Telstra narrows down marketing role to two internal candidates





Telstra’s search for a replacement for head of marketing and media Mark Buckman, who announced last week he is quitting the telco, has been narrowed down to two internal candidates according to sources.

Mumbrella understands the key position of director of marketing is between director of segment marketing Andy Bateman and director of corporate marketing Inese Kingsmill. The search is thought to have begun as long as two months ago after Buckman signalled to the board his intention to leave.

Telstra officially announced last Friday that Buckman is quitting for personal reasons and will relocate to the UK.

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Cummins&Partners to develop AFL Finals Series campaign

Screen Shot 2013-08-29 at 12.23.19 PMThe AFL has selected Cummins & Partners to develop this seasons AFL Finals Series campaign ahead of the code’s agency of record George Patterson Y&R Melbourne.

Cummins & Partners strategy director Adam Ferrier told Mumbrella: “We’re stoked to be working with the AFL and especially for the Finals Series which is the pinnacle of what the AFL is all about.”

While GPY&R remain as the AFL’s agency of record,  Julian Dunne, AFL head of brand and market insights told Mumbrela the AFL wanted “wider thinking” on this project which sees the body working with Cummins & Partners on a one-off basis.

“It wasn’t a traditional pitch. We threw the opportunity out to a couple of agencies, we just wanted some wider thinking and Cummins & Partners presented us with a great idea. They turned it around really quickly, it was a strong campaign-able idea so we decided to work with them around the finals,” he said.

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Brewery minnow Wayward triumphs in naming battle with global giant SABMiller’s Haywards

Some of the beers brewed by Wayward

Some of the beers brewed by Wayward

A tiny family-run brewery is free to carry on trading under its current name after winning a two-year trademark battle against SABMiller India, a subsidiary of Carlton and United Breweries parent company SABMiller.

The global giant took action after executives felt Sydney-based startup Wayward Brewing, which produces craft ale, was too similar in name to its Indian-brewed Haywards 2000 and Haywards 5000 beer.

But a Trade Mark hearing came down in favour of the brewing minnow, agreeing with Wayward’s argument that Haywards was virtually unknown in Australia and that the names were sufficiently different.

Jubilant Peter Philip, who founded Wayward  two years ago, told Mumbrella it had been a “long and stressful road”.

“Maybe they thought we would roll over but we always felt we were in the right,” he said. “It was a ridiculous situation of a large company trying to flex its muscles.”

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ACCC clears Jeep but NSW Gaming officials confirm initial probe into competition

Jeep Australia competition screen shotThe New South Wales Office of Liquor, Gaming and Racing (OLGR) has confirmed it is probing the Jeep competition which sparked a barrage of criticism from unhappy members of the public.

OLGR told Mumbrella it has received a formal complaint and is “conducting an initial assessment” into how the competition was run. A full investigation will be launched if rules are found to have been breached.

Consumer Affairs in Victoria also said it was aware of “consumer concerns” surrounding the competition but has yet to receive a complaint.

But Jeep is in the clear from the Australian Competition and Consumer Commission (ACCC) which found it had made no “substantial” breaches of Australian Consumer Law.

Jeep’s ‘World’ Most Remote Dealership’ competition ran earlier this month and offered people the chance to buy one of ten vehicles being sold at $10,000 each. To enter people had to register via an app and then phone a number at a specified time. Almost 50,000 people signed up with 30,000 hopefuls telephoning. Read more »

Transport NSW launch second ‘Opal Man’ video

Transport NSW has rolled out a second ad promoting its Opal electronic ticketing system which sees two men able to travel “anywhere” because they’re with Opal.

The ad follows on from the campaign’s first ad, created by JWT, which saw a woman fall in love with Opal.

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Diabetes Australia urge people to get tested for type 2 diabetes

Diabetes Australia is encouraging the public to get tested for type 2 diabetes in a new public service announcement which compares the threat of the disease with phobias.

Created in-house by the Diabetes Australia communications team, the campaign features a man  being terrified by sharks, spiders and clowns before the message that “two million Australians are at high-risk of developing type two diabetes, we think that’s scary”.

Diabetes Australia CEO Professor Greg Johnson said in a statement: “What many people don’t realise is that type 2 diabetes doesn’t just affect older people or those who are overweight or obese. Type 2 diabetes can affect anyone. It is a serious and complex condition. Many people don’t take the type 2 diabetes risk seriously.”

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Nestlé confirms shortlist for media pitch

nestle logoNestlé has confirmed that it has invited GroupM agencies Mediacom and MEC along with incumbent Zenith Optimedia (ZO) to pitch for the $60m Australian media account of the multinational food and beverage company.

In a statement Nestlé said it has invited three agencies, which are all on its global partners roster, to be part of the review which will include the media strategy, planning and buying for all its brands including Kit Kat, Nescafé, Milo and Maggi.

Nestlé’s head of media and digital, Antonia Farquhar, will lead the process and a decision on the selected agency will be made in October in preparation for the company’s 2015 communication plans. Read more »

Family Feud grows audience with 719,000 viewers on second airing

Family FeudTen’s Family Feud has improved its audience on its second airing pulling 719,000 viewers across the three channels, Ten, Eleven and One, an improvement on its debut which got an audience of 690,000 viewers.

In Sydney, Family Feud beat Seven News with the game show drawing 253,000 viewers compared with 224,000 viewers for the news bulletin, which was the third most-watched show nationally for the evening. Broken down figures for each of the individual channels’ viewers for the gameshow are not being made available this week.

However this performance did not stop Ten’s audience share from dropping on the back of falls in audience for Masterchef (973,000) and Under the Dome (520,000), which saw the network have a 14.4 per cent share down 0.2 share points on last week.

Seven’s The X Factor enjoyed a resurgence after its worst ever performance on Monday night to win the evening entertainment battle with 1.245m, the second best performing show of the night overall. Read more »

IAB finalises shortlist for online audience measurement tender

Screen Shot 2014-07-15 at 12.24.01 PMThree bidders will line up to challenge incumbent Nielsen on the Interactive Advertising Bureau’s (IAB) tender for the contract for online audience measurement, Mumbrella can reveal.

The IAB has shortlisted ComScore, GFK, Nielsen and Roy Morgan to move to the next stage of the tender process which sees four companies present to a technical review group chaired by Ian Muir, former CEO of Oztam and veteran of media audience measurement.

Mumbrella understands that at least two of the companies on the shortlist have put together consortium bids with GFK joining with Aztec Research and Comscore joining with IPSOS in a bid to secure preferred provider of online audience measurement, which gives the successful audience measurement company approval to be the currency for the sale of online data in Australia.

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SMI: Digital revenue surges, print collapses as ad market finishes financial year up

The latest advertising revenue numbers have continued to show the collapse of print income with magazines and newspapers down more than $56m and $166m respectively, according to data from the Standard Media Index.

While Australian advertising market finished the financial year up 1.9 per cent with an overall spend of $7.5bn, print advertising recorded double digit year on year declines with the newspaper market contracting from $997.9m in June 2013 to $829.4m last month a 16.9 per cent decline.

Metropolitan print was the worst impacted down 18.8 per cent from $653.3m last year to $529.6m in June while magazines posted a similar decline with a 17 per cent drop from $329.7m in June 2013 to$273.5m last month.

Newspaper revenues have declined 39 per cent since 2010 when SMI reports revenues 0f  $1.362bn for the medium, whilst magazines are down 40 per cent from $456m that year.

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Live blog: Tuesday, July 15

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top Stories:

4.10pm - Don’t forget as ever to check out the FYI section, it’s down the right of this page and crammed with tidbits of info. We’ve just added a note about Barry Mowszowski joining SapientNitro in a senior strategy role after 18-months with OMD Sydney.

2.40pm – Dr Mumbo has been watching the Wicked Campers kerfuffle with interest. In particular there is the claim from the company that it does not set out to shock. Dr Mumbo thought their interview with SBS was interesting… Click here to view it. 

1.58pm - The Cannes Lions story continues with the April 30 edition of suburban newspaper The Rouse Hill Times carrying a second campaign for a big brand. Read the full story here. 

1.30pm – This is cute. It’s The Australian’s 50th birthday and independent news and commentary website Crikey sent them a cake!

We particularly love the inscription which says: “Much like the climate we hope you never change, Love Crikey.”

Screen Shot 2014-07-15 at 1.30.10 PM

12:16pm - Guess who’s fallen foul of the Ad Standard Board for the ninth time this year? That would be Wicked Campers, the company at the centre of a petition storm. Apparently Chuck Norris masturbation and burning churches is not appropriate for the side of vehicles. Read more »

Coles claims ‘global retail first’ with mobile payment launch

ColesColes has claimed to have developed a “retail first in mobile technology” which allows customers to pay for their shopping through their mobile phone while collecting loyalty points at the same time.

The supermarket giant said the launch of Mobile Wallet introduces an “entirely new way to pay” for the Australian public, with its combination of credit card and loyalty scheme making it a “global first”.

The payment system allows holders of the Coles MasterCard to pay for goods up to a value of $100 without using plastic. Transactions over $100 will require a credit card.

The system integrates the Coles Pay Tag, a sticker placed on the back of mobile phones, with an app that is available for iPhone and Android. The Pay Tag, which has been the subject of a two-phase trial since February 2013, is linked to the payment details of their credit card and Flybuys account.

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Cannes Lions deadline edition of Rouse Hill Times also carried one-off Band-Aid ads

The April 30 edition of suburban newspaper The Rouse Hill Times carried a second campaign for a big brand which was entered for the Cannes Lions, Mumbrella can reveal.

JWT Band-Aid campaign in The Rouse Hill Times

Band Aid: Soccer

The Band-Aid campaign, by creative agency JWT, ran on pages 20, 22, and 29. It ran immediately after a McDonald’s campaign by DDB which won a bronze in the Press Lions category.

The issue of “scam” ads is a growing one for the advertising industry, with claims that some work is created to win awards, rather than solve clients’ marketing problems. A hallmark of scam advertising is when work for a major brand appears only once, in a low cost publication, close to an entry deadline. Read more »

The Australian launches online storyline to celebrate 50th anniversary

Screen Shot 2014-07-15 at 12.56.39 PMThe Australian has launched a new online tool that invites consumers to explore the big news stories of their life, as part of the newspaper’s 50th anniversary celebration.

The tool, called Storyline, asks users to enter their birthday and then shows them the front page from the day they were born along with other images from key national and international events through their lives.

“The Australian turns 50 today,” said Nicholas Gray CEO of The Australian, “We’re celebrating our proud past and exciting future by releasing Storyline which showcases our wonderful archive of front pages, stories and imagery in an innovative, immersive and interactive way.” Read more »

Creator of ‘most innovative’ pizza to appear in Dominos TV ad campaign

pizzamogulDomino’s has upped the ante in its design-a-pizza marketing push with the creator of the most imaginative pizza set to appear in the company’s next major promotional drive.

The move follows the launch of Pizza Mogul earlier this month, an initiative created by Elevencom, which allows consumers to design their own pizza, name it, market in though social media and earn between 25c and $4.50 per sale.

Domino’s has now said the “most innovative and thought-provoking  Mogul” will appear on its TV ads and in a print campaign.

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Former James Boags creative to head up marketing at Tourism Tasmania

Guy TaylorThe co-creator of James Boags’ ‘Who is James Boag?’ campaign will spearhead the promotional efforts of Tourism Tasmania after being named as its executive director of marketing.

Guy Taylor will join the body on August 11, just as the state launches the fourth phase of its ‘Go Behind the Scenery’ ad campaign. He replaces Kathryn McCann who departed in February to take on the marketing role for casino Wrest Point.

He will be chiefly responsible for helping the state hit its target of attracting 1.5 million visitors by 2020.

Taylor has previously worked as a consultant for Tourism Tasmania, where he helped to develop the core tourism brand, in addition to bringing to life marketing campaigns for James Boags, RACT and footwear brand Blundstone.

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Target partners with Channel Seven to present one-off TV event featuring Gok Wan

Target Australia has partnered with Channel Seven to present a branded content TV event featuring its ambassador Gok Wan.

The ‘Style the Nation’ TV event, to be aired on Channel Seven in mid-September, sees Wan style five finalists from around the country who won a two-day style camp with the fashion guru as part of a competition.

Produced in collaboration with Universal McCann, Seven West Media and Ensemble, the concept of the one-off TV show was devised in-house by the Target creative team.

The one-off TV show marks one of the biggest branded content TV events and follows on from Westpac’s documentary series marking the 40th year of the brand’s partnership with the Westpac Life Saver Rescue Helicopter Service, a series which also aired on Seven.

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Wicked Campers falls foul of Ad watchdog again for Chuck Norris masturbation and burning churches

wicked campers logoControversial van hire company Wicked Campers has fallen foul of the Advertising Standards Board twice more for two slogans on the side of its vehicles, taking its tally of breaches of the code to nine this year.

This time complainants pointed to the slogans “Chuck Norris needs a monkey wrench and a blowtorch to masturbate” and “If you love God, burn a church” written across two of the companies vehicles as inappropriate, which the board agreed.

The company is currently at the centre of a campaign by activists with an online petition to get the vans with controversial slogans taken off the road reaching nearly 95,000 in just 48 hours.

Previous ASB rulings against Wicked Campers this year have included the slogans: “Get out ya tits and we’ll call it quits”, “Fat girls are harder to kidnap“, “Does your asshole ever get jealous of the shit that comes out of your mouth?”,  “Shut the f#ck up Donny“, “God I’m Fucking Awesome”,  “I was in fuckin’ Nirvana dude. Dave Grohl“ and “Half of life is fucking up, the other half is dealing with it”.

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