CIOs and The shotgun wedding marketers have to have 

The future of marketing is technology, so get organised and marry your CMO to your CIO in a marriage of convenience, argues CEO of Mnet, Travis Johnson

In a talk at Mumbrella360 today: The Future – and And What You Need To Do About It, Johnson explained how technology is fundamentally shifting the goal posts for marketers and what they need to know to survive and thrive in the new landscape. Read more »

Advice for the media industry from a P-plate practitioner

In a competition-winning essay for the University of NSW PR and advertising student Jonny Hurn looks at how the media world has transformed in front of him, and how he sees it panning out.

“Hello World” prints across a blank window on a Windows 95 computer tucked into the corner of my parents’ bedroom.

I wonder what else I can make it say. I also wonder which world it’s actually saying “hello” to given that I was born into one my parents could never imagine. Read more »

How should we be measuring PR value?

Yesterday at Mumbrella360 a panel of top practitioners discussed the modern face of PR measurement, and the challenges of measuring the effectiveness of public relations when reporting back to clients.

The rise of social media and changes to traditional media wrought by the internet are forcing PRs to be more adaptive then ever before when determining value for their clients, but is the traditional way of measuring it dead?  Read more »

Answers for Adam: Do you prefer your planner to have a beard?

Answers For Adam After his column last week which said British planners sound more intelligent Adam Ferrier  brings out some evidence to back up his argument. 

The general gist of the comments from last weeks article (do you prefer your agency planners to have British accents) were  a) what silly tripe I was peddling talking about stereotypes, b) I don’t ‘curate’ my own column very well, and c) that I was being generally anti-British.  Read more »

How have football fans’ search habits changed since last World Cup?

Bart JennichesWith constantly changing viewer habits Google’s Bart Jenniches looks at how fans are using search during games, and how marketers can capitalise.

Soccer, according to Brazilian striker Pelé, is the beautiful game. It’s also the beautiful business, with the world’s biggest brands investing billions of dollars into the game every year.

The World Cup, which kicks off on June 13 here, is the single biggest marketing opportunity in the world, with almost one in two people in the world tuning in to watch. In the online world, the World Cup has more Google Searches than the Olympics, Superbowl and the Tour de France combined. Read more »

While journalists were the victim of the Watch Dogs stunt it is PRs who will suffer

Following last week’s PR stunt which saw the bomb squad called to Ninemsn’s offices Lee Hall looks at whether it was a disaster for the company, or unintended victory. 

Stunts are a PR’s ‘go to’ whenever a client is looking to launch a new product or service and comes to an agency saying they want to create a ‘buzz’ about what it is they are offering. And let’s face it; stunts are one of the most fun things a PR can be involved in.

Not so much if you’re Ubisoft though. This week, to publicise the highly anticipated launch of new video game Watch Dogs, the Ubisoft PR team decided to employ a stunt that borrowed loosely from the secretive, hacking nature of the games premise.

Read more »

Will e-cigarette advertising be allowed in Australia?

With the US Food and Drug Administration (FDA) deciding not to place advertising restrictions on e-cigarettes, allowing them to be advertised across mainstream media, Miranda Ward looks at the situation in Australia.

At the end of last month, the FDA in the US introduced a handful of new rules it would enforce relating to e-cigarettes, notably deciding not to weigh in on advertising restriction, meaning that the e-cigarette industry, which currently is worth US$2 billion globally, will be able to continue to advertise on TV, radio, in print and on billboards as well as things like NASCAR sponsorships. But in Australia, the products are still banned from advertising on mainstream media. Read more »

Hockey’s defamation suit shows need for wider free speech debate

With Treasurer Joe Hockey suing Fairfax over an article with a provocative headline David Rolph of the University of Sydney asks if Australia should toughen up its laws around freedom of speech in a piece first published on The Conversation.

Treasurer Joe Hockey’s decision to sue Fairfax Media for defamation over the now-notorious front-page story “Treasurer for sale” raises interesting questions about politicians suing to protect their reputation, allied with the protection of freedom of speech in Australia. Read more »

The sharing economy is just another status wank

The sharing economy is getting a lot of attention in marketing circles, but Eaon Pritchard argues it’s less about trusting our fellow man, and more about status seeking.

The techno-hippies at Wired magazine recently celebrated the emergence of the so-called ‘sharing economy’ (as epitomised by peer-peer services like Airbnb and Lyft) as a ‘set of digital tools that enable and encourage us to trust our fellow human beings’.

Then a response from New York magazine indicated that this is perhaps less about trust in the kindness of strangers and more about a sense of desperation brought on by an economy that that has forced millions of people to look to ‘odd jobs for sustenance’. Read more »

Answers for Adam: Are Aussie agencies better with Brits, or without?

Answers_For_Adam-11 2This week Adam Ferrier asks whether clients prefer agencies with a British infulence, or true blue Aussies.

I was in a team pitching for some business recently, and I looked around as we were pitching and it struck me that everyone in the pitch team has an Australian accent. This, I hope you don’t mind me saying, gave me a little thrill. Read more »

The Mad Men Industry – Is Australia worse than other markets for gender equality?

After a Communications Council report last week showed women represent just 27.3 per cent of creative departments in Australia Miranda Ward explores how Australia compares to other markets. 

“Australia is a country that I truly admire in many senses, but gender equality, particularly in the advertising industry, is not one of them.” Those were the thoughts of Laura Sampedro, the Spanish former ECD at creative agency BMF and now creative director at Wieden + Kennedy in London. Read more »

Crikey, Buzzfeed, Paul Barry and us: What is good digital citizenship?

Comments accredited to Media Watch host Paul Barry in The Australian this morning raise red flags around good digital citizenship, argues Mumbrella editor Alex Hayes.

I should be really flattered today. This morning in a national newspaper our pokey little business to business website was compared to Crikey and Buzzfeed by one of Australia’s most respected journalists. The problem is, I think it leaves a few misconceptions hanging out there I’m keen to clear up, with some facts. Read more »

‘A crazy act of will': The Guardian Australia turns one

The Guardian this week celebrates the first anniversary of its Australian operation. Launch editor Katharine Viner and some of her team talk to Nic Christensen to discuss the publication’s place in Australia’s media landscape.

It was over breakfast at the Edinburgh Media Festival, in August of 2012, that Guardian editor-in-chief Alan Rusbridger first raised the idea of moving his deputy editor out to Australia to launch a digital offshoot of the UK newspaper.

“I said to him: ‘No, it’s far too far away’,” Katharine Viner reveals, as we sit in her Sydney office in Surry Hills, some 16 months into her stint as launch editor and editor-in-chief of the Guardian Australia.

Read more »

The Mad Men Industry – attracting and retaining women

After figures yesterday revealed the number of female creatives in Australia remains low, Miranda Ward looks at what can be done to get more women into the industry, from new initiatives to quotas.

According to the Communications Council 2013 Salary, women only account for 27.3 per cent of creative departments and represent 13.5 per cent of senior positions. However, according to a Mumbrella Survey, women aged 40 and older only account for 7.59 per cent of those currently employed, and women aged 30 – 40 taking up the bulk representing 36.7 per cent of the women employed, it is clear that as women get older they leave the industry. With agencies losing women suitable for senior positions, it needs to be asked how can an agency better retain talented and capable women? Read more »

What the axing of Wake Up says about Ten’s plight

tim burrowes landscapeWake Up ended this morning and Ten is slashing its news staffing. Until it finds a new owner, the network has no option but to cut costs radically, argues Mumbrella’s Tim Burrowes

It comes as little surprise that Ten has axed Wake Up.

But nonetheless, the decision – and the lack of local content to replace it – suggests that Ten is running out of choices. Read more »

Five unspoken truths getting in the way of gender equality

In light of today’s Communications Council findings less than a third of creatives are female Nitsa Lotus examines why more women are not working in these roles.

I was having a corridor conversation the other day about the virtues of gender equality and on overhearing the conversation a senior male colleague asked, “Why are we still even talking about this?”

I agree.

Why the hell are we still having a conversation about gender equality in 2014? Read more »

The Mad Men industry: Where are all the women?

harricksWith new figures showing women make up just a quarter of the creatives in agencies Miranda Ward speaks to some present and past female leaders about whether it is a problem, and what can be done.

At the AWARD Awards in March chairman Mark Harricks acknowledged the shocking statistic that women represent less than 10 per cent of the advertising industry, sensing the need to implement genuine change to rectify the problem. While many attendees clapped his sentiment, a small pocket of men enjoying the open bar and having a good time decided it was a good time for a laugh with cheering when Harricks mentioned the statistic.

As Harricks himself said, it is a problem that seems to occur within and outside of the industry when too many men are together. Read more »

Is the ABC really spread too thinly?

Andrew DoddAfter last week’s budget cut funding from the ABC Andrew Dodd of Swinburne University of Technology asks whether the corporation has overreached in recent years in an article which first appeared on The Conversation.

If you want to capture a lasting image of the Australian Broadcasting Corporation at the height of its powers, it might be a good idea to take a screen-shot of the homepage of the ABC’s website. But do it soon. If you wait a couple more months, or a year, or two, the odds are the site won’t be as rich and layered as it is now, given the hit the corporation took in last week’s budget. Read more »

 
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