Mauboy’s Melbourne Cup Shoe crisis building as a PR ‘how not to’ case study

The stoush over Jessica Mauboy’s sudden withdrawal from singing the national anthem at the Melbourne Cup – reportedly over a pair of shoes – is damaging both the Myer and DJ’s brands fashion PR and sponsorship experts agree.

Jessica Mauboy is coming to Seven in The Secret Daughter (landscape)Mauboy pulled out of the centre stage performance with just minutes to go, blaming her decision on fiery argument between minders and event organisers over her wearing David Jones shoes at the Myer-sponsored event.

The story has grabbed the attention of mainstream media and this morning Mauboy revealed to News Corp publications that she panicked as the argument unfolded around her over the “styling mishap”.
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Annick Perrin departs Starcom for Macquarie Radio, Toby Barbour promoted to MD



One of media agencyland’s most senior women, Annick Perrin, is to depart Starcom for a role as head of agency sales – Sydney with Fairfax’s Macquarie Radio, Mumbrella can reveal.

Perrin has headed Starcom’s Sydney office for the last 18 months and has previously held senior roles at Initiative and Ikon Communications.

She will be replaced by Starcom Samsung and Optus client lead Toby Barbour, who has been with the agency for the last two years as client services director.

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Edelman leadership shakeup: CEO Tim Riches resigns as Matthew Gain takes Audible role

Edelman Australia CEO Tim Riches has resigned after just one year with the agency, while chief operating officer Matthew Gain is also departing the PR firm for a role with Amazon-owned Audible, Mumbrella can reveal.

Riches, who joined the PR agency in only October last year to replace Michelle Hutton who was promoted to global chair of the firm’s consumer marketing practice, has resigned “to pursue other opportunities” and is being replaced by Edelman UK and Ireland COO Steven Spurr.

Riches resigned from Edelman CEO post after a year

Riches resigned from Edelman CEO post after a year

Gain ends nearly six-year run with Edelman to join Amazon's Audible

Gain ends nearly six-year run with Edelman to join Amazon’s Audible








Iain Twine, Edelman South East Asia and Australasia CEO claimed that the reason for the leadership shakeup was that the business required an “Edelman veteran” at the helm. Read more »

News dominates as David Warner’s effort with the bat draws late cricket audience

Nine cricket win AustraliaA monster effort with the bat by David Warner on the first day of the test between Australia and New Zealand saw Nine draw 685,000 metro viewers to the final session of the day as viewers dashed to catch the start of the summer series.

The last session, which wrapped up at 6pm, managed to lift the cricket into 10th place in the overnight ratings.

In a quiet night dominated by news, Nine topped the table with the 6:30 news drawing 1.048m, ahead of Seven News at 6pm with 1.044m.

RBT proved the most popular general entertainment show of the night with an audience of 842,000 at 7:30pm bringing it into 6th place, with an RBT repeat at 8pm drawing 746,000. Read more »

New decline in print advertising revenues for Fairfax Media and News Corp

Fairfax_Media_logo1-234x145The print advertising market has taken another downturn with Fairfax Media and News Corp both revealing declining revenue in the first quarter of the 2015-16 financial year.

The numbers suggest that after a period of relative stability, print revenues have returned to a downwards trajectory. However, both publishers pointed towards good progress in their real estate operations.

In its trading update presented to its AGM on Thursday, Fairfax Media said publishing revenues for its metro division – which includes the Sydney Morning Herald and The Age – were down by 9 per cent for the quarter, with its regional operation down 11 per cent. Read more »

VB to promote inspiring Aussies as cricket campaign moves away from gadgets

After several summers of gadget-led marketing VB is taking a more personal approach with the launch of its summer cricket campaign.

CUB’s biggest selling brand has taken a leaf out of its successful State of Origin effort which saw the names of punters inserted into the logos on players’ jerseys during the NRL flagship series.

This time the brand will seek stories of inspiration from Australians on people who have inspired others through their hard work.

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Michelle Bridges pokes fun at ‘health freaks’ in new videos for Woolworths from Emotive

It’s Michelle Bridges as you’ve never seen her before – poking fun at the perception of her “perfect life” which sees her waking up in the plank position and celebrating her various accomplishments, including apparently winning the Melbourne Cup – and it’s all for an ad campaign for her new pre-packaged food range for Woolworths.

Created by Emotive in partnership with Carat, the spots sees Bridges poking fun at both herself and perceptions around what it means to eat healthy as part of a push for her new frozen meals range.

Jamie Crick, Emotive strategic partnerships & audience director said in a statement: “Our approach to content creation always starts with the audience. Michelle has an amazingly engaged fan base and we knew this humourous approach would capture their attention along with the broader public.

“We’ve put in place an amplification program that ensures the content not only reaches Michelle’s many fans, but also the much wider audience we know is in the market for healthy meal options and amusing social content. It was a privilege to work in a true collaboration with Michelle and the team at Woolworths and Carat on this content campaign.”

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Brian Walsh takes aim at Nine over launch of 9Life as Foxtel unveils its 2016 lineup

Brian Walsh


Foxtel’s content chief has taken the opportunity of their 2016 media call to take a shot at rival Nine Entertainment over its decision to launch a new lifestyle focused channel, 9Life.

Speaking to Mumbrella executive director of television at Foxtel Brian Walsh took aim at the company behind much of the 9Life channel content saying: “Over a number of years we have assessed the Scripps product and walked away. I’m not being critical of Scripps, they are very successful at what they do in the United States but it is our view that that lifestyle content for an American audience won’t resonate with an Australian audience.

“It’s the way as a nation we are. We have a great affection for British lifestyle content and I can talk to you about many examples of that – Grand Design, the Great Bake Off etc. But we have adapted those shows for Australia.  Read more »

Morning Update: Ponds asks women to express themselves; Barnes & Noble push colouring books; Economist adopts time-based ad sales

WomenMumbrella Asia: Ponds calls on Asian women to express themselves more in campaign by Arcade

The Singapore office of Arcade has created a new Asia-Pacific-wide campaign for Unilever’s Pond’s brand to encourage women to express themselves more.

“Cry because it’s over, smile because it happened,” begins the ad, which is based on the insight that almost eight out of 10 women in China, Indonesia, India, Mexico, South Africa, Thailand, and the US wish they could express themselves more.

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Ricky Gervais ‘anti-ad’ for Optus to launch Netflix takes Grand Prix at BEFest Awards

Optus’ offbeat Ricky Gervais campaign to launch its Netflix offering picked up three awards including the Grand Prix at the fourth BEFest Awards.

BeFest Grand Prix: recogises the Optus Ricky Gervais campaign.

BeFest Grand Prix recognises the Optus campaign, featuring Ricky Gervais.

BeFest AwardsThe campaign, which generated millions of views and conversations across social media and featured the comedian in an ‘anti-ad’, also won Gold in the Best Branded Content Campaign and Silver in Best Branded Entertainment (Fiction) at the awards. It was created by Emotive, M&C Saatchi, Starcom, Amobee, Fuel Communications & HSI London. Read more »

Clemenger Melbourne gives world changing Kombi accident ad a makeover for 2015

Two decades after the TAC in Victoria and Grey Advertising changed the way governments around the world approached road safety promotion, Clemenger Melbourne has given the iconic Kombi commercial a makeover, revealing a completely different outcome thanks to technology advances.

The original commercial left audiences reeling as the the beautiful dawn vista was shattered when the sleepy driver plunged his Kombi van headlong into an oncoming truck.

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Think of people as audiences not consumers to make better content says Vice commercial head

Brands looking at making content need to stop thinking of people as their consumers and start thinking of them as an audience, Vice Australia’s commercial director has said.

L:R Amanda Gome, Tom Robinson and Alex Light

L:R Amanda Gome, Tom Robinson and Alex Light

Speaking at the BEFest conference in Sydney today Alex Light told the audience: “Coming from an ad agency background I know that brands need to throw away the traditional planning process.

“Don’t think of people as a consumer but as an audience – what are the things they are interested in – that’s a starting point that’s more powerful than ‘what do we want people to know about our products?’.”

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Ooh Media adds 2800 digital screens, acquiring digital outdoor company InLink Group for $45m

Outdoor media company Ooh Media has acquired digital outdoor company InLink Group for $45m, with the buyout seeing Ooh take over Inlink’s network of more than 2,800 outdoor digital screens.

An InLink digital sign in an office tower

An InLink digital sign in an office tower

Completion of the acquisition of InLink, which has a network of digital screens located across office towers, cafes and fitness centres and offers digital and Wifi solutions to clients, is expected to occur in December 2015, subject to customary conditions precedent and vendor shareholder approval.

Ooh chief executive Brendon Cook said in a statement: “This cements our position as delivering Australia’s largest reaching digital sign network that builds deep engagement between advertisers and their audiences through leading edge innovation and extends the connection beyond physical signs to mobile, social and online environments.” Read more »

IPG Mediabrands draws ‘line in the sand’ aiming for 100% viewable and fraud-free digital ads

Victor Corones

Corones: we had to draw a ‘line in the sand’ on viewability

One of Australia’s biggest advertising groups is launching a major local push on viewability and adfraud, which it hopes will help the Australian digital industry towards a consensus between publishers, agencies and clients.

IPG Mediabrands today launched “Project Quality” an Australian initiative it says is aimed at achieving 100 per cent viewable and fraud-free online advertising across its digital media bookings.

Victor Corones managing director of Magna Global, which handles the trading on IPG Mediabrands $1.47bn worth of client billings, told Mumbrella: “This is not an overnight thing. It is in the absence of industry consensus on how to tackle issues of viewability and fraud, in that void, it felt like we had to draw a line in the sand.

“Clearly we have to give confidence to clients and it is important to the vitality of the sector that if we aren’t seen to be putting strategies in place then they will start to question the value of the media.”

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The Block keeps building as Nine pips Seven to win the evening with 20.6 per cent share

The BlockNine’s The Block and Celebrity Apprentice have continued to build their audiences, with The Block breaking the one million barrier with 1.026m and Apprentice rising again to 646,000, its best audience of the season.

The Block was also the most-watched show across the key advertising demographics (16-39, 18-49 and 25-54).

Annabel Crabb’s Kitchen Cabinet on ABC 1 at 8pm, with the entertaining duo of Anthony Albanese and Christopher Pyne, helped to lift the show from 687,000 last week to 758,000. Gruen, airing from 8.30pm, slipped marginally  for the public broadcaster, down to 897,000 from the previous week’s audience of  904,000

Seven News at 6pm was the most watched program of the night with 1.082m, ahead of Nine News, which drew 1.024m and Nine News at 6.30pm which attracted 1.022m. Read more »

‘Scared clients need massive platforms’ says planner behind Volvo’s Van Damme Epic Split

The strategist behind the most awarded campaign of 2014, Volvo Trucks’ Epic Split, has urged clients to lose their reliance on big brand platforms saying they do not “put the glue between consumers and the brands”.



Tobias Nordstrom, head of planning at Swedish agency Forsman & Bodenfors, told Mumbrella’s BEFest conference in Sydney how the agency had overhauled its structure, putting creative teams at the top, in a bid to adapt to a content-led way of thinking which led to the Epic Split success.

“I know it’s really good to have brand platforms but that doesn’t help you get connected to the consumers – it doesn’t put the glue between consumers and the brands,” said Nordstrom.

“We have a saying, ‘when the train leaves the platform gets left behind’. Scared clients need massive platforms – clients who want to go further don’t need that.” Read more »

Labor Herald launch editor Alex Brooks departs four months after the site goes live

Brooks departs Labor Herald four months after the site went live

Brooks departs Labor Herald four months after the site went live

The editor of the Australian Labor Party’s “Crikey-style” news website the Labor Herald has jumped ship only four months into its operation.

Alex Brooks, who was previously the editor-in-chief of NewsLifeMedia’s for five and a half years, departed the political party’s content hub last month, joining online market research provider Pureprofile as head of content from this week.

“Labor Herald was a great project to get off the ground, but the opportunities at Pureprofile were too exciting not to be a part of,” Brooks told Mumbrella. “Pureprofile founder Paul Chan is a visionary building a tech-media platform that will transform how we engage online,”

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Frankie founders partner with parenting blogger to launch new magazine Lunch Lady

Lunch Lady magazineThe founders of women’s magazine Frankie have teamed up with Australian photographer and blogger Kate Berry to launch parenting-lifestyle quarterly magazine Lunch Lady.

The magazine is the first to launch out of independent publishing house We Print Nice Things founded by Louise Bannister and Lara Burke who departed Morrison Media and their female youth magazine Frankie in February last year.

Aimed at 30-49 year old food focused parents, the heavily stylised quarterly publication is a lifestyle magazine full of recipes, parenting stories, long form journalism and profile pieces, photography features, art and cooking ideas for kids and opinion pieces about parenting. It was born out of Berry’s blog of the same name.
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