Published on The Sydney Morning Herald written by Brooke Gibbs.

Australia Day advertising campaigns are fraught with danger as society becomes more politically correct and complaints soar, say industry experts.

The Meat & Livestock Australia's lamb advertising campaign, which has been running for 14 years, has again been one of the most controversial Australia Day ads this year.

The lamb ad depicts a stand-off between the left and right in today's society trying to achieve "political correctness" in a dance battle. They eventually unite over a barbecue.

Meat & Livestock Australia has given the ad a Broadway musical makeover this year and, for the second time, does not mention the controversial date of Australia Day.

Swinburne University of Technology, advertising lecturer David Reid, said the 2018 lamb ad was an excellent campaign from a creative point of view but said it was always going to be controversial as it plays on stereotypes.

"Perhaps [brands could actually be looking for controversy as a way to boost sales,] but the agency and brand, Meat & Livestock Australia, understand there is a public debate and they are simply creatively interpreting that," Mr Reid said.

For Australia Day campaigns, in particular, context becomes extremely important as the day is becoming increasingly politicised, Mr Reid said. He said former Labor leader Mark Latham's 'Save Australia Day' campaign, pushing for Australia Day to remain on January 26, was an advertising fail that was "embarrassing for its creative and strategic immaturity".

The campaign depicts a dystopian Australia where the mention of Australia Day celebrations create pure fear. In the ad, a girl is seen running to her mother with a "Happy Australia Day card". This act horrifies her mother who asks if she has shown the card to anyone else before putting it in the shredder. Actors glare into their PC surveillance cameras in fear that them buying lamb chops or mentioning Australia Day will result in them getting punished in a Orwellian society.

"'Save Australia Day' will gain traction as it uses fear as its main appeal. I know Australians are mature and intelligent enough to see behind its ignorance and simplicity," Mr Reid said.

Marketing Eye founder and managing director Mellissah Smith said had noticed a significant cultural shift in advertising companies mixing politics into their campaign to show how progressive they have become and credits this to the increasing number of millennials in the workforce.

"Their voice and reason to create a world that has less prejudice, is open to gender and marriage equality, and in general are more understanding of mental health, bullying and people's differences, is being heard and making older generations think twice," she said.

Ms Smith said the most effective Australia Day campaigns are the ones that talk down the date and focus greatly on mateship and community in a positive way to keep your brand there over that period of time without isolating any particular groups..

"I am sure you will find that many people are compassionate to the true owners of the country, and feel that although not enough thought has gone into it previously, celebrating each other and the true owners of the land in a respectful way, will unite Australians," she said.

For Ms Smith, her favourite marketing fail was the 2016 lamb advertisement revolving around vegans.

The ad featuring SBS newsreader Lee Lin Chin received more than 600 hundred complaints relating to a scene where a vegan's kale is destroyed by commandos, which forced the Australian Standards Board to hold an urgent hearing into the ad, which became the second-most complained about of 2016.

When asked what usually goes wrong during these campaigns, Ms Smith said, "With society being so politically correct, I think there are now too many Australians who feel that Australia Day is inconsiderate to indigenous Australians and disrespectful."

Some of the most controversial Australia Day advertising campaigns include
  • Meat & Livestock Australia (2018) - 'Lamb Side Story'
  • Meat & Livestock Australia (2016) - 'Operation Boomerang'
  • Mark Latham's 'Save Australia Day' (2018)
  • Meat & Livestock Australia (2017) - 'Aren't we all boat people?'
  • Meat & Livestock (2015) - 'You Never Lamb Alone'
Source: smh

Everyone needs a marketing eye

Sign up for our marketing newsletter.


The Marketing Eye Difference

With innovative technology and social media comes great responsibility, and many marketing departments don’t measure up. To outsmart the competition, businesses need to utilize industry tools throughout the marketing mix.

That's where Marketing Eye Atlanta comes in. We are the one-stop-shop for all of your marketing needs; social media, branding, direct marketing, lead generation, digital advertising, graphic design, website design, public relations and more. We work with our clients to equip them with the best tools in the business and help them further develop the future of their brands.

Marketing Eye is known to be one of the most successful and innovative marketing companies in the world, and we don’t take that lightly. Our specialty is working with small to medium-sized fast-growth companies and providing them with an innovative and efficient outsourced marketing department. We push the boundaries to provide you with a marketing team that will execute strategic campaigns faster, harder and smarter.

Do you want to see ROI from your marketing activities? Marketing Eye's process is simple and effective:
  • We conduct a thorough marketing audit and in-depth analysis of your company's current marketing campaigns and your competitors.
  • We host a 4 -hour marketing workshop to define your company's marketing objectives and set key performance indicators for the next 12-month period.
  • We revitalize your marketing strategy and align campaigns to meet your business goals.
  • Our team executes your marketing strategy and provides you with weekly reports to keep you informed on all achievements.
  • We capitalize on various analytic programs to pinpoint ROI and put your business ahead of the competition.
Don't wait - innovate. Marketing Eye Atlanta covers all your marketing needs in-house:

outsourced-marketing

Outsourced Marketing

Your entire marketing department outsourced for just $2,500 per month.
Read more
marketing-consulting-icon

Marketing Consulting

Experienced marketing consultants capable of making a difference to your business and outcomes.
Read more
marketing-managment-icon

Marketing Management

Senior Marketing Managers experienced in short-term and long-term projects and running small and large teams.
Read more
web-development-icon

Web Development

With more than 200 websites completed, Marketing Eye designs, develops and maintains websites in-house developing content and social media connection.
Read more
communications

Communications

Every area of communications from internal and external communications, investor relations and public relations, we deliver competency and experience.
Read more
search-engine-optimization-icon

Search Engine Optimization

Our SEO results speak for themselves, do yours? Developing content, SEO coding, backlinks, and driving traffic where it counts.
Read more
lead-generationicon

Lead Generation

Strategic end-to-end lead generation automated across the entire sales process.
Read more
social-media-icon

Social Media

Social media strategy, setup, increase followers, content marketing and more – we do it!
Read more

Marketing Eye Atlanta Blog

13 Aug, 2018
I was told (by someone I have the utmost respect for) to forget about developing Robotic Marketer. This is the world's first robotic and AI-based technology that ...
10 Aug, 2018
An unusual, yet remarkable thing happened to me, yesterday. I saw someone through their eyes. I saw first-hand their vulnerability, insecurities, hopes and dreams - and their next ...
06 Aug, 2018
Marketing Eye puts an incredible amount of effort into delivering world-class marketing strategies to all of our clients. We invest heavily in research and ...
03 Aug, 2018
Last night I slept for roughly two hours. I laid in bed for hours and hours tossing and turning, thinking about a whole heap of things.It's frustrating when you go through periods ...
02 Aug, 2018
I once had to hire a law firm. At the time I didn’t have a lot of money to throw around. After all, I was growing a business and every cent count Through my job I've always ...
31 Jul, 2018
Today is one of those days. I woke up every hour from midnight, ready to get up and pack my bags for yet another trip. I could find it overwhelming, a hassle or something ...
30 Jul, 2018
I have spent my weekend looking at the big picture - Where is my business going? How are my team and I going to get it there? What is going to make the company more unique? ...
27 Jul, 2018
There are many reasons people do not reach their full potential. Some are due to circumstances that they feel they cannot get out of. Other reasons may be that they're over ...
26 Jul, 2018
Has anyone else fallen in love with the television show "Younger"?A middle-aged woman (aka similar to my age), lies about her age to get a job in a top publishing house. She then ...
26 Jul, 2018
They are an affectionate bunch - by accident. It's not how they intended to be and it certainly is not politically correct to hug your colleagues particularly in this era of ...
12 Jul, 2018
You may have read that robotic technology is making its way into the marketing industry, and it is. Within the next 2 years, Marketing as a profession will change so much that ...
06 Jul, 2018
They say first impressions count.They do. That is a fact. Those first few seconds really matter in what someone thinks about you and their reading of who you are and what you ...

Latest Marketing Eye News

  • 28.01.2018

    Published on The Sydney Morning Herald written by Brooke Gibbs.

    Australia Day advertising campaigns are fraught with danger as society becomes more politically correct and complaints soar, say industry experts.

  • 04.10.2016

    By Ian Lloyd Neubauer, published in CEI.ASIA

    Insider tips on how to navigate the new wave of marketing tools By Ian Lloyd Neubauer The core aim of marketing—creating and communicating a brandidentity—hasn’t changed. But in the brave ne...

  • 06.07.2016

    Mellissah Smith shares her story.

    Mellissah is a global leader, marketing expert, author, writer, public speaker and technology innovator. She is the Founder and Managing Director of Marketing Eye, which she’s taken from startup to a mult...

soltechbranding

SolTech is a game changer in the technology industry with an extensive focus on custom software, mobile development and technical recruiting. Marketing Eye was engaged to provide an outsourced marketing team driving the company's overall marketing outcomes.
  • Marketing Management
  • Marketing Strategy
  • Branding
  • Brochure development
  • Sales collateral
  • Website development
  • Public relations
  • Communications
  • Marketing consulting

Portfolio

Marketing Eye develops branded websites that speak to your customers on all levels that are search engined optimized.
intercax
Intercax
Marketing Eye re-designed the logo and website for Intercax in order to position the brand as a high tech leader in the MBSE industry.
AllHealth
AllHealth CHOICE
Marketing Eye developed the AllHealth CHOICE brand identity. Marketing Eye named, created logo, designed the website, and wrote a key messaging guide for AllHealth CHOICE.
Construx Solutions
Construx Solutions
Marketing Eye did a brand and website refresh to bring Construx Solutions to the forefront of their industry.
Zoomorphix
Zoomorphix
Marketing Eye re-designed the Zoomorphix logo, and designed and developed the Zoomorphix website for clear brand and product messaging.
RD Direct
RD Direct
Marketing Eye re-designed the logo and website for RD Direct to establish clear brand and product messaging.
Elite Pour La Vie
Elite Pour La Vie
Marketing Eye re-designed the logo, and designed and developed the website to position Elite Pour La Vie as an exclusive couture dress boutique.

Websites

Marketing Eye develops content rich, branded websites that talk to your customers and key influencers.
Our work:
Architecture and usability design
Branded website design
Website development
e-Commerce
Blog development
Content marketing
SEO

Magazine Advertising

Marketing Eye magazine is expertly designed by the talented team at Marketing Eye providing a worthy shelf life in any business’ foyer. We provide ongoing pass on readership therefore exponentially extending the value of your investment.

me magazine home all

Licensing

Own a Marketing Eye! As a full service marketing firm, Marketing Eye is a global innovator in the industry. As a licensee, you are fully supported by a creative design and technology team, backend development, systems, processes, media and education. Find out more…
marketing-licensing

Magazine

MEedition3small
Subscribe to Marketing Eye’s new entrepreneurial
and marketing-based quarterly magazine. With over
100 creative and forward-thinking stories, Marketing Eye
magazine features thought leadership articles on marketing,
entrepreneurship, business, finance and lifestyle as well as
interviews with the world’s most successful entrepreneurs.


Featured Articles
  • Lessons from 10 Top Entrepreneurs
  • Marketing Automation: Best Practices
  • The Top 11 technology Marketing Solutions
  • Life Imitating Art: Aston Kutcher’s Passion for Tech Start-ups
magazine inside home issue3

Clients

  • 3-blades.png
  • AGT1.png
  • AllHealth-logo.png
  • AllNet-logo.png
  • aunigma-logo.png
  • baker2.png
  • brightvolt-logo.png
  • construx-solutions-logo.png
  • elite-logo.png
  • fabricare-logo.png
  • FrameCo.png
  • IAMC.png
  • intercax-logo.png
  • leanparter-logo.png
  • Ramble.png
  • rd-direct-logo.png
  • rea-jet-logo.png
  • Remington-Medical.png
  • Skin-Spa-logo.png
  • soltech-logo.png

Contact Us

  • Our address: Marketing Eye Atlanta3423 Piedmont Rd. NE Atlanta, GA 30305USA
  • 404-626-8070
Contact Form

Connect with Us

Latest Marketing Eye Tweets