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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
Junior Masterchef unveiled
Ten has unveiled the first look at its next version of ratings juggernaut Masterchef, giving viewers of last night’s final a sneak peak at Junior Masterchef.
Although Ten has not yet revealed an air date for the show which sees chef Anna Gare join the regular judges it is likely to follow the Commonwealth Games which run until mid-October.
Junior Masterchef is the second spin-off from Masterchef. Last year’s Celebrity Masterchef failed to capture audiences’ attention in the same way as the main show, although the final did average 1.3m.
July 26th, 2010 at 8:33 am
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Comments
26 Jul 10
9:22 am
Good way to tarnish a respectable brand.
26 Jul 10
9:26 am
I think it looks good, some of the stuff these kids cook are amazing!
26 Jul 10
9:30 am
Brilliant idea.
Watch Jamie Oliver’s TED speech.
A huge issue facing the lard-arse West is generations of families who don’t know how to cook. Masterchef’s broader mission is to change Australian perceptions about food and home cooking.
Masterchef has already excited Aussie kids about cooking. To include them, and show kids actually doing it, is a champion move.
It’s 100% on-brand and on-mission.
26 Jul 10
9:37 am
Saturation point officially achieved. No one cared about the celebrity spin off, and the same will apply for kids. You can’t exactly give the winner a restaurant or a job…
26 Jul 10
9:41 am
Speak for yourself James. Good on them for putting this on air. I will be watching, and in the off chance i don’t like it, then i will change channel. Simple really.
26 Jul 10
9:58 am
Definitely worth a watch – numerous reasons why this format should work but the idea of showing how kids can cook and excite both kids and adults about home cooking is a strong one that is worth a watch.
26 Jul 10
10:00 am
Have any of you ever seen the original UK Junior Masterchef? It was amazing viewing – the children (albeit often in a teeth-jarringly precocious manner) were incredibly talented chefs. They plated up meals barely different from the adult UK Masterchefs: essentially professional, restaurant fine-cuisine.
Though like the adult Masterchef, the Australia junior one will probably be dumbed down into more of a gameshow format.
26 Jul 10
10:06 am
See here for a UK Junior Masterchef:
http://www.youtube.com/watch?v=e-ERdhuOtlU#t=3m59s
26 Jul 10
10:18 am
I’ve a feeling this will find an audience.
As one of my friends put it when the trailer came on last night: “My ovaries have just exploded”…
Cheers,
Tim – Mumbrella
26 Jul 10
1:13 pm
Agree with Tim, this will find an audience.
I am keen to see how the product placements and marketing opportunities are leveraged. In the same theme as Tom’s comments above, the market growth and sales potential of activating kids to cook more and get involved in the weekly grocery basket choices I would expect to be highly profitable
Lets see how Coles and key suppliers take to it
26 Jul 10
1:31 pm
i wouldnt call it junior masterchef when they tell them the ingredients for an invention test , weeks before the challenge and have all the time to be trained and perfect dishes.
26 Jul 10
1:33 pm
I think its an awesome idea.. can’t wait to watch!!
26 Jul 10
1:41 pm
Can’t wait for this! Callum could go again, how old was he again?
26 Jul 10
1:48 pm
can’t wait to see matt preston throw some poor kid’s dish on the floor.
26 Jul 10
2:00 pm
I’m looking forward to it! I’m seeing ‘Smarter Than A Fifth Grader’ but with less Rove and more remoulade.
But I am an embarrassing #MasterChef tragic.
26 Jul 10
2:51 pm
At first I was like “Oh god noooo” thinking this will lead to a whole bunch of spoilt, fussy, precocious kids who will miss out on the simple joys of childhood eating.
And then I read Tom’s comment and was I like “That’s a damn fine point.” Watching the first ep of Jamie’s Food Revolution was a jaw dropper. He’s got his work cut out for him in heart-land USA. Anyone who is trying to educate people about food and cooking gets points from me.
Will be interesting to see what time slot they give it.
26 Jul 10
3:05 pm
To all the naysayers … yeah … we can’t have a show that either allows kids to express their creativity via cooking, or to learn new skills in the kitchen (which my generation never received) and then to celebrate their successes.
I say “bring it on” … these kids will be awesome and will put 99% of Mumbrella readers (starting with me) to shame.
I’m off to make a Vegemite sandwich and I’m liable to stuff it up!
26 Jul 10
4:31 pm
Looks great and I think it has the potentiel to outrate the original. Kids are a huge audience for mastechief and I can see no reason why it can fail.
27 Jul 10
10:29 am
I don’t remembber where I heard it or read it, but I heard that of the general MasterChef viewership, some 15% of them are kids. Does anyone have the actual statistic for it?
It’s a very savvy move – I work with kids, and was recently at a primary school talking to some schoolkids, when I was asked by the kids if I watched MasterChef. When I said ‘no, should I?’, all bar two of the 40 or so kids put their hand up and told me I should. It’s insane how many kids watch this show.
28 Jul 10
8:57 am
What a fabulous idea, my grand daughter just had her 7th birthday and it was a cooking party, icing cupcakes and then making there own pizzas. It has also introduced them to new food and getting them to eat vegetables cooked different ways. We don’t want obese children in Australia we want happy healthy children I say BRING IT ON!!
5 Aug 10
6:04 pm
I think that masterchef jnr is a great idea
5 Aug 10
7:36 pm
i think there should a wider age limit for i am 13 and wish i could have compented
8 Aug 10
6:57 pm
it sucks, they should have 14 year olds aswell
10 Aug 10
9:32 am
My niece made it onto this show, her name is Tya, and I was there for some of the filming that has been done.
Sally, these children aren’t given the recipe weeks before, there isn’t much difference between this and the original Masterchef.
These young children are amazing chefs, so talented.
Some of the things they do, even if I was given a recipe, I wouldn’t be able to do successfully.
It is brilliant. Cannot wait for it to air.
Anyone that wants to put down this show or the children involved needs to get a life.
Just because you didn’t make anything of yourself at 10 or 11, doesn’t mean you need to knock down people, children to be specific, who are out their trying and doing a mighty fine job.
10 Aug 10
10:44 am
Let me start bye saying my wife, daughter 8,Son 5, and I all watch Masterchef it is one of the very few TV shows that we all watch together when my kids seen this advertisement on the final they have not stoped bugging me to find out where and when it starts (how I ended up here)They have not stoped playing pretend Masterchef (very cute)I think this is a great idea for TV instead of the usual Hannah Montanna/Dora the explora crap this teaches kids real life skills.I cant wait and my kids are very pumped up awsome job Aussies! from Canada
13 Aug 10
8:08 pm
when does it start?