The official announcement follows the streaming giant appointing a creative and social media agency earlier this mont, with execs admitting interest in the Australian and New Zealand market in October.
Today’s announcement includes several shows it will have exclusively in the territory, however there are question marks hanging over some of the other premium content which makes the US service attractive to subscribers in Australia.
Mumbrella understands Droga5 has been handed creative duties for the brand in Australia following a pitch, whilst We Are Social, which also handles the account in the US and UK, will lead the social media push. Pulse PR are handling the streaming service’s PR locally.
At launch Netflix will offer local users original series such as Marco Polo and BoJack Horseman, kids titles such as DreamWorks Animation’s All Hail King Julien, documentaries Virunga and Mission Blue, stand up comedy specials Uganda Be Kidding Me, Live from Chelsea Handler and Jim Jeffrie’s Bare.
Digital agency Pusher has entered into an agreement with Publicis Worldwide which sees management and staff move into the Publicis offices in Sydney and Brisbane to work across Publicis clients whilst retaining the agency’s own name and open up a Melbourne office off the back of a new client win.
Speaking to Mumbrella on the move, Pusher founder Michael Crebar said the move would see the agency working closely with, in particular, the struggling Publicis Mojo creative agency, adding: “We aren’t just sharing a workspace. We have joined forces with them.”
The arrangement sees Pusher working for Publicis Worldwide Australia under a commercial arrangement which allows the digital agency to keep its name while becoming part of the Publicis Worldwide Australia group, with Publicis and Pusher cagey about calling it an acquisition.
Two weeks ago Publicis Groupe said it was in the process of acquiring the Sapient Group, which includes the Sapient Nitro digital agency, in a $4.2bn deal, as the network looks to boost its credentials in the space. It is unclear how that will impact locally as yet. Read more »
A government minister has started an online petition to protest against plans by the ABC to shut a production unit in South Australia – a move which has come about due to a $50m-a-year budget cuts planned by the current government.
Education Minister Christopher Pyne has created the Change.org petition after Monday night’s Media Watch program claimed the production unit would be one of the casualties along with 4-500 jobs at the public broadcaster.
In the rationale for the petition Pyne claims it it the last production unit of the ABC outside of Sydney and Melbourne, adding it has made a number of shows “targeted at individual groups within the community and are crucial to a diverse market”. Read more »
“Samsung is launching its first festive TV campaign in the UK, which portrays its products as an integral part of the Christmas season.
The electronics company will release two ads as part of the campaign. The first, “all wrapped up early”, will air tomorrow during ITV’s I’m A Celebrity: Get Me Out Of Here. The second, “Christmas round ours”, will air on TV on 24 November.”
Colenso BBDO managing director Nick Garrett has been promoted to the newly created role of CEO of Colenso BBDO and Proximity.
The promotion follows the announcement Clemenger Group New Zealand CEO Jim Moser would take on the additional responsibility as chairman of Clemenger BBDO Melbourne following the retirement of Peter Biggs. Garrett takes on some of Moser’s responsibilities with regard to Colenso BBDO and Proximity in Auckland
Of the promotion Moser said: “Nick Garrett is one of the most accomplished leaders in the advertising industry and renowned for his relentless pursuit in finding creative solutions that drive clients’ business. Read more »
McDonald’s chief marketer Mark Lollback has admitted the company has failed to make even its most loyal customers feel wanted and revealed it is turning to technology in a “massive way” to address the issue.
He flagged the launch of the MyMaccas app – revealed by Mumbrella last week – as among key developments that will make consumers feel “part of the business”.
He also divulged how McDonald’s will move away from tactical marketing to an approach that has more longer-term benefits. Competition, meanwhile, has never been tougher Lollback said and acknowledged that McDonald’s is being “nibbled away at the edges”.
Optus has put its Business account up for pitch, with creative agencies involved in a separate pitch for the telco’s direct marketing account in contentiuon, Mumbrella understands.
Optus Business focuses on developing the telco’s information and communications technology (ICT) proposition of delivering end-to-end services that support its business and enterprise partners.
An Optus spokesperson confirmed the pitch, telling Mumbrella: “Given our ICT priorities, we are conducting a competitive pitch to support a number of direct marketing campaigns scheduled for 2015.” Read more »
The STW-owned agency will take over from Wiggle’s in-house team in the UK and is part of a concerted push from the sports brand to establish a foothold in Australia. The firm recently set up a new office in Sydney.
Former CEO of Online Marketing Group and Fairfax Marketing Services Peter Urmson has been appointed the CEO of Spotzer Media Group in the Asia Pacific.
Spotzer Media Group is a technology powered business that provides all-in-one digital solutions to small and local advertisers in 16 countries.
Urmson will oversee the company’s Melbourne office and will be responsible for accelerating the group’s activities throughout the Asia Pacific region. Read more »
Hamilton joined the company in May 2012 and survived a merger of its sales and marketing departments 12 months ago.
Southern Comfort rolls out locally-produced billboards as part of global ‘Whatever’s Comfortable’ campaign
Southern Comfort has unveiled the first local adaption of the global ‘Whatever’s Comfortable’ positioning originally devised by Wieden + Kennedy New York, with Ensemble Australia producing outdoor billboards for the brand.
The worldwide positioning ‘Whatever’s Comfortable’ aims to highlight and champion the confidence it takes to be yourself, with the brand rolling out a TV spot in October showing a bar tender pouring Southern Comfort “with style and swagger”. Read more »
David Jones was one of the first brands to launch its Christmas campaign this year, with many touting it as Australia’s answer to the much-celebrated John Lewis Christmas spots which typically tug at the heart strings.
The week after John Lewis released its own Christmas spot which has created a lot of buzz on social media with more than 15m YouTube views to date, while David Jones’ has just 100,000.
Mumbrella is trialling emotional measurement tool RealEyes to measure how audiences emotionally react to different campaigns and content.
The aim of using this technology is to be able to bring regular fresh insights to the creative content we run on the site, which we will share with our readers.
IGA has collaborated with chef Dominique Rizzo in an effort to position IGA as the “easy go-to destination for entertaining” throughout the holidays, with the supermarket launching a new Christmas campaign focusing on recipes and food.
The ‘Christmas Made Easy’ campaign, developed by Creative Oasis features a series of recipe videos, with the main TVC a re-edit of last year’s spot featuring Anh Doh, who will not be appearing in any other parts of the campaign.
Creative agency BWM Sydney has appointed Whybin\TBWA creative director Asheen Naidu as executive creative director in a move that sees Rob Beligiovane move back into the group chief creative officer role, Mumbrella can reveal.
Naidu joins the agency after nearly four years with Whybin\TBWA. Prior to Whybin\TBWA he spent 18 months with The Campaign Palace as deputy ECD. He has also worked with Saatchi & Saatchi New York and BBH New York.
Belgiovane said: “Asheen will be a great asset to the BWM Sydney team and clients. Aside from being highly awarded, he has consistently delivered successful and highly effective work for major national and international brands across a diverse range of channels and mediums.
Tigerair has unveiled the second phase of its Infrequent Flyers campaign created by McCann Melbourne with the airline’s first cinema spot which sees passengers who might not fly as much as they would like to compared with chickens.
The new ad sees a group of chickens in a barn encourage one chicken to fly by clucking along to the song ‘Wind Beneath my Wings’, with the chickens hushing as a Tigerair plane flies past outside the barn window.
McCann Melbourne ECD Pat Baron said: “The Infrequent Flyer program represents exceptional value for Australians who don’t fly all that often. And who better than the chickens of Australia to represent those who just don’t fly that much? It’s a deliberately fun and unconventional spot, just like the program itself.”
The second part of Bob Hawke’s life story and the Media Watch and Q&A specials looking at the future of the ABC were enough to give the public broadcaster a healthy lift last night, with a 17.8 audience share.
The Q&A special on the state of the media enjoyed a significant boost getting 730,000 viewers at 9.35pm, up from 552,000 last week, winning its timeslot. Meanwhile Media Watch, which revealed the extent of the ABC cuts at 9.20pm had 786,000 viewers, up on 722,000 last week. Both shows beat Nine’s Big Brother, which had 653,000 viewers, up marginally on last week, and was the most watched show amongst people aged 16 – 39.
The public broadcaster pulled in a bigger audience share than Seven in both Sydney and Melbourne, with 19.8 per cent and 19.4 per cent compared to Seven’s 17.9 per cent and 16.7 per cent, and was only marginally behind Nine, whoich won the night with 19.6 per cent, and Seven which had 18.3 per cent, according to the OzTam overnight metro ratings.
Nine’s repeat episode of The Big Bang Theory at 8pm was the most watched show of the night, pulling an audience of 1.046m, just beating the ABC’s Australian Story which saw 955,000 viewers tune in for part two of the story of former prime minister Bob Hawke. Last week part one of Hawke’s Australian Story was watched by 965,000 viewers.
Rob Wong has been named as the new CEO for interactive industry body AIMIA to replace David Holmes who quit the role after just ten months in August.
Wong has been president of the Victorian chapter of the association for a year, and last October sold his iNC Digital Network, which specialised in digital media engagement, to APN News and Media last October, and was also the foudner of the Catalogue Central and Stylehunter portals.
“Rob is passionate about the development of the digital industry and has been involved with AIMIA for a number of years as Victorian State President,” said Tim O’Neill, AIMIA national president. “As president of the AIMIA Victoria Chapter and committee member for five years, his sound knowledge of the association will see him hit the ground running.”