Bec Brideson, owner and director of female-focused marketing company Hello I’m Venus argues brands need to work harder to deliver to multi-tasking women who use multiple screens as an extension of themselves.
Every day, screen-based technologies are becoming further intertwined with human behaviour, and it’s becoming increasingly apparent that one screen just isn’t enough these days.
In this cross-posting from The Conversation the University of Adelaide's Matthew Sorrell looks at how to predict future technology trends.
Although I’m a futurist, I have absolutely no idea what information and communications technology will look like in 50 years time.
I do know that some of it will be familiar because once we find a usable form, we tend to stick with it – glowing rectangles will probably remain popular. But I also know that we will see technology and applications which have not yet been imagined.
This technology space is growing in complexity and capability at a much, much faster rate than any other, and the implications for society are profound.
The decision to give comedy Bamboozled the top award at Tropfest on Sunday has sparked claims it is homophobic. In this cross-posting from The Conversation film lecturer Greg Dolgopolov explains why it matters.
It would have been hard to avoid the news that the best-picture award at Sunday’s Tropfest short-film festival in Sydney was given to filmmaker Matt Hardie for Bamboozled – and even harder to ignore the huge online response to the film’s perceived homophobia.
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?
Headspace continues agency hunt: ‘we’re still looking for a Melbourne agency to work with us pro bono’
Youth depression charity Headspace, which found itself without an ad agency following the closure of DraftFCB Melbourne, is still looking for a replacement after calling a pitch more than seven weeks ago.
A long-list of thirteen agencies was drawn up in mid-September, with an emphasis on finding a Melbourne agency or agency with a Melbourne office.
The charity’s head of corporate affairs Elisabeth Tuckey told Mumbrella: ”We came close with a couple of agencies, but we’re still looking for the right fit. As a not for profit organisation, we’re after an agency that’s willing to work with us pro bono.”
“We can pay production costs and contribute a small margin. The other criteria is the agency needs to be Melbourne based, or at least have a presence in Melbourne,” she said.
“DraftFCB Melbourne folded in early September following the loss of lynchpin client Honda.”
…hmmm, free work wouldn’t have helped their bottom-line either!
Mike
30 Oct 12
1:44 pm
One key problem with pro bono agency work, is that the recipient charity rarely if ever values the work produced, because it has no dollar value attached to it.
With a clear mind-set on fundraising, charities tend to ascribe value in dollar terms, whether spent or saved.
It’s human nature – they don’t always mean to be excessively demanding, but in most cases, they don’t know when to say “thankyou, you’ve done more than enough”.
In practice, this means limitless demands being made on creative, on production, on attendance at meetings, because none of it is costing a cent.
The parameters of involvement need to be strictly determined upfront, but frankly, I’d suggest donating the $100,000 or however much, and part with your best wishes.
That said, agencies who want to be able to tick the “CSR” box on RFPs probably have another reason in mind.
CC Dorito
30 Oct 12
1:52 pm
I’m looking for an airline that will fly me free.
Larry
30 Oct 12
2:10 pm
And i’m sure that’s its the first time any of those 13 agencies have heard that they want an agency to work pro bono. I’m not so sure they would have had the response they got if that was the case.
Shamma
30 Oct 12
2:50 pm
does pro-bon mean the agency makes its money on taking a clip of the production costs under the table?
A little bit of fair play goes a long way. How many of the marketers in headspace work for free?. Their funding comes from somewhere (worthy cause, so i am guessing federal govt). Some metrics on we receive this $$$$ to achieve this would allow them to think a little more realistically about approaching 13 agencies for nil result
Penguin Alert
31 Oct 12
1:51 pm
I thought “pro bono” is when the agency burns through the client’s budget (on full-rate creative and production), and then sends a long, heart-wrenching email to publishers asking them to “get involved in such a vital project” by giving away loads of free inventory?
This is a really interesting issue; I had a recent experience using the “PB” word too which didn’t go well. As Mike says, one of the pitfalls is that the client can end up being over-demanding without realising it. There’s got to be another, more creative alternative, instead of this simple cost vs pro-bono dichotomy.
Bec Brideson, owner and director of female-focused marketing company Hello I’m Venus argues brands need to work harder to deliver to multi-tasking women who use multiple screens as an extension of themselves.
Every day, screen-based technologies are becoming further intertwined with human behaviour, and it’s becoming increasingly apparent that one screen just isn’t enough these days.
In this cross-posting from The Conversation the University of Adelaide's Matthew Sorrell looks at how to predict future technology trends.
Although I’m a futurist, I have absolutely no idea what information and communications technology will look like in 50 years time.
I do know that some of it will be familiar because once we find a usable form, we tend to stick with it – glowing rectangles will probably remain popular. But I also know that we will see technology and applications which have not yet been imagined.
This technology space is growing in complexity and capability at a much, much faster rate than any other, and the implications for society are profound.
The decision to give comedy Bamboozled the top award at Tropfest on Sunday has sparked claims it is homophobic. In this cross-posting from The Conversation film lecturer Greg Dolgopolov explains why it matters.
It would have been hard to avoid the news that the best-picture award at Sunday’s Tropfest short-film festival in Sydney was given to filmmaker Matt Hardie for Bamboozled – and even harder to ignore the huge online response to the film’s perceived homophobia.
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.
Youth depression charity Headspace, which found itself without an ad agency following the closure of DraftFCB Melbourne, is still looking for a replacement after calling a pitch more than seven weeks ago.
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Comments
30 Oct 12
1:36 pm
“DraftFCB Melbourne folded in early September following the loss of lynchpin client Honda.”
…hmmm, free work wouldn’t have helped their bottom-line either!
30 Oct 12
1:44 pm
One key problem with pro bono agency work, is that the recipient charity rarely if ever values the work produced, because it has no dollar value attached to it.
With a clear mind-set on fundraising, charities tend to ascribe value in dollar terms, whether spent or saved.
It’s human nature – they don’t always mean to be excessively demanding, but in most cases, they don’t know when to say “thankyou, you’ve done more than enough”.
In practice, this means limitless demands being made on creative, on production, on attendance at meetings, because none of it is costing a cent.
The parameters of involvement need to be strictly determined upfront, but frankly, I’d suggest donating the $100,000 or however much, and part with your best wishes.
That said, agencies who want to be able to tick the “CSR” box on RFPs probably have another reason in mind.
30 Oct 12
1:52 pm
I’m looking for an airline that will fly me free.
30 Oct 12
2:10 pm
And i’m sure that’s its the first time any of those 13 agencies have heard that they want an agency to work pro bono. I’m not so sure they would have had the response they got if that was the case.
30 Oct 12
2:50 pm
does pro-bon mean the agency makes its money on taking a clip of the production costs under the table?
30 Oct 12
3:10 pm
A little bit of fair play goes a long way. How many of the marketers in headspace work for free?. Their funding comes from somewhere (worthy cause, so i am guessing federal govt). Some metrics on we receive this $$$$ to achieve this would allow them to think a little more realistically about approaching 13 agencies for nil result
31 Oct 12
1:51 pm
I thought “pro bono” is when the agency burns through the client’s budget (on full-rate creative and production), and then sends a long, heart-wrenching email to publishers asking them to “get involved in such a vital project” by giving away loads of free inventory?
31 Oct 12
4:00 pm
This is a really interesting issue; I had a recent experience using the “PB” word too which didn’t go well. As Mike says, one of the pitfalls is that the client can end up being over-demanding without realising it. There’s got to be another, more creative alternative, instead of this simple cost vs pro-bono dichotomy.