Old Spice has recruited the ‘Bondi Hipsters’ to present an Australian take on the brand’s ‘Mom song‘ used in the US to market the brand.
The Bondi Hipsters, Christiaan Van Vuuren and Nick Boshier who play hipsters Dom and Adrian, sing to Dom’s mum’s about how he’s a man now capable of tying his own shoes and who has his own Medicare card.
Dom and Adrian sing their farewell about Dom moving out of home before explaining where his manliness came from. The answer – Old Spice.
Old Spice brand manager Rachael Read said: “We are thrilled to release ‘Man Song’, a locally created music video, inspired by viral Old Spice ad ‘Mom Song’, today. The unique tension point between mums and their sons as they transition from boyhood to manhood proved rich creative territory for us. By bringing this to life creatively with the Bondi Hipsters we were able to remind guys of how Old Spice can help them navigate this unique journey in a fun, shareable and uniquely Australian way.”
Speaking after today’s newspaper CEOs forum, Julian Clarke backed the “deliberate campaign” of The Australian which in recent weeks has begun publishing confidential adjudications before the APC claiming the self regulatory body has been overstepping its authority.
“We have concerns about certain deliberations that have been made that affect us,” said Clarke, in response to a question from Mumbrella, following the end of The Newspaper Works’s CEOs panel Future Forum. Read more »
Production house Endemol Australia is set to farewell its head of development Nathan Gibbs imminently, with head of digital Lulu Wilkinson also preparing to depart the company in the next few months.
Gibbs had been with Endemol since 2007, when it was known as Southern Star, joining the production house as a development producer. Since then he has worked with the company as a consulting executive and executive producer working on shows such as Beauty & the Geek and Undercover Boss before being promoted to the head of development in January 2012.
Prior to his time with Endemol, Gibbs worked with Seven as a producer.
CEO of News Corp Australia Julian Clarke has sought to downplay a damaging leak of internal financial information by this morning telling a forum of newspaper publishers that he was “not too worried about it”.
Asked by Future Forum panel moderator Russel Howcroft about yesterday’s leak, which was revealed by news website Crikey (paywall), that showed the News Corp’s Australian newspaper division dropped $320m in ad revenues and cut one in eight jobs in the 2012-13 financial year, Clarke said the issues facing the newspaper industry were universal but that with good strategy they could be overcome.
“I can confirm it was an interesting day,” said Clarke. “I won’t say too much more than what I’ve said to our staff and that is what was published was 14 months old. No one is in any doubt about the headwinds that all of us are facing and continue to face.
“My reaction, to any of this, is to say reality is the first thing you have to acknowledge and then you start to devise your game plan around it.” Read more »
Digital services company Excite Digital Media, which operates from the same Bondi Junction office as defunct search agency Adlux, acquired the assets of the collapsed company in June it has emerged, with creditors now being warned they are unlikely to receive much of the money they are owed.
The founder and chief executive of Excite Digital Media Evan Balafas told Mumbrella that he paid a “considerable” amount for the assets of the business, which was founded by George Papaioannou in 2009 and whose chief executive until June was Nicholas Stavropoulos.
The acquisition left the finan cial liabilities with Adlux. Adlux folded earlier this month owing around $3.6m to creditors, as well as undetermined amounts to the tax office.
Balafas said he also had held a minor stake in Adlux, while Papaioannou and Stavropoulos are understood to have a small holding in Excite Digital Media.
Media agency Ikon Communications Melbourne has picked up strategic assignments for Mazda’s next two launches, including the launch of the Mazda2, Mumbrella can reveal.
However OMD Melbourne remains an agency of record on the account, which has a media spend of around $43m according to Nielsen.
McDonald’s promotes ‘McMate’ burger in ad which sees the public take over a McDonald’s to prepare the burger
McDonald’s is promoting its publicly voted for burger with a new ad which sees a group of customers take over a McDonald’s kitchen to prepare one of the “McMate” burgers for Maccas staff.
According to the ad, created by DDB Sydney, consumers suggested the ingredients for the two burgers, which comes in a chicken and a beef variety, and also named it.
“We wanted to highlight our fans’ ownership of the burger, and felt there was no better way to demonstrate this then by flipping the restaurant on its head and letting Australians take over the kitchen and showcase the ingredients they selected for our first ever crowdsourced burger, the McMate,” a McDonald’s spokesperson said.
Communications Minister Malcolm Turnbull has said the government will not pursue changes to the much-debated media ownership rules until “more consensus is achieved” between executives from the major companies.
In a speech to the Newspaper Works Future Forum this morning Turnbull confirmed the much-anticipated rule changes, which would see the path cleared for a series of mergers in the industry and were originally signalled to go through this year, admitted that whilst there is a need for change, it cannot happen whilst there is “self interest” in the market.
Whilst Nine Entertainment Co, Network Ten and News Corp have all come out in favour of abolishing the “two out of three rule”, which prevents media companies from owning TV, radio and print assets together, Seven West Media’s chairman Kerry Stokes has said he is not in favour of the change.
During today’s speech Turnbull also said the big publishers have to embrace change as it comes, quipping: “We cannot be like Canute who wants to turn back the waves, we’ve got to be like a great surfer who takes advantage of them and rides them. All of that is an opportunity, but it demands of us enormous nimbleness.”
In the UK the public broadcaster the BBC has used a similar device for a number of years called Newstracker, in a bid to counter criticisms from vocal critics of the broadcaster that it is sucking audiences away from independent and other commercial news organisations.
The service will have a focus on domestic news, but also point audiences in the direction of other popular news sites. According to Nielsen Online rankings ABC News’ sites are the fourth most popular site in Australia, with a unique audience of 2.5m.
Ten’s Wonderland largely maintained its second season debut audience, boosting it slightly from last week’s 519,000 to 532,000, overnight OzTam TV ratings show.
Meanwhile reality dating TV show The Bachelor continues to shed viewers, it was watched by 640,000 viewers compared to last week’s 683,000. However, it did help Ten beat the ABC in terms of audience share with Ten grabbing a share of 12.6 per cent compared to the ABC’s 10.6 per cent share. The Bachelor is the second most watched show across the younger demographics (people 16 – 39 and people 18 – 49).
The ABC saw its share fall on the back of substantial ratings declines for new comedy show Utopia at 8.30pm, which lost 180,000 viewers pulling 597,000, whilst the second episode of Reality Check which looks at the week in reality TV and is hosted by Tom Ballard also struggled, only drawing a metro audience of 392,000, down from 559,000 on its debut last week. However Utopia was the most time-shifted show of last Wednesday getting an extra 162,000 viewers taking its total audience to 940,000.
Nine’s The Block Glasshouse was the most watched entertainment show for the night drawing an audience of 1.056m however that wasn’t enough for the channel to secure a win, with Seven beating Nine’s share of 20.4 per cent with a share of 21.6 per cent. The Block was the most watched show across all demographics.
The Macquarie Radio Network is undertaking a “comprehensive review” of its sales and marketing functions after its revenues and profits both dropped back despite the Sydney radio market actually growing last year.
The network, which runs the most listened to Sydney radio station in 2GB, saw profits after tax drop 35 per cent on the previous year to $5.9m, with operating revenues down 2 per cent to $56.5m, and ad sales revenues down nearly $700,000 to $51.348m.
Chairman Russell Tate admitted the operating revenues were disappointing, adding: “The Sydney radio market grew by over 2 per cent in the financial year, and our operating revenues were actually down on prior year. A comprehensive review of our sales and marketing approach was commenced in the last quarter of the year and we are confident of regaining lost share in 2014/15 to move back into earnings growth.” Read more »
Woolworths is promoting Jamie Oliver’s dinnerware which is exclusive to the supermarket chain in a 16-second TV commercial.
The spot follows on from the supermarket returning to its ‘Fresh Food People’ positioning in a new brand campaign from Leo Burnett Sydney which only featured Woolworths ambassador Jamie Oliver right at the end.
Budget Direct has appointed 303Lowe Sydney to handle its creative account following a competitive pitch, Mumbrella can reveal.
303Lowe Sydney beat out Host and BMF for the appointment, with the final stages of the pitch between Host and 303Lowe
Nick Cleaver, CEO, 303Lowe, said in a statement: “Budget Direct are a company with huge ambitions, and an appetite to do ground breaking work, so from the very beginning we felt there was a strong shared mindset between us as a team. The prospect of working with Budget Direct to deliver transformational growth is an inspirational challenge. We’re immensely excited by the opportunity.”
The agency will be responsible for Budget Direct’s creative advertising, including TV, print, outdoor and radio and is tasked with driving growth for the insurer and “building on the brand’s high awareness to generate even more consideration and conversion amongst consumers”. Read more »
Crowdsourcing competitions, popular with companies seeking to tap into groups of knowledge, are often diminished by malicious behaviour, according to a new study.
The research, published today in the Journal of the Royal Society Interface, found the opennesss of crowdsourced competitions, particularly those with a “winner takes all” prize, made them vulnerable to attack.
Crowdsourcing has become an increasingly popular way for companies to find new logos and even ad campaigns, bypassing professional agencies in the process. Some have said it is devaluing the rates and roles of freelancers.
The researchers used game theory to analyse the trade off between the potential for increased productivity from crowdsourcing a project, and the possibility of it being set back by malicious behaviour. They cited the DARPA Network Challenge as an example of a hijacked crowdsourcing competition, in which the organisers were left to sort through many fake submissions, including fabricated pictures of people impersonating DARPA officials. Read more »
Leaked confidential News Corp financial documents have shown the Australian newspaper division dropped $320m in ad revenues and cut one in eight jobs in the 2012-13 financial year.
The documents, obtained by independent news website Crikey (paywall), reveal previously unproven claims about the collapse of News Corp print revenues with the publisher losing $320m in advertising revenue in 2012-13 and shedding more than 1,000 jobs that year.
Crikey’s publication of the documents has drawn an angry response from News Corp CEO Julian Clarke who said in a statement: “The figures quoted are 14 months out of date, have been illegally circulated and are not from our statutory accounts. They do not reflect the current performance of the business.” Read more »
The Ad Standards Board has ruled against a cartoon image on a website for hardware and machinery brand Macket Bracket for employing “sexual appeal in a manner which is exploitative and degrading”.
The offending image was of a cartoon woman which the complainant described as “oiled, with breast enhancements, wearing a small bikini and jean shorts unbuttoned” who is accompanied by text which reads “Get it up faster every time.”
Citing a clause in the ad standards act which prevents discrimination on the grounds of gender the complainant said: “I was deeply offended by this type of advertising. Not a great endorsement of young women, who are clearly over sexualised in this campaign”.
Macket Bracket did not defend the image, telling the ASB it would be taken down adding: “Sorry if this has offended this one and only lady.”
Gambling company Tatts Group has unveiled a new brand identity as part of a strategic repositioning project undertaken by communications agency Hulsboch.
The new brand identity aims to position the group as a leading global lottery, wagering and gaming conglomerate and has seen its logo transformed from a group of stars into an icon suggestive of a star, while the brand’s colouring has shifted to a brighter blue.
Executive creative director Hans Hulsbosch said: “The new identity for Tatts is a key contributor to the Group’s business evolution and sets a strong framework for the future. The simple, clean, contemporary logo style is composed of two components: the top graphic known as ‘the star’ and the distinctive lettering ‘Tatts Group’.
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
- Carat retains Woolworths $240m media account
- ABC boss Mark Scott confirms 70 job losses with closure of Australia Network
- 2DayFM quietly removes Mel B from websites as star’s stint on breakfast ends
- TV ratings: Bringing Sexy Back and Save with Jamie both pick up steam
- Publicis Mojo leads list of agencies for Barangaroo marketing
- Southern Cross Media announces $296m loss after write down of regional assets
4:34pm - BCM’s Paul Cornwell and Kevin Moreland have taken on the #IceBucketChallenge, which in Australia is raising money for research into motor neurone disease. They’ve challenged Leo Burnett’s Todd Sampson, Network Ten’s Russel Howcroft and Cummins & Partners’ Sean Cummins to get involved.
3:40pm - Don’t forget to check out the FYI section, today you’ll find some of these stories: BT Financial Group acting chief marketer to step down in October; Luke Sullivan joins Salmat from News Corp as national head of agency sales; and, BMF appoints new creative team.
2:50pm - Following the decision by retailer Woolworths to retain Carat as its media agency, Mumbrella’s Nic Christensen asks if the much-maligned pitch for the $240m account is a case study in how clients should not treat their agencies. Read more »