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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 While on Twitter I noticed someone saying that Australia’s NBN is already outdated.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.
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.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
Telstra launches digital media group, hires TVNZ boss Rick Ellis to run it
Rick Ellis, boss of Television New Zealand, has been unveiled as the man to run Telstra’s new digital division.
The creation of Telstra Digital Media – an umbrella group that houses media businesses Sensis, BigPond, Trading Post, IPTV and Foxtel – was announced today.
CEO David Thodey said: “Telstra is a leader in online digital media with multiple assets which, including Foxtel, earn $4 billion in annual revenues and employ approximately 4,000 people. Telstra’s digital media division will bring these assets together for the first time and enable us to implement a co-ordinated media strategy that delivers long-term shareholder value.”
Ellis will start in January.
We’ll bring back the respect, promises ARIAs creative director Burcham
The Conscience Organisation is to produce this year’s ARIA Music Awards with TCO boss Clive Burcham to be the event’s creative director and executive producer.
Burcham told Mumbrella: “It’s going to be about bringing class and respect back to the ARIAs.” Read more »
Coca-Cola launches phase two of ‘Share a coke’ campaign, 50 new names to go on bottles
Coca-cola has launched the second phase of its popular ‘Share a Coke’ campaign, inviting consumers to vote on 50 new names to be put on bottles and cans of the fizzy drink.
Coke’s name-on-a-bottle campaign, which launched at the end of September, has received “an unprecedented consumer response”, the company has said.
Initially, 150 names were printed on bottles and cans of Coke. Now another 50 names will be added, which can be voted on by the public via the brand’s Facebook page.
People will be able to nominate a name up until November 24. Coke will release a shortlist for a public vote that will run from 6 – 14 December.
The final 50 names will be announced in mid-December, and consumers can expect to see the selected names on retailer shelves in January.
Out of work adman Tony Simms gets 17 job offers – all to work for nothing
Less than a fortnight since out of work adman Tony Simms launched a campaign to find a job that sparked a debate on ageism in advertising, the former agency boss has received 17 job offers – but each company has asked him to work for nothing.
Simms told Mumbrella that each potential employer – which were from digital, advertising and marketing companies – has offered him a position on the condition he brings in business before he is paid.
“I’ve been told, ‘You’d be great for our company. We love your spirit. You have all the right skills. The only catch is, we can’t pay you.’”
“I’ve had to turn these offers down. I can’t work for nothing – nobody works for free,” he said.
Comms Council: Sorry for the confusion: Zabel’s not our new CEO yet
The Communications Council has insisted that Maragret Zabel is still only its interim CEO, two days after she emailed the organisation’s membership saying that she accepted the job.
In an email from Zabel, headed “Introducing our new CEO”, she told members: “It is an absolute pleasure and privilege to accept the role of leading The Communications Council.”
She the set out her list of priorities for the organisation which is the main industry body for Australia’s advertising agencies.
Zabel, who was previously marketing director at Lion Nathan, concluded the note saying: “I will endeavour to meet as many of you as possible over the coming months and look forward to working closely with you.”
But the Communications Council has now issued a statement from chairman Anthony Freedman saying: “We can confirm that Margaret remains CEO of The Communications Council in an interim capacity during which time she’ll focus on the issues outlined in our member update. She remains in that position while an exhaustive search for a replacement is being undertaken by Hourigan International. That however does not preclude her from being considered as a leading candidate in the process.” Read more »
The Works wins Virgin Money
Sydney ad agency The Works has been appointed to handle the advertising account of Virgin Money. Among Virgin Money’s previous agencies was the now defunct Happy Soldiers and BWM.
Kevin Macmillan, creative director and founder of The Works said: “It’s two ambitious companies coming together. The people behind Virgin are very collaborative, open and straight talking. They want to deal directly with our creative thinkers and get the job done with no nonsense. Our unique model is perfect for the way they do business.”
Bonds launches ’12 days of Christmas’ campaign
Bonds has launched its Christmas campaign featuring Rachael Taylor.
The agency behind the campaign was Banjo, which recently took on the account from The Campaign Palace.
Mardi Gras gets brand makeover
new logo
Sydney’s annual gay and lesbian festival Mardi Gras has received a brand makeover.
Orchestrated by STW Group’s Moon Communications, the idea behind the brand rethink is to open up the festival beyond the gay and lesbian community and make it relevant to everybody as ‘a celebration of the power and the beauty of diversity’.
Mediabrands Australia hires ex-GroupM chief learning officer Genelle Sharples
Genelle Sharples, formerly director of learning and development for GroupM Asia Pacific, has moved to Mediabrands.
Sharples led GroupM people development programs for nine years.
Most recently she was director of Hong Kong-based business Activate Expertise, focusing on skill development and potential.
Magazine boss Nick Chan: We’ve done a shit job at branding our medium
The chairman of the trade body for Australia’s major magazine publishers has said that the medium has done a “shit” job at branding itself.
Nick Chan – chairman of Magazine Publishers of Australia – was responding to comments from OMD’s head of print Simon Davies during a Mumbrella Question Time held as part of Magazine Week.
Davies said: “There are not a lot of distinct magazine brands out there. What has happened over time is that a lot of magazines have just got very similar. There are fewer and fewer titles that you look at and go ‘I have to have that magazine’. The editorial content is often quite similar.”
But Chan, who is also CEO of Pacific Magazines, described Davies’ comments as “hogwash”. Read more »
Vice.com launches, inks content deals with Fairfax, ABC And Sony
Vice Magazine has unveiled its new website, Vice.com, and announced a series of major content distribution partnerships.
The youth publication’s new site, Vice.com, sees old sites Viceland.com and video content site VBS.TV rolled into one with a series of video-driven digital channels covering news, sport, travel, food, film, photography and fashion.
The publication has also inked a content deal with ABC, Fairfax Digital and Sony IPTV in Australia.
The content will include The Vice Guide to Sex, The Vice Guide to Travel and Vice News, all backed by brands GE, Toshiba, Vitamin Water, Mini and Incase.
Read more »
Yokohama: the easiest tyres to choose
Yokohama is claiming to have changed the way tyres are marketed with a new campaign that shows how tyres have been colour coded according to the type of tyre needed.
Drivers will now be able to choose between long life, extra safety and high performance tyres, represented by green, blue and red.
The agency behind the campaign was Sydney’s S&L Creative. Post production and visual effects was by Animal Logic.
The Conversation links up with US site
Andrew Jaspan’s digital commentary project The Conversation has agreed a tie-in with US-based online research news site Futurity. Read more »
Freelancer.com contest invites its users to ‘Expose our logo’
Outsourcing portal 
Freelancer.com is once again asking its 3m users to do its marketing for it, with a US$25,000 contest for the best video clip of the company’s humming bird logo.
By registering at www.freelancer.com, users have been tasked to ‘Expose Our Logo’ to as wide an audience as possible.
The Ryobi lawn mover: the next great leap in backyard technology
Ryobi lawnmovers has launched a 45-second TV ad that bemoans the lack of advancement in lawnmover technology over the years – until now.
The campaign was devised by BMF Melbourne.
Revealed: The new Encore magazine
Mumbrella’s sister title Encore magazine has today relaunched with a new focus that moves it firmly into the media and agency world.
The monthly title will continue to cover Australia’s screen industry as it has done for the last three decades, but it is widening its focus to encompass all forms of media and entertainment content.
The first new look edition offers an in-depth examination of Australia’s competitive breakfast television battle; profiles Southern Cross Austereo boss Guy Dobson; goes behind the scenes at The Celebrity Apprentice and puts the spotlight on the best of Australia’s car advertising. Droga5 creative chairman David Nobay discusses how he got his break in advertising.
And presenter Jason ‘Jabba’ Davis lifts the lid on why he fell out of love with radio while former Zoo editor Paul Merrill kills myths about the glamour of men’s magazines.
Media agency voices incude Carat Melbourne boss Simon Ryan revealing the media brand he loves above all others; PHD’s Barry O’Brien on breakfast winners and losers, analysis from Steve Allen, and MindShare’s Cathie McGinn on why single channel content is dead.
The magazine also includes a 12-page pullout showcasing the Adelaide creative industry including screen production, media and advertising.
Encore’s managing editor is Brooke Hemphill.
Mumbrella’s parent company Focal Attractions bought Encore from Reed Business Information in late 2009.
Details of how to subscribe, along with a special offer price, can be found via this link.
View the first new look edition of Encore via Realview (just click on the cover image below):
Margaret Zabel tells Comms Council members: I’ve no hesitation in taking the helm
Following the abrupt departure of Daniel Leesong last week, the Communications Council appears to have confirmed former Lion Nathan marketer Margaret Zabel as CEO.It was “with no hesitation that I committed to helping shape the future direction of our industry,” she said.
Gruen Planet tops Wednesday ratings
The final episode of ABC1′s ad show Gruen Planet topped the Wednesday ratings with 1.175m, reversing last week’s figures by pulling ahead of Nine’s The Celebrity Apprentice.
On a decent night for the ABC, which claimed a higher channel share than Ten, the penultimate installment of music quizz series Spicks and Specks came third and The Hamster Wheel came inside the top ten.
Seven’s Sunrise was back on top at breakfast time, edging out Nine’s Today by 44,000 viewers, according to preliminary overnight metro ratings from OzTam.
Ten’s highest ranked show was Glee, which pulled in 683,000 to claim 14th spot in the ratings table.
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