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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.
Plain and simple
The best pieces of marketing make a case so well, it feels like there can be no further argument.
Like this piece for Cancer Research UK making the case for plain packaging for cigarettes.
Case closed.
(Hat-tip: TP)
Tim Burrowes
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Comments
28 May 12
10:11 am
As you say ‘Case Closed’
Can’t wait for the tobacco companies to lose their case against the government.
28 May 12
10:25 am
wonderful
28 May 12
10:26 am
Take a bow clever ad company working for Cancer Research UK. I don’t think I’ve seen something as effective since the Grim Reaper.
28 May 12
10:29 am
This is bullsh!t, I don’t smoke, I don’t like people smoking, but give a bunch of middle-upperclass kids some packages and they will say that!! It’s the lower class who has trouble with smoking. Their parents smoke and it’s so normal to them. Changing the outside isnt what’s going to change whats inside… Ever heard of the saying lipstick on a pig??? It’s just a big fat waste of time and money. There are fundamental flaws with our society regarding cigarets. And making the pack they come in a simple colour will not fix those problems.
28 May 12
11:02 am
Just compelling.
28 May 12
12:07 pm
It’s clever. Perhaps it appeals to us as middle-upper class individuals, but smoking isn’t simply limited to the ‘lower class’. It’s prolific and if this change in packaging, and supporting ad campaign, can make a difference by reducing some of that dependancy, then it’s a good thing.
28 May 12
1:48 pm
Brilliant
28 May 12
1:51 pm
For this ad to work, you need to first be displaying the cigarettes to kids, which is already unlawful in the only Plain Pack jurisditcion.
Additionally, is no one going to point out that Cancer UK gave cigarettes to kids in order to make an ad?
As Nick Naylor says, the anti-smoking lobby want cancer boy to die.
28 May 12
3:24 pm
Adam Ferrier tweeted this some time ago.
It would have been interesting to do the same exercise with pharmacist-only medicine packaging and the colourful pills. In fact you could put anything in front of them.
When asked to say something about anything, people will say something. Even kids. In fact, especially kids. This is a known flaw of focus groups.
Plain packaging is simply fucking about, avoiding prohibiting it.
But then prohibition doesn’t work terribly well, either.
Price the stuff to the wazoo and tell people it’ll kill you is about as good as it’ll get.
Informed choice means that some will still make a poor choice.
That’s the price for personal liberty I’m afraid – some will accept the risk of killing themselves in the pursuit of their happiness.
28 May 12
4:26 pm
Here in Australia the tobacco companies launched a multi-million dollar advertising campaign to fight plain packaging.
Proof positive that it’s a VERY effective tactic.
28 May 12
4:57 pm
After seeing this, how would you sleep at night arguing against plain packaging? Bloody good job AMV BBDO.
28 May 12
9:10 pm
You guys have not obviously read the many complaints about this advert and the activities of a once respected research charity – in the UK. … showing cigarette packets to kids. Really?
Had you shown kids packets of condoms they would have said same thing – would the hysterical cry be “condom manufacturers target kids” – of course not.. Classist claptrap.
29 May 12
3:01 pm
Condoms do not kill people @Sara B. The more colourful the better if it got peeps to use condoms rather than not…
29 May 12
3:29 pm
To the naysayers,
As you’re reading this article, I’m assuming you either work directly for a marketing company or work for a company that services them. So, with your rationale that the packaging has no effect, could you please explain why you either spend or charge (depending on you aforementioned role) large amounts of money designing it?
Thank you, and good night.
29 May 12
11:10 pm
Ronnie,
As you said something so ridiculous about packaging, I assume you don’t work in marketing or brand design.
If your assertions had merit, then illicit drugs would have no appeal, as they have no packaging whatsoever.
Yet they do. One for you to ponder tonight.
Sleep tight.
30 May 12
2:57 pm
Adgrunt,
I noticed that you failed to address the question I posed.
However, if you want to compare the marketing strategies of illicit drugs with legally marketed products, so be it. Once again, I’ll use your rationale.
I can’t exactly recall ever seeing an ad selling the virtues of heroin, or a bus-side telling you where you can get a good deal on some. Therefore, using your own logic, advertising in these mediums must be an entire waste of time. Hmmm.
30 May 12
5:59 pm
Ronnie,
I didn’t answer your question as the fallacy you propose is what is comprehended in Marketing – broadly in lesson 1 or 2. That’s what marked you out as having little grasp of the overall concepts of marketing, influence, etc.
You’re also not very good at parsing “rationales” or logic – I was suggesting that perhaps advertising isn’t some amazing mesmer machine. That there is some rational and emotional thought and filtering process occurring in the viewer. Otherwise every anti-smoking ad that has run for 30 years would have stopped smoking in its tracks.
Do you mindlessly go out and buy nappies because you’ve seen an ad for them?
So, some homework for you.
Read this lot http://tiny.cc/lm23ew (it’s a link to Mumbrella) – it should cover most questions.
Do come back and ask any questions it doesn’t answer. Which should be very few.
Don’t let the bed bugs bite.
31 May 12
3:42 pm
Yeah, I started smoking at age ten because I loved my father’s Viscount pack design. It was all red and gold with a seductive burred silver paper liner that you pulled out to see the fags.
No, I fucking didn’t. And what’s more, in those days I actually bought his cigarettes for him. He’d give me fifty cents to go around the shop and get him a packet of Viscount and a box of matches while he listened to the races on 3UZ in his workshop. Why? Because it wasn’t illegal for one, and for two he didn’t jump to the stupid conclusion that just because I’d seen/handled a box of cigarettes I’d immediately want to start smoking the things.
The premise of the commercial is completely wrong. Children take up smoking because their peers do it, or their parents disapprove, or they are just contrary little bastards. Plain packaging won’t stop any of that and neither will anti-smoking lobby commercials with cute imagery and no logic.
31 May 12
6:36 pm
BTW – This http://bit.ly/myquitbuddy seems a more worthwhile effort than plain packaging.
1 Jun 12
4:34 pm
What a result! Produced, directed and heavily edited (not suggesting scripted) footage endorsing that packaging and branding works! Hope every packaging and branding agency includes this video in their value proposition.
One question before I go… Why do so many take illicit drugs? Do they also come with a royal crest?
4 Jun 12
9:45 am
I don’t think anyone is suggesting that packaging design is the sole influence in any purchase decision, but whether you like to acknowledge it or not, it is one of the influencers.
4 Jun 12
12:09 pm
Ronnie,
You didn’t read that thread, did you.
In order for it to influence you, you’d need an established need or desire in the first place. Brand is about a choice.
Do you really believe people start smoking because they see a pretty packet?
The evidence from Canada cited by even the Cancer Council suggested that price and education are the strongest influences. Or just ban it.
Dont’ be lulled by the belief that doing anything, is doing something. Sometimes it’s just rearranging deckchairs on the Titanic.
12 Jun 12
3:29 pm
Any of this ‘evidence’ to ban fancy packaging for filthy tobacco is worthwhile.
The twits who oppose attempts to get rid of tobacco are just that — twits.
Surely they must be aware of the dishonest and devious tactics of big toboacco?? or are they just showing how they too have been conned?