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August 20 - 26, 2010
The Independent Weekly media & marketing
ADLAND Compiled by firstname.lastname@example.org Sputnik manages Out of This World creative consultancy
'If you climb to the top of the
hill you can see the sea," she
"That s the Longview."
For the twelve people lunching at
Longview s winery in Macclesfield
it was an interesting revelation --
that even though you were deep in
the Adelaide Hills, a short walk up
the hill would give you a sweeping
view across McLaren Vale to Port
Noarlunga and the deep blue sea.
But the better revelation was yet
Being a Sunday, it would have
been traditional for one of the men
at the table to sneak out the back,
whip out his small radio, check the
footy scores and then sneak back to
the lunch while whispering to fellow
Crows supporters that they were "in
front by 13".
It didn t happen.
At the next table was a group of
six -- each in the 65-plus age range
who you would expect to have been
talking about their latest bladder
operation or brand of hearing aid.
But no, they were comparing the
apps on their iPads.
One of them swept his hand
across the screen to reveal an AFL
app and the score from the Adelaide
v Brisbane game.
He also had access to who had
scored the goals, had the most kicks
and so on.
As well as his AFL info, he had
immediate access to news, weather
and a satellite picture of the view
from the top of the hill to the sea.
This isn t a story about how to get
footy scores on a Sunday.
This is a story of how rapidly iPad
technology has found itself in the
comfort zone of our older genera-
tion just as it has in our younger
For one group it s a marvel.
For another, it s a normal
Also at the table was a fanatical
and highly expectant Collingwood
supporter, waxing lyrical about the
prospects of repeating the Pies 1990
premiership triumph (OK, yes, it
It bears thought then to consider
what has changed since 1990.
Physicist Tim Berners-Lee
created a browser-editor with the
goal of developing a tool to make
independently connected computers
into a creative space to share and
edit information. When he settled
on a name in May 1990, it was the
Worldwide Web. Info.cern.ch was
the address of the first ever web site.
There were no at-home internet
connections. The notion that a
mobile phone could connect to a
website hadn t entered the heads
of even the most visionary of
In 2010 the whole world is
connected and we get our news in
a way that we never contemplated
-- wherever, whenever and however
we want it.
So what s the Longview for the
next two, five, 10 and 20 years?
On a clear day they say you can
Today it s a bit misty.
But I can see the sea and I m
* Gary Jaffer's column returns next
Local production house Resin were
up for two gongs at last week s
Australian Effects and Animation
Festival Awards for their TV ads
Defy Physics for Mitsubishi and
Absolute Comfort for Lennox.
While they didn t win this time
around, Resin creative director
Grant Lovering said "It s one of
those rare occasions where we
are actually pretty chuffed just to
make the finals as there was some
seriously high-end competition."
The Australian-based awards
attract entries from all over the
world from some of the biggest
names in the business including
Pixar, Dreamworks and Peter
Jackson s Weta.
Both professional and casual
observers alike would agree
this election campaign
has been rather lacklustre to
say the best. But this week saw
The Australian Sex Party spice
things up a bit courtesy of a new
campaign developed by Adelaide
General manager Jeremy
Ervine said it was the first time the
agency experienced the fast-paced
nature of federal elections. "We
were appointed on Monday, we
developed the ideas on Tuesday,
presented them on Wednesday
and shot and edited two ads on
Thursday and Friday."
The first JerkChoices ad
launched last Saturday and
is a play on the WorkChoices
campaign. Not surprisingly it
racked up more than 25,000 views
in its first three days on YouTube
quickly becoming the most viewed,
top favourited and top rated video
in News & Politics on YouTube. It
also became the ninth most viewed
video in Australia the day after its
Ervine commented that the
fast-turn was made possible thanks
to their new production facilities.
"JerkChoices called for a cast and
crew of nearly twenty people but
because of our new production
facilities and studio we were able to
turn the spot around in 24 hours."
The second ad, Dirty Canberra ,
was released mid-week, just days
before the election. In this ad the
focus is on questioning the role of
religion in politics.
The Australian Sex Party is
running candidates for the Senate
in all states of Australia.
While next week s Marketing Week
event will feature more than its fair
share of high-profile marketers
from around Australia, it turns out
it s by no means the only event on
the rock star marketing agenda.
Paul McCarthy, who is officially
billed as Australia s RockStar
Marketer will be in town on
Tuesday August 24 at 6pm to present
his workshop on small-business
marketing The Blueprint for Small
McCarthy is renowned for his
straight-talking Aussie style and
promises to leave small-business
marketers "motivated, inspired
and ready to take action". Contact
Business SA for more details.
Most famous for their pool and
lawn bowls nights, the Adelaide
Advertising and Design Club have
now added a bingo night to their
The club promises $3 drink spe-
cials, pay to play games and a prize
for the best nanna outfit. Members
pay just $5 with non-members also
welcome to "pop in a fresh blue
rinse" and join in the fun for $15.
More details at AdTown.com.au
Istill haven t figured out how to
cast my vote tomorrow.
On one hand is a party that
wants a massively expensive
superfast National Broadband
Network (NBN) that it will hobble
by mandating an ineffective
On the other is a party that
opposes the filter, but proposes to
replace the NBN with a patchwork
of broadband technologies than
may fetter Australia s communica-
tions for the next few decades.
Although technology is only
one dimension of my electoral
dilemma, it epitomises the disap-
pointing political discourse that has
dogged our democracy for the past
While there are valid arguments
both for building the NBN and
for dumping it, neither party has
offered more than soporific slogans
or penny-pinching platitudes to
justify their policies.
Julia Gillard s promises about
"virtual GPs" are a belated attempt
to put some meat on the NBN bones.
At the heart of this conundrum is
the NBN, Labor s $43 billion Fibre to
the Home network that promises 100
megabit per second Internet
access for more than
90 per cent of the
The first stage of
the NBN is already
rolling out in
it will take another
eight years to
Pitched as a
initiative, the dig-
ital equivalent of
the Snowy River
scheme, Labor s
vision of building
a national fibre
network is a big
Whether it justifies its $43 billion
price tag from the public purse
requires some complex economic
modelling plus a fairly big leap
of faith by the Government into
Australia s online future.
If the NBN numbers don t
work out, then Australia may
end up with what
labelled "a white
want to ditch
the NBN for a
will allow us to get
through the next
decade, but not far
While it s not a
bad concept, Tony
Abbott s network
solves a different
problem to the
NBN: It simply
takes broadband off the table as an
His hybrid $6 billion network,
which one industry expert suggests
may require a wireless tower on
every city block to deliver 100MGPS
speeds, is likely to run out of puff
after a decade or so.
That means, after a two or three
term Liberal Government, funding
a future fibre network becomes
someone else s problem.
As a parent, the NBN would win
my vote if the ALP was not wedded
to its nonsensical Internet filter.
Ostensibly, this filter aims to
protect kids from pornographic and
other rotten content on the Internet.
The problem is that it won t work
as planned. All it will achieve is
making parents complacent when
their kids are online.
Yet the filter is expected to slow
down Internet performance -- both
now and in the post-NBN world --
while forcing the cost of the filter on
to us, the customers.
The choice comes down to ques-
tions of cost and capability: Is the
NBN bang worth 43 billion bucks?
■ John Harris is managing director
of Impress Media Australia. Email
Casting a vote for technology
Selling Jerk Choices
Resin in good
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