After recent pitches marketer Jason Stidworthy realised clients need to take a long hard look at how they act towards agencies.During a recent conversation with a good mate, he highlighted his frustrations with the real estate agency selling his house because the promotional material artwork was riddled with mistakes including the show-stopping incorrect suburb listing. Seriously, how could they!
After a post listing five trends to let go in 2014Hugh Stephens adds his own pet peeve to the list. On the subject of 2013 trends that really shouldn’t continue into 2014, I can’t help but raise apps. If I had a dollar for every time I heard “we’re thinking of developing an app…” I’d probably retire comfortably to a private island.
As everyone eyes move to what we can expect in 2014 Bernadine Brewer shares the five trends and buzzwords she hopes are left in 2013.It’s that time of year again. The time when suddenly our e-newsletters, our favourite blogs, our Twitter timelines fill with predictions of the future.
Although I’m not averse to speculation and even idle rumour (after all, it’s nice to have a little daydream about what we might work on next year), I’m going to let you in on a little secret. I loathe trends articles. As in cartoon-level steam-out-of-the-ears loathe.
So this year, I’m doing exactly the opposite. I’m calling it Reverse Trends, the stuff I dearly hope we’ll stop hearing come January. I’m talking about them one last time, so you don’t have to.
The claim people buy on price is a myth, and in the latest in a series about consumer psychology Ashton Bishop and Gary Wilkinson look at how retailers can make the most of this.
Consumers don’t make rational decisions based on price and marketers need to stop pretending they do.
There is a common refrain amongst marketers in some categories that consumers buy on price. What nonsense. Price by itself is meaningless, and please slap the next marketer who trots out that excuse for why they are losing in their category.
Amid the media storm around the public broadcaster Michelle Grattan, in this crosspost from the Conversation argues the ABC's critics are on a crusade. Mark Scott has come under fire for his decision to co-publish NSA leaked documents with The Guardian. AAP/Alan PorrittThe ABC and its managing director Mark Scott are caught in a perfect storm.
With a burgeoning number of review sites and astroturfing appearing online, Miki Clarke looks at how brands can make sure genuine reviewers get cut-through in search.
As children we’re told if we don’t have anything nice to say, don’t say anything at all. But in this social media world in which we now live, the opposite seems to apply.
We have witnessed exponential growth in search terms with review suffixes, not only in Australia but in the US and UK as well. This is not surprising in the land of electronics, travel accommodation and restaurants, but it is also happening for online dating sites and even dog food.
It has been a month since the News of the World phone hacking trial started in London and in this cross-posting from The Conversation UK director of undergraduate studies for journalism at Cardiff University John Jewell looks at what has come out so far. When Justice John Saunders opened what has been called the “trial of the century” he told the jury: “In a way, not only are the defendants on trial, but British justice is on trial.”
To say the defendants in the case are prominent in the world of journalism would be an understatement of gigantic proportions.
As more brands look to storytelling and content channels like blogs to get their messages across Lorraine Murphy says they should look to work with bloggers for the best results.
“Sponsorship” suggests whacking a logo on some content (be that an event, a TV show or a blog post) and that’s the extent of the relationship between the owner of the content and the brand in question.
The days of brands badging a logo and call-to-action on a blog post are gone. The space has moved on and successful content now calls for a co-creation approach with bloggers.
Amid the masses of journalism redundancies La Trobe University associate professor Lawrie Zion, looks at the question of what happens to those who take redundancy.
You’ve probably heard the news: the Australian media is experiencing the most serious contraction in its history.
Dear Chris,Our agency recently lost a client or two and I was given the difficult choice of taking a demotion or leaving the agency. I opted for the former but am struggling to adjust to my lesser position. Any tips on how to take the step down gracefully?
For the last year, we've been publishing a weekly tablet app. Mumbrella and Encore content director Tim Burrowes explains why today's will be the last.
The thing about failure is that people don’t usually like talking about it.
Indeed, I’m feeling somewhat rueful writing this.
But having shared the story of our journey with Encore so far, you’re entitled to hear about the bits that don’t work too.
With today's news the Mail Online is set to launch an Australian arm, Alex Hayes looks at what it means for the local media scene.
We could be about to see one of the most exciting periods for Australian journalism there has ever been. But, first, I have one question for you. How much is your house worth?
With a string of Aussie TV formats being remade overseas, Brooke Hemphill finds out how local production companies can get in on the act and whether there’s actually any money to be made in a feature that first appeared in Encore.
When Joe Connor and Renegade Films began shopping the concept for a quirky TV series about a talking dog around Australian networks, they were met with blank stares. Based on a short made for the Tropfest film competition titled Wilfred, the idea failed to generate much support. Connor says: “Everyone said it would never be anything more than a short film.”
With Netflix tipped to launch in Australia in 2014, Professor David Marshall from Deakin University looks at what this might mean for the Australian TV market and consumers.
Australians rejoice: Netflix is rethinking its avoidance of Australia, according to media reports, and could launch here as soon as next year.
What is native advertising? In a feature that first appeared in Encore, Miranda Ward cuts through the confusion to nail down a definition for the latest trend taking online by storm.
When online publisher The Sound Alliance hired what it claimed to be “Australia’s first native advertising editor” in September this year, it marked a turning point for an emerging form of advertising that still baffles many in the industry.
Expedia explores New York on $50
Expedia has launched a 90 second online documentary examining how to make $50 stretch in New York as part of a campaign created by BMF.
The campaign is to promote the travel site’s policy of not charging flight booking fees which it says competitors sometimes use as a means of loading on an additional $50 charge.
Louise Crompton, marketing manager for Expedia, said: “We want to educate consumers, get them to think twice about where theyʼre booking their flights. And for them to realise that there really is a better option.”
Shane Bradnick, creative director at BMF said: “By taking our audience on a travelling adventure, weʼre able to truly demonstrate the value of saving the flight-booking fee. And then show just how far $50 can really go – even in a place like New York.”
As well as two 90 second online documentaries, the campaign is backed by a 30 second TV ad, print and outdoor.
Great tone and really smart. Making a mental note to check out Expedia next time I’m booking flights.
Wanda
14 Mar 11
2:59 pm
Nice idea. Me likey.
Logic
14 Mar 11
9:35 pm
like it. really like it.
Fleur
15 Mar 11
1:15 am
What a great idea – I’m booking with Expedia next time.
fredwest
15 Mar 11
9:16 am
Nice idea and concept, I’ve seen this format in Getaway TV show. None the less well done.
My only concern with this ad is the element of fact and truth of it:
He arrives in a cab ( New york cab is are super expensive, at the cost of $ 75.80 dollars)
I assume he will be also using the metro underground (he would never walk with his backpack) at the cost of a Single Ride ticket of $2.50 each way, an extra $10 dollars. That mean even without the taxi you have gone over budget by $10.
For the budget concession of us maybe next time it would pay if someone had calculated the actual cost and not just the some of the elements
Lloyd
16 Mar 11
11:31 am
fredwest – I think your missing the point. This is showing the extra stuff you can do with $50 in your sky rocket…
Logic
16 Mar 11
1:28 pm
fredwest – an NYC cab from JFK to downtown wasn’t $78 last time I checked (in October 2010). It is close to $50 however.
After recent pitches marketer Jason Stidworthy realised clients need to take a long hard look at how they act towards agencies.
During a recent conversation with a good mate, he highlighted his frustrations with the real estate agency selling his house because the promotional material artwork was riddled with mistakes including the show-stopping incorrect suburb listing. Seriously, how could they!
After a post listing five trends to let go in 2014 Hugh Stephens adds his own pet peeve to the list.
On the subject of 2013 trends that really shouldn’t continue into 2014, I can’t help but raise apps. If I had a dollar for every time I heard “we’re thinking of developing an app…” I’d probably retire comfortably to a private island.
As everyone eyes move to what we can expect in 2014 Bernadine Brewer shares the five trends and buzzwords she hopes are left in 2013.
It’s that time of year again. The time when suddenly our e-newsletters, our favourite blogs, our Twitter timelines fill with predictions of the future.
Although I’m not averse to speculation and even idle rumour (after all, it’s nice to have a little daydream about what we might work on next year), I’m going to let you in on a little secret. I loathe trends articles. As in cartoon-level steam-out-of-the-ears loathe.
So this year, I’m doing exactly the opposite. I’m calling it Reverse Trends, the stuff I dearly hope we’ll stop hearing come January. I’m talking about them one last time, so you don’t have to.
The claim people buy on price is a myth, and in the latest in a series about consumer psychology Ashton Bishop and Gary Wilkinson look at how retailers can make the most of this.
Consumers don’t make rational decisions based on price and marketers need to stop pretending they do.
There is a common refrain amongst marketers in some categories that consumers buy on price. What nonsense. Price by itself is meaningless, and please slap the next marketer who trots out that excuse for why they are losing in their category.
Amid the media storm around the public broadcaster Michelle Grattan, in this crosspost from the Conversation argues the ABC's critics are on a crusade.
With a burgeoning number of review sites and astroturfing appearing online, Miki Clarke looks at how brands can make sure genuine reviewers get cut-through in search.
As children we’re told if we don’t have anything nice to say, don’t say anything at all. But in this social media world in which we now live, the opposite seems to apply.
We have witnessed exponential growth in search terms with review suffixes, not only in Australia but in the US and UK as well. This is not surprising in the land of electronics, travel accommodation and restaurants, but it is also happening for online dating sites and even dog food.
It has been a month since the News of the World phone hacking trial started in London and in this cross-posting from The Conversation UK director of undergraduate studies for journalism at Cardiff University John Jewell looks at what has come out so far.
When Justice John Saunders opened what has been called the “trial of the century” he told the jury: “In a way, not only are the defendants on trial, but British justice is on trial.”
To say the defendants in the case are prominent in the world of journalism would be an understatement of gigantic proportions.
As more brands look to storytelling and content channels like blogs to get their messages across Lorraine Murphy says they should look to work with bloggers for the best results. “Sponsorship” suggests whacking a logo on some content (be that an event, a TV show or a blog post) and that’s the extent of the relationship between the owner of the content and the brand in question. The days of brands badging a logo and call-to-action on a blog post are gone. The space has moved on and successful content now calls for a co-creation approach with bloggers.
Amid the masses of journalism redundancies La Trobe University associate professor Lawrie Zion, looks at the question of what happens to those who take redundancy.
You’ve probably heard the news: the Australian media is experiencing the most serious contraction in its history.
Dear Chris,
Our agency recently lost a client or two and I was given the difficult choice of taking a demotion or leaving the agency. I opted for the former but am struggling to adjust to my lesser position. Any tips on how to take the step down gracefully?
For the last year, we've been publishing a weekly tablet app. Mumbrella and Encore content director Tim Burrowes explains why today's will be the last.
The thing about failure is that people don’t usually like talking about it.
Indeed, I’m feeling somewhat rueful writing this.
But having shared the story of our journey with Encore so far, you’re entitled to hear about the bits that don’t work too.
With a string of Aussie TV formats being remade overseas, Brooke Hemphill finds out how local production companies can get in on the act and whether there’s actually any money to be made in a feature that first appeared in Encore.
When Joe Connor and Renegade Films began shopping the concept for a quirky TV series about a talking dog around Australian networks, they were met with blank stares. Based on a short made for the Tropfest film competition titled Wilfred, the idea failed to generate much support. Connor says: “Everyone said it would never be anything more than a short film.”
With Netflix tipped to launch in Australia in 2014, Professor David Marshall from Deakin University looks at what this might mean for the Australian TV market and consumers.
Australians rejoice: Netflix is rethinking its avoidance of Australia, according to media reports, and could launch here as soon as next year.
What is native advertising? In a feature that first appeared in Encore, Miranda Ward cuts through the confusion to nail down a definition for the latest trend taking online by storm.
When online publisher The Sound Alliance hired what it claimed to be “Australia’s first native advertising editor” in September this year, it marked a turning point for an emerging form of advertising that still baffles many in the industry.
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Comments
14 Mar 11
1:53 pm
Great tone and really smart. Making a mental note to check out Expedia next time I’m booking flights.
14 Mar 11
2:59 pm
Nice idea. Me likey.
14 Mar 11
9:35 pm
like it. really like it.
15 Mar 11
1:15 am
What a great idea – I’m booking with Expedia next time.
15 Mar 11
9:16 am
Nice idea and concept, I’ve seen this format in Getaway TV show. None the less well done.
My only concern with this ad is the element of fact and truth of it:
He arrives in a cab ( New york cab is are super expensive, at the cost of $ 75.80 dollars)
I assume he will be also using the metro underground (he would never walk with his backpack) at the cost of a Single Ride ticket of $2.50 each way, an extra $10 dollars. That mean even without the taxi you have gone over budget by $10.
For the budget concession of us maybe next time it would pay if someone had calculated the actual cost and not just the some of the elements
16 Mar 11
11:31 am
fredwest – I think your missing the point. This is showing the extra stuff you can do with $50 in your sky rocket…
16 Mar 11
1:28 pm
fredwest – an NYC cab from JFK to downtown wasn’t $78 last time I checked (in October 2010). It is close to $50 however.
17 Mar 11
6:32 pm
anyone know what this song is called??
27 Mar 11
6:03 pm
whats this song? I wana know too!