International round-up: Australians score at Cannes

Australians score at Cannes Lions

Australians have won big at the Cannes Lions International Festival this week, with multiple creative and advertising agencies winning awards in the majority of categories.

The annual festival, which recognises excellence and creativity in advertising and communications, gives out awards in various categories to shortlisted agencies from all over the world.

Overnight, Australian radio advertising company Eardrum won a Gold award and three Silvers in the Radio category, for campaigns they ran in partnership with several other local and international. Leo Burnett Sydney, Saatchi & Saatchi Sydney and ClemengerBBDO Melbourne won Silver awards for Radio. Other major wins overnight included Saatchi & Saatchi and Leo Burnett Sydney picking up Silvers in the Press Lions category and nine Bronzes going to various Australian agencies in the Cyber category.

Earlier in the week, McCann Melbourne won a Grand Prix – the prime award in each category – for Creative Effectiveness and picked up two Silvers and a Bronze award across other categories. Whybin\TBWA Group Melbourne also picked up a Grand Prix award in the Outdoor Lions category, for their GAYTM campaign during Sydney’s Gay and Lesbian Mardi Gras.

Other Australian agencies that have picked up awards so far include Havas Worldwide Australia, VML, Ogilvy & Mather and DDB Melbourne.

The awards will continue until Saturday, June 21, and a full list of winners can be viewed here as they are announced.

NYT recasts native ad model

A recent native ad on The New York Times’ website has received significant praise from others in the industry, as publishers look for new ways to offer premium advertising online.

The ad, which was written Melanie Deziel from the Times branded content division, is for Netflix show Orange is the New Black and takes the form of an article on the central issue addressed in the show: women’s prisons.

However, rather than a simple banner ad or an article with the “sponsored content” or “paid post” label at the head of the piece, the Netflix ad, titled ‘Women Inmates: Why the Male Model Doesn’t Work’, has used graphics, audio clips, video and photographic content and tables to supplement the text.

Earlier in the year the Times began publishing native advertising and set up a team to produce content alongside advertisers and agencies. The ads generally read like journalism (with the paid post disclaimer up the top), but this most recent ad from Netflix is by far the most comprehensive and innovative.

The ad has drawn positive responses, even being called the ‘Snowfall’ of native ads.

Economist hits 5m readers on combined data

British international news magazine The Economist claims that it now reaches more than five million readers, after it put together data sets from ABC, a reader survey, online data and other reader research.

The methodology, which was approved by PricewaterhouseCoopers, came to a figure that combines print and digital readers and removes overlaps.

It found that of a total of 5.3 million readers, 4.59 million read the magazine in its print form, 1.58 million read it on the web, with other sources like smartphone and tablet coming it at around 260,000 readers. As the study accounted for overlap the gross readership numbers total around 7.3 million, suggesting there is an overlap of, somewhere under 2 million, of readers that consume The Economist on multiple platforms.

The study also provided geographic readership data, which showed that North America was the magazine’s most popular audience, with a net audience total of around 3.4 million. The United Kingdom had the second most with a net audience of 500,000.

For more news from The Newspaper Works, click here.

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