It’s worth from time to time to have a quick refresh on the fundamental purpose of branding. Read more »
In this crossposting from The Conversation, Bruce Baer Arnold from University of Canberra questions if the Australian Communications and Media Authority bid for more power is something the public should be wary of.
A media super-regulator, bigger and bolder than anything considered by the ALP? Or just an ambitious government agency engaged in street theatre as the Coalition slashes the public service? Those are questions for anyone reading the upbeat annual report from the Australian Communications and Media Authority (ACMA).
The Finkelstein report into media regulation is dead. It is unlikely to be disinterred as long as Murdoch’s media group keeps cheerleading about ‘The Australian Century’ and a mining magnate doesn’t buy influence by swallowing Fairfax or APN.
What happens when Australia’s largest reality production wraps for the year? In a piece that first appeared in Encore, Brooke Hemphill visits the set of Big Brother for the final two days of the 2013 shoot to find out.
It’s one hour until show time on the Gold Coast set of Big Brother and an eerie silence has descended over the back-of-house production offices. Read more »
The internet is about micro engagements and if you want to advertise in the space, traditional 30 second spots won’t cut it says James Griffiths, in a piece that first appeared in Encore.
“Guys come check this out,” I holler across the office. My colleagues gather around the screen to watch the latest trending cat and his unique talents. You can feel the anticipation in the air. I hit the link, poised for the goodness that awaits. And then… An advert. Read more »
Samsung’s foray into the world of branded entertainment, The Shoot, proves brands still have a long way to go to prove they get how it’s done says Brooke Hemphill, in a piece that first appeared in Encore.
On a recent Thursday night members of the Australian film industry and the media attended the Sydney Opera House as guests of Samsung for the premiere of The Pilgrim Report, a short film funded and produced by Samsung. While the film itself was a remarkable achievement, the campaign overall was a lesson in how not to do branded entertainment. Read more »
Australian superannuation funds are picking up on content marketing.
In light of Fairfax Media’s decision to focus on content marketing, another giant has arrived. But don’t worry, there’s still plenty of room at the table. Read more »
Late last week Virgin Australia held several hundred customers hostage for 10 hours at Brisbane Airport. Read more »
Digital campaigns can be much more effective if you know something about the off-line lives of your targets says Chris Smith, in a piece that first appeared in Encore.
Marketers are always looking to get more bang for our marketing buck yet when it comes to digital campaigning, targeting focuses primarily on the shallow information pool of online search habits and content consumption. Often we forget about the most important aspect – the person behind the mouse. Read more »
MercerBell boss Nick Mercer went to New York in a bid to understand how the next generation of agencies are shaping themselves as customer engagement agencies, combining direct, digital, data, technology and consulting. As a result of what he learned, he now plans to change his own agency.
I’ve just returned from a New York study tour. We are on the cusp of major changes that will affect what agencies look like over the next few years. Read more »
In this guest post, NRMA marketer Jason Stidworthy says people trying to sell him services based on using data to target customers aren’t doing it themselves. He reveals what happened when he answered the phone to a sales call.
Most vendor sales calls these days push the message of using our data to develop targeted customer communications. Why? Because customers will relate better to messages tailored to their specific needs.
As a marketer I’m completely sold on the idea of using data for more effective targeted communications and our marketing is moving in this direction. But I’ve come to question whether vendors actually practice what they preach. Read more »
Mumbrella’s founding editor Tim Burrowes is stepping away from running the newsdesk. He explains why.
After nearly five years, today is my last day in the editor’s seat at Mumbrella.
I’m staying with the company, and I’ll still be writing for Mumbrella almost every day, but my role is changing quite a lot.
For the first time in something like 17 years, my job title will not include the word “editor” in the title. Which will take some getting used to. Read more »
A year ago today, the world’s most awarded piece of advertising work of all time launched when McCann Melbourne’s Dumb Ways To Die, for Metro Trains, was released onto YouTube. It has since had more than 60m views.
Here’s everything it won: Read more »
Today 65 Australians have been arrested accused of downloading child abuse material from a Canadian website. Nic Christensen recently met the Australian team responsible for auditing the most disturbing content on the internet, the Australian Communications and Media Authority’s content classification division.
Media watchdog the Australian Communications and Media Authority (ACMA) usually makes headlines for its stoushes with radio shock jocks such as Kyle Sandilands and Alan Jones. Read more »
November is a month of two tales for the Australian media industry: one of hope, the other of despair.
The arrival on Wednesday of the online news site The New Daily, and reports that The Monthly’s publisher Morry Schwartz is set to launch a new Saturday newspaper, are the industry’s good news stories. In a boost for democracy, the new startups add diversity to Australia’s highly concentrated ownership of news media, and provide experienced journalists with full-time jobs.
There’s more than one reason the new Australian film Patrick – released last month – is a horror story. Sure, it’s a fright flick, based on the 1978 orginal, in which a creepy coma patient uses telekinesis to wreak havoc while totally immobile. Read more »
It is surprising to hear media fragmentation is apparently still the number one concern for many clients. True, it’s now more expensive to reach your target audience through traditional media, or at least it’s more expensive to buy the same levels of reach that you may have historically. It’s also true you have to use a number of different channels to get a result these days and that it’s more time consuming joining these channels up.
However, there is a positive. Media fragmentation is forcing the media and marketing industry to think more about their customers. Read more »
In a regular feature for Encore, Esther Clerehan answers agency and career questions.
I’m a senior designer (motion graphics/TV/film) looking to switch sides into agency land – in a senior role there too. I have a lot of experience directing teams of designers, coming up with pitches, directing TVCs and creating motion graphics. I’ve won awards. I’ve also done AWARD School. But it seems that none of my experience counts with agency HR. Read more »
Free to air TV networks through their binding body Free TV Australia is on the precipice of losing traction amongst marketers and media agencies. Read more »