Marketers being squeezed as companies seek short term results

LambroMarketing budgets are at risk of being cut as companies increasingly take a short term view and invest in quick sales rather than longer term growth strategies, the chief marketer of electronics giant LG has warned.

Lambro Skropidis told Mumbrella firms are becoming “beholden to shareholders” and looking for rapid results which can work against marketers.

The problem is being exacerbated as the tenure of chief executives and managing directors gets shorter resulting in a tendency to look towards shorter term wins “to get runs on the board”.

“Twenty years ago people were in their roles a lot longer and invested in the longer term. Today, people are managed more short term and increasingly companies are being asked to achieve short term deliverables,” he said.

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Red Agency acquires Graymedia as it looks to expand Queensland footprint

Gray media red agencyThe Red Agency has boosted its presence in Brisbane acquiring the Graymedia agency and installing its principal Yasmin Gray as managing director.

The move sees the four staff from Gray offering move in with the four existing Red staff in the city and merge its client base, adding sectors including healthcare, mining and resources, travel and tourism and sport to the mix.

Red Agency CEO James Wright said: “This is part of a strategic investment to develop the Red Agency business in Queensland. Our Brisbane office has always been a very tidy operation but the introduction of Graymedia wil help scale up and increase our footprint. Read more »

Australia’s win against South Africa helps Nine win the night

Australia’s one day cricket international helped Nine to a winning audience share of 22.3 per cent after 985,000 viewers tuned in to see Australia bowl South Africa out from 6.30pm.

The second session of the cricket was the highest non-news program of the evening, with 489,000 viewers watching the first session from 1.30pm.

Seven’s Home and Away the second most watched non-news show with an audience of 815,000 at 7pm, but Seven had to settle for an audience share of 19.5 per cent, while Ten could only manage 10.4 per cent, beaten by the ABC 12.4 per cent.

Also on Seven, the second outing of season two of Westpac-funded TV documentary Air Rescue, at 8pm, saw its audience grow to 674,000 after debuting to 629,000 viewers last week.

It was beaten in the 8pm timselot by the ABC’s Shaun Micallef’s Mad as Hell which pulled an audience of 722,000.

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Morning Update: New York Post dares you to ignore its new ads; Singapore Airlines keeps faith with TBWA

AdWeek: Asus Has Finally Created the Perfect Digital Device for Birds With Arms

“Stop it, you’re quilling me.

Birds with tiny human arms and hands soar in sublimely silly style thanks to SuperHeroes’s first global campaign for the Asus Transformer T100 2-in-1. It’s also the inaugural work from the New York office of the Amsterdam-based agency perhaps best known for its prankvertising efforts on behalf of LG.

In “Modern Birds,” a freaky fingered flock demonstrates the features of the Asus laptop/tablet hybrid. The idea is that birds know how to get stuff done #OnTheFly.”

 

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Commercial networks will ‘fund SBS budget cuts’, as Free TV warns of quality erosion

TenNetwork Ten and Free TV have attacked the government decision to double the hourly amount of advertising SBS can sell, claiming the move has created a “fourth free-to-air network” that will damage the quality of Australian TV production.

Ten chief executive Hamish McLennan branded the move “very concerning” while Free TV chairman Harold Mitchell reiterated claims that $200m worth of advertising revenue will vanish to SBS over five years. Communications Minister Malcolm Turnbull had earlier suggested the figure was nearer $28.5m.

Free TV logoThe criticism came after Turbull announced budget cuts to both SBS and ABC and tasked SBS with raising additional revenue through advertising. To achieve that the maximum five minutes of advertising per hour will be raised to 10 minutes.

SBS managing director Michael Ebeid predicted raising the cap will bring in between $20m and $30m additional revenue over five years.

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Malcolm Turnbull confirms ABC and SBS cuts to total $308m over five years

Malcolm Turnbull Communications Minister Malcolm Turnbull has revealed the extent of funding cuts to the ABC and SBS, telling a forum in Adelaide this lunchtime “the SBS and ABC will emerge from this process much stronger”.

Both organisations will lose a combined $308m over the next five years, with SBS contributing $53.7m of that, and the ABC the rest, but Turnbull insisted the government will not “direct the organisations on operational matters” and allow them to decide where to make the cuts.

The cuts to the ABC are in line with those flagged by Media Watch host Paul Barry on Monday night’s show, which he said would lead to between 4-500 job losses and closure of some operations. Yesterday Education Minister Christopher Pyne started a petition to save a production unit in South Australia threatened with closure.

SBS managing director Michael Ebeid said the cuts “whilst anticipated, is sizeable and will naturally be felt by our organisation”, while ABC managing director Mark Scott warned it would “impact on the kinds of content we can make and offer”.

The SBS will get $287m in funding in 2014-15, 75 per cent of its total funding, with the organisation tasked to raise revenues through advertising, with Turnbull saying the governmemt will allow it to reallocate its limit of 120 minutes of advertising per day, with a maximum of 10 minutes per hour rather than five minutes per hour, allowing it to make more cash from primetime programming.

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Vodafone names new marketing chief to replace Kim Clarke

Screen Shot 2014-11-19 at 1.12.19 PMVodafone has confirmed the appointment of Malaysian-born Loo Fun Chee as chief marketing officer to replace Kim Clarke.

Chee is currently head of consumer marketing at Philippine-based Globe Telecom and will begin her role at Vodafone on January 5.

The appointment comes with the telco nearing the end of its creative pitch with Cummins & Partners and McCann Melbourne believed to be the final two, although JWT has not been ruled out by Vodafone.

At Globe Telecom Chee was responsible for driving growth in mobile data monetisation, customer loyalty management, business intelligence and digital marketing.

Chee spent almost a decade at JWT in Malaysia working on brands including Citibank, Unilever and Nestle.

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Hoopla founders to launch quarterly newspaper for girls in ‘radical and risky’ move

Screen Shot 2014-11-19 at 11.37.39 AMWe Magazines, the publisher of female focused websites The Hoopla and Birdee, is to launch a quarterly tabloid newspaper for girls after research revealed there was demand for a print publication among its 16-24 year-old readers.

The first print issue of Birdee will go on sale in the week beginning December 4 and have a print run of 20,000. The cover price for the 40-page newspaper will be $4.

We Magazines co-founder and publisher Jane Waterhouse described the project as “radical and risky, but exciting” and said she hoped to take the newspaper monthly if it proves successful. It will be the publisher’s second product aimed at girls following the launch of online site Birdeemag.com last year.

“People kept telling us that our demographic  is walking away from print, but we did research and they overwhelmingly asked us ‘when are you going to turn Birdee into print’,” she told Mumbrella. “This demographic spend their life looking at screens but, strangely, they also like to read books and the thought of something tactile is really appealing to them.”

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Telstra begins national Wi-Fi roll out with 1000 ‘trial sites’ expected before Christmas

telstra logoTelstra has started to roll out its national Wi-Fi network after today switching on the first 150 hotspots, with 1,000 ‘trial sites’ expected to be available by Christmas.

The move marks the beginning of a $100m plan by the telco to offer two million hotspots across the country within five years.

The first have been made available in some of Australia’s busiest locations including Bourke Street Mall in Melbourne, Hyde Park in Sydney and King George Square in Brisbane.

The 1,000 trial areas will be located at payphone sites in the “heart of local communities” while future Telstra-build hotspots will also be located at Telstra retail outlets and exchange buildings.

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Masterchef reality production of the year at Screen Producers Australia Awards

MasterchefPlaymaker Media took out the top award at the Screen Producers Australia (SPA) Awards last night with Shine Australia also recognised with Masterchef named reality show production of the year.

The first ever lifetime achievement award was handed to Des Monaghan who has ammassed over 50 years of experience leading the production industry, whilst Jungleboys were recognised for comedy production of the year for The Moodys, and Rake picked up Drama produciton of the year for Essential Media and Entertainment.

Playmaker this year has produced House Husbands for the Nine Network, political thriller The Code for ABC Television and the period drama series Love Child for Nine Network.
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Optus celebrates Christmas with Josh Thomas and pavlova

Optus has rolled out its Christmas campaign featuring brand ambassador Josh Thomas in a spot that throws back to the telco’s ads to date using the comedian.

The spot, from M&C Saatchi, sees Thomas walking around the streets of a city filled with simple Christmas decorations while he talks about a more elaborate Christmas-themed spot referencing several other spots from the series, with the final shot ending on an Optus billboard featuring the various scenarios he has been talking about, and with him holding a pavlova.

Launched over the weekend, the campaign will run until December 14.

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Nine’s Ross Greenwood and Michael Koslowski launch WeEditFast cloud based video editing service

ross greenwood

Greenwood

Koslowski

Koslowski

Channel Nine’s business editor Ross Greenwood has teamed up with former Fairfax journalist Michael Koslowski to launch a new cloud-based video editing service called WeEditFast.

The new offering is aimed at exploiting what the pair see as the slow turnaround times and costs for traditional editing processes, with the duo teaming up with the developer behind the Stayz website Chris Sharkey to develop the platform.

Koslowski told Mumbrella the new offering had potential beyond corporate clients, and pointed to news rooms which need short-form video turned around quickly, as well as ad agencies which might need last minute changes to promotional material, adding they also produce content for platforms like Vine and Instagram. Read more »

First Contact grabs decent audience for SBS as Dancing with the Stars tops entertainment

SBS One enjoyed an audience boost last night thanks to its new documentary First Contact, which pulled in a respectable audience of 433,000 at 8.30pm for the network on yet another night where no show broke the 1m viewer mark.

Seven won the night with an audience share of 20.3 per cent courtesy of Dancing with the Stars which was the evening’s most watched non-news program with 908,000 viewers tuning in for the two-hour show from 7.30pm according to OzTam’s metro overnight ratings.

The reality show boosted its audience from last week’s 886,000 and trumped Nine’s offering of David Attenborough’s Life in the 7.30pm timeslot which was watched by 643,000. Both shows out-rated Ten’s Recipe to Riches which saw its audience tumble to 466,000 from 523,000 last week.
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Netflix to launch locally in March 2015

NetflixMovie and TV subscriptions streaming service Netflix has announced it will expand into Australia and New Zealand in March 2015.

The official announcement follows the streaming giant appointing a creative and social media agency earlier this mont, with execs admitting interest in the Australian and New Zealand market in October.

Today’s announcement includes several shows it will have exclusively in the territory, however there are question marks hanging over some of the other premium content which makes the US service attractive to subscribers in Australia.

Mumbrella understands Droga5 has been handed creative duties for the brand in Australia following a pitch, whilst We Are Social, which also handles the account in the US and UK, will lead the social media push. Pulse PR are handling the streaming service’s PR locally.

At launch Netflix will offer local users original series such as Marco Polo and BoJack Horseman, kids titles such as DreamWorks Animation’s All Hail King Julien, documentaries Virunga and Mission Blue, stand up comedy specials Uganda Be Kidding Me, Live from Chelsea Handler and Jim Jeffrie’s Bare.

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Digital agency Pusher moves in with Publicis Worldwide Australia

Pusher's Hopwood and Crebar and Publicis CEO Baxter

Pusher’s Hopwood and Crebar and Publicis CEO Baxter

Digital agency Pusher has entered into an agreement with Publicis Worldwide which sees management and staff move into the Publicis offices in Sydney and Brisbane to work across Publicis clients whilst retaining the agency’s own name and open up a Melbourne office off the back of a new client win.

Speaking to Mumbrella on the move, Pusher founder Michael Crebar said the move would see the agency working closely with, in particular, the struggling Publicis Mojo creative agency, adding: “We aren’t just sharing a workspace. We have joined forces with them.”

The arrangement sees Pusher working for Publicis Worldwide Australia under a commercial arrangement which allows the digital agency to keep its name while becoming part of the Publicis Worldwide Australia group, with Publicis and Pusher cagey about calling it an acquisition.

Two weeks ago Publicis Groupe said it was in the process of acquiring the Sapient Group, which includes the Sapient Nitro digital agency, in a $4.2bn deal, as the network looks to boost its credentials in the space. It is unclear how that will impact locally as yet. Read more »

Education minister Chris Pyne starts petition demanding ABC keeps Adelaide production unit

Screen Shot 2014-11-19 at 9.03.37 amA government minister has started an online petition to protest against plans by the ABC to shut a production unit in South Australia – a move which has come about due to a $50m-a-year budget cuts planned by the current government.

Education Minister Christopher Pyne has created the Change.org petition after Monday night’s Media Watch program claimed the production unit would be one of the casualties along with 4-500 jobs at the public broadcaster.

In the rationale for the petition Pyne claims it it the last production unit of the ABC outside of Sydney and Melbourne, adding it has made a number of shows “targeted at individual groups within the community and are crucial to a diverse market”. Read more »

Morning Update: Samsung launches first UK Christmas TV campaign; 10 most watched ads in October

Campaign: Samsung launches first Christmas TV campaign in the UK

“Samsung is launching its first festive TV campaign in the UK, which portrays its products as an integral part of the Christmas season.

The electronics company will release two ads as part of the campaign. The first, “all wrapped up early”, will air tomorrow during ITV’s I’m A Celebrity: Get Me Out Of Here. The second, “Christmas round ours”, will air on TV on 24 November.”

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Colenso BBDO managing director Nick Garrett promoted to new role of CEO

Garrett at the Mumbrella Awards

Garrett at the Mumbrella Awards

Colenso BBDO managing director Nick Garrett has been promoted to the newly created role of CEO of Colenso BBDO and Proximity.

The promotion follows the announcement Clemenger Group New Zealand CEO Jim Moser would take on the additional responsibility as chairman of Clemenger BBDO Melbourne following the retirement of Peter Biggs. Garrett takes on some of Moser’s responsibilities with regard to Colenso BBDO and Proximity in Auckland

Of the promotion Moser said: “Nick Garrett is one of the most accomplished leaders in the advertising industry and renowned for his relentless pursuit in finding creative solutions that drive clients’ business. Read more »

 
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