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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Apprentice takes another ratings beating
The audience sank for Nine’s new business reality show The Apprentice on Monday night, falling to 657,000.
Despite being shorter than the 90 minute first episode, the hour long second instalment – in which ex-agency exec Lynton Pipkorn was fired – failed to perform in the ratings.
The audience number for the Mark Bouris-fronted show was lower than the 692,000 viewers registered by OzTam the week before. However, none of the shows in the same timeslot got above 1m. The Apprentice was beaten in the timeslot by Seven’s Mercy (828,000) and Ten’s Good News Week (857,000) and Little Britain (673,000).
Meanwhile, although it still won the night, Flash Forward’s audience of just under 1.5m was well below the 1.8m debut of its heavily promoted first episode on Seven last week. Destroyed In Seconds, Seven’s compilation of catastrophes and explosions debuted with a reasonable 1.2m.
Monday’s share:
- Seven: 28.4
- Nine: 25.8
- Ten: 18.2
- ABC1: 14.5
- SBS1 8.8
- GO!: 2.0
- ABC2: 1.2
- ONE: 0.9
- SBS2: 0.3
Monday’s most watched TV shows:
- Flash Forward Seven 1.5m
- Seven News Seven 1.5m
- A Current Affair Nine 1.4m
- Today Tonight Seven 1.3m
- Two and a Half Men 7pm Nine 1.3m
- Highway Patrol Seven 1.3m
- Nine News Nine 1.2m
- Destroyed in Seconds Seven 1.2m
- Home and Away Seven 1.2m
- Two and a Half Men – 7:30pm Nine 1.1m
- The Big Bang Theory Nine 1.1m
- The Mentalist Nine 1.1m
- ABC News ABC 1m
- Australian Story ABC 0.87m
- Top Gear SBS 0.86m
October 6th, 2009 at 12:22 pm
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Comments
6 Oct 09
2:08 pm
I didn’t watch Flash Forward this week because thankfully I managed to get a copy over the weekend without an ad-break at the end of every scene. It’s unbearable to watch Aussie commercial TV these days. You’re just getting involved in the story line and then the mood is shattered by someone yelling at you about something to buy.
6 Oct 09
3:01 pm
I agree foaggio. They seem to place the ad breaks at the least appropriate points. Still loving Flash Forward though and still not loving the Apprentice. Cringe-tastic
6 Oct 09
3:13 pm
I’m a little surprised at the poor showing for the Apprentice last night.
The 60 minute format worked better, although in terms of story telling, the choice for who to get fired was once again about as predictable as the murderer in an Agatha Christie whodunnit ie entirely random.
If Nine holds its nerve over timeslot, by guess is that we’ll see it pick up a little next week. I could yet see it winning its timeslot by the end of the run.
Cheers,
Tim
6 Oct 09
3:51 pm
There is going to be two people less watching The Apprentice with Lynton being fired. Both John and myself are upset with Lynton being fired -he was definitely the cutest and smartest.
6 Oct 09
5:36 pm
Big Garry you are sooo fake it’s too funny.
6 Oct 09
10:35 pm
The problem is it’s a complete ’snoozer’. I watched some of last week’s episode and was instantly bored, I mean a gardening challenge? How is that supposed to prime an executive for a 200k middle-manager role?
Some of the contestants seem a little ’simple’ as well and totally out of their element with even the simplest of tasks.
I’m guessing the audience will drop again next week, it really is just boring and I quite enjoyed the first few seasons of the American version.
7 Oct 09
9:33 am
I was enjoying The Apprentice Australia, better than I thought it was going to be. I liked that they pretty much stayed true to the format.
However, when watching the episode on IQ last night it didn’t record past the ad break before the ‘firing’. I was so pissed off I couldn’t even be bothered going online to find out who was fired. No wonder pirating tv shows is rife!
7 Oct 09
10:51 am
It’s the voiceover that kills it for me…so bad. and Mark Bouris is just too soft. he should have them fighting like cats in a bag in the boadroom but its pats on the back all round…
Also, why don’t ch 9 series link it?
7 Oct 09
12:39 pm
Is the voiceover Andrew Daddo? It sure sounds like him. Also if he’s still contracted to Nine (after the mess that was This Afternoon) it would make sense!
7 Oct 09
4:54 pm
Ralph re your comments – I can’t fight it .. Lynton is sexy. Don’t you think?
8 Oct 09
9:38 am
Finally saw an episode last night. I think this show has potential – the talent are a good mix of all the aussie stereoptypes we love/hate. The cheeky kid, the older bogan with peroxide bad hair, the unemployed dad, the cute young female exec, the office bitch, etc.
Bouris has a salt of the earth approach similar to Sugar and likely once he realaxes will improve. Having only seen one episode what’s missing is more personal conflict between contestants and Bouris needs to stir this up in the boardroom. I expect he will try and pit some of the women against each other to get a bit of fur flying.
If Lynton was somehow a representative for marketing then its a relief he’s gone. Not at all random in my view , he was egotistical, untalented, unnatractive and for someone who supposedly knows about marketing completely wooden. I smell a rat here, we need some people who know him to verify his credentials. Sorry Lynton if you’re reading this you did not come across well.
Part of the great success of Trump’s show was his exec’s telling it like it was so Trump would not get suckered.
Don’t blow it Ch9, this show could still be a sleeper.
8 Oct 09
12:20 pm
I really am dissapointed at it to be honest. In the boardroom there is NO confrontation at all, at an opportunity Mark has to stir the pot, and dig deeper with his questioning he simply just says okay, and moves on.
I think last night he asked if they thought the PM (I forget her name now, Miss World wanna be 2006) was a good project manager, he went straight to Carmen and asked her, and she said “No, I think the result would have been the same on our own without her” PERFECT chance for him to get some confrontation happening and he simply says “Okay….. now for the winners”
Its lame, its the boardroom that ruins it if you asks me…. a crap attempt to build it up, actually does the opposite. The boardroom in the Amercian Apprenctice is sit on the edge of your seat style boardroom. Its worth watching.
I am going to give it one last shot next week.
12 Oct 09
7:25 pm
Another tired old show folowing a tired old format.
Why not add some spice to the show with a bunch of con men trying to ripoff the punters of the most amount, and the winner gets a job with the government.
The wannabes could be given a copy of all government legislation, taxation laws, and ACCC rules and regulations, and the team that manages to circumvent the rules the best is the winner.
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