Opinion | Features
- Following recent controversy surrounding entries to the Cannes Lions awards Eaon Pritchard argues until we have a better way to evaluate the merits of agencies than awards all agencies will be highly incentivised to do whatever it takes to win . Advertising's outcomes are notoriously hard to measure. Which is why in advertising agencies, we love to measure outputs instead.
- With the media industry churn and talent drain a constant issue Lucy Formosa Morgan asks why more companies aren't open to job sharing. There’s rarely a shortage of applicants for coordinator positions however when it comes to recruiting experienced middle / senior level people, the talent bank seems to dry up. Agencies can struggle to fill vacancies for months or end up having to recruit from overseas. So if we have plenty of juniors that we’re devoting time and money to training up, where are they going? Why is there such a shortage of good talent out there?
- With questions being raised over the integrity of some awards entries in recent weeks, former creative director Darren Woolley says scam can be as damaging for marketers as the agencies involved. Scam awards entries have come to industry attention again, following the most recent Cannes Lions Awards. In the process, several high profile advertisers have been associated with their agencies’ entries. But what are the implications for the advertiser? It is a standard response that advertisers are not really interested in creative awards. But the fact is that marketers are human and those that have healthy and close working relationships with their agencies actually enjoy seeing them being recognised, especially for work they may have created together.
- In a Q&A conducted by email, Terry Savage, chairman of the Cannes Lions Festival of Creativity, defends the integrity of the competition and answers questions around scam ads following an investigation by Mumbrella into a series of ads from Australia entered into the Press category which ran just once in regional media. What is your definition of scam? "We require the work to have been approved by the client and to have used paid Media in the execution, if there is a query we get validation via the agency the client and the Media schedule that the work has run and complied within our entry rules. In the case of self promotion and NGO that is not the case."
- The cover of the July edition of the Australian Women's Weekly features the image of ultra-marathon bushfire survivor Turia Pitt, a move which surprised many in an industry driven by image. Editor-in-chief Helen McCabe spoke to Miranda Ward about how the cover came about, and its effect not only on the public, but also the beauty and fashion industries as we. The July cover of the Australian's Women's Weekly has done more to market "what the heart and soul of the magazine is" than anything else the magazine's editor-in-chief Helen McCabe has done in her five years at the helm. Speaking to Mumbrella about the July edition which featured Turia Pitt, a survivor of the bushfire that swept through an ultra-marathon in Western Australia's Kimberly region in September 2011, McCabe said the cover is "a really strong signal to market that this magazine is committed to Australian women, quality stories, independent journalism, long-form story telling and quality writing.
- In this guest post, awards jury veteran Matt Batten, a former ECD of Wunderman Australia, argues that the practice of scam advertising - raised by Mumbrella in recent days - hurts the whole industry. Reading from 10,553 miles away – that's 16,983km in the metric – I'd like to commend you on your dogged determination to find answers to the burning questions surrounding some of Australia's most intriguing Cannes Lions winners this year. Some say that this is the way of the world (at least our small part in it) and that creativity should be let free upon the award shows regardless of whether or not it was a legitimate response to a brief or a proactive project to help solve a genuine business problem for a real client – or a made-up ad for a brand that had no idea of its existence.
- Good startups often point to their culture as a driver of their success, but Eaon Pritchard asks whether that culture can be derived without a clear strategy? Culture, in an organisational sense, is usually interpreted as the collective behaviours, attitudes and beliefs that — when mixed together — create a particular set of norms within said organisation. Obviously there can be ‘good’ culture and ‘bad’ culture.
- Wicked Campers has been in the midst of a media controversy over the last few days. Sebastian Vasta takes a look at how the brand could better manage the online and media crisis. The latest cry to end Wicked Campers’ misogynist toilet humour is certainly not the first time the budget backpacker van company has been in trouble. But it’s certainly the loudest the online outrage has ever been.
- After the ABC unveiled its first round of cuts after having its funding cut in the last budget Ben Goldsmith of the Queensland University of Technology looks at how it might look in the future, in this cross-posting from The Conversation. Monday’s announcement that the ABC will make 80 positions redundant is just the latest move in an enforced process of change to the public service broadcaster. It has a long way yet to run. The announcement finally put the lie to Tony Abbott’s election eve pledge, live on national television, that there would be “no cuts to the ABC or SBS”. In concert with other recent announcements, it seems clear that public broadcasting – and in particular the ABC – is squarely in the government’s sights.
- Adland is an industry that likes to give back. Today, we're asking you to help us find this dog. You can find out more about Windblown Dog's history below:
- Marketers should stop using Facebook as a mass reach tool and start thinking about conversions not conversations argues Jack Smyth. Forget conversations – the future of Facebook is forensic By now you’re probably sick of the same articles recycling the same Facebook statistics. Over 12 million Australian users, spending on average 8.5 hours every week and so on. We all know Facebook offers massive reach.
- With US streaming site Netflix poised to enter the Australian market next year Andrianes Pinantoan from Pocketbook crunched some numbers to see try and ascertain what the local pay-TV market already looks like now. Netflix is set to enter the Australian market, but that doesn’t stop a few enterprising Australians from accessing it now. Actually, it’s more than a few.
- In this cross-posting from The Conversation Matthew Wade argues the return of Family Feud shows Australia's TV networks are not interested in testing their audiences intellectually. Family Feud returns to our television screens tonight as part of Ten’s desperate scramble to remain a viable entity, and is scheduled to compete with Seven and Nine’s main news bulletins at 6pm.
- In this open letter, Mumbrella's Tim Burrowes reaches out to the many excellent staff working at the award-winning agencies DDB and Saatchi & Saatchi. So last week, you may have noticed we gave some coverage to your Press Lions-winning work on behalf of McDonald’s and Panasonic. Congratulations again. Some of you even got a namecheck in the credits. I’m talking to you,
- Young people from poorer backgrounds looking to get into careers in creative industries could be amongst the most hard-hit by the government's new 'earn or learn' social security policies argues Ruth Bridgstock, senior lecturer at Queensland University of Technology in a cross-posting from The Conversation. The old jokes about creative arts and humanities graduates serving at the local fast food outlet are hard to put to rest – they speak to long-held concerns around the value of creative degrees, and to worries that students of creative arts programs aren’t employable when they graduate.
Ikea launches campaign to help Aussies become stylish at home
Furnishing retailer Ikea has launched an integrated campaign to promote its new textiles range. The campaign targets women and is based on the insight that while women express their personal style through their clothes and the fabrics they wear, the way they decorate their homes lacks a sense of style.
Ikea country marketing manager, Rebecca Darley said in a press release: “This year we wanted to show Australians one simple thing – and that is how easy and affordable it is to bring new life and individuality to their homes.
“What we found is that we are confident in using patterns and prints to express ourselves – from the clothes we wear to what we put on our work desk. This sense of personal style, however rarely continues into the home. Change doesn’t have to be difficult and with a textiles range catering to all tastes and styles, we hope that all Aussies will be inspired to bring new life to their home.”
The campaign comprises a TVC as well as a series of activations in which public transport seating in Sydney, Melbourne and Brisbane is decorated with new Ikea fabrics. The digital component includes a Facebook app where fans can take a quiz to discover what their “textile personality” is (The Romantic, The Thinker, Tribal, Rustic, Cool Connoisseur and Pop).
The app allows users to download a customised Facebook cover picture using swatches of related fabrics. There is also an online tool called the “Klipbook’ with which users can create moodboards from Ikea products and fabrics, along with interactive banner ads which users can interact with.
The campaign will also have a print and online media component.
Creative: The Monkeys – KLIPPBOK and TVC
PR and Experiential: One Green Bean
Social Media: One Green Bean
Media Strategy: Match
Media: Mediacom and Match
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