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Opinion
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
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?
Anne Parsons to quit Mediacom
Mediacom chairman Anne Parsons is leaving, sources within Group M have confirmed.
Mediacom team: Parsons, Jenner and Pejic
Her decision to leave follows a restructure of the media agency’s Australian operation which saw her in a far less hands-on role within the WPP agency.
Sydney based Toby Jenner (centre) and Melbourne-based Mark Pejic (right) now run the operation.
It is understood that she is taking time off and moving to one of her residences in Europe.
Parsons could not be reached for further comment.
December 11th, 2009 at 2:00 pm
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Comments
11 Dec 09
2:21 pm
Go Annie…..you’re looking forward to watching the fun from afar I’m sure
11 Dec 09
2:22 pm
Good luck Annie, always enjoyed working with you
11 Dec 09
2:25 pm
Better out than in….Good Luck AP
11 Dec 09
2:40 pm
@ Anon – agreed!
11 Dec 09
2:46 pm
All the best Annie. Enjoy it!
11 Dec 09
3:30 pm
“one of her residences in Europe”…i thought margins had been hammered?
11 Dec 09
4:06 pm
Damn Sven, you beat me to it!
11 Dec 09
4:36 pm
Best wishes, Annie, you deserve every success… and now a decent break! Thanks for everything you’ve contributed to the industry, and to your very grateful clients.
11 Dec 09
5:06 pm
Every wish Annie; you were always a “leader” in everything that you did; even way back in the “learning” George Patts days. You have deserved every accolade and compliment bestowed to you.
But UR still a bit young ‘to smell the roses. One would think that you don’t want to just sit round and vegetate; your attributes and integrity are too good to be lost to this industry for long. So warmest wishes for your future., I will just sit around and see what transpires. But good to know, you have what you always have had; and that is, it is still “your choice”.
In the meantime; “just have a ball”.
11 Dec 09
5:15 pm
Punted…… but the spin is nice….
11 Dec 09
5:31 pm
Jealous of Belinda?
11 Dec 09
5:50 pm
good on her
11 Dec 09
9:10 pm
Sometimes the yearnings for the safety in the comedy of Charlie Chaplin has to move on. Toby Jenner represents the future of the agency, Annie just clung on to the past. Everyone’s comments above I’m sure are well meant but the numbers speak for themselves, the world has moved on and Toby is the future not someone that thinks the web is a ‘fad’
11 Dec 09
9:25 pm
Jeez; it doesn’t take long for the sharks with their cohorts and lapdogs to show themselves publicly; does it. Good on you “SABBATH”. Whose pocket are you pissing in or will you still continue to hide under a pseudonym, like all gutless wonders do.
Anyone that knows the lady well knows that SHRE IS NOT LOCKED IN A TIME-WARP. Quite the contrary actually. Let’s see hoe long it takes for leaks and/or insubordination to occur under this genius. And key client reaction too, let alone industry colleagues. I amongst a host of others will be watching this “genius” keenly.
Graeme
11 Dec 09
9:28 pm
PS: And why I am at it; come on and “out” yourself. Put your name and “any reputation” you clon behind your utterances, or do we all just have to continue guessing.
11 Dec 09
9:29 pm
PPS” Apologies; “clon” should have read “claim”.
11 Dec 09
9:55 pm
Nothing to do with ‘gutless wonders’ Graeme, I do know the lady well and clearly so do her ex-employers which is why changes have occurred. In a previous column it was discussed by Tim the difference between GroupM agencies in Australia vs. the UK and the time it takes for a re-wire. No-one asked why it needed a re-wire, the answer is simple, ‘new world vs. old world’. The reason why Mitchells and OMD are successful is because they are not lazy in success, they evolve with the times, Annie still thinks Betamax will win in the end!
11 Dec 09
11:29 pm
Ahh; got an answer if not a name out of you. Oh well; we’ll just leave that for the time being. That will undoubtedly come out with the effluction of time. But to your core argument.
Yes, I did read Tim’s posting with not only considerable interest but agreement – he is indeed a prescient and knowledgable figure, and eminemtly-qualified to make comment. But I do think that you miscast Anne; the lady I did know well was one of the foremost innovators of her generation, with the industry as a whole in furious agreement about that. No question about it. I would be very surprised to hear that she has changed the habits of a lifetime in just 3-5 years tops. So, from personal knowledge, I can’t answer in honesty for that period; but it would floor me if that is the case. It seems like I should make a few phone calls to old friends over the weekend or so. I shall do that willingly, and with due honesty.
Re. the otherv point; you don’t have to “out” yourself; that will come out one way or another when the time is appropriate.
And with regard to Mitchells and OMD; your comments about them are not only ‘spot on”, but self-evident. So we agree there too, because their results are in for all to see.
12 Dec 09
8:54 am
@ Sabbath…..wonder where your pay check comes from???
Graeme, agree with all of your comments about Annie. Don’t be confused. This move has knowing to do with her leadership skills and everything to do with the ‘boys club” that now completely control Group M. Jenner is just a “member” of this group and has played local and international politics well. Talent and results not evident in any way. Now they haven’t had a good year. But what they don’t seem to grasp is that by taking Annie out they have guaranteed that next year will be no better!
Live by sword, die by the sword…. Boys….
12 Dec 09
9:18 am
PS….please read “nothing” not “knowing”. But a certain irony in the mistake.
12 Dec 09
4:08 pm
The downsizing at mediacom this year seems to suggest they think the future is boutique agencies. Unless clients left them cos tey didn’t think they were that good.
13 Dec 09
2:05 pm
So Sabbath thinks Annie belongs in the past. Well DJ’s, the most successful department store in Australia bar none obviously don’t think so. They dumped Mediacom the moment Annie’s move was made public. If she was still there so would the business. As for Mitchells; a very powerful brand indeed. But never underestimate how much of its power is still directly linked to Harold’s network and influence. Lets be frank, not many people are sitting around waiting to hear what Stuart thinks. So show a bit of class Sabbath and give credit where its due. Annie Parsons’ career is one very very few in the industry will ever equal. And if she did get ‘punted’ then I would’ve hated to have been the one to write the cheque. Go Annie xxxx
13 Dec 09
4:19 pm
All I can say is Good Luck Mediacom ……..particularly when Annie returns to the Industry as I think you will need it!!
13 Dec 09
8:58 pm
ANNIEWATCH clearly hasn’t been following Mediacom’s development in the past few years otherwise they would have spotted that David Jones isn’t the first Client to leave. When you consider the total ‘departures’ that started before Toby’s arrival, either those Clients are all too stupid to recognize Annie’s visionary ability, didn’t want it or perhaps it was lacking. As the damn broke prior to her leaving, doesn’t it suggest that either something was wrong, or indeed if Graeme is right, her ‘influence’ was negligible thereby suggesting she wasn’t fulfilling her role. Harry M’s comments on Mitchells show how out of touch he is, Mitchell’s is a constantly evolving ‘trust’ brand, if it was my dollar, they would be one of the first few I would talk to.
13 Dec 09
9:00 pm
…………oh and ‘ANONYMOUS’ I think you’ll find that every agency will welcome Annie’s return to the industry so long as it’s not theirs!
14 Dec 09
8:59 am
As an ex-WPP employee, I can only imagine Annie will be relieved to be able to actively disassociate from the boys club that is rife across the group – misogyny is alive and well.
14 Dec 09
11:39 am
Thank you TALL. We said the other day “truth will out”; and it has. I should have picked it up earlier – it is only that, in this day and age, one thought that misogyny was well and truly dead. BUT JEALOUSY ISN’T. So. for those in the know; it should be relatively easy to pick out just who this great “Defender of Jenner’s Faith” (or ‘suck-up kid extraordinaire’ is. And, for the record, I hope that it does become public, as he obviously doesn;t gibve a &#$^ about whether his comments are truthful ot not. I.e.; just another “middle-rank loser”.
14 Dec 09
1:13 pm
@sabbath
1. Big assumption that I am male and shows your misogynistic frame of reference
2. I never mentioned Mitchell’s
Out of touch……the old “one pointing at me three pointing back at you” springs to mind. As for Annie’s culpability for the current state of the business. I have it on very good authority that Annie was told to keep out of the Sydney business and let Jenner “have his head”. In fact, she wasn’t even part of the Westpac pitch. This instruction came from “on high”. For the last year Mediacom Sydney has been the “Jenner” show.
Now lets look at what hasn’t been achieved in this time…here are the pitches not won….
- Vodafone
- Stuart Alexander
- Fed Government
- Westpac
- Yum
- Myer
These are just the ones that are common knowledge. I’m sure there are others (anyone care to add to the list??). And of course, lets not forget the loss of DJ, Westpac and some good people along the way while taken morale to an all time low.
I can’t wait for this genius to be spread nationally.
14 Dec 09
1:28 pm
@ Graeme – Mate, trust me this Sabbath guy isn’t worth getting all tense over. “suck-up kid” is a fairly accurate description. He does make a pretty good point about DJ’s not being Mediacom’s first client to leave…there have been quite a few in the last year……not to mention the staff that seem to have lost faith and found their way to the door. The departure of Annie marks a sad and shameful time for Groupm/Mediacom.
@ Sabbath – be careful – I wouldn’t be too quick to tell Harry M that he’s out of touch…the day may come when your knocking on his door looking for a job! You can’t fake it forever………
14 Dec 09
1:39 pm
@ Harry M – totally agreed!