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Opinion | Features
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You'll struggle with the culture shift, Mat: The DNA of media buying is completely different to earned media
In this guest post, Anthony Freedman argues that media agencies will find it harder than they think to shift into public relations territory because it requires an entirely different culture.
Like a lot of people, I noticed the coverage surrounding Mat Baxter’s reveal of UM’s new “Creative Connections Agency” positioning last week.
It started with a piece in Mumbrella provocatively headlined “Media agencies aren’t our competitors” and continued the following day after Mat was goaded into stating UM “won’t be entering media agency awards any more”.
For anyone who didn’t read the stories, the gist of it is this; UM is no longer a media agency, it’s a ‘connections company’ that is embracing earned and owned media, and thus will herein compete with the likes of R/GA, Google and (closest to my heart) One Green Bean. -
Is content marketing myopic?
Amid the ongoing hype around content marketing Mark Yeow argues agencies and clients are getting too bogged down in the detail and need to look at content more broadly.
Our industry’s fixation on content marketing is keeping us from seeing the bigger picture.
The power of content extends far beyond lead generation, conversion, and other measures of marketing ROI. It is, perhaps the critical ingredient of any brand – essential to the vision of any discipline involved in creativity or communication, and indicative of their healthiness and longevity. -
Why SVOD is the catalyst for a TV evolution
Streaming services have been getting a lot of headlines of late. OMD's Jeremy Gavin looks at what impact such services will have on evolving the television as a medium.
The Netflix beast is a product of its environment. -
Curiosity killed the cat, not the creative
A curious mind is a prerequisite for being a creative. So why don't more youngsters entering the creative world ask questions asks Will Clark.
As a junior creative one of the most powerful creative tools is already at your disposal. Curiosity can be a crucial tool when starting work in an industry you know very little about. After my first few years in advertising I have come to realise the full potential of being a curious creative.
Fresh out of design college and AWARD school, I was ready to get stuck into the world of real briefs, real clients and real award potential. However I quickly discovered that the world of advertising is vastly different to the picture that we often paint in our minds before getting there. -
Will greyhound racing ever get back on track?
Following the expose of blooding and other practices in greyhound racing last week Damian Madden looks at what the sport needs to do to regain public trust.
As an animal lover, and somebody who has been to the dog track occasionally, I was abhorred when I saw the Four Corner’s footage earlier this week of greyhound trainers ‘blooding’ their dogs using live animals.
Watching the fallout in the days that followed I began to wonder if greyhound racing could recover from this catastrophic blow. Has its brand been damaged beyond repair? -
How David Thodey helped restore Telstra's brand
Today David Thodey announced he is retiring as CEO of Telstra after five years in the role. Richard Curtis who worked with the telco during his time with Interbrand, explains Thodey's role in rebuilding one of Australia's biggest brands.
Two experiences bookend recollections of my time working with Telstra, over a seven-year period in which I worked with three different marketing teams.
“Didn’t we do the brand last year?” was how one Telstra executive put it, somewhat taken aback by the idea that the Telstra brand might evolve, let alone have implications for his own business unit’s activities. -
The data is in and Birdman will win the Best Picture Oscar
After predicting the winner of the Best Picture Oscar two years in a row using data Bryan Melmed puts his reputation on the line for a third time.
Our audience data and insights accurately predicted the best picture Oscar winner in 2013 and 2014. So it is possibly foolhardy to put our neck on the line again but as the saying goes, go hard or go home so I’m here to tell you that Birdman will win. Or at least this is what the data suggests. And here is why.
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Doing work just to win awards? That’s worth nothing
D&AD CEO Tim Lindsay argues scam is a disease and doing work to just win awards is worth nothing.
You would expect us to say this, but it has been an exciting year at D&AD. With the help of the Glue Society, Google and others we’ve brought New Blood to Australian shores for the first time, launched our new NowCreate programme and forged new partnerships with creative organisations around the world – such as AWARD - to enable us to better support the global creative community. It has been a good year.
However, as much as we’d like to focus on all the positives about our wonderful business, it’s important we don’t stick our head in the sand and ignore the more difficult stuff.
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Baxter buries the Big Boutique as UM reboots business model
UM is shifting its focus from being the Big Boutique to the Creative Connections Agency. CEO Mat Baxter and chief strategy officer Sophie Price sat down with Nic Christensen to explain why the new positioning is more than just semantic, how it has torn up its remuneration model and why the traditional media agency focus on paid media is broken.
Say what you want about Mat Baxter, the iconoclastic CEO of UM knows how to generate a headline. -
Six tips for a watertight contract to help when ambassadors go off brand
Navigating celebrity ambassador agreements can be difficult, with several high profile agreements ending badly in recent years. Here Stephen von Muenster and his team give some tips on what to look out for when drafting the legal terms. Personalities who become brand ambassadors can be a powerful marketing tool for brands. From celebrities to social media influencers, they have the potential to make brands and products relatable and accessible, increasing exposure and successfully driving sales. Unfortunately for brands, their fairytale relationship with an ambassador doesn’t always end happily ever after. -
Seeking out the pink dollar
Brands are increasingly cashing in on the popularity of the Sydney Gay and Lesbian Mardi Gras in an attempt to lure the pink dollar with the likes of ANZ's GAYTMs leading the charge, writes Robert Burton-Bradley.
Sydney’s Gay and Lesbian Mardi Gras is attracting an ever increasing pool of funding from a growing number of premium ad and sponsorship partners, including social economy booking firm Airbnb, as well as a return of last year’s high profile ANZ Bank GAYTMs campaign.
Ben Mulcahy from specialist agency Pink Media, which targets the LGBTI community, said advertising and sponsorship growth around Mardi Gras had been growing strongly each year.
“It gets bigger every year and from the sponsor perspective there’s huge value to be derived,” he told Mumbrella.
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Across print and digital, newspaper customers are turning away
Today’s newspaper and digital subscriber numbers are the worst yet, says Mumbrella’s Tim Burrowes.
Soon I’m going to stop writing about this each time the quarterly numbers come out. It’s too depressing.
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Want real audience engagement? Move on from snackable content
Listicles, quizzes and cat videos might be the flavour of the moment for content marketing, but it's only through in-depth long form content brands can really engage customers argues Atomic 212's Richard Quinn.
In today’s time-starved world, people just don’t have time to read longer content items. Give them short, quick snippets which can be quickly digested, like snacks on the run.
Or so you think.
In truth there is substantial evidence pointing to the contrary, which could have significant implications for your content marketing strategy. -
Why politicians can't sell
Recently Prime Minister Tony Abbott was criticised for not being a good enough salesman for his policies. Here Elliot Epstein looks at how politicians could improve their sales technique to their electorate.
Law, Unions, Engineering, Journalism, Small Business, Academia and Agriculture have all delivered people to politics.
But the world of high stakes senior sales professionals, steeped in the art and science of winning complex, competitive multi-million dollar deals has not regularly supplied our parliaments with its exquisitely skilled members. -
Calling bullshit on customer loyalty
In this opinion piece Dan Monheit argues people don't buy a brand out of a sense of loyalty, but out of habit.
The current divorce rate in Australia is the lowest its been since 1976 when ‘no fault’ splits were introduced, and still stands at a staggering 40 per cent.
If almost half of the adult population cannot commit to a life partner, next to whom they’ve publicly declared ‘til death do us part’, how much weight can we really assign to studies that track customer loyalty to brands of cars, electricity, canned beans and deodorant?
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Data retention report sidesteps issue of journalists’ sources being exposed
A parliamentary advisory report into the Government’s proposed data retention bill has called for a separate review into questions around whether the bill should allow government agencies to identify journalists confidential sources.
The recommendation follows the today’s news that the bill is expected to pass through both houses of parliament after the Labor party said it would not oppose the Government on the issue.
The advisory report on the Telecommunications (Interception and Access) Amendment (Data Retention) Bill 2014 recommended that the committee investigate the issue of confidential sources separately and proposed a three month time frame to report back to parliament. Read more »
CUB interim marketing boss Richard Oppy appointed permanently
Carlton & United Breweries (CUB) has handed acting marketing director Richard Oppy the role on a permanent basis.
Previously he had been the general manager of Victoria Bitter and Crown Lager for around two years. Before that he was the CUB group marketing manager for international brands for two years, looking over a portfolio which included Corona, Asahi, Stella Artois, Kronenbourg 1664, Hoegaarden and Carlsberg. He first joined the company in 2001.
CUB chief operating officer Mike Walsh said: “Richard has worked across every brand in the business and I am confident he will passionately lead our marketing team and become a valued member of our executive team.”
Vision Australia calls for mimumum of 14 hours of audio description on Australian TV
Vision Australia is calling for TV networks to include an audio description service in order to make their broadcasts more accessible for the 350,000 plus Australians who are blind or have low vision.
The organisation is taking action in the Australian Human Rights Commission against Seven, Nine, Ten, SBS and Foxtel to use an audio description service which is a second audio track that can be turned on and off so a person who is blind or vision impaired can listen to the visual elements of a TV show such as actions, scene changes, gestures and facial expressions.
The networks are being asked for a minimum of 14 hours of audio described content per week.
An example of the audio description service:
Vision Australia’s general manager of advocacy and engagement Maryanne Diamond has compared the service to captioning for deaf viewers. Read more »
Snap printing announces a rebrand of Australian presence
Snap Printing has announced a shake up of its marketing strategy towards small business, saying its own research found a more personalised approach was needed.
In response to the research Snap added that it is launching a new model centre for small businesses that would focus on positioning Snap as an all-in-one destination for small business’ print, design and online marketing needs.
According to the research by firm 10 Thousand Feet small businesses are increasingly nimble and savvy in the marketplace when it comes to marketing and are becoming more globally competitive. Snap said the research showed that businesses want a wider range of services and a more customised approach from their suppliers.
Commenting on the findings, Snap CEO Stephen Edwards said: “Snap is Australia’s premium brand for SMEs in print, design, websites and essential marketing services. Our new model Centres are being more prominently located with a dynamic image and fit-out and we are focused on providing great client experiences. Read more »
Confusion surrounds Tourism NT’s appointment of 16 agency strong panel
Tourism Northern Territory has today announced it has appointed a panel of 16 agencies on the $8m a year account, with a lead creative and lead media agency set to be decided in the coming weeks, Mumbrella can reveal.
The tourism body has released the full list of agencies on the account showing a total of 16 agencies, including eight from the Northern Territory, will provide domestic creative and media services, with the incumbent Publicis agencies, retaining spots on the panel.
Publicis’s Mojo and ZenithOptimedia are both on the panels for creative and media respectively, with the group tendering successfully for four of the five categories covered by the contract; creative, media, photography, filming and editing, and digital.
Mumbrella understands there is some confusion amongst agencies on how the panel structure will work, with some agencies thought to have pitched on the basis they would win the entire account. It is understood a conference call will be held next month to brief the successful agencies and discuss the panel structure. Read more »
Bauer Media buys Beautyheaven Group
Bauer Media has acquired the Beautyheaven Group which comprises of Beautydirectory, BeautyHeaven and the recently launched Homeheaven.
David Goodchild, CEO of Bauer Media Australia and NZ, said: “The acquisition of this market leading online business supports our strategy to be the No. 1 digital destination for Australian women. With Bauer Media already No.1 in print we see many opportunities to leverage our existing assets, experience and resources to add considerable value and scale to these growing digital businesses. The beautydirectory, beautyheaven and homeheaven teams have created highly impressive products and I look forward to working with them to take the business even further.
The Beautyheaven Group’s web, mobile and social media platforms host product information, industry news, reviews, expert tips and advice, shopping directories, advertising and sampling opportunities.
Guardian Australia to remain out of Press Council, claims its internal regulation is ‘adequate’
The Guardian Australia has decided not to join print and online watchdog the Australian Press Council arguing that its own self regulation is “adequate and proportionate”.
The digital-only local operation, which launched in May 2013, had previously said it would not join the APC until it became “more established”. But Emily Wilson, editor of the Guardian Australia, has now told Mumbrella that she intends to remain outside the APC because she felt the masthead’s own internal processes were sufficient “for the time being”.
“In Australia, the Guardian is less than two years old and is digital only, and we are confident that its self regulation is adequate and proportionate for the time being,” said Wilson. “But we’re ruling nothing out for the future.” Read more »
Gary Nissim launches digital acquisition agency Indago Digital
Former general manager of Agency M Gary Nissim has launched new digital agency Indago Digital, with the agency touting a client list including the BBC Worldwide Australia and NZ, the IAB, Crown Resorts, Contiki Holidays and Helloworld.
Nissim
In a statement announcing the agency’s launch Nissim said: “The reason we’ve managed to win so many quality brands in such a short time-frame is due to the calibre and reputation of the people that work here.
“As client contacts change roles they want to work with people that have previously driven results for them, hence approaching our staff directly. Quality of work and reputation, is and will always be key to driving the success of any agency and we are certainly no different.”
Draft internet piracy code contains major loopholes, tech expert warns
Concerns have been raised about the viability of a voluntary industry code of practice to fight online piracy, with some technology experts warning the code contains a major flaw in only targeting residential users, and was unlikely to succeed without the involvement of other countries.
Dallas Buyers Club
The draft code was released last week for public consultation by the Communications Alliance, which represents internet service providers and rights holders from the music, film, television and performing arts industries. Under the proposed code internet users who have allegedly been illegal downloading content will be sent a series of warnings under a graduated response system, and in extreme cases face legal action.
However the code will only apply to fixed line residential internet accounts held with ISPs – leaving questions open about people switching to business and mobile accounts to illegally download content outside the code’s remit.
ACCC says it will not oppose Fairfax-Macquarie Radio merger
The consumer watchdog has announced it will not oppose the proposed merger between the two biggest talkback radio groups in the country, Fairfax Radio and Macquarie Radio after conducting an investigation into the proposal.
After conducting market consultation with key stakeholders, the Australian Competition and Consumer Commission (ACCC) today announced it will not oppose the merger of Macquarie Radio Network’s Radio 2GB with the broader Fairfax Radio network.
The ACCC determined the combined Macquarie/Fairfax radio business would continue to face strong competition from other commercial radio stations.
In a statement ACCC chairman Rod Sims said: “The ACCC considered the effect of the proposed transaction on the price of radio advertising, as well as the quality of news and other content provided to audiences.”
State of Affairs drops slightly on second outing as Gogglebox holds onto audience
The second outing of Seven’s State of Affairs saw its audience slide slightly, posting a metro audience of 523,000 down from last week’s audience of 566,000.
That was enough to out-rate Ten’s Gogglebox which improved its ratings, grabbing a metro audience of 493,000 after dropping to 438,000 last week, according to overnight preliminary figures from OzTam. It was the third most watched shows across the 16-39 and 18-49 demographics.
Meanwhile, Seven’s My Kitchen Rules continues its winning streak in the 7.30pm timeslot, pulling a metro audience of 1.498m, up on last week’s audience of 1.373m. It easily out-rated Nine’s The Block spin-off Open House (562,000) and Ten’s I’m a Celebrity Get Me Out of Here (562,000) and it also was the most watched show across all the demographics. I’m a Celebrity was also simulcast on One.
Morning Update: First Apple Watch ads in US magazines
Mashable: First Apple Watch ads in U.S. magazines favor fashion lovers over techies
Ahead the launch of the Apple Watch in April, the latest iteration of Apple’s fashion-centric smartwatch approach appears in the March issue of Vogue.
The 12-page ad spread, situated smack dab in the middle of the 600-page issue, is one of the first high-profile marketing exposures the device has had in the U.S. since its reveal last year.
Airbnb offers night in cottage for Mardi Gras float
Social accommodation company Airbnb has further pushed the pink envelope, after it revealed its float in the Mardi Gras parade will be a house one couple can win a night’s stay in.
Already a major sponsor of the Mardi Gras festival, the company is now seeking to further capitalise on its sponsorship by making its float a brand activation in its own right with a house that comes with a glitter cannon for a chimney and neon lights.
The house will be at The Sydney Botanic Gardens for one night before making its appearance in the parade.
Carsguide.com.au partners with Uber to celebrate Mardi Gras with ‘MardiCars’
Carsguide.com.au is the latest brand to jump on the Mardi Gras stunt bandwagon, with the online auto marketplace partnering with Uber and GLBT charity the Aurora Group for the ‘We Love Every Car’ consumer campaign.
The campaign sees three CarsGuide ‘MardiCars’ hit the roads from February 6 until March 7 in Sydney’s CBD, eastern suburbs and inner-west from 2pm-10pm each day.
The cars are Mardi Gras themed, featuring custom designs by Sydney illustrator Irene Fele, and are free, with CarsGuide donating $10 per ride to The Aurora Group charity. Read more »
NRL focuses on fans in new season campaign from MJW
The NRL has launched its annual Telstra Premiership season campaign which this year focuses on the game’s fans as it aims to demonstrate how the league unites people.
The campaign, created by creative agency MJW, focuses on how fans celebrate and interact with the game. NRL players Greg Inglis, Jonathan Thurston, James Segeyaro and Trent Hodkinson also feature in the spot which is set to the Robbie Williams track ‘Let Me Entertain You’.
NRL head of marketing, content and digital Lewis Pullen said: “Robbie’s song is the perfect fit for our premiership brand promise, and affirms NRL as the best form of sporting entertainment for fans and spectators alike. Our agency MJW has pulled out all stops to showcase just how exciting and inclusive that entertainment offering is.”
Jon Steel: ‘If the answer is always Twitter it must have been a pretty stupid question’
Jon Steel speaking at yesterday’s Mumbrella Perth event
One of the most respected planners in the world Jon Steel has urged agencies to “hit the reset button” and start investing in real world face-to-face research, or risk further losing relevance to their clients’ business objectives.
Steel, the group planning director for the world’s biggest advertising holding group WPP, said of the current tendency to rely on social media and new technologies and “soft” measures of success such as likes and followers to show results “someone’s got to say it – the emperor is not wearing any clothes”.
Acknowledging to the audience at Mumbrella Perth he probably sounded “old fashioned, irrelevant, a 20th Century ad guy from the era of television and long lunches talking about the way things used to be”, he added: “I don’t think it’s either old fashioned or irrelevant to expect effects like increases in usage frequency, sales volume, share, margin, profit.
“If somebody believes that excited bloggers represents return on investment then I think the apocalypse is well and truly upon us, and if the answer’s always Twitter it must have been a really stupid question.” Read more »
Qantas takes controlling stake in analytics and actuarial business Taylor Fry
Qantas has taken a 51 per cent controlling stake in Australian and New Zealand analytics and actuarial consulting business Taylor Fry as the airline’s loyalty department continues to beef up its data and analytics capability.
Taylor Fry will run as a separate business and retain its existing name, branding and premises.
The move follows on from Qantas Loyalty launching data marketing business Red Planet in September last year.
Qantas Loyalty CEO Lesley Grant said in a statement: “Qantas Frequent Flyer remains at our core, but as part of our growth strategy we are pursuing opportunities to work in the emerging industry of ‘big data’ and data driven customer insights.
“Harnessing data is not new to us thanks to over 27 years of knowledge and insights from Qantas Frequent Flyer, so we certainly feel we have the credibility to operate in the data and analytics space and consider this an area of great potential for our business.” Read more »
Daily Mail Australia profitable by September, claims Nine CEO
Nine Entertainment CEO David Gyngell has said this morning that he expects the company’s digital joint venture with Daily Mail Australia to be profitable by September.
Today during a media call on the company’s half year results Gyngell said in a response to a analyst question about the venture that he anticipated the venture which Nine owns 50 per cent of, to be profitable by the first quarter of next financial year.
The statement comes after earlier this year it was reported in The Australian that the agreement between Nine’s digital arm Mi9 and The Daily Mail was renegotiated with the commission fee of on sales in the existing contract was revised down.
