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Idealog—in the ideas business

Cover of Idealog #21

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Living your brand with Michael Campbell, Phil Keoghan and Wellington’s Cuban connection: Idealog #21, on sale from Monday, May 4 at good stores everywhere.


6 Editorial

If not for Oprah

8 Contributors

Laura Westphal, Phillip Simpson, Chris Tobias and G Venn

12 Revisited

16 Agenda


18 The pundit: Auckland's 10-year-old-blogger

Ten-year-old blogger Tanielu Tele’a and his fellow Pt England Primary colleagues achieve celebrity outside the classroom

20 James Madelin takes a shot in the dark (or light)

James Madelin left investment banking to become a photographer—and found that he’s an inventor, too.

21 Web agency Fracture wins at SxSW

Web design company Fracture gets interactive at South by Southwest, much to the delight of Kiwi architects Jasmax

23 We have the technology

Meet the Kiwi helping Barack Obama with his alternative fuels plans—and take a peek at hydrogen heaven

26 Cory Doctorow, the Unlocker

Author Cory Doctorow is a merciless critic of the mega-corporations that seek to control creative content—and he’s happy to give his own work away for free


38 Forecast: Cloudy

Who would have thought that infrastructure was the most interesting part of the Internet? Welcome to cloud computing, where big pipes and big iron create a second—no, third—generation of Internet entrepreneurs. Matt Cooney asks: could New Zealand become the Land of the Long Net Cloud? Plus cloud concepts and Me 2.0

46 Mountain Buggy: Why the wheels fell off

Mountain Buggy looked like a model company for New Zealand’s design-led future, yet in January it reported debts of $22 million and the receiver was called in. What happened to one of our brightest export prospects? Mike Booker discovers why the wheels fell off. Plus a tale of two buggies.

52 Personal branding with Michael Campbell and Phil Keoghan

Kiwi golfer Michael Campbell has nurtured hopes of morphing into a global sports brand ever since he beat Tiger to win the 2005 US Open. It hasn’t happened yet. Andy Kenworthy spoke to Cambo about what could be the toughest challenge of his career. Plus Amazing Race host Phil Keoghan talks about his Enzed brand endeavours.

60 Havana Coffee and the Cuban connection

Some people will go a long way for a decent coffee. The quest has taken Geoff Marsland and Tim Rose around the world, mingling with Cuban spies, tagged as terrorists and welcomed by Havana’s Communist elite. Lauren Bartlett meets the proprietors of Wellington’s Havana Coffee Works

66 The rise of the smartocracy

Of all the differences between people, one factor has a greater bearing on income than any other: intelligence. And IQ scores show that each generation is getting smarter. examines the rise of the smartocracy


82 Taxpayer treasure

Art at Te Papa is a timely reminder.

83 B nice

If you too wondered about Neil Finn’s pie preferences, wonder no more—B>side has the scoop

84 Answers are free

The fascinating and terrifying tale of upstart Google.

84 The revolution will be contributed

A decent corporate citizen watches his world crumble.

85 Our places

Maori Architecture arrives at a fortuitous time.

86 Output, not hours: the Results Only Work Environment

Asleep on the job? Perhaps that’s a sign of a productive workplace

87 Peddling vision

A cycleway might unite the country. Science would enrich it.

88 The big uncrunch

Got no cash? It’s time to unleash your creative chromosome

89 A masterpiece in 160 parts

Some artworks stand above all others. Here’s why

90 Bigger in Texas

Kiwi acts get a big reception at SXSW. If only they had a bigger venue

91 That’s entertainment

What comes after the clients and the chocolate biscuits? Hollywood provides a clue.

92 How to keep clients in tough times

Keep clients in tough times. Nine ways to keep your company innovative—and essential

95 For NZ dance, the beat goes on

Dance is a tough act—just ask ACC


29 Idealgear

Idealog’s list of design-led delights

72 Creative Showcase: the future of PR

The future of P.R. | Everyone, even a computer, can produce a press release. So what’s the role now for a PR professional in cutting through the noise of fragmented media and marketing hype?

74 Showcase #1: public relations 2.0

TBWA\PR loves the new media

76 Showcase #2: four of the best

Porter Novelli turns the expected into the extraordinary

78 Showcase #3: taking responsibility

‘Do the right thing,’ says Nikki Wright