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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 »
AWARD unveils new logo driven by ‘complex algorithm’
Australia’s main advertising awards – AWARD – has relaunched with a new logo which is says is based on a “complex algorithm” to represent each member of the organisation by a single dot.
According to AWARD – the Australasian Writers and Art Directors Association – “the new brand identity is a living and fluid ‘A’ logo which reflects the creative community by ensuring each member is represented by a dot. Controlled by a complex algorithm and by being plugged into the member database, the logo grows in real time and changes shape as the membership changes.”
The new A logo – created by Interband – can also be seen on AWARD’s new website, which has been developed by digital agency Deepend.
Richard Maddocks, ECD at Clemenger BBDO and chairman of AWARD said: “It had been a while since the identity had been refreshed and the committee was keen to find something that was a truer reflection of AWARD and it’s members. The idea was to find something that reflected the community aspect of who we are and to allude to the fact that AWARD has, and will continue to evolve as the industry itself changes.”
June 10th, 2009 at 12:16 pm
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Comments
10 Jun 09
12:26 pm
Good concept, shame about the execution. Looks like a petri dish or mould growing. Information design is more than just running an algorithm, there’s also this crazy thing called aesthetics.
10 Jun 09
12:30 pm
How do you put a ‘real-time’ logo on letterhead/stationary?
10 Jun 09
12:45 pm
Nice idea, but will anyone realise what is intended if they haven’t had the explanation beforehand? To the unitiated it may just suggest it is time to change the print cartridge
10 Jun 09
1:53 pm
Oh come ON, now you’re just being SILLY! At first glance, I thought it was a fat man going for a walk. Echo Craig, no doubt some great opportunity for further billing whenever they have to update the logo for stationery.
10 Jun 09
2:15 pm
judging by the members list page on the site there are almost 500 members. That doesn’t look like 500 dots to me. We’ve been conned!
It’s a shame the homepage doesn’t surface any content or conversations happening in the community.
10 Jun 09
2:53 pm
Reminds me of one of those Rorschach inkblot test images. I see the head of the Grim Reaper…
10 Jun 09
2:55 pm
I seriously worry when someone’s first thoughts turn to “but how will that look on letterheads and stationary”
10/10 to AWARD for thinking outside the box.
10 Jun 09
2:57 pm
They have GOT to be taking the piss…
10 Jun 09
2:59 pm
I can see a skull
10 Jun 09
3:12 pm
Rorschach strikes again. As a logo representative of its membership its whatever you want it to be. Pretty inclusive!
10 Jun 09
3:28 pm
Awesome! Perfect use of technology to shake up old rules for defining a logo. I really like Interbrand’s strategy to use ‘fluid’ lines to represent writers (bloggers) and art directors, as our creative landscape is constantly changing before our very eyes. The logo looks sensational online! Well done deepend.
10 Jun 09
3:46 pm
I love it. Great design is often polarising – the design has really grown on me.
Have not seen anything like it before. It’s true to its concept – it represents the creative community, it is constantly evolving, it can change and adapt with the times. Its more than a logo and is truly a brand – i.e. it represents a great idea.
10 Jun 09
3:56 pm
Love it
10 Jun 09
4:00 pm
I like it.
It’s organic & the sound design (so often neglected online) is great.
10 Jun 09
4:11 pm
It’s STATIONERY, not stationary.
And I think it looks like a big blob of sludge.
10 Jun 09
4:20 pm
If it’s digital it must be good. Never mind that it’s illegible and messy.
10 Jun 09
4:28 pm
Looks like a bad case of Hemorrhoids, highly appropriate for all that butt clenching that goes on in the Ad world – New depths to Deepend’s work.
10 Jun 09
4:29 pm
I agree creating a ‘brand’ is all about the experience and engaging all sensory responses to fit with the culture of your brand. Often subtle design elements (sound, smell, texture) can be over looked or under valued during the development phase…but it’s never too late to upgrade your brand experience. I think, Trademarking the ‘algorithm code’ in connection with the new logo form would be very cool.
10 Jun 09
4:30 pm
I think it looks like me, moh ha ha ha haa:
http://yfrog.com/47skeletorj
10 Jun 09
6:23 pm
It’s also nice work from Deepend
Well done guys – cool site.
10 Jun 09
6:27 pm
The static version looks rubbish, so stationery can’t have been in the brief. The website looks super cool. I’m mesmerised.
10 Jun 09
6:56 pm
At first I just thought the algorhythm thing was a joke; but looking at it, it looks like its just some crapy fractal thing.
The ida is solid, but the final look is crappy it would have been better to have something that alluded to the concept with the actual logo changing thing just on the website which would be far better.
As to the comments about printing it out on a letterhead, surely everything is digital now – no pre printed stationary now apart from a b-card – which still means that an allusion of the process to make the logo would have been better.
But, hey you have to try new things to do something new. It’s a pity it’s not aesthetically pleasing.
11 Jun 09
10:00 am
I can’t understand why people think our industry is wanky………
11 Jun 09
12:20 pm
It looks like as if the DNA helix structure had a bad case of diarrhoea. Crap explanation about the complex algorithm concept. Ben 10 has a better structured logo. Totally silly & it looks like my theory of the Creative Director getting a bad case of the chaos postulate along with the diarrhoea attack is correct.
1 Jul 09
3:20 pm
Well it’s good to see this has got people talking – full disclosure, I’m from Deepend, and I’m here to pitch in, and answer a few comments.
To: Craig – We’ve built a real-time logo generator that delivers an EPS direct to the stationary AI, or INDD files each time they’re opened or printed. The generator uses real data, and delivers at print quality (with more dots than the website).
To: Brad Eldridge – we simply can’t have 500 dots on the homepage, as this would kill people’s processors, so we limited the number of dots, whilst still representing the members in the three different sizes ratio. When computers get fast enough, we’ll up the number to 500!
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