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There is no doubt that awareness surrounding environmental impacts associated with a consumer lifestyle is growing. In recent times this has been supported by extensive media coverage and political debate, and a growing number of topical events have sprung up, such as the Carbon Solutions Forum. This is resulting ...

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Was the London 2012 logo worth the £400,000 it cost to produce?

NO!… now what to do with 299 more words? Joking aside, the problem with the 2012 ‘logo’ and the vilification it has received since its initial launch is also reflected in the wording of this question. Wolff Olins wasn’t paid four hundred grand for a logo alone, it was paid this amount to develop a complete visual ...

Is Australia suffering from a skills shortage in digital media and, if so, what can we do about it?

The skills shortage we are suffering is quite consistent with other areas of our industry, but has been further aggravated by the exploding growth of the digital world. Internet ad spend growth has been extraordinary. A year ago, most of the pundits were forecasting that internet ad spend would reach $1 billion ...

Should 2006 be considered a year of change or stagnation in the marketing industry? What were the three most significant developments in the marketing world in 2006?

One could argue this question either way with some authority, but I think the major developments this year were in the planning phase. So, rather than looking back, let’s look forward… One could argue this question either way with some authority, but I think the major developments this year were in the planning ...

With the imminent ‘downfall’ of traditional advertising a hot topic among marketing commentators, is direct marketing coming to the fore as an effective and measurable medium? Is direct marketing the ‘new cool’ as proclaimed by ADMA?

Whatever people class as traditional advertising, it’s probably not facing imminent downfall. Building brand equity can still be very effectively accomplished by traditional words and images, though the vehicle by which they are delivered may change. For example, how many people first saw the Flashbeer ad on their ...

What steps should Myer’s new owners take to revive the brand of one of Australia’s oldest retailers? Should they attempt to muscle in on David Jones’ successful fashion positioning or follow a different path? Is it too late for Myer?

Should they attempt to muscle in on David Jones’ successful fashion positioning or follow a different path? Is it too late for Myer? In a brilliant recent article in London’s Financial Times, ‘The Strange Death of Modern Advertising’, Maurice Saatchi stressed that in our media-diffracted, information-overloaded age ...

Sumosalad recently staged a protest at the opening of Victoria's Krispy Kreme doughnut store, citing the growing obesity issue and the need for a healthy balanced diet as their cause. Was this a great publicity stunt or do consumers see through transparent grabs at media exposure?

Krispy Kreme is a phenomenon – a brand that features in Michael Jackson's lyrics, and takes on a holy grail-like aura in The Simpsons. It is quintessentially American. It represents the fat side of Americanism, a perceptual space from which McDonald's is trying to escape with its 'Lighter Choices' advertising.

With the World Cup firmly in the spotlight, marketers from around the world have been scrambling to align their organisations with the great event. Will the tournament be a success for companies that have taken major sponsorships or will their investment show a poor return? In 2006, are ‘non-official’ sponsorships a cheaper and more effective option?

From an Australian perspective, a commercial association with soccer-now-called-football is an interesting proposition. I had always lamented the fact that football mad Aussie kids turn to other football codes after the age of 10 or 11, and that effectively Australia had no part in the World Game. But that was before the revolution, before Frank Lowy and the extraordinary John O'Neil. Finally kids have a reason to continue playing football and, if they do, our talent pool will be that much richer. Perhaps we should ban the AFL and the NRL and channel all our best footballers into the two international codes. Wonder if that would fly?

Tourism Australia’s ‘So where the bloody hell are you?’ campaign has raised eyebrows both in Australia and overseas, particularly in the UK where it was deemed offensive and initially banned. Is the new campaign press-generating brilliance or should we expect better from a publicly funded organisation?

Vulgarity? Australian society was built on vulgarity. It’s our stubbies and thongs culture that appeal to the Brits. You won’t find any nancy boy refinement out here. That TV commercial tells it like it is. There’s no subtle subtext. Just ‘get your arse over here, cobber’. The target audience is not your Wagner-loving Covent Garden snob. It’s your Barmy Army bovver boy, attracted by the games we play on Cronulla Beach.

Guru bloggers

Our team of dedicated bloggers will be posting regularly about anything and everything that makes them smile, drives them mad, or generally gets them going.

Alex White

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Alex White has been working in the Web industry since 1997. His creative background in design is complemented by strategic consulting and business analysis experience. His career has focussed on working with clients as a strategist and usability specialist, delivering complex online marketing and consumer application solutions for clients such as Xerox, Monash University, Sustainability Victoria, Global Corporate Challenge and more recently Movember and RedDot CMS.

David Gillespie

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David Gillespie is Senior Producer at ie Media. Prior to joining ie he worked with start-ups, at DDB, consulted for the Australian Government and travelled the world making computer games. When not offending people, he makes music and sleeps. Visit his blog Wide Open Spaces if you really can't get enough.

Geoffrey Bowll

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Geoffrey (pictured with junior art director) is MD of The Starship, a Melbourne-based ad agency. Besides running mainstream campaigns since 1991, he has conducted hundreds of marketing and advertising research projects for major corporates.

Karl Treacher

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Karl is the CEO of brand psychology & intelligence group Brand Behaviour. Karl is a behavioural scientist who specialises in brand launch engineering and predictive brand intelligence. Karl is Marketing Magazine’s honourary Brand Commentator.

Russ Easther

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Russell Easther is a communications graduate and digital media expert. He commenced his career with Cyber-NY in the USA and continued onto eMitch, Flip Media in Dubai and most recently was the Interactive Media Manager at Carat Interactive. As a consultant to P3Digital and the director of The Interactive Group, Russell brings a wealth of international experience combined with a wide range of online marketing capabilities spanning across many digital offerings.

Julian Cole

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Julian Cole completed a Honours thesis in Online Social Networks at Monash University and is currently writing his Masters thesis on Blackberry addiction. Julian also works as a Digital Strategist for Naked Communication. He writes the blog adspace-pioneers.blogspot.com and is an active member of STBz.

Michael Burrows

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Michael 'Bo-jingles' Burrows is director of Brand Music, award-winning innovators of sonic branding, jingle and radio campaigns. He also sits on the board of the Advertising Institute of Australasia.

FRANk

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FRANk is a creative engagement company originating clear and sustainable solutions for brands to make relevant connections with their customers. FRANk has emerged as one of the new-breed communication companies attracting the likes of seek.com.au, carsales.com.au, Kidspot.com.au, wotif.com, STA Travel, imate, movember and carservice.com.au.

Brendon Cook

Brendon is one of the pioneers of the Australian out-of-home industry and now CEO of Network Ltd, Australia’s only listed out-of-home media company. Network provides advertisers with a national network of out-of-home advertsing solutions, including Roadside, Retail, Transit, Regional and Experiential Marketing.

Carolyn Hyams

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Carolyn Hyams is the Asia Pacific Marketing Strategy Manager at Aquent, the leading global staffing firm specialising in marketing, communications and creative talent. After 6 years of working full-time with Aquent, Carolyn is now a proud mother of possibly the most beautiful child ever born and enjoys the flexible work practices that Aquent offers.

Eliot Harper

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Eliot is a marketing guy at Fuji Xerox. Prior to his current day job, he worked in the US for Adobe. Eliot holds a couple of degrees in printing and enjoys spending far too much time exploring the world of variable-data printing. In his copious free time Eliot enjoys kayaking, writing, blogging, eating and sleeping.

Luke Farley

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Luke is a founding director at LCubed a Melbourne based Thirdway Online Marketing Agency. He also runs Search Marketing Australia; website dedicated to educating Australian marketers and business people on how to make the most of search engines and the visitors they can generate. Luke is contactable via LCubed: 1300 528 233

Jane Hogan

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Jane Hogan is principal of Indigo Dingo Communications, a Melbourne based marketing consultancy specialising in direct marketing.

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