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 »
While emotions may be inescapable when it comes to decision making, marketers have the power to harness them say Ashton Bishop and Gary Wilkinson.
No matter how tough, detached and rational we believe we are, we still make emotional decisions and then make rational justifications. It’s not just buyology (the way we buy), it stems from biology (the way we’re built). Read more »
In his monthly Encore column, STW’s Chris Savage answers your career and agency questions.
I’m having a crisis of confidence. My job, and the marketing industry, just seem to be getting harder. I’m not sure if I have what it takes to be in this business anymore. Will this feeling pass or should I cut my losses and get out now? Read more »
Nearly 20 years ago, my first piece of journalism was published. For a music fan, it was an auspicious beginning: I saw a young You Am I supporting rock behemoths the Beasts of Bourbon at the Mansfield Tavern, one of those great suburban beer barns that gave up on live music long ago. One band was at its peak; the other scaling theirs. My review appeared in a Brisbane street paper, and I was paid $35. Read more »
Fairfax’s AGM statement this week and today’s quarterly release of newspaper criculation numbers include digital data – but without enough detail to give a true picture, argues Merja Myllylahti, in a crossposting from The Conversation
Following yesterday’s comments from Fairfax boss Greg Hywood that the company will be pushing into content marketing David Pembroke offers some advice
Could I be presumptive enough to offer Fairfax a very warm welcome to the Australian content marketing industry.
While there are a few of us who have been around a while, it is reassuring to have a giant walk into the room looking for a seat at the table. Read more »
Move over Mad Men – there’s a new group of advertising executives hitting the small screen. The Crazy Ones, a TV series set in a Chicago advertising agency, is currently the top-ranked show in the new US television season and it’s screening now in Australia.
There are some heavy hitters involved too. The Crazy Ones stars former vampire slayer Sarah Michelle Gellar and comedian Robin Williams. It’s created, written and produced by David E. Kelly, the man behind legal dramas Ally McBeal and Boston Legal.
Where do creatives find the stimulus for fresh ideas? In a feature that first appeared in Encore, Megan Reynolds looks for the source of inspiration.
Coming up with fresh ideas day after day is no easy task, particularly when you’re operating in an increasingly cluttered market where a unique voice is hard to find. For creatives working in the media, marketing and entertainment industries, constantly producing ideas requires an established set of skills and something else altogether: inspiration. It’s an elusive impulse experienced by some more than others. But is it something creatives can tap into more frequently if they put their minds to it? Read more »
Given the dominance of all things online in our lives, it’s amazing how firmly wedded advertisers are to traditional TV as the lead medium for mass-market campaigns. Read more »