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Opinion | Features
Disclosure in Social Media: How transparent should bloggers be?
In this guest post, blogger and digital creative Laura McWhinnie argues for more disclosure in the bloggersphere.
The bloggersphere has always been a bit like the Wild West. Bloggers could post about products to their heart’s content without having to disclose their relationship with the brand. This meant that consumers had no idea who was behind the marketing messages influencing their purchasing decisions. But in 2009 that all changed
Liars, cheats and thieves
Is our industry full of cheats and liars or do people of honour who stand by their word still exist in business? In an article that first appeared in Encore, Cameron Boon investigates. The recent court case involving Paul Fishlock suing his former employer The Campaign Palace brought into focus more than just the struggle of one man. It highlighted that there are some in adland whose word cannot always be relied upon.
Q&A with Adshel's Rob Atkinson
Online trading is the next big thing says Rob Atkinson in a piece that first appeared in Encore. Who is the most powerful person in Australian media and why?
Harold Mitchell because of his influence and the footprint he has left. He’s built a huge brand in Mitchells, offloaded it into Aegis, Aegis has obviously done extremely well to be then sold on to Dentsu. So if you think about it, he is very much a father figure of the industry.
Making it overseas
Is the best way of being successful in Australia not be here at all? In a feature that first appeared in Encore, Lee Zachariah speaks to Aussies making it big abroad.I always wanted to work in New York,” says Julian Cole. “I thought it was the number one place to work in advertising; a lot of the best campaigns were coming out of there. So I moved over and was lucky enough to have a couple of interviews in the first couple of weeks.”
Cole’s story is indicative of the somewhat contentious idea that the best way to be successful in Australia is to not be in Australia any more.
Got a book in you?
From journos to ad execs and PRs, these days everyone seems to have a book in them. But what does it take to get published and will you actually make any money? In a feature that first appeared in Encore, Brooke Hemphill finds out.Attention wannabe authors. Forget big fat advance cheques and living off royalties. The reality of having a book published today is another story altogether. There are only two reasons you should even consider sitting down at your computer to bash out a manuscript – passion or profile.
Savage counsel
In an article that first appeared in Encore, Chris Savage tackles your career and agency dilemmas in his weekly advice column.Hi Chris,
My clients seem to be demanding more and more from us. At the same time, it seems many of the younger people in our industry simply don’t have the client servicing skills my generation grew up with. How do we instill in our executives some of the good old-fashioned behaviours that would keep a client happy and loyal?
Fake it til' you make it... as an ad agency receptionist
From dressing the part to playing the gatekeeper, Leo Burnett Sydney’s Susie Henry tells us how to make it as the face of adland in a piece that first appeared in Encore.What does a receptionist in an ad agency actually do?
Well, there’s the frantic every-day, all-day stuff of deliveries, courier bookings, doing expenses for directors – always challenging – plus arranging all the travel. But one of my main jobs is counselling the account service people. I also keep up with all sports information to discuss with our sports-loving clients – because who wants to be bored while they’re waiting? And I know how they like their coffee. You need to know everyone – from accounting to HR. I’m also the go-to for all catering and sending flowers.
Whose views skew the news? Media chiefs ready to vote out Labor, while reporters lean left
Most journalists lean left-of-centre, says Folker Hanusch of the University of the Sunshine Coast, in a post first published on The Conversation.Most Australian journalists describe themselves as left-wing, yet amongst those who wield the real power in the country’s newsrooms, the Coalition holds a winning lead.
But while the media’s political leanings will no doubt be debated in the lead-up to September’s federal election, our study has also found other largely unscrutinised biases remain – particularly whose views disproportionately shape the news.
It's time for a new New Wave in the film world
Government funding bodies are lazy and decadent, says industry veteran Michael Thornhill but in a piece that first appeared in Encore, Ed Gibbs begs to differ.I vividly remember the time I first saw Animal Kingdom, David Michod’s breathtaking labour-of-love feature debut. The press screening was half empty, despite the film winning the Grand Jury Prize at Sundance just months earlier, in 2010. Yet its superb performances, stylistic flourishes and overall polish left me speechless. Could this really be a feature debut, an Australian one at that, I wondered, almost out loud? It seemed too good to be true.
Going cold turkey on an agency addiction
Life is sweet for freelance writer Max Kitchen, but in a feature that first appeared in Encore, he admits his struggle against returning to the agency fold.I’ve never taken heroin. But I suspect if I had, the temptation to try it again would not be too dissimilar to the lure of returning to agency life.
Can sport save Ten?
First there was the Grand Prix. Next came the reported $500m bid for cricket rights, then Ten secured the 2014 winter Olympics. So, can sport save the ailing network? In a feature that first appeared in Encore, Nic Christensen investigates.The television sports rights bidding process is a bit like a game of poker.
Check, fold or bet. Those were the options for the Ten Network last week when it had to finalise its bid for the cricket rights.
Andy Lark: good for the marketing of marketing
I can still remember the first story I wrote about Andy Lark, when it emerged that he was to be the new chief marketing officer of CommBank.
It was immediately clear that Australia was about to meet an interesting marketer, one who blogged and tweeted and thanks to his time at Dell in the US was digitally savvy. Even two years ago, that was a big deal. The fact that he also had a stint in public relations gave him an absolutely intriguing background before he even arrived.
Storming the media barricades - advice for young journalists
This week Mumbrella’s Nic Christensen, who began his career four years ago, gave the keynote address to would-be journalists at the Media, Entertainment & Arts Alliance’s Student Day. This is an edited version of his speech.Good afternoon, I can remember distinctly the last time I was in this room.
It was 2009 and I was sitting where you are. I’d come to this event, a friend and myself — from memory we sat up the back — and I can remember at the time wondering if I’d ever get a job as a journalist.
It was only four years ago and then as now getting a job was ultra competitive but I’m not sure there was quite as much media ‘doom and gloom’ as there is now…
Paywalls will help fund campaigning journalism
In this guest post, News Limited’s group editorial director Campbell Reid responds to the views of ninemsn’s Hal Crawford that the company’s push into metered paywalls is about data rather than dollars.Hal Crawford is both right and wrong in his article which argued that our digital subscription plans are all about the data.
Fake it 'til you make it... as a features editor
Cosmo’s Kate Leaver tells us how to bluff it in her job in a feature that first appeared in Encore.What do you do, as a features editor?
Really, play with words and ideas all day. At any one time, we’re working across three issues of the mag – getting one on its way to the printers, pooling all the words together for another, and planning the issue after that. It’s busy but it’s a pretty magnificent process.
The Monkeys reveal first work for Yellowglen wine
Creative agency The Monkeys has released its first campaign for Yellowglen sparkling wine, which aims to reposition the brand with a classic appeal.
The campaign will run in cinemas rather than on TV.
The ad sees a tap-dancer performing to music playing through a gramophone in a large old room with a chandelier.
The brand has been repositioned as Australia’s Premier House of Sparkling.
The campaign will also give away a gem from the House of Sparkling chandelier. Over the course of the campaign 30 gems worth more than $250,000 will be given away.
The spot was produced by production company Finch and directed by Christopher Riggert.
Accompanying the ad is the re-launched website which was created and built by The Monkeys.
Previous ad work for Yellowglen in 2010 was carried out by Badjar Ogilvy.
Credits:
- Agency: The Monkeys
- Chief Creative Officer: Justin Drape
- Executive Creative Director: Micah Walker
- Art Directors: Dave Ladd/Matt Heck/Barbara Humphries
- Copywriter: Benn Sutton
- Agency Producer: Jade Wannell
- Digital Head of Art: Kristian Saliba
- Senior Digital Designer: Tim Grout
- Brent Tunney – User Experience Architect
- Mitermayer Reis – Senior Front End Developer
- Kynan Hughes – Technical DIrector
- Han Lee – Flash Developer
- Chris Coward – Digital Producer
- Debbie Sit – Digital Production Manager
- Alex Cerbelli – Executive Producer
- Group Content Director: Jasmina Krnjetin
- Executive Planning Director: Fabio Buresti
- Channel Planner: Mat Rawnsley
- Engagement Planner: Nikki Stammers
- Content Director: Andrew Clarke
- Content Manager: Cecelia Hund
- Director: Christopher Riggert
- Executive Producer: Michael Hilliard
- Production Company: Finch
- Editorial: The Butchery
- Music Composition: Eclectic Music Machine
- Sound Design and Mix: Nylon Studios
- Post Production and VFX : Alt.vfx, Brisbane
- VFX Supervisor: Colin Renshaw
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Comments
12 Feb 13
2:09 pm
Need those tap shoes. Stat.
12 Feb 13
2:57 pm
What about that list of credits? No wonder ads don’t work anymore… with all those salaries associated with a 60sec piece of film, how could it ever repay the original investment?
12 Feb 13
3:00 pm
Ooop’s 0:00 to 0:04 why are his pants shorter on these shots and then longer from 0:05 onwards. Lol
12 Feb 13
3:31 pm
Would love to see agencies only get paid if the advertising actually helped sell the product it was advertising.
That way you wouldn’t see 30 people listed above get it wrong.
12 Feb 13
4:05 pm
@Horsecakes – err, if it didn’t, the industry wouldn’t exist. Simple. Now, if marketers actually were prepared to remunerate based on effectiveness, they’d have to give up copywriting and art directing. Afterall, you can’t hold someone accountable when it’s not their work.
I love statements that presume advertising exists for its own sake.
12 Feb 13
4:06 pm
And sorry I should have started by saying… lovely spot from the Monkey’s… well done.
12 Feb 13
4:16 pm
These credit comments are tedious in the extreme.
And clearly written by the junior jet-clubbers of the industry.
To the un-initiated, a normal tv ad would require an agency, which would in this case plan the new strategic direction for the brand and write the script. And a production company to film it. With me so far ‘L plate marketeers’?
Now since this lives online, where you are now, you need developers to build it and creatives to make it look nice.
Now you understand that, you can see why there are so many credits. But you probably come from the ‘internet is free’ place, and ask your agency to do me a viral with a banner ad budget.
Where the original investment will be repaid is probably in the fact that at this point the agency has ‘over invested’ in this new direction but will reap the rewards over the coming years, as this brand direction proves successful.
This is a big ad that will stick in people’s mind as they go to the bottlo and realise you can get what now looks like a premium product, with a premium ad, for little money. So with this in place, Yellowglen will slowly lift the price to reflect its premium nature.
Now if you haven’t had enough experience to work this out, buy a ticket to the circus, the next Mumbrella conference or even watch the Todd and Russell show, But please, think before you post.
Ignorance is not an attractive or a redeeming quality.
12 Feb 13
4:45 pm
^^What they said^^
12 Feb 13
4:55 pm
Touchy!
12 Feb 13
4:57 pm
Dear ‘Enough about Credits’. My name is Richard Wylie. I used to own an ad agency called Ursa… sold it to Clemenger… and am now looking to create a new and more efficient ‘fat free’ comms model… that can withstand the test of ROI in weeks… not years. Stay tuned…
12 Feb 13
5:33 pm
It’s here already.
And called google.
12 Feb 13
5:39 pm
Stoner Ad of The Month!
#Respect
Stopping power. Engaging.
And after you’ve seen it a few times (which I’m assuming the media buy will take care of) you’ll get who it’s for.
12 Feb 13
5:56 pm
As an arms-length uninterested viewer – this is a bloody good piece of film that will make people reappraise the quality of the brand, and get them to think twice at the fridge door – which is what it’s meant to do. Really, really well executed. For those of you whining about the length of the credit list: take a good look at a top-tier campaign. If you don’t believe you need each of those disciplines working on your brand then it’s not surprising we haven’t heard of you. If you can’t see how this will work as an investment for the brand then you shouldn’t be in the business.
12 Feb 13
9:36 pm
No tea-lady credit. Lean times indeed in order to improve client ROI.
12 Feb 13
9:55 pm
Hey Tim (Burrows), is ‘An Admirer’ from the same email origin (ie the same person or agency) as ‘Enough about credits’? Thanks. rW
13 Feb 13
9:29 am
Stunning, engaging, beautifully shot, great effects, great sound, oozing with class. In particular the shot as he’s dancing on the ceiling, sparks flying around the chandelier then he backflips to the floor….too much awesome, I had to look away. I was exported. Job done.
Hats off to the entire team, especially Christopher Riggert. If you don’t know his work, you should…Dodge ‘How to change cars forever’, the Brother TVCs (hilarious), Toyota Yaris Air Craft Carrier (even more hilarious), Steinlager Pure beautiful. Marvellous work.
13 Feb 13
10:41 am
Typical. Yet another brand from the Fosters stable, being tarted up and sold as premium.
The ad will work. The masses will buy Yellowglen and the price will get hiked.
I will continue to swerve this mass produced awful sparkling wine.
Tap dancing – h’mmm?
13 Feb 13
2:58 pm
Enough about credits, who are you?
Have you ever tried to increase the price of wine in Coles or Woolworths?
Surely you don’t think consumers still notice, believe and remember television advertising in 2013?
Why are you right and the owner of one of Australia’s most successful recent advertising agencies wrong?
13 Feb 13
9:25 pm
Hi Richard @ Mogul,
Not as far as I can tell…
Cheers,
Tim – Mumbrella
18 Feb 13
12:45 pm
@Enoughaboutcredits
Read please!!! you claim “This is a big ad” but its only for cinema. don’t think you are going to get the reach, with a big ad. this is small time.
You ego has been hurt as you invoice the client for the work that they have clearly over paid for.
If its part of a bigger campaign, which you will squeeze the client for more dollars telling them things are build over time. well how much time?
I’m with Richard Wylie, you are on the right path and building an agency model that includes RIO. I’m from the client side with budgets that work to ROI, different to an agency model, where you are looking to burn cash. The old days are over.
And FYI i have worked more days in this industry then you have had hot dinners.