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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.
Lion Nathan launches first TV ad for James Boag’s Pure
Lion Nathan has launched the first ad campaign to promote its new premium beer brand, James Boag’s Pure.
The TV ads are set in the wilderness and follows a similar Tasmanian-centric mythical theme as the much awarded Pure Waters TVC for the flagship James Boag’s brand. Its accolades have so far included a Gold Lion at Cannes and more recently a Gold Pencil at AWARD Awards.
The James Boag’s Pure TV and cinema ads, created by Publicis Mojo Sydney, show a world at night experiencing a series of strange natural phenomena, culminating in the discovery of the beer.
It is accompanied by the campaign line “From the Only Place it’s Possible”. There will also be digital activity launching later this year and press ads early next year.
November 19th, 2009 at 10:31 am
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Comments
19 Nov 09
11:04 am
um….
19 Nov 09
11:06 am
eek…..what
19 Nov 09
11:22 am
wtf was that?
19 Nov 09
11:27 am
yep. I get it. Drink 1 dozen Boags Pure and you’ll get headspins.
Simple really.
19 Nov 09
11:30 am
Not only do i feel really weird, but I’m possibly scared of Tasmania now.
19 Nov 09
11:47 am
It’s like the Blair Witch Project on crack!
19 Nov 09
11:48 am
Great, they’re putting LSD in beer now!
19 Nov 09
12:06 pm
Love the new TVC… makes me want to try Pure… that or I am just really in need of a beer today!
19 Nov 09
12:18 pm
Wow I think that is amazing
19 Nov 09
12:21 pm
i didn’t like it.
plus i got dizzy. the camera was spinning for about 4.26 seconds too long.
19 Nov 09
12:21 pm
Thumbs up from the Warner Brothers!
19 Nov 09
12:30 pm
This is either ingenious or un-genious. It frustrates me because I have absolutely no idea what’s going on and it tells me nothing about the beer apart from the fact that it’s from a place where trees combust and crows explode into what look like moths. (by the way, did Mojo recently have a competition to see how many ads they could get crows into?) It’s very pretty, but it’s pretty dark. Am I over thinking it or not thinking about it enough? Somebody please help me because this is just making me feel dumb.
19 Nov 09
12:31 pm
I have never seen a beer ad like this. I’m tired of seeing the same old beer ad formula with guys being guys then something dumb/funny happens. This is very different which is why i think it’s great.
19 Nov 09
12:32 pm
Awesome work – congrats. A breath of fresh air in a world now dominated by naf beer ads.
19 Nov 09
12:53 pm
Great work by the ad agency to cut costs by using all the cutting room floor shots from the 5 seeds ad. Two brands, one location, one production crew, same flock of birds, two different retouching teams.
19 Nov 09
1:03 pm
This is meant to be a beer ad??? Sorry to those who are tired of formulaic beer ads featuring…god help us people enjoying the product and heaven forbid they are blokes too(primary consumers in the category).. but what exactly, apart from being different is the idea here??.. compared to the good Pure Waters Boag’s work this is just a piece of meaningless fluff parading as an idea
19 Nov 09
1:09 pm
Different but in a good way
19 Nov 09
1:13 pm
@anothermous: is it? I’m still a bit “jury’s out”, but at least it’s different. And I guess when you’re launching a new beer into a beer heavy market with a beer that doesn’t seem too different to other beers, you’ve got to be different somehow. I’m still very confused, but I wouldn’t describe it as ‘meaningless fluff parading as an idea’.
19 Nov 09
1:14 pm
Love the sound of the trees and the bats are cool
19 Nov 09
1:15 pm
Love, love, love this. A little biased though – the track used is by The Books, a band that I adore (here for Sydney festival if you like em too!).
19 Nov 09
1:34 pm
Love it! And love that it’s so unexpected and unsettling for people. It’s experimental and truly original. I think most people will grow to love it. Congrats to all involved.
19 Nov 09
1:51 pm
It may not say much about the beverage but at least there are no ‘sleazy guys and tacky girls’
19 Nov 09
2:18 pm
at least we have moved on from ‘big ads’
19 Nov 09
2:42 pm
LOVE IT! Has no one else picked up on the religious connotations at play in the ad. Burning tree at the start is the voice of God, followed by a series of events that somewhat resembles (although not the same) the ‘plagues’ in the story of Moses and the Dove of peace at the end. Tassie has been cleansed by God, therefore allowing them to create the beer in its purest form. Boag’s Pure…
19 Nov 09
3:06 pm
If that is the case then I’m sure all those beer drinkers out there who get off on religious connotations will be falling over themselves to get some now. Those who like ads that make them thirsty will have to wait for the next one I suppose
19 Nov 09
3:31 pm
Why are people such negative assholes……Is it different in the category – Yes, will people take notice – Yes, does it position a new brand clearly in a cluttered market – Yes. Do I work for the agency – NO, am I sick of crap comments like this that have migrated across from CB, yes.
19 Nov 09
3:44 pm
Well said Chris Walton.. JH there are other ways of differentiating in a cluttered market ..its called making a good ad..Yes
19 Nov 09
3:51 pm
This is a good ad. I like it and clearly so do some other commenters. Obviously it’s not for everyone but of course something this unusual isn’t going to appeal universally. Let’s wait and see how the beer does in sales before we write off this new- fandangled approach of doing something ‘different’.
19 Nov 09
4:01 pm
Excuse me for being skeptical but I’m currently Googling “Brad Clark Planner Mojo Sydney” and “Brad Clark Client Boags”.
19 Nov 09
5:02 pm
I really like the images. Whoever did the effects did a great job.
However…almost expected the pouty pale Vampires from New Moon to show up at one point and not sure this will help beer drinkers remember the brand which is surely the point of all this.
And I’m sure the media agency hates it. 60 seconds for tv? In 2009? How luxurious.
You really want to get cut through at those prices.
19 Nov 09
5:03 pm
@ Brad Clark
I’ve never seen punters get that deep in pre-testing or post for that matter but if you say so….
19 Nov 09
6:02 pm
I could say nonsense, but I won’t. I feel like indulging.
One for the semiotics guys to ponder; maybe over a strong malt and some Ketamine.
Sure, it makes no sense whatsoever, sure it’s completely up itself –
but you can always claim that was the point.
I suspect this is gonna look pretty good on my 52″ plasma.
I suspect I wont tire of it quickly, but then I like Kaufman movies.
And for those that don’t get it at all – they can look at the pretty pictures,
and imagine there’s something special in the world that they’ll never understand.
And that could be pretty special. Positioning: the poets beer.
Hope there’s a big enough market here in Aus.
20 Nov 09
7:50 am
The more I watch it, the more I like it. And when it’s time for pens down this afternoon, I’m going to head to the pub and try one.
20 Nov 09
9:35 am
I like it!
But then again I also like Raoul Duke – http://duffydotcom.com/illust_fear.jpg
23 Nov 09
5:27 pm
I’m pretty demanding but I wish I could find out more about it on the Boag’s website…
http://www.boags.com.au/#/brands/
Or maybe on Google…
http://www.google.com.au/searc.....=firefox-a
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