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Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
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!