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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 »
Peter Mycock to head MySpace commercial operations
Affiliate marketing specialist Peter Mycock has joined MySpace Australia in the newly created role of commercial director.
Mycock was head of search, affiliate and lead generation at AOL in the UK from 2006 until late last year. According to MySpace: “This newly created role will oversee all commercial operations including business strategy and partnerships, sales team leadership and corporate development.”
Mycock was also previously sales dirtector at Buy.at, a British online affiliate marketing compay.
Mycock said: “I am excited to be joining MySpace at such a pivotal time in the industry, where content discovery, self-expression and understanding the consumer DNA will be critical to enabling the appropriate interaction between publisher, advertiser and community.”
Nick Love, MD of MySpace and IGN Entertainment Australia and New Zealand, said: ‘Peter not only brings extensive digital sales leadership and commercial experience to our team, but also has a first class track record in mentoring and developing people whilst growing revenues and yield.”
July 27th, 2010 at 12:43 pm
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Comments
27 Jul 10
3:01 pm
the name was funny before he got the MySpace gig
27 Jul 10
3:01 pm
My what!?!
27 Jul 10
3:02 pm
mycock hits myspace
27 Jul 10
3:07 pm
I hope he doesn’t blow his opportunity!
27 Jul 10
3:08 pm
I never thought MyCock could land such a gig!
27 Jul 10
3:09 pm
Congrats Pete – and a Charlatan fan also! Happy Days!
27 Jul 10
3:22 pm
Middle name, please.
27 Jul 10
3:37 pm
Nick & Peter should create a consulting team ….. Love Mycock
27 Jul 10
4:03 pm
Wouldn’t a more appropriate headline be ‘Mycock gets head job’?
27 Jul 10
4:29 pm
Hey Nath, I am sure they played around with that one for a while before it got tossed
27 Jul 10
5:05 pm
Be nice to hear and see something of actual value from these guys. Too much hype for such a long time.
Stop talking it up and just deliver !
27 Jul 10
5:21 pm
Mycock must have pretty thick skin to take such a beating.
27 Jul 10
5:23 pm
I feel for Peter, for having to deal with this sort of silly joking. But I bet you guys fought hard to avoid the kazillion obvious double entendres!
27 Jul 10
5:26 pm
How malicious were his parents!
27 Jul 10
5:30 pm
according to reports, his performance so far has been flacid.
27 Jul 10
5:33 pm
I thought mycock was all over ChatRoulette?
27 Jul 10
5:43 pm
Pure gold Nath.
27 Jul 10
6:25 pm
Breaking news: Peter M has fallen from his motorcycle on his evening commute home. MyCock is said to be heavily chafed.
27 Jul 10
6:27 pm
Past colleagues on Peter: “MyCock needs to harden the f*** up”.
27 Jul 10
6:30 pm
You can’t beat a hard news story.
27 Jul 10
6:41 pm
This is good news for MySpace – I head he’s very hands-on.
27 Jul 10
6:49 pm
Leave mycock alone!
27 Jul 10
6:57 pm
“Vacancy Filled by Mycock” or “Love Gets Hands on Mycock” may have been more appropriate headlines.
27 Jul 10
7:00 pm
I hope all these comments don’t bring a tear to Mycock’s eye.
27 Jul 10
7:29 pm
Guys just leave MyCock alone- hands off please.
27 Jul 10
8:21 pm
Come back after a few hours to check out this article again and mycock comments have really grown lengthy.
Biggus Dickus…brilliant
27 Jul 10
8:35 pm
I heard they took a long hard look at Mycock
27 Jul 10
8:48 pm
Steven @ #24, MySpace have created this PR nightmare. They should be brave enough to take Mycock on the chin!
27 Jul 10
9:14 pm
It takes BALLS to post that entry
27 Jul 10
10:21 pm
@ not amused – it’s just that Mycock is bigger then average so I am saying take it easy
27 Jul 10
11:59 pm
Fair go people. We’re talking about a talented individual here.
28 Jul 10
12:19 am
Your point is well made Private. Mycock is an upstanding member of the online community.
28 Jul 10
7:03 am
Private @ # 30, People are having fun with the name which has no bearing on the individual nor their ablity. I would hazard a guess and suggest the majority here have never met Peter and had it not been for his colourful surname, would not be commenting at all.
Keep your head up Pete.
28 Jul 10
7:47 am
Mycock’s quote in the article is a load of wank. No pun. Well, a little pun.
Nevertheless, a memorable entry for mycock I’d say after reading the comments.
28 Jul 10
9:29 am
Welcome Pete, great to meet you at the IAB’s last week and looking forward to working with you
28 Jul 10
9:41 am
Im sure mycock will fit right in
28 Jul 10
9:43 am
Looks like mycock is getting ahead in life
28 Jul 10
10:19 am
Please tell me his brother’s name’s Pat…!
28 Jul 10
10:29 am
Geez… it’s the REAL Mycock from MySpace here. If anyone would like to have a chat about MySpace, my name or indeed my… erm… cock then do let me know. Hit me up at peter.mycock@myspace-inc.com… It was meant to be pmycock@myspace-inc.com – thankfully the good folk at MySpace & IGN Entertainment took pity on me and opted for the full-name email address.
Must say I’m secretly thrilled to have caused a bit of a stir on arrival.
Look forward to meeting you all in due course.
28 Jul 10
10:36 am
Ha! Good onya Peter!
28 Jul 10
10:51 am
hey pete – nice to Meat you and thanks for throwing your hat in the Ring!
Seems you’ve got a good head on your shoulders humouring all these comments. Myspace is a hard gig, but I’m sure you’ll pull it off. Just ensure you get all the local troops to come together as one, lest the gig blows up in your face..
all the breast!
-ps. regards to brother phil
28 Jul 10
10:55 am
Love Mycock Head mySpace
28 Jul 10
11:43 am
Great to hear from you Peter, hope all goes well and look forward to meeting you soon.
28 Jul 10
11:45 am
my cock is on the way up it seams
28 Jul 10
11:48 am
I think the joke is done now people.
28 Jul 10
11:53 am
Apparently Mycock stood to attention after being touched by all these comments.
28 Jul 10
11:58 am
“Mycock comes in rear entrance to sidestep waiting media throng.”
28 Jul 10
2:47 pm
…….this highlights the combined mental capacity of the australian media industry…and another thing…not one comment from a woman apart from Miss V who most likely is a man woman much like me so doesn’t count . Any wonder companies have to ship the real experts on media in from London you bunch of losers. Back to your cocks boys.
28 Jul 10
4:40 pm
I AM WOMAN HEAR ME ROAR!
28 Jul 10
4:44 pm
Well you count me in as well Francine. They are all so juvenile aren’t they! We women have to stand firm against this male-dominated uprising.
28 Jul 10
4:58 pm
Right on sisters
28 Jul 10
5:00 pm
I faked it. Sorry.
28 Jul 10
5:00 pm
MyCock is twitching at the chance to explode all over the media scene
28 Jul 10
5:16 pm
Never has one comment thread become so tired so quickly. Time for me to close it, I think…
Cheers,
Tim – Mumbrella