so you want to rebrand

So You Want to Rebrand

By Anya Ow / June 23, 2018 / Comments Off on So You Want to Rebrand

You’re a 60-year-old much-loved American pancakes chain that happens to sell other stuff. This includes a new menu item, the steak burger, even though you’ve been serving classic burgers for a while. You decide to rebrand with a name and logo change, and that’s when the sh*t really hits the fan. Sounds familiar? You’ve probably […]

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Event Tie-Ins and Advertising

By Anya Ow / June 16, 2018 / Comments Off on Event Tie-Ins and Advertising

The World Cup is here. No, not for rugby. Or cricket. We mean the Beautiful Game, football (or as Australians like to call it, ‘soccer’), a game watched and beloved by millions around the globe but which inexplicably has a smaller presence in Australia, even though Australia tends to qualify into the playoffs. Having grown […]

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We Love Buzzwords… Not

By Anya Ow / May 26, 2018 / Comments Off on We Love Buzzwords… Not

I’m on my way home, compressed among the masses in a train heading into Richmond Station. Some tall American guy is getting into his sales pitch on the phone close by. In the train carriage, there’s no escape. “I’ve been in the marketing business for decades, working with firms like X, Y, and Z,” he […]

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Evolution of Modern Advertising

By Anya Ow / May 19, 2018 / Comments Off on Evolution of Modern Advertising

It’s Monday afternoon. After lunch. There’s a discussion in the marketing half of the office, which ends with the youngest (millennial) member of Starship asking, “Who still watches TV anyway?” Making my afternoon cuppa tea in the kitchen, I thought back. When was the last time I watched TV? That’s right. Masterchef Australia’s 2017 finals, […]

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Branding What Brands Believe In

By Anya Ow / May 5, 2018 / Comments Off on Branding What Brands Believe In

You’re browsing Facebook. Or the news. You see a dense, defensive paragraph that may or may not be apologetic, followed by a statement that runs something like “SmartyPantsCompany stands for diversity, inclusivity, friendship, everyone, bears, puppies, and world peace”. You think: now what? Some piece of tone-deaf advertising’s gone viral? CEO said something he shouldn’t? […]

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The New Retail World

The New Retail World

By Anya Ow / March 30, 2018 / Comments Off on The New Retail World

It’s a new retail world out there. When was the last time you went to a mall? Not just popping through to catch a movie, pick up some sushi or grab something from Coles, but to actually shop? That’s right. You have to have an actual think about it, don’t you? The days when people […]

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Death of the Ad Agency?

By Anya Ow / March 3, 2018 / Comments Off on Death of the Ad Agency?

A passing browse of any media or marketing magazines might make you think that ad agencies are in some kind of death spiral. Are we though? For an industry that is supposedly dead, there sure are a lot of us still out there. Rigor adtis, maybe. Apparently, the ad agency is going the way of […]

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Storytelling and… Advertising?

By Anya Ow / February 14, 2018 / Comments Off on Storytelling and… Advertising?

Storytelling is a bit of a fad concept in adland. The fact that adland people like to call themselves storytellers isn’t surprising. We love our fancy titles. Solutions architects? Yeah mate, why not. Strategic Visualiser? That meant to be literal or what? Cat herder? Sure. And now there’s ‘storyteller’, which I hope was meant ironically […]

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Ad Fraud

By Anya Ow / October 29, 2015 / Comments Off on Ad Fraud

A recent report from Distil Networks indicates that even as the world’s digital spend is hit new records – at $27.5 billion for just the first half of 2015 – ad fraud costs the industry an estimated $18.5 billion annually. “There are different types of mobile fraud happening,” said David Sendroff, CEO of Forensiq. “In […]

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The Ad Blocking Controversy

By Anya Ow / September 22, 2015 / Comments Off on The Ad Blocking Controversy

image source: Getty/Wired This weekend in advertising: a great deal has been made out of iOS9’s support of ad blocking software. Recently, according to the Interactive Advertising Bureau, ad blocking has become so popular that it’s damaging content creators. As Matt Yglesias notes on Vox: The dispute is about software. Specifically about “extensions” that can […]

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