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Opinion | Features
Disclosure in Social Media: How transparent should bloggers be?
In this guest post, blogger and digital creative Laura McWhinnie argues for more disclosure in the bloggersphere.
The bloggersphere has always been a bit like the Wild West. Bloggers could post about products to their heart’s content without having to disclose their relationship with the brand. This meant that consumers had no idea who was behind the marketing messages influencing their purchasing decisions. But in 2009 that all changed
Liars, cheats and thieves
Is our industry full of cheats and liars or do people of honour who stand by their word still exist in business? In an article that first appeared in Encore, Cameron Boon investigates. The recent court case involving Paul Fishlock suing his former employer The Campaign Palace brought into focus more than just the struggle of one man. It highlighted that there are some in adland whose word cannot always be relied upon.
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.
Panasonic prankee who Campaign Palace says is not an actor is, in fact, an actor
Despite The Campaign Palace insisting that Rom Gulla is not an actor but a “role player”, the star of a Panasonic campaign, which will see pranks played on him over the coming month, wrote and acted in an entry for last year’s Tropfest contest, Mumbrella has learned. He has also appeared in at least one play.
The 28 Day Persecution of Rommy Gulla campaign claims that it will play a daily prank on Gulla without his knowledge of what it will be. Panasonic is inviting consumers to suggest their own stunts.
The first stunt – which went online over the weekend – features a fake police raid after helium has been pumped into his bedroom to raise his voice while he sleeps.
The video appears to show a shot of Gulla asleep. Curiously, this was taken before anybody had supposedly entered his bedroom. Although the video implies there is a hidden camera in the bedroom, Gulla is facing away from where it is apparently hidden. The shot of him asleep appears to come from a handheld camera, as it is moving slightly.
When Mumbrella queried whether Gulla was an actor on Friday, a spokeswoman for The Campaign Palace insisted: “He’s a role player.” Mumbrella asked: “Is he an actor?”. The spokeswoman replied: “He’s not an actor.”
As well as the Tropfest role, Gulla also receives a favourable review in Australian Stage for his role in a play at Sydney’s Belvoir Street Theatre.
A profile of Gulla on the Star Now talent listing website states: “I have acted in several plays including MADEMOISELE FIFI,HATFUL OF RAIN and many others, i have just recently been in a tivo commercial and have film two hands a short film.have been doing a play called fawlty inn from 14 of june.”
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Comments
4 Oct 11
10:16 am
Helium is lighter than oxygen, it would rise to the ceiling. For Gulla to breathe in enough to make his voice rise, the Helium would have to displace at least half of the Oxygen in the room. Wouldn’t this be dangerous? Wouldn’t it make him lightheaded? Wouldn’t it take more than one tank? So many questions.
4 Oct 11
10:17 am
Predictably lame. And what … are we meant to assume that Gulla is oblivious to stories like this one about him online? If he’s not – like if he knows he will be pranked each day, then getting woken up in the middle of the night by “policemen” probably wouldn’t be all that alarming.
It’s too bad – if it were real it would be excellent. As it is, it’s like a scripted advertorial on a big budget.
4 Oct 11
10:20 am
Risk of being a kill-joy but shouldn’t they add a note to say that pumping someone’s room full of helium will kill them?
4 Oct 11
10:22 am
Apologies in advance if this is a stupid question but I am just not getting the purpose of this campaign. What is the link with the product?
4 Oct 11
11:51 am
the link to the product is the amount of recordable time you have on the player – 28 hours (or is it days? cant remember!)
total let down this, its so staged that it loses all the appeal
sorry guys, don’t like to bag out work but this is a great idea totally wasted.
4 Oct 11
12:46 pm
Thanks Richie! At least that’s one question answered
4 Oct 11
1:01 pm
If this is emulated by any of the (presumably) unsophisticated audience it is aimed at the consequences could be fatal. Won’t that be funny!
I can’t wait for the episode where they send him to the airport with a bag packed with explosives.
4 Oct 11
1:07 pm
why didnt they just make a great ad instead of content production doomed to fail by dint of inauthenticity?
4 Oct 11
1:09 pm
At the time I responded to Mumbrella’s query I was personally not aware of the fact that Rommy Gulla had, in fact appeared in any productions as actor. I was aware, as Reed Collins from the Campaign Palace has pointed out, that he worked at a company conducting training exercises. I also told your reporter that he worked as a waiter, barista, bar tender and NRL development officer.
Rommy was one of around 40 people who were considered for the project and was chosen because he was considered the most engaging talent.
In his own words he is participating because “It presents a great challenge that will provide me exposure into the entertainment industry.
There are numerous safety, legal and technical formalities that have to be covered off with a project like this and The Campaign Palace and Panasonic have ensured that all these requirements have been met.
There was never any intention to mislead. The agency is simply looking to provide entertaining content in a new way for the category.
4 Oct 11
1:36 pm
LAME
4 Oct 11
2:03 pm
Stupid and dumb.
I can only presume this reflects both the client and the agency here.
Anyway, it’s sad to see a half-decent brand like Panasonic get flushed down the gurgler by clueless exercises like this.
4 Oct 11
2:03 pm
Are you serious….the head of PR for Y&R group and the ECD responsible for the ad had no idea he was a paid actor…..I guess they are not real big on the fact checking over there….”I was aware, as Reed Collins from the Campaign Palace has pointed out, that he worked at a company conducting training exercises”.
Im sure the the client will be over the moon to know the level of competence at TCP.
The fact that this ad carried no warning about the effects of pumping huge amounts of helium into a room or excessive consumption is just crazy – in huge doses like those needed to have the effect on Mr Gulla – it can cause death and brain damage.
Makes me think that he was given a little and the tank of gas was just for show….I guess we will never know because as it has now been revealed…it’s all just acting.
By the way ….lets hope the pranks get a little better, because 28 days of those lame pranks will have the effect of people hating Panasonic…..which I’m sure is not the intended outcome.
4 Oct 11
2:19 pm
I don’t really want to join in on the hate fest, but I’m going to anyway. Not a bad idea but really not very well executed.
And Lyndia, while I respect you for responding in this forum I think you missed a valuable opportunity.
Next time I’ll write your response for you, it will go something like:
‘relax peeps, it’s just meant to be a bit of fun.’
4 Oct 11
2:19 pm
If this is the first one off the blocks, I dread to think of how crap execution 28 is going to be.
There’s a really good concept in here somewhere and full marks to Panasonic for going down the content route, unfortunately yet again an agency proves they’re not very good at executing a potentially good content idea.
4 Oct 11
2:30 pm
This does seem like it will be a train wreck for the Palace and Panasonic. Don’t you think that the head of PR would be a 100% sure of the facts before replying to questions – I reckon she wasn’t told the full story straight up. (No matter what it’s a pretty bad look for everyone involved). A great way to completely screw up a campaign before it even gets of the ground.
4 Oct 11
2:33 pm
That was HILARIOUS.
I’m going to pump my friends bedroom with a tank full of helium tonight (like Panasonic did) as he goes asleep and do the same prank.
That was funny!!!!!
I’ll report back tomorrow and let everyone know how it went.
4 Oct 11
2:56 pm
so the big question … will the PR agency claim this article as ‘positive PR’ and assign a $$ value to it when reporting back to the client?
4 Oct 11
3:01 pm
Panasonic has form in this area, remember not so long ago the lame set of “viral” ads they pimped that got something like 11 views. Might be time to start feeling sorry for the agency rather than bagging them here – I get the feeling they wouldn’t be doing this kind of lame crap if it was up to them, maybe the client is in love with this stuff.
How sad after some really good advertising (such as for digital cameras) they are flogging this branded content shite that fails to engage on so many levels, and even worse the debate is now about the talent, not the idea.
Once bitten, Panasonic should have been twice shy. They are in the consumer goods, not content creation, business.
4 Oct 11
5:30 pm
I retract my earlier statement of saying I like this campaign and it was my favourite of the year.
It’s already been let down by overambitious pranks that look fake, and a lack of authenticity.
4 Oct 11
5:34 pm
‘Rommy was chosen as someone with the most engaging talent’ – because he has acting ability and experience. That’s why he got the job because anyone without this acting experience wouldn’t have been as good. This is the reason we cast actors in ads usually, not real people with no acting ability.
4 Oct 11
6:23 pm
Unlike DICKO, I’m not going to retract my earlier comment that I liked this campaign. OK, the guy has done some acting, in addition to all the other ‘day’ jobs, and some of the pranks may seem to be rehearsed and over-the-top, but Panasonic is still getting the message about its new product out to the wider community on an extended basis. Isn’t that the purpose of advertising? Many factors will tell whether this campaign is effective, not just the views of those who may post on advertising blogs.
4 Oct 11
6:29 pm
Hi Jack,
And how about the comment liking this campaign that you posted as “Fred” from this IP address. Do you stand by that one too?
Cheers,
Tim – Mumbrella
4 Oct 11
6:40 pm
weak, lazy ‘creative’ thinking…
4 Oct 11
6:48 pm
This campaign is now in tatters, the palace has lost what must be the last shred of it’s integrity (what client wants this type of PR disaster), Palace PR has no idea..don’t they talk to each other? ( hey Mr Pansonic account director or ECD, is Gulla an actor, yes or no? see not that hard is it!)…can things get any worse? Oh, and the first prank was so lame…I bet Panasonic will regret this big time.
4 Oct 11
7:00 pm
Lynda,
It is a shame with all those formalities you had to go through that the checks never revealed his online footprint.
A simple Google search of his name reveals that he is an actor.
This level of scrutiny reflects poorly on Campaign Palace’s work.
The ’28 days’ campaign does not look particularly well conceived or executed, however your client is now committed to it – Panasonic would undergo far greater scrutiny if they cancelled – so I hope you pull out all stops to recover it for their benefit.
4 Oct 11
7:16 pm
2.23 in the first video
“Done any acting?”
“A little bit here and there.”
4 Oct 11
8:00 pm
Overall, I’m surprised that TCP managed to tear themselves away from dispatching hilariously late, ugly and unusable press ads to do any background checking at all. Well done!
4 Oct 11
8:58 pm
FFS it’s just an ad. Relax people.
4 Oct 11
11:36 pm
@Jack (comment 21)
Clearly you’re new to the advertising industry… rookie mistake.
5 Oct 11
11:13 am
I reckon this campaign is a shoe-in for awards. Darwin Awards more specifically…
10 Oct 11
1:14 pm
http://www.starnow.com.au/romgulla
28 Oct 11
2:22 pm
I actually think it is funny!