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Opinion | Features
Disclosure in Social Media: How transparent should bloggers be?
In this guest post, blogger and digital creative Laura McWhinnie argues for more disclosure in the bloggersphere.
The bloggersphere has always been a bit like the Wild West. Bloggers could post about products to their heart’s content without having to disclose their relationship with the brand. This meant that consumers had no idea who was behind the marketing messages influencing their purchasing decisions. But in 2009 that all changed
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.
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.
Lack of technologists in ad agencies holding Australia back in digital, says Cannes judge
Australia’s embarrassing no-show in the Cyber Lions can partly be explained by a lack of technology literate executives at a senior level in agencies, Aussie juror Ashadi Hopper said today.
“There is a lack of technologists at a senior level in agencies in Australia, and the entries at Cannes from Australia have been dominated by ad agencies,” he said.
“Most of entries we’ve seen from Australia have been advertising led. But the work that’s winning at Cannes has been technology led,” he said.
“The way agencies are structured in Australia, does not help our cause.”
However, he added that some of Australia’s digital work was strong, but was focused in the area of “traditional digital”. He singled out Share a Coke as one Australian campaign with world class digital credentials.
Australia didn’t feature at all on the Cyber Lions shortlist.
New Zealand managed a brace of finalists, although neither Colenso BBDO or String Theory Auckland failed to convert their chances into lions.
Comments
21 Jun 12
9:42 am
Agree – too many agencies are giving social and technology discussions away for free.
There needs to be a clear technology value exchange created between agencies and clients.
This should be driven by technology and marketing collaboration rather than silo mentality.
The agencies that get this are shining globally. The ones that don’t are languishing in uneducated promises without any follow through.
21 Jun 12
10:02 am
Ashadi makes a valid point. But I would like to throw something out there . . . but first, I have to say that I don’t think it is an “embarrassing” situation. Would it have been nice to see some Australians get recognised on a global level, sure of course. We could do better, but embarrassing it isn’t. And it’s great we have a judge on the panel.
However, what if we spin this another way around.
If the goal is to create great campaigns regardless of channel/media, then what if this means that Australian agencies really are “getting” digital, and because of this are more focussed on great insights coming to life in all areas? Does the fact that we haven’t won any pure digital lions mean that we are doing a better job in using digital as part of a meaningful communications piece rather than a gimmick? Or what if we went further, and eliminated the idea of a digital department? Would this be a sign of success?
Or we just may not be that good. Which could mean there will be a reaction in the industry, and Ashadi will have better digital only work from us next year to judge. Surely a positive.
21 Jun 12
10:08 am
I’m not saying we’ve been stiffed, because I believe we are lagging behind in Oz. Not just in digital advertising, digital in general. Low KB limits, Data caps, no NBN etc. And digital budgets. It will always be harder to compete (and innovate) when ours are much smaller than our American counterparts.
But…
Shouldn’t the winning creative be led by an idea? Or are we supposed to find the coolest new tech and wow judges with it?
21 Jun 12
10:42 am
I think the problem in Aus is that digital is almost always an afterthought. Yeah digital budgets here are rubbish, but we have the potential and talent to do better than 40kb flash banners, single page microsites, edms and halfarsed Facebook pages.
21 Jun 12
10:49 am
The problem is that agencies are really not ideal places for technologists. It’s not just a problem in Australia. There was a bit of a trend that developed over the past couple of years of technology types heading towards large agencies but they are pretty much flowing back to technology companies again now.
The issue is that Advertising agencies aren’t paid for true innovation, they are paid to advertise.
To create new things with new technology is to create for a relatively small audience and to take on a relatively high level of risk. This is typically not what clients want from their agencies in Australia. They want to get to AS MANY EYEBALLS AS POSSIBLE — that’s it.
Also, agencies with technology people simply don’t know how to charge for their skills and so the tech types get bored and leave.
Ad agencies in this market are competing with startups and the freedom of contracting. There are no shortage of options for technology types in Australia and ad agencies are not really attractive options typically.
21 Jun 12
11:04 am
Peter, while we are at it, let’s get rid of TV departments and print studios.
Departments are not the problem, it’s the lack of skills like technologists, UX designers etc. I agree that great digital is ideas led.
21 Jun 12
11:16 am
Glad to see that the terminology “traditional digital” is being used and understood after pumping it for 2 years. Time to get “mind blowing effective digital” everyone
21 Jun 12
11:33 am
good tech minds want tough challenges and lots of freedom. i’m not sure agencies offer either of these as the environment in which agencies operate in Australia is just not aligned with these values.
if they don’t get the above, they go somewhere that claims it can provide it. if they don’t, they leave and go somewhere else. good tech/dev ppl are loyal only to constant challenge.
21 Jun 12
11:40 am
One thing you will also notice with the shortlist is a distinct lack of credit for the technologists that actually make the work (where it’s a large agency)…
http://www.canneslions.com/wor...../?award=99
And where they are credited, it’s typically external agency partners.
21 Jun 12
11:51 am
@Geek you’re shining here:
“Ad agencies in this market are competing with startups and the freedom of contracting. There are no shortage of options for technology types in Australia and ad agencies are not really attractive options typically.”
This and the lack of the NBN. There are plenty of ‘technologists’, perhaps they’re not skilled in promoting their talents just yet.
21 Jun 12
11:59 am
Yes, the NBN will make for great opportunities but ‘Lack of NBN’ is a bit of a copout. Fast broadband is widely available in Australia.
It’s the lack of imagination and ambition of clients and risk averse agencies that are more to blame.
21 Jun 12
12:05 pm
Australian Ad Agencies are still controlled by old school Creatives that have more of a traditional angle on things. When they try to do digital they try to do too much by adding in all these features they have seen from other campaigns or trying to be too bleeding edge that it just doesnt work. Creatives need to collaborate more with the tech people within their agencies on their “digital” ideas as there are so many more factors that will contribute to that campaigns success now.
21 Jun 12
12:23 pm
More than ever the work speaks for itself? Good digital is gauged by the size of the audience that it creates for itself rather than what a handful of people in a room in France think. There is plenty of good work and engagement happening locally and the ‘clicks, views and likes’ speak for the work, to the clients, more than awards do I’d reckon. The good tech guys I’ve worked with know that an award isn’t a meal ticket in this game (probably as they dont rank a mention on the day). That’s why they simply dont care. The agency guys are just feathering thy traditional nest…
21 Jun 12
12:42 pm
I agree with all of this and none of this.
21 Jun 12
2:16 pm
The reason cyber hasn’t performed is simple. Around 18 months ago a lot of brands decided to consolidate digital into their above the line agency. The lack of quality digital work is a reflection of that. I am a marketing director and I made the mistake as well.
21 Jun 12
2:28 pm
Yep agree with this point. Australian clients are asking clients to use digital to create and push messages rather than using it to create brand experiences. Agencies have to push back from this. True meaningful interactive and connected experiences require a longer term approach.
21 Jun 12
4:04 pm
Most big traditional ‘ad agencies’ have been left totally behind in the digital age, the veterans roll their eyes at digital/social, creatives with absolutely no idea about the digital space try and shoehorn print-based principles into it, and you end up with a big mess.
A huge number of agencies just outsource all of their digital work, because they can’t deal with it.
We’re stuck in a world where clients come in with a very poor idea of pricing with digital (often someone has just pulled a figure out of the air when setting up budgets!). It takes a lot of education to get them to a stage where they realise that there is a vast difference between services out there, and where the “value” is coming from.
21 Jun 12
4:13 pm
All the Australian technologists I know want to do something useful and interesting, not waste their skills working for an advertising agency. Maybe the situation is different elsewhere in the world.
21 Jun 12
4:17 pm
++ The Claw
21 Jun 12
4:58 pm
Ashadi is partly right, but mostly wrong; he’s highlighting a symptom and not the root causes.
Australian agencies and a large majority of Australian organisations are years behind in true integrated 360 degree marketing and are still playing catch-up on pure digital. Our media and retail is in an even worse state.
Sadly, two of the key tenants of good, consistent, successful marketing are being lost or dismissed; 1. Completely understanding your audiences / customers, 2. Clients aren’t getting the kind of strategic counsel from their digital agencies they need.
In the rush to embrace digital most agencies and their digital ‘experts’ have rushed head long into chasing bright shiny objects and confusing simple tactical elements like social marketing with social networking. I coined the phrase a few years ago ‘social media marketing is a commitment, not a campaign’. In this race to pursue the next bright shiny object they have led their customers down the garden path and their clients end up following the last best thing. Further, they have mostly ignored the two key tenants outlined above.
Agencies and marketers seem to have less of a deep understanding of the digital behaviour of their intended audiences and customers, how technology, channels and platforms are being used and for what, and they don’t know how all the media fits together or how to develop a strategy to address a client’s needs. (Of course I’m generalising). We still don’t use insights and learning to understand this era of marketing – most are applying old marketing rules to social media. This is not a passive medium and simply using it as a new channel to continue to broadcast a monologue of messages and not engaging in the conversations will ensure your efforts fail.
Recent studies and all my conversations over the past 3-4 years back this up; ‘a recent study by DataXu: twice as many marketers (37 percent vs. 18 percent) felt that their agency of record didn’t help their digital marketing efforts than did help them.’ (See links below)
Example: many agencies, marketers and media can’t see the forest from the trees. In the race to adopt the next bright shiny object most agencies have convinced marketers to bet the farm on native mobile apps and on the iPhone and are now doing the same with the iPad. But almost all agencies and marketers have been caught out by the rapid rise of Android (now equal to if not greater than iPhone) and the same will happen again with Windows (phone and tablet). Customers want seamless, integrated experiences but retailers and brands are on some devices and not on others, each has a different UI and usually, there has been no science or customer intelligence behind the decisions. The forest from the trees here is marketers and brands should be focused on responsive web design and HTML5 (build once for all devices and screens) but you won’t hear this from Australian agencies. Market research has shown time and time again that consumers still prefer the mobile web for shopping vs native apps but once again agencies have discounted all of the research into customer behaviour and technology.
Another example: most agencies and many marketers are measuring the wrong things in terms of determining the performance of their marketing and or attributing performance to the wrong elements. My peers and I stopped measuring click through rates on display 3-4 years ago. Many attribute performance to the last click, e.g. paid search. But if you understand the 360 degree picture you know it’s a 1+1+1=4 game. 44% of people who click on paid search have been exposed to a banner ad but the banner gets no performance attribution and paid search get’s everything. The same with other tactical elements, when you put them together you get an exponential lift – but it’s all useless without a strategy and insights.
Another example: some 87% of social media marketing projects fail because they had no strategy and weren’t integrated into a 360 degree plan.
Yes we need more marketers understanding technology, but they need to be objective about it and intimately understand how it relates to their audiences / customers and how the technology is used and not used and not chase the next shiny object. If you understand your audiences but also keep an eye on the 10,000 foot view, then in most cases you can’t go wrong and we don’t need to start hiring ‘creative technologists’ within agencies.
In this headlong ‘gold rush’ into digital, most agencies, marketers and media have lost or dismissed the fundamental and core skillsets and components of marketing; understanding your audience and strategy (the strategy of ‘why’ behind the creative ‘wow’) which is a real shame because we are simply back to the future with marketing.
Three relevant resources for you:
Digital Agencies: Here’s Your Wake-Up Call – http://bit.ly/NlGp7B
David Armani’s ‘Wheel of Marketing Misfortune’ – I use this to guide the principals within my own marketing team – http://bit.ly/NlGkRj
Boston Consulting Group (from 2010! But not much has changed) – ‘CMO Imperative: Tackling New Digital Realities’ – http://bit.ly/hBLdRb
21 Jun 12
5:12 pm
I agree there’s a lack of ‘technologists’ at senior level in AU agencyland, but there’s definitely not a lack of smart businesses that are trying like mad to get their technology into the agencies on a partnership or service provision basis.
In my view at a macro level digital ad innovation is stifled here because of the higher risk involved with addressing a relatively small market. Also, the silo mindset still seems to pervade agency structure – despite the efforts to break this down in recent years.
In some ways I agree with the theme of an earlier post – if the strategy is sound at the outset then the technology and channels required to realise it are available here in Australia. We just need to be conscious of staying ahead of the tech curve in terms of what is possible and then have big enough balls to implement it as part of a campaign’s overall comms mix.
21 Jun 12
11:49 pm
There’s nothing wrong with a client wanting as many eyeballs as possible and that being the way of judging what is ‘good’ – think of it as reverse crowdsourcing.
22 Jun 12
10:03 am
The only thing holding back Australian agencies from producing digital work worthy of recognition on stages like this is time and money. Not talent.
Most clients are guilty of a lack of forward planning and therefore advanced briefing enabling the time needed to create this quality work. There seems to be a habit of briefing quarter by quarter.
Also I think a lot of Australian clients are still timid with their digital spend especially when it comes to big brand ideas and definitely have a TV obsession. It feels like they see big dollars going into TV and mainstream paid media rather than digital a safer justification of this kind of spend to executive teams.
It’s the job of agencies to get clients excited by ideas like these and having open discussions on how to bring them to life in the Australian market and how to sell them in internally. It would be hard for a client to say they don’t have an appetite for this level of digital advertising and therefore it should be a matter of driving foreword planning enabling time and budget allocation.