With 2015 coming to a close, we decided to put together the list of our top 10 most opinion pieces of the year. It appears OMD's Aimee Buchanan piqued a lot of interest with what she had to say but there's plenty more to recap on here.
Inside OMD: To pitch or not to pitch
“Going to pitch should be the last resort, not the starting point. All too often it appears that the pitch road is the easy road, which is taken without the honest and open conversations had.” - Aimee Buchanan, MD OMD
Does Leo Burnett deserve the backlash over its all white male creative team?
“Alongside the announcement it published a photo of the five, along with the senior ECDs Vince Lagana and Grant McAloon at Leos. Not a pair of breasts in sight. The backlash was instantaneous.” - Rosie Baker, editor AdNews
Fraudulent agencies, dodgy DSPs: You're killing our industry
“The cloak and dagger approach currently surrounding DSPs is unsustainable and unacceptable. There are plenty of better alternatives.” - Jason Dooris, CEO, Atomic 212º
ZO director refutes alleged fraudulent tactics
“It was with a sinking feeling that I first read AdNews article 'Ad fraud uncovered – what and how it happens'. On first glance the article seems like a fearless exposé of an industry where unscrupulous organisations are busy siphoning funds from advertisers to make themselves rich at their clients’ expense.” - Jonathan Betts, group business director, ZO
Paul McIntyre to hang up his boots for role with MCN
“The economics of journalism - be it trade titles or mainstream news media - is challenged. We know it's not about audience demand for the content. For all those busting for the establishment to bust, AdNews, like mainstream news media, is seeing record audiences across print and digital platforms. The challenge is audience economics, not audiences.” - Paul McIntyre, contributing editor, AdNews
TV's new world order: Foxtel, MCN and Ten
“This time-warped competitive punch-up between two old news media rivals is terribly anachronistic - the real competition these days is not a local stoush between two old family media dynasties but rather the same rivals that broadcasters have – Facebook, Google et al.” - Paul McIntyre, contributing editor, AdNews
Anzac marketing: Everyone's doing it, why did Woolies evoke so much rage?
“Why is everyone dumping on Woolies? Yes using their logo was bad, as was the slogan, but is it any worse than the hundreds of brands using emotive imagery to try and sell products of the memory of Anzac Day?”- Sarah Homewood, journalist, AdNews.
There is no such thing as work life balance
“Work can consume you, and it’s up to you to find ways for that not to happen. It’s up to us as employees and leaders to encourage that.” - David Brown, MD, DDB Group Melbourne
Pulling the Michelle Bridges Woolies ad takes the biscuit
“Woolworths has made some branding missteps in the past. The 'lest we forget' social experience was something I believe no one will ever forget. But Michelle Bridges 'dirt-gate' is not one of those moments.” - Sarah Homewood, journalist, AdNews
The challenges behind the seven white men
“The photo of Leo’s recent creative hires—seven white men, all dressed in various shades of black and blue—has gone viral not because Leo’s has done anything terribly unusual, but because of how abjectly normal it is. And I’m not talking about the denim.” - Siobhan Fitzgerald, creative, The Monkeys
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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