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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.
Tourism NZ targets young Australian travellers through MTV
Tourism New Zealand has teamed up with MTV to launch an on-air and online initiative aimed at 16-24 year old Australians.
The “MTV’s Guide to New Zealand” campaign centres around Kiwi-born musicians including rapper Scribe, punk-rockers the Mint Chicks and Liam Finn, son of Crowded House’s Neil Finn.
They feature in a series of documentary-style interstitials that will air this weekend on MTV Australia and its website.
The musicians share their favourite locations that cannot be found in tour guides or handbooks, visiting music venues, beaches, restaurants, bars and festivals.
Tourism NZ has worked with its Australian media buying agency Mindshare and MTV Brand Solutions to create the campaign which will run alongside the tourism body’s existing “Which NZ are you this time?” campaign in Australia.
Barry Eddington, Tourism NZ regional manager Australia, said: “The MTV campaign enables us to speak directly to youth audiences for the first time, in an environment they trust. The association of dynamic Kiwi artists enables us to highlight the diversity of New Zealand’s music, culture, food and art offerings, which will inspire Australian youth to experience New Zealand for themselves.”
Credits:
- Director, MTV Brand Solutions – Colin Blake
- Creative Director, MTV Brand Solutions – Vanessa Zuppicich
- Senior Creative, Manager, MTV Brand Solutions – Kate Davitt
- Creative, MTV Brand Solutions– Anna Snowman
- Talent & Artist Relations, MTV – Simone Stopford
- Director, MTV’s Guide to New Zealand – Miki Magasiva, Curious Film
- Executive Producer, MTV’s Guide to New Zealand – Peter Grasse, Curious Film
March 13th, 2010 at 4:53 pm
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Comments
14 Mar 10
10:59 am
This would’ve been much better if it’d been a 90 sec spot. 4 mins is just too long – it actually makes it looks like there’s nothing to do except go to a mall-type dumpling shop, a fish and chips shop and a bar area inhabited by about a dozen people, but only on Friday and Saturday nights.
15 Mar 10
10:10 am
I like this. Don’t mind the 4 minutes. Its actually one of few times I see “branded content” that is actually watchable content.
15 Mar 10
10:12 am
Good stuff.
Very different from other Tourism NZ ads.
This actually makes me want to go to NZ.
15 Mar 10
10:14 am
Crimechurch looks quite cool for once.
15 Mar 10
10:18 am
I really like it ! Found it really interesting & didn’t even think of it as advertising. Beautiful shots with an interesting and fresh focus. Gold star
15 Mar 10
10:19 am
I’m calling astroturfing.
The above four comments come from the same IP address – it’s one associated with MTV.
Cheers,
Tim – Mumbrella
15 Mar 10
10:20 am
This was a great idea. I wasn’t really a fan of Scribe, but after seeing this video I kinda like the guy. He’s humble and proud of his hometown.
15 Mar 10
10:21 am
Booking my flight to NZ right now.
Scribe you so cute
15 Mar 10
10:21 am
Yep… “Chris Campilan” is from that MTV IP address too.
You can stop now, guys.
We understand that you’re proud of your work. And feel free to comment about it – but please be transparent about where you’re coming from.
Cheers,
Tim – Mumbrella
15 Mar 10
10:24 am
I would actually love to see this as long form programming. What’s great is it highlights things that aren’t the cliche you normally see in tourism ads. Thank you for not showing us another bungee jumper for example, or boring lush green fields with sheep. Well done for creating something interesting and something I would invest time in, and showing a part of NZ I haven’t seen before. Great stuff.
15 Mar 10
10:24 am
Not bad.
Got a nice feel to it.
15 Mar 10
10:31 am
Seriously. If I were you, I’d stop now. You’re beginning to embarrass yourself.
Cheers,
Tim – Mumbrella
15 Mar 10
10:36 am
Ramping gone mad
15 Mar 10
10:36 am
Hilarious.
15 Mar 10
10:41 am
As a raised South Island kiwi from Hokitika, I remember coming across Otira and Arthur’s Pass to ChCh and it was like coming to the big smoke! My memories of the city are pretty text book: the avon, hagley park, cathedrel sq and the wizard!! It was nice to see a bit more of the city in a different light, although I would have loved Scribe to go inland up the coast road (for selfish reasons) instead of going up to Kaikoura as that area of NZ is totally stunning. But Kaikoura is a cool tourist destination though so, guess that works in context
Hey MTV/Tour NZ, do a documentry on me and I’ll take you up the coast road! Nah sweet.
15 Mar 10
10:41 am
OMG this is so cool! What a great job those hardworking guys at MTV ™ are!
15 Mar 10
10:49 am
No one else? Really? Surely there’s a few staff left at MTV who haven’t had their say yet?
15 Mar 10
10:50 am
lol @MTV… embarrassed much? why not let the content speak for itself, it’s obviously getting picked up by advertising/branding sites…
15 Mar 10
10:52 am
I heartily endorse this message.
*tick*
I heartily endorse this message.
*tick*
I heart–
15 Mar 10
11:08 am
Shame the MTV staff have spammed this post, cause that was actually a pretty good piece. Tad long for my taste, but the concept is tops and executed nicely.
15 Mar 10
12:18 pm
Makes my old home town look cool and happening – nice!
15 Mar 10
1:02 pm
MTV staffers- grow up you self-important little twats.
15 Mar 10
1:10 pm
PS: Its a pretty good clip.. Nicely shot.
I never watch 4min clips like this, and I watched it the whole way through.
Pity the thread got astro-turfed.
15 Mar 10
1:43 pm
I never liked Scribe or Christchurch. Yet, I have to say that piqued my interest in both.
15 Mar 10
1:52 pm
Could not get past 41 secs before being bored crapless and quitting. and why fat guys in skinny jeans behaving like they went to school in the 90211?
15 Mar 10
3:13 pm
Yes I am affiliated with MTV.
What does that have to do with anything?
Still the first time I see this.
15 Mar 10
3:16 pm
MD, when eight posts come from the same IP address in the space of 14 minutes, all claiming to be from different people, something’s going on.
Cheers,
Tim – Mumbrella
15 Mar 10
3:59 pm
Tim you’ve cracked a massive conspiracy – well done – journalism at it’s stunning best.
16 Mar 10
12:37 am
Well done Tim. Not many people would have the balls to do what you’ve done, but in the interest of fair opinion you’ve done it.
A true journo and much respect to you.
16 Mar 10
10:07 am
It’ll be great to see the Wellington piece as there’s actually stuff to do there.
I thought the Christchurch piece was a little hard to get through, although I did like Scribe getting back to roots and making some Cream Paua. Tasty.