Plain and simple

The best pieces of marketing make a case so well, it feels like there can be no further argument.

Like this piece for Cancer Research UK making the case for plain packaging for cigarettes. Read more »

Why is advertising so much better in New Zealand than Australia?

Ok, so this isn’t a new observation.

But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.

Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average? Read more »

My memo to your boss

So let me guess?

You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?

Good news! I think I can help.    Read more »

Woz not great

woz live

In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.

This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.    Read more »

Innovation is the remedy for the ailing magazine industry

With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.

Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle. Read more »

The Voice – Australia’s best example yet of social TV

Rodd MessentIn this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .
I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.
It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.    Read more »

Why brands are the US Army – and culture jammers are the Viet Cong

In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.

Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’. Read more »

Branded content is dead. Long live branded content

In this guest posting, Anthony Freedman argues why branded content is making a comeback.

A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.

There were varying degrees of success with this model. Read more »

Shock advertising: 30 ads that would give Australia’s ad watchdog a coronary

Is shock an underused weapon in Australian advertising, asks Robin Hicks

Today, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)

Read more »

Nine problems stopping The Global Mail from getting an audience

global mail logoWhile it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.

I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.

And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.

Regardless, here are nine areas they can easily start to address: Read more »

Journalism’s new model?

Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.

With little fanfare, philanthropically funded news site The Global Mail launched in February this year.

The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million. Read more »

Five things that make a great suit

In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work better

I’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.

Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.

Read more »

The top seven…most patronising pieces of communication

Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…

1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.

Read more »

TV audience measurement – why big isn’t always beautiful

the voice logoIn this guest post, Chris Walton argues that the media industry needs to take a new approach to TV trading

There has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.    Read more »

How do you solve a problem like Blunty?

BluntySo if you were the proposed News Standards Body, how would you regulate Blunty?

The News Standards Body, in case you didn’t notice, is the new organisation proposed by the Convergence Review this week to regulate news and commentary, regardless of platform.

Blunty, in case you didn’t notice, is the video blogger who this week went viral after he filmed a guerrilla marketing demo outside Apple’s Sydney store apparently as a coincidental bystander, but later admitted he’d been put up to it by BlackBerry.    Read more »

50 ads where music made the difference – and why agencies should think of music first, not last

Music can make an average ad great. So why, Robin Hicks asks, is music the last thing a creative thinks about when writing an ad?

My favourite TV ad of the year so far is the Let Yourself Go spot for Kangaroo Island.

When it didn’t win Mumbrella’s Ad of the Month for March (it came third) I felt aggrieved for the agency that made it. But less so a week later when it emerged that the agency had paid celebrities to tweet nice things about its work.

Let Yourself Go is a stunning spot with lots of pretty images. But it would probably have had a similar effect on me if I’d watched a blank screen for 60 seconds. Read more »

Reality bites: filling the reality casting pool

As Australian producers create more reality content, is there an endless supply of willing people to cast in these shows? Georgina Pearson finds out how reality casting works and those cashing in on the success of its previously unknown stars.

Flick through a TV guide on any given day and chances are there will be at least one reality show filling a prime time slot. Read more »

MythBusters for music: log on and tune in to stay tuned

Forget Video Hits and Rage, today’s kids are programming their own music show. Georgina Pearson goes on set of the ABC3 series Stay Tuned and finds a small crew with a knack for multitasking and a passion for sharing music with the younger generation.

TV for tweens is a seriously hard sell. Pitching the who’s who of music to an audience of pre-pubescent Bieber wannabes is fraught with danger. So it’s just as well ABC3’s Stay Tuned has a different agenda, or as it happens, no agenda at all. Read more »

 
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