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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.
Today’s Mumbo Report: Inside Google’s Creative Sandbox and the media and marketing sections digested
In today’s episode of The Mumbo Report from Studio 33:
- Google’s global creative director Robert Wong
- The media & marketing press
- Doug Chapman on the future of social media
- Scott Nowell on his favourite ad
You can also subscribe to Mumbrella’s Mumbo Report YouTube channel
Links:
- Meet the pests: shock jock Sandilands and Crikey
- Spectactular promotion; Drink spiking causes a stir
- Fairfax launches National Times
- Radio host gets in spin and rides at work
- Reporter rants as bloggers sack news hounds’ bastions
September 15th, 2009 at 9:03 am
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Comments
15 Sep 09
9:52 am
Doug Chapman’s segment was a bit minimal haha – was getting all keen for some insight, then….
15 Sep 09
9:52 am
sounds seems really low…or is it my computer?!?
15 Sep 09
10:17 am
Yes a wee sound problem. Low and a bit muffled.
15 Sep 09
10:47 am
Sound is low, yep.
Doug Chapman segment, hmmmm:
would be good to know the ‘why’ behind his answer.
But also, is there really any dispute social media is here to stay? Isn’t the significant question to dispute whether there are long-term and meaningful brand / advertising / media opprtunities in the various parts of the social media space…
15 Sep 09
10:53 am
Tim – all good from the get go, but I would be interested in seeing a bit more from the likes of Google (i.e. the products they featured).
8 mins is a good byte size so perhaps less on the press more on the people and products?
15 Sep 09
10:59 am
looking hot dr mumbo
15 Sep 09
11:03 am
Thanks for the feedback on the sound for the papers segment. It was the first time we recorded on-the-day, so that’s something for us to look out for.
On Doug’s slot – we’ve recorded a series of quick vox pops with various people, so you’ll be seeing lots of people being asked that kind of question. Funnily enough, there are varying views already…
And Sully, more from the Google Creative sandbox in the next couple of episodes – among other things some chat about YouTube, including the Community Channel/ Natalie Tran phenomenon. But you’ll have to wait til tomorrow for that…
And Rebekah, I’m blushing…
Cheers,
Tim – Mumbrella
15 Sep 09
12:27 pm
Opening credits remind me a little of Enough Rope. Denton-esque
15 Sep 09
12:41 pm
Nice one, Tim.
Good, relevant and succinct.
G
15 Sep 09
12:42 pm
John Stewart – eat your heart out. Great production Tim – looking fwd to the next one
15 Sep 09
1:10 pm
The sound issues are fixable – you’ll fix – so only a slight hiccup. Great that it lands in my inbox about lunchtime!
I like it. It’s fresh. I like that it’s casual. And great that it’s not 100% polished – which means each ‘show’ – that we’ll be growing with you. It’s going to be very popular – so us priveleged first viewers will be able to say ‘we were there from the start!’ Like it lots. Jenn – Freelance Factory
15 Sep 09
1:21 pm
Yeh I really enjoyed it. Thought my hearing had gotten worse!
15 Sep 09
1:21 pm
Again, great work, nice & cheeky, never know when you’re going to bag someone…
The Google stuff is good, looking forward to more.
The short vox pop was pretty average, didn’t gain anything from it. Was expecting to see two points of view and maybe a little more depth.
Keep up the work!
15 Sep 09
1:40 pm
I’m starting to find the Jonathon Ross estuary english delivery a little irritating. And I really dont need a review of yesterdays media sections.
Other than that. Love it!
15 Sep 09
2:20 pm
I hate to be a pain but is there a reason this is not available in a text form? Aside from the scintilating sartorial elegance of Mr Mumbo and his characterful delivery, it would be pleasant if the content were also delivered as text, so one could scan for that which matters to the reader, instead of having to sit through the “episode” to trip over something I find of value.
After we spent the last few years chasing the “web-as-broadcast-medium” dragon into it’s well deserved grave, surely we can learn to reinforce what is great about the web. i.e.: searchable, scan-able text we choose to consume as we like, and less of the talking-head broadcast style programming this seems indicative of.
Oh, but then again, this is an advertising audience, and they still can’t get past their TVC as the big ticket ad-spend mentality.
Shame as the content: the words and the discussions, are what I cherish about this site, and the personality and celebrity less so. But that’s me. I’m curious what others think about this and whether Mumbo sees an advantage of including a transcript as well.
15 Sep 09
2:30 pm
That’s a good thought, Joe. We’ll put in some links to the stories referred to a bit later today.
Cheers,
Tim – Mumbrella
15 Sep 09
6:55 pm
I’m loving it! Just do it! Thank you Mr Mumbo! Enough of the ad cliches. Well done Tim. But can you crank the volume up a little. Ohterwise it may end up being Mr Mumbles.
15 Sep 09
7:23 pm
Transcripts are a great idea, for SEO as well as people who like to read it in RSS on mobiles (like myself).
I love watching these at work, kinda like a little break from the day where I don’t need to think.
16 Sep 09
10:21 am
Care to suggest an accent, Gezza? I’m willing to give anything a go. I’m guessing that you might like a Dublin one…
Cheers,
Tim – Mumbrella
16 Sep 09
11:09 am
I think transcripts are a lovely idea but a few hours work and I’m not sure of the end gain to Mumbrella/Tim aside appeasing a few demanding readers.
16 Sep 09
11:20 am
I bet there’s a hilariously inaccurate piece of voice recognition software out there that could do the job…
Cheers,
Tim – Mumbrella
17 Sep 09
12:46 am
tim, It’s polished, but too long – you could have covered the first minute in about 15 seconds.
17 Sep 09
8:35 am
Tim this is great. But can you show the ad that people say is their favourite – perhaps a bit more of a longer reason why they like it too.
25 Sep 09
2:19 pm
change him!