Talking loud, but saying nothing

HemmingToo many communications professionals think of content as a commodity, the challenge is to create meaningful content rather than just another listicle, argues Toby Hemming

I don’t blame Buzzfeed for the deluge of crappy words and sentences flying around the internet.

In fact I quite like it as an easy and effective way to kill a few minutes, and find out some ‘interesting’ facts about something I have absolutely no interest in. All at the same time knowing my incremental clicks are making someone, somewhere very, very wealthy indeed.

What I do object to however is the deluge of other shit on the internet, masquerading as valuable and interesting content. Read more »

The Digital Underworld

Roger-Box-photo-300x0-1Software as a service could become crime as a service as the internet gets more sophisticated. Roger Box looks at the future of online skulduggery.

At a SXSW session this week Marc Goodman kept the room captive with his tales of the Dark Side of the internet – the so-called Digital Underworld – and what trouble the future holds.

He has a bit of experience in the matter; as well as being a former police officer, he advises Interpol, NATO and the UN on cyber crime issues. Read more »

Should your brand get in on the virtual reality boom?

image1 (1)Virtual reality has been a hot topic at SXSW, but Lee Spencer-Michaelsen asks should you be getting in at the silent film stage? 

At DT, we love playing with new tech toys in the lab, and for the last few years, Oculus Rift has been one of the more rousing pieces of technology.

Why? VR’s potential is exponential. Although its background is gaming-centric, it’s the current movement around VR that’s becoming truly mind bending. Read more »

Optimism is alive and well and lives in the US

dan lacazeIf there’s one theme running through SXSW this year it’s the optimism of the US participants says Dan Lacaze.

During a SXSW panel discussion about the death of print media, the head of advertising at The New York Times said with absolute confidence that high quality inventory online is still scarce, and that they are incredibly optimistic about the future. Read more »

Mumbo Jumbo: How will data retention affect the marketing industry?

Nic Hodges

Following the endorsement of the data retention bill by the Parliamentary Joint Committee on Intelligence & Security Nic Hodges looks at why it won’t work and the impact it will have on marketing and journalism.

In the last week of February, the Parliamentary Joint Committee on Intelligence & Security endorsed the data retention bill. While most media coverage has rightly focused on the significant threat this bill poses to journalism, there is also the potential for damage to the Australian advertising and media industry, through data breaches and an increase in usage of privacy tools.

What does the data retention bill do?

Read more »

Brain drain: what can advertisers do about shrinking attention spans?

DouglasNicolTechnology is shrinking important parts of the human brain, so how can advertisers deal with that. 

SXSW has a bit of a guilt thing happening this year – after years of successfully kick starting loads of tech and social into our lives, a price is being paid. On our brains.

A recurring theme is how endless stimulation from mobile apps, social and multitasking has taken its toll on how consumers think. Basically our brains are going backwards in terms of memory, ability to pay attention and ability for original thought. Read more »

Charles Barkley’s advice on social media? Don’t participate

DT XMAS CARD-431 038 Lee SpencerAt a festival rooted in interactivity basketball legend Charles Barkley’s diatribe against social media jarred for many, but Lee Spencer-Michaelson ponders whether he has a point. 

Looking at SXSW the schedule to try and decipher the madness it’s easy to latch onto the bigger nameslike Ryan Gosling, Henry Rollins, RZA, Snoop Dogg (or is it Snoop Lion now?), and big brands like Spotify, Mashable, and Google.

Delving deeper into the schedule, I realise SXSW is not about the big names, but it’s about the breakthrough tier of creative thinkers on the verge of busting onto the big scene. Read more »

Should awards award? If you pay to enter a race, shouldn’t there be a winner?

Travis Johnson- Mumbrella Perth 2015 3Last night’s Australian Interactive Media Industry Association Awards only saw 17 winners named across the 29 categories. In this guest post, Travis Johnson questions whether withholding awards in categories where shortlisted teams have paid to attend the ceremony is fair.

Last night we attended the AIMIA Awards and were fortunate to pick up a couple of gongs.

The location was great, had a funny host (Eddie Perfect), tasty food and great company by many of the leaders of the digital industry.

From probably something like 500 entries there were 109 finalists across 29 categories and we took our seats eagerly waiting to see which work was deemed industry best. However minutes into the awards themselves many of us were a little bewildered. Read more »

Photo diary: Anatomy of a press junket

Alex HayesWant to know what really goes on behind the scenes at a press junket? Mumbrella editor Alex Hayes has channelled Buzzfeed with this photo essay of this week’s Adobe Digital Marketing Summit.

Speak to any hack and they’ll tell you it’s not like the old days, with long lunches and press trips in resigned as a thing of the past for many.

However, for the last few years the good people at Adobe have thrown rather a large Summit in the US to showcase their latest wares, and a chance to speak continuously to clients, analysts and the press for three solid days.

Let me take you behind the scenes of how it works. Read more »

TBWA\Worldwide president: creative is much harder than what people think

Troy RuhanenThe creative space is evolving. TBWA\Worldwide president and CEO Troy Ruhanen sits down with Miranda Ward to talk the threat of procurement, redefining creative in a more competitive world and the impact of the failed Omnicom-Publicis merger. 

“Australia has been a much better advertising market than when I left, the talent is very strong down here and it plays well overseas based on an Australian’s ability to be quite transparent, hardworking and objective but also very creatively driven and integrated. The talent is stronger down here then it has ever been,” Ruhanen told Mumbrella.

“The creative has improved, there’s been many more consistent years of creative expression. As a marketplace its matured in terms of its advertising capabilities. Therefore the clients have, they are getting an appetite and understand better work.”

Read more »

The ‘Road To Recovery’ starts with all of us

David Angell

How does the media agency-world rebuild itself in the wake of revelations that have come out of Mediacom/GroupM this week? TrinityP3’s David Angell argues the industry as a whole needs to address some of the issues of misreporting, auditing, value banks and client culpability.

For those of you living in an industry-proofed cave over the last week, the Mediacom furore has once again run red hot across the trade press, as the results of the audit into trading practice at the agency were released to the waiting world.

The level of debate has reached fever pitch over the confirmed revelations of inappropriate behaviour within Mediacom, going against both basic ethics and the avowed standards of their own parent group GroupM. Read more »

Is the current media agency model our very own House of Cards?

Simon RutherfordThis week has seen the Mediacom EY audit and revelations around it dominate national and trade press headlines. Slingshot CEO Simon Rutherford takes a step back and asks how sustainable is the current media agency dynamic? 

Whilst the lovers of the hit TV series House of Cards have been enjoying series three of the Netflix drama that focuses on the murky world of Washington politics for a few weeks now, the media industry patiently awaited for the Mediacom EY audit to see where the transparency in media agencies debate would take us in 2015.

Now that it’s out there are many subtexts to the story, which I’ll leave for others to continue to speculate on. However, now that “the toothpaste is out of the tube”, the “lollies are out of the jar” and “the lid is off of the can of worms”, I’d like to focus the conversation on the sustainability of our industry, value banks, and hopefully offer some sage advice. Read more »

Finding an Australian voice within children’s television production

Anne Potter

In recent decades Australia has built a global reputation for its children’s television content. Anna Potter warns that increasingly the Australian voice in much of that content is being lost due to a variety of global factors.  

The Australian children’s movie Paper Planes has taken more than $8.3m dollars since its January 15 opening.

That success with local audiences is a reassuring sign that parents will still fork out for their children to watch quality Australian screen content, especially when it’s released in school holidays. Read more »

If you want transparency then maybe you’re going to have to pay for it

Alex HayesRecent weeks have seen extensive debate regarding the relationship between agencies and advertisers. Mumbrella editor Alex Hayes argues that clients must take some responsibility for the state the industry finds itself in.

The revelations of the last couple of days around Mediacom’s misreporting of campaign performance will have clients across the industry asking tough questions of their own agencies about what is happening with their own business.

But before auditors become the only winners, it is worth examining why things are going wrong.

Read more »

The Mediacom furore: the questions facing the industry

Nic ChristensenToday saw GroupM release details of the EY audit of Mediacom examining years of misreporting in its TV buying and also sees the group make fresh admissions about the use of so-called ‘value banks’ in Australia. Nic Christensen assesses the initial impact these revelations could have, not only on GroupM, but on the wider industry.

“I don’t understand it to be quite honest, there is no financial reward,” says John Steedman, chairman of GroupM, Australia’s biggest media buying agency group. “In my 40 years in the business, I was a buyer, and I have never seen this.”

Read more »

The overdue debate the media industry needs to have

tim burrowes landscapeThe whole agency world can learn from Mediacom’s embarrassment over misreporting of campaign performance to clients, argues Mumbrella’s Tim Burrowes   

I’d only been editor for about four months when we were leaked a copy of a letter to the boss of a media agency.

“I want to make you a wealthy man,” wrote the managing director of a major newspaper group.

The letter confirmed what had been a long running industry rumour – media agencies who spent enough of their clients’ money in a particular direction were getting under-the-table payouts to do so.    Read more »

Look past the condom jar and see the real problem

yasmin quemardSouthern Cross Austereo’s Perth boss Linda Wayman’s comments on work-life balance and handing out condoms to staff have made international headlines. SheSays Sydney head Yasmin Quemard argues these issues don’t just affect women, but the industry as a whole. 

My sole purpose in this response to yesterday’s article is to reset the conversation.

Firstly this is not a discussion around motherhood it is discussion around parenthood. This is not a female issue this is a people issue. People have babies. People bring up children. Read more »

Falling TV audiences aren’t the problem, fixed inventory is

Paul WilkinsonAs television audiences decline Carat’s Paul Wilkinson asks if the problem is not so much falling audiences but rather the inventory model upon which free-to-air television is bought.  

Ok, let’s not beat about the bush, let’s rip off the plaster and talk honestly for a moment; TV viewing is down.

There you go. I said it. Somehow I feel better for saying it. Phew! Read more »

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