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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Sunny Queen Farms turns the smile upside down with Whinging Poms eggs
Sunny Queen Farms has created a stunt that sees the smiling face printed on its eggs replaced with a frown to represent “Whinging Poms”.
Backed with print and online, the campaign asks consumers to vote on whether there should be a Whinging Pom Eggs brand.
There is also a Facebook fan page inviting consumers to place their votes.
The campaign – which includes a spoof news report claiming the British has a “whinging gene” – has been created by BCM.
The whinging pom stereotype is not an entirely new one in Australian advertising.
Four years ago M&C Saatchi created the “Poms will whinge” campaign on behalf of British Council scholarships.
And three years ago, Tooheys New took the “Pom’s worst nightmare” approach for the launch of its Super Cold range. The Advertising Standards Board ruled against the Saatchi & Saatchi ads.
January 27th, 2010 at 1:31 pm
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Comments
27 Jan 10
2:00 pm
Yet another advertiser walking that comedy vs. racism tightrope.
“Let’s poke fun at another country to sell more product! Don’t worry, it’s not racist, it’s funny!”
And we wonder why our kids are beating up Indian students.
27 Jan 10
2:14 pm
Boring!!!
As Mumbrella rightly pointed out, using the whinging pom concept is by no means original…
I can picture it so clearly, the agency pitching this to their client and the client absolutely loving it… (they are from QLD after all)
27 Jan 10
2:16 pm
I am so, so, SO over the whinging pom stereotype which is about as unfunny as jokes about all aussies being criminals.
Of course, by even making this comments, some wag will no doubt see it as vindication of the stereotype. “See? You’re whinging!” It’s a lose lose situation – take it in good humour otherwise you justify the stereotype.
The kind of ridiculous circular logic that makes me want to smash those that use it with a chair. Who’ll be whinging then, huh?
27 Jan 10
2:30 pm
Reminds me of an old joke:
“What’s the difference between an egg and a national stereotype?”
A = “You can beat an egg”
(tumbleweed … distant church bells chime …)
27 Jan 10
2:52 pm
Like so many similar campaigns, it fails as it has no apparent customer insight or need. Or a funny joke.
The “Whinging Pom” bit is very, very trite and the overall campaign is only tenuously linked. You could stick any stereotype and almost any product in this framework. Either way you get dross out.
Overall, it’s a bit shit, but the SQF Marketing Manager is no doubt laughing like a drain.
27 Jan 10
2:52 pm
Oh well – no more buying Sunny Queen Farm eggs for me then
27 Jan 10
3:01 pm
I like the campaign, and there’s hardly anything new about the “whinging pom” line, it’s a fun bit of banter we’ve enjoyed for decades. The Poms give as good as they get too.
What concerns me is another marketing department lacking the balls to launch a new product line without asking the public whether or not they should. And dressing the poll up as “consumer engagement”. *Yawn*
27 Jan 10
3:03 pm
BORING
27 Jan 10
3:27 pm
Sorry to “whinge” but it’d be even beauter if they spelt “whingeing” right.
27 Jan 10
3:55 pm
Interestingly this morning at early morning group training (here in ’sunny’ Qld) I actually overheard one of my fellow team members make a comment about the whinging pommy eggs (who BTW then proceeded to actually name the brand – unsolicited), all the while having a good dig at our resident pommy team member (who had been complaining no less) and wishing that the eggs were actually available so that she could give him some.
Being in the industry it was great to hear the banter (and no the lady who made the comment isn’t in the industry – she’s in medicine). Isn’t that what we all want …. talkability & intent to purchase?
27 Jan 10
4:00 pm
Guys – I think you are missing the point here. I think this is a great way to see consumer insights put to work & glowing with sucessful results.
27 Jan 10
4:53 pm
I bought some Sunny Queen Farm eggs the other day and they were all bad !!
Must have been hanging around on a shelf too long, hence the ad to try and get shot of them.
27 Jan 10
5:09 pm
lazy at best. The only joke in it would have been attending the ‘creative’ meeting….”So, how do we sell more eggs you ask? Well we thought we’d use a negative national stereotype! Waddya think? Bleeding edge or what!…..” Lets prey they don’t get the Coon Cheese account
27 Jan 10
5:20 pm
It isn’t a stereotype that bothers me since it only serves to make me feel superior to the ponytailed Antipodean admen who couldn’t come up with something more original, pertinent or amusing than this.
Anyway, I wouldn’t touch Sunny Queen Farm eggs because they’re not free range. If drawing a little face on a battery product forced out of some poor caged beast brightens the breakfast of Sunny Queen’s customers, good luck to them.
27 Jan 10
5:41 pm
Proof if it were needed, that the “gene” still very much at work in Aus is the racist one. Unfunny – and unhelpful at a time when Indian students are being attacked.
27 Jan 10
7:43 pm
It’s a shame that Sunny Queen Farms thinks this is clever. Given Brits make up around 10% of the population, that’s an awful lot of people to get offside.
Glad to see that they thought through the launch date as well given Australia day is about the celebration of multiculturalism, not slagging off other nationalities.
If KFC think they had a tough deal with upsetting the African American and West Indian African populations who saw their ad on the net, I think Sunny Valley well and truly crosses the national/racial stereotypical line in the sand and may get some flack OS for this charming piece of product promotion.
27 Jan 10
9:27 pm
In future it may be an idea for us ex Brits who became Aussies, define ourselves in a different way .I can see now why Lebanese Australians and other dual Nationals do this. They don’t like the idea of assimilating totally with morons.
In future I will call myself an English Australian. Thats a first.
If Sunny Queen Farms ever decide to put the Aussie Flag on their ads,please remember to add Tasmania on the Bottom Right Hand Side. Us Brits remember the silly things Aussies do at times. It is a standing joke that the only thing wrong with Australia is the Australians.But enough of this frivolity, We Brits know and understand how delicate and precious you Aussies are in the face of criticism.
27 Jan 10
10:07 pm
Digg the change in designs on the eggs – that’s a clever twist to a great idea. Pity the whole thing was so poorly executed. Its disappointing to think that money was actually exchanged for that “news report”…. shudder.
28 Jan 10
6:29 am
I’m hoping Quaker Oats might do an ad for their porridge featuring an Australian dressed in convict uniform and a ball and chain.
28 Jan 10
9:29 am
Sounds like another Irishman having a “hate-the-English” moment. It won’t be long we start hearing about Irish-Australians. The hyphen-drivers don’t take long to make their Oirish roots visible.
28 Jan 10
12:14 pm
Few whinging poms in here by the looks of it. Like flies to s**t.
28 Jan 10
12:25 pm
Egg-cellent (boom-boom-tish) way to make sure they pass-up on sales to the several million 1st or 2nd generation poms in Australia. Its a brave sales director that turns his nose up at that kind of number…
28 Jan 10
12:42 pm
With more consumers choosing to buy free range, Sunny Farms has had to resort to this desperate gimic to shift eggs that are barn laid.
No wonder the eggs have a sad face
28 Jan 10
12:45 pm
Oh christ it is so bad and worse it goes on forever … which year 8 high school kid produced it??
28 Jan 10
1:22 pm
That egg just doesn’t have the necessary ennui to be a whinging pom. It looks much more like a local from the shire.
28 Jan 10
9:14 pm
Craig Gill Will be organising a MASS PICKET to stop delivery of these eggs hitting the streets of Sydney ! Are you in !! This will show those EGG HEADS not 2 mess with us Poms !
28 Jan 10
10:44 pm
Fucking imperial cocks. Yes Aussies are dumb racists. At least we don’t jump on marketing blogs and whinge about it. Man up and get some sun cancer you superior, imbecile prats.
28 Jan 10
11:01 pm
My art director’s Spanish, my girlfriend’s Indian and I work for Jewish guys, all of which pride themselves as Australians. But I’ve never encountered such provincial racism as I have when I tell English people my family’s originally from Birmingham. Strange isn’t it?
English seem to be the only tiffs that consider themselves superior and still English even when they’ve lived here 15 years. What’s the deal guys? Even my girl, who’s been here 5 years calls herself Australian.
By the way, it’s easy for us to spot an east-ender putting on heirs so no matter how you try to round your accent, you’re even worse scum than the people who brought you up ever tried to be. At least they called a spade a spade.
29 Jan 10
4:40 am
(This comment deleted on the grounds that the editor finds “If your country is so good, why don’t you live there” statements vacuous)
29 Jan 10
10:43 am
This argument should not focus on the sensitivity of the Poms as I think they get their fair share of mostly good natured ribbing in this Country and seem to handle it reasonably well… this should be about the appalling lack of craft and humour in this pile of shite of an ad produced by an Australian agency
29 Jan 10
7:36 pm
Editor you deleted my comment about the Irish as being vacuous and yet you left comment 27 ‘Yes Aussies are dumb racists’. Ok for me to say the Irish are dumb racists is it?
29 Jan 10
11:26 pm
People, don’t get stressed! We should instead just remember that this is the only way the Australians can try to make us feel threatened. Well, they’ve failed.
30 Jan 10
11:01 am
PR Stunt gone whingy.
31 Jan 10
5:49 pm
At least we don’t fill up the gaols, our children don’t go round in gangs stabbing people and selling drugs, we work hard and pay our taxes and are not bludgers, so you can stick your Sunny Queen eggs where the sun don’t shine. No more Sunny Queen Eggs for me.
2 Feb 10
9:18 pm
Maree – are you talking about the English?
Scousers?
Even a consummate Pom like myself would have to agree there’s far more crime, bludgers and gangs in the mother country than here.
6 Feb 10
8:44 am
@ Art Vandelay
LOL! I’m glad you realised where the s**t lies that attracts the whinging Poms.
6 Feb 10
8:47 am
@ Racist Aussie
Really? What about the Irish? I remember seeing a picture of a Welsh flag painted across the whole end of a house in Australia.
18 Feb 10
4:58 pm
I work for a magazine called whingeing pom which has been around for the last 2 years. The magazine is a look from a Brits viepoint on the differences between the UK and OZ. For the record we take the rise out of the UK more than OZ hence the reson so many of us are here. I think the point that no-one from what I can see has made is that the Poms and the Aussies have one BIG thing in common which is the ability to take the mick out of each other as well as themselves. As a whingeing Pom if I did live in Queensland I would have no trouble at all buying some, most Aussies I know given the chance in WA would love to serve them to me if I was heading round for a bit of bacon and eggs!!!
19 Feb 10
1:53 pm
I’ve always found it ironic that we (the poms) got this reputation. You talk to a pom in Australia, and they’re (and I’m counting myself here, too) loving being here.
Talk to an Aussie who lives in the UK and all they do is moan about how crap it is
Actually, my biggest problem with this campaign is that there’s no way to spell whingeing/whinging that looks right.
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