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Free: another word for nothing left to lose

Welcome to Idealog Weekly, the free email newsletter for New Zealand commercial creatives, entrepreneurs and anyone rich with ideas.

Free: another word for nothing left to lose

Malcolm Gladwell and John Gruber versus Chris Anderson and Seth Godin over Anderson’s new book, Free. Condé Nast writer against Condé Nast writer; Internet legend versus Internet legend: very readable stuff.

While I appreciate the abundance of information of all kinds being available to me for free over the Internet, I don’t think Anderson and Godin answer the question about how you and I will make a living out of it. Neither does Gladwell but, supported by Gruber, he does poke a hole in Anderson’s dream of Free.

Free depends on a massive cost-shifting process. Instead of paying for information delivered via newspapers, magazines, TV and radio, we pay for Internet connections. Instead of expensive printing presses, studios and distributors, there are costly data centres and global and national IP networks.

So, the information you get for “free” comes at a cost. How much exactly is harder to work out, but if you think it is Free as in No Cost, you’d be wrong. That’s something worth bearing in mind when you consider that business model for your startup. Then again, if you can make money by persuading people to go Free all over the place, why not?

The Wiggs way

We’d all like a licence to say what’s on our mind. Lance Wiggs has one—and he’s just the man for the job. I’ve heard Wiggs described as a ‘hired pagan’, paid to disagree with the corporate masters that pay him. “It turns out I’m quite a critical guy, and bad customer experiences always happen to me—so one uses that as an opportunity to help companies get better,” he tells Matt Cooney in the latest Idealog. “By holding their feet to the fire, we can help them.”

But while he’s a pro at skewering clueless corporates, there’s much more to the Wiggs story. He’s worked for McKinsey in the US, the world’s biggest miner in Australia, was Sam Morgan’s personal advisor when Trade Me was sold to Fairfax for all those millions, and now he’s back in Godzone excited at the potential of a new wave of Kiwi startups and keen to be involved. The story is in the current Idealog, in print and on our website.

Hothouse flowers

Hothouse, “a showcase of New Zealand’s hottest entrepreneurial ideas”, opened with a design-led celebration at TheNewDowse gallery this week. Created by award-winning designers Tim Wigmore and James Moire, Hothouse also features TheNewDowse’s first MP3 audio tour.

This is just the first of the magazine-style mix of stories and objects that the Hothouse has created. Every four months there will be ten new stories, revealing the creative process behind the greatest Kiwi products and processes. Aether oscillators, anyone?

Check it out at TheNewDowse on 45 Laings Road, Lower Hutt. Entry is free.

Barf 2.0

If you want to advertise a new web browser, how would you do it? In the case of Microsoft, with bucket loads of vomit and we’re … not sure that it makes us want to switch from Firefox or Chrome. Yes, really. Don’t watch the commercial if you don’t like that kind of stuff. It’s just one of a strange set of new ads Microsoft has produced for IE8. We suspect someone was told to produce a viral ad—and misunderstood.

Frogger FTW

The legends are all there! In Technolegocolourbeep! Excellent. (Via Buzzfeed)

That’s remarkably frank

No Kiwi likes Never Say Die. What’s with that? John Clarke shows how to make a quick sale.

Job of the Week

Creative Director - FMCG (P0512)
Our client is an established and prominent design company who specialise in branding and more specifically FMCG packaging design.

They have developed a fantastic team environment unlike any other and have some great 'personalities' amongst it. Their premises are fabulous and are centrally located on the city fringe.

This is an exceptional opportunity for a current Creative Director looking for a change of scene, or a very senior designer (8-10 years minimum) at the top of your game, who is looking to develop their skills in overseeing a team and the creative product coming out of a hot studio. They are looking for an inspirational, energetic and edgy person who has the passion and personality to drive and mentor a team of like-minded individuals.

You will need to be effective and comfortable in a client facing role and have a portfolio showing some strong work. It is essential this identifies your strengths in branding and profiles some of your exceptional FMCG packaging work. Your strategic skills will need to be well developed, you must be an amazing 'ideas' person, and you will be an effective communicator who is confident and shows the ability to inspire others to produce their best possible work.

Most importantly you'll have a wicked sense of humour and an outgoing personality.

If you are ready to really give it your all and would like to be leading a highly talented interactive team, then do contact at Portfolio Recruitment on 09 379-9303, or apply on our website.

Aurum leonis

Notta lotta people know this, but the July/August issue of Australian Campaign Briefincludes the 2009 Creative Rankings. How does little Enzed compare against mighty Australia?

Never fear. The top three agencies are all Auckland based: Saatchi & Saatchi, Publicis Mojo and Colenso BBDO. The top Aussie agency is DDB at four, followed by Colenso’s Wellington office. Not a bad result for the Kiwis, then.

It’s a similar story in the talent charts. Auckland also has the top three creative directors in the region—Mike O’Sullivan at Saatchis, Nick Worthington at Colenso and Toby Talbot at DDB. Again, the best the Aussies can do is fourth.

Then there’s the Cannes Lions: this year, Saatchis Auckland took a Bronze Press Lion and Publicis Mojo Auckland a Gold Cyber one. Aim Proximity, Auckland, landed a Silver Direct Lion, and a Bronze one went to DDB Auckland.

OMD Auckland and TBWA\Whybin took home Bronze Media Lions and ALT Group a Silver kitty in the Corporate Identity Schemes. Continuing the award parade, Y&R Auckland netted a Gold Film Lion, and Colenso/BBDO a Silver Titanium and Integrated Lion.

All of which might explain why the Aussie ad industry is so keen on taking revenge. You may recall its plans.

Brain race is on

Times are tough, and we’re all suffering—but we have to be careful with the economising. The Neurological Foundation tells us that any one of the teams of neuroscientists working throughout New Zealand could be eliminated due to lack of funding.

Neuroscientists work on making inroads with diseases and illnesses such as Alzheimer’s, stroke and Parkinson’s, all of which require continued basic research to find new treatments. Ignoring such brain disorders leaves us open to serious public health threats.

That’s why the Neurological Foundation that last year gave out $1.9 million in grants, fellowships and scholarships, is holding its annual appeal. There will be the usual envelopes distributed to households, but you can also donate online or freephone: 0508 BRAINS.

Word. Camp

Right, the WordCampers have firmed up the schedule and other things ahead of the weekend meetup in Wellington on August 8 and 9. The High Overlord of Wordpress himself, Matt Muellenweg, is incoming, and there’s Dan Milward and Harley Alexander too. The organisers are also encouraging local presenters, so let them know if there’s something Wordpressy on your mind.

Idealog is pleased to support Wordcamp, and we hope Kiwi bloggers find it an inspiring weekend. Tickets are $75 each if you purchase soon, and there’s also a $140 Micro Sponsorship option if you’d like to help a worthy cause. Check it out.

Quote of the week

“That room of 80 people had everything you need: there were investors, creators, web developers. And the people in that room had all those networks around them to every level of government.”

—Justine Munro, the tyro founder of the Centre for Social Innovation, surveys the room at the first SI Camp in Wellington

More at Idealog online

Read more on our website: web exclusives, opinion, creative directory, Idealog TV, the Idealog blogs and the Idealog podcast. See you at idealog.co.nz.

  Juha Saarinen
  Ideologue, Weekly

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