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Opinion | Features
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
No adland wankers, agency tells new recruits
Marketing consultancy Step Change has launched a recruitment video campaigning against advertising agency wankers.
Directed by Dan Ilic, the video focuses on unloveable adland types.
Step Change GM Jeff Cooper said: “We wanted to attract staff who love the industry but hate the politics, egos and rigid, demarcated roles of the big agencies. It’s ridiculous to the point of offensive that only ‘creatives’ are capable of great ideas or that only ‘suits’ know how to talk to clients, so we’re looking for people to do both in the one role.
He added: “The one great thing about wankers is that they need no explanation, so we were able to forego the traditional recruitment channels and approach candidates in a far more direct way. Ours is a pretty simple message: wankers don’t work here, so do you want to?”
Creative credits:
- Script: Tom Glasson
- Director: Dan Ilic
- Cast:
- General Manager: Jeff Cooper (as himself)
- HR Director: Tom Glasson
- Alan (Creative) – Cale Bain Simon (Planning) – Phil Willis Jess (Production) – Megan Ormsby Antonie (Account Manager) – Steve Lynch Clive (Senior Manager)- Greg Flynn
March 8th, 2011 at 12:04 pm
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Comments
8 Mar 11
12:14 pm
awesome! I want to work there.
8 Mar 11
12:14 pm
lack of lols for a ‘funny’ video.
8 Mar 11
12:18 pm
Genius!
I disagree with Logic, massive lol
8 Mar 11
12:19 pm
If you have more than 8 years experience, is it a problem applying for a role with this agency?
8 Mar 11
12:27 pm
No politics or egos = no fun.
8 Mar 11
12:27 pm
Disclosure: I know the Step Change guys and like them.
However genuinely I like it. Humour is always subjective and you can’t make everyone chuckle. But ‘ wankers don’t work here, so do you want to?” is neat and it’ll work I suspect. And I did laugh when the bloke started playing the foosball table.
Nice job.
8 Mar 11
12:30 pm
‘Like’ “Who would first seek to understand the key, without first understanding the lock????”
8 Mar 11
12:30 pm
Great concept, Im sure you’ll circumvent the recruiters with this! I have personally met too many of these wankers about time they were sent up publicly. Just going to pop out now and find a creative director to punch…
8 Mar 11
12:32 pm
Hi Ian, You sure can mate. We’re building a business for the people, knowing the rest will come. We’re not trying to squeeze people into a pigeon hole.
Job description is here – http://dl.dropbox.com/u/635717.....descv2.doc
If you’d like to know more.
Thanks for your interest
8 Mar 11
12:33 pm
Fantastic – I’d love to work for you buys but I’m not sure that my creative spirit will meet your requirements
8 Mar 11
12:40 pm
I love the way these guys have used the skills that they sell to their clients, to sell their own business. It is a great example of “practising what you preach”.
8 Mar 11
12:40 pm
Awesome – if you’re looking for people just like that, I think I’m qualified!
8 Mar 11
12:41 pm
How does ‘No politics or egos = no fun’?
Anyway, I love this clip. Great work guys.
8 Mar 11
12:42 pm
Brilliant – it shows why you guys are different. Congrats on the concept and execution. Oh, and the courage.
8 Mar 11
12:44 pm
good luck getting ppl with that salary range
8 Mar 11
12:46 pm
Just feels like I’ve seen this type of portrayal of advertising people too many times to laugh. Sorry. Nice try but no cigar.
8 Mar 11
12:48 pm
More importantly, who will provide the entertainment at the Christmas party if you don’t employ any wankers?
8 Mar 11
12:50 pm
“the consumer is the lock my friend”
That is one of the funnies lines / sexual references I have heard for a while.
Can’t believe people are debating whether it’s funny or not. That’s not the point. What matters is that it’s an effective filter. If you don’t like it, you are not on the right wavelength to be their employee or client.
Well done guys
SR
8 Mar 11
12:55 pm
Love it, how true.
8 Mar 11
1:15 pm
Sounds like a fabulous role but you can’t be serious with the salary! When will people like you guys learn? What happens when you pay peanuts?
8 Mar 11
1:28 pm
Hey Logic – you have a point there mate, you certainly got down to the weak link quickly. We need multiple hires and this is the ‘broadcast’ end of our search… I toyed with your point myself.
For all those thinking the way Logic thinks: We’re taking all applicants very seriously for multiple hires across that spectrum and we’ll clear up any questions around your salary expectations and brackets offline before you’re asked to commit your time.
Thanks Logic.
8 Mar 11
1:31 pm
Great work, i loved it and I would so want to work there
8 Mar 11
1:37 pm
What a great idea! Loved the video- thanks for the laugh.
Di
8 Mar 11
1:39 pm
“It’s ridiculous to the point of offensive that only ‘creatives’ are capable of great ideas or that only ‘suits’ know how to talk to clients”
Weird because most creatives I know do talk to clients. And suits should never be allowed anywhere near a pad and a squeaker pen because this is exactly the sort of dross they serve up.
Good luck attracting talent with this. You’ll need it.
8 Mar 11
1:39 pm
Makes me want to work in advertising
8 Mar 11
1:40 pm
Some funny bits. Foosball. Classic.
But seriously, if you’re looking for mediocrity, then a suit who thinks he/she’s a creative is exactly what you need.
Clients beware.
Also beware of any agency that needs to put “Advertising” Communications” or “Marketing” in their agency name.
8 Mar 11
1:40 pm
Absolutely Brilliant!
8 Mar 11
1:41 pm
Up to 8 years experience! Another crop of agency people who have done very little and contribute little to clients. No wonder the industry is full of shallow wankers
8 Mar 11
1:45 pm
Wit without the wank-factor – Love it. Nice way to attract the folks they’re looking for.
8 Mar 11
1:46 pm
Nice work – As a recruiter I take my hat off to you, positions sounds great in theory too- best of luck guys!
8 Mar 11
1:47 pm
Yes! Dewanking the industry has to start somewhere. Big job boys but great start.
8 Mar 11
1:48 pm
Great spot, well done guys.
I wonder if AM’s from media agencies are welcome to apply as well?
8 Mar 11
1:48 pm
“I am cutting through the noise”
I really liked this, well done
8 Mar 11
1:54 pm
Love it!
8 Mar 11
1:56 pm
I love it, because i’m a suit!
8 Mar 11
1:57 pm
Love you guys! Funny, funny, funny. If I didn’t have my own business (which is frankly taking up a bit too much of my time) and I didn’t turn dinosaur today (that’s over 40) – I’d love to work for you.
Good luck, I hope you and your new recruits set the world on fire.
Sharon
8 Mar 11
1:59 pm
Where’s the tits and ass
8 Mar 11
2:01 pm
Disclosure: I know these guys too and they’re brilliant! Anyone wanting to work with them should go for it. You won’t look back…..
8 Mar 11
2:04 pm
“No adland wankers”
“Step Change are the Robin Hoods of marketing.”
….might want to make sure you’re sending a consistent message there, folks.
8 Mar 11
2:10 pm
That is fantastic. Well done
8 Mar 11
2:10 pm
I checked Wikipedia for the origins of the word wanker. MIA!
Anyone know ?
8 Mar 11
2:12 pm
Good to see someone trying a different approach to recruitment.
They’re nice guys too.
8 Mar 11
2:13 pm
For an agency that’s supposedly wanker-free, the job description is damn heavy on jargon, buzzwords and cliches. And hopefully once they hire someone who is “Able to proof copy with good spelling and grammar”, their next position description won’t be full of typos.
8 Mar 11
2:16 pm
love it! really enjoyable and entertaining – ripper!
8 Mar 11
2:26 pm
I enjoyed it. The creative guy. Nailed it.
I was disappointed there was no “clutter-buster” but I will get over it.
8 Mar 11
2:31 pm
Juz… You got me, I’m a shocker on spelling, Dyslexic from head to toe. But I’ve got a good joke for you… “So, a man walks into a bra…”
8 Mar 11
2:33 pm
AndrewL – I can’t see why not. We’d love to meet you.
8 Mar 11
2:41 pm
I would hire the planner. He knows what’s up.
8 Mar 11
2:46 pm
Yay finally. Someone is cutting through the wank. Do you need freelancers?
8 Mar 11
3:01 pm
How is this in funny in any way?
8 Mar 11
3:17 pm
Hey Jacinta – We’re always looking, but be warned, if you’re great we’ll probably try to hire you full-time. We can cross that bridge when we come to it.
Thanks for your interest.
8 Mar 11
3:20 pm
Well done,
it’s funny and engaging, and we are all talking about it
big tick
8 Mar 11
3:31 pm
Oh my lord. Hilarious. These people exist I deal with them EVERY day!
8 Mar 11
3:32 pm
It’s wonderful.
But it won’t work because everybody who has advertising experience plays with themselves with their hands, their minds and even with their bicycle seats.
Ergo no suitable applicants.
8 Mar 11
3:42 pm
Anyone who even thinks of throwing comedy into this bear-pit of commentators has a fair set of ‘nads, just ask Ben Elton…
8 Mar 11
3:46 pm
Jeff Cooper, you’ve done very well. I work in an agency that does creative & strategy for talent hiring & engagement, and I’ve sent this to all & sundry. Gold.
8 Mar 11
4:39 pm
love it – best of luck
8 Mar 11
4:49 pm
Does anyone think it’s a bit weird that they are launching an agency with a video poking fun at agency stereotypes and cliche`s with the name “Step Change”?//!!?
Or is that the real joke?
Aaah OK I get it….
8 Mar 11
4:53 pm
I love everything Greg Flynn does. My hero.
8 Mar 11
6:12 pm
Love it, good to see someone not taking themselves too seriously
8 Mar 11
6:58 pm
The creative guy was pretty cute even with a beard….
8 Mar 11
8:01 pm
Quite enjoyed this; I’d be strongly considering sending you something if I were returning to agency work. Or moving to Sydney.
8 Mar 11
8:17 pm
Nice one! A brilliant, no nonsense message that, ironically, ‘cuts through the clutter’.
8 Mar 11
9:07 pm
please, try harder
8 Mar 11
9:26 pm
@Juz
I don’t notice any typos with that copy…
8 Mar 11
10:19 pm
good luck. As an aside has the person who wrote that ever managed an account? you’ll quickly find why the two roles are seperated
8 Mar 11
10:30 pm
As cliched and instantly forgettable as that advertising ‘comedy’ on foxtel…..what was it called again?
9 Mar 11
8:52 am
My God the astroturfing in this thread is nauseating.
9 Mar 11
9:10 am
Poor old advertising.
Gets such a bum rap because of a few bad grains (I actually know a creative who, when asked what he does, after the shrug and a prolonged silence answers “I AM advertising”, and Simon sets new heights for planner-speak).
I like this though. It grabs your attention, clearly defines the company’s value proposition and the kind of culture you can expect.
They’re bound to get a strong response and after all, isn’t that what it’s all about?
Good work.
9 Mar 11
9:43 am
What are some of your brands besides Bavarian Bier Cafe?
9 Mar 11
9:47 am
I say, Clive’s awfully dishy!
9 Mar 11
10:53 am
Groucho,
when was the last time you were creative?
9 Mar 11
11:39 am
Enjoyable.
Nice mix of wankers.
I always thought the term was gender specific to the male.??
Thanks for the update.
9 Mar 11
12:50 pm
This is pretty funny; I think we can all recognise these characters, whether we like it or not. I do hope that Step Change can produce better work than that logo, however. For their own sake.
9 Mar 11
3:41 pm
Oh dear, I just saw myself there.
9 Mar 11
11:26 pm
This is more lame than :30 seconds. Unless it’s supposed to be an anti-recruitment ad.
10 Mar 11
8:36 am
Can I have a job?
I have in fact watched all five seasons of L O S T in a fortnight?
http://www.collegehumor.com/article:1806859
10 Mar 11
2:48 pm
Hit all the stereotypes dead on! Brilliant!
11 Mar 11
1:15 pm
The problem is that no-one on this planet actually thinks they are a wanker. They think everyone else is though!
11 Mar 11
2:36 pm
We all laugh at these wankers and we all talk about the idea of working in an agency that didnt have people like these, but thats all fairy tale stuff. The industry is based on the personalities highlighted in the video.
14 Mar 11
6:07 pm
Can you creative types do one of these videos targeting recrutiment consultants? You know, the ones who love you up front then forget you exist when the trail goes cold.
15 Mar 11
2:33 pm
Disappointed the job description reads like an excerpt from AdWanker 101
16 Mar 11
2:03 pm
This is fantastic. Watched the video three times now and laughed out loud each time!
16 Mar 11
4:29 pm
Crack up!
17 Mar 11
3:36 pm
hmmmm.
http://www.stepchangemarketing.com/about.html
18 Mar 11
3:56 pm
And I also do the best diagrams everr.
I always thought one good diagram is worth acres of copy
21 Mar 11
6:56 pm
Trouble may be that if someone admits to being an “advertsing wanker”- They are probably too self aware and honest to actually be one! Good luck guys
25 Mar 11
11:11 am
As someone that worked in HR & Marketing I’d like to say well done. It’s not the funniest video but it certainly makes its point and I wish more companies would do that!!!!!
Best of luck. You’ll certainly attract a very different type of candidate.
26 Mar 11
11:27 am
This reminds me of every ad agency I have ever visited. Loads of air kisses, use of the word “darling” and “excellent” (when I am not their darling and what was discussed did not in any way warrant an enthusiastic “excellent”.)
Ad agencies cannot exist without wnkers; that is what the industry is all about! Middle men ripping off clients(.) Not all, however probably 3/4′s…
29 Mar 11
3:11 pm
Every place in every industry has their fair share of wankers. They’re easy to spot:
(a) They spend 47% of the day quoting statistics;
(b) They describe everyone else in the office as a wanker;
(c) They are quick to point their callused fingers around the office in disgust;
(d) They come into organisations claiming that they are creating an organisation free of wankers;
(e) Their CVs get magically better and better by the month on LinkedIn; and
(f) They wank a lot.
29 Mar 11
4:19 pm
I am still very dubious that wanker is a term that can describe a female adequately.
30 Mar 11
12:49 pm
Love!
31 Mar 11
11:29 am
Love it…thats JWT in 2.38 seconds!!
31 Mar 11
6:09 pm
Bravo, hit the nail on the head… good luck with the recruitment drive!
5 Apr 11
12:42 pm
Not bad!!! Thought it was a fail in the beginning but I had a few lols. Loved the creative guy. Good stuff.