Opinion | Features
- Young people from poorer backgrounds looking to get into careers in creative industries could be amongst the most hard-hit by the government's new 'earn or learn' social security policies argues Ruth Bridgstock, senior lecturer at Queensland University of Technology in a cross-posting from The Conversation. The old jokes about creative arts and humanities graduates serving at the local fast food outlet are hard to put to rest – they speak to long-held concerns around the value of creative degrees, and to worries that students of creative arts programs aren’t employable when they graduate.
- Mumbrella's Tim Burrowes began his media career 25 years ago today. He reflects on the changes journalism has seen during that time. A quarter of a century ago, I was feeling pretty nervous. A shy 18-year-old, who tended to blush if somebody spoke to me, I'd somehow mumbled my way into my first job in newspapers.
- Content marketing only works for brands that aim to do more than pollute people's social media feeds, argues Bite Sydney's Karen Coleman. Content isn’t anything new – it has always been the bedrock of a good communications in some form. And despite the current industry hype, content marketing isn’t new either. Brands are waking up to the need to engage with their consumers via relevant, targeted content marketing but unfortunately, the digital media explosion has contaminated some brands’ view of content.
- In this guest post, Jonathan Barouch argues that marketers need to stop asking the ROI on social media and start using it to do business. “What’s the return on investment of Social?” CEO’s are demanding an answer to this question. They know it’s important, but they are feeling exposed. They want to see the metrics before committing time and money to embedding social channels into the broader corporate mix. It is a difficult question to answer. You might just as well ask the CEO what the company’s ROI is for email, or its telephone connections
- In this guest post, PR agency boss Andrea Kerekes shares five buzz phrases about the world of public relations that she and her team have heard from potential clients. 1. It’s not emergency care. So don’t ask us to "triage emails", "take their pulse", "check their vital signs", "inject fresh blood" or "revive the patient".
- Serious questions have been raised over two Australian ad campaigns that won major awards at the Cannes Lions festival last month. The agencies and brands behind them have declined to answer those questions. In this open letter from Mumbrella's Tim Burrowes, he challenges the brand custodians of McDonald's, Panasonic and the Cannes Lions to help get to the bottom of things. Hi Richard, Mark and Terry, You may not know each other, so before I get to my point, allow me to introduce you all...
- New research suggests that women who go into the PR industry can go expect a starting salary of $6,000 less than their male counterparts. Industry bodies need to act, argues publicist Elly Michelle Clough. According to new figures from Graduate Careers Australia, the public relations industry holds the dubious honour of having the highest gender wage disparity of any industry.
- In this guest post, planner Marius Donnestad argues that the entire development and briefing process for creative strategy is broken. One quote recently shared on LinkedIn says: “The most dangerous phrase in the language is we’ve always done it this way”. While painfully aware that the majority of its output has little to no effect, the creative industry has so far failed to challenge the fundamental tenets on which its strategic and creative processes are built. Well, I’m going to give it a go.
- UTS's Jim Macnamara argues for greater regulation of native advertising in an article crossposted from The Conversation. UK media giant the BBC, a perceived bastion of editorial independence, this year moved to expand BBC Worldwide activities into blended advertising-editorial “client solutions”. It’s a sign the emerging practice now referred to as “native advertising” is becoming mainstream. Use of “embedded” approaches to advertising and promotion have been growing for several years and their forerunners, product placement and “advertorial”, have been around since the early 20th century.
- In this crossposting from The Conversation, George Brock argues that the British tabloids have had their day. So, Andy Coulson has been found guilty of plotting to hack phones – but former colleague Rebekah Brooks walked free after the jury in the hacking trial cleared her of all criminal charges. The verdicts mark more than the end of the case which has unfolded at the Old Bailey for the past eight months. They also come at the end of an era in British popular journalism. Not a golden age, certainly, but a distinct period during which tabloid or “red-top” journalism walked tall, looking down on more serious newspapers and their scruples.
- Events involving Peter Greste may seem far away, but they have a resonance for anyone working in the communications world, argues Mumbrella's Tim Burrowes There will be a fair few Mumbrella readers who hadn't heard of Peter Greste until this week. Now though, anyone who follows the news even slightly should be aware of him, following the Cairo court verdict.
- In this post which first appeared on The Conversation in March, Emad Shahi, professor at the American University in Cairo, sets out the press freedom issues which have seen the Australian journalist Peter Greste jailed in Egypt As I write this, 20 journalists – including several al-Jazeera reporters – are on trial in Cairo on charges of spreading disinformation and abetting terrorists. Their alleged crime includes operating without proper accreditation and conspiring with the Muslim Brotherhood, now a proscribed organisation, to tarnish Egypt’s international reputation.
- In this guest post, McCann Worldgroup boss Ben Lilley shares what he learned about storytelling by hanging out with Virgin founder Richard Branson on Necker Island. We are an industry awash with “storytelling”. Everyone’s a storyteller and every brand has its story to tell. So where are all the great brand stories?
The White Agency wins Panasonic digital business
The win for the STW Group agency sees the account move from incumbents 5Limes and Canvas Group.
The move does not affect Panasonic’s relationship with advertising agency The Campaign Palace, which was behind Panasonic’s prank-led YouTube and Facebook Rommy Gulla campaign for the Blue Ray recorder.
Sydney, 29 March, 2012 – Panasonic Australia has appointed The White Agency to manage the full scope of the company’s digital properties.
Panasonic has a broad digital environment in place, from the company’s website, to social media activities via blogs, Twitter and Facebook; and the My Panasonic CRM program.
Gemma Lemieux, Director, Marketing Communications, Panasonic Australia, said that it was time for the company to take the next step to ensure they could grow further in this area.
“Panasonic selected The White Agency because they offered expertise across all of the key digital channels, as well as skills in both production and marketing, coupled with strategic, relationship management and creative abilities.
“Since we first embarked on our digital strategy, we have matured in our ability to successfully support a range of digital interactions between Panasonic and its customers. Being able to tap into The White Agency’s strategic capabilities and track record in digital is something we are really looking forward to leveraging”
Sandy Park, Managing Director at The White Agency said: “It’s a wonderful win for the agency and a great opportunity to work on an iconic brand and a fantastic team; together we’re going to do some amazing work.
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