Companies need to imitate political campaigns with consistency in their brand equity messages, says Obama panel
Companies need to stick to a consistent brand equity platform and not flip flop between messaging when they change marketers, a panel which worked on the Obama 2012 presidential campaign has said.
Looking at what marketers can learn from political campaigns Team Detroit president David Murphy said brands need to stick to a clearer brand platform, but be prepared to pivot their messaging to what the data is telling them mid-campaign.
“I think there’s a lesson in brand equities,” he said. “In marketing we respect the value of it, but we change quickly when a new CMO comes in for no substantive reason.
“Political campaigns adopt clear brand equity and drive it. They also have great rigour in staying on message, they issue the message of the day. If you’re being interviewed on TV or even a phone volunteer you are on message, and there’s a penalty for going off message.”
Screen Australia has released the draft guidelines and distribution streams for the $20m Interactive Games Fund proposed last year.
Bundled with the pre-existing multi-platform program, the national screen agency will commit $30m over the next three years, of which, a proposed $12m across a number of programs will be over the first 12 months.
Screen Australia’s chief operating officer Fiona Cameron said: Read more »
A new big budget Hollywood production could be made on Australian shores following discussions between the federal government and Disney.
Executives for the studio are currently in Australia to nail down a location for 20,000 Leagues Under The
Sea: Captain Nemo, to be directed by Fight Club’s David Fincher and rumoured to star Brad Pitt.
Executives have not confirmed a definite location but have looked at NSW, Victoria and the Gold Coast.
Read more »
The World War Two picture was released across just six theatres in the States, with more to follow.
The film made a decent average of $5,250 per screen.
Liz Watts, the Australian producer of the film told Mumbrella:
@radical’s Australian office will shut, while the future of MD Ian Fowler remains unclear. Read more »
Mumbrella hosted a live Google Hangout with The Morning Show’s co-host Larry Emdur and executive producer Sarah Stinson.
View the replay:
The pair were interviewed by Mumbrella’s Tim Burrowes and Marcus Casey.
Listen as a podcast:
Readers were invited to send questions via the comment thread of this article or on Twitter using the hashtag #AskLazNSarah.
Mumbrella’s Google Hangout broadcasts every Tuesday from 3pm Eastern.
- See Stinson’s tips on how to make it as an EP in Encore: Fake it ’til you make it.
A reworking of one of The Grimm Brothers’ fairytales has taken top spot at the Australian Box Office over the weekend.
Hansel and Gretel: Witch Hunters made $2.217m in its opening week, according to Motion Picture Distributors Association of Australia.
Opening across 334 screens the Paramount Pictures-distributed film had a screen average of $6,638. Read more »
The Seven Network is well ahead in the last week of the non-ratings period and is in an unassailable position to win it in the five capital cities with a progressive Sunday to Thursday audience share of 27.9%.
But Ten is set to run fourth at 11.6%, with ABC1 ahead of it on 12.4%, while Nine is on a modest 20.9%, considering it had high hopes for The Block: All Stars which has failed to crack the one million mark all week according to OzTAM figures.
Matchbox Pictures’ produced Underground: The Julian Assange Story will run from 17 March across 11 dates and seven Palace theatres.
Directed by Robert Connolly the film rated 1.3m viewers in October for the network.
The tele-movie also screened at the Toronto International Film Festival. Read more »
The production company behind the Oscar-winning The Kings Speech has secured the rights to the autobiography of Saroo Brierley.
See-Saw Films, with Sunstar Entertainment, will adapt the story of Saroo Brierley, a lost Indian boy adopted by a Tasmanian couple only to be re-united with his birth mother 25 years later after scouring Google Earth and a childhood memory of his hometown.
Brierley’s autiobiography is yet to be published by Penguin, and as such the film is also untitled. Read more »
A former CNN presenter has signed on to be the host of SBS’s Dateline.
Anjali Rao will anchor the network’s flagship current affairs program as of next Tuesday.
Rao worked at CNN International hosting both the weekday breakfast program and Talk Asia, a weekly magazine style show about Asia. Read more »
One of Australia’s most sought-after directors has signed on to a new ABC sketch comedy series, Encore can reveal.
The Sapphires director Wayne Blair will direct sketches in The Elegant Gentleman’s Guide to Knife Fighting, produced by The Jungleboys for the public broadcaster.
Last week Blair received the Australian Academy of Cinema and Television Arts award for best direction for his work on The Sapphires, which also won best film. Read more »
SBS One has teamed up with Australian musician Nick Cave and his band The Bad Seeds to create a new promo for its 9.30pm Saturday film timeslot, presented by film journalist and ex-Encore editor Sandy George who recently joined the network. Read more »
An Australian film-maker has signed on to direct and produce one of the most highly regarded unmade scripts in Hollywood.
South Australian-based Anthony Maras will direct A Country of Strangers, which was number two on last year’s Black List of 2012.
The script was written by Sean Armstrong, an American, but is based on the true events of the disappearance of three siblings, the Beaumont children from an Australian beach in January 1966. Detective Geoff Harper’s search lasted 40 years. Read more »
BW Publicity will work across film unit publicity, distribution publicity and personal PR. Read more »
With the official ratings year starting in just three days time, My Kitchen Rules again gave Seven an easy win on Wednesday, scoring more than 2m viewers for the third night in a row.
According to preliminary overnight metro ratings from OzTAM, MKR rated 2.172m.
Nine’s one day cricket game between Australia and the West Indies saw 1.077m tune in over three and a half hours.
Screen Australia has added another funding round for its Short Film Completion Fund.
Film-makers can apply for up to $40,000 in post-production costs in order to complete their short film.
Screentime has acquired the rights to the unauthorised biography of the richest woman in the world.
The Banijay-owned company picked up the rights of the story of Gina Rinehart from biographer and Fairfax journalist Adele Ferguson.
Planned as a six hour mini-series, the production will be written by Michael Lucas, writer of Offspring and Not Suitable For Children. Read more »