by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : October 2008
Client: Austereo Agency: The Glue Society, Sydney Art Director: Gary Freedman Copywriter: Jonathan Kneebone 2000 2001 Client: Subaru Agency: Leo Burnett, Sydney Art Director: Mike Miller Copywriter: David Westgate Client: Melbourne Cricket Club Agency: George Patterson Y&R, Melbourne Art Directors: Peter Hibberd and Julian Schreiber Copywriters: Peter Hibberd and Julian Schreiber 2006 wher e peopl e t end t o acti vel y process the messages. Consequently newspapers play a very s ignificant role in brand building and have long been proven to have a dramat- ic impact on sales. The development of creative tal- ent is a key issue facing our indus- try, but younger creatives are more employable if they can develop ideas in moving media such as TV and online, so the skill set that leads to brilliant press advertising risks being lost. We’re seeing older, more experi- enced creatives being replaced by younger talent who aren't practised in the skill of writing decent press ads. Pres s is still seen as a pot ent advertising f orce at international advertising forums; Australia can’t fall out-of-step with the rest of the world by blowing it off. That's why we’ve got some of the world’s leading minds speaking at our con fer ence t hi s year . O ur speakers , led by internationally accl aimed heavywei ght Davi d Droga from Droga5, have all done something remarkable to lead our thinking in marketing communica- tions. Droga5 is a prime example, intro- ducing an entirely new model for ad agencies. Likewise Mark Buckman from the Commonwealth Bank had the forti- tude to appoint a US agency for its fit with a quintessentially Australian bank. One of Australia’s most promi- nent marketers, Telstra’s Amanda Johnston, is sharing her wisdom on how to get great cr eat ive for Australia’s biggest brand across multiple agencies. As a role mode l for young cre- atives , Love Commu nicat ion’s Shaun Branagan has successfully transcended from traditional to new media, while James Hurman from Colenso BBDO Auckland proves once and for all that creative ads really are more effective. Drawing our attention to the glob- al trend in using narrative in adver- tisin g is Underbel ly creator John 2007 Client: Tourism Victoria Agency: Publicis Mojo, Melbourne Art Directors: Selena McKenzie and Christy Peacock Copywriter: Toby Moore Silvester, c rime writer a t The Age, who will highlight the key parame- ters of storytelling in the context of one o f Australia’s most e ngaging stories. At a tim e when talk is rif e about traditional newspapers being under threat , t he r ole o f th e Caxto ns i s more important than ever. Newspapers still set the daily news agenda, so the combination of in- depth analysis in print editions and instant website reporting w ith vide os and p odcasts, me ans t hat nobody has to wait for 6 o’clock TV news bulletins to stay informed. The credibility and r eputation of the n ewspaper medium i s n ot i n question - wh at i s i n q uestion i s how we creatively use the opportu- nity that newspapers provide. The print sector is worth $3.8 bil- lion in advertising revenue - and is still growing, and despite the mete- oric rise of digital, it remains a pow- erful mass-advertising veh icle. We need to ensur e its long evity is secured in the media landscape as a potent option to reach consumers. QUINLIVAN BLACK AWARD: A RETROSPECTIVE Every year at the Caxton Awards, one newspaper advertisement is chosen out of the 34 category winners to receive the Quinlivan Black Award. The Quinlivan Black Award winner is picked by the Chairman of Judges, and is recognized as the most prestigious of all Caxton Awards each year. The Quinlivan Black Award was originally called the Ross Quinlivan Award, after the legendary advertising creative director and writer, but in 2005 was renamed to recognize the extraordinary contribution made by Ray Black as Chairman of the Caxton Awards Committee for the preceding 15 years, and for his outstanding work in lifting the creative standards of newspaper advertising in Australia during that period. For the first time, Campaign Brief and The Newspaper Works are delighted to present a retrospective of Quinlivan Black Award winners (above) from the past 10 years.
September October 2008
July August 2008