Stay true to con­cept, says top mar­keter

The Bulletin - - Cover Story -

FLEX­I­BIL­ITY is the key to a great ad­ver­tis­ing cam­paign, but stay­ing true to the orig­i­nal con­cept and in­tent can be dif­fi­cult, ac­cord­ing to the PANPA Mar­keter of the Year Alice Brad­bury.

The gen­eral man­ager of mar­ket­ing at The Aus­tralian be­lieves one of the chal­lenges of ad­ver­tis­ing across dif­fer­ent chan­nels is de­vel­op­ing an idea from cre­ative con­cept, and tak­ing it through to an in­te­grated cam­paign.

“You want to come out the other end of the cam­paign feel­ing proud of a body of work that hangs to­gether and clearly com­mu­ni­cates your cre­ative idea across chan­nels,” she says.

Ms Brad­bury ad­vises mar­ket- ers to take a dif­fer­ent ap­proach to ads on dif­fer­ent plat­forms. “I think that in print you need to en­sure your ad is im­pact­ful and vis­ually stun­ning,” she says.

“In dig­i­tal, it must be en­gag­ing, per­haps dis­rup­tive, but never an­noy­ing. You want some­one to click on your ad for more in­for­ma­tion, not be frus­trated and block their con­tent or, worse still, miss it all to­gether.”

The print ad for­mat is a favourite of Ms Brad­bury’s. “I es­pe­cially love the print for­mat - it’s so im­pact­ful. Es­pe­cially those big dou­ble-page-spreads, cover wraps and spe­cial shapes,” she says.

“There is so much you can do in print, and it’s great to see many of the pa­per’s ad­ver­tis­ing clients work­ing with us on in­no­va­tive ways to get their brand mes­sage across so suc­cess­fully.” Ms Brad­bury worked on The

Aus­tralian’s 50th birth­day cam­paign in 2014, which won her team the PANPA Con­sumer Cam­paign of the Year.

The cam­paign had both a print and dig­i­tal com­po­nent, and ran across ed­i­to­rial, con­sumer mar­ket­ing, and trade. It also had a com­mu­nity out­reach com­po­nent, in­clud­ing so­cial en­gage­ment.

“It all cul­mi­nated in the event of 2014 - our gala din­ner with a who’s who of Aus­tralian me­dia, pol­i­tics, sport, and ed­u­ca­tion

hosted by Ru­pert Mur­doch and then Prime Min­is­ter Tony Ab­bott,” she says.

“It was such a great cam­paign to work on as it touched all as­pects of the pa­per. And the sub­ject-mat­ter was fas­ci­nat­ing. We got to ex­plore the pa­per’s archives and re-sur­face 50 in­cred­i­ble years of cov­er­age of the news that shaped our na­tion in the 20th and 21st cen­turies.”

Ms Brad­bury started her role at The Aus­tralian in De­cem­ber, 2013. As gen­eral man­ager of mar­ket­ing, she over­sees the team that de­liv­ers on the re­tail, sub­scrip­tion, and brand needs of

The Aus­tralian.

She has been re­spon­si­ble for the launch of a new app ver­sion of the pa­per, the re­brand­ing of the Life sec­tion, and the launch of The Aus­tralian Busi­ness Re­view, amongst other projects.

At this year’s PANPA Ad­ver­tis­ing and Mar­ket­ing awards, Brad­bury was awarded the Mar­keter of the Year award.

“It re­ally was such an hon­our, and a real team ef­fort, to be recog­nised by the in­dus­try body, and such an es­teemed judg­ing panel,” she says.

“As I said on the night, mov­ing to The Aus­tralian, the na­tion’s agenda set­ting news­pa­per, re­ally was the best ca­reer de­ci­sion I’ve made yet.

“I love work­ing with such a ded­i­cated ed­i­to­rial team, and cre­ative and com­mer­cial mar­ket­ing team – and I couldn’t achieve [what I have] with­out my first-class mar­ket­ing team.”

Ms Brad­bury got her start in mar­ket­ing in Lon­don, where she worked for sev­eral years as a ju­nior in ad agen­cies. She has worked on ma­jor con­sumer cam­paigns for Coca-Cola, Unilever, Fiat, and Uniqlo.

“It was there I got the taste for de­liv­er­ing en­gag­ing cre­ative, and un­der­stand­ing the strate­gic think­ing needed to de­liver on a con­sumer in­sight and a busi­ness need,” she says.

She has al­ways worked in mar­ket­ing, but has moved across the dif­fer­ent dis­ci­plines of ad­ver­tis­ing, brand, PR, and com­mu­ni­ca­tions.

In a chang­ing me­dia land­scape, with a pro­lif­er­a­tion of con­tent from a va­ri­ety of new, emerg­ing and tra­di­tional sources, one of the chal­lenges of her role is grow­ing print and dig­i­tal sub­scrip­tions.

“Not all con­tent is cre­ated equal – so our mar­ket­ing cam­paigns play a role in ed­u­cat­ing con­sumers of the unique ben­e­fits of a sub­scrip­tion to The

Aus­tralian,” she says. “Our to­tal paid base con­tin­ues to grow, and we con­tinue to com­mu­ni­cate the ben­e­fits of pay­ing for mar­ket-lead­ing con­tent from Aus­tralia’s lead­ing news­pa­per.”

Ms Brad­bury has come across a lot of great ads this year, but the hall­marks of a great ad are sim­ple. “A great ad strikes an emo­tional chord, is en­gag­ing, mem­o­rable - and is uniquely yours,” she says.

In dig­i­tal, it must be en­gag­ing, per­haps dis­rup­tive, but never an­noy­ing’

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.