Yahoo!7 launches first programmatic exchange

Yahoo!7Yahoo!7 has announced a new programmatic ad exchange, providing real-time bidding across audiences, devices and exclusive premium inventory to its advertisers for the first time.

The moves comes as speculation continues that Yahoo!7’s rivals are preparing to launch their own mobile exchange which will see Fairfax, Mi9 and MCN work together on a premium exchange for the mobile inventory.

Today’s announcement is a sign Yahoo!7 will not be part of that exchange. Last year the company launched its own direct sales ad exchange after it announced it would withdraw from a proposed publishers’ exchange, which together with the subsequent departure of News Corp killed off the plan.  Read more »

Leading Edge appoints director of strategy and director of qualitative insights





The Leading Edge has appointed Landor Australia’s Florencia Tarelli as director of strategy and High Definition Insights’ Katharine Milner as director of qualitative insights, Mumbrella can reveal.

Tarelli has been the strategy director at Landor Associates for just over a year and in the past has worked with brands such as Coca-Cola, Pepsico, Diageo and British American Tobacco. Read more »

Bankwest highlights business banking division with ‘In Good Company’ campaign

Bankwest is drawing on the stories of its business customers in an effort to highlight the bank’s business banking division in a new campaign from Host.

‘In Good Company’ has seen the bank utilise its business customers from across the country who appear alongside the bank’s business staff in testimonial-style videos.

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New Vic Responsible Gambling ads focus on feelings of loss, guilt and regret

The Victorian Responsible Gambling Foundation is highlighting the feelings of loss, guilt and regret gamblers experience in a new campaign from McCann Melbourne which aims to encourage gamblers to stay within their limits.

A release said the campaign, ‘BetRegret’, features the experiences of real Victorian gamblers who speak to camera about how they feel about their betting afterwards.

Serge Sardo, chief executive of the Victorian Responsible Gambling Foundation, said: “We’re encouraging gamblers to pay attention to the negative emotions they may feel when gambling and use these feelings as a barometer to control their gambling.

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OMD appoints The Monkeys’ Mat Rawnsley as group strategy head for Sydney

Mat RawnsleyOMD has appointed The Monkeys’ Mat Rawnsley as group strategy head for the Sydney office.

Rawnsley joins the media agency after nearly three-and-a-half years at The Monkeys where he led media and channel planning, including the media strategy/planning/buying on Boost Mobile’s Stay Living campaign which picked up the Grand Prix at last night’s MFA Awards. Read more »

2GB program director David Kidd departs

2gb_sydney_873 2GB program director and groups promotion director at Macquarie Radio Network David Kidd has been made redundant.

A PR representative for the station confirmed the departure however was unable to reveal the circumstances or where Kidd was headed.

It is thought that the move may be a clearing of the decks ahead of the potential merger between Macquarie Radio and Fairfax Radio. Read more »

Ikon retains $60m Commbank media account

CBAIkon has retained the $60m plus media account for the Commonwealth Bank, Mumbrella can reveal.

The agency fought off a field of contenders in the multi-stage pitch which originally included ZenithOptimedia, Carat and even the bank’s creative agency M&C Saatchi before being reduced to a shortlist of incumbent Ikon against OMD and a Mediabrands offering.

“We are thrilled to continue the partnership,” Pat Crowley, account lead on the Commbank account told Mumbrella. “It reinforces that a local agency can deliver for a big iconic brand.”

In the wake of the deal, Ikon denied industry rumours that in order to retain the account they were moving the media buying element of the account to one of their sister WPP agencies, within the GroupM family.

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NRMA roll out new ‘job seeker’ spot to promote emergency home assistance program

The NRMA is promoting its new Emergency Home Assistance program with a sequel to its 1990s ‘job seeker’ campaign created by The Works which sees an job interview candidate stop on his way to the interview to help someone in need.

Originally released in 1999, the ad featured a young man driving to a job interview in the rain where he encounters a stranded motorist on the side of the road. He stops to help before continuing on to his interview, dishevelled and wet. The final scene shows him being congratulated by his parents for getting the job as an NRMA roadside assistance patrol.

The new ad, created by The Works, follows the same theme except the man is on his way to the bus stop when a woman calls out for help as her kitchen is flooding. He goes in and helps before continuing on his way to the job interview, complete with an unfortunate wet patch on the crotch of his pants. The final scene is the young man celebrating his new job in the emergency home assistance program with his dad who works in the NRMA roadside assistance patrol.

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First makeover can’t stop Beauty and the Geek audience slide on another quiet Thursday

Thursday evening saw another slow night for TV audiences with Seven’s reality show Beauty and the Geek and ABC’s Upper Middle Bogan both shedding viewers last night according to OzTam Metro ratings.

Seven’s reality show dropped from 623,000 and 612,000 viewers last week for its two episodes from 8pm to 593,000 and 578,000 respectively despite the first makeover for one of the geeks.

The second outing of the new season of the Upper Middle Bogan comedy at 8.30pm tailed off from 719,000 t0 645,000 for ABC.

Nine won the night on the back of a consistent performance for its news shows, and its show Kings Cross ER which dropped 30,000 viewers on last week to 683,000, but was still the ninth most watched show of the night.

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‘Bondi biffo’ photographer among nominees for Walkley Awards

TeleThe photographer who captured the moment James Packer and David Gyngell had a dust up in a Bondi side street is among the nominees for this year’s Walkley Awards.

Brendan Beirne is nominated for the photographs which led to one of the most talked-about media stories of the year, while the ABC leads the pack for number of nominations courtesy of total domination in the radio category.

News Corp also scored ahead of rivals Fairfax in terms of numbers of nominations, while Sky News’ David Speers scored a nomination in the ‘Interview’ category for his interview with Attorney General George Brandis who struggled to explain what metadata is.

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Morning Update: Coca-Cola names new CMO; Toddlers sledding for first time in new GoPro ad

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: GoPro Ad With Toddlers Sledding Is the Most Adorable 30 Seconds You’ll Watch Today

“Being a little kid is the best. Everything is new and different, the world is your oyster, and you don’t even know it. And your first snow day … wow, words can barely express the magical bliss for a toddler.

GoPro does it again, this time with a perfect vignette of a California brother and sister’s first snow day in Vermont. First, we see Quincy rollicking around having an amazing time, and then Stella, who looks to be just old enough to talk, gets on a camera-mounted sled, and we experience her mind being blown on her first ride down a hill. Her reaction is truly priceless.”

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Vie Marketing and Nick Baker get top AMI gongs as Lorna Jane founder takes outstanding contribution award

Screen Shot 2014-10-23 at 1.13.17 PMA campaign created by Vie Marketing which helped save an 80-year-old family run farm from closure won the Australian Marketing Institute’s Program of the Year last night, with Tourism Australia’s Nick Baker heralded the year’s top individual marketer.

Brisbane-based Vie developed the ‘Saving a Farm and Family’s Legacy’ campaign for Queensland dairy farm Scenic Rim after the owner, Greg Dennis, could no longer make ends meet by working with his milk processing partner who was intent on slashing rates.

Dennis was faced with walking away from the business or processing, bottling and marketing his own milk – a strategy which paid off.

Vie created ‘Farmer Gregie’ and in an integrated media and social campaign helped establish 4Real Milk as a sought after brand which, judges said “helped carve out a long-term sustainable market free from the market dominance of the major retailers and at a realistic margin”.

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The Monkeys take out MFA awards Grand Prix with MediaCom scoring the most wins

MFA awardsCreative agency The Monkeys has taken out the Grand Prix at the MFA Awards tonight being recognised for its Stay Living campaign for Boost Mobile.

MediaCom took out the most awards winning four categories including food & grocery, best integrated media campaign, media/entertainment/travel and best use of a small budget.

Gap Research’s John Grono was honoured with an induction into the Hall of Fame while JCDecaux won media owner of the year, with a highly commended also going to Seven West Media. Marketing team of the year went to Officeworks.

“Brand entertainment and utility is where the power of the new world ‘pull’ media economy resides. This years winners have successfully moved from interrupting what people are interested in to become what are interested in”, said Brett Dawson, Media Federation Awards chairman and Bohemia managing partner.

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Oporto appoints CreativeOasis and rolls out new summer campaign

Oporto has appointed Manly-based creative agency CreativeOasis, with the agency behind the fast food chain’s summer brand campaign which encourages customers to “go for it”.

Publicis Mojo previously handled the account, working on the restaurant’s steak campaign and the chain’s repositioning. Publicis Mojo confirmed they were no longer working on the account, explaining the agency had only worked with Oporto on a project basis.

David Stretch, CreativeOasis managing director, said: “We are delighted to be working with Oporto, one of Australia’s truly iconic brands.” Read more »

‘Superhero’ Builders Academy ad falls foul of ASB over unsafe work practices

A TV ad for Simonds Homes’ Builders Academy has fallen foul of the ad watchdog for depicting unsafe work practices such as using a nail gun as though it were an actual gun, despite the company claiming the protagonist was representing a “superhero”

Complaints against the ad, which introduced Bob, a builder who can do anything because he trained at the Builders Academy, argued the actions in the ad were unsafe and glamourised unsafe workplace behaviour.

One complainant wrote: “All of the actions depicted in the advertising are seriously dangerous. Anyone on a building site who did even one of these things would be immediately excluded from site for their own and everyone else’s safety.

Read more »

Analysis: Shiny floor talent show audiences tumble while renovations hold firm

Screen Shot 2014-10-23 at 1.19.23 pmAudiences for ‘shiny floor’ talent shows have been among the worst hit of the reality TV franchises this year, with The Voice and The X Factor posting double-digit audience declines compared to their 2013 runs.

However, some reality shows like House Rules, Masterchef and The Block have enjoyed a renaissance, posting strong audience growth this year, an analysis of consolidated OzTam ratings of the sought-after 16-54 demographic by Fusion Strategy has shown.

The oldest of the formats, Ten’s The Biggest Loser, lived up to its name, shedding 45 per cent of its viewers in the demographic in its run this year. However, Ten’s Masterchef  was the biggest winner, rising 31,91 per cent compared to last year.

The figures, which show X Factor dropped 19.97 per cent and The Voice 13.64 per cent in the demo, led Fusion’s principal Steve Allen to suggest Seven and Nine may find it hard to “do a Masterchef” and reinvigorate those formats. Read more »

Industry Superfunds kills off ‘From Little Things’ ad campaign soundtrack after five years

Industry SuperFunds Australia (ISA) has ditched Paul Kelly’s ‘From Little Things’ song from its marketing in a move to create a more contemporary image for the brand.

The song has provided the backing for ISA’s TV campaigns since 2009, but from early next year will be replaced with We’re All in This Together, a 2005 track penned by Australian artist Ben Lee.

ISA director of marketing Bernie Dean said Kelly’s iconic lyrics have “served us magnificently well” but after five years it was time for a change.

“Like all institutionalised brands we have got to evolve and over the past 18 months we have adopted a new stance in the market,” he said. “We’re more contemporary and late last year refreshed our mainstay campaign, compare and pair.

Read more »

Media and government should stop using terrorist ‘brand names’ like ISIS says CPA boss

A prominent commentator has said the media and government should stop using the “brand names” of terror groups like ISIS and think carefully about the way the debate is framed to avoid “giving them life”.

Panel (l-r): Yalda Hakim, BBC World News presenter and correspondent; Tim Costello, CEO World Vision Australia; Richard Goyder MD Wesfarmers; Alex Malley, CEO CPA; Robert Milliner, the B20 Sherpa.

Panel (l-r): Yalda Hakim, BBC World News presenter and correspondent; Tim Costello, CEO World Vision Australia; Richard Goyder MD Wesfarmers; Alex Malley, CEO CPA; Robert Milliner, the B20 Sherpa.

Speaking at a BBC Worldwide CEO debate in Sydney last night called Australia: People, Place, Power, Alex Malley, the CEO of CPA Australia, called on government and the media to think carefully about the way they are talking about the groups.

Following remarks about the Islamic State terror group (ISIS) Malley said: “We all live in a brand society, all of us will know it, and we should not be talking about any terrorism activities under a brand name, it’s a mistake.

“It gives them purpose, and we should be talking about terrorism and keep it as a general principle. The minute we give a brand name to an item it creates a certain behaviour and people will flow under the brand, and all of a sudden we’ve given them life.  Read more »

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