Andrew was interviewed by Ross Greenwood on his 2GB Money Show, about the Mick Fanning press conference after his shark attack in the ASP World Surf Tour, and whether Red Bull should have leveraged their sponsorship of him or not.
Andrew was one of four people interviewed by the Business Editor of The Australia, Glenda Korporaal, on the growing trend of businesses to control their own media channels.
Andrew Baxter, chief executive of the Australian arm of international advertising and public relations agency Publicis and regular contributor to The Deal, says BlueNotes is an example of an increasing trend towards “owned media”.
“The AFL, Cricket Australia and Major-league Baseball are leading examples of sports that have their own media departments to drive their own content,” Baxter says.
Each June at the Cannes Lions Festival the spotlight is shone on the role creativity plays with brands.
For many years that spotlight has been on creative campaigns for consumer brands such as Coca-Cola and Volkswagen. But last year, for the first time, business-to-business campaigns started to share the spotlight. The most memorable was the Volvo Trucks video demonstration of its dynamic steering capabilities, using John-Claude Van Damme doing the splits between two of their moving vehicles.
As long as you have the cash, you can have a luxury handbag delivered in two days – something hard to imagine 20 years ago, but routine today.
It’s an example of the way marketers have embraced the changing world around them, and brilliantly understood both the shifting needs of their customers and how to best manage their brands.
