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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.
Why BMF, OMD, Three Drunk Monkeys and One Green Bean are the ‘Apart from…’ agencies
Have you been using the “Apart from…” test when you talk about agencies?
I have, although I didn’t realise it until I said it out loud. I should probably explain…
On the rare occasions I escape my keyboard, the conversation sometimes turns to how agencies are travelling.
It usually goes: “So who’s doing good work? Obviously, apart from…”
And those are the agencies that are doing so well, it’s just a given.
So based on recent conversations, I can report that the “Apart from…” creative agencies are BMF and Three Drunk Monkeys; the “Apart from…” media agency is OMD; and the “Apart from…” PR agency is One Green Bean (although that one’s been a bit quieter recently).
Of course plenty of other agencies then get a mention, but it strikes me that for it to be a given that you’re doing well is all the word of mouth that one could hope for.
Tim Burrowes
June 2nd, 2009 at 10:35 pm
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Comments
3 Jun 09
10:11 am
Tim, how do you define ‘good work’ in this context? I’m asking a serious question about industry perceptions, client perceptions, business results etc. Is ‘small’ good for creative and ‘big’ good for media? Is it about number of awards won or number of awards entered i.e. some don’t ever enter…does that make their work less worthy? Do clients want agencies who generate a lot of PR for themselves…or for their clients?
Interested to hear some thoughts on how we define ‘good work’.
3 Jun 09
12:42 pm
A good question Rachael, because it’s probably not something that ever gets consciously defined in that sort of conversation.
I suspect it’s about creating a consistent image of creativity and momentum.
In each of the above cases, it’s a slightly different combo.
For BMF, it’s about getting to that size and continuing to do good and sometimes excellent work (can you remember the last time they were caught putting out soemthing lousy? I’m sure they have, but I don’t remember it).
For the Thrunkeys, they’ve built up that reputation despte until recently not bothering much about PR. If you discover their work in other ways then it tends to have more of a feel of authenticity about it.
For OMD, at least in part, it’s about what everyone else says about them. I’ve even heard their rivals talk enviously about the strength in depth of the management team. That sort of comment from a rival carries a lot of weight.
I hesitated slightly to put One Green Bean on the list, because the biggest buzz about them was when they were new, and I’m hearing them talked about a little less. Which may simply imply that people are getting used to them. I think there’s a vacancy for the next brilliant PR agency.
Cheers,
Tim – Mumbrella
3 Jun 09
12:44 pm
Apart from the relentless self promoters who else captures your attention?
3 Jun 09
12:53 pm
I’d argue that’s a bit harsh on the agencies in question. First, when I mention the “apart from..” comment, that tends to come from people who are within the industry but aren’t necessarily being promoted to. Yet those agency names have tended to seep in there.
And in the above examples, none of them overdo it. Until recently, Three Drunk Monkeys hardly did PR; BMF occassionally send their breaking campaigns but that’s about it; OMD will happily talk to you if you talk to them, but don’t come out chasing it.
How would you define “relentless self promoters”?
Cheers,
Tim – Mumbrella
3 Jun 09
1:00 pm
I know media wise most agencies are a little bit worried going up against OMD in pitches … moreso the momentum they have from winning business rather than anyone really knowing how they approach the process.
3 Jun 09
1:10 pm
On the subject of Rushy’s self promotion comment if anyone else would like a great management team that will win more new business than anyone else for 5 years in a row drop me a line .. james.greet@theladder.com.au
3 Jun 09
1:14 pm
Rushy – you’ve nailed it, and Tim you’ve alluded to it with “I suspect it’s about creating a consistent image of creativity and momentum” – specifically the word “image”. But this is an industry built around image, so good luck to them! Of course that is not to say that good work is not being done, but Oh, the tales one could tell if they were allowed to ….
3 Jun 09
1:31 pm
yeah i agree
3 Jun 09
2:00 pm
I’d like to put an agency forward that should be included in this list. How about Octagon…the guys behind Australia’s Greatest Athlete, XXXX Beach Cricket, the Speights Great Beer delivery…to name some of the projects they have led? We’ve worked with them before…and reckon they deserve more credit in the marketplace
3 Jun 09
2:30 pm
i’ve had the pleasure of working with bmf and one green bean and it’s not down to awards or self-promotion. it’s down to the people there. i moved my business from another creative agency to bmf because the person concerned moved there. they are the best.
3 Jun 09
3:17 pm
Interesting – none of those agencies are run by short sighted, quarterly profit chasing accounting scum.
3 Jun 09
3:19 pm
Just to clarify – I wasn’t meaning to take away from the accomplishments of the agencies mentioned (they are indeed good). My question was genuine and I was interested in your POV.
3 Jun 09
3:24 pm
Hi Rushy,
And funnily enough, I can think of a couple of agencies who do promote much harder – while it may generate some short term column inches, I’m not sure it actually adds to the word of mouth buzz though.
As a digression, a lot of people used to see Mat Baxter as a self publicist in his days at Naked. But in truth, the journos used to call him, rather than the other way round. It was just that whenever he opened his mouth he had something interestign to say.
Cheers,
Tim – Mumbrella
3 Jun 09
4:53 pm
Tim, as you bring up Naked so following your digression a wee while…I know this has been done to death but within the discussion of ‘good work’ who got what out of the Witchery stunt? Were the clients happy? And while a lot of PR was generated good and bad about everyone involved, did it help position the Witchery Men’s brand launch where it wanted to be? A genuine question…not sure I ever heard the straight answer.
I also agree that the agencies mentioned in the original post are on the whole, excellent, and I’ve been lucky enough to work with a few of their talented folks in my time. This may sound boring but I think what I consider ‘good work’ almost always requires a client who has ‘imaginificationing’ skills beyond their brief template. It could be a creative, strategic or business management vision…but invariably, a vision for change or desire to be ‘the hero’. The most important WOM for me is from my clients (and geez having said that maybe I should check in on some!).
I would rather win business by referral than by a long drawn out, numbers focused, expensive pitch any day!
3 Jun 09
7:44 pm
Rachael, good question re the jacket. I’d also like to know the results of the NAB to run the same TV ad for the entire AFL season. Anyone?
3 Jun 09
8:20 pm
All good but I’ve heard the Monkey’s staff are all looking like death from working 18hr days…
3 Jun 09
8:50 pm
Tim, on the subject of WOM, you’ve surely got it sussed – I’ve lost count of how many people mentioned your post today…. thanks for getting them talking…!
Seriously though, having been nudged by a client or two, but mainly to acknowledge the hard work of my team (and knowing I risk a tide of accusations of self promotion in doing so), the Beans have been eyes down and quietly grafting hard… the last 8 weeks has seen them co-ordinate a ‘forensic crime scene’ inspired press launch for Dove, an experiential installation outside the MCA for Kleenex, the launch of Bing for Microsoft and ninemsn, not to mention a two week media tour with Vanilla Ice for Virgin Mobile (yes, the pinnacle of my career to date, I confess). But to Rachael’s point, agency output is determined by working with enlightened clients who subscribe to shared philosophies – what we share with the other agencies you’ve called out is without doubt a bunch of clients keen to push boundaries in search of brand fame.
3 Jun 09
11:35 pm
Why holding companies are becoming unstuck… If you are a client you are much better off giving your business to people who have skin in the game rather than a master who demands under-servicing clients to maximize profits.
from adscam:
WPP also told shareholders that for the remainder of the year the short-term focus would continue to be balancing staffing costs against the fall in company revenue. In the medium and longer term, WPP said its strategy remains focused on six objectives: increasing operating profit by 10-15 percent annually; raising margins by half to one margin point annually; reducing staff cost-to-revenue ratios by up to 0.6 margin points annually; growing revenue faster than industry averages; and continuing to improve “our creative reputation and stimulating co-operation among group companies.”
4 Jun 09
8:44 am
We’re still talking about when One Green Bean contacted the SMH Diary the other week and said they’d happily offer that poor cat food blogger girl a job to show her how to do social media properly. Ouch! Great industry stunt that got noticed
8 Jun 09
7:12 pm
ive heard the monkeys are going to put out a tv show called The Monkeys
23 Jun 09
10:21 am
I just always find it funny, that EVERY company in Australia, including agencies, media buyers…..all proclaim to be “One of Australia’s leading….”. At the end of the day, word of mouth recommendation is the strongest form or endorsement.
call me old fashioned!!