The arrival of Mat Baxter to Mediacom’s Berry Street office in Sydney a fortnight ago was anything but a run-of-the-mill appointment.

“If your goal if growth, marketing is all that matters – and everything you do is now part of marketing. And if marketing is about communicating to consumers that you’ve solved their problem, then the first step is to solve their problem.” That’s from ‘Free Prize Inside’, Seth Godin’s book on innovation-driven marketing.

In this month’s issue of my futile rage against the machine, I shall turn my attention to the thrilling issue of communications development processes. So grab a strong cup of coffee/any ephedrine based medication and I will commence.

With media buying commoditised and all agency disciplines now facing fundamental challenges to the way they work, the land-grab is on now more than ever before when it comes to being the home of ideas.

This week… Inga Van Kyck attends a qual research session and gleans valuable insights from the typical consumer.

For a public relations or communications head effacing yourself behind a CEO is not only part of the gig, but a prerequisite to doing a first-rate job. Like the production house behind a great commercial, practitioners work tirelessly behind the scenes, and while a little direction is sometimes involved, most of their role is focused on the promotion and/or protection of a brand’s image.

For many broadcasters, advertisers and even media agencies in Australia, the concept that TV shows can be viewed, free of charge and in high quality, on anything other than the familiar dusty cube in the corner of the front room can prove a puzzling one.

The Vodafone-Hutchison merger has raised more questions than answers in regard to the newly-formed company’s agency arrangements.

In preparation for the launch of a new Sydney-based AFL team based in Western Sydney in 2011, Mediacom was tasked with changing the attitudes and interests of a largely rugby-league-focussed population toward AFL.

Toy manufacturer Mattel has promoted Meagan Reay to become its marketing director for Australia and New Zealand.