Rugby World Cup fever has finally arrived at decoder, and our once happy, multi-cultural family has now been torn apart by in-fighting. Aussies up against Kiwis. English versus Scots. The battle lines have been drawn – and the mood is ugly.

The All Blacks look like being the team to beat over the next month or so. They’ve got home advantage – and let’s face it – would you want to get between Ma’a Nonu and the try line?

Our Kiwi MD, Tracey Anderson, is certainly confident. She’s promised to treat us all to a ‘fush and chups’ lunch when the All Blacks claim the cup. Don’t choke now, lads!

Cambo, my fellow copywriter, chimed in with an agency tipping competition. Staff rushed to join his newly-formed Ruckwits league. If it turns out to be half as competitive as our NRL tipping comp, we are in for a vicious fight to the finish.

Winning on the field is one thing. But winning the bragging rights is better still. Six months from now, some of us will remember who won the cup. But everyone will remember the banter that was flying around when Australia met England in the semis!

For my money, Australia look like they’re running into good form at the right time. If Quade remembers his kicking boots, and James O’Connor doesn’t sleep through kick-off, I’m tipping the Wallabies for a glorious night in Auckland on October 23rd. Which I’m afraid means four more years of tears for the All Blacks!

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Two presentations in particular stood out for me. The first from BJ Fogg, an American academic who directs the Persuasive Tech Lab at Stanford University. He teaches behaviour design, a method of harnessing technology to change behaviour.

In no time, BJ had us throwing around beach balls to demonstrate the power of ‘simple social fun’ in changing behaviour. Next up, we were flossing our teeth (a bit confrontational in public!) to show us how habits are learned. And all this, before he starting entertaining us with his ukulele!

Next up was the Fogg Behavioural Grid, described as a ‘periodic table’ for behaviour. It outlines 15 ways behaviour can change, providing persuasion strategies for each type. Check it out here.

Brian Fetherstonehaugh of OgilvyOne also delivered food for thought, arguing that most ‘integrated marketing’ is nothing of the sort.  True
integrated marketing, he says, is like a muscle that propels a business and its customers to its full potential. Check out IBM’s Watson project for a good example.

He then introduced us to the 4 Es: Experience, Everyplace, Exchange and Evangelism. It was compelling stuff, and it’s safe to say that my marketing approach will never be the same again. To see why, read ‘The Future of Selling’ now.

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I’m all too familiar with the fast-changing digital landscape and the seismic shifts in targeting opportunities it can create, all at digital speed – rather
than the easier to follow, single string binary speeds of old!

An area of extra special interest to decoder at the moment is mobile marketing. Australians currently spend more time on their mobile devices than they do on their PCs. One of the really noticeable changes since I left the UK is the speed at which mobile advertising opportunities have actually taken off (provided that you know where to look and how to approach it!), so I was keen to see what the ADMA Forum 2011 had to offer.

The leading online players – namely Google and Facebook – are both claiming that they are ‘mobile first’, and are placing mobile in front of other channels.

What was apparent from the brands talking about their experiences with mobile at ADMA Forum was that mobile is complex; device sizes, screen sizes, interaction methods, operating systems, mobile web vs apps etc. You need to take the time to understand the strengths and weaknesses of mobile to create a clear mobile strategy for your brands – an approach we take with all our clients at decoder.

While the Australian public are now using mobile internet-based services regularly, we also have to be aware of what they aren’t ready to do just yet, so mobile products and services need to be assessed on an individual basis and according to what your customers are ready to do in a mobile way.

What we’re fast learning is that the most effective mobile marketers don’t just treat mobile as an application or website that stands alone. Your service needs to integrate into the whole customer experience, including other channels and products, and other services the customer might use – sometimes not necessarily with you!

Most interestingly to see at ADMA Forum was the level of integration with services such as location, address book and calendar – real service enablers that brands can use to create even richer brand experiences. If you’re not currently thinking about location intelligence or NFC (near field communication), then I’d suggest you either get to the next ADMA Forum, or feel free to give me a call!

I’d last been to Sydney about four years ago. To be honest I had a torrid time, mainly because my guide had decided to stop talking to me (it’s a long story), making it difficult for me to find the best places to eat and drink! While I had the pleasure of Katy’s company this time around, truth be told, I didn’t really need her (sorry Katy).

With my trusty Android in hand I was able to navigate the city with Google Navigator, find reviewed and rated restaurants according to my proximity and dietary requirements, and even access some special offers with a few carefully selected mobile ‘check-ins’. What of the advertising I saw in Sydney while I was there? To be honest I can hardly remember, but I can recall and have bookmarked the places and new experiences I found through my phone. I’ve even passed them on to friends via my social network.

If anyone wants to know the best Spanish Tapas restaurant in Sydney, I’ll be more than happy to share the details with you. Assuming of course they don’t find you first.

 Visit decoder at www.decoder.net.au

Tom (left) and James

James recently returned to Brisbane after seven years in Asia and Sydney, and brings to decoder top level regional and global integrated agency experience.

Visit decoder at www.decoder.net.au

Leading up to our yearly conference, the decoderettes had no idea what was in store for them. They were provided with an excursion permission form and told they would need to pack their school uniforms. And a toothbrush.

A couple of days before we left, we revealed to everyone that this year we’d be creating our very own ‘schoolies’ party – at Surfers Paradise of course! We all headed down the coast and met bright and early on Sunday morning at schoolies HQ, the Watermark Hotel.

Soon after arriving, we kicked proceedings off in our specially kitted-out ‘classroom’. On everyone’s desks were personalised school packs, complete with exercise book, stationery and essential little snacks to get us through the two days ahead.

On day one we talked about our ambitions for the 2011/12 financial year, showcased some of the world’s best creative and strategic thinking, and heard from Melissa from ‘HR on Call’ on how to set (and achieve) both personal and workplace goals. A few detention slips needed to be handed out, but overall the kiddies were well behaved.

That night was our school disco, where everyone turned up in their uniforms and had a great time. In recognition of an outstanding 12 months, Eleanor was awarded with the coveted ‘decoder staff member of the year’ title and trophy.

We also received a visit from our much-anticipated special guest – ALF. As in, A(lien) L(ife) F(orm), the furry creature from Melmac who had his own sitcom in the 80s. He was incredible.

Day two started off with a few sore heads and a presentation skills workshop. We then gave the guys a mock brief for them to work through in teams and present back to everyone in the afternoon. Some great ideas were conjured up in just a few hours.

Initially we planned to end the conference with a game of beach volleyball, but when the tide came in and washed the net away, we changed plans and headed for the Segways – those crazy-looking, futuristic, two-wheeled contraptions. After mastering the balancing technique, everyone burned around the course for a few laps. No (major) injuries were sustained.

A special mention needs to go to Stu, Katy, Chris and James who braved the heights and 110 km/h speed of the Vomitron. They did the team proud, and managed to keep their lunch down.

Overall, this year’s conference was a cracker. We’re focused on our goals for the next 12 months and very excited about what lies ahead for both decoder and our clients.

Visit decoder at www.decoder.net.au