‘The world doesn’t need another loyalty scheme’ warns Westfield marketing boss

John Batistich

John Batistich

The marketing boss of Australia’s largest shopping centre owner has warned retailers and brands need to forge direct relationships with their customers as the physical and digital retail world continue to collide, or risk being “dead in the end”.

John Batistich, marketing and digital director of Westfield owner Scentre Group, told a conference: “The world doesn’t need another loyalty program, it doesn’t need another reward scheme. We are full of that stuff. What we do need is a relationship with brands that we care about.”

The comments came as Batistich spoke of the “customer journey”, arguing that while the internet dominates the research phase, “something switches when it gets to the buy stage”.

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Morning Update: Lexus unveils hoverboard; The truth about Facebook video; Ms Piggy and Kermit split; Best paid actors list

facebook videoMedium: Theft, lies and Facebook video

I’m a professional YouTube creator. Some people think that this is some kind of joke but I have 30 employees. All of them work in the online video industry, about half of them work directly on producing videos for our educational YouTube channels. We’re a small, profitable business.

Facebook is an interesting, emerging platform for us. Reaching an audience is valuable, even if there’s no way to turn that value into money. So I’m excited about the potential future of Facebook as a video platform.

But there are a few things that make me wary, not of their ability to grow my business, but of whether they give a shit about creators, which is actually pretty important to me. Let’s go through them one by one.

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Foxtel confirms it is ‘assessing’ options to launch first cases under anti-piracy laws

foxtelFoxtel is considering  launching the first legal action under recently passed piracy laws, the pay TV company has confirmed.

Bosses at Foxtel are seeking legal advice on how best to bring about the case under Australia’s new site-blocking legislation, which was passed by The Senate back in June, but have not put any time frame on how long the process could take.

The case could be aimed at websites like Pirate Bay which allow people to access content such as Game of Thrones, which Foxtel holds the exclusive Australian rights to, and block them from being accessed in Australia.

A Foxtel spokesperson told Mumbrella: “The Copyright Amendment (Online Infringement) Bill does nothing more than give copyright holders similar rights in relation to foreign websites which steal their content to those they would have if the sites were based in Australia. Read more »

Social media comedian Frenchy used to front Student Flights travel selfie competition

Travel company Student Flights has chosen social media funny-man Frenchy to front its new ‘Never Stop Travelling’ branding.

The social video campaign, driven by content marketing business Emotive and media agency Ikon Brisbane, features the comedian casually but clumsily explaining the launch of the ‘Never have I ever’ competition.
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Nine warns of ‘dire’ consequences if Seven wins court battle to take The Hotplate off-air

The Nine Network has claimed it faces “dire” consequences should a judge grant rivals Seven an injunction to stop it broadcasting reality cooking show The Hotplate.

Hot PlateThis afternoon Justice John Nicolas reserved his judgement in Seven Network’s suit against Nine, in which it claims The Hotplate is a direct copy of its smash show My Kitchen Rule, declining to grant an injunction against either tonight or tomorrow night’s shows until he had been allowed to watch episodes of both MKR and The Hotplate.

Earlier Seven had claimed Endemol, which produces The Hotplate for Nine and is the international distributor for My Kitchen Rules, had accessed the production “bible” for the Seven show.

Nine’s lawyer Bruce McClintock SC sought to counter those claims telling the court Endemol’s CEO Janeen Faithfull had accessed the text only to check if there was a conflict of interest.  Read more »

Telstra launches big ad push to promote its new ‘Air’ wifi hotspots via The Monkeys

Telstra is supporting the rollout of its new ‘Air’ Wifi hotspot offerings across the country with a campaign based around the idea of ‘lighting up’ people’s lives.

Created by The Monkeys the pillar of the campaign is a 60-second TVC which illustrates how people could use their home broadband data allowance at these hotspots, which are lit up with purple light.

Last week the telco also held an activation in Melbourne to launch the new hotspots, many of which are attached to payphones, by putting lightboxes on top of them and blasting beams of light into the air.

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Unicorn takes lead from launch ambassador Rebel Wilson in new Stan campaign

Streaming service Stan has brought back the unicorn to front it’s latest ad push, taking the place of launch brand ambassador Rebel Wilson.

A Stan spokeswoman told Mumbrella this morning the horned pony, which featured with comedienne Wilson in the launch campaign, will take the lead in this latest phase, although she declined to say whether Wilson would be used in future campaigns.

She added: “We don’t want to reveal details of future campaigns at this time as our focus is on the current campaign in market. Rebel Wilson is a fantastic brand ambassador and we’d love to work with her again.”

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Mumbrella launches new mentor program aimed at next generation of agency leaders

Lindsey Evans is chairing the mentors

Lindsey Evans is chairing the mentors

Some of Australia’s most experienced agency bosses will take on mentoring roles in a new program being launched by Mumbrella and UK-based firm The Knowledge Engineers aimed at developing aspiring agency leaders.

The three-day Future Leaders Program has been developed for senior agency managers and directors, and sees them tasked with turning around a failing agency and creating a strategic revenue plan. Activities will also include pitching to a marketing director and presenting a strategic plan for a client to a panel of judges.

The mentors will be led by chair Lindsey Evans, previously president of TBWA\UK Group, general marketing manager of Pacific Brands Underwear Group and most recently founder of creative shop Special Group Australia.

Evans will be joined by veteran media agency boss James Greet, who has been credited with turning around the fortunes of OMD where he was CEO for more than five years, and then Mindshare. He was most recently CEO at Ikon Communications. Read more »

HCF moves buying and strategy elements of its media account to Match Media from Mediacom



Recently-acquired Publicis Groupe agency Match Media has added the planning, strategy and buying elements of the HCF health fund account to the digital element it already holds

It is another blow to previous incumbent Mediacom, with the $10m account moving without a pitch.

Match Media James Simmons COO said in a statement: “We are absolutely delighted to be looking after all of HCF’s media buying and strategy needs. They operate in a competitive and commoditized environment hence the business challenge is huge and one where we need to innovate.  Read more »

Seven accuses Endemol and Nine of using My Kitchen Rules ‘bible’ to make The Hotplate

The Seven and Nine Networks kicked-off a high-profile legal case this morning with the court being asked to prevent Nine from continuing to broadcast its reality cooking show The Hotplate.

Screen Shot 2015-08-04 at 9.05.35 am

The Hotplate’s judges Pickett and Parker Bowles

Seven’s lawyer Richard Lancaster SC today told Justice John Nicholas in the Federal Court that Nine has deliberately sought to imitate the format of its highly successful My Kitchen Rules show, and claimed production company Endemol had managed to obtain a copy of the MKR production “bible” for the show.

“MKR has been such a successful show and (Nine) will say that it is an original format but there is no specific denial that they were not aware of the format of the show”, Lancaster told the court. Read more »

Nine’s The Hotplate gets best audience yet and steals the buzz from Ten’s Spelling Bee launch

A strong launch for Ten’s The Great Australian Spelling Bee was not quite enough to beat a resurgent The Hotplate in the audience ratings last night.

Grant Denyer and Chrissie Swann are hosting Ten's spelling competition

Grant Denyer and Chrissie Swann are hosting Ten’s spelling competition

The Channel Ten show debuted with an audience of 921,000 at 7.30pm, but it was not enough to beat Channel 9’s latest cooking show which picked up its highest ratings yet with 944,000 viewers, up on its debut of 784,000 last Tuesday, according to OzTam’s overnight metro ratings.

Channel 7’s cookery offering Restuaruant Revloution – Grand Opening continued to struggle and only just held on in the Top 20 with 522,000 viewers in the same timeslot.

Seven is starting court action against Nine today claiming The Hotplate is a copy of its My Kitchen Rules Format. Read more »

APC brands Courier Mail ‘she male’ front page ‘gratuitous’ ruling it was not in public interest

The Courier Mail’s front page splash and ‘Monster chef and the she male headline’ on the murder of transgender Mayang Prasetyo has been branded “gratuitous” by the press watchdog.

Courier Mail 2

The News Corp paper drew fierce criticism over its treatment of the murder of Prasetyo by her chef boyfriend Marcus Volke with the front page splash “Monster chef and the she male” and inside headline “Ladyboy and the butcher”.

Today the Australian Press Council has published a ruling that the Brisbane paper broke two general standards with the publication, but dismissed complaints it had broken a third relating to right of reply.

In defence of its headline the paper said the victim had identified herself as “transgender” and a “ladyboy” and had also promoted herself as a “top class Asian she male”. It said “ladyboy” was a “term applied regularly to transsexuals in Asia”. Read more »

Reports NRL rights to spiral to $1.7bn with Ten tipped to pick up a match from Fox Sports

NRLSports rights negotiations have hit the headlines again with one report suggesting the NRL rights could go for $1.7bn and tipping the Nine Network to retain the free-to-air rights for the code.

A detailed report in this morning’s Daily Telegraph claims the value of the rights deal between 2018 and 2022 will leap from the $1bn record sealed in 2012, with every match to be screened live on Fox Sports.

Separately a report in the Australian Financial Review cites unnamed sources suggesting the planned Foxtel tie-up with Network Ten would be detrimental to sport, and could lead to both the NRL and AFL getting just one bid each for their rights. Read more »

Brandscreen co-founder Julian Tol joins Chinese performance marketing firm iClick

Julian Tol


Julian Tol, the co-founder of Australian programmatic trading firm Brandscreen, has moved to Hong Kong-headquartered performance marketing firm iClick Interactive.

Tol takes on the role of president, global platform group for iClick, after just over a year with consulting firm AdScience. Read more »

Morning Update: Julia Louis-Dreyfus turns ‘smother mother’, Steinlager rolls back the years, phone hacking hits Trinity Mirror revenue

Ad Week: Julia Louis-Dreyfus is an insanely overbearing mom in her best Old Navy ads yet

Veep actress Julia Louis-Dreyfus is back to star in more commercials for Old Navy, and this time she’s an uptight suburban smother mother helping promote back-to-school sales.

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Mission: Impossible – Rogue Nation tops box office as Ant Man halves weekend takings

Tom Cruises’s latest Mission: Impossible film topped the box office over the weekend, bumping Ant Man into second place.

Mission: Impossible – Rogue National, the fifth in the series, pulled in $5.019m across 405 screens in its debut weekend.

Diminutive superhero Ant Man was the second biggest  the biggest cinema draw however interest in the Marvel comic book creation seems to be slowing however, as it collected just $1.7million over the weekend – just over half of what it took the previous weekend. Read more »

Jägermeister creates branded content campaign on Australians in the Berlin clubbing scene

Jägermeister has collaborated with Vice to create a new content series depicting the influence of Berlin’s clubbing scene on Australia’s electronic music community.

The campaign is running on Vice’s electronic music channel, Thump, until the end of September, and is aimed at building the brand’s music credentials amongst “a progressive millennial audience”, a spokesman said.

THUMP Australians in Berlin Read more »

Simplot puts $11.9m media account in play after closure of Dentsu Aegis’s Huckleberry

SimplotMajor foods company Simplot has put its $11.9m media account in play following the recent decision to close full service Dentsu Aegis agency Huckleberry, Mumbrella can reveal

The agency today declined to comment on anything to do with the account but it is expected that it will line up to defend the media account, which includes major brands such as Edgell, Birdseye, Lean Cuisine and Leggo’s, with a raft of Melbourne media agencies thought to be looking to challenge for the work.

“Simplot Australia has confirmed that it is currently reviewing its media agency options, following the recent decision by Dentsu to close it Huckleberry office,” said a spokeswoman for Simplot.

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