Connected Creativity



Consumer touch points and mediums have dramatically increased. The path to purchase is now dependent on a very savvy consumer who has so much choice, so many different ways to access content, the type of interactivity and engagement that the consumer is able to go through even before getting anywhere close to making a decision on the product or service. In all this, ideas and creativity are all-important but is your creative connected? Continue reading


The role of play in marketing

By adam corney, business lead, minimega

Kids Play

Children have had the right idea for centuries when it comes to marketing.

On the playground, the easiest way to make a new friend is to invite them to play with you. You enter into a mutual relationship where fun is shared, trust is gained, and joy is created together.

When lunchtime arrives the next day, you can guarantee that your new friend will be back to play some more and keep having fun.

That’s exactly the role of play in modern marketing. It brings us back to one of the simplest truths: those who play together, stay together. Continue reading

Creativity: The Value of Side Projects

By adam corney, business lead, minimega


Creativity comes in many forms; painting is as much an art form as constructing a business or a piece of communication. Side projects are becoming commonplace among your colleagues and more broadly in the workforce, and there’s a reason for it. They give you the outlet that your passions and ideas are looking for. Continue reading

App and Down the Mobile Ladder


What are your key reasons for building a branded app? Are you trying to shift perception of your brand, increase loyalty, or introduce a new product line? Is it just because “everyone else has it” or because you need one to drive traffic to your site, boost your sales and brand awareness? Whatever your reasons are, here’s what you should know… Continue reading

Young and Digital

Courtesy of Summly

Last week was truly spectacular for ADMA.

First, a very successful Fusion 2012 event that was all about data, creativity and innovation. Greg Nugent, Director of Marketing, Brand & Culture at London Olympics 2012, was just one of the high-profile presenters to share their insights last Thursday.

And then ADMA Awards, of course, with its glitz and glamour, nominee marketers and advertisers suited up and winners celebrating well into the morning. Here’s the list of all ADMA Awards winners. Continue reading

“Likes” by the sea

Sculpture by the Sea

Courtesy of Vlad Andrianov


The spectacular Bondi to Tamarama coastal walk has once again been inundated with crowds lining up to enjoy “Sculpture by the Sea”, a free outdoor visual arts exhibition. It’s been 16 years and an immense volume of marketing efforts to turn it into a landmark event. Here are some facts and figures behind it: Continue reading

Crazy or Creative?

By Ginger Conlon, Editorial Director, 1to1 Media

Remember the automat? Walls of vending machines stocked with sandwiches, snacks, and drinks; cafeteria-style dining. Popular in the early 1900s, they began to fade in the 1950s. When Horn & Hardart closed its last automat (on 42nd Street in Manhattan) in 1991, it seemed that gone were the days of getting any food but chips, crackers, and Pop Tarts from a vending machine. But in what seems to be a move to address the snacking needs of today’s impatient, on-the-go customers, gourmet cupcake bakery Sprinkles has gone retro. The chain launched recently a Cupcake ATM.


According to an article on CNNMoney, Sprinkles is planning to roll out the Cupcake ATM to its 10 locations and then to other, stand-alone locations. Each machine can hold 600 cupcakes, which sell for $4 each.

After reading about Sprinkles’ Cupcake ATM, I started to wonder about how well the bakery’s management knows its customers and prospects. I imagine bank managers had similar thoughts when presented with the first cash ATM.

I wonder: Will customers buy $4 cupcakes from a vending machine? (I would.) Does anyone really “need” access to cupcakes 24/7? (I do.) Personally, I think the Cupcake ATM is ingenious. Will it catch on–and will we soon see vending machines for macarons, or whatever the trendy snack du jour is? Will we see Sprinkles’ Cupcake ATMs in airports and at the mall? (I hope so.) Or will the cupcake-buying consumer prefer assisted service over self-service? As long as each cupcake is packaged with a napkin, Sprinkles has one future self-service customer for sure (that’d be me).

What do you think? Would you buy your next red velvet cupcake from a vending machine? Or do you prefer assistance with your cupcake purchase?

This article was written by Ginger Conlon, Editorial Director, 1to1 Media, which is a part of the Peppers and Rogers Group.

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Autonomy, Mastery and Purpose: The Surprising Truth about What Motivates your Customer

Dan Pink, the author of the number New York Times Best Seller, Drive recently spoke at TED revealing surprising truths about what motivates us. I found the presentation so unbelievably interesting and his thoughts so easily applicable to marketing, that it would be perfect for you to get some insights on how to better understand your customers, with a new twist. But it can also be applicable on how to get the most out of your marketing department.


Dan discusses the fact that our customers are not as endlessly manipulated or predictable as we think. He examined a study which was undertaken with students at MIT in the US.  It was all about how to incentivise their performance. They provided them with three levels of rewards. Many of you will say that this is a typical motivation scheme within organisations, however there were two interesting findings.

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Interview: Crowdsourced Creativity for the Uninspired Marketer

Interview with David Alberts, Chief Creative Officer, MOFILM (uk)

Crowdsourcing has been an incredibly popular topic last year and will inevitably be a hotter topic this year as even more brands and agencies jump on the band wagon. This morning ADMA spoke to the Chief Creative Officer, David Alberts at MOFILM (UK), who are the curators of what is known as ‘crowdsourced creativity’, on the topic of crowdsourcing and his thoughts on the future. MOFILM – which is effectively the world’s largest creative department – is giving traditional ABL advertising and the creative industry a run for their money by supplying an endless source of fresh inspiring films and advertisements; all developed by the very people that brands view as their customer.  In fewer than three years, MOFILM has crowdsourced a community of more than 35,000 creative prosumers (producer-consumer) to produce 8,000+ advertisements and films for the world’s leading organisations.

David joined the MOFILM team after previously working for the full service agency, Grey London, where he found himself recommending TV and big budget advertising in which he thought if the roles were reversed i.e. he was the client, it wasn’t the thing he would invest in. In a world of new media, and with a record number of prosumers with access to digital cameras etc, there are fewer roadblocks for people to crack into the industry. “The the way the world is now, it used to be the cost of cameras etc. that used to be the barrier for people coming into industry, now it’s a different world” said Alberts. Now working at Mofilm, Alberts has access to over 35,000 film makers on the books; the result being that brands can get totally fresh, cheaper and innovative ideas by leveraging the power of these creative crowds.

When I asked Alberts if he thought crowdsourcing was the way of the future for marketing and advertising, he responded by reciting what Paul Edwards, Strategic Director at General Motors said when asked the same question at Cannes last year: ‘At the moment it works very well with my agencies, but who knows in the future.”

One interesting but obvious fact Alberts made was that there’s ‘currently a huge demand for content, and not enough supply’. So what does the future hold? There’s no doubt that crowdsourced content is in its element; it’s a wonderful way to source creativity outside the confines of the marketing and advertising industry’s walls. The counter argument is that it’s a good excuse for brands and agencies to use when they can’t come up with the creative thinking themselves. Not to mention it comes at a fraction of what’s normally paid for creative work.

Is crowdsourcing here to stay? Or will it die out as consumers feel the work and lack of return? Would love to hear your thoughts!

David is the Chief Creative Officer at MOFILM.

MOFILM work for top-tier brands, such as Coca Cola, Samsung and Chevrolet…

Watch out for a full interview with David through the ADMA Dialogue, this March.

BMF Wins at the US ECHO Awards 2011

by Tim Wood

As BMF celebrate their Echo Awards, we look at each of their winning campaigns to see how they won the judges over in Boston this year.

At the recent US Direct Marketing Association Awards, BMF was the highest awarded Australian Agency. Their Weight Watchers ‘Approved by Life’ campaign picked up Silver, and BMF’s own ‘Wow Sit Down Thing’ picked up Bronze.  They also won three Leader awards for Lambassador, The Smith Family ‘Ground Zero’ and The Commonwealth Bank ‘Cricket Grants’. Tim Wood tells us how they did it.

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