Creative and strategic agency Onepartners has unveiled its first work for Breville in a campaign promoting the brand’s range of juicers after taking the account from Naked Communications.
‘Veggie Dodgers’ targets Australian mums, encouraging them to see juicing as the solution to getting the nutrition from vegetables into their children.
The campaign runs across digital display, online, social media, in-store activation and experiential.
Richard Babekuhl, Breville marketing manager said in a statement: “Its fantastic to have the Onepartners team on board, they have a very different perspective of how we can grow our business moving forward, and the key marketing levers we need to focus on.
The new commercial for Volkswagen’s updated Golf GTI sees a variety of singers tackling Frank Sinatra’s ‘I did it my way’, ending with the tagline ‘Often Copied. Never Equalled’ in a global campaign tailored by DDB Sydney for the local market.
The TV ad features various amateur singers covering Frank Sinatra’s ‘I did it my way’, sourced from YouTube and ”aims to affirm the car’s positioning as the benchmark”.
General manager of marketing at Volkswagen Group Australia, Jutta Friese said in a statement: “The Golf GTI is a key product pillar in our range, gaining cult-car status and a local following to match.”
Fairfax Radio 2UE’s share slipped further on Monday to Friday ratings according to the latest figures from Nielsen to 3.2 rating points, losing more ground to rivals 2GB which celebrates its tenth consecutive year at number one in Sydney climbing to 14.4 per cent of the available audience.
It remains the lowest rating commercial radio station with the drive show slipping a further 0.7 points after the sacking of Jason Morrison in the middle of the survey, and evenings slipping further losing 2.6 points, its biggest drop in the survey.
In a statement Fairfax Radio said the station will undergo significant changes to its line-up in 2014, with national content director Clark Forbes saying: “The changes to 2UE will reveal a new and reinvigorated station that better reflects our influential and informed audience.
“We’d like to thank outgoing presenters Paul Murray and Jason Morrison from the Morning and Drive programs and wish them well in the future. We’re preparing for a big year for 2UE in 2014.”
Sami Lukis and Yumi Stynes bowed out of MixFMs breakfast show losing 0.9 per cent giving them just a 3.3 per cent audience share, making it the lowest rating commercial breakfast show. Overall Mix recorded a 0.7 drop to 4.9 per cent share, with the only show to record positive growth being Tim ‘Rosso’ Ross’s drive show.
The Australian Radio Network’s (ARN) Mix102.3 experienced another gain in audience share to hold onto the lead with a 15.8 per cent audience share, up 1.1 per cent from the last ratings period according to the latest ratings from Nielsen.
Mix102.3 gained listeners across all timeslots with Fun Breakfast with Jodie, Mark and Snowy maintaining its lead with a 0.4 per cent share gain, securing a 13 per cent share of the audience.
Meanwhile DMG owned Adelaide stations Nova91.9 and Fiveaa lost listeners at breakfast although Nova’s Dylan Lewis and Shane Lowe dropped by just 0.1 share points to 10. Outgoing Fiveaa breakfast duo Keith Conlon and Jane Reilly dropped 0.8 share points from 14.5 to 13.7. Read more »
FoxFM has regained its Melbourne FM ratings crown, boosting its Monday to Sunday market share by 0.2 ratings point (8.6 per cent) to beat Nova100, which had an audience share of 8.2 per cent, according to the latest radio ratings figures from Nielsen.
Triple M boosted its overall ratings to an 8 per cent share with The Hot Breakfast lifting its market share by 0.8 points to a 9.3 per cent, bumping Nova’s departing breakfast duo Dave Hughes and Kate Langbroek from the top FM breakfast program.
Nova100′s breakfast show, which aired for the last time on November 29, had an 8.4 per cent audience share, down by 0.6 share points from the last ratings period.
Southern Cross Austereo owned FoxFM’s breakfast duo Matt Tilley and Jo Stanley, which also aired for the last time on November 29, held onto their number three FM breakfast position, boosting their audience share by 0.5 share points from 7.8 per cent share to an 8.3 per cent audience share.
Tilley will be the host of a new national drive show with Joe Hildebrand for SCA’s Triple M next year.
The Australian Radio Network’s (ARN) 97.3FM has lost the ratings crown in the final survey of 2014, with the station losing 1.2 per cent audience share and rival DMG station Nova 106.9FM gaining 1.1 per cent to claim the title of most listened to station in Brisbane.
The final Nielsen Radio Ratings Survey of 2013 showed Nova106.FM with a 13.6 per cent share compared with 97.3FM which had 12 per cent on the Monday to Sunday audience.
Nova106.9 has been closely trailing 97.3FM for much of the year and finished the previous survey with its audience share 0.5 points behind its rival. The station’s breakfast show with Ash, Kipp & Luttsy maintained its status as Brisbane’s favourite FM breakfast show with an audience share of 12.1 per cent, up 0.4 per cent. 97.3′s Breakfast with Robin, Terry and Bob was down 0.4 per cent to 10.6 per cent.
97.3FM’s Drive Home with Campo lost the top slot in Drive to Nova106.9 which it won in the last ratings period falling 2.3 percent to 13.7 per cent. Nova106.9′s national Meshel, Tim and Marty has continued to grow its Brisbane audience up 0.7 per cent to 16 per cent. Nova recently announced Meshel Laurie will be leaving the national drive program to co-host a breakfast program in Melbourne. Read more »
Channel Seven’s lineup of real-life and fictional rescue drama with Dog Patrol, Air Rescue and Chicago Fire won in all people last night, however Nine held onto the most 25-54 year old viewers with repeat episodes of The Big Bang Theory.
Preliminary overnight metro ratings from OzTam show The Big Bang Theory was the top program in the key ad demographic, as well as winning the 7.30pm timeslot.
Meanwhile Dog Patrol averaged 762,000 for Seven, just 8,000 less in all people, and a repeat of Modern Family had 462,000 viewers on Ten. Read more »
The new packaging features a wood-cut style tree illustration, with the label featuring a printed wood grain finish “to reinforce the cider’s origins in the orchard”.
General manager of cider for Carlton & United Breweries (CUB), Craig MacLean said in a statement: “Cider remains the fastest growing alcohol category in Australia with people choosing to drink cider more often, particularly over the warmer months and we’ve got to keep up with the changing trends in this category.
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
“Airports are perhaps the least jolly of locales during the holiday season, generally filled with disgruntled people facing delays and other mishaps. But, thanks to WestJet, one gaggle of weary travelers were treated to a Christmas miracle that turned an airport into Santa’s workshop.
The Canadian airline, with the help of a virtual and tech-savvy Santa Claus, learned what passengers at the Toronto and Hamilton International Airports — who were waiting to board flights to Calgary — had on their Christmas wishlists this year. Once everyone boarded their planes, the WestJet team also took off — on shopping sprees, that is.”
Ex-Vogue Australia executive fashion editor Emma Wood has launched a new online fashion and lifestyle magazine called Stylem aimed at women over 28 and covering luxury and high street fashion.
It features styling ideas and advice ranging from wardrobe, home, travel, leisure and family for women, primarily mothers, but has opted to only carry display advertising in the clickable online magazine section of the site to preserve the aesthetic.
Wood, who is now editor and creative director of Stylem and has been in the industry for almost 20 years, says she saw the need for a magazine in a modern medium that retained the style of the glossy print hardcopy.
Southern Cross Austereo’s Triple M network has confirmed Joe Hildebrand and Matt Tilley will host the national drive show next year.
The pair will start on January 20 with Tilley hosting from the Triple M studio in Melbourne and Hildebrand working from Sydney.
Tilley moves over from Southern Cross Austereo’s Fox FM where he hosted the breakfast show with Jo Stanley for the last 10 years and Hildebrand will add the radio show to his work as an opinion editor for The Daily Telegraph and panelist on Channel Ten’s new mid-morning show Studio 10.
The new Triple M Drive show will replace Merrick and The Highway Patrol with Merrick Watts, Julian Schiller and Rachel Corbett, axed by Triple M after two years.
Mumbrella reported Tilley and Hildebrand were being tested for the slot along with media strategist Adam Ferrier last month.
At the time a Myer spokeswoman said: “We have made changes to the way our marketing is done and we thought it timely to review this. Badjar has been invited to be part of the process.”
It’s understood M&C Saatchi and CumminsRoss had been involved in the pitch process until the latest shortlisting.
Digital agencies BlueArc and ArdentDigital have moved out of voluntary administration, after the company agreed to transfer its Adobe practice to rival agency Razorfish.
At a meeting of creditors last week the company’s creditors voted to move the group’s parent company The BlueArc Group, which runs both BlueArc and sister agency ArdentDigital, out of the voluntary administration which its directors placed it in in early November.
ArdentDigital’s Adobe practice consisting of ten staff, led by Ben Mooney, will now move across to Razorfish with the agency taking over the existing employment contracts. Read more »
Social media platform Twitter has hired FremantleMedia’s director of digital Tony Broderick as its new Australian head of TV partnerships.
Broderick has been with Fremantle in Australia for the last two years and was in charge of social media content and engagement for shows including The X Factor and Australia’s Got Talent.
He started with Twitter last week and is responsible for the Australian offices’ partnerships with the major TV networks and production agencies and is also expected to oversee an expanding television team at Twitter Australia. Read more »
Advertising spend on commercial radio softened in November but remains positive overall, figures released by Commercial Radio Australia suggest.
In the first five months of the financial year there has been a 2.99 per cent rise in revenue to $301.71 million after nine months of consecutive growth.
However total advertising spend was down by 1.27 per cent in November compared to the same month last year, to $63.498 million, according to the 2013 Metropolitan Commercial Radio Advertising Revenue, sourced by Deloitte. Read more »
Comedian Dave Hughes will leave The Project at the end of the year to embark on a stand-up comedy tour across the country, with Peter Helliar lined up to take his place.
Hughes has co-hosted The Project on Ten since it launched in July 2009, first as a half hour show The 7pm Project, and then as it expanded to become the hour long show also hosted by comedian Charlie Pickering and presenter Carrie Bickmore.
Hughes will still appear on The Project once a week in live crosses from his stand up tour across Australia.
Qantas has unveiled a new brand campaign ‘It’s About’ timed to coincide with the launch of the airline’s new uniform and days after it announced it was facing financial difficulties.
‘It’s About’, created by Droga5, uses the look of the new uniform to highlight why customers chose the airline according to Qantas research and also focuses on the brand’s role as the national carrier, with its tagline ‘Spirit of Australia’ at its centre.
Olivia Wirth, group executive – brand, marketing and corporate affairs said in a statement: “The reason we went with ‘It’s About’ is because it focuses on the things that matter most to our passengers, so it’s a great opportunity to profile the way Qantas has kept evolving its product and service.”
Nathan Earl and Glen Condie, the men behind the Cannes Gold Lion winning The Great Crusade for Qantas, have teamed up with The Chaser’s Chris Taylor in a new project, PLONK, set among NSW’s wine and tourism destinations.
The comedy series, supported by the NSW government through Destination NSW will debut in February next year and follows the story of a television crew as they travel through NSW trying to produce a wine program.