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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 While on Twitter I noticed someone saying that Australia’s NBN is already outdated.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?
Freelance journos get their own Walkley Award
Freelance journalists are to get their own Walkley Award, the organisers have announced.
Laurie Oakes, chair of the Walkley Foundation Advisory Board, said: “This is a very exciting new award that is designed to highlight the important role that freelance journalists play in the media. Increasingly, media outlets look to freelancers for content and this award aims to reflect that need.”
The Award for Best Freelance Journalist of the Year will be chosen “on the basis of journalistic excellence”. Judging will be based on work published or broadcast in any medium in the past year. Judges will consider the resources available and effort expended in the preparation of the work.
Oakes said: “This award will encompass a broad range of new media including on-line journalism and blogging.”
The initiative is in partnership with the Media Entertainment & Arts Alliance.
Prize money of $3000 along with$500 of training and two tickets to the Walkley Awards dinner are included.
Entries close on March 7 with the winner announced at the Annual Media Alliance freelance conference in Melbourne on March 30.
Ex Photon boss Tim Hughes: I want to come back to a new media or marketing role
Tim Hughes, who chaired Photon Group as the company went on a major acquisition spree before leaving shortly before the company nearly collapsed under a debt mountain is keen to return to a media or marketing role, he has told the Australian Financial Review.
In a full page profile today, the AFR’s outgoing media and marketing editor Neil Shoebridge presents the argument that Hughes was unfairly criticised, describing him as “a skilled business builder and manager”. Read more »
Y&R restructures local operations, Naseema Sparks appointed Sydney group MD
Y&R Brands has announced a restructure that sees former IdeaWorks boss Naseema Sparks appointed group MD of Y&R Group Sydney.
The restructure also sees Julian Watt made group ECD and Jason Buckley appointed CFO of Y&R Brands Group Australia.
The move follows the return of former Sydney MD Phil McDonald to Brisbane to run the Queensland operation after a two and half year spell at the helm.
BWM uses Grey’s idea for debut work for Leggo’s
BWM Melbourne has unveiled its first work for Leggo’s after winning the business last year.
The ad is similar in strategy and execution to an ad made by Leggo’s former agency, Grey Melbourne, two years ago.
Lachlan Murdoch tipped for return to News Limited
Lachlan Murdoch is set to become chairman of News Limited, The Australian’s media columnist Mark Day has predicted.
According to Day, a long serving News Journalist usually well informed on the company’s workings, the decision for Rupert Murdoch to become chairman of the company when John Hartigan stepped down was a temporary one. Read more »
Nine replaces COO Pat O’Sullivan with gaming company director
Out: O'Sullivan
Nine Entertainment Co’s COO and finance director Pat O’Sullivan is leaving the company after a six-year spell.
He has been replaced by the CFO and director of gaming company Aristocrat Leisure, Simon Kelly.
NRMA Insurance builds car out of optional extras
NRMA Insurance has launched a campaign to highlight how it covers optional extras other insurers do not.
The campaign will see a ‘concept’ car created out of different car extras from different makes and models.
The idea can be followed over the next six weeks online at NRMA’s YouTube account.
Mizone experiment: what sort of music gets athletes in ‘the zone’?
Sports drink Mizone is running an experiment to see what music gets sports people in ‘the’zone’ the quickest.
The Mizone Zone Lab sees four musical acts experiment with different music, lyrics and instruments to find what sort of music best energises four different types of sports people.
The sounds of Jono Ma, New Navy, Hook N Sling and Nick Wales will be tried out on an adventure runner, kayaker, mountain biker and urban runner.
Ikon completes national network with Adelaide launch
Ikon Communications has opened for business in Adelaide through a strategic alliance with local independent full service agency KWP.
Ikon Adelaide will be run out of KWP’s office, and share clients including Coopers Brewery, Yalumba, Santos, SA Lotteries, but there is no equity involved in the deal.
The operation will be run by KWP’s director of channel insights Natalie Morley as director of media. Morley will represent Adelaide on Ikon’s national management team.
The STW Group media agency now has a complete national network, with offices already in Sydney, Melbourne, Brisbane and Perth.
Sydney’s New Theatre rebrands
Alternative theatre company New Theatre has rebranded to mark its 80th anniversary.
The idea behind the new visual identity of the Sydney theatre, which has its roots in communism in the 1930′s, is to represent the brand’s history of breaking new ground in contemporary theatre and turning well-known plays on their head.
Collateral for the new season, theatre signage, posters, a promotional video and floor media are part of the revamp, which was devised by Interbrand Sydney.
Australia is world’s 6th most awarded ad market
Despite a disappointing performance at Cannes last year, Australia secured a best-ever ranking in The Gunn Report 2011, a tally of the world’s major advertising awards shows.
Australia came 6th – behind Germany, Argentina, Brazil, the UK and the US, the most awarded country.
The Sydney and Melbourne offices of Leo Burnett – neither of which fared well in last year’s Mumbrella Creative Agency Review survey - emerged as Australia’s most awarded agency group.
TV revenues down across the board
Advertising revenues for the free TV networks are down virtually cross the board, the latest set of data from industry body Free TV indicates.
According to the data, collated but not audited by KMPG, every single metro market was down in the final six months of 2011, compared to the same period in 2010.
Revenue was also down in every regional area of the country with the exception of South Australia.
The worst performer was the Sydney market – down by just over 7%. Read more »
Clinique to open Mardi Gras pop up store
Skin care brand Clinique is planning to erect a pop up store selling men’s products in the run-up to Sydney’s Mardi Gras festival.
For ten days, the Skin Supplies for Men Pop up Store will be at 118 Oxford St Darlinghurst from Thursday 23 February.
A press release from the brands reads: “DJ’s will be getting everyone in the mood for Mardi Gras and there’ll be hot guys in tiny Aussie Bums. Nudie Coconut Water to rehydrate and free SSFM samples.”
The Straits’ disappointing debut pulls in under 600,000
The ABC’s The Straits, which has been heavily promoted this week, debuted with a disappointing audience of under 600,000 last night.
The show’s ratings of 599,000 fell well below the ABC’s hit show The Slap, which was pulling in not far south of 1m in the same 8.30pm time slot last year.
The night was won again by Seven’s My Kitchen Rules, which pulled in 1.4m viewers – well ahead of the weight loss shows on Ten and Nine.
Mumbrellacast: Louie the Fly, squashed | The AACTAs | Foxtel’s Smith on agencies | Excess vs Loser | Cancer Council’s fat attack | Butchering songs is Coles’ cash cow
Featuring James Wright of The Red Agency, Mumbrella editor-in-chief Tim Burrowes, Mumbrella managing editor Robin Hicks and producer Colin Delaney (47:07)
- James Wright on saving Louie the Fly… and Mortein’s name – 0:49
- Life and death of a PR agent – 13:45
- What was president Geoffrey Rush thinking? – 22:05
- Foxtel’s Ed Smith on the problem with agency briefs – 28:39
- Excess Baggage vs The Biggest Loser… – 33:54
- … as the Cancer Council urges marketers to cut the fat – 40:00
- A butchered classic leads to impressive beef sales – 45:00
Ex-Mojo digital creative head Clint Nielsen launches new agency – Pixel Demon
The former digital creative head at Pubilcis Mojo has launched his own agency.
Clint Nielsen is the man behind Pixel Demon, which offers “devilishly-good creative and design services for a digital world”.
The new agency will offer support for clients directly, or on a project basis for other agencies.
Nielsen’s career to date includes stints at MRM, where he was digital creative director, and freelance roles at Tribal DDB and Clemenger BBDO.
Most recently, Nielsen had a short stint at The Works, where he was creative head of digital.
Lampooned Normie Rowe remix leads to record beef sales for Coles
One of most heavily criticised ads of the last 12 months has resulted in best-ever sales for the advertiser.
The TV ad for Coles hormone-free beef, featuring veteran crooner Normie Rowe and a reworked version of his 60′s hit single Shakin’ All Over, saw beef steaks sales jump by 25% and barbeque beef sausages rise by 79% in a week of record meat sales for Coles.
A survey of the Australian public by the advertiser found that 25% of people felt better about Coles having seen the ad; 15% said they felt worse about the brand having seen the ad.
Brand awareness for Coles ‘no added hormones’ beef had reached 85% in the week after the ad, it was revealed by Coles general manager, marketing, events and sponsorships Tony Phillips at the Mumbrella Marketing Summit this week.
“Most of the commentary [on the Normie Rowe ad] is coming from the industry,” said Phillips. “That’s fine. Some of it we laugh at. Sometimes we think maybe we pushed the boat out too far.”
Ooh! Media woos adland with Mr Big competition
Dinner in New York with Sex in the City star Chris ‘Mr Big’ Noth is the prize in a competition by outdoor media company Ooh! Media to convince agencies of the benefits of using big billboards.
To win, entrants need to upload photos of themselves “doing something big” to the Ooh! Media’s Facebook page.
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