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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.
Network Ten becomes the first network to appoint a CMO
Network Ten has been the first commercial TV network to appoint a chief marketing officer.
Tony McMaster, appointed to the role of CMO, moves to the network from relationship director at marketing services group Aegis Media Pacific. He is also a former McDonald’s marketer.
He will report directly to CEO James Warburton.
The network has also appointed Jon Marquard to chief operating officer, moving from commercial and legal director after joining the network late last year. Marquard – who replaces Kerry Kingston – will also report directly to Warburton.
According to Ten, McMaster also “spent several years running his own businesses in the retail and marketing sectors”.
Warburton said: “Jon’s promotion and Tony’s appointment are important steps in the re-setting of our management team.”
BBC Worldwide appoints Tim Christlieb as programming and production head
BBC Worldwide Australia has appointed Tim Christlieb as head of programming and production for BBC Worldwide Channels, Australasia.
Christlieb joins from the UK-based BBC Worldwide Channels where he was head of scheduling for the Nordics and Italy.
He will report to Deirdre Brennan, GM/director of BBC Worldwide channels and brand services. Brennan said: Read more »
Deadbeat Dads wins Optus One80 Project
A trailer for a one-hour drama has won the One80 Project for 2012.
Deadbeat Dads, directed by Ben Mathews, co-written and co-produced by Kent Pearson and Shelley McLaren, swept the competition, winning all three major awards; Judges’ Choice, the Public Vote and Best Student Entry last night at Moonlight Cinema.
Ikea stunt puts ‘sleepers’ on public transport
A series of stunts by home furnishing giant Ikea have been activated across Sydney, Melbourne and Brisbane.
The activations, to coincide with the findings of an Ikea survey into sleep habits, were designed to encourage consumers to consider Ikea when buying a mattress.
Durex asks consumers to cover their box(es)
Durex has launched a competition through social media for consumers to design the new Durex condom packet.
The campaign is running in Australia and 19 other countries across the globe.
The campaign centres on a Facebook activation, with fan votes will decide the shortlisted designs from each country. The final winner will be selected by celebrity judges.
Since launch, the contest has already received 123 Australian entries and 5,500 thousand entries globally. Read more »
Ten looks to sell Eye
Ten has become the latest Australian media company to consider selling its outdoor advertising assets, informing the ASX that it is going through a strategic review that could lead to the sale of Eye Corp.
The news one month after APN sold half of APN Outdoor to Quadrant Private Equity, which followed not long after the sale of a chunk of oOh Media in late 2011.
The statement on the ASX read:
DMG joins group buying race with getinquick
Lachlan Murdoch’s DMG Radio is the lastest media company to launch a group buying offering with getinquick.com.au to be promoted across the Nova network.
The site launched today with Brisbane as its first city. Read more »
Industry warns against ‘self-appointed activist ad review board with zero authority’
The Advertising Standards Bureau today became the latest organisation to warn of confusion over a self-appointed “Alcohol Advertising Review Board” created by health campaigners as a rival to the industry-supported body.
The ASB warned that the alternative review board would have no power to ban ads, and had no support from advertisers or media owners. It said: “The current system of resolving complaints about alcohol ads has the support of industry and uses an effective, robust and quick process to review ads and remove them quickly if required.”
The ASB warned that the new board “Has no power to remove ads, no independent view and has not sought support for its work from the industry.”
The Alcohol Advertising Review Board is based at the McCusker Centre for Action on Alcohol and Youth at Curtin University. The new body’s website uses similar language to the existing ASB, including offering a section offering “determination reports”. The design and terminology of the site might makes it appear to be an official body to somebody who arrives via search looking for where to complain about an ad. It also features a large image warning: Your children see these adverts”.
M&C Saatchi hires ex-News marketer Jodie Collins as planning director
Former News Digital Media marketer Jodie Collins Watson has moved to M&C Saatchi as a planning director.
As well as M&C Saatchi, Watson will be working on clients at Mark, the agency’s digital and direct business.
Watson joins at a period of considerable change for M&C, which won CommBank, but parted ways with Woolworths and missed out on the shortlist for Qantas, one of its prized accounts. Read more »
Josh Thomas sitcom Please Like Me begins shooting for ABC
Production starts today in Melbourne on an ABC comedy written and starring comedian Josh Thomas.
The six-episode, 30-minute sitcom called Please Like Me is produced by Todd Abbott, producer of Rove, Judith Lucy’s Spiritual Journey and The Dream with Roy & H.G and directed by Matthew Saville, who directed episodes of The Slap, Cloudstreet and We Can Be Heroes.
As well as Thomas, the series stars Debra Lawrance of Home & Away, David Roberts of Offspring, Judi Farr of Unfolding Florence and Caitlin Stasey of Tomorrow, When the War Began.
Eftpos crowns customers kings of financial destiny
Eftpos has launched a new campaign led by a TV ad that positions Aussies as controllers of their own spending.
The campaign by M&C Saatchi sees regular Australians portrayed as kings or queens of their financial destiny with Eftpos encouraging consumers to pay with their own money, rather than rely on credit.
The positioning comes as 73% of Australians with credit cards continue to roll over their balances each month to pay interest, the campaign claims.
Starcom UK MD Matt James moves into Mi9 Media MD role
Matt James has been confirmed as the new MD of Microsoft and Nine Entertainment Co’s new corporate and trade brand Mi9.
James will join Mi9 in June, heading up the Mi9 Advertising and Microsoft Media Network teams, which includes Mi9 Advertising, Microsoft Media Network and Advertising Exchange, along with the insights department and new creative production house Mi9 Studio.
Aussie Grand Prix beaten to pole by My Kitchen Rules
The Australian Grand Prix did well in the ratings yesterday, pulling in an average of 1.399m for Ten on Sunday.
But the night belonged to Seven, the My Kitchen Rules juggernaut winning pole position with 1.710m for the hour-long show that started at 7.30pm.
It won its time slot beating 60 Minutes on Nine, which rated by 1.187m, Modern Family on Ten (940,000) and Great Expectations on ABC1 (699,000), according to preliminary numbers from OzTam.
ABC telemovie Dangerous Remedy begins production
Production begins on ABC telemovie Dangerous Remedy in Melbourne this week.
Produced by Ned Lander for Eclipse Films, producer of Radiance and Who Do You Think You Are?, Dangerous Remedy is directed by Ken Cameron, who helmed Underbelly, Wildside and Brides of Christ and written by Kris Wyld, who wrote East West 101 and Wildside.
A true story based on events beginning in 1969, Dangerous Remedy is the story of a doctor, Bert Wainer, who uncovers an illegal abortion racket protected by corrupt homicide detectives and organised by the medical establishment.
Google doodles for Sydney Harbour Bridge 80th birthday
Google has today decorated its Australian homepage with a doodle to recognise the 80th anniversary of the Sydney harbour bridge.
Jacqui Mooney joins Prevention magazine as editor
Pacific Magazines healthy lifestyle magazine Prevention has a new editor.
Jacqui Mooney joins from Weight Watchers magazine, also published by PacMags.
Her career to date includes roles at Bride to Be as editor and deputy editor of both Cleo and Dolly.
Karen Deveson, healthy lifestyle publisher, said: Read more »
Jim Beam goes primeval in $5m ad blitz
Tarzan calls, monkey noises and primeval cries of the wild reminiscent of a Jim Carrey film are the means with which Jim Beam is now targeting 25-30 year-old drinkers.
A new campaign by The Works sees the bourbon brand move away from the appeal of pretty girls, the premise of its last campaign ‘The dilemma’, to focus on the feeling the drink gives its target group of young men and women.
The Works’ creative partner Damian Pincus said the campaign was based on “an infectious, social idea”.
The ads were directed by UK-based director Tim Brown.
Clems triumphs at TADAs
Clemenger BBDO emerged the winner of the Tasmanian ad industry’s first awards show on Friday night.
Clems Tasmania won the advertising best in show for the Good Mates’ Guide for the state government, a campaign to hinder unruly drunkenness.
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