Robyne Evans

1

• Robyne Evans
• Director
• e robyne_at_2020info.com.au

2
Summary

• Australia an overview
• The Advertising Industry in Australia
• Advertisers in Australia
• Globalisation
• Aussieness in Advertising
• Representative bodies
• Main Information sources
• Information professionals

3
Australia

• Population more than 20 million
• 70 of this population live in the 10 largest
  cities.
• Concentrated along the Eastern seaboard.

4
Demographics

• Australia has gone from being a predominantly
  Anglo-celtic nation to a multicultural society.
• Only 14 of the population live in rural areas.
• The ocker image is now out of date.

5
Culture

• Culturally diverse
• Almost one quarter of the population are overseas
  born and come from more than 200 countries.

6
Economy Politics

• Governed by a democratically elected party.
• Head of state is the Governor General
• Still a Monarchy, part of the Commonwealth.

7
Geographically dispersed

• The main cities in Australia are geographically
  dispersed.
• For example Sydney to Perth is 2,500 miles or a
  five hour flight.
• My role at YR covered 4 offices in Australia and
  2 in NZ

8
Unique Features

• Driest inhabited continent on earth
• Isolation of the Australian island continent for
  55 million years created a sanctuary for the
  flora and fauna.
• In land area Australia is the largest island
  continent in the world and the sixth largest
  nation after Russia, Canada, China, the US and
  Brazil.

9
The Advertising Industry

• Total advertising revenue for 2004 was
• A10.4 billion, which equates to an increase
  from 2003 of 10.4
• Total newspapers - A3.6 billion
• Total TV - A3.2 billion

10

• Total radio - 841 million
• Total magazines - 660 million
• Total Internet - 388 million
• Total cinema - 74 million

11
Main players

• Global advertising networks are commanding the
  major share of the Australian Advertising
  industry.
• Main players are Publicis, Interpublic, WPP,
  Havas and Omnicom.

12
Performance

• 2003-2004 the ad industry experienced a rebound
  in ad expenditures after 3 years of decline.
• Share of main players
• Clemenger 17.7
• The Communications Group 11.1
• Singleton Ogilvy Mather 8.4

13

• Grey Global 7.6
• Young Rubicam 6.8
• Publicis Mojo 6.5
• DDB 6.5
• McCann- Erickson 5
• JWT 4

14
Advertisers

• The top advertisers in 2003 were
• Coles Myer (Retail) A165 million
• Telstra ( Telecommunications) A125 million
• Woolworths (Retail) A85 million
• Nestle A80 million
• Commonwealth Government A80 million

15
Globalisation

• Steady rise in global client alignments
• Samsung went from FCB to WPP
• Small Melbourne agency Spinach lost Renault to
  Publicis.
• For most multinationals Australia is a tiny part
  of their global business.

16
Aussieness in Advertising

• Recent debate about the decline of Aussieness
  in advertising.
• The best Australian ads reflect our sense of
  humour. ie. The Toyota bugger ads

17
Toyota Bugger tvc
18
Awards

• Australia has taken out a number of top awards at
  Cannes in recent years particularly in the Direct
  category.
• The Virgin Mobile Warren campaign

19
The Warren Campaign
20
Effectiveness awards

• AFA awards for those advertising campaigns that
  achieve outstanding results in a particular
  category.
• Available from WARC www.warc.com

21
Representative bodies

• AANA Advertisers www.aana.com.au
• AFA Agencies www.afa.org.au
• Media Federation of Australia Media
  www.mediafederation.org.au
• ADMA Australian Direct Marketing Association
  www.adma.com.au

22
Technology

• New technologies affecting the industry include,
  interactive TV, digital TV and the use of email
  and SMS.
• Computerised advertising placement systems where
  bookings are made on-line are also being
  introduced.

23
Main Information Sources

• Australian Bureau of Statistics for Australian
  Demographic data.
• Census data from 2001 is available for free from
  the website, www.abs.gov.au the next census is
  due in 2006

24
Advertising Industry Journals

• The 2 main ones are BT (weekly) and Adnews
  (fortnightly).
• Both are available on-line for a subscription fee
  and are abstracted in the major databases such as
  Factiva.
• You can sign up for free newsletters on their
  websites
• www.adnews.com.au
• www.bandt.com.au

25
IBISWorld

• The only current supplier of industry information
  in Australia.
• Reports include market share, main players and
  forecasts for up to 8 years
• Available for the top 2000 companies and all
  major industries

26
Research Companies

• Internet and interactive
• Hitwise www.hitwise.com.au and
• Nielsen net ratings www.netratings.com monitor
  the Internet in Australia.

27
Consumer Research

• Roy Morgan www.roymorgan.com.au asteroid
  database which is available via subscription
• Quantum Market Research publish Australia scan
  and youthscan www.qmr.com.au.

28

• Heartbeat www.heartbeat.com.au social trends and
  consumer insights
• Mindshares youth watch www.mindshare.com

29
Databases

• Factiva is the only database to have full text of
  all major Australian newpapers.
• The others including Dialog and Nexis have
  abstracts only available

30
Advertising suppliers

• There is only one supplier in Australia for TV,
  press and radio advertising this is the
  Television Registry which is owned by Extreme.
• www.thetelevisionregister.com.au, they have
  on-line search facility and feature new
  Australian ads on their website which change
  weekly

31
Information Professionals

• Most of the major agency groups are using junior
  planning or account service staff for
  information gathering
• Knowledge Management is almost unheard of in
  Advertising in Australia.
• Australian agencies rely quite heavily on
  overseas based knowledge centres

32
Recruitment

• The main agency in Australia for
  Information/knowledge professionals is the One
  Umbrella www.oneumbrella.com.au
• Australia has agreements with many countries
  including the UK and Canada which allow young
  people under 30 to come to Australia for a
  working holiday

33

• Australia an overview
• The Advertising Industry in Australia
• Advertisers in Australia
• Globalisation
• Aussieness in Advertising
• Representative bodies
• Main Information sources
• Information professionals

34

• Robyne Evans
• Director
• e robyne_at_2020info.com.au