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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.
CommBank unveils its new direction and moves on from comedy ad agency
Hours after a planned press conference to launch the Commonwealth Bank of Australia’s new ads was cancelled, the organisation has quietly released the first of the new work online instead.
The campaign, which marks a move away from the inept fictional American ad agency created by Goodby, Silverstein & Partners instead focuses on talking up the bank’s relationship with the community.
It was due to be unveiled today but called off yesterday afternoon by the CBA which cited the need to finish editing.
However, it was uploaded onto CommBank’s Youtube channel without any fanfare a couple of hours ago.
Like the original campaign, it still retains a postmodern twist, with the voiceover in the style of a film script beginning: “We open on a girl. She will show us all the things that make her happy.” And it concludes with a reference to the logo.
The ad makes its debut on television on Sunday.
Yesterday The Australian quoted Jeff Goodby as predicting that unlike the original campaign, the new ads would reach widespread popularity. He said:
“The anonymous bloggers can get some sleep.”
AdNews reports that the campaign has been directed by Jean-Pierre Jeunet, who also directed the movie Amelie.
June 18th, 2010 at 5:26 pm
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Comments
18 Jun 10
5:32 pm
Can see the Amelie reference (shameless rip off?)
But I like it!
18 Jun 10
5:35 pm
Thank heavens for that.
A good ad, nothing great, yet still beats those horrid agency ones. Don’t think the snide comment by Goodby was needed.
‘The anonymous bloggers can get some sleep’ – Wanker, 2010.
18 Jun 10
5:54 pm
All this song and dance about nothing.
How much of my CBA interest mortgage money is going towards paying for this pedophilia ad, do you think this relates in any way of form to children in need. Fat cat pays certianly clouds you judgment Mr Buckman.
I do think its about time you pull your arse into gear and do something good for the people instead of wasting another 300k-500k on an ad telling people you giving grants of 10k to needed kids. Determined to be different, no need to shout of it and tell the world. Why not shout about giving the 500k or so it cost to make the ad to the children in need or maybe buy them a home and care for them.
I certainly would love to see my interest money used more wisely by these fat cats, Mr Rolf Harris, what are your thoughts on this?
18 Jun 10
6:21 pm
Needs colour.
David, it’s by the same director as Amelie. Not so much a ripoff as it is the style he’s famous for and why they hired him.
I don’t hate it, nor am I amazed by it either.
18 Jun 10
6:21 pm
Can they please can the wanky post-modern meta referencing. It was bad enough with the last campaign being all about the ad industry, but this one also assumes that you’re going to like the voiceover dude faffing on about ad industry jargon. Message to ad producers: no one actually likes you, so don’t insert yourself between the product and the consumer.
18 Jun 10
8:00 pm
this is definitely different.No question that it clearly has cost a lot but it will definitely cut through. The only negative – i had narratives…
18 Jun 10
9:39 pm
I couldn’t tell the difference.
18 Jun 10
10:27 pm
I think the ad was cute and adorable (so is the girl in it).
And I don’t think rip-offs exist anymore. They will just say it’s an homage or something.
19 Jun 10
10:57 am
I totally agree with Paul about the meta-referencing — I came here to post the same comment myself. What is it with CBA’s obsession with abstracting itself from the advertising process and commentating on it in its ads — what is wrong with just presenting your message in the ad, in the traditional way?
19 Jun 10
11:23 am
The tone and pace of this spot is so remarkably different to the seppo ad agency stuff. No wonder people feel disengaged with banks – they are constantly “reinventing” themselves with new expensie advertising campaigns and taglines. Do they honestly expect us to believe CBA are being “different” by giving to charity? Or have they been sold a lemon by Goodby that the answer to all their troubles is a new stylised TVC?
At least “Which Bank?” differentiated the bank with a light-hearted personality we could all enjoy for 30 seconds before going to make a cuppa. And they stuck with it
19 Jun 10
12:30 pm
Marin,
Calm. Down.
19 Jun 10
12:34 pm
looking like the whole add campaign is going to be an Amelie remake
are there any original ideas in advertising today ?
19 Jun 10
12:59 pm
Newsflash >>>
Jean Pierre Jeunet has agreed to agreed to direct the new
David Jones advertising campaign in the same vein as his
recent Chanel No.5 Audrey Tautou here. http://bit.ly/g5hCp
The ads will feature appropriate conduct of staff when travelling
19 Jun 10
11:53 pm
Wasn’t it a fictional *American* ad agency in those Commonwealth ads? (Check the second paragraph.)
20 Jun 10
10:31 am
How can someone rip off their own style?
Cute over content, but then animals are equally over-used.
20 Jun 10
12:46 pm
Marin.
Perhaps they should put their money into your education.
Rolf Harris…… Who is he?
Ralph.
20 Jun 10
1:29 pm
More advertising from a bank targeting their own marketing team. Is that crazy voiceover referencing the logo, etc about try to prove it’s connected with the ad agency campaign?! Perhaps a return to “Which Bank” is just around the corner once they are different and not just determined to be. It’s just more of the same big bank advertising where they got absolutely nothing to say. Let’s hope those challenger banks start to get a bit more traction!
20 Jun 10
1:54 pm
Saw a comment on another blog.
“It’s like buying a Bugatti Veyron to cart firewood around the paddock”
Have to agree.
Hey, let’s get Stephen King to direct our “Down, down, the prices are down” commercial!
21 Jun 10
7:39 am
You’re right, Daniel – my bad, now updated.
Cheers,
Tim – Mumbrella
21 Jun 10
11:29 am
so let me get this right….. an American agency gets a French director to make an ad with the hope of making the CBA Australia’s most loved bank…. and this is after the self indulgent ‘fake agency’ dross that they served up before? How does Buckman get away with it??
21 Jun 10
12:26 pm
I prefer the American agency ads – they made me laugh; even if it took a while to warm to them. I still crack up when I think of them referring to cricket as a sport invented before elbows.
Marin; here’s a suggestion. Change banks regarding homeloans. Sure, there are cancellation fees, but the savings on interest will make up for it.
21 Jun 10
12:41 pm
Love the Ad. Love the new direction.
21 Jun 10
2:23 pm
‘commonwealth bank staff’
Seems to me they’re doing a bit of an internal / culture job, as much as a customer one with this ad.
21 Jun 10
3:52 pm
Solid ad, and a VAST improvement on those woeful ‘look at us, we’re ad creatives’ ads.
But can’t see the point of the self-referential ad/copy writer lines. Seems superfluous/pretentious.
21 Jun 10
4:11 pm
The other ads were great and tonnes of Aussies loved them. The only people who didn’t are marketing arse holes and bitter agencies hacks.
I hope this new direction isn’t because of those inept fools on the blog.
21 Jun 10
4:11 pm
I do not hate this ad.
21 Jun 10
4:34 pm
I don’t understand why they didn’t use the opportunity to call out for organisations to apply for grants: same outcome – we know they give to charity. Totally different approach (ie not self congratultory). Maybe this isn’t as clever and sophisticated but we’d feel good about them instead of thinking they are w*nkers.
21 Jun 10
4:38 pm
FYI – I liked the old ads
21 Jun 10
5:01 pm
I think I would have preferred to see a grass roots campaign where CBA demonstrates exactly what these donations are actually doing for children.
$10k grants seem insignificant when compared to the profits quoted by banks these days. Maybe better to have said:, “this year our staff have donated a total of $xxx (is the bank tipping in/topping up?) and achieved bla bla bla. Next year we’re on target to achieving blab bla bla. Log into our website for updates on how our donations are making a difference. We’re investing in your community. In terms of the delivery, the ad seems grandiose to me when actually CBA is a bank for all people – even poor people. It is not a boutique international outfit therefore does not require a European inspired piece of art to demonstrate why it is good. I also like the idea of saying that the Bank donated the cost of the ad towards a project.
21 Jun 10
5:36 pm
Worth it just for Marin’s Rolf Harris comment!
Marin, whatever it is you are on … either halve or double the dose, because it ain’t working buddy!
21 Jun 10
6:27 pm
This is a joke. Banks f**k you. We all know that. Why are they trying to convince MUM’s and DAD’s that they give back. We all get the commonwealth special every month with fee’s and over priced mortgages. Its just not believable. Do they think that we are idiot yanks that believe everything we see.
21 Jun 10
7:29 pm
p.s. there is nothing sweet and sugary about under privileged children. I think this is what I am odds with. The ad is very pretty but everyone knows, deep down inside, that the problem is very ugly. Maybe the ad should be a little less pretty?
21 Jun 10
8:28 pm
Bottom Line: Banks are banks. No TVC or campaign will change our view (of banks). We love to hate them, no matter what they throw in our face or for how ever many months a year a particular themed campaign is ‘alive’. We work for our money, they store it, and take what they feel is fair from that. It’s not ‘fair’, as it is near impossible to get through life without a financial institutions assistance at some stage. Thus we ‘must’ use them for this. Their adverts, self congratulatory or not, will not turn enough people to choose any bank over another. The actions of their executives and staff will.
22 Jun 10
9:34 am
Oh Lord grant me a bucket in which I can spew.
22 Jun 10
10:54 am
no amount of rationale or pr can turn this turkey into a xmas dinner
22 Jun 10
2:13 pm
I assume that the Dr @ 4.11, 21 June did a phd in not having a clue
22 Jun 10
4:34 pm
Nate dog. Think bigger. Why do they have to absorb so much of our cash? A fairer banking system means individuals can use that surplus money to help not banks. Lets not pretend they are the almighty saviors.
28 Jun 10
1:44 pm
Over the last 93 years we have made over $100 billion in profits. Apply now for your $10 000 grant.
28 Jun 10
2:17 pm
The first round of Goodby ads for CBA were highly successful and did everything they were suppose to….does that even count?…or a you lot all above them for artistic quality?….were all still talking about them
28 Jun 10
2:36 pm
“Over the last two decades the Commonwealth Bank has made negotiations regarding pay rises with our staff very difficult. This years payrise is a mere 1.5% – below the rate of inflation. Apply now for your $10 000 grant.”
29 Jun 10
7:33 pm
Saw the second one in the series tonight, apparently just as it launched. Can check it via Commbank’s YouTube channel (uploaded in the last hour):
http://www.youtube.com/watch?v=Fl2LQybo_qc
Would love to hear your thoughts, Tim! For me, it doesn’t sit well. At least, not as well as the Grants one.
29 Jun 10
8:09 pm
Commonwealth Bank TV Ad # 4 – Charity starts at Home
Fade In. We open on a Commonwealth Bank Board Meeting.
The decision has been made, All Bank fee for the 2011 Fiscal Year 2011 will be donated to charitable causes !!
Exterior. 48 Martin Place. Branch. Signs of Mass Excitment as long queues of other bank customers start to transfer there accounts to the Commonwealth Bank !!!
Fade to 1st Female PM Press Conference as she announces an end to poverty and homelessness in Australia by 2011.
30 Jun 10
10:37 am
That a bank would actually put an advertisement to air promoting that they would return a phone call shows you just how bad public preception of the banking industry actually is.
So the Commonwealth Bank returns phone calls – BIG DEAL!
1 Jul 10
9:24 am
Great add pity its not truthful…..speaking from experience that you make arrangements for them to call you at a certain time .you make sure you are free and they dont call…so you make another appointment and the same thing happens.so 3 times a charm nah noo doing…..i gave up… and then they rang not at anytime i arranged day or time….great add though..dont let the truth hinder a great add campaign…
1 Jul 10
4:36 pm
Does any marketer really believe any consumer thinks banks are different?
Consumers don’t – because banks aren’t.
Just try an ad like ” our money is cheaper to rent than theirs” – we don’t want a relationship with a bank – who wants a relationship with a egomaniacal, money hungry, fat philistine (oops I can here some spouses of banking execs inhaling) who will screw you while telling you how much they love you (now I hear my spouse inhaling!).
Damn it – it’s such a waste of time and money – anyone ever had to deal with the CBA marketing department?
15 Jul 10
8:18 pm
I hate these ads. No one cares!