Top 10 of Eric the Circle: How mX powered the world’s first draw-it-yourself cartoon

Ashton BishopAshton Bishop reflects on how his creation Eric the Circle has taken on a life of its own through mX and gives his top 10 of all time. 

I was never going to be a lawyer. Smart enough to get in, dumb enough to do it. And when you’re mildly dyslexic the world of law is an unforgiving place. So I doodled.

From about 1995-1997 when I should have been studying I did little cartoons. It was a bit of a weird choice for somebody with little to no ability to draw. Read more »

Goodbye mX – Without paying readers you were always going to be first to go

tim burrowes landscapeThe last edition of mX will be published at lunchtime. Mumbrella’s Tim Burrowes is sad to see it go.

Australia doesn’t have many national daily newspaper brands.

After today, with the closure of mX, it will only have two.

Just like the movie cop who inevitably gets shot on the last day before he retires – it means the Sydney edition of mX won’t celebrate its tenth anniversary, which would have been in three weeks’ time.  Read more »

The mX closure will leave a big hole for those wanting to share ideas to a mass audience

Xavier TobyWhile mX has given people across the country a chance to be “famous” in print it’s artists who will miss the audience they could reach the most says comedian and author Xavier Toby 

Newspapers need saving. The internet is coming, and newspaper readership is plummeting. mX was meant to be that saviour.

Read more »

Don’t blame Netflix for the audience shift to streaming, blame the TV Networks

Nathan CookIt’s not the streaming services stealing viewers from free-to-air, it’s the TV network’s abandonment of natural half hour scheduling which is luring audiences away and creating a new 9pm online “primetime” argues Maxus’s Nathan Cook. 

Free-to-air networks need to stop blaming Netflix. It’s not the streaming platform’s fault consumers are making the switch.

A lot of the disloyalty among viewers has been caused by TV network arrogance in the way they treat viewers. Read more »

John Preston is wrong: independents can do data, and do it well

Simon RutherfordSlingshot CEO Simon Rutherford takes issue with Match Media founder John Preston’s claim it had to sell to Publicis Groupe last week because independents cannot compete with bigger agencies on data and technology.

One can only admire and congratulate the Match team on their recent sale and on taking out the Mumbrella Media Agency of the year award, it’s well deserved and just rewards for all of their efforts. Read more »

Looking outside your digital pond for inspiration

Ben RobertsonWhen a new digital project or brief comes in marketers and their agencies often go online, looking for ideas and at what are the competition doing. Hardhat’s Ben Robertson argues we need to look further afield to solve digital marketing challenges. 

Your competitors aren’t the benchmark for great work online. Read more »

Q&A with John Preston: How selling to Publicis will change independent Match Media

Screen Shot 2015-06-03 at 5.56.20 pmAustralia’s media agency landscape was transformed yesterday with independent Match Media selling to multinational Publicis Groupe. Match founder John Preston talked to Nic Christensen about the deal, why he sold, what it means for independent media agencies and the wider agency landscape. 

Let’s start with why you’re selling?  Read more »

Why journalists and brand publishers must have a more transparent and realistic conversation

Paul EdwardsIn the wake of last week’s controversy involving the ANZ and the Guardian being criticised over a payrate that was offered for branded content, the ANZ’s Paul Edwards argues working collaboratively and transparently with journalists to create content is good for the industry, as well as individuals. 

Two events in the past week have had me thinking about journalism and the new world of social, digital and mobile. The traditional homes of journalism are being eroded while new opportunities in corporate publishing and the collaborative economy are yet to establish sustainable funding modes for quality journalism.

Read more »

Sepp Blatter’s gone – are FIFA’s troubles over?

Andrew WoodwardWith FIFA’s president of 17 years Sepp Blatter quitting overnight amid an ongoing corruption scandal  Andrew Woodward says the organisation still has to address reputational issues.

Last night (Tuesday) Sydney time, I spent 45 minutes on the phone with a journalist from Reuters in Berlin discussing the FIFA and sponsors issue. 

I awoke this morning at 5.30 Sydney time and by habit reached for the iPhone as I always do. There was an email from her asking “What’s your reaction to Blatter’s resignation?”. After checking that I wasn’t dreaming, I sent her a two word response “problem solved”. Read more »

How agencies can be like LA

Sam Hegg

LA is emerging as the new hotbed for startups because it is a melting pot for different industries. Here Carat’s Sam Hegg looks at how agencies can capitalise on these changes.

What do Oculus, Dollar Shave Club, Tinder, Snapchat & Maker Studios all have in common? They, along with 1,000 more start ups, originated in LA. Yet the centre of all things tech and ‘start-up’ has always been regarded as Silicon Valley on the outskirts of San Francisco. Read more »

This crisis has made FIFA’s World Cup more valuable

sean mehanLike the Olympic Games before it controversy over conduct of FIFA officials will make World Cup sponsorship more valuable argues Sean Meehan.

To the frustration of reformists, Sepp Blatter has been re-elected President of FIFA despite sensational dawn raids and longstanding accusations of widespread corruption. Detractors now call on sponsors to use their economic power, withdraw support and force FIFA’s hand on issues of leadership and the bidding processes.

This is not going to happen. Read more »

If fans want to hit FIFA where it hurts they should look at their media deals, not sponsors

Andrew WoodwardWhile sponsors have been urged to boycott FIFA the media, which pays billions for World Cup rights, are the ones that carry real power for reform argues Andrew Woodward. 

The events and subsequent coverage over the last week of the various shenanigans involving FIFA and its band of merry men and women have been remarkable, astonishing and concerning on so many fronts.

But as one of the relative few who has seen all of this on the inside, I must say I am somewhat bemused by the witch-hunt against sponsors. Read more »

Edgell gets edgy as 100-year-old brand looks to modernise with Plus One social experiment

Screen Shot 2015-05-28 at 4.56.04 PM


Steve Jones examines how a century old FMCG brand embraced social media to help bolster its floundering sales.

According to the Australian Dictionary of Biography, next year marks the 110th anniversary of Gordon Edgell’s first dalliance with vegetables.

It was in 1906 that he and wife Elsie bought Bradwardine, near Bathurst, from pastoralist and politician Sir Francis Suttor. And it was here where Gordon planted a hundred acres of apples, pears and asparagus using cutting edge farming technology, including mechanical cultivation. Read more »

Branded content is just the ad industry’s latest psychosis


In this opinion piece Eaon Pritchard argues that, at times, the industry slips in and out of a strange state of psychosis, with branded content and social media engagement two of the latest examples.

The term ‘salience’ – in marketing speak – refers to the likelihood that a particular brand will ‘come to mind’ easily in buying situations.

In ‘How Brands Grow’, Professor Byron Sharp uses the term to describe the idea of ‘mental availability’. Read more »

FIFA is in crisis but you’d be mad to give up a sponsorship

Andrew WoodwardFIFA has been thrown into chaos after the arrest of officials over claims of corruption in football. But former Visa global sponsorship head Andrew Woodward argues while change is needed sponsors would be mad to dump the organisation now.

Around the world today, PR folks in places like San Francisco, Seoul , Chicago, Nuremberg, St Louis and Atlanta are fielding calls from breathless journalists asking if they will continue their sponsorship of the FIFA World Cup.

Meanwhile, marketing is on the phone as social media is turning over at pace as people say things like “I am going to boycott your product unless you dump FIFA”. Read more »

From shit to leaky pipes: Five lessons from TEDx Sydney

Lachlan james and roshini hegermanIn this opinion piece Roshni Hegerman and Lachlan James share their five most valuable insights from the recent TEDx Sydney event.

Arguably the world’s most inspirational event, TED and its local variations, TEDx, reliably deliver equal amounts of insight, foresight, revelatory sparks and imagination-bending stimulation.

We challenge anyone to walk away after even one TEDx talk without any inspiration, but here we have gathered the five lessons we took away from TEDxSydney 2015 for those who missed it. Read more »

The trickle-down economics of content marketing

tim burrowes landscapeYesterday The Guardian was revealed as offering just 14c per word for creating branded content. But the dilution of brand dollars before they reach creators is widespread in the rapidly changing content marketing landscape, argues Mumbrella’s Tim Burrowes.

A few weeks back, I had an interesting inside glimpse of trickle-down economics in action.

A big media company (not The Guardian, as it happens), had done a content marketing deal with a luxury client.    Read more »

Getting ahead in the media world

Michael Donohoo Michael Donohoo talks about his experiences on the GroupM ‘M Grad Program’ and how it has helped him as he starts his career.

In the latter half of 2014 I was in my last semester of university. The finish line was in sight and a decision had to be made about post-university life – my career.

I had studied marketing, but a few burning questions remained: how do I get a start in such a competitive field? How do I build my future career? Read more »

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