Demand for in-housing continues to run hot and brands are taking more functions in-house, particularly data, in a bid for faster insights and output. Ex-CUB marketer turned Lution founder Chris Maxwell is bidding for international expansion with former Betfair, Telstra and Telefonica marketer Nick Thomas joining the growth push. Dismissing claims that media savings from in-housing are a one-off and suggestions that internal teams go stale, Maxwell thinks more brands and functions will continue to move as results underline the business case.
Australia's low use of renewable energy means it has one of the highest advertising emissions per capita globally. Former Oracle exec June Cheung, just named as Scope3’s Sydney-based Asia Pacific lead to spearhead the advertising emissions measurement firm’s plans for the region, has Australia’s biggest advertisers like banks, telcos and supermarkets at the top of the list to reduce their carbon impact from ad spending.
A prominent UNSW Law & Justice faculty academic, Dr Katharine Kemp, has published a paper recommending News Corp, Nine and Seven be scrutinised under Australian Consumer Law for their use of terms like “anonymous” and “de-identified” when talking about consumer data. The publishers, which reject Dr Kemp’s findings, claim to distinguish millions of Australians for advertising purposes using vast troves of behavioural data.
A year from rebranding 10 All Access, Paramount's ANZ boss Beverley McGarvey says Paramount+ subscriber growth is way ahead of expectation. She dismissed speculation that US parent is considering offloading the broadcast business to concentrate on streaming underlining free-to-air's value in driving subscription growth and to get a second squeeze of value from its content investments. Meanwhile, as Disney Plus and Netflix race to launch ad-funded models, she claimed Paramount+ had got there first.
Telstra, Coles, Suncorp, Virgin and Unilever brands Rexona, Dove and Omo are among the brands to partner with newly launched social platform WeAre8, which pays users to view ads. On its current estimates, the company says it pays $0.30 – and donates $0.02 to charity – for every minute of advertising a user watches.