Only in print this week: We explore what it's really like to switch between agency and client side and ask creatives how they would improve pitching. Grant Blackley speaks out about his comeback plan for SCA, Steve Coll opens up about ditching Droga5 for With Collective, Nestle marketer reflects on 80 years of history for Kit Kat and what's next. Plus Special Reports on automotive marketing and market research.
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Newsmaker
Eight weeks in to his new gig as CEO of SCA Grant Blackley opens up.
“By decentralising, we will have a greater balance of video and audio coming from each and every one of our stations.” GRANT BLACKLEY SCA PAGE 10
The Sell
Putting the Coll in Collective. Ex-Droga5 ECD Steve Coll is gearing up for some very real client collaboration.
“We asked ourselves the question: what if we worked with true collaboration with the client for a common goal and for a common outcome?” JUSTIN HIND WITH COLLECTIVE PAGE 12
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Special Report: Automotive Marketing
What media channels are they using and what role are dealerships playing?
“Australia is one of the most challenging markets within the automotive world. Customers are spoilt for choice.” DMITRI ANDREATIDIS PEUGEOT AUSTRALIA PAGE 21
“The car industry is in quite a conservative cycle. Two to three years ago we were doing really interesting stuff.” MICHAEL SINCLAIR M&C SAATCHI PAGE 25
Big Picture
While marketers who move to the agency side or vice versa may be going over to the dark side, what might be lurking in the shadows once you get there?
“What I thought it would be like client side was pretty far off. You always think you’re going to make the most amazing client, but the reality belts you in the face.” MICHAELMCKEOWN CUB PAGE 28
“At an agency, you’re hired help, you don’t own the problem in its entirety so the level of responsibility coming with it is different.” ANDY BATEMAN TELSTRA PAGE 29
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In the news:
Lavender repositions, APN talks up local love, KFC forges ahead with innovaiton after failure and and new data on attribution
The Marketer
Kit Kat turns 80 and gets disruptive in its old age.
Market Research Special Report
Don’t get lost in all the data.
“Organisations need to be able to act on real-time data in real time, not simply collect it for its own sake or because it’s sexy.” ROB HIGHETT-SMITH GFK PAGE 18
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Creative Focus
Creatives offer ways to make pitching better.
“Pitching often feels like a blind date. You turn up in your glad rags, with your heart
on your sleeve and your soul bared.” ANNIE PRICE JWT MELBOURNE PAGE 30
“I can handle that procurement guy who looks like it’s all he can do to stop himself leaping over the desk.” JONATHAN DRAPES OGILVY BRISBANE PAGE 31
Creative Choice
Moody cars, mini protests & ft-long subs. Jarred Lowe, creative director at JWT and Carmela Soares, creative director at Isobar offer their view on six of the latest campaigns .
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