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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.
PRIA membership should be part of redundancy package for PRs, says institute
Companies making PRs redundant are being urged by the Public Relations Institute of Australia to buy their departing staffer a PRIA membership as part of the termination package.
The PRIA is to launch a scheme in NSW aimed at helping jobless PRs find their next gig. The Next Opportunities program – which involves mentoring and putting unemployed PRs in touch with others in the same situation – will officially launch in three weeks time.
“With many companies feeling the pressure of the current economic climate, the PRIA NSW created the program to specifically support industry professionals impacted by management cutbacks,” said Andrew Collett, PRIA’s NSW president and MD of Hill & Knowlton.
The organisations says the programme is open to NSW PRIA members who have been made redundant, fear for their job or want to make a career change. It added: “Employers are encouraged to include a PRIA membership in redundancy packages to enable staff members to take part in the program.”
Over the next six months, a monthly session will be held for up to 10 participants who will hear from a a guest speaker. The PRIA said: “The group will be able to form bonds with people in the industry going through similar experiences. Each participant will also be offered access to one on one mentoring from a select mentor group.”
The July 21 launch will include a presentation by Peter Salt, of Salt & Shein on “Steps you can take to optimise your job seeker‟s toolkit”. Further details are available by emailing development@pria.com.au.
June 30th, 2009 at 4:47 pm
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Comments
30 Jun 09
8:37 pm
… or the PRIA could offer free memberships for those practitioners who have been made redundant. Costs them nothing, puts less strain on agencies suffering the effects of the global financial crisis and, most importantly, helps those who have been unfortunate enough to lose their jobs.
1 Jul 09
12:11 am
Bravo, Marklen – that would be a much more pro-active stance from the PRIA than expecting PR agencies to foot the bill, and would win the PRIA some goodwill to boot.
1 Jul 09
1:49 pm
The PRIA, like most industry associations I imagine, runs on the smell of the proverbial and provides a hell of a lot of resources for members (and non-members for that matter). The PRIA already has a lot of goodwill because of this. I suspect ex-employers could also make a tax claim for the ‘gift’ memberships.
But it is correct to say the agencies/employers are being hammered as well (who isn’t…), so maybe a balance would be a reduced price membership. That way current PRIA members aren’t footing the entire bill for the new category of members.
1 Jul 09
1:53 pm
It is a very difficult time for many in the PR sector. Some sectors have been hit badly (construction, banking, IT etc) and have, or are, laying off PR practitioners. However, other areas of PR are growing, such as digital or social media, Government relations, IR or ASX communications and there are many exciting niche opportunities: for example, any PRO with privatization experience or skills will be welcomed in Queensland (Premier Bligh has announced a huge privatisation program of asset sales). There are lots of free online newsletters/groups and (low cost) networking opportunities for PR people outside of the PRIA, for example, a networking group I started this year meets every month: http://thepublicinterest.ning.com
1 Jul 09
2:29 pm
Ha, that’s a laugh. For those made redundant by smaller agencies, there are often no entitlements, no packages to speak of. Two week’s notice and then gone. Although I must say, the Next Opportunities program sounds like a step in the right direction.
1 Jul 09
2:34 pm
Would many unemployed people really want to be lumped together with other unemployed people in a monthly session? If I was made redundant, I wouldn’t want to be recognised month after month, I’d be wanting to get a job quickly so as not to look like a dole-bludging, unemployed, has-been.
1 Jul 09
3:07 pm
Hi Katrina,
To clarify: it’s a networking session for PR people, not unemployed PR people. Thanks.
1 Jul 09
3:15 pm
Hi Glen, isn’t it is only open to NSW PRIA members who have been made redundant, fear for their job (nearly redundant) or want to make a career change (pushing to be made redundant)? Don’t get me wrong, anything to help people get back on the horse is a good thing. Seen too many friends go through that pain. Just hope it is pitched the right way.
1 Jul 09
3:24 pm
Hi Katrina; it’s open to any PR people, no membership rerquired… take a look http://thepublicinterest.ning.com
1 Jul 09
3:38 pm
Glen/ Katrina,
I think you’re talking at cross purposes.
Katrina’s talking about the group for unemployed PRs that is the subject of the posting.
Glen’s trying to hijack the post to plug his own, separate, event.
Cheers,
Tim – Mumbrella
1 Jul 09
5:00 pm
Hi there,
Just to clarify, the Next Opportunities Program is for NSW PRIA Members ‘who have been made redundant or who are finding it difficult to gain employment as a result of the global economic downturn’.
The monthly sessions are a support resource run for whoever needs it at that time, it is not necessarily going to be the same group of people each month.
We hope to see none of you there!
2 Jul 09
1:07 am
Thank you Tim, the voice of reason
2 Jul 09
3:01 pm
This is the best PR spin I’ve seen in ages! What a great way to drive memberships on the PRIA’s behalf…shame it is so transparent!
Why would you invest in staff you dont need anymore…wouldnt you invest in staff that are still with the company?
Fleur
2 Jul 09
8:18 pm
Once again, at the risk of taking this too seriously…the PRIA’s mandate is to take care of its members. I should think a course such as is is proposing is doing exactly this. Being cynical towards this notion does not reflect well on those who choose to be cynical.
But it is a fair question to ask why would a company invest in ‘ex-staff”? I guess the only answer is that many companies provide assistance to ex-staff to help them find a new job and adjust to new workplace realities. The PRIA membership approach is just another way of doing this. Certainly, it doesn’t have to be specific to the PR industry.
There is a moral dimension to this. There is also a reputational dimension. Which is what public relations is largely about.
3 Jul 09
2:36 pm
Many of the bigger companies already hire specialists to manage redundancies of staff. These companies help with refreshing resumes, job interview training, job applications etc – a great idea *if* the resources are there.
The PRIA offer isn’t a bad notion, but if your’e a small outfit you probably don’t have the $ to spare on exiting staff.
And the question has to be asked – what would this PRIA membership give an unemployed PR that’s going to ~really~ help them?
3 Jul 09
3:17 pm
Having a PRIA membership means you have an increased number of opportunities to network with other PR professionals (e.g. at events) and promote yourself (e.g. through the PRIA newsletter through providing comment/articles). Plenty say this is probably a better way to get a job than waiting for a position to be advertised.
At this stage, in case it’s not obvious, I should say I am very happy to be known as a member of the PRIA. I have had great help from them over the years. They support the profession. But they can only do that as much as the profession supports them. Token cliche: you are either part of the problem, or….
3 Jul 09
4:45 pm
My, my, everyone, someone suggests something of a positive nature, whoever ends up paying/offering the membership and for whatever reason, but I personally think it a damn good idea given some of the serious issues people are having to contend with.
Where’s the networking, goodwill or that other stuff called karma.
Who knows, sometime in the future we might just be one of those unemployed PR people…
I’ll support any endeavour to make good of whatever anyone can offer, especially in times like this. Well done for the suggestion.