Mumbrella hangout with R/GA founder Bob Greenberg



The founder of one of the most influential digital agencies in the world Bob Greenberg told Mumbrella during a live video hangout that “planning is controversial”, arguing planning insights have evolved beyond consumer insights.

He was interviewed by Mumbrella editor Alex Hayes and Mumbrella Asia editor Robin Hicks on a variety of topics including the future of the industry, the model behind the agency, his views on the future of wearable technology, and his view on award shows and scam advertising.

Responding to a question from social media around what talents R/GA looks for in planners specifically he said: “Planning is controversial. We went through different versions of planning and we think that the insight now has changed dramatically from being one that would be used for a storytelling, metaphorical commercial and again I’m not suggesting those are going to go away, I’m just suggesting they’re going to become less relevant. A really great planning insight together with great production is going to be a very successful commercial, that type of planning is still very relevant.

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Another version of Leo Burnett’s ‘Bundy’ Lions entered Press ad ran in National Liquor News

Leo Burnett Sydney’s ‘Bundy’ ad celebrating Bundaberg Rum’s 125th anniversary appeared on the cover and as a double page spread of the November issue of trade press title National Liquor News, Diageo has confirmed.

'Bundy' as it appeared in the National Liquor News

‘Bundy’ as it appeared in the National Liquor News

Yesterday Mumbrella ran a comprehensive wrap up of where each entry into this year’s Cannes Lions Press category ran, with a search by Ebiquity showing a version of the ‘Bundy’ ad had run in the Courier-Mail last November.

However, the execution, and the one highlighted by Diageo, are subtly different from the execution which was entered for Cannes but failed to make the shortlist. Under the rules of the Lions entries must be submitted exactly as they ran in the media. Read more »

Don’t rely on marketing alone to solve a crisis, Vodafone marketing boss says

vodafoneMarketing alone will not haul a struggling business off its knees, Vodafone’s chief marketing officer has said, after admitting that one of its own priorities to rebuild the embattled brand was to win over disgruntled staff.

Kim Clarke said Vodafone was beginning to get back on its feet after a turbulent period which saw the company become the least trusted brand in the sector.

Not only did public sentiment slump – and one million customers desert the network – but “our own people stopped believing in us”.

“That for me was telling,” Clarke told a room full of marketers yesteday .

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Native advertising ‘incredibly controversial’, admits Forbes executive

forbes_1200x1200Native advertising that is not clearly labelled risks destroying the long-held trust between reader and brand and amounts to nothing more than prostitution, media experts have warned.

A panel discussion at the Association of Data Driven Marketing and Advertising (ADMA) conference heard yesterday that branded content can only work if it is made clear to the consumer that what they are reading or watching is not independent.

Forbes Media has embraced the native advertising model, and chief insights officer Bruce Rogers acknowledged that it was highly contentious when the company began to carry branded content.

“We knew it would be incredibly controversial and we were very careful,” he told delegates. “We picked our partners and our editors are not producing content, unlike other organisations. A marketing team assists in creating content. It was very important to introduce it in the right way because we knew it could make or break it if we did it wrong.” Read more »

Netflix insights head: CMOs must use gut instinct with data

Tim DonzaUS streaming giant Netflix’s consumer insight director Tim Donza today told a room of marketers how the best marketing decisions come about through the use of a combination of gut instinct and data analytics.

Speaking this morning at the ADMA Global Forum, Donza explained to the audience how just as the film industry had found the formula for successful film-making involved forging an emotional connection with people, marketers needed to find a way to connect their product to consumers “as people”.

“You should look for that emotion selling proposition,” said Donza. “Brands are looking to connect with people as people, on a deeper level and really forge that connection with the brand itself.” Read more »

Today Tonight report on Christian group breached TV code of practice rules ACMA

seven today tonightThe media watchdog has ruled Channel Seven Sydney breached factual accuracy clauses of the Commercial Television Industry Code of Practice in a story on Today Tonight which portrayed a Christian organisation as having prayed over a dying woman rather than getting medical help.

An investigation by the Australian Communications and Media Authority (ACMA) found that in reporting on the death of a female member of a the ‘Bruderhof’ organisation after suffering a stroke, the community and the woman’s son were portrayed by Today Tonight to have treated her with prayer and hymn singing as a substitute for medical care.

The segment proceeded despite a Medical Tribunal inquiry reporting, shortly before the story went to air, that the dying woman was given sympathetic and competent medical treatment in the form of palliative care, and the doctor’s decision was motivated by his belief that his mother would have elected not to receive aggressive medical treatment.

Seven has said it is “disappointed” in the ruling.

The ACMA also found that the licensee breached the factual accuracy clause relating to the promotion of news or current affairs by claiming, in a promo for the program, that the Bruderhof ‘prayed…instead of seeking medical help.’

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Forbes Insights boss: CMOs must focus on ‘hard’ not ‘soft’ KPIs

Screen Shot 2014-07-30 at 10.50.55 amBruce Rogers chief insights officer of US business giant Forbes Media has told a forum this morning that marketers must be focused and remunerated based on so-called “hard” metrics such as sales and revenue.

Speaking on day two of the ADMA Global Forum at the Hilton Hotel Rogers told the audience that it was those chief marketers who were working with key stakeholders such as the CFO who would have the most longevity in their roles.

“It’s not about brand measurement…  its not about how many likes likes, shares, or followers it’s about revenue. What does the CEO care about? That’s what they care about,” said Rogers.  Read more »

Jeep rolls out more Patriot and Compass ads

Jeep has followed up its a cliff spot with two new ads promoting the 2014 Patriot and the 2014 Compass.

Created by Cummins & Partners, the spots continue with the ‘bought a Jeep’ positioning.

The ad for the Patriot sees a primary school student talk about her family’s weekend away at a remote beach during show and tell to which a watching student whispers to his mate ‘they must have bought a Jeep’.

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Media world ‘in chaos’ as journalism, publishing and agencies face grim future, according to US commentator

B-Garfield-AThe future of traditional journalism, particularly at a regional level, is “fucked”, as are legacy publishers and even agencies, with all becoming obsolete in the digital age, according to a media commentator.

Veteran US journalist Bob Garfield painted a picture of near-armageddon with out of work journalists, a defunct advertising model and agencies who are no longer relevant.

He also had strong words for creatives who “like to give trophies to one another for their creative genius and parade like Tony the Tiger down Madison Avenue every Fall during ad week,” warning “if they think people love their ads they are sorely, tragically mistaken”.

Speaking at the Association of Data Driven Marketing and Advertising (ADMA) conference in Sydney yesterday, Garfield, a columnist for Media Post, said the Internet has spawned “billions of journalists on the ground and camera phones in hand in search of a story”.

“I represent the last generation of journalists whose vocation was a handsome livelihood,” he told delegates.

Asked about the future for a 30-something journalist, he said: “You are fucked,” adding that a journalist friend with years of experience now waters plants in offices for a living. Read more »

Paramount Pictures apologises for combining ‘that artwork’ with September 11 opening date of Turtles film

Teenage Mutant Ninja TurtlesParamount Pictures has now apologised for a poster promoting the Australian release of  Teenage Mutant Ninja Turtles on September 11 which featured the heroes falling from a New York skyscraper.

“We are deeply sorry to have used that artwork for the marketing materials promoting the September 11 opening in Australia,” said Paramount Australia in a statement. “Combining that image and date was a mistake. We intended no offense and have taken immediate action to discontinue its use.”

The poster, which was launched on Paramount Australia’s Twitter and Facebook pages yesterday evening drew immediate criticism on social media for its similarity to images from the Twin Towers attack in New York of September 11 2001. On both social media websites the poster for the film – set in New York – was uploaded with the comment: “Check out the official poster for #TMNTin cinemas September 11!”

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Caltex aims to differentiate its Aussie roots with new brand campaign

Caltex is aiming to differentiate itself from its multinational giant fuel supplier competitors in a new campaign which looks at the various ways the product is used in Australia.

Created by Leo Burnett, the commercial is a montage of shots of different vehicles presumably running using Caltex fuel and ends on the tagline ‘One name moves more Australians than any other. Caltex, with you all the way”.

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The Block: Glasshouse struggles to lift as Ten’s new Jamie Oliver show comes fifth in 7.30pm slot

the block glasshouseThe Block: Glasshouse failed to find a big lift last night after dropping below a million viewers against the finale of Masterchef on Monday night, coming second to Seven’s the X Factor in the 7.30pm ratings battle.

Nine’s returning reality show got 1.002m viewers, making it the sixth show of the night overall, while Seven’s singing contest pulled in 1.107m, but was still down on last week’s 1.16m viewers despite the absence of Masterchef from the timeslot.

Hamish & Andy’s South American Gap Year also suffered a drop last night for Nine from last week’s season high after being moved to the later 8.30pm timeslot, getting 987,000 metro viewers according to OzTam preliminary overnight ratings. However the show did top all the demographics ahead of The Block and X Factor.

In place of its cooking show which finished on a high on Monday Ten ran Jamie Oliver’s new series Save with Jamie which got just 441,000 viewers at 7.30pm losing in the timeslot to SBS’ Who do You Think You Are, which saw 471,000 people tune in to see Richard Roxburgh’s family history. ABC’s 7.30 (651,000) and Foreign Correspondent (616,000) ensured Jamie was relegated to fifth place for the timeslot

Ten slipped back further still as the struggling second season of Under the Dome got just 399,000 viewers at 8.30pm after getting 522,000 last week, up against Hamish & Andy and Seven’s Winners and Losers which got 768,000, well down on last week’s 860,000. Read more »

Paramount Pictures removes controversial Australian 9/11 Ninja Turtles poster from social media

Paramount Pictures has tonight deleted from its Facebook and Twitter accounts its film poster for the opening of movie Teenage Mutant Ninja Turtles on September 11 which features its heroes falling from a burning New York skyscraper.

The poster was up for just a few hours but quickly drew social media comment about its apparent insensitivity, particularly as the film opens on the 13th anniversary of the 9/11 terrorist attack on the US.

How Paramount Pictures tweeted the poster

How Paramount Pictures tweeted the poster

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Live blog: Tuesday, July 29

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

7.10pm – It’s a tough job, but Ten’s amiable frontman Russel Howcroft is willing to do it…

6pm - A poster for Teenage Mutant Ninja Turtles, which opens in Australia on September 11, has begun to create a stir on social media. It features the heroes of the film falling from a NY skyscraper as it explodes behind them.

4:20pm - Mumbrella will be hosting a hangout with Bob Greenberg, co-founder of digital agency R/GA at lunchtime tomorrow. Get ypur questions in via #askbobg and via the comment thread here. Read more »

Poster for Teenage Mutant Ninja Turtles September 11 film opening shows heroes plunging from New York skyscraper

A newly released poster for Paramount Pictures’ Australian release of Teenage Mutant Ninja Turtles on September 11 features an image of the heroes plummeting down the side of a New York skyscraper.

ninja turtles september 11

The tweet from Paramount

The poster, which was launched on Paramount Australia’s Twitter and Facebook pages this evening has drawn immediate criticism on social media for its similarity to images from the Twin Towers attack in New York of September 11 2001. Read more »

AAP buys Crown Content, parent company of Margaret Gees

aap logoAustralian Associated Press (AAP) has announced it has bought directories and media contacts businesses Crown Content, which runs brands such as Margaret Gee’s Media Guide and Who’s Who in Australia.

Crown Content’s stable of seven online and printed directories will now be incorporated into the AAP Medianet business, with redundancies expected as a result of the streamlining of management, sales and production.

“The acquisition of the directories business will create an enhanced value proposition for our clients – including the 1,500 current clients of the Margaret Gee’s Media Guide”, said Bruce Davidson CEO of AAP. Read more »

Comprehensive review raises questions over nine of 20 Australian Press Lions entries

An exhaustive review by Mumbrella of every local entry into this year’s Cannes Press Lions has raised questions about at least nine of the 20 campaigns entered from Australia this year.

Samsung 'The dog and the cat'

Samsung ‘The dog and the cat’

The additional campaigns where Mumbrella has been unable to find evidence of them having run in mainstream media include two from Leo Burnett Sydney which promote safe driving messages for Samsung, and one from Saatchi & Saatchi Sydney, for mineral water brand Capi.

Another campaign by Leo Burnett Sydney for Bundaberg Rum has also raised questions about whether the same version entered for the awards ran in print.
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Huffington Post to be Australian ‘market leader’ in three to five years says general manager

huffington post logoThe general manager overseeing the international growth of the Huffington Post has rejected suggestions it is entering the Australian market too late, insisting it intends to become the market leader Down Under within three to five years.

Rumours have persisted the influential publication would enter the Australian market for the past two years. In that time competitors Buzzfeed and the Daily Mail have entered the local market.

Koda Wang, speaking to Mumbrella on the sidelines of the Australian Data Driven Marketing and Advertising conference in Sydney today, said: “Just because you’re earlier doesn’t mean you will win.

“It’s not about missing the boat. It’s about being not just the right site at the right time, but do you have the right audience, the right content and the right strategy.”

Wang revealed that talks are underway to find a local publishing company to partner The Huffington Post in its Australian launch, which will take place in the first quarter of 2015, but declined to say who it was in discussion only confirming it was in the process of “discussing and evaluating who would be the best fit”.

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