Why the ABC does not apologise for marketing its content

Leisa Bacon Today’s edition of The Australian newspaper sees the News Corp title criticise public broadcaster for purchasing keyword search engine terms in an effort to drive consumers to its news websites. In this opinion piece Leisa Bacon, director of audience and marketing at the ABC argues that its digital advertising is no different to its other marketing efforts. 

All media outlets market their content. Billboards, newspaper advertising, back-of-bus signage, publicity and promotions on TV and radio stations are marketing tactics all of us as audience members are exposed to daily. The digital space is no different.

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Q&A with Goodby Silverstein & Partner’s co-founder Jeff Goodby

Goodby

Jeff Goodby sat down with Miranda Ward on the sidelines of the Reset conference in Sydney this week to talk about whether Goodby Silverstein & Partners should have opened an office in Sydney when it won the Commonwealth Bank account in 2007, what he makes of the state of creativity locally and how if he were starting an agency today it would specialise in social media amplification. Read more »

Spurr vs New Matilda case pits privacy against public interest

Barry Spurr new matildaIn this cross-posting fromThe Conversation University of Canberra’s Bruce Baer Arnold examines the issues at stake as Barry Spurr takes on New Matilda over the publication of emails.

Don’t be distracted by theatrics about political correctness, the boundaries of bad humour and professorial impropriety. The real excitement in the “Spurr Affair” has been occurring in the Federal Court. It is excitement about the shape of privacy in Australian law and about legal recognition of “public interest”. That interest is a compelling “right to know” as a basis of the liberal democratic state, rather than just public curiosity. Read more »

Responding to Goodby: Deeper client knowledge gives better results

Kate SmitherEarlier this week advertising legend Jeff Goodby told a conference agencies should ‘unlearn’ everything they know about clients. Here Kate Smither argues deeper business knowledge displayed by agencies creates better marketing results.

If advertising agencies are not bringing new thinking to their clients then they are really not doing their job and the industry will die. In fact the industry should die. Read more »

How the newspapers paid tribute to Gough Whitlam

Headline writers, cartoonists and journalists all had very different ways of handling the tributes to former Prime Minister Gough Whitlam in yesterday’s papers. Industry body The Newspaper Works has gathered them here.

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Whybin\TBWA’s incoming ECDs talk talent, reputation and why limited budgets are a good thing

Hawes and McCreadie

In August two of the most decorated and celebrated creatives in Australia, Dave Bowman and Matty Burton, announced they were leaving Whybin\TBWA Sydney, the agency they had helped to turn around, for a startup. The two men tasked with replacing them sat down with Miranda Ward on a visit to Australia last week to talk about their ambitions for the agency, and their views on Australian creativity.

With the departure of acclaimed creative duo Dave Bowman and Matty Burton to Lindsey Evans’ The Special Group Sydney Whybin\TBWA boss Paul Bradbury knew he had big boots to fill. His answer was to look abroad, and bring in an established creative duo from one of the most revered agencies in the world as executive creative directors.  Read more »

Credit Where it’s Due: The Australian’s interactive obituary for Gough Whitlam

creditLogoFNl-234x102On a day when media outlets have been rolling out pre-prepared obituaries for Gough Whitlam The Australian’s interactive effort is head and shoulders above the competition.

The news of the death of Gough Whitlam at the age of 98 has had all of the mainstream media running extensive coverage of the life of the former Prime Minister. But standing out above the pack was The Australian’s interactive special. Read more »

Jumping the fence isn’t as easy as it looks

Ben OliverMaking the switch from the solitary profession of journalism to the team sport of PR was tougher than imagined, writes Ben Oliver.

Whether deleting emails with zeal or bitching to colleagues in the newsroom, pouring scorn on the erratic, misguided or plain bizarre PR pitches was always a fun sport.

But having now worked in agency for two years after nearly a decade in journalism, I can say without hesitation that not only do I now fully appreciate the pressures of agency – it’s a hell of lot harder than what I used to do. Read more »

Have we already reached the bottom of the well on price?

Eric FaulknerAmid debate around elements of the client agency relationship, Ebiquity’s Eric Faulkner asks if both clients and agencies have both unwittingly conspired to destroy each other.

Earlier this week Mumbrella’s Nic Christensen, writing as a ‘hypothetical’ CMO, wrote what many in the industry had long been thinking on the topic of agency pitches.

“For anyone wondering about the race to the bottom, in this market, I reckon you hit it about three years ago. Not that anyone seemed to notice,” his ‘hypothetical CMO’ wrote.

It’s rather like the climate argument — if you’re going to wait until we’re all under water, well, its a bit too late then, isn’t it.

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How HbbTV can save community television

Screen Shot 2014-10-15 at 4.42.25 pmBrightcove Australia and New Zealand vice president Mark Blair looks at how new IPTV platform HbbTV could potentially save community television.

Community television is facing the axe — again.

The stations have been earmarked for eradication from our screens after Communications Minister Malcolm Turnbull suggested removing the stations’ broadcast spectrum licenses, to be put to use elsewhere.

It shouldn’t be a surprise. Free-to-air television has always been a challenge of practical limitations. The rarity of broadcast spectrum — the radio waves over which TV is transmitted — as well as the cost of doing business, means broadcasters have always faced a choice of what they air, how they air it and when.

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Why we need to understand the truth about procurement

Screen Shot 2014-10-14 at 10.33.26 pmProcurement is always a hot button issue in agency land. Navigare’s Jeff Estok argues that clients and agencies need to understand the different types of procurement and to nail down the detail of their expectations.

We all know there are three sides to every story. Your side; their side; and the truth, which often sits somewhere in between. Read more »

What your client might not be telling you

WhatYourClient_ornge2Take the hypothetical chief marketing officer of an even more hypothetical major brand. What does he or she really think of the agencies and people they work with? What are their challenges and frustrations? And what don’t those agencies know? Based on in-depth, off-the-record conversations with a string of senior marketers, Nic Christensen puts himself in the client’s shoes.

I’m going to begin with a confession: there’s a lot that I don’t tell my agencies. Read more »

Why agencies should focus on reciprocity rather than engagement

Will CollinThe nature of communications planning has changed dramatically in recent years, Naked Communications cofounder, Will Collin argues that agencies need to focus on reciprocity rather than engagement if they are to win the fight to capture consumer attention. 

Communications planning, or connections planning, or whatever you call it, is a discipline in crisis. I say that as someone closely involved in its development, with no small amount of my professional life spent promoting its cause to clients and industry alike.

So it gives me no pleasure to condemn it. Read more »

Adam Boland: ‘My new book is my report card’

Boland book

Former Sunrise executive producer Adam Boland spoke to Miranda Ward about how his new memoir Brekky Central is mostly about his own failings, and why he can never return to commercial TV.

Adam Boland admitted he was caught “on the hop” when his memoir, which details both his time at Seven and Ten, was rushed into bookstores today following court action from Seven, but claimed “if anyone gets heavily criticised in the book, it’s me”. Read more »

Don’t make it too easy: Why friction can be sticky for brands

Alison TillingWhile most brands aim to make their customer touchpoints as easy as possible Alison Tilling argues making people work for it will make them value it more.

Most brands and agencies aim to create seamless experiences for people. We design them to be easy, coherent and united across channels. Most of the time, that’s great. It means a world where things just work, quickly and well.

But for brands it is dangerous, because ultimately it could also lead to a world of bland sameness. Read more »

Tepid TV? Australia needs to sharpen its cutting edge

Craig BattyIn this cross-posting from The Conversation Craig Batty of RMIT University argues most Australian TV drama is lacking one essential element: drama.

A special thing happened in August this year: Foxtel launched BBC First, a premium channel showcasing the best of contemporary British television drama. Read more »

Why journalists need to embrace brand journalism

After a spate of criticism around brand journalism Tracey Fitgerald argues journalists need to be part of the solution, not the problem.

Having just returned from a week working on a client project in Nepal, I cannot explain how frustrating is to read articles by fellow writers and journalists who are quick to criticise the term ‘brand journalism’ and pick holes in what they deem to be a contradictory term. Read more »

Unlocking the geoblock: Australians embrace VPNs

netflix_australiaWith reports Australians are increasingly looking to overseas streaming services for their content Ramon Lobato and Scott Ewing of Swinburne University of Technology look at the numbers in a cross-posting from The Conversation.

In recent months there have been many reports of Australians covertly signing up for the US streaming service Netflix, using fake postcodes and software workarounds to fool its geo-blocking system.

One industry-commissioned study estimates that up to 200,000 Australians have subscribed to the service in this way. Read more »

 
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