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3 Questions with Andrew Baxter - What is the future of Marketing?


Andrew Baxter has one very impressive Resume showcasing a 20yr career in the marketing and advertising industries. As the current CEO of Publicis Worldwide Australia, one of the country's largest communications agencies, Andrew has worked with some of Australia's most iconic brands. Names such as Ogilvy and Y&R.
With his unique experience, expertise, and sharp eye for detail it’s no wonder he’s landed a CEO position not just once, but three times in the last nine years. 
Andrew has managed and overseen the creation of some of the most iconic & visible brand communications campaigns in Australian advertising history. Rhonda & Ketut for AAMI,."Share a Coke", for coca-Cola. The campaign that reconnected them with Australian pop culture and, ultimately, its customers.  That same campaign is now being used in 80 different countries around the world. 
Andrew is also a passionate writer, taking on the bigger issues about the trends in marketing and communications. One of his most popular publications is “The role of advertising in a digital world - are we about to see the comeback of the iconic, emotional Aussie ad?” Here he shares his thoughts and talks hard facts about the changing trends of emotional customer engagement and rational engagement in today’s marketing, and what works best in attracting the Australian population.
Andrew Baxter is, an extraordinary guy. And that's why I am absolutely thrilled to have him share his insights at Social Star's Panel Discussion “The Future of Marketing” on 6th of October 2016. I can't wait to hear what he predicts for the future.
In fact, I’m so excited I want to share with you bits of a recent chat I had with Mr. Andrew Baxter, and his thoughts on some of the hot questions we have received recently at Social Star. So let’s get straight into it shall we?

the future of marketing

Social Star: “Some people have stated that traditional media such as TV, radio and print is under fire for being out-dated, too expensive and ineffective. Do you agree? What do you see in the future for traditional TV and prints ads?’ 
A Baxter:  “In the end it’s about balance. Whilst viewership is down on free to air TV over the last 5 years, it’s still the quickest way to reach masses of people, if that’s what your strategy is. The conversation is also switching to (other) ‘screens’.

Over 450,000 people watched the Aussies play the USA in the Men’s Basketball at the Rio Olympics, on the Channel 7 App. Is that TV or digital?”
“It’s easy to forget the power of advertising when digital dominates marketing thinking.

Advertising’s origins go back 4000 to 5000 years. You can look back 2000 years at the ruins of Pompeii and see signs etched into the brickwork advertising everything from political candidates to the best fish stew, with carefully crafted messages of influence.”
“However now, the challenge is to understand the role of advertising in the digital world. Advertising has been working at the emotional and rational level for us. As Research Company Millward Brown pointed out a few years back, every ad generates an emotional response, because everything we encounter in life generates an instinctive emotional response. But some do dial up the emotional appeal more to persuade consumers, while others are more factual and rational.”
“Until recently, many of the digital mediums that were available to advertisers favoured the more rational and factual advertising. But the growth of mobile devices, and the affordability of video content, has seen a return to emotionally appealing creativity in advertising.” 

“The good news for those who see advertising as art as much as craft is that this seems like a short-term glitch: what hasn’t changed in a digital word is that 95 per cent of purchase decisions are made emotionally. And with the rapid take up of smartphones and their ability to deliver HD video, emotional creativity is coming back as an important advertising genre. And it has seen marketers rapidly moving 41 per cent of their advertising spends to digital mediums.”
Social Star: “Bill Gates famously said content is king way back in the 1980's. Getting clients' attention through content marketing on social media is still hard as there is no magic formula for success. What are your strategies on content marketing?”

A Baxter: It is important for marketers to understand where the majority of their target audience is going, who they are most attracted to and what is the most relevant and entertaining content.”
“Young kids don’t distinguish between television, DVDs, iPads, smartphones and computers. To them they’re all screens to watch the ‘show’. If Sesame Street is not running when kids want to watch it on TV, they’re very quick to find it on Google or YouTube. Sesame Street’s YouTube channel has more than one million subscribers. YouTube has been a big mover in the past two years around such video content distribution channels. The viewer statistics are huge: one billion users a month, growing at 50 per cent a year, who spend an average of six hours each month viewing their favourite video content. Today some YouTube channels have audiences bigger than mid-sized US cable channels.”

“Young adults between the ages of 18 and 24 were consuming 23 hours of television a week on average, and another two and a half hours of video content online. The traditional media owners, so used to developing and distributing their own video content, are now more willing to look at other content-creation options to ensure advertising dollars remain with them. This has seen the rebirth of branded content – co-created by the brand and the media owner for the benefit of both. 

“In Australia, Woolworths is front and centre of the Ten Network’s Recipe to Riches. It’s a behind-the-scenes look at the process of products getting to shelf – and it’s good for Woolworths and for Ten. Marketers need to embrace the more complex market as it’s providing more opportunities to reach and better engage viewers.”
Social Star: “As the CEO of a major advertising company, how do you keep up to date with the changes in advertising and digital? Conferences, read blogs, books?”
A Baxter: “I subscribe to over 20 daily news feeds, across technology, fashion, automotive, retail, leadership, business, news and the ad industry. I also read a lot of books that have an underlying strategy theme – could be books on well-known individuals across business, sport or the military (I just read Monash’s latest biography, as well as Peter Cosgrove’s autobiography), or historical happenings from political, business or military conflicts. And specifically in regards the changes in our industry– the best advice I ever received was to live it and use it!”

So there you have it! A sneak peak, and I hope you enjoyed the insights of Andrew Baxter. Thoughts? Anything to add? Agree or disagree?

Drop us a line or, join us and meet Andrew Baxter face to face at our event on the 6th of October 2016! He will be sitting on our discussion panel alongside three other marketing experts. All of them will be discussing the trends of paid advertising vs content marketing. Topics like “change and innovations in brand and media agencies”. Marketing trends & changes and their implications for your job, business and even your life. As well as many more. 
Look forward to seeing you there!