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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.
Mumbo Report: Clive Burcham on The Global Poverty Project; Ray Martin on why Val Kilmer is hard work
In today’s Mumbo Report from Studio 33:
- The Conscience Organisation’s Clive Burcham on the Global Poverty Project and going viral;
- Ray Martin on why Val Kilmer was his worst interview ever;
- Ever noticed how men in impotence ads always have their hands stuck to their heads?
- Top five ads of the week
You can also subscribe to Mumbrella’s Mumbo Report YouTube channel
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November 24th, 2009 at 1:52 pm
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Comments
24 Nov 09
4:16 pm
I’m intrigued, Tim – what is that brightly coloured pen on your desk?
24 Nov 09
4:18 pm
Is it just me or is there new instrumental music playing in the background?
24 Nov 09
4:46 pm
Again 2 out 3 times Tim pronounced the T in Report. Why not go for the whole trifecta the next time.
When Clive talks about a paradigm, do you think he really meant to say paradox?
24 Nov 09
5:16 pm
@Gezza. I think he might have yeah. Could kind of blag it either way though.
@jojo – another thing on the opening credits, I have also often wonderd whether Tim is indulging in an ‘air sip’ from an actually empty mug, or if indeed there is fluid in the vessel, when he sips on his beverage in the titles
25 Nov 09
9:36 am
Hahaha I liked watching Tim’s body language as he tried to deal with that twat.
You can see the resentment bubbling up to the surface around the time Clivey Baby steps off his gimp box to check that Tim is still following – ‘do you get the paradigm’.
His opening about the attractive model revealed his spectacular expertise as a douche. I’m surprised he didn’t do the interview in an Ed Hardy t-shirt.
Actually if he ever comes back – can I put in a request that you wear an Ed Hardy t-shirt while interviewing him Tim?
25 Nov 09
10:23 am
Hi Jules,
You may need to go back to body language school.
Clieve is spectacularly hard work to interview because his mind is working in a million different directions at once. But that’s what makes him interesting.
And the Global Poverty Project is an amazing idea which is undoubtedly benefitting from his energy. When that starts to get international attention in the following months (which I’m pretty sure it will), just remember that you saw Clive talk about it here first!
Cheers,
Tim – Mumbrella
25 Nov 09
10:44 am
Jules: Yes he revealed himself to be something of an insecure and vain self important misogynist. That does not disqualify him from being a very succesful advertising practioner – far from it.
Let’s give his project and motivation the B of the D, and hope it doesn’t turn out to be another vehicle for self promotion and media self congratulation – ie Earth Hour 2.
25 Nov 09
11:04 am
@gezza @Jules
Obviously you’ve never met Clive or you’d know he is one of the most spectacularly decent human beings in this industry. Your comments could not be further from the truth.
And he puts his name to the things he is passionate about and believes in. It would certainly never be his style to hide behind anonymity so as to rip apart someone he doesn’t know, on an industry based forum.
25 Nov 09
11:40 am
Rachael – I said we should give him the benefit of the doubt – maybe you missed that. I do however think that comparing his motivation to end world poverty with being dumped by a supermodel rather crass.
25 Nov 09
1:05 pm
@gezza
You also said “he revealed himself to be something of an insecure and vain self-important misogynist “. Where exactly is the benefit of the doubt in that? Anyone who knows Clive knows how much BS that is.
I don’t know you @gezza. But because you are hidden behind a pseudonym I’m going to assume you’re not prepared to publicly stand up for yourself which I do believe says something beyond doubt about your character.
25 Nov 09
1:14 pm
Tim, I know this has been said before but I’ll say it again.
Criticism of work, systems, ideas etc. Fair game.
Petty or defamatory personal comments on people or personalities within the industry, especially by people not prepared to go on record…how is this not subject to moderation?
Cheers, Rachael
25 Nov 09
1:18 pm
Rachel. I said B of the D on the project – not on his attitudes to supermodels and women. It could well be I’m being unfair but men who place too much social status on the attractiveness of their female partner and who also dismiss an entire profession or group on the basis of the behavior of one person I would say do clearly have some issues.
If he’d said he once went out with a one legged nurse but got dumped and will never go out with another one again you may take a different view. It would be quite funny though.
And to your other point – anonymity. Is’nt that a significant benefit of these blog forums that people can give an opinion with fear of the usual cosnequence. As long as we dont revert to personal abuse – which I dont believe I did. But I respect your opinion to differ and the fact that you obviously know and respect this guy.
Chrs
25 Nov 09
1:51 pm
Clive has the most stunning combover I have ever seen.
25 Nov 09
2:14 pm
Hi Rachael,,
I personally disagree with those comments and was close to moderarting them. However, they are comment/ reaction to something Clive said in the video so from that point of view it is (just) legitimate comment.
Cheers,
Tim – Mumbrella
25 Nov 09
6:15 pm
Rachael, I take it you’re not a model then.
26 Nov 09
3:36 pm
Rachael do you work on Clive’s PR team?
27 Nov 09
6:18 pm
I met Clive a couple of years ago when he brought Joe Jaffe into Sydney to speak about “life beyond the 30 second spot”. Clive might be a curious character, but he’s a man with a great mission and doing very well.
At the time he recounted a story about the start of TCO, when all he had was a three point plan: 1) Make more than we spend. 2) Give a little bit back. 3) Don’t work with arseholes. A good ethos for life, I’ve thought ever-since.
And whatever you might think of the individual, the work TCO is producing is worth taking a look at.
Another interesting Mumbo report.
Ta.
3 Dec 09
3:23 pm
@Mungo…if I had to guess, I’d say that pen was the P142 pen at http://www.promogallery.com.au. I’d further guess that it was decorated with http://www.extremeinfo.com.au but it’s hard to be certain. Perhaps extremeinfo ought to provide Tim with some larger promotions? Wouldn’t be hard to outshine the dull Adstream mug.