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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Optus: We’re appalled by Kyle & Jackie O, but we’re not pulling our ads
Optus has this afternoon said that it is “appalled” by the controversial lie detector segment on the Kyle & Jackie O show during which a 14-year-old girl revealed that she had been raped.
But although it has communicated that to the management of Austereo, the brand says it is not commenting on its future adverting arrangements with the network.
The comments from Optus come more than 48 hours after the incident. Yesterday the brand had declined to talk about its involvement in the show.
Stressing that although Optus advertised on the broadcast and on the show’s website, it had not directly sponsored the segment, a spokesman told Mumbrella: “We’ve got a commercial arragement with Austereo just as we have with other broadcasters. But we are not a sponsor of the segment.”
Other Mumbrella coverage:
- An open letter to the ad industry – don’t sponsor Kyle & Jackie O
- Pressure grows on Optus
- Cheap radio, expensive hair
- Austereo in crisis over rape debacle
July 31st, 2009 at 4:40 pm
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Comments
31 Jul 09
4:47 pm
What naivety to think they’d pull in the first place.
31 Jul 09
5:00 pm
I think it’s quite clear to anybody what your opinion would be Ajax.
31 Jul 09
5:12 pm
Oh, Ajax – great news for you, huh? You must be thrilled to bits!
Oh well, I’ll still be closing my Optus account. And before you remind me, I am painfully aware of how insignificant and inconsequential I am as a customer, and indeed, as a person (and I actually mean that; sarcasm not really intended) – but that doesn’t stop me being appalled by this whole episode and wanting to distance myself from it in any teeny tiny way that I can.
31 Jul 09
5:23 pm
Oh, your outrage means so much oPTUS, YET YOUR INACTION SPEAKS THE TRUTH OF YOUR STANCE.
I will be pulling my business….and I think you won’t realise how damaging this has been to your business until it is too late. Fail.
31 Jul 09
5:54 pm
More like they are appalled they have to actually say something but still trivialize it enough to not actually do anything about it.
Glad i am not with optus, i would have to be closing accounts now.
31 Jul 09
5:59 pm
So why have their logos been removed from the Kyle and Jackie O website? Essentially they are saying they are appalled but they don’t have a problem providing the money that makes it happen.
31 Jul 09
6:06 pm
If Optus is acting in an unprincipled manner by continuing a business relationship with 2Day FM, then surely all Optus’s customers are similarly implicated.
People on a contract with Optus can still send them a fax/letter/email now to let them know what they intend to do when the contract expires, and why.
On its website Optus says “Integrity” is one of the values which “are integral to our future success”. It undertakes to [quote] Honour commitments; Take accountability and responsibility for our actions; Treat everyone with dignity, fairness and respect; Conduct business with the highest ethical standards; Act in accordance with our core values. [end quote]
So far, that seems like a lot of hot air.
31 Jul 09
6:25 pm
@Billy C
God it’s true. The Optus brand has been ripped from the main banner. Nice spotting.
How exactly does one sponsor the station, leverage off the show but then pretend not be sponsoring the segment? How does that work? Can we then assume that they no longer sponsor the segment?
The moral cowardice is appalling.
31 Jul 09
6:29 pm
Some brave volunteer might need to tune in to the despised broadcast and report back on the current state of on-air advertising.
31 Jul 09
7:21 pm
Optus, Yes! [remember].
Kyle: he’s a knob = YES,
Kyle: we know he’s a knob = YES
Kyle: will forever be a knob = YES
You: all should move on = YES
however, if we/you are a customer or partner of Austereo and we object. don’t listen or book or whatever.
say = NO
if you are a customer of Optus and object so much to what they are doing …. switch.
say = NO
but whatever it is, stop talking and start doing.
after all, Kyle Sandilands craps on enough for all of us, so you all need to ACT!
like vodafone says….”make the most of now”. boomtishhhhhhhhhhhhhhh
31 Jul 09
9:38 pm
Pissing in the wind Clive?
1 Aug 09
9:09 pm
I can’t find a link to post a complaint online to 2Day FM, but Austereo has one:
http://www.austereo.com.au/ind.....Itemid=186
I urge everyone to notify Austereo of your concerns about this issue. I’ve cross-posted this link on all of Mumbrella’s related threads.
1 Aug 09
10:20 pm
Andrew,
the 2Day FM complaints form can be found here:
http://www.2dayfm.com.au/contact
Click the link for “To make a complaint please download the complaints form .”
That is the *only* way to initiate an official complaint under the Commercial Radio Codes of Practice.
You can download a copy of the Codes of Practice here:
http://www.acma.gov.au/WEB/STA.....ODES_BCAST
Making this official complaint is the first and necessary step before being able to lodge a complaint with the Australian Communications and Media Authority so that it will investigate the incident (if 2Day FM’s response to you doesn’t answer your complaint adequately).
1 Aug 09
11:02 pm
Thanks Sharon. I have indeed sent a written complaint form to 2DAY FM, as I hope others have. The Austereo link is simply a second front (and a means of lodging online, rather than written, objections.)
Apologies if my earlier post wasn’t clear.
2 Aug 09
10:45 am
Optus if I’m appalled by something I act. If I want to pretend I am I say I’m appalled and do nothing.
What is it?
Are you appalled or not?
2 Aug 09
11:26 am
Sharon, good point about Optus’ so-called corporate philosophy.
I think this article ties in very nicely with another discussion on this site about branding.
Optus’ corporate philosophy statement about the importance of integrity, fairness and respect and to “Conduct business with the highest ethical standards” is of course absolutely and totally meaningless. It has no relation to the way the company conducts its business at any level.
That is just meaningless fluff developed by merchants of fluff. No doubt Optus paid a handsome sum to an agency to come with words that would appeal to its target demographic and best “position the brand”.
I think Optus has been shown up here as just the usual corporate hound. But in my mind equally to blame are those marketing and branding agencies that knowingly generate corporate propaganda designed to deceive the public.
2 Aug 09
5:04 pm
The attitude of people in this country is starting to make me sick. Why do so many Australians look at these situations in such a negative way.
(1) The purpose of the segment is to discuss issues which normally wouldn’t be discussed to solve the particular issue – Ie. In this case, find out why this 14 year old girl was disappearing in the middle of the night – Drugs, Alcohol, selling herself?
(2) How about you focus on the amount of people Kyle and Jackie O have helped over the years on their segment.. how many families they have donated to, charities they have helped, disadvantaged kids they help??
(3) Positive Outcomes – The segment would encourage many rape victims to seek help, not just keep it bottled inside… the segment sparks debate so more can be done to help rape victims.
But I am guessing this is why most of you work your whole lives trying to pay off your mortgages whilst positive thinkers and “Can-Do” attitue of people like Kyle and Jackie O make millions of dollars and live a life of luxury.
I live a nice positive and happy life but some of you really make our country look sad and disjointed.
2 Aug 09
7:11 pm
A Pete Stow:
To address your points, first note that according to Nielsen Media Research (Oct 2008 figures are latest I could find) 2DAY FMs largest demographic percentage is 10-17 years old – 25.2% of 10-17s listen to 2DAY FM, more than any other station for the age group.
1) How is it appropriate to discuss these issues on public radio during a timeslot dominated by 10-17 year olds? How is it appropriate to do so without having a professional counselor on air asking the questions? How is it justifiable to continue when the 14 year old subject clearly states “I’m scared. “?
2) No matter how many sponsors gifts the show showers on worthy recipients, the show continues to use degradation and titillation to attract is mostly immature audience. If the 14 year old girl attempts to commit suicide after her public humiliation, is it balanced by the cash and holidays the show gives away?
3) If the segment was handled responsibly and ethically you may be correct, but it’s clear that the participants were not clearly vetted, and that no consultation with professionals was made prior to hooking a troubled 14yo up to a lie detector. If the girl had not alleged her rape, the interview would have continued and a 38 year old man would have publicly interviewed a 14 year old about her sexual practices, to a significantly young audience.
When Andrew Denton asked Sandilands about his publicising a married man’s homosexual encounter on radio, Kyle answered:
“I won’t not put anything on air because I think that you know someone might not like it. You know we’ll put anything on air at any stage and so long as it doesn’t break any radio codes, legally we’ll put it on there and then it’s up to the individual um listener to make the decision on whether, you know, they like that sort of show or whether they’d rather go over to a softer show that wasn’t so confronting.”
In his own words, he’ll put anything on air. It’s time he is made aware of the responsibility that comes with public broadcasting.
2 Aug 09
7:24 pm
Quick, everyone jump on the bandwagon..
Lets face it, if the girl had not said the whole rape thing (her MOTHERS fault) no one would give a care about the segment. And Kyle’s response was in the moment while he was signalling for the segment to be pulled, and hes appologised. He was in New Zealand and wasnt able to pull the plug as quickly as he would had he been sitting “in front of the buttons”.
The media jumped on it, and you all fell for it. Congtats.
As for Optus, of course they will be careful with their responses, too many people are fans of Kyle, Jackie and the show to just pull sponsorship and condem them for a mistake that was far from the presenters fault. Much more than those who will bother to cancel accounts bacause they sponsor a show. Ive worked in Marketting for two telcos and believe me they arent concerned and will sit on the fence till they are forced not to.
3 Aug 09
3:23 am
Thanks to Andrew and Sharon for the links – I have made a complaint too.
Finally Kyle’s nonsense comments have come back to blow up in his face and about time. He has no sense, he talks nonsense – that comment to the young girl about “was this your only sexual experience” just shows how much he talks nonsense!!
This stunt has absolutely apalled me. I am really glad that the Kyle and Jackie O show is off the air – I hope it stays that way. I still shake my head in disbelief that their show would even think it was appropriate for these two hosts to do such a segment on a MINOR. Sex with a minor is statuatory rape – it is illegal, what could their team have been thinking to even allow such a stunt to be put on air is beyond me. Just for the ratings… Idiots!!
And Optus, they’re a big corporation whose corporate identity is just “feel-good” fluff that means nothing. Just good marketing. I dont use them and after this, I definitely avoid their products and services.
I would hazard a guess and think more people were appalled by this stunt than approve of it in any way…. Optus and the radio stations need to listen up…
3 Aug 09
10:07 am
In regards to allot of your comments I.E.Rochelle and the rest of you talking about pulling your optus accounts due to a segmant that Optus only advertised in not sponsored etc…you are nobs! do you think that Optus cares if 5 people even 500 people close their accounts? NO! why because you are a VERY small peice of the big picture and other customers will only replace you! Have you pulled your accounts and gone to Telstra or Virgin etc already NO I bet you havent as your all talk and probably couldnt afford to pay out your contract anyway as your too poor cause you sit on here all day like a bunch of nobs talking about CRAP and not following through…GET A LIFE..Optus campaign ran for 2 weeks and the show/segmant is national its about getting branding and getting the business out their not how much they support 2day FM! GROW UP… why dont you listen up and realise your comments and scrutiny have NO EFFECT IN THE GRAND SCHEME OF THINGS! jeez you people need to get a life! you really have no IDEA and brains the size of gold fish!
3 Aug 09
10:22 am
I agree with Dan, comment 21. you people seriously have no Idea, its not like Optus saw this coming, nor do they place their own media they have an agency do that on their behalf! do you think they would knowingly advertise on a station or anywhere for that fact that would hurt their business? and once you book a contract to advertise NOT sponsor but ADVERTISE you CAN NOT JUST PULL YOUR ADVERTS! do some research before you get on here and blab crap about pulling accounts etc with Optus…WOW maybe 10 of you in your comments have mentioned it geez your really gonna hurt their bottom line… grow up! get your fact right before you start screaming and babbling on with crap!
3 Aug 09
11:21 am
James – you CAN just pull your adverts – especially off radio and online. Don’t know what clients you have been buying for, but it happens all the time. For lessor reasons – like the retail package price changed… etc.
It then becomes a matter of whether you do a D&C or if in the case of Optus, they use their weight as a large advertiser and say they are not going to pay for that air time until the station does something.
Also – I might be just one person, with THREE Optus services (mobile, home phone and cable internet – all OUT OF CONTRACT – so I was able to cancel), but I speak to a lot of other people.
Bad “word of mouth” can affect not just existing business, but future business AND FOR A LONG TIME.
Clearly Optus felt concerned enough about it to comment in the first place. I just think they didn’t do enough, which is why I walked.
3 Aug 09
11:50 am
Hi James,
Thanks for your comment “I agree with Dan, comment 21″.
Interesting to see that not only do you & Dan think alike, but you also share the same IP address.
Cheers,
Tim – Mumbrella
3 Aug 09
1:02 pm
Hi Tim,
Love to see that you guys actually monitor these things !!!
James & Dan or DanJams
Would never leave optus been good to me all these years.
But seriously tone it down someone would think you work for OPTUS
3 Aug 09
1:59 pm
Same IP ? great to see you monitor these things… and just a FYI I dont work for optus in fact very far from it…
3 Aug 09
2:20 pm
Kyle and Jackie O’s segment was in bad taste and deserving of all the criticism it gets BUT…………………..it’s nothing we should be surprised about; nor is it anything other media outlets/personalities aren’t as equally guilty of.
So if you’re going to rid the world of Kyle and jackie O, then make sure the producers of sexually explicit and implicit music videos aimed at 10 year olds are gotten rid of too. Then put an end to every other groovy young tv and radio team who goes on and on about sex on their morning and afternoon drive time shows. And the list goes on – this obsession with trash is the reason why womens mag are filled with gossip and little else.
Kyle and Jackie [and the kids mother] deserve to be condemned, but so do many others.
3 Aug 09
8:32 pm
okay all of you really need to get over it k they screwed up they know that i love kyle and jackie o and its about time some one stuck up for them how were they suppose to know wethere or not what happend to her but every one is just making it worse because its been broought up so much and how come no one is blaming the mother because of their segament one rapest will most porbaly behind bars for a long time so maybe perents should be thanking them that there is one less rapiest in Austrlai and i bet they feel awful kyle and jackie o
3 Aug 09
9:22 pm
What is the matter with 2Day FM, Channel 10 Australian Idol, Optus and anyone else I have missed. For goodness sake if you listened to the show properly you could tell both Kyle and Jackie were shocked at what happened and tried their best to cease the interview. When have you ever heard Kyle lost for words as he paused and then asked his question. The real perpetrator is the Mother of the child not Jackie and Kyle.
While we are fast to jump on the presenters what about the managers and producers? Channel 10 have had Big Brother and what about the Chasers and the topics that they have presented.
I think the topic was in bad taste but I don’t believe they deserved to be sacked and taken off idol.
I will no longer be listening to 2Day FM or watching Idol and I will not use Optus.
4 Aug 09
9:40 am
In relation to comment 28 from Jodie…Kyle and Jackie HO are dogs…did you not see what they put the poor young girl and her aunt through making them beg and cry so she could stay and meet her aunt for the first time in her LIFE and only telling the young girl the twist about sending her home only when her aunt landed???? they talk about eating human crap..etc etc.. Sorry to dissapoint you jodie but they are filthy dogs,I’m guessing your their demographic 17-21 yr old no? because your comments reflect your age! they are brainless immoral losers who no one should support. Further more learn to SPELL and do your research about who your supporting before you go trying to throw what little weight you may have as a 17yr old around here!
9 Aug 09
11:41 pm
Just another reason not to use optus
BECAUSE THEY ENDORSE THE INTERROGATION OF CHILDREN ABOUT THEIR
SEXUALITY FOR ENTERTAINMENT..
FUCK YOU Optus I hope your management and that kyle and jacie o piece of shit
get a the living crap beaten out of them next time they go out in public
now that would be FUNNY unlike exploiting a RAPED 14 yr old girl for kicks.
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