If advertising people like to talk about brave clients and climbing right outside the comfort zone, Nudie boss James Ajaka epitomises that sentiment. Two years ago maverick adman turned best-selling author Nigel Marsh convinced him to get his kit off for the cause. In February, Nudie will sponsor the Sydney Skinny, a nude swim just short of kilometer, for the third time. One day, Marsh thinks 100,000 people will take part.
So, why would anyone want to strip off their carefully constructed image and present themselves to the world the way they came into it? Simple, says Marsh.
“Life expands or contracts in direct proportion to your courage. The magic happens outside of your comfort zone. The worst thing that can happen is a stranger sees your backside for hald a second and if that's outside your sense of adventure I would say 'sweetheart, you're dead.'
“Acceptance is the other one. We had three ladies who'd had mastectomies doing it this year. We had a lady who was a size 23, which is quite a big unit. It's got nothing to do with being nude. It's to do with courage, acceptance and joy.”
Ajaka and Marsh talk to Paul McIntyre in the latest print issue of AdNews. Subscribe here for your paper copy, or get it here on your iPad.
Also contained within those 40 pages are the latest AdNews agency rankings. Find out which advertising and media agencies are leading the charge and racking up awards.
Meanwhile, radio companies are eyeing other people's budgets. They want digital, social and mobile ad schedules as they reposition themselves as entertainment companies, publishers and content creators. There's some bullish talk from the networks, but what do media agency bosses think about all that? And will the streaming companies get there first? Find out in our special report on streaming and radio.
Lion's tap king Matt Tapper is the featured marketer. He talks about putting Lionel Ritchie in the fridge, along with a Nespresso-like mini keg that's done so well that Lion is still coming to terms with how to handle logistics, production and demand forecasting. He has a word or two about new media agency Bohemia as well, the outfit that just beat Initiative and Mindshare to the bar.
Candide McDonald asks top creatives the question about McDonald's and Coke. They have triple A creative ratings for products which some might say are rated 'not so high'. Ursa Clemenger's Denis Mamo, The Hallway's Simon Lee, McCann Melbourne's Pat Baron, Republic of Everyone's Ben Peacock and M&C Saatchi's Ben Welsh share their thoughts.
Blessed are the geeks, they will inherit media, says GroupM boss John Steedman, reflecting on the specialist nature of the job and the changing face of the media business. Meanwhile Archibald Williams co-founder Bram Williams cites the Opal card and NSW Transport as the epitome of story first, product second.
At the back end, Cummins&Partners Alex Wadelton, plays a cameo role following his on-camera debut in The World's First Crowd Sourced 3D Printed QR Code, Live Streamed Via Go Pro To A Smart Phone Or Tablet Device, Drone Delivery Ticket System Project. He brings his five year old freelance kid in to run the rule over Epic Split and Tap King ads.
Frank Chung argues that Todd Carney's augmented, experiential, hands-on, 360 degree urinal episode was actually a branded content master stroke organised by Twitter and Facebook to show the power of social media to drive behaviour change. It's plausible, but only just.
You'll also find Lowe's global CEO Michael Wall, the REA Group's interim CEO Peter Tonagh and national head of Network Ten's in house advertising team, Generate, Mel Fein and more in the latest issue.
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