Posts made in March, 2018

on Mar 9, 2018

By Danielle Long Tourism Australia’s Dundee: The Son of a Legend Returns campaign will contribute an extra $860m to the Australian economy by 2020, according to the tourism body’s chief marketing officer Lisa Ronson. The campaign, which kicked off in January with a teaser campaign and Super Bowl advert, this week rolled out a content series Why Australia, in a bid to continue to leverage the popularity and buzz around the activity. Ronson told The Drum, the campaign aimed to drive more high-value visitors down under with a goal to increase the current $4bn spend that is generated by Read full story › Source: The Drum...

on Mar 9, 2018

By Shawn Lim The recently concluded 2018 Winter Olympics in PyeongChang, South Korea marked the start of Chinese e-commerce giant Alibaba 10-year partnership with the International Olympic Committee (IOC). With the Olympics staying in Asia for the next four years – the 2020 and 2022 Olympics will be held in Tokyo and Beijing respectively – sports marketing experts tell The Drum that this represents more opportunities for other Asian companies to join Alibaba and build their international profile by associating with the prestigious Olympic brand. Presently, the top tier sponsors are The Olympic Partners (TOPs), which is currently a group of 13 companies Read full story › Source: The Drum...

on Mar 8, 2018

A study of almost 1.5 million tweets from 48 corporate and 2,450 non-corporate police accounts has revealed that police forces who embrace the personal touch of bobbies on the beat are far better at engaging with communities. Just been searching the house for the past 10 minutes looking for my glasses, only to find a different pair. I stick them on and walk past the mirror. Where’s my original pair….. on my head. — PC Sarah Barberini (@WYP_SBarberini) 4 March 2018 The Knowledge Media Institute analysis of UK Policing Engagement via Social Media was presented earlier this Read full story › Source: The Drum...

on Mar 8, 2018

By Shawn Lim To raise awareness of the discrimination and gender bias that women are facing in the the workplace in Australia, a short film called Beside Not Behind has been produced by a crew made of mostly women. Olivia Cheung, an integrated producer at The Royals and Cassie De Colling, a director with The Otto Empire produced the film after studies found that in the Australian film industry, women make up 32% of producers, 16% of directors and 23% of writers. The film follows three women talking about the times in which they face gender bias, presumption and misconception. It hopes to promote the Read full story › Source: The Drum...

on Mar 8, 2018

By Tom Goodwin My favorite law is Amara’s Law. It says: “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run”. For this industry especially, it is apt as Adland loves to focus on embracing what’s next and ignores how we can use what we’ve had for a long time. A huge part of my role at Zenith is advising people on what matters. It’s to find what we’ve not yet really digested the power of yet. It’s to ensure myself and those around me are continually and thoroughly informed about everything that Read full story › Source: The Drum...