In the latest AdNews print edition issue we ask if brand building is a dying art, and look at the impact of short term thinking on marketing. We interview Disney managing director Catherine Powell about measuring magic, and instead of focusing on the top tier of the industry, for a change, we talk to one of its rising stars. Also, John Dawson from Mindshare went from being an intern to collecting the MFA Grand Prix within three years. We also look at the rise of customer experience agencies as many turn their back on the direct marketing label. We ask creative directors why mobile advertising just isn't good enough.
Big Picture: The day branding died: in a world of fast moments and measurable creativity, the ‘big idea’ seems to be less and less of a priority for businesses and brands.
“It feels like great brand building is a dying art. A lot of people throw out the term ‘brand platform’ but a lot of agencies aren’t interrogating what a brand platform means.” JUSTIN GRAHAM M&C SAATCHI PAGE 24
The Sell: A proverbial shooting star, John Dawson, has gone from intern to Grand Prix winner in just three years.
“I’ve rarely said ‘no’ in the last three years and I’ve been able to learn from a whole bunch of really supportive people.” JOHN DAWSON MINDSHARE PAGE 14
The Marketer: To infinity – or affinity – and beyond for Disney ANZ’s Catherine Powell and the making of magic and Maker Studios.
“You need to benchmark for success, without question, and it is difficult to have measurable benchmarks for success In this space.” CATHERINE POWELL DISNEY ANZ PAGE 16
News Analysis: The rise of customer experience as direct marketing agencies shed their label. “Technology is a crucial component of building a customer experience. The term ‘direct marketing’ does not do us justice.” NICK BELL MERCERBELL PAGE 18
Plus there's a 32-page focus on the Australian Magazine Awards. This year’s winners and finalists, including new updated categories.
“Mastheads have moved beyond just new platforms and formats to push quality content and have successfully entered e-commerce and physical retail.” JAMES HIER CHAIR OF JUDGING PANEL
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