Six tips for a watertight contract to help when ambassadors go off brand

stephen von muensterNavigating celebrity ambassador agreements can be difficult, with several high profile agreements ending badly in recent years. Here Stephen von Muenster and his team give some tips on what to look out for when drafting the legal terms.

Personalities who become brand ambassadors can be a powerful marketing tool for brands. From celebrities to social media influencers, they have the potential to make brands and products relatable and accessible, increasing exposure and successfully driving sales.

Unfortunately for brands, their fairytale relationship with an ambassador doesn’t always end happily ever after. Read more »

Seeking out the pink dollar

GAYTM_UnicornDreamBrands are increasingly cashing in on the popularity of the Sydney Gay and Lesbian Mardi Gras in an attempt to lure the pink dollar with the likes of ANZ’s GAYTMs leading the charge, writes Robert Burton-Bradley.

Sydney’s Gay and Lesbian Mardi Gras is attracting an ever increasing pool of funding from a growing number of premium ad and sponsorship partners, including social economy booking firm Airbnb, as well as a return of last year’s high profile ANZ Bank GAYTMs campaign.

Ben Mulcahy from specialist agency Pink Media, which targets the LGBTI community, said advertising and sponsorship growth around Mardi Gras had been growing strongly each year.

“It gets bigger every year and from the sponsor perspective there’s huge value to be derived,” he told Mumbrella. Read more »

Across print and digital, newspaper customers are turning away

Tim BurrowesToday’s newspaper and digital subscriber numbers are the worst yet, says Mumbrella’s Tim Burrowes.

Soon I’m going to stop writing about this each time the quarterly numbers come out. It’s too depressing.

Read more »

Want real audience engagement? Move on from snackable content

Richard QuinnListicles, quizzes and cat videos might be the flavour of the moment for content marketing, but it’s only through in-depth long form content brands can really engage customers argues Atomic 212’s Richard Quinn.   

In today’s time-starved world, people just don’t have time to read longer content items. Give them short, quick snippets which can be quickly digested, like snacks on the run.

Or so you think.

In truth there is substantial evidence pointing to the contrary, which could have significant implications for your content marketing strategy. Read more »

Why politicians can’t sell

Elliot EpsteinRecently Prime Minister Tony Abbott was criticised for not being a good enough salesman for his policies. Here Elliot Epstein looks at how politicians could improve their sales technique to their electorate. 

Law, Unions, Engineering, Journalism, Small Business, Academia and Agriculture have all delivered people to politics.

But the world of high stakes senior sales professionals, steeped in the art and science of winning complex, competitive multi-million dollar deals has not regularly supplied our parliaments with its exquisitely skilled members. Read more »

Calling bullshit on customer loyalty

dan monheitIn this opinion piece Dan Monheit argues people don’t buy a brand out of a sense of loyalty, but out of habit.

The current divorce rate in Australia is the lowest its been since 1976 when ‘no fault’ splits were introduced, and still stands at a staggering 40 per cent.

If almost half of the adult population cannot commit to a life partner, next to whom they’ve publicly declared ‘til death do us part’, how much weight can we really assign to studies that track customer loyalty to brands of cars, electricity, canned beans and deodorant?

Read more »

Credit where it’s due: Jackie Frank

Marie Claire editor Jackie FrankJackie Frank has been the brains behind Pacific Magazines’ fashion title Marie Claire since the title launched in 1995. As Frank hands over the editing reins to Nicky Briger after 20 years in the post, we give credit where it’s due for her efforts.    

The world of fashion is often seen as an irrelevant frippery by many, fluffy content for consumers to snack on with no real substance. Since taking on the role of editor of Pacific Magazines title Marie Claire in 1995 Jackie Frank has made it her mission to change that perception, and tackle some big societal issues along the way.

Read more »

Better Call Saul begins tonight. If you choose to steal it, don’t pretend you’re Robin Hood

tim burrowes landscapeBetter Call Saul launches on new video streaming service Stan tonight. Its low price point and fast-tracking calls the bluff of torrenters who claim they don’t pay for content because it is overpriced or takes too long to come to Australia, argues Mumbrella’s Tim Burrowes.

A while back I had one of those dinner party conversations where we had to change the subject because we were about to fall out.    Read more »

Twitter’s pitch to TV and ad land still leaves many questions unanswered

Nic ChristensenLast night saw a TV-style upfronts event for the launch of the Nielsen TV Twitter Ratings. Mumbrella’s Nic Christensen argues there are still big questions around Twitter’s number of users and levels of engagement in Australia.     

The hashtag for Twitter’s event last night laid out the kind of thinking it wants local media buyers and TV networks to adopt: #TVxTwitter. But while the company might be keen to highlight how “Australians love using Twitter to engage with TV”, its motives in pushing into this space aren’t entirely altruistic. Read more »

Is Uber’s social media strategy a winner?

Fiona WhiteWhile Uber is seen as a leader in social media marketing Fiona White argues it is still being too selective about the channels it uses. 

The Australian launch of #UBERKITTENS on-demand yesterday has stirred up more than our obsession with all things tiny and fluffy. It has again highlighted Uber’s use of social media marketing, widely touted as pretty groundbreaking for a business that essentially sells urban transport.

So, are they revolutionising the industry?  Read more »

Start-up or stay put? Life in a new business

Adam FurnessShould you make the jump to your own outfit? Adam Furness talks honestly about the trials and tribulations of working in a startup media business. 

With so much innovation happening across media and advertising, a new wave of global and Australian start-ups are luring industry talent to execute on their bold plans.

It’s a big decision for anybody – to leave the security of a corporate or established business and back an unproven offering or new technology.

Having made that leap 12 months ago, here are some of my thoughts for those considering taking the plunge: Read more »

The opportunities and challenges for programmatic in 2015

programatic trading 101The last five years has seen a steady rise and development of programmatic advertising in Australia. Here Shane Cummings looks at where programmatic stands in 2015, and asks a panel of industry leaders about the opportunities and challenges facing the industry in the year ahead.

Programmatic advertising has been growing exponentially since Google introduced its Doubleclick AdExchange – the first major programmatic display platform – in 2010. According to the Standard Media Index data media agency spend through exchanges has gone from $10m in 2011 to just under $200m in 2014. And that’s not including clients who spend their cash directly. With outdoor, radio and TV set to enter the fray 2015 promises to be another landmark year. Read more »

Twitter talks TV, brands and hashtag engagement before upfronts

Twitter has been making a significant push to engage with TV content providers in recent times. Ahead of tomorrow’s upfronts, Robert Burton-Bradley spoke with Twitter Australia’s head of TV partnerships Tony Broderick. 

Twitter Australia’s head of TV partnerships Tony Broderick

Why the push into TV?

“Quite simply, because we’ve seen that Australians love using Twitter to engage with TV. Twitter was never designed to be this default second screen for television but that’s how the audience has naturally adopted it, so it makes sense for us to respond to that.”
Read more »

What’s next for Facebook?

Benji Hall

Much has been made of the challenges facing Facebook in the next 12 months. Here Benji Hall gives his view on the path we can expect to see the social media giant go down.

In recent weeks, months and years, we’ve all become used to hearing predictions on the demise of Facebook. Most of us in the marketing world realise the death of the social network is still a long way off.

However, it is true Facebook faces some big challenges, which are forcing the company to look down new, and potentially lucrative, avenues. Read more »

Has Dumb Ways to Die been effective?

dumb ways to die trainWhile Dumb Ways to Die has won more creative awards than almost any other it has not been able to replicate that success in the coveted effectiveness categories. Miranda Ward investigates whether the much-vaunted campaign was ultimately a failure.   

Recently AdAge named Metro Trains’ Dumb Ways to Die campaign as the 12th best campaign of the 21st century, an accolade largely based on the its creative prowess after it stormed the Cannes Lions advertising festival in 2013 to become the most awarded campaign in the history of the awards.

However, questions have been raised over how effective the campaign was in its goal of keeping Melburnians safer around trains, after it failed to win metal in the Creative Effectiveness category at Cannes last year, and picking up just a silver and two bronzes at the Australian Effies in 2013. Read more »

Streaming won’t kill TV, but it’s going to make media buying harder

paul brooksThe new range of video streaming services will not kill TV, but will make it harder still for advertisers to reach mass audiences argues Paul Brooks.

In a world where everything changes, nothing changes! I remember a presentation back in 1998 with the opening slide posing the inflammatory statement “The death of Television.”

I cannot recall how many times I have been asked or presented that question in the last 17 years, but what I can recall is only last week I was asked it again by a ‘media expert’. Read more »

Why is commercial radio the last bastion of middle aged white men?

sunil Badami

Australian radio networks need to start embracing diversity to stay in touch with the changes in society argues Sunil Badami.

When I first started broadcasting on ABC Local Radio a year or two ago, a listener texted in to say ‘how great it is to hear an ethnic face on the radio.’ I joked that I didn’t realise “our” faces made any noise, though I supposed with “our” mouths open, they made as much noise as anyone else’s.

But for someone like me, born and raised in Australia to Indian parents, it hasn’t always been easy to see or hear faces or voices like mine in the media, especially commercial media. Read more »

Credit where it’s due: Nick Baker

creditLogoFNl-234x1021Nick Baker has shouldered the responsibility of marketing Australia as a holiday destination not just to the rest of the world, but to Aussies as well. As he finishes his seven year stint at Tourism Australia tomorrow, we give Credit Where it’s Due to his efforts.    

Imagine coming into a new job as a marketer where the last campaign has just been described as a “rolled gold disaster” by the Prime Minister.

This is what faced Nick Baker when he came into the big chair of chief marketing officer at Tourism Australia, inheriting the infamous 2006 ‘So Where the Bloody Hell Are You?’ campaign that did more for Lara Bingle’s career than Australia’s image.

Read more »

 
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