Ten promises ‘Masterchef-style makeover’ for Biggest Loser as buyers call for franchise innovation

Biggest LoserMany of Australia’s top media buyers are pushing the major free-to-air television networks to be innovative in their 2015 tent-pole programming, ahead of the first round of upfronts this week.

The call comes after Mumbrella reported last week on the lacklustre ratings performance for many of the big event television programs this year, with franchises such as The Biggest Loser, The Voice, X Factor and My Kitchen Rules posting double digit declines in audiences.

In the wake of last week’s report, a Network Ten spokesman told Mumbrella that one of this year’s worst performers the Biggest Loser, which was down 42.30 per cent among people 16-54 in consolidated figures, would undergo a “Masterchef-style makeover” in 2015.

“The Biggest Loser Australia remains part of our portfolio,” said the Ten spokesman. “It will be given a Masterchef-style makeover and will return to Ten at some stage. MasterChef Australia’s audience was up 31 per cent this year vs 2013.” Read more »

Domino’s using social channels to save ‘hundreds of thousands of dollars’ on testing

DominosSocial media is playing an increasingly influential role for pizza chain Domino’s with its chief marketer claimed it is saving the company hundreds of thousands of dollars in group consumer research.

Allan Collins said feedback on Twitter and Facebook was responsible for several key product decisions, with the rise of social “changing the way we interact with customers”.

No longer is there a need to conduct expensive consumer forums to gauge sentiment when thousands are providing feedback 24 hours a day through social channels, he said.

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Dentsu Aegis Network restructures finance department

Dentsu AegisThe Australian operations of the Dentsu Aegis Network, which boasts media, creative and digital agencies in Australia including Carat, Mitchells, Oddfellows and Isobar, is to restructure its finance department the company has confirmed today.

It is understood the changes will be centred on the finance team, which consists of around 60 people, and come as part of a global efficiency review, which will be completed by the end of quarter one of 2015.

“Dentsu Aegis Network is currently undertaking a global review of our financial operations, including in Australia,” said Kym Pfitzner, COO, Dentsu Aegis Network in a statement.  Read more »

Indigenous crime rate claims see Cairns station breach radio code

ACMACairns radio station 4CA breached factual accuracy clauses of the Commercial Radio Codes of Practice when one of its presenters said on air that crime rates in Aboriginal communities in Cape York were “30 times greater than ours”.

The comments were made by John MacKenzie on the Morning Show program of December 3 last year, during a discussion with the Queensland Minister for Housing and Public Works, about new rules due to come into effect around Public Housing.

MacKenzie’s comments was about the issue of public housing and new rules which were due to come into effect in 2014 restricting the amount of time a tenant can spend away from their public housing residence.

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Tourism NZ prepares final Middle Earth push as agency flags marketing shift

Screen Shot 2014-10-28 at 11.19.02 AMTourism New Zealand is preparing to ramp up its Hobbit-focused marketing for the final time as the agency begins to switch its thinking to a life beyond Middle Earth.

A 3D cinema advertising campaign will kick off locally in December ahead of the Boxing Day launch of The Hobbit: The Battle of the Five Armies, with digital and out-of-home supporting the push

The movie will not only bring the curtain down on the Hobbit trilogy but also spell the end of the Middle Earth adventures dating back to the release of the first Lord of the The Rings film in 2002.

Tourism leaders are already working through the next evolution of the 100% Pure messaging.

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Aldi pastiches Fairy Liquid to promote dishwashing liquid with man with soft hands

Aldi has pastiched the classic British Fairy Liquid ads based around how soft they keep your hands in a spot featuring an older man comparing two detergents saying “they’re both extremely gentle on my hands”.

Created by BMF, the spot is the ninth in the ‘Like Like’ series which launched in June with an ad featuring a talking bear to sell toilet paper.

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Redkite celebrates families in new campaign voiced by Joel Edgerton

Cancer charity Redkite is celebrating families in a new campaign which sees actor Joel Edgerton provide narration as it aims to raise awareness of the support it provides for families facing a child or young adult’s cancer.

Created by Brand Council, the spot celebrates families and urges audiences to do so too, with the warning “because who knows what life will look like tomorrow”.

Redkite general manager partnerships and marketing Monique Keighery said: “We know families are missing out, or finding Redkite too late in their cancer journey, which is why we are asking Australians to spread the word about the essential services we provide.

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NRMA Insurance promote car insurance in ad from M&C Saatchi

NRMA Insurance is continuing to roll out its marketing campaign following the launch of its brand platform ‘NRMADE Better’ with the insurer focusing on its car insurance products and how customers can make a a claim 24/7 in a new spot from M&C Saatchi.

The new ad sees a couple driving down a dimly lit residential street as they look for a specific address before the driver accidentally hits a parked car.

It follows on from the insurer’s home insurance ad which rolled out earlier this month.

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The Big Adventure trails rivals while The Blacklist takes another audience fall

The first Monday episode of Seven’s The Big Adventure drew an audience of 662,000 metropolitan viewers, a result which saw the new franchise beaten by both Nine and the ABC in its 90-minute timeslot.

In the 7.30pm slot a new episode of Big Bang Theory drew 1.22m viewers, to be the most watched show of the night, while the ABC had 810,000 for 7.30 and 928,000 viewers tuned in for Australian Story.

The Big Adventure beat Ten’s Gold Coast Cops which had 647,000 viewers but was then beaten in the 8pm slot by Territory Cops which had 670,000 viewers.

According to Oztam metro overnight ratings, the 9.30pm showing of Seven’s The Blacklist also saw a fall in audience with an audience of 593,000 viewers, down from 604,000 last week and 915,000 viewers on its debut two weeks agoRead more »

Morning update: Martini relaunch; Twitter revenues soar but new users harder to find

Creativity-Online: A waitress embarks on a mysterious chase through Rome in Martini relaunch 

Martini aims to relaunch itself as a classically Italian brand true to its roots with this stylishly romantic film set in a stunningly captured Rome.

Directed by Jake Scott of RSA (who recently shot Jude Law for Johnnie Walker), it centers on a waitress who embarks on a mysterious chase through Rome after receiving a message from a stranger scribbled on a napkin; it reads, simply, “Begin Desire.” Guided by that stranger’s spirit, she’s soon caught up in a crowd rushing through the city’s alleyways and streets until she ends up at a deserted Roma Termini station. She hops on a train and is whisked away; we’re left wondering about her ultimate destination.

 

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Brad Pitt war movie Fury knocks Gone Girl from top spot in weekend box office

Brad Pitt war drama Fury has finally ended the domination of Gone Girl which has topped the box office for the last three weekends, pulling in $2.557m on its opening weekend.

Fury, set in the final stages of World War II and focussing on a hardened tank crew sent a raw recruit to fill a vacancy for the push, narrowly held off the film starring Ben Affleck, Neil Patrick Harris and Rosamund Pike, which took $2.186m over the weekend.

Gone Girl’s total takings now exceed $19m in Australia.

Warner Brothers comedy drama This is Where I Leave You starring Jason Bateman and Tina Fey was third on its opening weekend, but couldn’t crack the million dollar mark taking $832,932 ahead US comedy Tammy which had $657,286. Read more »

The Guardian launches Australian Media Blog and diary column The Weekly Beast

media blog australiaThe Guardian has launched a dedicated site for media news called Media Blog Australia which will be published on a Monday pitting it against the media sections for The Australian and Australian Financial Review.

Amanda Meade, who spent more than a decade writing The Australian’s Media Diary, will now write her own Monday column called The Weekly Beast.

“Our readers love media stories and so we’ve signed Amanda Meade to develop a regular media blog in addition to the news articles she already does for us. That blog soft launched about a week or so ago and we expect it to build,” said Emily Wilson, editor, Guardian Australia.

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Newsmodo hires New Daily partnership and sales manager Kate Cadet

Cadet

Cadet

Freelance content creation business Newsmodo has hired the New Daily’s partnership and sales manager Kate Cadet to head up its sales and business development functions.

Cadet, who was a senior media specialist with Fairfax’s food, wine and travel sections before her ten month stint with The New Daily, which is funded by AustralianSuper, will be based in Melbourne, but will be charged with leading an expansion into overseas markets for the company next year.

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Westfield recruits YouTube stars Sophia Grace and Rosie to front Christmas campaign

Westfield has recruited YouTube stars and regular Ellen Degeneres Show guests Sophia Grace and Rosie for its Christmas campaign, with the duo set to visit Australia for the first time as Westfield’s Happy Giving Experts to help shoppers buy their Christmas gifts.

The approach adopted by the retail giant differs greatly to last year’s Christmas campaign which celebrated giving by telling the story of a boy Nick who grew up giving away everything he owned.

The precocious duo will appear at three Westfield centres as part of the campaign – Miranda on December 2, Southland on December 4 and Garden City on December 6 – while a series of content pieces, created by Moon Communications, will promote their top gift picks for their celebrity friends and parents.

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Smokers calculate how many more years they would live in M&C Saatchi Sydney campaign

M&C Saatchi Sydney has created a campaign for UK anti-smoking charity QUIT which aims to tell smokers how much longer they would live if they immediately gave up smoking.

The drive, described by the agency as “brutally simple”, was launched yesterday to coincide with the UK citizens putting back their clocks one hour to signal the end of daylight savings. Cigarettes replaced clock hands on the quit.org.uk website with the words: ‘Tonight you get one hour back. Quit and you’ll get years back.’

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World Vision Australia to pitch $7m media account, UM on alert

World Vision One of Australia’s most high profile non-governmental organisations (NGOs) World Vision Australia is to pitch its media account, Mumbrella can reveal.

The review is expected to see around five agencies invited to pitch, with incumbent UM invited to repitch for the media account of the community development organisation.

“The contract with our current agency UM comes to an end early next year,” a World Vision spokesperson told Mumbrella. “We want to revisit our media needs and as part of our due diligence we will go through a tender process. Read more »

ABC and Fox Sports set to share Asia Cup 2015 rights

Asian CupPublic broadcaster the ABC and pay-TV operator Fox Sports have confirmed they have secured the rights to broadcast the biggest football tournament ever staged in Australia, the Asia Cup, in early 2015.

The move will see the broadcasters share broadcast rights for the event, with Fox Sports broadcasting all of the games live and the ABC broadcasting a nightly highlights show at 10pm along with the live rights to the friendly match between Japan versus Australia on November 18.

The deal comes after The Weekend Australian suggested that the ABC and SBS became engaged in a bidding war over the rights. However, sources close to the deal said the original SBS bid, reported to be $700,000, was “laughable” and on this basis the Football Federation of Australia approached the ABC who made a more commercially realistic offer, thought to be around $1.2m.

Mumbrella also understands that from the outset that the ABC made clear it would not be involved in a bidding process with SBS. Both the ABC and SBS declined to comment on the negotiations however an ABC spokesman said the deal meant: “The ABC will televise Socceroos group matches on delay on ABC TV, along with live finals games if the Socceroos get through.” Read more »

Luxury car brand Lexus aims to shed stuffy image in first campaign from M&C Saatchi

M&C Saatchi has unveiled its first work for luxury car brand Lexus with a campaign which looks to shed the car brand’s stuffy image and grow the appeal among a newer, younger audience.

Lexus described it as a “bold new direction” for the company as it bids to position the brand as more “provocative and confident” M&C Saatchi won the pitch for the business in May, ousting incumbents  Saatchi & Saatchi and Oddfellows.

In the TV ads to showcase the new NX crossover model shows the car is being driven sedately along a picturesque woodland lane to a classical music soundtrack.

But the driver becomes fed-up with with the highbrow music and pulls over to kick out three classical musicians sitting in the back seat. The voiceover then declares: “This is the new Luxus”.

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