Why size doesn’t matter

John PrestonMedia agencies, be they independent or multinational, are often very focused on the size of their overall billings. Match Media founder John Preston argues that the industry’s preoccupation with billings is unhelpful, particularly within the independent media agency space.

There appears to be a fair amount of preoccupation at the moment around size… i.e. size of billings rather than the quality of work created. And, the size of billings seems to be a shout-out from some media independents. Read more »

Where does Campaign Brief stand on scam?

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Michael Lynch, boss of industry website Campaign Brief has questions to answer with agencies about his true position on scam, argues Mumbrella’s Tim Burrowes.    

It can get a little boring when the trade press writes about itself, so my apologies if you find what follows a little tedious.

Doubly so, if you feel we’ve been writing too much about the topic of scam.

This morning I find myself the subject of some media coverage (if you count an item in the diary section of The Australian and a follow-up on Campaign Brief). Read more »

What Australia’s fake, formulaic and contrived work could learn from the humanity of Africa

pat-baronAustralia’s “fake, formulaic and contrived” creative work could learn a few things from the insight-driven cream of African advertising, argues Pat Baron.  

I’ve just had the privilege and pleasure of spending a week of 14-hour working days poring over the most creative and effective work created in Africa and the Middle East, as Jury Chairman at The Loeries, Africa’s largest brand communication awards. The contrasts with our work here in Australia – and the lessons for marketers and agencies alike – are profound. Read more »

What goes into making an AFL Club’s ‘brand’?

Screen Shot 2014-09-19 at 11.37.23 AMWith the AFL finals in full swing, Team Epic head of strategy Tony McKay looks at why some clubs are always in the news, irrespective of their performances, while others fade from the headlines.

Why are some AFL clubs always in the news, seemingly always relevant and contributing to the footy story, regardless of on-field performance week-to week? And yet other clubs seem to almost disappear as soon as the losses outnumber the wins?

Look at the Western Bulldogs and St Kilda in 2014. Poor performers, yes, but also largely anonymous. When did you last hear a spirited footy discussion about either club? What’s their brand story at the moment?

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Is wearable tech an opportunity for pharma to be more caring?

Peita PaceyWith wearable tech set to burgeon Peita Pacey takes a look at the opportunities which are presenting themselves in the healthcare sector for brands.

In the olden days, you know like 5 years ago, when people felt ill or just not quite ourselves they went to the doctors. Nowadays their usual first point of call is to contact Dr Google, who is most likely helpful enough to diagnose them with a rare form of incurable cancer at which they run screaming from our screens into the waiting room of an actual doctor who rolls their eyes and prescribes us with some R&R. Read more »

Credit where it’s due: Margaret and David – bringing the curtain down

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After yesterday’s announcement the ABC is wrapping At the Movies at the end of the year we give Credit Where its Due to one of the longest on-screen partnerships in Aussie TV, Margaret and David.

As Margaret always acknowledged, they were like an old married couple, but without the sex. Quarrelling, bickering and occasionally agreeing. But it was all done with mutual respect and genuine affection.

We refer, of course, to Margaret Pomeranz and David Stratton, known by movie fans across Australia simply as Margaret and David. Surnames were rendered superfluous for two of TV’s most respected and popular presenters. Read more »

Bitter tweet: defamation in social media

stephen von muensterAhead of a video hangout on Wednesday answering your legal questions Stephen von Muenster looks at how defamation law is evolving in social media.

140 defamatory characters posted in the Twitter-sphere could cost tens of thousands of dollars in damages, the New South Wales District Court has held. The case reignites the complexities of defamation law in a world where everyone is a publisher and information is disseminated across the globe at the click of a button.
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Why ‘free’ will eventually cost you

andrew-hughes-1309497218Modern marketing is taking services and products that used to be free and adding subtle charges for them, argues Andrew Hughes of the Australian National University in a cross-posting from The Conversation.

Remember the days when free really was free? When reading a news article to the end didn’t mean having to get over, around or through a paywall. Or when loyalty schemes actually rewarded loyalty with decent rewards, not “spend $200 get a $20 reward voucher that can only be spent with us”. Read more »

Credit where it’s due: Devondale – brave and bold marketing to build a brand

credit where its due logoIn a new column Mumbrella celebrates the best people and work in the industry. Today we recognise dairy brand Devondale for its work with creative agency DDB which saw the brand revitalise a tired sector.

Devondale logo

It’s a common moan from creatives in Australia there aren’t many clients willing to take a risk with their brand due to the grip of a conservative corporate culture. But one brand which has given its agency free-reign to push boundaries, and reaped the rewards, is Devondale. Read more »

Has social media failed e-commerce?

Peter Cassidy

Following the launch of Twitter’s “Buy” button earlier this week, Peter Cassidy, co-founder of Stackla, examines how social media drives potential consumers to retail websites.

The success and rapid adoption of social media made it inevitable that businesses would look to social to drive online sales.

New social platforms came with the promise of unprecedented reach, providing retailers with the means to drive swarms of qualified prospects to their websites.

The truth of course, is that social media didn’t deliver on the promise. Read more »

The new iPhones may not be revolutionary, but they are refining the experience

Jason Deacon DTWith the launch of two new iPhones today DT’s Jason Deacon says Apple has done the job of redefining mobile experiences.

When you pick up a phone in a store the first thing that grabs your attention is the display. It’s the feather fascinator on a Melbourne Cup goer. The ‘new and improved’ sticker on your washing detergent. The hundreds and thousands on white bread. Read more »

Social media influence is a fallacy

eaon pritchard red jelly planner stragetyFollowing yesterday’s opinion piece on the power of social media ambassadors yesterday Eaon Pritchard argues the idea of influencers is actually flawed.

The idea that brands can pick out and target a small group of social media users with large ‘followings’ and then imagine that they will reach everyone else with their message is still prevalent however this influencer theory is a myth and its protagonists have got things the wrong way round. Read more »

Credit where it’s due – Lee Lin Chin, a newsreader with gravitas and comedy genius

Screen Shot 2014-09-08 at 1.19.14 PMIn a new column Mumbrella celebrates the best people and work in the industry. Today we salute 20-year SBS veteran Lee Lin Chin, who traverses the serious world of news with a more light-hearted approach.

There aren’t many newsreaders who can successfully make the leap to light entertainment, but Lee Lin Chin can put that feather in her cap.

Not content with being a mainstay on the po-faced SBS World News since 1992, Lee Lin has been engaging and delighting a younger audience with her regular appearances on SBS2’s The Feed. Read more »

The power of cool and product placement in social media

Richie MeldrumProduct placement is infiltrating social media influencers, but how long will it be before the platforms come for their piece of the pie asks Richie Meldrum?

Beauty and popularity have always gone hand in hand. If you think back to the most popular kid at your school, chances are, he or she was blessed with nice hair, clear skin and fortuitous features. Call it natural selection if you like, but the cool kids have courted the attention and admiration of their peers in a relationship dynamic that’s been going on as long as anyone can remember.

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Credit Where it’s Due: Jason Kent – lifting the lid on the Australian movie scene

Jason Kent

In a new regular column Mumbrella recognises the best people and work in the industry. This time it’s Jason Kent for daring to ask tough questions of the Australian film industry. 

It seems to be increasingly rare for people to put their head above the parapet and question their peers. Too often, industries – and not just this one – close ranks, watch each other’s backs and fail to address issues that are holding back progress.

So take a bow Jason Kent, the founder of Pure Independent Pictures, who is behind a documentary which aims to lift the lid on why Australia’s film industry is struggling at the box office.

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For Father’s Day, give us men who aren’t shown as fools and clowns

Peter WestMen are regularly represented in the media and advertising as stupid and clumsy and it is denying younger generations proper role models argues Peter West  of the University of Technology in this cross-posting from The Conversation.

Get your hand off it,” says the girl in the ad. Here is a cowgirl type telling men not to play with anything while driving. It’s the mobile that she means, ha ha.

Why should we be concerned? Because yet again, here’s an ad showing men as fools, clowns or rogues. Time and again we’ll be shown someone doing the wrong thing, then told off. It always seems to be the man doing the wrong thing, and a woman ridiculing him. Read more »

Credit Where it’s Due: Biggsy – charming, clever and tough

Biggsy-234x350In a regular new feature in which Mumbrella recognises the best people and work in the industry, Credit Where It’s Due begins by saluting Peter Biggs, the talented and charismatic Kiwi who helped turn Clemenger BBDO Melbourne into Australia’s best creative agency.     

In a competitive industry, it’s hard to find an agency boss that nobody has a bad word to say about. Even harder when that includes rivals that his agency keeps beating.

So the departure of Peter Biggs back to New Zealand is a big moment for the Australian market. Biggs, a thoroughly decent individual, has been a leader not just within the agency, but in the wider agency world.

Given that the industry needs a little positivity, we’ve been planning to launch this new series Credit Where It’s Due for a few weeks now. And there is nobody in the industry who deserves that credit more than Peter Biggs. Read more »

Four things Foxtel really needs to implement to fight off its competition

Simon DellYesterday Foxtel announced some significant changes to its pricing and some services. Here Simon Dell looks at what the pay-TV provider needs to do to really combat the upcoming arrival of video streaming services.

So I’ve spent the last few years having a crack at Foxtel whenever I could. I thought the service was expensive, restrictive and, in TV terms, antiquated. Sure, not as antiquated as the main channels and their: YOU WILL WATCH THIS WHEN WE WANT YOU TO WATCH THIS approach but still not dancing on the cutting edge of TV broadcasting. Read more »

 
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