Copy Corner: Rewriting is the key to writing well

When you write your first draft, the words very often just bubble out. There may not be a great deal of structure. That's fine for the first draft. When you move into the rewriting or editing phase, you check that there is a logical flow to your work. Plus, you delete unnecessary words to make the writing sparkle ...

Supre-sonic branding: the power of in-store music

What is it about the sound of brands that gets me going? Why do I spend so many hours loitering in shopping centers with my ears pressed against windows trying to gauge the soundscapes or lack of soundscapes permeating from within? The other day I happened to walk into the tween megsatore Supre, you know the one ...

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 ...

Corporate social responsibility: green marketing

If securing a berth behind the Pearly Gates isn’t motivation enough for you to ensure your brand is socially and environmentally conscious, just consider what it could do for your bottom line, posits Dora Nikols. His dark sunglasses, long hair, pierced ears and casual demeanour are emblematic of the world famous rock ...

Marketing People: Kathy Hatzis profile

Kathy Hatzis is the 2007 AANA Young Marketer of the Year. We managed to catch her for a quick Q&A before she jets off to Cannes… In March this year, Kathy Hatzis added a new feather to her marketing cap, being named the 2007 AANA Young Marketer of the Year. Now in its second year, the award is designed as an encouragement ...

Marketing Ethics

Warning: the following may make some marketers uncomfortable. If you were looking for a light-hearted read, turn the page. If you have a social conscience, read on. Karl Treacher reports. So you are a marketer, huh? What does that mean? It means that you are well-paid, respected, educated in marketing and, hopefully, ...

Brand management – who is driving your brand?

Who’s driving your brand and who’s just onboard for the ride? Brand expert Karl Treacher explains why many brands get off track, and who may be to blame. Brands communicate to their markets via a multi-supplier infrastructure. Meaning, if you aren’t launching your latest TVC, outdoor or direct mail piece, you are ...

Launch Pad: launching the NAB campaign

The ultimate objective for all new brands is to earn a place in as many customers’ personal identity preferences (PIPs) as possible. This simply means that if a customer was asked to list the brand that they believe most accurately projects their personal image, your brand’s name would be at the pointy end of the ...

Profile: Robert Morgan, Clemenger

How do you describe the character of a man whose career history with advertising giant Clemenger Communications has spanned 28 years? Well, in his words, passionate, occasionally erratic and probably never dull… Sam Gopal reports. It’s hard to find someone like Robert Morgan in any kind of business these days. Starting ...

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Media Zone 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.

Con Stavros

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Dr Con Stavros is a senior lecturer at the School of Economics, Finance and Marketing, RMIT University.

David Gillespie

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David is the digital manager at Hippo Jobs. Prior to joining Hippo he worked with DDB, consulted for the Australian Government, and travelled the world making video games. When not offending people, he makes music and sleeps. A seasoned blogger, if you're looking for more from David, check out his blog Wide Open Spaces.

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.

Gerry McCusker

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Gerry McCusker runs EngageORM a PR, communications and training consultancy helping brands, organisations and individuals monitor and maximise their online presence.

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 oOh!media Group Ltd, Australia’s only listed out-of-home media company. oOh!media Group provides advertisers with a national network of out-of-home advertsing solutions, including Roadside, Retail, Transit, Regional and Experiential Marketing.

Frank Chamberlin

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As an experienced and knowledgeable professional marketer, Frank Chamberlin has been a full time copywriter for ten years.

He teaches Direct Marketing at the Masters level at Monash University and he offers a one-day ‘business writing skills’ course for corporates. He also convenes the popular dm Forum in Melbourne.

As a successful copywriter, he does all sorts of work for large and small companies.

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