Dr Mumbo

Why marketing is harder than rocket science; Sam on the ‘powder snorters’

To the glamorous environs of the Sydney Convention Centre and the Effie Awards, where guests were made to feel VERY good about themselves.  

The bonhomie was enhanced by Australian Association of National Advertisers chairman Joe Talcott, who used his speech to talk up the marketing industry’s role as a tax-generating stimulus to the economy. He told the audience: “Don’t look down at your shoes and say ‘Jeez, I work in advertising’. Say ‘I create smarter, happier, healthier people’.”

And he added: “It’s not rocket science. It’s harder than that. It’s easier to launch a rocket than change consumer behaviour.”

Menawhile Talcott was also true to his day job as marketing boss of News Ltd. Unlike the other presenters, he rejected the autocue to read from printed notes.

ABC presenter Adam Spencer let his full geek credentials flow during the show. After some technical detail from BMF boss Matthew Melhuish, chairman of the awards committee, Spencer said; “When you mentioned Bayesian probability analysis that was pretty much dirty talk to me.”

Later in the show, Spencer told Advertising Standardsa Bureau boss Fiona Jolly that based on his ABC experience, he admired her ability to stay jolly as she dealt with complaints. He said: “If you changed your name to Fiona I’d-like-to-stab-myself-in-the-eye-to-distract-myself-from-how-stupid-the-dipshits-who-made-that-complaint-are it would be quite understandable.”

And the other major source of comedy gold for the evening was a video message for the industry from Sam Kekovich, the voice of Australia Day for Meat & Livestock Australia. Among the highlights was his namecheck for Sean “Best creative director in the world” Cummins whose agency was behind the Tourism Queensland best job in the world campaign.


The work was created by MLA agency BMF and Trapdoor Productions.

Effies gold winners


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