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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.
Skirt looking for a ‘bold and beautiful’ agency
In a clever case of role reversal, one anonymous agency strategist has put herself on the market as a “skirt for hire”.
She’s popped up on Twitter, created a blog and posted a job ad on Mumbrella, where she writes: “An opportunity for a bold and beautiful agency has arisen, with a senior skirt now available for hire.”
Specialising in communications, marketing, PR and social media, the Skirt launched her recruitment push last week.
The only hint of who she is, is the fact that she works in Melbourne, she’s done in-house comms for government departments and a not-for-profit organisation. And she’s also had experience in issues management, having worked for the Victorian Department of Health.
And she’s not shy either, telling prospective agencies: “If you are interested in finding out more about this rare opportunity to hire one of Melbourne’s most dedicated skirts, apply immediately as our client is keen to appoint the right agency as soon as possible.”
Dr Mumbo would like to know if there are any educated guesses on just who this Skirt may be…
April 14th, 2010 at 1:14 pm
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Comments
14 Apr 10
1:33 pm
Hmmm… methinks Karalee Evans
14 Apr 10
1:47 pm
That was my initial thought also to be honest.
14 Apr 10
1:48 pm
Stan Lee.
14 Apr 10
1:52 pm
Thanks for the write up, Mumbo!
14 Apr 10
1:54 pm
Pants or skirt for hire too – I don’t mind what I wear as long as the position is interesting and you pay appropriately.
14 Apr 10
2:09 pm
Gotta love the good-ol’ double standards. Last time I heard a bloke refer to a woman as “a skirt” he was roundly attacked for being a “sexist pig” and “misogynist” and had to attend a special meeting with a special “expert” in workplace relations.
But hey, if it’s a self promotional gimmick from some unemployed “skirt”, apparently the term is perfectly acceptable it seems, I’ll make a note.
14 Apr 10
2:09 pm
@James Duthie and @Joel
Interesting that you both guessed Karalee… she should be flattered either way
14 Apr 10
2:14 pm
I love the Twitter handle, for some reason reminds me of Mad Men
It’s a cheeky little poke of fun Nate, wouldnt worry about it. We should all enjoy making a little fun of ourselves now and then 
I wish The Skirt well!
14 Apr 10
2:18 pm
@Nate I run by this rule: If you own it, you can use it.
14 Apr 10
2:22 pm
@Nate,
‘Skirt’ is the female equivalent of ‘suit’ in most agencies. It’s not ‘skirt’ as in ‘chasing skirt’ like your colleague probably employed it. It’s all about the intent… like, for instance, how you’re not allowed to call black hip hop artists ‘niggers’, no matter how many times they refer to themselves that way. When they say it, it’s either just a noun or a term of endearment; when you or I say it, it’s slander and a bit KKK. I think it has something to do with the idea of ‘context’. Grown ups understand this.
14 Apr 10
2:28 pm
@Rowena “It’s a cheeky little poke of fun Nate, ” I agree, it’s a moeratly clever little gimmick for whoring a bit of attention…
But make no mistake, it IS a double standard, Women fought long and hard for EQUAL rights, and having different rules for which kind of person is allowed to use certain terms in certain contexts, based solely on the arrangement of ones chromosomes is not equality at all, it’s what we call hypocrisy.
Perhaps we should imagine this exact same stunt, but perpetrated by someone of a lovely dark skin tone… “Nigger for hire”? after all… in certain sub-cultures the “N word” is accepted and used liberally, but ONLY tolerated as long as a white person isn’t using it.
Same thing, Same hypocrisy… but in THIS example, I imagine the reaction would be VERY different, don’t you?
14 Apr 10
2:32 pm
@OtherAndrew, “grown ups” at least intelligent ones, would realize that applying different rules for who can say what and when based only on genetic factors, from either side of the fence, is racist as implied by my above post.
Just because it’s happening and is excused as “owning” the term, doesn’t make it okay to demand that if you look different you’re not allowed to use it.
14 Apr 10
2:49 pm
@Nate,
For the record, I consider myself reasonably intelligent (although not always very grown up).
Life is, unfortunately, very complex. Sometimes, we can’t make simple rules, and we’re left with grey areas and inconsistencies. Sometimes, we have to rely on judgment and ‘context’ to determine what is or isn’t appropriate. For example, your mate can call you a bastard with a slap on the back, and it’s fine. A stranger can call you a bastard and hit you with equal pressure, and you’ll want to punch his lights out. The difference is, you got it… context.
If, by ‘racism’ you mean that it’s discriminatory for black people to use ‘nigger’ when we can’t, then you’re right. But ‘racism’ actually refers to a belief of racial superiority (which usually leads to discrimination), in which case you’re wrong. The same goes for your argument about sexism re the Skirt for Hire name. It’s not based on a belief of gender superiority in this context, it’s just a description.
Perhaps we’re missing the point – maybe we should ask The Skirt if the name ‘Non-Gender-Specific Apparel for Hire’ was taken?
14 Apr 10
2:52 pm
@otherandrew
well put. Agreed.
14 Apr 10
3:04 pm
@OtherAndrew, If you are happy to live with inequality, double standards and “inconsistencies” based on nothing more than gender or race, prepared to accept them and excuse them, then fine, But I’m proud to call out this shit when I intersect it.
People like you, who seem so eager to make excuses for this kind of hypocrisy, have retarded the progress and establishment of true equality for too long, In my opinion.
14 Apr 10
3:17 pm
@Nate,
Yep, more than happy to. Would probably make me angry otherwise.
In terms of real progress, I’m not sure how denying the right of women to refer to themselves as ‘skirts’ or black people to refer to themselves as ‘niggers’ is really holding back things like equal work for equal pay or inequalities in education or health care standards. Maybe if I objected to a tongue-in-cheek employment ad more strongly, we’d finally see the equality you are so desperate for.
Lighten up, you bastard.
14 Apr 10
3:22 pm
Could it be The Stig’s girlfriend??????
14 Apr 10
3:23 pm
@ Nate you are blowing this completely out of proportion. As “The Skirt” referred to HERSELF in this manner why are you so worked up about it? Also as your name suggests you are male, so again…why are you getting so worked up?!
14 Apr 10
3:32 pm
Problem solved, she IS The STIG’s girlfriend see http://femaleracingnews.com/wp.....s/tiff.jpg
14 Apr 10
3:33 pm
@OtherAndrew “I’m not sure how denying the right of women to refer to themselves as ’skirts’ or black people to refer to themselves as ‘niggers’ is really holding back things ”
And there is where you’re utterly failing to comprehend. It’s not about “denying them the right” to anything, it’s about the use of a word not being only acceptable based on the physical characteristics of the speaker.
Let me see if I can dumb it down for you… either everyone has the “right” to use certain words freely, or no-one does, anything else is inherently unequal and bigoted
As long as people, like you, make excuses for this type of selective tolerance any fight for the “big stuff” like pay/education/health will be more difficult purely because the acceptance of this behavior, reinforces bigotry in a broader sense.
And no, I choose not to “lighten up” on this issue… Perhaps you think people like Rosa Parks should have “lightened up” a bit and not taken shit so seriously, why fight this bullshit in all it’s forms right? just chill out and let shit slide by, it’ll all work out in the end right? I mean seriously, a BLACK person challenging bigotry? Absurd, and a bloody WOMAN too! Silly skirt should have stayed in the kitchen right?
.
14 Apr 10
3:33 pm
Let me know when you find out. I’d like to look this Skirt up.
14 Apr 10
3:36 pm
Will the real “Skirt” please stand up….these guys have gone way too seriouse.Good on “the Skirt” great use of social media.
14 Apr 10
3:39 pm
To quote AvenueQ – “everyone’s a little bit rascist sometimes” or sexist in this case.
14 Apr 10
3:40 pm
@Jess “why are you so worked up about it? Also as your name suggests you are male, so again…why are you getting so worked up?!”
I’m sorry, are you implying that because I’m Male that I’ve no right to hold the opinion I do, or just that I shouldn’t be passionate about it because I’m a bloke?
I’d explain it to you, but YOUR name implies you’re just a chick…. It might confuse you to consider the fact that not all the people who have worked, or are working for true equality are, in fact, actual members of the various minorities, downtrodden, victims or gender seeking to obliterate bigotry.
Don’t let this revelation get your nylons in a knot.
14 Apr 10
3:49 pm
I think the deterioration of this comment thread is evidence that people on the internet will argue about absolutely anything, regardless of a complete lack of importance.
@Nate Lets assume you won this argument and it impacted the world:
Thanks to you women will never use the “S” word again, you have however stunted the intelligence and humor of the entire human race. The world is plunged into a darkness less funny than “Meet the Spartans.” Carman Electra is elected supreme overlord and is deemed to be the perfect intellect, all those deemed to be more intelligent are placed in death camps and made to watch episodes of Big Brother until their brains have completely deteriorated.
All this is the result of your argument on a marketing forum… Was it worth it?
14 Apr 10
3:49 pm
@Nate this song is for you http://www.youtube.com/watch?v=R9QOEZ2phV0
14 Apr 10
4:00 pm
A genuinely amusing thread. Brings a smile to my face this afternoon.
14 Apr 10
4:02 pm
@Joel “All this is the result of your argument on a marketing forum… Was it worth it?”
For all you know, I’m a plant trolling this comments section to sweep it up into “most commented” furthering the exposure of the “skirt”.
Perhaps I’m a Bored teen.
And while I don’t deny people online will argue given the slightest opportunity, your implication that the subject I raised isn’t worth even expressing an opinion, and your attempts at sarcasm to diminish the discussion, only tells me that you’re also happy to tolerate inequity… just as long as it doesn’t directly impact you.
Then again, seing as you’ve either been unable, or have deliberately chosen to misunderstand the point, maybe you’re the troll.
14 Apr 10
4:03 pm
Thank you all. The whole office is in hysterics.
Amusing arguments and hilarious comebacks!
14 Apr 10
4:04 pm
@Nate
the fight against discrimination: ur doing it rong
14 Apr 10
4:04 pm
I for one welcome our new Carmen Electra overlord…
14 Apr 10
4:04 pm
It’s true… I live under a bridge…
14 Apr 10
4:06 pm
Good god…
14 Apr 10
4:17 pm
@Joel,
Under a bridge? I saw your place on the news the other day with that whole F3 traffic shambles thing (Joll’s Bridge for those who missed it).
@Jon,
Very amusing.
@The Skirt,
I’ll leave it up to you with whether or not you want me to respond to Nate’s comments… feeling a little guilty that we seem to have hijacked the thread. Test question for the PR person: is any trafffic good traffic?
14 Apr 10
4:18 pm
Good on her. Personally, I would have gone for 4″ Heels for Hire, but someone might have got in touch with Alexander Downer.
14 Apr 10
4:23 pm
Now look what you’ve done silly skirt person. You’ve wrecked the internet
14 Apr 10
4:24 pm
Ha ha Sandra you win Comment of the Day
14 Apr 10
4:31 pm
@nate I love a good keyboard warrior with nobody to fight….. posts and nobody answers, so he posts again.
14 Apr 10
5:10 pm
@nate…..hilarious!
14 Apr 10
5:17 pm
While all you lot talk amongst yourselves in the comments, I’d like to thank a well known Twitter Celebrity for the plug. See on on Chatroulette tonite Annik. xxx
14 Apr 10
5:25 pm
@nate very gallant indeed – I’m sure your manbrand is in great shape (yes we work on LNA activations from time to time before anyone gets their knickers in a twist).
Would you be offended by African Americans calling themselves ”n*ggas”? I’m just curious
14 Apr 10
5:39 pm
I’m genuinely in stomach pain from giggling. Happy to lend you my skirt, Nate if you feel this will bring back equality?
14 Apr 10
5:39 pm
Jeez @Wilhaus read up.
The N word has already been debated, but they used the ER suffix not the A.
14 Apr 10
5:53 pm
For the record, I have never referred to myself as “Nate”. Thankyou.
14 Apr 10
5:56 pm
@Goose
I know it’s been debated just figured it could apply here too.
ie. Earnt the right to use it for themselves
I do love how these threads go waaaay off topic and now I’m contributing further to the waywardness. Oops.
@ The Skirt
nice idea. Hope you find a nice agency or at least they find you..
14 Apr 10
5:57 pm
Nate in a power dressing skirt would be adorable! ^_^
…
…only I thought that? ..oh. *awkward*
14 Apr 10
5:59 pm
I’m a chick and I reckon ‘the skirt’ is awesome. Wish I had have thought of the idea when looking for work … well I still technically am… project by project.. and no project at the moment… Inspired by ‘the skirt’ I am now working on my own blog and online CV. Funny discussion though…Nate needs to take a chill pill!!!
….. I agree ‘the skirt’ has made a great use of social media … savvy in strategy, yet the webpage is a bit uninspiring (sorry skirt)… would love to know who you are and what agency you end up hiring;) Good on ya skirt! You rock!
14 Apr 10
7:25 pm
Yes Ange, it’s true. My tumblr webpage is bland, and lacking in creative execution. Most planners/strategists know that a good strategy is often let down in execution. I have indeed let myself down. I look forward to working with creatives who can do justice to my awesomeness.
And before Nate goes off, I’m of course kidding.
14 Apr 10
9:20 pm
@The Skirt,
Why does everything always come back to you? This was a post about racism and the lack of progress towards sexual equ… oh, wait a minute – what’s that? It IS all about you? Well, carry on then…
Make sure you come back and update all your commenters with your progress. We’re all on this journey together now
14 Apr 10
9:31 pm
This stuff gets you a jpb now?
14 Apr 10
9:34 pm
@anon,
Yep. So does the ability to use a keyboard. And owning up to your opinions by not posting anonymously.
14 Apr 10
9:39 pm
@anon,
Sorry, that sarcasm was probably a bit of overkill. But I happen to think it’s clever – especially when you consider that the role of a PR person is to engage a wide audience.
14 Apr 10
10:52 pm
fair call otherandrew
although i’m not sure anyone is really “engaging a wide audience” …
will make sure i pay more attention to my tpying moving forward
15 Apr 10
1:54 pm
Ha! Thanks mumbrella – very nice piece of Simpsons placement. “One thing is for certain, there is no stopping her….Carmen Electra will soon be here.”
15 Apr 10
3:16 pm
@Nate & @other Andrew… BACK TO WORK!
15 Apr 10
3:54 pm
Glad you spotted that, Rex… http://knowyourmeme.com/memes/.....-overlords
Cheers,
Tim – Mumbrella
15 Apr 10
3:59 pm
Dear Skirt,
personally I feel it is quite demeaning putting yourself out there as
“A skirt”.
I would also worry about the motivation behind any man hiring you.
Good luck anyway.
15 Apr 10
4:20 pm
Hi non feminist
Definitely understand where you are coming from with your comment. I did have a while to think about the ‘pitch’ and its puns before I launched. I entered this with eyes wide-open, playing on a simple proposition that female agency strategists are often referred to as ‘skirts’ where as males are ‘suits’. I knew the risk, and was careful not to play too much on the female/sexual side.
From all the emails, DMs and tweets I can honestly say I’ve not had one approach or comment that has concerned me from a male or a female. Most agencies/people who have contacted me have genuinely responded to my skill-set with the conversation starter being the ‘campaign’. I think people get it – or at least the people I was targeting.
16 Apr 10
11:51 am
Oh! Didn’t know it was originally from a Joan Collins movie in 1977. That is even more obscure.
16 Apr 10
12:00 pm
It just occurred to me that I have never saeen Nate and the Skirt in the same room at the same time…hmmmm. Take off that skirt the Skirt! I want the truth!
16 Apr 10
12:35 pm
*cough* I can assure you, I’m not a man nor am I ‘Nate’.
16 Apr 10
11:11 pm
James (and Joely) get the points.. well done!
http://twitpic.com/1fx7fl
3 May 10
9:41 am
This discussion is pants. The Skirt can say whatever she wants about herself.
Best of luck with the job hunt.
5 May 10
2:12 pm
Great thread.
Will certainly be looking up Karalee when we’re in the market for one with ‘The Skirt’s’ skills and personality.
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