Let’s study stats with Campaign Brief

Being a big hearted member of the trade press community, Mumbrella is always happy to help out fellow competitors if they’re forgetful.

So Dr Mumbo is delighted to reach out the hand of friendship to Campaign Brief after an accidental oversight.

The weekend saw Campaign Brief publish data on online traffic for all the trade press. And it was good news:




Disappointing for Mumbrella, of course.

Wonder how Mumbrella did against CB? Oddly, reports Campaign Brief:


Odd, because, although AdNews and B&T indeed fail to audit,  Mumbrella does do so. And of course CB could have shared its own data anyhow, if it wished.

So let’s take a look at the audited numbers from Nielsen for August that Campaign Brief wasn’t able to find room for…




Still, it’s easy to be absent minded once in a while. Even if it is the fifth time this year that Campaign Brief has forgotten to include Mumbrella in its regular roundup.

So what else does CB have to say? Apparently:



That’s also disappointing for Mumbrella. Let’s see what the Campaign Brief Alexa chart has to say for itself. It’s bad news for AdNews and B&T. They barely seem to register on CB’s chosen first three metrics of time on site , page views and bounce rate. The only one they’re ahead is what some might see as the most important in the Alexa data of traffic rank:

cb alexa traffic rank

Even then, it’s all a bit head-to-head.

Again, somebody seems to have been forgotten though. Dr Mumbo wonders how that table would look with Mumbrella included?



Turquoise always was Dr Mumbo’s favourite colour.

Still, another oversight, Dr Mumbo is sure. But let’s give credit where, it’s due. CB has more good news for its readers:


cb_loyal band
Or, in fact, number 90, as is actually the case.



Which isn’t quite “in the top 40″.

Modesty forbids Dr Mumbo from making too much of Mumbrella’s rank.



So how on earth can CB have been so forgetful? Surely there couldn’t be some other tricky definition to justify not including Mumbrella in a ranking of trade marketing blogs?



Of course. Because when you’re examining blog traffic, why wouldn’t you only be interested in “those Australian sites that also produce print editions”? It certainly wouldn’t be as a means of trying to look like you’re doing better than you really are. That would be very cynical behaviour towards your readers, wouldn’t it?

Still, Dr Mumbo has more good news for CB to avoid this confusion in the future. Allow Mumbrella to introduce you to the Mumbrella Creative Agency Review. Print enough for ya?

Pure Blonde: A case study in how to use Facebook

Big ups to Pure Blonde’s online community manager for this response to a message on the drink’s Facebook page…


It is, indeed, not 1978 any more. More please.

Horgan’s run

Dr Mumbo congratulates OMD boss Peter Horgan on placing third among OMD staff in Sunday’s Sydney Running festival across the Harbour Bridge.

Which at the very least proves to be the ultimate in multitasking. Dr Mumbo’s spy tells him Horges was also in New Zealand for the rugby.

Being in two places at once? That’s good management.

Clearly there’s no other possible explanation.

And you thought Optus did the best animal ads…

Sometimes we have to remember that not all great ads come from Australia…

(Hat-tip: b3ta)

The cult of Kyle claims more victims

Bruno Bouchet Matt Simpson 2Day FM

Simpson and Bouchet in a rare photo taken in captivity

It’s always nice to read quotes that are as sincere as a captive repeating the ransom demands in a hostage video, so it was good to see the press release heralding tomorrow morning’s debut of The Producers Edition of The Kyle & Jackie O Show.

The show, on air in Sydney at 6am, features the Kyle & Jackie O Show’s producers Bruno Bouchet and Matt Simpson.

While the idea – a behind the scenes look  at the making of the daily show – is an intriguing one, the supplied quote from the pair is the best thing:   Read more »

Out of Africa

Dr Mumbo, like Dr Dolittle, is a fan of animals. So he rather enjoyed this behind the scenes video of M&C Saatchi’s fauna-tastic shoot for the recent Optus/Qantas spot in South Africa, which features the stars of the ad, as well as the lion that brutally savaged creative director Andy Flemming.

Read more »

Are you feeling it?

Some people go to extraordinary measures to promote their product. Sometimes, these efforts pay off.

Dr Mumbo isn’t so sure he feels too brainwashed by this delivery to promote author Martin Lindstrom’s latest book Brandwashed, though.    Read more »

Goodbye Leggy Blonde

To say goodbye to media strategist and regular Mumbrella commenter Simon Lawson, Starcom Melbourne has kindly produced a personal campaign for him that espouses all that Lawson hates about advertising. Fair enough, Dr Mumbo supposes, since Lawson is jumping ship to Starcom’s sibling rival Zenith Optimedia.

What does he hate? Expensive and irrelevant experiential campaigns. Wanky ad jargon. Oh, and agencies who set up Facebook pages for the sake of having a Facebook page.

Read more »

This could go viral

Dr Mumbo suspects that this is an idea that will spread.

Read more »

A celebrity car wash like no other

If this press release from old school publicist Max Markson is anything to go by, filming for Nine’s The Celebrity Apprentice is well under way. And Max is making the most of his media contacts – and clients – to win:   Read more »

Andy Flemming is eaten by a lion (sort of)

For those cynics among you who thought that every second of M&C Saatchi’s recent ad for Optus – which featured flying elephants, crocs and rhinos – involved only digitally animated animals and not the real thing, spare a thought for the agency’s creative director Andy Flemming.

The poor chap was bitten by a lion during the shoot in South Africa.

Read more »

Pecks, bulls and tickles

For those having problems understanding the locals at the Rugby World Cup, the good folk at Chaemeleon Partners have put together this intrusting guide to local speak for client Mediaworks.

Read more »

For the love of… a radio ripoff

Dr Mumbo is a big fan of Nova’s new ad campaign for new Sydney breakfast team Fitzy and Wippa, who started today.

However, it is starting to look a little familiar…

What with the hugging of statues…

Read more »

You make it for less?

While it may not be a tussle over bread and milk the Woolworths group is taking a leaf out of Coles’ singing and dancing ad book with this corker for Big W.


Mmm microphone feedback.


Do as I say

The voice recognition functions offered on Google’s Android mobile platform are truly impressive.

However, as Google’s global head of mobile, Karim Temsamani, demonstrated, it’s not always a good idea to give a live demo while the camera is rolling.

(The full interview with Temsamani can be viewed here.)

Group buying deal for sale: suit people looking for magic beanstalks

harmony_balance_grouponNice to see that group buying site Groupon is taking a high quality approach, selling punters those magic Harmony Balance Wristbands:   Read more »

Louie the Fly – back from the grave before you know it

Dr Mumbo salutes Mortein for appearing to adopt the Heinz Salad Cream strategy over the weekend.

For those unfamiliar, it’s an approach taken by brands that claim iconic status but don’t shift many units.   Read more »

Facebook-themed musicals

How we behave and who we are on Facebook. A popular theme in ads of late. And musical ones no less.

Read more »

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