‘Mummy blogs are almost over’: Mamamia scraps network approach and launches Instagram-style app and consultancy business

Mamamia is set to scrap its Women’s Network model and unify all of its brands with its main site acting as an aggregator, as founder Mia Freedman proclaims “mummy blogs are almost over”.


The shift comes as the publishing company looks to launch an ‘Instagram-style’ app with user generated video, open its own consultancy business and grow its podcast network.

Freedman, content director of MWN, told the audience at the network’s upfront event women are “moving away from niche sites”, with the company looking to unify its Mamamia Women’s Network on one site.

“This is really important and a big shift. We know she’s busy, she doesn’t have time to visit lots of different homepages or blogs or even necessarily one every day,” Freedman said.

“She doesn’t want to be pigeonholed as a mum or as anything else. We’ve really seen the twilight year of mummy blogs, mummy blogs are almost over. In fact, personal blogs in general have collapsed in engagement this year.” Read more »

Dedicated pay-TV awards scrapped, as ASTRA joins rest of industry in the AACTA Awards scheme

Pay-TV industry body ASTRA is scrapping its own awards scheme and joining with the industry screen awards the AACTA Awards.

ASTRA awards

Pay-TV industry’s ASTRA awards are to fold into the AACTA awards

“While we’re sorry to bid farewell to the ASTRAs, we’re also gratified that subscription television has achieved the depth, breadth and quality to confidently participate in this larger and more competitive awards ceremony,” said Andrew Maiden CEO of ASTRA.  Read more »

M&C Saatchi flies in Michael Canning as new executive creative director for Sydney office

Screen Shot 2015-11-24 at 11.34.06 AMJust  months after luring Andy DiLallo across from Leo Burnett as chief creative officer, M&C Saatchi has named Michael Canning as executive creative director.

Canning returns to Australia from Los Angeles after a five year stint where he was most recently with the lauded agency, 72 and Sunny.

He will have creative oversight of the agencies’ 400-strong Sydney office, replacing Ben Welsh who was promoted to be chairman of Asia in September. Read more »

Red Balloon turns around new TV campaign in a week as marketers get increasingly nimble

Former tourism Australia managing director Nick Baker has shown the nimble approach he is going to take to marketing at Red Balloon after the brand turned around its latest campaign featuring five TV ads in just seven days.

The campaign went live last week and agency Absolute Content received the brief for five TVCs on the Monday after Red Balloon’s digital agency Deepend came up with the creative idea.

Red Balloon – Car Racing from Absolute Content on Vimeo.

Baker took over the leadership of the online gift aggregator and experience marketer earlier this year after his successful stint at the helm of marketing at Tourism Australia, where he set new benchmarks for global tourism marketing with campaigns such as Best Job in the World. Read more »

Former Mi9 executive Marc Barnett joins Bohemia in new chief operating officer role

Barnett: moving media agency side

Barnett: moving media agency side with Bohemia

Independent media agency Bohemia has appointed former senior Mi9 and Mamamia executive as its chief operating officer, Mumbrella can reveal.

Barnett has previously held the commercial director/COO role at Nine’s digital division Mi9 and also the COO of Mamamia Women’s Network.

Brett Dawson, managing partner said Barnett would be tasked with an operations role, with Barnett having driven Nine’s programmatic offering in his time there. Read more »

Adland needs to start recruitment in year seven to help bolster diversity says I-Manifest founder

I-MANIFESTAdvertising agencies could be offering full-time cadetships by the end of next year in a bid to recruit more diverse talent to the creative ranks, according to the founder of charity I-Manifest.

The pronouncement comes after the charity, founded three-and-a-half years ago to offer a link for students to the advertising industry, completed its latest set of placements working with 10 schools in Sydney’s west which have between 80 and 90 per cent of their students from non-English speaking backgrounds.

It comes at a time when there is an increased focus on the lack of diversity in agencies after the furore surrounding Leo Burnett Sydney’s ‘five white creatives’ press release. Read more »

Final room reveals on The Block trump X Factor final performances but Seven wins the night

Nine took first blood in a big week of reality TV finals, with the final room reveals for The Block beating Seven’s X Factor final in the 7.30pm slot.

The Block: failed to pull over one million viewers last night.

The Block: topped the night ahead of X Factor

The Block topped all the demographics and had 1.107m viewers for its 90-minute show ahead of Wednesday’s live auction, while the X Factor, which will crown a winner tonight, had 1.02m for a two hour and fifteen minute show according to OZTam overnight metro ratings.

But despite the primetime loss Seven pipped Nine for audience share with 22.2 per cent to 22 per cent – boosted by a decent performance for a repeat episode of The Big Bang Theory (714,000 at 9.45pm), although that number was inflated by the overrunning X Factor show. Read more »

Entries open for CommsCon Awards 2016 with new categories for influencers and collaboration

Influencer strategy and collaboration are the two new categories added to the 2016 CommsCon Awards.


Entries are now open for the premier awards celebrating the best in the communications, public relations and social media industry which recognised the best work from teams, agencies and individuals.

Now in its fourth year, there are categories that recognise the importance of PR leadership and new talent along with Australasia’s best in-house and agency PR professionals. Read more »

Morning Update: New Game of Thrones poster a spoiler?; Google tests your light and dark side; Carlsberg offers best job in world

Creativity: Google’s ‘Star Wars’ Promotion Asks You to Choose Between the Light or Dark Side

Google is the latest to join in the Star Wars hype with a new promotion that recasts its various offerings — from YouTube to Maps to Chrome — in the spirit of the Dark Side or the Light Side, depending on where your allegiance lies. Read more »

SBS ‘acutely aware of the sensitivities’ around parody mocking redundant News Corp journos

SBS parod news corp pieceSBS has defended the decision to publish a parody article taking aim at News Corp journalists set to lose their jobs in a fresh round of cuts saying it is “acutely aware of the sensitivities” surrounding it.

This afternoon the public broadcaster posted a piece on its Comedy site titled ‘Fired News Corp journalists now free to pursue jobs as actual journalists‘, hours after News Corp announced it was cutting 55 editorial jobs.

The piece published on The Backburner section of the SBS site describes News Corp’s output as “sensationalist garbage” and “xenophobic shock journalism”.

It has drawn ire on social media, including from several News Corp journalists, who described it variously as “disgusting” and “not fair and not funny”.

Screen Shot 2015-11-23 at 7.45.17 pm

Read more »

Final Hunger Games film topples Bond’s SPECTRE but fails to match previous openings

The last of the Hunger Games movies failed to reach the heights of its last opening weekend against tougher competition, but still raked in more than $9m at the box office over the weekend.

Jennifer Lawrence film The Hunger Games: Mockingjay Part 2 managed $9.832m on 624 screens, toppling last week’s number one SPECTRE, which managed $5.484m on 599 screens.

Mockingjay Part 1 took $11.88m on 574 screens this time last year, while the second film Catching Fire took $12.4m on 580 screens in November 2013, while the first film took $9m on release in March 2012.

Read more »

Reborn yet to offer rebirth for Droga5 staff after controversial call to redundant workers

NoelMagnus10[3]Sydney agency Reborn has yet to hire a single redundant Droga5 staffer despite managing director Noel Magnus posting very public job offers to them under articles about the agency’s closure.

Magnus was accused of “ambulance chasing” after he moved quickly to offer the lifeline, posting about the open roles at Reborn in the comment thread on the Mumbrella story announcing the agency closure just half an hour after it was posted. Read more »

Southern Cross Austereo shuffles Dave Cameron to head of national content role

Cameron: promoted to national head of cotent

Cameron: promoted to national head of content

Southern Cross Austereo has announced a restructure of some of its key radio content roles, with Dave Cameron promoted to a new role of head of national content and development.

His role as head of the Hit Network will be taken by Gemma Fordham who is a former chief content officer at NZME. Read more »

News Corp axing 55 journos from newspapers

News CorpNews Corp Australia will slash 55 journalism roles across its newspapers, a move which has drawn condemnation from the Media, Entertainment & Arts Alliance.

The publishing company met with the journalists’ union this morning to discuss the redundancy program, while editorial managers responsible for the cuts have also been briefed about the program, according to News Corp publication The Australian.

MEAA Media director Katelin McInerney said in a statement: “Journalists already work intensely hard and in these days of increased demand for content and the need for quality journalism to ensure the public’s right to know, these job losses are a short-sighted response that erode the ability of News Corp to deliver news, information and entertainment to its audiences. Read more »

Cirrus Media sells all but health and wealth titles as it pursues leaner publishing strategy

Cirrus Media has lost the title of Australia’s largest business to business publisher after selling off all but its healthcare and financial titles to Prime Creative Media.

The company, which was rebranded from Reed Business International two years ago after a takeover by private equity group Catalyst, has sold its industrial, mining, manufacturing and agricultural assets and associated events to the Melbourne based publisher.

Screen Shot 2015-11-19 at 2.08.12 PM

The sale of the titles sees Cirrus complete a strategy first floated two years ago by management consultants to focus on its health and wealth titles and growing its event portfolio. Read more »

Sportal.com.au to rebrand as Sporting News and become part of new ‘global network’

Screen Shot 2015-11-18 at 11.00.43 amPerform is set to create a global sports news network by rebranding its Australian website Sportal to Sporting News, linking it to the US site.

Perform will take the existing Sportal product and add on new features including greater access to global sports news and more in-depth coverage of Australian sport.

Alex Peebles, general manager of Perform Australia and New Zealand, told Mumbrella: “Sportal has been great for us, it’s been an independent voice for Australian and global sports in the Australian market, however we’ve seen a significant opportunity for us to increase our presence in Australia by transitioning to Sporting News. Read more »

Vivaki country chair Kevin Malloy to depart

Malloy: set to retire at end of year.

Malloy: set to retire at end of year.

The Australian and New Zealand head of Publicis’ trading and technology entity Vivaki Kevin Malloy is set to retire, Mumbrella can reveal.

Malloy, who has been based out of New Zealand since 2002 and is also global client director on Coca-Cola, today confirmed he would depart at the end of the year.

“I’ve been with the company for 29 years with DMB&B and the company has then evolved with Mediavest etc,” said Malloy, who was also chairman of Starcom in Australia and NZ between 2000 and 2008. Read more »

60 Minutes Paris survivor interview watched by 1.15m as emotional Doctor Who farewell drops

terror in paris60 Minutes’ interview with Tasmanian teenager Emma Parkinson, who was shot in the Paris terrorist attacks, was watched by 1.150m metro viewers last night, winning its timeslot.

Airing at 8.10pm it was the second most-watched show across the key advertising demographics (16-39, 18-49 and 25-54) while Nine’s The Block was the most-watched show, and the most popular of the night getting 1.226m in the 7pm timeslot. Last Sunday 60 Minutes managed 974,000 viewers.

The two shows trounced the emotional send-off for Doctor Who’s sidekick Clara Osborne which could only manage 481,000 from 7.40pm, down on the 506,000 viewers of last week.

Read more »

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