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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.
Stephanie Rice loses Jaguar endorsement over ‘faggots’ tweet
It didn’t even take 140 characters for swimmer Stephanie Rice to lose her lucrative Jaguar endorsement – 20 did the trick.
Her late night Twitter commentary – “Suck on that faggots” following the Wallabies victory over South Africa – created unwelcome PR coverage for sponsors Jaguar, Davenport, SunRice and Seven.
And this morning, Jaguar said that it had ended its relationship with the Olympic gold winning swimmer.
Jaguar Australia’s marketing and public affairs manager Mark Eedle was quoted today as saying: “We made a decision yesterday, and we’ve terminated the agreement with her. We will be taking the car that she’s been using back.”
At the time of posting, Jaguar had not responded to Mumbrella’s request for comment.
Yesterday Rice issued a statement on her website saying: “I made a comment on Twitter on Saturday night in the excitement of the moment. I did not mean to cause offence and I apologise.”
This morning Rice’s website still says this about Jaguar: “Jaguar and Stephanie have a lot in common…”
September 7th, 2010 at 11:13 am
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Comments
7 Sep 10
11:24 am
Hi Tim
Link is broken
Cheers
7 Sep 10
11:43 am
how cool would it be if they gave the Jag to Mattew Mitcham instead
7 Sep 10
11:44 am
Hi Thomas,
(If you mean the link to the video), we’re finding it’s working sporadically at this end… might be worth trying a couple of times…
Cheers,
Tim – Mumbrella
7 Sep 10
12:46 pm
Jaguar probably didn’t see as much value in Stephanie this year now she’s not competing at the Commonwealth games.
Was probably just a pretty good reason/excuse to terminate a contract as I’m sure there was a clause re: behaviour, or disrepute etc.
Rice was nothing more than a pretty little face for Jag and the penetration and recognition with the brand wasn’t that great.
Davenport and Ch7 have both invested a lot more in Rice to cut her loose just yet.
7 Sep 10
1:27 pm
Spot on Anon333 – perfect opportunity for Jag to cut and run.
Any headlines about Rice being fried or boiled?
7 Sep 10
2:19 pm
I didn’t even know she was sponsored by Jag. Which either means she wasn’t doing a very good job or I’m not rich enough to buy one..
7 Sep 10
2:20 pm
Well she was right about the springboks anyway
7 Sep 10
2:43 pm
Since when did gays have sole ownership of the word faggot?
7 Sep 10
3:03 pm
Well I guess the dumb-jock myth is proven once again. This (edited by Mumbrella) should learn to just swim and keep her dumb, bigoted mouth shut. I guess when you start failing at your sport you need to do something to keep your name in the news. I’m sure this is only the start of this intolerant dimwit’s foot-in-mouth moments. Any sponsor that would even think of hiring this idiot is dumber than she is.
7 Sep 10
3:50 pm
@ Tim – I’m surprised you allow the comments fcrom “Jan” – quite pointless
7 Sep 10
4:10 pm
Justice is served. I don ‘t care how excited she was, childish comments like that don’t improve relationships between people. Australian sports men / women need to learn to win graciously – this is not the first time Aussie sports personalities have intimidated people at the end of a victory – they are becoming famous for it.
7 Sep 10
4:12 pm
I think jan’s comment made perfect sense. We need to stop elevating sporting “heroes” with all this adulation (including sponsorships) because, at the end of the day they almost all fail when they open their mouths. If steffie dedicated herself more to the one thing she’s good at (allegedly swimming) and stopped partying and opening her mouth the world would be a better place and she wouldn’t find herself in another sticky situation with her foolish use of social networking media… did she not learn her lesson last time?
7 Sep 10
4:14 pm
Hi Jan
Well I guess the dumb-Jan myth is proven once again. This (edited by Mumbrella) should learn to just look at websites and keep her dumb, bigoted mouth shut. I guess when you start failing at your career you need to do something to keep your name in the news. I’m sure this is only the start of this intolerant dimwit’s foot-in-mouth moments. Any business that would even think of hiring this idiot is dumber than she is.
x
Eek
7 Sep 10
4:40 pm
I would have thought that making a stupid comment made her a perfect fit with the Jag image.
Maybe they did too……………….
7 Sep 10
7:31 pm
I totally agree with that Donovans comment, Australias so called ‘famous people’ of today are becoming more famous for the wrong thing than the right. Why is she saying sorry to the gays and not to the southafricans. I mean it was addressed to us.
7 Sep 10
7:33 pm
Pity she isnt South African, because she would have more respect and manners for other people and herself.
7 Sep 10
8:08 pm
who cares.Amountain out of a molehill.
7 Sep 10
9:35 pm
Koala….try calling any rugby player some derogatory name to his face and you will very quickly find out who is the mountain and who becomes the molehill. Australia deserved to win – it was a great game – but sport does not need intimidating words / actions. Yes. its war on the field but after that we need good sportsmanship on all sides. Theres also been a couple of Saffers in the past that could also have done with some PR training. . And yes, I am a Saffer but I have had great Aussie friends who would not be happy about what this lady said.
8 Sep 10
9:11 am
Donovan, by “some PR training”, do you mean “not beating cops to death with their bare hands”?
BTW, I agree that she should have apologised to South Africa/ns. What she said was way more racist than it was homophobic.
8 Sep 10
1:27 pm
1) Forced unskippable ads are the number 1 turnoff for looking at videos. See Failblog for further examples
2) Forced unskippable ads which stop and buffer are even worse.
3) Criticizing celebs and journos for what they tweet is the number one way for them to stop tweeting and the public will lose this excellent form of access.
8 Sep 10
1:33 pm
Hi Inq,
Your point being that it’s not comment-worthy when a celeb calls people faggots?
Cheers,
Tim – Mumbrella
8 Sep 10
2:01 pm
I think its pretty nasty to use the term “faggot” . Everyone knows its a pejorative term for gays and its not right.
Subsitute the word “nigger” and see if 7 and Sunrice would stick by her.
Good for Jaguar.
9 Sep 10
1:43 am
Unfortunately, the Association of Surfing Professionals also allows their professional athletes to use “gay” in a derogatory way – broadcast around the world so millions of children can see it. This was the second offense after I had already contacted their International Media manager, Dave Prodan, about a similar piece that had run earlier.
http://www.youtube.com/watch?v=CK3kex9U8r0
9 Sep 10
11:52 am
I was called Faggot first and if anyone should be insulted, it’s me.