News Analysis

Woolworths has retained Dentsu’s bespoke Woolworths@DAN unit to manage its circa $155 million media account ahead of a planned Surry Hills superhub intended to bring its data, analytics, media and creative firepower under one roof.

Facebook and Google are doing all they can to resist regulation – and their threats to pull news services are rated as “likely” outcomes by two think tanks. While taking the nuclear option and pulling out entirely appears far-fetched, Australia must plan for life without the duopoly in their current form.

Forward ad bookings into the December quarter from Standard Media Index (SMI) suggest the Australian ad market may be set for a decent return in the final quarter of the calendar year. The biggest year-on-year spend increases reflect the national mood as brands more heavily promote ready meals, snacks, lottery tickets, consumer electronics, furniture and insurance. While travel is down, paused product launches are starting to resume and new brand entrants are seeking opportunity to capitalise.

Seven’s first party data catch-up requires it to capture more than 90,000 new user IDs every week from here to February 2022 to hit its goal of 11m signed-in Australians. To bridge the people-based marketing gap, it’s also wooing second party data partners; a credit card provider would be ideal. From a data perspective, the network’s Upfront plans are refreshingly honest. As for programming, with MKR ‘paused’, what does Seven still have cooking?

Independent media agency This is Flow has won the media account for the new digital-only mobile service Felix. A competitor to Telstra's own budget telco brand Belong, but pushing digital eco credentials, Felix is the first major business to launch following the $15 billion merger between TPG and Vodafone.

Tourism was New Zealand's largest export, representing $17.2bn annually. Covid has brought international tourism spend down to almost zero and left Tourism New Zealand with the daunting task of keeping global travellers engaged in a product that is currently unavailable. Australian GM and former Red Bull marketing boss Andrew Waddel found a winning solution in the online gaming community.

Six years after leaving Australia for New York, former DDB Australia CEO Chris Brown is stepping into his first brand-side role as Vice President and CMO of McDonald's Australia. Two decades with the agency responsible for the brand's creative special sauce should serve him well as McDonald's backs creativity to drive growth.

Facebook appears to have pulled the plug on a switch to a seven-day attribution window from its default 28 days. But the tectonic plates of search and social are undeniably shifting – and advertisers and agencies think the whole “arbitrary” equation of who and what contributed to an outcome - and when - requires a fundamental rethink.