Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
- Opinion: Why native advertising is purer than the 6pm news
- PR boss admits it won’t repeat journalist awards
- New Idea warns rivals not to rip off exclusive Brangelina wedding snaps
- MLA hands lamb campaign to the Monkeys
- Commonwealth Bank media pitch down to three
- M&C Saatchi hires Ogilvy global planning partner
- CommBank turns to celebrities for its school banking campaign
1:57pm - Meat & Livestock Australia has handed its flagship lamb campaign to The Monkeys
9:41am - In an opinion piece today Rakhal Ebeli argues native advertising is helping to purify the editorial environment, which has been subjected to commercial pressures for years.
The owner of the PR agency which dished out trophies to its favourite journalists has insisted “it was not a bad idea”, but admitted it will be the first and last time it runs the awards after receiving a complaint from one of the winners, and ridicule on social media.
Wordstorm founder Monica Rosenfeld announced the winners of its inaugural Stormy Awards last week, with the recipients receiving the surprise trophy in the post. Awards ranged from the ‘most approachable TV producer’, to ‘the journalist that best featured our client’ and ‘the journalist we’d most love to employ as a PR’.
But the awards were roundly condemned on social media by both journalists and PRs, with one Twitter user saying “I love my job and think there’s good to be done through it, but people in the wider PR industry make me sick at times”.
The agency has apologised to one winner who complained her reputation had been tarnished.
Women’s magazine New Idea has taken the unusual step of sending a legal letter to rival publications and news outlets warning them not to use its Australian exclusive images of Brad Pitt and Angelina Jolie’s wedding, suggesting even the Copyright Act’s fair dealing clause would not be a defence for reproducing them.
Images of last weekend’s secret wedding taken from international magazines have already appeared on Aussie publications including The Guardian, NovaFM, The Sydney Morning Herald and News.com.au. These include People’s cover revealing Jolie’s dress and a shot of the family and the Hello! world exclusive which featured the couple’s kiss. They are also circulating widely on social media, and have featured on Australian TV shows.
— DanaCortez (@DanaCortez) September 3, 2014
The Australia and New Zealand exclusive images are understood to have been part of a bidding war between rival publishers, with the legal letter sent yesterday afternoon stating Pacific Magazines acquired them for “a substantial consideration” and warning rival bidders “any reproduction in tear form or otherwise could not satisfy the fundamental requirements of fair dealing”. The photos will run in a 14-page special in the magazine on sale tomorrow. Read more »
Meat & Livestock Australia (MLA) has handed its flagship lamb campaign to The Monkeys, Mumbrella can reveal.
BMF has handled the lamb campaign, which focuses around Australia Day, for 14 years, but the organisation has decided to give the duties to The Monkeys after it was added to the roster following a pitch in May. BMF retains the beef elements of the account and One Green Bean will handle PR. The new agreements were effective from July 1.
The future of ‘lambassador’ Sam Kekovich has also not been confirmed. The former AFL player has appeared in several rousing ads in the past few years, this year urging parents to pass on the lamb love, suffering from Lambnesia the year before and parodying Barbie Girl in 2012.
MLA’s regional manager Australia Lachlan Bowtell confirmed the division of duties to Mumbrella, however declined to comment on the campaign’s future strategy, saying it was currently under review.
Ford is offering customers $200 just to test drive its Ford Ranger truck in a bid to position it as a rival to its competitor, the number one selling truck Toyota’s Hilux.
In the ad, created by BlueHive, a Ford saleswoman stands before a Toyota Hilux telling viewers it is Australia’s best selling truck, before saying she sells Ford’s Ranger which she thinks is better. She challenges customers to test drive the Ford and promises to give them $200 if they still decide to purchase the competitor.
Yesterday Coles confirmed it was shedding 438 jobs in Melbourne as part of a restructure of its support functions, with Church confirming his role will not be replaced with his reports now under general manager Alister Jordan.
In an email today Church, who came to Coles after a decade as head of comms for supermarket giant Tesco in the UK, said he is assessing opportunities in the UK and the US, adding the supermarket has made two new hires with the role of national communications manager taken by someone working at a TV network, and also a national media manger.
Her appointment comes just weeks after the poaching of OMD head of trading Dan Sinfield, who replaced Andrew Norris as Sydney managing director. Nicholls will report to Sinfeld. Read more »
M&C Saatchi has appointed Ogilvy & Mather global planning partner Kate Smither as group strategy director, bringing her back to Australia after four years in London.
Smither’s will report into former Droga5 strategy head Justin Graham, who was poached by M&C to head up the strategy team last December to head up strategy for the group’s ten businesses.
Prior to a four-year stint with Ogilvy & Mather, Smither was head of planning at GPY&R where she worked on the Schweppes account. In the newly-created role she will be responsible for driving strategic leadership across the group, with a major focus on the Commonwealth Bank account.
At Ogilvy she was heavily involved in the creation of the multi-award winning Dove Real Beauty Sketches campaign. Read more »
Seven drama series Winners and Losers had one of the bigger falls in audience last night shedding 50,000 on last week to record a metro audience of 770,000.
The result came on a night in which Nine’s share firmed while Seven’s softened, with Bringing Sexy Back at 7.30pm also posting a decline in audience for the third straight week with an audience of 681,000, down from 687,000 last week. However the show, fronted by Sunrise presenter Samantha Armytage is still above its debut of 654,000.
Nine’s The Block: Glasshouse had the biggest audience of night with 1.21m viewers tuning in for renovation show at 7.30pm, while Family Feud was Ten’s highest rating show of the night with the simulcast across Ten, Eleven and One recording 697,000, according to the OzTam overnight metro ratings. Read more »
Brandscreen was bought out by American digital exchange company Zenovia after going into administration following christmas last year, allowing the Australian company to stay afloat and continue trading.
Manning is a former president of the NSW AIMIA Committee and had been global head of digital at Adstream for two and a half years. Prior to that he had held senior roles with REA Group and Sensis. Read more »
The three players who will face off for the next round of the pitch are understood to be incumbent Ikon Communications, OMD and an IPG Mediabrands offering.
CommBank announced the pitch in July with a wide field, including Carat, ZenithOptimedia and even its creative agency M&C Saatchi, thought to have thrown their hats into the ring in the first round for the account which has a main media spend of $43.1m according to Nielsen for the bank, with subsidiaries taking the billings above $60m. Read more »
Commonwealth Bank is celebrating its school banking history with a celebrity filled campaign.
Created by M&C Saatchi and Ikon Communications, the campaign sees Glenn McGrath, Kerri-Ann Kennerley and Chris Brown return to their primary schools in a trip down memory lane to reinforce the campaign’s “life long banking” message. The ad highlights when they opened their dollarmites accounts before looking to the present with a current primary school student who has recently opened up their own dollarmite account.
Commonwealth Bank chief marketing officer Vittoria Short said: “The campaign was developed to showcase CommBank’s proud 80 year heritage in school banking. Through telling the stories of school bankers past and present, the creative aims to demonstrate CommBank’s continuing commitment to preparing Australian children for their financial future.”
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
- Freeview Plus: Round up of recent HbbTV coverage
- Whybin\TBWA ECDs Dave Bowman and Matty Burton leaving to join The Special Group
- Feature: What will HbbTV mean for piracy, content rights and advertisers?
- TV ratings: Bondi Hipster’s real-life story beaten into third by reality TV as Nine wins the night
- Dr Mumbo: The Stormys, PRs give their favourite journos awards
- Marketers struggling more than ever with data explosion, ADMA chief warns
- Kiis 1065 pulls naked Jennifer Lawrence pictures
4:57pm - There’s some new creative around today, including the Queensland government’s red card campaign against anti-social alcohol related behaviour, an outdoor campaign promoting natural disaster movie Into The Storm and this spot promoting Big W’s Father’s Day specials.
3:06pm - As always there’s extra news in the FYI section including Seven securing the media rights to broadcast the Magic Millions Raceday and veteran broadcaster Fred Botica returning to Perth station where he began his career.
1.45pm - We’ve published the second part of our series on Freeview Plus and the new HbbTV platform. You can read the story looking at the digital rights, piracy and advertiser experience challenges here.
12:54pm - Mumbrella can reveal two of Australia’s most awarded creatives Dave Bowman and Matty Burton are leaving Whybin\TBWA to become creative partners in The Special Group.
11:57am - ADMA’s chief executive Jodie Sangster has warned marketers are struggling to cope with the explosion of customer data more than ever with the problem exposing the acute skills shortage in the industry. Read more »
The Queensland government is targeting anti-social behaviour in a new campaign aimed at reducing alcohol-related bad behaviour in the sunshine state.
Launched last month, the campaign features a variety of adults behaving badly when drinking alcohol before being “red carded” with the tagline “We’re red carding anti-social behaviour” and directing viewers to a government website for information on the safe night out strategy.
Assistant minister for multicultural affairs and Member for Brisbane Central Robert Cavallucci said the Safe Night Out campaign is about taking action to help end unacceptable behaviour. Read more »
Village Roadshow is promoting the September 4 release date of natural disaster film Into The Storm with an outdoor campaign which gives audiences a glimpse into what it would look like if a tornado ripped through the street.
Created by Grand Visual and JC Decaux, the campaign uses augmented reality technology the outdoor panel was transformed into a window through which pedestrians could watch a storm unfold.
Grand Visual digital director Ric Albert said: “Using augmented reality to pull a city street corner into the eye of a tornado creates a level of engagement that static outdoor media can’t match. It becomes a talking point, and gives people a taste of the experience that Into The Storm brings to the cinema.” Read more »
The recently launched Australian office of The Special Group has pulled off one of the biggest talent coups for an independent in recent years, poaching Whybin\TBWA executive creative directors Dave Bowman and Matty Burton, Mumbrella can reveal.
Bowman and Burton join as founding creative partners and are taking an equity stake in the startup which came to Australia from New Zealand under the leadership of former Campaign Palace and Happy Soldiers boss Lindsey Evans in June.
The duo are among the most highly regarded and awarded creatives in Australia, and have worked together for almost 20 years at agencies including Droga5 in New York, Saatchi & Saatchi in New Zealand and for the last four years as the creative force behind the turnaround of Whybin\TBWA over the last four years as joint-ECDs under CEO Paul Bradbury.
They told Mumbrella they were enticed by the prospect of joining another startup agency, with Burton adding: “We have worked at many start-ups over our career; either at the bottom, in the middle or helping to lead the charge. Places like Whybin Lawrence TBWA, Host, The Glue Society, Droga5 New York and Droga5 Australia. We’ve been watching and learning the whole time and our entire careers have been in anticipation of this moment. Read more »
Animals rights group PETA has launched a campaign in Australia to get an ad taken off air because it features a trained Asian elephant.
The ad for global tax services firm H&R Block, which was filmed on location in Bangkok, features a painted elephant. PETA has called on H&R Block to “Stop supporting elephant abuse” and is asking its supporters to write to the boss of H&R Block’s Australian operations via a templated letter on its website.
The three-month campaign, created by Joy, launched in July in time for tax return season. PETA says that the brand has ignored its calls to stop running the ad.
Australia’s major media buyers have welcomed the launch of hybrid broadcast broadband TV (HbbTV) platform Freeview Plus but cautioned the networks to be realistic about the time it will take to achieve a critical mass of audiences and changing consumer behaviour.
Speaking to Mumbrella ahead of the formal launch of the service, which will offer consumers a new aggregate platform for watching broadcast and catch up TV on their home televisions, senior media agency bosses said they were excited about the potential of the HbbTV technology but warned of several “barriers to entry” which must b addressed.
“We are seeing lots of promises and lots of presentations on the advantages it will give,” said ZenithOptimedia boss Ian Perrin. “We have been made a lot promises in the past around the future of television and obviously this technology is fantastic, but it also involves the consumers catching up and using the technology. That will take a bit longer than we would all like.”
Perrin’s comments come after industry body Freeview yesterday told Mumbrella that the German experience with its equivalent online entertainment brand Prosieben meant it was aiming for 10 per cent market penetration in the first year and up to 30 per cent within three years. Read more »