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Opinion | Features
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Sustainable competitive advantage: the fallacy
The speed of change in business means the notion of businesses having a sustainable competitive advantage is no longer a reality argues Dan Monheit. Sustainable competitive advantage. What a beautiful, romantic, delusional idea. An idea that somehow still gets plenty of airplay. -
Content marketing predictions: Why I’ve ditched my crystal ball
Last year Cameron Upshall made a series of bold predictions on how the content marketing world in Australia would develop in 2014. Here he bemoans the lack of change.
Australian brands had a fair old crack at content marketing in 2014. But unfortunately the market didn’t mature as fast as I thought it would in 12 months. This means the content marketing milestones I predicted we would reach by now are still a fair way off.
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Why #tay4hottest100 is good for Triple J
The campaign to get a Taylor Swift song into the Triple J Hottest 100 has created a lot of column inches in recent days. Matt Saraceni argues the controversy is good for the station and how it should capitalise on #tay4hottest100 come Australia Day.
If Taylor Swift places Number one in the Triple J Hottest 100 -- I will eat a hat.
Any hat you care to name I will consume it. There is absolutely no way that will happen. I’d bet a nudie run on it. In fact I am.
However, “Shake it Off” appearing in the countdown will be one of the best things to happen to Triple J and its audiences and everybody should be hoping it happens. Let me explain….
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A first look at Stan
Yesterday streaming service Stan invited some members of the public to have a first look at the new platform. Mumbrella editor Alex Hayes looks at what it has to offer.
Of all the streaming services being talked about at the moment (and yes there are a lot - Presto, Netflix, Quickflix etc.) the one that's most intrigued me is the joint offering from Nine Entertainment and Fairfax Media - Stan.
So when I got the invite to have a preview of it which went out to the public yesterday, I leapt at it. However, my initial impressions were not good. -
Suffering from a talent crisis? Get off your backside and grow your own
The industry constantly bemoans a lack of skilled new employees. In this opinion piece David Ponce de Leon argues they need to do more to help nurture the talent.
The skills shortage issue continues to be a challenge for different sectors of the communications industry and at the dawn of a new year the topic seems to be heating up again.
Everybody is talking about how hard is to find the right talent or the right skills for their own particular business needs. It’s almost as if a good old whine about the skills shortage ‘crisis’ has become the norm. -
Never tell anyone outside the agency what you're thinking
It might not be the mafia, but agencies require a cone of silence about their internal workings to the outside world argues Eaon Pritchard.
At the beginning of 'The Godfather', Santino 'Sonny' Corleone is in a clandestine meeting with Virgil 'The Turk' Sollozzo in which they discuss a potential partnership in Sollozzo's nascent heroin business. -
Virtual Reality: changing games or game changer?
Virtual reality technology is becoming a hot property. Here Tyler Greerasks whether it will really have a reach beyond video games.
One day back in the early 90s I switched off the Sega Mega Drive and got myself along to an exhibition touting itself as the new frontier in gaming: virtual reality. Strapped in to a cumbersome, heavy piece of machinery I played Dactyl Nightmare, a dreadful Cubist nightmare which left me disoriented, ill, and disappointed for the state of the machine-human relationship.
Not fast enough could I return to Sonic the Hedgehog and my new-found appreciation for the human-couch relationship. -
Social influencers and the law - where does it stand on disclosure?
After Australia Post was found to be paying for social media endorsements which were not disclosed and with more brands looking to social media influencers in their campaigns, Stephen von Muenster looks at where the law currently stands on the issue.
It is evident from a casual gaze through social pages or comms industry commentary that brands are turning to ‘social influencers’ to promote their products through online social channels with the intent of influencing consumer purchasing decisions in favour of their products. -
The ten ideas from CES I wish I'd had
With over 3,600 exhibitors and hundreds of speakers there were a lot of new ideas and inventions at the Consumer Electronic Show (CES) in Las Vegas this year. Here Jonathan Pease distills them to the ten he's most jealous of.
B BOOTH – They call themselves ‘The Talent Discovery Company’ and the concept is simple. Imagine a casting booth where anyone can audition for anything they like – modelling, acting, reality TV, singing, etc. -
It's just social media management, right?
While many people don't know the difference between a social media manager and community managers Venessa Paech argues defining which one you need for a role is vital for success.
I’ve led social media and community management for companies, hired, and worked with many social media managers and community managers.
Let’s be honest – the two roles are often confused. The number of blog posts trying to explain the difference should be a tip-off. -
Credit where it's due: MLA's lamb campaigns
As the MLA unveils its latest Australia Day lamb ad we give Credit Where It's Due to the legacy of clever campaigns which have come before it.
Selling lamb is not the most glamorous of briefs for any marketer or agency, but somehow every year Meat and Livestock Australia's Australia Day campaign captures the public's attention. -
How can you charge your mobile campaigns?
While mobile is taking an increasingly large chunk of consumers' time marketers are slow to divert their ad spend. Google's Lisa Bora looks at how it can be used effectively to make compelling campaigns.
Does size matter? When it comes to screens, Australian advertisers seem to think so, devoting just 8 per cent of total ad spend in Australia to mobile, despite them taking up a third of total daily media consumption.
Will this change in 2015? Many Aussie advertisers say that they recognise the importance of mobile but are uncertain how to proceed. -
Charlie Hebdo offends – and we must defend its right to do so
In this cross-posting from The Conversation Bill Durodie of the University of Bath argues in the wake of the attack on Charlie Hebdo offices by gunmen society and the media have a duty to overcome the censorious culture which has seeped into Western societies.
The motive behind the tragic shootings at the headquarters of satirical weekly magazine Charlie Hebdo in Paris has not yet been confirmed but it seems clear that there is a link between the publication’s stance on controversial content and the decision by several masked gunmen to launch such a murderous attack against the staff.
The perpetrators of the attack, in which 12 were killed and several more critically wounded, must be apprehended – but, more broadly, we also need to reaffirm the importance of absolute freedom of expression in an open society – regardless of how offensive it might be to some and, on occasion, how puerile it may become. The solution to bad ideas – as the enlightenment philosopher John Stuart Mill noted – is not censorship but more speech with which to counter them. -
What now for Ikon?
From an agency revered by its rivals Ikon has fallen to become one fighting for its very existence. Mumbrella editor Alex Hayes looks at what caused this fall, and what the agency can do to build from here.
News of the resignation of James Greet as CEO of Ikon Communications has come as a surprise to many in the industry. Retaining the Commonwealth Bank account made it appear the once-revered agency had started to emerge from what had been a very deep trough.
But scratch under the surface and it's clear Ikon is still an agency dealing with a lot of issues.
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Why cash and copyright are bad news for creativity
In this cross-posting from The Conversation Dan Hunter of Swinburne University of Technology explains why current copyright laws are actually a hinderance to creativity.
Imagine you were asked to write a law that encouraged creativity. What would it look like? Whatever your answer, it’s pretty clear that it wouldn’t look like copyright.
Which is weird, right? Because copyright is supposed to be the law that spurs creativity. The problem, it turns out, is that the central features of copyright are directly opposed to the things that support creativity.
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Clemenger co-founder Peter Clemenger and Jessica Rowe among Australia Day honours
Jessica Rowe
The co-founder of creative agency Clemenger, Peter Clemenger and his wife Joan Clemenger have been recognised for their support of the arts and philanthrop in the Australia Day honours, with each becoming Officers of the Order (AO).
The couple are among a number of high profile media and advertising identities to be recognised in this year’s awards with Studio 10 presenter Jessica Rowe also being recognised for her support of mental health being made a Member of the Order of Australia.
Journalists George Negus, Gerald Stone and radio broadcaster Elaine Canty will be made Members of the Order of Australia. While actress turned author Judy Nunn was appointed AM. Read more »
Triple J disqualifies Taylor Swift from Hottest 100 because Buzzfeed tried to ‘troll the poll’
Radio station Triple J has confirmed that it has disqualified Taylor Swift’s song Shake It Off from its annual Australia Day Hottest 100, claiming viral site Buzzfeed tried to “troll the poll” with its campaign to get the song onto the list.
The ABC’s 40-year-old youth station tweeted a link headed “8 Hilarious But Totally True Reasons You Won’t Hear ‘Shake It off'”. The link went to a spoof website Triple J Feed, designed to look like Buzzfeed.
The #tay4hottest100 campaign was started last week by Buzzfeed News reporter Mark Di Stefano. But Triple J article claimed: “Whilst their advertisers enjoyed the sweet page views, it’s not legit for other media to try and troll the poll.”
The posting from Triple J also claimed that many of those voting were doing so simply poke fun at the station’s non-pop “hipster” audience. It said: “it became pretty clear, pretty quick that a lot of people just wanted to prod some ‘hipsters’ for the lulz.” Read more »
Malaysia Airlines website hacked and replaced with ‘Plane not found’ message
Troubled airline Malaysia Airlines’ website has been hacked and replaced with a bad taste message about its missing flight MH370.
The airline’s URL malaysiaairlines.com has been taken over with a message claiming: “Hacked by Cyber Caliphate”.
Recent weeks saw Twitter accounts belonging to the US Pentagon and US Central Command reportedly hacked by an organisation calling itself Cyber Caliphate which declares itself sympathetic with extremist Islamic beliefs.
‘Hacked by Lizard Squad’
Malaysia Airlines’ Flight 370 went missing in March last year. A “404 not found” message on a website refers to the server being unable to find what was requested.
The tagline of the website has been changed to read “ISIS will prevail”.
Malaysia Airlines has offered a new URL for passengers to check in, here. The airline posted on Twitter: “You may experience difficulty accessing our website. We are currently working on resolving the issue.”
Update, 3pm. Malaysia Airlines has taken its website offline, but says that it expect it to be up and running again “within 22 hours”. A message on the airline’s Facebook page reads:
Malaysia Airlines confirms that its Domain Name System (DNS) has been compromised where users are re-directed to a hacker website whenwww.malaysiaairlines.com URL is keyed in.
At this stage, Malaysia Airlines’ web servers are intact.
The airline has resolved the issue with its service provider and the system is expected to be fully recovered within 22 hours.
The matter has also been immediately reported to CyberSecurity Malaysia and the Ministry of Transport.
Malaysia Airlines assures customers and clients that its website was not hacked and this temporary glitch does not affect their bookings and that user data remains secured.
At the time of publishing, Malaysia Airlines had not responded to Mumbrella’s request for comment.
Wrigley’s Extra kicks off global campaign fronted by Ashton Kutcher
Wrigley has unveiled its new global campaign for its Extra gum product with the campaign featuring actor Ashton Kutcher breaking up with a deranged piece of pizza, building upon previous iterations featuring actor Antonio Banderas.
Created by CLM BBDO and Energy BBDO, the campaign will beginning airing on Sunday in Australia and New Zealand as well as 40 countries around the world.
It features Kutcher out to impress a woman only to be interrupted by a left over piece of pizza. The spot mimics a real relationship ‘break up’ with Kutcher attempting to explain to the left over pizza why it has to go.
Allianz moves away from direct ads with new life insurance spot
Allianz has turned to family life and dinosaurs for its new ad for its life insurance products, with a father and son playing together.
The ad, by MercerBell starts with a boy playing with toy dinosaurs before asking his dad who would look after him if they came alive and ate him, leaving him stumped for an answer.
David Bell, ECD at MercerBell, said: “Life Insurance can be a tricky, awkward topic to broach, let alone sell. The team have created something out of the ordinary with a really fresh way to get around the sensitivities this subject can bring.”
Video hangout with PRIA deputy president Allison Lee
The deputy president of the Public Relations Institute of Australia Allison Lee joined Mumbrella on Friday in a series of hangouts with marketing industry association heads.
During the hangout Lee talked about PRIA’s goals for the year, why using the advertising value equivalent measurement was bad for the industry, and the what was needed to dispel public and marketer’s misconceptions about the industry.
Lee is an award winning PR practitioner with more than 20 years in the industry and is the founder of Impact Communications. As well as her national role with PRIA she is also chair of its Golden Target Awards committee and the Registered Consultancy Group.
Last year the association went through major changes with Mike Watson taking over the presidency from Terri-Helen Gaynor last February amid a raft of board changes. It was also revealed at its annual conference the institute had made a loss in the last three financial years, and had looked at merging with another PR industry body.
Maxus Melbourne MD Nick Keenan departs for client role
Nick Keenan the head of Maxus’s Melbourne office is to depart the agency, Mumbrella can reveal.
Keenan, who has been in the role since May 2013, will be joining betting company BetEasy as its commercial director.
“I want to thank Nick for his passion and energy in helping grow Maxus into a strong market position,” said Jon Chadwick CEO of Maxus Australia. Read more »
Saatchi & Saatchi wins Bank of Melbourne from Ogilvy
Creative agency Saatchi & Saatchi has won the Bank Melbourne account from rival Ogilvy, Mumbrella can reveal.
The bank confirmed the major account move this morning with a spokeswoman saying: “Bank of Melbourne is at an exciting point in its evolution.
“After launching the brand and working with Ogilvy for almost four years we recently appointed Saatchi & Saatchi as our main creative agency to support us through our next phase. Read more »
QT Hotels appoints Edelman following competitive pitch
PR agency Edelman Australia has been awarded responsibilities for the QT Hotels & Resorts chain’s below-the-line marketing efforts.
Edelman’s appointment will see them take responsibility for not only public relations but also the brand’s online influencers campaigns and its partnership efforts.
“Edelman impressed us with its understanding of the brand, and original thinking about the communications opportunities around the creative industries,” said David Seargeant CEO and managing director at Amalgamated Holdings Ltd, QT Hotel’s parent company. Read more »
Seven and Nine release siege survivor promos, while downplaying risk to coronial inquest
The first big news battle of 2015 is shaping up with Seven and Nine both releasing promos highlighting their news specials with survivors of the Martin Place siege.
Both the Seven and Nine networks are understood to have paid for the interviews with survivors, which has drawn criticism amid concerns by a former coroner that they could prejudice the coronial inquest into the Sydney siege, which begins at the end of the month.
At this stage the air dates for the two rival specials is undecided and both networks have played down the risk that evidence could be tainted by the specials.
Pizza Hut channels challenger brand mentality and pledges more marketing creativity
Pizza Hut will act more like a challenger brand in its marketing this year with more creativity and innovation as it aims to topple rival Dominos, with a new Australia Day campaign centred around a Vegemite-crust pizza the first piece in the puzzle.
The brave new campaign, the first from agency Host since it took over the account in November from M&C Saatchi, sees a series of foreign backpackers trying the Mitey Stuffed Crust pizza with verdicts ranging from “shit” to “that’s disgusting” and like “petrol”, but ending with two Aussies enjoying it.
Pizza Hut’s head of marketing Fatima Syed told Mumbrella the campaign, which is only running on social media and digital channels, was based on the insight “you’ve got to be Australian to truly appreciate Vegemite”.
She added: “If you didn’t grow up with it, you don’t understand what it is. There’s nothing more Australian than Vegemite and cheese.”
Syed said she did not find it hard to commission an ad criticising the product “because it was so true to the insight”. Read more »
News Corp promotes Kathryn Carter to NSW sales director
News Corp Australia has today announced the promotion of Kathryn Carter to NSW sales director replacing Nicola Lewis who left in September.
National sales director Sharb Farjami said Carter, who is currently group sales director, would be focused on driving innovation in the publisher’s advertising service.
“We are continually enhancing our product portfolio, and Kathryn’s appointment will be instrumental in delivering and positioning this to our agency and client customers,” said Farjami.
Read more »
QLD Premier Campbell Newman sues Alan Jones and radio station 4BC
Queensland Premier Campbell Newman has launched legal action against talkback presenter Alan Jones and Fairfax Radio’s Brisbane station 4BC for damages as the veteran broadcaster continues to campaign against him during the state election.
Jones has been putting out a one hour show on 4BC station since the start of the year, and has taken several swings at the Liberal leader over his plans to allow a coal mine expansion in Jones’ home town.
The Queensland minister for infrastructure Jeffrey Seeney is also a named plaintiff in documents lodged with Queensland’s Supreme Court.
Hewitt’s battling loss helps Seven to win on night of sporting drama
Tennis came through on a sport-heavy night for TV viewers last night with Lleyton Hewitt’s five-set loss to Bejamin Becker proving more compelling than the Soceroos in the Asian Cup and Brett Lee’s final game at the Sydney Cricket Ground.
Seven’s night coverage of the Australian Open was the most watched non-news show of the evening with 888,000 viewers, with 436,000 sticking with the late session on the channel.
Tim Cahill’s heroics in the Asian Cup quarter final between Australia and China had an audience of 618,000 on ABC from 9.30pm, the biggest audience so far for the tournament. Fox Sports’ live coverage got 286,000 viewers.
Meanwhile fast-bowler Lee’s dramatic farewell to his home ground in the Big Bash League, which saw his Sydney Sixers side beat rivals Sydney Thunder with the last ball of the match, could only pull in 441,000 for the first innings from 7.30pm, and 524,000 for the second innings, according to OzTam overnight ratings. Read more »
Morning update: Terry Crews marries himself for Old Spice; Buzzfeed creates first ad – with cats; Weight Watchers crashes the Super Bowl
Creativity Online: Terry Crews Is Married to Himself in Latest From Old Spice
Old Spice is back with another zany spot featuring Terry Crews, and a lot of yelling. This time, Mr. Crews has a nightmare in which he keeps seeing his double — on the street, and even in the marital bed. The spot, by Wieden & Kennedy Portland and directed by Fatal Farm, is a follow-up to last year’s Get Shaved in the Face ad for the brand’s line of electric shavers, which showed Crews getting shaved by his mini-me. If you like it loud and crazy, this is for you.
Video streaming service Stan to launch on Australia Day
Fairfax Media and Nine Entertainment’s join streaming venture Stan is set to launch on Australia Day after offering some members of the public a preview run on the service earlier this week.
Access to Stan’s content library which consists of TV and movies will set users back $10 a month after completing a 30-day trial. Speculation suggested it would be launched around February 8, when its flagship show Better Call Saul goes to air in the US.
Stan CEO Mike Sneesby said: “We know there’s been some speculation around Stan’s launch date, and while we’ve had to keep it under wraps we’re really proud to be able to announce that Australia’s new streaming service will launch on Australia Day.”
Video hangout with AMI chief Lee Tonitto
The CEO of the Australian Marketing Institute (AMI) Lee Tonitto joined Mumbrella for a video hangout on Thursday.
Tonitto was appointed head of the marketer body last August succeeding Mark Crowe who held the position for 11 years. She had previously been chair of the board for the organisation for three years.
In a wide-ranging interview she set out the goals for the traditionally publicity shy body, including attracting substantially more members and reaching out to people working in non-marketing roles that had elements of marketing functions.
She also supported the idea of companies paying agencies for their time during pitch processes. Read more »
Quickflix founder increases stake in struggling company, says capital raising is ongoing
Langsford
The founder and chief executive of troubled DVD rental and online streaming company Quickflix Stephen Langsford has signalled that the market should not assume it is done with its capital raising.
The declaration comes after last year’s capital raising, which aimed to bring in $5.7m and fund an extensive below the line marketing effort to ward off intensifying competition, brought in just $650,000 from investors.
“On the capital raising we completed the first part of that just prior to Christmas,” Langsford told Mumbrella. “That was the rights issue among shareholders where we signalled if there was any shortfall then it would be available for the company to look for other shareholders.
“The process continues, so I wouldn’t draw the conclusion that the capital raising exercise is yet complete.”
The comments come as Quickflix’s shares today hit a record low of $0.002 giving the company a market capitalisation of just $3.63m, well down on the $16.2m the company was worth 12 months ago when the share price was at 0.014 cents.
