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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.
‘Wog’ witness Clare Werbeloff WAS a hoax
Clare Werbeloff, who became an Internet sensation after her wide-eyed description of “wog” on “wog” violence in Kings Cross was indeed hoaxing the media, it emerged today.
As Mumbrella reported on Friday, Justin Polites of media agency Starcom MediaVest was first to smell a rat.
But today’s papers quote Sydney Police as saying that Werbeloff confessed to them that had not witnessed anything of the Kings Cross incident. According to both the Sunday Telegraph and the Sun Herald, Werbeloff, detectives had followed up with Werbeloff who said she had been playing a prank.
Her breathless interview has spawned a series of spoofs:
May 24th, 2009 at 11:22 am
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Comments
24 May 09
11:34 am
darn it, i got fooled again – my instincts said something wasn’t right, she looks like she’s lying in parts of the camera interview, but i didn’t think she was completely bullshitting – ah well, we live, learn, and become yet more cynical.
24 May 09
12:39 pm
Here is a link to the Starcom blog:
http://starcomdigitalsblog.blo.....bogan.html
Some bookmarks here:
http://delicious.com/Warringa/bogus.bogan.clare
Just to reiterate I was deliberately ambiguous in my cynicism as I have no access to Clare, PR company involved or TED 6 beers.
Tooheys Extra Dry 6 beers of separation on the other hand is a great campaign and I have been spruiking this for weeks. http://www.6beersofseparation.com.au
I look forward to Media Watch (ABC) coverage as I doubt that Today Tonight will cover the issues around racism and ethical journalism which far outweigh the marketing discussion happening here.
24 May 09
1:09 pm
Clarification folks: she never said that she had seen it happen. She just popped up with a story – which is what the media were after. Note the end when she says “that’s all I’ve got to say”. Not “that’s what happened”. People hear what they want to hear.
So no hoax, no lie told. Just an impression and a story shared.
And the humour isn’t from perceived “racism” – it’s from the explosive and predictable reaction such words get from boring old bourgeois-leftie finger-waggers. Baiting them is a form of entertainment in itself!
24 May 09
3:00 pm
Clare was the excuse the media and redneck Australia needed in order to re-introduce the derogatory use of the term ‘wog’ back into the vernacular. The fact that she was pretty too (much, much prettier than Pauline Hanson) made her the perfect spokeperson.
24 May 09
3:29 pm
Ha… I can’t understand why you guys keep falling for this stuff…
24 May 09
6:30 pm
Good work Channel 9.
So much for the “doubt in authenticity” rumours “shot down” in their blog:
http://news.ninemsn.com.au/Blo.....ments=true
25 May 09
12:07 pm
I preferred Mumbrella’s “subliminal marketing campaign” theory. I also liked the theory that she was a time-traveller sent back to 2009 from a devastated futuristic civilisation to warn us of the evils of Mediterranean food.
Ah well … better luck next time, Mumbrella.
25 May 09
12:24 pm
I think it’s all so hilarious. Can’t wait to see what she says on the Current Affair interview.
25 May 09
12:24 pm
Mikey. That is just like when Bush, Howard and Blair all said “I believe that Iraq has WMDs”. They didn’t say they did have them. The impression left was clear enough, and terrfied enough people, that it became justification for war. Neither are acceptable.
25 May 09
12:28 pm
Funny, funny, funny entertainment. It made me laugh out loud. Especially the rap versions.
Or watch Sunrise and Rove for the Reject the Recession dance campaign.
That’s funny too.
LOL Australia…..
25 May 09
12:41 pm
This is exactly like the US DJ Howard Stern’s “BaBa Booey” trick 10 years ago – he used to get his listeners to call news stations to give fake eye witness accounts and then say “BaBa Booey” near the end to confirm they were lying.
What happened then? Chk Chk Boom!
25 May 09
12:55 pm
Let’s hope ACA gives the story the axe. Time to move on.
25 May 09
7:08 pm
How comes people believe any crazy white woman when they come up with lies about dark skinned people committing crimes… you know they always lie??? I’m not supprised!!!!
25 May 09
7:46 pm
Hopefully not too many people think Clare represents Osrtralians….She is dumber than dumb..lets not equate being opportunistic with brains. She is also caught out…too dumb to realise ..media equals internet..equals police want a statement if you are an eye witness.
25 May 09
8:45 pm
Goes to show what you should and should not believe when the media reports stories. Makes you wonder what’s true anymore. She exposes the media and gets dumped on. Who really stuffed up here? If she made a buck no harm done. The media is keeping it going at the moment. All this hype does is open it up to more Peters crying wolf.
26 May 09
11:05 pm
What the hell is going on with you ppl (NOT TO MENTION THE MEDIA)??? There are so many things going on in this world esp THIS COUNTRY not to mention the problem financially…crime rate increasing etc, etc, etc..and all you ppl can talk about is some dumb bimbo (rat face) who is looking for fame “WHO LIED” and took advantage of such unfortunate event?? Geeezzz WAKE UP!!! I am disgusted from all this.
27 May 09
10:11 am
Waiting for Guzman!
Dear Conz,
Every day we open or search all of the world newspapers and we dissect GFC, world hunger, wars, genocide and and the problems of the world.
Sometimes you just need a little ratface in your life to take the edge off so we will be here until she strips bare, pursues a hollywood acting career, gets a boob job or gets a live action role on the wombles.
From time to time we will pass you on other media outlets and you getting worked up not only of the important things in the world but the not so important (clare)
27 May 09
3:37 pm
I find it fascinating that this sort of media manipulation polarises so many people.
At the end of the day is what she did really that bad?
I guess that depends on your own moral viewpoint, it certainly was funny.
We get too caught up with political correctness – personally I agree with 3rd ear – we all need a little ratface in our lives to take the edge off
27 May 09
3:39 pm
What is it with this country. Why has almost no-one complained about the “wog” reference? Yeah, so she lied to a reporter, like that’s never happened. Nine’s the real idiot here, not Claire, for not corroborating her story. Is that what journalism is in Aus? Oh, I forgot, you have ACA to show the world what real “quality” journalism is about.
Big surprise, another racist bogan on Australian TV.
7 Jun 09
10:33 pm
I think this is awful, and coourful all at once. I think that racism is a blight on our society, but I think it would be truly horrific to witness such a random and unexplained act of murder right there in the street. People that saw it would be permanently traumatised.
8 Jun 09
10:45 pm
You are all a bit emo about this. We have a lying airhead who ran for the cameras to get a bit of fame. Who cares.
Anyone seen Corey lately?
9 Jun 09
7:16 am
Sinead
She lied about seeing the shooting. (not murder, shooting). It was a bit of fun, she said. So no trauma, other than being asked to go on the radio and TV (wouldn’t have happened if she wasn’t anorexially pretty) to talk about her good improv skills
Pay attention…..
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