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Opinion
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?

In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
Savaging the bearcubs of Media 140
Fair to say there have been some quirky contributions from the blogosphere to the comment pool on last week’s Media 140 conference in Sydney.
We’ve already covered off Laurel Papworth’s unusual view of what life is like inside a newsroom.
Then there was The Inquisitr’s Duncan Riley getting spectacularly (and possibly rightly) cross with the organisers because they didn’t provide him with journalistic accreditation.
But best of all goes to Linen Suave, whose take on Media 140 takes what is (hopefully) parable form:
“When I was touring with Kraftwerk in 1977, Ralf Hütter and the band pulled a hilarious prank where I was stripped naked, bound and thrown from the van at high speed in the middle of a European forest. I spend days lost, hungry and starving before I happen upon cave. In the cave were some bear cubs, abandoned by their mother – naturally, I chose to consume the cubs to gain their strength.”
A useful contribution, Dr Mumbo is sure you’ll agree,
Dr Mumbo
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Comments
9 Nov 09
11:53 am
love how duncan riley’s post is 85% him whinging that he didn’t get the accreditation he is obviously entitled to and how AU is such a backwater … and barely touches on the actual conference aside Riley taking shots at people/companies/inanimate objects that have potentially ridiculed him along the way.
suck it up whingebag! this seems symptomatic of the self important media ego brigade that they’re more outraged at their lack of recognition from the media establishment than anything else.
9 Nov 09
12:02 pm
Oh Timbles! I am touched by you!
My Angelfires blogs iz not yets stylish for the pimping so there iz not link to my Twitter page und profiles but you can all follow me like gut kindemünchen at http://twitter.com/LinenSuave, ja?
9 Nov 09
12:09 pm
You know, I was tempted to come up to Sydney for it but when I looked at the speakers I realised most were broadcasters rather than conversationalists, old fashioned journalists.
And I haven’t yet found anything useful from what I’ve read about it.
DidImiss anything?
9 Nov 09
12:12 pm
I thought it was disappointing that Linen her(?)self wasn’t invited to speak at Media 140; she was painfully conspicuous in her absence and the conference would’ve been greatly improved by her input and expertise. Such a shame really.
9 Nov 09
12:18 pm
While Duncan Riley’s dummy-spit was fairly spectacular and I probably wouldn’t have done it that way myself unless I was spectacularly trashed, he does have a point. The Inquisitr is visited by more than a million unique browsers a month, vastly more than many “mainstream” mastheads’ websites, and yet it’s still seen as a lesser beast.
9 Nov 09
12:41 pm
I agree with Stil – Duncan’s reaction was colourful, but he raised many good points and there’s no reason he shouldn’t have been invited in the same way as the regular press or even invited to speak himself.
Meanwhile, I’m not even going to touch Linen’s story. There be dragons.
9 Nov 09
3:32 pm
I hoped there was a scrolling #media140 so my twitter conributions could be appreciated, eg
Butcher to #media140 – Journos should try cheaper cuts of meat. Rabbit, brisket and neck are delicious alternatives for redundant media profe…
PR industry to sacked jounos – Fuck off we’re full. A hooded PR rep told #media140 that redundant journos were not welcome in the industry.
9 Nov 09
6:03 pm
As the conf convenor, I’d like to set the record straight re: Duncan Riley. He was provided with a “bloggers” pass by Media 140 PR (Sarah Allen) after a late night DM the evening before the conf issued via an intermediary. Wish graciously commanded by moi who was still online (worked thru many nights in the lead-up in fact) He was issued with a bloggers’ pass because it afforded him access to a front row seat with power! Accredited live bloggers were privileged in this way over & above those with plain old media passes!! It wasn’t intended as some sort of media apartheid!
MSM still has one significant thing over that sort of whine: the practice of fact checking
I’m starting to sense an appropriation of the “nick off out of our space” line MSM receives so much flak for, by the very people who fling it @ the mainstream & it ain’t helpful to collective efforts to re-invent journalism.
And, yes, those of you who didn’t come did miss out – both on some stellar content, some collaborative learning & much comeraderie in between. See the tweetstream #media140.
9 Nov 09
9:53 pm
@ed charles – It was pretty good, although I think some of the speakers were under prepared or unaware of their topic.
@Julie Posetti – thanks for a great event. My tip for next time – no more bloggers pretending they know how a news room works
10 Nov 09
10:00 am
Legosity – “no more bloggers pretending they know how a news room works” – call me a space cadet but, at a Future of Journalism conference one would expect perhaps one of two people to be talking about ‘the future’ ?! Sadly what I saw at this conference was back to back traditional journalists for 90% of the 1st day talking about their partial and in-experienced knowledge of social media (worryingly distilled down to twitter only) followed by, very late in the day, deeper users of the ‘new medium’ having to sum up a large canvas in 5 minutes each. I would have preferred some of the bigger picture ‘transformation’ of the industry people up front followed by those in Journalism with a vision of what a ‘news room’ of the future may actually look like – but I realise Julie and others had political considerations as to the order of the speakers resulting in compromise, as is usual with these type of 101 conferences.
10 Nov 09
10:25 am
Gary, That’s whatI thought the conference might be which is why I didn’t come. I’ma career journalist myself but have been immersed in social media since 2005 and keep finding colleagues who have a virtually no-follow Twitter account lecturing me on the dynamics.
10 Nov 09
12:08 pm
Hi Julie,
Thanks for your comments and for clearing up the confusion, however
I’m confused by your comments towards MSM and fact checking.
Firstly, aligning all mainstream media together, especially these
days, as a bastion of fact checking is ridiculous – for every
dedicated journo, there’s another copy and pasting a press release,
reporting based on Twitter rumours or killing Jeff Goldblum. It’s not
to say there aren’t good journalists who check everything, just that
it’s a mixed bag, just as it is with bloggers.
Secondly, my main point is why you feel the need to aggressively denounce the lack of fact checking here? Perhaps Duncan should have checked more thoroughly before his post, but all Tim has done is link to that post – the news being Duncan’s outburst more than Media 140′s practices. If, instead, you believe those of us, like Stil and myself, who had already commented and expressed some agreement with Duncan are at fault, I find the idea that you believe commentators should go through rigorous fact checking before responding to a story ridiculous.
The best way to combat such misconceptions and misunderstandings is to do exactly what you have done, participate in the conversation* and provide an alternate viewpoint. However, you gain little by simultaneously attacking those who you seek to win over.
While I find it unfortunate you feel that people in social media et al are not responsive to the idea of reinventing journalism, I would also point out that journalism won’t be reinvented by a series of speeches on how individuals see the internet. Journalism, just as blogging or any industry touched by the power of new media, will be reinvented by people actually doing and trying new things, which is the reason I personally found Riyaad Minty’s presentations some of the most useful of the whole conference.
Yes, the speed of the back channel can seem overly negative at times, but it’s a sentiment. Participate, listen and respond, don’t give any one post or tweet more gravity than it deserves, and you’ll be much closer to achieving your goals.
*Yes, I recognise that with this sentence that I have gained a Level in my Social Media Douchebag class.
10 Nov 09
12:15 pm
Ed, while I don’t know you or your work (do I?), it sounds like you’re an example of what’s needed for the future: journalists who are willing to explore the new tools and methods.
As I see it, there are journalists who know how newsrooms work, and who practice the craft well or poorly. There are “social media” (ugh! I truly hate that term!) practitioners who know how the new stuff works, and they do it well or poorly. And there are wankers on both sides who pontificate without actually knowing much.
What we need is the first two groups — or at least those who do i well — to get together and figure out how to build the future. And for the third group to kill themselves.
10 Nov 09
1:10 pm
Well, hasn’t this thread turned into a robust little discussion
Firstly, please let me make it clear (as my exhausted brain & fingers did not adequately explain themselves in my earlier comment) that I wasn’t criticising you, Tim (i.e. Mumbrella) nor you, Warlach, nor you Stil for posting on this issue & commenting on it – all perfectly valid & amusing!
My (OK, slightly touchy
reference to fact-checking was intended to be directed squarely @ Duncan’s original post., not Mumbrella or it’s contributors. Love your work…all of you.
And, yes, Warlach as I’ve acknowledged a bazillion times before in MSM appearances, on my blog, on Twitter etc etc pro-journalism has failed abjectly to maintain trust built on a credibility linked to accuracy & fairness. (I’ve now posted my own #media140 address @ my blog http://www.j-scribe.com – as you will see, I pull no punches where the mainstream is concerned!). However, I do think the traditional (i.e. ideal) underpinning of professional journalism that privileges fact-checking, accuracy, truth, verification etc is valuable – to all journalists…however you define them. It’s also valuable to social cohesion: nothing like a virally spread fallacy to damage individuals and communities.
So, what I was reacting to was the ungenerous, inaccurate (Duncan knew the circumstances of his inclusion @ Media140) rant that Duncan posted. And as much as I love a good rant, I’d prefer it if it the ranter asked a couple of questions and did a wee bit of investigation before ‘going off’. And, yes, I’m aware that ranting ain’t the preserve of Social Media/bloggers etc – Piers Ackerman, anyone? (You may also choose to point a finger @ this pot calling the kettle black!
To summarise: 1) I am utterly exhausted from the marathon effort involved in planning & executing the event…filters may be affected 2) I have received overwhelmingly positive feedback from those present on the bridges built between Social Media & MSM and what was learned @ #media140 and I am deeply thankful for the constructive contribution made by many in both ‘camps’ to broaden the middle ground where journalism IS being actively invented. 3) Much of the benefit of Media140 emerged in the cracks – within the audience in situ; over coffee; in the new connections formed etc – and there were clearly distinctions between the experiences of those who attended in person and those who absorbed it virtually…But I’d like to point out that people congratulating themselves on their non-attendance, and from that position, pontificating about how much more they know, don’t know what they missed out on.
I am passionate about social media…I’m passionate about journalism…I do both…and try to merge them. The future is here. I get it. I am listening…I listened as a pro-J too…but just as journos need to learn their copy has impact on real people at an individual level…so, too, do those feeding back and creating new journalism in new spaces.
Here ends rant. Thanks for listening.
10 Nov 09
1:11 pm
Ah Stilgherrian there is a 4th, much more dangerous, delusional group – those who ‘think’ they are in the first two groups and doing what they do well.
I don’t agree either that those who pontificate/commentate/opinionate (your 3rd group) are all wankers. I am personally not an expert on how to build or run jet aircrafts but I have a strong opinion if tickets are overpriced, the staff are rude or they almost kill me one day! I might even suggest the ‘participant audience’ are in this group, ones who give opinion on the services or content they receive ‘without actually knowing much’. The more ‘media’ (higher production value commentary makers) realise that this group are critically important, then, and only then will we transform the industry – not just by forgetting our differences.
10 Nov 09
1:23 pm
Gary, you’ve missed my qualifier on group three: those who “pontificate without actually knowing much“. There are also those who pontificate cluefully. I think your fourth group is the same thing, at least practically speaking.
10 Nov 09
1:24 pm
Bother. Screwed up the italics.
10 Nov 09
1:38 pm
Stig – can I call your that.
Agreed. I can’t say I’m perfect in the social world.
I’d like to see the end of this divide which I stride in my tiny niche.
10 Nov 09
4:56 pm
Having to stride the divide in your niche sounds painful.
10 Nov 09
7:41 pm
@Julie – It must be a terribly hard thing to organise a conference like this – so I choose my words carefully. All in all a good event.
The value of a conference (at least to me) is 2 distinct outcomes:
1. Networking – quality & diversity of attendees (Job Done)
2. Taking at least one real world outcome from each presenter (half marks)
Some of the presenters were good, others adequate. Suffice is to say that it lends no credibility to have academics present their view of the world. I know that Papworth will tell you she is an expert, and perhaps at somethings she is, but I really didn’t take anything from her stuff. I guess organisers feel compelled to have self appointed experts there, but to me its becoming a deal breaker.
11 Nov 09
2:04 pm
@Jeff L – who said Laurel was self appointed expert? Not that you will but perhaps read some of her testimonials here – I can’t cross reference your testimonial as your just another Anonymous Nobody. Also suggest you trip across to Crikey to see a more balanced view of Media140 including what Laurel had to say – if your’e after real world take out vs the kind of real world that you might expect in the sewer…Go here Highlights and Lowlights of Media 140
11 Nov 09
7:03 pm
@Gary – didn’t mean offense – and to do justice to your repsonse I have read the testimonials
The point is, If I come back from a conference with an opinion about a presenter, reading their testimonial afterwards is unlikely to change my mind (and it didn’t). With all due respect, this is a very odd defence – wouldn’t laurel be better to listen to feedback, and improve her act as a result?
I dont mean to upset her/you, but @laurel’s presentation did not add any value to my day.
12 Nov 09
8:03 am
Why do @Gary & @Laurel always feel the need to quote testimonials and their rankings on blog lists. Its a bit cringeworthy isn’t it? Imagine walking into a party and telling everyone how good you are – you would soon be sipping a drink all on your lonesome – maybe its more acceptable in 2nd life rather than real life?
you seem to have a hard time taking feedback.
12 Nov 09
8:54 am
@Jeff L – point taken. I don’t like lots of individual speakers at conferences I attend BUT I generally don’t go into public forums and tell everyone unless I have a particular agenda against that person – Like Tim has against Laurel on his blog on a regular basis.
@PetaKat – Good analogy. If this (and other) threads WERE a party what would you be? Perhaps one of the anonymous, masked, under age drinkers, making snarky comments, backing up the hosts friends as he stands on his crate of beer taking pot shots at someone at a party set up for that purpose. Be careful of talking about behaviour, virtual vs real, second life vs real life. In this conversation, remaining anonymous means you are absolutely, the dysfunctional virtual alias.
12 Nov 09
9:32 am
Really Gary? Firstly, you seem to be advocating one not speaking their mind regarding conferences etc, when I think you’ll find Jeff has every right, nay responsibiliy, to share his insights. This industry is a circle jerk enough as it is and if politicians, journalists or stand up comics have to learn to live with nefaive feedback I think the new media can too.
As for your accusations against Mr Burrowes having never met the man in person I’m not taking sides but a quick Google search of ‘Mumbles’ – the passive aggressive pet name Laurel uses – will turn up a vast history of cannon blasts from both sides of this rivalry. And before you respond is “he started it” really the most mature response.
Speaking of Google – it’s time to turn off the Alerts and stop instantly leaping to Laurel’s defence. Having heard her speak many times surely she’s able to speak for herself?
The hilarious thing is that this article isn’t even about Laurel, and yet through your interaction that’s what it became about. If it had been about thr fact she appears to be gaming Twitter followers* while decrying lack of real engagement hat would be fine, but all this is is a hijacked thread.
And yes, I chose to remain anonymous – not because Im intimidated by you, but because I can’t be bothered dealing with the future retaliation.
*In regards to this statement, a post on Laurels own blog mentions her reaching 4000 followers in April of this year. She now has approximately 16000. If anyone wants to make a case of organic growth I’d be glad to hear it.
12 Nov 09
6:35 pm
organic growth – bahahaha. Autofollow back much Laurel?
@gary – no need to resend testimonials – 99% of the people I ask for references tend to give me good ones as well.