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Opinion | Features
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.
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.
Coming soon… The Mumbo Report
Next week sees the launch of Mumbrella’s first foray into video content.
We’ve been working with TV and video production house Studio 33 to create what will become regular updates.
The above (with apologies to BMF and MLA) is just a teaser. To see a few more clues regarding the content, tune into the commercial breaks around adland drama 30 Seconds, which debuts on Foxtel’s The Comedy Channel on Monday night.
We will also be uploading content to The Mumbo Report channel on YouTube. Feel free to subscribe.
More follows next week…
Tim Burrowes
September 4th, 2009 at 8:22 am
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Comments
4 Sep 09
8:39 am
ah, this made my day. and it’s only 8:45am!
4 Sep 09
9:01 am
Iconic!
4 Sep 09
9:01 am
That was awesome!
Thank you, Tim. Great start to the morning.
4 Sep 09
9:06 am
Gold!!
Watch out David Koch, there’s a new housewives favourite in town
And I always thought that show was called Two and a Half Braincells …
4 Sep 09
9:11 am
Gold! More of this please.
4 Sep 09
9:17 am
I’m sensing a paradigm shift here. Tim, you are the Zeitgeist.
4 Sep 09
9:23 am
A fine first effort & looking forward to the next episode!
4 Sep 09
9:35 am
OMFG!
4 Sep 09
9:42 am
At last! Mumbrella is quickly becoming the king of all media.
I think it’s safe to say that the world cannot wait for The Mumbo Report! Great work… you’re truly shifting the paradigm (had to use that once since someone else took ‘iconic’ before).
Good luck… and love the set.
T
4 Sep 09
10:15 am
Tim you remind me of Quentin Tarantino, hahahaha
http://www.youtube.com/watch?v=upFd2KJd5z8
4 Sep 09
10:43 am
Nice style Tim – you have my attention….
4 Sep 09
11:11 am
I like it because it’s angry.
4 Sep 09
11:28 am
This is the best example of productizing bricks-and-clicks convergence, repurposing collaborative bandwidth and synthesizing global eyeballs I have seen in ages.
Well done!
4 Sep 09
11:50 am
Yeah, what Cathie said.
4 Sep 09
11:56 am
Looking forward to it. Less furrowed brow.
4 Sep 09
12:05 pm
Nice one Tim, can’t wait for the rest.
4 Sep 09
12:17 pm
Not often you see someone simultaneously channeling Sam Kekovich and Ian Hislop (heehee) Tim!!
4 Sep 09
12:32 pm
Teeehee – Hope it lives up to the preview!
4 Sep 09
12:42 pm
I think the production by Studio 33 is particularly outstanding.
4 Sep 09
12:46 pm
Nice one! Watch out Sam Kekovich!
4 Sep 09
12:46 pm
Absolute ball tearer, what a load of fantastic mumbo jumbo! I look forward to having a bevvie with you over in Manchester kind sir.
4 Sep 09
12:58 pm
Sarcasm is beautiful. Can we have some more please.
4 Sep 09
1:06 pm
About time someone said it like it is…can’t wait to hear more from Dr Mumbo. No cash for comment please.
4 Sep 09
1:08 pm
Hey Tim. Really great !!! Jenni Freelance Factory
4 Sep 09
1:14 pm
make sure you neaten your tie and pull you jacket down at the back next time.
where’s scott and his whackiness?
4 Sep 09
1:19 pm
I like the slightly besheveled look. Very naughty school boy or Dennis the Menace. Maybe bring in some quips from Gnasher. Jenni FF
4 Sep 09
1:22 pm
Nice one Tim.
Made me laugh on a nice Friday afternoon.
However, if you can swear in this does that mean I can now swear in the podcasts? Or are you censoring me?!?
4 Sep 09
1:43 pm
And you kept your ‘f’ quota to only one!
4 Sep 09
2:06 pm
Awesome! And even though this is just going to imply that I have too much time on my hands, I checked, and Nine actually shows Two and a Half Men nine times a week. Crazy town!
4 Sep 09
2:18 pm
nice tie.
4 Sep 09
2:34 pm
iconic, simply iconic
4 Sep 09
2:59 pm
Lurvely.
What’s social media?
4 Sep 09
3:39 pm
Wow angst baby! Who won’t dare miss this gentle teddy bear? All the best and GGRRRRRRRR Get ‘em Tim and crew!
4 Sep 09
4:32 pm
bloody brilliant tim!!!!
4 Sep 09
4:32 pm
We all watched the video and thought “loose cannon with a dose of bitterness. Very unusual”
4 Sep 09
4:33 pm
Is this all a thinly veiled bit to secure a cameo role in 30 Seconds Season 2
?
4 Sep 09
7:01 pm
Fuckin eh! You go stick it to those smarmy media & marketing tossers and dickheads (that’s everyone in marketing and the media, isn’t it). Hmm, now I feel like having a root…
4 Sep 09
9:07 pm
What a media wanker
4 Sep 09
10:12 pm
The Sydney social media agency audience will love it!
5 Sep 09
12:25 am
Glad to see I’m not the only person who has picked up on the Tarentino look alike.
You’re an angry man Tim.
5 Sep 09
7:03 am
Awesome.
As Head Engagement Connection Officer and part-time Social Media Integration Wonderman, I can’t wait for this to work on YouTube so that Natalie Tran has some ‘mature’ competition and to justify YouTube being the only media channel I recommend as part of my non-media media recommendation to drive relevancy and saliency for brands with 5-line positioning statements.
Nice to see you back in a suit.
7 Sep 09
10:08 am
Love it!
7 Sep 09
12:55 pm
Nice work indeed Tim!
Part Sam Kekovich, part Garth Merenghi.
Darkplace Mumbo!
8 Sep 09
10:00 am
Lovin’ it!
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