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Opinion | Features
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Andrews' media accusers have some explaining of their own to do
In recent days 'tapegate' has consumed much of the Victorian political news cycle. In this cross posting from The Conversation academic Mark Pearson looks at legalities around journalists recording sources.
It is a sad day when senior political figures steal a journalist’s recording device and destroy its contents, as we have been told happened at this year’s Victorian Labor Party conference. But it is an even sadder day when we hear a major newspaper – The Age – justifying a senior reporter secretly recording their conversations with sources. -
Why Creative Effectiveness is the Cannes Lion you really want to win
With controversy over the criteria of entry for some Cannes Lions categories Phil Johnston argues the Creative Effectiveness category is the most rigorous 'effie' in the world.
Don’t worry. I’m not entering the debate on whether some Lion winners are scam. There are enough voices on that.
And my starting point isn’t even creativity. Because let’s not forget that creativity is just a means to an end. What is that end? Meeting our clients’ objectives, whatever they may be. That’s what I’m here to do. -
The Scam Lions? Count me out
Mumbrella will no longer attend the Cannes Lions. Mumbrella's Tim Burrowes argues that the scam in Cannes has become too much...
I love everything about the Cannes Lions experience. So I'm sad that I'm probably never going to get to do it again. -
Brandis' leaked copyright proposals are unrealistic
In this cross-posting from The Conversation Nicolas Suzor and Alex Button-Sloan from the Queensland University of Technology look at why the leaked plans to change copyright laws could lead to a lot of unintended problems for consumers.
The Australian Government has proposed Internet Service Providers (ISPs) monitor and punish Australians who download and infringe copyright.
In a discussion paper circulated by Attorney-General George Brandis, and leaked by Crikey last Friday, the government proposes a sweeping change to Australian copyright law. If implemented, it would force ISPs to take steps to prevent Australians from infringing copyright. -
Why Nine's investment in Quickflix makes it tougher for Netflix to launch in Australia
Last week Nine Entertainment Co made a $1m investment to buy eight per cent of streaming company Quickflix, whilst preparing to launch its own operation StreamCo. Here Nic Christensen looks at the underlying reasons for Nine buying into a rival.
In the world of video streaming last week's investment by Nine into rival Quickflix did not go unnoticed, but as always with these deals the devil is in the detail. In this case, a series of warrants and covenants that came with this batch of shares.
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With awards the more you get, the more you get
Following recent controversy surrounding entries to the Cannes Lions awards Eaon Pritchard argues until we have a better way to evaluate the merits of agencies than awards all agencies will be highly incentivised to do whatever it takes to win .
Advertising's outcomes are notoriously hard to measure. Which is why in advertising agencies, we love to measure outputs instead. -
Why aren't more media companies offering job sharing to get experience back in the door?
With the media industry churn and talent drain a constant issue Lucy Formosa Morgan asks why more companies aren't open to job sharing.
There’s rarely a shortage of applicants for coordinator positions however when it comes to recruiting experienced middle / senior level people, the talent bank seems to dry up. Agencies can struggle to fill vacancies for months or end up having to recruit from overseas. So if we have plenty of juniors that we’re devoting time and money to training up, where are they going? Why is there such a shortage of good talent out there? -
Marketers are the ones whose reputations are most at risk if they are complicit in scam advertising
With questions being raised over the integrity of some awards entries in recent weeks, former creative director Darren Woolley says scam can be as damaging for marketers as the agencies involved.
Scam awards entries have come to industry attention again, following the most recent Cannes Lions Awards. In the process, several high profile advertisers have been associated with their agencies’ entries. But what are the implications for the advertiser?
It is a standard response that advertisers are not really interested in creative awards. But the fact is that marketers are human and those that have healthy and close working relationships with their agencies actually enjoy seeing them being recognised, especially for work they may have created together. -
Terry Savage defends debated Cannes Lions entries saying 'Super Bowl ads run once'
In a Q&A conducted by email, Terry Savage, chairman of the Cannes Lions Festival of Creativity, defends the integrity of the competition and answers questions around scam ads following an investigation by Mumbrella into a series of ads from Australia entered into the Press category which ran just once in regional media.
What is your definition of scam?
"We require the work to have been approved by the client and to have used paid Media in the execution, if there is a query we get validation via the agency the client and the Media schedule that the work has run and complied within our entry rules. In the case of self promotion and NGO that is not the case." -
Australian Women's Weekly editor on how its latest cover has changed industry attitudes
The cover of the July edition of the Australian Women's Weekly features the image of ultra-marathon bushfire survivor Turia Pitt, a move which surprised many in an industry driven by image. Editor-in-chief Helen McCabe spoke to Miranda Ward about how the cover came about, and its effect not only on the public, but also the beauty and fashion industries as we.
The July cover of the Australian's Women's Weekly has done more to market "what the heart and soul of the magazine is" than anything else the magazine's editor-in-chief Helen McCabe has done in her five years at the helm.
Speaking to Mumbrella about the July edition which featured Turia Pitt, a survivor of the bushfire that swept through an ultra-marathon in Western Australia's Kimberly region in September 2011, McCabe said the cover is "a really strong signal to market that this magazine is committed to Australian women, quality stories, independent journalism, long-form story telling and quality writing. -
If you don't want to enter real work into awards, then fuck off and be an artist
In this guest post, awards jury veteran Matt Batten, a former ECD of Wunderman Australia, argues that the practice of scam advertising - raised by Mumbrella in recent days - hurts the whole industry.
Reading from 10,553 miles away – that's 16,983km in the metric – I'd like to commend you on your dogged determination to find answers to the burning questions surrounding some of Australia's most intriguing Cannes Lions winners this year.
Some say that this is the way of the world (at least our small part in it) and that creativity should be let free upon the award shows regardless of whether or not it was a legitimate response to a brief or a proactive project to help solve a genuine business problem for a real client – or a made-up ad for a brand that had no idea of its existence. -
Does culture really eat strategy for breakfast?
Good startups often point to their culture as a driver of their success, but Eaon Pritchard asks whether that culture can be derived without a clear strategy?
Culture, in an organisational sense, is usually interpreted as the collective behaviours, attitudes and beliefs that — when mixed together — create a particular set of norms within said organisation.
Obviously there can be ‘good’ culture and ‘bad’ culture. -
Five things Wicked Campers needs to do online right now
Wicked Campers has been in the midst of a media controversy over the last few days. Sebastian Vasta takes a look at how the brand could better manage the online and media crisis.
The latest cry to end Wicked Campers’ misogynist toilet humour is certainly not the first time the budget backpacker van company has been in trouble.
But it’s certainly the loudest the online outrage has ever been. -
Cut here: Reshaping the ABC
After the ABC unveiled its first round of cuts after having its funding cut in the last budget Ben Goldsmith of the Queensland University of Technology looks at how it might look in the future, in this cross-posting from The Conversation.
Monday’s announcement that the ABC will make 80 positions redundant is just the latest move in an enforced process of change to the public service broadcaster. It has a long way yet to run.
The announcement finally put the lie to Tony Abbott’s election eve pledge, live on national television, that there would be “no cuts to the ABC or SBS”. In concert with other recent announcements, it seems clear that public broadcasting – and in particular the ABC – is squarely in the government’s sights. -
Lost dog - can you help us find him?
Adland is an industry that likes to give back. Today, we're asking you to help us find this dog.
You can find out more about Windblown Dog's history below:
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Live blog: Friday, August 1
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
Top Stories:
- Woolworths media pitch decision expected mid-August
- ASB upholds complaint over McDonald’s voucher
- Opinion: Andrews’ media accusers have some explaining toA do in Tapegate
- Joseph Jaffe tells brands and startups to get into bed to survive
- TV ratings: Lacklustre Thursday sees The Bachelor and The Block drop again
- Supercheap Autos reclaim the garage in latest campaign
- Dr Mumbo That Moron that writes for us
4.02pm – Good news the Holt St News Corp toilet crisis of 2014 has found a temporary solution! (For those wondering The Aurora is the local News Corp drinking hole).
3.57pm – It would appear the toilets are not working at News Corp Australia’s Holt St office…
3.35pm - Syd Con’s Jonathon Moran seems pleased with the amount of publicity his mention in Dr Mumbo has gotten him today. Check out the Mumbo here.
2.46pm – Independent news website Crikey is reporting The Australian Jewish News has called on its readers to cancel their subscriptions to Fairfax Media after a column by Mike Carlton and its illustrating cartoon were slammed by the paper as antisemitic.
1.16pm – A decision on the Woolworths media pitch is likely to be reached by the middle of August, Mumbrella understands Read more »
ASB upholds complaint over McDonald’s voucher handed to children
The Advertising Standards Bureau has upheld a complaint against McDonald’s after the fast food chain handed out vouchers to children at a playground offering free fries.
The watchdog found it was in breach of a code of the Quick Service Restaurant Initiative for Responsible Advertising to Children (QSRI).
The complaint related to a voucher handed out – with permission – to the SPC Ardmona kidsTown Adventure Playground. On one side was a picture of Ronald McDonald with a group of people while on the other side of the voucher was an image of McDonald’s fries and the text: “Free small fries with any purchase”.
Woolworths media pitch decision expected mid-August, after board meeting
A decision on the Woolworths media pitch is understood to be likely by the middle of August following a meeting of the board, Mumbrella understands.
The pitch for one of the biggest media accounts in Australia, worth an estimated $240m, has been going on since February and now sees incumbent Carat facing off against OMD and Mediacom. Independent agencies Match Media and Bohemia are also thought to be part of the pitch in a strategy/support role.
The closely watched pitch was tipped to have been decided by Easter, but has had multiple extensions since the supermarket bought in a new marketing chief in Tony Phillips in March. Sources have told Mumbrella that a decision is now likely within the next fortnight, which will then be ratified by the board. Read more »
Treasury Estate Wines pitches $10m media account
Treasury Estates Wines is pitching its $10m media account, Mumbrella can reveal.
The Melbourne based company, which owns brands such as Penfolds, Fifth Leg, Lindeman’s and Wolf Blass, is thought to be down to a shortlist of agencies including Initiative, Starcom, PHD and incumbent MediaCom.
All agencies contacted declined to comment.
The pitch coincides with the recent departure of MediaCom Melbourne MD Peter Barrie, who announced his departure last week. Read more »
Westfield tenders sought after in-centre signs
One of the most sought-after out of home contracts in Australia is up for grabs with Westfield in the middle of pitching its portrait and landscape screens business, Mumbrella understands.
The shopping mall giant has denied rumours it has taken the contracts away from incumbent Ooh Media, saying “they are still very much under review”.
The screens are some of the most sought after out of home properties in the country, with retailers looking to take advantage of being close to the point of purchase to sway shoppers. Read more »
Unilever launches review of global digital roster
US-based MediaLink is conducting a review of Unilever’s global digital roster, according to reports.
Roster and non-roster agencies will be invited to pitch with Campaign magazine reporting that the review forms part of a strategy to build the FMCG’s integrated agency network. Read more »
Ikon Communications undergoes a brand refresh
Media agency Ikon Communications has shed its old logo in a favour of a brand refresh.
The moves sees the company dump the old round logo, with the missing O, which the company has had since it was launched by Simon White and Gary Hardwick in 1999 to service the Commonwealth Bank media account.
Ikon new logo sees the company adopt a more freeform organic logo and it appears it will also launch a new website, although it currently has a holding page in place. Read more »
Naked Communications creates ‘safe mistake zone’ to highlight fire safety message
Naked Communications has created the ‘Unsafe Mistake Zone’ to drive home the message that most fires are caused by preventable and everyday mistakes for two Victorian fire agencies.
The new campaign for MFB and CFA features a video which shows examples of unsafe mistakes, like drying clothes on a heater, with safe mistakes like sending a “creepy package” to a friend, in a spoof of a 1980s style infomercial.
Thursday night audiences down with Seven winning the night
Thursday night saw audiences down across the board with the Seven’s Home and Away and Nine’s The Block Glasshouse winning the entertainment battles.
With lacklustre audiences in most cities news programs were for the second night in a row the most watched. In the entertainment stakes Seven’s hour-long episode of Home Away became the top rating show with 908,000 viewers from 7pm.
In the 7.30pm slot The Block Glasshouse won out with 781,000 viewers compared with Ten’s The Bachelor which dropped to 594,000 viewers on its second outing. However an error with OzTam coding for The Block meant both the 7.30pm show and the Unlocked show at 8pm were banded together, with Nine releasing the split figures later on today.
Seven’s broadcast of the AFL game between Fremantle and Carlton drew 373,000 in Victoria and South Australia, while Border Security International drew 378,000 in other states according to the OzTam Overnight Metro ratings.
The Sunday Telegraph enlists celebs and brings back ‘Sunday isn’t Sunday’ jingle for subscription drive
The Sunday Telegraph has launched its latest subscription drive bringing back its radio jingle of 30 years “Sunday, just isn’t Sunday, without The Sunday Telegraph”.
It is the first campaign by creative agency Archibald Williams since it was handed the full News Corp account, and sees a four week campaign concentrating on radio and supported by print that features Matt Moran, Jarryd Hayne and Fitzy & Wippa saying what they love about Sundays.
News Corp’s NSW state director Brett Clegg said: “For years, The Sunday Telegraph has not only been the number one newspaper in the state but also the highest selling newspaper in Australia.
Brands and start-ups told to collaborate as ‘you are both in the survival business’
Image: The Corner Studio
Established brands and start-ups have been urged to collaborate more closely after being told that such partnerships could ensure the survival of both.
Joseph Jaffe, chief executive and co-founder of business matchmaker Evolution, insisted the marketing professionalism of brands and the creative minds of start-ups should join forces.
Too often start-ups are left to flounder with no access to cash when they could provide the answer to a brand’s creative problems, he said.
“Start-ups are full of ideas but they have got no money. The brand, you have money, but you have no ideas and you guys are looking for ideas to cut through the clutter,” Jaffe told marketers at the Association of Data Driven Marketing and Advertising Global Forum in Sydney.
Appliances Online turns to ZO and VCCP to raise brand profile
Zenith Optimedia and VCCP have been appointed to handle the media and creative duties for Appliances Online, after the agencies teamed up to launch Comparethemarket.com.au in Australia last year.
Appliances Online, which is one of the biggest retailers of electrical goods online in Australia, was founded in 2005 by John Winning and had previously handled the duties in house. Read more »
Live blog: Thursday, July 31
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing. Top Stories:
- CommBank set to pitch $44m media account
- Starcom Mediavest to separate into two agencies with launch of Mediavest
- Tapegate: Andrews’ media accusers have some explaining of their own to do
- R/GA founder Bob Greenberg admits judges let innovative scam work ‘pass’
- Dr Mumbo: Ducks can get aggressive
- Red Agency boss says CMOs’ ‘massive egos’ are what drives awards culture
- McKinsey consultant says CMOs should be the next CEOs for their companies
- TV ratings: The return of The Bachelor underwhelms, but X Factor and The Block also poor
4:50pm – Check out this new spot for German concept-car maker Smart.
Created by BBDO Berlin, the ad sees the brand talk about getting into the “big car game”….
4:38pm - Remember to check out the FYI section – today it has the details of Razorfish launching the Women In Technology program, a program designed to address the gender imbalance in the tech and digital industry and Tigerspike appointing Alex Burke as global CEO.
3.53pm - Retailer Supercheap Auto has a new campaign encouraging the public to reclaim their garage from spiders and storage to “discover its true potential”. You can watch the add below or read the story here.
3.16pm – Tapegate has consumed Victoria for much of the week. Academic Mark Pearson has written an interesting piece explaining some of the legal and ethical issues at play. Read the piece here.
2.48pm - Victoria is looking for a media agency ahead of a big push to promote the city of Melbourne to China. Read the full story on the Mumbrella Asia website. Read more »
Supercheap Auto celebrates cars and garages in new campaign
Supercheap Auto is encouraging the public to reclaim their garage from spiders and storage to “discover its true potential” in a new campaign “celebrating the dying arts of car and garage maintenance”.
Created by The General Store, the three ads each focus on a different element of garage and car maintenance, with the first “a celebration of the perfect garage”.
The ad sees an envious man, and his dog, staring down a driveway, with other people in the street also stopping their outside activities to stare at what is revealed to be a perfectly organised garage.
With the tagline “Reclaim your garage with Supercheap Auto”, the ad is set against a choir singing joyfully.
CommBank set to pitch $44m media account, Ikon again on alert
The Commonwealth Bank is set to call a review of its media account and is expected to invite a select number of media agencies to pitch for the high profile banking client.
The news is another blow for STW majority-owned Ikon coming just a week after the agency lost the $17m Diageo account, with CommBank a foundation client of the media agency.
Rumours of a potential pitch have been circulating for many months, with OMD, ZenithOptimedia, Carat and Initiative all tipped to be in the pitch as they are the main media agencies who do not have a conflict, alongside incumbent Ikon.
All of the agencies contacted by Mumbrella declined to comment however it is understood that a number of agencies have been sounded out and told to prepare.
ASTRA marshals support with survey showing Aussies in favour of piracy crackdown
Andrew Maiden
A new survey by the Australian Subscription Television and Radio Association (ASTRA) has released a new survey claiming 60 per cent of Australians support the prosecution of individuals who facilitate piracy.
The Auspoll survey of 1,013 people was released yesterday to coincide with the release of a discussion paper which recommended websites hosting pirated material should be blocked and internet service providers forced to stop their users illegally downloading content, such as TV shows like Game of Thrones.
According to the survey, which had a 3.1 per cent margin of error, 53 per cent of people said the government should do more to combat piracy.
“By proposing tougher measures to crack down on piracy, the Government is reflecting the views of a majority of Australians who believe that piracy is theft,” said Andrew Maiden, CEO of ASTRA. Read more »
Global brands ‘struggling’ with temptation to control local marketing from global HQ
Global brands are constantly battling the temptation to control local country marketing from their global headquarters with Audi among them, the car manufacturer’s Korea marketing chief has admitted.
Jorg Dietzel revealed that Audi’s German bosses are contemplating taking its marketing in-house, a strategy many brands have already adopted as they seek to present a consistent message across the world.
He also admitted to changing his views on the subject after previously questioning the belief that certain markets had their own nuances.
“It’s funny because a long time ago I built a network of agencies for Audi out of London so I was in the centre position and I was always getting upset about markets that were doing others things, that were ‘not invented here’,” Doetzel said.
“[They used to say] ‘our market is so different’ and I’d say, ‘yeah, right’. Now that I’m in the market I am having a slightly different perspective.”
Starcom Mediavest to separate into two agencies with Australian launch of Mediavest
Starcom Mediavest CEO Chris Nolan and new general manager of Mediavest Sue Kallas
The Australian media agency landscape is to get a new entrant with confirmation the Publicis Group’s Starcom Mediavest is to split and launch Mediavest as a separate entity, Mumbrella can reveal.
The news comes just a week after the decision by Diageo to move their media account to Leo Burnet, with Mediavest to handle the buying for the account, a move which raised eyebrows within the industry.
However, Chris Nolan, CEO of both Starcom and Mediavest told Mumbrella: “Globally the Starcom Mediavest business operate both brands and in the UK and US they run independently and they are both of comparable size to each other.
“If we are successful over a period of time (Mediavest) will have significant scale and will be of a similar size to Starcom.”
The Diageo move is a taste of what the agency will offer when it officially launches on September 1, according to Nolan, with strategic teams co-located with client’s creative agencies in a bid to improve communications, focussing initially on sister Publicis agencies Leo Burnett and Saatchi & Saatchi. Read more »
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