Seven launches court action against Nine claiming Hotplate infringes on MKR copyright

The Seven Network has launched legal action against the Nine Network claiming its new reality cooking show The Hotplate infringes on the network’s copyright by too closely mirroring its My Kitchen Rules format.

hotplate logo screen shotThe two TV networks will be in court on Tuesday with Seven seeking to have The Hotplate, which has been beating its new cooking/restaurant format Restaurant Revolution in the TV ratings, taken off-air and also potentially seeking damages.

“Channel Nine’s on-air promotions for its programme had a strange sense of deja vu,” said a Seven spokesman.

“We then saw it. We believe Nine has appropriated Seven’s My Kitchen Rules original format and related production elements, and contravened copyright.  That’s why we’re in court.” Read more »

Shadow minister wants more experiments on government messages sent to households

Andrew Leigh MP, Shadow Assistant Treasurer

Andrew Leigh MP, Shadow Assistant Treasurer

A Labor politician has said he would like to see more behavioural studies carried out on marketing material sent out by Government.

Andrew Leigh, shadow assistant treasurer, believes analysis of peoples’ responses to information will provide more scope to “tweak” the message.

He said the right presentation of messages could result in more revenue through payment of fines, or ensuring better information is sent to people about services that are relevant to them. Read more »

Major brands and sports codes endorse statement condemning booing of Adam Goodes

Adam Goodes PosterA joint statement backed by a huge cross section of Australian brands and businesses has called for renewed efforts to stamp out racism in sport and in everyday life on the back of the abuse suffered by AFL star Adam Goodes.

More than 150 companies including Twitter Australia, Qantas, NAB and Lendlease and sports codes including Football Federation Australia (FFA), Cricket Australia, NRL and Netball Australia have shown their support for the message released today by ANTaR.

The call for action follows the much publicised booing of Sydney Swans player and former Australian of the Year Goodes during the West Coast Eagles match last weekend.

Separately Nick Cleaver, the CEO of full-service agency 303Lowe, is behind a campaign to get Sydney Swans fans to turn their back at half time in Saturday’s match at the SCG in a show of support for Goodes. The agency will be handing out 10,000 leaflets prior to the game against Adelaide Crows to promote the action.
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Voices of the past ask you to ‘Come find me’ in emotive new Ancestry ad campaign by VCCP

An emotive series of TV ads has been created for Ancestry to encourage people to look deeper into their family tree.

The campaign, devised by VCCP, features passionate appeals by characters from the past who ask the audience to “Come find me”.

The three separate 30 second ads feature an 1888 barrow girl, a 1788 first fleet convict who tell of their hardships, and an 11th century Viking leader speaking Old Norse, a nod to its Ancestry DNA service.

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Droga5 behind latest iteration of Share a Coke campaign using emoticons instead of names

share a emoticon coke longDroga5 Sydney is behind the latest iteration of the Share a Coke campaign which has been rolled out in Vietnam, using the language of emoticons instead of names on the side of bottles.

The ‘Share a feeling’ campaign, which is to run across Southeast Asia over the next 12 months, is an extension of the Share a Coke Idea which originated in Australia in 2011 and has since been used in dozens of markets around the world. Read more »

Claims live streaming their work could increase media agency transparency with clients

Adam Ferrier

Adam Ferrier

Live streaming between media agencies and clients could increase transparency in an industry “that badly needs it”, according to a leading consumer psychologist.

Adam Ferrier, global chief strategy officer at Cummins & Partners, said becoming totally open about the daily workings of the agencies could build better relationships with the brands who are paying for their services.

Transparency in dealing with media agencies has become an increasing issue for marketers in recent years. Read more »

WA Government LiveLighter obesity campaign takes out Grand Prix at first MSiX Awards

"ArtOf2 Photography -"

A West Australian Government initiative to tackle the state’s obesity problem has won the top award at the 2015 Marketing Science Ideas Exchange (MSiX) awards.

The LiveLighter campaign by Behaviour Change Partners won the Best Insight award and was named the Grand Prix winner at last night’s ceremony, hosted at The Powerhouse Museum by TV and radio personality James O’Loghlin.

Other winners at the inaugural awards celebrating the campaigns which demonstrate the best use of marketing sciences were Affinity in the Clever Data category, RadiumOne in the Best Use of Neuroscience category, Cummins&Partners in the Best Use of Behavioural Economics award and Liquid Interactive in Purchase Behaviour.
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Marketing science expert tells brands to forget focus groups as ‘no good will come of it’

Jenni Romaniuk

Jenni Romaniuk

Marketers must stop asking consumers to help shape key elements of the brand as they will risk losing “distinctive assets” that can make the product stand out in a cluttered market, a conference has heard.

Jenni Romaniuk, research professor and associate director at marketing institute Ehrenberg-Bass, said brands must not get hung up on what a colour means to people, or what is popular, as she argued that “uniqueness” is a critical element of marketing.

Choosing a look, colour and tagline must be based on what will stand out in a sea of product on store shelves, she said, and not necessarily what consumers like.

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Diet Coke looks to ‘reignite passion’ for brand in campaign targeted at ‘loyalists’

coke2A new campaign for Diet Coke will attempt to “reconnect with brand loyalists” using digital and social platforms and the creation of branded content through “influencer partnerships”.

The targeted push, created by Ogilvy, will see digital advertising directed to consumers who have interests in fashion, cooking and home styling.

Coke said the campaign is designed to “reignite their passion for the brand while reminding fans how it can make them ‘feel good’.”

Livia McKenzie, marketing manager for Coca-Cola Lights, Coca-Cola South Pacific, said: “We want to reconnect with loyal Diet Coke fans who have either grown up with the product or have long enjoyed it as part of their weekly routine.

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News Corp talks up digital credentials and promises to become easier to work with

Farjami at last night's Come Together event. Picture: Toby Zerna

Farjami at last night’s Come Together event. Picture: Toby Zerna

A programmatic play, a content marketing studio and a data partnership were the three  major commercial initiatives unveiled at last night’s News Corp’s ‘Come Together’ upfront-style event.

The evening saw the company look to strike a new position in the market, playing up its digital assets with scant mention of its print products, other than as part of its portfolio of “strong brands”.

New metro publishing director Damien Eales pledged to make it easier for agencies and marketers to work with the company’s sales teams with one point of contact across assets, while the company also pledged a new focus on innovation.

Current News Corp chief operating officer Peter Tonagh, who is set to succeed Julian Clarke as CEO later this year, told the audience the presentation was effectively “my new job description”. Read more »

AMAA audit figures show 2,513 visits to Mumbrella360 and Mumbrella Awards in 2015


A total of 1,890 unique visitors attended this year’s Mumbrella360 and Mumbrella Awards, newly audited numbers from the Audited Media Association of Australia reveal.

Mumbrella360 crowd

Across the three days, the total number of visits was 2,513, with a total attendance of 2117, according to the newly issued Audited Media Association of Australia portfolio certificate.    Read more »

The Ashes on Gem beats all reality shows with Restaurant Revolution losing more viewers

Restaurant revoutionSeven’s Restaurant Revolution has continued to shed viewers in its third outing, dropping by 39 per cent since its launch on Tuesday evening to post a metro audience of 415,000 last night.

The new reality format was comprehensively trounced in its timeslot with The Ashes on Gem pulling the biggest non-news audience of the evening with 775,000 viewers from 7.30pm, with the Australian team toiling against England and securing its second highest ever audience share.

It squeezed out episode two of The Bachelor which slid to 739,000 metro viewers after grabbing 846,000 on debut the evening before however it did win across the key advertising demographics.

Nine’s new franchise The Hotplate also saw a mini-collapse to 656,000 viewers at 7.30pm, having pulled 713,000 the night before and 784,000 on launch.

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Morning update: Top Gear trio sign Amazon deal, makes music with Lexus cars

top gear clarkson may hammondThe Guardian: Top Gear’s Clarkson, Hammond and May sign Amazon deal

Jeremy Clarkson, Richard Hammond and James May have been signed up by Amazon for a new motoring show to rival the BBC’s Top Gear.

The trio’s new show will be broadcast on Amazon’s on-demand TV service, with the US giant beating off competition from ITV and its online rival, Netflix.

The announcement on Thursday follows months of speculation where Clarkson and his former Top Gear colleagues would go after he was axed by the BBC earlier this year following a fracas with a producer.

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Fairfax and Mi9 taking control of mobile inventory launching delayed APEX exchange

APEcNews Corp’s decision not to join a new advertising alliance between Fairfax and Mi9 has been blamed on a switch in internal politics after the sacking of CEO Kim Williams.

The new premium mobile exchange APEX is set to launch today two and half years after the idea of a publisher exchange was first touted with the publishers looking to take back control of their own premium inventory from the likes of Google.

Originally conceived as a desktop exchange APEX has gone through several iterations, with potential launch partners including News Corp and Yahoo7 pulling out, to launch with mobile inventory from sites including The Age and Sydney Morning Herald, NineMSN and the Daily Mail.

The exchange aims to address a gap in the market by giving traders an “ability to access a large pool of premium inventory that is 100 per cent brand safe programmatically”. Read more »

Advertisers need to create more value for customers by making ‘less annoying’ ads

Nicholas Gruen

Nicholas Gruen

Producing ads that are “less annoying” is key to the marketing industry delivering real value for the client, according to a leading academic.

Nicholas Gruen, CEO of Lateral Economics, believes marketers must become smarter at utilising behavioural economics to create ads that play on angles other than just selling a message.

Speaking today at the Marketing Science Ideas Xchange (MSiX) conference in Sydney, he said: “The industry needs to produce ads that are less annoying. Can ads add value to the buyer, as well as the seller? If we can get that, we are getting closer to utopia.” Read more »

VCCP parent company Chime mulls buyout offer from WPP and Providence

ChimeCommunications group Chime, the owner of creative agency VCCP which is behind the meerkats campaigns, has confirmed it is considering a sale to Providence Equity Partners and WPP.

Chime confirmed the buyout offer after the news was broken on Sky News in the UK, stating it was considering a cash offer for its entire issued share capital at $7.79 a share, plus an interim dividend for the current year of 54 cents per share.

WPP is the world’s biggest marketing holding group, which in Australia owns agencies including MEC, Mediacom, JWT, George Patterson Y&R and Mindshare, and already holds an approximate 18 per cent share in Chime Communications. Read more »

Facebook creates new roles in bid to exploit growth in video marketing as ad revenues soar

Daniel King and Kenny Griffiths

Daniel King and Kenny Griffiths

Facebook Australia has appointed a head of video as the social platform looks to drive video advertising revenue and exploit increasing demand from marketers.

Kenny Griffiths, co-founder of Volt Media, will take the role with a remit to “collaborate with brands and agencies and help them drive awareness and growth” through Facebook.

In a further move, Facebook has appointed former Mediacom group director Daniel King as its head of media planning. Both the video and media positions are newly created roles.

The appointments come as Facebook posted a 43 per cent increase in global advertising revenue in the second quarter, rising to $3.83bn. Mobile revenue climbed 74 per cent on year and now represents more than three quarters of total advertising revenue. Read more »

Bonds avoids ‘self-obsessed’ trip down memory lane in move to remain relevant to cosumers

Screen Shot 2015-07-30 at 10.03.24 AM

Bonds will roll out the second phase of its centenary celebration push early next month as its marketing head explained why it resisted the temptation to reflect on the brand’s history in its campaign material.

Group marketing manager for Pacific Brands underwear group Tanya Deans told Mumbrella it deliberately steered away from a trip down memory lane as it wanted to remain relevant to today’s consumers.

She said too many brands become self-obsessed when they mark a milestone anniversary and incorrectly believe consumers care about their history.

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