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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.
Carlton Draught ads are pulled again
Carlton Draught’s on again-off again advertising campaign has taken a turn for the farcical with the company pulling down the ads for a second time.
The Any Excuse website was removed on Friday without an explanation and later redirected to the main Carlton website.
The move is the latest in a marketing debacle that began when senior management at Foster’s, owner of Carlton & United Breweries, overruled the marketing department and ad agency Clemenger BBDO Melbourne and pulled a series of ads days before they were due to air on TV.
As well as the “Tingle” ad, above, featuring a man getting “a feeling right in his goolies” another featured the mildly risque “Weenis”.
The series of Carlton ads were finally released last week, but online only, and limited to a microsite. Despite that, copies quickly appeared elsewhere.
The move came just hours after Vincent Ruiu, group marketing manager at Carlton Brands, told the Sydney Morning Herald: “Online, it’s unable to offend anyone.”
At the time of posting, CUB’s communications team had not returned Mumbrella’s requests for a comment.
UPDATE:
A CUB spokeswoman confirmed to Mumbrella: “The campaign has now ended.”
She declined to comment on why the site was taken down just over 48 hours after it launched, or whether it is now developing a new campaign with Clemenger.
The spokeswoman said however that it is “business as usual” with the agency.
The only marketing activity currently running for Carlton Draught is the sales promotion “Mystery Prize” campaign which is being led by CUB’s below-the-line agency Apollo.
March 21st, 2010 at 7:52 pm
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Comments
21 Mar 10
9:00 pm
I think the Fosters executives made the right decision.
These ads just don’t do it for me and I’m not sure who would honestly find them appealing.
21 Mar 10
9:53 pm
They just feel they are just trying to be a little to clever. Great ad are ground breaking, attention grabbing and need to be simplistic in some way to appeal to a mass audience. These ads make you chuckle – good for a couple of views but them are forgetable. Yeh, we all know of the talent behind these ads howeer could it be a case of the King’s new clothes.
21 Mar 10
10:06 pm
close resemblance to and old Reeves and Mortimer sketch “mulligan and o’hare” . And yes these ads are a bit self indulgent by Mr Kuntz.
21 Mar 10
10:55 pm
Hmm no great loss really!
22 Mar 10
1:23 am
Seems to be a lot of pulling going on.
CUB have pulled it twice, and the creatives behind the ads were quite obviously pulling themselves.
22 Mar 10
6:46 am
Bring on the ‘told ya’ haters.
@Elle, it’s ‘too clever’ btw.
22 Mar 10
9:21 am
Just waiting for someone to comment on how they don’t relate to the characters and it doesn’t make them feel like drinking beer (insert rolling eyes emoticon here). These ads are funny, memorable and will cut through the clutter – it’s a shame we won’t get to see them because if a bunch of politically-correct-dont-want-to-put-my-ass-on-the-line marketers. And no, I don’t work for Clemenger.
22 Mar 10
9:27 am
Allan, hmm the ads probably weren’t targeted at men named ‘Allan’ who are spending their Friday evening surfing on mumbrella.
The question you should ask yourself is ‘are these ads targeted at me? If not, maybe there’s a chance the target market WILL like them.
22 Mar 10
10:06 am
These are rubbish, product and price is still the best way to get a message across. A guy standing in front of camera saying “When thirsty drink Carlton Draught,When thirsty drink Carlton Draught,When thirsty drink Carlton Draught……………..” over and over again for thirty seconds will cause a major lift in sales.
22 Mar 10
10:32 am
I loved them. Seems to be a lot of people taking themselves pretty seriously here
22 Mar 10
10:44 am
I’m still amazed that no one has commented on the rugby player getting a feeling in his nose hairs that tells him to take a mood altering substance. At least he’s not wearing a Knights jumper I guess…
22 Mar 10
11:03 am
I think they are great.They target blokes who are beer drinks with good humour.Good on em for giving it a go.
22 Mar 10
11:23 am
I agree with Zeff. They’re a bit of fun and they look like they’d create sales.
Pity management changed and just didn’t like ‘em.
SMH quoted $200,000 wasted. The full campaign looks to me like at least three times that amount. Ouch!
22 Mar 10
11:46 am
The lead singer looks exactly like Steve Jobs when he had a beard.
22 Mar 10
12:42 pm
Found the launch above and the jingle fun. But would it have been less funny if ‘the tingle’ wasn’t connected to the man bits? Probably not. The real pity is that ‘the Carlton Draught tingle’ is one of those brand properties that could deliver many years of great advertising. It’d be sad if all that was lost because the client believed one execution might’ve been pushed a little bit too far. [Their right entirely]. I hope the agency is back on Foster’s doorstep tomorrow with a new ‘tingle’ campaign, jingle and all, that addresses Foster’s concerns. That ‘tingle’ idea is too good to throw out just yet.
22 Mar 10
2:09 pm
It’s a shame, the average ‘punters’ seemed to like it. Obviously been pretty controversial within the industry, but the feedback I’ve heard from outside has been good… Triple M loved them, you can’t get much more average than that
http://www.triplem.com.au/bris.....-7to5.html
22 Mar 10
2:50 pm
The Flight of the Concords should have been given the brief – Brett would have killed it
22 Mar 10
3:13 pm
I liked them to be honest. They weren’t anything ground breaking but they were fun and i think the target market would have had a good giggle down at the pub about the tingle – bit of a shame they wont air.
22 Mar 10
3:14 pm
“The company then decided that having spent the best part of the $200,000 it had paid in fees and production..”
Um…7 executions for 200k?
At Clems???
OK..
22 Mar 10
3:42 pm
“I think the Fosters executives made the right decision.
These ads just don’t do it for me and I’m not sure who would honestly find them appealing.”
-I do: in fact I LOVE them. they are funny, memorable, witty and ultimately watchable. It has been a long time since I saw that on Australian TV. Its a shame the client is such a pussy.
22 Mar 10
4:20 pm
As the ads are no longer embedded in the Carlton website, they are now allowed to roam on the internet virally. I am sure the supporters and the detractors will both watch with interest over the next few weeks/months..
For my 2 cents, the “Tingle” itself is great. But somewhere along the way they overcooked the idea and the films became a wee bit self-indulgent.
Hard to imagine heads aren’t going to roll.
22 Mar 10
5:10 pm
You can’t tell this is a marketing blog at all by these responses at all can you?… bottom line, they are rather … I can’t put my finger on it… (creepy?), and don’t put Carlton Draught in a good light at all. Although what does shine through is that the team behind the ads have had a great time and great freedom making this ad, and unfortunately this creativity was cut short by the big suits at the end of the process.. never good. I’ve heard many ‘for’ arguments for the ad, but they seem to all be from creatives cheering they have something so ‘out there’ approved/produced for such a big brand (wow it pushed the envelope etc) or people saying they like it, as it is so predictable to say that a generally unlikable ad is simply NOT enjoyable. Perhaps lets not just pat each other on the backs for the sake of pushing a creative idea that is ‘out there’ and not doing much for the brand, or being so aware you’re in a blog with some of your advertising/marketing peers, and wanting to have a ‘pro’ post to point out your insight and wit. It’s the equivalent of knowing and loving a band no-one else knows about on the indie muso scene – fake and self important
22 Mar 10
5:55 pm
Ant presenting to the Fosters management.
http://www.youtube.com/watch?v=9JitDWQI9qc
22 Mar 10
6:00 pm
The major problem is that the product (Carlton Draught) is an awful beer. Possibly worse than KB was.
23 Mar 10
9:17 am
In reply to Trevor’s comment. Who is an average punter? Is that someone who doesn’t work in advertising and waits for us cool people to make his life worth living?
26 Mar 10
12:14 pm
What were Clemenger and CUB thinking? This series of ads (tingle, nose hair, leg, elbow) is lame. Give me – ‘the average punter’ – the Coopers’ beer ads (and beer!) that beautifully target the Saturday night SBS TV RockWiz show’s audience. Daggy-hip and wet yourself funny.
26 Mar 10
12:37 pm
I’m starting to think we are reading something into this ‘scandal’ that isn’t there. I would suggest the ads were pulled because they don’t adhere to the advertising standards for alcohol advertising.
my reading of it, a i should stress I’m not a lawyer, but the ads seem to be in breach of a number of the clauses including:
- Must not suggest that the consumption of alcohol beverages offers any therapeutic benefit or is necessary aid to relaxation (that Knee seems to suggest that beer can fix it, also it tells him that his way to be free is to drink beer)
- There is a clause about driving cars in alcohol ads, which states – ‘in all cases it most portray safe practices, I suggest running off the road and driving through paddock is not safe.’
- Also they ‘must depict the responsible and moderate consumption of alcohol beverages’ – I think the problem here might be the desperation with which the main characters runs/drivers/escapes a office to go get a beer is not responsible.
I think the story might be that no one checked the regulations before they made these ads, which would seem like the big stuff up to me.
Having said that, after reading the guidelines I think I understand why all beers ads are the same, the list of things you can’t do is as long as your arm.
26 Mar 10
5:23 pm
Very interesting Leon. One would hope the spots did receive CAD approval as it would certainly make a nice precedent for future reference.
27 Mar 10
8:03 am
Leon, these ads had both Aaps and cad approval.
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