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Opinion | Features
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.
Savage counsel - JFDI
Hi Chris,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?
Q&A with Brett Clegg
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 experiential experience
Anyone can throw up a tent in a high-traffic area and harass the general public, but what does it take to pull off an effective experiential event? In a piece that first appeared in Encore, Matt Smith investigates.A television commercial can easily be muted and ignored, but try ignoring a purring, squirming cat in your arms. That was the experience awaiting passers by in Sydney’s Martin Place in October last year when Mars Petcare built Whiskas Kitten Palace.
The News Limited paywall isn't about revenue. It's about data
In this guest post, ninemsn’s editor in chief Hal Crawford argues Fairfax Media and News Limited’s new paywalls won’t draw much revenue, but will generate data. And they’re late to the data party.When I first learned that ninemsn’s major digital competitors Fairfax and News Ltd were going to introduce paywalls across their mainstream properties, I was excited.
Every obstacle thrown in the way of their audiences is an opportunity. People hate friction and anything that makes life difficult on a rival site is a chance to get them on yours.
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…
1. More Horses/ Metal Thing.
This marked the first use of the Made From Beer positioning which featured the brand poking fun at itself and at typical beer ads,
2. Men with Canoes. 2004. George Patterson & Partners.
This time the target was alpha males and office politics.
3. Big Ad. 2005 George Patterson & Partners.
Possibly the most celebrated Australian beer ad of all time and certainly the most awarded. In another reference to other ads, it drew inspiration from the celebrated british Airways face on the hill, only this time with bumbling blokes running about.
4. Flash Beer. 2006. George Patterson Y&R
A reference this time to the movie Flash Dance and the aspirations of would-be brewer Kevin Cavendish.
5. Sky Troop. 2008. Clemenger BBDO Melbourne.
The target this time was bad half time entertainment at sporting events.
6a. Tingle. February 2010. Clemenger BBDO Melbourne.
In a major disaster for the marketing team and agency, senior management pulled the ad because it was mildly smutty before putting it online, then pulling it for a second time.
6b. Slow Mo. August 2010. Clemenger BBDO Melbourne.
After the Tingle debacle, the marketing team and creatives at Clemenger BBDO went back to the drawing board and created this effort, celebrating everyday beer drinking characters, complete with all their faults.
Tim Burrowes
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Comments
19 Aug 10
11:01 am
Epic Beer Ad Fail
19 Aug 10
11:14 am
It’ll fit right in on 7mate
19 Aug 10
11:17 am
Great insights, very funny
19 Aug 10
11:34 am
Like it
19 Aug 10
1:42 pm
This ad is an insult to beer drinkers everywhere! Seriously, who do they think this ad is going to appeal to, beer drinking opera lovers who have a penchant for crappy cheesy ads?
If any of this series of ads deserves to be banned “Slo Mo” was it. Sure they may have stepped a little over the line with “Tingle” but they could have redone that ad so that it could have been put to air.
It would have been much better on a bad day than “Slo Mo” on it best.
19 Aug 10
1:47 pm
Nuthin special here… Standards have really dropped since the Canoes Ad, with the exception of FlashBeer!
19 Aug 10
5:43 pm
I think I have worked out the insight – Clem’s must have purchased a Phantom Slo-Mo camera and couldn’t wait to use it.
It’s on par with Shamantis’ “800% slower” version of Justin Bieber’s U Smile on Soundcloud – using a piece of technology because you can but with no real reason for doing so.
19 Aug 10
5:45 pm
Oops … Photron not Phantom. I must put that comic book away.
19 Aug 10
9:51 pm
I think it’s brilliant.
What’s even more brilliant is everything in this ad shows pissed behaviour, and it still got past the ASB/ABAC.
Let’s go through them in glorious slow motion.
Scene 1 – guy throwing a dart, misses the board and hits the wall, suggesting he’s pissed.
Scene 2 – guy dancing like an ostrich trying to impress a member of the opposite sex, to which she’s smiling suggesting drinking leads to sexual conquest.
Scene 3 – fat guy jumping / dancing, suggesting alcohol has altered his mood as he’s too fat to be allowed to smile.
Scene 4 – guy shoots pool ball which hits mates finger, suggesting he’s pissed and missed his shot.
Scene 5 – closeup on two glasses doing a cheers while the beer spills, suggesting they’re pissed.
Scene 6 – guys ass crack showing, suggesting an inebriated state which leads to lack of care for self.
Scene 7 – crowd jumping in the air, spilling beer all over themselves, suggesting they’re pissed.
Scene 8 – bird shit dropping into a guys beer while he looks at a guy in a suggestive manner, linking the beer / ‘good luck sign’ to potential sexual conquest
Scene 9 – guy dancing even more like an ostrich with girl laughing even more, suggesting he’s even closer to picking up
Scene 10 – guy spitting on his friends face while talking, suggesting he’s has a few too many and can’t control his fleck
Scene 11 – guy spilling tray of beer all over three gorgeous ladies, suggesting he’s pissed, and a douche.
Scene 12 – guy air running suggesting even more inebriation, while the girl is even more impressed with him, suggesting sexual conquest. At the end, his fat friend that shouldn’t be allowed to smile (clearly pissed) rewards his behaviour with a satan sign.
Scene 13 – pack shot.
Well done getting this through lads, how beer ads should be – guys getting so pissed they’d be thrown out of most pubs.
20 Aug 10
1:52 pm
Perhaps if they made the beer taste better (or even taste of something, anything!) they wouldn’t need to spend so much effort on ads.
20 Aug 10
2:07 pm
What an unholy lump of pink pigeon crap. PC finally hits the last bastion of fun in TV ads. Bring back the Tingle or at least something funny and stop worrying about what non beer drinkers think. They have destroyed the feeling of drinking VB and now they are going after Carlton Draught. Don’t see anyone doing this to Nuns piss Corona.
20 Aug 10
2:45 pm
All you peanuts bagging the new Carlton Draught ad, get a sense of humour fellas. Clearly a piss take of the super slow mo cameras at the footy/cricket/tennis. I think it’s a great ad and if any of you nerds got out of the house, found some mates and met them at the pub for a good drink, you’d see the funny side of the ad!
20 Aug 10
5:25 pm
And the music Pat? Get a real life and some real world mates, an understanding of when and when not to put a mirror up to the target audience and most of all an understanding of anthropological research on male group behaviour and the drivers behind it. These are the people you and you mates laugh at, not aspire to be or emotionally engage with.
23 Aug 10
9:53 am
I think its funny and I drink beer!
23 Aug 10
12:20 pm
The utterly frustrating thing about your article is that it describes the Tingle campaign as an “aborted debacle” – it should be called “an utter tragedy” of a great campaign being killed by an unqualified client.
The campaign is great And if you watch all the previous Carlton ads is bang on tone.
This new one is boring shit. Slo mo is just not interesting anymore. Great comedic writing is interesting and that’s what the tingle is.
Signed,
Heart Broken Fan of the brand.
24 Aug 10
3:29 pm
Nice overview, thanks Tim. So what happens when Asahi or SAB take over CUB as mooted in the financial pages? Will we lose the Aussie edge to beer ads? Will Dick Smith produce a new Aussie beer with an accompanying big ad?
24 Aug 10
4:04 pm
A beer ad that looks like it’s made by cocktail drinkers…..
I hope the fun loving South Africans will save CD from their sad Melbourne crreative irony.
27 Aug 10
10:24 pm
I think you’ll find, Simon, that this is the intention of the slow motion camera and the opera music – to make it look as though it’s a classy affair. If you listen carefully, the lyrics say “Men look better in slow motion.” I believe it’s intended as a piss-take on the ‘classier’ micro-brewed and ‘imported’ beers so popular at the moment: they’re announcing, in the classiest way possible (sham opera music, classy-looking pub, slow motion making everything look rather elegant, until you look a little harder), that you don’t have to be perfect to drink Carlton Draught. For this reason, I also don’t believe they are overtly suggesting inebriation, either. I quite enjoyed the ad, and as far as I’m concerned, it doesn’t hold a negative “mirror” to the audience – the beauty of being Australians is that we’re able to laugh at ourselves (the actors are intentionally average-looking so that the audience can relate better to them) – keep reading your social research and you will discover that people feel more comfortable when having a laugh together, and for Australians, this is often at each others’ expense (people wouldn’t watch the ad and think ‘that’s me’, but rather project it onto a friend: eg. “hey, that’s you Patto/Fitzy/Gav/Howie/Johnno, ya big oaf. Can’t throw darts for sh**” ) As a side note to Anonymous (August 19, 9:51pm), the lady in scene 3,9 and 12 is most likely actually laughing at the dancing guy, and in scene 8, the guy with the goofy look on his face has said look on his face because he’s just tapped his pot on the top of his mate’s pot when he wasn’t looking, causing it to froth up. Hence your perception of a connection between drinking and sexual prowess in the ad is misguided. Whether or not the market will read all of this into the ad is another thing entirely…
28 Aug 10
5:15 pm
Spot on Courtney….. and Anonymous (so far as it being brilliant) although your take on the whole thing is a bit misguided. It’s certainly not about being drunk. Does it put a negative spin on beer drinkers..I don’t think so. The ad is funny and is meant to be so..as Courtney said.. Aussies love to take the piss, even at our own expense..let’s just leave it at that.
3 Sep 10
4:08 pm
Russel Howcroft made a comment on the Gruen Transfer last week in response to whether The Big Ad had impacted sales… pretty much suggesting that it was “all about the idea” and that sales impact of this kind of advertising was not important.
Looking at the podcast from the ABC website this comment seems to have been excised… perhaps due to nervousness that GPY&R’s clients would find this disregard for sales results a little concerning?
Does anyone have a recording of the programme (25 August) to check this?
9 Sep 10
11:52 am
Re: @ A beer ad that looks like it’s made by cocktail drinkers…..
I hope the fun loving South Africans will save CD from their sad Melbourne crreative irony.
Haha! I Couldn’t agree more! the marketing message is tailored to the wrong demographic.