Home' InDaily : July 30th 2010 Contents July 30 - August 5, 2010
The Independent Weekly media & marketing
Australia welcomes Apple s
latest iPhone today -- but it
doesn t fill my heart with joy.
Whereas once I loved my iPhone
dearly, my life is now a country song
where that good love has gone bad.
To start with, each new day was a
delight as I discovered the wonders
of the iPhone.
Its App Store was an explosion of
colourful creativity as engaging as
the smells of the Central Market on
a Saturday morning.
Its sensitive touch-screen was
a joy to use as my fingers lightly
caressed the hitherto complexity
of the handset controls. To enlarge
tiny type, I just had to snap my
Sure, we had our problems. After
a not-so-long day, my iPhone liked
to rest and recharge its battery. But,
then again, I like a quiet moment
myself, so I didn t complain.
And it was never very good as
a phone: Calls would drop out
inexplicably -- usually when the
Optus network was involved -- but
the good times more
than made up for that
Until last month
when I upgraded the
iPhone s firmware to
Instead of improving
my beloved iPhone with
the updated software
turned it into a cold and
Turning on its screen
took several seconds,
making phone calls was often
impossible because of its
sluggishness and the software
stalled rather than search for a
stored contact name or number.
I searched through online forums
for suggested solutions to this
problem and diligently applied
them all -- ranging from repeated
restarts to reinstalling the software
from scratch as a new phone.
Nothing improved its pathetic
performance, although it did
occasionally receive phone calls.
Until last Friday when I
plugged its USB cable into my
Within 15 minutes, my
iPhone turned into a stylish
black and silver headstone,
with a big white Apple logo
as the epitaph.
Desperate times call
for desperate measures,
so I called in the com-
Axiom Mobile Phone
Repairs on Grenfell
Street. Please, I
begged, make things
like they used to be.
JC at Axiom
replaced iOS 4.0.1 with version
3.1.2 and also added a new battery.
With the exception of riding a
train, this is the first time I have
ever paid money to go backwards.
Now my iPhone is working again,
but the memory of that betrayal
won t go away. Every so often, the
Apple epitaph appears to mockingly
remind me of how my iPhone let me
My colleague Mike O Reilly s
3GS model upgraded okay, so the
problem relates only to the 3G
So, while some may lust after
today s launch of the iPhone 4.0, I m
keeping my heart in check.
Sure it has a high-resolution
screen, a five-megapixel camera and
one-touch videoconferencing for the
$859 sticker price, but the rumours
of this tempestuous beauty s
problem already abound.
Like a honky tonk angel with a
red dress and bright lipstick, it just
won t respond right if you hold it
John Harris is the country-loving
managing director of Impress Media
Australia. Email jharris@impress.
It was pretty hard to avoid getting
dragged into the last episode of
MasterChef in our household;
everybody wanted to watch it and I
had managed a bare 15-20 minutes
of it over the whole season.
I love the foods and the recipes
and what the contestants have to
do but I find it hard to deal with the
exaggerated drama, so I tend to not
But Sunday, being the final, was
different, and I guess almost five
million other Australian felt the
The program delivered one of
Australia s all-time great television
audiences, breaking all records
for the past 10 years outside of the
Quite an achievement and I ll bet
everyone at Ten continues to shake
their heads and rub their hands
together at the same time.
I was prompted last year to write
about MasterChef and once again
it was a quick look at some ratings
from Sunday night that prompted
At OMD we send a ratings
summary to clients each day and
I glanced at the chart for AP25-39
and was staggered to see that the
program pulled a massive 49 TARP
-- that means almost 50 per cent of
all people watching TV were tuned
in to channel 10 and this peak came
in the 15 minutes up to 9.30.
The MasterChef result needs to be
taken into the context of a chang-
ing TV environment. This time last
year there was still a raft of second
channels to be launched and with
those pending I thought the result
we saw last year for MasterChef
was going to be the big highlight
for regular programming for some
time with the Commonwealth
Games and the Olympics being the
only thing to really get those sort of
Frankly I couldn t see television
viewing expanding much at all and
really expected to be looking at
numbers this year that simply show
the same audience being shared
among more stations, so again I
was surprised when I ran some
numbers for the past six months to
support this article.
There is a natural lift from
summer to winter, usually 15-20
per cent but this year has seen
an additional 5 per cent lift in TV
audiences against the same period
last year. This lift is just with the
free-to-air channels including SBS
and the ABC both of which have
a third channel already in the
All this is great news for the com-
mercial networks and especially
with the introduction of more new
channels with each of the three
commercial networks launching
their third channel before the end
of this year.
The more channels we see the
less likely it will be to see such
massive ratings on a single show.
But hey, records are meant to be
Gary Jaffer is GM of OMD Adelaide
ADLAND Compiled by email@example.com Sputnik manages Out of This World creative consultancy
JAM has hung on to the
account after a national pitch.
Having worked on the account
for almost three years, the busi-
ness recently came up for review
with JAM eventually coming up
Harbourtown national market-
ing manager Angela Gore said
the hard-fought pitch was won
on a combination of strategy and
creative and an understanding of
their core business.
A new campaign including a
new TV commercial will now go
into production and is due out in
the coming months.
feast Gary Jaffer
When a good love goes bad
Fnuky gets Petty Major retailer Harris Scarfe
has launched its latest
marketing campaign -- a big
step away from its past image as a
budget department store.
Central to its campaign is the
announcement of Mix 102.3 s top-
rating breakfast radio team John,
Jodie and Snowy as "celebration
National marketing manager
Chris Kontos said Harris Scarfe
identified the trio as the perfect
representation of all demographics
"You ve got Jodie as the glamour
girl, the young female/mother and
fun person and she sits alongside
one of Adelaide s icon newsreaders
"Snowy Carter has been around
for yonks and he s somewhere
between the other two," Mr Kontos
"It fits in with the Harris Scarfe
"Everyone in Adelaide has a story
about Harris Scarfe -- it s a very
South Australian story."
The campaign is the biggest
marketing shift for the company
since it launched a new logo and
new signage in 2002.
She s more well known for her
stint on SAFM Brekky radio
here in Adelaide, but it turns
out Amber Petty is actually an
advertising PR girl at heart.
So it s only natural she s found
herself back in the industry, this
time working at Fnuky in the newly
created role of communications
Fnuky GM Jeremy Ervine said
they had been looking to fill the role
for some time. "It s a very important
role for us. Much of our work
leverages interest from the media
to fuel community discussion.
Amber s background on both sides
of the media fence makes her the
perfect fit for us."
Petty seems equally pleased with
her return to the industry. "I m
very excited to be joining Fnuky.
It s an agency with a lot
of momentum and the
waves they re making,
not just in Australia
but also overseas, is
very impressive for
agency," she said.
include a stack
of recent award
bagged by their
campaign s award-
winning run hasn t
ended yet with the
just won an IAB
Award in Sydney
which are held by
and effective online advertising
and marketing campaigns run in
According to Ervine, who was in
Sydney to collect the award, they
are the first ever South Australian
ad agency to win an IAB Award.
"We re very excited to be
recognised at the IAB Awards
this year. Some people criticise
Adelaide for being behind the rest
of the country when it comes to
digital marketing, but this win
demonstrates that Fnuky can and
does produce world-class digital
work," he said.
The team at WDM has been busy
in recent weeks with a number
of new business wins, several
new commercials hitting our
screens and some new staff.
Creative director Peter Syndicas
confirmed the agency had landed the
advertising accounts for Bernie Lewis,
Duncan Basheer Hannon, Salisbury
Council and Study Adelaide.
On the new work front, its ad
for FruChocs featuring a FruChoc
connoisseur along with The Giant
FruChoc Ball they helped co-
ordinate with SAFM has helped the
company enjoy a noticeably higher
profile in recent weeks.
While it s difficult to believe the
Royal Adelaide Show is just around
the corner again, expect to see
the next instalment of the Royal
Adelaide Show campaign featuring
the side show clowns on air any day
now. The ad was again produced by
Resin with sound by Best FX.
Not surprisingly, the agency has
added a few new faces to help get
through the influx of work with
ex-Showpony account director
Andrew Fotheringham and
account manager Milly Youeis
who has previously worked at EDC
and kwp! joining the team.
mixing it up
Main: Fnuky GM Jeremy Er vine and Fnuky's David Campbell with the
company's IAB Award. Below: Fnuky's latest recruit Amber Petty.
New work, new clients, new staff
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