Lifelounge to be DDB’s ‘secret weapon’ to help brands get greater foothold in youth markets

LifeloungeDDB Group Melbourne has completed its acquisition of youth-focussed agency Lifelounge in an effort to boosts its youth and millennial skill set.

Mumbrella revealed the acquisition in March with Lifelounge co-founder Dion Appel taking over the MD role for DDB Melbourne from Lorenzo Bresciani, who departed to launch his own specialist brand consultancy.

Appel told Mumbrella Lifelounge would become the “secret weapon” for DDB, taking the lead on youth marketing challenges for clients including Telstra, Westpac and Devondale.

“There’s going to be opportunities where brands really have challenges with the youth market, they’re going to want it to be Lifelounge led,” he said. “And then we’re looking at brands who we’re working with and who are doing great work with DDB but want to establish a greater foothold with the young market and grow their audiences.”

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Qantas’ Olivia Wirth warns of ‘changing agency roster’ as airline increases focus on social


Wirth speaking at the Travel Marketing Summit

Qantas’ top marketer Olivia Wirth has warned its agency roster will continue to change and revealed that up to half of its marketing budget is now spent on digital and social channels.

While cinema and TV will continue to play a key role in high profile brand campaigns, she added that “no stone will be left unturned” in its quest to find the right digital and social platforms to reach consumers.

In a wide-ranging interview at Mumbrella’s Travel Marketing Summit in Sydney yesterday, Wirth also spoke of the “huge opportunities” of Qantas’ data marketing business Red Planet and of the airline’s on-going challenge to win the affection of the travelling public, and described the industry’s interest in Qantas’s agencies as an “obsession”.

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‘The truth is our client’ Saatchi & Saatchi strategy boss tells planners at Google event

Lonsdale speaking at the eent

Lonsdale speaking at the event

Planners need to refocus on understanding humanity and be “obsessed with the truth” according to a panel of industry leaders at the first Google Firestarters event to be held outside the UK or US.

At last night’s event in Sydney Saatchi & Saatchi executive planning director Jason Lonsdale said agencies need to move away from advertising-based solutions.

“I would argue the truth is our client, the truth is our responsibility at an agency,” he said. “Creatives are obsessed with awards and doing cool stuff, suits are obsessed with keeping the clients happy, we should be obsessed with the truth.” Read more »

The Weekly with Charlie Pickering grabs 724,000 on debut

PP-CharliePickering2The debut of comedian Charlie Pickering’s new ABC news satire show The Weekly pulled in 724,000 metro viewers at 8.30pm, a result which was up on last week’s audience for the finale of Shaun Micallef’s Mad as Hell which was watched by 678,000.

Charlie Pickering left Ten’s The Project in April last year and is joined by Tom Gleeson and Kitty Flanagan on the The Weekly.

It went up against Nine’s The Amazing 90s, which aired from 8.45pm, and was watched by 625,000, while Ten’s Wonderland, on from 8.30pm, lured in an audience of 366,000. A second episode of the local drama series was watched by 382,000. Read more »

Morning Update: Coca-Cola puts US media into agency review

AdWeek: Blindfolded Kids Try to Recognize Their Moms in This Lovely, Smash-Hit Mother’s Day Ad

Are you unique enough that your child could pick you out of a lineup by touch alone?

The charm-bracelet pushers over at Pandora Jewelry have just released The Unique Collection, but you won’t see much jewelry in this two-minute spot by Danish agency Malling Publications. Instead, you can watch them prove how every woman is unique, and try not to cry, as kids are blindfolded and asked to pick out their moms by touch alone.

The children, ages 3-9, touch rings and bracelets, hair and noses. Check out the video to see how they do.

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The Australian suspends share trading game after being hit by technical glitch

Super TraderThe Australian has had to suspend its new fantasy share trading game for 24 hours after technical problems.

After the game – which has a prize pool of $25,000 – restarted, some players had to begin again after losing initial trades on their theoretical ASX portfolio.

“The Supertrader game experienced a data caching issue on Monday (the launch day of the game) which impacted a small number of trades,” a spokesman for The Australian told Mumbrella.

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Commercial network sales bosses give mixed views on measuring streaming rivals with TV

Peter Wiltshire


The sales bosses of Networks Seven, Nine and Ten are at odds over whether online video streaming services should be included in an updated TV ratings measurement.

Earlier this week a number of media buyers made calls for an improved OzTam ratings system to take into account catchup video and look at the eyeballs being captured by streaming services such as Stan, Netflix and Presto.

While Nine Entertainment Co, which owns half of SVOD service Stan, group sales director Peter Wiltshire dismissed the idea of allowing streaming into the official OzTam Ratings telling Mumbrella: “I’m not interested in SVOD at all, in terms measurement. I just don’t think it is relevant. Read more »

GPY&R Melbourne launch ‘Free Range Cam’ campaign for Farm Pride eggs

Free-range egg producer Farm Pride have installed a large “free range cam” at Melbourne’s Emporium today, showing real footage from a free range Farm Pride farm in Central Victoria.

The campaign from GPY&R Melbourne will display the video feed for 48 hours to demonstrate the living conditions of their chickens.

Farm Pride GPYR Melbourne

The newly installed Swanson Street mega screen uses technology developed by oOh! Media. Read more »

Former Sydney Morning Herald property editor Jonathan Chancellor buys Property Observer

Property ObserverPrivate Media has sold real estate news website Property Observer to its founding editor, former Sydney Morning Herald property editor Jonathan Chancellor.

Chancellor wrote for the SMH for 25 years before founding Property Observer with Eric Beecher’s Private Media in 2011. Read more »

Flight Centre marketer: Relevancy will beat ‘smart arse creative’ every time

Keith Stanley speaking at this morning's Mumbrella’s Travel Marketing Summit

Keith Stanley speaking at this morning’s Mumbrella Travel Marketing Summit

Senior Flight Centre marketer Keith Stanley has insisted the relevancy of advertising will beat “smart arse creative” every time as he outlined the retailer’s developing marketing strategy.

Speaking at Mumbrella’s Travel Marketing Summit in Sydney today, Stanley said Flight Centre was now far more involved in buying media alongside its agency new media agency Ikon.

He said those media companies who can demonstrate added value will get a greater chunk of Flight Centre’s advertising dollars.

Stanley described its direct negotiations with media bosses as a “dramatic change” and denied it has undermined Ikon.

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McCann Sydney announces creative group heads hires from DDB Sydney

Shields and Simons

Shields and Simons

McCann Sydney have announced that they have hired Lazrus Simons and Duncan Shields to their creative department as creative group heads.

Simons and Shields join McCann’s ranks from DDB Sydney, where they worked on clients including Telstra, McDonald’s, Volkswagen, Westpac and Wrigley’s.

They follow the addition of incoming Sydney MD Adam Lee from Whybin\TBWA, revealed by Mumbrella last week. Read more »

Don’t try and force weird hashtags on people, Instagram executive warns marketers

contiki no regrets hashtagMarketers have been urged not to “force something weird and trademarked” on customers when trying to come up with a hashtag for a new campaign by the head of brand development for Instagram Australia.

Speaking at today’s Travel Marketing Summit in a session on social media Sophie Blachford said it was often a “very slow burn” for brands to get their hashtags accepted.

On the same panel Katrina Barry, managing director of youth travel brand Contiki, admitted the brand had “agonised” over whether they should insert the brand name into its brand tagline and popular hashtag #noregrets, which has taken off in its target demographic.

She said the brand had now migrated 95 per cent of its marketing spend to digital channels, with around a third of it on social.

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ACMA releases report into ‘Royal Prank call’, confirming 2DayFM breach of licence

royal prankstersThe media watchdog has finally released its report into ‘the Royal Prank call’ finding that radio station 2DayFM breached the condition of its broadcast licence over the secret recording of a private conversation involving the nurse caring for Kate Middleton.

The prank call in December 2012 caused controversy when nurse Jacintha Saldanha took her own life after transferring a prank call by 2DayFM hosts Mel Greig and Michael ‘MC’ Christian to the hospital ward that was treating then-pregnant Duchess of Cambridge for acute morning sickness.

The findings published today, comes following an extensive court case which went all the way to the High Court, which found the Australian Communications and Media Authority did have the power to find 2DayFM breached the codes of practice.

Today’s report finds that the station breached rules which prohibit the “broadcast of statements by identifiable persons without their consent” and prohibit “participants in live-hosted entertainment programs from being treated in a highly demeaning or highly exploitative manner”.

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John Steedman to step down as head of GroupM in June with no replacement appointed


GroupM Australia chairman and CEO John Steedman is departing his role leading Australia’s biggest media buying group this June, it has been announced.

The departure comes just weeks after Steedman led the group through the controversy surrounding Mediacom’s misreporting on TV audiences and charging clients for “valuebank” inventory.

The veteran media buyer’s departure was announced this morning with the company saying he would remain “in a consultancy role as non-executive chairman”.

Steedman returned to the WPP media agency group in a full time role as Australia’s first chairman and chief executive back in 2010 and back in March, at the height of the Mediacom controversy, played down speculation he may soon return to retirement. Read more »

News specials perform well amid chaotic weather, ACA records highest result of 2015

Samantha Armytage Storms

Seven’s decision to have Sunrise host Samantha Armytage in the anchor seat for its Sydney bulletin last night helped boost its audience with an extra 100,000 people tuning in for Seven’s Sydney Storm coverage, in a strong night for news all round.

However, Nine still beat Seven in both Sydney and nationally with an audience of 1.267m for its national news bulletin, with a boost in Sydney of 174,000 viewers.

The decision to put Armytage, whose contract with Seven ends midyear, was made to due the extraordinary weather in Sydney and the fact that regular newsreader Mark Ferguson is in Turkey covering the Gallipoli centenary.

Nine’s A Current Affair also performed strongly last night, with a special report on the funding model of the Hillsong Church pulling in 1.1m viewers up from 819,000 last week, giving A Current Affair its highest rating episode this year. Read more »

Volkswagen attempt to tackle premium price perception in new campaign from DDB Sydney

Volkswagen is focusing on its product features in a campaign that aims to tackle the perception that a Volkswagen comes with a premium price.

The series of 15-second TV spots, created by DDB Sydney, sees owners highlight a particular feature, such as boot space or bluetooth connectivity, of various Volkswagen cars.

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Morning Update: Extreme Sports Athletes Put Bobbi Brown’s Makeup to the Test

Ad Age: Extreme Sports Athletes Put Bobbi Brown’s Makeup to the Test

The cosmetics industry isn’t known for being transparent. For the most part, its advertising is associated with gorgeous glam shots that have — more likely than not — been subjected to a bit of Photoshopping. Bobbi Brown, however, is taking a different approach for its latest campaign. The brand is putting its makeup up to some rigorous, real-world testing — on the faces of extreme sports athletes.

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Adrian Brine launches new startup Onnair as he prepares to close Spotd

Spotd, Adrian Brine's first startup, is due to be retired soon.

Spotd, Adrian Brine’s first startup, is due to be retired soon.

The creator of soon to be closed talent-sharing platform Spotd has launched a new website aimed specifically at those working in the radio industry., created by Spotd founder Adrian Brine, will seek to bring together a community of current and future radio professionals looking to share their work with the industry.

“We tried to broaden the site out as a talent discovery platform,” said Brine, “but given the contacts, we naturally fell into radio land.” Read more »

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