Media buyers describe AFL rights as a ‘jewel in the crown’ as networks prepare for battle

Carat's Simon Ryan

Carat’s Simon Ryan

Australia’s media buyers are keenly watching the imminent start of the AFL sports rights negotiations in the wake last Saturday’s grand final, which drew more than 4 million viewers nationally.

Today’s Fairfax Media and News Corp newspapers all carry strategic leaks from the AFL announcing the imminent commencement of negotiations for a 10 year multi-billion dollar deal for the major sporting code, which is expected to see all the commercial TV networks and Foxtel enter the fray in the hope of securing part or all of the rights.

CEO of media agency Carat Simon Ryan, who represents major brands such as Woolworths and Virgin Airlines, said the rights were “absolutely crucial” to ratings and also the ability to cross promote other programming, and said he would watch with interest to see what type of deal a network such as Ten, which has been in the ratings doldrums, would try and forge.

“I think the rights are absolutely crucial because it brings not only ratings to the game but it also brings more audience to the network which the network can then publicise its other programs to get ahead of its other competitors,” said Ryan.

“Ten should try and make play,” he said. “The AFL is the jewel in the crown so therefore it would be great to see the network that needs to lift its overall average ratings, such as Ten, get in there in some way, shape or form.” Read more »

Simone Bartley and Gary Hardwick behind new full-service agency Together Co

the founder of Together Co: (l-r) Gary Hardwick, Simone Bartley, Matt Berriman

the founder of Together Co: (l-r) Gary Hardwick, Simone Bartley, Tim Berriman

Former Saatchi & Saatchi Sydney CEO Simone Bartley and Ikon Communications co-founder Gary Hardwick are two of the high-profile names behind a new full-service agency with bases in Sydney and New York.

The new agency Together Co is an amalgamation of Hardwick’s Ikon3 business, Bartley’s We Think consultancy and Tim Berriman’s content creation agency Viscious, and will offer a “new model” for full-service agencies.

Hardwick told Mumbrella: “Clients are looking for change. Marketers are struggling with a lot of difference agencies. By bringing together three highly specialist agencies with their own unique USPs into one proposition.

“We can take a brief and work on it from New York and from Sydney. We will look to build a local team in terms of media buying to work with the NY team, as when it comes to buying that will be done locally.”

The agency already has 21 staff from the existing businesses, as well as Australian clients in Finnair, Breville and Reckon One, and US clients including Paypal, Target and USA Today.

Read more »

Bondi Hipster, marketer, TV executive, branded entertainment boss and blogger talent agent feature on final BEfest panel

christiaan van vuuren soul matesThe speakers have today been announced for the final session of next week’s BEfest festival of content marketing and branded entertainment.

The five speakers include a film maker, a senior marketer, the head of integration at Australia’s biggest TV company, a branded entertainment expert and a blogger talent agent.

The panelists for the final session include film maker and writer Christiaan van Vuuren, who is best known for his role in the viral Bondi Hipsters series. Van Vuuren, who also directs commercials, was last month profiled on Australian Story. And his comedy project Soul Mates, created along with brother Connor van Vuuren and fellow Bondi Hipster Nick Boshier goes to air on ABC2 on October 23. Read more »

BWM produces first TV ad for Government’s sale of Medibank Private

BWM has produced the first TV advert for the Medibank Private Share Offer to mark the opening of the pre-registration process.

The 30-second ad aired last night encouraging the public to “share in the future” of Australia’s largest health insurer. It signals the next step in the Government’s “orderly and methodical execution” of the sale of Medibank Private.

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The Monkeys launch first MLA lamb work

The Monkeys has released its first campaign for Meat and Livestock Australia called ‘You Never Lamb Alone’.

Earlier this month Mumbrella revealed The Monkeys had picked up the lamb element of the MLA account from long-time incumbents BMF after the account went out to tender earlier this year.

It is unclear whether long-time lambassador Sam Kekovich, who traditionally fronts the push around the meat for the Australia Day campaign, would return for next year’s efforts.

The new ad shows a woman walking down the street after buying some lamb from her butcher, picking up a motley assortment of followers along the way, who then appear in her dining room when it comes to dinner time.

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Big Brother falls to record low while Scorpion debuts at 597,000 for Ten

The Nine Network won the night on the back of strong audiences for renovation show The Block: Glasshouse but its reality show Big Brother continues to struggle pulling just 597,000, down from 667,000 last week.

Excluding late night and confidential episodes, the result is a record low metropolitan audience for the Big Brother franchise in Australia, which the Nine Network has own for the last three years and prior to that screened on Ten for eight seasons.

Meanwhile on Ten the debut of American drama television series Scorpion, which is loosely based on the life of self-proclaimed genius and computer expert Walter O’Brien, drew 597,000 at 6.30pm, giving the network a rare top ten placing on Sunday night and boosting its main channel audience share from 9.8 per cent last week to 10.9 per cent last night. A new episode of Modern Family at 7.30pm drew 434,000 while a repeat at 8.00pm saw the audience fall marginally to 430,000. Read more »

The Special Group Australia creates Paspaley campaign using author Anna Funder

The recently-opened Australian office of the Special Group has produced a campaign for luxury pearl brand Paspaley as the jeweller looks to draw in a younger, more fashion conscious market.

The campaign brings together Australian author Anna Funder, actress Teresa Palmer and fashion photographer Derek Henderson for the launch of Paspaley’s new Touchstone collection

The multi-channel campaign, which launches this week, takes the form of a short story of “desire, need, love and all that is precious”, with Palmer playing the lead role over multiple press, outdoor and digital executions.

Read more »

Top stories


Creativity Online: See London from the view of a ‘bra cam’ in Nestle breast cancer awareness campaign

Nestle’s Fitness brand cereal is kicking off a new effort this month to remind women to check their breasts for signs of cancer. Agency McCann Paris placed a “bra cam” in a woman’s cleavage as she walked around London in a (fairly revealing) low-cut top; in the resulting video, we see a bunch of Londoners — male, female and even babies — checking out her breasts throughout the day.

Campaign Middle East: M&C Saatchi has produced a new video designed to showcase the undiscovered side of Lebanon  

Lebanon is much more than the one seen on the news. The ‘Live Love Lebanon’ campaign by M&C Saatchi aims to share the beauty of Lebanon with the rest of the world. The video consists of shots taken by locals to show what most foreigners are not aware of.

People are encouraged to capture a picture or video anywhere in Lebanon and upload it with the hashtag #LiveLoveLebanon on the campaign’s official Facebook page and other social media. By doing so, Lebanese people will be portraying a genuine and positive image of their country and revealing its hidden beauties on an international scale.

The Guardian: Twitter to target film advertising to users tweeting about related movies

Twitter is preparing a new kind of targeted advertising that has filmgoers in its sights – with tweets about films generating adverts relating to the user’s tastes.

Speaking to the Hollywood Reporter, Twitter’s global head of research Jeffrey Graham said: “Our recent research shows that Twitter is a major influence on movie choice. Not only are people hearing about new movies on Twitter, they are using it to make a decision about what to see, then sharing their experience with friends.”

Isobar uses Chris Hemsworth to raise awareness of child abuse for ACF

Actor Chris Hemsworth is fronting a movement by the The Australian Childhood Foundation as it strives to prick the public conscience around the issue of abused and neglected children.

Digital creative agency Isobar has produced the work that includes a TV ad and will include a major social activation using the hashtag #NotAnotherChild.

The ACF said 40,000 Australian children sleep away from their own bed every night out of fear of  abuse, neglect or family violence. The campaign aims to encourage and empower Australians to become part of a movement aimed at preventing more children from suffering abuse.

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AFL Grand Final most watched program of 2014 with more than 4m people tuning in

Source: Twitter @HawtornFC

Source: Twitter @HawtornFC

More than 4m Australians tuned in to watch Hawthorn defeat the Swans in the AFL grand finals, making it the most watched program of the year to date.

The game, which saw the Hawks trounce the Swans in a 63 point victory, was watched by an average metropolitan audience of 2.813m with that figure growing to an average of 3.718m when regional viewers are factored in.

According to Oztam, viewing peaked at 4.251m viewers, with Melbourne registering the largest audience with an average audience of 1.31m tuning in.  Read more »

Sony Music offers brands tips on how to best work with the music industry



Sony Music Entertainment’s Gavin Parry offered brands and agencies 10 tips on how to best work with the music industry during a session at Spikes Asia.

“We have this idea of being a creative agency with a speciality in music,” Parry said on how the industry views itself. “We have a lot of tools in our toolset, whether it be live events, online and mobile, TV production, digital, syncing music.”

The first tip he offered was all brands eventually play within the music space.

“Every brand tends to move through a cycle. They play in the music space, they move out of the space, they may go into sport, comedy or fashion but eventually they will come back into music,” he said. Read more »

Mobile the hero device still says TBWA\Worldwide global director of innovation



TBWA\Worldwide global director of innovation Luke Eid expects the Google Glass to remain a largely niche product.

Speaking at Spikes Asia on the topic of the age of connected devices, he said on the wearable tech product: “This is obviously going to stay as a niche product or for more commercial purposes, but we’ll see how that goes.”

Eid was speaking before a panel which discussed the topic and introduced the subject matter saying “Mobile is still the hero device at this stage, we’ll see what happens with the smart watches.

“Mobile devices are becoming the hub of your connected life and more importantly they’re the remote to all these other devices around you.”

The number of devices are a “huge global network” all connected to the same “internet protocol that us as creative industry who are built on connecting brands and people can tap into”, Eid said.

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Learn with mother: eight things brands can learn from bedtime stories

During a session at this year’s Spikes Asia creative content agency Evidently offered eight lessons brands can take away from bedtime stories, handily illustrated with ads.

“You’ve got a lot to learn from a medium with what you’re probably very familiar with, bed time stories,” says Evidently CEO Daniel Zeff said:

The lessons are as follows:

1. Bedtime stories follow a simple narrative structure with a twist Read more »

Havas Worldwide Sydney and One Green Bean nab Creative Effectiveness Grand Prix at Spikes Asia

Havas Worldwide Sydney and One Green Bean’s How Doug Pitt’s Bro Helped Virgin Mobile Punch Above its Weight has taken home the Creative effectiveness Grand Prix at Spikes Asia.

No Gold, Silver or Bronze Spikes were awarded in the category, with other winners receiving a Creative Effectiveness Spike.

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Eleven PR takes home Gold PR Spike for GayTMs campaign

GayTMSEleven PR has picked up a Gold Spike in the PR category for its work on the ANZ GAYTMs campaign, while the Grand Prix went to Platinum Tokyo for Banana Trophy.

Propeller PR Melbourne took home a Silver Spike for Aussie Workers for Snickers and Clemenger BBDO Melbourne, while Magnum PR Sydney grabbed a Silver Spike for How to Drink Properly for DrinkWise.

Edelman Sydney was awarded a Bronze Spike for The Lab Experiment for Best&Less, as was Leo Burnett Melbourne and Open Haus Paddington for #SPCSunday.

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McCann Health picks up inaugural Healthcare Gold Spike while JWT Ban Lice work takes home two silvers

Two executions for a Johnson & Johnson Ban Lice campaign, which ran once in a local free parenting magazine, have picked up Silver Spikes in the inaugural Healthcare category at Spikes Asia.

No Grand Prix was awarded in the category, with JWT Sydney’s work ‘Cable Car’ and ‘Bridge’ taking home silvers, while McCann Health Sydney’s Ken for Janssen picked up two Gold Spikes.

banlice jwt ad

JWT Sydney’s ‘I Touch Myself’ project for the Cancer Council NSW also took home a Silver Spike, as did Saatchi & Saatchi’s Penny the Pirate for OPSM, which also nabbed a Bronze Spike.

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DDB Melbourne’s Minute of Silence takes home Mobile Gold Spike and Integrated Home Spike

DDB Melbourne has picked up a Gold Spike for its Minute of Silence campaign for its work on RSL Australia in the Mobile category, in which no Grand Prix was awarded.

VML Sydney took home two Silver Spikes and two Bronze Spike for its Rip Curl Search GPS work.

Mnet Mobile Sydney grabbed a Bronze Spike for its Incsnap for Queensland Fire and Emergey Services, with the agency also taking home a Bronze jointly with Innocean Worldwide Australia Sydney for Game on! for Kia.

Leo Burnett Sydney also picked up a Bronze Spike for its Emlings app created on behalf of McDonald’s.

Moving across to the Integrated category, DDB Melbourne also took out the Gold Spike, which was the only one awarded in the absence of a Grand Prix, for its Minute of Silence work.

Read more »

Aussie entries take home Grand Prix, five Silver Spikes and seven Bronze Spikes in Direct

Australian entries in the Direct category at Spikes Asia have done extremely well, with Australia taking home the Grand Prix along with five Silver Spikes and seven Bronze Spikes.

Clemenger BBDO Melbourne picked up the Grand Prix for its Remote Control Tourist work for Tourism Victoria , which also picked up the Grand Prix in the Branded content and entertainment category.

Saatchi & Saatchi’s Penny the Pirate for OPSM nabbed a Silver Spike, along with Che Proximity’s Alert Shirt for Foxtel, which also picked up a Bronze Spike.

Read more »

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