Tag Archives: Mumbrella

S01E10 – Tim Burrowes, Content Director at Mumbrella

Episode 10 includes an interview with Tim Burrowes, Content Director at Mumbrella. We talk about Mumbrella’s experience of segment based email marketing with Campaign Monitor, the value of dashboards for ongoing analytics and the pros and cons of retargeting. Tim discusses Mumbrella’s recent growth and plans for the future in other verticals and the learnings from launching an iPad version of Mumbrella. We wrap up with some musings around finding your niche and the importance of just doing it.

The episode also includes a clip from my favourite Serial parody – Triple J’s Cerial and a sneak peak clip from episode 11! Continue reading

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Observations on the We are Bonds Birthday Project

birthday project screen grab

Two brands went into self destruct mode this weekend. The first was the Australian Labor Party and the second was Bonds. The Birthday Project went viral pretty quickly throughout the ad industry and then got some priceless publicity on TV. Mumbrella said it was campaign of the year and the Bonds PR machine was working over drive. The campaign was then derailed by a bunch of technical glitches and poor UX. Brand advocates/people wanting free stuff quickly became brand skeptics/rejectors. Here are some observations

1. Above the line agencies aren’t always best placed to do big digital executions.

2. When your campaign has a four minute call to action on Australia’s most popular tabloid show – Today Tonight – expect your servers will get slammed. Load balancing should be a budget line.

3. If your campaign has a strong social element – don’t build your site entirely in Flash. A whole bunch of people access their social networks whilst on the go and a whole bunch of people have iPhones and iPads.

4. Include moderation caveats for photos before submission and not three days after via an ambiguous email.

Moderation email for We Are Bonds Birthday Project

5. People want free stuff and Bonds giving away t-shirts to their users is a great way to incentivise brand engagement.

6. Mumbrella is fast to congratulate but also slam down new campaigns (articles below).

7. Despite a clever idea, the poor execution will leave many disheartened and with a reason NOT to buy Bonds which is a real shame as ideas like these should be successful. Bonds is the type of lovable Australian brand that doesn’t need to take risks but through complete negligence it has let its fans, consumers and users down.

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What type of Creative Director would Kevin Rudd be?


It looks like, come Monday, Kevin Rudd will be out of a job. Whilst he will likely move into a UN post after quitting Australian politics let us ponder what he might achieve as a creative director of an agency.

Ever since he resigned from his position of Foreign Minister, ‘insider‘ stories have emerged of how bad a leader Kevin Rudd was. Adland KRudd would run a tyrannical ship. He would have the final say on every piece of work that went out the door – from the smallest localised print ad in the local street magazine read by 4 grandmothers to halftime Superbowl spots watched by billions. He would force staff to stay back even if they were not really needed. He would stand by his staunch beliefs and rarely seek council. He would employ a lot of prodigious young creatives and not value the opinions of more experienced ‘greybeards’. Rudd would sometimes treat staff with rudeness and contempt. In summary, he probably wouldn’t be a very good CD to work for.

Rudd would, however, be great in a pitch. A seasoned campaigner, he would be able to sell an idea to the punters. Following through on the idea and delivering would be the hard part. Despite a talented support team of creatives, strategists and producers, the end result wouldn’t be the award winning work originally sold in.

Despite a tough economy Rudd would be able to guide his agency through a GFC by encouraging close ties to Asian markets and investing in staff training and a decent health package. Nevertheless, a lack of support from inside the business and a failure to deliver would have him on the agency nose.

The axe would be out and unlike politics where you can just migrate to the backbench, Rudd would be out the door, trolling Mumbrella and Adnews hungry to pull down his old agency.

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