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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.
PR Institute of Australia launches online TV; viewers advised to avoid social media
The PR Institute of Australia has launched its own online TV show – PRTV, with the first episode including a PR boss who advises his clients to steer clear of social media:
The programme - which is a joint venture between online production house Reputation TV and the PRIA is on the PRIA’s web site. Among the topics tackled are the controversial Witchery man in the jacket campaign and social media.
However, not all of those featured are digital cheerleaders. Among the ten or so interviewed are Anthony Tregoning, MD of FCR, who is asked in the video (at 6m 40s in) whether he recommends to his clients that they should engage with social media “such as blogs, LinkedIn and Facebook”. He replies:
“Basically no. Because they tend to be used by people who are trying to undermine the company.”
PRIA national president Tracy Jones said of PRTV: “This is a cost-effective way for us to connect with our members and others with an interest in the PR profession. It’s an example of how strategic thinking can save money in reaching your audience.”
A new episode will be uploaded on the first of each month.
(6pm update: The PRIA has pulled the video down from YouTube altogether, and put a re-edited version onto its website that no longer features Anthony Tregoning. See the comments thread below for Tregoning’s position – he says his comments in the video were out of context.)
May 1st, 2009 at 12:33 pm
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Comments
1 May 09
12:51 pm
Sorry – I’m 10 seconds in, and the music suggests that there’s a reason they say steer clear of Social Media. Surely they realise that they’re not on network television and that their content isn’t really all that important?
“Welcome to 1983, where we still pride ourselves on being top-down consumers.”
1 May 09
1:09 pm
Theme music, noddies, cutaways, station breaks, lots of suit changes. Everything a good online video needs!
1 May 09
1:15 pm
I love it – 8 minutes 34 seconds about how PR agencies are trying to get to grips with social media, the various strategies they’re using, and some relatively good stuff about the space and how the PR industry are seeing it.
Any yet you’ve chosen to pull out the 5 seconds of negativity, from one person, and write the story as if that’s the entire thrust of the video, and therefore that PR agencies are clueless.
Nice job Tim.
1 May 09
1:18 pm
We should stop the internet while we are at it. That is only used by anarchists. And radio, that has to go because you can’t pay John Laws to say nice things anymore. TV is dangerous because Rove has Turrets Syndrome but at least Graham Kennedy isn’t talking.
Stay calm Mr Tregoning but we have to tell you an awful truth…..people are going to say things about your clients’ brands whether you bang out a press release or not.
1 May 09
2:00 pm
Let’s have some balance here Tim – therein lies the difference between journalism and citizen reporting, true journalism aims to create a balanced viewpoint, unlike the very narrow minded observation you’ve chosen here – I agree with MikeZed.
1 May 09
2:01 pm
I think it’s fantastic that we’re getting such a candid and honest view from PR. Well done PRTV and thank you for giving us opinions from both angles, not just one sided and biased.
1 May 09
2:19 pm
Point taken Mike. Or to put it another way, I’ve pointed towards the most extraordinary statement in the video – or would you disagree with that?
Cheers,
Tim – Mumbrella
1 May 09
2:28 pm
Well put Mike. I’m with Linda in the call for balance. Anyway, it was just his opinion and everone is entitled to theirs. And yes, I know that opinions are like arseholes because everyone has one.
1 May 09
2:54 pm
i started out to say something about morality, then remembered i was about to criticise the ethics of a PR company who won awards for their spinning of the Tampa incident. Hahahahahaha – silly me
1 May 09
2:57 pm
Actually, I was more surprised by the question. Companies should not be “using” blogs and social media. That’s a surefire and deserved way to invite criticism. If you take the time to understand how to participate appropriately, be creative, and give people something worth talking about, it’s not such a scarey place. Maybe the answer was actually correct – no, you shouldn’t “use” social media.
1 May 09
3:36 pm
Anthony Tregoning from FCR is a Luddite. His comments show a total lack of understanding of the value of social media and the returns that can be gained from engaging with both supporters and detractors.
His view is old-school, totally out of date and reflect an individual who is stuck in 19th century PR methods – “hey, lets write a press release.”
Companies who ignore blogs and social media and the affordable way they allow a company to interact and engage with consumers do so at their own peril.
It sounds more like an argument for preserving agency billings rather than anything else.
I guess FCR still pound their press releases out on a Remington and send them by post too.
1 May 09
3:40 pm
Tim, i think you’ve pointed out the most inflammatory statement in the video.
We’ve certainly had scenarios with clients where we’ve advised them that Facebook or Linked In is NOT an appropriate strategy given what they’re doing, but obviously wouldn’t recommend that as a blanket statement to all clients.
With the headline, you’ve implied that PRIA have released a video advising people not to use social media. Personally, i don’t think that’s the case.
1 May 09
3:45 pm
I like PRTV comes complete with advertising. Have the PRIA really taken “TV” literally?
1 May 09
3:48 pm
The question has to be asked of Anthony Tregoning – what motivation do people have to undermine a company?
Is it because their marketing / comms are deceptive or misleading?
Is it because the company doesn’t conduct itself transparently or acknowledge mistakes, issues or problems?
Or is it because the company isn’t integrating communications and marketing – and providing top down only – production marketing? In other words, you can communicate with your customers in any possible innovative way, as long as the end result is a media release, TVC or print art?
Listen to them? Bah! They only pay our bills, what could customers possibly know?
This lack of respect isn’t for social media – it is for PEOPLE. Social media isn’t anything particularly remarkable in itself. What makes it remarkable is that it allows organisations and PEOPLE to connect and converse – to share. To me, it seems Anthony Tregoning thinks that PEOPLE might be the problem, not the tools people are using.
Not using social media tools is the ultimate snub for “friends & fans” and also detractors of the product – both of whom generally have a strong and often a very valid point of view.
My advice to Anthony Tregoning would be to read The Cluetrain Manifesto and think about the advantages of social media.
1 May 09
3:55 pm
Hi Mike. The double headline reflects what to me are two interesting things about this story:
1. The PRIA has launched PRTV – good on them; 2. A senior PR person in this industry thinks that brands should not engage in social media.
Both things deserve to be in the headline.
Cheers,
Tim – Mumbrella
1 May 09
4:17 pm
OMG online TV has reach the pinnacle of awful. the PRIA have made an online video exactly like shit sunday morning informercial/tainment shows on Channel Nine. *goes back to twitter*
1 May 09
5:16 pm
Does the PRIA need to hire a PR to do some spin on the content of their own video?
1 May 09
5:27 pm
I am sorry to spoil the fun, but it would help your readers to have the right context for my comment that FCR does not advise companies to use social media. My statement was plucked from a discussion about ethics and investor relations, not social media.
My statement followed discussion of the difference between spin and communication and how investor relations requires full and balanced communication of the facts to enable investors to have the right information for their decision on whether to buy or sell shares, or accept or reject a takeover offer.
In that context, ‘using’ blogs and other forms of social media the way a ‘spin doctor’ would to promote a company’s shares is not only ethically wrong, but illegal.
1 May 09
5:32 pm
Interesting, Anthony. (Welcome to online, by the way. You’ve just “posted a comment” onto what is known as a “blog”).
So are you saying that the PRAI video misquoted you? If so, perhaps you could offer us up a couple of case studies where you’be helped your clients use social media?
1 May 09
5:47 pm
I suspect the life of this video in its current format will be very short if Anthony’s repudiation is right.
And what’s with the cut-aways showing the interviewer nodding all the time?
Now open for pitching is the PRTV account – requires crisis and issues management experience.
So refreshing to see PROs complaining about being misquoted by PROs instead of the media.
1 May 09
5:53 pm
Hi John,
It looks as if you may be right. The video does indeed appear to have been pulled in the last few minutes.
Cheers,
Tim – Mumbrella
1 May 09
6:02 pm
But news and tales of it will last in social media networks forever. LOL
Ummm, next account manager please. LOL
Now I remember why I never joined the PRIA in the 10-years I owned a PR firm in Australia.
“PRIA in damage control as member files suit – misquoted”
“Leading PR firm in crisis talks with association”
“Leading PR firm launches Facebook, Twitter, accounts”
“PRIA recruits former 60 minutes producer”
Sounds like some good headlines to me. LOL
Cheers
John
1 May 09
6:08 pm
I think we need to commend the PRIA for adding a new medium to their website and addressing an issue that is critical not only for pr agencies but one that is critical to digital agencies and advertising agencies as well.
My only suggestion would be to make the TV show more interactive. In future topics should be posted with members able to ask questions before the program.
Another welcome addition would be a clear link under the video for Comments. This would ensure the debate continues and users are encouraged to have their say. Adding these interactive features would give viewers the extra confidence that the industry is walking the talk and embracing two-way comms.
1 May 09
6:18 pm
Great suggestions Jenni. It’s part of what social media is all about. Something the PRIA doesn’t seem to comprehend the power of though or else they would have ensured this clip was more accurate.
Looks like the PRIA is going to find out the value and impact of social media the hard way though – that is as long as its media monitoring service covers social media such as this blog.
I wonder if they have heard of Google Alerts?
1 May 09
7:02 pm
What a steaming pile. They even had the gall to include an ad break. Classic pushmedia.
1 May 09
7:12 pm
I can’t wait for the extinction of PR companies.
As a digital publisher, i get 10 calls a week from PR interns asking for our “rates” (and sounding bewildered by the term CPM) so they can work out how much to charge their clients.
How the hell could they ever work out the rate of a tweet or comment?
Good night to the middle man PR exec
2 May 09
2:44 am
Following on from Jenni’s suggestions I would have thought a topics such as this – as well as several others – would be better handled as a panel discussion of three or five people instead of one-on-one talking heads.
Despite my flippant comments earlier on, social media is a challenge communications professionals need to master and manage (to the best of their ability) and should be part of every communications plan.
Companies that ignore it do so at their peril. Managing social media can be invaluable in disseminating information in much the same way as some bloggers now have as much, if not more influence than many traditional media outlets.
With the closure of many publications PR and communications professionals need to look at other avenues for disseminating their clients’ messages and/or limiting damage. It’s unfortunate that this topic was handled so badly and in reality there was very little content in the video that should many of the people were using it to leverage the maximum results.
Of note was the explanation provided by James Wackett on how Anglicare use social media to engage with its stakeholders. Because the vid has been pulled I can’t view it again so apologies to others who contributed valid points.
2 May 09
10:45 am
Hi John,
If you do still want to see the video, the re-edited version – minus Anthony’s comments – is on the PRIA home page; link is in the story.
Cheers,
Tim – Mumbrella
11 May 09
9:44 am
This kneejerk recourse to censorship drives the reputation of the PRIA and public relations yet lower.
Anthony himself talks about ‘full and balanced’ being the ethical way. Well if you’ve stuffed up then let’s have the full explanation.
People will remember the censorship here.
31 May 09
1:34 am
What sort of PR or news world does MikeZed come from? Is he seriously implying that Mumbrella hasn’t presented the most newsworthy part of mostly VANILLA PRIA overview of sophisticated technologies that all serious firms view as the most compelling challenge facing us today using new tools and managing an evolving mediascape. Kudos to Tim. MikeZed it’s only fair you declare whether you are naive or an non-disclosed FCR supporter/insider?