-
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.
Welcome to The Mumbo Report
In the first episode of The Mumbo Report from Studio 33:
- Mumbrella editor Tim Burrowes talks to media buyer Harold Mitchell. Has he got the industry’s biggest ego? Did Mitchell really call Seven’s James Warburton an arsehole? And does his power distort the market?
- Inside the Google Creative Sandbox
- Mia Freedman on crying in the toilets at the Nine network
The next episode of The Mumbo Report will be uploaded on Monday, including a look at the day’s newspaper media and marketing sections, plus more from Google’s Creative Sandbox.
Future episodes include an in-depth interview with blogger, newspaper columnist and former Cosmo editor Mia Freedman; face-to-face with the writers of adland comedy show 30 Seconds; conversation with controversial creative Adam Hunt plus highlights from the Mumbrella Question Time. To be first to see each episode, subscribe to The Mumbo Report’s YouTube channel.
We’d also love to know what you think of the first episode
September 11th, 2009 at 12:51 pm
-
-
Follow Us
-
Email Newsletter
Latest Jobs- Mid-Weight Digital Producer - Sydney
- Digital Sales Executive - Sydney
- Freelance Highly Conceptual Copywriter - up to $750 per day - Sydney
- Freelance Highly Conceptual Copywriter - up to $750 per day - Sydney
- Design Manager - Melbourne
- Junior Account Director - Sydney
- SEO Manager, Sydney - Sydney
- Digital Campaign Manager - Sydney/ Melbourne
- Customer Relationship Marketing Manager - Rhodes
- Brand Activation Coordinator | Drinks Brand + travel | $45-$50k inc. - iknowho - North Ryde
Comments
11 Sep 09
1:12 pm
Love the tee you’re wearing Mumbles. Top job.
11 Sep 09
1:13 pm
Tim you’re such a star!
11 Sep 09
1:15 pm
Loved it – great stuff
11 Sep 09
1:18 pm
Love it.. was worth the hype from the teasers!
11 Sep 09
1:20 pm
nice one Tim
11 Sep 09
1:23 pm
Hey Tim this is great. While journo’s are being chopped left right and centre you are showing the industry what can be done. Good stuff to Harold too. I now will have to buy the book to find out more.
Cheers
Simon
11 Sep 09
1:24 pm
Nice one.
11 Sep 09
1:28 pm
Great work Tim… already looking forward to the next episode.
11 Sep 09
1:30 pm
Bloody good stuff Tim
11 Sep 09
1:44 pm
Fantastic production there! And Simon Hakim is spot on. This is how you do it. You’re not going to make us pay are you?
11 Sep 09
1:45 pm
Well done Tim, breath of fresh air.
11 Sep 09
1:46 pm
Nice work, Tim – looking forward to the most played ad of the week segment!
Let me know if you need any more ads
Mungo
11 Sep 09
1:47 pm
Looking good Tim, interesting and slick. Nice one!
11 Sep 09
1:48 pm
Great work Tim, look forward to future episodes.
11 Sep 09
1:50 pm
An excellent and very polished start – will fast become ‘must view’ moments throughout the week. Just keep it fresh and with that smile in your voice!
11 Sep 09
2:02 pm
Love it!
11 Sep 09
2:03 pm
Great stuff Tim. Love your interview style.
11 Sep 09
2:06 pm
Ticked all my boxes ! Jenni Freelance Factory
11 Sep 09
2:07 pm
Great work Tim.
11 Sep 09
2:07 pm
Dear Timmy, Here at the farm, we enjoyed the film. Good work. Harry Mintalls seems quite personable!
As Cousin Peter says, very polished.
Here’s looking forward to the next installment. If you need more people to interview, I could tell you about the demise of the HamBurgler and the rise of the Lovinit Brigade. Thickshakes all round, eh?
Ta ta for now.
Ronnie MacDonald
11 Sep 09
2:23 pm
Great first episode Tim, looking forward to the next one
11 Sep 09
2:27 pm
Great show Tim. You’re going places.
11 Sep 09
2:29 pm
Well done Tim. Great stuff, looking forward to the next one.
11 Sep 09
2:41 pm
Tim – the production quality is fantastic. Well done. Really like the format too. Keep it real. Keep it fun and interesting.
11 Sep 09
3:03 pm
well done TIM!
11 Sep 09
3:03 pm
Good stuff.
Looking forward to the next instalment.
11 Sep 09
3:05 pm
Well done Tim very very interesting stuff.
I will stay tuned.
11 Sep 09
3:19 pm
By the way is the Big Banana still there?
11 Sep 09
3:24 pm
Awesome – great to watch, congratulations.
11 Sep 09
3:29 pm
Congratulations on the new format. Enjoyed the Harold interview. I think it will be a tremendous addition to reporting on adland in a different way.
11 Sep 09
3:54 pm
Timbo – Congrats on a top show. Like your style and I look forward to your next interview.
11 Sep 09
4:00 pm
Fantastic
11 Sep 09
4:06 pm
congrats from Singapore
11 Sep 09
4:11 pm
“I’d be penniless, retired…and probably happy”
Perhaps the only thing I have respected Harold Mitchell for saying.
11 Sep 09
4:28 pm
Brilliant when Tim notes 22 mentions of Packer…
I think you should take up Tennis now Tim, so you have a hobby other than reading Harold’s book.
You could challenge Big Names from the industry to a match, with a Pitch Doctor as an Umpire.
That would be great (online) TV
11 Sep 09
4:41 pm
Yep, that’s gold. Good job Tim. Luv ya work!
Harold Mitchell has earned a big ego. His story is a fantastically rich one, which you can’t help but admire no matter what your thoughts on the man.
I’m looking forward to reading the book.
11 Sep 09
7:23 pm
Well done.
11 Sep 09
10:49 pm
LOVE IT!!!!
Can’t wait for the next one.
: )
12 Sep 09
10:28 am
Love it!, bring on the next installment..
12 Sep 09
12:35 pm
I like the Tonight Show-style set-up, Tim. But I think you need to take it further. I’d like to see a band, with the requisite banter with the band leader. A bit of ‘boom tish’ after your jokes, etc. An opening monologue, perhaps. At least a laugh track, if not a full studio audience. And a side-kick. You really do need a side-kick. I’m available.
12 Sep 09
4:02 pm
Nice work Tim.
Well made, nicely presented and good content.
A real step forward for the industry in Australia.
12 Sep 09
9:33 pm
I really love where you’re taking this site, Tim. So refreshingly different!!!!!
Congratulations!
13 Sep 09
9:40 am
Love it, nice one! Very schmick Tim!
13 Sep 09
4:03 pm
Tick tick V.G.
13 Sep 09
6:08 pm
hmmm not sure it was that good really
14 Sep 09
7:39 am
Hey Tim,
fantastic stuff mate. Ecstatic to see someone in the market producing a dedicated video channel for the marketing industry. Kudos for all the hard work and keep the in-depth interviews coming with some of Australia’s most interesting industry figures.
Have you considered opening it up to your audience a bit? Maybe ask the Mumbrella audience who they’d like to see grilled and then tee up some popular choices. Just a thought.
Also, and I know perhaps this is just nitpicking, but nine minutes for an online video (though thoroughly engaging) is asking quite a lot from your audience.
Anyway, keep it up – this is genuinely the future of magazine news programming and a great initiative.
14 Sep 09
9:03 am
Excellent Stuff. Thanks Tim
14 Sep 09
10:05 am
Noice! Keep up the good work!
14 Sep 09
11:52 am
Love it. Awesome work Tim.
14 Sep 09
2:09 pm
Sorry to go against the tide, but in comparison to the ballsy attitude promised in the promotional videos, the questions in this interview came out more like softballs. Disappointing.
14 Sep 09
2:18 pm
Hi Tim,
You need to get the journalism brain into gear – it was a nice interview – just like every other media group who gave Harold time for free – gosh they wouldn’t be worried about upsetting him?
Journos are cynical by nature when approaching their work . Like … did getting interest free loans from Kerry Packer influence Harold’s buying decisions? Or the rates he agreed? Boy, talk about a conflict of interest – did he disclose to his clients that he owed KP millions?
If we can get some more “real” comment and questions rather than puff pieces I think you’ll do really well – the industry needs some good journalistic expertise.
Graham
14 Sep 09
3:49 pm
Innovative integration by your sponsor MCN….
17 Sep 09
3:12 pm
Good idea, Tim.
We could do with more video commentary on the Industry. Certainly more colourful
28 Sep 09
2:58 pm
congratulations to Tim Burrowes for this great TV initiative and for finding the time to feature in this children’s TV programme (with Clemenger’s Al Crawford) http://www.youtube.com/watch?v.....re=related