AJF Partnership promotes News Corp AFL footy card giveaway

The Herald Sun and The Advertiser are promoting its ‘Offical AFL Team 2014 Best & Fairest’ game cards which come with the purchase of the papers with a new campaign from AJF Partnership.

It features real-life players, including Kade Simpson from Carlton Blues and Nathan Jones from Melbourne Demons, being delivered in the paper by a bike-riding paperboy, with his aim meaning some end up in trees and under a sprinkler.

News Corp Australia’s group director of marketing Damian Eales said: “The AFL is part of the fabric of Victorian and South Australian communities. The game instils a sense of pride with locals. The official AFL game cards are highly sought-after in school playgrounds across these states and I’m thrilled to be giving our readers in these regions another reason to purchase the Herald Sun or The Advertiser.”

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Ogilvy Sydney draws on American Beauty to promote Primo bacon

Ogilvy Sydney has revealed its first campaign for Primo Smallgoods since being appointed as its creative agency late last year.

The campaign for the brand’s bacon pastiches the famous scene from Sam Mendes’ film American Beauty where Mina Suvari is showered with rose petals while lying naked, with bacon replacing rose petals, and a man replacing Suvari. It ends with a woman’s voice interrupting the tranquil music and drags him back to earth where he is enjoying a bacon sandwich.

It finishes with the tagline “Good morning bacon”.

Ogilvy says its targeting “all Australians who simply get lost in their love of bacon and the emotions they smell” and chief creative officer Steve Back said the TVC aimed to reconnect with all Australians who love quality bacon and like to get “lost in their bacon moment…whatever that moment may freakishly be.

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Nick Feik promoted to editor of The Monthly, John van Tiggelen to become staff writer

Screen Shot 2014-03-14 at 10.52.27 AM

Nick Feik

Schwartz Media has appointed Nick Feik to be editor of The Monthly with current editor John van Tiggelen stepping down to take up a staff writing role on the magazine, Mumbrella can reveal.

Van Tiggelen made the decision earlier this week and Schwartz Media has moved promote from within by elevating Feik, who was previously online editor of the magazine, to the top job for the publication which covers politics, society and the arts.

“I’ve worked for Schwartz Media for five or six years now and The Monthly is something I’ve always admired,” Feik told Mumbrella.  Read more »

Missing Malaysian Airlines investigation wins timeslot for Seven as The Block records highest ever weeknight audience

A Channel Seven “news special” investigating the missing Malaysian Airlines flight was more popular than The Footy Show and ABC1 drama Janet King last night getting 797,000 metro viewers a 8.30pm according to OzTam.

The Block was the top program of the night with 1.328m people on Channel Nine from 7.41pm to 8.41pm, its biggest weeknight audience so far, preliminary overnight metro ratings from OzTam show.

Audiences dropped off for The Footy Show however, as Nine had 778,000 across the five cities, coming second in the timeslot behind the Seven News special. The Block, The Footy Show, and the Seven News Special were the top three programs in people 25-54.

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Mumbrella Social Media Academy returns for 2014

SocialMediaAcademyThe Mumbrella Social Media Academy is to return for the first time in 2014.

Designed and developed by The Conscience Organisation the course runs over six Tuesday nights and is designed to offer the skills needed for to make the most of social media on behalf of brands.

The course includes:

  • Social ideas – an interactive session around their creation and planning
  • Social media 102 – how brands are moving towards being socialised
  • Listening, consumer revelation & ROI – data, strategy, analytics and insight
  • Digital PR – Creating ideas with PR at the core
  • Corporate reputation and risk management – managing and mitigating social media risk
  • What gets shit shared? – What motivates people to share experiences and how can this be harnessed?

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AFP drops investigation into Seven’s Schapelle Corby interview

seven-raid1The Australian Federal Police (AFP) has dropped its investigation into the Seven Network’s interview with Schapelle Corby, although they have not ruled out the possibility a transaction could have occurred.

Last month the AFP carried out raids at Seven West Media’s offices in Pyrmont and Eveleigh in search of evidence of an agreement to pay Schapelle and breaching the Proceeds of Crime Act that prevents criminals from profiting from their crime. However the AFP turned up only one document and Seven West Media filed legal action against them over the raids.

Seven was rumoured to have paid the convicted drug smuggler $1m to $3m for exclusive interview rights after Sunday Night reporter Mike Willesee was seen whisking her off to a secret location following her release from prison in Bali last month.

While Seven has not aired a direct interview with Schapelle it did screen a fly-on-the-wall film of her first moments of freedom, and an interview with sister Mercedes, which angered Indonesian authorities who threatened to revoke the parole.

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Morning Update: Another ‘First Kiss’ parody; Princess Diana ‘supplied News of the World with royal phone directory’; Sir David Frost honoured

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.


AdWeek: Mother London Makes Its Own ‘First Kiss’ Parody … With Dogs

“The parodies of fashion brand Wren’s super-viral “First Kiss” ad keep flowing in. Here’s ad agency Mother London’s entry—”First Sniff,” starring a bunch of dogs.

Stranger dogs tend to get pretty intimate pretty quickly, and so all the hesitancy in the first half the video, I suppose, is the joke here. Before long, though, there are plenty of noses in butts and all is right with the world again.”

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Nib’s latest ad has women falling over their feet

Saatchi & Saatchi has revealed the latest instalment for the Nib ‘It’s good to be human’ campaign, focusing on a wedding theme after the previous ad looked at elaborate declarations of love. 


The ad ‘Because you will jump in heels’, promotes the Basic Hospital cover for singles and shows women jumping and falling over to catch the bride’s bouquet.

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Deloitte asks ‘What would you do?’ in interactive video for NZ graduate recruitment campaign

Little Sister Films (LSF) has created an interactive video to promote the 2014 Graduate Recruitment campaign for Deloitte New Zealand putting the viewer in a range of challenging situations to test what they would do.

The digital video agency spent a week in the Deloitte head office to produce the point-of-view ‘day in the life’ video, filming different scenarios and allowing viewers to click on various decisions to see how they play out, to see if they would fit in with the business culture.

“The aim was to educate graduating university students about Deloitte –specifically about the culture and the service lines. So many of the competitors’ videos in the recruitment field are dry and the content always seems to be the same.  We wanted to make something easy to digest and fun,” video director Logan McMillan told Mumbrella.

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Mumbrella live blog: Thursday, March 13

This is Mumbrella’s live blog, a rolling diary of everything you need to know in the media and marketing space. Refresh the page for the latest updates.

Top stories:

5.25pm – Torch Media is seven years old. We know that because a food van has pulled up outside Mumbrella House. Steak sandwiches are gooood.

Torch food van seven

4pm – The CommsCon Awards judging is over, and the results are now being tallied ahead of next Thursday.

2:13pm – The stoush between Swisse and The Checkout is set to rumble on, with the show featuring a report following up the comments made to Mumbrella by Swisse last week about the labels they are using currently.

1:42pm – The final round of judging for the CommsCon Awards is underway, and after a briefing in the office we’ve removed the two juries to a local hostelry where they are running the rule over the last lot of entrants.

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Changed role for in-house PRs to be explored at CommsCon

CommsCon logoThe role of in-house communications professionals and how they work alongside marketing teams is to be examined at next week’s CommsCon conference.

The event, organised by Mumbrella’s parent company Focal Attractions, takes place next Thursday March 20 in Sydney.

The session will examine the role of communications professionals who work in-house and how it has changed as the boundaries between marketing and PR have blurred thanks to social media.



Rugge Price

Rugge Price

Among the speakers will be Emma Rugge Price, VP of communications at industrial giant GE. Rugge Price has worked in communications roles for the company since 2008.

Joanna McCarthy, until recently corporate communications manager for Kimberly-Clark ANZ, will also be on the panel. Unusually for a corporate affairs boss, McCarthy also has marketing experience, including working at FCB, Saatchi & Saatchi, George Patterson and OMD.

Andy Lark


Also on the panel is Andy Lark, who had a major impact on the marketing community in Australia during his two year stint at chief marketing and online officer at CommBank.

Unusually for a marketer, Lark’s experience includes a stint working at a PR agency, Fleishman-Hillard in the US. Lark was also chairman of the first year of judging for the CommsCon Awards. Read more »

IAB dismisses page impression metric in search for best online measurement

iabaustralia-logo-colour-4-cropped-to-useThe relevancy of the page impression metric has been called into question by the Interactive Advertising Bureau (IAB) the day after the Audited Media Association of Australia (AMAA) announced it would begin to report the numbers for websites which automatically refresh their pages.

The IAB Measurement Council will release its audience measurement direction paper on Monday seeking to establish which are the most meaningful metrics for media planners and buyers, ahead of a town hall meeting on the subject on Wednesday.

Gai LeRoy, director of research for IAB Australia, said media planners and buyers are after the “old school” measurement of reach and frequency that will work across the modern landscape of mobiles, apps and infinite pages.

She told Mumbrella that while publishers will look at a myriad of metrics, the IAB wants to provide guidance to advertisers to help them make informed decisions on audiences and inventory. Read more »

A Current Affair rejects Malaysian journalists suggestions its report was ‘bad journalism’

The executive producer of Channel Nine’s A Current Affair has rejected suggestions by Malaysian journalists its report featuring two teenage girls who raised questions about the cockpit behaviour of two Malaysia Airlines pilots, one of whom was on board the missing MH370 flight, was hearsay and “bad journalism”.

In the report, two Australian girls described spending some time in the cockpit with the pilots some weeks ago as “a bit sleazy” and said that the two men -one of whom was allegedly First Officer Fariq Abdul Hamid, who was on board MH370 – were smoking during the flight.

Yesterday Mumbrella Asia reported on comments made to a Malaysian online site with one describing the report as “hearsay” and another adding saying: “It made me cringe to see the way the girls told their story. It is bad journalism, but then again Australian media is known for such behaviour.”

ACA executive producer Grant Williams has rejected the accusations in a statement which read: “Our report was very plainly not ‘hearsay’ since it carried pictures of the event itself and a first person account of what actually happened.

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The Checkout takes aim at Swisse again over claims made to Mumbrella over labels

Swisse is set to come under fire again from ABC show The Checkout after telling Mumbrella a segment on the program last week about its  Ultiboost Chlorophyll product used “old and out of date” label references.

However, a subsequent investigation by the consumer affairs show has discovered the new labels for the product have not actually yet hit stores.

In last week’s episode Kirsten Drysdale examined claims made about the Chlorophyll product, and the recommended dose of 18 pills per day, which the next day Swisse telling Mumbrella the claims aired were not on new packaging.

Drysdale told Mumbrella they had been “surprised” by the statement, adding: “We had bought the product not long before we shot the segment and we checked the website about two days before we went to air and it certainly at that point still said the optimal dose was 18 tablets a day.

“After we saw the statements we popped to Priceline to see what was on the shelves and sure enough it was the same stuff we had seen, so I’m not sure what their idea of out of date is.”

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Foxtel launches Presto ads while Quickflix says new offer is good for the sector

Foxtel has launched its Presto streaming service with a new ad campaign showing it as a safe way to entertain adults and kids, while rivals Quickflix has welcomed the competition as an acknowledgement of the demand for the services.

The new service was officially launched last night, with anyone able to sign up to get movies airing on Foxtel’s channels on demand for $19.99 per month, with extra charges to be applied for premium movies.

Quickflix founder and CEO Stephen Langsford said: “Foxtel’s entry will assist in building consumer awareness of the streaming category and that in turn will assist demand for all services in the category, including Quickflix.”

He added the higher price-point for Presto, with Quickflix priced at $14.99 per month, and the wider range of devices his service is able to be streamed on, with Presto limited to tablets, PCs and Macs, would see a boost in their customer numbers which currently stand at 130,000.


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Target brings back Gok Wan for Autumn collection

Target has revealed two new ads for its Autumn season collection designed by stylist Gok Wan, who returns for the campaign.

The ad features Wan advising women how to dress for their body shape ‘without breaking the bank’. Wan did not feature in the brand’s recent Back to School campaign which ran in January.

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Lack of Aboriginal people in advertising target for new pathways program

Peter Kirk

Peter Kirk

The University of Sydney’s Wingara Mura Centre is asking advertising agencies to partner with it on a program to address the lack of Aboriginal people working in the industry.

Peter Kirk, founder of agency Integrated Space, and half-Aboriginal himself, approached the university and the Aboriginal/Torres Strait Islander contact centre, to set up the program after being “disgusted” by the lack of indigenous people represented in the industry.

“I think the ad industry needs it. The ad industry needs to reach out to different cultures and different points-of-view and different visions. My goal is to enhance the ad agencies and the work that is being put out,” he told Mumbrella.

The centre has selected 22 students from different schools across the university  to take part in a 12 month training program which will see them work across three disciplines of adland – business, creative and production – with the aim of giving each student the choice of what part of the business they wish to work in at the completion of the program.
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Mark Buckman promoted to executive role at Telstra as Rick Ellis departs



Teslstra’s head of marketing Mark Buckman has been handed an expanded remit, taking on the media responsibilities vacated by Sensis boss Rick Ellis who is leaving the company following the sale of the division.

It is the second time in the space of 12 months Buckman has seen his remit expanded at the telco, which he joined in 2011 from the Commonwealth Bank, having taken on the IPTV and digital media responsibilities last March.

His new role is group managing director of media and marketing, which sees him elevated to the senior executive group which supports the CEO leadership team in setting the company’s strategy.

Ellis leaves the company following the divestment of the majority of the Sensis directories business to US-based Platinum Equity, after joining it three years ago from TV New Zealand where he was CEO. Read more »

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