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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Laurel’s war on social media agencies
You may recall last week’s chatter about the Toyota Yaris social media live pitch.
It’s inspired this light-touch response from agency-loving blogger Laurel Papworth.
Dr Mumbo’s not sure he can remember Toyota “flaming any negative blogger attacking our official campaigns”.
November 9th, 2009 at 8:23 am
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Comments
9 Nov 09
9:33 am
if you ignore her she will go away.
please ignore her.
9 Nov 09
11:56 am
She is truly a legend in her own lunchtime… but as long as industry groups hire her to speak, in the attempt to gain social media cred and thus put paying bums on seats, Ms Papworth will continue to think she’s more hero rather zero.
9 Nov 09
2:05 pm
Funniest and most honest video so far featured on Mumbrella – well done Laurel!
9 Nov 09
2:49 pm
I did enjoy the last line about the press releases
9 Nov 09
4:16 pm
What utter nonsense.
10 Nov 09
1:31 am
Tim I don’t think it’s “Laurel’s War” as you so un-graciously put it. I have come here from Laurel’s site and there are hundreds who agree with her sentiments most globally. For example someone with considerably more insight than most, Jeremiah Owang, agrees with Laurel and states on his blog that there are two approaches two approaches: shotgun and laser distinguish between the agencies who do more harm than good and who should really bow out vs those who approach social media with intelligence and respect of the community.
A little advice as someone overseas. I feel the ’shout ad’ commenters that frequent your site, are the ones who are probably running these local cowboy 1 to many marketing operations and this reflects badly on the country as a whole – if your site is supposed to be an umbrella for Australian marketers. Please clean it up for Australia’s sake and be more considerate for those in your own backyard who are internationally respected. Tony
10 Nov 09
8:07 am
Yes, we all know Laurel can be annoying to the agencies.
But it’s because she points out their shortcomings – mostly Johnny-come-lately, mostly with no real research backing for their social media efforts, mostly with no staff on book who actually understand the nature of online communities rather than being smart kids who happen to use social media.
If you people can’t stand the heat and back your social media plays for yourselves and your clients with real research, real ethnographic and psychological insight and real value, then quit your bitching and leave the strategy and implementation of communities to the people who can (I include myself on both sides of that comment – I do work for clients when and where I can back my ideas, if not, I STFU).
10 Nov 09
9:53 am
Hi Stephen,
Fair point, but in this case, I think the video is pretty unfair. It’s more an attack on Toyota than it is on the agencies.
Leaving aside using a tired device like recaptioning Downfall as a way of attacking a brand for lacking original thinking, I don’t think Toyota is guilty of what she accuses them of.
The line that particularly sticks out is the suggestion that Toyota is flaming any negative bloggers. I simply can’t see any evidence of that. If I was Toyota’s marketing manager, I’d be feeling quite offended right now.
But then again, the accusation that Toyota blasts messages out doesn’t hold much water either.
I’ve just done two minutes of research – which appears to be two more minutes than Laurel has done. It’s clear that Toyota is one of the more engaged automotive brands in Australia, with more than 30,000 members of its Facebook group. A quick glance at that group – with enegaged, relevant conversation – appears more like a case study in how to do it. This is not a brand takign its first, blundering steps as she implies.
See the page here: http://www.facebook.com/home.php#/toyota.aus .
From where i sit, it seems unfair to accuse people of bitching at what is such a misconceived attack on Toyota.
Cheers,
Tim – Mumbrella
10 Nov 09
10:40 am
Tim, all for the balance.
Toyota’s Facebook effort, which, like you I’ve spent some real time looking at, is pretty interesting.
I think what Laurel’s on about more is the approach of pitting ridiculous budgets, time and effort at agencies in a silly competition that might actually brown off the communities. On Toyota’s part, it seems disrespectful of both the agencies and the communities they are in (and with that engaged Facebook group, they appear to have a real thing going).
I see where she’s headed, and I see the point she’s making – it’s an extrapolation of possibility from social media missteps here and overseas that started with the sort of approach we’re seeing (or something similar). We all know the case studies.
The extent may be overkill, but we all know Laurel is an extreme personality. It’s her style. It’s what makes her the success she is. And it’s not like she doesn’t know her stuff.
Hell, Laurel pisses me off sometimes, even though she’s a friend and industry colleague (and frankly, competition for my business).
Like you I’m over Downfall (though I am more than keen to see the actual film).
10 Nov 09
11:12 am
Laurel you are a genius!
10 Nov 09
12:06 pm
Can someone please point me in the direction of campaign(s) that Laurel has actually done.
10 Nov 09
12:21 pm
@PRHack you tread risky waters, friend. Laurel has more than enough CV to fill a big swimming pool – http://laurelpapworth.com/about/
Like I said earlier, she’s a friend and also a competitor.
10 Nov 09
12:57 pm
what risky water, i want campaigns, case studies, results please
10 Nov 09
1:04 pm
If a tree falls in the social media commentating/consultant forest, does it make a sound?
10 Nov 09
1:11 pm
I have to agree with PR Hack, Laurel’s site is doesn’t seem to have actual case studies of work, or results.
10 Nov 09
1:14 pm
I also have to agree that I have terrible grammar (sic)
10 Nov 09
1:20 pm
And Sam Granleese wins for funniest comment of the day.
10 Nov 09
2:19 pm
“I’ve just done two minutes of research – which appears to be two more minutes than Laurel has done.” Careful Tim – your starting to sound like some of your anonymous, ghost writer entourage that regularly appear on Laurel bashing posts!
Amazed that no one seems to have appreciated the ’satirical’ nature of the video, rather bizarrely picking up on a line here and there. But this seems to be true of most of the threads on the non press release republishing parts of this blog that can’t see the wood for the trees. I for one (disclaimer groan” I am Laurels partner’ – oh but also number 5 Australian AdAge media/marketing blogger at moment) know for a fact that Laurel did far more than your 2 minutes of research hence the weight of agreement falling on her assessment vs a few in the Oz Digital camp – that frequent the Mumbles echo anon chamber.
But please, please take the video as being a satirical look at the way traditional ad agencies ‘push’ rather than ‘involve’ themselves into social media, and see the keen observations there and for once Tim, stand back and stop picking up on individual lines (in this video and her media140 talk) to back up your own prejudices and anti-blogger positioning – it might start to appear as ‘out of context reporting’ if your not careful. Finally glad to see her ’satire’ has picked up nearly 1300 views in a day – hows Mumbles TV doing at the moment
10 Nov 09
3:19 pm
Everyone’s talkin’ ’bout Yaris!……Was this the true strategy?
10 Nov 09
7:02 pm
@mumbrella – I also had a look at the facebook effort. Pretty much a community right there. Didn’t even take 2 minutes of research to see that
@Laurel – you must admit this is a bit of an oversight on your part
@Gary Hayes – your comment about ‘out of context reporting’ is ironic, given that the Laurel Post appears to have left out some fairly big points and seems to include some inaccurate ones. The video may be satirical, but the post is worded in an authoritative tone, implying that the research has been done, yet its appears in some cases this may not be so.
11 Nov 09
11:00 am
Video hit the nail on the head!
When happens when a interruption style marketing over-saturates places people go to escape it? People move elsewhere…
When Twitter gets spammed full of marketing messages, we’ll all start to ignore it…
Although I’m kicking myself that I didn’t get a lift from Wolfy when the train broke down in North Sydney last week – instead walked the harbour bridge in sweltering heat !
11 Nov 09
4:02 pm
http://onlinemarketingbanter.c.....-industry/
you’ll all eat yourselves.
11 Nov 09
6:02 pm
I too would like to see any case studies of actual work done. I can’t find anything.
11 Nov 09
6:52 pm
And the award for the smartest thing I’ve read today with thanks to @marcus & James Duthie – http://onlinemarketingbanter.c…..-industry/
“if you have to criticise a campaign, why not make it constructive? Use your ‘expertise’ to open a real discussion about how it could have been improved. Share your knowledge in a manner that is constructive rather than destructive”.
I doubt that tommorow’s masters of this space – yet to be unearthed – wont read any of this banter. They’ll be too busy getting on with getting on to partake in such conversation.
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