R/GA founder Bob Greenberg predicts the death of the ‘metaphorical’ 30 second TV ad

Bob Grenberg creative fuelIt is wrong to assume that digital agencies cannot do good storytelling whilst the 30 second “metaphorical” TV ads are also set to die out, Bob Greenberg the founder of R/GA told audiences at ADMA’s Creative Fuel conference this morning.

Greenberg kicked off day one of the ADMA conference with an address in which he stepped audiences through the agency’s development since it was founded in 1977 and how it has come to its positioning as the agency for the connected age, evolving its most recent positioning of “agency for the digital age”.

“People think sometimes that digital agencies can’t do good story telling, I think they’re wrong about that. I started seeing it when I was the president of the jury at Cannes, not this year the year before, a lot of the work coming out of digital agencies is really strong story telling,” he said.

Greenberg was commenting on what he sees as a “cultural shift” in the industry which is seeing brands, and agencies, surrounding consumers with products and services. Read more »

Shop til you drop to go digital, with only a quarterly print edition

Shop Till You Drop Just one year after a major print relaunch, women’s magazine Shop Til You Drop is to move from a bi-weekly magazine to fortnightly digital product, with as many as 15 redundancies expected to follow as a result of the changes.

The changes sees the publisher Bauer Media move the print edition to a quarterly having only made the decision to take it bi-weekly from monthly last June, however the company said in a statement this morning that it would still have a fortnightly digital edition.

“Our investment in Shop assures a strong future for the brand and reflects the way consumers are digesting this type of content,” said Sebastian Kadas publisher of the magazine, in a statement. Read more »

MyPlates switches focus to ‘success of man proofing’ in latest phase of TV campaign

Personalised number plate firm MyPlates has kicked the off the latest phase of its controversial TV campaign with chief executive Daryl Head braced for more complaints from the public.

The two initial ads, which depicted a man breaking wind and another picking his nose, generated more than 350 complaints although all are believed to have been dismissed by the Advertising Standards Bureau (ASB).

Read more »

Rowan Dean takes over as editor of The Spectator but signals end to AFR marketing column

rowan-dean-ecd-euro-rscgConservative commentator and former adman Rowan Dean is to give up his regular weekly column in the Australian Financial Review after taking on the editorship of The Spectator Australia magazine.

Dean is a former executive creative director of Euro RSCG (now Havas Worldwide), who since departing the agency in 2010 has become a regular political commentator across The Financial Sky News, Ten, Radio 2UE, the ABC  and other media outlets.

“The spectator has always been a provocative magazine, interesting, quirky and relevant ideas on politics and culture,” said Dean, who replaces Tom Switzer in the role. “They are very big shoes to fill. Tom has done an amazing job with The Spectator.” Read more »

Injured mouse spruiks cheese for Aldi

Aldi has rolled out the sixth ad in its ‘Like, Like’ campaign, with this spot using a mouse to promote cheese.

The ad, created by BMF, sees a talking mouse with a broken arm and leg talk about cheese before commenting “But I haven’t had a lot of luck with the cheese dispenser” as the camera pans to a giant mousetrap.

Read more »

The Block Glasshouse wins night thanks to simulcast as One ties with ABC for share

The BlockThe Block was the highest rating program of Sunday night with a metro audience of 1.374m, however the result was boosted by the network’s decision to simulcast the renovation show across its multi-channel Go and Gem.

The decision to “roadblock” the program helped Nine ensure it won the 6.30pm slot against Seven’s X Factor which had an audience of 1.14m, but it should be noted that Oztam does not provide a channel by channel breakdown giving only on number for all three channels.

Ten Masterchef in the 7.30pm slot drew 1.261m ahead of tonight’s final, which will see Brent Owens and Laura Cassai face off for this year’s crown, acording to the OzTam Overnight Premliminary Metro Ratings Read more »

Nine follows Ten simulcast strategy with The Block: Glasshouse citing ‘heavy traffic’

The BlockThe Nine Network is defending its decision to broadcast The Block: Glasshouse across its main channel and multi-channels Go and Gem, a move which comes only weeks after rival Ten chose to use the “roadblock” strategy in attempt to help build audience for game show Family Feud.

This is not the first time Nine has used the strategy, with the network deploying it briefly in 2009 for The Apprentice, however, it has drawn criticism as it sees the network instruct Oztam to only provide one code for the three channels meaning that there is no channel by channel breakdown for viewers.

The Block was the highest rating program last night with an audience of 1.374m with the network justifying the decision to boost the audience by saying that during the Commonwealth Games forced it to take unusual measure. Read more »

ABC creates Promise Tracker unit to monitor Abbott government’s pledges

ABC Promise TrackerThe ABC has built out its fact checking department launching a new Promise Tracker, monitoring the progress of the 66 key pledges made by the Coalition before last year’s general election.

Led by Fact Check editor Russell Skelton the new website will look “forensically” at the progress of the key promises made by Prime Minister Tony Abbott and colleagues before the election, with John Barron to deliver regular updates on their progress on TV and radio.

So far the tracker shows 44 of the pledges are “in progress” whilst 12 of them have been delivered upon.However, six are categorised as having been broken, including a pledge not to cut funds to the ABC or SBS.

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Melbourne Mediacom MD Peter Barrie departs

Peter BarriePeter Barrie managing director of MediaCom’s Melbourne office has left the company.

A statement released by the media agency this evening said Barrie left “to pursue other opportunities.”

“Firstly I would like to personally thank Peter for all his hard work and dedication to the company,” said Mark Pejic, CEO MediaCom Australia in the statement.

“Peter Barrie’s departure does not in any way interfere with our ambitious plans for the future of our business in Melbourne. Read more »

Live blog: Friday, July 25

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

Top Stories:

5:21pm - Here’s a good one to finish the week. How does the average OzTam TV ratings box holder use their device? ‘Grant Denyer’ from Petersham came clean on ABC702. 

2.45pm – Buzzfeed today is running 31 reasons Peter is the superior Stefanovic brother. Yep really. Number 26 is our favourite. 

Buzzfeed 1.52pm – The CEO of Myplates says the volume and ferocity of complaints made against TV adverts for his personalised number plate firm “rocked our socks off”. Full story here.

1.48pm - Half of Nine’s first release “Australian” drama is from New Zealand with the network taking advantage of loopholes in the rules governing local content, a new report by media watchdog has revealed. Read the full story here. 

1.35pm - This is a cool idea.  Tourism New Zealand is using drones to capture footage of skiers and boarders hitting the slopes. Check out the video below or read the story here.

12:51pm – Screen Australia boss Graeme Mason has spoken about yesterday’s job cuts, but said whilst project funding is unaffected at the moment, any more government cuts could see some put in jeopardy.

11:24am - Big news in the TV industry with Nine’s director of digital and development Adrian Swift moving over to the ABC for a senior programming role.

10:42am - As the Cannes Lions awards debate rumbles on Eaon Pritchard argues in the absence of a more effective measure of success agencies will continue to do whatever it takes to pick up awards. Read more »

MyPlates ‘upset’ after ad watchdog receives more than 350 complaints against latest campaign

The volume and ferocity of complaints made against TV adverts for personalised number plate firm MyPlates “rocked our socks off”, its chief executive has said, as he admitted he will think twice over the content of future campaigns.

Daryl Head said he was “upset” that the commercials sparked such controversy, with the Australian Standards Bureau receiving more than 350 complaints for the three executions, although some are likely to be duplicates.

Head revealed he has already been informed by the ASB that the complaints have been dismissed, adding: “We haven’t done anything wrong or breached any code of conduct.”

The ads which generated complaints in the firm’s “man proof your car” campaign showed one man breaking wind and another picking his nose. Three new ads, again the work of Custom Creative, will begin this weekend. Read more »

Google uses US agency Venables Bells & Partners for local version of global campaign

Google has turned to an American ad agency for its new campaign targeting local businesses by showcasing how Google can make it easy for customers to find businesses listed on the search platform.

The ads are part of a global campaign created by US agency Venables Bells & Partners, with M&C Saatchi set to help on some of the future components of the local campaign.

Local businesses are showcased in the 30 second ad which highlights how the platform works with local businesses, while longer form videos highlight how the platform has work for specific businesses.

Read more »

AWARD chairman denies scam is ‘widespread’ in Australia and defends role of creative awards

Mark harricks

Chairman of the AWARD Awards Mark Harricks has said he does not believe the issue of scam ads created solely to win awards is “widespread” in Australia.

Harricks, who is creative partner at The Works, told Mumbrella that scam work “undermines the integrity of awards”, but insisted the AWARD Awards have a “number of checks and balances in place” to ensure the entry requirements are met. “We’ve also found that our judges are especially sensitive to scam work, it’s their integrity on the line as well,” he added.

He also stressed “the role of creative awards is to recognise great ideas, craft and innovation in order to inspire and raise the bar”.

His comments come after ads entered by Australian agencies in this year’s Press category Cannes Lions competition came under scrutiny, including Saatchi & Saatchi’s Silver Lion winning work for Panasonic (right) and DDB’s Bronze winning McDonald’s executions, with those agencies and clients refusing to reveal where the work had run. Read more »

Half of Nine’s ‘local drama content’ is from New Zealand

ACMAHalf of Nine’s first release “Australian” drama is from New Zealand with the network taking advantage of loopholes in the rules governing local content, a new report by media watchdog The Australian Communications and Media Authority (ACMA) has found.

The report, released today, shows last year 51 per cent of Nine’s content came from across the Tasman Sea compared with just 7 per cent for Seven Network and 4 per cent for Network Ten.

Under trade treaties with New Zealand, television programs from the country may be claimed as “local content” for the purposes of meeting Australian commercial television content obligations, a loophole which Nine appears to have used to full effect last with the screening of Underbelly NZ Land of the Long Green Cloud.

Read more »

PR agency Hotwire rebrands and appoints Australian managing director



PR agency Hotwire has appointed Alexis Wilson as Australian managing director following the departure of Suzanne Hewitt, with the appointment coinciding with the agency unveiling a rebrand.

Wilson joins the agency after six months with Next Ventures Consulting as managing director. Prior to that, she had a 10-month stint as a senior account director with Ogilvy PR/Howorth and also spent four years in New York as the director of communications for UrbanDaddy and account director roles at Edelman and RF Binder.

“Hotwire is a really a young, fresh and exciting PR agency that has global ambitions. I’m really pleased to be on board,” Wilson told Mumbrella. Read more »

NAB comes out fighting with marketing dig at ‘one-trick pony’ rivals

NAB mortgage adNational Australia Bank (NAB) has come out fighting in its latest marketing push, taking aim at rivals for being “one trick ponies” with their home loans.

The combative stance in the new print and digital ads comes in the week that competition intensified over fixed rate mortgages, which were cut this week by Commonwealth Bank, NAB and Westpac. Clemenger BBDO Melbourne created the campaign.

The bank carried the message ‘More lowest all-round, Less one-trick pony’, in a dig at competitors who NAB claimed were making only “sporadic” changes, and comes after Commbank launched a substantial marketing drive with its own press campaign on Wednesday promising the “lowest five year fixed rate home loan in the market”.

General manager consumer marketing for NAB Kevin Ramsdale told Mumbrella the campaign will be in market “for a while”.

Read more »

PRIA awards head: PR agencies must learn the ‘art’ of awards entry writing

Allison Lee


The chair of the Public Relations Institute of Australia’s Golden Target Awards has warned that many good public relations campaigns are not being properly recognised due to a poor effort in the writing of awards entries.

Speaking to Mumbrella, as part of the call for entries for the 2014 awards Allison Lee said the industry needed to make sure their entry fully communicated the work of the PR campaign.

“I’ve been judging these awards for a long time and what you often see is a really great campaign but it is really poor entered,” said Lee, who is also managing director of Impact Communications.   Read more »

Tourism NZ use drones to capture footage of snow visitors

Tourism New Zealand is using drones to capture footage of skiers and boarders hitting the slopes and encouraging visitors to share them across social media in an effort to promote the “beauty of the South Island in a unique way”.

The drones, which will be travelling around key South Island destinations during July and August including Coronet Peak, Cardrona, Mount Hutt and Mount Cook ski areas as well as Queenstown and Lake Tekapo, begin recording a close up portrait before quickly panning out to show the NZ scenary. It creates a short film of about eight seconds long and can be shared across all social channels using the hashtag #NZdronie.

Read more »

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