South Australian Tourism extends decade-long ties with KWP!, Let Yourself Go sequel to follow

Kangaroo Island ‘Let Yourself Go’

The South Australian Tourism Commission has extended its relationship with ad agency KWP!, which is now working on a follow-up campaign to the popular Let Yourself Go spot for Kangaroo Island that launched in March this year.

The extended deal, which will run until 30 June 2013, sees KWP! build on its decade-long relationship with SATC. The news comes a week after brand agency Cato Purcell Partners was appointed to create a new brand identity for the South Australian government.

SATC and KWP! faced controversy a month after Let Yourself Go launched when it emerged that celebrities had been paid to tweet about Kangaroo Island and the ad itself, which featured the track Rise by Pearl Jam’s Eddie Vedder. Read more »

Carlton United Breweries widens brief for Liquid Ideas

Carlton & United Breweries has appointed PR agency Liquid Ideas to two of the brewer’s biggest brands.

Liquid Ideas will be the retained agency across both Victoria Bitter and Carlton Draught.

The PR agency, which specialises in lifestyle brands, already had a number of the CUB’s products on the roster including Crown, Matilda Bay and their cider brands. Read more »

Lustre Pictures opens in Asia

Brian Hallett

Aussie production company Lustre Pictures has launched an office in Singapore – its first Asian operation.

The office will be helmed by Brian Hallett, formerly of agencies including Ad Partners and JWT, who joins after a period freelancing in Singapore.

Read more »

Woolworths introduces ‘Sticky specials’ marketing innovation

Woolworths has launched a marketing initiative that enables its customers to peel off a sticker from a catalog and stick it on a product they want a discount on.

Promoted through a TV ad created by Droga5 that launched this week, the ‘Sticky specials’ campaign explains how to use the innovation via Woolies’ green pea animated character.

Read more »

Grown-ups founding partner Andrew Moss departs

From left: Grown-ups Grant Booker, Mick Hunter and Andrew Moss

Andrew Moss, one of a trio of founding partners behind ad agency start-up Grown-ups, has left the agency.

Grown-ups launched six months ago with experience as its selling point, offering an “alternative to the traditional layered agency model.”

Moss, who was planning director at Grown Ups, has returned to working at the consultancy he owns, Pegasus Planning.

Grown-up’s co-founders Grant Booker and Mick Hunter remain at the agency. Read more »

BMF wins chunk of George Weston Foods

BMF has won a foothold on the George Weston Foods roster, claiming advertising duties on Burgen and Abbott’s Village Bakery breads.

The Enero agency won the business without a pitch. Other agencies on the George Weston Foods roster include DDB Sydney.

John Wardley, GM of marketing and innovation at George Weston Foods said: Read more »

Brisbane radio ratings: Nova stays ahead in tight battle

Nova Brisbane's Ash Kip & Luttsy

In the tight Brisbane commercial FM market, dmgAustralia’s Nova106.9 has retained top spot, just ahead of ARN rivals 97.3FM.

Nova106.9 lifted by a percentage point from 12.1% to 12.2% moving just ahead of 97.3FM which rose from 11.7% to 12.1%.

Paul Jackson, dmg’s group program director, told Mumbrella: Read more »

The Shire ends with a fizzle

Ten’s ‘dramality’ The Shire finished its series on Monday night with less than a quarter of a million viewers.

The reality show, produced by Shine, featured a group of twenty-somethings in Cronulla and The Sutherland Shire, and was based on series such The Only Way Is Essex and Jersey Shore.

The show’s final episode, which aired at 9.40pm, rated 237,000 total viewers and placed 44th for the evening according to overnight metro ratings from OzTam. Read more »

Couple goes from glum to glam in Wrigley’s Eclipse Chewy Mints ad

"I'm Ice Man"... "Don't be ridiculous"

Director Justin Reardon is behind the camera for a new campaign for Wrigley’s Eclipse Chewy Mints.

The Chew Your Way to Fresh campaign, which sees a couple morph from feeling down to feeling fresh, was created by DDB Sydney through production company Station.

Read more »

Find out how Nestle, Woolworths and EB Games run their customer loyalty programmes

UPDATED: 1.10pm: The event is now full

Mumbrella is to host a breakfast featuring loyalty marketing case studies from Woolworths, Nestle, and EB Games.

The event – which is free – takes place in Sydney on Wednesday October 3 from 7.15am to 9.30am.

It features presentations from George Hughes, Head of Everyday Rewards, at Woolworths; Rebecca James, Managing Partner, Lavender, presenting a case study on client EB Games; and Andrew Segar, CEO of Simplicity CRM, who will talk about Nestle. The breakfast is sponsored by Simplicity CRM.

The breakfast takes place at L’Aqua at Cockle Bay.

There are a total of 110 places available on a first come, first served basis via this link. Update: Tickets have now gone

Perth radio ratings: SCA’s 92.9 is biggest faller, loses second spot

Lisa, Paul and Baz on 92.9: breakfast audience share down from 11.8% to 10.6%

Southern Cross Austereo’s 92.9 suffered the biggest fall in audience in the Nielsen radio ratings for Perth, and lost second place in the market as a result.

From 24 June to 1 September, 92.9′s share fell from 12.5% to 11% share Monday to Sunday, faring particularly poorly at breakfast and the 9am to noon slots during the week.

The station was overtaken by Nova93.7 and ABC720, which grew share to 12.1% and 12%, respectively. Read more »

Sydney radio ratings: Kyle & Jackie O Show gets its best result ever

Kyle and Jackie O non stop...#KJnonstopThe Kyle & Jackie O Show has made a big leap in the latest radio ratings.

The result for the breakfast team is their best result ever, and the best result for 2Day’s breakfast slot in ten years.

The 2Day breakfast show leapt from 10.6% to 12.7%, the biggest percentage point jump across any timeslot in Sydney. Read more »

Sunday Tele editor Neil Breen leaves News Limited after 20 years and mulls TV career

neil breenNeil Breen, the editor of Australia’s biggest selling newspaper, is to depart after nearly seven years at the helm. Breen told Mumbrella he is considering a move to television.

Breen told Mumbrella: “I’ve been the editor of the Sunday Telegraph for seven years. There comes a witching hour for everyone. I’ve been thinking about this all year. I know people will interpret this as me throwing the baby out with the bathwater, but it’s not the case. I asked myself was I prepared to reload and go again? I’ve been asking myself why would I give up the best job on the planet, but covering the Olympics got me out of the office and time to think.

“The person in this role needs to have vision for the next go – it needs someone like me in 2006. I owe it to myself and the paper to go. I’m proud of making the paper more cohesive between news, gossip and sport, I launched Insider, we’ve broken some big news stories, some big federal political stories like the Costello Howard deal, and some of my deputies and staff have gone on to to great things.”

Read more »

Melbourne radio ratings: 3AW builds on big market lead

3AW breakfast's Ross Stevenson and John Burns

Melbourne’s most popular radio station – 3AW – has widened the gap at number one, recording the biggest jump in the Nielsen ratings from 24 June to 1 September.

The Fairfax-owned AM station jumped from 15% to 16.2% audience share Monday to Sunday, with the biggest listenership spikes at breakfast and in the evening.

The 3AW breakfast show with Ross Stevenson and John Burns – which was up by 2.5 percentage points – now enjoys a massive 21.6% share of morning listeners, one of the most dominant positions in Melbourne radio.

The station’s drivetime audience also grew slightly, up 0.2 percentage points to 12.8% share Monday to Friday, but it is probably too early to say whether the impact of the sacking presenter Derryn Hinch in late August had any baring on the result.

Read more »

Adelaide radio ratings: ARN’s Mix 102.3 moves up to top slot

sean craig murphy

Sean Craig Murphy - Up 2.2 ratings points

Australian Radio Network’s Mix 102.3 has moved ahead of dmgRadio Australia’s 5AA to take top slot in Adelaide’s radio ratings.

According to new numbers published this morning by Nielsen, Mix 102.3 grew its Monday to Sunday share to 15.7% while 5AA fell back to 13.9%.

One of the biggest shifts came in drivetime where Mix 102.3′s Sean Craig Murphy grew his audience by 2.2 percentage points from 12.9% to 15.1%. The station also saw a big jump in listening between noon and 4pm – increasing by 3.3 percentage points to 18.7% share. Read more »

OzChild campaign seeks foster parents

Child protection group OzChild has launched a campaign to find more foster parents.

The campaign uses the slogan ‘It’s not what you are, it’s who you are that matter’ and aims to show that all sorts of people - gay couples, single women, empty nesters – can make great parents. Read more »

Helen Karabassis reunited with former boss Chris Mort at TMS

Helen Karabassis

Saurin Worthington

Helen Karabassis, the former strategy director of McCann, who left after sweeping changes followed the merger of McCann and Smart in September last year, has been reunited with former colleague Chris Mort at media agency TMS.

Karabassis joins as head of strategy and insights at TMS, an independent agency with Toyota as its key client.

Chris Mort joined TMS as CEO in February, and left along with Karabassis and many others under the new regime led by incoming CEO Ben Lilley.

Also new to TMS is former Starcom national business director Saurin Worthington, who joins as group business director. Worthington spent more than 16 years at Starcom before leaving in February of this year. Read more »

Ex-Sound Alliance commercial director Ben Shepherd gets gig at Dainty

Ben Shepherd, the former commercial director of Sound Alliance, has emerged at events promoter Dainty Consolidated Entertainment, based in Melbourne.

Shepherd takes on the role of group commercial director at Dainty, which has promoted recent events such as this year’s tour of soul singer and The Voice mentor Seal, Frankie Valli and Duran Duran. Read more »

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