Is LinkedIn killing the trade press?

Steve BlakemanIn this cross-posting from Mumbrella Asia Steve Blakeman shares his experience using LinkedIn’s publishing service, and wonders if the business social network has replaced the trade media as the best place for executives to voice their opinions.

There has been a quiet revolution over the past 8 months since LinkedIn fully launched it’s ‘Publishing’ service – now everyone has the opportunity to be their own author, curator and commentator without the need to have a publication validate their work. Just over 1 million individuals have now published on the platform and 45 per cent of its readers are in the upper ranks of their industries (i.e. managers, directors and CEOs). Impressive stats right? Read more »

The QR code is back (but not as we know it)

MarcusTesoriero-HeadshotWhile QR codes failed to live up to the hype in linking the physical and digital worlds there are a lot of new versions finally doing the job well writes Marcus Tesoriero

No less than five years ago, traditional QR codes were promising us all huge things. Although adopted late through advertising circles, they were destined to be the big break we were all looking for: the simple connection between people and brands, allowing a quick, seamless interaction from real world to digital. Goodbye awkward thumb-typing of URLs into mobiles, hello speedy brand loyalty and integrated reward systems.

Read more »

Hey sponsors, how’s that fist shaking at FIFA going for you?

Andrew WoodwardSponsors who spoke out about FIFA have left themselves associated with the bad times that are past, not the good times to come, argues Andrew Woodward.

The FIFA World Cup and football are about to become an even more lucrative property to sponsors as the world governing body of the sport exorcises itself from the clutches of its outgoing President Sepp Blatter and the horrid culture he will take with him.

If I were a sponsor now, I would be pretty happy. If I was a potential sponsor, I would be accelerating my efforts to get on the football bus and get a deal signed before others do. Read more »

Is Foxtel boxed into a corner on sports rights as video streaming takes hold?

Screen Shot 2015-08-14 at 3.02.56 pmIn a week of big news in the sporting rights space, Marc C-Scott looks at the Nine/NRL deal and asks what implications it will have for the likes of Foxtel and Telstra. 

The Nine Network this week secured the broadcast rights for the NRL, in a five year deal to start from 2018. This has removed the possibility of Foxtel and Ten establishing a combined bid for NRL, although the AFL rights are yet to be confirmed. Read more »

Career Coach: Is the grass really greener on client or agency side?

Kate SavageThis week’s Career Coach dilemma deals with what you should be thinking about if you are looking to change roles. 

Hi Kate, After 10 years agency side, I have now been client side for about four years. But I’m not enjoying it at all. All my friends have told me not to go back into agencies, but I’m so bored client-side, what should I do?”

Read more »

Opt-In, Not Interruptin’: Are the efforts you put into branded videos making an impact?

yoav tourelThousands of brand videos make it onto the internet every day and sink without trace. Yoav Tourel looks at some of the key ingredients to making an impact in the medium. 

In a marketing world that is shifting to content creation and distribution, video becomes a crucial ingredient of any content marketing campaign because of its ‘magic’. Read more »

Who would you not represent?

Tobacco, adultery and gun-toting dentists are some of the things PR agencies are regularly asked to represent. Miranda Ward asked several agencies how they deal with potentially questionable clients, and how that might impact upon their agency brand.

At the end of last month full-service crisis and issue management specialist J Austins & Associates took on American dentist Walter Palmer, the man who killed Cecil the lion, as a client, ending the relationship 24 hours later stating they had only been asked by another firm to help distribute the dentist’s statement to the global media.

Walter Palmer is a pretty spicy brief for an agency to take on, but what happens when a PR agency is wary of taking on a client? Read more »

Drone on: What you need to know to stay on the right side of the law

With drones becoming increasingly popular for filming for agencies and news gatherers Chris Paver takes a look at the legalities around the emerging technology.

As the popularity of drones rockets skywards, it is not surprising that more and more agencies and brands and turning to the use of drones in the filming and creation of ads. Read more »

What does the demise of Content Marketing World Sydney tell us about the industry?

matt rowleyIn this opinion piece Matt Rowley argues publishers need to wrest control of content marketing from agencies and consultants.

Last week the Content Marketing Institute announced, via email, that there would be no Content Marketing World Sydney next year. Pulling the plug on an event in the hottest marketing trend would seem a little strange, especially after running three of them.

But there’s good reason – content marketing is changing. Many have had a chance to try on the Emperor’s new clothes and the draught is noticeable. Read more »

Alphabet: The A-Z of Google’s discomfort

Matt FarrugiaOvernight Google created a new company Alphabet as an umbrella brand for all its business arms. Matt Farrugia looks at what the decision means, and what others can learn from it.

Following today’s announcement of Google becoming ‘Alphabet’, the world is abuzz as to what has motivated the decision.

Why are they doing this? How will this affect my business/clients? What can we learn? Should we do the same? Read more »

What does it mean if Google and Facebook dominate the future of e-commerce?

Richard ParkerDigital behemoths Google and Facebook are already owning an ever growing share of ad spend. Richard Parker explores what impact it have if they come to dominate the e-commerce market as well.

As Aussie retailers struggle to get e-commerce, let alone omni-channel right, and as John Batistich, marketing and digital Director of Westfield comments that while the internet dominates search ‘something changes at the buy stage’, it turns out the two biggest tech brands in the world (ish) aren’t sitting on the sidelines to watch. Read more »

(Marketing) Science needs debate to progress

PhilPhelan_2Marketing science has become a fashionable term, but we need to stimulate a genuine debate around its concepts before it can be considered real science argues Phil Phelan.

Marketing science in its current incarnation is not the strong force for progress our industry needs it be.

At best it keeps the idea of science as a ‘good thing’ visible, at worst it’s a comfortably numbing replacement for having to think about how to deal with change and uncertainty. What’s missing is debate. The kind of robust debates that characterise truly scientific communities, that make people question, explore, challenge and ultimately progress. Read more »

Marie Claire at 20: Jackie Frank on how it has evolved from a magazine to a brand

Marie Claire editor Jackie FrankAs Marie Claire celebrates its 20th anniversary with a special edition and one-hour show on Channel Seven, out-going editor Jackie Frank talks to Mumbrella about the title’s history, the changes in the industry and how being an editor now also means being a brand spokesperson.

Jackie Frank first took the helm of fashion and beauty mag Marie Claire in 1995. In those 20 years a lot has changed. Read more »

Quickflix appears to have given up but what are the lessons for Aussie media?

Nic-Christensen--234x151Quickflix appears to be engineering a reverse takeover with its new Chinese partner, after having burnt some $30m+ of shareholder money, but Nic Christensen asks if the bigger lesson here may be that Australian media players are too small to go it alone in a global market? 

It’s only two months since we had all the key video streaming players on stage at Mumbrella360 and already some of the predictions made that day appear to be playing out.

On stage Fetch TV boss Scott Lorson told the audience the war between Netflix, Presto, Stan, and the struggling Quickflix would claim its first victim “within 12 months”.  Read more »

Q&A: Rob Lowe and Matt Holmes on their more ‘human’ PR agency Poem

Poem bosses: Holmes and Lowe

Two months after officially leaving roles at large agencies to launch the more “human” PR agency Poem, founders Rob Lowe and Matt Holmes sat down with Mumbrella’s Miranda Ward to discuss the agency’s future and the state of the PR industry.

What are the challenges involved in launching an agency? Read more »

Content marketing should put audience first, brand second – or else you’re doing it wrong

Suz TuckerToo many content marketers put the brand rather than the audience first argues Suz Tucker.

Advertising’s most handsome fictional sage Don Draper once said of his tradespeople: “People tell you who they are, but we ignore it because we want them to be who we want them to be.”

Traditional advertising can be beautiful or clever or really expensive, but it’s also always about something the brand wants us to want or need. Read more »

Career coach: Can I get ahead without sucking up to the bosses?

Kate SavageThis week’s career coach advice looks at how people averse to schmoozing their bosses or struggling with a clique at work can advance their career.

Dear Kate,

There’s a guy at work, we started at the same time and he seems to be getting all the kudos and the promotions while I’m constantly fighting to prove my worth. He bills less than me, works less than me, but he still seems to be golden boy. It’s so infuriating! I can’t and won’t suck up to the bosses; it’s just not me. How can I get back on par with him without having to be fake? Read more »

Tourism NZ CEO Kevin Bowler on moving on from Middle Earth, using data and why Australia is now their only traditional advertising market

Kevin Bowler, chief executive, Tourism New ZealandKevin Bowler is the CEO of Tourism New Zealand, the creator of one of the world’s longest-running tourism campaigns, 100% Pure New Zealand.

In this interview with Mumbrella Asia editor Robin Hicks at New Zealand’s High Commission in Singapore, Bowler talks about the new ‘Every day a different journey’ campaign, developing a 15 year-old idea in consultation with Maori elders, and how the organisation is using data to convert the curious into visitors. Read more »

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