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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
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.
New Qantas ad campaign praised by media and marketing experts
The new Qantas advertising campaign featuring a young Aboriginal boy singing “I Still Call Australia Home” won praise from the panel at Mumbrella Question Time. The ad – by Singleton Ogilvy Mather – opens with the boy singing in an indigenous language before switching to the English version of the Peter Allen tune.
Dejan Rasic, ECD of Colman Rasic Carrasco, said while the campaign might not break new ground, it deserved praise for its focus on indigenous Australia. He said: “It seems the same as the previous stuff they’ve done, but this time it includes Aboriginal Australia which is a good thing so good on ’em.”
And Mark Buckman, chief marketing officer of the Commonwealth Bank of Australia, said it was commendable that Qantas had “a long-standing strategy that they’re sticking to and executing”. One Green Bean MD Kat Thomas added: “Qantas has been quite strategic in the way they’ve leveraged the PR. I’ve seen it on Sunrise, I’ve seen it on Channel Ten News, I’ve read about it in the papers, and we’re discussing it here. It’s got PR-ability and I’d like to see more of that.”
However, OMD CEO Mark Coad questioned whether the campaign – which has come in for some criticism – would appeal across the board. He said: “I really enjoy travelling Qantas because, when you step on the plane, you already half feel you’re at home, but I’m not sure how it’s translated into an ad. It’s beautifully shot, but it doesn’t seem to have that international framing.”
August 27th, 2009 at 4:54 pm
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Comments
27 Aug 09
5:54 pm
This ad gave me a lump in the throat – loved it. I don’t consider myself to be especially patriotic but I reckon a Qantas ad will do it everytime. Sure, it’s not a huge departure from what they’ve done in the past but it seems they’re sticking with their tried-and-tested marketing strategy. And when you’re one of the few full-service airlines still managing to turn a profit at the moment, why wouldn’t you?
Also agree with the comment that stepping on a Qantas plane makes you feel like you’re at home already. A sure sign they’re doing something right.
27 Aug 09
7:24 pm
I think the new advert is a strong of genius building on the previous campaign. It says that Qantas is a stable product in difficult times. It also tells the world we are an evolving society and we have recognised finally the local people.
Can I please have the name of the indigenous language the lead boy sings in? – I feel inadequate when I tell people to watch and I don’t know the name of the language! I should know. The little boys name would also be great – he is somebody to watch.
27 Aug 09
9:16 pm
Well, I don’t think too many marketers are going to be criticising Qantas advertising in a public forum. So, I wouldn’t take a few polite comments on a forum as a ringing endorsement.
27 Aug 09
10:41 pm
I think that the ad is veray good and it shows the black persons in Austrlailia in a good way. I think that the black people saying that austrlia is there home is a little bit funny seeing that it was their home for a long time but now its not. i think a better ad would have been for peoples who are not australian calling AuS tralia home. Like the moaning poms, the aggro greeks, the drunk irish, the cool kiwis and the moody south africanites. i think th elast people you expect to call australias home would has been alot better than someone you expect would
28 Aug 09
6:10 am
Of course the media celebrate,free travel,the would spruk anything paid for
28 Aug 09
7:19 am
Michael, the 13-year-old chorister Tyus Arndt is singing in a dialect of Kala Lagaw Ya, one of the languages of the Torres Strait Islands.
28 Aug 09
8:47 am
Are the last couple of comments in an indigenous language as well?
28 Aug 09
1:50 pm
I was disappointed he didn’t look … more aboriginal, if you get my drift. He seemed very anglicaised. Someone like the little boy in “Australia” would have been brilliant, and a truer representation of aboriginal people.
I know we get back to the ‘are red-heads really Australian’ sort of argument with this line of thinking, but my first impression was that that one aspect was a little disappointing.
Having said that, I was very moved and delighted that a young aboriginal was singing in a native tongue, so good on Qantas for that.
28 Aug 09
2:36 pm
Not sure what ad everyone else has been watching, but the one I’ve seen is total dog.
Rather than the genuine, insightful work that could’ve emerged from the ‘I still call Australia home’ thought, they ended up with overblown corporate drivel that in no way connects with anything real about Australians. The cynical addition of an Aboriginal kid is an insult.
28 Aug 09
2:47 pm
It’s same same to me, beautifully shot ,they own that song and that says Qantas.
Does it make me want to fly them no.
But yesterday a friend was catching a plane from Syd/melb and she forgot her mobile phone…
The three different Qantas people I spoke to were all 100% helpful and helped get the phone to her even though the doors had been shut.
I was so impressed I’ll be flying with them.
Its not about a pretty song and PC kids. Its about delivering on your values to customers.[to me anyway]
28 Aug 09
4:22 pm
Include an aboriginal child and he’s not aboriginal enough. Don’t include an aboriginal and you’re ignorng our indigenous history. Who was it who said “you can’t please all the people all the time”? Personally, I liked it.
28 Aug 09
4:29 pm
oops … that should be “don’t include an aboriginal child”.
28 Aug 09
4:57 pm
One word to sum this ad up in…… Yawn
Hmm is that even a word?
28 Aug 09
5:11 pm
Anon … yawn IS a word … hmm technically isn’t, but common parlance is making it one. Glad to be of assistance.
28 Aug 09
6:13 pm
I watched the special on the making of the commercial last Saturday night (on 7 I think) and they said the boy came from Thursday Island.
30 Aug 09
7:14 pm
Typically beautifully shot as you would expect from Qantas…but if they were looking to capture indigenous Australia…not quite there.
However the scenery is breathtaking (But thats Australia)..kids look good…but kind of same same for me personally.
30 Aug 09
8:45 pm
I suppose you could say that The Beatles Double White and Abbey Road were “same same”, or that Pet Sounds and Smile are “same same”.
11 Sep 09
1:59 pm
Where can I get the aboriginal lyrics to I still call Australia Home
11 Sep 09
2:44 pm
To Shirley and the other uneducated people who commented. As Duncan on the 28 August wrote the young boy is a Torres Strait Islander and not Aboriginal – there are two Indigenous cultures in this country and both as important as the other.
Also what are Aboriginal and Torres Strait people supposed to look like?
Should I be as uneducated and simple minded to believe that all non Indigenous people are supposed to look like Prince Charles and the Queen?
Take a step back and think about what you are about to write, do and say when it comes to the Indigenous people – Aboriginal and Torres Strait Islanders – of this country. We do not need any more stereotypical ideologies from people; 220 plus years of it is plenty!
By the way the commercial does make me feel a little bit more proud of being a Torres Strait Islander.