Australia’s media owners launch campaign urging C-Suite to consider long-term, brand-building advertising

Australian media owners across news media, premium digital media, television, radio, and outdoor media have united in a campaign to remind chief executives, chief financial officers and chief marketing officers of the importance of advertising to the long-term sustainability of their businesses.

The campaign aims to help business leaders regain confidence in the effectiveness and impact of long-term brand-building advertising.

Media owners involved include ACE Radio, Australian Radio Network, Foxtel, Grant Broadcasting, JCDecaux, Macquarie Media, News Corp Australia, Nine, Nova, Ooh Media, Seven West Media, Southern Cross Austero and 10.

Their campaign is supported by the industry bodies Think TV, Outdoor Media Association, Commercial Radio Australia and News Media Works. The campaign has been developed in partnership with Publicis Group’s creative team at Saatchi and Saatchi.

The campaign highlights the role advertising plays in delivering long-term sustainable growth through a series of witty, tongue-in-cheek, channel-specific executions designed to remind the C-suite of the importance of advertising.

An example of the creative, developed by Saatchi and Saatchi.

The campaign hook message is “If your brand’s not here, it’s nowhere”, supported by a new website: 

It reminds business leaders of the dangers of not investing in promoting their products and services, and the impact that not advertising will have on profit and earnings.

An example of the creative, developed by Saatchi and Saatchi.

The Advertise or Die spokesperson, leading global marketing commentator Mark Ritson, said “There are three key messages for those who manage Australia’s corporate budgets. First, continue to invest money in advertising, not just despite a tightening economic situation but because of it. 

“Second, make sure at least half your budget is invested on the top of the funnel and on long-term brand building, not just on short-term spending.

“And finally, don’t fall for the siren song of new, exaggerated media opportunities at the expense of proven long-term brand-building media.”

Campaign spokesperson and global marketing commentator Mark Ritson.

A teaser campaign began on Sunday 8 December across outdoor, radio, premium digital, print and television, with the full campaign including evolutions in the creative message and a high-profile celebrity who understands the value of advertising launching in the coming weeks.

The campaign will run across the media assets of the participating owners from 8 December 2019, pointing audiences towards for further information on the campaign and the power of effective long-term brand-building advertising.

Written by Lyndsie Clark

Niche Publishing Network Founder and Editor Lyndsie Clark has over 10 years of niche publishing experience, working in a variety of roles spanning B2B editorial, sales, operations, events, BD, and management.


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