Cronulla Sharks feed opposition’s jerseys to Great Whites

The Cronulla Sharks have unveiled their 2014 campaign which sees former players Andrew Ettinghausen and Stuart Raper search for the fiercest version of the Sharks mascot in the flesh as the team introduces the tagline ‘It’s feeding time’.


The pair travelled to Cape Town, South Africa where they were joined by shark conservationists and award-winning shark documentarians.

They dressed seal decoys, used by scientists to study the behaviour of Great Whites, in each of the opposition’s team jerseys and threw them overboard. The activation is part of the broader repositioning of ‘Born With It’, created for the club by George Patterson Y&R Sydney.

Ettinghausen said: “It literally took two minutes for a four point five meter monster to come out of the water and sink its teeth into the Manly strip.”

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Mr and Mrs Cheese elimination wins 1.7m for Seven as The Block grows Tuesday night audience to 1.158m

My Kitchen Rules’ elimination of “Mr and Mrs Cheese” drew more than 1.7m viewers to Channel Seven last night as The Block had 1.158m watching contestants strive to come up with original ideas for their living and dining rooms.

The Biggest Loser had 390,000 viewers on Channel Ten, and ABC1 was third in the 7.30pm timeslot with 685,000 for 7.30 and 560,000 for Family Confidential, preliminary overnight metro ratings from OzTam show.

Despite falling second in its timeslot The Block continued to grow its audience, with its highest Tuesday night rating yet, and Nine picked up the biggest audience from 8.40pm with 1.079m for a new episode of The Big Bang Theory.

Nine then held onto 853,000 for a repeat of The Big Bang Theory that followed, while Seven had 886,000 for a new episode of its original Aussie drama Winners and Losers.

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Optus continue to target Telstra despite court ruling

Optus has continued to target Telstra’s coverage with a new ad comparing the percentage of the Australian population Optus’ mobile network reaches to Telstra’s coverage, despite losing a court case over a similar attack ad last month.

Telstra claimed Optus’ campaign misrepresented the network coverage and the ads misled customers into believing Optus and Telstra’s mobile networks covered 98.5 per cent and 99.3 per cent of the Australian landmass respectively.

The new ad, created by M&C Saatchi, has carefully altered the wording, and removed the use of an outline of Australia, to reflect the coverage of the Australian population rather than the Australian landmass.

An Optus spokesperson told Mumbrella: “We want to be as clear as possible. We felt we were clear last time but there was question around was the voiceover clear or was it clear in terms of the graphic. We clearly state that on our website, we clearly talk to population coverage and that’s a measure we’ve been communicating for a number of months now.”

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M&C Saatchi takes The Monkeys head of digital Ben Cooper as group innovation director

Ben CooperOne of adland’s most respected digital minds Ben Cooper has been poached from The Monkeys by M&C Saatchi Sydney for the newly created role of group innovation director, Mumbrella can reveal.

Cooper will head innovation across the ten businesses that comprise the M&C Saatchi Group, leading social, mobile and content across the agency and will work alongside CEO Jaimes Leggett and ECD Ben Welsh.

Since losing the David Jones account last year to Whybin\TBWA Sydney the agency has moved to bolster its offering, hiring Justin Graham from Droga5 and Optus group head Chiquita King from Leo Burnett.

Prior to the new role Cooper has worked at The Monkeys as the agency’s digital director for the past four and a half years, working on a variety of projects including Ice Break’s ‘Add a Motor to it’ campaign and  Ikea’s Klippbok iPad App.

In a statement Cooper said: “Everything has clicked for me. A strong team, aligned ambition and bold clients. What really grabbed me was the incredible amount of thought M&C Saatchi has put into where it’s heading. They’ve a strong vision, an empowered team and the smarts to place digital and innovation at the heart of the agency.

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Ten shifts So You think You Can Dance to Thursday night

so you think you can dance

Channel Ten has shifted struggling reality show So You Think You Can Dance from Sunday evenings to Thursdays in a bid to give it “cleaner air” and get more traction with viewers.

The network heavily promoted the show, which it brought back after a four-year hiatus, during its Summer schedule including the Big Bash League, however it failed to pick up viewers from the off, debuting on February 10 to a capital city audience of 466,000 viewers, and sinking as low as 313,000.

It has also invested heavily in talent, bringing in US judge Paula Abdul and Carrie Bickmore to host it. The show’s failure two weeks ago condemned Ten to its lowest ever audience share of 6.4 per cent.

Competition from established competitors My Kitchen Rules on Seven and The Block on Nine has been blamed for sapping the audience initially, prompting the network to move it to a later time at 7.30pm to avoid the blockbuster franchises.

In an analysis piece on the problems Ten is facing one programmer tole Mumbrella Ten would have been well advised to have launched the dance show on a Thursday, when there is less staunch competition, but also traditionally has smaller audiences.

The move also comes less than a week after the network hired veteran programmer John Stephens to help with its scheduling issues.

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Morning Update: Miss Piggy launches lifestyle brand; First branded parody of viral ‘First Kiss’ ad

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


Creativity-Online: Miss Piggy Launches ‘Moi’, A Lifestyle Brand for QVC

“The Muppets are all over the place ahead of the launch of their new movie, “Muppets Most Wanted.” QVC teams up with CAA Marketing for “Moi,” a spot that launches fashionable Muppet Miss Piggy’s new lifestyle collection.

In the spot, she parodies typical high-fashion and fragrance commercials inside a large, beautiful house, by emulating the poses of models.”

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Toyota reveals new ad by OddfellowsDentsu

OddfellowsDentsu has revealed the latest ad for Toyota featuring ongoing characters Zoe the concierge and Adam the salesperson.

The ad, which features Adam dressed in a malfunctioning costume, promotes the ‘Buyer’s Advantage’ sale and one per-cent comparison rate offered for a select range of Toyotas, including the Aurion and Camry models.


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Mumbrella live blog: Tuesday, March 11

Welcome to the live blog, our rolling coverage of what you need to know in the world of media as it happens. Refresh the page for the latest updates.

Top stories:

5:19pm – Here’s one to warm the cockles of your heart. BMF and 303Lowe are among the latest set of agencies to agree not to use apes in any adverts from now on.

4:35pm – We’re just over a week away from CommsCon, with a whole host of brilliant speakers, and the awards of course next Thursday evening. The latest event announced is a look at the government relations landscape with three expert speakers. See the program here, get the awards shortlist here, book tickets here.

CommsCon logo

Rupert Murdoch3:55pm – Here’s a piece of afternoon trivia courtesy of the NZ Herald – Ten things you didn’t know about Rupert Murdoch. Well, a couple of things you may have forgotten about him anyway.

2:47pm – We held a video hangout with ADMA’a Jodie Sangster and Telstra’s legal counsel Matthew Leung talking about the Privacy Act which go live tomorrow. Check out the chat here, and put any other questions you have to Jodie via the comment thread on the page.

1.35pm – Commercial Radio Australia’s Joan Warner has told Mumbrella that it is not open to including streaming sites like Pandora and Spotify in the ratings. Full story here.

1.15pm – Nova has told Mumbrella that after today’s bad ratings result for 2DayFM Sydney is now a “two horse race” between them and ARN’s KissFM. Story here. 

12:53pmEddie McGuire’s breakfast show held on to number one for Triple M in Melbourne by a whisker, but that didn’t stop them releasing this (anchorman inspired?) pic #winning

Screen Shot 2014-03-11 at 12.55.45 pm

12:13pm – In non-radio news Telstra has been fined $10,000 after breaching the privacy of 15,000 customers, an offence which from tomorrow could have cost the telco over $1m. We’re talking changes to the Privacy Act with ADMA CEO Jodie Sangster and Telstra legal counsel Matthew Leung at 2pm AEDST today.

11:42am – Not much has changed in Perth, with Southern Cross Austereo’s Mix 94.5 holding onto its number one station title with an audience share of 14.9 per cent. Closest rival Nova Entertainment Group’s Nova 93.7 lags behind with a share of 12 per cent

11:19am – In all the ratings excitement we’ve neglected those of TV, where last night My Kitchen Rules overhauled The Block after temporarily being overtaken on Sunday night. Secrets & Lies on Ten also dropped on its debut numbers last week. Read more »

BMF and 303Lowe among agencies to agree to not use apes in adverts

Screen-Shot-2014-03-11-at-12.28.52-PM-234x133A number of Australian ad agencies have taken a pledge to stop using apes in their advertising following a campaign from animal rights group, People for the Ethical Treatment of Animals.

Ogilvy & Mather Asia Pacific and BMF and 303Lowe have taken the pledge after a PETA initiative that started in October last year, long with smaller agencies including Marketing Mechanics, Studio 55, Blink Studio, NrG Advertising, Synergy Creative, Scott Advertising & Marketing and Toby Creative.

Agencies that have already promised not to use apes in ads include BBDO, DDB, TBWA, McCann Erickson, JWT, Y&R, Ogilvy & Mather and Saatchi & Saatchi.

Jason Baker, PETA’s director of campaigns, said: “Like human babies, young great apes need to be with their mothers, not taken away from them and left scared and alone in steel cages on a hot, noisy production set. By pledging not to use great apes, these agencies are helping stop animal abuse in advertising.” Read more »

Ladbrokes Australia promotes new eftpos card with campaign from The Really Quite Good Ideas Company

Ladbrokes Australia is promoting its new Eftpos card which it says enables punters to collect winnings just seconds after a race or sports match in a campaign which highlights how the card makes every ATM in Australia an instant payout machine.

The campaign, created by Brisbane-based The Really Quite Good Ideas Company, launches the new card which was developed as part of a multi-year agreement with the ASX-listed payments solution provider Emerchants Limited.

Ladbrokes Australia’s general manager of marketing and communications James Burnett said in a statement: “We believe it’s the biggest game changer in our industry since mobile betting.

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New government relations Liberal landscape to be explored at CommsCon

The changed face of government relations will be explored in a panel at next week’s CommsCon conference.

Di Lollo

Di Lollo

Gabrielle McDowell




Panellists include Justin Di Lollo, who runs STW Group’s portfolio of government relations firms including the Liberal-focused Barton Deakin and Labor-focused Hawker Britton.

Also on the panel is Gabriel McDowell, MD of PR agency Res Publica, where he heads the corporate and government relations team; and Terri-Helen Gaynor, founder of Reputation, which focuses on the corporate, government and not-for-profit sector.

Alastair Kinloch, director of public policy and government relations at financial giant AMP Limited will offer an in-house perspective. Read more »

Changes to Privacy laws explained in hangout with ADMA CEO Jodie Sangster

jodie sangster

ADMA CEO Jodie Sangster

Mumbrella held a live video hangout with Jodie Sangster, the CEO of the Association of Data Driven Marketing and Advertising (ADMA) today to discussing the major changes to privacy laws which come into effect on Wednesday, March 12.

During the hangout Sangster was joined by Telstra’s legal counsel Matthew Leung, and they discussed:

  • What the new Privacy Act is about
  • How it impacts channels like social media
  • New rules around sending data offshore
  • The importance of allowing customers to opt-out of communications
  • How re-targeting will be affected
  • Transparancy with customers about what data you are collecting and what you use it for

Businesses can face fines of up to $1.7m if found to be in breach of the Privacy Amendment Act.

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Commercial Radio Australia tells music streaming industry to fend for itself on measurement

Joan Warner

CRA CEO Joan Warner

Commercial Radio Australia’s (CRA) boss Joan Warner has said the radio industry does not see the inclusion of music streaming services, such as Pandora, Spotify and Rdio, in the new radio ratings system as a priority.

Speaking on the eve of the launch of the new radio ratings survey under GfK Warner told Mumbrella’s Media Metrics Masterclass yesterday that CRA’s priority would be in bedding down the new ratings system which launched today.

“I think we’ll leave the Pandoras and Rdios of the world to look after themselves for the time being,” Warner told the room.

“We survey radio usage – we don’t survey use of music streaming services. I’m not saying it is completely ruled out in the future but I think measurement of online music and streaming services is very difficult. Read more »

A ‘fairytale ending’, unexpected drop and new world order for radio bosses in Sydney

Kyle and Jackie O

Kyle and Jackie O

Kyle and Jackie O’s topping the radio ratings on Kiis 1065 is a “fairytale ending”, while 2DayFM did not expect such a large collapse in its audience share and that collapse has made Sydney a two-horse race between Nova Entertainment Group and the Australian Radio Network are the key messages from FM station bosses today after one of the biggest shifts in radio in recent history.

The move of the number one rating breakfast show from the Southern Cross Austereo (SCA) Today Network station 2DayFM to ARN’s newly rebranded station Kiis 1065 “could not have asked for a better result”, ARN national content director Duncan Campbell said.

Guy Dobson, chief content officer for SCA, expected the attrition but admitted the drop in audience share from 8.4 to 4.0 share points was larger than expected.

Meanwhile Kiis’s share rose from 5.0 to 8.4 share points and Nova remained steady in overall audience Monday to Sunday with a slight drop from 7.7 to 7.5 share points.

Soon after the results were released shares in SCA dropped 2.5 per cent to $1.39 and then rallied to $1.41, still 1.7 per cent down on where they opened this morning.

See radio ratings for Sydney, Melbourne, Brisbane, Perth and Adelaide.

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Agency FCB drops the Draft from its name seven years after the merger

FCBDraftFCB has undergone a global rebranding, ditching the Draft in its title in favour of Foote, Cone & Belding, or FCB for short.

The name change comes at a rocky period for the Interpublic Group-owned company in Asia Pacific, with FCB in recent months closing its Hong Kong office, having shut its Melbourne office in 2012.

The name DraftFCB came about after the merger of direct marketing brand Draft with above-the-line advertising brand FCB.

FCB group CEO and Chairman of FCB Sydney Bryan Crawford told Mumbrella: “FCB is one of the oldest brands in existence in our business, it’s a long heritage. This signals the fact that seven years on from the merger with Draft we are one agency and reflecting that long-standing heritage the brand has, it makes sense at this time to simplify the brand.

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DDB Sydney launches print campaign for Volkswagen Genuine Accessories

VGAAS0047_Volkswagen Genuine Accessories Print_0.2_HR5

DDB Group Sydney has launched a print campaign for Volkswagen Genuine Accessories that aims to compel viewers not to ‘ruin a good purchase with a bad one’.

The ‘Ruined’ campaign places two seemingly unrelated purchases side by side so viewers imagine the outcome of the questionable pairing.

ECD at DDB Sydney Dylan Harrison said the ads aimed to encourage people not to cut corners with accessories for their Volkswagen car.

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Telstra fined after breaching privacy of 15,000 customers

telstraAustralia’s largest telco Telstra has been fined after it was discovered the information of 15,775 customers from 2009 and earlier was accessible on the internet.

The Office of the Australian Information Commissioner (OAIC) and the Australian Communications and Media Authority (ACMA) found Telstra breached privacy laws after several spreadsheets containing Telstra customer data dating back to 2009 was discovered via a Google search, and was quickly removed by Telstra. The telco also issued an apology for the breach. 

‘This incident is a timely reminder to all organisations that they should prioritise privacy. All entities bound by the Privacy Act must have in place security measures to protect personal information,’ said Privacy Commissioner Timothy Pilgrim, one day ahead of major changes to the privacy act coming into force. Read more »

Perth radio ratings: Mix94.5 remains number one with little movement in market

Perth’s Mix 94.5 has continued its number one station supremacy with an audience share of 14.9 per cent, an increase of 0.8 share points from the last ratings period, according to numbers from new provider Gfk.

Perth total people share Mon-Sun. Source: GfK (click to enlarge)

Perth total people share Mon-Sun. Source: GfK (click to enlarge)

The Southern Cross Austereo owned station continues to pull ahead of its closest rival Nova Entertainment Group’s Nova 93.7 which held an audience share of 12.0 per cent.

Mix94.5’s new breakfast team Clairsy, Shane and Kymba managed to hold onto the station’s title of number one breakfast show, with its audience falling slightly from 13.7 per cent share to 13.5 per cent share. The team moved to the breakfast slot on October 28 having hosted drive previously.

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