Construction firm Simonds has created a brand campaign to mark its 65th year and launched a new positioning as ‘The Great Australian Builder’.
A 60-second TV slot takes viewers on a journey through the years as the firm looks to promote its Australian history and heritage. The slot finishes with founder Gary Simonds saying: “This is Simonds”. The work is by T20.
Simonds national manager of marketing and R&D Daniel Senia said: ‘The Great Australian Builder is a big statement, but as we enter our 65th year we believe we have the history, size and ambition to back it up.”
T20 director Rod Curtis added: “This is Simonds draws on Simonds’ homebuilding heritage and takes a nostalgic journey through six decades of family life. The commercial has big hair, a rumpus room, even an Apple LC2. It speaks to people of all ages.”
The Footy Show performed very strongly in certain states last night drawing a metro audience of 979,000 two days before the AFL grand final, while the finale Seven’s of the Amazing Race drew a lacklustre 416,000 viewers in response.
The AFL version of the program, which was screened at 8.40pm in the code’s heartland cities, drew 535,000 viewers in Melbourne, 110,000 in Adelaide and 97,000 in Perth. Sydney and Brisbane had 159,000 and 77,000 viewers respectively at 9.40pm, with the NRL grand final still a week away.
With fans tuning in for football audiences were well down for Nine’s reality series Big Brother with only 310,000 viewers watching the program in Sydney and Brisbane where it screened in the 8.40pm slot, while in the other states the show was screened on multi-channel Go! where it drew less than 100,000 viewers with 57,000 people in Melbourne, 20,000 in Adelaide and 18,000 in Perth. Read more »
Honda MPE has kicked off its spring-summer lawnmower marketing campaign with creative by Melbourne agency Accelerator.
Two TV ads have been created which will be supported with metro and regional online and print executions.
In the 30-second TV slot, a homeowner takes exception to a landscape gardener who tells him to build a large patio “so you’ll never have to mow again”. In the 15-second slot, he reveals to his wife the savings he has made on Honda purchases.
The campaign retains the established ‘Love my Honda’ theme and ‘brand evangelist’ characters.
Cadbury has launched a new $3million marketing campaign as it continues to develop its Marvellous Creations brand in collaboration with Saatchi and Saatchi Sydney.
The push is being led by a 15-second TV slot, out of home advertising and in-store activity with three new “carnival-themed” Marvellous Creations flavours at the heart of the campaign.
The TV ads will run until the end of the year with out-of-home active until October.
The TV ad follows the same Willy Wonka-style format as previous commercials with an “added touch of carnival-themed creativity”.
Packaging has also been refreshed with a design to “increase visibility on shelves”.
- DDB global creative chief Amir Kassaei: stop categorising ideas by discipline
- FCB bosses say there are no plans for brand to return to Australia
- Digital production company MediaMonks eyes Sydney and Shanghai as launch targets
- CUB takes aim at alcohol awareness group after Drinkwise ad is criticised
- Spikes Asia Film Craft shortlist dominated by Aussie production houses
- Australia lead the way in Direct at Spikes
- Cancer Council “I touch myself’ campaign among Aussie contenders for branded content at Spikes
An office worker freaks out, then goes on a trippy daydream journey into the world of vegetables when his new love interest announces she’s vegetarian in this quirky spot from New Zealand supermarket chain New World. In the film, by Colenso BBDO and directed by Nick Ball via Finch, our protagonist imagines being sucked into his fridge and then floating through the supermarket aisles, where he is addressed by a creepy smiling yam.
Diet Coke wants you to “get a taste of what life would be like if it tasted as good as Diet Coke” — and it turns out it’s exactly like an A-list party in the first-class cabin.
Google has hit back at the claim by Rupert Murdoch’s News Corp that it is a platform for piracy, arguing that it does more than “almost any other company” to fight illegal online activity.
The online search company responded to News Corp’s open letter to the European competition commissioner Joaquín Almunia last week in a post titled “Dear Rupert” on its Google Europe blog on Thursday.
Marriott International, the hotels group, is seeking an agency to develop a global brand campaign for the JW Marriott brand.
The New York-based intermediary Joanne Davis is running the pitch and contacted shops with a brief earlier this month. Agencies were asked to answer initial questions by the middle of last week.
Sources said the winning shop would develop a campaign to promote JW Marriott, which operates more than 50 hotels globally, including 22 in the US and Grosvenor House on London’s Park Lane.
The review does not affect WPP’s MEC, which has overseen media for all of Marriott International’s brands since it beat ZenithOptimedia to the business in 2011.
Speaking at the Spikes Asia advertising festival, Amir Kassaei, the global chief creative officer of DDB Worldwide, said that the industry needed to stop pigeonholing ideas by communications discipline.
“Stop categorising ideas,” he said. “It’s not about a traditional, digital, direct or experiential, but the most innovative marketing solution.”
“If we refocus on the main purpose of the industry we’ll have a future,” he said, referring to the need for agencies to prove themselves in the “art of salesmanship.” Read more »
Newly rebranded creative agency FCB has no plans to re-enter Australia or Hong Kong; an agency’s market presence should not be swayed by the “ego” of putting flags on a map, the agency’s APAC executive creative director James Mok said today.
Talking to Mumbrella at the Spikes Asia event in Singapore, the New Zealander said: “Where agencies have a market presence should not be about ego, it should be about smart business. The flags on a map strategy is dangerous, because it forces you to spend money when you don’t have to,” Mok said.
FCB, which dropped the ‘Draft’ from its name in March to restore the 141 year-old agency brand, closed its Melbourne operation in September 2012after losing lynchpin client Honda to Leo Burnett. It pulled the brand out of Sydney, bringing to an end two decades of operations in Australia, at the start of July this year. All clients and staff were transferred to AJF Partnership.
“Clients do not care whether an agency is branded FCB or not. They care about relationships with the right partner. Our partnership with AJF makes good business sense,” he said. “We have a brilliant partnership with them.” Read more »
Digital production company MediaMonks has been in talks with agencies in Shanghai and Sydney with a view to expanding its regional footprint beyond Singapore, where it officially opened an office in June.
The 14 year-old Amsterdam-based company, which produces high-end digital work for ad agencies, recently set up in Los Angeles and is looking to launch in Dubai next, then Sydney and Shanghai, the agency’s executives told Mumbrella at Spikes Asia today.
Wesley ter Haar, MediaMonks’ co-founder said that while the company’s growth has come from Europe and the US to date, it would need to “come from different regions now.”
Australian he described as an “interesting” market” that is “very local but quite big” with the necessary scale to do “big things”. Read more »
Brewer Carlton & United Breweries (CUB) has taken aim at alcohol awareness group Foundation for Alcohol Research and Education (FARE) which has today launched a social media campaign against the latest DrinkWise advert.
This morning FARE’s CEO Michael Thorn penned an opinion piece which was highly critical of the DrinkWise campaign, arguing it was a cleverly disguised beer ad, not a public health message. A video released by FARE this afternoon takes aim at the creation of the DrinkWise campaign by agency Clemenger BBDO Melbourne.
FARE’s response to the Drinkwise ad
In a response to the criticism CUB has sought to highlight what it claims is the $115m the group has received in government funding over the last decade, arguing the group is spending too much on administration and not on what it was set up to do, public education.
“This money should be immediately invested into developing a meaningful public education campaign rather than funding a special interest lobby group, and criticising other campaigns,’ said Jeremy Griffith, director of corporate affairs for CUB. Read more »
Australian production houses have dominated the Spikes Asia Film Craft shortlist for work locally and internationally.
Melbourne’s Exit Films led the way, with its Comets work for Diageo Australia and Leo Burnett Sydney, Every Day is One Day for Samsung Electronics and 72andsunny Amsterdam and Everybody Loves Sunshine for Treasury Wine Estates and DDB Melbourne making the shortlist.
Finch Sydney’s Intelligent Sounds for Intel and The Monkeys also made the cut, alongside Reolver/Will O’Rourke Sydney’s The Power of a Dollar for Bank of New Zealand and Colenso BBDO Auckland.
Australia has led the way in the Direct category at Spikes Asia, with Melbourne agencies just beating Sydney in shortlisted work.
Whybin\TBWA Melbourne have scored another shortlist for their ANZ GAYTMs for the ANZ Bank, with the agency’s Sydney office grabbing spots on the shortlist for its NRMA Crashed Car Showroom for NRMA Insurance and its Christchurch Repaired with Gold campaign for Christchurch & Canterbury Tourism.
Australia has 12 finalists in the branded content and entertainment category at Spikes, while New Zealand has six contenders.
‘Melbourne remote Control Tourist’ by Clemenger BBDO Melbourne got three nods, whilst its Footify FM for NAB was also on the list, along with Radiant return by DDB Melbourne (3 nominations), ANX GayTMs by Whybin\TBWA Melbourne, Phubbing for Macquarie Dictionary by McCann Melbourne,
‘I touch myself’ for Cancer Council by JWT Sydney (three nominations), Game On for Kia by Innocean Worldwide Sydney, Samsung S Drive by Leo Burnett Sydney round out the list.
It is understood that in recent months a number of media agencies with the process being led by Olivia Wirth and her team.
At this stage it is not clear which media agencies are on the shortlist but it is thought a number of contenders will line up for the high profile account.
“Qantas is reviewing its current media planning and buying arrangements,” said a spokesman for the airline.
“There are several agencies invited to be part of this process, including the incumbent, and we expect an outcome of the review by the end of the year.” Read more »
Fairfax Media has issued an apology for using a picture of the wrong man on three of its front pages today in articles about the teenage terror-suspect shot by police.
The image of the unidentified man ran in The Sydney Morning Herald, The Age and The Canberra Times under headlines including “Teen Jihad” and “Teen’s act of terror”, claiming it was 18-year-old terror suspect Numan Haider who was killed by police on Tuesday night.
In a statement on its websites Fairfax issued an “unreserved apology” for the error saying: “One of the photographs run on this website and Fairfax papers in relation to the death of Numan Haider was published in error. The young man in a suit was not Mr Haider, and we unreservedly apologise to him for the error.” Read more »
The simmering dispute between News Corp Australia and the Daily Mail Australia which saw the two publishers trade allegations they were each lifting each other’s stories and exclusives has been settled out of court.
The confidential settlement has seen both publishers claim victory with Martin Clarke, the Mail Online’s publisher, telling the Financial Times that the matter had been resolved “very much to my satisfaction”, while a News Corp spokesman told Mumbrella this morning: “We have settled our dispute with the Mail Online.
“It was agreed to keep the terms of the settlement confidential. We do note there has been a change in the practices of the Mail Online since we made our complaint.” Read more »
Fairfax will run a new festival in Sydney next March that will celebrate music, film, books, the stage, dance, contemporary art and design, with actor Richard Roxburgh appointed as its creative director.
The event, called Spectrum Now, will run over three weeks from March 11 to 29 and feature 150 exhibitions, gigs, talks, performances and events. It will be sponsored by ANZ with the aim of bringing “Sydney Morning Herald’s Spectrum section to life”.
Last year the company signalled it was pushing harder into the events space, and hired former Tourism Australia boss Andrew McEvoy to spearhead the charge.
James Robertson, who founded Effective Measure in 2008, and his brother Michael, group director of brand and commerce insights, are in the lab stage of the venture.
Both left Effective Measure recently, with Michael departing last week, but retain minority interests in the company.
Michael Robertson told Mumbrella that after several years in the online measurement industry it was time to embark on a new project. He said they left Effective Measure in a strong position, with a new chief executive – marketing and business strategist Graham Plant – just appointed to take the business forward. Plant replaces Richard Webb who left in March.
Leo Burnett Sydney was the only Australian agency shortlisted in the Print and poster craft category at Spikes Asia.
The agency had three separate executions – Rhino/Tiger/Shark – for WWF shortlisted, the same work that picked up a silver Cannes Lions in the press category.