Live blog: Friday, July 11: Cannes ads | Mark Buckman | Family Feud | Jeep | Masterchef | Carlton Draught | Tree hugging

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top stories:

3:41pm – We had a chat to the head of the Australian Promotional Marketing Association who admitted in the wake of the Jeep competition problems that technology was proving an issue for brands.



3:08pm – A second media monitoring service has failed to find a trace of the Cannes Lions winning Panasonic and McDonald’s print campaigns running in Australia, with Nielsen’s Advertising Information Service (AIS) unable to locate the campaigns across the publications it monitors.

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2:16pm – Big news in the marketing world today with Mark Buckman quitting the top media and marketing function at Telstra.

1:44pm – Family Feud returns on Monday as Ten bids to solve its problems with audience in the 6pm timeslot, but an analyst is suggesting it might not be the silver bullet they were hoping.

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APMA chairman admits tech-based competitions face hacking problem after Jeep issues

Jeep Australia competition screen shotThe fallout from Jeep’s ‘World’s most Remote Dealership’ is continuing with the chairman of the Australasian Promotional Marketing Association (APMA) warning the brand will be damaged by the chaotic handling of the competition.

David Lo sympathised with Jeep and its agencies Cummins & Partners and Wonder, who created the competition, insisting they “did not set out to frustrate people”, but admitted the increasing reliance on technology to run competitions was creating dangers for the industry.

His comments came as unconfirmed reports emerged of angry scenes erupting in dealerships, with sales staff threatening to call the police in one incident before ejecting one disgruntled member of the public.

Lo said: “I preface this all from every agency’s perspective by saying ‘there but for the grace of God’. Jeep, Cummins and Wonder here have been victims of their own success. They did not set up this competition to frustrate people.

“Nothing is perfect, we live in an imperfect world and there will always be problems. In this instance the client has not been ripped off and no-one suffered any degree of loss other than frustration which is unfortunate.

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Second search for Cannes Lion winning Panasonic and McDonald’s print campaigns draws a blank

Saatchi & Saatchi Panasonic Cannes Lion workA second media monitoring service has failed to find a trace of the Cannes Lions winning Panasonic and McDonald’s print campaigns running in Australia, with Nielsen’s Advertising Information Service (AIS) unable to locate the campaigns across the publications it monitors.

Questions have been raised about the legitimacy of campaigns, by Saatchi & Saatchi Sydney  for Panasonic in-car air conditioning and a DDB Sydney text-only ad for McDonald’s Australia,  after media monitoring service Ebiquity was previously unable to find evidence they had run. However, Nielsen noted that it does not monitor everything, and only visually verifies a portion of regional papers.

Both agencies as well as Panasonic and McDonald’s have refused to reveal where the adverts ran, whilst Cannes Lions chairman terry Savage said they are “legitimate”. Mumbrella is currently pursuing Savage for further answers on the campaigns.

Nielsen issued the following statement after checking for the campaigns: Read more »

Marketing and media chief Mark Buckman quits Telstra



Telstra’s head of marketing and media Mark Buckman has quit the telco just five months after taking the expanded role.

Buckman, one of the most high-profile marketers in Australia, told Mumbrella it was a tough decision “but the right one” to leave the role, but said he is heading back to the UK for “family reasons”.

He said: “On a family level it was the right decision. Whenever you are making  decisions based on your family it is the right decision.

“I have enjoyed my time enormously at Telstra, we had some tremendous success and the people I have worked with have been amazing.”

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Ten rejects analyst’s claim Family Feud will not solve 6pm audience woes

Grant Denyer On Family Feud SetThe return of Family Feud to Ten will not solve the channel’s problems in finding an audience to lead into its prime time schedule according to analysis from Fusion Strategy.

Ten is targeting families and its core target market of people 25 to 54 with the new version of Family Feud to be fronted by Grant Denyer, Ten’s chief scheduling officer Beverley McGarvey said.

Claiming comparisons should not be made from historical data, with the show last airing on nine in 2007, McGarvey said in a statement: “We know Family Feud is going into a highly competitive timeslot and we do not under-estimate the strength of the programs it will be up against.

“We are confident that we have created a highly entertaining and engaging show. Clearly we expect Family Feud to lift our ratings in the weeknights timeslot. But our ratings expectations are realistic and modest. While people will rush to judge Family Feud after the first night and the first week, we know it will take time for the show to find its audience.”

The Fusion analysis of OzTam ratings for the timeslot show Ten’s 16-54 audience has more than halved since 2010, after a series of failed experiments with shows including The Simpsons, 6pm with George Negus, The Project, and currently Modern Family continually dropping share. Read more »

Cruise industry turns to News Corp in ‘giant’ marketing drive to dispel myths

Big Splash PublishingThe Australian cruise industry is to launch one of its largest marketing crusades in a bid to debunk myths about cruising, and has joined forces with Sydney publisher Big Splash Media to produce a 32-page glossy magazine with a print run of two million copies.

The publication, Discover, will be inserted into News Corp newspapers across the country on Sunday August 31 that will deliver an estimated readership of four million, according to the Australasia branch of the Cruise Lines International Association (CLIA), the industry body which is behind the campaign.

Distribution will coincide with Cruise Week, a week-long marketing drive by CLIA, when cruise lines will release a range of promotional offers to drive sales.

Big Splash Media managing director and publisher Peter Lynch, a former executive at Fairfax, said the magazine will be supported by content on News Corp’s digital platforms by way of an e-book and through its own website.

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The Newspaper Works thank the public for its recycling efforts in campaign featuring Dr Karl

Not-for-profit body The Newspaper Works, which promotes the newspaper industry, is congratulating Australians for one of the best newsprint recycling rates in the world in a campaign running across print and digital.

Produced in-house by The Newspaper Works’ head of design Camila Carmody, the campaign, ‘trees are hugging back’ features scientist and media personality Dr Karl Kruszelnicki and thanks Australians for embracing household recycling. It was developed for The Newspaper Works’ Environmental Advisory Group.


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Carlton Draught goes retro with ’80s ad and ’70s white can returning for Amber Jubilee

Carlton Draught has brought an ad from the mid 1980s out of the vault as the brand continues to celebrate its 150th anniversary or its ‘Amber Jubilee’.

The slightly tweaked ad promotes the brand bringing back a replica of its 1970s white can.

Mick McKeown, Carlton Draught’s marketing manager, said: “The ad will run throughout July and gives people a great glimpse of our past, questionable fashion and all. The white can would be burned into the memories of many of those old enough to drink in the late seventies and early eighties”

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Masterchef most watched as the final of The Checkout grabs 740,000

The final episode of The Checkout on ABC1 was watched by 740,000 metro viewers last night, which was down on season one’s finale which attracted a metro audience of 882,000.

However it was up on this year’s season launch which had a metro audience of 716,000. The season posted its highest audience in April, which saw 825,000 metro viewers watch as Julian Morrow and Kate Browne exposed the tricks of online dating websites and the extortionate roaming charges imposed by mobile phone companies.

The episode was the second most watched show in the 8pm timeslot beating Nine’s repeat offering of The Big Bang Theory which grabbed a metro audience of 696,000 while Seven’s Jumbo Jet, which looked at the history of the Boeing 747, was watched by 671,000 metro viewers.

It was beaten by Masterchef, airing from 7.30pm to 8.30pm, which was the most popular entertainment program for Thursday night and top amongst all demographics, with the show seeing 1.157m metro viewers tune in on the absence of reality shows on Seven and Nine. Read more »

Job hunters told to cut CV ‘guff’ in Twitter campaign

Job hunters are being encouraged to “cut the guff” from their resume by tweeting their CVs to Seek in a campaign developed by digital agency Isobar.Twitter

The job website said it will force those looking for work to focus on their genuine areas of strength rather than littering their CVs with cliches and waffle.

It is offering prizes worth $5000 for the best CV as it looks to “connect, support and engage” with jobseekers “in a unique way”.

Last year PR agency Porter Novelli used Twitter to find its next Sydney staffer – only to receive  a barrage of tweets poking fun at the company’s attempts to establish its social media credentials.

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Live blog: Thursday, July 10

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top stories:

5:45pm – And in case you ever wonder where the NT Times gets its inspiration for some of it’s award winning headlines, here’s a sample of what goes on in it’s newsroom: Read more »

Hundreds of competition entrants left angry after they were unable to buy a Jeep

Jeep Australia competition screen shot

A competition allowing people the chance to buy a cut-price Jeep has led some unsuccessful participants to claim it was not run properly, with some threatening a class action lawsuit against the carmaker.

The ‘World’s Most Remote Dealership’ promotion ended at 9am today and offered people the chance to buy one of ten Jeeps being sold at $10,000 each. To enter people had to register via an app and then phone a number at exactly 9am this morning, with the cars sold on a first come first served basis, with 49,000 people signing up.

However, some phone numbers for the competition were posted online overnight on the Whirlpool forum, while some registrants have complained no number appeared on the app itself, but rather a “call now” button which did not work on tablets. Jeep said it received 30,000 calls for the competition this morning, but the app was only designed for mobile phones.

The Jeep Australia Facebook page has received more than 1,200 comments across two posts about the competition on Thursday morning, and some disgruntled users have set up a group on the social media site called ‘Jeep Fiasco Class Action‘ which had attracted 100 members by midday, with a view to taking legal action against the company. Other commenters claim to have lodged complaints with the Australian Competition and Consumer Commission today.

One commenter, Rosie Grove, said: “Jeep must be congratulated:)) It is a rare accomplishment indeed to be able to inflict such damage on ones brand in such a short space of time. Read more »

Compare the Market branches out to freephone meerkat comparison service

meerkatCompare the Market’s meerkat Aleksandr Orlov has set up a telephone comparison service which requires “mongoose brains” to press four to access the health comparison line.

In an extension of the TV ad which saw head of IT and head tea maker Sergei laid up in hospital, the firm has created a freephone 1800 MEERKAT service which is answered by Orlov, who spearheads the company’s marketing campaign. Read more »

Virgin Mobile ridicules ‘anti-social’ mobile use in new campaign fronted by Glee’s Jane Lynch

Virgin Mobile Australia is ridiculing people’s use of their mobile phone as part of a brand campaign being launched today, as it seeks to transform anti social phone behaviour into a “force for good”.

The firm is using US comedy actress and star of Glee, Jane Lynch, to poke fun at how we post Facebook updates, tweet, share photos and tell friends of the mundane activities we get up to.

Along with promoting the Virgin product the campaign will drive users to a new website – – that will form the central hub of the campaign. Virgin Mobile has signed a year-long deal with Vice Australia to provide content to the website.

A 45-second TV ad, created by Havas Worldwide Australia and directed by Hollwood’s Jeff Tramaine, will air across free-to-air and subscription TV nationally from Sunday which will be supported with national outdoor, digital, display, pre-roll video, mobile executions and Facebook advertising.

Read more »

ABC overhauls main TV channel with new name, identity and theme tune

The ABC  is delivering a brand refresh to its main TV channel including a new name and series of idents around the theme of ‘Throw Your Arms Around Me’, with band Hunters & Collectors re-recording their classic hit to be the anthem for the channel.

ABC1 will become known as just ABC, with the broadcaster claiming the move was the result of research showing people said they watch the ABC, rather than ABC1.

New station idents played in between programs will use film clips sourced from around Australia created by regional communities sourced from ABC Open’s library, whilst on-air personalities and real Australians appear in others.

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Neale Whitaker emerges as new editor of Vogue Living and News Corp columnist



Belle magazine’s outgoing editor-in-chief Neale Whitaker has emerged as the new boss of NewsLifeMedia’s lifestyle brand Vogue Living, and will also take on a role as a columnist for News Corp’s Sunday papers in Australia.

Channel Nine has also confirmed Whitaker, who was yesterday revealed to be leaving the Bauer title he has edited since 2006 in December, will continue as a judge for The Block for the next season. Bauer currently prints the companion magazine to the popular TV series.

In the last audit period Vogue Living lost 2.6 per cent of its circulation, dropping to 40,746 copies, while Belle gained 4.5 per cent to 45,055 copies.

NewsLifeMedia CEO Nicole Sheffield said in a statement: “Neale is one of the best in his field. He is highly respected in the industry with an incredibly strong home and design background and extensive media experience. This is a wonderful coup for News and builds on our solid stable of high-profile editors.

Read more »

Final State of Origin clash drops 450,000 on last year’s decider

The third NRL State of Origin clash pulled in just over 2.1 million metro viewers for Nine last night, half a million fewer than the first two matches and 450,000 less than last year’s decider, figures from OzTam have shown.

State of Origin game 1 2014

The figure includes 92,000 in Perth where the game was broadcast on Gem. Sydney numbers hit 951,000 while 742,000 Brisbane viewers tuned in to see Queensland grab a consolation win in the three match series.

Brazil’s spectacular capitulation against Germany in the World Cup semi final meanwhile was witnessed by 551,000 stunned viewers from 6am on SBS One, making it the 21st most watched program yesterday.

The lower Origin rating is unsurprising given the dead rubber nature of the game. NSW had already wrapped up the series after winning the first two matches. Read more »

Matt White begins second stint at Ten with Commonwealth Games gig

Jones, White and Hooker

Jones, White and Hooker

News and sports presenter Matt White will join Ten’s team in Glasgow for the Commonwealth Games in his first gig at the network since returning from rival Seven.

White will host Ten’s morning edition of Glasgow Live from 3am AEST to 8.30am alongside Olympic champions Steve Hooker and Leisel Jones.

Ten announced in April that White was rejoining the network after a decade working with Seven where he covered the Olympic Games, Australian Open and Melbourne Cup. Prior to defecting to Seven White spent 11 years with Ten. Read more »

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