Social media platform Twitter will shortly open its promoted tweets function to small and medium enterprises (SME) in Australia, having previously required a minimum spend of $5,000 to access the function.
Speaking at BEfest, the Festival of Content Marketing and Branded Entertainment yesterday, Twitter Australia’s Cindy Burke confirmed that the company would “soon” open the platform to marketers with smaller budgets.
“It is happening soon,” said the senior account executive when asked about it. “We actually hired someone to launch that. I’m sure they will be announcing it with an official launch.” Read more »
News Corp has unveiled the TV ads that will form a central pillar of its multi-million dollar ‘Extra Extra’ campaign to drive digital subscriptions.
The media company has developed commercials specific to the Daily Telegraph, Herald Sun, Courier Mail and The Advertiser, with the ads to air from Sunday.
The campaign is the work of Archibald Williams which was handed the New Corp creative account earlier this year.
The ads will push News Corp’s Plus subscription packages with the drive coinciding with the launch of iPad apps for the publications.
News Corp Australia group marketing director Damian Eales said the campaign will focus on News Corp’s journalists and columnists which he claimed are the “point of difference” between News Corp and other media firms and publications.
Each ad shows a single commuter on a train with a tablet, with many of the writers then appearing in the carriage as the reader flicks through the app.
“With the TVC, we are illustrating how our next generation metropolitan iPad apps bring the newspaper to life in a creative and imaginative way,” Eales said.
“Our journalists and journalism differentiates us from other news outlets. They are the reason why almost 4.5 million readers come to The Daily Telegraph; more than four million readers go to the Herald Sun; why more than three million readers turn to The Courier-Mail; and why almost 1.7 million readers engage with The Advertiser for the best news, sport and entertainment.
“By having our journalists and contributors feature with prominence in our campaign and TVCs, we are effectively communicating the core of what we offer readers.
“In addition, our recently launched iPad apps complete our multi-platform suite of products included in our digital subscription membership that give readers our unrestricted access to our content on any device at any time of the day.”
Creative agency: Archibald / Williams
Media agency: UM
TVC Production Company: Goodoil Films
Edit & Post Production: Method Studios
Photography Production Company: The Incredible Picture Machine
Sound & Music: Nylon
Southern Comfort has rolled out the latest ad in its ‘Whatever’s Comfortable’ series in Australia with the latest spot ‘Young Gun’ showing a bar tender pouring the drink “with style and swagger”.
It is the latest spot from Wieden + Kennedy New York and follows on from ‘Beach’ in 2012 and ‘Shampoo’ in 2013. Both campaigns attracted over 2.5 million views respectively.
Apple and Google have claimed the top positions on Interbrand’s Best Global Brands ranking for the second year running, with a Chinese company appearing for the first time.
However, no Australian brands are represented in the top 100 Best Global Brand Report, where for the first time two brands each earned a brand value exceeding USD$100 billion, with Apple increasing its brand value by 21 per cent to be valued at $118.863 billion and Google increasing its value by 15 per cent to $107.43 billion.
“The number one brand this year is Apple again, I guess there are no surprises there,” Interbrand Australia CEO Damian Borchok said at an event launching the report this morning.
“While it’s been criticised about not getting its act together in terms of new product development the last few months have shown they’re working on interesting stuff and I think that will continue into next year. Read more »
AnalogFolk is continuing its hiring spree appointing former Pedestrian.tv and Oyster Magazine managing editor Suz Tucker to oversee a new four-strong editorial unit.
The agency, traditionally known for its digital prowess, is looking to expand into the burgeoning content space as part of a global push for the independent network.
Managing director Matt Robinson told Mumbrella the newly established team will be responsible for creating an editorial vision for brands, creating, curating and commissioning content, working across clients including Freedom Foods and HotelClub.
Seven’s 2014 debut of reality dating show Beauty and the Geek pulled an audience of 612,000, well down on the 804,000 the show pulled at its launch last year.
The result is a disappointing start for the Seven franchise, which is now in its fifth Australian season, although the show has traditionally started low before building a greater audience around the time of the makeovers and up to the finale.
Meanwhile The Block has continued to consistently deliver strong audiences ahead of Sunday’s auction with 1.388m tuning in for last night’s episode at 7.30pm and Big Brother drawing a solid 739,000 viewers at 8.30pm. Read more »
The ad, running in the Herald Sun in Melbourne today, uses a tweet from TAB.com.au telling a punter “Justin” it will not be refunding bets on Suavito, which did not leave its gate in a race on Saturday, as it was “declared a runner”.
It is juxtaposed with a tweet from earlier on the same day from Sportsbet saying it “We’re refunding all win and place single bets! #JusticeRefund #TheBetsTime” Read more »
MediaCom’s content marketing arm Beyond Advertising were named the Content Marketing Agency of the Year tonight, while The Sound Alliance were named Publisher of the Year.
The Monkeys grabbed a Gold and Silver in Best Branded Content Campaign and Best Brand Commissioned Project for the Intel Intelligent Sounds campaign, while Bauer Custom Media’s Qantas Australian Way magazine was Brand Publication of the Year at the event at Sydney’s Luna Park tonight.
Blogger agency The Remarkables Group founder Lorraine Murphy was named Content Marketer of the Year, ANZ Blue Notes was the Brand Site of the Year.
Atomic 212 will take over offline and digital media buying for the account, which is thought to be worth $10-15m, effective immediately, working in conjunction with theatrical film and home entertainment release company eOne’s strategic partner Bray Media.
“The pitch process across six agencies over three months focused on many aspects including thinking, data proposition, culture and understanding of eOne products and business”, said Barry O’Brien Atomic 212 chairman. Read more »
Mamamia’s national sales director has dismissed the need for “church and state mentalities” between editorial and sales, saying the editorial team has to produce “all of the native content”.
Talking on a panel on native advertising at BEfest today Kylie Rogers said: “It needs to be treated as pure editorial, it must be in stream. It’s really important, and it’s a mistake others have made in the past, where you have a B team that’s producing the native content and you have an A team that’s producing editorial content and you’re readers know that.”
Fellow panellist Tim Duggan, the content director for Sound Alliance which runs lifestyle sites like Junkee and Same Same, echoed Rogers’ comments, however representatives from Fairfax Media and The Guardian were quick to defend the need for a divide.
Managing director of Guardian Australia Ian McLelland told the audience: “It depends on the brand. If you’re a trusted, hard news brand. That’s really dangerous territory to pay a journalist more to write commercial stuff because they are then influenced by commercial. Read more »
In a media announcement titled “meet the new scale-friendly Killer Python” Nestle announced it would reduce the size of the confectionary product from 47g to 24g, but the move immediately drew criticism among consumers, many of whom considered the killer python a childhood favourite.
Among the tweets and Facebook messages were criticisms of Nestle for the reasons given for the change and the fact that the product would now be very similar to its ‘snakes’ product: Read more »
Results measuring effectiveness has not caught up with the direction of content, Kate Smither, M&C Saatchi group strategy director has told a forum.
Speaking at BEfest, the Festival of Content Marketing and Branded Entertainment, Smither, who was speaking on the successful Dove ‘Beauty Sketches’ campaign she was involved with during her time at Ogilvy in the UK, said: “I don’t know how you quantify success necessarily on a campaign like that.
“You’re talking about something that has 165 million likes and is the third-most shared ad in the world, that’s amazing success but its very hard to commercially quantify.
“It’s a tricky space and I don’t know that effectiveness and results measuring and capturing has really caught up where content’s going. When I went to write effectiveness papers on Dove it was really hard to get results to fit a very traditional model,” she said.
Lynx has introduced a styling and shampoo range in Australia with the launch supported by four new TV adverts illustrating four different appearances.
The creative was designed by BBH with the spots showcasing a messy look, spiked up look, clean cut look and the natural look.
A controversial anti-horse racing advert in Melbourne, which has sparked a flurry of complaints to the advertising watchdog, has been taken down after the land owner where the billboard is located objected to the content.
The ad was set to run for a month ahead of November’s Melbourne Cup. But billboard owners Ooh Media told Mumbrella it has been withdrawn following objections from the land owner.
“The display of advertising content on oOh! sites is subject to the land owner’s approval of the content,” a Ooh Media spokesman said.
“The land owner has notified oOh! today that it does not approve of the advertising content being displayed on its land. As a result we have acted on the land owner’s request to remove the content.”
It is unclear who the land owner is or whether they objected to the anti-horse racing stance or the image on the billboard.
The Advertising Standards Bureau (ASB) confirmed it has received approximately 150 complaints about the billboard on Melbourne’s CityLink freeway which shows a dead horse next to the words: Is the party really worth it?
Seven West Media has named Southern Cross Austereo digital director Clive Dickens as its chief digital officer to drive forward new forms of content delivery, including HBBTV.
He will join Seven in early 2015 and report to Seven chief executive Tim Worner.
“Clive is well-known to the market as a champion of new and emerging digital platforms, and as an identifier of new opportunities for growth,” Worner said.
“He joins us at an exciting time. Seven West Media has some of the most successful brands and franchises in the country. We are focused on the delivery of our market-leading content anywhere, anytime to the biggest audiences possible. Our drive into new forms of delivery represents an important cornerstone in our strategy and Clive will lead that push with passion.”
The ABC is set to follow its backing of Mental Health Week by repeating the initiative as it looks to use its position as Australia’s public broadcaster to stimulate debate on key issues.
The network is nearing the end of Mental As, a week-long series of programs dedicated to the issue of mental illness, which culminates with the fundraising Friday Night Crack Up show tomorrow evening.
The ABC said it was the most extensive cross-platform programming and marketing event it has undertaken.
Marketing and audience director Leisa Bacon told Mumbrella it was exploring similar projects, with a series of programs dedicated to the First World War Centenary in the planning stages. Other projects are also in the pipeline “but none that I can talk about”, Bacon said.
It takes a brave client and marketer to move away from TV and into other media but for any work to be successful a brand needs love and trust from the public, according to Colenso BBDO executive creative director (ECD) Nick Worthington.
Speaking at BeFest, the Festival of Content Marketing and Branded Entertainment held in Sydney today, Worthington said agencies cannot get anywhere with a client if they don’t have their love and trust, just as a brand cannot get the public to buy their product or service if they don’t love and trust the brand.
“Great work needs great clients,” he said. “It takes a really brave marketer, client and group of people to not do that [TV] and do something else. It is usually new for them, they haven’t done it before. It feels risky and takes a lot of encouragement sometimes to get people to do that.
“You can’t get anywhere if you don’t have love and trust and if you’re a brand and you’re trying to sell your stuff to people, people have to love your brand. People don’t buy stuff from people they don’t like, it’s as simple as that.
Publish, which is produced by Mumbrella in association with Publishers Australia, will focus on the future trends and opportunities in print and digital publishing.
It also includes a formal networking afternoon offering the chance to schedule 15-minute meetings with publishers, media buyers, technology suppliers and other relevant practitioners.
Hywood is pursuing a digital first publishing strategy at the 180-year-old newspaper company as well as building its events arm and eyeing investment in other verticals. He will share his thoughts on the future of the Australian publishing industry and how Fairfax is navigating the rapidly evolving market.