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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.
Swimmer Eamon Sullivan to front CSR sugar advertising
Swimmer Eamon Sullivan is the new face of CSR sugar. The world record holder was also the winner of last year’s Celebrity Masterchef. His first role – to promote CSR Raw Caster Sugar sees him appear naked in a print ad created by Spinach Advertising.
Tim Hart, CEO of Sugar Australia said: “We are very excited to have Eamon as our new ambassador. He enjoys cooking and spends many hours in the kitchen.”
Spinach CD Frank Morabito said: “For most people, sugar is sugar, so it’s a really tough category to generate interest in. But we believe featuring a Celebrity MasterChef winner who happens to spend most of his time in Speedos is a recipe for success.”
The ads will start to appear from September in magazines including Woman’s Day, BBC Good Food Guide, GourmetTraveller, Take 5, Coles and Home Beautiful.
Credits:
- Creative agency: Spinach Advertising
- Package Design agency: Brand Society
- Media: Initiative
August 30th, 2010 at 11:54 am
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Comments
30 Aug 10
12:34 pm
Don’t care about the sugar but if those abs are real (not airbrushed) then I’m mighty impressed. Apparently sex still (tries to) sell(s) …
30 Aug 10
12:40 pm
Penis in my suger? I think I’ll get the house brand thanks.
30 Aug 10
12:46 pm
Imagine if this ad featured a similarly scantily clad woman. There’d be outrage at the sexism of it all
30 Aug 10
12:52 pm
baking in the nude, is that a good idea, mind you if sugar gives me abs like this I am so going to eat more cake (yes even more than I already do)
30 Aug 10
12:58 pm
He eats sugar? I don’t think so
30 Aug 10
1:19 pm
Looking forward to the Stephanie Rice endorsement.
30 Aug 10
1:25 pm
Trying to steal the Naked Chef name?
30 Aug 10
1:29 pm
Ugh. Agree with The Dr (and PC Fred). Doesn’t look sanitary… And he looks fake and unnatural – with seems at odds with the promotion of a raw, natural product.
30 Aug 10
2:31 pm
There is no way an athlete should be recommending sugar. Nearly as bad as Monica Trapaga endorsing Coco Pops as a healthy breakfast for kids.
30 Aug 10
2:51 pm
Eammon had to step in for me at the last minute cos I couldn’t make it
30 Aug 10
3:18 pm
Nice work. Simple, good cut through. Relates to product….. and funny. Well done.
30 Aug 10
4:05 pm
@Adam are telling us you laughed at this?
30 Aug 10
4:24 pm
Are they aware that ‘raw’ is also a term commonly used when having sex without a condom? Kinda’ confuses the message here…
30 Aug 10
5:04 pm
For the homos out there, this ad is VERY sexually explicit. (ie: BB)
30 Aug 10
5:12 pm
Note the absence of the mixing spoon…
I think if they ever show how he gently folds the sugar into the egg whites, it’ll be a viral sensation.
30 Aug 10
5:23 pm
Absolutely Gross!
Give me a man with some podge anyday.
You’re not going to have a body like that with any sugar in your diet.
30 Aug 10
5:30 pm
My God – Eamon is of course a super swimmer but am I the only one who thinks that he looks TERRIBLE in this ad? He’s got good abs but the ribs and general ‘lean’ look is awful, almost malnourished!
And yes, I agree, he’s the last person who should be promoting sugar!!!
30 Aug 10
5:57 pm
I think Adam made this. I’m all for breaking the rules in advertising, but nudity and cooking is a bad combo. What happens when he takes his cake out of the oven? No, wait, I don’t want to know…
30 Aug 10
6:43 pm
Who the hell bakes naked. Seriously.
30 Aug 10
8:40 pm
Another clichéd execution from an industry that labels itself creative… And I’m sure there’ll be the digital manifestation, and maybe even a press relations campaign. But will it sell more product? Substantially more product?
If it does I’ll eat these words (without anything to sweeten them)
30 Aug 10
8:59 pm
He looks like he’s come out of a concentration camp. He needs a feed. Quickly.
30 Aug 10
11:01 pm
For all we know, he was drugged and was forced to pose for this awful shot under duress. Maybe they removed his kidneys and they’re marinating in that bowl with two cloves of anais anais and a shot of grand marnier.
Anyway, how can this be unhealthy? There’s a bowl of apples in the background.
31 Aug 10
9:26 am
I had a suspicion there was a homosexual subtext to this. Am I wrong?
31 Aug 10
11:29 am
110% sacchharin
31 Aug 10
12:01 pm
It a horrible ad. Theres no chance in hell that he actually eats sugar…
31 Aug 10
12:44 pm
He does look over tanned and underfed…
Consumers are not stupid CSR – everyone knows he wouldn’t eat sugar… this is just ludicrous and a pathetic attempt…
Why didn’t they go down the sugar as a natural engergy path that everyone needs…
31 Aug 10
1:59 pm
are all you people stupid, raw sugar is a natural carbohydrate which is vital to athletes and a huge part of their diets. So to me it makes sense that an athlete who loves to cook is perfect ambasidor for CSR
31 Aug 10
2:01 pm
Eric: not all consumers are privy to the insights that you (CSR marketing/ad agency?) may be..
31 Aug 10
2:10 pm
Eamonn, there’s a hair in my cake!
31 Aug 10
2:11 pm
Eric: You are a complete idiot – as someone who trained at this level, that is entire crap.
‘a’ – you are on the money I think with the CSR marketing angle.
31 Aug 10
3:07 pm
I think appropriate credit needs to be given,
here we have a super low involvement commodified category,
it probably sits alongside flour and milk as the categories with the highest penetration of Private label,
The product has no differentiation, and as a secondary ingredient (used in the context of a meal/drink) makes branding less significant again, due to little social stigma (noboy will ever know it’s homebrand).
What they have done is leveraged the strongest cooking property on TV, and sexed it up!
which gives it quality credentials and modern cultural relevance.
what MGB with her kids in tow isn’t going to love this, it’s cheeky and manages to include a product benefit (taste) and distribution point (location)
will it effect sales? I would love to find out
was it done to keep the product on the shelf? maybe
are there any obvious solutions to the product category beyond innovation? i don’t know
31 Aug 10
3:23 pm
“What they have done is leveraged the strongest cooking property on TV, and sexed it up!”
Using the thingsdouchebagssay app on my iWap….
Translation:
” What they’ve done is taken a naked emaciated swimmer and positioned a bowl to cover his penis.”
31 Aug 10
3:41 pm
Like it or not it has had fantastic cut through Eamon has been ‘popping up’ all over the place
31 Aug 10
4:30 pm
Using the thingsdouchebagssay app on my iWap…
Translation:
mum like celebrity Masterchef + naked men + winning athletes and will hopefully buy more sugar
31 Aug 10
8:48 pm
Gideon you’re a genius, thanks for the formula.
Up until now I thought I had to use my brain to make an ad.
2 Sep 10
12:10 pm
They just got the headline wrong, that’s all.
http://darthambiguous.tumblr.c.....lympic-abs