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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 While on Twitter I noticed someone saying that Australia’s NBN is already outdated.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.
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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