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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.
Seven News journo and ex-Haystac exec launch Project PR & Media
Grabowski and Blusztein
A new public relations firm is opening in Melbourne called Project PR & Media.
According to founders Alicia Grabowski, a former Seven News journalist, and ex-Haystac executive Lainie Blusztein, the new agency has launched “in response to claims from the media about the lack of quality agencies that understand their needs.”
The agency has two foundation clients, b2cloud and human resources marketplace website FIFObids, which launched yesterday.
In a press release, Project PR said it would “execute tailored campaigns for brands that may have otherwise been lost in a big agency.”
Galloway and Dunne join mobile masterclass speaker lineup
The final speakers have been confirmed for next week’s Mumbrella masterclass in mobile advertising.
John Galloway, former boss of mobile advertising at Vodafone and now partnership manager at Snakk Media and Adam Dunne, CEO of specialist mobile company Aura Interactive, will present at next Tuesday’s event.
The masterclass is being led by Rob Marston, founder of Zeus Unwired and Digital Chameleon’s Patty Keegan. Read more »
Coles revamps Flybuys loyalty scheme in ad offensive featuring Dawn French
Coles has launched a new campaign to introduce a “supercharged” version of its loyalty scheme Flybuys.
Vicar of Dibley and French and Saunders actress Dawn French, who has appeared in ads for Tesco in the UK, is to appear in the campaign that breaks tomorrow, a Coles spokesman told Mumbrella.
According to a press release from the retailer, Coles customers will now earn one point for every dollar they spend – previously the offer was two points for every $5.
And in what the retailer claims is a ‘world first’, Coles is introducing My5, which gives Flybuys customers 10% off five products of their choice.
Mumbrella360: Who is Gen Z and why do we care?
In a session at last year’s Mumbrella360, a panel discussed how the next generation of teenagers, Gen Z, is changing the way marketers and agencies comunicate with young consumers.
The video highlights why Generation Z must be taken seriously, the role of social medial in todays market and the 2010 Top Model winner debacle.
The session was curated by PR agency Launch Group CEO, Fleur Brown. The panel:
- Paul MacGregor, MCN and ThreeBillion.com
- Jeff Brookes, Managing Director, Sulake Australia
- David Scribner, marketing director, Virgin Mobile
- Dominic Thurbon, chief creative officer and co-founder, ChangeLabs
- Rupert Noffs, Co-founder and creative director, Gideon Shoes
Discounted earlybird tickets are available for the 2012 conference on the Mumbrella360 website until the end of next week.
Slurpee app offers shop locator and alien brain freeze game
7-Eleven’s icey drink Slurpee has launched its first Australian iPhone app and its biggest mobile ad campaign to date.
The app features a GPS store locator, allows fans to ‘check in’ their flavours to and use a QR code on the Slurpee cup to receive special offers delivered to their phone.
Mining body backs indigenous doco fellowship
A film institute and a mining association have teamed to help young indigenous film-makers turn their stories into documentaries.
The NSW Mining Young Indigneous Documentary Fellowship is a partnership between NSW Mining and the Cockatoo Institute, which is the team behind both the Cockatoo Film Festival and the Dungog Film Festival.
The fellowship is worth $20,000 and is now calling for entries.
iSelect ads see ‘Decide right’ move into health and energy
Price comparison site iSelect is pushing its ‘Decide right’ positioning into other verticals, with a new campaign for its health and energy offerings.
The Australian launches cross-platform advertising unit PACE
The Australian has launched a cross-platform advertising unit.
Called PACE – which stands for projects, activations, content and events – the unit will offer advertisers content idea generation, project management, activation and events across print and digital.
The new platform is an evolution of the Strategic Business Unit, which launched a few years ago.
It will be run by Rachel Savio, The Australian’s ad director.
Crikey names Jason Whittaker editor and Marina Go as publisher
Crikey’s new editor is Jason Whittaker while veteran journalist Marina Go has joined as publisher, the company has announced.
Crikey said that Whittaker, currently deputy editor, will step up next month when editor Sophie Black takes maternity leave. Read more »
RMIT launches ‘speed dating with your portfolio’ event
The Royal Melbourne Institute of Technology has joined forces with the ad industry to launch a speed dating-style event for students and agencies.
Seventy-five third year students will get three 10-minute interviews with creatives, media executives and strategists, when they can present their work and get a feel for what a real interview is like at an agency.
The event will take place on 22 May in the studios of Nine network in Melbourne.
Night Shift by Curious Film’s Zia Mandviwalla headed for Cannes
A short film by New Zealand director Zia Mandviwalla has been selected for the 2012 Cannes Film Festival.
Mandviwalla is from the Curious Film stable of directors.
Night Shift is her third short film, with previous work screening around the world.
She also directed commercial work for Vodafone, fertility clinic Genea, and SkyTV.
Night Shift tells the story of Salote, an airport cleaner who tries not to draw attention to herself while also picking up what others leave behind. The story takes place over one night as Salote struggles to find her way home.
Chrissy Blackburn joins The Leading Edge as brand strategy head
Photon-owned research consultancy The Leading Edge has appointed Chrissy Blackburn as head of brand strategy.
Blackburn, a former M&C Saatchi planning director, joins from consultancy Red Spider, where she was MD.
Kevin Rudd fronts ad for HeartKids
Former prime minister Kevin Rudd is fronting an ad campaign for charity HeartKids.
In the ad, Rudd’s refers to the time when he was “pretty sick” with rheumatic fever as a child.
The Celebrity Apprentice returns with under 1m
The Celebrity Apprentice made a disappointing return for Nine last night, rating with under one million.
Last year, the show’s launch episode took 1.05m.
Split across two episodes running from 8-9.30pm, the shows were the ninth and tenth most-watched. The boardroom episode took 0.908m, while the challenge episode took 0.859m.
The show was beaten by Australia’s Got Talent on Seven, which ran for an hour from 7.30pm, and won the night with 1.4m, according to preliminary reports from OzTam for the five metro markets.
Seven secured the top-three spots and won the night narrowly over Nine, with 23.6% share compared to Nine’s 21.1%.
Ten’s return of drama Offspring brought in 728,000 in the 8.30pm time slot and out-rated the ITV mini-series Titanic, written by Julian Fellowes, writer of Downton Abbey.
News Limited makes senior editorial changes on key titles
Melvin Mansell
Sam Weir
News Limited has announced a number of editorial appointments on Adelaide’s The Advertiser, Perth’s The Sunday Times and Sydney’s The Sunday Telegraph.
Melvin Mansell takes on a newly created position as state editorial director for News Limited after 13 years as editor of The Advertiser. His new role covers The Advertiser, Sunday Mail and Messenger community titles, The Sunday Times and the NT News in Darwin.
Sam Weir, editor of The Sunday Times, has taken on the editorship of The Advertiser. He returns to Adelaide after five years editing The Sunday Times.
Christopher Dore
Claire Harvey
The deputy of editor of The Sunday Telegraph Christopher Dore has been appointed editor of The Sunday Times after three years in his former role.
Claire Harvey, currently features editor and columnist for The Sunday Telegraph, has been appointed deputy editor of The Sunday Telegraph.
News Limited chief executive Kim Williams said in a statement: Read more »
Bulgari shifts Trent Power to marketing role
Bulgari has appointed Trent Power to a new role of marketing and external relations manager for Bulgari Australia.
His promotion comes after an eight year stint running PR for the luxury brand.
Cheil Australia aims to double in size in a year
At the opening party for ad agency Cheil Australia’s new offices today, the visiting global strategy officer said he wanted to see the agency double in size in a year.
The inhouse agency for Samsung, which has moved out of the electronics giant’s headquarters as part of a plan to become a multi-client agency, has grown from 10 staff a year ago to 45 on the back of Samsung business.
Bruce Haines, the former Leo Burnett London group CEO, said Read more »
Campaigner Melinda Tankard Reist to speak out against adland sexualisation of kids at Mumbrella360
Outspoken anti sexploitation campaigner Melinda Tankard Reist is to speak at Mumbrella360 in a bid to persuade the audience that too much advertising crosses the line.
Tankard Reist – who co-founded the Collective Shout for a World Free of Sexploitation organisation – wrote one of the most commented Mumbrella has ever published when she argued that advertisers were sexualising kids and objectifying women.
Tankard Reist’s books have included Getting Real: Challenging the Sexualisation of Girls, and Big Porn Inc: Exposing the harms of the global pornography industry.
She is also a columnist for the Sunday Herald Sun and a regular media commentator.
Mumbrella360 takes place on June 6 and 7. Earlybird tickets are available on the conference website until the end of next week.
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