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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.
TV ratings: MasterChef below 1m
In a typically slow Thursday night’s TV, MasterChef stayed below the million mark with a total audience of 0.996m, according to preliminary overnight metro ratings from OzTam.
Meanwhile, in the battle for breakfast, Today beat market leader Sunrise by 20,000 viewers, rating 376,000 across the five metro markets.
Seven News was most watched show, with 1.125m viewers.
Nine’s The Block was the top non-news show for the night, pulling in an audience of 1.105m – a slight improvement on its Wednesday figure of 1.104m. Read more »
Vice to present branded content screening at Mumbrella360
Youth title Vice is to curate a screening of the best examples of brand funded web content for delegates to Mumbrella360.
Brand Rolled will take place at the Chauvel cinema in Paddington on the evening of June 7, after the end of the main Mumbrella360 conference.
Mumbrella360 takes place at the Hilton Hotel in Sydney on June 6 and 7.
The screening will showcase the best content across fashion, music, technology and more.
The program for the conference – and ticket details – is available on the Mumbrella360 event website.
‘Farm punks’ targeted with Absolut launch of premium vodka brand Elyx
Vodka brand Absolut has launched new sub brand Elyx, targeting a demographic it has labelled “farm punks”.
The premium brand, retailing at a recommended $64.95, is aimed at hipsters looking for more low key, crafted brands, Absolut claims. The product is the furthest that Absolut has moved into the premium market in Australia.
According to the company: “The release of Absolut Elyx coincides with the emergence of a group of consumers who not only appreciate the skills and passion associated with hand craftsmanship, but actively seek out those brands for which the integrity associated with this approach is paramount.”
Anne Martin, marketing director of parent company Pernod Ricard Australia, said: “Some consumers are moving away from so called ‘mass-tige’ products that are flashy and showy and towards those where true quality and craft lies at the heart.” Read more »
DMG turns to Michael Bublé for smoothfm launch
DMG Radio Australia’s first marketing campaign for new easy listening station smoothfm will feature Michael Buble, who will be presenting a weekend show for the first six weeks of the new new network.
In the ad created by Ted Horton’s Big Red, Buble makes a cup of tea for a busy mum relaxing with his music after a busy day.
The ad will be promoting Sydney’s smoothfm 95.3 and Melbourne’s smoothfm 91.5 from next weekend.
The launch campaign runs TV, print, magazine, digital and mobile.
Read more »
A Few Best Men to get British distribution
An Australian film centred around Brits Down Under has been picked up for UK and Irish distribution.
Negotiated by Arclight Films, A Few Best Men will be released across Britain and Ireland at the end of August by Buena Vista International.
Directed by Priscilla: Queen of the Desert’s Stephan Elliott, A Few Best Men is about three British best men visiting NSW’s Blue Mountains to support their friend as he marries into a rich Australian political family.
DMG’s ShopperNova mobile app aims to link shoppers to outlets
DMG Radio has entered the location-based mobile arena by launching a new app called ShopperNova.
The app lets users find out what shopping deals and retail promos are nearby their current location.
Rebekah Horne, DMG’s chief digital officer said: “Combining the location services of the smartphone and power of broadcast radio, we will have a very compelling offer for both our clients and audience alike.”
Joel Edgerton and Matthew Saville set for new thriller
Following the success of The Sapphires at Cannes, production company Goalpost Pictures has secured a new film written by a prominent Australian actor/writer and directed by an award-winning Australian director.
Felony is written by, and set to star Joel Edgerton. The film will be directed by Matthew Saville.
Zipper opens Brisbane operation for PostClick
Online ad sales house PostClick has opened an office in Brisbane led by Carla Zipper who also launched the company’s Melbourne office in 2008.
PostClick also has offices in Sydney and Auckland.
PostClick MD Andrew Lockwood said of the Brisbane offering: “We believe the online media industry here is definitely ready for an ad network dedicated to local advertisers and publishers.” Read more »
UM hires London planner Tom Dodd for strategy role
Media agency UM has hired Tom Dodd as associate strategy director in its Sydney office.
Dodd was previously communications director at MEC London where he led planning across clients including Lionsgate Films, Colgate, Sony Ericsson and whiskey brand The Famous Grouse. Prior to MEC he was a communications planner at the UK’s Goodstuff Communications. Read more »
Celebrity Apprentice finale down on last year
Last night’s finale of Celebrity Apprentice saw a big drop in the ratings on last season’s final episode, possibly due to the winner being published on Nine’s website a day early accidentally.
Time-coded over three episodes, the series’ top episode was the seventh highest rating show for the night.
With just over 1m metro viewers, Celebrity Apprentice – Winner Announced took 1.036m, according to preliminary metro results from OzTam.
Snowtown team to discuss making of the film at Mumbrella360
The ABC’s head of arts Katrina Sedgwick and the team behind the award-winning Australian film Snowtown are to appear at Mumbrella360 to talk about the making of the controversial film.
Prior to her new role at the ABC, Sedgwick was director of the Adelaide Film Festival which backed the award-winning film through its investment fund.
Also joining Sedgwick are Sarah Shaw and Anna McLeish from Warp Films Australia, who produced the controversial film. They will be joined by Allison Meadows, senior casting director, Mullinars Casting Consultants.
Snowtown tells the story of Adelaides bodies in barrels murders. Unusually, the casting included a large number of local people who had not acted previously. Read more »
Film about a man who turns into a puffer fish seeks sponsor
A short film about a man who turns into a puffer fish is looking for a sponsor with a view to the film becoming a series.
Directed by Ben West, who comes from a visual effects background, the film follows the fortunes of a Japanese salaryman who turns into a puffer fish after eating a live one in a restaurant.
West’s production company @Radicalmedia, is shopping around for a distributor and considering looking for a sponsorship tie-up.
West told Mumbrella: Read more »
NewsLifeMedia senior editors depart as Vogue Australia appoints rival title editor
Nicole Sheffield: making changes
In what could prove to be the biggest senior editorial changes in magazine publishing all year, the new boss of News Limited‘s expanded lifestyle publishing Nicole Sheffield has announced the departure of Vogue Australia’s editor-in-chief Kirstie Clements, lifestyle group editor Mark Kelly and editor of home and lifestyle title InsideOut, Richard Waller.
Sheffield is just two months into her role as boss of NewsLifeMedia.
Rival title Harper’s Bazaar editor Edwina McCann is to step into the role of Vogue editor. Clement had held the post for 13 years.
Expedia cinema ad gives 3D Las Vegas tour
Online travel specialist Expedia has launched a 3D cinema ad which gives viewers a tour of all the activities you can do in Las Vegas for only $273, the amount consumers save by booking flights and accommodation with the company.
The 90-second ad is currently screening before The Avengers in 3D in Australian cinemas.
ACMA rules that 2Day FM licence will not depend on not demeaning women after all
Australia’s media watchdog has toned down the tough conditions it said it would be putting on radio station 2DayFM’s licence following Kyle Sandilands’ on air attack on a female journalist last last year.
When the Australian Communications and Media Authority published its findings earlier this year, it said that it would be imposing a new condition of the 2Day FM licence. As well as making it a specific licence condition that the station complied with the radio code of practice guidelines on not offending generally accepted standards of decency, it also said it would introduce the following new condition: Read more »
Culture jammers take on advertising at Mumbrella 360
Culture jammers – activists who subvert advertising to tell their own stories – are to join outspoken adman Jay Furby in debate at the Mumbrella360 conference next month.
Greenpeace, The Last Stand and the man who painted ‘No war’ on the Sydney Opera House, are to lock horns with Furby, who is creative director at JayGrey.
The foursome will debate whether advertising has beaten culture jamming at its own game, how culture jamming can subvert brands in a digitised world, and what these opposing forces can learn from one another on tactics and strategy. Read more »
‘First talent agency for bloggers’ launches
Naked Communications PR manager Lorraine Murphy has left the agency to launch a talent agency for bloggers in what she claims is an Australian first.
Murphy has launched The Remarkables Group with an initial roster of five mummy blogs including Eden Riley, whose blog Edenland was named blog of the year last week in awards organised by the Sydney Writers Centre. Also on the roster are Woogsworld, Styling You, A Beach Cottage and BabyMac.
Although The Remarkables will help manage the bloggers’ media profiles and organise advertorial, Murphy says it is not operating as an advertising sales house.
Aussie film The Sapphires sells international distribution rights
An American film company have acquired the worldwide rights to Australian film The Sapphires.
Goalpost Films sold the rights to The Weinstein Company for North American and international distribution rights with the exception of the UK and Ireland, Australia, New Zealand, France, Canada, Israel, Portugal and airlines. Read more »
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