Matt Farrugia

Marketers, brand owners, agencies: Do you know how many grams of carbon your average #advertising campaign generates? I'm guessing not. So you can imagine the surprise - and the horror - the team at NIB must have felt when their #sustainability team came up and told them estimates showed their #marketing & #media activities were 59% of TOTAL GROUP EMISSIONS. Cue a new plan for #digitaladvertising emissions reporting and reduction with the help of Scope3 + GroupM. Turns out there is plenty of low-hanging fruit to be picked to address the problem, if you're able to ditch clicks and take on better and more realistic #marketing measures. #IYKYK In this latest in-depth report for Mi3Australia I take a look at what the health insurer + another Aussie business University of Tasmania have done to try and curb their #advertising footprint. This is a problem for our industry that's only going to become more urgent & important to address. Australia has now introduced legislated #climatereporting for the largest businesses this year and it's extending to even more in the next 1-3 years. Scope 3 emissions are 98% of total emissions - and this is where #advertising, #digital and #media are really going to face a reckoning. It's worth having a read to get your head around the very real challenge we're all going to have to face. https://lnkd.in/gpaZFA5i #marketingstrategy

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Our subscribers are reading exclusives about Forbes' pre-sale battle with Google, Australia's brilliant men's site, Future's digital plans, the Covid 'hidden' impact on trade shows and Reuters' big launch. Why not subscribe now and join media industry leaders every Friday?https://lnkd.in/eNYM2GAy Flashes & Flames: The Global Media Weekly

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Looking forward to presenting this webinar to upskill the industry on the importance of contracts and some key issues to consider. #influencermarketing #influencers #aimco

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Some things are worth a second share. Last month, I posted the print version of my NZ Marketing Magazine piece on brand fame and the power of earned. Now, it’s officially online, and - if you want a read - still bringing insights on why earned media should be your go-to for building brand recognition.

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What’s more effective? Broadcast or digital? This year, I worked with Commercial Communications Council in partnership with Tracksuit to analyse the Aotearoa Effectiveness Database and learn what makes for effective advertising here in Aotearoa New Zealand. One of the insights was that leading with digital and social channels works *slightly* harder when we’re seeking to convert the current demand in our category and drive immediate or near-term sales. But that leading with broadcast channels works *much* harder when we’re seeking to create future demand and drive long term brand and business growth. ‘Broadcast’ channels are defined as those that reach a lot of people, with the same content, at the same time – channels like TV, radio, outdoor and press. ‘Digital’ channels are those that can also reach a lot of people – but do so in a much more targeted, individualised way – channels like paid search and social, online video and online display. Both types of channel are effective – just at different things. Converting current demand and creating future demand are equally important – but they require different creative and media strategies. Download and read the full ‘Future Demand in Action’ report – link in the comments.

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So far this year, according to the Ad Standards Case Reports, 6 advertisers have been the subject of complaints about breaches of the AANA - Australian Association of National Advertisers Code of Ethics when it comes to distinguishable advertising, with one complaint involving 8 different posts. With 3 of those complaints upheld, 2 remain listed as not modified or discontinued on the Ad Standards website. Last month, the ACCC released its 2024–25 Compliance and Enforcement Policy and Priorities, noting that consumer and fair-trading issues in the digital economy, particularly misleading or deceptive advertising within influencer marketing, online reviews, in-app purchases, and price comparison websites, remain a top priority for the regulator. The ACCC also noted in their findings of their internet sweep of testimonials and endorsements by influencers, released in December 2023, that the ACCC will monitor adverse findings made by Ad Standards to assess whether they involve ACL concerns, and take enforcement action where appropriate. With 17 case reports listed on the Ad Standards website with "Upheld - Not Modified or Discontinued" as their determination in relation to the distinguishable advertising obligations under the AANA Code of Ethics, watch this space to see what action, if any, the ACCC takes in the coming period in relation to these ads, determined by the Ad Standards Community Panel to be non-compliant with the relevant self-regulatory code in Australia. The products advertised in these ads span clothing, food and beverage, health products, retail and information technology. Whilst the ACCC of course cannot pursue all matters that come to their attention, and some advertising of certain products may fall into the jurisdiction of other regulators, the ACCC does have a range of compliance and enforcement tools at their disposal to encourage compliance with the law, and focus on circumstances likely to impact consumers experiencing vulnerability, harm the competitive process or result in widespread consumer or small business detriment. What do you think? Putting aside the fact that proper ad disclosure builds confidence and trust in influencer marketing, and is therefore important for the industry, in your view, is hidden advertising in influencer posts advertising the abovementioned types of products likely to impact consumers experiencing vulnerability, harm the competitive process or result in widespread consumer or small business detriment, and therefore worthy of an allocation of regulatory resources to stamp out? #influencermarketing #accc #adstandards #aana #influencers #digitalmarketing #policy #priorities #opinion

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Further to this post, I expect that we will see the ACCC take action in relation to influencer posts in the coming period. Here's why:   1) We still see influencers failing to comply with Ad Standards Community Panel findings despite the potential for damage to a brand’s, agency’s or influencer’s reputation following negative publicity about these adverse findings. 2) Non-compliance with self-regulatory codes doesn't attract any financial penalty to significantly deter non-compliance, and therefore whilst most brands will take steps to ensure compliance, others will continue to fail to do so.  3) Influencer content can often reach a large audience, and significant sales can flow to the brand (and their agency) from increased publicity from influencer campaigns. 4) It's often evidenced in follower comments on influencer posts and in the conversion rates using influencer codes that followers are influenced to make purchasing decisions based on content uploaded by influencers they admire and trust. 5) The ACCC had concerns about posts uploaded by 81% of the influencers they monitored.  Risk is increased in my view where influencers have not been appropriately briefed about the products or services they are advertising, where no formal influencer agreement exists, and where influencer content is not vetted by the brand or their agency for false or misleading statements about the products or services and to ensure that appropriate ad disclosure is evident. What do you think? Do you agree? Let me know your thoughts in the comments. #influencermarketing #influencers #adstandards #aana #accc #adlaw

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Why did B2B SaaS companies avoid focusing on Brand for so long? Because when you're building a disruptive technology and don't have many competitors, you don't have as much pressure to stand out. Instead, many of these companies had to market and sell *behavior change* and new ways of doing things, on top of promoting a product. It's only natural to focus on demand when your company is among the few out there on the supply side. And, as a marketing leader, you can only focus on so many things at once. Messaging around behavior change, a new way of doing things, and an entirely new philosophy is complex and tough - particularly in a B2B environment with so many different members of the buying committee involved in a purchase. But the market is getting far more crowded today. MarTech in particular has exploded (just check out Scott Brinker's latest MarTech ecosystem landscape visuals if you need a reminder). And yet, people are still surprised the old "growth hacking" tactics don't work as well as they used to in B2B SaaS. The result? We have an entire "demand generation generation" - a cadre of folks who were trained to believe that growth hacking works better than brand building, and are only now just discovering how important Brand really is in the long term. Brands in industries that have been around for longer know better. SaaS is still so young by comparison. B2B SaaS marketers were able to focus short-term, to hit numbers, to satisfy investors, and to hit their growth targets. Because of the market they were in. Which has changed. These excellent quotes from Mark Ritson have never rung more true than they do today for B2B SaaS marketers: 🌟 "When we say “long”, what we really mean is mass-marketing, emotional, enduring, memory-structuring, demand-generating, TOFU, brand-focused, salience-driven communications. The kind of work that takes a long time to truly deliver and, when it does deliver, it happens via the short-term marketing investments that suddenly start to perform better." 🌟"And when we say “short”, what we really mean is micro-targeted, more rational, multiple campaigns, aimed at harvesting existing demand from the 5% of consumers who are currently in the market; BOFU, product- and proposition-focused ads with a clear behavioural objective. And, unlike the long stuff, it can and should be measured with more basic ROI calculations." 🌟"The point is that you can do both at the same time in an ad but it rarely works well, because you aren’t just trying to satisfy long and short agendas in the same 30 seconds, you are also being both rational and emotional. You are targeting a smaller group and the whole market. You are communicating the overall brand message and a specific product benefit." 🌟"You are trying to change memory structures and elicit an immediate response. You are aiming for the top of the funnel and the bottom. You are driving your marketing car in fifth gear and reverse at the same time."

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Mi3Australia recently released their Marketing & Customer Benchmarks: FY25 Outlook. The report gathers insights from 105 top marketers responsible for $3bn-plus of budgets of an emergent three-speed marketing economy and upended KPIs and priorities. Some highlights to note: - The FY25 Marketing & Customer Benchmarks report finds a three-way split on investment trends across those pulling back hard, those holding and those powering into the new financial year. For many (43 per cent) performance or lower funnel investment will rise. - Marketers now have heightened responsibility for customer thrust upon them, adding to already complex remits that are leading many to rethink their agency supply chains and how they are managed. - In turn, KPIs are shifting hard to customer lifetime value (CLV) with metrics like net promoter score (NPS), cost per acquisition and purchase frequency in decline. We are seeing these trends a lot with our clients both in Australia and overseas especially the KPI focus shifting harder to CLV. The good news is that CLV is a core metric that a sound loyalty program can drive enabling businesses to effectively measure and exponentially improve their customer lifetime value.

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As more marketers get out of early careers in digital and performance, they will start realising that short term, commercial goals led advertising will always hit a ceiling. This is a good read. There are well articulated points, specifically on the difference between long and short not being literal, but value adding when done right. #Marketing #BrandBuilding #Advertising

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Should brands do good? 96% of Aussies think so 🤔 Earlier this year, Leo Burnett released their “What Good is Doing Good?” report in collaboration with The UTS Business School and Zenith Media. The report found that 96% of Aussies believe it’s important for brands to be doing some form of good in the world. So, does that mean brands should be rushing to ingrain some form of social, environmental or political cause into their overall strategy if they don’t already? Definitely not! Consumers gravitate towards brand authenticity.  The report also supports this. Adjusting your strategy to revolve around something that your brand doesn’t actually believe in - consumers see straight through it. Not a good look. I personally believe it’s important for brands to strive to do good, especially on an environmental, social and staff well-being front - even better if it’s genuinely at their core. But don’t go fakin’ it. Greenwashing… no thanks. Here’s the thing about doing good though. The report found that 90% of Aussies believe a brand is good if it treats people respectfully and fairly, and has positive financial integrity. This encompasses: → Treating staff & the public with respect → Paying employees and suppliers fairly  → Providing stable and fair employment → Paying the appropriate taxes So if brands are already doing the basics of business right, which they should be, they’re already perceived to be doing good. ~~~~~~~~~~ Want to see more thoughts, insights and advice on branding and marketing? Follow me for more - JYE BECKETT

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A quick video recap from the Marketing Tech Summit today in Melbourne by Forefront Customer Leaders Community. Great insights, learning and what the future holds for business and brands alike. #martech #ai #automation #futuremarketing

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At Digital Influence, we use AI imagery to optimise advertising strategies for our clients, such as Terra Firma Media, who specialise in selling advertising space on calendars distributed across New Zealand. This technology enables us to quickly and efficiently generate images featuring iconic New Zealand scenery and diverse representations of farmers. By incorporating images that resonate with all New Zealanders, we help Terrafirma Media’s customers better visualise their advertisements in situation, enhancing the effectiveness of their marketing efforts. Let us show you how our innovative use of AI imagery can elevate your advertising campaigns and connect more authentically with your audience. 🤖 #marketingnz #digitalmarketingnz #businessnz #contentmarketingnz #videomarketingnz #SmallBusinessNZ #salesnz #mindsetmatters

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Sefiani, part of Clarity Global is very excited to be launching its fourth annual Communication that Matters report, Reputation Relevance: Evolving the Corporate Self. We chose this theme after reflecting on a number of #issues and #crises in the Australian and global markets that seemed to indicate big brands weren’t keeping up with key stakeholders' needs and attitudes. Through a survey of Australian marketing and communications leaders, we uncovered that only 30% of our respondents have up-to-date buyer personas, and only half have access to customer insights that reflect the local market. In a world where audience needs and challenges are changing constantly in reflection of the global socio-economic landscape, this just won’t cut it anymore. If you don’t know your audience, how can your #marketing and #communications efforts—and broader business approach—be expected to drive any #impact? This is exactly what we dig into in this year’s report. Please give it a read and let us know what you think. A huge thank you to everyone involved in bringing Sefiani’s Communication that Matters 2024 report to life: Amanda Galmes Patricia Routledge (she / her / hers) Josh Drayton Stephen Maher Phil Wade Alex Judd Robyn Sefiani Nicholas Owens Georgie Mac Smith Georgia Swindley Shannon O'Mara Austen Dunster Censuswide Wesker Fan Tina Peng Luke Ireland Sam Schmaltz

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If you want to achieve a higher return on your advertising spend (ROAS) for your ecommerce store, ask yourself this question. Who is more motivated to generate a higher ROAS for your business? A company that charges you a flat retainer, regardless of the ROAS they reach, or one that earns more for reaching a higher ROAS for you? If you run or know someone that has an ecommerce store and you think they may want better results. Please let them know they can always reach out to us to find out how our performance model can work for them https://lnkd.in/gtTVEYJ8

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🚨 𝗧𝗵𝗲 𝗠𝗲𝗱𝗶𝗮 𝗥𝗮𝘁𝗶𝗻𝗴 𝗖𝗼𝘂𝗻𝗰𝗶𝗹 𝗵𝗮𝘀 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹𝗹𝘆 𝗰𝗹𝗮𝘀𝘀𝗶𝗳𝗶𝗲𝗱 𝗔𝗱𝗲𝗹𝗮𝗶𝗱𝗲'𝘀 𝗔𝗨 𝗺𝗲𝘁𝗿𝗶𝗰 𝗮𝘀 𝘂𝗻𝗱𝗲𝗿 𝗿𝗲𝘃𝗶𝗲𝘄 🚨 AU is Adelaide's omni-channel metric that uses attention signals to measure media quality. For Adelaide, pre-accreditation has been a rigorous exercise, covering nearly every aspect of how AU is calculated. There's little doubt that it will improve the accuracy, consistency and trustworthiness of the AU in the long run. https://lnkd.in/gdT3SMMD Even being reviewed for accreditation is huge. It serves an important function in the media industry. It builds confidence in the use of Attention metrics as a legitimate means to access higher quality media. Well done Marc Guldimann and team 👏 How are you considering attention metrics in your planning and buying processes? #mediaquality #betteroutcomes #attention #digitalmedia #adelaide #roadconsultancy

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🔥 THERE IS NO SUCH THING AS BRAND PERFORMANCE!!!!🔥 Once again, what a powerful piece by Mark Ritson. I could not agree more with him on this and the perfect example has been give with ANZ. ANZ just schooled us all here and the uncomfortable truth that has been uncovered: 1. Trying to build brand and drive sales in the same ad? You're failing at both. 2. "Brand performance" or "performance branding" isn't the silver bullet you think it is. ANZ's CMO Astrud Burgess essentially ditched the industry kool-aid and split their strategy into two: 1. Emotional, long-term brand campaigns (It is perfect with the Sharmas 🙌 ) 2. Rational, targeted product ads Result? Skyrocketing brand health AND commercial performance. (what we all want) 🤔 Ask yourself: 1. Are you sacrificing long-term brand health for short-term gains? 2. Is your "integrated" approach actually watering down your message? The hard truth is that: Your obsession with immediate ROI is setting you up for future failure. Short-term performance marketing alone is a ticking time bomb for your brand. Les Binet and Peter Field were always right. Agree? Disagree? Let's debate. Share your thoughts below! #BrandBuilding #PerformanceMarketing

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🌟 Reflecting on the Success of “Activism Amplified: Powering Brands Through Purpose” 🌟 Today’s event at RMIT University, sponsored by the Consumer Culture Insights Group - RMIT University and the Centre for Organisations and Social Change (COSC), brought together thought leaders, insightful speakers, and panellists who shared diverse perspectives on how brands are becoming powerful agents for social change. 👏 Special thanks to our speakers: Amanda Spry from RMIT University, who presented a comprehensive framework on brand activism, exploring the boundaries of authentic engagement. Jessica Vredenburg, PhD who introduced the concept of "bystander brands," which are companies that remain neutral on sociopolitical issues, positioning themselves to attract consumers who feel alienated by competitors' activist stances. Olivier Sibai and Aya Aboelenien, who discussed how brand activism can sometimes polarise, yet also create spaces for meaningful dialogue. Isha Sapra who took us into the world of jewellery branding, showing how purpose-driven storytelling can resonate deeply with audiences. Dominic Counahan who delivered a compelling talk on The Good Study, about Australians and the role of brands in advocating for societal issues. 👏 And to our wonderful panellists—the speakers plus Harriet Gray, Karthika Kumar, and Rebecca Smallchua—for their thoughtful contributions. Their insights added depth, addressing the importance of authenticity, ethical considerations, and the complexities brands face when engaging with social issues. 💡 From defining activism boundaries to strategising impactful storytelling, today’s event explored the delicate balance brands must achieve to connect with audiences meaningfully while maintaining authenticity. 📢 Thank you to everyone who attended and engaged with thoughtful questions. Your input helped shape a rich conversation, and we look forward to continuing this journey towards more purpose-driven branding. Organisers: Amanda Spry Bernardo Figueiredo Karthika Kumar Bronwyn Bruce #BrandActivism #SocialImpact #PurposeDrivenBrands #RMITUniversity #CCIG #COSC #Branding #Authenticity RMIT University Thank you to all who have supported this event: Linda Robinson Heath McDonald Tracy Taylor Lauren Goethals Lauren Gurrieri Lena Wang

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Does creativity make advertising more effective? This year, I worked with Commercial Communications Council in partnership with Tracksuit to analyse the Aotearoa Effectiveness Database and learn what makes for effective advertising here in Aotearoa New Zealand. One of the insights was that creatively awarded campaigns weren’t as effective at converting the current demand in the brand’s category and driving immediate or near-term sales. But that they were *much* more effective at creating future demand and driving long term brand and business growth. Why? When people are ‘in the market’ and looking to buy from the category, they actually want rational information presented in a clear way to help them make a decision. But when they’re not in the market (but will come into the category at some point in future), rational information is of no interest to them – so we need creativity to ‘earn’ their attention and leave them with positive feelings about the brand. Converting current demand and creating future demand are equally important – but they require different creative and media strategies. Download and read the full ‘Future Demand in Action’ report – link in the comments.

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