Nine seeks to claim its ‘unfair advantage’
TrinityP3’s Stephen Wright continues his upfronts series for Mumbrella, today dissecting Nine’s attempt to differentiate itself from the pack through integration, partnership and emotional connection to the audience.
Amanda Laing at the Nine upfront (Mumbrella)
Well dear marketer, we are rounding the corner in the home stretch of this year’s upfronts season.
The tech players and streaming services have all made their claims. Now, yesterday afternoon we saw Nine — as Australia’s largest locally owned media company — deliver its response.
And I’m sure it was by design that the traditional networks are the only upfronts remaining.
Sun Tzu’s mantra”If you know the enemy and know yourself you need not fear the result of a hundred battles” was very much Nine’s mindset.
