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Opinion | Features
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.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
Steven Seagal fronts Carlton Dry contest
Steven Seagal is the second 1990s action star this month to feature in a new Australian ad campaign.
After Jean Claude Van Damme’s appearance promoting Sony DVDs, Carlton Dry is using Seagal to front its campaign offering consumers the chance to have him appear in a three minute movie of their story.
The ‘Legends of the Dry’ campaign was created by Clemenger BBDO Melbourne, which was also behind last week’s launch of the new Pure Blonde campaign.
As well as TV promotion, the campaign also features on radio.
Carlton Dry will re-create the winner’s story as a three minute online film with Seagal playing the part of the winner. The film will also run as 30 second TVC trailer on TV.
Vincent Ruiu, Carlton group marketing manager, said: “Many of us grew up watching action films, imagining ourselves in the lead role. The campaign draws inspiration from the fact that we all have one brilliant story we like to share with our mates over a beer.”
The campaign was shot in Vancouver in Canada, where Seagal is currently filming a movie.
Credits:
- Executive Creative Director: Ant Keogh
- Creative Team: Seymour Pope & Luke Thompson
- Senior TV Producer: Sevda Cemo
- Group Account Director: Glenn Maddocks
- Account Manager: Elizabeth Bierre
- Director: Brendan Gibbons
- Executive Producer: Matt Noonan
- Producer: Tara Riddel
- Production Company: Curious Films / Station
- DOP/Cinematographer: Jeffrey Kimball
- Editor: Matthew Richards – Cycle Media – Canada
- Jack Hutchings – The Butchery – Australia
- Music Production Company: N/A – Library Music
- Sound Designer/Engineer: Paul Lecouter
- Sound House: Flagstaff Studios
- Online Operator: Eugene Richards
- Post Production: Digital Pictures
- Client: Carlton & United Breweries
- Marketing Director: Peter Sinclair
- Group Marketing Manager: Vincent Ruiu
- Senior Brand Manager: Mick McKeown
- Assistant Brand Manager: Kellie McCallum
November 22nd, 2010 at 12:11 pm
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Comments
22 Nov 10
12:46 pm
What the? It looks like someone in a Steven Seagal mask, covered in make-up, wearing a fat suit.
22 Nov 10
1:17 pm
@foobar – apparently you pack it on when you’re no longer fighting Tommy Lee Jones on a battleship
22 Nov 10
1:19 pm
haha love it.
XXXX thats Gold!
22 Nov 10
1:42 pm
No offend, but Van Damme is always the better man!
22 Nov 10
2:19 pm
yes van damme all the way x
22 Nov 10
2:30 pm
Is that a rubber mask or actually him? This is a serious question.
22 Nov 10
2:53 pm
yeah I must admit I thought it was a spoof when I first saw it…..he looks like a tired old animal that has been kept in the circus for too long…..
22 Nov 10
2:57 pm
This is awesome. Great idea and fly-kicks JCVD in the balls! (even though he got the first punch in.) Well done guys.
22 Nov 10
2:57 pm
brilliant.
22 Nov 10
3:00 pm
not the first time he has sold quality products!
http://www.youtube.com/watch?v.....r_embedded
Music DVD’s available too.
http://www.stevenseagal.com/music.html
22 Nov 10
3:06 pm
He doesn’t look so “Hard to Kill” now does he …
22 Nov 10
3:07 pm
Oh man, it just gets worse and worse. Does anyone think that anyone is going to be moved by that rubbish? Is it real or is it memorex? Was it a man eating a sausage or a sausage eating a sausage? What is happening to our industry??
22 Nov 10
3:07 pm
This is a funny idea, badly executed. Segal playing you is funny.
22 Nov 10
3:13 pm
Seagal’s more wooden than the bridge he blew up with the sausage.
22 Nov 10
3:20 pm
Seagal is the wrong spokesman for an alcohol brand. The guy (edited by Mumbrella for legal reasons). Surely not a good fit.
22 Nov 10
3:29 pm
Seagal can do it all – even reggae: http://www.youtube.com/watch?v=3v4-zYghodc
22 Nov 10
3:47 pm
Billy C, I thought the same thing!
The guy is known in the industry for being unfit and is so out of form with his martial arts that he has accidently hurt people with choreographed moves on set. He also (edited by Mumbrella for legal reasons). More damaging to the brand then what it’s worth.
22 Nov 10
3:58 pm
This has just made me laugh. I can’t believe that Seagal is this…this creature that is on the ad. Fabulous – convinced it was a spoof as well – for me it was about the ‘fake’ hair. Um wow?
22 Nov 10
4:06 pm
No seriously, is it someone in a Steven Seagal mask, covered in make-up, wearing a fat suit?
22 Nov 10
4:50 pm
In Steven’s defense he is hardly known for his expressiveness
22 Nov 10
5:33 pm
Glad Truth-Serum could contribute to this
22 Nov 10
5:34 pm
…..we conducted some quick research on Seagals awareness, appeal and association, which came up trumps!
22 Nov 10
5:35 pm
…..we conducted the research to test Seagal’s awareness, association and appeal…came up trumps!
22 Nov 10
7:32 pm
And you numb skulls thought the explosion was from the sausage? Tsk tsk…
22 Nov 10
7:46 pm
Yes Steven Seagul is tough – I wonder how many plastic surguries he went through?
22 Nov 10
8:33 pm
when he doth or not doth cometh for his chi appointment I promise I will always be ready regardless.peace to all Ha!
23 Nov 10
9:52 am
When in doubt use an ageing celeb. Great aussie creative breakthrough
23 Nov 10
9:59 am
I like that ‘Library Music’ has been credited here. I’m sure the library would appreciate that.
23 Nov 10
12:07 pm
Sounds like his reputation is under siege…
23 Nov 10
1:08 pm
Honestly thought it was a fake at first. Man has he let himself go. Lucky Carlton Dry is low carb.
23 Nov 10
2:28 pm
Isnt he a legit cop now? I thought he had a show about it.
23 Nov 10
2:33 pm
It’s also a chance to win a trip to LA for you, 3 mates and $4000 spending money.
25 Nov 10
2:13 pm
Hi Tim.
This credit: Production Company: Curious Films / Station
Should be this: Production Company: Curious Film
An Australian company produced this commercial in Vancouver.
Wait till you see the snake spot…. Its dynamite!
Thank you.
-Pete Grasse / EP @ Curious Sydney
27 Nov 10
4:34 pm
I had 4 mates over for a beer, they where quite impressed by my painting and staining of the house and furniture, i told them i painted that and stained the cabinet in the corner, at the time i was telling the story the wife walked in the kitchen and said mmmm what can i get tim to stain next…..i said the “bedsheets”!….she just said nothing and left the room, the guys where in stiches, one mate actually sprayed his beer all over my face…priceless!
30 Nov 10
7:40 am
Who would want that tired old piece of leather playing them in a short-film?
3 Dec 10
2:29 pm
Not convincing! Better if you had me in the ad. – could just about guarantee I’d sell
more of your product than “seagull” will.
3 Dec 10
10:02 pm
Segal is the MAN you wouldn’t say those things to his face you RETARDS! He would thrash van Damme and make him cry!!! Go Steven Segal You RULE!!!
20 Dec 10
3:53 pm
i like Segal too, but Chuck Norris would still kick the most butt even if he had no feet!
20 Dec 10
5:37 pm
Does anyone else have a problem with a fat guy in a beer ad?
20 Dec 10
11:06 pm
Yep Norris is good but they are different styles I don’t think either would get away without some body parts hurting! I wonder what the name callers would do if they came face to face with Segal!! I know for one thing if he told me to jump I wouldn’t ask how high I would just start jumping! Check out his history b4 you bag him people!! I think now he is about 7th Dan Black ,if he hit you, I don’t think you would wake up for a long time! If at all!!!
20 Dec 10
11:07 pm
(Edited under Mumbrella’s comment moderation policy)!!!