—passion, competition, and pushing the limits of human achievement."

We've also tailored the wwos.com.au site look and feel for the Games, ensuring an efficient and customised user experience – one that makes them feel part of a special event.

The Role of Digital

Digital content plays a pivotal role in enhancing Australia’s consumption of both the Olympics and Paralympic Games.

"The sheer volume of events makes digital platforms ideal for comprehensive coverage. Tools like live blogs provide real-time updates on key events and news stories."

Additionally, being both the broadcaster and digital rights holder allows us to integrate short video clips from the field of play into our content, making our platform a destination for fans who want to watch highlights, not just read about it.

A Power that Transcends Sport

Storytelling in sport serves as a catalyst for moments of cultural significance. Whether its uniting a nation through shared victories, or inspiring resilience through athletes' personal triumphs, the strength of the human spirit makes a profound impact on Australian onlookers.

"Sports media has a unique role in uniting people from all walks of life. By highlighting stories of perseverance, teamwork, and excellence, we can inspire and bring people together in a way that transcends sport."

Promoting values of inclusion and diversity through events like the Olympics and Paralympics contributes to a more connected and empathetic world, serving as a reminder of our shared humanity and the incredible potential we have when we come together in the pursuit of common goals. 

The Future of Sports Journalism

The future of sports journalism, particularly for large-scale events like the Olympics and Paralympics, is set to be increasingly digital and interactive. Technologies such as augmented reality will offer immersive experiences, while data-driven journalism will deliver highly personalised content.

"Emphasising inclusivity and representing diverse voices will be crucial for staying relevant in an evolving media landscape."

Anticipation for the Upcoming Paralympics

From both an editorial and personal perspective, I am most excited about uncovering and sharing the untold stories of athletes at the upcoming Paralympics.

"The journey to the Paralympic Games is filled with challenges and triumphs, and we plan to bring these stories to life through engaging visuals and interactive content, ensuring Australians feel connected to every moment."

Paralympians Shine on a Global Stage

"Ensuring that Paralympians are front and center of our Games coverage, alongside their able-bodied counterparts, is a priority for us. Over the next few weeks and beyond, we will use our platform to tell their remarkable stories and expose our audience to their extraordinary commitment to athletic excellence."

Golden Opportunity: Think Digital

The Paris 2024 Olympic Games have propelled record online engagement, as Australians flocked to Nine's digital cross-platform ecosystem. From 9Now and nine.com.au to wwos.com.au to our leading masthead sites (The Sydney Morning Herald, The Age and The Australian Financial Review), Nine’s digital brands offer a unique opportunity to reach vast, engaged audiences. With our 20 million signed-in users and a first-party data set spanning 68 segments and nine Games verticals, there’s no better moment for your brand to connect with Australia and be part of history in the making.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

Find out more

 

Source: Ipsos Iris Online Audience Measurement Service, 25-31 July - 01-12 Aug 2024, Age 14+, PC/laptop/smartphone/tablet, Website only, Text only, Daily Volumetric data, Total Minutes (000s), Page Views (000s), Visits (000s).

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

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Talking Creativity – Cannes Deconstructed​

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Episode Nine

Cannes Deconstructed

EPISODE NINE

Gutter Tech and the Last Great Competitive Advantage

In this episode, Liana Dubois, Nine’s Chief Marketing Officer, is joined by Wade Kingsley, The Creative Coach, offering insights and strategies behind the most outstanding advertising campaigns from Cannes Lions 2024.

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Competitive advantage

Coming up with a better idea is the last bastion of competitive advantage.

Wade Kingsley, the Australian lead for Contagious, presented Cannes Lyons Deconstructed at This Way Up Festival with AWARD and the Advertising Council of Australia.

He was interviewed by Liana Dubois, CMO at Nine, on Talking Creativity, a special edition of Nine's podcast series, exploring creative minds at the Advertising Council Australia's This Way Up Festival.

Ideas rise to the top

“When you think about creativity, it's the last great competitive advantage,” he told Liana Dubois.

“You can have an unfair advantage by coming up with a better idea, and no one owns the mortgage on a great idea.”

Technology, in the form of the latest AI, is a shiny new thing that has everyone talking, he said.

“It's an occupational hazard of media and marketing,” he said. “And, of course, there's a place for that.

“But when we go back to the human centred truths, the great concept or campaign idea that's either changed a market, changed a category, changed the fortunes of a brand, they're the things that are going to rise to the top."

Aussie talent trumps

“I wonder if we've got a little bit of a cringe factor in Australia. I'm talking about us towards us, not outside, because generally you meet people from overseas who talk about Australian media and marketing and advertising in a very good terms.

"And sometimes I think we've got the old tall poppy thing or chip on the shoulder where we don't feel like we're up there with the world players.

“But a lot of the work featured this year, very effective in terms of results, was Australian based Australia.

“And we shouldn't forget that a lot of Aussies go and work overseas in creative endeavours in agencies or CMOs.

“Our little footprint is a bit like the Olympics. We punch well above our weight per capita.”

Gutter tech

One of the trends that this year was something called gutter tech, almost the opposite of AI.

You think of tech, that is new technology. That's different.

And then there's gutter tech.

“When you're walking down the street and you see those tactile bars that people who are vision impaired can use to find their way,” he said.

”A cement company actually came up with an idea to change the dynamic of those bars.

“When someone who's vision impaired touches one of the bars with their walking aid, it actually tells them what is there.

“A different symbol was for a bank and a different symbol was for a restaurant.

“Cement, that's not really a cutting edge technology. But that was what the campaign used.”

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Talking Creativity – The Beautiful Balance of Creative Client Relationships

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Episode Eight

The Beautiful Balance of Creative Client Relationships

EPISODE EIGHT

The Myth of the Courageous Marketer Who Risks a Brave Idea

In this episode, Liana Dubois, Nine’s Chief Marketing Officer, is joined by Brent Smart, Chief Marketing Officer of Telstra and Micah Walker, founder and Chief Creative Officer of Bear Meets Eagle on Fire, to explore the insights on fostering effective client-agency relationships, the role of creativity in addressing business challenges, and how they navigate the ever-evolving advertising landscape from their respective positions. Join us as we delve into the art of collaboration and the value of big ideas in driving meaningful brand communication.

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Smart commercial decisions

Creativity is more about making commercial decisions rather than so-called brave calls on out-there ideas.

Brent Smart, CMO at Telstra, and Micah Walker, founder/CCO at Bear Meets Eagle on Fire, were interviewed by Liana Dubois, CMO at Nine, on Talking Creativity, a special edition of Nine's podcast series, exploring creative minds at the Advertising Council Australia's This Way Up Festival.

 

A culture for creativity

In this marketer and the agency chat, Dubois asked Smart: “Can you set the scene for us in terms of how you foster that all important culture of creativity in your organisation, which is a big corporate and with your team and, and sort of further to that what the role of your relationship with Micah plays in being able to do that.”

“Creativity for me is not about my vanity or winning awards,” Smart said. “It's a smart commercial decision and any marketer should approach it that way.

“I think there's an incredible misnomer of the courageous marketer who approves the brave idea.

“Creativity is a commercial decision, it's about being more effective.”

He said most corporations are geared to kill creativity.

“You have to think about what we need to do in terms of our culture? What do we need to do in terms of our way of working?” he said

“And then importantly, what partners do we need from the outside, who can bring more creativity than we could ever have at a place like Telstra.

“Who can bring an outside perspective because the thing that happens when you work in these big corporations is you very quickly become indoctrinated and you become very insular and you suddenly start talking and all these weird acronyms and stuff.

“And I think it's really important to keep that outside perspective, that beautiful perspective you had the day you started, but you lose every day that you walk into the building.”

Respect for all parties

And that's where Micah Walker and the team at Bear Meets Eagle on Fire come in.

“We don't bring anything into the room and share it with Brent until I believe it's worthy of being in the room,” said Walker.

“What we hope for in return is conviction and respect to kind of be able to commit and then believe and work around something because it always takes a bit of a village to build anything that's irreverent or different or distinctive.

“And and so it's our job to make sure that we're bringing in that kind of work and then in return, working through that with them to make sure that it lives.”

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Talking Creativity – The Value of a Big Idea: Integration and Transmedia Storytelling

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Episode Seven

The Value of a Big Idea: Integration and Transmedia Storytelling

EPISODE SEVEN

Pushing Aside Creative Glory To Do Good

In this episode, Liana Dubois, Nine’s Chief Marketing Officer, is joined by Julian Schreiber, Chief Creative Officer and Partner at Special Group Australia, to unpack the value of big ideas in the context of integration and transmedia storytelling, and how these concepts are shaping the future of brand communication in an increasingly fragmented media landscape.

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A life of their own

Ideas, when properly formed, take on a life of their own.

Julian Schreiber, Partner & Chief Creative Officer at Special Australia, was interviewed on Talking Creativity, a special edition of Nine's podcast series, exploring creative minds at the Advertising Council Australia's This Way Up Festival.

Problem solver

Dubois: Can you talk to us a little bit about how you approach, kind of the development of big ideas, and how, how you get those big ideas to work across the spans and layers of all

Schreiber said he and partner in crime Tom Martin, fellow CCO at Special, gravitated to the idea that “we just wanted to be useful” as a basic principle.

“The way that we approached everything that was put in front of us was, what is this problem? How do we solve this problem?" he said.

“And by having a mindset of solving a problem then what happens is you come up with the solution in what we call the idea.”

Then take that idea and make it happen.

“The most powerful version of itself starts deciding what you need it to be and what channels it has to live in, and what media it has to be in, and how it's going to actually engage with people," he said.

“The idea is actually making all the decisions for you, you're going along with it.”

'Stop the Horror' campagin

Liana Dubois asked Schreiber about Stop the Horror, created to influence the formation of assisted dying laws in Victoria.

“It’s a very important piece of work, and a work that had a huge impact on everyone who worked on that, including myself," he said.

“We had already attempted to do a piece of work on voluntary assisted dying to change a vote in Adelaide, and we actually didn’t succeed.

“A key reason why that did not succeed is because we had already in our heads before we even got to that idea, had made the decision that voluntary assisted dying was so controversial and so intense a topic that if we didn’t handle it correctly, people would hate us, and … hate the work.

“And then Andrew Denton, who was in charge of the Go Gentle Project, and and still is, took us out to lunch afterwards.

“We didn’t know he was going to do this but he actually said, ‘I’d like you to go again. Would you? Would you mind having another crack at it’?”

“This time after we realised that there certainly wasn’t any creative glory in it, because it was too controversial a topic for even creatives to love.

“This time, we said ‘let’s be as brutal’, incredibly punch-in-the-face sort of style as we can about it, because we’re no longer interested in being considered interesting or proud of our idea.

“It was incredibly challenging to do and because we had to stick to the absolute honesty and to the letter of of the truth of that story

“I wouldn’t say it changed the law but it certainly contributed, which was incredible.

“At the same time as that, weirdly, it started getting creative accolades as well which is very confusing,

“It was a reminder that you should absolutely just do what you think is the most powerful and most interesting and most personally empowering thing to do.”

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Talking Creativity – The Interplay of Ideas and Information: Creative Use of Data

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Episode Six

The Interplay of Ideas and Information: Creative Use of Data

EPISODE SIX

When Simple Ideas Make the Best Campaigns

In this episode, Liana Dubois, Nine’s Chief Marketing Officer, is joined by Rose Herceg, President WPP, ANZ and Mike Rebelo, CEO Publicis Groupe to unpack the process and results from their involvement with Cannes Lions. Also covered, the interlay of ideas and information and specifically how the creative use of data drives both advertising engagement and creative effectiveness. Whether you’re a marketing professional, a creative enthusiast, or curious about the power of advertising, this episode promises to inspire and challenge your thinking.

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Best ideas are simple

The best ideas for campaigns are the simple ones and those that win at Cannes Lions also bring business accolades.

Rose Herceg, president WPP, ANZ and Mike Rebelo, CEO Publicis Groupe ANZ, were both judges at Cannes Lions this year.

They were interviewed by Liana Dubois, CMO at Nine, on Talking Creativity, a special edition of Nine's podcast series, exploring creative minds at the Advertising Council Australia's This Way Up Festival.

Driving business success

Dubois: “What’s underpinning the kind of smartest campaigns that you’ve seen?”

Herceg said her shortlist was made up of beautifully simple ideas.

“All of them where if you’re not in this industry, you could have easily understood them,” she said.

“And the ones that won, particularly the Grand Prix winner, which was room for everyone for MasterCard managed to do several things in one campaign which was drive business metrics … revenue ... profitability ... change ... particularly with Ukrainians coming into Poland, so attacking xenophobia, knocking it on its head and then welcoming a million displaced people all in one incredible campaign.

“The ones that won did a lot but mainly they drove business success, which is a thrill when you’re looking at creativity."

Trends and insights

Dubois to Rebelo: What were some of the trends and insights you took out?

“It was a real honour to be involved in the creative effectiveness category because for me it’s really at the intersection of what we do for clients,” Rebelo said.

“It really is about the creative model that we can bring to business and drive change. And that’s what that category judges.

“You actually have had to have won at Cannes before you can enter effectiveness. So there’s a creativity filter already applied.

The four criteria

“The process is quite an enduring one. It starts about six weeks before Cannes. So we judged about 150 entries before we got there.”

This gave a shortlist of around 40, and then the judges spent two days in a room deciding on the awards. They looked at four criteria: Audaciousness, brave, causality, directional.

“The ones that won did all those four things and the Grand Prix went to Heinz and that was a five year campaign,” said Rebelo.

That showed a competitive category in decline, and how a product could change its fortunes by being very focused on its enduring equity and applying creativity to really show how product quality was superior. Reengaging love for the brand.

Hercerg said the best advice she got as jury president was that the category is a time capsule.

“When everybody else comes to apply in 2025 they look at all the winners (from now) and they get it,” she said.

“It’s like a shorthand to how good the work needs to be to win.

”And I think for our industry this year has been particularly strong because it was more than purpose.

“It was the business metrics and the success of creativity when driving a business forward.”

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Talking Creativity – What The F**k Is Creativity Anyway?

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Episode Five

What The F**k Is Creativity Anyway?

EPISODE FIVE

How to Create a Campaign When Money is Worth Nothing

In this episode, Liana Dubois, Nine's Chief Marketing Officer, is joined by Damon Stapleton, Chief Creative Officer and co-founder of The Monkeys Aotearoa to dive into his keynote topic, "What the F**k is Creativity Anyway?" and explore his unique perspective on the nature of creativity, the importance of disruption, and how to navigate the ever-evolving landscape of advertising.

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The real question

What the F is creativity anyway.

“I think that’s the wrong question,” says Damon Stapleton, Chief Creative Officer and Co-founder of The Monkeys Aotearoa.

“Creativity is this vague word. If I say 'I’m a creative’, I could be a chef or I could be anything, a maker of something else.

“So I think a much better question is what can creativity do?”

He was speaking to Liana Dubois, CMO at Nine, in Talking Creativity, a special edition of Nine's podcast series, exploring creative minds at the Advertising Council Australia's This Way Up Festival.

Problem solver

“I’ve always thought this creativity is often just seen as something decorative or it can make things a bit more interesting,” he said.

“But I think creativity has the power to solve incredible problems.”

He gave the example of a Zimbabwean newspaper. The editor called him to say he couldn’t sell his newspapers because prime minister Robert Mugabe was beating him, and the people in the newspaper, up

And so he had to try and sell copies of the newspaper in South Africa, a bit like trying to sell the Sydney Morning Herald in Auckland.

Inflation had made the Zimbabwe currency almost worthless.

“We literally had nothing,” he said. “We had worthless money. And what we did was we made posters and we made billboards and we made flyers out of the money.

“So the money became the advertising campaign that’s now in the British Museum of Design. A good example for me of how creativity can solve a problem when you literally have nothing.”

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