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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.
FHM readers targeted as sperm donors
FHM readers are being targeted as potential sperm donors in a new ad campaign for infertility services provider Repromed created by Adelaide agency jam.
The “don’t waste your sperm” campaign’s print execution – featuring a lingerie model – is backed bythe becomeadonor.com.au website which asks woukd be donors multiple choice questions to suggest whether they would qualify as donors.
The ad was created by Jam senior creative writer Jonnny Velis and art director Becq Hinto.
Peter Joy, Jam principal and strategy director, said: “It’s a serious issue and we wanted to put the idea out there but in a fun, light hearted and cheeky way to get the point across.”
Repromed SA marketing manager Miranda Smith said: “I felt it was crucial we create a unique campaign to increase awareness and effectively capture the attention of potential donors.’’
December 6th, 2010 at 12:10 pm
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Comments
6 Dec 10
12:19 pm
“We’ve got sperm from a Nobel laureate, a world-champion tennis star, and… an FHM reader. Lady’s choice!”
6 Dec 10
1:01 pm
Remember that episode of The Simpsons when you saw the result of Barney Gumble’s sperm donation exploits?
No? Well you’ll see…
6 Dec 10
1:48 pm
Are you sure the agency wasn’t called pearl jam?
6 Dec 10
1:53 pm
I just hope they are conducting a broad marketing campaign that covers many more titles… and hence a variety of men. However, it makes sense if the donor company has ‘supply’ issues from men that the FHM readership profile fits??
6 Dec 10
2:02 pm
Your survery has errors in it you cannot complete it.
Think you should have this ironed out before giving out your URL
6 Dec 10
2:02 pm
This is a serious issue.
The world is facing a critical baby shortage. We, as a species, are dwindling to the point of extinction and this artificial breeding program may be our last hope.
Become a one-handed warrior and save humankind!
6 Dec 10
2:28 pm
Great campaign, very clever. @Megan…. what planet are you talking about? Have you ever gotten a busy peak hour train, have you ever been to Africa or parts of Asia where people are starving? We are not even near extinct. If anything we need to be reducing the population to give the poor planet a rest.
6 Dec 10
2:48 pm
No, I’ve never been on a train.
I haven’t visited Africa or Asia either.
What’s it like?
6 Dec 10
3:01 pm
Nice idea!
I’m sure it’ll catch people with their pants down.
6 Dec 10
3:10 pm
Non Kyle Lover, whats it like living in a world with no sarcasm?
6 Dec 10
3:18 pm
Ha ha Megan. Non Kyle Lover- you and Kyle would make a good pair. Dope.
ps. Nice campaign. I hope I find a man to impregnate me before I resort to the blokes this ad attracts, however.
6 Dec 10
3:25 pm
With 4 kids, my problem has been that i don’t know how to waste it…
6 Dec 10
3:27 pm
Anyone else having trouble with the website?
No, that isn’t a euphemism
6 Dec 10
3:27 pm
Survey Fail
6 Dec 10
3:27 pm
Be nice if the site worked.
6 Dec 10
3:32 pm
Nice strategy & idea.
@graeme – The form broke for me, too. Should have done some more testing, I think.
6 Dec 10
3:59 pm
Just letting everyone know that we did carry out substantial testing before going live with the site. Unfortunately due to the amount of traffic received this morning there were a few glitches, however these should have now been rectified.
6 Dec 10
4:02 pm
Nice idea.
I’d take sperm from a guy who is inspired to donate through this campaign – obviously we share the same awesome sense of humour and would make great babies..
6 Dec 10
4:03 pm
It’s a clever campaign, but would you really want to be impregnated with the sperm of someone who actually answered the call of ‘don’t waste your sperm?’
6 Dec 10
4:09 pm
I would donate sperm however I believe the resulting kiddies can find out who you are and track you down when they’re adults. No thanks.
6 Dec 10
4:26 pm
I’m not so sure that she’d be a waste of sperm.
Ew.
6 Dec 10
5:07 pm
Hmmm, quick question – isn’t the survey missing a pretty crucial question, that being: ‘Are you happy for your details to be released to any offspring once they turn 18?’
Methinks unless there has been a change in the rules, this is a pretty significant oversight…
6 Dec 10
5:11 pm
@ not an ad guy – it mentions that at the end.
6 Dec 10
5:15 pm
Also – I thought that this looked familiar…
6 Dec 10
5:42 pm
Familiar as every other page in FHM?
7 Dec 10
1:16 pm
No – familiar like this campaign which was launched last year? http://donatedontwaste.com.au/.....nt%2Bwaste
7 Dec 10
4:01 pm
We should be using sperm to power turbines and feed starving third world infants, not create more resource-suckers. The most environmentally damaging thing you can do as a human is to reproduce. Unless you kill an old person first.
7 Dec 10
6:05 pm
FHM babies
http://www.youtube.com/watch?v=PSROlfR7WTo
8 Dec 10
10:21 am
@not an ad guy – it’s kind of obvious you’re not an ad guy.
The sentiment of this campaign is the same “don’t waste sperm” but the way they’ve both been presented is completely different. Don’t waste it by jerking off to FHM as opposed to you’re a millionaire you can afford to give to us and not waste it is different.
9 Dec 10
12:07 am
Nice idea, terrible online execution
9 Dec 10
1:52 pm
I’m OK with the program just as long as donors take responsibility for the off-spring that may eventuate.
Childless couples want kids – I totally get that.
But a child has a right to know who fathered them. And they shouldn’t have to wait until they’re 18 to find out either.
And they will want to know.
Never forget, it was the massive campaign waged by adopted kids denied knowledge of their ‘birth parents’ identity that resulted in the change to existing laws to ensure they would have access to the names of their ‘birth’ parents.
Kids are entitled to know who their parent are.
Remember that if you choose to donate sperm.
9 Dec 10
4:08 pm
Can’t wait to see the banners on becomeadonor.com.au from AMI……. maybe they’ll get a discount?
9 Dec 10
10:29 pm
Has anybody seen the film “Idiocracy”? Hope they are they running a campaign in New Scientist as well?
Dr E