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launchgroup.com.au > Blog > 2008
11 Jul

Australia’s Emissions Trading Scheme: An Opportunity

by launch-admin Jul 11, 2008 0 Uncategorized

Speech by BCA President Greig Gailey to the Committee for Economic Development of Australia

The introduction of a national emissions trading scheme is the single most important policy decision the Rudd Government will make before the next election.

The introduction of an Australian emissions trading scheme and a price on carbon will affect business, industry and households in ways that many of us are yet to fully understand.

The right design will allow Australia to contribute to reducing global emissions in a manner that does not lead to excessive costs to our domestic economy.

Getting the policy right requires balancing often competing but interdependent demands. This includes fostering economic growth while cutting emissions, providing assistance to households and industries adversely affected, and aligning Australia’s strategies with global action.

To download the speech, visit this link:
Keynote address to CEDA
Shangri-La Hotel, Cumberland Street
Sydney, Greig Gailey, President, Business Council of Australia

11 Jul

Poking Holes In The Long Tail Theory

by launch-admin Jul 11, 2008 0 Uncategorized

Just because the Internet makes it possible to offer a near-infinite inventory of goods for sale does not mean that consumers will start wanting more obscure items in any great numbers. That is the conclusion Harvard Business School associate professor Anita Elberse comes to in a recent article in the Harvard Business Review that takes on some of the sacred cows of the Long Tail theory.

The Long Tail is Wired editor Chris Andersons theory (based on an article and resulting book of the same name) that as it becomes easier to distribute a wider variety of items, consumers will venture down the long tail of the distribution curve and find the products that exactly match their interests and idiosyncratic needs. Elberse questions this notion:

Is most of the business in the long tail being generated by a bunch of iconoclasts determined to march to different drummers? The answer is a definite no. Read the full article from tech crunch here.

11 Jul

China Licenses Online-Video Site

by launch-admin Jul 11, 2008 0 Uncategorized

BEIJING — Chinese online-video site Youku.com said it has received a long-awaited license from China’s State Administration of Radio, Film and Television, in a sign that China’s government may not take as tough a line on privately owned online-video companies as some had feared.

Youku’s license, announced Wednesday, makes it the first of China’s most popular YouTube-like video-sharing sites — including Tudou.com and 56.com
— to be approved by the administration, known as Sarft, following new regulations for the industry that it announced late last year. Those rules said government wanted online-video sites to be owned or controlled by government companies.

The regulator later said existing private companies also could be approved, but it has been unclear exactly how that policy would be carried out. As a result, Youku and scores of other Web sites that provide online-video services were scrambling for months to clean up their sites and win Sarft approval.

“I think for Sarft, they were reviewing video-sharing Web sites like ourselves, and this proves that they’re comfortable that we can abide to content and procedures they feel comfortable with,” Youku Chief Executive Victor Koo said in an interview. Read the full article by Loretta Chao here.

26 Jun

Gates may change direction of philanthropy

by launch-admin Jun 26, 2008 0 Uncategorized

The Bill and Melinda Gates Foundation’s focus on creative capitalism, combining business and philanthropy to effect change, brings out critics on both sides of debate.

While it’s too early to tell if Bill Gates will impact philanthropy as he has the technology industry, his support of creative capitalism has the potential to change how people engage in philanthropic efforts.

Gates leaves his full-time duties as Microsoft chairman on Friday to focus on The Bill and Melinda Gates Foundation, the philanthropic organization he founded in 2000 with his wife. It boasts the largest philanthropic endowment in the US, at US$38.8 billion, according to the foundation’s 2007 financial report.

Megan Sather, a Gates Foundation spokeswoman, said that rather than focus on specific projects right away, Gates will first work to raise global awareness of some of the foundation’s key issues. They include health care — especially providing vaccinations for rare diseases that affect children and helping to stop the spread of AIDS in Africa — and bringing food and sustainable methods of agriculture to some of the world’s poorest nations.

Read the full article by Elizabeth Montalbano from Computerworld here.

13 Jun

Social Networking Wars

by launch-admin Jun 13, 2008 0 Uncategorized

Think social networking sites are fun and useful? See what happens when things get a little out of control for one social networker who might just be over the whole social network thing. Let the social networking wars begin!

26 May

Putting a price on PR

by launch-admin May 26, 2008 0 Uncategorized

Earlier this year the website meetmyfriend.com.au launched an internet dating site with a twist. Meet my friend enlisted the services of Launch Group to secure an unprecedented volume of mainstream press in the two months leading up to the site launch. Launch Group formulated a strategic communications plan employing above the line (mainstream press), below the line (online and guerrilla activities) and experiential marketing (launch event). Within the week surrounding the launch event, Launch Group had secured $85,000 worth of free editorial within a number of main stream newspapers and free ticket give-aways via Nova’s radio broadcasts. Over the next month Launch Group secured editorial on news web sites as well as in the glossy mags taking the editorial value to approx $150,000. Happy client! See their newsletter here for more details.

8 May

IBM study: CEOs accept change as a permanent state

by launch-admin May 8, 2008 0 Uncategorized

Wake-up call for A/NZ executives

Seeking insight into the ‘enterprise of the future’ IBM yesterday released the findings of what it claims is the biggest global study of CEOs ever conducted.

Based on face-to-face interviews with 1,130 CEOs from 40 countries across 32 industries, including 69 executives in Australia and New Zealand, the study identified the main challenges likely to shape the future of business.

It revealed widespread concern by CEOs about their organisation’s ability to absorb and manage change as well as a widening gap between winners and losers in the global economy. Surprisingly, a high number of CEOs saw change as an opportunity to build new competitive advantage. Overall, 83 per cent of respondents expect substantial change in the future, an increase of 28 per cent in just two years. See the full report from computerworld here.

22 Apr

Best Brand on Earth? Starts With a G …

by launch-admin Apr 22, 2008 0 Uncategorized

Search Giant Keeps Its Spot Atop Millward Brown Rankings

Research firm Millward Brown recently took its annual look at which “brand” — that is, the stuff of a product or service’s intangible relationship with consumers — contributes the most to its overall value. As you’d expect, luxe marketing creations such as Louis Vuitton, Porsche, Hermès, Gucci and Cartier, affordable to so few, top the list. But No. 6 comes as a surprise. The opposite of luxe, this one is found in more than 40 varieties, is used by million upon millions and retails for just a few bucks in most grocery stores. Find the full article at NEW YORK (AdAge.com)

Brand Bling
Top 10 value in North America
* Google
* GE
* Microsoft
* Coca-Cola
* Apple
* McDonald’s
* Marlboro
* Wal-Mart
* Bank of America

21 Apr

IDC: 45 GB of digital info for every person on earth

by launch-admin Apr 21, 2008 0 Uncategorized

Global digital information amounted to 281 billion gigabytes in 2007 and growing

Global digital information (the digital universe) amounted to 281 billion gigabytes (GB) (281 exabytes) in 2007, or almost 45 GB of digital information for every person on earth, according to EMC-sponsored research by IDC. The figure is 10 percent more than the previous estimate, and is expected to hit 1.8 zettabytes (1,800 exabytes) in 2011.

In graphical terms, IDC describes the digital universe to be the equivalent of over 17 billion eight GB iPhones. IDC notes that the digital universe has a compound annual growth rate of about 60 percent, thanks to a jump in worldwide shipments of digital cameras and televisions, as well as better understanding of information replication trends.
Increasing internet access in developing nations, sensor-based applications and extensive online social networks have also contributed to the growth of digital information worldwide. Read the full article from Computerworld here.

14 Apr

Agency Execs Explore Green Strategies

by launch-admin Apr 14, 2008 0 Uncategorized

Speakers Warn IAA World Congress Not to Antagonize Cynical Consumers

WASHINGTON — Consumers are increasingly interested in green marketing initiatives, but they are also quite cynical, the International Advertising Association’s World Congress was told yesterday. That provides new opportunities for improving brand equity and engaging consumers — but also lots of risk in getting it wrong.

See the full article from ad age here.