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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.
Love iis iin the aiir for Siimon Reynolds
The love affair with adland’s Siimon Reynolds continues… well at least for Siimon Reynolds.
For those of you who’ve been wondering what Reynolds has been up to of late, wonder no more.
While working as chairman of online network, OMG and securing a deal with Penguin to write about about how to be a high achiever – and be more like Siimon Reynolds – he’s also been busy putting the finishing touches to his new blog which can be found on what can only be described as the Siimon Reynolds Fan Club website.
And the name of his blog you ask? SIICOACH. Yes, that’s right. If you ever need help to become a better person “SIICOACH is a blog with powerful tips and observations about personal success, high performance and entrepreneurship”.
And if not, just go onto his website anyway, and with your friends and colleagues, try to guess how many head shots he had taken before he chose the select few to go on CONTINUOUS loop for all to enjoy.
Does anyone else think this all has a touch of Nick Adams about it??
"The Thinker" pose
December 3rd, 2009 at 1:20 pm
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Comments
3 Dec 09
1:41 pm
Tim – funny as always mate.
3 Dec 09
1:51 pm
‘You did a good job’ – Warren Buffett.
Outstanding accolade! I think someone once said that to me, just before I was fired…
3 Dec 09
2:13 pm
It’s been going for five months. There are four comments.
Yikes.
3 Dec 09
2:34 pm
Found this today: http://lifeatthebottom.com/chi.....siimon.jpg
3 Dec 09
4:01 pm
And if you visit the home page (or is it hoome paage?) of his blog in a web browser with JavaScript turned off (either temporarily turn it off in the Options/Preferences or install a plugin like NoScript in Firefox), you get all 5 of the banner images showing up in a row, at once!.
That’s five times Siimon Reynolds, or as I like to say, Siiiimon-tastic.
3 Dec 09
5:21 pm
so what has he done since 1984. Apart from swanning around and selling himself and ideas that never see the light of the day. He is the perfect anti-role model.
3 Dec 09
5:51 pm
talk about exposing yourself as a fake – with this exercise in cheap and nasty extreme narcissism he has just shot himself in the face and shredded whatever reputation he had for understanding marketing
4 Dec 09
9:17 am
Please can we have a mumbrella panel with him and Nick Adams on it? Perhaps we could livestream it from the Mogadishu Hilton (with you here in Sydney of course Tim). We just need two more shy and self-effacing types to make up the awesome foursome. Now who could they be?
4 Dec 09
9:22 am
People who write comments like this in my view are cowards and this amounts to pure defamation. Lets face it you are all jealous of this guys success and you clearly dont know him or you wouldnt be say this. You are a bunch of gossips and losers who have clearly dont nothing with your lives. This is a disgrace that this sort of thing is allowed to happen. why dont you all just crawl back in the holes from where you came.
4 Dec 09
9:28 am
Oh Dear. Loser watch…what can I say about that post of yours? Actually I won’t say anything because I would never knowingly pay out on a challenged person.
Good for you for learning about the interwebs and the computing systema’s!
4 Dec 09
11:26 am
whats with all the angst if he hasnt done anything – in yr opinion – since 1984? For those of us that were born around this time, we like him, for all the reason you hate him. get with the times. like what evs!
4 Dec 09
2:17 pm
What, no “print is dead” comment yet? Nope? Oh well.
4 Dec 09
2:25 pm
tall poppy syndrome is alive and well.
4 Dec 09
2:29 pm
Errr, Elissa, you wouldn’t happen to be the recruiter Siimon dumped at the beginning of the year, would you?…Still carrying a torch I see….
4 Dec 09
2:44 pm
Ego is not a dirty word
4 Dec 09
2:57 pm
what i find interesting is its a “blog” about “advertising”, with advertising type stuff on the blog. surely someone sees the irony here?
4 Dec 09
3:28 pm
a twat is still a twat, whether they’ve been successful or not
and whether or not they changed their name to put 2 i’s in it to make themselves more ‘memorable’
4 Dec 09
4:04 pm
thiis is epiic.
thiis liitle pop tart is exactly why ii got iinto advertisiing…
thank you siimon…you have truly rocked my socks off. You are now my desktop background.
Iinspiration with a capiitol Ii.
4 Dec 09
4:26 pm
He could have called it “Buzzle” – that’s not being used…
4 Dec 09
4:27 pm
Actually, I stand corrected… it IS being used!
I wonder if there’s any connection?
4 Dec 09
5:41 pm
This is a totally professional website, totally. Either this piece of PR has crashed the blog or it wasn’t working in the first place. Simon will be up wrestling with WordPress all night…. poor fella. I like the ‘Products’ section and the fact that Simon ‘customises each speech’ and… flipping hell… the mentornig services! 60k a year for the ‘hands on’ mentoring. I paid $1200 for 12 meetings over six months and I am brushing my teeth twice a day now. Imagine what you get for 60 big ones.
4 Dec 09
6:55 pm
ii must say all the carry on here iis just really diisappoiintiing
4 Dec 09
7:43 pm
Sven is one jealous ‘Loser’ . oh and did i mention a coward.. he would say this with his full name and phone number …if you would coward Sven then post it buddy!
5 Dec 09
12:19 am
Why has Australia got such a Tall Poppy Syndrome Problem?
Why can’t we learn from his achievements and then go out and further ourselves instead of trying to bash him to make ourselves feel better?
Shame on you Tim for posting such a biased article.
7 Dec 09
11:15 am
“Tall poppy????!!!” I always thought poppies were flowers not weeds. This guy is a legend in his own mind whose only skill is promoting himself. It works with easy to please tools like “loser watch”however if you had actually ever worked with him it is seriously a case of Emperor”s new clothes. Incidentally Loser Watch.. or may I use your first name? LOSER…. can’t you see the irony in telling people to use their full names whilst using a pseudonym yourself??
7 Dec 09
12:22 pm
This forum reminds me of the Mad Max, when our boy Mel, won’t kill off Blaster after their battle in the Thunderdome. “Two men enter, one man leave! Two men enter, one man leave!”
7 Dec 09
12:32 pm
how much shameless self promotion will siimon do….the blog is rubbish…perfect example of someone living off one famous campaign….
7 Dec 09
5:37 pm
Dear Loser Watch
i’ve got a Ben 10. Never worn a Loser Watch.
Me also speak no good engrish like you
BUT me no coward
Here are my details. Call me.
Siven Sivenson, 555 555 555
ps…i’ve added an i to my name to make myself more distinctment
8 Dec 09
2:27 pm
dear MWAHAHA! omgosh! are you still on the market? i still see yr holding a torch for me xxxx
8 Dec 09
3:13 pm
e eye e eye oh
10 Dec 09
9:41 am
A very nasty case of tall poppy syndrome. Why do Australians try to drag people who have had some success down to their own level? Not knowing the writer, that’s certainly how it came across. It’s very unattractive.
You don’t have to like him, you don’t have to like his style, no one is perfect, but everyone has different skills and abilities. Siimon is trying to make the most of his – are you making the most of yours?
Instead of throwing stones, you’d be better off putting the same amount of effort into making something of your own life. It’s so much easier to be a critic than to actually DO something. Encouraging others to be the best that they can be is a good place to start. Setting a good example is another.
10 Dec 09
10:37 pm
Hey Disappointed, it is possible to encourage and inspire people without being a narsarsistic maniac.
11 Dec 09
3:00 pm
Some time ago, I worked with Siimon and his team on a couple of projects. I found him to be very personable and professional. I was quite surprised by how he conducted himself in meetings…more quiet and contemplative than I thought he’d be given the hype and the tabloid interest. Interested in the work and getting it right.
I don’t understand how having a website that sells your ‘brand’ in a positive light can be construed in such a negative and personal way by marketing and ad industry professionals.
11 Dec 09
3:20 pm
Here, here Rascally
11 Dec 09
3:50 pm
that’s the whole point rascally/christian – he could be a nice bloke, a good mentor and a great ad man – but this website makes him look like a complete wanker – so in that respect it’s simply atrocious marketing. Perhaps he doesn’t know its up and running – maybe his mgt people are at fault?
11 Dec 09
4:01 pm
@sven
You’re entitled to your opinion of the website. I don’t agree. Unfortunately most of the comments here equate the website with the man, rather than as a ‘brand’ which I think is a misunderstanding of it’s purpose.
I don’t know Siimon personally at all, except for that short time crossing professional paths some time ago. I don’t think that the personal vilification of someone because they have a website for professional promotion is a worthwhile exercise.
27 Dec 09
12:56 pm
Hey II don’t know what all he’s done( to you)-’cept for the bowling for AIIDS spot. Seems liike he’s more about self iimprovement and self promotiion. Niice for hiim-EGO? You get that with creatiives BFD. II think iit’s more of an opportuniity for the australiian creatiives to check theiir own sorry state and why they can’t enliighten theiir clients more-this guy obviiously diid somethiing-you’re all stiill talkiing about hiim 20+yrs on