Pinterest aims to put clear air between itself and rival platforms under pressure globally over mental health and algorithm-induced anxiety and the prospect of teen bans locally. It’s simultaneously making a play for more full-funnel ad dollars as performance media acquisition costs soar, doubling in the last four years and threatening unit economics, especially for ecom pureplays. The platform called out rivals at this week’s annual showcase, with global CEO Bill Ready talking up a “positive business model centred on emotional wellbeing rather than engagement via enragement”, and throwing down the gauntlet to Meta, Twitter and TikTok to use its third party-developed tools to gauge negative impacts on users. Local MD Melinda Petrunoff said it’s been private by default for under-16s for more than a year “before this was a discussion”, and advertisers are buying the positive vibe. Now it’s pushing performance and commerce capability – and the likes of Mecca, Pandora, Adidas and Walgreens are converts.
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Norwegian Cruise Line sails into ‘More’ with new brand positioning and upgraded package
Norwegian Cruise Line (NCL) has unveiled a new brand positioning, ‘MORE’, and an enhanced package, ‘More At Sea’, based on the belief that Australian travellers are seeking more from their holidays.
Chery Motors taps M&C Saatchi Group for Jaecoo brand launch in Australia
Global automotive manufacturer, Chery Motors, has appointed M&C Saatchi Group to spearhead the launch of its Jaecoo brand in Australia. The partnership will utilise various disciplines from the M&C Saatchi Group, including Creative, PR, Influencer, and Social.
ACCC receives $30m boost to ramp up supermarket and retail sector investigations
The Australian Competition and Consumer Commission (ACCC) has been granted an additional $30 million in funding over the next 3.5 years to bolster its investigations and enforcement activities in the supermarket and retail sector.
Enigma’s new campaign: Trading the King’s birthday for ‘The Real King’ of Queensland
Enigma, one of Australia’s largest independent agencies, has launched a new campaign for SportsPick, Australia’s favourite in-venue live sports companion for pubs, clubs, and bars. The campaign urges Queenslanders to substitute the King’s Birthday public holiday on 7 October for ‘The Real King’s’ birthday – Wally Lewis – in December. The campaign cleverly leverages unused public holiday substitution entitlements.
‘There’s a lot of junk’: VC firm Luma Partners’ Terry Kawaja says adtech ‘refuses to grow up’, did ‘terrible job’ on privacy, backs ad activists to force clean-up, says Google break-up ‘win for all’ – especially Google
Part One: Terry Kawaja’s New York investment bank Luma Partners is behind the Lumascape spaghetti maps that try to make sense of the sprawling, connected pipes of the adtech industry. Kawaja thinks consolidation has to happen for the industry to shake the cowboys – “the environment is highly fragmented and that allows people to hide,” he says. That’s code for “nefarious” market behaviour which undermines adtech’s credibility. Kawaja argues a clean digital ad system is more important now than ever if open web players are to compete with big tech, especially as he sees retail media quickly eating a third of open web ad dollars. But consolidation and M&A has been lean of late. Kawaja admits adtech is still notoriously opportunistic and has played a starring role in the creation of some of the problems the market is struggling to address with junk digital data, fake people and opaque trading practices that nobody seems able to solve. Regardless, he sees another incoming wave of tech investment and reckons Google’s global advertising trading system being broken up would have huge financial upside for Alphabet shareholders – and the industry at large. Kawaja thinks Google may even be playing to lose.
Aussie shoppers confused over ‘Australian Owned’ labels say local brands
A coalition of Australian food businesses, including Norco, SPC, Sanitarium Health Food Company, Mayvers and Sunshine Sugar, has formed in response to shopper confusion over ‘Aussie owned’ products. New research from Norco, Australia’s oldest and largest 100% farmer-owned dairy co-operative, reveals that due to inflation, Australian households are spending up to an extra $1.64bn in their monthly grocery shops.
Unilever drives strong brands results with inclusive advertising, backs Unstereotype Alliance research
Global FMCG giant Unilever has backed up the findings of the latest Unstereotype Alliance, which revealed that inclusive advertising campaigns can significantly boost profits, sales, and brand value by increasing sales, consumer preference and loyalty.
Klook’s first consumer travel event set to revolutionise traditional travel Expos
Klook, the rapidly expanding travel experiences booking platform, is set to launch its inaugural consumer travel event, ‘Klook Travel Fest’, on Saturday, 30 November at Sydney’s Carriageworks. The event, hosted by singer and TV personality Faustina ‘Fuzzy’ Agolley, aims to offer travel enthusiasts exclusive discounts, prizes, and expert tips on travel hotspots including Japan, the US, and Hong Kong.
‘There’s a lot of junk’: Top VC firm Luma Partners’ Terry Kawaja says adtech ‘refuses to grow up’, did ‘a terrible job’ on privacy, backs ad activists to force a clean-up and says a Google ad break-up is ‘good for everyone’
Part One: Seven companies now account for a third of the total value of the US S&P 500 – and the bulk of their collective trillions in market value happens to come from marketers and advertising. It’s a crazy number, but Terry Kawaja, the fast talking banker, considered by some the ‘godfather’ of adtech start-up investment, says another wave of advertising and marketing related tech spin offs are incoming that’s making him a little more bullish than the cooling of the past 18 months.Kawaja’s New York firm Luma Partners is behind the Lumascape spaghetti maps that try to make sense of the sprawling, connected pipes of the adtech industry. Kawaja thinks consolidation has to happen for the industry to shake the cowboys – “the environment is highly fragmented and that allows people to hide,” he says.That’s code for nefarious market behaviour which undermines adtech’s credibility – and Kawaja argues a clean digital ad system is more important now than ever if open web players are to compete with big tech, especially as he sees retail media quickly eating a third of open web ad dollars.But there’s little sign of that consolidation right now and Kawaja admits adtech is still notoriously opportunistic and has played a starring role in the creation of some of the problems the market is struggling to address with junk digital data, fake people and opaque trading practices that nobody seems able to solve.Regardless, Kawaja says another wave of tech investment is coming and for good measure and says Google’s pervasive global advertising trading system being broken up would have huge financial upside for Alphabet shareholders – and the industry at large. The US Department of Justice has been landing punches over the past three weeks in its current US Federal District Court adtech “monopoly” trial against Google.