With 2018 coming to a close, we've put together the list of our top 10 most read opinion pieces of the year.
This year International Creative Services MD Anne Miles' thoughts on the marketing insights and strategies piqued the most interest, closely followed by AdNews editor Rosie Baker's exit opinion on Harvey Weinstein behaviour in adland.
Media and company culture was also at the top of interest to AdNews' readers, with UM Studios creative director Yasmin Quemard's open letter as a working mum landing in the top 10. Facebook also continued to stir the pot with two of its opinions targeting TV pulling in readers.
The future of social media and technology for marketing were also themes that resonated this year.
Check out the top 10 most read opinions of 2018.
1. Marketers insights are trapped in the strategy department
“Creatives and production suppliers overall wanted more direct and detailed information regarding the client’s business strategy, research insights and in some cases actual research reports to enable them to solve the creative problems more effectively and to produce work that is more strategically sound,” writes International Creative Services MD Anne Miles.
2. Why haven’t we broken a story about Australian advertising’s Weinstein yet?
"Everyone reading this will know that this behaviour has, and still does, occur in Australian agencies. We know there is a Harvey Weinstein of Australian advertising (or several). A lot of people could probably name him. It would be great to see Time's Up Advertising come to Australia and some of the female leaders of agencies in Australia join this public movement," writes former AdNews editor Rosie Baker.
3. An open letter from a working mum: What it feels like to come back
"I want to feel normal about leaving before six because it’s a given I’ll get done what needs to be done after normal work hours. I want companies to acknowledge it's normal for employees to have children and that’s why, at the very least, they should post their paternity and maternity policies online, so you don’t have to 'out' yourself before you’ve even begun," writes UM Studios creative director Yasmin Quemard.
4. Audiences are moving, but no one is talking about it
"There are a lot of factors behind this rapid shift in technology - improvements in platform stability and bigger data allowances allow more people to consume video on their devices, on the go, and form new content habits," writes Facebook head of strategy Dan King.
5. How I learned the internet hates News Corp
"It’s a constant downfall of our industry, and maybe our society, that negative stories garner more attention than the positive. Yesterday was the first time I encountered the full force of the dark side of social media. Unfortunately, I doubt it will be the last," writes AdNews digital editor Lindsay Bennett.
6. Why more Australian businesses are turning to WeChat
"Australian businesses know that successfully tapping into the Chinese market means significant profit. WeChat is China’s leading multi-purpose messaging and social media app. It allows Australian businesses to advertise to the Chinese market, and the popularity of this method is only increasing.Australian businesses are incorporating WeChat into their marketing strategy," writes Octos founder and CEO Nital Shah
7. The future of advertising and why outdoor is back
"We’re actually in a stronger position than we thought, how digital advertising will turn into something quite profound and why great outdoor will save us all. Up until the mid-nineties, outdoor was seen as the pinnacle of advertising creative prowess. In the blink of an eye you had to grab attention, communicate a message and get out. You could use any image, any photographer and any combination of words," writes M&C Saatchi group creative director Andy Flemming.
8. GDPR: what is it and what do I do?
"GDPR will have serious implications in Australia, not least because of its prospective fines for non-compliance of over $AU30 Million, or 4% of annual global revenue. It will also propel businesses toward a different way of storing, managing and using their customer data that ensures compliance and permission from the customer every step of the way," writes Emarsys market lead for Australasia market lead Heath Barlow.
9. ThinkTV research proves value of Facebook
"Having spent 20 years in media agencies working closely with all media channels especially TV, I am a big believer in the combined power of using multiple channels. Modern day brand building has never been more complex and it’s well recognised that a blend of the right channels across different platforms (often with TV and Facebook mobile) delivers a more effective outcome," writes Facebook head of CPG Dan Sinfield.
10. Houston, OOH has a viewability and transparency problem
"Digital media has copped a hammering over the last couple of years, possibly due to Mark Ritson raising awareness about viewability and for that reason it is now in the daily vocabulary across the media world. But what if I told you there was a billion dollar industry that has largely been forgotten about when it comes to viewability and transparency," writes Marketplace at MediaCom Sydney head Nick Thomas.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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