Opinion | Features
- Instant messaging is the new digital battle ground. Daniel Young looks at what impact this battle might have for the traditional social networks. The social media landscape is changing, again, and the new players are demanding brands shift their mindset - from being human to getting personal.
- In the wake of the decision by retailer Woolworths to retain Carat as its media agency, Mumbrella's Nic Christensen asks if the much-maligned pitch for the $240m account is a case study in how clients should not treat their agencies. It's funny how history has a habit of repeating itself, but you'd like to think the marketing world would occasionally learn a trick or two. Some of the decisions in the process which led to the decision by Woolworths to keep its mammoth media account at Carat certainly make you wonder what goes through the minds of some clients when they pitch.
- In this cross-posting from The Conversation science astronomer Michael J. I. Brown shares his experiences in debating with and challenging online trolls. I often like to discuss science online and I’m also rather partial to topics that promote lively discussion, such as climate change, crime statistics and (perhaps surprisingly) the big bang. This inevitably brings out the trolls. “Don’t feed the trolls” is sound advice, but I’ve ignored it on occasion – including on The Conversation and Twitter – and I’ve been rewarded. Not that I’ve changed the minds of any trolls, nor have I expected to.
- Using big data to look at past trends is not the best way to work out what your customers want, argues Peter Swan of the UNSW Australia Business School in this cross-posting from The Conversation. A passer-by happens upon a drunk searching for a lost wallet under a streetlight. With nothing in plain sight, the passer-by asks “Where did you drop your wallet?”. “Over there,” gestures the drunk across the street, “but I’m looking here because this is where the light is.”
- This has been a bad week for the newspaper industry, says Mumbrella's Tim Burrowes As far as Australian newspapers go, this has been a most disillusioning week. I love 'em - but jeez, they make it hard.
- After the tragic news of Robin Williams' death after a struggle with depression Oli Shawyer shares the story of his battle with the black dog, and how talking about it helped him beat it. The news of Robin Williams rocked me to my core yesterday. I didn’t know the man personally but there is something so profoundly tragic about a comedian, someone whose job it is to make us laugh every day, suffering so intensely. To be fair, it’s a testament to how fucked up depression really is – that it can somewhat delude a man beloved by so many people, into deciding that he is better off dead.
- In this cross-posting from The Conversation Nicholas Sheppard of Victoria University explores what measures have so far been tried, and failed, to stop copyright infringement and piracy. There’s been a bit of talk recently about getting internet service providers (ISPs) involved in the enforcement of copyright law. The federal Attorney-General and Minister for Communications recently released an Online Copyright Infringement Discussion Paper in the belief that "even where an ISP does not have a direct power to prevent a person from doing a particular infringing act, there still may be reasonable steps that can be taken by the ISP to discourage or reduce online copyright infringement". Exactly what might be “reasonable steps” and how they might be funded are among the subjects up for discussion. Critics fear that it means turning ISPs into copyright police.
- In this guest post, Darren Woolley wonders which role in an agency – creative, media, digital, planning or account management – is the most valuable to the client. In benchmarking the cost of an ad agency’s staff, you generally find that the rate a client pays is commensurate with the experience or seniority of the resource. But the question of value goes beyond just cost to determining the return on the investment. So in considering the value we need to balance the cost of the resource against how much they contribute to the ROI.
- Yesterday satirist John Oliver launched a blistering attack on native advertising describing it as "repurposed bovine waste". In this guest post, content marketing specialist Richard Parker calls bullshit on Oliver's argument. I’m usually a big fan of John Oliver. What’s not to like? The lefty credentials? The anti-Fox news stance? The fact that he’s from Birmingham? But his latest piece vilifying native advertising leaves me a bit cold.
- In recent days 'tapegate' has consumed much of the Victorian political news cycle. In this cross posting from The Conversation academic Mark Pearson looks at legalities around journalists recording sources. It is a sad day when senior political figures steal a journalist’s recording device and destroy its contents, as we have been told happened at this year’s Victorian Labor Party conference. But it is an even sadder day when we hear a major newspaper – The Age – justifying a senior reporter secretly recording their conversations with sources.
- With controversy over the criteria of entry for some Cannes Lions categories Phil Johnston argues the Creative Effectiveness category is the most rigorous 'effie' in the world. Don’t worry. I’m not entering the debate on whether some Lion winners are scam. There are enough voices on that. And my starting point isn’t even creativity. Because let’s not forget that creativity is just a means to an end. What is that end? Meeting our clients’ objectives, whatever they may be. That’s what I’m here to do.
- Mumbrella will no longer attend the Cannes Lions. Mumbrella's Tim Burrowes argues that the scam in Cannes has become too much... I love everything about the Cannes Lions experience. So I'm sad that I'm probably never going to get to do it again.
- In this cross-posting from The Conversation Nicolas Suzor and Alex Button-Sloan from the Queensland University of Technology look at why the leaked plans to change copyright laws could lead to a lot of unintended problems for consumers. The Australian Government has proposed Internet Service Providers (ISPs) monitor and punish Australians who download and infringe copyright. In a discussion paper circulated by Attorney-General George Brandis, and leaked by Crikey last Friday, the government proposes a sweeping change to Australian copyright law. If implemented, it would force ISPs to take steps to prevent Australians from infringing copyright.
- Last week Nine Entertainment Co made a $1m investment to buy eight per cent of streaming company Quickflix, whilst preparing to launch its own operation StreamCo. Here Nic Christensen looks at the underlying reasons for Nine buying into a rival. In the world of video streaming last week's investment by Nine into rival Quickflix did not go unnoticed, but as always with these deals the devil is in the detail. In this case, a series of warrants and covenants that came with this batch of shares.
- Following recent controversy surrounding entries to the Cannes Lions awards Eaon Pritchard argues until we have a better way to evaluate the merits of agencies than awards all agencies will be highly incentivised to do whatever it takes to win . Advertising's outcomes are notoriously hard to measure. Which is why in advertising agencies, we love to measure outputs instead.
FSM fridge-art animation for Aspen powder milk drink
Creative agency DDB has created a new animated campaign for Aspen S26 Gold Junior, a powder milk drink for toddlers.
The campaign – produced by animation studio FSM – includes online and TV and features a 30 second ad which sees a child’s drawing mounted on a fridge come to life.
The drawing is of Abi, a toddler, which then jumps energetically around the magnets and other pictures stuck on the fridge. The narration talks about the speed at which children grow and the importance of getting the right nutrients while they’re developing.
All props were designed and handcrafted by FSM designer Melissa Mai. Sculpted from Fimo clay, baked in FSM’s kitchen oven and painted by hand, the props were used in the live action component before a 3D team created matching CG models.
The campaign is similar to a piece of work created by SapientNitro for Cenovis, which was released in late April. In the Cenovis campaign, drawings of preschool-aged children, which are mounted on a family fridge, come to life while a female voice narrates. The two products are not linked.
- Creative Director: Stuart Vidler
- Creative Team: James Sexton and Harry Neville-Towle
- Producer: Harriet Burton Taylor
- Head of Onscreen production: Brenden Johnson
- FSM Directors: Emile Rademeyer, Andreas Wanda
- Character design, illustration, storyboarding: Phil Meatchem
- Designers: Melissa Mai, Robert Dinnerville
- 2D Animation: Tui Studios: Kelly Baigent, Darren Randall, Jane Reynolds
- 2D Technical Director: Russ Maehl
- 3D Animation: Alex Goodwin
- 3D Modeling, Texturing and Onset Supervision: Stuart Mallia
- 3D Modeling: Andy Sutton, Adam Waddington
- 3D Lighting: Stephane Vogel
- Executive Producer: Dave Kelly
- Live Action Producer: Serena Rettenmaier
- DOP: Tony Luu
- News gods, a forgettable festival and stabbing yourself in the eye
- Wanted: ‘Housemate who has lots of people in their life they won’t miss if they disappear’
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- ‘Remember the most important thing – we don’t work at the ABC’
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- Michael on Press Council chair to withdraw from two complaints, following pressure from News Corp
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- Ben Beath on Red Rooster celebrates family in campaign introducing new tagline ‘tender loving chicken’
- Ross Tester on Red Rooster celebrates family in campaign introducing new tagline ‘tender loving chicken’
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