Party Tricks struggles for votes with a social media audience

Corser and Keddie

In this cross-posting from The Conversation Darryl Woodford and Katie Prowd of the Queensland University of Technology look at how Ten’s Twitter teasers for Party Tricks have been received so far.

With Ten’s new drama Party Tricks set for an October 6 premiere, coverage has focused on the social media campaign to promote the show. In advance of the screening, Ten has created in-character accounts for the lead characters, Kate Ballard (Asher Keddie) and David McLeod (Rodger Corser).

But to date there’s been a relative lack of buy-in to the campaign from the social media public. Read more »

Mumbo jumbo: Wearable tech

Nic HodgesIn a new regular column Nic Hodges busts some of the jargon and mystery around ad tech, starting with the wearables phenomenon.

If you’ve spent any time on the internet recently, you could be forgiven for thinking Apple just invented the smartwatch. Read more »

Say Ello to the new privacy debate on social media

Luke Heemsbergen university of melbourneWith consumers increasingly concerned about their personal data on social media Luke Heemsbergen of the University of Melbourne looks at new ad-free platform  Ello, and what it will mean for the privacy debate in a cross-posting from The Conversation. 

Ello is new social networking space on the web that is receiving a lot of attention of late – so much that it’s caused a few problems with the website out of action from time to time. Read more »

Q&A with Droga5’s Ted Royer

Droga5Droga5 executive creative director and partner Ted Royer sat down with Miranda Ward at Spikes Asia to discuss his experience as president of the jury for film, print, outdoor and radio, the changing creative landscape in the region and plans for a Droga5 Asia office.

After being the Jury president across the traditional categories, what do you make of the state of creativity in the region?

I was a little bit nervous before coming out here because in past years I had heard some of my more cynical friends say that Asian advertising hadn’t really moved on from a lot of the formulas of the past. I think that’s bullshit. Read more »

The revolution is here – so why isn’t it being televised?

AlexTV networks need to stop treating viewers like second class citizens and deliver some basic services or risk slipping into obsurity, argues Alex Hayes.

I joined the 21st Century on Sunday and bought my first flat screen TV. It’s a 40-inch smart TV, with full HD of course, that’s standard. Now all I need to find is something to watch on it.

Read more »

How’s your corporate karma?

Jaid Hulsbosch

After recently giving up some time to mentor students Jaid Hulsbosch asks why the industry isn’t doing more to help nurture future talent. 

A recent opportunity to reflect didn’t involve a spiritual retreat or a bucket list review or a winter mood rebalance at a luxe resort. It simply provided a time to reassess one of the edicts of good karma and a recommitment to ‘giving back’ to the industry for a purposeful corporate journey. Read more »

Q&A with BBH China’s Johnny Tan

Tan speaking at Spikes AsiaBBH China chief creative officer Johnny Tan sat down with Miranda Ward at Spikes Asia to discuss the need for creative nuance in China, the overuse of the word content, risk averse clients causing scam and how hard it is to find staff with talent.  

How can international or Australian brands flourish in China?

I think from an advertising standpoint the most important thing is for brands to stay curious about this culture and be respectful about it.

I’ve worked on many global brands where they’re from the perspective of New York or London or even in this region, and far too often there are people who still talk about ‘one size fits all’, ‘why can’t we just re-cast in Asians but in the same spot?’ Or ‘oh yeah, this is a universal truth it will work everywhere’. No it isn’t, the nuances are so different. Read more »

The latest DrinkWise ad is a beer commercial, not public health message

michael thorn

The latest responsible drinking campaign from DrinkWise is a cleverly disguised beer ad, not a public health message, argues FARE’s Michael Thorn.

The alcohol industry’s latest beer advertisement masquerading as a public health message was created, according to DrinkWise, ‘to promote a safer healthier drinking culture by keeping the event the focus, not the drinking’.

Perhaps something was lost in translation, although this seems unlikely with one of the country’s smartest ad agencies, Clemenger BBDO on the job. More likely, DrinkWise, an industry financed and controlled body, just couldn’t help themselves. Read more »

Video is no replacement for good strategy

Screen Shot 2014-09-24 at 1.44.12 pmToo often CMOs think of video as some sort of magic solution when really they should approach the investment required with caution argues Adam Woods.

A hush falls over the boardroom as the CMO delivers his six-months-in-the-making strategy; a strategy, if rumours are to be believed, that will revolutionise the way business is done and, in one fell swoop, drag the company kicking and screaming into the modern marketing era. Read more »

Why size doesn’t matter

John PrestonMedia agencies, be they independent or multinational, are often very focused on the size of their overall billings. Match Media founder John Preston argues that the industry’s preoccupation with billings is unhelpful, particularly within the independent media agency space.

There appears to be a fair amount of preoccupation at the moment around size… i.e. size of billings rather than the quality of work created. And, the size of billings seems to be a shout-out from some media independents. Read more »

Where does Campaign Brief stand on scam?

tim burrowes landscape

Michael Lynch, boss of industry website Campaign Brief has questions to answer with agencies about his true position on scam, argues Mumbrella’s Tim Burrowes.    

It can get a little boring when the trade press writes about itself, so my apologies if you find what follows a little tedious.

Doubly so, if you feel we’ve been writing too much about the topic of scam.

This morning I find myself the subject of some media coverage (if you count an item in the diary section of The Australian and a follow-up on Campaign Brief). Read more »

What Australia’s fake, formulaic and contrived work could learn from the humanity of Africa

pat-baronAustralia’s “fake, formulaic and contrived” creative work could learn a few things from the insight-driven cream of African advertising, argues Pat Baron.  

I’ve just had the privilege and pleasure of spending a week of 14-hour working days poring over the most creative and effective work created in Africa and the Middle East, as Jury Chairman at The Loeries, Africa’s largest brand communication awards. The contrasts with our work here in Australia – and the lessons for marketers and agencies alike – are profound. Read more »

What goes into making an AFL Club’s ‘brand’?

Screen Shot 2014-09-19 at 11.37.23 AMWith the AFL finals in full swing, Team Epic head of strategy Tony McKay looks at why some clubs are always in the news, irrespective of their performances, while others fade from the headlines.

Why are some AFL clubs always in the news, seemingly always relevant and contributing to the footy story, regardless of on-field performance week-to week? And yet other clubs seem to almost disappear as soon as the losses outnumber the wins?

Look at the Western Bulldogs and St Kilda in 2014. Poor performers, yes, but also largely anonymous. When did you last hear a spirited footy discussion about either club? What’s their brand story at the moment?

Read more »

Is wearable tech an opportunity for pharma to be more caring?

Peita PaceyWith wearable tech set to burgeon Peita Pacey takes a look at the opportunities which are presenting themselves in the healthcare sector for brands.

In the olden days, you know like 5 years ago, when people felt ill or just not quite ourselves they went to the doctors. Nowadays their usual first point of call is to contact Dr Google, who is most likely helpful enough to diagnose them with a rare form of incurable cancer at which they run screaming from our screens into the waiting room of an actual doctor who rolls their eyes and prescribes us with some R&R. Read more »

Credit where it’s due: Margaret and David – bringing the curtain down


After yesterday’s announcement the ABC is wrapping At the Movies at the end of the year we give Credit Where its Due to one of the longest on-screen partnerships in Aussie TV, Margaret and David.

As Margaret always acknowledged, they were like an old married couple, but without the sex. Quarrelling, bickering and occasionally agreeing. But it was all done with mutual respect and genuine affection.

We refer, of course, to Margaret Pomeranz and David Stratton, known by movie fans across Australia simply as Margaret and David. Surnames were rendered superfluous for two of TV’s most respected and popular presenters. Read more »

Bitter tweet: defamation in social media

stephen von muensterAhead of a video hangout on Wednesday answering your legal questions Stephen von Muenster looks at how defamation law is evolving in social media.

140 defamatory characters posted in the Twitter-sphere could cost tens of thousands of dollars in damages, the New South Wales District Court has held. The case reignites the complexities of defamation law in a world where everyone is a publisher and information is disseminated across the globe at the click of a button.
Read more »

Why ‘free’ will eventually cost you

andrew-hughes-1309497218Modern marketing is taking services and products that used to be free and adding subtle charges for them, argues Andrew Hughes of the Australian National University in a cross-posting from The Conversation.

Remember the days when free really was free? When reading a news article to the end didn’t mean having to get over, around or through a paywall. Or when loyalty schemes actually rewarded loyalty with decent rewards, not “spend $200 get a $20 reward voucher that can only be spent with us”. Read more »

Credit where it’s due: Devondale – brave and bold marketing to build a brand

credit where its due logoIn a new column Mumbrella celebrates the best people and work in the industry. Today we recognise dairy brand Devondale for its work with creative agency DDB which saw the brand revitalise a tired sector.

Devondale logo

It’s a common moan from creatives in Australia there aren’t many clients willing to take a risk with their brand due to the grip of a conservative corporate culture. But one brand which has given its agency free-reign to push boundaries, and reaped the rewards, is Devondale. Read more »

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