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Opinion | Features
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.
Savage counsel - JFDI
Hi Chris,I run a medium-sized agency that is doing pretty well. As the leader, I am finding my workload just seems to go up and up. I am struggling to stay motivated and particularly to tackle the bigger and tougher challenges I have to face every day. How do I keep up the energy when there just seems so much to do? How do you do it?
Productive, successful executives are those able to consistently tackle difficult and big challenges. It’s a constant struggle for me so I know how you feel. How do the successful leaders do it?
Q&A with Brett Clegg
Brett Clegg, group director – business media, Fairfax Media, in a Q&A that first appeared in Encore, on the journo who refuses to work with him – his wife.Who is the most powerful person in Australian media and why?
Hard to go past Rupert Murdoch. He controls the single largest and most diverse portfolio and is intent on leveraging its scale (and, of course, influence). He’s an innovator and his will to win is obvious to all.
Qantas: You’re the reason we fly
Qantas has launched a new brand positioning – “You’re the reason we fly” – as the airline sets out on what marketing boss Lewis Pullen today described as “the most multi-channel, multi-dimensional campaigns ever launched in Australia”.
Pullen, Qantas’ executive manager of marketing briefed the airline board on the new brand direction last night and revealed it at a press conference this morning.
Pullen, left, and Mojo chief creative officer Craig Davis with the concept he wrote for Qantas
The new campaign for Qantas will see a Mojo-led project designed to tap into the mass personalisation marketing used by the likes of the Share A Coke campaign and the Bonds Birthday Project.
A Qantas A380 and a Boeing B737 will have the “Spirit of Australia” slogan changed to “Spirt of Australians”. Consumers will be asked to upload their names in the hope of having them appear as one of hundreds emblazoned on the planes. They will also be invited to upload photos of themselves which may be used as part of a mosaic of faces in the end frame of the company’s next TV ad.
A further element of personalisation will see those photos served in personalised online ads. This will be delivered to consumers as they surf major Australian sites including the news Limited, Fairfax and Google networks, thanks to a cookie dropped on their computers. The digital element of the campaign is being carried out by Amnesia Razorfish.
Customers who have the Qantas app open on their smartphones will also be served personalised ads when they pass a number of Adshel digital billboards.
The campaign is aimed at the domestic market. Droga5 was announced as the airline’s global creative lead at the beginning of the month.
I Still Call Australia Home will still be used by Qantas, but mainly in connection with major national events, Pullen said.
Pullen did not disclose the budget of the campaign but said that a significant element would be on Qantas’ own properties including inflight TV and its own website. He said: ‘I would not say paid media is the last resort but we are very sensitive to the spend.”
The campaign kicks off in the weekend press, with the invitation to the public to upload their names and pictures running until July 19. Pullen did not disclose details of the next three phases, although they are labelled “celebrate and Olympics”, “Thank you” which will include a TV ad and “Prove”
Pullen said: “It’s probably one of the most multi-channel, multi-dimensional campaigns ever launched in Australia.”
Press ad for announcement phase:
Click to enlarge
Press ad for invitation phase:
Click to enlarge
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Comments
29 Jun 12
11:37 am
What a waste of money
Put the customer first and you’ll get somewhere – pull out these ridiculous brand campaigns like people give a f*** and suffer the consequences.
29 Jun 12
11:53 am
“*Coles* Birthday Project”? (3rd paragraph) Same amount of letters, it’s just that three of them are wrong…
29 Jun 12
11:53 am
I think you mean “Spirit”, not “Spirt” don’t you Tim?
29 Jun 12
12:11 pm
Thanks Daniel and Paddy,
Sorted – I’m on fire this morning…
Cheers,
Tim – Mumbrella
29 Jun 12
12:22 pm
lol!!!! I like the part of the video 1:20 where it says “A mojo production”…. Talk about honking your own horn! Lol what has this got to do with the consumer?? Bit over the top… Toot toot
29 Jun 12
12:33 pm
Blame the hay, Tim.
29 Jun 12
1:01 pm
You have to be fucking kidding me.
Qantas management’s sole trick is stripping back the customer experience, and putting the savings onto the bottom line.
The Qantas Club used to start serving drinks at noon. Now it’s 2pm. Screwing over the customer to save money.
They’re reconfiguring their A380′s… putting in more economy seats, and removing bathrooms and snack bars. Screwing over the customer to save money.
The new 787′s that Qantas are buying are now going straight to Jetstar, and Qantas passengers will be stuck with the ancient and creaky 767′s for years yet. Screwing over the customer to save money.
I could go on.
These guys are committing the fatal, idiotic mistake of saying one thing and doing the complete opposite.
29 Jun 12
2:14 pm
It tough to be constructive when a company that turns over so much cash produces absolutely rubbish like this… I honestly thought it was a piss-take. I’d be curious to know the budget on this as it looks really really cheap. Why on earth did Mojo put their name on the end of this?!! Embarrassing for all involved you’d have to say.
29 Jun 12
2:22 pm
Quite a shift from regarding their economy passengers as “self loading cargo”. I’m flying with them next week. ‘can’t wait to experience the difference!
29 Jun 12
2:29 pm
Great platform…
You’re the reason we’re late
You’re the reason you’re stranded
Etc
29 Jun 12
2:29 pm
“…………………..with the concept he wrote for Qantas.”
What concept? There is no idea here, just an empty set of words.
It might be the “most multi-channel, most multi-dimensional campaign ever launched In Australia’ but it is still mindless crap. Multi crap.
29 Jun 12
2:34 pm
What Hmmmm… said less the expletive. Add to that cutting back transit destinations in Asia apart from Singapore doesnt help either. Plus, they are so expensive – example – I really wanted to fly QANTAS to Europe recently, but alas, their schedules were useless and their prices for cattle class about $800 higher than an international competitor (who they are worried about in potentially buying a bigger share in their domestic competitor).
QANTAS – think cause & effect for Australian’s flying on other airlines where the service is just as good and much cheaper. If only their agency would point it out! Love to see some cultural change and customer-centric focus, then it might be half believable.
29 Jun 12
2:48 pm
It’s a Corporate video isn’t it? – At best it gets an elephant stamp; sorry [name deleted], ‘must try harder’
29 Jun 12
2:51 pm
F*ck off Gloucho!
29 Jun 12
2:54 pm
Typical, cynical ad land comments as usual, get of your high horse and accept the fact that the punters will love it.
P.s. Nice art direction
29 Jun 12
2:57 pm
I agree with Beery, too expensive!
29 Jun 12
3:41 pm
Looks like none of the lazy people above have actually dug deeper and tried the site which is at http://www.qantas.com/you (Mumbrella you could at least put clear links in to save me scouring through the videos and small print).
Name on a plane… fine but not exactly original… BUT the personalised banners are really good idea which I haven’t seen done before. I entered and it works on the site above but how the hell will that work technically across other sites? Is that even possible?
I will actually take my hat off to Mojo and Amnesia if I see my name and photo in a banner on front page of the SMH (which is what they are indicating it will do).
29 Jun 12
4:07 pm
KLM did it slightly better – and in a unique Dutch way. People could create a delft blue tile of their profile pic and these tiles were used to cover the plane. Case study from DDB is here http://www.youtube.com/watch?v=6KxyHMKs_tk
29 Jun 12
4:28 pm
Brilliant idea for QF…matchless point of difference.
29 Jun 12
4:28 pm
Yeessshhh de Dutch!
29 Jun 12
5:24 pm
Brilliant, just add the ‘ns’. You’re the reason we flail.
1 Jul 12
7:56 am
They are so off the mark this is almost funny.
Your staff hate you, your customers don’t trust you. Your planes rarely run to schedule. Why on earth would I allow you my name and image to endorse your brand while you are such a mess?
I’ve been a QFF for 23 years (when it was Aus Airline’s Flight Deck). Now that I have clicked over to Gold for the last time, I intend using my bank of points and Gold status this year for earned flights only.
This is as off the mark as #qantasluxury. You have chipped away steadily at your customers and staff for years (agree with @Hmmmm…) and at best this sort of thing is simply putting wallpaper over rising damp.
3 Jul 12
9:39 am
“There is no You in QANTAS”
3 Jul 12
10:45 am
We put the you in Qantas was a campaign that went nowhere years ago
3 Jul 12
10:47 am
I agree with H’mmmm (comment 7):
It is like Vodafone branding everywhere you looked when the last ashes test was on, however not being able to provide a signal on their network…
Companies need to realise that a great product and a fantastic service = loyal punters(.) Especially in this social driven world where recommendations are passed on to thousands as opposed to a few.
Sort your product and service out QANTAS and then start harping on about how good it is and encouraging your happy punters to be a part of your brand.
You are doing this in the wrong order!
@Nobody noticed = excellent!!!!!!!