‘Superhero’ Builders Academy ad falls foul of ASB over unsafe work practices

A TV ad for Simonds Homes’ Builders Academy has fallen foul of the ad watchdog for depicting unsafe work practices such as using a nail gun as though it were an actual gun, despite the company claiming the protagonist was representing a “superhero”

Complaints against the ad, which introduced Bob, a builder who can do anything because he trained at the Builders Academy, argued the actions in the ad were unsafe and glamourised unsafe workplace behaviour.

One complainant wrote: “All of the actions depicted in the advertising are seriously dangerous. Anyone on a building site who did even one of these things would be immediately excluded from site for their own and everyone else’s safety.

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Analysis: Shiny floor talent show audiences tumble while renovations hold firm

Screen Shot 2014-10-23 at 1.19.23 pmAudiences for ‘shiny floor’ talent shows have been among the worst hit of the reality TV franchises this year, with The Voice and The X Factor posting double-digit audience declines compared to their 2013 runs.

However, some reality shows like House Rules, Masterchef and The Block have enjoyed a renaissance, posting strong audience growth this year, an analysis of consolidated OzTam ratings of the sought-after 16-54 demographic by Fusion Strategy has shown.

The oldest of the formats, Ten’s The Biggest Loser, lived up to its name, shedding 45 per cent of its viewers in the demographic in its run this year. However, Ten’s Masterchef  was the biggest winner, rising 31,91 per cent compared to last year.

The figures, which show X Factor dropped 19.97 per cent and The Voice 13.64 per cent in the demo, led Fusion’s principal Steve Allen to suggest Seven and Nine may find it hard to “do a Masterchef” and reinvigorate those formats. Read more »

Industry Superfunds kills off ‘From Little Things’ ad campaign soundtrack after five years

Industry SuperFunds Australia (ISA) has ditched Paul Kelly’s ‘From Little Things’ song from its marketing in a move to create a more contemporary image for the brand.

The song has provided the backing for ISA’s TV campaigns since 2009, but from early next year will be replaced with We’re All in This Together, a 2005 track penned by Australian artist Ben Lee.

ISA director of marketing Bernie Dean said Kelly’s iconic lyrics have “served us magnificently well” but after five years it was time for a change.

“Like all institutionalised brands we have got to evolve and over the past 18 months we have adopted a new stance in the market,” he said. “We’re more contemporary and late last year refreshed our mainstay campaign, compare and pair.

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Media and government should stop using terrorist ‘brand names’ like ISIS says CPA boss

A prominent commentator has said the media and government should stop using the “brand names” of terror groups like ISIS and think carefully about the way the debate is framed to avoid “giving them life”.

Panel (l-r): Yalda Hakim, BBC World News presenter and correspondent; Tim Costello, CEO World Vision Australia; Richard Goyder MD Wesfarmers; Alex Malley, CEO CPA; Robert Milliner, the B20 Sherpa.

Panel (l-r): Yalda Hakim, BBC World News presenter and correspondent; Tim Costello, CEO World Vision Australia; Richard Goyder MD Wesfarmers; Alex Malley, CEO CPA; Robert Milliner, the B20 Sherpa.

Speaking at a BBC Worldwide CEO debate in Sydney last night called Australia: People, Place, Power, Alex Malley, the CEO of CPA Australia, called on government and the media to think carefully about the way they are talking about the groups.

Following remarks about the Islamic State terror group (ISIS) Malley said: “We all live in a brand society, all of us will know it, and we should not be talking about any terrorism activities under a brand name, it’s a mistake.

“It gives them purpose, and we should be talking about terrorism and keep it as a general principle. The minute we give a brand name to an item it creates a certain behaviour and people will flow under the brand, and all of a sudden we’ve given them life.  Read more »

Movember kicks off campaign encouraging men and women to get involved

Made in Movember EmporiumMovember has kicked off its annual campaign aimed at encouraging both men and women to support the charity which donates funds raised to men’s health programmes.

Created by Melbourne-based Urchin Associates, the campaign is asking local “Mo Bros and Mo Sistas” to unite, support one another with the aim of changing the face of men’s health

Urchin’s Travis Garone said: “Movember started in Australia and is now operating in 21 countries around the world. We want to remind Mo Bros and Mo Sistas that while Movember is now a global movement, it’s equally important to support your local Mo growers.

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Transperth aims to foster empathy among commuters with new portrait campaign

Transperth_Portraiture3[10]Transperth, the public transport services company for Perth, has unveiled a new outdoor portraits series which aims to showcase the diversity of Perth’s public transport passengers in an effort to change the way people look at those around them.

The ‘Show Your Good Side’ campaign, created by 303Lowe, hopes to encourage empathy and respect amongst all commuters by sharing various commuters stories.

303Lowe creative director Richard Berney said: “The portraiture series is an exploration of the people of Perth and their individual journeys – presented by a brand that is of, and for the people – Transperth. Read more »

King Content picks up former ZO Melbourne MD Leanne Brinkies

Leanne BrinkiesKing Content has hired former managing director of ZenithOptimedia Melbourne Leanne Brinkies to head its native advertising unit.

In her new role Brinkies will work with clients to develop their strategies in the space and help them to amplify their media across various channels. Read more »

Media, marketing and ad companies well represented on BRW’s Fast 100 List

BRWA number of media and marketing companies have been listed on BRW’s Fast 100 list, which aims to recognise the fastest growing public and private small and medium businesses, with digital agency Loud & Clear claiming the highest ranking amongst the industry, coming in at 31.

Also on the list was data marketing company Cohort Digital which came in at 33rd, with Web Marketing Experts in at 44. Strategic design firm Strategic & Creative was in at 53rd place, with Perth based digital  agency Alyka ranked 70th.

Loud & Clear managing director Cade Witnish said: “Loud&Clear was founded in the peak of the GFC, and we’re pleased with how much we’ve achieved in just five years. As an independent agency with zero debt and a fantastic group of people, we’re excited about the opportunities the next five years present. Read more »

Air NZ creates ‘Most Epic Safety Video Ever Made’ in latest Hobbit-inspired safety demo

Air New Zealand has created another Hobbit-themed safety video ahead of the release of the third and final movie in Peter Jackson’s Middle Earth trilogy.

The video, which was shot outdoors rather than on board an aircraft, features an array of characters and cast from the movie and includes a cameo from the director himself. It was created in conjunction with Jackson’s production company Weta Workshop and directed by Kiwi filmmaker Taika Waititi, who also make an appearance as a wizard.

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Seven’s The Force wins night as Chaser’s Media Circus dips slightly

The Chaser’s Media Circus has seen its audience drop away slightly in its second outing, attracting 759,000 viewers last night, down from last week’s debut of 817,000.

It was a night where audiences were down across the board, with Seven’s The Force – Behind the Line at 7.30pm the only show to crack the 1m viewer mark with an audience of 1.125m. It was well up on last week’s audience of 811,000 and was the most watched show across all the demographics.

Seven’s Border Security – Australia’s Front Line, on at 8pm, grabbed an audience of 961,000 while Criminal Minds, up against The Chaser in the 8.30pm timeslot, was watched by 787,000. Criminal Minds was the most time-shifted program during the week, with an extra 125,000 viewers watching, taking last week’s episode’s total audience to 878,000.

Seven won the night with an audience share of 22.1 per cent, with Nine falling a little behind on a share of 17.7 per cent. The ABC beat Ten with a share of 13.5 per cent while Ten managed a share of 10.3 per cent.

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Pandora launches artist marketing data platform in Australia

pandora logoMusic streaming service Pandora has rolled out its Artist Marketing Platform in Australia and New Zealand, allowing performers with tracks on the radio service to access a range of data about their performance.

The free service allows artists to see details like where their tracks are most popular, which have been liked the most and demographic information about who is listening to their songs on the site. Pandora claims to have 1,100 artists from ANZ on the site.

In the US the service has used the data to put on brand funded shows in cities where artists are most popular, inviting fans along for free.

In a hangout with Mumbrella in September Pandora’s global music operations boss Steve Hogan said the function had allowed artists to plan tours and target the marketing of them to their fans as it was a “rich treasure trove of data”.  Read more »

Morning Update: FCKH8’s F-bombs for feminism pulled from YouTube; Hendo produces working hoverboard prototype

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

Mashable: FCKH8’s F-Bombs for Feminism Ad Pulled From YouTube, Vimeo

“These powerful little girls aren’t f*cking around.

For the latest ad campaign from t-shirt company FCKH8, the brand enlisted five girls between the ages of 6 and 13 to spread the word about issues regarding gender, race and sexuality.

One by one, these princess costume-clad girls address pay inequality, gender expectations and sexual assault with unexpected frankness. The clip features cursing aplenty (“Fuck that sexist shit!”) amidst statistics about the pay gap, rape and violence against women.”

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Endemol Australia head of development Nathan Gibbs departs for Zodiak Media



Endemol Australia head of development Nathan Gibbs will be joining London’s Zodiak Media, an independent production company overseeing 45 brands in 15 countries, as the newly-created role of group head of format acquisitions and the production and distribution group.

Mumbrella reported in August of Gibbs’ imminent departure from Endemol.

In a statement Gibbs said: “I’m delighted to be joining Zodiak Media in this exciting new era of the company’s development. Zodiak has attracted some of the very best talent in order to create and detect hot new shows going forward, and I’m thrilled to be contributing to this. Read more »

McDonald’s launches steak products with ‘Big Lunchbox’ activation and campaign

McDonald’s is promoting the arrival of rump steak on its Real Choices menu with a campaign created by DDB Sydney which sees the fast food chain create its own ‘big thing’, the Big Lunchbox.

Like Australia’s other famous ‘big things’, such as the Big Pineapple, the Big Banana, the Big Ram or the Big Rocking Horse, the Big Lunchbox is a giant red lunchbox. The Big Lunchbox is featured in McDonald’s TV campaign and also will travel around Australia where it turns into a pop-up restaurant that serves the new Mini Steak Taster Wrap.

McDonald’s chief marketing officer Mark Lollback said: “To celebrate the arrival of 100 per cent Aussie rump steak to our Real Choices menu, we’ve added to Australia’s world famous list of ‘big things’  with the Big Lunchbox. But this is no ordinary lunchbox; as well as taking centre stage in our TVC, over the next month it’s also travelling around Australia and transforming into an extraordinary pop-up restaurant that serves our delicious Mini Steak Taster Wrap.

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CMOs overlooked for top job as boards favour executives with finance background

Screen Shot 2014-10-22 at 1.06.00 PMCompanies are continuing to bypass chief marketers when they look for a new leader with board directors preferring executives with a finance background to run the company, according to a career mentor.

Sherilyn Shackell, founder and chief executive of UK-based mentoring business The Marketing Academy, said only “a handful” of CEO’s among the UK’s FTSE 100 companies have risen through the marketing ranks.

In an even more damning statistic on how chief marketers are regarded, only five CMOs sit on the board of FTSE 100 firms, she told the Australian Association of National Advertisers conference in Sydney yesterday.

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Mumbrella hangout with Outbrain CEO

Mumbrella held a video hangout with one of the founders of Outbrain today to discuss the nature of content marketing, what works and what doesn’t and the ROI of content discovery platforms.

Co-founder of the content discovery platform Yaron Galai and Australia and New Zealand managing director Ayal Steiner spoke about how the platform came about, the rise of content marketing, and how publishers and marketers need to show their audiences respect in their content and resist clickbait in order to hold readers’ trust and make the practice sustainable.

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Lack of video inventory and concerns about quality the main constraints as video growth surges

L:R Adapt.TV's Mitch Waters, GroupM's John Miskelly, News's Cameron King, Cadreon's Jessica White and IAB's Alice Manners.

L:R Adapt.TV’s Mitch Waters, GroupM’s John Miskelly, News’s Cameron King, Cadreon’s Jessica White and IAB’s Alice Manners.

The ongoing lack of premium inventory and concerns about issues like ad fraud and verification are major factors constraining the growth of video in Australia, the industry has been warned.

Speaking at today’s launch of the second annual State of the Video Industry Report, John Miskelly GroupM’s head of digital, told the audience: “We have to be singularly focused on increasing the number of streams that is the absolute number one constraint on our market.”

The declaration comes at the Interactive Advertising Bureau (IAB) report found that there were still major shortages on video inventory, particularly with Australian content and long form content, while two third of media buyers surveyed also expressed concerns about quality control on video around the issues of viewability, ad verification and fraud. Read more »

Crowne Plaza Hotels likens business travellers to athletes in push for corporate market

Screen Shot 2014-10-22 at 12.38.48 PMCrowne Plaza Hotels and Resorts is attempting to increase its number of business travellers with a campaign which uses sporting analogies to promote its services.

The hotel chain, part of InterContinental Hotels, will compare business travellers to athletes by stressing how Crowne supports them during the day – “from starting the game to recharging after the game”.

The marketing drive, called ‘Business is a game. Play to win’ , features digital and out of home channels and will run until December.

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