Opinion | Features
- Following the tragic death of Indonesian copywriter Mita Diran, and following a debate on Mumbrella about work/life balance, creative Natalie Cutcliffe shares her own experience of overwork. I wrote this piece a month ago in response to If you love your career, the hours are (often) worth it. I was too scared to submit it then but the death of Mita Diran gave me the courage. Yesterday I was made redundant. I walked home and while the expected feelings of rejection, inadequacy and beer sank in, there was the distinct feeling of something else in the mix that I can best describe as relief.
- While content marketing has been a buzzword for 2013, King Content's Cameron Upshall says he thinks the whirlwind romance is over. There’s no denying that 2013 has been an explosive year for content marketing in Australia. Recent research from the Content Marketing Institute revealed that 93 per cent of for-profit marketers in Australia are now using content marketing and 69 per cent are planning to increase their content marketing budgets in the next 12 months. But, will Australian marketers’ love affair with content marketing continue in 2014? I’m sorry to say it, but I think the whirlwind romance is over.
- In this cross-posting from The Conversation marketing lecturer Gavin Lees examines whether ARN's rebranding of Mix 106.5 will help Kyle and Jackie O retain their enormous 2DayFM audience. ARN’s poaching of Kyle Sandilands and Jackie Henderson (known an Jackie O) to host the breakfast show in their soon to be rebranded Sydney station is an audacious move. It will involve rebuilding the station’s identity from Mix 106.5 to KIIS 1065. And it’s risky.
- Bec Brideson, owner and director of female-focused marketing company Hello I’m Venus argues brands need to work harder to deliver to multi-tasking women who use multiple screens as an extension of themselves. Every day, screen-based technologies are becoming further intertwined with human behaviour, and it’s becoming increasingly apparent that one screen just isn’t enough these days.
- In this cross-posting from The Conversation the University of Adelaide's Matthew Sorrell looks at how to predict future technology trends. Although I’m a futurist, I have absolutely no idea what information and communications technology will look like in 50 years time. I do know that some of it will be familiar because once we find a usable form, we tend to stick with it – glowing rectangles will probably remain popular. But I also know that we will see technology and applications which have not yet been imagined. This technology space is growing in complexity and capability at a much, much faster rate than any other, and the implications for society are profound.
- The decision to give comedy Bamboozled the top award at Tropfest on Sunday has sparked claims it is homophobic. In this cross-posting from The Conversation film lecturer Greg Dolgopolov explains why it matters. It would have been hard to avoid the news that the best-picture award at Sunday’s Tropfest short-film festival in Sydney was given to filmmaker Matt Hardie for Bamboozled – and even harder to ignore the huge online response to the film’s perceived homophobia.
- After recent pitches marketer Jason Stidworthy realised clients need to take a long hard look at how they act towards agencies. During a recent conversation with a good mate, he highlighted his frustrations with the real estate agency selling his house because the promotional material artwork was riddled with mistakes including the show-stopping incorrect suburb listing. Seriously, how could they!
- After a post listing five trends to let go in 2014 Hugh Stephens adds his own pet peeve to the list. On the subject of 2013 trends that really shouldn’t continue into 2014, I can’t help but raise apps. If I had a dollar for every time I heard “we’re thinking of developing an app…” I’d probably retire comfortably to a private island.
- As everyone eyes move to what we can expect in 2014 Bernadine Brewer shares the five trends and buzzwords she hopes are left in 2013. It’s that time of year again. The time when suddenly our e-newsletters, our favourite blogs, our Twitter timelines fill with predictions of the future. Although I’m not averse to speculation and even idle rumour (after all, it’s nice to have a little daydream about what we might work on next year), I’m going to let you in on a little secret. I loathe trends articles. As in cartoon-level steam-out-of-the-ears loathe. So this year, I’m doing exactly the opposite. I’m calling it Reverse Trends, the stuff I dearly hope we’ll stop hearing come January. I’m talking about them one last time, so you don’t have to.
- The claim people buy on price is a myth, and in the latest in a series about consumer psychology Ashton Bishop and Gary Wilkinson look at how retailers can make the most of this. Consumers don’t make rational decisions based on price and marketers need to stop pretending they do. There is a common refrain amongst marketers in some categories that consumers buy on price. What nonsense. Price by itself is meaningless, and please slap the next marketer who trots out that excuse for why they are losing in their category.
- Amid the media storm around the public broadcaster Michelle Grattan, in this crosspost from the Conversation argues the ABC's critics are on a crusade. The ABC and its managing director Mark Scott are caught in a perfect storm.
- With a burgeoning number of review sites and astroturfing appearing online, Miki Clarke looks at how brands can make sure genuine reviewers get cut-through in search. As children we’re told if we don’t have anything nice to say, don’t say anything at all. But in this social media world in which we now live, the opposite seems to apply. We have witnessed exponential growth in search terms with review suffixes, not only in Australia but in the US and UK as well. This is not surprising in the land of electronics, travel accommodation and restaurants, but it is also happening for online dating sites and even dog food.
- It has been a month since the News of the World phone hacking trial started in London and in this cross-posting from The Conversation UK director of undergraduate studies for journalism at Cardiff University John Jewell looks at what has come out so far. When Justice John Saunders opened what has been called the “trial of the century” he told the jury: “In a way, not only are the defendants on trial, but British justice is on trial.” To say the defendants in the case are prominent in the world of journalism would be an understatement of gigantic proportions.
- As more brands look to storytelling and content channels like blogs to get their messages across Lorraine Murphy says they should look to work with bloggers for the best results. “Sponsorship” suggests whacking a logo on some content (be that an event, a TV show or a blog post) and that’s the extent of the relationship between the owner of the content and the brand in question. The days of brands badging a logo and call-to-action on a blog post are gone. The space has moved on and successful content now calls for a co-creation approach with bloggers.
- Amid the masses of journalism redundancies La Trobe University associate professor Lawrie Zion, looks at the question of what happens to those who take redundancy. You’ve probably heard the news: the Australian media is experiencing the most serious contraction in its history.
Agencies circle Kraft’s Oreo account following DraftFCB Melbourne closure
Agencies are lining up to take on the advertising account of Kraft’s fast-growing biscuit brand Oreo following the closure of its agency DraftFCB Melbourne last week.
The popular American biscuit, which has been mounting a serious challenge to Arnott’s iconic Tim Tam brand on Australia’s supermarket shelves, has been tipped to move to DraftFCB’s Sydney office, Droga5 or Publicis Mojo, since the latter two shops already handle a number of Kraft snack brands.
It is just over a year since Kraft reshuffled its deck of agencies working on its snack brands, with Droga5 added to the roster while GPY&R Melbourne and The Ross Partnership were dropped.
Droga5 handles Cadbury brands such as Boost, Cherry Ripe and Picnic, Publicis Mojo works on Cadbury Bitesize and Cadbury Creme Egg while Saatchi & Saatchi does Cadbury masterbrand and Cadbury Dairy Milk. JWT handles Vegemite, Philadelphia Cream Cheese and Kraft Peanut Butter.
A spokesperson for Kraft told Mumbrella that a decision had not yet been made, but a review was underway.
The well respected Melbourne office of DraftFCB, which has been in the market for around half a century, folded following the loss of lynchpin client Honda.
Mumbrella understands that a number of DraftFCB’s staff have already been offered jobs at other agencies, while key talent such as executive creative director Mat Garbutt are considering their options.
- Clarity on ARN’s rebranded Kiis 1065 Sydney faces legal threat from Melbourne’s Kiss FM
- paul on Ed Kavalee to join The Grill Team on Triple M breakfast in Brisbane
- Ivan Dixon on Grill’d uses animated infomercial with decapitated cow to sell grass-fed meat
- yep on Myer celebrate giving with ‘Power of Give’ candid camera fundraising campaign
- JB on Junior creates ‘sun mum’ to nag young Queenslanders about sun safety
- observer on Realestate.com.au tell Christmas story of expectant couple Mary and Joe in online series
- erm on Someone tell 2DayFM we’ve been teased enough
- goodone on Realestate.com.au tell Christmas story of expectant couple Mary and Joe in online series
- NEP buys Global Television
- ABC launches iview app for Android
- ASTRA reveals finalists for 2014 Industry Excellence Awards
- Metro Media Publishing makes Alex Lynch sales director
- Screen Australia invest $1.78m in multi-platform drama
- Executive management changes at the Guardian pursue global goal
- Priceline secures Adelaide Thunderbirds sponsorship
- Entries now open for the South Australian Screen Awards
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- The failure of the Encore weekly tablet app (and what we’ve learned from it)
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- Ad agency works on confidential Mix FM rebrand to Kiis in public view
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- UM's Mat Baxter says industry should stop apologising for long hours