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Opinion | Features
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
Huggies campaign announces product downsizing due to ‘manufacturing pressures’
Kimberly-Clark Australia is informing mums that boxes of its Huggies Nappies are to shrink in size due to pressures on its Australian manufacturing operation.
Joanna McCarthy, corporate communications manager for Kimberly-Clark Australia, told Mumbrella: “We wanted to be upfront with mums. We didn’t want to pull the wool over their eyes. We haven’t put up the prices of Huggies for six years, but we just couldn’t continue to absorb the pressures of a tough manufacturing environment.”
The copy for the campaign, which is in the form of a letter, was written by Kimberly-Clark’s marketing, corporate communications and legal teams. Ad agency Ogilvy added the Huggies branding.
The campaign broke in the national press today.
Kimberly-Clark posted a comment on the Huggies Facebook page at 5.30am this morning informing its customers of the change.
The comment reads: Read more »
Columnist who said push-up bra was a better investment than a PHD ditches blogging to be TV reporter where she ‘won’t be judged’
Fairfax Media’s long serving relationship columnist Samantha Brett has published her final column, following a change of career direction to become a TV news reporter.
Brett, who wrote smh.com.au’s and the age.com.au’s Ask Sam column, also wrote a number of books about dating including Sam and the City, Luv ‘n Text and most recently The Chase. Brett describers herself on her website as “Australia’s Carrie Bradshaw”.
She has stepped down from writing the blog for a news reporter role at Prime7 News in regional New South Wales. Read more »
Clems Melbourne wins top honours at AWARD
Clemenger BBDO Melbourne won top honours at the AWARD Awards in Sydney last night.
The Omnicom agency from St Kilda Road won the best in show award and three gold trophies for the NAB ‘Break Up’ campaign.
It also won AWARD agency of the year, ahead of Leo Burnett Sydney, and helped BBDO to win network of the year.
GPY&R Melbourne and Leo Burnett Sydney won gold in the new product development category, while Clemenger BBDO Melbourne took another two golds in the new promotion and experiential category.
The White Agency wins Panasonic digital business
Electronics maker Panasonic has handed its entire digital account to The White Agency.
The win for the STW Group agency sees the account move from incumbents 5Limes and Canvas Group.
The move does not affect Panasonic’s relationship with advertising agency The Campaign Palace, which was behind Panasonic’s prank-led YouTube and Facebook Rommy Gulla campaign for the Blue Ray recorder.
The announcement:
Australian Ballet launches 50th anniversary web series
The Australian Ballet is launched a 10-part online video series to mark its 50th anniversary.
The first is called ‘A Year Inside The Australian Ballet’ and follows two dancers – senior artist Amy Harris and Corp de Ballet member Jake Mangakahia – who reveal what life is like as a professional ballerina.
Century 21 is ‘smarter bolder faster’ in new campaign
Real Estate agency Century 21 has produced a series of new TVCs in a campaign aimed to make the agent the ‘hero’ of the commercial.
The ads are cut at a fast pace to reflect the idea that Century 21 is ‘smarter bolder faster’.
The agency behind the campaign is Engaging Communications.
Screen Australia announces Springboard short film-makers
Three creative teams have received investment through Screen Australia’s Springboard Short Film Initiative.
The idea behind the Springboard Short Film Course is to offer creative teams the opportunity to make a short film which will be the grounding for a feature film idea.
Writer/director Nicholas Verso and producer John Malloy will make The Last Time I Saw Richard, while writer/director Miranda Nation with producer Lyn Norfor will make Perception and writer/director Sean Kruck with producer Caroline Barry will make Snowblind.
Mumbrella360 to increase number of sessions, speakers and streams
Mumbrella360 is to increase its number of sessions from last year – up from 46 over the two days last year to 62 this time round.
The decision to increase the number of sessions came after Mumbrella received a large number of proposals for sessions curated by individuals and organisations from within the industry.
The event takes place at the Hilton Hotel in Sydney on June 6 and 7.
Last year, saw four parallel streams on the first day and three on the second. This time Mumbrella has increased its space at the venue and will be running five parallel streams on the first day and four on the second day. Read more »
Pearman Media beats MediaCom to Mirvac
Sydney-based independent media agency Pearman Media has won the state media account of Mirvac, taking on the business in New South Wales.
The agency was chosen ahead of MediaCom, which handles the real estate group’s media business in Melbourne, after a series of meeting involving the GroupM giant and two other agencies.
Animalia author to direct first animated short film
Australian children’s author and illustrator Graeme Base, whose work includes Animalia and The Eleventh Hour, is to make his film directorial debut.
Base will co-direct with Katrina Mathers the film The Gallant Captain, an adaptation of his book The Legend of the Golden Snail.
Mathers with Daryl Munton of The Lampshade Collective was behind last year’s The Nullabor which won Sydney Film Festival’s Best Animated Short Film Award at both the Sydney Film Festival 2011 and the AACTA Awards 2012.
Tweets printed on toilet roll in new ‘Shitter’ service
The creative director at Profero Sydney has invented a service that allows people to print out their Twitter feed on rolls of toilet paper.
Called Shitter, the app – which is the brainchild of Matt Delprado and his former Profero colleague David Gillespie – takes one or more feeds from a Twitter account and turns it into four rolls of toilet paper.
Please Marry My Boy wins Wednesday ratings for Seven
The first night in weeks without the looming presence of My Kitchen Rules on the TV schedule saw the series finale of Seven’s Please Marry My Boy take on the mantle of the most watched non-news show on television.
The Seven program, which was up against The Mentalist on Nine, Talkin’ ‘Bout Your Generation on Ten and on Adam Hills in Gordon St Tonight on ABC1 in the 8.30pm time slot, took just over 1m.
It was also the top show in the 18-49 and 16-39 demographics, followed by a challenge episode of The Biggest Loser on Ten, according to Oztam overnight metro ratings.
No show for SMH’s magazine for ‘technical issues’
The Sydney Morning Herald’s monthly glossy insert, the (sydney) magazine, has not been inserted by the newspaper today despite heavy promotion in the newspaper for the past several days.
The newspaper has been running full and fractional page ads for the title, on some occasions featuring more than one ad a day.
A note on page 2 of today’s paper says that the absence is due to “technical issues”.
A spokesman for Fairfax said: “We had a technical issue which interrupted the despatch of the Sydney magazine for several hours yesterday afternoon. The magazines are normally depatched to newsagents during the day prior. The glitch was resolved but not before it impacted truck despatch to most newsagents. Only a handful of agents had received their copies in time and it was decided to postpone the Sydney magazine until tomorrow.”
The spokesman said they were unable to offer any further information on the nature of the technical issue. Read more »
News Limited attacks ‘laughable’ claims in AFR piracy story as Fairfax swipes back
News Limited has issued an aggressive response to the Australian Financial Review’s story yesterday that claimed that a firm owned by News Limited’s parent company News Corp promoted pay TV piracy in Australia.
A statement from News Limited described the story as “full of factual inaccuracies, flawed references, fanciful conclusions and baseless accusations which have been disproved in overseas courts.”
News Limited claimed that “the notion that alleged NDS actions in Australia were done to undermine Austar so that FOXTEL could bid for it 13 years later are so far-fetched as to be laughable.”
However, the Fin’s editor-in-chief, Michael Stutchbury, countered that he “fully stands by” Neil Chenoweth’s story, saying that report did not suggest that NDS-related piracy in the late 1990s and early 2000s was done “with the purpose of helping Foxtel to buy Austar.”
“Now that would be laughable,” he said.
The statement in full from News Limited’s corporate affairs department read: Read more »
Grill’d boss: Mumbrella took us out of context. When we said we were banning blogging, tweeting and Facebook, and putting up posters saying we were banning blogging, tweeting and Facebook, we never meant that we were banning blogging, tweeting and Facebook
The CEO of burger chain Grill’d has attempted to dampen a growing social media backlash to the brand’s new campaign poking fun at the likes of Twitter, Facebook and bloggers. Simon Crowe took to the brand’s Facebook page claiming that Mumbrella “showed one of our posters without context”.
Mumbrella posted the story after being sent a press release by the company’s PR agency One Green Bean, along with the only image supplied by the agency.
After Mumbrella reported the campaign, which also includes staff wearing ‘F#ck Celebrity Chefs’, some commenters on Twitter began to point out that the move was a risky one for a brand which has a Facebook page and Twitter profile as part of its marketing strategy.
During the afternoon, Grill’d briefly began to trend on Twitter. Read more »
Anti-animal testing ad banned for ‘unjustified graphic violence’
An ad featuring a battered woman with mascara being applied to her face by a dog’s paw has been banned by the advertising watchdog for using unjustified graphic violence.
The billboard for Against Animal Cruelty Tasmania was taken down after a single complaint was made by a parent of two children.
The complaint read: “My five and four-year old boys become distressed and are afraid to look at the billboard. They, along with me, find the billboard disturbing and scary. It makes them cry and cover their eyes as they are worried about the women and what’s happened to her.”
The ASB ruled that while the advertiser had a valid message to be broadcast, “the graphic nature of this ad is not warranted on a billboard where it could be seen by children. In the Board’s view the ad presents violence in a manner that is not justifiable in the context of the product being advertised.”
AACT objected to the ruling. Chris Simcox, the group’s coordinator, told Mumbrella in a statement: Read more »
TripAdvisor launches creative contest
TripAdvisor is holding a competition for agencies and advertisers, as a means to raise creative standards of display advertising on the site.
The best ad, which can be made for any brand, gets a prize of $144,000 worth of advertising on TripAdvisor.
The Australian part of the global 2012 TripAdvisor Creative Ad Challenge will be judged by a panel from TripAdvisor and a representative from IAB Australia.
Citizen journalism expert to ‘inform the informers’ with journo news site
Founder of Norg Media and board member of Swinburne University’s Public Interest Journalism Foundation, Bronwen Clune has launched a new platform intended to “inform the informers.”
Newsgraf is an email newsletter Clune founded after her departure from tech incubator Pollenizer to fill the gap in the market for “practical information for time-poor journalists, editors and content makers who need to be better equipped.”
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