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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.
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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