In today’s column, two leading Adelaide advertising agencies merge, farewell to a radio legend, Rundle Mall’s new marketing push, a prominent SA columnist advocates punching annoying people, and much more.
Einstein Da Vinci merges with Hybrid
UPDATED: As of Monday next week, Adelaide advertising agencies Einstein Da Vinci and Hybrid Advertising and Marketing will merge under the Hybrid banner.
Hybrid’s Rob Porcaro confirmed the merger, saying he had known Einstein Da Vinci MD Linda MacAuley for 15 years.
“Both agencies have evolved substantially in recent years,” he said in a statement to InDaily.
“Einstein has morphed into a brand development agency focussed on strategy. Hybrid on the other hand built its reputation on brand development and revitalisation programs and has very much transitioned into a marketing innovation company focussed on managing brands across all channels.
“The merging of Einstein Da Vinci operations into Hybrid further strengthens the ‘marketing innovation company’ positioning and both Linda and I are excited about the future and the enhanced offering to existing and potential clients.”
The merged operations will be located at the current Hybrid premises in Halifax Street, with 24 staff on board.
The Einstein Da Vinci brand will continue as a strategy-based practice under the Hybrid banner.
Hybrid’s clients include Thomas Foods International, Fasta Pasta, Shiels and Ironfish. Einstein Da Vinci’s portfolio includes Statewide Super, Business SA, AV Jennings and Phil Hoffmann Travel.
It’s been a tumultuous few months for Adelaide’s advertising industry.
In December, Kwp subsumed Clemenger BBDO’s local office to create South Australia’s biggest ad agency.
Vale David “Daisy” Day
Adelaide radio legend David “Daisy” Day has died, aged 63.
Tributes flowed this morning to the much-loved DJ, who had suffered from health problems for a long time.
Today Tonight’s Paul Makin produced a wonderful piece on Day back in 2013 when he launched his autobiography. Watch it below.
Selling the new Mall
The Adelaide City Council has spent millions upgrading Rundle Mall, so it is logical to roll out a new brand and marketing campaign.
The Mall authority previewed the logo yesterday at a breakfast in Lindes Lane, ahead of today’s official launch (in other words, ahead of today’s prominent page-two coverage in The Advertiser which, predictably, will also receive thousands of dollars of marketing spend).
The campaign itself has some interesting angles. The theme is “Unfold Rundle Mall”, and includes multicoloured ribbons which are meant to give a sense of the Mall being at the heart of a precinct – rather than simply a linear shopping strip – with unexpected corners worth exploring. It looks like a good idea, with possibilities to expand on the theme.
A cinema and TV commercial uses stylised animation, with a brief glimpse of Mall favourites like the balls and the pigs. It finishes with a party on a rooftop bar that looks a lot like 2KW – which isn’t on the Mall, but rather the corner of North Terrace and King William Street.
It is curious that the agency decided not to use actual footage of the revamped Mall and the new shops and bars proliferating around it.
Former Adelaide journo to edit WHO
Former Adelaide journalist Shane Sutton has been appointed editor of WHO magazine.
Sutton started his career as an Advertiser cadet in the late 1980s before going on to senior editorial positions in mass magazines including New Idea, Famous and Woman’s Day.
Sutton replaces outgoing WHO editor Nicky Briger, who will stay within the Pacific Magazines stable as editor of marie claire.
Who wore it best?
On Wednesday, News Corp’s Brisbane daily, The Courier Mail, published the following front page.
The next day, The Advertiser gave us this toned down version.
Naughty corner
Advertiser columnist and FIVEaa breakfast presenter David Penberthy today published a column which advocates punching people if they annoy you.
Writing about the “sanctimonious” reaction to Hawthorn coach Alastair Clarkson “shoving” an annoying drunk Port fan in Adelaide last weekend, Penberthy wrote that Clarkson should have gone further.
“Alastair Clarkson should hang his head in shame. He should have hit the bloke properly when he had the chance.”
The Advertiser has been part of a nation-wide campaign by News Corp products to combat “one punch” violence.
The newspaper lobby group, Newspaper Works, even uses the campaign against street violence to push the marketing influence of Australia’s fast fading print products.
On April 13, Newspaper Works sent around a marketing email patting themselves on the back over the success of the campaign, saying: “With community shock at coward punch attacks, drastic change to our laws was needed.”
Somewhat sickeningly, Newspaper Works segued from praising newspaper campaigns against street violence to a hard corporate sell: “Now imagine this influence working for your brand.”
Let’s hope Penberthy’s influence – in this case – is minimal.
Top of the class
Israeli film-maker Itai Anghel has produced a courageous and rare look at the frontline battle against ISIS, No Free Steps to Heaven, broadcast by the ABC’s Four Corners program this week.
Anghel joined Kurdish fighters – including a crack squad of women – in battle, his camera clearly within range of Islamic State guns.
Apart from the sheer courage involved, the film provides frightening insights into several sides of the brutal conflict.
His interviews with captured Islamic State fighters are astounding in what they reveal about the mindset and indoctrination of these men.
You can link to a transcript and view the report from here.
Media Week is published on Fridays.
