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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
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.
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