Australian winery Wolf Blass has launched a $4 million TV and digital marketing campaign as it looks to “re-engage” with consumers after an absence from the small screen of several years, Mumbrella can reveal.
The campaign, called ‘Reflections’, includes 15 and 30-second TV ads – which feature a soaring eagle, the emblem of Wolf Blass – and will appear on free to air, catch up and subscription TV throughout September and October.
The ad was originally the work of Ogilvy several years ago but has been refreshed by DDB Melbourne – Wolf Blass’s current creative agency – with a new voiceover.
Wolf Blass marketing director Australia and New Zealand Lisa Saunders revealed that a second phase of the campaign will follow in February next year to coincide with the one day cricket World Cup, of which Wolf Blass is the official wine sponsor.
“This is a reset year for Wolf Blass, we are getting it back on air with high impact advertising,” she said. “We want to re-engage with consumers and reassert our leadership in the Australian market.”
Southern Cross Austereo (SCA) has made a new digital play with the launch of an e-commerce platform My Local Auction, aimed at connecting local buyers and sellers across Australia and maximising the network’s unsold ad inventory, Mumbrella can reveal.
The service allows vendors to put their unsold goods up for auction with a reserve price well under the recommended retail price (RRP). If the item is bought at or above the reserve SCA pockets the cash with the vendor getting the full RRP as advertising credit with its local TV and radio stations.
It will also see SCA harvest data from the auctions, allowing retailers to re-target customers who miss out on the bargains afterwards.
Clive Dickens director of digital and innovation at SCA told Mumbrella: “The clever thing is the business model behind it. The consumer gets a bargain which is anywhere between 30 and 50 per cent off the RRP. Read more »
The president of the Turner Broadcasting International has warned the subscription television industry faces real challenges in engaging young consumers and combating the growth of piracy globally.
Speaking at yesterday’s ASTRA conference in Sydney, Gerhard Zeiler, who heads Turner’s operations for brands like CNN, TNT, and TCM in Asia Pacific, Europe and Latin America said that solving both problems would be crucial to the future of the television industry.
“We have a problem,” declared Zeiler. “There is a phenomenon which describes that a significant percentage of millennials, in the US it is almost 20 per cent, have no pay TV subscription and don’t show any inclination to get one. To get them into the pay TV system will be a challenge, I admit that.” Read more »
Doritos is bringing back its Crash the Super Bowl competition and is targeting Australian and New Zealand talent as part of its global campaign.
Last year Australian contender the Finger Cleaner ad made it through to the final stage of the competition clocking up four million views on YouTube, which will see the final two shortlisted ads broadcast during the 2015 Super Bowl, with the winner scooping a US$1m prize and a year working at Universal Studios in the US.
Sunbeam has released its first major campaign since switching agencies from Droga5 to The Works in May, with a new campaign based around the idea ‘Real Men Cook’.
The new campaign, which will run across social media, radio and point of sale, is based on a neuro study by the appliances manufacturer looking at women’s physiological and emotional responses to their male partners doing chores compared to their reactions when they do more stereotypical activities like watching sport and DIY.
It found “men clued up on culinary capabilities fare better than their macho counterparts when it comes to women’s arousal and happiness”.
The Bachelor got and audience of 750,000 last night, up on the 661,000 in the 7.30pm timeslot, as Seven’s offering of bizarre animal pairings on for an hour from 8pm slipped from 765,000 last week to 692,000 this week. However Home and Away, on for an hour from 7pm, beat the first 30 minutes of The Bachelor with 819,000 viewers for Seven.
Nine dominated the night for audience share, despite having a split schedule, with the NRL grudge match between the Rabbitohs and Roosters shown in Sydney and Brisbane pulling a bumper audience of 760,000, and The Block: Glasshouse getting 650,000 viewers in the other three metro markets, according to OzTam’s overnight ratings.
Those shows, plus the strength of The Footy Show which got 761,000 viewers, gave Nine a huge 27.2 per cent audience share, with Seven second on 16.2 per cent and Ten third on 13 per cent, with ABC on 11.7 per cent.
The AJF Partnership was the big winner at last night’s Effie Awards, picking up a Gold, Silver and Two Bronzes, as well as the Grand Effie, to be named Effective Agency of the Year.
There were seven Golds handed out at the awards last night in Sydney, with three for Clemenger BBDO Melbourne, and one apiece for 303Lowe for Challenger, Host for The Coca-Cola Company, and Whybin\TBWA\DAN Sydney for RaboDirect.
AJF was handed the Grand Effie for its work for the Australian National Preventative Health Agency, which demonstrated the suffering smokers go through over a lifetime and led to around 180,000 people quitting.
Clems Melbourne’s trio of awards came on the day it was announced its CEO Peter Biggs was retiring, all work for Bonds BOOBS.
The chair of subscription television industry body ASTRA has called on the Minister for Communications to move media reform up the agenda and not wait for greater consensus among the various media players.
During his welcome to the Astra 2014 conference Tony Shepherd told the audience that media reform was a “regulatory handbrake” on the pay-TV sector and that were the government to reform regulation it would help build growth and innovation in the sector.
“This sector makes a significant contribution to our economy and media reform represents an opportunity to unleash this sector so it can contribute even more,” said Shepherd.
“Today I renew our call on the Federal Government, one that believes in free markets, to seize this historic opportunity to unleash a wave of growth and innovation by releasing the regulatory handbrake.” Read more »
Journalist union withdraws copyright submission saying it was ‘never intended’ to support internet filter
The union representing journalists, performers and production professionals has withdrawn its submission to the government’s Online Copyright Infringement Discussion Paper, after drawing ire from members that it lent support to plans to introduce an internet filter.
Earlier today technology website ZDNet reported the Media, Entertainment, and Arts Alliance (MEAA) submission to the government’s consultation on ways to reduce Australian piracy, the union said it reported allowing rights holders to get an injunction to force ISPs to block websites, such as The Pirate Bay, that host copyright-infringing content.
However that submission prompted an angry reaction from members of the union, which also represents actors, performers and production professionals, and drew the ire of many on social media with one tweeting: “Whom do the MEAA think they are representing when they back internet filtering?”.
The union has now said it will seek “a broader consultation with all sections of our membership”.
In the submission, which has since been removed from the government website, the MEAA said: “MEAA welcomes the government’s recognition that rights holders are unable to take enforcement action against overseas-based websites and that action needs to be directed at intermediaries. MEAA strongly supports the proposal to allow for no fault injunctive relief. Read more »
Hogan, who is Pandora’s global music operations manager, said the streaming service is constantly experimenting with playlists and focusing on improving its services in order to retain a competitive edge.
The local market is very competitive with international players Spotify, Pandora, and iTunes Radio continuing to battle it out with local providers including Telstra’s Mog, IHeartRadio from ARN and JB Hi-Fi’s own offering. Telstra is also understood to be in negotiations to get the Beats platform off the ground in Australia.
“Our biggest challenge is keeping our competitive edge. Our focus is all about the quality of the music playlists and there is a lot of competition coming into the field so we’re really focused on improving the metrics and what we can measure to see people are enjoying their experience on Pandora. And we do that by seeing how long people listen, how frequently they come back,” he said. Read more »
Biggs has been seen as an integral part of the agency’s success in recent years since taking on the role of managing director in 2006, but has today announced his intentions to retire to his native New Zealand.
Former CEO of Clems Sydney and current boss of Clemenger Group New Zealand Jim Moser is being brought in as chairman of the Melbourne group.
“Peter has always indicated that his long-term plan was to return to New Zealand to live. Now he has decided to make that move,” Clemenger Group chairman Robert Morgan said in a statement.
Read more »
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
- Video Hangout with Pandora’s Steve Hogan
- Peter Biggs retires as CEO of Clemenger Melbourne
- Foxtel slashes prices and puts more premium content in basic package
- Nick Worthington to be keynote speaker at next month’s BEfest
- Nielsen to battle out with GfK for coveted IAB online measurement contract
- TV ratings: The Bachelor continues to build for Ten
- Woolworths rapped over guerilla marketing on side of ABC Adelaide office
- News Corp’s Daily Telegraph raises price of eNewspaper app by 320%
- Opinion: The truth about shopping
1:19pm – The tributes are already coming in after the news that Peter Biggs has decided to retire as CEO of Clemenger Melbourne. This one from one of his major competitors down the years:
To see a great practitioner and in the nicest way I say this – a combatant – leave the industry makes me feel a little lost. A more charming, erudite and sophisticated man I can’t remember meeting. Holmes needed Moriarty. Salieri needed Mozart. And anyone who wanted to be any good needed Biggs. I enjoyed knowing you were there.
Age quod agis.
12:30pm - Chrissy Blackburn, global strategy partner and head of brand strategy at The Leading Edge has departed the agency after two-and-a-half years to go freelance.
12:13pm - Freeview Australia’s general manager Liz Ross has conceded the absence of two major regional broadcasters from its new HbbTV offering Freeview Plus has created a “complex” picture for consumers outside the five major metropolitan markets.
11:55am – We’ll be hanging out with one of the men behind Pandora’s ‘Music Genome Project’ at 2pmAEST. You can ask Steve Hogan questions in the comment thread on the post or on Twitter using the hashtag #askpandora.
11:45am - The competition regulator has given the all-clear for the acquisition of ACT-based All Homes by Fairfax after concluding the declining circulation of the Canberra Times was among the reasons why the deal would not damage competition in the online or print real estate market.
The draft program of next month’s BEfest conference – celebrating the best of content marketing and branded entertainment has today been revealed, including a rare keynote appearance from one of the world’s most celebrated creatives Nick Worthington.
Now in its third year, the BEfest conference takes place at Luna Park in Sydney on October 9. It will be preceded by a networking afternoon and followed by the BEfest Awards.
Worthington is ECD of Colenso BBDO in Auckland, which has been consistently one of the five most awarded agencies in the world. Colenso BBDO has been Mumbrella’s creative agency of the year for the last two years.
Worthington will discuss the agency’s philosophy of “Love & Trust” and share the story of its six year journey away from traditional advertising.
In his previous role at Publicis Mojo, Worthington was ECD of the Schweppes branded entertainment film Signs which was one of the first of its type to go viral. Read more »
Foxtel slashes prices and puts more premium content in basic package in bid to tackle threat of streaming rivals
CEO of Foxtel Richard Freudenstein has today announced the company is going to slash its prices for new subscribers and rework its offerings as it seeks to combat the entry of new cheap online streaming services tto the market.
Speaking at the ASTRA Conference this morning the pay-TV boss said the company is set to halve the price of its basic package from $50 to $25, telling the audience he is “absolutely confident” the new pricing structure will drive a subscriber growth and a “seismic shift in the Australian media environment”.
“We will significantly reduce the price of our entry package so all the people who have long wanted Foxtel, but didn’t think it fitted their budget, will look at us again,” said Freudenstein.
“The biggest opportunity lies in growing our cable and satellite offering. Today I’m going to talk about a new strategy that we are confident will see a major lift in Australian homes. Read more »
Chrissy Blackburn, global strategy partner and head of brand strategy at The Leading Edge has departed the agency after two-and-a-half years to go freelance.
Blackburn, one of the most respected strategists in Australia, has been with the Enero Group agency since April 2012. She said: “It’s not goodbye but farewell as I will be working with The Leading Edge in the future in a different guise.
“I have missed running my own business and after a fabulous two and a half years at The Leading Edge I’m looking forward to doing so again. TLE has never been in better shape and is in great hands going forward.”
the agency has rejigged its structure following her departure and is not specifically replacing Blackburn’s role with Dominic McCarthy, who joined the agency from Naked last November as qualitative strategy director taking on some of her duties with the rest split among the rest of the team.
Freeview Australia’s general manager Liz Ross has conceded the absence of two major regional broadcasters from its new HbbTV offering Freeview Plus has created a “complex” picture for consumers outside the five major metropolitan markets.
As Mumbrella revealed earlier this year, Prime Media withdrew from the industry body in June citing concerns about the market penetration in regional areas of HbbTV while WIN has not been a member of Freeview since 2012, leaving Southern Cross Austereo (SCA) as the only dedicated regional commercial broadcaster with a Freeview Plus offering.
SCA’s digital director Clive Dickens said that the absence of Prime and WIN was unfortunate as it gave rise to a perception of a two speed economy when it came to the free-to-air offering, while Ross admitted “it is a bit of a complex map”. Read more »
Woolworths has said it expects to continue its guerilla marketing tactics and project adverts onto the side of buildings despite being rapped by the ABC for cheekily promoting $1 packets of doritos on the side of the broadcaster’s Adelaide head office.
But a spokesman for the supermarket giant confirmed it will not use ABC buildings in any future campaign after receiving a letter from the network’s legal department telling them not to repeat the act.
Woolworths engaged in the guerilla marketing blitz on Sunday in Sydney, Melbourne, Brisbane and Adelaide to promote its ‘show stopper specials’. But the commercial-free ABC took exception to its buildings being used for product advertising and wrote to the retailer.
The Woolies spokesman rejected earlier media reports that the ABC had threatened legal action, telling Mumbrella it was simply a request not to use their building again.
The price rises sees the price of monthly subscription to the PDF replica of the newspaper, which is accessible through iTunes, fall into line with the price of a digital subscription to the newspaper which is $20.00.
News Corp Australia declined to comment on the price rise but it is understood that subscriptions to the app make a small proportion of overall digital subscriptions. Read more »