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Opinion | Features
Q&A with Adshel's Rob Atkinson
Online trading is the next big thing says Rob Atkinson in a piece that first appeared in Encore. Who is the most powerful person in Australian media and why?
Harold Mitchell because of his influence and the footprint he has left. He’s built a huge brand in Mitchells, offloaded it into Aegis, Aegis has obviously done extremely well to be then sold on to Dentsu. So if you think about it, he is very much a father figure of the industry.
Making it overseas
Is the best way of being successful in Australia not be here at all? In a feature that first appeared in Encore, Lee Zachariah speaks to Aussies making it big abroad.I always wanted to work in New York,” says Julian Cole. “I thought it was the number one place to work in advertising; a lot of the best campaigns were coming out of there. So I moved over and was lucky enough to have a couple of interviews in the first couple of weeks.”
Cole’s story is indicative of the somewhat contentious idea that the best way to be successful in Australia is to not be in Australia any more.
Got a book in you?
From journos to ad execs and PRs, these days everyone seems to have a book in them. But what does it take to get published and will you actually make any money? In a feature that first appeared in Encore, Brooke Hemphill finds out.Attention wannabe authors. Forget big fat advance cheques and living off royalties. The reality of having a book published today is another story altogether. There are only two reasons you should even consider sitting down at your computer to bash out a manuscript – passion or profile.
Savage counsel
In an article that first appeared in Encore, Chris Savage tackles your career and agency dilemmas in his weekly advice column.Hi Chris,
My clients seem to be demanding more and more from us. At the same time, it seems many of the younger people in our industry simply don’t have the client servicing skills my generation grew up with. How do we instill in our executives some of the good old-fashioned behaviours that would keep a client happy and loyal?
Fake it til' you make it... as an ad agency receptionist
From dressing the part to playing the gatekeeper, Leo Burnett Sydney’s Susie Henry tells us how to make it as the face of adland in a piece that first appeared in Encore.What does a receptionist in an ad agency actually do?
Well, there’s the frantic every-day, all-day stuff of deliveries, courier bookings, doing expenses for directors – always challenging – plus arranging all the travel. But one of my main jobs is counselling the account service people. I also keep up with all sports information to discuss with our sports-loving clients – because who wants to be bored while they’re waiting? And I know how they like their coffee. You need to know everyone – from accounting to HR. I’m also the go-to for all catering and sending flowers.
Whose views skew the news? Media chiefs ready to vote out Labor, while reporters lean left
Most journalists lean left-of-centre, says Folker Hanusch of the University of the Sunshine Coast, in a post first published on The Conversation.Most Australian journalists describe themselves as left-wing, yet amongst those who wield the real power in the country’s newsrooms, the Coalition holds a winning lead.
But while the media’s political leanings will no doubt be debated in the lead-up to September’s federal election, our study has also found other largely unscrutinised biases remain – particularly whose views disproportionately shape the news.
It's time for a new New Wave in the film world
Government funding bodies are lazy and decadent, says industry veteran Michael Thornhill but in a piece that first appeared in Encore, Ed Gibbs begs to differ.I vividly remember the time I first saw Animal Kingdom, David Michod’s breathtaking labour-of-love feature debut. The press screening was half empty, despite the film winning the Grand Jury Prize at Sundance just months earlier, in 2010. Yet its superb performances, stylistic flourishes and overall polish left me speechless. Could this really be a feature debut, an Australian one at that, I wondered, almost out loud? It seemed too good to be true.
Going cold turkey on an agency addiction
Life is sweet for freelance writer Max Kitchen, but in a feature that first appeared in Encore, he admits his struggle against returning to the agency fold.I’ve never taken heroin. But I suspect if I had, the temptation to try it again would not be too dissimilar to the lure of returning to agency life.
Can sport save Ten?
First there was the Grand Prix. Next came the reported $500m bid for cricket rights, then Ten secured the 2014 winter Olympics. So, can sport save the ailing network? In a feature that first appeared in Encore, Nic Christensen investigates.The television sports rights bidding process is a bit like a game of poker.
Check, fold or bet. Those were the options for the Ten Network last week when it had to finalise its bid for the cricket rights.
Andy Lark: good for the marketing of marketing
I can still remember the first story I wrote about Andy Lark, when it emerged that he was to be the new chief marketing officer of CommBank.
It was immediately clear that Australia was about to meet an interesting marketer, one who blogged and tweeted and thanks to his time at Dell in the US was digitally savvy. Even two years ago, that was a big deal. The fact that he also had a stint in public relations gave him an absolutely intriguing background before he even arrived.
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…
Paywalls will help fund campaigning journalism
In this guest post, News Limited’s group editorial director Campbell Reid responds to the views of ninemsn’s Hal Crawford that the company’s push into metered paywalls is about data rather than dollars.Hal Crawford is both right and wrong in his article which argued that our digital subscription plans are all about the data.
Fake it 'til you make it... as a features editor
Cosmo’s Kate Leaver tells us how to bluff it in her job in a feature that first appeared in Encore.What do you do, as a features editor?
Really, play with words and ideas all day. At any one time, we’re working across three issues of the mag – getting one on its way to the printers, pooling all the words together for another, and planning the issue after that. It’s busy but it’s a pretty magnificent process.
Savage counsel - JFDI
Hi Chris,I run a medium-sized agency that is doing pretty well. As the leader, I am finding my workload just seems to go up and up. I am struggling to stay motivated and particularly to tackle the bigger and tougher challenges I have to face every day. How do I keep up the energy when there just seems so much to do? How do you do it?
Productive, successful executives are those able to consistently tackle difficult and big challenges. It’s a constant struggle for me so I know how you feel. How do the successful leaders do it?
Q&A with Brett Clegg
Brett Clegg, group director – business media, Fairfax Media, in a Q&A that first appeared in Encore, on the journo who refuses to work with him – his wife.Who is the most powerful person in Australian media and why?
Hard to go past Rupert Murdoch. He controls the single largest and most diverse portfolio and is intent on leveraging its scale (and, of course, influence). He’s an innovator and his will to win is obvious to all.
Jim Beam goes primeval in $5m ad blitz
Tarzan calls, monkey noises and primeval cries of the wild reminiscent of a Jim Carrey film are the means with which Jim Beam is now targeting 25-30 year-old drinkers.
A new campaign by The Works sees the bourbon brand move away from the appeal of pretty girls, the premise of its last campaign ‘The dilemma’, to focus on the feeling the drink gives its target group of young men and women.
The Works’ creative partner Damian Pincus said the campaign was based on “an infectious, social idea”.
The ads were directed by UK-based director Tim Brown.
The $5m initiative marks a tripling of advertising spend on ‘regular’ levels, according to the advertiser.
Teaser stunts kicked off the campaign on Friday. Calls featured in the ads were played back over speakers around Sydney.
The ads will run as 15- and 30-second spots in cinema as well as on subscription and free to air TV. Ambient, point of sale, press and direct marketing will run in support.
A social element will follow in April where Jim Beam fans will be encouraged to post their own calls of the wild on the brand’s Facebook page to create a “wall of calls”.
In a press release, Jim Beam’s brand director, bourbon, said: “Jim Beam is a category leader and will again push boundaries by continually reinventing our marketing activities to keep consumers and trade engaged in the brand. The ‘It’s time’ campaign is something we are confident consumers will make their own, talk about and share.”
Credits:
- Brand director, Jim Beam: Ray Noble
- Creative agency: The Works
- Creative Partner: Damian Pincus
- Creative Director: Kevin MacNamara
- Creatives: Will, Steve, Shelby
- Creative Project Manager: Lindsey Carmichael
- Production Company: Mosaic Films
- Executive Producer: Craig Bolles
- Director: Tim Brown
- Media agency: Unity Communications
- PR agency: Burson-Marsteller
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Comments
19 Mar 12
8:58 am
It’s ownable, creates brand interaction and would probably work well on-premise when choosing/ordering a drink, but christ it’s annoying.
19 Mar 12
9:27 am
Holds
19 Mar 12
9:29 am
Holds a mirror up to the consumer quite nicely. I don’t have the language skills to order one so I’ll just scream like a simian until the barman hands me a can.
19 Mar 12
9:50 am
Yes it is a fabulous social idea! I hope there is a swift take up. I can’t wait to get to my local and have everyone screaming like a banshee then laughing as if it is hilarious.
Bourbon drinkers are bad enough, don’t give them ideas on how to be more abrasive.
19 Mar 12
10:10 am
Love it. It’s fun and I suspect the campaign will lead to excellent brand recall.
19 Mar 12
11:12 am
Sorry, don’t get it.
Strong creative, but what’s the link back to brand?
19 Mar 12
12:03 pm
saw the tvc on the weekend, didn’t really know what was going on and annoying as hell. after reading the above, seems like a good strategy poorly executed?
i’ll withhold judgment on the social element until I come across it, could work I guess…..
19 Mar 12
12:55 pm
Most annoying TVC I have ever seen! Hard to know what’s being promoted when you’ve been forced to change channel 10 seconds into a 30″ due to impending insanity from the horrific audio.
Not a fan at all.
19 Mar 12
1:05 pm
Drinking Beam makes you an animal?
Could have legs in social sense. I mean the real one with mates hanging out drinking beam.
19 Mar 12
1:06 pm
Sums up their target market perfectly in my opinion – drink Jim Beam and act like a complete animal.
19 Mar 12
1:11 pm
Massive fail on so many levels.
19 Mar 12
1:19 pm
It’s time … I will never get back in my life.
19 Mar 12
1:36 pm
It’s a great idea – but it will be annoying after the second viewing
19 Mar 12
1:46 pm
Agree, most annoying – target market nailed
19 Mar 12
2:19 pm
No link to brand?
It turns me off drinking Beam.
I am NOT an animal…
19 Mar 12
2:53 pm
Good work Works…
Fun idea, should set the tone for a fun night out.
19 Mar 12
3:05 pm
I feel sorry for the staff that had to endure the noises over and over and over again while the brand manager and other brand team members were reviewing whether the noise was in line with the brand image and fit within their brand’s persona.
19 Mar 12
3:45 pm
What the?
19 Mar 12
4:16 pm
can’t go wrong with creating an “infectious” idea for a target audience where heavy drinking and STDs go hand-in-hand……drink this, act like an animal and wake up next to one – job done
19 Mar 12
9:38 pm
Anonymous advertising douchebags East of Petersham either A) don’t get it, B) don’t like it, or C) use it as an opportunity to slag off average Australians (proving how out of touch they really are).
Mission accomplished!
Well done lads.
19 Mar 12
10:02 pm
Can someone please explain this.
Do i blame agency or client for ruining my F1 viewing
20 Mar 12
4:07 pm
Is Tom having a dig at The Works?
26 Mar 12
10:25 pm
What a stupid add you are showing here. There are 60 people in this town who all grab there remote & mute it every time. What about all the decent adds you can come up with. We all hate it GET it OFF you IDIoTS
28 Mar 12
11:05 pm
Recognised as one of the most annoying ads of recent years, and is turning people off the product rather than on.
1 Apr 12
1:32 am
Worst and most annoying add I’ve ever seen…
3 Apr 12
8:35 pm
“”based on an infectious social idea ” what like VD? or national socialism? Think I’ll go down to my local bottleshop and yell like a halfwit ,no ? isn’t that the idea ? was always a tossup between Jim Beam and JD ,so Jack Daniels it is then !
5 Apr 12
12:32 pm
Jim Beam has been my choice of drink for about 13 years. Got the Beam shirts, even got a Beam doona cover. This ad is making me switch brands.
5 Apr 12
2:09 pm
will work fantastically well for the existing Jim Beam drinkers who also happen to be idiot nerds
5 Apr 12
2:54 pm
3 times in the past week, i have literally (and yes i mean literally) turned off the TV thanks to this abomination of an advert, still, i guess it means im getting to bed earlier.
7 Apr 12
8:19 pm
Horrible add, I am/was a Jim beam drinker. I will not buy it anymore whilst that stupid add is being aired. I hate it and mute it or turnthe channel. I have switched to WT and JD . The add be littles the consumer in both its representation and annoyance. We are all not kids !
7 Apr 12
9:41 pm
I will NEVER drink Jim Beam again because of those adds, I have switched to Scotch.
Most annoying add ever on tv.
10 Apr 12
11:42 pm
Whoever paid for this ad got suckered big time. In this time of economic uncertainty its heartening to see money going down the gurgler. Top Job. I used to think our advertising companies had potential …baabow…nope…fail. Bring back smart advertising, any monkey can scream at a camera. If you didn’t mention that it was supposed to be referring to some kind of primal urge i would never have guessed it.
Actually for that matter, within 2 seconds my brain said, GFY and i didn’t give a rats about the product, all of a sudden reruns of the brady bunch became more interesting then sitting through this ad.
If any ad promotes turning off the box and going and doing something in the real world..this is it.
11 Apr 12
11:47 am
this ad is the worst, i would cross the street to avoid this advert, it is noise pollution.
who even thought of this tripe ?? pull your head in. alcohol is lame anyway
11 Apr 12
1:07 pm
I wish I could have been the Marketing Director in the room when that ad was first shown to me, just so I could go Ari Gold at the CD when it finished playing. I sometimes wonder whether creative agencies think to show an ad to someone who doesn’t work in creative before they present. If 10 people off the street watched this, I doubt 1 would have said “cool ad”.
11 Apr 12
2:25 pm
If you couldn’t string 5 words (Jim Beam & Cola, please!) together before you drink it, you most certainly won’t be doing it afterwards (facedown in the gutter outside, with the can, shoved ringpull first, plugging your mouth!).
Recognition? Cut-through? at what & whose expensense? I’ll bet some people at the agency will be nervously looking over their shoulders for the imposter police to show-up & take them away to somewhere “digital” . . .
12 Apr 12
12:22 am
I gave up drinking Jim Beam after the ethyl carbamate scare some years back but these latest ads are almost enough to get me back. Greatest advertisements ever.
13 Apr 12
8:08 pm
The most annoying ad I have ever seen. I switch channel immediately. Would NEVER drink Jim Beam now as it makes me want to scream. I hate it with a passion.