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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Slow start for Naomi Robson’s new online dating show
The first edition of Naomi Robson’s new video venture, The Naomi Show has gone live.
At the time of posting, three new pieces of video had gone online. The first, Robson’s introduction to the site, had received nine views.
The second, offering men advice on how to approach women, had received two views.
And the third, on what not to say to men after sex, had received just over 300 views.
Despite the low numbers, it is worth remembering that although they were uploaded to YouTube over the weekend, an email to Robson’s potential viewers was only sent out late this morning.
Robson’s launch received publicity for the wrong reasons last week after Mumbrella revealed that her agent Max Markson had cleaned up her Wikipedia profile, deleting some of the most controversial moments.
February 8th, 2010 at 5:04 pm
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Comments
8 Feb 10
5:25 pm
The set looks like a porn flick I saw last week. Just sayin.
8 Feb 10
8:34 pm
I recall there was suggestions regarding Naomi Robson doing a show like Oprah Winfrey. I think this would have been a better choice, and its a shame it fell through! Now that Oprah is finishing up, (what I heard), it would have been a good opportunity for Naomi to do one in Australia.
As for her new show, which discusses sex. I’m no prude, but I think there already is too much information about it. It may do well, but I still believe it would have been better to see Naomi on something more professional and less some what intrusive.
I congratulate her honesty in still wanting to meet Mr. Right, and I hope it works out well for her. I think alot of women in their forties, hold negative views about themselves so its good to see someone come out, and think positive and look fantastic at the same time,
Instead of talking about what not to say after sex, how about discussions on people who have never had sex and are a certain age. Or people who are afraid of sex, or loath their bodies. More of a self esteem issue.
Naomi, if you read this, these are some of the discussions you may want to bring up, because they are topics very few people will openly discuss . You can help alot of people, so in a way, you might want to take the approach of probably turning this new show, into something like Oprah Winfrey, because winning hearts, wins ratings and its very hard to have you removed if you slip up.
Good luck…
8 Feb 10
9:44 pm
The creators of the show (and site) aren’t doing themselves any favours in the way of getting it found, either.
The “naomishow.com” site ranks nowhere in the top 6 pages of Google in searches for “naomi robson new show” or “naomi robson show”.
There are no PPC ads to be seen either (I’d venture a guess that these could be bought cheap, it doesn’t seem to be a hotbed of competition).
Lots of high-authority sites (Mumbrella included, along with every other news portal) have linked through to the domain, giving it decent credibility, so it’s now really up to her Digital Media/PR agency to step in and do their jobs a little better, I’d say.
9 Feb 10
1:20 am
Oh J**** people
Another vacant nodding smiling autocue reading talking head.
Cunningly contrived to skirt controversy.
If this idea was a puppy, it would be quietly drowned in a bucket. Someone’s poor father would be left explaining to the tearful children why Lassie should have been vaccinated.
The kids would be sad, but come Wednesday there would be a shiny new kitten. All will be forgotten. Kids are resilient.
Kittens, what’s not to love.
Seriously. This is going to last about 5 minutes.
The woman is under contract, they are desperately trying to figure out what to do with her and this is someone’s idea of a good idea.
Give me the time slot! I’d talk about all the big issues, like wigs. And revenge. And how to remove blood stains. I’d have to be more interesting than her. Brand Power is more interesting than her. Her hair is more interesting that she is. Is it a wig?
See, this is the kind of thing I’d be talking about.
X Lavinia
9 Feb 10
11:49 am
Tim,
You have made me associate Naomi Robson and sex.
I will never forgive you.
Farewell,
Warlach.
9 Feb 10
1:02 pm
Naomi Robson and sex.
Upon making contact, Naomi Robson tightens its tail around the host’s neck in order to render it unconscious through oxygen deprivation. The former host of Today Tonight then inserts a proboscis down the host’s throat, supplying it with oxygen whilst simultaneously implanting an embryo. Attempts to remove Naomi Robson generally prove fatal, as she will respond by tightening her grip, and the former co-host of Seven’s News At Five’s acidic blood prevents her from being safely cut away … I’d imagine.
9 Feb 10
1:45 pm
Thanks, Jake… and here’s a lovely Twitpic of Naomi and I having a coffee this morning: http://twitpic.com/124owq
I can assure you that no oxygen deprivation occurred, and I remained fully conscious at all times.
(It’s also worth noting that since posting this article, the what-not-to-say-after-sex video has now picked up a more respectable couple of thousand views.
Cheers,
Tim – Mumbrella
9 Feb 10
2:02 pm
Wait… so you slam her, and her agent, and her show, and her new direction, then pimp the videos while enjoying a coffee with the both of them, while Mr Markson who took the picture tweets about how “extremely smart+clever” you are?
You’ve got to be kidding me, right?
9 Feb 10
2:08 pm
You have an exceptionally good grasp of a linear timeline, Warlach….
Cheers,
Tim – Mumbrella
9 Feb 10
3:01 pm
I have to say Tim there is a distinct change in your tone since meeting her for a coffee. On reading your initial postings you were definitely going for the jugular. Sounds like you are a wee bit ’star?’ struck.
9 Feb 10
5:47 pm
Hi DD,
Just realised that I misunderstood Warlach’s point. Actually he has got his linear timeline a tad out of alignment….
At the time of writing the above story, not only had we not met, but I had no idea we would be doing so. That invitation only came in a call at 7.15 this morning via her agent Max Markson when he had a gap in today’s round of press interviews for the launch today.
Read the story again. Rather than starstruck, it’s kind of awkward having a coffee with someone when you’ve just written a story saying their videos haven’t had many views yet. Fair to say that polite as she was, I don’t think she saw it as positive…
Cheers,
Tim – Mumbrella
9 Feb 10
6:03 pm
Those views are tiny.
The highest has 1,774.
The lowest just over 100.
This is a presenter used to a nightly audience of 1.4 million plus.
I hope Vodafone has some minimum performance benchmarks …
9 Feb 10
9:24 pm
The dangers of putting something on YouTube – everyone can see you fail. Should have kept the videos in house. I doubt they will get a second bite of the publicity cherry on this, so I would expect those views to get lower and lower on subsequent videos.
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