In this-new industry HOT List of 2023, Mediaweek Marketing & Agency Editor-At-Large and Founder and CEO of TrinityP3 Marketing Management Consultants, Darren Woolley highlights and acknowledges the media and creative agencies, the industry bodies and industry events turning up the heat.
The thermometer is rising as we sit on the doorstep of another Australian Summer. But it is not just the time of year that is making things hot. In media and creative agencies, the race to the end of another calendar year is causing all sorts of friction and turning up the heat in the industry. This month’s Hot List is testament to how much the industry is feeling the heat. (See criteria below).
Sizzling HOT
Creative agencies
The hot news was the final decision and appointment of TBWA and Bear Meets Eagle On Fire to the massive Telstra account. A game changing win for any agency, but what makes this particularly hot is not the clever name (+61 – the IDD country code for Australia) but Telstra CMO Brent Smart’s explanation for the approach, modelled heavily on the TBWA-led The Media Labs for Apple.
According to Smart, the model’s simplicity will reduce waste and improve efficiency, but the real benefit is the ability to support creative thinking across all aspects of the organisation’s marketing. Which makes this one sizzling hot prospect. Fingers crossed it delivers on the promise.
See also: Telstra announces new agency partnerships with +61, Bear Meets Eagle On Fire and TBWA
Very Hot
Industry Bodies
IMAA hosted more than 300 media industry heavyweights at Sydney’s WILD LIFE Sydney Zoo in Darling Harbour for their interactive Who’s Who in the Media Zoo event.
The event included a panel discussion, hosted by Affinity Media’s CEO, Angela Smith, featuring marketing director – Shapes at Arnotts, Krishma Sood; Spirits at Lion GM, Ed Stening; and CMC Markets APAC & Canada head of marketing, Liam Loan-Lack providing their perspectives on pitching. Always a hot topic.
Left to right: Sam Buchanan, Angela Smith, Liam Loan-Lack and Ed Stening
See also: IMAA welcomes indie agencies to WILD LIFE Sydney Zoo for Who’s Who in the Media Zoo
HOT
Creative agencies
M&C Saatchi has created an anti-vaping campaign supported by Minderoo Foundation. Aimed at young adults it provides facts and resources on the health impacts of vaping and a way to warn others.
Called UNCLOUD, it’s being rolled out by the Minderoo Foundation, the charity launched by tycoon Andrew ‘Twiggy’ Forrest, and includes a website and campaigns for sites the audience use like Instagram, Snapchat and TikTok. Hot.
Also HOT
The Monkeys finish their time on the Telstra account on a high. Hot off the back of the This Is Footy Country TVC is their Christmas TVC. Producing such terrific, consistent, big-brand, work while still losing the account – it’s a class act.
If you’re firing the agency that is still turning out work like this, then expectations of what is coming next must be extremely high. And that is hot.
Making a difference? Going above and beyond? We would love to hear from you – send details to [email protected].
Criteria for making the Mediaweek Hot Lists
• Making a difference to clients, staff, the industry, and society at large
• Breakthrough campaign or idea that is a category game changer
• Challenging the status quo to drive innovation.