SOURCE: Stuart Marsh | 9NEWS
The biggest media companies in Australia have joined forces to create what may be the single largest advertising campaign of its type ever launched in the country.
The “Advertise or Die” campaign is aimed at encouraging chief executives, chief financial officers and chief marketing officers to spend money on brand-building advertising.
Developed by Publicis Group’s creative team at Saatchi and Saatchi, the campaign is supported by media owners including Nine, News Corp, Foxtel, Seven West Media, 10, Southern Cross Austereo and the Australian Radio Network.
In a climate of low consumer sentiment, the campaign is aimed at highlighting the role advertising plays in delivering long-term sustainable growth for businesses.
Continue to invest money in advertising, not just despite a tightening economic situation but because of it.
Campaign spokesperson Mark Ritson said there’s genuine data behind how advertising in premium environments can boost a company’s bottom line.
“There are three key messages for those who manage Australia’s corporate budgets. First, continue to invest money in advertising, not just despite a tightening economic situation but because of it,” said Ritson.
“Second, make sure at least half your budget is invested on the top of the funnel and on long-term brand building, not just on short-term spending.
“And finally, don’t fall for the siren song of new, exaggerated media opportunities at the expense of proven long-term, brand-building media.”
Don’t fall for the siren song of new, exaggerated media opportunities at the expense of proven long-term, brand-building media.
The campaign will be seen across television, radio, print, outdoor billboards and online.
A website at advertiseordie.com.au has been established to support the campaign, listing the reach premium advertising media environments boast in Australia.
Television, for instance, reaches an average of 21.9 million people every month and operates across an average of 6.6 screens per household.
A staggering 95 percent of Australians listen to radio every week, with people six times more likely to look for a brand online if they’ve heard it advertised on radio.
The campaign’s primary hook is “If your brand’s not here, it’s nowhere”.