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Online reputation matters, but can Aussie communicators be arsed?

In a recent ‘e-consultancy' survey of cross-sector international practitioners, 99 percent of agency, in-house or freelance PR and marketing types thought online coverage was hugely important. Another survey finds that 75 percent of journos use blogs and online sources for story ideas. Now, a few weeks back at ...

Copy Corner: Producing better emails

Emails are such a huge part of our lives these days, it’s worth thinking about how to do a better job with them. Here are a few things to think about. The salutation is an effective way to set the atmosphere. Think about the options such as ‘Hello’, ‘Dear’ or ‘Hi’ and decide what’s right for you in each case. Make ...

Be real or fake off

Anyone with a blog or that is posting to a blog will already understand that blogs need a regular, staple diet of home-grown organic produce. ...

Sponsorship issues facing the 2008 Beijing Olympics

To the legitimate sponsor, ‘ambush’ is a dirty word. But there are ways to fend off an ambush attack and even turn it into a positive for your brand, say Dr Francis Farrelly and Dr Pascale Quester. As the 2008 Beijing Olympics approach, and as athletes work to attain their scientifically scheduled peak physical form, ...

Jingles: Consumer learning through sonic branding

The catchy jingle is making a big comeback for marketers of both old and new brands looking to find an enduring way to connect with consumers, writes Michael Burrows. I grew up in an era (in the not too distant past) where you could sing along to nearly every brand. Walking along the supermarket aisles, my mental ...

Profile: David Jones

Two years ago Euro RSCG was facing a bleak future. Sam Gopal chats to David Jones, the adrenalin fuelled force that has breathed new life into, and changed the fortunes of, one of the world’s most innovative agencies. It’s safe to say that at some point in our lives, we sit down with the old faithful pen and paper, ...

Out Of Home advertising: Ready, Aim, Fire!

In a world swamped with marketing messages, relevance is paramount. Kylie Flavell looks at how to reach consumers in the places where your product or service is most likely to strike a chord. I’m not the type to initiate gratuitous banter with strangers. I’m the rude girl in the elevator feigning some urgent text ...

Retro marketing: campaign pitch

Marketing explores the evolution of the ‘campaign pitch’ from July 1997 to July 2007 THEN Marketing circa July 1997: the pitch John Allert, of Allert Corporate Communication, blames the campaign pitch for lowering the status of design, claiming that by charging nothing (or at best the cost of materials) for ideas ...

Profile: Lynx

It pulled in a veritable swag of awards for its Lynx Jet campaign last year, but Lynx is not about to rest on its laurels. Jacqueline Burns investigates what the brand is doing to keep things fresh. Lynx is an iconic male grooming brand in Australia, and one of the strongest in its category worldwide. Its proposition ...

Creating and retaining consumer emotional attachment to brands

Brands that turn their backs on their consumers’ emotional bond to them do so at their own peril, writes Karl Treacher. Do people call you ‘big rig’? Do you tell yourself that you eat because you are unhappy and you are unhappy because you eat? Well, this isn’t an article that will help you understand why you have ...

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