Why agencies need to rethink the question of talent

ashley farr head shot In this guest post, Ash Farr, CEO of McCann Australia, argues that adland needs to attract coders and computer science graduates – and industry courses such as AWARD School need to be radically revamped.

The increasing complexity of our industry means agencies need more top-level marketing experts than ever before. Where traditionally we focused on hiring and rewarding process people, we must now approach the critical question of talent from an entirely different perspective. Read more »

How to survive at the top

Survival at the topWhy is it that some leaders come and go from their roles in just a year while others last decades? In a feature that first appeared in EncoreMegan Reynolds looks at what it takes to stay on top. 

Although they may be the envy of thousands below, for many who soar to the pinnacle of their professions, the time at the top is short-lived. From media agency bosses – agencies such as Mindshare, Ikon, Mediacom, Initiative and ZenithOptimedia have all appointed new CEOs within the last two years – to leaders of media organisations and publications like magazines and newspapers, the top jobs are coveted and highly sought after. Read more »

When the CEO’s fist smashed into the table… I finally learned something.

Ashton BishopIn this guest post, Ashton Bishop calls for agencies to stop pretending they understand their client’s business

You can’t work in advertising without pitching. And you haven’t worked in advertising until you’ve brutally lost one.

My brutal humiliation happened five years ago when a major media client interrupted us mid-sentence. Read more »

A daily circus act

What's next in journalism?When broadcaster and former journalist Wendy Harmer launched The Hoopla, she dipped into her nest egg to cater for an audience that had largely been ignored. In this extract from What’s Next in Journalism? she shares her plan.

Looking back, I needed The Hoopla like a hole in the head. Read more »

Why big agencies don’t always know best

eaon_publicityThe argument that brands should stick with their existing agencies because they know them best is utter tosh says Eaon Pritchard, in a piece that first appeared in Encore.

For an agency to claim that they deserve to hold on to an account because they are the only agency to really ‘understand the brand’ is just about the best case I’ve heard for them to be fired. Immediately. Read more »

Fake it ‘til you make it… as a quiz show host

Tractor-Monkeys-Merrick-WattsIn a piece that first appeared in Encore, Merrick Watts, host of Tractor Monkeys, tells us how to do his job.

What does a quiz show host actually do?

It depends on the type of quiz show. If you’re Larry Emdur on the Price Is Right, then your job is to be touched on the bum by horny housewives. Read more »

Here’s to the specialists

sean pickwell profileIn this guest post, Sean Pickwell, boss of specialist celebrity agency Waterfont, decries the rise of the generalists.

Every agency can do anything their client asks right? In these desperate times most agencies will try and get as much work out of their client as possible – it’s logical… isn’t it?

But is the client getting the best work? And what about that old school thought of being really great at what you do? Read more »

Fake it ’til you make it… as a planner

Al CrawfordIn a piece that first appeared in Encore, Clemenger Sydney’s Al Crawford tells us how to do his job.

What does a planner do?

Alongside ‘are you a good and generous lover?’, this is the question that most strikes fear into my heart. I pity the fool that lobs this one at me – generally cab drivers and sympathetic souls that see me looking lonely at barbecues. Read more »

Why paid job boards are as doomed as the town crier

glyn brokenshaJob boards like Seek may have crippled the classified revenues of traditional media giants, but they will themelves be destroyed by the next wave, argues Glyn Brokensha

Popular internet job boards are set to vanish just like the town crier. In medieval times, town criers were the chief means of communicating news. We don’t see too many job ads for town criers now. Read more »

Now Abbott’s in, what will The Australian do?

In this crossposting from The Conversation, former journalist Dennis Muller of the University of Melbourne, argues that The Australian faces an ideological dilemma now Tony Abbott is in power.

How does a newspaper of strong ideological preferences – such as News Corp broadsheet The Australian – respond when there is a government in office that more closely shares its ideology than did the previous government?

Given the parlous state of Australia’s newspaper industry, this is not an idle question. Read more »

What media agencies can learn from Clive Palmer

Maxus Rob PardiniIn this guest post, Maxus’s Rob Pardini argues that smaller agencies need to find ways of differentiating themselves on things other than price. 

Clive Palmer has grabbed widespread media attention lately, with one sensationalist allegation after another. Read more »

The sweet smell of success (and Old Spice)

I love an overnight success story.

And it’s not even a couple of years since former media sales rep Christiaan Van Vuuren (aka Bondi Hipster Dom) talked at Mumbrella360 about how he was living at his parents to afford to pursue his video making vocation. Read more »

Who’s afraid of the online invaders?

Online invadersWith new entrants into the online news space such as The Guardian and The Conversation, do established players like Fairfax and News Corp have anything to fear? In a feature that first appeared in EncoreNic Christensen investigates.

It wasn’t long after The Guardian newspaper confirmed it would launch an Australian edition in January this year that the local media began speculating about the threat to established players. Read more »

An answer for Adam: how can we make social media nice?

Adam FerrierIn a feature that first appeared in Encore, Adam Ferrier asks what can be done about the dark side of social media.

I hate social media. Most of the heavy weight proponents of social media do nothing but reinforce that those who love it are self-obsessed, angry, humourless and desperately looking for friends, while making enemies. Social media creates (and fosters) a culture of bullying. Read more »

Questions for Esther – choosing the right path

Esther ClerehanIn a monthly feature that first appeared in Encore, Esther Clerehan answers agency and career questions. 

Hi Esther,

I’ve been participating in AWARD school and now that it’s getting down to crunch time the all important decision of labelling yourself is more pressing than ever. Read more »

Why marketers shouldn’t twerk

CharleBrands – there’s no need to bounce your booty to be noticed in the online world, argues Boom Natives’ Charlie Leahy

As shock, horror and sheer wonderment grip the globe thanks to the rapid and seemingly over-night transformation of Miley Cyrus from pop princess to nymphomaniac nutcase, you have to ask yourself has the world gone twerk crazy? Read more »

Twitter’s IPO: what we know so far

David GlaneAcademic David Glance, from the University of Western Australia, looks at the upcoming Twitter IPO and prospects for advertising revenue in the future. 

In a tweet that could represent US$110 million for every one of its 135 characters, Twitter last week announced that it would be following fellow social network providers Facebook and LinkedIn in becoming a publicly listed company. Read more »

Fake it ’til you make it… as the head of content

Matt PinkneyIn a piece that first appeared in EncoreMatt Pinkney, head of content for AFL Media, tells us how to do his job.

What exactly do you do?

I manage a team of multi-disciplined pros who analyse, deconstruct, document and celebrate AFL footy across a range of traditional and digital platforms. I also wrestle with the question of how we can continue to provide compelling, sticky content experiences to punters in the age of digital promiscuity. Read more »

 
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