TrinityP3 for FIVE: Washington Post implodes | Greenwashing case goes to court | Changes at Droga5 | Brands ‘leaning in’ on US election - Nov 3

Welcome to TrinityP3 for FIVE. A curated newsletter of the five things the TrinityP3 team thinks you need to read this week.?

Our goal with TrinityP3 for FIVE is that in five minutes of reading on a Sunday you can get up to speed, feel more informed or even get a head start on your week.?

And don’t forget you can sign up to the email version of the newsletter here or the LinkedIn version here. We have also launched an experimental AI audio edition here (the AI robots have views on adland, people!)?

This week’s curator is Lydia Feely, General Manager, TrinityP3.

November 3, 2024

THE FIVE

1. WASHINGTON POST IMPLODES ITS BRAND IN A SINGLE WEEK - WHAT NEXT?

For the first time in more than 30 years, the Washington Post has decided not to endorse a candidate in the presidential election. The response from subscribers was swift, with more than 250,000 people cancelling their digital subscriptions to the paper following the announcement – a number NPR says counts for 8% of the paper's paid circulation.

In response, the paper’s owner, Jeff Bezos, published an opinion piece arguing that the decision was made to remove perceptions of bias and boost public trust in the media. Many are suggesting the billionaire was simply seeking to avoid angering Donald Trump in the nailbiter election campaign.

Why it matters (LF): This could be a case study of a brand imploding in a single week. The question here is whether the brand is clear about its principles and strategy, and is prepared to do what it takes to be known for its independence in the political arena or whether we're witnessing a brand alienating a large proportion of its customer base and eroding trust. Such events highlight the importance of being 100% clear on what your brand stands for.

2. THE ERA OF MEDIA TRANSPARENCY IS NOT OVER SAYS MANNING AND WRIGHT

Last week TrinityP3’s Stephen Wright published an interesting article in Mumbrella, drawing together various threads in the global media transparency debate. Leading global transparency expert Nick Manning picked up on Wright’s piece with no less than two Linkedin threads – here and here –- ensuing.?

Why it matters (LF): The topic of media transparency is complex and nuanced. Sometimes this complexity can make it hard for marketers and procurement to navigate. The conversation between Steve and Nick breaks down that complexity in a way that is easy to understand.

3. NO MONKEYING AROUND: CHANGE AFOOT AT REBRANDED DROGA5

It’s been a big year for those working at The Monkeys. In August, co-founder and CEO Mark Green was announced as the new global CEO of Droga5, with the move integrating all the Monkeys offices into Droga5.?

Some, such as newly appointed local Droga5 CEO Matt Michael, are staying to help the agency “stand on the shoulders” of The Monkeys and continue bringing the “reverse takeover mentality”. Others have taken their leave. It was reported that three members of The Monkeys Melbourne – CEO Paul McMillan, CCO Ant Keogh and CSO Michael Derepas – are leaving to launch their own agency.?

Why it matters (LF): The long-term growth and success of The Monkeys has been great to watch, and Mark Green and the team is well respected within the industry.? All eyes will be on how the next chapter plays out: with the dynamics of The Monkeys, Droga5 and Accenture Song all in the mix, whose culture will dominate?

4. MARKETERS BEWARE: SANTOS TARGETED OVER CLAIMS OF GREENWASHING

As the AANA launched its new Environmental Claims Code, the Australasian Centre for Corporate Responsibility (ACCR) took oil and gas company Santos to court over claims of greenwashing.?

The ACCR submitted that “Santos lacked reasonable grounds” for its claims that it was working towards reducing its emissions by 2030 and reaching net zero by 2040, accusing the company of “misleading or deceptive conduct.”?

Why it matters (LF): This will be a significant case to watch, especially in the wake of the new AANA guidelines. As we noted last month, sustainability is increasingly on the agenda, and self-regulation has not worked. Marketers would do well to review their current policies and activities and check that they haven’t run foul of the new rules.

5. US ELECTION: SOME BRANDS ARE TRYING TO ‘LEAN IN’ TO DISINTERESTED AUDIENCES

Politics is a minefield for brands, and one wrong step can easily end in a social media firestorm (See above: Bezos/The Washington Post). Last week, MarketingDive reported on the brands using the anxiety brought on by the US presidential election to connect with people looking for respite from the particularly tense campaign.?

Why it matters (LF): We are in a frenzied, high-stakes Presidential election, and it's easy to forget that not everyone is living the ups and downs of the media cycle. It's really interesting to see brands cleverly using this cultural moment and speaking to audiences who may have otherwise turned off the election.?

THINGS THAT CAUGHT OUR ATTENTION

Darren Woolley , Global CEO, TrinityP3?

Marketer turned business and brand owner, ex-Lion Ed Stening GAICD joined his friend and media personality Merrick Watts in launching a hydration brand Posca Hydrate. Always great to see marketers back themselves with money on the table and skin in the game.

Anton Buchner , Senior Consultant, TrinityP3?

A group of agencies installed a giant melanoma on Sydney’s Tamarama Beach, called ‘The Spot’, as part of this year’s Sculpture by the Sea exhibition. I like Anne Gately’s comment about it, as she’s a stage IV melanoma survivor and advocate for creating cultural change. She says, “Anything that helps start a conversation about skin cancer and educates people to look out for changes in their skin, I’m a fan of and love to support. It is a community issue, and Australian cultural norms need to change to see substantial behavioural change.”

Kylie Ridler-Dutton , Senior Global Consultant, TrinityP3

On Tuesday, millions of Aussies will spend big on the race that stops a nation, but it is also the day the US decides on the next President. The global economy could tip into recession if Trump’s tariffs are implemented across the board and affected countries retaliate. Watch this space for marketing budgets to be heavily impacted yet again.

Nathan Hodges , Managing Director ANZ, TrinityP3?

Amid a deluge of US election ads, stunts, rallies, TikToks and pressers, the visual of Trump being driven around in a garbage truck made me laugh out loud. Just because you can do a thing doesn't mean you should do a thing. It just goes to show: 1) not all ideas in a brainstorm are good, whatever you've heard; 2) you can never stop thinking it through; 3) the opportunity for someone in the team to say no – and be heard – is priceless.

Ellie Angell , Business Director ANZ, TrinityP3

The launch of ChatGPT into the search space feels seismic in terms of the potential effect on the market; what's uncertain is whether that effect will be proper competition for Google or the rise of a new monopoly to replace Google. ChatGPT is also stating “no plans for advertising” – a big advantage over Google, but of course, this raises more questions about what the commercial model will be and what effects that model might have on the search results provided to consumers.

Nick Hand , Senior Consultant, TrinityP3??

Name a food, beverage, animal or social cause and there is probably a “day” for it. There are so many that they usually come and go before we even realise it’s a thing, which is why I liked this stunt from Barilla for World Pasta Day. Even if I noticed it a week late. And I don’t live in New York. Still a good idea.

Nic Christensen , Senior Consultant, TrinityP3?

Congrats to David Hovenden and Dan Uglow , who celebrated 10 years of Misfits Media. It’s often forgotten now, but when they inherited it, trade title B&T was facing some major challenges. They have breathed a new life into it, especially under the current editorial team, which includes Tom Fogden , Arvind Hickman and Aimee Edwards (although Darren is still a little upset he didn’t stay at no.1 in their list of best consultants this year).

WHAT MADE US LAUGH?

Ever wonder what would happen if Brian Cox aka Logan Roy went to college…

AND FINALLY?

We would love two things: one is if you enjoyed this, please share it with your colleagues – and if you didn’t let us know why by emailing [email protected]