Spinach creates new TV campaign for Circulon Cookware

Circulon Cookware has released a new campaign via full service agency Spinach aiming to showcase the brand’s non-stick circles.

The 30-second ad uses high-speed macro photography to give an extreme close up of the cookware to showcase its properties, and is the agency’s first work since picking up the Meyer Cookware account in April.

Spinach creative director Frank Morabito said: “When you cook with Circulon cookware, food won’t stick…guaranteed. That’s the powerful, simple message we needed to communicate. The secret lies in the non-stick circles that form the base of every Circulon pan.

“Despite previous attempts that message was lost. So we created this visually arresting campaign that focuses on what makes Circulon unique.” Read more »

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Aldi has new ads in its ‘Like Like’ campaign, including this slightly dark castaway-inspired piece.

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Four agencies make shortlist for Sensis media pitch

SensisAtomic 212, Initiative, Mediavest and Vizeum are understood to have faced off in the first round of the Sensis media pitch, Mumbrella can reveal.

Last week saw the agencies hold chemistry sessions in Melbourne ahead of the next stage of the pitch for the media business of the directories service, which Telstra sold a majority stake in to private equity interests at the start of the year.

Telstra’s media agency OMD is not participating in the pitch and it is thought that Initiative and Vizeum are the frontrunners, given they both have pre-existing Melbourne offices.  Read more »

BuzzFeed’s chief revenue officer Andy Wiedlin to open inaugural publishing conference

Andy-Wiedlin buzzfeedBuzzFeed’s global chief revenue officer Andy Wiedlin will deliver the keynote address at the inaugural conference exploring the future of print and digital publishing staged by Mumbrella in a joint initiative with Publishers Australia.

Called Publish, the two-day event on 19-20 November will examine the major challenges and opportunities for the publishing industry across magazines, newspapers and online.

Wiedlin, who joined BuzzFeed in 2011 and is responsible for leading its revenue growth strategy both in the US and globally, will headline the Publish conference. He has built the social content site from zero revenue to profitability with more than 500 employees worldwide. Read more »

Tourism Australia MD denies food and wine focused campaign favours luxury market

Restaurant AustraliaTourism Australia’s managing director John O’Sullivan has defended its latest campaign strategy of promoting the country’s food and wine, insisting it will not just benefit luxury product but the entire tourism industry.

Speaking to Mumbrella, O’Sullivan denied Restaurant Australia was geared only towards attracting affluent travellers dining at hatted establishments, arguing that 1,600 business have been showcased on the campaign’s website, with 700 turned into feature articles. Of almost 300 adverts which appeared in Australian newspapers during the initial phase of the crusade, the “majority” were “ordinary” business “just doing great things in food and wine”.

He said there would be a “trickle down effect” for tourism businesses across the country and claimed the imagery in the TV ads and print not only depicted Australia’s food and wine product but other experiences that would appeal to non-foodies.

O’Sullivan’s comments followed robust debate on Mumbrella last week as Tourism Australia rolled out Restaurant Australia internationally. While the campaign has been well received by some, others have criticised it for “pandering to the big end of town while us hardworking smaller operators miss out”.

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Hermit crabs use discarded mobile phone packaging in latest ‘new phone feeling’ ad from Telstra

Telstra has unveiled the latest spot in its ‘new phone feeling’ campaign, which allows consumers to pay an extra fee on top of their monthly bill to have the option to upgrade to a new phone every 12 months.

The latest ad in the campaign, created by DDB Sydney, sees an excited customer opening his new phone near a beach much to the excitement of hermit crabs who shed their shells in favour of the phone’s box.

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Curly hair and the hint of cannibalism in new Aldi ‘Like, Like’ spots

Aldi has rolled out two more ads in its ‘Like, Like’ campaign, with the new spots promoting bread and olive oil.

Created by BMF, the spot promoting Aldi’s bread sees a woman who has never tried crusts prove the wives tale that eating crusts will give you curly hair.

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ZenithOptimedia ad forecasts predicts lacklustre ad growth, amid weakness in key sectors

Ian Perrin

Zenith Optimedia CEO Ian Perrin

The latest ZenithOptimedia advertising forecast predicts that while the second half of the year will likely see better growth in the ad market than the first half of 2014, the next few years are likely to continue to see lacklustre growth with weakness in particular key sectors.

“Coming off the back of a flat second half of the year in 2013 ,with all of the government spending coming out of the market (post the federal election) there is some scope for growth in the next six months,” Ian Perrin, CEO of Zenith Optimedia told Mumbrella.

“The most concerning area for us is a continued lack of spend in retail, finance and FMCG. Those are the slow categories and are obviously significant and large categories and until we start to see some buoyancy back in those three areas we will see consistent stagnant growth.” Read more »

News Corp’s Nicola Lewis to join Mindshare as chief investment officer

Nicola Lewis

Nicola Lewis

News Corp’s NSW sales director Nicola Lewis is to join media agency Mindshare as its new chief investment officer, Mumbrella can reveal.

Lewis replaces Sharb Farjami, who headed trading at the agency before moving over to News as national sales director in March. 

It is understood the announcement was made this morning to staff, with Mindshare CEO Katie Rigg-Smith confirming the appointment: “We are thrilled to have Nicola join us. She brings with her a wealth of experience across a range of channels, not in the least a point of view on digital integration.

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Former Kimberly-Clark comms manager Joanna McCarthy joins QBE in newly-created role


The former corporate communications manager for Kimberly-Clark ANZ, Joanna McCarthy, has joined QBE Insurance in the newly created role of global communications brand and content manager.

She will report to global group head of communications Justin Papps who joined the firm last August to build a new comms team.

McCarthy, who spent almost five years at Kimberly-Clark before her departure in September last year, will be responsible for creating, implementing and monitoring QBE’s marketing plan.

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TAC focus on new drink driving laws and driving distractions in new campaigns

Victoria’s Transport Accident Commission (TAC) is highlighting a change in drink-driving laws in Victoria with campaigns created by Clemenger Melbourne BBDO aimed at young men.

The new laws come into effect at the start of next month and will see anyone whose licence is cancelled for drink-driving have to fit an alcohol interlock into any vehicle they drive once they have re-licensed.

The spot features a dad going about his daily business, which now includes blowing into the interlock.

TAC CEO Janet Dore said the campaign was aimed at drink drivers and riders, in particular young males, to discourage them from getting behind the wheel after a few drinks.

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Seven News Sydney anchor Mark Ferguson taking on maternity role on Jonesy & Amanda show

Mark FergusonSeven News Sydney anchor Mark Ferguson is set for a four-week stint covering the news bulletins on the WSFM breakfast show with Jonesy and Amanda from next week.

Ferguson, will still present the 6pm bulletins after being promoted to host them ahead of Chris Bath earlier this year, but will also cover current newsreader Sarah Forster who is going on maternity leave.

The move is an opportunity to promote Ferguson to a wider audience for Seven, with the news in Sydney struggling in the ratings against Nine News this year. The breakfast show with Brendan Jones and Amanda Keller was second in the Sydney FM ratings behind Kyle and Jackie O’s Kiis 1065 breakfast show according to the last survey.

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Nine dominant on Sunday as AFL grabs more viewers than NRL

Nine had a dominant win on Sunday night with Big Brother getting a slight audience lift following the reintroduction of last year’s winner Tim Dormer to the house.

Seven’s exclusive interview with former Prime Minister John Howard failed to fire as Sunday Night, on at 8pm, only managed 1.058m viewers, while Nine’s rival 60 Minutes at 8.10pm got 1.22m viewers. ABC’s new drama The Code, starting at 8.30pm, had 771,000 viewers on debut.

The night was won by The Block: Glasshouse, which grabbed 1.664m viewers at 6.30pm comfortably ahead of Seven’s The X Factor which had 1.131m viewers in the same slot. Ten’s film Iron Man 2, running from 6.30pm to 9pm, had 448,000 viewers.

Big Brother won its timeslot at 9.20pm, with a slightly improved 667,000 viewers, just beating Seven’s Castle which had 548,000, and Ten’s Formula One which had 296,000 viewers at the same time for the Singapore Grand Prix.

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Match Media picks up Masters $15m media account

Masters Woolworths have appointed independent media agency Match Media to do the strategy and buying on the media account for its home improvement chain Masters.

The appointment is the final part of the drawn-out media pitch for the retail giant, which began in February and saw Carat retain the main $240m media account.

As Mumbrella revealed in March, while the main pitch saw most of the major agencies, incumbent Carat, OMD and MediaCom, a number of smaller agencies were also invited to pitch, with a view to taking on some of the various individual brands outside of the supermarkets

“Masters is a business with a huge appetite for growth in an exciting marketplace,” said Luke Dunkerley, acting head of marketing Masters. “We believe Match shares our competitive spirit and will make an excellent partner as we offer more and more Australian home improvers a fresh new alternative.” Read more »

Telegraph columnist Annette Sharp claims she is writing about Sam Armytage’s appearance to ‘champion’ women

Sharp | Source: Twitter profile

Sharp | Source: Twitter profile

Sunrise presenter Armytage

Sunrise presenter Armytage

The Daily Telegraph columnist behind a photo spread attacking Samantha Armytage’s appearance has today claimed that she has actually been “championing” women in her criticisms of the Sunrise presenter.

Yesterday’s column from Annette Sharp focused on the Seven makeover show Bringing Sexy Back which is fronted by Armytage. The article was illustrated with a number of old photographs of a casually dressed Armytage off duty. In the article Sharp suggested Armytage was was “the living embodiment of the professional transformation required” by “a team of hair and makeup professionals, stylists and wardrobe experts” to be ready to go on air.

The column led to Armytage yesterday telling viewers: “Normally I ignore the crap that comes from this particular newspaper. But some days you have to fight for yourself. Read more »

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Here’s a new video from creative agency DDI promoting I-Manifest,a charity that helps young people, who ordinarily wouldn’t get a chance, to pursue sustainable careers in the creative industries.

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Hungry Jacks hijacks Maccas Monopoly campaign in fast food marketing war

Screen Shot 2014-09-19 at 4.05.58 PMHungry Jack’s has hijacked the McDonald’s Monopoly campaign by inviting customers to redeem winning vouchers at its own restaurants.

McDonald’s chief competitor has launched what it called “Flame Their Mcopoly”, and promised to hand out free burgers, fries and drinks to diners who present prize-winning Monopoly tickets.

Promotional ads on the Hungry Jack’s website read: “Real flame-grilled taste, like air, is vital to life. No one should be denied it – our friends, our family and all Australians. So redeem your FREE tickets* at Hungry Jack’s instead, because everyone deserves a better flame-grilled burger.”

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mX celebrates ‘Talk like a pirate day’ with tactical ad-filled special

Mx pirate coverNews Corp’s free metro paper mX is celebrating all things pirate ahead of ‘Talk Like a Pirate Day’ on Saturday, with the paper in Sydney, Melbourne and Brisbane publishing special pirate themed editions featuring tactical ads and pirate-related content.

Brands getting on board with tactical ads include Channel Ten’s Family Feud, NSW Lotteries scratch card and ME Bank on board.

Tamara Oppen, publisher of mX, said: “mX is renowned for entertaining readers in entertaining, fresh ways. ‘Talk Like a Pirate Day’ is the perfect opportunity for us to engage our advertisers and readers innovatively. Read more »

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