303Lowe Perth names Saatchi & Saatchi creative Joe Hawkins as head of copy

303Lowe logoFull service agency 303Lowe Perth has named former Saatchi & Saatchi senior creative Joe Hawkins as head of copy.

Hawkins spent a little more than 18 months at Saatchi’s after stints at DDB New Zealand, R/GA Singapore and McCann Worldgroup in Sydney.

He has worked on campaigns for a variety of brands including McDonalds, Sky TV, Cadbury, RipCurl, Toyota. MasterCards and Stella Artois and picked up a Silver Radio Lion at Cannes.

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Jenny Craig ditches celebrity ambassadors in favour of real-life success in brand overhaul

Slimming brand Jenny Craig is taking a “new creative direction” in its latest campaign called ‘The Numbers’ which sees the end of celebrity endorsements and focus on real-life success stories, as part of a brand overhaul from Melbourne agency Truly Deeply.

The changes come as the brand has been bought out by a US private equity firm, with Truly Deeply creating a new TVC, which features a lot of statistics about the brand ending with “lots of numbers, but what mater is the relationship with you and your Jenny”.

Previously the brand as used celebrity ambassadors including Mel B and Barry Humphries’ alter-ego Dame Edna Everidge. In March Magda Szubianski was signed as an ambassador, although that arrangement ended in early September.

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BWM positions CarsGuide.com.au as the ‘tinder of car buying’ as it gets aggressive with competitors

Screen Shot 2014-10-03 at 11.11.43 AMBWM Sydney has produced its first work for CarsGuide.com.au following the revamp of the auto website, with the brand launching “a direct affront to our competitors”.

The backbone of the campaign will be five TV ads which begin airing on Sunday during the NRL Grand Final. However, CarsGuide has refused to release the creative until early next week.

The campaign, supported by digital, radio, out of home and print executions, will aim to portray its rival Carsales as “incompetent and old fashioned” while pushing its own image as a “sharp young professional”. Read more »

Ten insists ‘discussions ongoing’ after reports Offspring has been cancelled

OffspringNetwork Ten has downplayed media reports that one of its key franchises Offspring, starring Asher Keddie, will not be returning in 2015.

The Guardian today reports production company Endemol’s head of drama John Edwards had confirmed the drama would not be returning.

The report drew an angry response from Ten with the network insisting that it was still in discussions with Endemol.  “We want Offspring to return in 2015,” said Beverley McGarvey, chief programming officer, Network Ten. “We are in discussions with the producers and they are, in turn, in discussions with the key creatives and cast.” Read more »

News Corp appoints new Escape editor Helen Anderson

News Corp Australia has hired Bauer’s Helen Anderson as its new editor of travel publication Escape.News Corp

The editorial appointment comes after the publisher had to fill two of News Corp’s most lucrative advertising sections Carguide and Escape follow the departures of Paul Pottinger and Brian Crisp in July.

Last month News Corp announced the appointment of Richard Blackburn to replace Pottinger, while Anderson, a former Fairfax travel editor who was most recently travel editor of Bauer’s Australian Gourmet Traveller, will now replace Crisp.

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Bauer confirms the closure of Women’s Fitness

Women's FitnessBauer Media has this morning confirmed it will close Women’s Fitness with November’s issue the last.

In a note to staff CEO Matt Stanton wrote: “We have just held a meeting in the Sydney office to advise staff that Women’s Fitness will cease publication with the last issue being the November cover date.”

Stanton told staff at Bauer that they were working to minimise the redundancies and look to reallocate staff.

“We understand that this is a very unsettling time for our staff and are looking to do as much as we can to support them during this time. I would like to take the opportunity to thank the team for their dedication and effort on the magazine,” wrote Stanton.  Read more »

Media agency price war led to programmatic trading arbitrage, says former BBC sales boss

chris dobsonFormer MTV, BBC and Zenith Optimedia executive Chris Dobson has said that television will be the last screen medium to embrace programmatic trading, because there is no immediate incentive for the TV industry to change.

“Any projection for the growth of the television advertising market is still healthy. Look at the upfronts in the US. Billions of dollars of trading is done against a metre system that is fatally flawed. But the industry seems to be happy if clients are throwing money at it,” he said at Spikes Asia.

He also said he had “sympathy” for media agencies trying to squeeze money out of their clients through programmatic trading because of a price war that emerged at the beginning of the millennium. Read more »

Brita teams up with Masterchef judge Gary Mehigan to push benefits of filtered water

Water filtration specialist Brita has again teamed up with restaurateur Gary Mehigan to create a home cooking series in a campaign created in-house in partnership with creative agency Pontoon 8.

The collaboration with the MasterChef judge, who first worked with the brand in 2012, is designed to extend awareness of Brita products beyond drinking to cooking.

Mehigan, who Brita said has been using the company’s products at his home and restaurants “for many years”, fronts seven videos where he creates dishes in which he stresses the importance of using filtered water.

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The Bachelor draws 1.374m for proposal finale topping the night

Ten’s reality dating show The Bachelor was the highest rating program of the night with 1.374m metro viewers last night tuning in to watch bachelor Blake Garvey propose to bachelorette Sam Frost.

The result is Ten’s best audience for a single show since the Masterchef finale drew 1.7m in July, and more than double some of the ratings for the normal shows during the series.

While the final proposal segment of the show got 1.3m, the main part attracted an audience of 1.0265m from 7.30pm, behind Nine’s The Block: Glasshouse which had an audience of 1.065m from 7.30pm to 8.40pm.

The audience would have been boosted by intense last minute media speculation that the couple may have broken up after Ten publicity cancelled all media interviews with the couple, helping it rise above the 1.186m the finale drew last year. Read more »

Morning update

Morning all. It’s Friday people, and here is a run down on what’s been happening overnight around the world

AdWeek: New creative from Philips Hue Lighting asks how many years does it take to change a light bulb?

Still using that same old incandescent lightbulb that was invented in the 19th century? Get with the program, Luddite.

That’s the basic message, told more charmingly, of this expertly constructed stop-motion spot from Iris Worldwide for Philips Hue lighting.

Creativity Online: US youth organisation Rock the Vote launches campaign to urge women to vote

A man stands in the parking lot of a grocery store and confidently talks about an issue that’s clearly near and dear to him: women’s rights. “I love women,” he says, “but they’ll never be as smart as men. I know they think they want equal pay and they think they want the same rights as men, but their minds are just being poisoned by feminism. It’s our responsibility to protect them from themselves. Especially when they’re menstruating.”

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Seven summons former Sunrise EP Boland over memoir

BrekkyNetwork Seven has launch legal action against former executive producer of Sunrise Adam Boland over his soon to be published memoir, with a directions hearing scheduled for tomorrow morning in the Supreme Court in Sydney.

Titled Brekky Central, the memoir will detail Boland’s time in breakfast television and it is understood that the network is concerned Boland, who was a key player in the turnaround of the breakfast program, could be in breach of a confidentiality agreement with the network over elements of the book.

In a statement issued this afternoon Boland’s publisher Melbourne University Press CEO Louise Alder sought to capitalise on the controversy, saying: “We are renowned for publishing books with spine. We stand by this very personal book and the author. Read more »

GPY&R Sydney climate change campaign reaches climax at UN summit

Political, business and religious leaders have been told by the world’s young to stop dithering and take immediate action on climate change as a campaign orchestrated by GPY&R Sydney climaxed at the UN Climate Change Summit.

A video was played at the opening ceremony of the summit in which eight youngsters from across the globe posed questions for world leaders and urged them to take action. They were chosen from 2,500 people aged 13 to 21 who submitted videos for the Why? Why Not campaign.

It was the culmination of a crusade stitched together for Al Gore’s Climate Reality Project by eight WPP agencies and affiliates who were appointed to create a campaign earlier this year.

GPY&R Sydney managing director Andrew Dowling said: “It is clear that the generation most affected by climate change is the one that currently can’t vote for the leaders who typically attend these summits. Our campaign provided the opportunity, and the world’s youth seized it to make its voice heard at the Summit.”

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Drivers urged to ‘think twice’ over long weekend in Ogilvy push for Transport for NSW

Motorists are being urged to “think twice” in a new TV advert from Ogilvy and Mather Sydney ahead of the long weekend when driving offences will incur double demerits.

The integrated campaign for Transport for NSW will also include radio commercials and digital banner ads, with the radio and TV executions translated into Arabic, Cantonese, Vietnamese and Mandarin for broadcast on non-English media stations.

The 30-second TV ad dramatises the “think twice” message by showing a driver being stopped and questioned by two identical policemen

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ROI of content marketing to be tackled at BEfest next week

BEfest logoFour marketers will discuss how they measure the return on investment for their content marketing in a panel at next week’s BEfest festival of content marketing and branded entertainment.

The session will see marketers from Bupa, Flight Centre, Reuters and Snap printers exchange notes on how they assess ROI.

The session is being curated by King Content. The content marketing agency, which assesses campaign effectiveness via its own platform Communique, recently won best ROI program at the global content marketing awards in the US.

King Content’s head of strategy Todd Wheatley will lead the discussion between Matt Allison, health and care community marketing manager at Bupa; Jerome Bamminger, chief innovation officer at Flight Centre; Raeleen Hooper, GM of franchise services for Snap; and Pamela Kemp, retention marketing manager at information company Thomson Reuters.

The session is one of 13 across two streams examining all aspects of content marketing and branded entertainment. Read more »

Efficiency review author Peter Lewis formally appointed to ABC board

ABCFormer Seven West Media chief financial officer Peter Lewis has officially been appointed to the board of the ABC.

Last month Mumbrella revealed Lewis, who also authored a report on cost efficiencies the public broadcaster could make, was a front runner for the vacant seat.

At the time the proposed appointment drew opposition from group Friends of the ABC which said “hit would be improper and highly inappropriate” for him to take a seat on the board.

The news comes the day after the ABC board met to consider how it would go ahead with cost savings imposed on it in the Federal Government’s budget in May, with news, children’s and science shows all up for cuts.

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Tourism NT pitches for creative and media for fourth time in four years

Tourism NTTourism Northern Territory is reviewing all its marketing agencies, with the Publicis Groupe of agencies on alert.

The pitch is Tourism NT’s fourth in four years, after a consortium of Publicis Groupe agencies picked up the account, with Publicis Mojo on creative, Zenith Optimedia on media and Razorfish on digital.

When the account was awarded last March the contract was set for a two year period, with a minimum of $1m to be spent on creative and $6m on media per year.

According to the tender website submissions are set to close on October 22, with 303Lowe, Cummins & Partners, LOUD Communications, M&C Saatchi Melbourne, Moon Communications, Naked Communications, JWT, Y&R Group and Whybin\TBWA Melbourne all listed as “prospective tenderers”.

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Ten targets small businesses with discounted ad packages, share price falls to record low

Ten intensify brochureNetwork Ten has started a major push centred on small and medium businesses offering heavily discounted advertising packages which include the creation of a TV commercial, starting from $1,185 per month.

The initiative by Ten’s chief sales officer Louise Barrett sees the network writing to potential SME advertisers offering the network’s “Intensify” marketing seminars as a way for “business owners, managers and marketing executives” to better understand the “power of television” and “secure special seminar-only advertising packages” at “airtime discounts of at least 65 per cent”.

The move comes as today Ten’s share price hit a record low of 23.2 cents at 11.30am, but Barrett told Mumbrella that the program was nothing new: “We used to do this at Channel Nine and ACP as well.”

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Bottleshop uses mountain bike mishap to promote convenience of its stores

A new TV campaign has been launched by South Australian bottleshop chain SipnSave as it  looks to promote the state-wide geographical spread of its stores.

Ad agency kwp! Advertising Adelaide said it has created a “fun and compelling” ad to tell consumers that a SipnSave bottleshop is never far away.

The 15-second ad shows a mountain biker falling well short of a jump followed by the words “not even close”, unlike SipnSave.

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