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Opinion | Features
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
KFC launches attack ad on McDonald’s chicken
Burger chain KFC has launched an attack ad on McDonald’s, claiming that the chain reconstitutes its chicken.
The ad – created by Ogilvy with Mediacom handling the media strategy – attacks McDonald’s chicken patties. It uses Lego-style blocks to show a chicken being reconstituted and frozen, and contrasts it with the KFC Zinger burger.
Although the ad does not refer directly to McDonald’s, it refers to “some McRestaurants”.
The campaign, which launched today, will run across TV, radio, digital and print.
Nikki Lawson, chief marketing officer of KFC, said: “There are currently a lot of chicken claims out there. This advertising campaign clears the air and demonstrates how KFC prides itself on delivering 100% whole, chicken breast fillets cooked in store by our dedicated cooks.”
The company is also launching a promotion with customers who come into the store on Thursday being offered free chips and a drink.
A spokesman for McDonald’s told Mumbrella: “This doesn’t change anything for us. Australians are loving our chicken range and it’s the most successful it’s ever been. Our customers are voting with their feet and the Chicken Scorcher Burger is flying out of the door.
“Our Scorcher patty is made from real marinated Aussie chicken breast meat. We source our chicken from the same trusted brands – Ingham and Steggles – that are available in your local supermarket.”
The ad is the second in recent days to take an indirect tilt at McDonald’s. A campaign for Hungry Jack’s pokes fun at the style of the McDonald’s “a little bit fancy” ads.
December 13th, 2011 at 12:01 pm
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Comments
13 Dec 11
12:10 pm
So, unlike McDonald’s, KFC prides itself on serving quality foods to its customers – Like free chips and a (sugary) drink?
13 Dec 11
12:14 pm
My favourite shot was the flour/ breadcrumbs in the kitchen. KFC’s commercial kitchen looks so homely!
13 Dec 11
12:15 pm
Yeah because I’m sure KFC’s chicken patties are cooked by real “cooks” as they say, yeah right. They are 15 year old kids, who really have no idea. I don’t think so. No matter how you market KFC/McDonalds, everyone knows they are junk food places.
13 Dec 11
12:20 pm
petty..and dangerous
13 Dec 11
12:28 pm
Poke a bear with the stick for long enough….
13 Dec 11
12:28 pm
Two obese guys wrestling in a pit of lard.
13 Dec 11
12:35 pm
Pot/kettle /black/crap
13 Dec 11
12:53 pm
It began with brilliant creative around the lego chicken, but lost me when it showed the slow-mo of a gourmet kitchen environment – complete with cheesy piano music – that is unlike anything I’d expect to find at KFC.
Sorry guys, you started off well but over-reached there.
13 Dec 11
1:22 pm
In the interests of consumer research I have gone out and tasted both and can conclude that KFC does taste better… (but I do love McDonald’s)
13 Dec 11
1:25 pm
We recently compared their advertising to reality in an infographic – not sure either of them come off terribly well?
http://www.eventarc.com/posts/.....fast-food/
13 Dec 11
1:28 pm
bunch of arse
13 Dec 11
1:29 pm
I’m pretty sure it’s still made from a chicken that has been cruelly mistreated for its short life. No matter which way you slice it, they’re serving tortured animals that have lived in confined spaces and been pumped full of hormones and antibiotics. Not only will you ingest these chemicals if you eat the burger, but you’ll be taking in a load of stress hormones from an animal that has lived its life in fear and misery.
13 Dec 11
1:30 pm
When you cant think of anything truely imaginative or creative, slam the competition and charge your client a fortune. Do they really think “discerning” McDonalds customers care how their chicken is made? With 1 in 6 Australian adults now classified as obese, should this advertising be allowed anyway?
13 Dec 11
1:33 pm
The current advertising agency for Hungry Jacks has clearly lost interest, in their adverts for the client they firstly just make an advert telling how they make adverts.
The other advert suggests they cant even be bothered making up a good name for the wonderful product and therefore just list the ingredients.
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
13 Dec 11
1:34 pm
As an ex-KFC “15-year-old” “cook”, I can confidently say what a load of rubbish. Yes, KFC chicken is fresh off an Ingham’s truck – but really – cooks? I was an underpaid teenager who tossed the chicken by the literal bucket load into a vat of flour and herbs, I shook it a little, snapped the legs, tossed and threw them on a rack for deep frying.
I’m flattered, but lol.
13 Dec 11
1:38 pm
Bullshit. Like the pimply 13 year old in KFC is going to dust my pattie in flour and breadcrumb it himself?
When you serve food like KFC (or Maccas, or any other fast food chain), you simply can’t make claims like this and expect people to believe them. People are too cynical. Just acknowledge that it’s shit for you but tastes freaking awesome when you’re drunk.
13 Dec 11
1:41 pm
It’s a nice idea, just as long as no KFC products are made from re-constituted chicken. And I can’t imagine for a second that’s the case. In which case, they’re just hypocrites.
13 Dec 11
1:47 pm
quality of the ad you’d expect it to be a maccas ad. the whole “man with deep voice” voice over just makes me think maccas. same with HJs – i always think its a little bit fancy when their ads come on.
13 Dec 11
2:20 pm
Loved the leggo blocks opening. Great original visual for a fast food ad. So why follow it with unrealistic, stereotypical slow mo kitchen shots? Could have been so great…
13 Dec 11
2:24 pm
Advertising 101 … If you are doing comparrison ‘mine vs yours’ than your creative team are not doing their job!
13 Dec 11
2:24 pm
the hungry jacks spot is WAY better than this KFC one. The HJ’s one is harmless fun, poking fun at the creative, which is less of an attack and more of an observational joke. I’ll be honest, I have eaten my fair share of both, and I am less concerned about the chicken than I am about the amount of skin that surrounds it. McDonald’s is definitely doing a better job in that respect. Also KFC made a burger that used more chicken instead of bread. It’s not healthy if there is 14 pounds of it, you morons.
13 Dec 11
2:27 pm
Australia – rich land of wealth, ignorant malevolent media and dieases of affluence. LOVE IT OR LEAVE IT! Victorious in most obese per capita – HA! Suckit septics!
Phwoar – I love eating pink bits. My son & I fight over who eats the burnt cloaca at the dinner table!
..cause we got the boogie..
13 Dec 11
2:31 pm
That ‘kitchen’ is mere puffery. No consumer in their right mind would be fooled by that ad. Lucky consumers aren’t that gullible or KFC might actually sell more chicken
13 Dec 11
2:36 pm
Agree with OtherAndrew. But please forgive them the ending. Having spent a year wrestling with KFC I can tell you this little ad is a giant leap for the brand. Someone at SOM has finally got through to KFC that there’s more to tv ads than corny, mates scenarios (some of which I was responsible for). It reminds me of the Leo Burnetts’ McDonald’s ad of a few years back using the kids learning cards. And the ‘child inside’ stuff.There was a brief moment there when Maccas realised that being tonally consistent doesn’t mean you can’t have a bit of stretch in the brand. Obsession with the brand tonality is the biggest black hole for ideas in our industry. Brand personality is no different than a real personality. Some days your mate is serious and thoughtful other days he’s crazy and funny. But he’s still the same person and you allow for it. Keep going KFC and don’t lose your nerve like Maccas now have.
13 Dec 11
2:44 pm
Doesn’t matter how it compares to other burgers or how many adjectives they use in their media release, it’s still Dirty Bird and it still tastes like crap
13 Dec 11
3:30 pm
I agree with OtherAndrew but I think this is pretty effective in some ways. Now I will always think of the McChicken as being reconstituted. It’s not going to make me buy KFC but I don’t think I’ll be having McDonalds anytime soon. The McChicken was the only thing I could eat there that didn’t make me feel ill.
13 Dec 11
4:36 pm
I don’t rate the KFC one at all, but i like the HJs one, it’s kinda funny and so true!
13 Dec 11
4:59 pm
I don’t think ANY fast-food chain wins when one chain accuses the other of producing fake, nasty food.
I think the consumer is well aware that if Macca’s is doing something a bit NQR, then KFC is probably using some tricks of their own.
Just makes me want to avoid all of them really.
13 Dec 11
8:28 pm
Yes, false advertising on the kitchen scene, do a snap visit across Australia and its an open and shut case..
13 Dec 11
8:29 pm
Damn, that burger looks good..
Now if only KFC has as many stores as Maccas, I would eat there more often
14 Dec 11
1:56 am
FREE WIFI in KFC NOW!
^^^ Who is this Sam Neil character? GET OFF
14 Dec 11
9:25 am
Chicken fight!
My money is on the Frankenstein.
14 Dec 11
11:03 am
Clever ad and well constructed although ingredient-wise I’m sure they’re all jsut as bad.
14 Dec 11
12:44 pm
I think KFC needs to fire it’s agencies and themselves! Bad creative work, Bad marketing team for accepting that crap!
14 Dec 11
1:17 pm
Envy is strong emotion to use in advertising.
But clumsily exposing the marketing team’s own envy at a brand level is a weak position to take.
14 Dec 11
3:15 pm
It’s funny, I saw this last night and actually thought it was pretty good. As a vegetarian, KFC, HJ and Maccas are not part of my world so therefore I am hardly the target audience but I thought the lego angle was an interesting take on showing a real point of difference between the brands. Happy eating, guys! mmmmmmm…….
15 Dec 11
5:38 pm
Fast food outlets, whether you like the stuff or not, are the largest provider of teenage employment in this country.Shut down fast food and you shut down jobs. I am not sure what some people think a 15 year old should be entitled to at that age with no qualifications and no experience. These jobs should be viewed as something transient that lasts the few years while the teen wants pocket money and can transition into a better paying job or further study. There are also countless stories of teenager who have gone further and today hold well paying leadership jobs in these companies or own a franchise.
In terms of fast food being bad for you, no one is holding a gun to your head and forcing you to eat it. It appears the critics out there will not be satisfied until every person on this planet has been reduced to eating cellery sticks and sipping tap water.
15 Dec 11
8:42 pm
Straight outta the industry play book there Mike. Almost word for word. Well done.