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Opinion | Features
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.
The experiential experience
Anyone can throw up a tent in a high-traffic area and harass the general public, but what does it take to pull off an effective experiential event? In a piece that first appeared in Encore, Matt Smith investigates.A television commercial can easily be muted and ignored, but try ignoring a purring, squirming cat in your arms. That was the experience awaiting passers by in Sydney’s Martin Place in October last year when Mars Petcare built Whiskas Kitten Palace.
The News Limited paywall isn't about revenue. It's about data
In this guest post, ninemsn’s editor in chief Hal Crawford argues Fairfax Media and News Limited’s new paywalls won’t draw much revenue, but will generate data. And they’re late to the data party.When I first learned that ninemsn’s major digital competitors Fairfax and News Ltd were going to introduce paywalls across their mainstream properties, I was excited.
Every obstacle thrown in the way of their audiences is an opportunity. People hate friction and anything that makes life difficult on a rival site is a chance to get them on yours.
South Australia in need of rebrand, says Premier, ‘people confuse us with South Africa and think Melbourne is our capital”
South Australia: A brilliant blend of what?
South Australia is suffering from an “unclear image” overseas, and is in need of a rebrand, the state’s Premier has said.
Premier Jay Weatherill said in an interview with the ABC that the state is often confused with South Africa, and it is believed that its capital is Melbourne.
Weatherill was recently introduced at a ‘G’Day USA’ conference as the Premier of New South Wales.
In the interview, Weatherill said: “We’re not cutting through with existing efforts, so we’re wanting to ask question, can we do the branding excercise better?”
The state will be looking to British creative Bill Muirhead, the founding director of M&C Saatchi London, and architect of the 100% Pure New Zealand campaign, to reposition the state.
“The basic principal of marketing anything is that first you need to have awareness before you get preference,” Weatherill said.
“We need to find another way of cutting through with the message that we’re here, and send a clear message about the essence of South Australia.”
South Australia was in the news recently when it emerged that celebrities had been paid to tweet about popular tourist destination Kangaroo Island. KWP! Advertising was behind the social media activity.
Tourism South Australia director of marketing and communications David O’Loughlin was unavailable for comment at the time of writing.
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Comments
10 May 12
2:36 pm
I find it hard to believe that South Australia is mistaken for South Africa
10 May 12
3:08 pm
Sometimes SA is used as an abbreviation for South Africa in stories or headlines, and it can come up in searches
10 May 12
3:12 pm
It can get mistaken when abbreviated as SA, but you can’t do much to stop that apart from rename the state entirely!
Also the “A Brilliant Blend.” tagline comes from South Australia being a wine region.
I think South Australia does reasonably well in terms of state branding compared to other Australian States, but it does need to be pushed more, existing campaigns are a bit long in the tooth these days.
10 May 12
3:20 pm
e.g. search Google for “sa wine”
10 May 12
3:23 pm
The Wine State. Anything else is overthought and forgettable. Even leaves scope for barrel inuendo.
10 May 12
3:25 pm
Well Australia still gets confused with Austria – and people regularly fly the wrong flag for us at events… Or play Waltzing Matilda as our anthem.
I can totally see SA being confusing for people used to SA meaning South Africa.
The obvious solution is to change South Australia’s (boring) name to something more distinctive such as Biteland or Underbelly.
10 May 12
3:26 pm
Sounds to me that a branding company really needing some new business.
An excuse to spend an awful lot of money, with some awareness metrics to show for it at the end.
10 May 12
3:27 pm
Let’s hope this doesn’t result in another (spectacularly amusing) dead goldfish saga.
10 May 12
4:06 pm
Why can’t they sell the naming rights? McDonaldsaria? Etihadville? or better still Disneyland!
10 May 12
4:29 pm
lolz at Craig – Underbelly is brilliant
10 May 12
4:43 pm
@Brett Ramsey – how about Cooperstan? With a Great White Shark knocking back a Pale Ale stubby as the logo/flag. Now, that would be refreshing.
10 May 12
4:55 pm
Break it up into a federation of wineries and an Australian Coopers Territory.
10 May 12
5:01 pm
I go to South Australia regularly. Have some bodies in barrels that need looking after.
10 May 12
5:06 pm
I think before you decide on a new brand you should understand what your product is. South Australia has been insecure for a very long time. It’s defence mechanism has been to retreat into a parochial, staid holding pattern that is not sure which direction to go in. Taking advice from those who have the benefit of outside experience has never been its forte, possibly as it has been seen as negative or threatening. One could perceive this as an inferior complex or a state of denial, or even arrogance. Irrespective, its about time it did sit down and work out why it does exist, what it does offer, how others outside of the state perceive it and stop pandering to an ageing, crusty old selfish few that don’t want to see change as it may influence their bank accounts and their comfy existence. Tourism is a good indicator of the confusion the state has in marketing itself. They have a struggling remote and non-spectacular unpackaged product mix which is lacking in what appeals/caters to the world market and even highly competitive interstate market needs/experiential desires. Which comes first product development or marketing – same applies to the State’s economic appeal. Hardly can boast of the attractive infrastructure f*&^ ups that are everywhere about us, whether demolishing a piece of world sporting history, centralising critical health services to one hospital in a town two thirds the spread of London metropolitan area, one way freeways, Hindmarsh Island arctic condominium developments, and on and on it goes. I think Jay is onto something – a reality check that should be influenced by an outside impartial. Like a spoilt child SA needs a smack and a wake up call. Maybe not a branding exercise as much as a reality check!
10 May 12
5:45 pm
SA needs a theme tune – a song to capture the brand essence:
http://www.novafm.com.au/artic.....aide-songs
10 May 12
7:16 pm
This sad, sad, sad story sums up EVERYTHING that is wrong with tourism marketing in this country.
Overfunded. Non-commercial. And doomed to bob around with the economy and the strategies and commercial success of the airlines.
SA is a poor product that has little potential.
That’s just how it is.
Awareness as a precursor to preference is more ancient than their product.
The best thing state and federal government could do would bento give to give the $500m spent by this country on tourism advertising to jetstar, air asia and other lccs.
Or. Even more radical. Put some money into investing in the tourism product infrastructure.
D
The best
10 May 12
7:17 pm
Sorry be to. Not bento.
That’s a strategy for the Japanese tourist market.
10 May 12
8:52 pm
Sorry, NSW has run with the ‘barrel’ theme … featuring Premier Fatty O’Barrell.
10 May 12
9:01 pm
Bring back the Brown’s Government’s memorable yet brief campaign…
“SA – Going all the way!”
10 May 12
9:27 pm
How about Take a Tasty Bight. . .
If OZ was a face SA would be the chin/lips/and nostrils
Half of Australian wine is produced there.
OMG! South Australia has had women’s vote since 1861 . . Phenom.
11 May 12
10:25 am
You could throw the most brilliant marketing minds onto this for a decade, and you’d be wasting every fucking cent.
Spend every dollar you have on creating must-see events, destinations and happenings. I’ll go to SA for WOMA and Fringe. Why the fuck would I go just to sample the general delights of SA? It’s a 4th rate small city surrounded by some nice vineyards and a trillion hectares of desert.
I’m going down to Tassie next month, but not because Tourism Tasmania created some awesome campaign about rediscovering myself or getting lost in the 18th Century. I’m going there because some dude built MONA, and MONA just happens to be in Tassie.
Create great things to do. Don’t waste taxpayer’s money advertising a shit product.
11 May 12
11:01 am
South of anywhere is bad.
11 May 12
11:04 am
Call it North New Zealand.