Sustainable beef and lamb farmers want people to become ‘Bettertarians’

Sustainability agencies Republic of Everyone and The Bravery are encouraging consumers to have a better idea of the food they’re eating in a campaign designed to create awareness of Target 100, a sustainability initiative of the Australian beef and lamb industry.

Featuring chef and TV personality Darren Robertson, a judge on Recipe to Riches, and sustainable food advocate Rebecca Sullivan, the campaign tracks their journey from paddock to plate as they encourage consumers to ask questions about where their food comes from.

The campaign launched with a 30-second teaser video which introduces the food philosophy of being a “Bettertarian”.

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MKR elimination wins 1.64m for Seven as The Block posts another Wednesday night high

MKR on Seven

MKR on Seven

The first of the MKR knock-out rounds saw Josh and Danielle eliminated from the competition and brought 1.64m for Seven and winning the top program of the night as The Block posted another Wednesday night record high with 1.346m for Channel Nine.

Meanwhile The Biggest Loser had 276,000 on Channel Ten ranking fourth in the timeslot and just ahead of SBS One’s Tea and Coffee Trails with Simon Reeve, which averaged 252,000 preliminary overnight metro ratings from OzTam show.

ABC1 was third in the 7.30pm to 8.30pm timeslot with 7.30 and Shaun Micallef’s Mad as Hell taking in 668,000 and 619,000 viewers respectively.

Puberty Blues averaged 464,000 on Ten from 8.30pm, falling from 517,000 last week, and ranking 17th for the night, just ahead of Spicks and Specks which had 437,000 on ABC1 at the same time. Read more »

Lego gets new chief marketer with promotion of sales boss

Screen Shot 2014-04-03 at 10.02.13 AMThe Lego Group has promoted head of sales Troy Taylor to the role of head of marketing for the brand’s operations in Australia and New Zealand.

Taylor replaces Caroline Squire who moved to natural skin care brand Jurlique in January in the role of marketing manager of Australia and Europe.

Glenn Abell, general manager for Lego Australia and New Zealand, announced the promotion today saying: “Troy brings with him tremendous strategic, commercial and leadership capabilities while also having a deep knowledge of the Lego Brand and products. Read more »

Morning Update: Nissan celebrates role a car plays in family; Nicole Kidman unrecognisable in Jimmy Choo ad

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

Mumbrella Asia: Nissan celebrates role a car plays in family life

“TBWA has presented the relationship between a car and a family as a love story in a short film to mark Nissan’s 80th birthday in Japan.

The four minute film, entitled ‘My car forever’, follows the story of a girl who leaves her home in Kyoto to move to Tokyo.”

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CEO claims Nine’s new data division Tipstone puts Google in ‘second tier’

Tipstone Logo_blackNine Entertainment Co is spinning a new data division out of its Mi9 digital unit which it claims will be one of just two “top tier” providers in Australia, with anticipated revenues of $50m-$100m in the next three to five years.

Tipstone will sell data on users from Mi9′s suite of sites and data from partners including Microsoft, which is tracked from assets with logins such as Windows Live (formerly Hotmail), Xbox Live, Skype, Nine’s Jump In catch-up TV service and data tracking across other assets including NineMSN. The Mail Online data is not part of the offering.

This is then married up with offline data from a range of Roy Morgan surveys and sold to agencies and marketers for what new CEO Richard McLaren describes as a push to get marketers having “meaningful conversations” with their clients.

At a launch event yesterday in Sydney McLaren said Tipstone would be going head-to-head with data giant Quantium, which Woolworths took an equity stake in a year ago, when it goes live on July 1, describing Google as a “second tier” data provider, and the other major Australian publishers including Fairfax and News Corp as “third tier”.

“It’s the consistency of recognising a logged-in user account the others don’t have,” he said. He added the data would also be made available to agencies for programatic trading “over time”.

McLaren said the idea for the spinoff came from clients asking for access to data to improve their digital experiences. He added: “It’s about knowing whether people are more likely to buy this and that product and understand things like where they live, but there’s also other sides to data, like being able to find people at various touchpoints and making communications relevant.

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The Hoopla set to charge for content with paywall

the Hoopla logoWomen’s website The Hoopla has erected a paywall introducing a subscription model after three years of providing news and opinion for free.

The website co-founded by editor-in-chief Wendy Harmer and publisher Jane Waterhouse will relaunch with a new look on April 14 and offer subscriptions priced at 99 cents for a day pass, with monthly options ranging to a $75 annual subscription.

Waterhouse, CEO of publisher We Magazines, said the changes reflected the commercial reality for an independently-owned publishing house in a crowded market.

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Mumbrella live blog: Wednesday, April 2

Welcome to Mumbrella’s live blog, a rolling diary of all you need to know in Australian media and marketing. Refresh the page for the latest updates.

Top stories:

4:35pm - There are just a few days left to enter the Cannes Young Lions competition for 2014, with entries closing this Friday. However, it’s worth pulling a couple of all-nighters for the chance to go to the south of France and test yourselves against the best in the world (and sip a few roses too).

For more details on who is eligible and how to enter, click here.

Cannes Young Lions 2014

4.00pm - The videohangout with Darren Woolley and Richard Bleasdale is now over but you can watch the video here. 

3:15pm - LIVE NOW: Our hangout about the problems of pitching. Your chance to quiz two top pitch doctors. Questions via the page, or on Twitter #askthepitchdoctors Read more »

Cricket Australia creative account out to pitch

Cricket Australia is reviewing its creative account putting incumbent GPY&R Melbourne on notice, Mumbrella can reveal.

A spokesperson for the sport organisation said: “We are currently reviewing our creative agency structure across the business. We have a strong relationship with GPYR and they have done some excellent work for cricket over the last four seasons where we have seen strong growth across our key metrics of participation, attendance, viewership and digital consumption.

“GPYR have been asked to take part in the process.”

The Melbourne agency won the account in August 2010 and has worked on many campaigns since, including the ‘Play Cricket’ campaign which launched in September last year.

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Police injunction forces Herald Sun to stop the press

Herald Sun Lawyer XMelbourne masthead The Herald Sun was forced to stop the presses last night as Victoria Police obtained an injunction preventing the newspaper from publishing any details about an unnamed lawyer.

The News Corp title reported police had taken the “extraordinary” action of seeking a Supreme Court injunction at 7.30pm last night, preventing it from reporting any information about “Lawyer X”.

Although the newspaper argues it had no intention of naming or identifying the lawyer, the court ordered the newspaper to stop its presses.

Victoria Police had sought the court order to prohibit the publishing of any information that would tend to identify the lawyer. Read more »

Federal government shortlists four as Starcom and OMD decline to pitch

Screen shot 2014-03-31 at 12.38.30 AMThe pitch for the lucrative federal government media contract has been whittled down to four agencies, Mumbrella understands.

Incumbent UM will face-off against rivals MediaCom, Carat and ZenithOptimedia for the $137m account, one of Australia’s largest.

Both OMD and Starcom Mediavest are understood to have declined to pitch due to the amount of new business in the market, with Woolworths and Lion both in play at the moment, and the resources required to tender for the account.  Read more »

Telstra aims for 80 per cent digital spend through programmatic by June

photo (5)Telstra has lifted the lid on its programmatic client trading desk claiming it has developed a major competitive advantage in the digital marketing space, with 65 per cent of its spend now directed through it.

Speaking today at the Mumbrella Programmatic Trading Masterclass Telstra’s GM of digital marketing Harry Lowes and Dan Robins, head of performance at media agency OMD, described how two years into its program the telco already had 65 per cent of its digital spend going through the programmatic trading desk, and how they had brought in staff from creative agency DDB to cut lead times.

“Our ambition is to have 80 percent of our media digital dollars go through some sort of programmatic capacity by the end of the financial year. Which is a big jump from where we are now,” said Lowes.

At its simplest programmatic trading allows the telco to automate media buying, using a computerised system to bid on adspace.

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Apple takes InMobi’s Marc Fine to lead new iAd division in Australia



Apple has taken experienced mobile sales man Marc Fine to lead its new iAds division as it looks to boost advertising spend on its apps and recently-launched iTunes Radio offering.

Fine was head of marketing and key accounts for independent mobile ad sales network InMobi for three years, and prior to that had stints at Optus as portal manager and advertising platforms and innovation manager and marketing manager for Vodafone Live.

Apple rolled out the iTunes radio and iAds offering in Australia in February, as it looks to tap into the burgeoning and competitive music streaming market here, with advertisers including McDonald’s and Pepsi Next on board.

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Kellogg’s Crunchy Nut Cornflakes pastiches sex phone lines with guilty pleasure campaign

Kellogg’s Crunchy Nut Cornflakes has pastiched late night sex phone line adverts, positioning the product as a guilty pleasure any time of day in a new digital campaign.

A website hosts the video which tells viewers “Easy tiger…You’re a bit early. Call and text lines open at 8.30pm. Come back then…” Read more »

The Hallway appointed to handle PR for GSK toothpaste brand Pronamel

pronamel 2Sydney-based independent agency The Hallway has been appointed to handle PR for GSK toothpaste brand Pronamel.

Mumbrella understands the agency has been appointed to a panel and could handle other briefs in the future for the pharmaceutical giant.

The Hallway launched its public relations offering at the end of 2012, hiring Louise Pogmore, the former head of PR at Naked Communications, to spearhead the move.

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Budget Direct’s Zeek gives humans advice on the best way to get a quote for car insurance

Budget Direct is promoting its 60 second car insurance mobile estimate in a new ad featuring alien Zeek and human Dave.

The ad sees slightly hopeless Dave using an archaic looking landline and looking frustrated before Zeek pops up and asks: “What’s this remarkable contraption you have? What activity can it achieve?”

When Dave tells him he’s trying to get a quote for car insurance Zeek suggests he use “this smart communicator can get you one in 60 seconds”.

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Westpac highlights the importance of funding education in ad for Bicentennial Foundation

Westpac is highlighting the impact its Bicentennial Foundation, a private education scholarship program, has had on the nation in a new campaign which is the company’s first step towards celebrating its 200-year anniversary in 2017.

Created by DDB Australia the campaign asks what drove eye surgeon Fred Hollows and cancer researcher Adele Green as it aims to highlight how the $100 million contributed to education has impacted on Australia, ending with the tagline “Westpac Bicentennial Foundation making sure those with the drive to shape Australia get to”.

Westpac’s general manager, strategic marketing, Australian financial services John Harries said: “This is an incredibly exciting campaign for Westpac and reflects one of our most significant and important initiatives. The new creative campaign highlights Westpac’s commitment to Australia’s future by telling stories of inspirational Australians, who have made major, life-changing contributions to our nation.

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The Australian celebrates 50 years of ‘impartial information’

Rupert Murdoch checks pages of The Australian newspaper 15 July 1964

Rupert Murdoch checks pages of The Australian newspaper 15 July 1964

The Australian is celebrating its 50th birthday this year with a campaign looking back on its half century of journalism while also promising continued innovation into the future.

In a press release this morning News Corp’s said: “The Australian launched on Wednesday 15 July 1964 with Rupert Murdoch promising it would be a newspaper of impartial information and independent thinking; tied to no party and to no state, only guided by its faith in Australia and the country’s future.

“Fifty years later, The Australian continues to deliver on this promise.  It reports fearlessly, holds Governments and institutions to account, and has consistently argued for big policy changes whose implementation have benefited the nation, and its people, enormously.”

To mark the milestone, the paper is undertaking a series of print and online specials including an editorial publishing series looking at the events that have shaped the last 50 years of Australia’s history, a digital recreation of the first edition of the paper, a special digital hub dedicated to the birthday that will showcase content published since the paper’s launch and a glossy collectors’ edition magazine celebrating its best bits.

The Australian CEO Nicholas Gray said: “2014 marks the 50th birthday of the nation’s greatest newspaper. Fifty years ago The Australian launched because the country needed a newspaper that advanced the nation’s welfare.  This year we are saluting it’s proud past as we continue to evolve for more successes in the future.

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Resurrection sheds viewers but hands Seven total people win, but Nine holds 25-54s

American supernatural drama Resurrection lost viewers on its debut of 1.9m last week as the show averaged 1.547m for the second episode last night, according to preliminary overnight metro ratings from OzTam.

The show dropped from its number one slot to second place behind My Kitchen Rules last night, which averaged 1.621m for Channel Seven, with the channel winning the largest share of the audience in all people with a 27.3 per cent share, with Nine getting 25.7 per cent and Channel Ten 9.3 per cent.

Nine’s  The Big Bang Theory and The Block were third and fourth in all programs, but were top in Nine’s target demographic of people 25-54.

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