Nine dominant on Sunday as AFL grabs more viewers than NRL

Nine had a dominant win on Sunday night with Big Brother getting a slight audience lift following the reintroduction of last year’s winner Tim Dormer to the house.

Seven’s exclusive interview with former Prime Minister John Howard failed to fire as Sunday Night, on at 8pm, only managed 1.058m viewers, while Nine’s rival 60 Minutes at 8.10pm got 1.22m viewers. ABC’s new drama The Code, starting at 8.30pm, had 771,000 viewers on debut.

The night was won by The Block: Glasshouse, which grabbed 1.664m viewers at 6.30pm comfortably ahead of Seven’s The X Factor which had 1.131m viewers in the same slot. Ten’s film Iron Man 2, running from 6.30pm to 9pm, had 448,000 viewers.

Big Brother won its timeslot at 9.20pm, with a slightly improved 667,000 viewers, just beating Seven’s Castle which had 548,000, and Ten’s Formula One which had 296,000 viewers at the same time for the Singapore Grand Prix.

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Match Media picks up Masters $15m media account

Masters Woolworths have appointed independent media agency Match Media to do the strategy and buying on the media account for its home improvement chain Masters.

The appointment is the final part of the drawn-out media pitch for the retail giant, which began in February and saw Carat retain the main $240m media account.

As Mumbrella revealed in March, while the main pitch saw most of the major agencies, incumbent Carat, OMD and MediaCom, a number of smaller agencies were also invited to pitch, with a view to taking on some of the various individual brands outside of the supermarkets

“Masters is a business with a huge appetite for growth in an exciting marketplace,” said Luke Dunkerley, acting head of marketing Masters. “We believe Match shares our competitive spirit and will make an excellent partner as we offer more and more Australian home improvers a fresh new alternative.” Read more »

Telegraph columnist Annette Sharp claims she is writing about Sam Armytage’s appearance to ‘champion’ women

Sharp | Source: Twitter profile

Sharp | Source: Twitter profile

Sunrise presenter Armytage

Sunrise presenter Armytage

The Daily Telegraph columnist behind a photo spread attacking Samantha Armytage’s appearance has today claimed that she has actually been “championing” women in her criticisms of the Sunrise presenter.

Yesterday’s column from Annette Sharp focused on the Seven makeover show Bringing Sexy Back which is fronted by Armytage. The article was illustrated with a number of old photographs of a casually dressed Armytage off duty. In the article Sharp suggested Armytage was was “the living embodiment of the professional transformation required” by “a team of hair and makeup professionals, stylists and wardrobe experts” to be ready to go on air.

The column led to Armytage yesterday telling viewers: “Normally I ignore the crap that comes from this particular newspaper. But some days you have to fight for yourself. Read more »

Top Stories:

Here’s a new video from creative agency DDI promoting I-Manifest,a charity that helps young people, who ordinarily wouldn’t get a chance, to pursue sustainable careers in the creative industries.

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Hungry Jacks hijacks Maccas Monopoly campaign in fast food marketing war

Screen Shot 2014-09-19 at 4.05.58 PMHungry Jack’s has hijacked the McDonald’s Monopoly campaign by inviting customers to redeem winning vouchers at its own restaurants.

McDonald’s chief competitor has launched what it called “Flame Their Mcopoly”, and promised to hand out free burgers, fries and drinks to diners who present prize-winning Monopoly tickets.

Promotional ads on the Hungry Jack’s website read: “Real flame-grilled taste, like air, is vital to life. No one should be denied it – our friends, our family and all Australians. So redeem your FREE tickets* at Hungry Jack’s instead, because everyone deserves a better flame-grilled burger.”

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mX celebrates ‘Talk like a pirate day’ with tactical ad-filled special

Mx pirate coverNews Corp’s free metro paper mX is celebrating all things pirate ahead of ‘Talk Like a Pirate Day’ on Saturday, with the paper in Sydney, Melbourne and Brisbane publishing special pirate themed editions featuring tactical ads and pirate-related content.

Brands getting on board with tactical ads include Channel Ten’s Family Feud, NSW Lotteries scratch card and ME Bank on board.

Tamara Oppen, publisher of mX, said: “mX is renowned for entertaining readers in entertaining, fresh ways. ‘Talk Like a Pirate Day’ is the perfect opportunity for us to engage our advertisers and readers innovatively. Read more »

List of complaints against Beyond Blue campaign dismissed by ASB

Complaints that a Beyond Blue campaign raising awareness around Indigenous Australians mental illness was racist towards white people have been dismissed by the Ad Standards Board.

The campaign, created by independent agency Marmalade, visually represents the actions of non-Indigenous people through a character dressed in black who influences their behaviour when interacting or near Aboriginal and Torres Strait Islander people.

Complaints against the campaign – which ran for over five pages in the ASB’s case study of the findings – argued the ad only depicted “‘white’ people” as those vilifying the Indigenous people represented in the campaign.

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Whybin\TBWA Melbourne taking home innovative media gold at the Clios for its GayTMs

GayTMSAustralian agencies have picked up another gold, silver and three bronze Clio Awards, with Whybin\TBWA Melbourne picking up the innovative media gold for its GayTMs campaign for ANZ Bank.

It is the second gold for the campaign, following its success in the outdoor category.

In the same category, Leo Burnett Sydney was recognised for its ‘Small World Machines’ campaign for Coca-Cola, taking home the silver award while CHE Proximity grabbed a bronze in the category for its ‘Alert Shirt’ for Foxtel.

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Sense re-invent ‘Bob the Builder’ to promote Builders Academy

Simonds Homes is promoting its newly launched Builders Academy with a campaign re-inventing the children’s TV character ‘Bob the Builder’.

The campaign, created by Melbourne agency Sense, introduces Bob, who is a builder but quickly clarifies that he is not “a cutesy, happy-go-lucky children’s play thing”.

Running for seven weeks during the footy finals and motor sports, the TV spot is complemented with a radio campaign.

Builders Academy CEO Mark McCoach said: “The ad is really different to anything else in the industry. It’s edgy, but it aligns perfectly with our audience. Our aim was to grab attention and the guys at Sense have nailed that brief. I have full confidence it will generate many enquiries.”

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Queensland government kick off bushfire safety campaign

The Queensland government is encouraging people living in high-risk areas of Queensland to plan and prepare for the summer bushfire season in a new campaign created in partnership with MediaCom’s specialist division MediaCom Beyond Advertising.

The animated video talks audiences through bushfire warnings and how they should prepare.

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Woolworths introduces animated birds as it promotes cut price bread

Woolworths is promoting discounted prices in a new campaign which introduces animated birds to highlight the special offers.

The campaign, created by Leo Burnett, kicks off with the announcement of 85c bread, which the supermarket says is the cheapest white bread available in Australia.

It is running across TV, digital and outdoor.

The new ads follow on from the supermarket returning to its ‘Fresh Food People’ positioning in August in the first brand campaign from agency Leo Burnett Sydney.

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The Bachelor beats Seven’s Raising of the Costa Concordia as Nine’s The Block wins the night

The Bachelor Australia, Blake GarveyTen’s The Bachelor boosted its audience from last week, with 726,000 tuning in to the reality dating show at 7.30pm, overnight OzTam metro TV ratings show.

It was up on last week’s audience of 646,000 and was the third-most watched show across people aged 16-39 and 18-49. It was also Ten’s best rating show of Thursday evening.

It beat Seven’s Raising of the Costa Concordia, which aired from 8pm, and drew an audience of 661,000 but was eclipsed by Nine’s The Block: Glasshouse, which again won the night with a metro audience of 1.180m. The Block: Glasshouse was also the most watched show across all demographics, while Nine’s other reality show Big Brother regained its place as second-most popular show across all demographics after slipping to third place on Wednesday evening.

Big Brother, which aired at 8.40pm, grabbed an audience of 748,000, up from Wednesday night’s 634,000 but still down on last Thursday’s audience of 881,000. The show doesn’t appear to be tracking as well in Adelaide and Perth with only 96,000 and 69,000 tuning in respectively.

Nine had an audience share of 24.8 per cent off the back of its reality programming, while Seven only managed an audience share of 17.3 per cent although this was up on last Thursday night’s share of 15.4 per cent. Ten climbed to a share of 13.5 per cent while the ABC settled captured 12.8 per cent.

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Guardian global boss takes shot at rivals for lack of digital adaptation

david_pemselThe man in charge of the international editions of The Guardian, David Pemsel, has admitted new media organisations like Buzzfeed and Mashable “have changed the news ecology” and insisted native advertising is consistent with the brand, as long as it is labelled well.

In a wide ranging interview with Mumbrella, deputy managing director of The Guardian Pemsel said the group was also considering the possibility of launching its dating site, Guardian Soulmates, in other markets, as it looks to go beyond “anonymous user data” and learn more about its audience, in addition to rolling out a redesigned website and mobile apps in the next quarter.

He also took a swipe at rivals which needed to satisfy shareholders, saying they had not managed to make the transition to the digital age, adding: “In that world you’ve got to be able to come up with soundbites like ‘print’s very strong’ to keep the shareholders off your back.” Read more »

Nunn Media absorbs akamedia clients and staff as agencies merge

Nunn Media akamediaAkamedia clients and staff are transitioning into the Nunn Media Sydney business as the two businesses join together under the Nunn Media name.

Nunn Media Sydney staff have moved into akamedia’s offices in North Sydney, with the office set to be re-branded as Nunn Media.

Andrew Kluver, owner and managing director of akamedia, said: “Transitioning our clients to Nunn Media will allow us to provide greater expertise and value to them in the future. Both businesses have very similar cultures and trading philosophies and both are completely independently owned. This arrangement is a perfect fit for our clients.

“All of akamedia clients have been informed of the transition. The most important aspect of this deal is ensuring optimum value delivery to our clients, and the response from them has been overwhelmingly positive.”

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Newzbid app looks to reward army of amateur journalists with cash from media firms

newzbid_logoThe developer of a new app which aims to reward people with cash if their stories, videos and photographs are picked up by the media has admitted the “value of content” must be recognised if the venture is to succeed.

Mark Orval has spent 18 months, and $250,000, working on Newzbid, an app that will host a range of content uploaded by subscribers that can then be purchased by media companies.

He said the aim is to reward the countless number of amateur journalists and photographers who, armed with smartphones, are currently posting on social media platforms but earn nothing if the content is used by media outlets.

Orval, former managing director of Melbourne-based IT firm Digital Motorworks, said the idea will not only earn cash for users but provide media companies with easy access to content they might otherwise miss. It will also provide a platform for content that “may never see the light of day”.

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CEO’s ‘We’re the next one to be consolidated’ comment does not signal imminent merger, says Interpublic



Interpublic Group, the holding company for agencies McCann, Lowe and IPG Mediabrands, has said that a quote from the company’s boss Michael Roth in The Economist’s special report on advertising and technology was taken out of context.

In a section on the impact of technology on advertising agencies in the news and current affairs magazine’s 12-page special report on the industry, the IPG chairman and CEO was quoted as saying: “We’re the next one to be consolidated.”

An IPG spokesperson told Mumbrella Asia that Roth was repeating a comment that he had said many times about the consolidation of the industry in the past, and did not mean to suggest that a merger was imminent.

The assertion comes five months after, in the wake of the failed merger between Publicis and Omnicom, Roth sent a memo to staff to reassure them that the company, which is the world’s fourth largest ad agency group, would not be looking to merge with a rival.

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Optus pitches direct marketing putting M&C Saatchi group on alert

yesoptus_LogoOptus has put its direct marketing account up for pitch, Mumbrella understands.

A number of agencies, including incumbent M&C Saatchi which is understood to have its Lida unit vying for the account, are understood to be interested in it.

Lida, which is part of the M&C Saatchi group, opened in Australia in June, with M&C folding its existing digital, data and direct business, Mark, into the new company. Read more »

Sport codes join Foxtel in fresh bid to relax anti-siphoning list

Free TV logoFree TV networks are facing the greatest threat to their exclusive broadcast rights for key sporting events after Australia’s major codes joined forces with subscription TV in urging the government to reform the anti-siphoning list.

A letter signed by Foxtel chief executive Richard Freudenstein, Fox Sports’ head Patrick Delaney, ASTRA chairman Tony Shepherd and the heads of seven sporting codes, has been sent to federal communications minister Malcolm Turnbull calling for reform. It is thought to be the first time the sporting bodies and Pay TV bosses have formed a united front.

astralogoThe AFL, NRL, Cricket Australia, Australian Rugby Union, Football Federation Australia, Tennis Australia and Netball Australia have all joined the fresh bid to force through the change.

However the letter stops short of calling for the abolition of the anti-siphoning list, instead asking for a relaxation of what events subscription TV networks can openly bid for, according to reports in The Daily Telegraph.

A Foxtel spokesman told Mumbrella: “Our position is well known which is that we think anti-siphoning is anti competitive by its very nature and way too expensive. But we have never argued that the list should be eradicated, we don’t think that is realistic. But we do think there is a case for reform.”

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