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Opinion | Features
Q&A with Adshel's Rob Atkinson
Online trading is the next big thing says Rob Atkinson in a piece that first appeared in Encore. Who is the most powerful person in Australian media and why?
Harold Mitchell because of his influence and the footprint he has left. He’s built a huge brand in Mitchells, offloaded it into Aegis, Aegis has obviously done extremely well to be then sold on to Dentsu. So if you think about it, he is very much a father figure of the industry.
Making it overseas
Is the best way of being successful in Australia not be here at all? In a feature that first appeared in Encore, Lee Zachariah speaks to Aussies making it big abroad.I always wanted to work in New York,” says Julian Cole. “I thought it was the number one place to work in advertising; a lot of the best campaigns were coming out of there. So I moved over and was lucky enough to have a couple of interviews in the first couple of weeks.”
Cole’s story is indicative of the somewhat contentious idea that the best way to be successful in Australia is to not be in Australia any more.
Got a book in you?
From journos to ad execs and PRs, these days everyone seems to have a book in them. But what does it take to get published and will you actually make any money? In a feature that first appeared in Encore, Brooke Hemphill finds out.Attention wannabe authors. Forget big fat advance cheques and living off royalties. The reality of having a book published today is another story altogether. There are only two reasons you should even consider sitting down at your computer to bash out a manuscript – passion or profile.
Savage counsel
In an article that first appeared in Encore, Chris Savage tackles your career and agency dilemmas in his weekly advice column.Hi Chris,
My clients seem to be demanding more and more from us. At the same time, it seems many of the younger people in our industry simply don’t have the client servicing skills my generation grew up with. How do we instill in our executives some of the good old-fashioned behaviours that would keep a client happy and loyal?
Fake it til' you make it... as an ad agency receptionist
From dressing the part to playing the gatekeeper, Leo Burnett Sydney’s Susie Henry tells us how to make it as the face of adland in a piece that first appeared in Encore.What does a receptionist in an ad agency actually do?
Well, there’s the frantic every-day, all-day stuff of deliveries, courier bookings, doing expenses for directors – always challenging – plus arranging all the travel. But one of my main jobs is counselling the account service people. I also keep up with all sports information to discuss with our sports-loving clients – because who wants to be bored while they’re waiting? And I know how they like their coffee. You need to know everyone – from accounting to HR. I’m also the go-to for all catering and sending flowers.
Whose views skew the news? Media chiefs ready to vote out Labor, while reporters lean left
Most journalists lean left-of-centre, says Folker Hanusch of the University of the Sunshine Coast, in a post first published on The Conversation.Most Australian journalists describe themselves as left-wing, yet amongst those who wield the real power in the country’s newsrooms, the Coalition holds a winning lead.
But while the media’s political leanings will no doubt be debated in the lead-up to September’s federal election, our study has also found other largely unscrutinised biases remain – particularly whose views disproportionately shape the news.
It's time for a new New Wave in the film world
Government funding bodies are lazy and decadent, says industry veteran Michael Thornhill but in a piece that first appeared in Encore, Ed Gibbs begs to differ.I vividly remember the time I first saw Animal Kingdom, David Michod’s breathtaking labour-of-love feature debut. The press screening was half empty, despite the film winning the Grand Jury Prize at Sundance just months earlier, in 2010. Yet its superb performances, stylistic flourishes and overall polish left me speechless. Could this really be a feature debut, an Australian one at that, I wondered, almost out loud? It seemed too good to be true.
Going cold turkey on an agency addiction
Life is sweet for freelance writer Max Kitchen, but in a feature that first appeared in Encore, he admits his struggle against returning to the agency fold.I’ve never taken heroin. But I suspect if I had, the temptation to try it again would not be too dissimilar to the lure of returning to agency life.
Can sport save Ten?
First there was the Grand Prix. Next came the reported $500m bid for cricket rights, then Ten secured the 2014 winter Olympics. So, can sport save the ailing network? In a feature that first appeared in Encore, Nic Christensen investigates.The television sports rights bidding process is a bit like a game of poker.
Check, fold or bet. Those were the options for the Ten Network last week when it had to finalise its bid for the cricket rights.
Andy Lark: good for the marketing of marketing
I can still remember the first story I wrote about Andy Lark, when it emerged that he was to be the new chief marketing officer of CommBank.
It was immediately clear that Australia was about to meet an interesting marketer, one who blogged and tweeted and thanks to his time at Dell in the US was digitally savvy. Even two years ago, that was a big deal. The fact that he also had a stint in public relations gave him an absolutely intriguing background before he even arrived.
Storming the media barricades - advice for young journalists
This week Mumbrella’s Nic Christensen, who began his career four years ago, gave the keynote address to would-be journalists at the Media, Entertainment & Arts Alliance’s Student Day. This is an edited version of his speech.Good afternoon, I can remember distinctly the last time I was in this room.
It was 2009 and I was sitting where you are. I’d come to this event, a friend and myself — from memory we sat up the back — and I can remember at the time wondering if I’d ever get a job as a journalist.
It was only four years ago and then as now getting a job was ultra competitive but I’m not sure there was quite as much media ‘doom and gloom’ as there is now…
Paywalls will help fund campaigning journalism
In this guest post, News Limited’s group editorial director Campbell Reid responds to the views of ninemsn’s Hal Crawford that the company’s push into metered paywalls is about data rather than dollars.Hal Crawford is both right and wrong in his article which argued that our digital subscription plans are all about the data.
Fake it 'til you make it... as a features editor
Cosmo’s Kate Leaver tells us how to bluff it in her job in a feature that first appeared in Encore.What do you do, as a features editor?
Really, play with words and ideas all day. At any one time, we’re working across three issues of the mag – getting one on its way to the printers, pooling all the words together for another, and planning the issue after that. It’s busy but it’s a pretty magnificent process.
Savage counsel - JFDI
Hi Chris,I run a medium-sized agency that is doing pretty well. As the leader, I am finding my workload just seems to go up and up. I am struggling to stay motivated and particularly to tackle the bigger and tougher challenges I have to face every day. How do I keep up the energy when there just seems so much to do? How do you do it?
Productive, successful executives are those able to consistently tackle difficult and big challenges. It’s a constant struggle for me so I know how you feel. How do the successful leaders do it?
Q&A with Brett Clegg
Brett Clegg, group director – business media, Fairfax Media, in a Q&A that first appeared in Encore, on the journo who refuses to work with him – his wife.Who is the most powerful person in Australian media and why?
Hard to go past Rupert Murdoch. He controls the single largest and most diverse portfolio and is intent on leveraging its scale (and, of course, influence). He’s an innovator and his will to win is obvious to all.
Nike Olympics ambush ad touches down in Australia
Nike’s global Olympics ambush ad has touched down in Australia, and is now running locally with a home page takeover on YouTube.
To skirt strict rules for non-sponsors, the ad makes references to the Olympics venue, London, by focusing on other Londons around the world. It mocks the ‘grand celebrations’ and ‘bright lights’ of the event, which kicks off in the British capital early Saturday morning, Australian time.
The narrator of the ad titled ‘Find your greatness’, which is running in 25 countries, says: “There are no grand celebrations here, no speeches, no bright lights. But there are great athletes. Some how we have come to believe that greatness is reserved for the chosen few. For the superstars. The truth is, greatness is for all of us.”
Nike’s brand chief Greg Hoffman was careful to avoid references to the Olympics in an article in The Guardian yesterday, saying:”The idea is to simply inspire and energise everyday athletes everywhere and to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level.”
Nike Pacific was unavailable for comment on whether the ad is to run on TV networks in Australia.
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Comments
26 Jul 12
2:40 pm
This is a brilliant advertisement.
Comments:
The term greatness is consistent and repeated throughout the course of visual representations and narrative. With hints of olympic feats from people embarking in different sports from different backgrounds, this truly hits the spot.
Notice how the most prominent depiction of an athlete (that we are used to) is the winner of the race (woman in nike top). However, the feature is on the less athletic lady who finished the race. This gives the indication that ‘Greatness’ isn’t always about winning as Nike and many other sporting labels try to achieve.
Greatness is about finishing something you started. Greatness is about personal accomplishment.
As I’ve said many times, we set the boundaries to our achievements.
Cheers,
Daniel-Jacob Santhou
26 Jul 12
2:40 pm
I thought I was watching a bank ad.
26 Jul 12
3:12 pm
@ Daniel the self proclaimed “Creative Strategist”
It’s not bad. It is a little clutching at straws though isn’t it? Of course there are cities around the world named London. Great is associated with the best, the fittest, “an Olympic great”, blah blah
I was not aware that you have said “many times” that “we set the boundaries to our achievements”
Thanks for saying thanks though!
26 Jul 12
3:15 pm
Good – but would’ve loved if Bane had voiced this.
26 Jul 12
3:20 pm
Keith:
What about this ad made you think that?
What bank ads have you watched (which ones in particular that you can recall that prompted your comment)?
It’s interesting isn’t it? Do you believe this Nike Ad is different from the others?
26 Jul 12
3:42 pm
Daniel-Jacob,
I found it a bit preachy and a little condescending in tone – which I how I feel about the “we’ll help you live your life/we’re your friend” type of banking ads. Be the best you can, we can’t all be winners, but (by association) we’ll support you. I do however, agree with your points about the structure and use of recurring themes but not sure that the average viewer looks that deeply. It is certainly an interesting departure from previous Nike campaigns. For me though it misses the mark.
26 Jul 12
3:50 pm
Creative ad. Nike always have interesting campaigns, props to their agencies.
26 Jul 12
4:30 pm
@ A Spruiker:
Self proclaimed indeed. There’s no known role as a Creative Strategist, so a bit of shameless self-labelling doesn’t hurt does it?
Oooo, I shared this with some people on my facebook page /thecreativestrategist
And I share ads and have other like minded individuals update the page with relevant content
26 Jul 12
4:33 pm
@ Keith:
Keith, I’ve been an avid fan of Adidas for years. I’ve never been a fan of Nike. But I do admire their balls and creativity
But you’re spot on in “not sure that the average viewer looks that deeply”.
I reckon the simple message across is just “finding your greatness individually”.
We all compare our feats with others, continuously judging and critiquing based on previous campaigns and lessons learnt. However, we set our own boundaries. Much like Yoga
People tend to try to push themselves further and try to emulate someone else. But honestly, Yoga is about knowing your limitations and only we know ourselves best.
26 Jul 12
4:59 pm
I think we should take it for what it is and not over-analyse it. It’s an ad that’s trying to take advantage of the Olympics and to stir up some free publicity.
Keith I disagree, I think it’s spot on brand for Nike. The ad empowers everyday athletes (which is something that Nike’s always been about), and contradicts the idea of the Olympics that “greatness is reserved for the chosen few”.
Quite obviously if we’re discussing it in this forum and it’s being featured in plenty of international media over the last 24 hours, for an ambush ad it’s doing its job. Slick ad nonetheless, I wouldn’t expect anything less from the team at Wieden+Kennedy.
26 Jul 12
5:25 pm
@Daniel-Jacob
FYI, “Creative Strategist” roles do exist in adland, in fact I think they’re called “Strategy Planners”. Just calling a spade a spade. Adland today is already filled with new fluffed up roles, do we really need another one?
Great shameless plugs btw.
27 Jul 12
11:37 am
@Colbot
Shame is subjective
They call me iron-hide in some part of the states. Then again I’ve also been called a prick.
The role of a planner and the capabilities of one can differ depending on the nature of the organisation and people within…
Remember, what I speak about the coinage of a “Creative Strategist” is different from yours. To me, a Creative Strategist is a Strategist that can be Creative, and is not bound by numbers, information and boundaries set by the usual title and responsibilities of a planner.
I’ve met some crazy planners in my time, but only a handful can be labelled as Creative Strategists
PS: A spade has different definitions and meanings. More so, the uses of a spade is subjective and is only bound by the limitations set forth by our imagination.
27 Jul 12
12:41 pm
I like it – think it is a very nice sentiment and well executed
interesting to see that the just do it line is absent
27 Jul 12
1:02 pm
I demand BETTER!
I demand IMPACT!!
I demand GREATER!
This is sloppy adwork.
27 Jul 12
1:19 pm
Yet another ad selling emotionally charged fresh air and feelings. Have we all lost the plot?
Forget the Olympics, are brands just too cool to sell their products these days that they need to ingratiate themselves to our inner athlete…blah blah blah.
Generic and way off the original Nike product performance standard.
…I’m sending the Emperor his new clothes right now.
27 Jul 12
1:39 pm
That’s a cracking good ad. V nice.
27 Jul 12
1:42 pm
Keith, when you pointed out that it was a bit banky, I could see it. But before i read your comment I wasn’t thinking ‘bank’. I was thinking that for me the fact that I kept surfing through the winter this year is my greatness. But i can see your point. It could be the music that gives it the banky feel.
27 Jul 12
2:12 pm
..but the ‘chosen few’ get paid huge Nike endorsement fees ..whilst those that are yet to ‘find their greatness’ are working for a buck a day in Asian sweatshops building Nike product.