Taking media strategy in-house key for future of ad agencies says 180 Amsterdam creative head

al moseleyCreative agencies having media strategy in-house is key says Al Moseley, president and chief creative officer of 180 Amsterdam.

Speaking to Mumbrella at Spikes Asia in Singapore where he was presenting on why creative people should lead companies, Moseley said the future full-service model is unclear, however in-house media strategy will be an important element for how it will look.

“When we talk about full service we talk about going back to a model that’s already existed  and I wonder if there’s a different type of model,” he said. “We work with media strategy in-house and we find that is essential for us with certain clients and for other clients we work with the media company very closely.

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Three quarters of marcoms execs believe their organisation is not ‘digital ready’

Niall McKinney, Aseem Puri, Sean O’Brien, Paul Roebuck

Niall McKinney, Aseem Puri, Sean O’Brien, Paul Roebuck

Three quarters of client, agency and media owner executives in Asia do not feel confident that their organisation is prepared for the challenges digital technology poses for the industry, according to a survey by The Knowledge Engineers.

The research, presented at the Spikes Asia conference in Singapore today by TKE’s Niall McKinney, found that a lack of leadership in driving the digital agenda was the biggest issue holding the industry back, followed by a lack of technical skills.

The study, which was based on a survey of 8,200 industry people, was followed by a panel debate featuring Sean O’Brien, the APAC boss of media agency Carat, the outgoing Singapore and Malaysia boss of Saatchi & Saatchi Paul Roebuck, and Unilever’s senior director of marketing, fabric cleaning Asia Aseem Puri. Read more »

AFL fan site accuses Seven of ‘blackflip’ over broadcasting grand final in HD

Lewis email 1The Seven Network has been accused “backflipping” on a commitment made to an AFL fan pressure group to broadcast this year’s grand final on its high definition (HD) channel 7Mate.

AFL fan Josh Rowe, who runs the website “AFL in HD please” which boasts some 70,000 followers on its Twitter account, today published emails between himself and Seven Melbourne managing director Lewis Martin which appear to show that the TV network made a “confidential” commitment to broadcast the grand final on the higher quality broadcast channel.

In an email dated March 31, following a meeting between Rowe and Martin, the Seven Melbourne boss responds to a request for permission to announce that Seven will broadcast the grand final in HD by writing “re GF (grand final) this year that needs to remain confidential”.

The issue of major sporting codes not being broadcast in high definition by free-to-air channels has been an ongoing one for many armchair sports fans, with all of the primary channels (Seven, Nine and Ten) only broadcast in standard definition.  Fox Sports has an HD channel for each of its four main channels, including Fox Footy, which does not have the rights to show the grand final. Read more »

Time Out Australia co-founder and publisher departs for US role

Justin

Etheridge

Justin Etheridge, one of the co-founders of Time Out Australia, has left the company to take up the position as managing director of Time Out North America, Mumbrella can reveal.

Etheridge has been executive director of Time Out Australia for the last nine months and was previously joint CEO/publisher, since the 2007 launch of the Australian arm of the publishing and e-commerce business which helps consumers to find entertainment and hospitality in their city.

“The appointment recognises the great work Justin has done in building our Australian audience, and we are looking forward to benefiting locally, from the global insights he obtains in his new role,” said Michael Rodrigues, CEO of Time Out Australia.  Read more »

Creative technologist James Bush leaves M&C Saatchi for AnalogFolk

James BushM&C Saatchi’s creative technologist James Bush has left the agency after two years to take on the role of creative technology director with independent agency AnalogFolk, Mumbrella can reveal.

Bush had been creative technology director at M&C since joining in June 2012, and was part of a 13-person innovation team led by Ben Cooper, and was one of the team which worked on the Clever Buoy project for Optus.

He said: “It’s nice to be joining an agency where innovation is the starting point for every brief. Every agency seems to have a ‘Lab’ these days but not many can apply that kind of thinking and make it standard practice. I’m looking forward to being a part of that at AnalogFolk.”

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Australian entries into Print category of Spikes awards drop by 75%

SpikesAsia_logo_alternative_portraitAustralian entries into the Print category at this years Spikes Asia Festival of Creativity have dropped by 75 per cent on last year, as part of a wider trend that has seen most ‘traditional’ categories shedding entries.

Numbers released as the festival got under way this morning reveal that there were just 12 entries from Australia into the Print category at the festival, down from 48 in 2013.

The number of entries overall in the category from across Asia slipped from 565 to 379. The Print and Poster Craft category also saw a marked decline in Aussie entries, down by a third to 29, from 45 last year.

Spikes previously announced that entries had grown by three per cent, up to 4,984 across the board from 4,832 in 2013. However, this was buoyed by 236 entries in the new categories of Healthcare and Innovation, the detailed breakdown of numbers reveals. A 68 per cent rise in entries in digital, and more entries from less developed markets such as Sri Lanka have also helped bump up the numbers according to chairman Terry Savage. Read more »

Masters brings in Kmart marketer Dion Workman as brand looks to stem losses

MastersWoolworths’ home improvement chain Masters has confirmed the appointment of Kmart manager Dion Workman to head up its marketing, as the brand looks to recover from a troubled financial year which saw it sink further into the red.

Workman is expected to begin in November and will take the role of general manager marketing, a position he held at Kmart since March 2011. Confirmation of the appointment comes after Masters yesterday named Match Media as its media buyer. But the appointment of a lead creative agency remains unresolved despite the imminent launch of a Spring marketing campaign.

Workman will join at a difficult time for Masters which reported slower than expected sales in 2014 with the chain blaming a “highly competitive market” in addition to the federal budget which it said dented consumer confidence.

Losses in Woolworths home improvement division climbed to $169 million from $139 million in 2013 with Masters admitting it will not break even in 2016.

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Former Leo Burnett CEO Rob Clarke rejoins Australian Rugby Union in senior marketing role

Rob ClarkeFormer Leo Burnett chief executive Rob Clarke has re-joined the Australian Rugby Union (ARU) to oversee sales and marketing, seven years after leaving the organisation.

Clarke, who led Leo Burnett from 1993 to 2002 and was chief operating officer of the ARU from January 2006 to August 2007, has been appointed as professional rugby’s general manager of marketing and operations.

Among the roles for Clarke, who comes to the role having been CEO of the Melbourne Rebels Super XV side, will be improving ticketing and membership for the code, which is facing a fight for publicity with soccer to be the third footballing code in Australia. Read more »

Privacy laws helping Australian email marketing, but more than one in 10 still going astray

ReturnPathLogoAustralia is matched only by Germany in the successful delivery of marketing emails but more than one in 10 are still failing to reach their intended target, new research claims, with the tight privacy laws credited for the high figure.

A study conducted by consumer intelligence company Return Path found 89 per cent of marketing emails distributed in Australia arrived in the inbox of recipients, with the remainder ending up in spam or simply “going missing”.

The findings were revealed as Return Path claimed emails remained the most efficient and effective form of electronic marketing, with each dollar spent on it returning more than $40.

However, there are sizeable disparities between industries in Australia with telcos propping up the table with only 45 per cent of emails arriving successfully, while publications delivered only 53 per cent. Read more »

Etihad Stadium names former Mattel sales chief Daniel Pote as marketing director

Daniel_PoteEtihad Stadium has named Daniel Pote as its sales, marketing and communications director after an 11-year career with toy manufacturer Mattel.

Pote will take up the role in early October and will oversee the Melbourne stadium’s relationship with customers and clients, including the AFL and its clubs and stakeholders. He will also head the development of the ‘connected stadium’ project which follows the signing of a five year multi million dollar deal with Telstra that will see the telco provide in-stadium wireless and Internet Protocol TV (IPTV).

“Becoming a part of such a high profile and vibrant landmark presents exciting challenges and fantastic opportunities and I’m really looking forward to the months’ ahead,” Pote said. Read more »

Top stories:

Tourism New Zealand has created a new campaign through Whybin\TBWA Sydney highlighting its adventure sport credentials.

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Betfair introduces winners elbow in new ‘Win so hard it hurts’ ad

Betfair is gearing up for the Spring racing season with a humorous new spot based on the idea of winning so hard it hurts.

The new TVC is the latest campaign for the online bookmakers from Cummins & Partners, and sees a patient in a doctors office suffering from winners elbow.

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Vice creates Wanderful series for Visit California looking at life there from an Aussie perspective

Vice has created a three-part video series for Visit California in conjunction with media agency Carat called Wanderful, looking at life in the state through the lens of Australians.

The three films showcase the lifestyles of famous residents of the state, a musician, a surfer and a comedian, through the eyes of Australians in similar fields.

In the first episode LA native, foodie and DJ Them Jeans shows Sydney DJ, writer, and restauranteur Andrew Levins the best food joints and music Los Angeles has to offer.

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Brownlow Medal pulls 983,000 to help Seven win the night

Seven’s broadcast of the 2014 Brownlow Medal ceremony saw 983,000 metro viewers tune in on its main channel to see West Coast Eagles midfielder Matt Priddis take out the AFL’s top award.

The result was a strong performance in the 8.30 slot given Seven chose to only show the awards ceremony on its main channel in the AFL heartland cities of Melbourne (which had 582,000), Adelaide (180,000) and Perth (177,000). In Brisbane and Sydney the ceremony was broadcast on multichannel 7Mate where it drew 36,000 and 30,000 viewers respectively, while another 286,000 watched on Foxtel’s Fox Footy.

According to Oztam, a red carpet Brownlow special also drew 670,000 viewers in in the 7.30pm slot in Melbourne, Adelaide and Perth.

The sustained prime time audience helped Seven win the night with a 28.4 per cent share on its main channel across the metro markets (compared with 20.6 per cent for Nine), this is despite Nine’s The Block: Glasshouse pulling the largest individual audience of the night with 1.327m viewers turning on for the reality renovation show, which won the 7.30pm slot.  Read more »

Tourism New Zealand offers five adventure sports in one day in new push via Whybin\TBWA Sydney

The latest campaign for Tourism New Zealand offers what it claims to be a “world first adventure sports tourism product”, giving visitors the chance to try five adrenaline sports in one day in its new 5X1NZ campaign, Mumbrella can reveal.

A stylish new web video, created by Whybin\TBWA Sydney and Eleven PR, shows extreme athlete Chuck Berry parachute from a helicopter, then snowboard and mountain bike down a mountain, before completing a bungy jump from a bridge and then having a jetboat ride.

It was shot as one continuous sequence by film director Justin McMillan in a single hour, and the campaign is being run in partnership with STA Travel.

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Carlton launches first ad for Crown Golden Ale campaign with Brownlow Medal broadcast

Carlton and United Breweries (CUB) used last night’s broadcast of the Brownlow Medal as the springboard for the next phase of a marketing campaign for Crown Golden Ale.

General manager Crown Tim Ovadia said it was the “perfect time” to air its new TV ad, created by  Clemenger BBDO Melbourne, and revealed the national distribution of the beer will kick start another wave of advertising on October 1.

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WPP increases stake in ad tech firm AppNexus

appnexusAdvertising agency giant WPP has increased its stake in ad tech firm AppNexus in a bid to take on Google in the ad serving space.

WPP has injected US$25m into the company, which it claims is the world’s largest independent ad tech provider.

In August the New York based startup got a $60m investment from an equity firm, which valued the company at $1.2bn, although the deal announced overnight puts the value of the company at substantially less with WPP taking around 15 per cent equity in the business.

The acquisition will see WPP’s programmatic trading arm Xaxis hive off its ad serving business, Xaxis for Publishers, into AppNexus. Read more »

Gina Rinehart top media exec in Women’s Weekly’s first Power List

Australian Women's Weekly power list editionSeveral high-profile members of the media and film communities have been named in the inaugural Australian Women’s Weekly Power List, with mining magnate Gina Rinehart leading the way.

Fairfax’s biggest shareholder is seventh on the list, while Maile Carnegie, the managing director of Google Australia and New Zealand comes in at 13, and new CEO of REA Group Tracey Fellows is in at number 40.

Leading the pack is Minister for Foreign Affairs Julie Bishop, with a raft of politicians and bureaucrats in the rankings.

“Women tend to have an uneasy relationship with power – not so much the wielding of it, which they do as well as any man, but the owning of it,” said Australian Women’s Weekly editor-in-chief Helen McCabe. Read more »