Sponsors gear up for bumper weekend of sport with real time marketing holding key to success

Screen Shot 2015-10-01 at 5.35.49 PMBrands and sponsors are gearing up for the biggest sporting weekend of the year with the grand finals of the AFL and NRL set to pull bumper TV audience and generate advertising revenue worth millions of dollars.

But the double header, which sees the AFL season reach its climax tomorrow followed by the NRL final on Sunday, will also present challenges for brands as they fight for breathing space in a cluttered weekend of high profile sporting events.

The small matter of a winner-takes-all clash between England and Australia in the Rugby World Cup in the early hours of Sunday will further add to the noise.

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Pitch Watch: Optus/Virgin Mobile; PVH Brands; RMIT; Australian Pork; Mediapalooza

Mumbrella casts an eye over the major media, creative and public relations pitches at play in market. 

In this wrap up the latest on: Virgin Mobile/Optus latest, Federal Government (pitch finalised), PVH (new pitch), RMIT (new pitch), Australian Pork (retained), Canon (confirmed account move),  and ‘mediapalooza’ looks to be finalising its last couple of pitches. 

PVH Brands pitches – media 

Clothing brand PVH Brands Australia, which represents major clothing brands such as Calvin Klein, Tommy Hilfiger and Van Heusen, is pitching its media, Mumbrella can reveal. PVH Read more »

SBS reporter sacked over Anzac Day tweets given permission to sue broadcaster

Scott McIntyre

Scott McIntyre

Sports reporter Scott McIntyre who was sacked by SBS after tweeting a series of anti-Anzac messages on Anzac Day has been given permission to sue the broadcaster for unlawful dismissal.

The ruling was handed down yesterday by the Fair Work Commission with the commissioner citing the right to freedom of speech that diggers “fought for” as a reason for his decision.

McIntyre hit headlines in April with a string of tweets which called into question the role of the Anzac soldiers in World War One, including one which said “remembering the summary execution, widespread rape and theft committed by these ‘brave’ Anzacs in Egypt, Palestine and Japan”. Read more »

Rhyming voiceover returns to Victoria Bitter TV ads following controversial axing 11 years ago

Carlton and United Breweries has revived the rhyming “hard earned thirst” voiceover for new Victoria Bitter ads after an 11-year hiatus.

The rhyming couplets, made famous by Australian actor John Meillon who became the voice of VB, led the TV ads for more than 40 years but were controversially dropped in 2004.

The spots from Clemenger BBDO Melbourne will kick off during the AFL Grand Final tomorrow.

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William Hill pushes on with In Play promotions with new ad for AFL and NRL finals blitz

Bookies William Hill has launched a TV ad for its controversial In Play betting service which is set to air during the NRL and AFL grand finals this weekend.

The new ads for the service focus on its racing offering, and show actor Axle Whitehead walking onto a track and stopping the runners mid-race to analyse the field, before placing a bet on his mobile.

The service has been controversial with some claiming it breaches regulations around gambling in some Australian states, with TV networks refusing to broadcast a previous spot about the feature from the bookmaker.

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Nine’s Footy Show grand final spectaculars dominate night as The Bachelorette drops off

nrl footy showafl footy showThe Bachelorette posted its first audience decline of the series last night as Nine’s The Footy Show stole viewers from all competitors for its traditional grand final extravaganza.

Last week Ten’s dating show managed 973,000 viewers, but that dropped to 875,000 last night as The Footy Show topped the night with 987,000 viewers for a two hour show at 8.30pm.

Gogglebox returned at 8.40pm and managed 563,000 viewers, well up on the 495,000 viewers who watched the show when it first came to Australian screens in February, according too OzTam overnight metro ratings.

It helped Ten to an audience share of 15.3 per cent, well behind Nine’s 26.9 per cent but ahead of Seven’s 14.3 per cent on a night where no shows again beat the million mark.

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ARN starts to shake up its Melbourne Kiis station dumping breakfast presenter Jane Hall

Jane HallThe Australian Radio Network has announced Kiis101.1 breakfast host Jane Hall will not return in 2016 in what is thought to be a broader shakeup at the struggling Melbourne station.

While its Sydney counterpart is regularly at the top of FM charts Kiis’s offering in Melbourne has struggled since it rebranded at the beginning of the year with ARN management telling Mumbrella earlier this week that there would be change before year end.

Tuesday’s ratings survey had Kiis in Melbourne at sixth in the city with Duncan Campbell national content director declaring: “We are disappointed with Kiis in Melbourne, we are number two with Gold but the Kiis101.1FM has failed to really perform to expectations this year.” Read more »

Morning Update: Amazon bans Chromecast sales; The Martian potato stunt; Facebook intros phone buying; Human chew toys

Creativity: Chew Toys for Humans — the Next Great Weight-Loss Invention?

General Mills’ Fiber One’s work out of Saatchi & Saatchi NY has been hilarious recently — first we had the pregnant man who wasn’t, and now there’s a fake infomercial for “Chew Treats” — chew toys for humans.

The idea, so the ad explains, is that instead of snacking on high-calorie treats, you can do as your dog does and just have something to chew on, like a rubber donut or slice of cheesecake.

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News.com.au appoints commercial content editor from UBank to drive native strategy



News.com.au has appointed its first commercial content editor, with UBank’s marketing campaign manager Caitlin Chander joining the news site to push its native content strategy.

Chander joins the company after just six months with Ubank. Previously she was in marketing roles with Dixon Advisory for two-and-a-half years. Read more »

A sinister black swan menaces people into choosing its dip in new campaign

A mysterious black swan menaces a partygoer and supermarket shopper into choosing a dip named after it in the brand’s first sortie into TV advertising in more than a decade.

The new campaign by Publicis Mojo Brisbane for the BlackSwan range of savoury dips includes two 30 second spots which feature the same swan appearing as a man is about to choose a dip at supermarket, and to another man at a house party.

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Momentum Energy is ‘like wombat droppings’ claims company in first campaign from RAPP

A thermos flask clutching rambler debunks claims made by energy companies while a series of supporting spots liken Momentum Energy to ‘wombat droppings’ in the first campaign for the company from RAPP and DDB Melbourne.

A new 60-second TV ad shows the man walking through a wood asking why the viewer had chosen their current energy provider – was it a once in a lifetime offer they repeat every month; the cheap prices or that “they told you their energy was made fresh daily”.

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Tourism Australia begins shoot for $40m aquatic and coastal marketing campaign

Tourism Australia has started filming at some of Australia’s most iconic coastal areas with the material set to form the central pillar of its next major marketing crusade.

Screen Shot 2015-10-01 at 8.09.30 AM

Production crews will visit 12 coastal and aquatic sites across Australia as the tourism agency looks to combat the competitive threat posed by rival destinations vying for the tourism dollar.

Tourism leaders admit Australia has lost ground to rivals in recent years, with research finding Google searches for Australian beaches and the Great Barrier Reef have tumbled 10 per cent.

A Tourism Australia strategy video outlined it as a “concerning trend”.

Chief marketing officer Lisa Ronson told Mumbrella: “We know that aquatic and coastal is an area where we have a great perception globally and when people come here their experiences are even better than they expected. Read more »

Facebook now requiring $50,000 monthly spend on ecommerce sites wanting local support

facebookOnline social giant Facebook is now requiring ecommerce businesses who want on-the-ground Australian support to spend a minimum of $50,000 a month, Mumbrella understands.

Facebook has conceded it has imposed the minimum spend at its Australian operations after emails were sent to customers, including takeaway delivery service Eatnow.com.au.

But it insists the required minimum spend is not across all categories.

“We don’t have a minimum spend level across Facebook Australia,” said a spokeswoman for Facebook.

“Each team has a variety of methods that they use to determine the customers they work with. Within the ecommerce team a spend of approximately $50,000 is one of the factors.” Read more »

Publish Awards finalists revealed with NewsLifeMedia leading the pack

Publish Awards 2015The finalists of this year’s Publish Awards recognising the best in print and digital publishing across Australia have been revealed, with NewsLifeMedia leading the finalist pack with a total of 18 entries shortlisted.

NewsLifeMedia was closely followed by Bauer Media, who, including shortlisted entries from Bauer Custom Media, had 16 entries shortlisted. Pacific Magazines and Pacific+, had 12 shortlistings.

The leading business media publisher is Sterling Publishing with six finalists. The Pharmaceutical Society of Australia has five nominations. Read more »

Branded content platform Outbrain appoints Sigrid Kirk as head of Engage product

Kirk and Steiner

Kirk and Steiner

The former chief product officer at both News Corp Australia and Fairfax Media Sigrid Kirk has joined content discovery platform Outbrain as head of its Outbrain Engage product, Mumbrella can reveal.

Kirk joins the company following a year and a half consulting with publishers including Bauer Media. Previously she was the chief product officer for metro media with Fairfax from July 2012 to March last year and before that was the chief product officer for digital at News Corp from May 2010 until May 2012.

Ayal Steiner, Outbrain’s GM for Australia & New Zealand, told Mumbrella: “Sigrid joining is an interesting milestone. Publishers in this landscape that work with Outbrain all stand to benefit by having someone with her level of experience contributing to the discussions around what are the best ways to use Outbrain to engage audiences and to also capture the opportunity of content distribution and content marketing.” Read more »

Bauer Media dives into music streaming space with Cleo branded channel on Guvera platform

Bauer Media has teamed up with music streaming service Guvera to launch the Cleo Guvera channel.

Speaking to Mumbrella Natalie Bettini, general manager of marketing at Bauer Media, said Guvera approached Bauer Media with the concept as “they were looking to engage with a publisher to get some premium content on the platform”.Cleo Guvera

Bettini explained the Cleo Guvera channel links through to the Cleo site, with Cleo also producing some bespoke content for them. Read more »

Today beats Sunrise despite Bieber Island broadcast while The Bachelorette gains again

Nine’s the Today show managed to beat rival Sunrise yesterday despite the Seven show featuring a Justin Bieber concert and interview live from Cockatoo Island.

Sunrise's David Koch, Sam Armytage interviewing Justin Bieber

Sunrise’s David Koch, Sam Armytage interviewing Justin Bieber

The Today show has this week been broadcasting from around Australia on a “We love Australia tour” with yesterday’s show coming  from Longreach, Queensland, managing 339,000 viewers compared with 306,000 viewers.

In primetime Ten’s The Bachelorette has built on its debutlast week pulling 992,000 metropolitan viewers for the episode in which Sam Frost shared a passionate kiss with Sasha Mielczarek

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Timber oil firm kicks off ‘decking season’ with spots at MCG during AFL Grand Final

Timber coating company Cabot’s has used the end of the AFL season to kick off “decking season” with the TV commercial to air on big screens at the AFL Grand Final in Melbourne on Saturday.

The ads, created by HBT, have aired in the run up to this weekend’s showdown between Hawthorn and the West Coast Eagles with the brand saying it is taking a Super Bowl approach by making a “big brand statement” at the stadium itself.

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