Source: Simon Canning, The Australian
THE ABC’s surprise hit of 2008, The Gruen Transfer, which wound up last night, may have unwittingly taught the advertising industry a lesson that for too long has fallen on deaf ears.
Over eight weeks, the show, which revealed the dark underbelly of the industry, attracted more than a million viewers per episode.
But has it been good or bad for adland?
The show’s producer, Jon Casimir, and Zapruder’s Other Films founder Andrew Denton set out two years ago to work out how to bring to life on TV what happens in the boardrooms of agencies.
The format was a big risk for everyone involved, from the ABC all the way down to those appearing on the show — and, of course, their clients.
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Just came across this laugh out loud video from Current TV, titled "Man vs Banner ads. It’s more serious problem than I originally thought.
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Source: AdAge.com, Natalie Zmuda
(Editors note: JUST WATCH THIS IN AWE)
Nike’s "Just Do It" theme is 20 years old, and the marketer is planning a push of Olympian proportions to commemorate its anniversary.
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Source: Simon Canning, The Australian
WEBSITES
and advertisers targeting the parent market are embracing the latest
online trend of social networking to further expand their reach.
Last
week, one of the leading sites, Kidspot.com.au, had a soft launch of
extensions to its site that aim to turn it into a social networking
forum for mothers.
Children’s product giant Huggies has also invested heavily in its
own social networking and information portal, the Huggies Club.
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By Craig Wilson
At the Sydney PubCamp Web 2.0 Media Day much of the discussion and vigorous debate centred around the topic of traditional verses new media. The room largely divided into two camps, with the majority supporting new media. This was fairly predictable given the nature of the day and the web 2.0 focus of the event.
What surprised me was the strength of conviction and belief in one form of media over the other. There seemed to be very little middle-ground.
As a representative of an advertising agency I saw the debate from a very different perspective. We are heavy users of traditional media but very interested observers and emerging users of new media. Our view is definitely that there is room for both and will continue to be for quite some time.
The passionate new media fans clearly believe that new media will swamp, overtake and render extinct the traditional media channels such as television, radio and press. Clearly there is evidence that Gen Y and younger have adopted significantly different media consumption habits than their predecessors. TV viewing in declining, radio and press have experienced a similar downturn in overall consumption.
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Amazing. Thought provoking. Insightful. Paul Isakson might be onto something here. Discuss:
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The Gruen Transfer (TGT) is a show about advertising, how it works, and how it works on us. Hosted by Wil Anderson, TGT decodes and defuses the commercial messages that swirl through our lives, with the help of a panel of ad industry experts.
Each week, Wil is joined by some of the best and brightest minds of the advertising industry, experts prepared to share the ideas and insights that drive them.
Guests on the program face a series of challenges designed to show the thought processes – and, often, the brilliance – of advertising, as well as its understanding of who we are and what we want.
Each week TGT examines the tactics used to sell a particular product; it could be cars or chocolate or cleaning products.
In a segment called ‘The Pitch’, agencies compete to fulfill an impossible brief. For example, ‘make Brendan Nelson a winner’. Elsewhere, ‘Consumer’s Revenge’ allows our audience to participate in the show by making their own ads on this website. The best ads will be played during the show.
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Source: Jane Schulze, The Australian
ADVERTISERS are being offered a front-row seat in the evolving world of music retailing through a unique Australian joint venture.
GroupM, the media investment arm of global communications group WPP, and Universal Music have teamed to create BrandAmp, a company set up to give advertisers unprecedented access to the world of music.
As physical sales of recorded music continue to decline and advertisers seek new ways of reaching customers, BrandAmp will match advertisers with musicians in an attempt to expand the businesses of both clients.
That means Universal Music’s artists, such as Brian McFadden and Vanessa Amorosi, will have the chance to work with the advertiser clients of GroupM agencies MediaCom, MindShare, Maxus and Mediaedge:cia.
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Source: Lara Sinclair, The Australian
NOT satisfied with its estimated two-thirds share of the $600 million-plus annual search and directories advertising market, internet search giant Google is launching an attack on the online display advertising dollar.
And it is not just by trying to get a bigger share of display advertising budgets (the money that advertisers spend on video, pop-ups and banner ads). That is slow going, given 97 or 98 per cent of Google’s worldwide revenues are still derived from paid search ads, as opposed to video ads placed on its YouTube website, for example.
Rather, the company is attempting to stimulate growth by trying to persuade entire categories of advertisers that in these uncertain times, a larger share of their online advertising budgets should be devoted to paid search advertising at the cost of display.
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H&R Block Cast a Wide Net With a Campaign That Included Profiles, Videos, Twitter and Widgets
By
and
Abbey Klaassen, AdAge
Tax software isn’t the first thing that comes
to mind when you think of marketing in social networks or on YouTube,
spaces dominated by movie trailers and goofy viral videos. But H&R
Block proved that it, too, can be successful in the space, but it’s
about matching content to the social community and then making that
content valuable to consumers, said Amy Worley, director of digital
marketing for H&R Block.
Ms. Worley was speaking at the latest installment of Advertising Age’s
Digital Bites breakfast series yesterday and shared successes and
lessons learned from H&R Block’s most recent social-media campaign.
The campaign cast a wide net in the social-media space, with MySpace
and Facebook profiles, YouTube postings, a Twitter account, widgets and
even a virtual tax office in Second Life.
Most companies, she noted, wouldn’t dive into all the tactics
at once but her product is very seasonal and "anything we didn’t learn
in one season, we would have to wait until next year [to try]."
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Craig Wilson is managing director of Sticky, a digital agency based in Newcastle, Australia that has evolved to encompass:
1. Sticky Advertising
2. Get Sticky - Inbound Marketing
3. NLYZR - a website analytics and SEO service.
4. URBAN INSIDER - online magazine.
Media Hunter is a forum for exploring modern media, marketing and start-ups and how and these rapidly evolving areas affect the media, marketers and consumers.
Craig is a contributor to the collaborative series of world-wide marketing books The Age of Conversation 1, 2, 3. He contributes to Marketing Magazine and Digital Ministry and is often called on by media to comment on industry news. Craig is regularly invited to speak on media issues, especially social and digital media, at various events around Australia. He was a speaker / panelist at the 2009 and 2010 Australasian Media and Broadcasting Congress and has addressed conferences for some of Australia's leading organisations on topics ranging from Search Engine Optimisation, the changing media and marketing landscape and inbound marketing.
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