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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.
Only positive comments allowed at ‘no wankers please’ ideas-sharing club
A former agency staffer is launching an ideas-sharing lunch club and online community at which only allow positive comments will be allowed.
The Commercial Ideas Network will be a “safe haven” from the “bitter few” who make critical comments about the work of others, said founder Anne Miles.
Miles will moderate the comments on her site herself, and will have “a much stronger filter than Mumbrella’s”.
“I want to create a positive, empowered space for grown-ups. No wankers please,” she said. “People will be able to learn and grow without others pulling them down all the time.”
Now a trained life coach and with a qualification in neurolinguistics, Miles is a former head of TV at JWT, McCann, Grey and Lowe and one of the founders of Exit Films.
Lunch events will be held monthly with a two speaker format. Darren Woolley of Trinity P3 and Nigel Collin, author of Herding Monkeys, will be speaking at the first event in Sydney on August 5.
A ticket for the event will cost $149 plus GST. Communications Council members get a discounted price of $139.
So far, the group has seven members, including Woolley, Collin and Miles.
July 11th, 2011 at 3:24 pm
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Comments
11 Jul 11
4:00 pm
How nice – every kid gets a trophy just for participating!
I’ll bring the circles of paper.
11 Jul 11
4:02 pm
What is she talking about – I’ve never read any bitter comments on mUmbrella on the shit work of others. (oops!)
We want our own negativity forum then.
Do gooder. Don’t LIKE.
11 Jul 11
4:07 pm
Ahh. Life Coach. Say no more.
11 Jul 11
4:07 pm
Is wanking really so bad?
11 Jul 11
4:33 pm
There is already a similar club in Australia and it even has its on show on ABC at 430pm……….Playschool
11 Jul 11
4:37 pm
just what we need, more uncritical boosterism.
11 Jul 11
4:47 pm
Comment lolz
11 Jul 11
5:04 pm
Reminds me of the Hitwise awards, everyone’s a winner….
11 Jul 11
5:40 pm
‘no wankers’! How is that embracing all?
Will paid-up wankers be ejected upon disclosure?
Or will they be coached on rephrasing f
11 Jul 11
5:42 pm
Just to clarify – ‘only positive comments’ is off the basic intention of the group. Free opinion is welcomed and critical feedback too. It is not so much what is said as to HOW it is said.
I’m happy for anyone to disagree with me or anyone. What is not welcome is verbal abuse, name calling, pulling someone down to make the writer feel better about themselves.
I don’t buy into everyone being a winner at all – I’m all for good competition and the best in show actually winning. I see the members of this group getting ahead and being the leaders in the industry because their focus is on moving forward. Perhaps that’s actually driven by a sense of competition even. Everyone getting a prize goes against the concept completely.
No one puts abusive comments up on TEC network groups or Business Chicks – so why does the advertising industry think it is exempt from basic mannered and professional behaviour?
I think it is time that those of us that are beyond this type of behaviour have a place we can go to focus on our businesses and mix with other like-minded without being dragged down or called childish names.
The Commercial Ideas Network is just a mature group of business-minded professionals who are wanting to grow and work at the highest level in this business.
You can get ahead without dragging others down.
11 Jul 11
5:44 pm
Hold on. 8 members and one is a high achiever. This is gonna be huge.
11 Jul 11
5:53 pm
Good luck with your mediocre feel-goodery.
11 Jul 11
6:09 pm
No wankers, fluffers only
11 Jul 11
9:24 pm
14 members. This is out of control.
11 Jul 11
11:51 pm
Most people are like brainwashed sheep. Anything encouraging, positive, character building, non-offensive or just plain nice just ain’t cool to them. Just look at all the mind numbing tv and media that controls their thoughts and desensitises. A wise saying goes along these lines…whatever the masses do, don’t do. It’s a steep hill but well worth the climb…
12 Jul 11
9:12 am
Thanks a lot to all those people showing support offline and by email. The very best way anyone can show support is to join our free community at http://www.commercialideasnetwork.com.au
Since it was only launched as this Mumbrella article was published some hours ago the group is growing fast.
@Kateris – I am trusting that the climb is worth it for many of us that are ready for something different. See you there!
12 Jul 11
9:15 am
Critical thought and comment are essential to healthy functioning of an open society. So are manners and respect. You have to strike a balance, but something tells me, this ain’t it.
12 Jul 11
10:04 am
Anna, Anna, Anna…..You are a darling riding the unicorn of truth and love. May rainbows highlight your lustrous vision for the hideous and dark world of advertising.
12 Jul 11
10:04 am
I support this initiative. I think we will all be grateful to hear the views of anyone in the industry, with whatever they want to say, about any piece or issue provided it is not anonymous, well argued ( and hopefully interesting ).
I would be interested to know from” Oedipus Shmoedipus” why “this ain’t it”.
12 Jul 11
10:51 am
Kateris @11:51 pm wrote – ‘whatever the masses do, don’t do’.
That maybe the single biggest problem with Australian advertising today;.
an industry full of people determined to do things that the vast majority of Australians don’t.
No doubt Kateris serves his/her family deep fried goat at Xmas because the masses are all eating turkey and seafood.
12 Jul 11
10:57 am
Well it certainly takes a lot of guts to take on this industry – look at all the delightful comments here!
12 Jul 11
12:03 pm
What a great idea!
12 Jul 11
12:16 pm
I Agree with Kateris. Who wants to run with the herd? Real strength comes from operating with a good principle centre and empowering others. The weak show themselves with sarcastic putdowns, disrespect and rarely reach any level of success.
Great quote ‘those who throw dirt lose ground’
By the way Kateris if you serve deep fried goat at Christmas I’m coming
12 Jul 11
12:22 pm
Anne, you’ve been watching too much Oprah…..
12 Jul 11
12:56 pm
http://www.youtube.com/watch?v=rmhkBl0rDpw
12 Jul 11
1:05 pm
Wow Anne, seems like you’ve really hit a nerve here! Judging by the nasty comments you’ve gathered in response to an idea that seeks to create a positive community, I reckon you’ve rightly responded to an identified need. Nice work.
12 Jul 11
1:16 pm
Hmm…Anne, go for it! Success of failure – at least you’re giving it a go.
There’s too much undigified and ‘holier than thou’ commentary out there as it is. Just look at the reception you’re getting in this forum.
Can’t help but think you would receive different feedback from the community were you launching this in an environment/market that supported new ideas, rewarded risk and didn’t view failure as the end of the world.
No wonder we struggle to develop any sort of entrepreneurial culture in Australia and keep good ideas within our borders considering the type of cynical attitude and unconstructive criticism that is so common amongst industry players.
Hope it’s a success, and if not….hope you learn enought to make your next venture a success.
12 Jul 11
1:35 pm
WTF – much appreciated.. heh
12 Jul 11
1:38 pm
At $149, I fear only wankers will be able to afford to attend.
12 Jul 11
1:45 pm
Will let you know if goats on the menu however I’m not a huge meateater. Glad a positive swell is happening. Funny how some are threatened if an opinion differs. There is another way of thinking. I’d call it individual and creative, not unimaginative and mass produced just like fast food. Looking forward to the climb.
12 Jul 11
1:58 pm
Well done to those involved. The hating muppets making comments on this article have provided more than enough justification for the idea.
12 Jul 11
2:36 pm
Great idea Anne, looking forward to getting involved.
12 Jul 11
3:26 pm
Tossers.
12 Jul 11
3:44 pm
Why not $500 for wankers while life coaches and fellow travellers can join and comment for free?
12 Jul 11
3:51 pm
Reading this feedback is appalling. Its like we’re back in the school playground. Grow up agency people
12 Jul 11
4:44 pm
Yeah.. Grow up you poo poo heads. Only good children get a Smiley Bear stamp.
12 Jul 11
6:34 pm
Comment lolz x1000
12 Jul 11
10:09 pm
how do you create without criticism – valid criticism often. defies any creative process i’ve ever heard of … a place where every single idea is a good idea? … i need to leave the room!
14 Jul 11
3:20 pm
Anybody noticed the calibre of people that have put their name to their comments? I’m honoured to be supported by people like Tom Dery & Kate Walker and publicly thank them.
Keep the members coming – every single member is taking a stand and supporting the cause – and gaining something of value for their business at the same time. Tell a friend that fits our mission of #nowankers
http://www.commercialideasnetwork.com.au – It’s free.
15 Jul 11
8:59 am
Let’s not bee so quick to scoff at this one. I’m sure that when the leaders of BMW merged the ‘Brake’ and ‘Battery’ departments there were a few people that thought they were crazy too. But what this gave birth to is ‘Regenerative Brakes’ that recharge hybrid cars instead of wasting the energy that is ‘scrubbed’ off during traditional braking. So a community aimed at recharging and improving it’s members through the traditional points of review and industry evaluation, instead of scrubbing off their sheen, just might be a good idea.
15 Jul 11
10:29 am
Jeff cooper – satire’s not dead then?