OBM launch new ad for home builder Devine

Melbourne’s OBM Advertising has launched a campaign for home builder Devine emphasising the emotional aspect of buying a house.

OBM director Harry Corsham told Mumbrella: “It’s the difference between just building a place to stay warm and dry and acquiring a home, a place where your kids, your family belong.”

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APN sells remaining half of outdoor business

APNO Logo Stacked Text Blue CMYKAPN News & Media has agreed to sell the other half of its out of home advertising business APN Outdoor to Quadrant Private Equity.

APN sold the first half of APN Outdoor to Quadrant last year for $190m although this included $110m of debt.

It has agreed to sell the remaining 50 per cent for $69m, which the company said represents 7.5 times the outdoor unit’s EBITDA (earnings before interest, taxation, depreciation and amortisation) profits in the last financial year, putting APN News & Media’s share of  profits from the business $9m. Read more »

Fox Sports loses Italian football, after double dealing by Serie A rights owner

Fox SportsSports broadcaster Fox Sports has said it will be unable to broadcast the Italian football league, Serie A in Australia after the exclusive rights were accidentally sold to two separate parties.

It appears the agency handling the negotiations MP & Silva  sold the rights to both Fox Sports and Al Jazeera, which according to The Australian is preparing to establish its own Australian sports channel next year.

Last month, Fox Sports announced it had secured the Australian broadcast rights to Serie A, however the sports channel this morning issued a statement saying the deal had collapsed and that the rights had been withheld, after it emerged that rights had been sold first, as part a larger multi-territory deal, and then later to Fox Sports.

“This is a very disappointing outcome. We had hoped to bring Serie A back to Australian TV after an absence of 18 months. Italian Football fans are very passionate and we are sorry we will be unable to broadcast Serie A this season,” said Patrick Delany, CEO of Fox Sports in a statement. Read more »

Mumbrella360 video recap: Andy Lark on the importance of being bold and transparent

m360In this week’s Mumbrella360 video recap, former CommBank chief marketing officer Andy Lark talks about why marketing favours the bold and why the brands of the future can’t afford to be anything other than transparent.

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The X Factor and The Blacklist gain strength as Ten’s share falls to 8.6 per cent

Ratings for Seven’s The X Factor continued its upward trend with an average of 1.67m for the live show Monday night while helping James Spader’s The Blacklist climb to 1.46m.

Ratings did not improve for Channel Ten’s US import Homeland however, as viewers dropped to 404,000 making it 26th in all programs.

Ten’s sport -focused panel show A League of Their Own, at 7.30pm, dropped to 253,000, an exceptionally low rating for the timeslot. The show hosted by comedian Tommy Little was 39th for the night. Read more »

John Hegarty adds AWARD awards to his duties for March visit

john hegartyBBH co-founder John Hegarty has added chairman of the AWARD awards to his workload while he is in Australia next year to speak at the Global Marketer Conference in March.

The Global Marketer Conference – run jointly by the World Federation of Advertisers and the Australian Association of National Advertisers – will be held on Wednesday March 26 in Sydney.

And AWARD (Australasian Writers and Directors Association) is to capitalise on his visit by involving him the final stage of judging the awards and presiding at the AWARD ceremony which coincides with his visit. Read more »

Morning Update: Oct 22 – Holiday TV push starts, roadblocks of native advertising; Wikipedia editors delete accounts

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

AdAge: Holiday TV Push Starts Two Weeks Earlier at Toys ‘R’ Us

“Toys “R” Us is looking to bring a bit more emotion to its holiday campaign this year.

A year ago the brand’s campaign leaned heavily on more promotional messages, like its price match guarantee, free layaway and “door buster” deals. “We’ve tried to find a better balance between the rational reasons to come to Toys ‘R’ Us and the emotional reasons to come,” said Peter Reiner, senior VP-marketing at the retailer.”

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Tim Tam lovers vote on Chocolicious Bites in new TV ad

Arnott’s Tim Tams has launched a TV ad for its new Chocolicious Bites featuring Tim Tam fans recruited from its Facebook page.

The ad, developed with DDB Sydney, features 11 selected Facebook fans who try the Chocolicious Bites and vote on whether they think the new Tim Tam is a biscuit or a chocolate.

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Rapper’s EminemX wrapper

eminemX screenshotTonight’s edition of News Corp’s commuter paper mX rebranded for the day as EminemX to promote tickets going on sale for the hip hop artist’s February tour of Australia.

Eminem’s tour covers Sydney, Melbourne and Brisbane and all three editions of mX rebranded for the day with a wrap on the paper.

The cover wrap represents the biggest execution from promoter Dainty Group to promote the tour. Read more »

Gravity continues its box office reign while About Time enters the fray

About timeWarner Bros space film Gravity has topped the Australian box office for the third weekend running, taking $2,407,063 across 492 screens. The film has now made more than $12m locally.

In second position this weekend was romantic comedy About Time from the writer of Notting Hill and Four Weddings and a Funeral Richard Curtis. It made its debut at the Australian box office this weekend and took $1,687,625 on 284 screens. Also debuting this weekend, and coming in third place, was the Warner Bros feature Prisoners starring Hugh Jackman and Jake Gyllenghaal. The action pic made $1,097,492 on 206 screens.

Two Australian films were in the box office top 20 across the weekend, Ivan Sen’s Mystery Road and Tim Winton’s The Turning. The Turning saw a major increase in the number of screens to 36 and made $80,959. It has now almost cracked the million dollar mark. Mystery Road made $59,853 across 17 screens.

THE BOX OFFICE TOP 20 Read more »

Ad of the month: Australia loves ANZ’s battling families

An ad for ANZ created by Whybin\TBWA Melbourne featuring two similar families inspecting a potential house for purchase was the public’s favourite ad last month.

Compiled by Mumbrella’s sister title Encore, the ad of the month is based on an online survey of 1,000 Australians. In the survey, analysed by research firm The Acid Test, using a representative panel provided by Pure Profile, consumers were asked to choose their favourite ad from a shortlist of 10 ads which have run on TV or online. Read more »

ZERO author Joseph Jaffe – Should brands stop buying advertising?

Joseph JaffeJoseph Jaffe, the author of a new book arguing the controversial position that brands no longer need to spend money on paid advertising, joined Mumbrella editor Tim Burrowes for a live video hangout.

ZERO (Zealots, Entrepreneurship, Retention, Owned assets) argues that the optimal media budget is nothing.

Jaffe is in Australia to speak at a series of events organised by the Conscience Organisation. TCO founder Clive Burcham will also join the hangout.

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Australia’s best strategists to share their secrets at SAGE

SAGESome of Australia’s most respected media and creative strategists are to share their secrets at next month’s SAGE conference.

SAGE –  Secrets of Agency Excellence – is organised by Mumbrella’s sister marketing intelligence tool The Source. The one day masterclass takes place in Melbourne on November 20 and Sydney on November 21.

The session will get into the minds of chief strategists and planners as they reveal how to put strategy at the heart of an idea and how to hone your skills as a strategist.

The Sydney session will be moderated by Jonathan Pease, executive ideas director and managing partner of Tongue. He will be joined by Al Crawford, executive planning director of Clemenger BBDO Sydney, Rob Pyne, founder of X or Y Decisions; Razor co-founder Simon Rush and MindShare CEO Katie Rigg-Smith.

Melbourne’s panel will be moderated by Sapient Nitro’s national strategy director Phil Phelan with panelists including Naked Melbourne MD Tom Ward; DDBC executive planning director Ian Forth and Ikon Melbourne MD Trudi Sampola. Read more »

MCN launches creative and strategic division Multiply

Multiply MCNThe Multi Channel Network has launched a new creative and strategic division, Multiply, to develop advertising ideas for multiple screens.

The division, operating from today, brings together MCN’s activations, integration and production teams and led by three department heads: Libby Minogue, national director of Multiply integration and content partnerships; Paul MacGregor, director of marketing and Multiply productions, and Paul Sutcliffe, director of Multiply activation.

MCN CEO, Anthony Fitzgerald, said the team will use data and insights from MCN’s audience measurement panel Multiview to develop advertising that can be rolled out across multiple screens. Read more »

The road to hell looks fun in new Hyundai ad

Innocean has created a campaign to mark the launch of Hyundai’s iX35 compact sports utility vehicle which moves the brand to a new positioning ‘Where the others don’t, we do’.

The ‘Road less travelled’ campaign features a harbinger of doom warning a couple of the dangers they face.

Innocean creative director Scott Lambert told Mumbrella: “It’s really giving the capability credential and dialling up the toughness which is what it was lacking in the beginning because we focused so much on design and stylish cues.

“We think the spot delivers that in a fun way, with a little bit of use of hyperbole. We show it in a fantasy, Harry Potter, Lord of the Rings kind of way.”

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Ex Qantas marketer Lewis Pullen to join NRL as head of marketing

Lewis Pullen

Lewis Pullen

Former Qantas marketing director Lewis Pullen is to join the National Rugby League as its new head of marketing.

Pullen left his role at Qantas in May with his duties being taken up by corporate affairs boss Olivia Wirth.

In a statement, this morning, Pullen said: “Rugby League is a great game,” he said today. “As a passionate fan of, and active participator in sport, I feel very privileged to have this opportunity to work with such a great brand.”

“Marketing and business strategies start with the customer and in Rugby League that begins with understanding the needs of the fans.
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Paula Abdul and Carrie Bickmore to front revived So You Think You Can Dance

Paula Abdul

Paula Abdul

Channel Ten has revealed more details of its plans to revive dance competition show So You Think You Can Dance.

The show, produced by News Corp’s Shine Australia, will return to the network next year after a four year break with a new lineup of presenters, judges and talent.

Previously hosted by Natalie Bassingthwaighte, the show ran for three seasons until 2010 when ratings averaged at around 1m.  The new version will feature US singer Paula Abdul and Carrie Bickmore of The Project.

During the series break Ten introduced a new dance show, Everybody Dance Now, fronted by Sarah Murdoch. The show was a ratings disaster dropping from 598,000 viewers from the premiere to 300,000 for the third episode and it was dropped by the network.

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Audit body chooses comScore as new web traffic measurement

auditedNielsen now has an endorsed competitor for Australia’s online currency after the Audited Media Association of Australia selected comScore as its analytics platform.

The moves comes four years after the audit organisation launched its web audits using Nielsen Market Intelligence. Nielsen declined to participate in the repitch, leaving a two-way showdown between comScore and Effective Measure. comScore’s Digital Analytix product will be the basis of the audited platform.

However, Nielsen remains the preferred provider of the Interactive Advertising Board, which is the industry body dedicated to promoting the interests of Australia’s large online publishers. Read more »

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