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Opinion | Features
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 audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
How do you solve a problem like Blunty?
So if you were the proposed News Standards Body, how would you regulate Blunty?The News Standards Body, in case you didn’t notice, is the new organisation proposed by the Convergence Review this week to regulate news and commentary, regardless of platform.
Blunty, in case you didn’t notice, is the video blogger who this week went viral after he filmed a guerrilla marketing demo outside Apple’s Sydney store apparently as a coincidental bystander, but later admitted he’d been put up to it by BlackBerry.
Revenge gets biggest time-shift jump since consolidated ratings began
New thriller series Revenge, which proved an instant hit on its debut, is the biggest time-shifted show since OzTam’s consolidated ratings began.
The heavily promoted Seven show came ahead of Ten’s Homeland as the program that has drawn the biggest audience in the days after the original broadcast, thanks to viewers having recorded the show.
Revenge pulled in 2.06m viewers in its preliminary overnight rating – but added a further 311,966 viewers over the next seven days.
Saatchi & Saatchi brings back ex-creatives May and Eberhardt
Eberhardt, Turner, Borrino, Duke-Yonge, Stapleton, May
Saatchi & Saatchi Sydney has continued to revamp its creative offering under new CEO Michael Rebelo with four creative hires.
Re-joining Saatchi & Saatchi after a stint at DDB Sydney are Steve May and Nils Eberhardt. The previously worked at Saatchi’s in 2010, and have worked on brands including Toyota, Sony, Earth Hour, Cadbury and Lion Nathan.
Reuniting with ECD Damon Stapleton are senior creative pairing Darren Borrino and Stuart Turner from 303Lowe. They worked with Stapleton – Rebelo’s first major signing in November – during his time at former agency TBWAHuntLascaris, on brands such as IKEA, McDonald’s and Honda.
Also new to the agency is head of design Tod Duke-Yonge, who joins from UK agency Mother.
Sputnik hires Kevin Ferry as creative director
Sputnik Agency has hired former Zuni and Bullseye creative Kevin Ferry as the creative director of its Sydney office.
Merrick Watts: We won’t turn our colleagues into casualties
Highway Patrol: From left, Corbett, Watts and Schiller
Triple M’s new drivetime presenter Merrick Watts has promised that his show will not cause trouble for behind the scenes staff.
The comments came in an interview to promote next week’s launch of Merrick and the Highway Patrol on Triple M. Also on the team is Rachel Corbett and Julian Schiller.
In the interview with Mumbrella journalist Colin Delaney, Watts said: “I want the show to be a great show. Not to be the most famous show, not to be concerned or obsessed with ratings but to be a show that just wants to create great comedy.
“To be a really positive, fun work environment with no bullshit and no casualties. And when I say no casualties I mean nobody who is going to hurt staff, nobody who is going to make other people in the building’s jobs more difficult unnecessarily.”
Snack foods are Australia’s most active brands on Facebook
Social media agency Online Circle has released a report that ranks brands according to how active they are on Facebook.
The study, called the Australian Facebook Performance Report, uses the rate of growth of Facebook fans and the rate of engagement to rank brands.
Data for the report was collected on January 10, 17, 24 and 31 2012.
Snack food brands are the most prolific on Facebook, amassing the most fans during the month of January. Energy and utility firms added the least fans.
WPP’s ‘fastest-growing digital agency’ to launch in Australia
A global digital creative network headquartered in Kansas City is to launch in Australia.
VML will sit within WPP’s Y&R Brands group, and is described as ‘the fastest-growing digital agency in the world of WPP’.
The agency has made a name for itself with work for Gatorade and Microsoft.
Digital agency hires mathematician with no advertising experience
Jones and Nelsone
Digital brand strategy agency New Republique has hired someone with a mathematics background who has never worked in advertising.
Mark Nelsone joins the agency as a data planning director.
Also new to the agency is Andrew Jones as creative director. Jones was most recently a freelance digital art director at The White Agency.
The twin signing is part of the agency’s strategy of bringing “magic and logic” together, according to a press release.
My Kitchen Rules regains Monday ratings top spot for Seven
The second episode of Revenge dipped well below its 2m debut, pulling in 1.8m for Seven last night.
Although the Seven thriller won the 16-39 and 18-49 demographics, the network’s My Kitchen Rules regained its Monday night top spot, rating with 1.81m.
The second week of Sam Neil-fronted prison thriller Alcatraz also slipped back after a strong start, drawing less than 1m on Nine, according to preliminary results from OzTam.
BWM’s Telstra loss hurts improving Photon balance sheet
In its latest half-year financial results, Photon Group announced that is debt free with a cash balance of $32m – but the performance of its Australian agencies was “significantly lower” than last year, largely due to BWM’s loss of Telstra.
On the group’s balance sheet for December 31 2011, revenue from its Australian agencies – which include BMF, BWM, Naked and The Leading Edge – was down 6% to $139.4m. EBITDA fell by 38%.
BWM lost the $10m-15m Telstra account in May 2011, which led to eight people at the agency being laid off. Photon also highlights “three smaller agencies” for performing poorly over the last six months.
Comedy duo’s college commercial reaches over one million views
An ad for a Perth tertiary institute featuring graduates of the college has gone viral over the weekend.
Written, directed and starring comedy duo and graduates of Central Institute of Technology, Henry Inglis and Aaron McCann, the horror-themed skit-style commercial titled It’s a Snap about ‘learning in the city’ was featured on The Huffington Post, Vancouver Sun and Gizmodo and has now clocked up nearly one and a quarter million views.
Puppetry of the Penis ad gets complaint for ‘thrusting the male genital part into the public arena’
A billboard ad for long-running comedy theatre production Puppetry of the Penis has drawn its first complaint since the show first ran in Australia 13 years ago.
The complaint to the Ad Standards Bureau is from a Brisbane churchgoer who objects to children being exposed to the “male genital part”.
The word ‘penis’ appears on the ad, although no flesh or even penis-like shapes are featured.
The two billboards are up on Abbotsford Road, Bowen Hills and outside the Twelfth Night theatre on Cintra Road, Brisbane. The campaign is scheduled to run in Adelaide, Melbourne and Sydney where the show will tour.
The complaint read:
George P. Johnson opens Melbourne office
Experiential marketing company George P. Johnson has opened an office in Melbourne, adding to its presence in Sydney.
Gruesome Central Institute of Technology ad goes viral
A gory tongue-in-cheek sci-fi themed ad for the Central Institute of Technology in Perth has gone viral, amassing more than 1m views since it was uploaded earlier this month.
The ad was written and directed by CIT grads Henry Inglis and Aaron McCann.
Young Talent Time fades as Nine wins with cricket
Ten’s retooling of Young Talent Time rated just 716,000 on Sunday night, while The Project pulled in an even more disappointing 308,000.
The ratings for the family friendly YTT are a slight drop on last week’s 728,000 and well below the show’s initial three weeks of 1m+ audiences.
Sunday’s evening winner was Nine’s coverage of Australia winning the one day international against India in the cricket which averaged 1.272m for the evening session. Read more »
Shift makes three redundancies, creative director Colin Sevitt departs
Sevitt
Colin Sevitt, a creative director at Shift, has left the agency along with two junior creatives.
Sevitt’s exit marks the end of a five-year stint with the STW Group agency formerly known as The Brand Shop, where he worked with former ECD Monty Noble and managing director Gavin Larkin.
In the last 12 months, Sevitt has worked under current ECD Raj Rabindranath at Shift, which rebadged and repositioned as a brand and marketing strategy agency last March.
Fairfax’s Daily Life launches today
Fairfax today launched its female-targeted website Daily Life.
The site sits within the Fairfax Women’s Network, which launched in October last year to give advertisers a single point of contact to reach women.
Daily Life has been positioned as offering a mixture of content – opinion, food, style, beauty, health and relationships - for busy women.
The site is targeted at 30-45 year-old women.
Contributors include Julia Baird, Jacinta Tynan, Sarah McDonald, Clem Bastow, Jacqueline Maley, Dom Knight and Michelle Bridges.
Daily Life’s editor is Sarah Oakes, the former editor of print title Sunday Life.
Chilling bushfire safety message cleared by advertising watchdog
A “retraumatising” ad urging home owners to make detailed plans for bushfires has been cleared by the Advertising Standards Board.
The ad from the Victorian government features a blank screen with the sounds of a panicky family trying to make last moment plans as a smoke alarm sounds.
It was later attacked as being retraumatising for victims. Read more »
Collingwood Football Club unveils new ad
Collingwood Football Club has launched a campaign, voiced by Jack Thompson, to build its membership base.
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