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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
Strategist Jye Smith replaces digital head Matthew Gain at Weber Shandwick
PR agency Weber Shandwick has replaced departing head of digital Matthew Gain with the slightly more junior role of digital strategist.
As Mumbrella reported in March, Gain is leaving to become head of digital at Edelman, which is rebuilding its top team, with new boss Michelle Hutton due to join from Hill & Knowlton next month.
Gain will be replaced by Jye Smith, who began his career in the industry in 2006 as an event manager at AIMIA (the Australian Interactive Media Industry Association) before a stint as a marketing executive at CBS Interactive and head of social media at digital agency Switched On Media. He also writes the A Digital Perspective blog and is @JyeSmith on Twitter.
He will report in to MD Emma Jane Granleese. She said: ““Jye represents the next wave of digital communications expert, one who fuses an experienced commercial understanding of the space with a long personal history of experience with the medium. We are excited about the expertise that he brings to the firm and to our clients.”
May 5th, 2010 at 10:19 am
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Comments
5 May 10
10:22 am
Nicely done homie, you’ll be missed on the North side!
5 May 10
10:23 am
Congratulations Jye! Weber have made an excellent choice. All the best wishes.
5 May 10
10:23 am
Nice work Jye!
5 May 10
10:24 am
Congrats Jye – all the best.
5 May 10
10:24 am
That’s fantastic news.
Congrats mate
5 May 10
10:32 am
Congrats Jye! Weber have made a great choice
5 May 10
10:37 am
Yay! Congrats! Exciting times…
5 May 10
10:48 am
Congrats Jye – fantastic news
5 May 10
10:53 am
Congratulations Jye!
5 May 10
11:05 am
nice work man!
5 May 10
11:07 am
Congratulations , made a great choice!
5 May 10
11:07 am
Congratulations *insert name*, *insert company* made a great choice!
5 May 10
11:13 am
Well done Jye. Nice to see your dedication to your work and career has paid off. Congratulations
5 May 10
12:26 pm
Nice guys win.
5 May 10
1:48 pm
Congrats mate, hope you kick ass
5 May 10
2:00 pm
nice work Jye.
5 May 10
2:03 pm
Nice one Jye. I’ve only heard good things about you and WS!
5 May 10
2:07 pm
wondering if there’s a Career Move Ladder that could be constructed using a combination of factors to determine whose move is truly perceived by industry peers (on this website) to be the best of the year..
Points awarded for:
Each genuine (linked) congratulatory comment 1pt
Client-side congratulatory comment 3pts
Board level 5pts
Points deducted for:
Any (self-serving) linked comment by social media blogger -1pt
5 May 10
2:11 pm
Congrats Jye…. gee, I knew you when…
5 May 10
2:17 pm
Congrats mate, great news!
5 May 10
2:18 pm
Jye, one day you’re going to crack a smile on that photo.
Good luck matey…
5 May 10
2:26 pm
(another word for ‘congrats’), Jye!
5 May 10
2:31 pm
Congratulations Mr Smith! All the best in the future.
5 May 10
2:34 pm
Praise, Kudos and Extolment, Jye.
Best wishes for the new workload!
5 May 10
2:37 pm
(edited by Mumbrella)…… as a client who has worked with him I’m wondering what the logic is for hiring a Digital Strategist who has no experience in SEM, SEO, Display, Affiliates, Web optimisation, measurement … No trading experience… but basically knows social media and writes a BLOG!!!
5 May 10
2:41 pm
Hi What a Joke,
You do know that Weber Shandwick is a PR agency rather than a digital agency, don’t you?
Cheers,
Tim – Mumbrella
5 May 10
3:01 pm
A big congratulations Jye! You will bring a lot to WS and I wish you well. Never mind the haters. Soon you around no doubt!
5 May 10
4:25 pm
.. and I meant to add.. congrats Jye.. I don’t know you but wish you well mate
5 May 10
4:35 pm
God there’s always one troll in every conversation
Good luck mate-Onwards and upwards !
Cheers
Dave
5 May 10
4:39 pm
Awesome news! Wish you all the best in your new role.
5 May 10
4:40 pm
Congratz dude!
@what a joke nice work on looking like a douche bag
5 May 10
5:11 pm
Congrats.
5 May 10
5:38 pm
Great stuff mate. Well-deserved for a guy who lives and breathes the space, works like a crazy mofo and generates heaps of value wherever he goes.
5 May 10
10:08 pm
I’d like to find a new way to rephrase ‘Congrats, Jye’, but obviously all the trendsetters have beat me to it.
But, really congrats and good luck Jye! 
6 May 10
6:10 am
Congrats mate, hopefully they send you over to London for a visit soon
6 May 10
7:39 am
Can’t thank you all enough for taking the time to comment yesterday – am really appreciative!
I’m really excited to be joining the Weber-Shandwick team, and at the same time am going to miss the guys at Switched On Media.
–
As to the one negative comment. Sigh. If your dreadful writing style wasn’t so easy to spot; let alone the fact this site’s key audience is agencies; I mightn’t have known who you are: thanks for being that weak little coward hiding behind anonymity. To attack my reputation with out putting yours even on the calling card.
For the record:
I have deep experience across all the sections you ‘highlighted’. But not in any rush to justify to some ant like you.
6 May 10
7:48 am
Nice one Jye!
6 May 10
7:49 am
I’m a day late but joining in on the congratulations anyway.
Nice one Jye.
6 May 10
8:51 am
I’m adding to the list of congratulations dear Jye.
Best of luck on your journey wherever the path may take you x
6 May 10
3:31 pm
Tough act to follow up Matt Gain. Seriously good operator and very strong across all of digital.
25 May 10
9:04 am
Jye – congrats and welcome to the family.
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