New Idea names Louisa Hatfield editor-in-chief with Kim Wilson departing the magazine



Pacific Magazines has named Louisa Hatfield as editor-in-chief of flagship women’s weekly brand New Idea, following a decision by Kim Wilson not to return following maternity leave.

Hatfield has been acting editor-in-chief for the past 12 months. Wilson leaves the role after five years.

Hatfield has previously been editor-in-chief of Woman’s Day, TV Week, Take 5 and NW. She has also worked for The Sydney Morning Herald and Sunday Magazine and spent three years in TV as executive producer of Nine’s Mornings program. Read more »

Bloke suggests a McGuigan is the wine for all occasions in new campaign

McGuigan Wines has launched the first campaign from Bloke which sees the wine company position itself as the quality wine to take to any occasion.

The first work from Sydney creative agency Bloke since the agency won the account in November last year is centred on the tagline ‘Bring a McGuigan’ with a number of TV ads suggesting the wine is perfect for whatever occassion for whatever impression you’re wanting to make.

“The alliteration will definitely help brand recall,” said Mike O’Rourke, creative partner at Bloke. “But it also positions McGuigan wines as the bench mark for quality and taps into a need for social acceptance.” Read more »

Westpac digital boss: ‘No one has got personalisation right’

CMO Disrupt panel

CMO Disrupt panel L:R Batistich, Robson, Marks, McDonagh, Egan

Very few brands have yet to master personalisation as relevancy was flagged as one of the next key objectives for marketers, a conference has heard.

Westpac head of digital marketing Simon Marks, speaking on a panel at the CMO Disrupt conference this morning, said “contextual banking” was its next target, a view shared by Westfield director of marketing and digital John Batistich.

“No one has got personalisation right, and context is key,” Marks said. “We are moving to contextual banking and that is understanding the customer in the moment. You can’t afford to be irrelevant. Everything is about timing and synchronising what you have to say.” Read more »

Greek man smashing plates promotes Aldi’s dishwasher tablets

Aldi has continued to push out more spots in its “Like Brands. Only Cheaper” series with two new ads pushing dishwasher tablets and Hawaiian pizza.

Created by BMF, the dishwasher tablets spot features a Greek chef breaking plates before he too crumbles into a pile of broken chinaware.

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Game of Thrones finale pulls in 265,000 on Foxtel while Married at First Sight cracks 1m

The finale of season five of HBO’s Game of Thrones saw 254,000 national viewers tune in at 11am for the fast-tracked presentation on Foxtel’s Showcase, with 265,000 viewers watching the replay at 7.30pm.

The result sees the GOT finale remain on par with the launch of the season, which saw 236,000 viewers tuning in for the fast-tracked debut, and 279,000 watching the repeat 7.30pm screening.

Meanwhile on free-to-air, Nine’s reality dating show Married at First Sight has bounced back above the 1m viewer mark after dipping to 971,000 metro viewers last week.

The show, which airs in the 8.40pm timeslot, grabbed a metro audience of 1.078m to be the most-watched non-news show of the evening. Read more »

Mediacom CEO Mark Pejic leaves agency


Pejic: departing

The boss of Australia’s second largest media agency Mediacom has abruptly departed.

After four years leading the WPP-owned agency Mark Pejic’s departure was confirmed this morning with MediaCom Asia Pacific CEO Mark Heap “standing in” until a successor is appointed.

The departure leaves the positions of CEO, finance director, Sydney managing director, general manager, and head of insight all vacant. GroupM is also searching for a CEO following the decision of John Steedman to step down in the next few days.

“Mark has been a committed and loyal employee and his passion, energy and talent will certainly be missed. He has played a central role in the success of MediaCom in the Australian market, and we are grateful for his contribution. We will be making an announcement in the coming weeks regarding his successor,” said Heap, in a statement.

Read more »

Morning Update: Heineken and Wieden & Kennedy end relationship

AdWeek: Angel Soft Wishes Single Moms a Happy Father’s Day in Unique Take on the Holiday

Adult children raised by single mothers wish their moms a happy Father’s Day in this intriguing, unconventional take on the holiday by Deutsch L.A. for Georgia Pacific’s Angel Soft bathroom tissue.

The two-and-a-half-minute video presents various men and women who speak directly into the camera, thanking their moms for being both mothers and fathers in their lives. “She did it all, as though she was two people,” one subject says. The others echo this sentiment, explaining how their moms combined softness and strength, tying back to the brand’s new tagline, “Be soft, be strong,” which is introduced here.

Read more »

Jurassic World pulls in $16m to be the biggest box office opening of 2015

Jurassic World stormed the Australian box office in its opening weekend, taking in $16.063m across 605 screens, making it not only the biggest opening of 2015 but the third highest debut of all time.

The reboot of the dinosaurs series, starring Chris Pratt, posted the largest weekend in history globally with a total box office of $US511.8m, eclipsing Harry Potter and the Deathly Hallows – Part Two and becoming the first film to ever cross the $US500m mark in one weekend, according to The Hollywood Reporter.

In Australia its closet rival Entourage could not compete, pulling in $1.255m across 209 screens. Since premiering on June 4 the movie has made $5.903m at the local box office.  Read more »

SMI: Ten reaches 22.4 per cent revenue share on the back of Masterchef

SMINew data shows the Ten Network has received one of its highest revenue shares, since the 2014 Sochi Winter Olympics, with a 22.4 per cent share, up from 17.7 per cent last year a result driven by the ratings success of reality cooking show Masterchef.

The May figures for Standard Media Index (SMI) show Nine down 3.8 per cent on last year with a 37.1 per cent share (40.9 per cent), while the Seven network was also down marginally, falling 0.9 per cent on last year to 40.5 per cent.

“We are very pleased with our revenue growth and revenue share in May, which reflect the strong momentum Ten has built this year in its ratings and revenue,” said Louise Barrett Ten chief sales officer.

SMI also reports that in May the domestic paid media ad market reached a record high of $677.4m with overall bookings lifting 3.9 per cent in the latest year-on-year period, or by $25.3m. Read more »

Frank, Rocky and Misty check in for Stayz to help promote pet-friendly properties

Accommodation site Stayz is promoting its pet friendly properties with the help of dogs Frank and Rocky and a cat named Misty.

Brightworks has created a series of content videos to run across Facebook, YouTube and Google which feature the dog double act and feline giving the once over to properties which are happy to cater to pets.

Read more »

Satirist Dan Ilic fired by Al Jazeera for applying for The Daily Show

ilicAustralian satirist Dan Ilic has lost his position with Al Jazeera after the network’s youth channel AJ+ fired him for using company resources in a video application for The Daily Show.

“(When I applied for the Daily Show) I literally bought a ticket for the lottery and got fired for it,” Ilic told Mumbrella this afternoon. “That’s show business.”

Ilic is known to Australian audiences as a presenter, comedian and filmmaker who has worked on shows such as Hungry Beast, Can of Worms and other TV local productions, before in December last year taking up the San Francisco based role with Al Jazeera. Read more »

Suzie Shaw joins We Are Social as David Fairfull opts to remain with agency



We Are Social has appointed former Host managing director Suzie Shaw as managing director, also revealing out-going managing partner David Fairfull has chosen to remain with the agency.

Shaw replaces Julian Ward who left the agency in mid-April.  She joins the agency after leaving Host in February after just over four years. Previously she was the client services director for TBWA London.

Speaking to Mumbrella We Are Social co-founder Nathan McDonald said: “One of the great things about Suzie is she has wide-ranging experience across integrated and creative agencies and at Host there was quite a focus on digital.

“At this stage of the development of We Are Social that kind of broader experience is really valuable because we see social permeating all aspects of the marketing mix. Read more »

Royal Australian College of GPs aim to highlight importance of a good GP in new campaign

The Royal Australian College of General Practitioners has launched a campaign in an effort to increase public awareness of the importance a GP plays in a family’s life.

The campaign, created by The Shannon Company, tracks the lifecycle of a “good GP” and his relationship with a couple as they move through life, and its various health challenges.

At the heart of the campaign is a two-minute long TVC to be shown in cinemas. This is supported with 30, 60 and 90 second ads, posters in GP practices and digital.

Managing partner with The Shannon Company, Ian Forsyth said in a statement: “Royal Australian College of General Practitioners  members have made it clear they want their organisation to play a stronger advocacy role, highlighting the critical importance of primary health care and the outcomes it delivers for patients and communities. Read more »

Opera singer sings exhaust notes of Alfa Romeo as it completes race-track lap

Alfa Romeo is celebrating its 105th anniversary by seeing if an opera singer can replicate the exhaust note of the Alfa.

The piece of content, created by Cummins & Partners, sees an opera singer using the tachometer, the instrument measuring the rotation speed of a shaft or disk, as in a motor, as her sheet music to replicate the exhaust note of the Alfa as the Guilietta QV TCT completes a lap of a race-track.

Jim Ingram, co-executive creative director at Cummins & Partners, said in a statement: “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.” Read more »

Latest Ads: Toyota, RACWA, Mazda, NIB, iSelect, Nissan

Here’s a roundup of a few of the new ads you might have noticed on TV recently.

Toyota is pushing its new-look Camry with an ad which sees two parents “battle” it out with coping with children, preparing dinner and laundry. Labelling these parents as the “everyday hero” Toyota positions the new Camry as the car for them. It was created by Saatchi & Saatchi.

Read more »

Mediacom finance director David Reid departs

David ReidAustralia’s second largest media agency Mediacom has seen another shake up in its leadership with finance director David Reid departing the agency.

Reid is a Mediacom veteran whose departure comes just weeks after the departures of Sydney managing director Geoff Clarke and head of insights at Mediacom David Templeman.

“I want to congratulate him on eight years of hard work at Mediacom he has done a wonderful job and we wish him all the best,” Mark Pejic CEO of Mediacom told Mumbrella.  Read more »

Blow for Torch Media as Woolworths takes in-store advertising in-house

Screen Shot 2015-06-15 at 12.03.35 PMWoolworths has ditched Torch Media as its in-store advertising agency and created an in-house division to handle all promotions on its owned assets.

The termination of the deal is a major blow for out-of-home specialist Torch which has held the valuable Woolworths account for a decade.

The move by Woolworths, reported in today’s edition of The Australian, will mean suppliers will no longer deal with an agency to advertise within Woolworths stores but directly with a newly-formed Media Hub department at the supermarkets head office.

Read more »

Soul singer serenades family as ebay urges consumers to ‘send themselves a present’

Ebay is encouraging shoppers to “send themselves a present in the mail” as it launches a campaign from Havas Worldwide Australia to mark the mid way point of the year.

The online retailer has released a ‘Hump Month Sale’ that sees a soul singer serenade a family with a host of suggested goods they could buy for themselves.

Read more »

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