The Biggest Loser sheds weight in new print ad

BMF has created an interactive print ad that ‘loses weight’ as part of the marketing push for Channel Ten’s The Biggest Loser.

The ad contains perforated edges and allows readers to tear off the love handles of an overweight stomach, turning it into a flyer for the show.


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MEAA Federal Council votes to move to appointed CEO

MEAA1The  leaders of the union representing journalists musicians and actors have voted overwhelmingly to put in place a new structure with a board appointed CEO in place of the current model of an elected federal secretary, removing the ability of members to directly elect the head of the union.

In a vote held yesterday in Sydney, the Federal Council of the Media, Entertainment and Arts Alliance (MEAA) voted 64 to 28 to abolish the current model replacing it with a CEO who will be appointed by the elected federal management committee.

The win, which was tipped yesterday, is seen by some members as a victory for those aligned with current union secretary Chris Warren, who recently announced he would step down after nearly two decades at the helm of the union, and has since become a strong advocate for the change.

Warren told Mumbrella: “There was was a majority in every section in favour of the motion. There has been a good debate, we have had a robust debate both leading into council and at council and I think people are comfortable with the decision we have made. Read more »

AAMI wraps up Rhonda and Ketut campaign as actors become ‘unavailable’

AAMI executive manager Richard Riboni told Mumbrella fans of Rhonda and Ketut should not expect any more ads featuring the two characters with the ‘School reunion’ spot their last.

Today the brand revealed it was auctioning off Rhonda’s “brakefoot bling” in a charity eBay auction as it looks to draw a line under the campaign which has run for three years, and proven popular with the public.

On the campaign’s conclusion he said: “All good things must come to an end eventually, all stories have an end date. The final ads are on air at the moment.”

Riboni hinted the campaign, created by Ogilvy Melborune, has been concluded due to the actors availability - actress Mandy McElhinney plays Rhonda while Melbourne forklift driver Kadek Mahardika plays Ketut.

“The actors need to be available and wanting to do it and this point in time they’re not going to be available to play those roles in the foreseeable future,” he said when asked if the pair might appear again.

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Calamity Jane makes an appearance in new Expedia ad by DDB Sydney

Expedia has revealed a new ad for the company’s ‘Out there starts here’ brand campaign with a TVC showing a woman unleashing her inner cowgirl thanks to the website’s policy of no booking fees.

The ad, by DDB Sydney, shows the woman riding a donkey in America’s Devil’s Canyon declaring she is Calamity Jane, with a flashback showing her decision to travel there was made while getting her hair done.

“The new campaign is true to Expedia’s belief in providing both the inspiration and the means to help people get out there to see the amazing world we live in. Our policy of ‘no booking fees’ is a key part of that commitment,” Expedia marketing director Lou Crompton said.

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Unseen becomes seen in new Grey Melbourne campaign for MS

Grey Group Melbourne has launched a campaign aimed at building awareness of the invisible symptoms of multiple sclerosis.

The advertising agency asked nine photographers to interpret one symptom of the disease in their photos for the ‘Seeing MS’ project. Each photographer teamed up with a person living with MS to depict a variety of unseen symptoms, such as blurred vision, pain, dizziness and fatigue, among others.

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Motivational speaker returns in Aldi campaign

Aldi has revealed three more ads in the ‘Everyone is a winner’ campaign, promoting the supermarket chain’s range of award winning products.

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Rhonda and Ketut are finally kaput as AAMI moves to end three year campaign

AAMI appears to be farewelling its popular characters Rhonda and Ketut after three years, with Switch Digital launching an eBay campaign auctioning off Rhonda’s “brake foot bling”, to allow fans of the characters the chance to say goodbye.

The campaign has been hugely popular with dozens of fan pages appearing on social networks, and even spawning unofficial t-shirts in Bali using Ketut’s catchphrases. Fans will have the chance to purchase Rhonda’s “brake foot bling” shoe and bracelet with the money made from the online auction going to charity Beyond Blue.

AAMI first introduced Rhonda in October 2011 in a campaign from Ogilvy Melbourne with Ketut introduced as a love interest later in the campaign when she visited Bali. AAMI followed up the Bali romance with a love-triangle between Rhonda, Ketut and Trent Toogood with the public invited to chose who was right for Rhonda. Of course, Rhonda chose Ketut in a commercial launched in January.

Comedy duo Hamish and Andy have produced a video promoting the auction of the heels, which sees Hamish using their “magical” powers for free food and parking.

AAMI marketing manager Richard Riboni said: “We have been proud to work with Rhonda and Ketut over the last 3 years. A great deal of care was taken to deliver a communications message that was entertaining, relevant and showed respect for our audiences across all media. Hamish & Andy were also a big help in developing loveable advertising characters with identities outside standard advertising formats over this period.”

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Fujitsu reveal ex-cricketer Mark Taylor’s hidden Mandolin talent

303Lowe has unveiled its latest campaign for air conditioning brand Fujitsu which celebrates hidden talents and features former Australia cricket captain Mark Taylor demonstrating his little known musical skills on the Mandolin.

In the commercial Taylor says “we’ve all got hidden talents” while strumming the instrument before going on to spruik the heating capabilities of the brand’s air conditioners.

It ends with the tagline “Fujitsu – Australia’s favourite air, hot and cold”.

Fujitsu national marketing manager Marc Cheah said: “This fun campaign showcases why Fujitsu is Australia’s favourite brand for both hot and cold air. Mark Taylor’s unique talent on the Mandolin is a great way to generate awareness of the heating capabilities of Fujitsu air conditioners and create a great musical spot.”

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Ten fails to build audience for Secrets and Lies as Love Child holds over 1m

Channel Ten has failed to build a bigger audience for its crime drama Secrets and Lies with the third episode pulling just 317,000 viewers last night as Nine’s rival drama Love Child had over 1m, preliminary overnight metro ratings from OzTam show.

Secrets and Lies, a multiplatform six-part murder mystery series being shown in the UK and remade by ABC Studios in the US, opened to 403,000 metro viewers on March 4, and dropped to 366,000 last week despite efforts to generate interest in the show by distributing 30,000 DVD’s of the first episode of show for free.

In Ten’s target demographic of people 25-54, Secrets and Lies ranked 24th, behind its soap operas Neighbours and The Bold and the Beautiful, which got 447,000 viewers yesterday and was the network’s fourth biggest show. And in all people it’s audience was 32nd, ranking just after Nine’s breakfast show Today.

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Ten and Seven head to court after programmer John Stephens elects to stay with former employer

TenNetwork Ten’s latest hire of John Stephens has erupted in a legal battle with the Seven Network after the veteran programmer decided to stay with his former employer.

Stephens had signed a contract with Ten to join the network as director of scheduling and acquisitions earlier this month, however he then decided to stay with the Seven Network where he has worked since 2003.

As a result Ten started legal action against Seven, accusing the rival network of inducing him to breach his new contract with them.

An interim injunction was obtained by Ten on Friday preventing Seven from inducing Stephens to breach the contract. However that injunction was not extended by Justice Paul Brereton in the NSW Supreme Court yesterday and Ten was ordered to pay Seven’s costs, as Stephens was granted permission to return to his work at Seven. Read more »

Morning Update: Old Spice ad sees Terry Crews act out stubble; Sarah Silverman in Orbit Gum ad; Earthquake causes mayhem during news broadcast

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

Mashable: This Old Spice Ad Will Make You Empathise With Stubble

“If you thought you had seen everything from Old Spice, check this out: In its latest ad, the brand’s spokesman and former NFL player Terry Crews acts out the role of a hair on his own face.

Crews argues with himself about whether he should shave, but his hesitant self loses out. He shaves the hair with an Old Spice-branded electric razor and flushes the maimed version of himself down the drain.”

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Seven has stopped Deal or No Deal to ‘focus on Million Dollar Minute’ admits host Andrew O’Keefe

O'Keefe on Deal or No Deal

O’Keefe on Deal or No Deal

Channel Seven stopped filming its long-running early evening gameshow Deal or No Deal at the end of last year and had been running repeats for the last three months, with host Andrew O’Keefe admitting to Mumbrella the show had become tired after its ten year run.

O’Keefe, who made his name as host of the popular gameshow which launched in Australia in 2004, gave his strongest hint yet to Mumbrella during a live video hangout today with Weekend Sunrise co-host Monique Wright, that Seven will not be bringing back the show after filming the last of around 2,200 episodes at the end of last year.

He said the show was the first to average 1m viewers in the 5.30pm timeslot across the whole week, and standardly reached an audience of 900,000 to 1m viewers at the height of its popularity in 2007 and 2008.

However, ratings dropped to around 600,000 last year, according to OzTam, slipping below the competition from Channel Nine’s gameshow Hot Seat, presented by Eddie McGuire, with the drop in ratings being blamed as a contributing factor for Nine’s dominance in the 6pm news battle in the capital cities last year.

In September Seven launched Million Dollar Minute in the 5.30pm timeslot, and moved Deal or No Deal to 5pm, with former Sunrise weatherman Grant Denyer as host. However he left the show after just three months, with Simon Reeve stepping in as host from January this year.

O’Keefe said Seven had no plans to start filming new episodes of the show in the near future, as it focuses its energy on Million Dollar Minute, the “lynchpin into the news” at 6pm.

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Mumbrella live blog: Monday, March 17

This is Mumbrella’s live blog, a rolling diary of everything you need to know in media and marketing today. Refresh the page for the latest updates.

Top stories:

5:26pm - The ABC is set to screen its Australian Story featuring breakfast TV guru Adam Boland next Monday night – and it promises to be a revealing insight into what has been a rollercoaster few months for him. Here’s a couple of the quotes we can expect to see.

Screen Shot 2014-03-17 at 5.26.03 pm

5:21pm - The box office figures are in for the weekend and new film The Monuments Men, which has something of an all star cast, took $2.3m on its opening weekend, outstripping the new 300 movie and Need for Speed.

5:00pm - Some people will do anything for technology. Meet the man who claims to be being monitored by between 300-700 devices at any one time. He claims it’s helped him learn meditation amongst other things. Courtesy of the Sydney Morning Herald, via Mashable. 

Temasek Review ad3:10pm – A Singaporean blog is getting something of a kicking on social media for posting this spoof ad making fun of the Malaysian Airlines missing plane, according to Mumbrella Asia.  Featuring the lines “Lose yourself on a journey of epic proportions” and “Wherever you go no one will ever know” it’s been slammed for being, well, pretty insensitive.

2.03pm - The majority of industry workers ‘lack digital competence’ claims a new report. Read story here.

1.35pm - Ikea marketing boss Rebecca Darley has stepped down with the company now looking for a replacement. Full story here.

1.30pm - Last week Mumbrella’s deputy editor Nic Christensen went to Melbourne to sit down with the leadership team from Mitchell & Partners and talk about the future of the agency which now has only $300m in billings. You can read his in depth feature on the agency and its future here. 

1:06pm - Channel Nine has launched live local breakfast news bulletins in Perth, full details here.

1:02pm - VCCP, the creative agency behind the campaigns, has said there will be a larger amount of new localised content in the future. has launched the latest instalment in its compare the meerkat campaign urging consumers to compare insurance options prior to the health insurance price increase from April 1. You can see the campaign here. Read more »

George Clooney’s The Monuments Men dominates weekend box office

The Monuments Men dominated the weekend’s box office, taking $2,319,102 across 323 screens, pushing 300: Rise Of An Empire to second spot.

The film directed by George Clooney who also starred alongside Matt Damon and Bill Murray, which had its Australian premiere earlier in the week, tells the story of a World War II platoon tasked to rescue art masterpieces from Nazi thieves and return them to their owners.

It made $732,301 more than its nearest rival 300: Rise of An Empire, sequel to the oft-imitated 300, which made $1.586 million across 467 screens, taking its total Australian box office takings to just under $6 million.

Need for Speed, which stars Breaking Bad’s Aaron Paul, made $1.513 million across 457 screens over the weekend on its first weekend since opening.

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Hangout with Weekend Sunrise hosts Andrew O’Keefe and Monique Wright

Mumbrella hosted a live hangout with the hosts of Seven’s Weekend Sunrise Andrew O’Keefe and newly appointed co-host Monique Wright today, in which they discussed the demands of the job and how it differs from its weekday namesake.

Wright was appointed as O’Keefe’s permanent co-host at the end of last month, following the promotion of Samantha Armytage to host the weekday program with David Koch in the middle of last year.

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SBS pitch down to a shortlist

sbs logoBroadcaster SBS is down to a shortlist of agencies as it reviews both its media and creative agencies.

It is understood the agencies on the shortlist includ incumbent Razor along with agencies including 303Lowe, Naked Communications and Slingshot.

All agencies contacted declined to comment but it is understood the process is entering its final stages and a decision is expected in the coming weeks.  Read more »

Majority of industry workers ‘lack digital competence’ claims new report

Most brands and media professionals lack sufficient knowledge in online advertising to make decisions around the subject, a survey by Digital Chameleon has claimed.

The Digital IQ Index of 625 professionals found 94 per cent of those working in brands, 93 per cent of agency staff and 89 per cent of media professionals fell below the threshold of digital competency and were deemed incapable of making decisions around online advertising.

Results by discipline: Online Advertising

Results by discipline: Online Advertising

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MEAA vote on move to appointed CEO tipped to be approved

The union representing journalists, musicians and actors is expected to vote in favour of a motion to scrap the current model of an elected federal secretary in favour of a new system which would see an elected management committee appoint a CEO to run the organisation.

Yesterday the Media Entertainment and Arts Alliance’s (MEAA) Federal Council met to discuss the controversial proposal, which has caused significant debate in the union with opponents describing it as an attempt by those aligned with current federal secretary Chris Warren to retain power.

Sources have told Mumbrella that in a formal vote to be held this afternoon or tomorrow the actor’s equity section is tipped to vote as a block in favour of the move, while the crew and journalists factions of the Federal Council appear move evenly divided.  Read more »

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