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Opinion | Features
Disclosure in Social Media: How transparent should bloggers be?
In this guest post, blogger and digital creative Laura McWhinnie argues for more disclosure in the blogosphere.
The bloggersphere has always been a bit like the Wild West. Bloggers could post about products to their heart’s content without having to disclose their relationship with the brand. This meant that consumers had no idea who was behind the marketing messages influencing their purchasing decisions. But in 2009 that all changed
Liars, cheats and thieves
Is our industry full of cheats and liars or do people of honour who stand by their word still exist in business? In an exclusive that first appeared in Encore, Cameron Boon investigates. The recent court case involving Paul Fishlock suing his former employer The Campaign Palace brought into focus more than just the struggle of one man. It highlighted that there are some in adland whose word cannot always be relied upon.
Q&A with Adshel's Rob Atkinson
Online trading is the next big thing says Rob Atkinson in a piece that first appeared in Encore. Who is the most powerful person in Australian media and why?
Harold Mitchell because of his influence and the footprint he has left. He’s built a huge brand in Mitchells, offloaded it into Aegis, Aegis has obviously done extremely well to be then sold on to Dentsu. So if you think about it, he is very much a father figure of the industry.
Making it overseas
Is the best way of being successful in Australia not be here at all? In a feature that first appeared in Encore, Lee Zachariah speaks to Aussies making it big abroad.I always wanted to work in New York,” says Julian Cole. “I thought it was the number one place to work in advertising; a lot of the best campaigns were coming out of there. So I moved over and was lucky enough to have a couple of interviews in the first couple of weeks.”
Cole’s story is indicative of the somewhat contentious idea that the best way to be successful in Australia is to not be in Australia any more.
Got a book in you?
From journos to ad execs and PRs, these days everyone seems to have a book in them. But what does it take to get published and will you actually make any money? In a feature that first appeared in Encore, Brooke Hemphill finds out.Attention wannabe authors. Forget big fat advance cheques and living off royalties. The reality of having a book published today is another story altogether. There are only two reasons you should even consider sitting down at your computer to bash out a manuscript – passion or profile.
Savage counsel
In an article that first appeared in Encore, Chris Savage tackles your career and agency dilemmas in his weekly advice column.Hi Chris,
My clients seem to be demanding more and more from us. At the same time, it seems many of the younger people in our industry simply don’t have the client servicing skills my generation grew up with. How do we instill in our executives some of the good old-fashioned behaviours that would keep a client happy and loyal?
Fake it til' you make it... as an ad agency receptionist
From dressing the part to playing the gatekeeper, Leo Burnett Sydney’s Susie Henry tells us how to make it as the face of adland in a piece that first appeared in Encore.What does a receptionist in an ad agency actually do?
Well, there’s the frantic every-day, all-day stuff of deliveries, courier bookings, doing expenses for directors – always challenging – plus arranging all the travel. But one of my main jobs is counselling the account service people. I also keep up with all sports information to discuss with our sports-loving clients – because who wants to be bored while they’re waiting? And I know how they like their coffee. You need to know everyone – from accounting to HR. I’m also the go-to for all catering and sending flowers.
Whose views skew the news? Media chiefs ready to vote out Labor, while reporters lean left
Most journalists lean left-of-centre, says Folker Hanusch of the University of the Sunshine Coast, in a post first published on The Conversation.Most Australian journalists describe themselves as left-wing, yet amongst those who wield the real power in the country’s newsrooms, the Coalition holds a winning lead.
But while the media’s political leanings will no doubt be debated in the lead-up to September’s federal election, our study has also found other largely unscrutinised biases remain – particularly whose views disproportionately shape the news.
It's time for a new New Wave in the film world
Government funding bodies are lazy and decadent, says industry veteran Michael Thornhill but in a piece that first appeared in Encore, Ed Gibbs begs to differ.I vividly remember the time I first saw Animal Kingdom, David Michod’s breathtaking labour-of-love feature debut. The press screening was half empty, despite the film winning the Grand Jury Prize at Sundance just months earlier, in 2010. Yet its superb performances, stylistic flourishes and overall polish left me speechless. Could this really be a feature debut, an Australian one at that, I wondered, almost out loud? It seemed too good to be true.
Going cold turkey on an agency addiction
Life is sweet for freelance writer Max Kitchen, but in a feature that first appeared in Encore, he admits his struggle against returning to the agency fold.I’ve never taken heroin. But I suspect if I had, the temptation to try it again would not be too dissimilar to the lure of returning to agency life.
Can sport save Ten?
First there was the Grand Prix. Next came the reported $500m bid for cricket rights, then Ten secured the 2014 winter Olympics. So, can sport save the ailing network? In a feature that first appeared in Encore, Nic Christensen investigates.The television sports rights bidding process is a bit like a game of poker.
Check, fold or bet. Those were the options for the Ten Network last week when it had to finalise its bid for the cricket rights.
Andy Lark: good for the marketing of marketing
I can still remember the first story I wrote about Andy Lark, when it emerged that he was to be the new chief marketing officer of CommBank.
It was immediately clear that Australia was about to meet an interesting marketer, one who blogged and tweeted and thanks to his time at Dell in the US was digitally savvy. Even two years ago, that was a big deal. The fact that he also had a stint in public relations gave him an absolutely intriguing background before he even arrived.
Storming the media barricades - advice for young journalists
This week Mumbrella’s Nic Christensen, who began his career four years ago, gave the keynote address to would-be journalists at the Media, Entertainment & Arts Alliance’s Student Day. This is an edited version of his speech.Good afternoon, I can remember distinctly the last time I was in this room.
It was 2009 and I was sitting where you are. I’d come to this event, a friend and myself — from memory we sat up the back — and I can remember at the time wondering if I’d ever get a job as a journalist.
It was only four years ago and then as now getting a job was ultra competitive but I’m not sure there was quite as much media ‘doom and gloom’ as there is now…
Paywalls will help fund campaigning journalism
In this guest post, News Limited’s group editorial director Campbell Reid responds to the views of ninemsn’s Hal Crawford that the company’s push into metered paywalls is about data rather than dollars.Hal Crawford is both right and wrong in his article which argued that our digital subscription plans are all about the data.
Fake it 'til you make it... as a features editor
Cosmo’s Kate Leaver tells us how to bluff it in her job in a feature that first appeared in Encore.What do you do, as a features editor?
Really, play with words and ideas all day. At any one time, we’re working across three issues of the mag – getting one on its way to the printers, pooling all the words together for another, and planning the issue after that. It’s busy but it’s a pretty magnificent process.
Sydney’s creative up in Vivid Lights
More than 25 creative agencies have set up 22 installations at The Rocks in Sydney for the start of Vivid Light.
Vivid Light will launch tonight, with everything from small-scale sculptures to lights on the Sydney Harbour Bridge.
The agencies involved in the set up of Vivid Light include Story Box, Frost, Grimshaw, and YG Partners.
While the majority of the 22 projects were created by Australian artsits and agencies, however there are several artists from Europe, New Zealand, South America and even Asia.
Cadbury defends its new ‘generous blocks’ Joyville campaign
Cadbury Dairy Milk chocolate has this morning defended its most recent Joyville campaign after the brand was criticised by the ABC’s The Checkout for misleading consumers.
The program highlighted how the company has reduced the size of Cadbury Dairy Milk blocks from 250g to 200g before raising the size to 220g and promoting its new ‘generous improvements’ with the tagline: “now bigger in every piece.”
In a fictional complaint letter a customer lambasts the brand for: “a miserly 20 gram mitigation so soon after unceremonious stripping away 50 gorgeous grams is trumpeted as offering 10 per cent more joy — THE HIDE.”
Cadbury this morning defended the changes pointing out that while quantities had changed the price had not.
“In today’s climate, it is not often you see companies delivering more value to their customers and we are thrilled to be bringing more joy to Australians in any way we can,” said Julia Fraser, Kraft Foods corporate affairs manager. Read more »
Pink Media Group buys 40 per cent stake of gay radio station
The Pink M
edia Group has purchased a 40 per cent stake in digital radio station OX Live, Sydney’s only gay radio station.
“We are delighted to be supporting this long overdue platform,” said Ben Mulcahy, CEO of Pink Media Group.
“It’s great that we can now reach Sydney and Melbourne via dedicated gay and lesbian radio platforms.” Read more »
The Works take a Global Effie with the Devil’s Cut
Australian independent creative agency The Works has been awarded one of three Global Effies last night in New York.
The team at The Works, their US partners StrawberryFrog and German agency Jung von Matt were awarded for their work on Jim Beam’s Devil’s Cut, which launched in September last year.
Anti-handgun campaign targets matriarchs of crime families
A campaign on behalf of Crime Stoppers aims to persuade family matriarchs to anonymously tip-off the authorities about illegal handguns.
The 30 second ad, running online with the possibility of running on television if funding can be found, has been created by Sydney production company True Pictures and ad agency First Light.
The ad features a mother making breakfast at home when she looks up to see her son on the news, having been shot by a mate. Read more »
The fall, rise and fall of social media to be debated at Mumbrella360
Joe Talcott
A panel comprising senior marketers and one of the oldest word of mouth-led businesses in the world will debate the evolution of social media and word of mouth marketing at Mumbrella360, in just under two weeks time.
The session will draw on lessons from the history of marketing to make predictions about the future of social networks such as Facebook.
The panel is curated by former McDonald’s and News Limited marketer and AANA president Joe Talcott.
Talcott’s panelists include Carl Mogridge, Digital Marketing Manager at cosmetics brand Avon which was one of the first in the world to build its brand via word of mouth marketing long before the digital age began.
Also on the panel is Joe Pollard, CEO of advertising agency Publicis Mojo. Pollard was previously CEO of ninemsn and she and Talcott have previously held public differences of opinion on whether the internet constitutes an advertising medium or a utility.
Also on the panel Doug Chapman, managing director of digital agency Amnesia Razorfish and co-founder of Social Media Club Sydney.
House Rules fightback sees it outrate The Block for first time
Seven’s House Rules has had its first major breakthrough, beating Nine’s catchup episode of The Block in its 8pm timeslot.
The Block Unlocked rated 821,000 according to preliminary overnight metro ratings from OzTAM. House Rules rated 898,000. It is the first time House Rules has fared better than The Block when both shows have been on air at once.
However, the main episode of The Block, which aired at 7pm, did better for Nine, averaging 1.073m.
Meanwhile, ABC’s consumer show The Checkout was also competitive in the 8pm timeslot, rating 819,000. Read more »
Nick Cave provides soundtrack for moody Barossa Valley ad
A new campaign for South Australian Tourism Commission promoting the Barossa Valley has been launched featuring a moody 100 second video created by KWP!.
The first part of the Be Consumed campaign focusses on the food and wine available in the area. The ad features shots of a man and woman walking through the region, filmed with a muted colour palate and set to Nick Cave and the Bad Seeds’s Red Right Hand.
AGL launches ‘do not knock’ sticker campaign while fighting legal battle against stickers
Energy supplier AGL has launched a campaign distributing hundreds of thousands of ’do not knock’ stickers to customers while at the same time it is fighting a battle against the legal enforceability of such signs.
The brand has begun to enclose “Do not knock” stickers with its bills. If consumers put them in place, they make it more difficult for rival energy companies to persuade consumers to switch.
The move has been labelled ironic by AGL’s critics.
Just yesterday AGL was reportedly fined $1.55 million, after an AGL door-to-door seller posed as an investigations officer. AGL is also fighting the ACCC about whether ‘do not knock’ stickers are enforceable in Australian consumer law.
Sarah Wilson, senior campaigner with the Consumer Law Centre, said sticker campaign was clearly about AGL tryign to stop rival companies from getting to speak to its customers. “We would expect that it is being done to protect their market share. However, they’re not the first retailer to do it,” said Wilson.
Samantha Allen departs Liquid Ideas after a year as agency pushes into Melbourne and aligns with Better Happy
Gregor
Allen: Consultancy
PR agency Liquid Ideas has revealed the launch of a Melbourne office in a fortnight’s time, the departure of agency director Samantha Allen after just a year and the creation of a new alliance with Matt Jones’ consultancy Better Happy.
Liquid Ideas is owned by Stuart Gregor, who is also chairman of the PR Council. The agency is one of the biggest independent PR operations in Australia.
Allen’s arrival in May last year was the first time the agency had an agency director. But in an email to clients and contacts from Gregor today, he said that Allen will leave next month to launch her own consultancy.
Meanwhile, he said that Matt Jones will move into the company offices as “strategic partner”. Read more »
VCCP puts shoes through ‘Demonstrations of Lightness’
A digital and print campaign by VCCP for Melbourne footwear label Rollies plays on the lightness of the shoes by weighing them up against various objects.
A video series of ‘demonstrations in lightness’ created by VCCP in collaboration with Sydney photographers the Pool Collective, sets different pairs of Rollies on a balance beam to weigh them up against various objects. The videos on the Rollie YouTube channel suggest the 320g shoes are lighter than a pair of bananas, nodding dogs, a spinning top, and a live dove dyed pastel pink to match the shoes. Read more »
ACMA reviewing embedding of brands in TV content
The chairman and CEO of the Australian Communications and Media Authority says existing broadcasting rules are “cumbersome, messy” and “not well understood” and are currently being reviewed including an examination of ‘embedded’ advertising on television.
Chris Chapman, CEO of the media watchdog, told Encore that while embedded advertising and product placement is a growing revenue stream for commercial TV networks, the current regulations do not adequately cover it. “We are concerned the current codes and practices don’t reflect sufficient transparency,” he said. “We do recognise that it is an increasingly important element of broadcasters’ finances but the question is whether it is adequately distinguished so that viewers can be sensibly digesting it, processing it and aren’t mislead.” Read more »
Radio bosses, editors, marketers and agency chiefs join Mumbrella360 for focus on media
Some of the most senior players within the Australian media industry can today be announced as part of the lineup Mumbrella360, as we reveal another four major sessions for the conference, all themed around the media.
Mumbrella360 takes place in a fortnight’s time, on June 5 and 6 at the Hilton Hotel in Sydney.
There will be a high profile panel featuring the bosses of Australia’s major radio networks in conversation about the challenges faced by the indystry. A further panel will developing publishing models from people involved in developing alternative models at first hand. Another will explore the future of media regulation. Also being revealed for the first time will be a survey of media industry sentiment – and discussion of what it means.
Commercial radio: The year everything changed
Tate: Rewrote the playbook
The commercial radio panel will feature Cathy O’Connor, who is CEO of DMG which owns Nova and smoothfm; Ciaran Davies, CEO, Australian Radio Network which owns the Mix and Classic Hits networks; Adam Lang, who is CEO of Fairfax Media’s radio group which include high profile talk sations 3AW in Melbourne and 2UE in Sydney; and Russell Tate, CEO, Macquarie Radio Network, parent company of 2GB.
In a discussion moderated by Mumbrella’s Tim Burrowes, the quartet will looks to the future via the lessons from one of the most dramatic years in the radio industry’s history. Tate rewrote the social media playbook in his handling of the station’s Alan Jones crisis; the major global music streaming brands launched in Australia and partnered with the networks; Read more »
Sunita Gloster appointed CEO of AANA
The voice of Australia’s major advertisers, The Australian Association of National Advertisers has appointed Sunita Gloster as its new CEO.
Gloster was previously CEO of creative services at Omnilab Media, a role she left about a year ago. She is also a former MD of strategy agency Bellamy Hayden, and early in her career worked at Australian agencies including The Campaign Palace, Y&R Adelaide and Whybin Lawrence TBWA. She also spent a portion of her career overseas at agencies including WCRS, Lowe and M&C Saatchi.
Her appointment comes nine months after predecessor Scott McClellan stepped down. Read more »
HCF goes for trick shots in Live More campaign
Health insurer HCF has launched a YouTube compilation of trick shots as part of its ‘Live More’ campaign targeting under-30s.
The campaign was developed by digital agency Pollen and features online video producers How Ridiculous who shot the video on a GoPro camera provided by HCF.
The video features ‘amazing trick shots Aussie style’ including rugby, NRL and cricket, and promotes a competition to win a GoPro Hero3 from HCF.
Offspring returns with just 868,000 viewers but good numbers in key advertising demographics
The season return of family drama Offspring delivered a metro audience of 868,000 for Ten last night.
The Asher Keddie fronted comedy drama was the 12th most watched show of the evening, according to preliminary ratings from OzTAM.
It was Ten’s biggest show of the night, but some distance from when it made its premiere in 2010 with a 1.124m debut.
However, Offspring performed much more strongly in the key advertising demographics. It was third for the night in 16-39, 18-49 and 25-54. Read more »
Screen NSW claims its $974,000 will turn into $25m of production spend and 1,015 jobs
Jungleboys’ previous venture A Moody Christmas
Screen NSW has announced funding for four film and TV projects which it claims will generate more than 1000 jobs.
According to the announcement from the state government body, its $974,000 in grants will also create “more than $25 million investment”.
Among the TV shows to receive funding is the follow-up to A Very Moody Christmas, The Moodys, from production company Jungleboys.
Screen NSW claims that its $200,000 grant will be responsible for 274 jobs and lead to production spend of $3.5m on the ABC comedy.
The funding was given to the projects through Screen NSW’s Production Finance Fund and Regional Filming Fund.
According to the announcement, the “four new film and television projects… will together generate more than $25 million investment and 1,015 jobs for the State”. Read more »
Sportingbet Group marketing director Howarth made redundant after William Hill deal
The marketing and sales director at Sportingbet Group Australia is to depart following its acquisition by William Hill UK.
Richard Howarth
Richard Howarth will leave the company, and its board, less than two years after joining the group from Telstra.
Howarth has also held senior marketing roles at Defence Force Recruiting, Foxtel and the Coca-Cola company.
Sportingbet Group Australia CEO Michael Sullivan said Howarth has been an invaluable member of the Sportingbet Group board since joining the company. “During this time he and his team have faced and conquered many challenges as the business continued to grow,” Sullivan said. Read more »
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