-
Opinion | Features
Woz not great
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.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
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.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In 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.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’.
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.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, 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)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While 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:
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.
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 betterI’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.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere 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.
Collective Shout reveals list of ‘sexploitative’ brands to boycott this Christmas
An Australian organisation has called on the public to boycott brands this Christmas that it believes sexualise and objectify women and girls.
According to Collective Shout, the companies on its list have been the worst at objectifying and sexualising women and girls through advertising and marketing in 2011.
Collective Shout spokesperson Melinda Tankard Reist, who recently wrote an opinion piece for Mumbrella, said: “The companies we have named do not respect women, they have not responded to complaints or changed their ways, so we are calling on shoppers to boycott their stores and labels during the holiday season.”
The organisation has put jewellery and accessories retail chain Diva at the top of the list. The chain recently placed playboy merchandise next to Winnie the Pooh and Disney princess necklaces. The organisation started a petition, collected over 7,000 signatures and delivered it to Diva stores.
Also on the list is Unilever’s Lynx deodorant brand, notably for its “Rules to Rugby” ad that showed slow motion and close up footage of women playing rugby in tight, small uniforms. The commercial was banned by the Ad Standards Bureau.
Numerous clothing retailers including City Beach and Cotton On have been placed on the list for selling t-shirts with naked or semi-naked women on them.
The full list of brands has been revealed www.collectiveshout.org.
November 15th, 2011 at 9:57 am
-
-
Follow Us
-
Email Newsletter
Latest Jobs- Outdoor- Acct Manager $100-$130k - Syd
- Sunglass Hut Brand Marketing Manager - 6 month Contract - North Ryde -Sydney NSW
- TV ACCOUNT Manager - Syd
- Digital Manager – Diverse role at top media agency - Sydney
- Digital Manager – Diverse role at top media agency - Sydney
- Account Managers - $60-$85k - Syd
- Account Director - Pyrmont
- Senior Account Manager - Account Director - PR Agency - Edgecliff
- Account Manager- Shopper/Promotional Marketing - Sydney
- Account Director – Promotional - Shopper Marketing - Sydney
Comments
15 Nov 11
10:05 am
Collective Shout….I’d hate you if you weren’t irrelevant
15 Nov 11
11:03 am
Wow! Some people seriously have too much time of their hands – there are some truly offensive ads out there – ie the Roger David ad – but this Lynx ad was brilliant.
It was banned because it was sexual – but just because it is sexual does not make if offensive to women.
My lesbian colleague was complaining she couldn’t get into the World Cup as she didn’t understand the rules – i sent her a link to this video – she and her wife loved it!
I hate seeing young girls wearing playboy things – but surely thats their parents issue not Divas?
15 Nov 11
11:29 am
I’m fairly sure this list was promoted the other day in the original blog post on this topic. Surely there has been enough already on this? Or perhaps it is to remind us all how this group seek to use intimidation to impose their unrepresentative and ill-informed moralistic views.
15 Nov 11
11:33 am
What an excellent job Collective Shout is doing to expose this horrible stuff. I found this great tea company who are an Australian alternative to Unilever Lipton tea, one of the companies on the crossed off list. And what’s more they deliver for free.
(spammy link removed by Mumbrella)
15 Nov 11
11:37 am
I can almost 100% guarantee that every random male name like ‘Bern’ that comment in support of these rediculous actions of Collective Shout are actually woman who work for the cause.
15 Nov 11
11:47 am
You think we might get 156 comments on this?
15 Nov 11
12:05 pm
Hmmm Tim wants some coments.
Adgrunt can U please step up and help poor ole Mumbrella with some pageviews please?
15 Nov 11
12:11 pm
Good on them. I hate seeing companies and corporations with no social responsibility. I would be very happy to spend my money on goods that have been manufactured and sold ethically.
15 Nov 11
12:22 pm
marketing departments might have to choose real ideas now instead of just sexism.
15 Nov 11
12:46 pm
Tim? Are you moderating the product placement above by @Bern?
15 Nov 11
1:11 pm
Thanks for flagging, Okay. Now moderated…
Cheers,
Tim – Mumbrella
15 Nov 11
1:44 pm
Brilliant work Bern! There should be an award for what you just did: Smoothest Incorporation of a Product in a Posted Comment -with a link.
(Hope OKAY is happy.)
15 Nov 11
1:51 pm
I agree that companies should be more responsible when advertising their brand – personally, I don’t want to have to explain the concepts that these types of ads put out there, to my young children…
15 Nov 11
1:59 pm
I am going to use Collective Shout’s list as my shopping guide for Christmas Presents for my five sisters, two aunts, two grandmothers and one mother this year. I don’t like lazy advertising but I hate people preaching to me as though they know better.
15 Nov 11
2:09 pm
I would like to know why we value our own rights of expression as adults over the collective good of the community – a large portion of which are children?
I’m sure those against collective shout’s concern for the sexploitation of women and children do not have daughters. With the advertising thrust in their face constantly, it is a struggle to teach young girls they are worth more than their body parts!
15 Nov 11
3:04 pm
Ugh, I hate Diva now. I will never shop there again. First of all, they start stocking Playboy jewellery like pendants with “Miss June” or “Playmate” on them next to their kiddie ranges, and then, they simply deleted all legitimate complaints from their facebook. The whole situation was very poorly handled, and even with Playboy off their shelves, there’s no way I am staying a customer.
15 Nov 11
3:04 pm
ahhhh come on – I am a grown up openly gay woman and I love the lynx ad!
I’d rather watch these gals than the boof heads who actually play the game….
why is that so wrong???
15 Nov 11
3:05 pm
As a father of two young daughters, I appreciate this list. It makes it easier for me to stay away from retailers who do not respect women.
15 Nov 11
3:59 pm
Have you seen the David Jones ? ad with the lovely lady wearing a mans shirt in a post sex pose with an undone button in an extremely provocative place with the headline: “It would look better on a man.”
I find that ad VERY offensive.
There is no way it would look better on a man. I know men who wear those shirts and they are usually overweight, balding, middle age brown noses that troll blogs during their breaks after marketing meetings. It is completely untrue that it would look better on him and should be sent the ASB for false advertising.
Can you add that to your list ?
15 Nov 11
5:20 pm
Can somebody PLEASE think of the children?!
15 Nov 11
9:23 pm
Irrelevant? Lol
Yeah that’s why everyone is commenting on it and others are getting on board. Good on them.
15 Nov 11
9:40 pm
Helen lovejoy, love it. But the real reason it got banned is because it’s…well… shite.
15 Nov 11
9:55 pm
Where’s that Matthew chap when you need him?
15 Nov 11
10:55 pm
I love the Lynx ad. I am a male, mid 20′s. I guess I like it because I’m their target market. They didnt show it on TV, now through the publicity from the people complaining about it, I’m guessing a tenfold more people have seen the ad. Mission complete aye, Lynx.
Get over it people.
15 Nov 11
10:57 pm
BTW, that Diva shop putting Playboy next to Disney stuff… Come on. Seriously. Anyone can see that’s just wrong. That shop is a little girl’s cheap jewellery paradise.
16 Nov 11
12:42 am
I always buy my friends and relatives Lynx for christmas. Now I’ll just have to get them cans of Rexona instead.
17 Nov 11
7:12 pm
From your article I understand the the Lynx advert has been banned by the Advertising Standards Bureau. How then can Mumbrella still show it?