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Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
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.
Kogan launches video attacks on rival retailer Harvey Norman
Online electronics retailer Kogan has launched an online and TV attack on Harvey Norman in what has become an escalating PR battle between the two brands.
Kogan – created by Ruslan Kogan – has created the video suggesting that Harvey Norman has only one line: “Stick with the big brands”.
And it will also run an ad to be screened during the second part of Seven’s Ben Cousins documentary on Thursday. The ad is a pastiche of the Harvey Norman retail ads, claiming that the cost of TV advertising makes the products more expensive. After running in Melbourne and Sydney during the Cousins programme, it will also run on Friday and Saturday.
The video comes after the PR battle between the two brands was featured on Seven’s Today Tonight.
Kogan has since accused Harvey Norman boss Gerry Harvey boss of “chickening out” of a debate.
August 24 update: Kogan said in a blog posting this morning:
“In the interest of the Australian consumer electronics industry moving forward, I proposed a debate between myself and Gerry Harvey on the issues faced by the industry.
“He has chickened out of this debate.
“A national TV broadcaster was very keen on running the debate. I agreed to the debate with no conditions other than it be live and uncut. Gerry Harvey took a while to respond, and then declined.”
August 23rd, 2010 at 6:30 pm
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Comments
23 Aug 10
9:52 pm
As much as I like what Kogan is doing, and even plan on buying one of their TV’s. It’s a bit rich to suggest Gerry is’ chickening out’, of a debate that no station in the country would carry. Do you really think a Ch 7 or 9 would be interested in offending one of their biggest advertisers and suppliers of content for their 30 minute advertorials at 6:30?
24 Aug 10
8:58 am
ACA had much the same story last year on ACA, and Dave was the presenter for that one to. The difference, Kogan has now launched LED side lit tvs. When i was intereviewed for that i pointed out a number of picture quality differences to Dave, all of which ended up on the cutting room floor.
http://www.youtube.com/watch?v=BIzc6nvn7pg
24 Aug 10
9:48 am
Brave of Seven to run it considering how much Harvey Norman must spend with them.
Expect an angry phone call to James Warburton …
24 Aug 10
9:54 am
When I was last shopping for an LCD TV I would have loved to have got a Kogan TV, unfortunately when compared to something like the Sony Bravia, the aesthetics of Kogan are just appalling. I could have designed something better in my Year 10 Technical Drawing class, and from memory I got a C in that class.
24 Aug 10
10:11 am
You get what you pay for though yeah? Good on Kogan, about time someone shook up the oligopolistic state of the white goods market. Australia is operating in the dark ages when it comes to buying cheaply online. Manufacturers take the michael with prices simply because they can and the Aussie public pays it. Honestly, it’s a joke compared to the rest of the world and what you can buy, and still we get fed the rubbish about ‘buy from trusted brands’, ‘buy in store with confidence’… seriously get with the programme so to speak…
24 Aug 10
10:46 am
When will ads stop shouting at us!
24 Aug 10
11:13 am
I have never liked investing a lot of money in new technology since before the warranty, is up it has most likely become redundant. I will be looking into Kogan for sure – I love the ads they are running!
24 Aug 10
11:22 am
@ lounge addict – when they stop working.
As annoying as most consumers find Harvey Norman’s ads, along with JB HiFi, these are two of the most successful retailing stories in Australia.
24 Aug 10
3:53 pm
the ads are great!
24 Aug 10
4:36 pm
I actually purchased a Kogan LCD for my bedroom to test it out like 2 years ago, It has been great the only thing which I found a lil dodgy was the remote it just stopped working and new batteries didn’t fix it haha…But other then that the screen quality and every thing is similar to my Samsung 40 inch LCD.
I think what they are doing is great for the little guy, but I can not see the big stations or agencies taking on this guys ads LOL…But yeah I think they should hit them hard via the internet as thats where his key target market is.
24 Aug 10
4:48 pm
Funny! Did anyone notice Mr Kogan was wearing a t-shirt from the biggest brand in tennis….???
24 Aug 10
4:58 pm
He’s had a very sweary reply from Mr Harvey. I’d say mission accomplished. I had no idea who he was this morning. I do now.
24 Aug 10
5:13 pm
I agree with James Norquay, above, and the sentiment echoed by a number of others. Digital is the place for Kogan – he’s likely to have an instant cult following. I don’t know that it’s Harvey Norman’s effective campaigns that keep people shopping there or just stupidity. It’s so expensive!
24 Aug 10
6:24 pm
The thing is in the digital space and the Social Media space Kogan already plays in this space quite strongly, I noticed Kogan also have a similar campaign to the Doritos JWT one where you have to make your Youtube commercial for the brand interesting.
Really I think this is great what Kogan is doing but they already have the cult followers and the digital savvy followers hence their PR push to target a more main stream presence.
24 Aug 10
11:10 pm
REALLY NOW. IT’S ALL FUN AND GAMES UNTIL SOMEONE HAS HIS EYE POKED OUT. HOW ABOUT A LITTLE RESPECT? I’VE BEEN IN BIZ FOR MORE THAN 80 YEARS AND I EXPECT TO BE AROUND FOR ANOTHER 80 AT LEAST. AS IF A COMPANY LIKE THIS IS GOING TO KEEP ME AWAKE. SHIT, I’VE HAD BIGGER $%&# THAN KOGAN.
I TELL YOU WHAT THOUGH. THAT AD IS LOUD. SOMEONE SHOULD DO SOMETHING ABOUT IT.
FGH
8 Sep 10
9:42 pm
When Kogan start selling 18 inch double ended black dildos, I will be making a beeline to the onsite secure ordering form. Pardon me while I untie that politician who came around door knocking this morning. Caught me in a skimpy pink lace neglige, in a very compromising position. The hide of them.
9 Sep 10
10:07 am
Kogan is a tactical marketing guru, good on him for taking ti to the big guy’s, anyone who thinks they can compete in the retail sector with franchise set-up’s is totally kidding themselves!
Anyone remember the Kevin 37? Absolutely brilliant thinking! The government stimulated his back pocket!
The older generation may like to purchase in-store, once they all die off it’s online all the way! Kogan is not new to the “ripping off game” he also owns and operated another business called milandirect.com.au, they have voided international patents on some of the worlds best designed furniture for years! Good stuff too!
Pending he sticks to his guns and never sells out to the “big boys” he’s got my vote and money!
9 Sep 10
1:55 pm
i bet the ‘booked and paid for’ slot in the Cousins’ documentary is utter tosh. The whole thing is a beautiful PR stunt and they never had any intention of using ‘paid’ media. A Current Affair, marketing blogs and social media have done the job for them.
9 Sep 10
4:22 pm
Let’s see.
Kogan or Samsung?
Kogan or Panasonic?
Kogan or Sony?
Yep, I’ll stick with the big brands.
10 Sep 10
1:40 am
How may features have Today Tonight run on Gerry Harvey & Harvey Norman over the past couple of years?
There must certainly be a lot of action between the sheets to get all of the ‘FREE’ publicity.