Are you paying more than you need for your TV productions?

Share Tweet +1 ShareThere are two standard payment arrangements supported by the SPAA when it comes to paying for advertising film productions in Australia. 1. Pay to Estimate – the most common method. 2. Cost Plus – an alternative many … Continue reading

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Things to consider before going to pitch to select an agency

Share Tweet +1 ShareHopefully going to tender for a new agency is a sign of growth or expansion rather than a sign that the wheels have fallen off the existing relationship. But no matter what the reason for pitching your … Continue reading

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Quantum physics and the new media versus old media debate

Share Tweet +1 ShareAn article titled “Marketing Reality Check: Blogs, Pods, RSS” recenty appeared in AdAge in the US. The article by Abbey Klaassen, published August 20, 2006 said that “The Reach Most Marketers Crave Still Comes From TV, Print … Continue reading

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How to avoid the feeding frenzy of the agency pitch

Share Tweet +1 ShareFor anyone that has been through a pitch to select a new creative or media agency, one of the key issues is managing the industry and managing the media. Just look at the recent Myer media pitch, … Continue reading

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Walking the TV music publishing maze

Share Tweet +1 ShareThe agency has convinced you that U2’s “Joshua Tree” will make your TVC an anthemic masterpiece. And let’s say U2 actually sold the rights to their music for advertising (which they don’t). And let’s suppose they (unlike … Continue reading

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Still approving artwork via e-mail?

Share Tweet +1 ShareThe benefits of sending and receiving artwork files and corrections electronically are clear to anyone familiar with this process. Not having to rely on couriers, where expenses can be high, poor delivery times and occasionally lost artwork. … Continue reading

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Attended a TV commercial shoot recently?

Share Tweet +1 ShareMany advertisers like to attend the shoot of their latest commercial. Here is an example of how it can horribly wrong which you can view on YouTube. It is part of a short film called “The Reel … Continue reading

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The truth about briefing your agency?

Share Tweet +1 ShareThere is a great DVD at Amazon called “Truth In Advertising” where the actors say what they think instead of saying what they usually say. Very funny and very insightful. It is a fun way to remind … Continue reading

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Searching for the ‘best’ at any price?

Share Tweet +1 ShareOne of the biggest problems faced by advertisers in relation to production costs is the judgment call on quality. It’s like selecting wine in a restaurant. Most people who know nothing about wine and are afraid of … Continue reading

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How to avoid blowing the budget big time – Case study

Share Tweet +1 ShareThis case study is an amalgam of incidents we have encountered and illustrates how an advertiser can spend more than twice their budget on a tv production. The brief : The client provided a brief for the … Continue reading

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It’s not how good you are, it’s how well you scam

Share Tweet +1 ShareI picked up Paul Arden’s book again for the hundredth time and was flicking through it when I discovered Paul Arden appears to be a huge fan of scam advertising as a way to win creative awards … Continue reading

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72% of people are fooled by statistics on FTA TV?

Share Tweet +1 ShareStatistics are an important tool in analysis data, but often stats are misrepresented to give the impression the publisher wants to convey. The recent “Media Buyers Survey” from Free TV Australia has some interesting stats. Based on … Continue reading

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David Jones leads the way with agency remuneration?

Share Tweet +1 ShareIn yesterday’s Australian Financial Review on page 52 in the marketing section, Neil Shoebridge reported that DJs has reappointed Team Saatchi and in the process employed the Creative Director – Andrew Henderson. Damian Eales from David Jones … Continue reading

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Lovaglia’s Law at work in marketing

Share Tweet +1 ShareA friend of mine, Shawn Callahan from Anecdote, drew my attention to Lovaglia’s Law and sent me this link. Lovaglia’s Law: The more important the outcome of a decision, the more people will resist using evidence to … Continue reading

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We have always done it that way

Share Tweet +1 ShareIt is interesting to think that marketing and especially advertising are one of the few professions that has a department dedicated to “creativity”. So much so that many advertising agencies even have a department called the creative … Continue reading

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