Why Your Brand Has To Live Past Media Channels
The age of one-way broadcasting is ending, says Jeff Gomez, CEO of Starlight Runner Entertainment in the US. We’re living in the time of transmedia now.
Speaking at the Broadcasting Digital Media Summit in Sydney, Gomez outlined how every human being who has access to the internet is a broadcaster.
So a brand’s message only has a small slice of the pie, compared with the kinds of mass conversation that’s happening all over the web, he said.
One way to steal back some of the pie is to create a story world with your brand, a transmedia landscape where the brand’s story is essentially platform neutral.
Transmedia storytelling is a technique a number of global brands such as Disney and Mattel have jumped on board.
“It’s a process of conveying messages, themes and storylines to a mass audience through the artful and well-planned use of multi-media platforms,” explained Gomez.
The old way, said Gomez, was to take a TV pitch, develop it for TV and hope it would be repeated on different media if it was successful. However, now brands are building story worlds that are aren’t specific to only one platform.
“In this multiplatform universe, the consumer flows from one medium to the next,” he said. “So the distinction of television as that thing in your living room is no longer there, or is in the process of vanishing.
“They’re surfing from one screen to the next. And your content has to do that too.”
What you see on TV can’t just move over to online video or mobile and vice versa. “There’s no need for the contemporary audience to watch something over and over and over again because there is so much out there and so much that is specialised to their taste,” said Gomez.
“What you want to think about is creating a world out of your intellectual property so people can visit it in different incarnations across different media.”
One brand that has its story world together is Apple, said Gomez. “There’s this kind of consistent and persistent story world that actually takes into account the fact you can have problems with Apple products so they give you a genius bar, or give you a place online to air your questions and grievances.”
Please login with linkedin to comment
aama Advertising Standards Bureau drink and drown in-car datingLatest News
Have A Shot At Your Own Vaccine Ad & Enter B&T’s Good AZ Gold Adland Challenge!
If Kyle Sandilands can make a semi-decent vax ad then it really can't be that hard, can it? Prove B&T wrong here.
Gus Worland’s Gotcha4Life Launches “Mind Your Mate Pledge” Via Initiative Studio
Australian mental fitness charity Gotcha4Life is launching its most comprehensive communications platform via a national campaign produced by Initiative Studio. Gotcha4Life works to end suicide by delivering programs that create meaningful mateship, build emotional muscle and strengthen social connection in local communities. The charity was established as a not-for-profit foundation by media personality Gus Worland in 2017. https://vimeo.com/582293453/872cd42796 […]
Theory Crew Snares Four New Clients
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SMI Data: June Delivers The Largest Ad Spend Ever In Aussie Adland History
Australia’s advertising market has stepped up its strong COVID recovery by creating history in June after delivering the largest month of ad spend ever recorded in a first half period in SMI history, with the feat also ensuring the market total was above the pre-COVID levels of June 2019. Total bookings soared 44.3 per cent […]
SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach Appointed By Property Developer Beulah
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Google Tells Marketers To “Rethink The Line” In Campaign Via The Hallway
Following on the success of last year’s Think with Google “Rethink The Mix” campaign, this week sees the brand inviting marketers to “Rethink the Line” via a campaign created by The Hallway. The campaign is spearheaded by a video that tells the story of “The Line ” via animation and is complemented by a collection of shorter videos and […]
Digitas APAC Appoints Adrian Farouk To CEO
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
Adland Sexism: Where Are All The Male Voices?
This comment piece is by Jasmin Bedir, CEO of Innocean and founder of FckTheCupcakes. It’s been a month since Zoe Scaman’s amazing article. When I read it, I kept nodding along and readied myself for an industry discussion in Australia. But nothing happened. Not a peep. And it’s not because we’re so much better in […]
Magnite Confirms Australian Leadership Team
Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.
Bundaberg Brewed Drinks Pours Zenith Brisbane Its Media
Zenith Brisbane wins Bundaberg Brewed Drinks' media and, with the extra staff, creates a glass half-full conundrum.
Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]
Haylie Marchant Appointed Executive Director Of Red Havas Brisbane
Red Havas has announced the appointment of Haylie Marchant to the role of executive director, Red Havas Brisbane. In addition to leading the agency to drive growth in the Brisbane market, Haylie will also join the Red Havas national senior management team. Marchant brings 15 years experience building and running successful agencies in Australia and […]
The Monkeys’ ECD Vince Lagana Departs
After three years as executive creative director, Vince Lagana has departed The Monkeys to explore new interests and opportunities. Lagana said: “I’ve really enjoyed these three years as ECD at The Monkeys but now feels like the right time in my career to pursue other new and exciting opportunities. I’m proud to have worked on […]
Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Outage Leaves Australians Locked Out Of Microsoft Accounts
Outage leaves Aussies locked out of Microsoft accounts. And it's not like Bill's farting about going into space & all.
BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
$10 Million JobKeeper Boost Sees Lachlan Murdoch’s Nova Reap Financial Rewards
Rupert, Lachlan & co forced to spit their Beluga cavair from laughing so much after fleecing $10 million in JobKeeper.
B&T’s Tokyo Olympics Wrap: Knitting, COVID-19 And Cockroaches!
It's your Olympics madness wrap! Yes, all the oddball action from Tokyo that Bruce McAvaney dare never tells you about.
Google And News Corp To Train 750 Journalists With Digital News Academy
In one of the great ironies, two of the great destroyers of journalism have teamed up to actually support journalism!
Mindshare Melbourne Gobbles Up Jenny Craig’s $8 Million Media
After eight months on Jenny Craig, unfortunately the B&T editor's 'after' photo is so far yet to materialise.
Revolution360 And Seedooh Tech Collaborate To Close Street Poster Verification Gap
OOH media provider Revolution360 has partnered with independent verification platform Seedooh to provide end-to-end transparency for its proprietary planning and data tool 360Intelligence.
“Secretive, Divisive, Undemocratic!” New Campaign Launches Calling For The End Of The Monarchy
If we didn't have the royals, who'd appear on our bank notes? Who'd open our fêtes? Who'd be on New Idea's next cover?
Sunday TV Wrap: Seven Nets More Than Two Million For Olympics
Of all the shocks at this year's games, it would appear the owner of the local pizza shop has won the men's 100 metres.
YouTube Serves Sky News With A One-Week Ban Following COVID-19 Coverage
YouTube serves Sky News with a one-week ban. Meanwhile, Alan has summoned the minions for immediate dictation.
Jodie Oddy Makes Return To Radio, Scoring Nova Show
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]
The Kyle & Jackie O Show Censors Anti-Vaxxer Pauline Hanson
With Pete Evans lying low, thankfully Pauline's returned to take-up the mantle of nation's favourite nutjob.
Keith Urban To Front Next Cover Of Rolling Stone Australia
Keith stars on latest Rolling Stone cover & confirms he should probably pinch some of Nic's hair shampoo & conditioner.
MTV And iHeartRadio Celebrate Four Decades Of Iconic Music Moments
If Aussie Olympians with a mullet don't prove the 80s are hip again, this retrospective will confirm it's 1987 all over.
Nature Announces String Of New Hires & Promotions
Here's a good news story, if ever we've seen it. Sure, not as good as Emma McKeon, if that's your current expectations.
