-
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.
Domestic abuse charity subverts Valentine’s Day messages of love
A domestic abuse charity in has turned the sentimentality of Valentine’s Day on its head with a campaign that highlights the darker side of love for some women.
New Zealand’s Women’s Refuge is placing Valentine’s Day cards with a traditional exterior and a sinister message inside in retailers in Auckland and Wellington.
On the cards, people are urged to text 2026 to make a $5 text donation.
According to Women’s Refuge, some regions of New Zealand saw a near 100% spike in the numbers of women seeking help over the Christmas period for violent abuse, with a 12% increase last year in the numbers of women and children using their safe houses.
“We designed the campaign to encourage conversations and help those suffering to make a change,” said Livia Esterhazy GM at Saatchi & Saatchi Wellington.
The agency behind the campaign was Saatchi & Saatchi Auckland.
There is also a radio element to the campaign:
February 13th, 2012 at 5:00 pm
-
-
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
13 Feb 12
5:14 pm
Impressive idea! Disturbing… but it works.
13 Feb 12
5:16 pm
This is fantastic. In your face and honest.
13 Feb 12
6:10 pm
Brutal and effective.
Hopefully the offenders who need to stop this behaviour will be impacted by it.
13 Feb 12
6:41 pm
Chilling.Awesome.Breathtaking. Congratulations.
13 Feb 12
7:21 pm
Bloody NZers. They always do such nice work.
13 Feb 12
7:43 pm
So it’s aimed at women?
13 Feb 12
10:03 pm
Sad. But oh so true.
14 Feb 12
8:04 am
Violets are blue,
Roses are red,
Get back in that kitchen,
Or else you’re dead.
14 Feb 12
8:13 am
Disturbingly brilliant.
14 Feb 12
8:58 am
That gives me chills. But S&S, that is pure magic.
14 Feb 12
9:04 am
If you want to hear more about this campaign listen to the interesting take on a gesture of love in our radio adverts
http://www.youtube.com/watch?v.....AAAAAAAAAA
14 Feb 12
9:53 am
Hi Sue,
We’ve added the radio ad to the end of the story – thanks for the link.
Cheers,
Tim – Mumbrella
14 Feb 12
10:11 am
Arresting idea and execution. Nice one.
14 Feb 12
10:36 am
As Jake Heke used to say “Cook me some eggs”
14 Feb 12
11:09 am
Chilling. Disturbing. Honest. Brutally Honest. Wow!
Well done SS
14 Feb 12
12:14 pm
It’s a donor fundraising campaign; more about getting people to donate than getting the message of DV out… brilliant execution, very confronting…
14 Feb 12
12:17 pm
This sucks! It’s like giving an excited child a wrapped Christmas present which contains nothing–because that’s what some underprivileged kids get for Christmas. Saatchi and Saatchi Wellington should be capable of finding a way to achieve their goals without fucking over the whole human sentiment for the rest of the population. It’s all so up-your-bum adland, as all the above comments prove.
14 Feb 12
12:31 pm
wow – so honest & a very creative way to highlight some real issues women face.
14 Feb 12
12:54 pm
Is it wrong to suggest some of these get sent to those ladies who were expressing their desire that Chris Brown come and “beat them up” on Twitter yesterday?
14 Feb 12
12:54 pm
Dark. Brilliantly dark.
Tim (or Sue), do we have any more detail on the distribution strategy other than ‘placing in retailers’? I’d be curious to know if the cards will be hidden amongst ‘real’ cards, sent as DMs, etc…
14 Feb 12
1:01 pm
Kiwis are so creative. Awesome campaign, I absolutely love this campaign (but if you don’t f’ing publish a story about my next one I’m going to hunt you down)…
Just being in the spirit…
14 Feb 12
1:03 pm
@Peter Rush… Does this campaign make you feel bad?
Must be hitting a bit close to the bone…
14 Feb 12
1:33 pm
Brilliantly clever.
P.S. Someone please send Peter Rush some flowers!
14 Feb 12
1:48 pm
@Marie The campaign is aiming to stop the kind of irratic behaviour you just displayed. Clearly went over your head.
14 Feb 12
1:52 pm
Disturbing but very compelling. Made me donate.
Great work.
Like jeanette_kc thought, I’m interested in the distribution of the cards.
14 Feb 12
2:09 pm
Amazing stopped me in my tracks…maybe someone should send the collection to those who voted for Chris Brown’s win at the Grammys this year???
14 Feb 12
4:28 pm
@Alison F. That was so desperate.
14 Feb 12
6:21 pm
KISS, it’s always brilliant in how well it works! Has certainly made me sit up and take note. And dust off my white ribbon…
14 Feb 12
8:16 pm
A much needed reminder on a very exclusive day….it ain’t all hearts and flowers for everyone
14 Feb 12
9:45 pm
Brilliant? It’s a first thought idea.
And lets see how many donations it gets. Plus it has been done to death….
15 Feb 12
9:15 am
@ Roberta – clearly the joke went over yours.
15 Feb 12
9:21 am
@Peter Rush….
agree.
You be fairly critical and get hit with that.
15 Feb 12
10:38 am
Any cards about abusive women?
15 Feb 12
11:46 am
Nope Tom, well spotted.
None about stupid fuckwits either, sorry.
16 Feb 12
6:19 am
Any cards about abusive wives or is there no such thing as abusive females? How about baby killing mamma’s?
16 Feb 12
8:13 am
So, groucho, you’re one of those mongrels who laughs at men and boys because they’re abused by women. That happens in my country too.
16 Feb 12
9:01 am
@Krigsman & @gwallan you fucking morons the campaign is for Womens Refuge so why would there be cards about men?
16 Feb 12
2:50 pm
@ Groucho –
You are correct, this is a women’s refuge. With that said, are there any cards about women who fake domestic abuse as a way to gain child custody leverage?
16 Feb 12
4:07 pm
No Tom there aren’t. Again well spotted.
And there are still none for stupid fuckwits either. Never mind, perhaps they will do one for people who fake idiocy for you.
19 Feb 12
2:46 pm
Groucho, you need to chill out. You’re beging to sound just like the abuser type these cards warn against.
It’s been know for some time now that females are every bit as violent toward their partners as men. So why do women’s groups continue this (going on forty years now) hate campaign agaist males? We know why charities do it.$$$$$
http://www.csulb.edu/~mfiebert/assault.htm
“”SUMMARY: This bibliography examines 282 scholarly investigations: 218 empirical studies and 64 reviews and/or analyses, which demonstrate that women are as physically aggressive, or more aggressive, than men in their relationships with their spouses or male partners. The aggregate sample size in the reviewed studies exceeds 369,800″”
19 Feb 12
7:25 pm
Krigsman the comments are not about abusive women, the cards are not about abusive women, they are about men abusing women.
Nobody doubts there are some abusive women but even someone as clearly dim as you could not possibly argue that a Womens Refuge should be distributing cards about them, thats a job for a mens’ refuge. So, if you are that concerned about abusive women, instead of whining like a child get off your arse and do something about it.
And, if you have had a bad experience make sure you examine how much you might have contributed towards it because reading what you have written using three identities above it seems you may have a wee problem of your own.