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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
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.
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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