CHITCHAT“We have a saying at Droga5, which isfuck Lion Nathan.”Droga5 founder David Drogadeclares his loyalty to Foster’s-owned VB at the Caxtons weekend.

“This is either goingto be a blaze of gloryor just a blaze, butthere’ll be flames.”CommBank marketing chief MarkBuckman relates to the Caxtonsconference audience what thebank’s CEO Ralph Norris said as the “Determined to be different”campaign was launched.

“Now is not the timeto be timid, but it’snot the time to swingfrom chandeliers.”Buckman tells the Caxtons crowdhow a responsible brand should actin the current economic climate.

“Not even the hintthis time of LaraBingle’s famousbouncing breasts.”News Limited columnist AndrewBolt dismisses Tourism Australia’slatest efforts.

“We’ve received the blessing from the Godfather of the brand!”SBS director of television & online,Matt Campbell after Top GearAustralia was given the thumbs upby Jeremy Clarkson.

“We wanted to takeSubway on a journeybut they weren’t sokeen to come alongfor the ride.”CumminsNitro chief executiveMichael Brannagh on the agency’ssplit with the sandwich giant.

“Can you talk to us about ‘Rabbits’ the movie?”News Limited director of sales Tony Kendall asks the first question to Telstra marketing bossAmanda Johnston following herCaxton speech.

“Shut up.”Rob Belgiovane, founder &executive creative director ofTelstra’s agency, yells response from the audience.

Donna Hay is a perfect case study of how oneperson can build a global food empire withoutfalling into the increasingly crowded realm ofcelebrity-chefdom.

Arguably Australia’s best-known food writerand stylist, you’ll find Donna Hay in magazines,cookbooks, homewares and online. She is aboutto launch her own Donna Hay general store inSydney; she is designing a range of kitchenwarewith Royal Doulton; she relaunched her websitethis week; she just wrapped up development ofa range of home-style cookies, brownies andcupcake mixes; and her 17th book, No time tocook, hits stores in November.

Oh, and she’s looking at doing a TV show,which she shunned early in her career. “I couldsee the pitfalls that arise when there’s celebrityinvolved. I didn’t want it to be about me.”

Hay’s focus on building a strong brand ratherthan a celebrity image means she now feelscomfortable taking the TV plunge. Should shelaunch a show, she says, she’ll stick to being a“Foxtel girl here” in Australia, and “do somethingbigger overseas,” to maintain some semblanceof a private life. “There’s a lot to learn so I’m goingto learn everything about it before I dive in.”

Hay has built a strong sense of what herbrand is, and is not. “I said no to a stack ofthings,” she says, sitting in her bustling – andaromatic – Surry Hills office. “I could’ve cashedin on a big load of cash… but I also might havelooked at a three-year career.

“I’ve always been a bit of a brand boffin. Itgoes without saying that if you manage yourbrand well, you have a lot more longevity.”

Hay’s mantra, “special made simple,” hasbeen the key to her wide appeal, as has herprotectiveness of what makes her brand unique.She maintains a fastidious approach to DonnaHay Magazine, which launched in 2001,capping the number of ads per issue andensuring ad placements complement editorial.“We’ve had strict advertising rules from day oneand that’s what has kept advertisers interested inthe magazine – because we don’t sell out.”

No time to cook is Hay’s 17th book. The first16 have sold over 3.3 million copies in ninelanguages around the world. “It’s quite indulgent

to work on a book,” she says. “The magazine ismore of a puzzle.

Hay genuinely lights up when she talksabout her new projects, shifting forward in herseat; grabbing mock-ups; showing off theshelving for her first store, which opens inSydney in February 2009. “I’ve always had a logof suppliers, small artisans that I buy productsfrom when I’m travelling. There’s a lot ofexclusive product,” she says of the shop that alsostocks bespoke Donna Hay products includingcandles, lotions and organic dishwashing liquid.“It’s not as though we want to take on David

Jones at its own game,” Hay jokes, but sheadmits she’d like to add Brisbane andMelbourne stores “in the not too distant future”.

“We are importing a lot of stuff for one shop,which [David Jones CEO] Mark McInnes wouldtell me is insane,” she laughs.

Hay is designing over 70 items – includingcrockery, kitchenware, glassware and even achildren’s tea set range – for Royal Doulton. Theteam recently visited Hay from the UK, and thetrip was fruitful: “We locked ourselves in nextdoor [Hay’s workshop] for five days and fivenights. I learnt so much. We drew nearly athousand SKUs together,” says Hay. “It felt likethere was enough power and electricity in theroom to have powered the grid!”

Asked what’s next for Donna Hay, she says:“It’s an evolution. Things just happen – they’rebuzzing around. You can’t shut the doors.” <

Nikki MacLennan

Dymocks is set to launch its first majoradvertising activity in more than a decade to emphasise the 130-year-old chain’spositioning as a specialty bookseller.

The campaign by Ideaworks kicks off this Sunday (2 November) and promotesDymocks’ “love of books”.

Dymocks chief executive Don Groversaid the campaign and rebrand budget ran“into the millions” and would feature astrong TV presence.

“We realised we needed to modernise ourbrand, and in doing so not lose any of its 130years’ history. When there’s so much doomand gloom around, it’s refreshing to take aniconic brand and invest in it,” he said.

The TVCs will feature Dymocks’ range ofnew “blockbuster” titles, to coincide with itsDymocks Christmas Gift Guide launch.

Despite the emergence in recent years ofmajor book store chains like Borders in the

Australian market, Grover said Dymocks has recorded several years of double digit sales growth.

“It’s in a very strong position. We foundour focus is specialty book retailing andBorders isn’t – they’re a general businessselling stationary and magazines,” Groverclaimed.

“We’re finding customers appreciate thefact we’re knowledgeable and carry a widerange of books, and that in the economicdownturn, books are a haven for people, so our businesses are continuing to grow,”he said.

The rebrand involves a redesignedcompany logo and store layout, and coversPOS, signage, gift cards and online.Dymocks staff members will have updateduniforms by the New Year and stores will sellDymocks’ shopping bags. <

Heather Jennings

6 AdNews 31 October 2008

Donna makes Hay while sun shines

I could seethe pitfallsthat arisewhen there’scelebrityinvolved.

Donna Hay is looking to add to her 3.3 million booksales with her 18th book, No time to cook.

Dymocks’ campaign publicises its staff’s “love of books”.

Dymocks promotes specialty

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