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Opinion | Features
Cannes - a reminder that celebs need adland too
The Cannes Lions may have been full of celebrities this year, but that’s because they need brands, argues Profero’s Wayne Arnold
Having only been here for two days, I’ve already managed to soak up some of the glamour of Cannes, witnessing the media scrum around Sean Combs and (very nearly) bumping into Jack Black on La Croisette.
If 2012 was the year of the client, it seems 2013 may be the year of the hard working celebrity.
Melissa Doyle is ready for prime time (but what does it mean for Today Tonight?)
It’s easy to be dismissive of TV presenters – particularly when they’re doing something as fluffy as morning television.
But today’s announcement of the departure of Mel Doyle from Sunrise is a reminder that it’s harder than it looks.
How bosses can build trust by baring themselves to staff
In this guest post, Simon Rutherford, CEO of Slingshot Media, argues that bosses should be vulnerable in front of their staff.
Winston Churchill once said: “Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen.”
Fake it til you make it...as a radio newsreader
In a piece that first appeared in Encore, Emily Hoskins from ARN tells us how to do her job.
What does a radio newsreader actually do?
A radio newsreader has to be switched on from the moment they sit at their desk. At the Australian Radio Network each journalist writes, researches, edits and reads their own news bulletins under tight deadlines – every 30 minutes during the breakfast shift and every hour after 9am.
Keith Reinhard on freedom to fail, winning back Maccas and how agencies can survive
In an exclusive interview in Cannes today, advertising icon Keith Reinhard, one of the founding fathers of what is now DDB Worldwide, talked to Mumbrella’s Robin Hicks about freedom from fear, his favourite ads of all time, winning back McDonald’s and why the most important thing in advertising is passion.Savage counsel - little white lies
In a piece that first featured in Encore, Chris Savage tackles your career and agency dilemmas. This week, he talks about when it’s okay to lie to clients.
Hi Chris,
I often find myself telling little white lies at work – I tell people on the phone that I don’t want to speak to I’m about to duck into meetings. I told my colleague her new haircut was great when really it wasn’t and I praised someone’s work when actually it was kind of shit. After each of these occasions, I felt pretty terrible and wonder if you could tell me how can I speak with candour in the future – for my sake and others.
How to build a culture
How important is a company’s culture and how do you ensure you are breeding a good one? Matt Smith investigates, in a piece that first appeared in Encore.When production companies Cordell Jigsaw and Zapruder’s Other Films merged early last year, bringing the staff together within the walls of the Zapruder building proved to be something of a challenge. While the two companies weren’t strangers to each other due to six months of talks and negotiations, working together on a full-time basis was a different story.
Q&A Damian Keogh
In a piece that first featured in Encore, Val Morgan CEO Damian Keogh reveals his potential alternate career.
Who is the most powerful person in Australian media and why?
I’d say Kerry Stokes, slightly ahead of Harold Mitchell and Kim Williams. He controls the entity with the largest revenue across free-to-air, online, magazines and newspapers. On pure size alone, his influence and leverage over advertisers, media agencies and consumers is unmatched. Harold is still the king in media, slightly ahead of John Steedman, but Henry Tajer and Leigh Terry are the heirs apparent. Kim Williams controls News and that’s a big base to work from.
If a violent game is okay, then so is using a violent ad to promote it
An ad for video game Dead Island Riptide was banned by the ad watchdog. James Whitehead of online entertainment publisher IGN argues that it was the wrong call.A fortnight ago, it emerged that the Ad Standards Board had banned a television commercial for the video game Dead Island: Riptide, due to its depiction of violence – specifically suicide.
Why content makers are leaving our shores
In a piece that first featured in Encore, Craig Anderson says there simply isn’t enough opportunity for content makers in Australia, especially for those making comedy.Last year I had multiple meetings with production companies in Australia and discovered that apart from the odd commercial campaign, there’s no proliferation of paying platforms for comedy. From my own experience there’s iView, which will buy content once it’s already been made (though I live in hope that it will one day be granted the financial power to commission content). I’ve also had the odd informal commission from the SMH iPad consisting of two narrative series and a comical review show. But none of these endeavours were financially viable.
Managing your management style
In an article that first appeared in Encore, Stephanie Brown says the advertising industry often leaves people ill-equipped when it comes to managing staff, especially when they’re promoted into management roles.Managing people is hard. In fact, I actually think it’s the hardest job in the world. With no disrespect intended, I often joke that if my job didn’t involve other people to manage, it would be a walk in the park. I could get about my day’s work in a nice, linear fashion, happily checking off my to-do list as I go. I’m a process-orientated person. I get a kick out of getting things done.
Why the Facebook chase is making brands treat consumers like morons
You know how we look back at quaintly patronising ads from the 1950s and wonder what on earth the advertisers were thinking?
I’ve got a feeling that in a few years time, we’ll be looking at the behaviour of big brands on Facebook the same way.
An entire generation of marketers – or at least a sizeable proportion of them – have lost their minds.
So many have become so obsessed with generating user interactions at all costs, that all thoughts about overall brand perceptions or long term marketing goals have vanished. All that counts now, is generating likes and comments at all costs.
Blog this!
Paid content, sponsored posts and brand ambassadorships – in theory, today’s blogger can be just as valuable to brands as mainstream media. But does blogger outreach actually work? In an article that first appeared in Encore, Nic Christensen investigates.“I get approaches from PR companies constantly,” says blogger and author Kerri Sackville, with more than a hint of exasperation. “I have never done a sponsored blog, on my own site, but that doesn’t stop them from asking.”
McLennan right man for job
It’s all change at troubled broadcaster Channel Ten with new directions, new executives and a brand new CEO. Managing director of Adstream Peter Miller says Hamish McLennan is the right man for the job, in an article that first appeared in Encore.I am a bit of a schmuck when it comes to movies. I love romantic comedies. My favourite is One Fine Day with Michelle Pfeiffer and George Clooney.
Q&A with Richard Herring
In a piece that first appeared in Encore, CEO of APN Outdoor Richard Herring talks media.Who is the most powerful person in Australian media and why?
I don’t know if there is one person in particular. The fragmentation of traditional media and new entrants has made it a more level playing field with regards to major influencers. As was demonstrated with the recent media reform recommendations, together, the broader media community still has a very influential and powerful voice.
What one medium could you not live without?
Outdoor – clean, entertaining, evocative and informative.
How bosses can build trust by baring themselves to staff
In this guest post, Simon Rutherford, CEO of Slingshot Media, argues that bosses should be vulnerable in front of their staff.
Winston Churchill once said: “Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen.” Read more »
Dumb Ways to Die looks set to dominate Cyber Lions
McCann Melbourne looks set to continue its stellar run at this year’s Cannes picking up five nominations in the Cyber Lions for its Dumb Ways to Die campaign, which promoted train platform safety for Metro Trains Victoria.
The Melbourne creative agency dominated the shortlist picking up more twice as many nominations as any other Australian agency. Leo Burnett Sydney, Clemenger BBDO Sydney and Reactive Melbourne also performed well picking up two Cyber nominations each.
The winners of the Cyber Lions will be announced early tomorrow morning Australian time. Read more »
Seven Aussie agencies on Radio Lions shortlist
The Perth arm of The Brand Agency has picked up nominations in the Radio Lions shortlist in Cannes for a Perth Zoo campaign, while McCann Melbourne’s Dumb Ways to Die has been given the nod for Best Use of Radio as a Medium.
The Brand Agency Perth has three pieces of work, all for Perth Zoo, shortlisted in the Entertainment and Leisure sub-category.
DDB’s Melbourne and Sydney agencies were both shortlisted in Cars and Automotive Services while McCann Melbourne’s Dumb Ways To Die was shortlisted for Public Health and Safety, Best Scriptwriting, Best Use of Music and/or Design and Best Use of Radio as a Medium.
The list of shortlisted Australian entries: Read more »
Brisbane-based BCM wins Bundaberg Brewed Drinks
Bundaberg Brewed Drinks has moved its full advertising account over to Brisbane-based agency BCM, after ten years with Publicis Mojo.
The announcement:
After an extensive review Bundaberg Brewed Drinks has moved its account from incumbent of ten years Publicis Mojo to BCM.
BCM will work with Bundaberg Brewed Drinks on its entire portfolio of products including the iconic Ginger Beer, its Sparkling Selection, Lemon Lime and Bitters, and Sarsaparilla.
The agency will provide BBD with a fully integrated package of strategy, creative, media, digital and social media solutions.
“Mojo has been a terrific partner for us and we’ve achieved great things together over the years. We sincerely thank Rob Kent and the Mojo team for all their great work. We just felt it was time for some new ideas,” stated Bundaberg Brewed Drinks CEO and Managing Director, John McLean.
“BCM demonstrated a deep understanding of our business and culture. We’re very much looking forward to working with them and exploring new opportunities to grow our business,” he added.
Paul Cornwell, BCM Managing Director, said that “We have wanted to work with the Bundaberg Brewed Drinks team for many years so this is a very exciting appointment for us. They are a great company with excellent products and we look forward to working with John McLean and the BBD team. Everyone at BCM is pumped,” Cornwell added.
The appointment is now effective and is in transition.
Source: BCM press release
Publicis Mojo Australia appoints new national ECD
The former ECD of DDB Melbourne and founder of The Snowdome Foundation, Grant Rutherford, has joined Publicis Mojo Australia as the agency’s national executive creative director
Rutherford said Snowdome was important but felt he had to “get the feet out from under the kitchen table and back under a desk.”
He added that the chance to work with Publicis Mojo CEO Joe Pollard was something he “couldn’t refuse.” Read more »
Sexualised potatoes, racist cavemen and Aryan beer ad complaints dismissed by ASB
Sexy potatoes, a caveman transformed by an electric razor, Big W, Coca-Cola and Pure Blonde are among the brands to have generated complaints rejected by the Ad Standards Board.
In the Pure Blonde ad created by Clemenger BBDO Melbourne, a crowd of blondes dressed in white fill the empty streets of Budapest creating “river of blonde” some viewers found racist. Read more »
Pure Blonde’s search to find altruistic Aussies
Pure Blonde has launched a campaign aimed at finding altruistic Australians. The campaign will include radio announcements of Australians who “give up” giveaway prizes.
The announcement:
Australians like to believe that we always do the right thing, and if faced with the choice we would share our success with friends – or at least we’d like to think we would. To understand what Australian drinkers would really do, the team at Australia’s number one low carb beer, Pure Blonde had an idea to test this in the real world.
Faced with the choice of taking a prize or paying it forward, what would you do? A recent study commissioned by Pure Blonde has asked just that, revealing one in two people consider themselves altruistic, but are probably missing the opportunities to truly demonstrate it. Yet when faced with the choice between keeping a prize for themself and giving it to a friend, less than one in 10 would choose to give it to a friend.
In an effort to coax out Australia’s generous spirit and encourage random acts of purity, Pure Blonde has launched the ‘Prize or Praise’ promotion. From 27 May, participants who purchase a specially marked carton at their bottle shop or buy a round of Pure Blonde at the bar, will get a unique code to enter online or via SMS. If they win a prize, they then have to answer – “Do you want to accept the prize or the praise?” Winners choose to keep their prize or in a pure moment, give it up for someone else. The real twist is, they won’t find out their prize details until after they have made their decision to keep it or give it away. From a prize pool worth more than $1 million with the top prize being a Mercedes-Benz C63 AMG Coupe, one drinker could be crowned the most pure friend in Australia…choosing the praise and gifting a car worth over $170,000 to their friend.
Interestingly, research shows that it isn’t all about the money; that price doesn’t necessarily have a significant impact on generosity. 95 per cent of survey respondents said they would keep a prize for themselves if they knew it was worth $1,000 and almost all of them (84 per cent) would do the same with a prize valued at $20.
Alastair McCausland, Marketing Manager Pure Blonde says, “There are so many promotions out there these days; either giving away lame trinkets, or big unattainable prizes that we have no chance of winning. So we thought that with the Prize or Praise promotion we’d mix things up a bit. This promotion plays on the fact you don’t know what you’ve won until you’ve chosen to keep or pass it. It may be a new Macbook Air, a Chapelli Classic fixie bike, or be a snaplock bottle cooler. We’re also keen to hero those who chose the praise over the prize. With our media partner, Nova, we’ll be celebrating their purity in some pretty novel ways.”
Those who give away their prize – no matter how big or small – will have their name up in lights on the Pure Blonde website and Facebook page (with more than 225,000 fans) and some will even be praised publicly by Fitzy and Wippa on NovaFM.
To enter, drinkers must submit a unique code found on a competition card or carton by SMS to 1977 7788 or at www.pureblonde.com.au by 5 August 2013.
The prize pool includes a current model Mercedes-Benz C63 AMG coupe, Apple MacBook Air computers, Sonos Play: 5 Wireless Music Systems (including Bridge and one year of free music provided by Sonos valued at $758), Tissot watches, Nikon 1 J2 Twin Lens Cameras, Pure Blonde / Chappelli Cycles bicycle packs and Pure Blonde ottomans, slide top coolers and snap bottle coolers.
For more information please visit www.pureblonde.com.au or www.facebook.com/pureblonde
Source: Pure Blonde press release.
Liars, cheats and thieves
Is our industry full of cheats and liars or do people of honour who stand by their word still exist in business? In an article that first appeared in Encore, Cameron Boon investigates.
The recent court case involving Paul Fishlock suing his former employer The Campaign Palace brought into focus more than just the struggle of one man. It highlighted that there are some in adland whose word cannot always be relied upon.
Mumbrella Awards 2013 shortlist revealed
The shortlist for the Mumbrella Awards 2013 can now be revealed.
The teams will find out if they have won at the Mumbrella Awards, which takes place at The Star in Sydney on the evening of Thursday June 6.
The event will be hosted by The Project’s Charlie Pickering with the help of Sam Mac.
A panel of around 50 jurors will convene next week to decide the winners. The chairman of the jurors is Telstra’s chief marketing officer Mark Buckman.
The shortlist: Read more »
Storming the media barricades – advice for young journalists
This week Mumbrella’s Nic Christensen, who began his career four years ago, gave the keynote address to would-be journalists at the Media, Entertainment & Arts Alliance’s Student Day. This is an edited version of his speech.
Good afternoon, I can remember distinctly the last time I was in this room.
It was 2009 and I was sitting where you are. I’d come to this event, a friend and myself — from memory we sat up the back — and I can remember at the time wondering if I’d ever get a job as a journalist.
It was only four years ago and then as now getting a job was ultra competitive but I’m not sure there was quite as much media ‘doom and gloom’ as there is now… Read more »
An answer for Adam: What’s the future for creatives?
Each fortnight, Adam Ferrier poses a question to the industry. This week, he asks about the future of the creative.
Who or what is a creative? It’s an old thought, but as I continue on my merry journey in advertising I wonder if there is a role for a ‘creative’ and if there is, what that role is?
In the world of film and TV there is not a ‘creative’. There is a director, a writer, a producer, a DOP and so on. From this mix the creativity happens. But no-one is charged with being ‘the creative’. Read more »
News Ltd, Fosters, KFC, NRMA cleared of complaints focused on animal sexism, ageism and animal cruelty
“Perving” at women in Pilates class, cat-swinging, and a News Limited poster alluding to a handbag as a former cow named Debbie have been cleared by the Advertising Standards Board after a series of complaints from the public.
KFC’s ‘Say it with Chicken’ campaign generated another complaint over the the ad developed by Ogilvy featuring a man giving a mate a chicken fillet bacon cheeseburger to express his “eternal gratitude” for introducing him to Pilates class, as they look on at a group of lycra-clad women as they bend forward in front of them.
Must love beaches
Some jobs are more attractive than others. This one appears to be the marketing version of Best Job in the World.
Lion Nathan’s beer brand XXXX Gold is looking for a brand manager to take on the role of promoting its XXXX Island.
The ad is up on Mumbrella’s jobs board with the “key responsibilities” being managing the XXXX Island marketing campaign.
It has been a year since XXXX GOLD announced it had acquired the island and six months since the first guests.
Marketing a beer-themed island off the coast of Queensland sounds mighty tough.
Reborn launches Peroni partner with Italian photographer
Beer company Peroni has partnered with Italian photographer Giuseppe Santamaria.
The announcement:
Peroni Nastro Azzurro, official beer sponsor of Mercedes-Benz Fashion Week Australia has wrapped up a successful
collaboration with international fashion blog ‘Men in this Town’ as part of the festival.Men In This Town is a street style journal capturing men with a distinct look in their natural habitat. Giuseppe Santamaria, cofounder of Men in this Town, has been photographing the everyday man whose dress sense speaks volumes about who they are and has been credited as one of the biggest men’s street style blogs on Tumblr.
John Paul Wager, Head Of Content, REBORN said: “What has been really exciting for us is that Men in this Town is very much Australian with Giuseppe based out of Sydney but at the same time has an international flavour from his travels around the world. With Giuseppe’s background being Italian and his passion covering stylish men it presented us the perfect partner for Peroni during fashion week.”
“With Tumblr also being one of the fastest growing social media platforms championing content, it really helped us solidify the partnership with ‘Men in this town’ as a great opportunity to create highly targeted and relevant content for the brand. We wanted to stay away from standard advertising and create something stylish both from a content perspective but also in the environment it would live in.
The collaboration created by creative agency REBORN focused on ‘Men in this town’ capturing the week’s events as they unfolded. Presenting them through Giuseppe’s unique and raw street style photography daily via www.meninthistown.com/tagged/peroni and the Peroni Nastro Azzurro Australia Facebook page www.facebook.com/peroniau.
At the center of the collaboration ‘Men in this town’ created a series labelled “An Italian in Sydney” which captured an Italian’s lifestyle during the day through a series of photos and cinemagraphs.
John Paul Wager, Head Of Content, REBORN said: “The idea was to get Giuseppe to tell and showcase the Peroni Nastro Azzurro Italian proposition through a unique collection of visuals. This was the perfect collaboration, not only because of Giuseppe’ssense of style, but also for his work, which perfectly aligns with the brands core values of Italian style”
Source: Reborn press release.
Finalists announced for best radio ad of the year
Commercial Radio Australia has announced the finalists for the best radio ad of the year.
The announcement:
The best radio ad of 2013 will be battled out between more than 25 ad agencies, radio stations and production studios as part of the national Siren Awards, which will be announced in Sydney next month.
The finalists include some of the best known advertising agencies in Australia including Clemenger BBDO, DDB Sydney and Melbourne, McCann in Melbourne and Sydney, JayGrey Sydney, The Monkeys, Us Sydney, Eardrum Australia and Marketforce in Perth.
An overall winner, who receives the Gold Siren statue, will be announced at the breakfast. The winner will win a trip to Cannes to the Cannes Radio Lions, to be held in June, and two tickets to attend the festival. The client of the winning 2013 Gold Siren Award will also win a ticket to Cannes.
In addition, the overall winner will be announced at the breakfast in each of the three categories: single, campaign and craft and they will receive a Silver Siren statue.
The winners are decided by a panel of industry experts, made up of creative directors from leading ad agencies, known as the Siren Creative Council.
There is also a client-voted award, a $5000 cash prize, awarded to the writers of the ad voted the best, by a panel of clients.
Chief executive officer of Commercial Radio Australia, Joan Warner said the Siren Awards, now in their ninth year, provide a great opportunity to recognise excellence in Australian radio advertising.
“Over the past years, the bar for creative excellence has increased and the calibre of radio ads in the Siren Awards reflects this improvement,” Ms Warner said.
“This year finalists come from around the country and the ads cover everything from beer to tax accountants to travelling safely on trains. The finalists are made up of the winners of each round plus a final call round,” Ms Warner said.
Last year’s Gold Siren winner was an ad for Ikea, called “Holidays”, written by Tim Green and Tim Cairns from advertising agency, The Monkeys in Sydney.
The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country.
The best radio ad for 2013 will be announced at a breakfast on May 10 at Water at Sebel Pier One in Sydney, starting at 7.30 am.
For a booking form and more information visit the Sirens website www.sirenawards.com.au
Source: CRA press release
News Limited and Carlton Draught partner to create weekly ‘pub newspaper’
News Limited and Carlton Draught have announced the launch of ‘The Carlton Draught’ a new dedicated pub newspaper, featuring content from free daily commuter newspaper mX, for the Melbourne market.
For the next six months, the weekly newspaper will be distributed to 30 pubs in inner metropolitan Melbourne in a campaign that will tie in with the 2013 AFL season.
According to the two companies there will be a combination unique and syndicated content with the focus content on the most ‘pub worthy’ news of the week along with sports news and AFL teams ahead of the weekend.
The masthead for the ‘pub newspaper’
“While some time conversation at the pub just flows, we know everyone’s had one of those days when they get to the pub a bit earlier than their mates; or they’re nervously awaiting a blind date to arrive; or simply stuck next to that really awkward work colleague,” said Alastair McCausland Carlton Draught marketing manager.
Matilda Bay shows that it’s no ‘one-trick-yak’
Matilda Bay has launched a billboard campaign to promote the eight brands in its stable of beers.
The billboards – created by Clemenger BBDO Melbourne – feature brands Fat Yak, Dirty Granny, Red Back, Dog Bolter, Helga, Alpha, Beez Neez and Bohemian and run in locations around Melbourne, Sydney, Perth and Brisbane.
It is the first time the Port Melbourne-based company has advertised all of its beers in one campaign. Read more »
Carlton Draught AFL app offers prize of a year’s supply of beer
Carlton Draught has unveiled a footy betting app that gives AFL fans the chance to win a year’s supply of beer.
Aimed at “the more casual tipper”, the Carlton Draught Pick – which is downloadable from iTunes or Carlton’s website - is the only footy tipping app where players don’t have to bet every round to win the top prizes, the app’s creator Clemenger BBDO Melbourne says.
As well as “a year of beer” – two cartons, or 48 stubbies, a month for 12 months – tipsters can win tickets to the AFL Grand Final.
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