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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 While on Twitter I noticed someone saying that Australia’s NBN is already outdated.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?
Circulation device ad features testimonials from close to home
The Ad Standards Board has been asked to rule on whether it is acceptable for a circulation product to feature testimonials from people linked with ownership of the company.
The ad for High Tech Health‘s Circulation Booster features Stewart and Sue Penny, who appear to be happy customers, extolling the virtues of the device.
As well as running on TV, the ad was also uploaded to the company’s YouTube channel a few weeks ago.
“Thirty minutes a day, and I feel great,” says Steward Penny, in the ad. Sue Penny tells viewers: “I used to get really bad swollen ankles and feet. But that’s all history now, thanks to the Circulation Booster.”
In an article about the device in the Sunshine Coast Daily two years ago, the pair described themselves as the owners of the company which they said then was run by their son. Read more »
Credit Union ad makes bus appear out of shape
Communications agency I.D.E.A.S has launched a bus-side ad for finance institution Credit Union that makes the bus appear out of shape.
The idea is to showcase the brand’s flexible home loan rates.
Creative director, Max Landrak said: “This is a surprisingly under-used medium. Most wraps look like posters on wheels. It’s a shame because when used well, a bus wrap can be a memorable part of any campaign,”
Mumbrella to name creative, PR and media agencies of the year
Mumbrella is to reveal its 2011 media agency of the year, creative agency of the year and PR agency of the year early in December.
Mumbrella’s choice will be based on consultation with the industry and the editorial team’s own informed view.
The selection will not be part of an awards event and there will be no entry fee. There is no formal entry process, but any media agency, creative agency or PR agency that believes it deserves to be considered is welcome to send background information on their year to Mumbrella’s managing editor Robin Hicks robin@focalattractions.com.au. Read more »
CUB launches outdoor offensive for Victoria Pale Lager
Carlton United Brewers has launched a billboard campaign to promote Vic Pale Lager. The agency behind the campaign was Droga5.
Celebrity Apprentice keeps Nine smiling while Ten’s bad week continues
The Celebrity Apprentice is continuing to put Nine high up in the ratings rankings although it pulls off the trick partly by coding what appears to viewers as a single show as two separate episodes.
One part of last night’s Celebrity Apprentice rated 1.128m, second for the night, while the other part rated 888,000, 10th for the night. Read more »
Photon Group wipes out debts by selling field marketing and retail division for $146.5m
Photon Group appears to have completed one of the corporate survival miracles of the decade and emerged from under its mountain of debt.
The company told the ASX this morning that it had sold its field marketing and retail sales division of $146.5m, leaving the company effectively clear of its debts.
The deal leaves Photon a much smaller company, but retaining the crown jewels of its agency portfolio including BMF, Naked Communications and BWM.
The slash-and-burn rescue by CEO Jeremy Philips has seen Photon go from a $450m debt-laden holding group of 45 disparate companies facing massive earnout commitments, to just 17 agencies but with $15m still in the bank. This will be used to cover its renegotiated earnout commitments over the next couple of years. Read more »
Schweppes launches summer t-shirt campaign
Schweppes has launched a new promotional campaign – the Schweppes Summer Rewind 2011.
The four-month campaign will give consumers the opportunity to redeem “thread creds” to bid to win retro t-shirts designed by artists WBYK, with seven different designs to choose from.
The agency behind the campaign is STW Group’s Tribe, which was re-appointed after running the campaign in 2010.
CommBank ad review puts Goodby and BMF on alert
The Commonwealth Bank is to review its advertising agency arrangements in one of the biggest moves since the arrival of new chief marketing officer Andy Lark.
When CommBank – whose marketing was at that stage led by Mark Buckman, appointed the San Fransico-based Goodby Silverstein, it was one of the most controversial appointments of the year.
BMF also works on CommBank, including its DM work.
Lark said that the bank is “chatting to a number of Australian agencies about our main agency relationship”.
He added: “The Goodby and BMF relationships have served us well over the past four years, delivering exceptional results. We are particularly proud of the recent Centenary campaign.”
Goody and BMF are among the agencies to particpate in the review, which does not extend to the bank’s digital and media arrangements.
KPMR strikes deal with UK recruiter to bring Aussies home
Pope
Media and marketing recruitment firm KPMR has forged a strategic alliance with UK recruiter Lipton Fleming.
The deal will give Australians working in London more opportunities to get a job back home.
Keeley Pope, KPMR‘s owner, said: “The alliance allows both companies to continue to facilitate their candidates’ international career aspirations, while also placing a very strong focus on assisting returning Australians to come back to Australia and helping British candidates head back to Europe.”
She added: “At the moment, we’re seeing more Australians wanting to go home than Brits.”
Mumbrella’s online audience hits new high in October as Campaign Brief browsers decline
Mumbrella’s audience has reached a new high, audited Nielsen data for October reveals.
From October 1 to 31, Mumbrella delivered 620,484 page impressions – an increase of 10% on the previous month.
The previous high for Mumbrella came in August when it delivered 601,587 page impressions.
Mumbrella is now delivering around twice as many page impressions and daily unique browsers as fellow audited online trade industry title, Campaign Brief which delivered 268,936 page impressions, a drop of 2.2%.
Mumbrella delivered an average of 8,458 daily Australian UBs to Campaign Brief’s 4,194 according to Nielsen Market Intelligence.
South Australia: magic in your own backyard
Adelaide agency KWP has launched a new campaign for the South Australian Tourism Commission that targets domestic tourists.
Heggies print ads double as book marks
Winemaker Heggies has launched a series of print ads that double as book marks. Nose bleed terroir, unfashionable grapes and a love of worms are three of the stories being told, written by ad agency KWP.
Woolies review to tackle ‘inconsistent’ marketing
Woolworths has confirmed the reviews of its creative and research partnerships – held by M&C Saatchi and The Leading Edge, respectively – in a bid to address what Woolworths Supermarkets director Tjeerd Jegen called its “inconsistent” marketing output.
Earlier this week, the boss of incumbent agency M&C Saatchi Tom Dery called the review “perfectly understandable”.
The retailer also confirmed appointment of Elizabeth Ryley to run marketing for its supermarkets division. She replaces Luke Dunkerley, who was promoted to GM of consumer and corporate marketing in July.
Asics launches ‘True Sport’ cricket campaign
Asics has launched a new campaign to build on its status as the official footwear and apparel sponsor of the Australian cricket team.
The campaign, which features Michael Clarke, Shane Watson and Brad Haddin in three 30-second executions, was created by production company Infinity Squared.
Longer form documentary style executions are to follow later this year.
Group buying industry releases code of conduct
Australia’s group buying industry has formally launched its code of conduct four months after announcing it at Mumbrella360.
The move comes after a run of bad publicity about poor consumer experiences for those who have bought deals.
The framework for the code of conduct was first launched by Spreets, which is owned by Yahoo!7, and Cudo, owned by NineMSN.
They announced the code at a Mumbrella360 session on group buying which also featured the bosses of Living Social/p On it and Catch Of The Day/ ScoopOn who immediately agreed to sign up.
Today’s announcement sees Groupon, Ouffer and OurDeal come on board too, along with industry bodies ADMA – the Australian Direct Marketing Association – and AIMIA – the Australian Interactive Media Industry Association. Read more »
NineMSN restructures, new role for marketing director Alex Parsons
New role: Parsons
NineMSN has announced an internal restructure which sees the marketing director, CTO and CFO shift roles.
The changes follow the integration of NineMSN into the Microsoft Media Network, which has led to the creation of four new divisions – audience, advertising, data and operation.
Director of marketing and MSN products Alex Parsons will now head NineMSN’s audience team as MD. He’ll run the company’s content, creative, marketing and product teams including ninemsn, Bing, and Windows Live.
Darren Goodsir appointed editor of smh.com.au
The Sydney Morning Herald’s deputy editor Darren Goodsir has been appointed as editor of smh.com.au.
He replaces Stephanie Raethel, who “after a long and successful career at Fairfax, has moved on to pursue other opportunities,” according to the company. Raethel has previously been reported as a candidate for editor of the Australian version of The Huffington Post. Arianna Huffington announced the HuffPo’s plans for Australia back in June.
Goodsir’s appointment will mean that the Herald’s managing editor Mark Coultan takes on the role of acting deputy editor until a replacement is found.
Melbourne Cup races to 2.3m, but down 10% on last year
The Melbourne Cup pulled in a hefty 2.346m in the ratings for Seven, according to preliminary five-city metro ratings from OzTam.
The presentation of the trophy drew 2.257m, while the mounting of horses pulled in 1.497m in a night of dominance for Seven. The channel registed the top seven most-watched shows – and eight of the top ten.
In a piece of analysis released this morning by Fusion Strategy, ratings for the race were down 10% on last year, after three years of increases. However, Fusion noted that the audience figure is probably double considering public viewing.
The race rated less than the grand final of Ten’s MasterChef, which pulled in 2.368m in August, the final of Australia’s Got Talent (2.855m), and the AFL grand final, which drew 2.683m.
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