Myer will kick off a major marketing drive today following a brand relaunch under the umbrella message ‘find wonderful’.
Clemenger BBDO Melbourne, appointed by the department store in August, has created the campaign in collaboration with fashion specialist Unit1 Creative. It will include TV ads, which go to air tonight, cinema, online and in-store.
The 60-second ad is fronted by Adelaide actress Tilda Cobham-Hervey and depicts Myer injecting fun and colour into a grey, practical world.
Myer said it is the first brand relaunch for almost 10 years, with chief executive Bernie Brookes acknowledging that during the past decade “consumer expectations have changed”
“In the fast changing retail landscape we wanted to know how and where we fit into the expectations and desires of today’s retail consumers,” he said. “We now better understand who our shoppers are and what they are looking for when shopping at Myer.
Red Rooster is continuing with its ‘Tender Loving Chicken’ positioning in its new spring summer campaign created by recently-appointed creative agency Naked Communications.
It follows on from a campaign created by Red Rooster’s strategic agency Brand Council which was developed before and during the recent creative agency pitch which saw the account shift from 303Lowe Perth to Naked Communications, with Naked now tasked with developing the new direction into the future.
The ad focuses on the brand’s roast chicken product as it aims to highlight how Red Rooster chickens have no added hormones or added MSG. It features the track ‘Ice Cream’ by US experimental rock group Battles, with the track set to be part of the chain’s campaigns for the next 12 months.
Naked Sydney creative director Katie McCarthy said: “Roast chicken is a classic family dinner. Since it’s already a favourite family meal our task was simply to remind Australians that Red Rooster makes the best roast chicken. Read more »
WPP is set to launch a second agency trading desk that will give GroupM media agencies another option besides Xaxis to place their clients’ programmatic trading dollars, Mumbrella Asia has revealed.
The new entity, which does not yet have a name, is being designed to suit the growing number of advertisers that want more bespoke digital buying solutions, a company source informed Mumbrella.
Australia is expected to be one of the first markets for the new trading desk brand, which will cater for more performance-focused advertisers and compete with Xaxis for what the company claimed earlier this year to be $750m in automated digital media buys globally. Read more »
A lack of marketing procurement expertise is causing agencies to fill out “mindless” multi-page forms which often do not relate to the services that are being pitched for, according to industry experts.
Jason Penrose, principal consultant at Jamecam Consulting, told a panel discussion that the bulk of Australian firms “do not have a marketing procurement function” with their procurement teams lacking an understanding of how marketing operations work.
The result is Request for Proposals (RFP) to agencies that barely differ from RFPs sent to agencies handling other functions.
He told The Source New Biz breakfast panel this week: “In a lot of procurement functions that aren’t so savvy in the marketing space, they simply roll out a template. They may change a couple of sentences and the statement of requirement, change the date and out it goes. It will be a 50-page RFP that will look the same as the one they sent out for travel the previous month. Read more »
Public broadcaster the ABC has defended its use of paid Google search to boost its news website traffic after an article in the Australian today accused it of “spending tens of thousands of dollars to damage its commercial media rivals”.
In an opinion piece for Mumbrella, Leisa Bacon director of audience and marketing at the ABC argued the broadcaster was simply taking advantage of a new form of marketing, adding it had an obligation to make sure its content was seen by as wide an audience as possible.
The article in the News Corp Australia title this morning criticised the ABC claiming this week it had “outbid its commercial rivals to buy the term ‘Gough Whitlam’ to ensure stories on its website ranked ahead of those by outlets such as News Corp, Fairfax Media and the television networks”. Read more »
The pitch looks set to see incumbent IMG Mediabrands agency UM fighting DentsuAegis’ Mitchell & Partners and GroupM’s Mindshare for the media account.
When the account was last pitched it was thought to have a spend of $20m, although it is thought this spend has been significantly reduced in recent years following the change of government and major changes to the rollout of the NBN. Read more »
Michael Smith, the commercial head of the Group Digital Life division of Asian telco SingTel, has landed the role of chief marketing officer at betting firm Tabcorp just two months after returning to Australia, Mumbrella can reveal.
The former Optus chief marketing officer will start in January and oversee Tabcorp’s brand portfolio and customer experience.
The value of an idea is a lot less than the ad industry thinks, and agencies should be more “frugal” about what they share with clients R/GA’s global chief creative officer Nick Law told an audience last night.
Speaking on a D&AD curated panel on the topic of The Future Creative Landscape: Insights, Innovations and Opportunities alongside Google Creative Labs creative director Tom Uglow and Right Angle Studio founder and strategy and insights director Barrie Barton, Law said he expects the ad industry to shrink.
“The ad industry will shrink, I really believe that. I particularly think the Australian industry is bloated for the size of the market. There will always be some advertising but it will contract a little bit and that will ease the pressure of companies feeling like they need to give away stuff for free,” he said on agencies giving away ideas to clients.
“On the innovation side, what’s interesting about that is the ideas are really worth a lot less then you think,” he continued. Read more »
The Australian Marketing Institute’s marketer of the year, Nick Baker, has urged CMOs to cosy up to their IT counterparts to ensure they get the best out of their digital communication.
Tourism Australia’s executive general marketing manager, who will step down from the role at the end of January, also said how the evolving marketing landscape “forces us to constantly learn”.
Addressing the industry at the AMI awards dinner in Sydney last night, Baker said: “For all of you in your own companies make sure the CTO or CIO inside your organisations are your best friend. It is that collision between technology and marketing that enables the power of brands, through story telling and social, to really take our stuff out to the world.
“Ideas and innovation have always led to change.”
The moves comes as speculation continues that Yahoo!7’s rivals are preparing to launch their own mobile exchange which will see Fairfax, Mi9 and MCN work together on a premium exchange for the mobile inventory.
Today’s announcement is a sign Yahoo!7 will not be part of that exchange. Last year the company launched its own direct sales ad exchange after it announced it would withdraw from a proposed publishers’ exchange, which together with the subsequent departure of News Corp killed off the plan. Read more »
The Leading Edge has appointed Landor Australia’s Florencia Tarelli as director of strategy and High Definition Insights’ Katharine Milner as director of qualitative insights, Mumbrella can reveal.
Tarelli has been the strategy director at Landor Associates for just over a year and in the past has worked with brands such as Coca-Cola, Pepsico, Diageo and British American Tobacco. Read more »
Bankwest is drawing on the stories of its business customers in an effort to highlight the bank’s business banking division in a new campaign from Host.
‘In Good Company’ has seen the bank utilise its business customers from across the country who appear alongside the bank’s business staff in testimonial-style videos.
The Victorian Responsible Gambling Foundation is highlighting the feelings of loss, guilt and regret gamblers experience in a new campaign from McCann Melbourne which aims to encourage gamblers to stay within their limits.
A release said the campaign, ‘BetRegret’, features the experiences of real Victorian gamblers who speak to camera about how they feel about their betting afterwards.
Serge Sardo, chief executive of the Victorian Responsible Gambling Foundation, said: “We’re encouraging gamblers to pay attention to the negative emotions they may feel when gambling and use these feelings as a barometer to control their gambling.
Rawnsley joins the media agency after nearly three-and-a-half years at The Monkeys where he led media and channel planning, including the media strategy/planning/buying on Boost Mobile’s Stay Living campaign which picked up the Grand Prix at last night’s MFA Awards. Read more »
A PR representative for the station confirmed the departure however was unable to reveal the circumstances or where Kidd was headed.
It is thought that the move may be a clearing of the decks ahead of the potential merger between Macquarie Radio and Fairfax Radio. Read more »
The agency fought off a field of contenders in the multi-stage pitch which originally included ZenithOptimedia, Carat and even the bank’s creative agency M&C Saatchi before being reduced to a shortlist of incumbent Ikon against OMD and a Mediabrands offering.
“We are thrilled to continue the partnership,” Pat Crowley, account lead on the Commbank account told Mumbrella. “It reinforces that a local agency can deliver for a big iconic brand.”
In the wake of the deal, Ikon denied industry rumours that in order to retain the account they were moving the media buying element of the account to one of their sister WPP agencies, within the GroupM family.
The NRMA is promoting its new Emergency Home Assistance program with a sequel to its 1990s ‘job seeker’ campaign created by The Works which sees an job interview candidate stop on his way to the interview to help someone in need.
Originally released in 1999, the ad featured a young man driving to a job interview in the rain where he encounters a stranded motorist on the side of the road. He stops to help before continuing on to his interview, dishevelled and wet. The final scene shows him being congratulated by his parents for getting the job as an NRMA roadside assistance patrol.
The new ad, created by The Works, follows the same theme except the man is on his way to the bus stop when a woman calls out for help as her kitchen is flooding. He goes in and helps before continuing on his way to the job interview, complete with an unfortunate wet patch on the crotch of his pants. The final scene is the young man celebrating his new job in the emergency home assistance program with his dad who works in the NRMA roadside assistance patrol.
Thursday evening saw another slow night for TV audiences with Seven’s reality show Beauty and the Geek and ABC’s Upper Middle Bogan both shedding viewers last night according to OzTam Metro ratings.
Seven’s reality show dropped from 623,000 and 612,000 viewers last week for its two episodes from 8pm to 593,000 and 578,000 respectively despite the first makeover for one of the geeks.
The second outing of the new season of the Upper Middle Bogan comedy at 8.30pm tailed off from 719,000 t0 645,000 for ABC.
Nine won the night on the back of a consistent performance for its news shows, and its show Kings Cross ER which dropped 30,000 viewers on last week to 683,000, but was still the ninth most watched show of the night.