Opinion | Features
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.
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.
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.
In an article that first appeared in Encore, Chris Savage tackles your career and agency dilemmas in his weekly advice column.
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?
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.
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.
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.
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.
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.
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.
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…
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.
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.
I run a medium-sized agency that is doing pretty well. As the leader, I am finding my workload just seems to go up and up. I am struggling to stay motivated and particularly to tackle the bigger and tougher challenges I have to face every day. How do I keep up the energy when there just seems so much to do? How do you do it?
Productive, successful executives are those able to consistently tackle difficult and big challenges. It’s a constant struggle for me so I know how you feel. How do the successful leaders do it?
Brett Clegg, group director – business media, Fairfax Media, in a Q&A that first appeared in Encore, on the journo who refuses to work with him – his wife.
Who is the most powerful person in Australian media and why?
Hard to go past Rupert Murdoch. He controls the single largest and most diverse portfolio and is intent on leveraging its scale (and, of course, influence). He’s an innovator and his will to win is obvious to all.
The old slogan is better at Hungry Jacks
Hungry Jacks has quietly reinstated its “The Burgers Are Better At Hungry Jacks” slogan a year after ditching it for the line “Makes It Better.”
The company confirmed the decision to Mumbrella today. It quietly returned to the old slogan several weeks ago.
The brand rethink was announced in October 2011 following the introduction of vegetables as a side-dish on its menu. At the time the chain’s national marketing director, Jim Wilson, said ‘the burgers are better’ tagline had become a limitation for the brand, although the new line would “leverage equity from the term ‘better’”.
The move to ditch the line came not long after Clemenger BBDO Sydney won the Hungry Jacks account from MJW. At the time, eyebrows were raised over the loss of such a powerful line.
In a statement to Mumbrella today, Wilson said: “Hungry Jack’s has reinstated its famous ‘The Burgers are Better’ tagline reinforcing the brand’s superiority on taste and flavour. Customer feedback overwhelmingly encouraged the brand to return focus to its core strength and ‘The Burgers are Better’ advertising line.
‘The Burgers are Better’ had been Hungry Jack’s marketing slogan for 16 years and reflects research insights that customers believe Hungry Jack’s burgers taste better than those of competitors.”
Clemenger BBDO had not returned Mumbrella’s calls at the time of posting.
The 2011 ad taking the new “Makes it better” direction”:
Back to The Burgers Are Better:
Hungry Jack’s is not the only established Australian brand to return to an old slogan. Last year, VB returned to “For a hard-earned thirst”.
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