The art of powering on

It’s every speaker’s worst nightmare. You’re in the middle of a presentation in a room full of hundreds of people when you realise you’ve got the wrong presentation.

This was the fate that befell Michael Birkin, global chief marketing officer of Acer, during his presentation at Global Marketer Conference in Sydney this morning.

The first sign that something was wrong was when slides featuring his rivals Lenovo and Apple appeared. Read more »

What is your favourite sandwich?

Those familiar with legendary fictional Radio Norwich and North Norfolk Digital DJ Alan Partridge might have been forgiven for wondering if he has taken control of social media at ABC 702.

On Tuesday night the station put on it’s Facebook page this little teaser of a question: What is your favourite sandwich?

ABC 702 sandwich

Apparently the answer was ham, cheese and tomato. It didn’t say whether that was toasted or not.

But, how do you follow up such hard hitting content? Apparently with the question: What’s the most unusual sandwich you’ve tried and liked? Read more »

Of elephants and laneways

Dr Mumbo commends David Droga who last night was the keynote at the Great Australian Marketing Awards, ahead of today’s Global Marketer Conference.

Halfway through the talk about marketing in society today Droga acknowledged the elephant the in room, Woolworths’ decision on Monday to change it lead creative agency to Leo Burnett.

“When I got on the plane we had a big agency in Sydney and when I landed we had a slightly smaller agency in Sydney,” Droga joked to the crowd.

Read more »

Craig Thomson and the guilt-free chicks

Credit again must go to Nando’s Australia for its tactical Twitter response to former MP Craig Thomson’s jailing for credit card fraud, which included bills from prostitutes.

Bjh-jm5CEAA06fZ Read more »

Promoting your competitior

NAB Unley

Click to enlarge

Dr Mumbo’s spies in the city of churches, aka Adelaide, have sent him this image taken from the front window of National Australia Bank.

You’ll note the poster to the bottom right at the NAB branch, in the suburb of Unley is, promoting a website

It’s been pointed out to Dr Mumbo that that website is actually campaign for the Bank of South Australia, which last we checked is owned by rival Westpac. Read more »

Ironic ad tracking

Targeted advertising may be the new black, but unlike other ad types, there’s a definite lack of sense checking for where some of the ads end up.

Take for example this targeted ad for the useful-looking Tile device, which promises to allow the user to track anything it is stuck onto with their iOS device.

Unfortunately, it tracked Dr Mumbo to a story about the missing Malaysian Airlines flight MH370.

Tile ad tracking


And then just refused to leave him alone.

Read more »

How to make friends and influence PRs – the Hildebrand method

And so to the CommsCon Awards, where host Joe Hildebrand was his usual erudite and witty self.

He opened the proceedings with a speech where he made bad-taste cracks about the situation in the Ukraine, the child sex abuse commission and tobacco packaging, and the role of spin on them, before adding: “Of course the sickening and offensive attempt at humour above is in fact a test. If you found any of these punchlines remotely amusing I have some terrible news: You may be a public relations professional or even, shock horror, a journalist.”

This did not go down so well with one PR veteran, who accosted Joe in the dazzlingly shiny lifts at Sydney’s Doltone House Hyde Park to give him an ear bashing for “setting the journalist-PR relations back 30 years”.

Read more »

Game of Thrones News Corp style

Keen readers of Dr Mumbo will know he is a big fan of paranoid speculation, and loves to share when the latest rumours doing the rounds land on his desk.

Much has been written about the length of News Corp CEO Julian Clarke’s tenture in the role, beyond being a safe pair of hands in the post Kim Williams era, and also the broader aspirations of Ten boss Hamish McLennan.

But what if Hamish’s wider ambitions were for Fox Studios in America, where he would report directly to 21st Century Fox CEO Chase Carey? Not a bad gig most would agree, and one with a pretty rosy future, running one of the most profitable arms of the Murdoch empire.

According to the scuttlebutt, Ten’s current underperformance would not be a hurdle to this career move in a year or two.

And with News Corp potentially becoming more involved in Ten under changes to the media laws we could this see a broader shuffling of the cards around the Australian News Corp empire? Read more »

Kings of comedy

Dr Mumbo’s three favourite things about SBS’s comedy pilot callout video?

The sign at 1:42…

sbs top gear


The demographics at 0:35…

sms demographicsAnd the politics at 1:13…

sms politicsSomebody should give them a pilot.



L’Oreal’s Magic Blur: ‘We don’t use Photoshop to mislead you’

Did you know L’Oreal has released a magical cream that will blur the lines on your face? It will also change the shape of your face, just like Photoshop would.

In a classic case of how not to perform a Facebook promotion the cosmetics giant’s Australian operation posted the below picture of the very photogenic Megan Gale, which left some readers struggling to spot the difference.

Screen Shot 2014-03-18 at 1.14.04 pm

L’Oreal said Magic Blur would blur lines, pore and wrinkles in seconds. The people said: Read more »

Ten dominates TV ad spend – according to The Oz’s infographic

Some wags in the media have accused the good folks at The Australian’s media section of acting as something of a booster for Network Ten in recent months.

Based on this infographic which appeared in the newspaper and online the air of positivity for Rupert’s son Lachlan Murdoch’s network may now have reached the graphics department, who have accidentally nearly doubled Ten’s market share in the latest SMI figures, at the expense of the actual winners, Seven. The choice of pull quote also makes for an interesting juxtaposition.

The Oz screenshot Ten SMI

Read more »

No longer Thriving on Twitter?

thrive twitterDr Mumbo was sad to hear a fortnight ago that Australia’s most special PR agency Thrive had been dropped from the Twitter account in favour of Ogilvy PR after just a year.

But he does wonder how long it will take Thrive to get around to updating its website which still claims to be the social media platform’s “exclusive PR agency”:

“So we have a slight addiction at Thrive…and yes, it’s to Twitter. We just can’t get off it or enough of it! Thrive is the exclusive PR agency for Twitter in Australia, managing all media communication on behalf of Twitter HQ. We work closely with the market development heads supporting local partners and developing high impact initiatives. What a gig…educating and inspiring others about the power of the platform. And what an inspiration, to be able to shout out with those who do it best.”

thrive compare the marketAnd after receiving a press release from another PR agency today about Compare The Market, Dr Mumbo also wonders whether Thrive’s claim to be the “exclusive agency for the company” is entirely true…

Still, with 42 different brands listed on the agency’s creds page, the agency’s is clearly, erm, Thriving.

When Ronald met The Colonel

Three days is a long time in viralvideoland.

Long enough for the cute “First Kiss” video to hit 50m views, be revealed as branded content for LA clothing line Wren, and trigger the parodies.

furst kiss mcdonalds kfcNow comes the most disturbing version yet, created by Aussie comedian Dan Ilic and the team behind A Rational Fear.

The image of KFC’s Colonel Sanders and Ronald McDonald making out is a confronting one to say the least… Read more »

Exclusive: Newspapers are great

One of the hardest things about editing a daily newspaper must be decisions about news values. Which stories are of most interest to readers? What news is it most important to tell when you’ve limited space available?

It must have been a tough decision, for instance, for the team at the Saturday edition of Sydney’s The Daily Telegraph to leave the latest news on the mysterious disappearance of Flight MH370 all the way back on page 35.

telegraph print house adsStill, it’s completely understandable, once you see the big exclusive on page 33, complete with the bold headline “Print and web house ads a winning combo.”

Journalist Brendan Wong begins his scoop with one of those intros they may be teaching in J-school for years to come: “Sydney home sellers can expect to add more than $120,000 to the sale price of their property by using print advertising during their open house campaign, new research has revealed.”

twitter tom panosAnd Wong’s managed to pull in an impeccable source to comment on the big story, somehow persuading the usually shy Tom Panos, News Corp’s general manager of real estate sales to break his silence and reveal: Read more »

‘Every contestant will be deeply humiliated, yet they continue to turn up’

Valentine (right) with Matt Moran and Julia Morris

Valentine (right) with Matt Moran and Julia Morris

And so to the “ITV love-in” in Sydney last night featuring many of the great and the good from the media world, including Seven west Media CEO Tim Worner. There were a few choice words from the voice of Come Dine with Me James Valentine, who also happened to be MCing the event.

Valentine clearly enjoys the gig immensly, as he described it: “The job on Come Dine with Me is the ultimate presenter gig. I am invisible, there’s no costume required, you just write away and then turn up and record.

“It’s the world’s most genuine reality show. It’s perfectly obvious from the format that every contestant will be deeply humiliated by the end of it and yet they continue to turn up and enter, and then they complain about it. It’s hilarious.” Read more »

Presto – as innovative as catching a train



And so to the star-studded launch of Foxtel’s new Presto streaming service, where innovation and trains were two of the hot topics.

It was good of Channel V presenter Danny Clayton, the MC for the night, to deal with the elephant in the room:  “Very soon we’re going to be able to watch movies in bed! Basically what we’ve been doing for the last three years already, but now with the exciting service of Presto we can actually pay for the movies.”

During the speeches Foxtel CEO Richard Freudenstein said the executive team had been forced to catch the train from their North Ryde base into the city, because of the fire raging at the nearby Barangaroo site. Read more »

If Mumbrella is The Sydney Swans, what is The Oz?

Keen readers of Mumbrella may have read yesterday that the latest audit numbers delivered us one of our bigger monthly figures yet.

audit mumbrella feb 2014It’s a number Dr Mumbo’s colleagues are somewhat proud of – not least because rival titles with smaller traffic such as B&T, AdNews and The Australian’s Media section do not audit their traffic, and certainly don’t offer independent data on Australian browsers.

Although we’ve already cracked the elusive one million impressions per month when you include overseas browsing, the milestone is now tantalisingly close for Australian-only traffic.

So Dr Mumbo was intrigued to see how his favourite two-and-a-half-broadsheet-pages-Monday-Media-section reported the same story online last night. Read more »

Chessmate and one horse ponies at Kyle’s ratings party



Some of the most memorable radio moments  didn’t come from the on-air talent yesterday.

Talking at a party for staff and supporters after yesterday’s big ratings numbers, a triumphant ARN boss Ciaran Davis has plenty to say about those who doubted the rebrand of Mix to Kiis. And memorable ways of saying it.

The defeat of 2DayFM by taking their star DJs Kyle and Jackie O was “chessmate”, Davis said.

His staff were keen to help him out, and pointed out quickly he probably meant “checkmate”.

Next, he had a warning for advertisers. “The real work starts tomorrow because the rates are being quadrupled!” Davis told the sales team.

And Davies said some had underestimated ARN. “The journey really starts now. We have got to grow again and show we are not just a one-horse pony. We have clients who didn’t want to back us – well fuck ‘em.”


And what of Sandilands at the party? Dr Mumbo’s spy tells him, the DJ was “remarkably sweaty”.

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