ABC makes first round of cuts with 80 jobs expected to go

australia network logoThe ABC is set to announce its first round of redundancies with 80 roles in its International and Asia Pacific News Centre divisions, following the axing of the Australia Network in May’s budget.

Staff are understood to have been briefed about the plans this lunchtime, which will see around 80 people take forced redundancies as the network prepares to shut down in September. More cuts are expected across the organisation which lost one per cent of its funding in the budget.

The news has drawn anger from the Community and Public Sector Worker’s Union, with president Michael Tull saying the ABC has been put in an “impossible situation” by the government but accusing the corporation of being “in breach of its industrial obligations” by making forced redundancies adding “we are considering the next step.”

ABC managing director Mark Scott has this afternoon sent around an email to staff saying the funding for international projects has been cut from $35m to $15m.

Read more » reclaims top place in rankings as SMH and The Guardian numbers fall off has reclaimed the top spot in the latest Nielsen online news rankings after being toppled by in the May standings, while the local operation of The Guardian saw its traffic drop by 5 per cent.

Nielsen Online Ratings sees overtake by more than 200,000 readers. has an estimated monthly audience of 3.7m readers while has an audience of 3.4m, down 9 per cent on May.

The latest standings also see another rise for the Daily Mail Australia, climbing to a unique audience of 2.334m, up 3 per cent, while  The Guardian saw its traffic drop 5 per cent in June to 1.7m from 1.86m in May. Earlier this month, the parent company of The Guardian Australia narrowed its losses to $55.8m. It maintained its ninth place in the website rankings.

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Startups chosen to spearhead Mondelēz mobile projects

mondelezMondelēz International has named the five startup companies who will help develop the mobile marketing innovations for some of the snack food giants biggest brands.

The appointments follow a competitive pitch which saw 60 applicants bid to partner with five Mondelēz brands as part of its Mobile Futures Australia Program.

Launched in May, the program aims to see technology entrepreneur startups collaborate with brands to build and accelerate their mobile presence.

The five selected companies, who were chosen from a shortlist of 13, now have 90 days to develop customised ideas for five brands.

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H&R Block campaign plays on taxpayers fear of missing out in ‘multimillion dollar’ campaign

Tax agent H&R Block will play on people’s fear of missing out as a new marketing blitz targets the increasing number of consumers who complete their tax return online.

The three-month campaign, created by Joy, features the tagline ‘we don’t miss a thing’ and includes four TV spots along with out of home, radio, digital, print and in-store activations.

It warns Australians they could miss out on refunds if they fail to take professional advice.

The multi-million dollar campaign, that will roll out across all major metro and regional markets, will target under 45s, increasing numbers of whom are deserting tax agents in favour of filling out their returns themselves.

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ING Direct target ATM fee frustration in campaign from Droga5

ING Direct is targeting ATM fee frustration in its latest campaign which is part of the relaunch of the bank’s Orange everyday transaction account which offers free ATM access when $1,000 is deposited per month.

Created by Droga5, the animated campaign sees a group of ATMs march in protest of fees as the bank aims to position itself as the bank which is considerate of its customer’s back pocket.

Chris Kenny, ING Direct’s head of marketing, said in a statement: “We’ve always looked for ways to save Australians money and it became apparent that a more competitive solution to ATM fees was needed.

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Ian Thorpe Interview pulls 982,000 for Ten as X Factor dips on return

Ten’s 90 minute interview with former Olympic swimming hero Ian Thorpe pulled in 982,000 metro viewers last night.

It aired at 6pm against Nine and Seven’s news bulletins then the return of ratings juggernaut The X Factor on Seven and the blind auditions for The Voice Kids on Nine which got 1.226m and 1.150m respectively. The X Factor was the second most watched show across all the demographics.

Last weeks episode of The Voice Kids saw 1.255m metro viewers tune in while the launch episode of The X Factor in 2013 had a metro audience of 1.633m according to OzTam overnight ratings.

The Thorpe interview with veteran British broadcaster Michael Parkinson where the swimmer came out as gay is understood to have cost Ten in the region of $500,000, with the swimmer also part of its commentary team for the upcoming Commonwealth Games.

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Ten to screen first week of Family Feud across its three channels from tonight

Grant Denyer On Family Feud SetNetwork Ten is set to air its revived gameshow Family Feud across all of its channels for the first week of broadcast in a bid to gain as much exposure as possible for the Grant Denyer fronted show.

Ten hopes the return of the quiz show, which last aired on Nine in 2007, will help it to attract a bigger audience at 6pm to build into its prime time offering, although analysts are not confident it is the right format to do that.

In a statement released this morning the network announced the unprecedented move of airing the show across Ten and digital channels One and Eleven at 6pm this week  with programming chief Beverley McGarvey adding it will give “as many Australians as possible have the opportunity to see it”.

Today the network also announced Rove McManus will join The Project as a guest host from August 14 until December.

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Cinema brand Dendy’s streaming service launch imminent

Dendy DirectDendy is readying for the imminent launch of its streaming service Dendy Direct, which will offer customers a “curatorial” approach to video and film content.

The new service, which will be officially unveiled at a launch event at the end of the month, will compete with the likes of Google Play and iTunes operating on as a pay-per-play model with films.

Kate Stapleton, Dendy Direct head of digital, told Mumbrella the pricing “would be consistent with the industry”.

“If you look at iTunes or Google Play our pricing will be the same as that. It’s a pay as you go model,” she added.

Currently on iTunes, consumers can pay $23.99 for a HD copy of season one of Netflix’s Orange is the New Black, while individual episodes in HD can be bought for $1.99.

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Sun-Herald raises cover price to $2.80

sun herald logoFairfax Media today raised the cover price of its Sunday Sydney newspaper the Sun-Herald by 30c to $2.80.

The latest rise sees the Sun-Herald now 40 per cent more expensive for readers than it was two year ago.

In the last set of audited sales numbers, the Sun-Herald had a circulation of 257,630, down 11.2 per cent on the same period a year ago. Read more »

Live blog: Friday, July 11: Cannes ads | Mark Buckman | Family Feud | Jeep | Masterchef | Carlton Draught | Tree hugging

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

Top stories:

3:41pm - We had a chat to the head of the Australian Promotional Marketing Association who admitted in the wake of the Jeep competition problems that technology was proving an issue for brands.



3:08pm A second media monitoring service has failed to find a trace of the Cannes Lions winning Panasonic and McDonald’s print campaigns running in Australia, with Nielsen’s Advertising Information Service (AIS) unable to locate the campaigns across the publications it monitors.

Screen Shot 2014-07-11 at 2.26.09 PM

2:16pm - Big news in the marketing world today with Mark Buckman quitting the top media and marketing function at Telstra.

1:44pm - Family Feud returns on Monday as Ten bids to solve its problems with audience in the 6pm timeslot, but an analyst is suggesting it might not be the silver bullet they were hoping.

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APMA chairman admits tech-based competitions face hacking problem after Jeep issues

Jeep Australia competition screen shotThe fallout from Jeep’s ‘World’s most Remote Dealership’ is continuing with the chairman of the Australasian Promotional Marketing Association (APMA) warning the brand will be damaged by the chaotic handling of the competition.

David Lo sympathised with Jeep and its agencies Cummins & Partners and Wonder, who created the competition, insisting they “did not set out to frustrate people”, but admitted the increasing reliance on technology to run competitions was creating dangers for the industry.

His comments came as unconfirmed reports emerged of angry scenes erupting in dealerships, with sales staff threatening to call the police in one incident before ejecting one disgruntled member of the public.

Lo said: “I preface this all from every agency’s perspective by saying ‘there but for the grace of God’. Jeep, Cummins and Wonder here have been victims of their own success. They did not set up this competition to frustrate people.

“Nothing is perfect, we live in an imperfect world and there will always be problems. In this instance the client has not been ripped off and no-one suffered any degree of loss other than frustration which is unfortunate.

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Second search for Cannes Lion winning Panasonic and McDonald’s print campaigns draws a blank

Saatchi & Saatchi Panasonic Cannes Lion workA second media monitoring service has failed to find a trace of the Cannes Lions winning Panasonic and McDonald’s print campaigns running in Australia, with Nielsen’s Advertising Information Service (AIS) unable to locate the campaigns across the publications it monitors.

Questions have been raised about the legitimacy of campaigns, by Saatchi & Saatchi Sydney  for Panasonic in-car air conditioning and a DDB Sydney text-only ad for McDonald’s Australia,  after media monitoring service Ebiquity was previously unable to find evidence they had run. However, Nielsen noted that it does not monitor everything, and only visually verifies a portion of regional papers.

Both agencies as well as Panasonic and McDonald’s have refused to reveal where the adverts ran, whilst Cannes Lions chairman terry Savage said they are “legitimate”. Mumbrella is currently pursuing Savage for further answers on the campaigns.

Nielsen issued the following statement after checking for the campaigns: Read more »

Marketing and media chief Mark Buckman quits Telstra



Telstra’s head of marketing and media Mark Buckman has quit the telco just five months after taking the expanded role.

Buckman, one of the most high-profile marketers in Australia, told Mumbrella it was a tough decision “but the right one” to leave the role, but said he is heading back to the UK for “family reasons”.

He said: “On a family level it was the right decision. Whenever you are making  decisions based on your family it is the right decision.

“I have enjoyed my time enormously at Telstra, we had some tremendous success and the people I have worked with have been amazing.”

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Ten rejects analyst’s claim Family Feud will not solve 6pm audience woes

Grant Denyer On Family Feud SetThe return of Family Feud to Ten will not solve the channel’s problems in finding an audience to lead into its prime time schedule according to analysis from Fusion Strategy.

Ten is targeting families and its core target market of people 25 to 54 with the new version of Family Feud to be fronted by Grant Denyer, Ten’s chief scheduling officer Beverley McGarvey said.

Claiming comparisons should not be made from historical data, with the show last airing on nine in 2007, McGarvey said in a statement: “We know Family Feud is going into a highly competitive timeslot and we do not under-estimate the strength of the programs it will be up against.

“We are confident that we have created a highly entertaining and engaging show. Clearly we expect Family Feud to lift our ratings in the weeknights timeslot. But our ratings expectations are realistic and modest. While people will rush to judge Family Feud after the first night and the first week, we know it will take time for the show to find its audience.”

The Fusion analysis of OzTam ratings for the timeslot show Ten’s 16-54 audience has more than halved since 2010, after a series of failed experiments with shows including The Simpsons, 6pm with George Negus, The Project, and currently Modern Family continually dropping share. Read more »

Cruise industry turns to News Corp in ‘giant’ marketing drive to dispel myths

Big Splash PublishingThe Australian cruise industry is to launch one of its largest marketing crusades in a bid to debunk myths about cruising, and has joined forces with Sydney publisher Big Splash Media to produce a 32-page glossy magazine with a print run of two million copies.

The publication, Discover, will be inserted into News Corp newspapers across the country on Sunday August 31 that will deliver an estimated readership of four million, according to the Australasia branch of the Cruise Lines International Association (CLIA), the industry body which is behind the campaign.

Distribution will coincide with Cruise Week, a week-long marketing drive by CLIA, when cruise lines will release a range of promotional offers to drive sales.

Big Splash Media managing director and publisher Peter Lynch, a former executive at Fairfax, said the magazine will be supported by content on News Corp’s digital platforms by way of an e-book and through its own website.

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The Newspaper Works thank the public for its recycling efforts in campaign featuring Dr Karl

Not-for-profit body The Newspaper Works, which promotes the newspaper industry, is congratulating Australians for one of the best newsprint recycling rates in the world in a campaign running across print and digital.

Produced in-house by The Newspaper Works’ head of design Camila Carmody, the campaign, ‘trees are hugging back’ features scientist and media personality Dr Karl Kruszelnicki and thanks Australians for embracing household recycling. It was developed for The Newspaper Works’ Environmental Advisory Group.


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Carlton Draught goes retro with ’80s ad and ’70s white can returning for Amber Jubilee

Carlton Draught has brought an ad from the mid 1980s out of the vault as the brand continues to celebrate its 150th anniversary or its ‘Amber Jubilee’.

The slightly tweaked ad promotes the brand bringing back a replica of its 1970s white can.

Mick McKeown, Carlton Draught’s marketing manager, said: “The ad will run throughout July and gives people a great glimpse of our past, questionable fashion and all. The white can would be burned into the memories of many of those old enough to drink in the late seventies and early eighties”

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Masterchef most watched as the final of The Checkout grabs 740,000

The final episode of The Checkout on ABC1 was watched by 740,000 metro viewers last night, which was down on season one’s finale which attracted a metro audience of 882,000.

However it was up on this year’s season launch which had a metro audience of 716,000. The season posted its highest audience in April, which saw 825,000 metro viewers watch as Julian Morrow and Kate Browne exposed the tricks of online dating websites and the extortionate roaming charges imposed by mobile phone companies.

The episode was the second most watched show in the 8pm timeslot beating Nine’s repeat offering of The Big Bang Theory which grabbed a metro audience of 696,000 while Seven’s Jumbo Jet, which looked at the history of the Boeing 747, was watched by 671,000 metro viewers.

It was beaten by Masterchef, airing from 7.30pm to 8.30pm, which was the most popular entertainment program for Thursday night and top amongst all demographics, with the show seeing 1.157m metro viewers tune in on the absence of reality shows on Seven and Nine. Read more »

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