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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.
GPY&R hires SMC Sydney’s Tiphereth Gloria to lead social media
Social Media Club Sydney co-founder Tiphereth Gloria is to move to GPY&R Sydney to lead the agency’s social media efforts in her sixth role in just over two years.
In a press release announcing the move, GPY&R’s digital director Todd Martin said Gloria’s hire was a “coup” for the agency. He added:
“Tip is the author of www.digitaltip.com.au; a social media marketing and social strategy blog. Last year, she broke the HabitatUK Twitter Hashtag Spam story which shattered all records on Social Media Today and was picked up by leading news sources globally.
Until 2008, Gloria was a digital communications consultant at Westpac. Since then, she was head of digital at Brave New World for four months, executive producer for digital at Leo Burnett for nine months, head of digital production at The Campaign Palace for three months and social media manager at Amnesia Razorfish since June 2009.
Amnesia has seen a turbulent few months with key staff departures and the global company being sold to Publicis. Last week, Amnesia’s video campaign for realestate.com.au was pulled after just two days.
Among the brands Gloria worked on at Amnesia were the Nine Network, Microsoft, Aussie Home Loans, Pepsi Australia, World Vision, and Carnival Australia.
Martin said Gloria had “outstanding strategic credentials. She’s also a featured blogger on pre-eminent aggregation site of top global social media bloggers, Social Media Today.”
In the same press release, Gloria said: “So many times social is sold in as a campaign strategy that disappears after a few weeks. Working with dedicated strategy planning team at GPY&R will make a huge difference to integrating social as part of their clients’ brand strategy.”
April 19th, 2010 at 8:44 am
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Comments
19 Apr 10
8:57 am
We all wish her well and an enjoyable, productive 3-4 months at GPY&R
19 Apr 10
9:07 am
Well done Tip
19 Apr 10
9:35 am
Good luck Tip,
(Edited by Mumbrella)
19 Apr 10
9:54 am
Thanks for the well wishes. It’s interesting what people focus on. Regarding the amount of roles I’ve had in what appears to be a short space of time:
1. I was at Westpac for 18 months
2. Brave did not work out – it was not a good cultural fit which is why I moved quickly to:
3. Leo Burnett. I was happy there and would still be there except for the global financial crisis. I was retrenched in January 2009 along with 10% of Leo’s staff at the time.
4. The role at Campaign Palace was a contract role.
5. I’ve had an amazing opportunity at Amnesia Razorfish and really appreciate the talented people that I’ve worked with including Michael Buckley, Iain McDonald, Jennie Bewes, and Doug Chapman.
So, thanks for the well wishes, I’m looking forward to my next challenge.
19 Apr 10
9:59 am
(edited by Mumbrella)
19 Apr 10
10:04 am
Short Stay: maybe you should publicise who you really are instead of hiding behind your anonymity so you can act as bookmaker? You might be able to cash in.
19 Apr 10
10:23 am
Hey Tiphereth – just wondering what your social media role will include? Seems companies and agencies are realising a need for this role but are unsure of how best to fill it. How best to lead an area that requires so much micro-management?
19 Apr 10
10:43 am
Hey Andrew, part of avoiding micromanagement is to hire people who are naturally social and so there’s no need to teach the mechanics. Then it can be about working on the voice and personality of the brand. As for the role, its always a fine balance between strategy and implementation, with constant monitoring informing any changes required on an ongoing basis.
19 Apr 10
10:50 am
What’s with censoring peoples comments, Tim? Did you not learn from Nestle’s attempts and the enormous amount of negativity directed towards them for it?
You can’t just black out peoples negative comments on something because you don’t like it or you think it could offend the person mentioned in the post. Give Tip a chance to respond to these people, or respond yourself, I’m sure both of you have a thick skin and can deal with people being negative, lord knows the entire industry is full of bitching anyway so it is hardly new.
If you feel the need to censor the comments made on your blog, then you are hardly any better than Sen. Steven Conroy himself, the man with no concept of what the Internet is about.
19 Apr 10
11:01 am
#nocleanfeed
19 Apr 10
11:05 am
Hi anonymous,
Thanks for the question. Our policy is to allow free discussion of ideas and concepts, but where messages are personal, abusive or libellous we remove them.
It’s always a judgement call, and I try to get it right (I hate deleting comments). In general, thoughtful and well argued comment (even if anonymous) tend to remain. Those that are potentially libelous do not.
Cheers,
Tim – Mumbrella
19 Apr 10
11:18 am
Well done Tip
19 Apr 10
11:31 am
Congrats on the role Tip!!!
GPY&R is lucky to have you,
Good luck & all the best!
19 Apr 10
11:31 am
conflating personal abuse with free speech is just straight up wrong. Even the USA, with its absolutist laws around freedom of speech, recognises that distinction.
Good luck Tip!
19 Apr 10
11:40 am
Thanks Nick, Chris and barry. I agree with barry that free speech is often touted as an reason for the haters to be abusive as they want to be. Its appropriate for Tim to delete personal attacks and keep the mumbrella debate around ideas and issues.
19 Apr 10
12:01 pm
Congrats Tip! That’s awesome. Good luck at GPY&R.
19 Apr 10
1:01 pm
The GFC certainly caused a few career road bumps. Makes me feel better about my 3 gigs in 2 years.
19 Apr 10
1:07 pm
Thanks Damian! And congrats to you too on your new gig.
Beaudacious, I found this inspirational site Cards of Change http://www.cardsofchange.com/ around the time I was retrenched and only had the short term contract role. Its really great to see how other people turn around a negative situation such as retrenchment into career positives.
19 Apr 10
1:17 pm
Hey Tip congrats on the new role.
19 Apr 10
2:06 pm
Thanks Matthew! Seems like the time of the year for change – congratulations on your new role too
19 Apr 10
2:31 pm
Tip just how closely are you monitoring this release? 30% of comments above are from you! good luck in your new job.
19 Apr 10
2:31 pm
Congratulations!
Hope all goes well and we see some great stuff as a result.
19 Apr 10
2:36 pm
Hey Tip – fantastic news – all the best with the new role !
19 Apr 10
2:37 pm
Congrats Tip.
19 Apr 10
2:40 pm
@How closely is this being monitored
I expect, like the rest of us who didn’t untick the ‘Notify me of followup comments via e-mail’ box, Tip gets an email each time it is updated. Thus it isn’t really difficult to stay up to date.
Keeping up to date with what people say about you and engaging in that conversation surely shouldn’t be discouraged?
I think it is nice she is thanking people that have congratulated her.
19 Apr 10
2:40 pm
Thanks Zoe, Stephen and Sar!
Re How closely is this being monitored, there’s a great function on Mumbrella that let’s you be notified when people post a follow up comment. You should try it sometime.
19 Apr 10
2:53 pm
Strikes me that Tip’s recent pinball career moves are merely symptomatic of adland’s obsession with the latest fad, regardless of their client’s needs or expectations. No wonder the city financiers have little regard for the sector. Granted there are notable exceptions, but in the main, it’s managed by a priveleged group of out-of-touch has-beens who talk strategy and walk impulsively.
Plenty of very talented people in this game, most of whom are pawns to the knee-jerk reactions and short-term decison-making of inferior superiors.
Hmph.
19 Apr 10
3:01 pm
Well done. Help make GPY&R what is should be.
19 Apr 10
3:07 pm
Darren, you may wish to scroll up and read my earlier comment @9.54 am regarding my so-called “pinball career moves”. You may have escaped having been retrenched during the GFC and you may or may not work in advertising. But there were literally no jobs being advertised for the best part of 3 months at the beginning of 2009 and the advertising industry itself only just started its recovery by the end of 2009. Whether the GFC impacted as much on the economy or not, it certainly made a dent in my career which is being dissected in this post and the follow up comments.
You also don’t know me personally and you certainly don’t know how I talk to clients about social media. Its not for everyone and I am the first to say that. If you consider the evolution of digital communications and digital advertising, social media is not a fad. Its changed the way people behave.
As for the “city financiers” you may want to shoot a message to the people who run the UBank social media channels and tell them the finance sector has little regard for social media
19 Apr 10
3:10 pm
I too have had four roles in the last four years and its the first question anybody ever asks
At the end of the day this industry moves quickly and jobs come and go whether we like it or not. But It’s all about what we learn from those experiences along the way that holds us in good stead for the future
There is alway a new opportunity just around the corner and you are definitely testament to that
Good luck in the new role
19 Apr 10
3:13 pm
Congrats Tips – this is a fantastic news
A well diserved exciting new role for you!
Cheers,
Michael
19 Apr 10
3:17 pm
Congrats, Tip!
Wishing you all the best in your new role
Cheers
karalee
19 Apr 10
3:23 pm
Congrats on the new role, Tip and all the best at GPY&R!
19 Apr 10
3:29 pm
Thank you David, Michael, Karalee and Brian! I hope to catch up with you all at SMCSYD or Digital Citizen events
19 Apr 10
3:31 pm
The press release, the article and the comments on this page are themselves an interesting experiment in social media.
19 Apr 10
3:37 pm
Congrats Tip. Hope you’re ignoring all these negative well wishers!
19 Apr 10
3:49 pm
thanks Graham! There are a lot of haters in social media, and they like to be anonymous. They are easy to ignore.
19 Apr 10
4:46 pm
Just wanted to note the quality keyword density in this SEO link-baiting for Tip’s blog.
19 Apr 10
6:45 pm
Wow. Agencies still pay people to set up Twitter accounts and Facebook pages. I’m in the wrong job
19 Apr 10
7:49 pm
Tip,
I didn’t even bother reading the comments after the first three – the less said about it the better I think.
I just wanted to voice my heartfelt support and congratulations and I know that you will add great value to wherever you are at.
Remember “don’t feed the trolls”
19 Apr 10
10:05 pm
Hey Geoff thanks for your support
20 Apr 10
8:34 am
Congrats Tip! No doubt you’ll make this new role a success
20 Apr 10
9:07 am
All the best Tip!
20 Apr 10
9:13 am
What’s the deal with censoring shortstay?
It may not have been a backslapping circlejerk comment like most of the rest in here, but it wasn’t offensive or obscene or personal, and it made a fair point in a wry manner.
20 Apr 10
6:09 pm
Why does she keep writing back?
20 Apr 10
6:11 pm
Because its social media! Derrr!
20 Apr 10
6:21 pm
Hey Tip,
Congrats on the move. See you here soon
Cheers
Aden
21 Apr 10
8:09 am
You’re an idiot blah.
21 Apr 10
1:55 pm
Thanks Aden – looking forward to it
21 Apr 10
2:02 pm
@blah “Why does she keep writing back?”
Because social media is all about communicating with other people in social media.
18 May 10
1:17 pm
She keeps writing back because if she can keep this conversation going she’ll get into the ‘Most Discussed’ list and stay there….
18 May 10
3:01 pm
Dear The Explainer, I keep writing back because it’s a conversation. It’s thanks to the people like you that keep commenting that keeps this article in the most discussed list. If I was commenting unnecessarily, to “game” the most discussed articles, I would be talking to myself rather than responding to other peoples comments.
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