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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.
Men from Uncle pull off spectacular ATM brand hijack
Marketing agency Uncle has pulled off an audacious ambient stunt, rebranding 16 of Sydney’s ATMs for its client Tax Today in a 3am raid.
The guerrilla marketing project saw a team fit specially prepared boards around ANZ, NAB and Westpac machines in Sydney’s CBD during a 3am mission.
The message on the boards – designed to promote the same-day tax refund service provided by Tax Today – was “Get your tax refund this fast”.
Uncle – which is a year old – used freelance creative Adam Hunt for the project. In May, Hunt’s anti discrimination ad created for The Gruen Transfer became hugely controversial after the ABC refused to air it.
Uncle director Rupert Pay said that the only hitch was when a policeman became suspicious of a photographer used by the agency to photograph the process. Although police ripped one down immediately, some of the boards were up until at least 11.30am the next day, he said.
Pay said: “I recommended to the client that we should do some sort of ambient stunt and Adam came back with some ideas. The ATM is the perfect visual metaphor for instant cash.”
Pay conceded that he had angered some of the brands involved. He said: “As you can imagine I did get some phone calls. But we were very careful to not use any adhesive or cover up any information.”
He added: “I think we’ve found a new medium. There should be people rubbing their hands together and thinking they’ve got a great new opportunity.”
July 7th, 2009 at 6:34 pm
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Comments
7 Jul 09
6:45 pm
Great idea and an apt metaphor. But aren’t there laws against defacing property, even if its impermanent?
7 Jul 09
7:10 pm
Come on you’ve got a love a bit of guerilla advertising.Shame we’re all usually too scared of the ‘ramifications’ to even suggest it to a client.
Great to see a client with the balls to say yes. Nice one Uncle.
7 Jul 09
7:29 pm
I’m sure these photos will look great on Uncle’s website.
I know it’s boring to think of marketing and advertising as a business and not a creative fancy, but I’d be interested to know how the success of this execution will be determined. ROI? Brand awareness and perception metrics? Good old fashioned CPM? I haven’t heard of this anywhere else but here so presumably not via value of PR generated.
Ok yes I’m being more than a little facetious. It is a nice creative idea, but it looks like they forgot to have the rest of the conversation. Guerilla marketing can work but it needs to have scale and context in keeping with business objectives. Presumably, this ballsy client wants more of the tax return business so will be interested to learn how many more people called them today.
7 Jul 09
7:35 pm
Hi Rachael,
You may prove to be right, but it’s too early to judge the PR component just yet.
As a lucky Mumbrella reader, you’re getting the sneak preview as I think we’re the first to report it. I understand that the PR push begins about now so you might see this story appear on other outlets tomorrow.
Cheers,
Tim – Mumbrella
7 Jul 09
7:45 pm
D’ya mean other marketing and advertising outlets Tim? Surely it’s reaching potential customers that matters via more mainstream outlets? If this happened this morning and was done by 11.30am, I would have expected reportage on this before now (and it sounds like they had to tell you about it…you didn’t know about this because of all the buzz?). Feels like a flawed PR strategy to me.
I wish them every success and hope that ‘heaps’ of predisposed customers call them to do their tax returns.
7 Jul 09
7:50 pm
Hi Rachael,
I do mean mainstream outlets.
Although I don’t have the inside track on their PR strategy, I’m assuming they’ll be trying for consumer PR.
If they succeed in getting that, it probably won’t matter to the client whether it came via a word in the ear of journos, or spontaneous buzz.
Cheers,
Tim – Mumbrella
7 Jul 09
7:55 pm
Let’s hope no one famous dies over night then. ;->
7 Jul 09
8:12 pm
Or has a big memorial service…
7 Jul 09
10:13 pm
I wonder how many journalists will report this. Am I wrong to suggest that doing something that’s supposed to be audacious and then sending out a press release telling everyone what you did is a little bit lame? If they get press for the client then they’ve got a lot of free coverage out of it but if not I guess it’s a pretty cheap stunt and there’s not that much harm done. One possible problem is that with consumers being told to be on the lookout for anything “different” about ATM’s in the wake of card skimming could it possibly have a backlash effect?
7 Jul 09
10:30 pm
Definitely illegal. And as they’re claiming credit, a prosecution should be a slam-dunk.
8 Jul 09
12:15 am
NOT a fan of this approach at all. “Guerrilla marketing” sounds so cool, but if I was ANZ, NAB or Westpac I’d be pursuing every possible form of legal action against Uncle. One also wonders how Tax Today would feel if someone hijacked its own advertising, or hijacked Tax Today’s Web site and plastered their logo over TT’s logo.
8 Jul 09
9:52 am
meh. I’m a fan of guerilla advertising, but this doesn’t excite me
8 Jul 09
10:01 am
Have we completely lost our sense of humour? Aren’t we taking this a bit too seriously? Can’t we rebel against precise measurement for just 24 hours?
8 Jul 09
10:04 am
A clever idea in my book. There’s not too many exciting ways to dress up tax
8 Jul 09
10:38 am
Ho hum.
Jojo: Yes, it’s a ‘clever’ idea, but it takes more than being rebellious or risky to be a really clever idea.
Tim: But what’s “spectacular” about it. Hitting every ATM in the CBD would be spectacular.
Kate: The execution isn’t particularly amusing because it’s not very surprising, doesn’t leave me wanting, and makes me feeling “so what?”
Could be crucified for saying say so at a time when irreverence is still a lingering trend, but don’t you think the copywriter could have tried/worked a bit harder/smarter?
8 Jul 09
10:55 am
Ballsy move.
If they had hit EVERY ATM in Sydney, then they’d probably draw too much attention to themselves from the fuzz. A select few in high profile areas was a good choice for awareness, but not saturation.
Nice to see a client trying something new. Especially from the traditionally boring tax department.
Mental note to self. Get tax return sorted.
8 Jul 09
11:56 am
Hard to beat blowing up ATMs as a stunt.
Would a big bully bank prosecute a small agency or bunch of boring tax accountants? Not if they’re smart. They’re already as popular as herpes.
Rather than a slam dunk, the PR value would be gold.
8 Jul 09
12:22 pm
1. Re The Stunt – personally I think it was a nice media idea – legal or not – and I wish I’d thought of it.
2. Re the comment by 11:56am “They’re already as popular as…” HILARIOUS. RAOFLMAO
8 Jul 09
12:45 pm
Brilliant creative idea, but I feel it lacks the scale required for meaningful impact on brand or revenue. Still waiting to see it break in mainstream media.
Interesting business model too. Would argue that those who need cash ‘now’ would be more likely to lodge dubious claims. I hope the client is vigilant!
… or has insurance!
8 Jul 09
2:39 pm
ATMs usually mean “grab the cash and run”. A. Not sure how many people are grabbing their cash at 3am. B. Can’t remember the last time I looked at what’s on the window around the ATM C. Haven’t looked at the creative carefully, but for those who had a quick read while they were grabbing their cash, wonder how many thought “great, my bank now offers tax return services….”
I think this one of those great creative ideas that everyone gets excited about, but I would be really interested to see the results in terms of a case study.
8 Jul 09
2:51 pm
Now the Chaser boys can copy that idea and use it in a skit?
8 Jul 09
3:01 pm
Brilliant idea but there’s one flaw
Did anyone see any of the ATM customers look up and notice the sign around the machine they were using?
I think the boards blended in too well and weren’t noticed.
8 Jul 09
10:11 pm
so why is the talk about this stunt about the team from uncle. shouldnt it have been about the client. who was the client again, and i’m wondering how much money they wasted on this. does pr within trade titles add value or is it to add to the company that did the stunt
9 Jul 09
9:49 am
Very creative idea, and a huge money spinner for a flotilla of lawyers too!
9 Jul 09
10:51 am
Watched all the news bulletins last night and weirdly this didn’t make the news.
Checked the newspapers too – couldn’t find anything
The client must be rapt about funding PR for the agency.
9 Jul 09
12:18 pm
Guerilla advertising?
An expensive flop and waste of money if the reaction, or lack of, by the public is any indication.
Just another PR stunt for a “creative” agency using a client’s name and money to push their “creative credentials”.
You have to worry when the major thrust relies on generating PR for the stunt and not for the product. It appears the only publicity generated is in the advertising sphere, not mass market. Fat lot of good that does for the client.
Let’s get a dose of reality happening here, folks.
9 Jul 09
2:25 pm
i’d never heard of Tax Today until now, had anyone else?
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