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Opinion
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
One-eyed Willy’s rich stuff: brands as movie heroes
I have just spent an entire day on a plane. I can’t sleep on flights, even after heavy sedation. So I watched seven films, back to back. Most of the new ones were truly awful and I couldn’t finish them. So I watched an old favourite, The Goonies. I have probably watched this film more than 200 times since I was a kid. But this time, with work in the back of my mind, one thing stuck out – how much brands were the stars of the film.The gospel of participation is making brands forget about mass reach
In this guest post, Simon Lawson argues that brands are becoming obsessed with getting consumers to participate, rather than remembering to deliver mass exposure.I don’t know if you’ve noticed, but a lot of brands are wasting significant amounts of time and money on ineffective marketing. Large sums are being put behind tactics which end up being too small to have much chance of influencing total brand preference.
For proof the Press Council is a toothless tiger, see the bottom of page 104 of the Tele
Today, Sydney’s Daily Telegraph had an excellent opportunity to show off just how well voluntary press regulation works.
The newspaper published an adjudication from the Australian Press Council.
The APC found that the Tele had given the National Broadband Network an entirely unjustified kicking in three different stories. The complaint was upheld in all three cases.
There are only two interpretations to be drawn from the finding,
The audience is right
In this guest post, ninemsn’s Hal Crawford argues that online sites should respect readers’ choice in the news they consumeOne thing I find surprising, after a decade in online news and a few years in print, is that the longer I remain a journalist the more my respect for the readers grows. Increasingly the correct attitude to adopt towards the audience seems to be one of respect rather than arrogance.
How we pulled off the Banksy heist
In this guest post, Megan Aney and Maura Tuohy explain how their social media skills helped them gain the inside information they needed to win the challenge to Steal Banksy‘s art work No Ball Games.A Sunday night business trip turned into espionage when we scoped out The Art Series Hotels campaign to ‘Steal a Banksy’.
Before we had even arrived at The Blackman we were tweeting @stealbanksy for clues on the painting’s hidden location.
It starts with an insight
On very rare occasions, just three times in my career so far, I get to sit in a different chair and experience what it’s like to be an agency client.
Those few moments have had a big impact on how I understand advertising, and the respect I have for planners, whether from a media or creative background.
C is for content, no matter how many platforms it touches
In today’s always-on media landscape, content created for one platform doesn’t stand a chance, argues MindShare strategist Cathie McGinn. Are you sitting comfortably? Then I’ll begin. Unlike storytellers of old, I estimate I’ve got about two more seconds to keep your attention. If I lose it now, it’s gone for good. That’s a high stakes play.
Gay dating site Manhunt hits Sydney billboards
A gay dating website has launched a billboard campaign in Sydney’s Paddington area to promote a new mobile product that helps gay men hook up.
The campaign was devised by Pink Media Group, a gay media specialist that launched in Sydney in September, which also now works with gay hook-up app Grindr.
‘The back’ is back for Oral-B
Procter & Gamble toothpaste brand Oral B has revived ‘Rob the Dentist’, a character in its TV ads in the 1980′s, as part of a Facebook campaign.
The character known as “The back”, as he always had his back to camera, first appeared in Oral B ads in 1982, and made a brief comeback in 2003 to promote the Oral-B Power Toothbrush range.
Fans of the Facebook page can decide and share where they think Rob has been since the 80′s via an avatar. The best entry wins $10,000.
Cottee’s Cordial goes back to its roots
GPY&R Melbourne is behind a new campaign for Cottee’s that takes the cordial brand back to its roots with a celebration childhood.
ABC boss Mark Scott ‘contender for top job at BBC’
ABC boss Mark Scott has been named as among the front runners to lead the BBC.
According to Media Guardian, Scott is one of three obvious outside choices when the BBC’s current director general Mark Thompson steps down in the next few months. Read more »
Sandilands: I don’t do sorry, aIthough I went too far. But worrying about sponsors isn’t my job
Kyle Sandilands has given his first detailed interview since the furore over his attack on News Limited journalist Alison Stephenson. It will appear in tomorrow’s edition of The Weekend Australian Magazine.
In last year’s on air outburst on 2Day FM, he described the journalist as a “piece of shit” and made personal comments about her appearance.
According to a preview of the article published in The Australian today, Sandilands says: “I don’t really do sorry,” before conceding that he did go too far.
Sandilands also appears to claim in the interview that his comments were a reaction to a story by Stephenson being unfairly critical about bad ratings for his TV show.
He told The Australian: “We put it on and the ratings weren’t bad, not for that time of night, and then they start falling because people go to bed or whatever, and then I see what News Limited has written, and it’s all ‘oh, Kyle’s show was a big failure.”
However, Sandilands’ attack on Stephenson actually aired two and a half hours before the ratings were released. Read more »
Group buying sites draw 100 complaints over conduct
ADMA CEO Jodie Sangster
Three months after the launch of a code of conduct for group buying sites, the industry has received around 100 complaints from the public, Mumbrella can reveal.
The most common gripes, according to the Australian Direct Marketing Association, the body handling the complaints, concern delays in the delivery of goods, the inability to redeem goods within a certain timeframe and slow customer service.
Most complaints were received around Christmas time.
ADMA boss Jodie Sangster said that there were “no complaints yet” about how group buying brands communicate with their customers.
“Complaints are most commonly specific to deals – not the group buying brands themselves or how they communicate,” she said.
She added that complaints were spread evenly among group buying brands with no single culprit to blame.
Sangster’s comments come two days after Hard Hat strategy director Daniel Monheit posted an opinion piece slamming group buying sites for ruining email marketing by spamming their customers.
Aegis Media relaunches Vizeum brand in Sydney
Vizeum Sydney GM Nick Behr
Aegis Media has announced the relaunch of media agency brand Vizeum in Sydney.
The launch will see clients and staff transferred from MPG to provide a foundation for the agency, which has struggled to establish itself since entering the market two years ago.
Carnival Cruises, Nikon and Tourism NT are among the clients to switch from MPG to Vizeum Sydney, along with 25 staff.
MPG and sibling digital offering Media Contacts are owned by Havas globally, but operate as a joint venture with Aegis Media in Australia. The MPG arrangement dates back to the days when Mitchells, now owned by Aegis, was independent.
An Aegis Media spokesperson said the move would not mean the end of the MPG brand in Australia, which will be run by Jason Dooris in Sydney and Melissa Roberts in Melbourne.
New Idea’s Amy Sinclair to edit Famous
After a six month search, Famous publisher Gereurd Roberts has appointed his colleague Amy Sinclair as the magazine’s new editor.
Roberts, previously the magazine’s editor-in-chief, was announced as publisher in July, remaining in the editorial role until his successor could be appointed.
Sinclair joins from fellow Pacific Magazines titles New Idea where she has been editor since late 2009. Before that she was editor of ACP’s Woman’s Day.
Roberts said: “Amy’s reputation, insight and experience within the weekly magazine market are unrivalled. Read more »
Smith’s chips: you know you love ‘em
Smith’s has launched a campaign that explains why its chips “can do all manner of wonderful things.” The ad, featuring actor Stephen Curry, is the brand’s first to appear on TV in almost two years.
News Limited announces sales restructure
Tony Prentice: leading News Australia - Sales
The dramatic moves at News Limited under new boss Kim Williams have continued, with the company announcing a merger of the sales teams across its newspaper and digital products.
The new operation, called News Australia – Sales will be led by Tony Prentice.
The move – understood to have already been underway before the arrival of Williams – will not surprise the market, with News already having a key accounts team working across both parts of the business for the last couple of years. A further signal of the two parts of the company moving closer together came when News Digital Media boss Richard Freudenstein was also made CEO of The Australian.
The pre-Australia Day announcement comes at the end of a tumultuous few days at News. Last week saw Sandra Hook depart as CEO of lifestyle and magazine arm NewsLifeMedia. And this week corporate affairs chief Greg Baxter also moved on. Meanwhile rumours first published by Crikey yesterday suggested that group marketing boss Ed Smith was set to move to Foxtel which is now headed by Freudenstein. Nicole Sheffield was tipped to move in the other direction to News.
Today’s announcement:
News Limited’s director of sales Tony Kendall today announced the establishment of News Australia – Sales, a fully integrated national sales service offering seamless solutions across the Group’s newspapers, newspaper magazines and digital products.
Mr Kendall also announced that News Australia – Sales will launch in March and will be led by Tony Prentice as chief commercial officer. Read more »
Ex-Clems Adelaide creatives Greg Knagge and Geoff Robertson launch agency
Creatives Greg Knagge and Geoff Robertson have started their own agency – ten days after leaving Clemenger BBDO Adelaide after a decade of service.
Called Nation, the agency “offers an alternative to the traditional agency model with less layers and process,” a press release reads.
The agency describes itself as “a collective of strategic, creative and production people” with a “simpler structure allows a more responsive, more cost effective alternative for clients.”
The duo said they left Clems on good terms. “We loved our time at Clemenger. But we have both felt for some time that we were ready for a new challenge,” said Robertson.
Intelligent Investor doubles its money on Photon punt
When Intelligent Investor Funds bought 5% of Photon Group while the share price was dipping down to 3c in August, a commenter on Mumbrella predicted:
“These guys are either absolute genius’s or total idiots – time will tell.” Read more »
GetUp! launches attack ad on Tony Abbott boat people policy
Social action group GetUp! has run a full-page ad in The Australian against opposition leader Tony Abbott’s policy on boat people in the lead up to Australia Day.
The campaign aims to stop Abbott and the coalition’s policy that will see the Australian Navy board refugee and people-smuggling boats that are unseaworthy to first mend them, and turn them away from Australian shores.
Cricket Australia unveils new film to push women’s cricket
Branded content agency Jumpshot and production company MilkMoney have produced the latest in a series of films for Cricket Australia to promote the women’s game.
The new video features batter Alyssa Healy – niece of Test wicket keeper Ian Healy – who talks about the feeling of representing her country.
Jennifer Hawkins is the face of Mount Franklin Lightly Sparkling
Coca-Cola has announced Jennifer Hawkins as the new brand ambassador for water brand Mount Franklin Lightly Sparkling.
The 2004 Miss Universe winner was chosen for her “natural synergies” with the brand.
McCann Sydney is the agency behind the campaign, and is scheduled to film a TV spot in February starring Hawkins, who will also appear in print, outdoor and through online executions from March.
Aegis recovers from $60m ANZ loss with $53m Holden win
Media agency Starcom MediaVest has taken a massive hit after a global media review sees key client Holden – and $53m in billings – depart.
The $3bn global General Motors review was won by Aegis Media, which in Australia operates the Mitchell & Partners, Vizeum and Carat brands.
Carat handles the GM business in other markets, and the Holden account is also likely to be run out of Carat in Australia.
Aegis handles both the Nissan and BMW accounts in Australia, but Aegis Media Pacific executive chairman Harold Mitchell told Mumbrella that conflict was “not an issue”.
Vodafone merges marketing, sales and corp comms, ‘no plans’ for agency shake-up
Vodafone has kicked off a major company restructure which will see marketing, sales and corporate communications merged into one.
In a leaked email to staff, Vodafone boss Nigel Dews said the company had fallen “short of our revenue growth aspirations” despite “strong” December sales, hence the restructure, according to a report in The Australian.
A Vodafone spokesman confirmed the news, but said there no plans to shake-up the company’s relationships with its marketing suppliers, which include ad agency Host and media agency Ikon.
Mariner Boating Holidays launches direct mail campaign
The Sydney office of German agency network Kastner & Partners has launched a direct mail campaign for Mariner Boating Holidays.
The front of the card reads, ‘To go sailing, you have to be able to tie a knot’. On opening a card, a knot is tied, demonstrating how easy it is to go sailing.
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