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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Freeview unveils TV ad with ‘real people’
Freeview unveiled its new TV campaign last night, with a strategy which focuses on “real people” and avoids mentioning shows or channels.
The spot – featuring lots of people saying “More for me” and “It’s free” made its debut with a ‘roadblock’ across every Australian free-to-air television network at 6.29pm, on the ABC, SBS, Seven, Nine, Ten, Prime, WIN and Southern Cross channels.
The campaign will continue to run over the summer period. It has also launched a promotional video taking a swipe at the cost of subscription TV operators, in particular Foxtel.
Freeview is the industry body that promotes free-to-air digital TV.
Creative credits:
- Strategy: Banjo
- Creative Director: Jane Eakin
- Production: Capitol Productions
November 30th, 2009 at 1:15 pm
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Comments
30 Nov 09
4:13 pm
groan
30 Nov 09
4:14 pm
More 1960’s cartoons for me…
More shows mucked about on the main channels that are 12 months old and fans have already watched online… for me….
More car chase shows…for me…
More obscure sport no one gives a rats about…for me…
30 Nov 09
4:45 pm
1. this ad seems familiar
2. Can anyone say 90% repeats?
3. Sport? Poker is Sport now? What next Jelly wrestling live from the Oxford Tavern?
4. Damn, I wish I could remember the campaign which this reminds me of
5. Just like Freeview, I don’t have much more
30 Nov 09
4:49 pm
I am sorry to say I don’t think this ad will do Freeview any favours
30 Nov 09
8:36 pm
The problem is that I think it’s only a relatively small section of the general public that realises what a con FreeView is. For example, Tivo could have been a great product in Australia if only it hadn’t been crippled (ad skipping disabled). We were talking about this (in a way) at work today – if the stations earnt ‘brand’ loyalty, they’d be a lot better off. How do they earn it? Showing complete series, at the time advertised, don’t keep moving them or stopping mid-series – stop antagonising people by running over published times – don’t dumb down reality TV shows like Border Security (stick to the one damned story and finish it, then move to the next without repeating half the show (look at COPS for a good example) – stop broadcasting adverts while trying to convince us that they’re not etc etc.
Yup – it’ll never happen, so I will keep getting the TV shows I want, via other means
FreeView? Bah. More for me? Bah. It’s Free? Hah – at a cost…..
Simon….
1 Dec 09
8:22 am
More doesn’t mean better. It’s the calibre of the programs that’s the difference. 1 channel or1000 channels if they all have crap then who cares if it’s free. Agree with Simon, run a complete series, stick to a timeslot, and stop showing repeats ad nauseam (eg Ch10 the first 8 seasons of The Simpsons) and for the love of every Deity stop with the pop-up promos that take up half the screen while people are trying to watch possibly the only decent show on at the time. Then people may watch your station rather than get RSI in their thumb from channel surfing.
1 Dec 09
9:32 am
While we’re at it, comments from Damo and SimonB are, I think, particularly relevant. What other product with a loyal customer base would change specs without notice, would add unwanted promotional material, etc. In the distant past, I worked on both the 7 and 9 accounts (as copywriter and CD), so have some sense of how things worked within them. Seems to me that, over the past 10 years or so, commercial stations have lost all respect for their audiences. Audiences, in turn, have lost the loyalty they once had to particular networks (yes, they did have loyalty, really). Programmers used to worry about keeping faith with viewers. Today, I suspect, if you put concepts like loyalty or respect to them, you’d be greeted with a blank stare. If you put two networks side-by-side, had one run to published schedules and limited ad breaks to, say, 10 mins/hour, which do you think would come to dominate the ratings?
1 Dec 09
11:12 am
@jape
and here’s the main issue – their ‘loyal customer base’ isn’t viewers, it’s advertisers – they really don’t care about viewers.
A true reflection would have this ad made up of media buyers saying, “More for me’.
1 Dec 09
11:24 am
WOW. Real people? Well now its confirmed – good actors are made of plastic and only bad actors are flesh and blood.
1 Dec 09
5:04 pm
i just hate all that NCIS, law and order crap and all the other glorified cop shows = BORING!
NO MORE FOR ME THANKS!
1 Dec 09
9:35 pm
What’s with all the retards commenting on Freeview and not discussing the ad?
This is a media and marketing website people, if you want to make lame comments about Freeview, head on over to NineMSN.
1 Dec 09
11:56 pm
people aren’t discussing the ad because it clearly doesn’t address their concerns over the service and is meaningless dribble with no clear takeout message.
Viewers don’t want more tv, they see it as a waste of time and think they watch too much already – more, free, easy is hardly the language of a quality product, it’s more at home with Dustbusters and Danzo Direct – what viewers want is shows that appeal to them – that’s why targeted content related campaigns work, but unfortunately Freeview still doesn’t have enough choice to pull this off.
It’s going to be a long haul.
2 Dec 09
8:48 am
Dear ‘Anonymous’
The ad (mis)represents freeview to world, therefore commentary on Freeview is commentary on the ad. If you want to be rude, anonymously, to people, I suggest you head over to Whirlpool
Regards
Gavin
2 Dec 09
10:34 pm
What a load of tripe. Total wallpaper. The second campaign which fails to sell the (supposed) benefits of Freeview. Hang your heads in shame Banjo