Opinion | Features
- In this cross-posting from The Conversation Nicolas Suzor legal lead of Creative Commons Australia and Alex Button-Sloan from the Queensland University of Technology look at why the leaked plans to change copyright laws could lead to a lot of unintended problems for consumers. The Australian Government has proposed Internet Service Providers (ISPs) monitor and punish Australians who download and infringe copyright. In a discussion paper circulated by Attorney-General George Brandis, and leaked by Crikey last Friday, the government proposes a sweeping change to Australian copyright law. If implemented, it would force ISPs to take steps to prevent Australians from infringing copyright.
- Last week Nine Entertainment Co made a $1m investment to buy eight per cent of streaming company Quickflix, whilst preparing to launch its own operation StreamCo. Here Nic Christensen looks at the underlying reasons for Nine buying into a rival. In the world of video streaming last week's investment by Nine into rival Quickflix did not go unnoticed, but as always with these deals the devil is in the detail. In this case, a series of warrants and covenants that came with this batch of shares.
- Following recent controversy surrounding entries to the Cannes Lions awards Eaon Pritchard argues until we have a better way to evaluate the merits of agencies than awards all agencies will be highly incentivised to do whatever it takes to win . Advertising's outcomes are notoriously hard to measure. Which is why in advertising agencies, we love to measure outputs instead.
- With the media industry churn and talent drain a constant issue Lucy Formosa Morgan asks why more companies aren't open to job sharing. There’s rarely a shortage of applicants for coordinator positions however when it comes to recruiting experienced middle / senior level people, the talent bank seems to dry up. Agencies can struggle to fill vacancies for months or end up having to recruit from overseas. So if we have plenty of juniors that we’re devoting time and money to training up, where are they going? Why is there such a shortage of good talent out there?
- With questions being raised over the integrity of some awards entries in recent weeks, former creative director Darren Woolley says scam can be as damaging for marketers as the agencies involved. Scam awards entries have come to industry attention again, following the most recent Cannes Lions Awards. In the process, several high profile advertisers have been associated with their agencies’ entries. But what are the implications for the advertiser? It is a standard response that advertisers are not really interested in creative awards. But the fact is that marketers are human and those that have healthy and close working relationships with their agencies actually enjoy seeing them being recognised, especially for work they may have created together.
- In a Q&A conducted by email, Terry Savage, chairman of the Cannes Lions Festival of Creativity, defends the integrity of the competition and answers questions around scam ads following an investigation by Mumbrella into a series of ads from Australia entered into the Press category which ran just once in regional media. What is your definition of scam? "We require the work to have been approved by the client and to have used paid Media in the execution, if there is a query we get validation via the agency the client and the Media schedule that the work has run and complied within our entry rules. In the case of self promotion and NGO that is not the case."
- The cover of the July edition of the Australian Women's Weekly features the image of ultra-marathon bushfire survivor Turia Pitt, a move which surprised many in an industry driven by image. Editor-in-chief Helen McCabe spoke to Miranda Ward about how the cover came about, and its effect not only on the public, but also the beauty and fashion industries as we. The July cover of the Australian's Women's Weekly has done more to market "what the heart and soul of the magazine is" than anything else the magazine's editor-in-chief Helen McCabe has done in her five years at the helm. Speaking to Mumbrella about the July edition which featured Turia Pitt, a survivor of the bushfire that swept through an ultra-marathon in Western Australia's Kimberly region in September 2011, McCabe said the cover is "a really strong signal to market that this magazine is committed to Australian women, quality stories, independent journalism, long-form story telling and quality writing.
- In this guest post, awards jury veteran Matt Batten, a former ECD of Wunderman Australia, argues that the practice of scam advertising - raised by Mumbrella in recent days - hurts the whole industry. Reading from 10,553 miles away – that's 16,983km in the metric – I'd like to commend you on your dogged determination to find answers to the burning questions surrounding some of Australia's most intriguing Cannes Lions winners this year. Some say that this is the way of the world (at least our small part in it) and that creativity should be let free upon the award shows regardless of whether or not it was a legitimate response to a brief or a proactive project to help solve a genuine business problem for a real client – or a made-up ad for a brand that had no idea of its existence.
- Good startups often point to their culture as a driver of their success, but Eaon Pritchard asks whether that culture can be derived without a clear strategy? Culture, in an organisational sense, is usually interpreted as the collective behaviours, attitudes and beliefs that — when mixed together — create a particular set of norms within said organisation. Obviously there can be ‘good’ culture and ‘bad’ culture.
- Wicked Campers has been in the midst of a media controversy over the last few days. Sebastian Vasta takes a look at how the brand could better manage the online and media crisis. The latest cry to end Wicked Campers’ misogynist toilet humour is certainly not the first time the budget backpacker van company has been in trouble. But it’s certainly the loudest the online outrage has ever been.
- After the ABC unveiled its first round of cuts after having its funding cut in the last budget Ben Goldsmith of the Queensland University of Technology looks at how it might look in the future, in this cross-posting from The Conversation. Monday’s announcement that the ABC will make 80 positions redundant is just the latest move in an enforced process of change to the public service broadcaster. It has a long way yet to run. The announcement finally put the lie to Tony Abbott’s election eve pledge, live on national television, that there would be “no cuts to the ABC or SBS”. In concert with other recent announcements, it seems clear that public broadcasting – and in particular the ABC – is squarely in the government’s sights.
- Adland is an industry that likes to give back. Today, we're asking you to help us find this dog. You can find out more about Windblown Dog's history below:
- Marketers should stop using Facebook as a mass reach tool and start thinking about conversions not conversations argues Jack Smyth. Forget conversations – the future of Facebook is forensic By now you’re probably sick of the same articles recycling the same Facebook statistics. Over 12 million Australian users, spending on average 8.5 hours every week and so on. We all know Facebook offers massive reach.
- With US streaming site Netflix poised to enter the Australian market next year Andrianes Pinantoan from Pocketbook crunched some numbers to see try and ascertain what the local pay-TV market already looks like now. Netflix is set to enter the Australian market, but that doesn’t stop a few enterprising Australians from accessing it now. Actually, it’s more than a few.
- In this cross-posting from The Conversation Matthew Wade argues the return of Family Feud shows Australia's TV networks are not interested in testing their audiences intellectually. Family Feud returns to our television screens tonight as part of Ten’s desperate scramble to remain a viable entity, and is scheduled to compete with Seven and Nine’s main news bulletins at 6pm.
Social media agency Tick Yes wins Toyo Tires
Social media specialist Tick Yes has won Toyo Tires as a new client.
Social media marketing agency Tick Yes has been appointed by premium tyre brand, Toyo Tires, to overhaul its online and social media presence.
Tick Yes will orchestrate Toyo’s digital marketing program to reach the online customer which will see
the tyre brand lead the category in digital in the coming year.
‘This is new and exciting territory for Toyo and its customers in Australia, and we are delighted to be
working with Tick Yes,’ said José Angeles, marketing and public relations manager for Toyo Tires. ‘We
believe they have the experience and expertise necessary to help us reach our digital marketing
‘This is an exciting opportunity for us,’ said Peter Applebaum, Tick Yes Managing Director. ‘We have over 10 years of experience working for high-profile clients in the online and social media space and look
forward to utilising that to exceed Toyo’s expectations.
‘We put a great deal of time and resources into understanding how something as fluid as social media
works and continues to evolve. We survey social media users for invaluable insights into their habits and
needs from the medium, and by putting our findings into practice for our clients we can ensure that
both their goals and the needs of their consumers are met. That way, it becomes a win-win situation for
Tick Yes will be handling Toyo Tires’ social media output as well as using its team of professional
journalists to produce blog posts on the Toyo website.
‘Social media marketing depends on engagement,’ said Applebaum. ‘By engaging the consumer and
giving them what they want across a variety of platforms, awareness grows and ROI increases.’
Source: Tick Yes press release
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