Michael Bloomberg: Modern advertising is often ‘too clever by half’ but doesn’t sell product

Bloomberg speaking at yesterday's Newfronts event in New York

Bloomberg speaking at yesterday’s Newfronts event in New York

The founder of global business news empire Bloomberg Media claims too much advertising being created by the ad industry globally is ineffective.

Speaking at Bloomberg Media’s Digital Newfronts yesterday, Michael Bloomberg told the audience: “I think a lot of ads are too clever by half and you forget what the product is.

“You have got to explain to me why I should get the message. It doesn’t matter whether I watch the ad the question is do I walk away wanting to buy your service or your product?

“I think a lot of people (in advertising) forgot or get carried away with technology, pizzazz and method of distribution du jour and don’t focus on delivering a service.” Read more »

Campbell Arnott’s names Clemenger sole creative agency ditching DDB after pitch

ArrnottsThe Clemenger Group has emerged with the whole of the Campbell Arnott’s Australia account following a competitive pitch, with DDB Sydney losing its chunk of the account.

Earlier this year Mumbrella revealed the major food brand had launched a competitive pitch with its two incumbent facing off against BMF and Ogilvy as it looked to consolidate its creative account.

The news sees Clemenger pick up brands including Arnott’s Shapes, Tim Tam, Vita-Weat, Campbell’s Soup, V8 and Real Stock which previously sat with DDB. Read more »

Companies need to imitate political campaigns with consistency in their brand equity messages, says Obama panel



Companies need to stick to a consistent brand equity platform and not flip flop between messaging when they change marketers, a panel which worked on the Obama 2012 presidential campaign has said.

Looking at what marketers can learn from political campaigns Team Detroit president David Murphy said brands need to stick to a clearer brand platform, but be prepared to pivot their messaging to what the data is telling them mid-campaign.

“I think there’s a lesson in brand equities,” he said. “In marketing we respect the value of it, but we change quickly when a new CMO comes in for no substantive reason.

“Political campaigns adopt clear brand equity and drive it. They also have great rigour in staying on message, they issue the message of the day. If you’re being interviewed on TV or even a phone volunteer you are on message, and there’s a penalty for going off message.”

Read more »

Screen Australia releases proposed breakdown of $30m Multi-platform and Interactive Games Fund

Screen Australia has released the draft guidelines and distribution streams for the $20m Interactive Games Fund proposed last year.

Bundled with the pre-existing multi-platform program, the national screen agency will commit $30m over the next three years, of which, a proposed $12m across a number of programs will be over the first 12 months.

Screen Australia’s chief operating officer Fiona Cameron said: Read more »

Brad Pitt Disney film set to be made in Australia

A new big budget Hollywood production could be made on Australian shores following discussions between the federal government and Disney.

Executives for the studio are currently in Australia to nail down a location for 20,000 Leagues Under The
Sea: Captain Nemo, to be directed by Fight Club’s David Fincher and rumoured to star Brad Pitt.

Executives have not confirmed a definite location but have looked at NSW, Victoria and the Gold Coast.
Read more »

Cate Shortland’s Lore takes $31,500 at US box office on opening weekend

Australian director Cate Shortland’s film Lore has pulled in $31,498 in its limited US release over the weekend.

The World War Two picture was released across just six theatres in the States, with more to follow.

The film made a decent average of  $5,250 per screen.

Liz Watts, the Australian producer of the film told Mumbrella:

Read more »

@radical.media Australia closes

Renowned commercial production company @radical.media is to close its doors in Australia.

@radical’s Australian office will shut, while the future of MD Ian Fowler remains unclear. Read more »

The Morning Show’s Larry Emdur and EP Sarah Stinson in Google Hangout with Mumbrella

Sarah Stinson

Larry Emdur

Mumbrella hosted a live Google Hangout with The Morning Show’s co-host Larry Emdur and executive producer Sarah Stinson.

View the replay:

The pair were interviewed by Mumbrella’s Tim Burrowes and Marcus Casey.

Listen as a podcast:


Readers were invited to send questions via the comment thread of this article or on Twitter using the hashtag #AskLazNSarah.

Mumbrella’s Google Hangout broadcasts every Tuesday from 3pm Eastern.

Hansel & Gretel: Witch Hunters tops Australian box office

Jeremy Renner is Hansel

A reworking of one of The Grimm Brothers’ fairytales has taken top spot at the Australian Box Office over the weekend.

Hansel and Gretel: Witch Hunters made $2.217m in its opening week, according to Motion Picture Distributors Association of Australia.

Opening across 334 screens the Paramount Pictures-distributed film had a screen average of $6,638. Read more »

Seven well ahead for the week with official ratings to kick off on Sunday

The Seven Network is well ahead in the last week of the non-ratings period and is in an unassailable position to win it in the five capital cities with a progressive Sunday to Thursday audience share of 27.9%.

But Ten is set to run fourth at 11.6%, with ABC1 ahead of it on 12.4%, while Nine is on a modest 20.9%, considering it had high hopes for The Block: All Stars which has failed to crack the one million mark all week according to OzTAM figures.

Read more »

Ten’s Julian Assange telemovie to receive theatrical release

A telemovie about Wikileaks founder Julian Assange, which initially screened on Network Ten, will get an event-style theatrical release.

Matchbox Pictures’ produced Underground: The Julian Assange Story will run from 17 March across 11 dates and seven Palace theatres.

Directed by Robert Connolly the film rated 1.3m viewers in October for the network.

The tele-movie also screened at the Toronto International Film Festival. Read more »

See-Saw Films acquires true story of Indian-Australian Saroo Brierley

The production company behind the Oscar-winning The Kings Speech has secured the rights to the autobiography of Saroo Brierley.

See-Saw Films, with Sunstar Entertainment, will adapt the story of Saroo Brierley, a lost Indian boy adopted by a Tasmanian couple only to be re-united with his birth mother 25 years later after scouring Google Earth and a childhood memory of his hometown.

Brierley’s autiobiography is yet to be published by Penguin, and as such the film is also untitled. Read more »

Former CNN host Anjali Rao to front Dateline

Anjali Rao

A former CNN presenter has signed on to be the host of SBS’s Dateline.

Anjali Rao will anchor the network’s flagship current affairs program as of next Tuesday.

Rao worked at CNN International hosting both the weekday breakfast program and Talk Asia, a weekly magazine style show about Asia. Read more »

Sapphire’s Wayne Blair to direct Jungleboys sketch show

Wayne Blair

One of Australia’s most sought-after directors has signed on to a new ABC sketch comedy series, Encore can reveal.

The Sapphires director Wayne Blair will direct sketches in The Elegant Gentleman’s Guide to Knife Fighting, produced by The Jungleboys for the public broadcaster.

Last week Blair received the Australian Academy of Cinema and Television Arts award for best direction for his work on The Sapphires, which also won best film. Read more »

SBS teams up with Nick Cave to promote its new film timeslot

SBS One has teamed up with Australian musician Nick Cave and his band The Bad Seeds to create a new promo for its 9.30pm Saturday film timeslot, presented by film journalist and ex-Encore editor Sandy George who recently joined the network. Read more »

The Palace’s Anthony Maras to direct one of the most coveted Hollywood scripts of 2012

An Australian film-maker has signed on to direct and produce one of the most highly regarded unmade scripts in Hollywood.

South Australian-based Anthony Maras will direct A Country of Strangers, which was number two on last year’s Black List of 2012.

The script was written by Sean Armstrong, an American, but is based on the true events of the disappearance of three siblings, the Beaumont children from an Australian beach in January 1966. Detective Geoff Harper’s search lasted 40 years. Read more »

Paramount Pictures publicist Brooke Wilkins launches agency

Paramount Pictures’ national publicity manager Brooke Wilkins has left the company to start her own agency.

BW Publicity will work across film unit publicity, distribution publicity and personal PR. Read more »

Seven wins the night thanks to MKR

With the official ratings year starting in just three days time, My Kitchen Rules again gave Seven an easy win on Wednesday, scoring more than 2m viewers for the third night in a row.

According to preliminary overnight metro ratings from OzTAM, MKR rated 2.172m.

Nine’s one day cricket game between Australia and the West Indies saw 1.077m tune in over three and a half hours.

Read more »

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