Live blog: Tuesday, September 2

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top stories:

4:57pm - There’s some new creative around today, including the Queensland government’s red card campaign against anti-social alcohol related behaviour, an outdoor campaign promoting natural disaster movie Into The Storm and this spot promoting Big W’s Father’s Day specials.

3:06pm - As always there’s extra news in the FYI section including Seven securing the media rights to broadcast the Magic Millions Raceday and veteran broadcaster Fred Botica returning to Perth station where he began his career.

1.45pm - We’ve published the second part of our series on Freeview Plus and the new HbbTV platform. You can read the story looking at the digital rights, piracy and advertiser experience challenges here.

Also we’ve done a round up of our HbbTV coverage here.

12:54pm - Mumbrella can reveal two of Australia’s most awarded creatives Dave Bowman and Matty Burton are leaving Whybin\TBWA to become creative partners in The Special Group.


11:57am - ADMA’s chief executive Jodie Sangster has warned marketers are struggling to cope with the explosion of customer data more than ever with the problem exposing the acute skills shortage in the industry. Read more »

Queensland government ‘red cards’ anti-social alcohol-related behaviour in new campaign

The Queensland government is targeting anti-social behaviour in a new campaign aimed at reducing alcohol-related bad behaviour in the sunshine state.

Launched last month, the campaign features a variety of adults behaving badly when drinking alcohol before being “red carded” with the tagline “We’re red carding anti-social behaviour” and directing viewers to a government website for information on the safe night out strategy.

Assistant minister for multicultural affairs and Member for Brisbane Central Robert Cavallucci said the Safe Night Out campaign is about taking action to help end unacceptable behaviour. Read more »

Into The Storm uses augmented reality technology in outdoor campaign to promote release date

Village Roadshow is promoting the September 4 release date of natural disaster film Into The Storm with an outdoor campaign which gives audiences a glimpse into what it would look like if a tornado ripped through the street.

Created by Grand Visual and JC Decaux, the campaign uses augmented reality technology the outdoor panel was transformed into a window through which pedestrians could watch a storm unfold.

Grand Visual digital director Ric Albert said: “Using augmented reality to pull a city street corner into the eye of a tornado creates a level of engagement that static outdoor media can’t match. It becomes a talking point, and gives people a taste of the experience that Into The Storm brings to the cinema.” Read more »

Whybin\TBWA ECDs Dave Bowman and Matty Burton quit to be partners in Special Group

Burton, Evans, Bowman and Cade Hede

Burton, Evans, Bowman and Heyde

The recently launched Australian office of The Special Group has pulled off one of the biggest talent coups for an independent in recent years, poaching Whybin\TBWA executive creative directors Dave Bowman and Matty Burton, Mumbrella can reveal.

Bowman and Burton join as founding creative partners and are taking an equity stake in the startup which came to Australia from New Zealand under the leadership of former Campaign Palace and Happy Soldiers boss Lindsey Evans in June.

The duo are among the most highly regarded and awarded creatives in Australia, and have worked together for almost 20 years at agencies including Droga5 in New York, Saatchi & Saatchi in New Zealand and for the last four years as the creative force behind the turnaround of Whybin\TBWA over the last four years as joint-ECDs under CEO Paul Bradbury.

They told Mumbrella they were enticed by the prospect of joining another startup agency, with Burton adding: “We have worked at many start-ups over our career; either at the bottom, in the middle or helping to lead the charge. Places like Whybin Lawrence TBWA, Host, The Glue Society, Droga5 New York and Droga5 Australia. We’ve been watching and learning the whole time and our entire careers have been in anticipation of this moment. Read more »

H&R Block ad faces calls to pull campaign featuring ‘non-consenting’ Asian elephant

Animals rights group PETA has launched a campaign in Australia to get an ad taken off air because it features a trained Asian elephant.

The ad for global tax services firm H&R Block, which was filmed on location in Bangkok, features a painted elephant. PETA has called on H&R Block to “Stop supporting elephant abuse” and is asking its supporters to write to the boss of H&R Block’s Australian operations via a templated letter on its website.

The three-month campaign, created by Joy, launched in July in time for tax return season. PETA says that the brand has ignored its calls to stop running the ad.

Read more »

Media buyers welcome potential of Freeview Plus, but warn networks not to over-promise

Ian Perrin

Ian Perrin

Australia’s major media buyers have welcomed the launch of hybrid broadcast broadband TV (HbbTV) platform Freeview Plus but cautioned the networks to be realistic about the time it will take to achieve a critical mass of audiences and changing consumer behaviour.

Speaking to Mumbrella ahead of the formal launch of the service, which will offer consumers a new aggregate platform for watching broadcast and catch up TV on their home televisions, senior media agency bosses said they were excited about the potential of the HbbTV technology but warned of several “barriers to entry” which must b addressed.

“We are seeing lots of promises and lots of presentations on the advantages it will give,” said ZenithOptimedia boss Ian Perrin. “We have been made a lot promises in the past around the future of television and obviously this technology is fantastic, but it also involves the consumers catching up and using the technology. That will take a bit longer than we would all like.”

Perrin’s comments come after industry body Freeview yesterday told Mumbrella that the German experience with its equivalent online entertainment brand Prosieben meant it was aiming for 10 per cent market penetration in the first year and up to 30 per cent within three years. Read more »

Marketers struggling more than ever with data explosion, ADMA chief warns

jodie-sangsterMarketers are struggling to cope with the explosion of customer data more than ever with the problem exposing the acute skills shortage in the industry, the chief executive of the Association of Data Driven Marketing and Advertising (ADMA) has warned.

Jodie Sangster told a conference yesterday that marketers have “gone backwards” in their understanding of the complexities of data, while education courses are are too slow to adapt to the rapid changes in the industry.

She also warned that companies are being too complacent over new data privacy laws – particularly over issues of transparency – and are risking fines of $1.7 million per breach.

In a presentation at the Oracle Marketing Cloud conference in Sydney Sangster said data “drives our thinking and is our biggest opportunity”.

“And currently it is one of our biggest challenges,” she told delegates. “We asked CMO’s how they are coping with the data explosion and they have actually gone backwards. Five years ago about 72 per cent of CMO’s said they were overwhelmed with data and five years later we are at 82 per cent. That’s partly because we are much more aware of what we have got to do but it does show that the problem is getting bigger, rather than going in the other direction.

Read more »

Good Weekend celebrates its pictures and stories in 30th anniversary campaign

Fairfax’s Good Weekend magazine is celebrating its 30 year anniversary with a month long campaign celebrating the title’s journalism and human interest stories.

The campaign, created by True Sydney, launches with an interactive direct mail piece with a built-in media player that features a series of video tributes to the title’s best stories and photography over the last 30 years.

These stories and images are also housed online at a dedicated website with the campaign also running on radio, print and digital advertising over the next four weeks, and the campaign will culminate on September 27 in a special issue inside The Age and The Sydney Morning Herald.

Read more »

Big W tests Father’s Day gifts

Big W is promoting its Father’s Day catalogue with an ad featuring a group of kid “gift testers”.

The spot, created by Saatchi & Saatchi, sees the kids testing a variety of gifts from cologne to a Playstation to see if dad likes them.

Read more »

SMI and Mumbrella to present snapshot of adspend and economic outlook

Spends & Trends logoMumbrella is to hold a breakfast dedicated to helping marketers, agencies and media executives understand the current trends in advertising spending along with the wider economic outlook for the rest of the financial year.

The Spends And Trends event is a joint venture with the industry’s leading barometer of advertising spending Standard Media Index. It is being run with the support of ANZ’s brand journalism project Blue Notes.

SMI was launched by Jane Schulze in Australia five years ago. The service uses data from major media agencies to provide a monthly snapshot of actual ad expenditure in the market. It now operates in 15 global markets.

Tristan Masters

SMI’s Masters

SMI’s analytics director Tristan Masters will present an overview of the key advertising spend trends in Australia taking in the latest data right up to the end of August.

Masters’ presentation will include an examination of the key advertising categories driving those changes. Masters will also offer pointers from SMI’s global data on trends that could impact on the Australian market.

Felicity Emmett

ANZ’s Emmett

Masters will be joined by Felicity Emmett, senior economist with ANZ, who will share her forecasts on the macroeconomic outlook for the Australian economy. Emmett has also been an economist for the Royal Bank of Scotland, ABN AMRO and BZW.

After the SMI and ANZ presentations, Mumbrella’s Tim Burrowes will moderate a panel discussion on the outlook and implications for the communications world.

Kellogg's marketer director Broome

Kellogg’s marketing director Broome

MFA chair Horgan

MFA chair Horgan

Joining Masters and Emmett for the discussion will be Peter Horgan, CEO of media agency OMD, and John Broome, marketing director of Kellogg’s Australia.

Horgan is also chairman of industry body the Media Federation of Australia. Broome has extensive FMCG experience across the world with companies also including Reckitt Benckiser and Nestle.

The event runs from 7am to 9am at The Establishment in Sydney on Wednesday September 24. Tickets are priced at $149 each, with a limit of 150 attendees.

Tickets can be booked via this link.

Bondi Hipster’s real-life story beaten into third by reality TV as Nine wins the night

Christiaan Van Vuuren hospital australian storyNine’s double-episode of House Husbands from 8.30pm drew a strong audience, with 1.079m tuning in for the first part and 953,000 sticking around for the final episode of the series, overnight metro figures from OzTam show.

Last week’s episode was watched by an extra 196,000, boosting its total audience to 1.106m, while last night’s two episodes were the second and third most watched shows across all demographics.

It had a strong lead in from 7.30pm with The Block Glasshouse, which was watched by 1.352m, giving Nine a good win for the night with a healthy share of 26.9 per cent, while Seven lagged behind with a share of 19.9 per cent. The Block was the most watched show across all the demographics.

The X Factor live results was Seven’s strongest performer, with an audience of 1.167m. The Amazing Race Australia vs New Zealand saw its audience drop slightly to 635,000 from 663,000 last week from 8.40pm.

The reality shows forced ABC’s Australian Story at 8pm, which featured Bondi Hipster Christiaan Van Vuuren and was watched by 729,000, into third place. The show’s ratings also slipped back from last week’s 811,000 when Newcastle Herald journalist Joanne McCarthy lifted the lid on her expose of child abuse in the region. Read more »

APN considers spinning off NZ assets

APN APN News and Media has admitted to the Australian Securities Exchange it is seriously considering spinning off its New Zealand media assets, with an IPO one potential option.

The company owns several major media assets in the country including the NZ Herald, The Radio Network which includes NewsTalk ZB, magazines including That’s Life and Girlfriend and online group buying site GrabOne.

In a statement made to the ASX yesterday the company, which posted improved financial results for the first half of the year last month, said the company is starting to see traction with a new cross-platform advertising offering it started under new NZ CEO Jane Hastings.

Read more »

Experienced media executive Doug Flynn quits Seven West Media board

doug-flynn-Former News International and Aegis executive Doug Flynn has stepped down as a director of Seven West Media, a position he has held since the formation of the company in 2010.

Flynn, who was managing director of News International, which publishes The Sun and The Times in the UK, from 1994 to 1998, and also spent six years as head of Aegis in the UK. He took a place on the board of West Australian Newspapers in 2008.

No reason has been given for his resignation and Flynn is chairman of iSentia which floated on the ASX earlier this year, and posted a loss of $18m in its full year accounts. Speculation has emerged overnight that Flynn is set to take the chairman’s role for the soon to be floated APN Outdoor entity.

Read more »

Slow weekend at box office sees new Woody Allen and Ethan Hawke films bomb

A lack of blockbuster releases saw box office takings slide across the weekend with Guardians of the Galaxy reclaiming top spot from The Inbetweeners 2.

The best placed newcomer was US romantic drama If I Stay where a teen is left orphaned after a car crash and faces the decision of whether she passes over or reunites with her first love, which took $1.088m on 200 screens, behind quirky film The Hundred Foot Journey which took $1.302m on 315 screens.

Guardians of the galaxy took $1.894m on 465 screens taking its total to $21.53m, whilst The Inbetweeners dropped from last week’s $3.155m to $1.568m on its second weekend.

Read more »

Live Blog: Monday September 1

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top stories:

3.58pm - Ten sales boss Louise Barrett has done the Ice Bucket Challenge. She’s nominated Ten stars Jessica Rowe, and Grant Denyer plus MediaCom boss Mark Peijic.

Here at Mumbrella house we’re looking forward to seeing if Peij follows the lead of GroupM chairman John Steedman gets wet but in the meantime here is Lou taking the challenge:

3.20pm - Kiis 1065 has taken down explicit photographs appearing to show a nude Jennifer Lawrence as a hacker claimed to have images of several celebrities, including Australian actress Teresa Palmer. Full story here.

2.00pm - Mumbrella’s content director Tim Burrowes moderated a session at the Festival of Dangerous Ideas on the weekend. The topic was will cat videos save journalism? and the panel included The Australian’s Peter Fray, the ABC’s Mark Scott, Buzzfeed’s Simon Crerar and Sound Alliance’s Tim Duggan. You can watch the video below.

1:15pm – The HbbTV war kicks off as Seven confirms plan to have multiple online HbbTV telecasts for the 2015 Australian Open in January. 

1:08pm – Hybrid broadcast broadband TV launches tomorrow with the boss of free-to-air TV predicting 10 per cent penetration for the service in its first year.

1:05pm – Bloggers hit back at survey which suggests mummy blogging has had its day. Read more »

Kiis1065 pulls down ‘inappropriate’ naked photos of actress Jennifer Lawrence

Screen Shot 2014-09-01 at 1.48.05 pm

The original article carried pixelated versions of the graphic images

Kiis 1065 has taken down explicit photographs appearing to show a nude Jennifer Lawrence as a hacker claimed to have images of several celebrities, including Australian actress Teresa Palmer.

The radio station ran four pixelated versions of the nude shots, which have rapidly circulated online, before later replacing them with the Hunger Games star wearing a number of glamorous outfits. Other Australian news outlets including and Pedestrian TV wrote about the pictures, but did not post them.

After pulling the pictures Kiis ran the same story with the fully-clothed shots, adding the line: “Rather than the naked pics……feast your eyes on her amazing red carpet style.”

An Australian Radio Network spokeswoman said it took the nude photos off its website “after careful consideration”.

Read more »

Blogger agencies dispute findings that ‘mummy blogging’ is on the wane

Lorraine Murphy

Lorraine Murphy

Blogger agencies have rejected the findings of a survey which suggests the mummy blogger phenomenon is fading with fewer women reading and writing blogs.

Lorraine Murphy, head of relationships at blogger talent agency The Remarkables Group, claimed the conclusions fly in the face of her own figures which show rising levels of readership and engagement.

The number of brands working with The Remarkable’ 21 bloggers is also increasing, she said, indicating that advertisers are continuing to see value in blogs. Murphy’s comments followed the publication of a survey by social research agency Mums Now, which spoke to 1,500 Australian mothers about their social media habits and technology interactions.

Just 15 per cent of mums questioned in the study are currently writing blogs, a sharp drop from the previous study in 2012 when 27 per cent said they were blogging, while mums are reading 47 per cent fewer blogs and the number asking questions on forums has declined 29 per cent.

But Murphy said traffic for its bloggers has risen by an average of 35 per cent year on year.

Read more »

Freeview boss aims for HbbTV in 10% of Australian households in first year

Liz Ross

Liz Ross

The boss of free-to-air television industry body Freeview has said it is aiming for 10 per cent penetration for the new Hybrid broadcast broadband TV (HbbTV) television service which launches tomorrow in its first year of operation.

In an interview with Mumbrella, general manager of Freeview Liz Ross rejected media criticisms of the delays in the launch and said their modelling on the expected uptake could see usage as high as one in ten of Australia’s 8m plus households by September 2015.

“We have quite conservative forecasts,” Ross told Mumbrella. “The modelling is pretty straightforward we haven’t even modelled in an increase in the turnover of receivers. It is conceivable that it could be in more than 10 per cent of homes within year one.” Read more »

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