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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.
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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