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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 scraps TV ad and goes back to the drawing board
Beer brand Carlton Draught has scrapped its ad campaign at the eleventh hour, after ruling the idea created by Clemenger BBDO went “too far”.
The Carlton & United Breweries brand, part of Foster’s Group, has gone ahead with its latest marketing push with an on-pack promotion giving consumers a chance to win a mystery prize worth $200,000.
It was due to unveil to the trade its latest Carlton Draught TV creative last week, but cancelled the briefing to a future yet to be confirmed date.
A CUB spokeswoman said the TV ad created by Clemenger BBDO Melbourne was suppose to have been the latest installment in the long-running “Made from Beer” campaign.
But it made the decision to scrap the ad in the last minute in favour of creating a new one.
The spokeswoman told Mumbrella:
Carlton Draught is known for its creative work that also tends to push the boundaries. At the end of the day the business made the decision that it wouldn’t proceed. Some elements pushed the boundaries too far.”
She added that it is now in the “early stages” of developing new creative with Clemenger, which would be continue the “Made from Beer” theme.
The last TV ad it released was the Skytroop creative which launched in 2008.
Meanwhile, the beer brand is rolling out an on-pack promotion which allows consumers to go in the running to win a mystery prize worth $200,000. It will be promoted on-pack, in-store and through a tie-up with Austereo presenters Hamish and Andy.
It follows Carlton Draught’s “Drop the Bomb” stunt last year which saw it throw a car out of a plane.
February 24th, 2010 at 1:35 pm
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Comments
24 Feb 10
2:19 pm
This is a terrible article… but only because it doesn’t contain the actual Ad! mumbrella=tease.
24 Feb 10
3:20 pm
The caller on the 3AW rumour file (linked on Campaign Brief website story) had the pseudonym “Trouble Brewing” and sounded as though he was reading from a script.
Is the whole thing a beat up for a viral launch?
Or is Clems trying to get around their client’s ban to get the ad out there?
I’m just asking.
24 Feb 10
3:21 pm
At what cost was this decision made, I wonder?
One gets the feeling that the CUB is covering the costs of the TVC cancellation but who gets the blame?
I would think heads would roll….
24 Feb 10
3:41 pm
Smells like a reverse-reverse-hoax to me.
24 Feb 10
3:46 pm
aaha! the oldest trick in the book!
Would you believe they had their office surrounded by 1000 angry CUB staff? no? Would you believe 20 angry CUB night shift workers? No
well… would you believe an angry grandma and her dog disapproved?
24 Feb 10
3:50 pm
Was this something they came to you with Tim? How did this article come about? If they started shouting about it, it appears hoax.. but pretty strange concept..
Unless Clemenger BBDO wanted an excuse to appear risky..
Either way, its not news
24 Feb 10
4:11 pm
They have to try something to compete against Tooheys New….wonder how it will come off
24 Feb 10
4:42 pm
I ahve thought the Carlton ads have sucked for while………….stuid people doing stupid things………….I want cold, great asting beer not to be assoicated with nongs…
24 Feb 10
5:17 pm
A mystery prize worth $200,000??? Sounds like the creative (BTL) idea wasn’t ready by the due date to me!
24 Feb 10
5:21 pm
Hi Riarn,
About two weeks ago they called a press briefing for last week to reveal some new work. It’s not the first time they’ve held a small trade press event to launch a significant piece of trade creative so in itself that wasn’t suspicious.
They then abruptly postponed. When my colleague Camille rang to ask a bit more about it, she was given the answer above.
However, we were a bit suspicious, because they were slightly more honest than you’d normally expect in the circumstances. This is the email they sent us:
.
From: xxxxxxxxxxxxxxx
Date: Tue, 23 Feb 2010 08:32:18 +1100
To:
Subject: Carlton Draught update
Hi Tim
Hope you are well.
As you know, we have a large campaign coming for Carlton Draught and a big part of that will go to market 1st March. See details attached.
There was some Carlton Draught ads in the pipeline (as part of our long running “Made from Beer” campaign) that we were also planning to share with you at the briefing last week however these will not go to air. The ads had been shot but were not finished. So the brand team and the agency are back in development.
Let me know if you need further detail. My number is xxxxxxxxxxxxxx.
.
Prior to publication, we checked with another source, who we trust, who assures us that it isn’t a hoax.
For what it’s worth, I don’t think it is a wind-up. I’m not sure a minor stunt on the trade press would sell many more cases of beer.
We will make more checks now though as the questions been raised and report back…
Cheers,
Tim – Mumbrella
24 Feb 10
5:29 pm
The Mystery prize idea wasn’t done by Clemenger. Someone else.
24 Feb 10
5:41 pm
@ Anonoymous
Sorry. I realise that this wouldn’t be done by Clemenger.
I am just wondering if CUB had to pull something out of the hat since the ad was cancelled at the last minute. No doubt they have just briefed a BTL agency to put together a promotion with a prize valued at $200K. “We don’t have time for you to present the idea. I need something NOW to stimulate sales for the Qtr”.
Well I’m guessing that’s what happened anyway!
24 Feb 10
6:53 pm
A Carlton ad that goes too far??? Boundary pushing? Why don’t they just throw $200,000 out of an aeroplane whilst flying over Melbourne? It would be cheaper than engaging Clemenger, making hugely expensive ads and not running them.
Better still, tell the punters they are not going to run the ads and then show the ads they are not going to run and explain that they have gone too far and that’s why they can’t run them!
Better still, the mystery prize IS ownership of the ad that cost them $200,000 that they are not going to run!
Better still…god, I need a beer. That’s it! Better still…
24 Feb 10
6:54 pm
Hey Anonymous, is that you Larry?
24 Feb 10
7:01 pm
Paul – judging by your spelling, you are the nong.
24 Feb 10
11:05 pm
It’s either a massive cock up or a massive beat up … either way, it reeks of a business in trouble. I hear that Carlton Draught’s marketshare is dropping “like a Bomb”, so desperate times … sounds like The Big Idea has been replaced by The No F*cking Idea.
24 Feb 10
11:46 pm
I’ve seen it. It’s great.
25 Feb 10
12:28 pm
I auditioned for these ads and have the scripts. They’re funny and I don’t think they push boundaries at all. Shame they won’t be aired.
27 Feb 10
7:21 pm
‘Mystery Prize’
To the less cerebral on here, maybe ‘mystery’ is part of the big idea.
17 Mar 10
6:01 pm
this link has been doing the rounds today: http://anyexcuse.com.au/
for what it’s worth, i think they’re gold. all the boys in the office are tingling for a beer as i type. they’ve had about 5k visits today – see these going pretty well especially as soon as someone bothers to scrape the videos and post them on youtube.
17 Mar 10
7:17 pm
AS I pointed out during this debate it smacked of collusion between the client and Clemenger and smelt heavily of a hoax to get a million hits off YouTube and get to a much wider audience at bugger all cost. I love the way the agency and Carlton said they would never treat the media with such contempt -heh heh. Of course they wouldn’t. I mean who else could afford to blow $3 million on making the ads and then shelve them and tell everyone they “went too far”.
And Tim, I would re-evaluate that trusted source of yours. However, having viewed the ads and having been treated with such contempt I can only say, “Bravo!” First class scam and now I have “the Carlton Draught tingle in my man plums”…finally Carlton has a winner even if it’s by subterfuge. You guys…!!!
17 Mar 10
8:54 pm
Simple story. Mgmt didn’t approve the creative. Fosters would have looked for a return on their production investment and this is the obvious option. It is a see through strategy and one that I know fosters were considering at post production stage. Although not planned from the outset, definately planned at edit stage
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