Westpac is giving students a first-hand look at what life would be like in its graduate program in a recruitment campaign created by Blaze which is similar to one launched by Deloitte New Zealand last month.
The website, which features Facebook integration, provides viewers an interactive ‘point of view’ video experience of a graduate’s life during a day in the program.
Scott Deakin, creative director at Blaze said: “The competition for the best graduate talent in Australia is fierce. We put Westpac group at the head of the pack by creating a digital experience that showed all the great things about the program”.
My Kitchen Rules had another stellar night with the second semi-final attracting a metro audience of 2.005m, preliminary overnight ratings from OzTam show.
Running for 90 minutes from 7.30pm it out-rated Nine’s double-bill of The Big Bang Theory with the first new episode attracting a metro audience of 1.117m while the second, repeat episode had an audience of 1.047m, while Nine’s movie premier of Contagion at 8.35pm attracted just 557,000 viewers.
Seven’s next highest rating non-news program was Home and Away which saw 1.036m metro viewers tune in, however it was beaten by Nine’s A Current Affair which had a metro audience of 1.151m at 7pm.
Home and Away did trump both Ten’s The Project and the ABC News, with the second half hour of The Project only seeing 574,000 viewers tune building on the first half hour’s audience of 444,000 while 905,000 metro viewers watched ABC News. Read more »
FutureBrand has continued its senior management overhaul hiring former JWT Sydney channel planning director Susie Hunt as chair of its Asia Pacific operations.
The move comes just a month after the agency picked up Richard Curtis as its CEO for Australia from rivals Interbrand, and Graham Purnell as its first executive creative director for the branding agency.
Hunt, who has worked most of her career with WPP including stints at JWT Sydney, London and New York, as well as a role of regional director for Enterprise IG in the region, will have responsibility for offices in Shanghai, Beijing, Hong Kong, Melbourne, Sydney and Singapore. Read more »
Morning Update: BuzzFeed confronts Weibo about fake account; Burger King names David as lead global agency
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
“A woman’s love for her boyfriend is compared to her love for resort amenities while vacationing without him in Wieden + Kennedy Amsterdam’s latest ad for Booking.com.
The man doesn’t fare so well in the comparison, though to be fair, neither does the woman. She is “Brianless” because Brian apparently doesn’t enjoy seafood, the ocean or horseback riding. (How could someone be such a curmudgeon?) And she sure takes advantage of his absence, letting loose with cartoony antics that echo other spots from the high-energy campaign. (Is it just a coincidence that “Brianless” is an anagram of “brainless?”)”
The Other Woman, starring Cameron Diaz and Leslie Mann, has topped the Australian weekend box office, delivering Fox $4,345,633 in ticket sales across 310 screens.
Since premiering on Thursday the rom-com, which sees a wife and her husband’s two mistresses pair up for revenge on the three-timing husband, has made $11,234,595.
The film trumped The Amazing Spider-man 2: Rise of Electro which made $3.285m across 525 screens over the weekend.
Since premiering on April 17, the Marvel Comics movie has made a total of $11,462,84 while fellow Marvel movie Captain America: The Winter Soldier grabbed $1.326m across 440 screens this weekend and $18.3m in total.
Welcome to Mumbrella’s live blog, your rolling media and marketing diary. For the latest updates hit refresh.
- Vodafone ditches ‘kidults’ in favour of population coverage-centred campaign
- TV ratings: Modern Family’s Aussie trip grabs 1m for Ten, The Logies drop
- Naked appoints new creative directors for Sydney and Melbourne
- Mary Ann Azer takes role as head of Magazine Publishers of Australia
- Tasty video bits from TedX Sydney
- Cadbury launches new flavours in Joyville evolution
- AFR editor apologises to WA readers for World is Fukt headline
- Opinion: Wicked Campers is showing up the Ad Standards Board
4:49pm - Just a quick reminder time is running out for the earlybird on Mumbrella360 which ends on April 30, and you can get tickets here. Today we published the full draft program which includes keynotes from Buzzfeed, an interview with Lachlan Murdoch and a heap of other great stuff, including a live pitch from agencies to market the Australian film industry.
3:31pm - Here’s a sordid little tale coming out of the US, where ad tech company RadiumOne has fired its CEO after he was charged with hitting his girlfriend 117 times in 30 minutes. The firing comes after a few customers said they were considering their use of the company after the charges were filed. Gurbaksh Chahal also wrote a blog defeding himself, and saying he had been provoked because his partner had been having unprotected sex with strangers for money. He was fined $500 for the incident but denies he hit the woman.
3:09pm - You’ll likely remember our piece last week on the Australian Financial Review’s major cock-ups with the front page for it’s ANZAC edition. It transpires that could now be the most valuable edition of the paper anyway.
1.10pm – Priceline’s marketing director Amanda Connors is to depart the retain chain after seven years in the role. Story here.
1.05pm - SMI has launched state by state analysis and digital medium breakdowns that show how much is spent in each state. Read about the changes here.
The tough brief will see five agencies – one representing each discipline of creative, digital, experiential, PR and social media – invited to participate.
The live pitch is being run in conjunction with industry funding body Screen Australia and Tourism Australia. The process will be led by pitch doctor Darren Woolley, managing director of relationship specialists Trinity P3.
Mumbrella360 takes place in this first week of June, with an afternoon of industry networking on June 3 and then a two day media and marketing conference on June 4 and 5.
The five agencies will be invited to tackle a brief aimed at leveraging the output of the Australian film and TV industry to promote Australia internationally. Read more »
Connors is a former head of marketing at Myer and has also served as senior manager brand and sponsorships at Westpac.
“After seven years of the most amazing journey with the Priceline brand, working with a team of incredibly passionate and talented people across the business, I have decided to leave my API family for my other family,” said Connors. “My beautiful boys and concentrate on the most important role in my life being a mum.” Read more »
Naked Communications has appointed new creative directors for its Sydney and Melbourne offices, with Katie McCarthy joining the Sydney office and Tristan Graham promoted to the role within the Melbourne office, Mumbrella can reveal.
McCarthy joins the agency from Los Angeles, having worked with agencies that include 72 and Sunny, Martin Agency, Razorfish, Arnold Worldwide and Goodby and Silverstein & Partners. Graham joined the agency’s creative team in October 2012, having worked at McCann and SMART for five years prior.
Vodafone has moved away from its controversial ‘kidults’ relaunch campaign in favour of a strategy highlighting the brand’s fast 4G offering.
Kidults, created by Ogilvy & Mather, was launched in September last year and was designed to win back customers which had been alienated by the telco’s network problems, focussing on the fact their customers were young at heart and loved to have fun.
However the campaign attracted criticism and became one of the most complained about of 2013, with many people saying it sexualised children. The brand declined to confirm why it had moved on from the much-hyped campaign.
The new campaign focuses on consumers’ love of the internet and how it covers 96 per cent of Australians allowing its consumers to access the online world from wherever they are. However, it does use the same backing music as the Kidults campaign.
Australia’s advertising industry will now receive a monthly breakdown of the size of advertising market on a state by state basis, as well as a deep-dive into digital spend by medium under changes made to the Standard Media Index (SMI).
The new data shows New South Wales dominates aggregated advertising expenditure data with more than 52 per cent of spending, or $316m, in March followed by Victoria on $197m (32.7 per cent), Queensland on $56.5m (9.4 per cent), while a combined tally for South Australia, Western Australia, Tasmania and the Northern Territory saw only $33m, or 5.6 per cent, of spend.
“By providing a quick tool to measure growth, this will enable TV networks to better reward and incentivise state-based sales teams,’’ said Jane Schulze SMI’s Australian managing director.
The new service will allow subscribers to measure their performance against their rivals within each state-based market with, for example, Metropolitan TV network shares able to be seen for the Sydney, Brisbane and Melbourne agency markets. Read more »
During her tenure the ABC audience grew to record levels, growing from a combined share of 21.2 per cent and a combined reach of 3.8m people in 2008 to a combined share of 24.6 per cent and a combined reach of 4.6m today.
“Kate has been an inspired leader of ABC Radio and a much valued member of the ABC Executive over the last five years. She always said she felt five years was about the right period of time to serve as the head of Radio – and I am disappointed I have been unable to change her mind about that,” said Mark Scott ABC managing director, in a statement.
The Advertising Standards Board (ASB) has upheld a complaint against a 45-second cinema ad for the BMW 2 Series Coupé for depicting unsafe driving, despite the brand arguing “high standard” editing was what created the effect.
The ad, localised work from the US, shows the car driven on public highways in the US as well as public and private unsealed roads in a dusty desert environment.
A complaint submitted to the ad watchdog read: “The advertisement commenced with the vehicle being accelerated such that it lost traction of its driving wheels, then accelerating at speed and preceded to display 360s and significant loss of traction, typical of hoon activity. I consider it portrays an unfavourable message, contrary to safe and sensible driving.” Read more »
Ulm will report to ITV Studios Australia managing director Anita Jacoby and has developed and produced content for all Australian free-to-air networks, subscription television, UK broadcasters as well as US Networks overseeing factual, entertainment, reality, and lifestyle productions.
“Ben is unquestionably one of the best in the business and he will play a pivotal role in the next phase of growth of ITV Studios Australia,” said Anita Jacoby, ITV Studios Australia managing director. Read more »
Farm machinery maker Kubota has launched a new brand campaign ‘For Earth, For Life’, which celebrates the “pleasures of working productively with the earth”.
Created by Redhanded Creative, the two-minute cinema advert features a montage of life on the land and the various products which come from agriculture from vegetables to wine to meat, overlaid with a song with the core message “When you’re hungry for life, the earth will provide for you”.
On the back of its recent China content deal the ABC has announced it has has struck n agreement with Indonesia’s largest media company, the MNC Group, to extend the reach of the Australia Network television service.
The deal is similar to the new partnership between the Australia Network and the China’s Shanghai Media Group, and will see a month of dedicated Australian coverage on three of MNC’s free-to-air channels during May titled ‘Window on Australia’. Australian news will also have its own three-minute daily feature on MNC’s breakfast, midday and afternoon news bulletins and special features will be broadcast across all channels during the month.
CEO of ABC International Lynley Marshall said the deal meant Australian news would reach a significant number of Indonesians in their own language on their own channels. “We are working now with Indonesian crews to create content that will appeal to Indonesian audiences on topics such as Australian science and technology ingenuity, business and food sustainability,” said Marshall. Read more »
The Australian has launched a new iPad app with a campaign featuring contributors and writers of the paper which aims to “signify The Australian’s broad coverage of the key issues”.
Created by Archibald/Williams, which is one of the agencies battling it out for the creative account duties for the publisher which is currently out to pitch, the campaign is running across broadcast, digital, social and outdoor alongside a print execution which launched today with a wrap around the paper.
The Australian CEO Nicholas Gray said: “The Australian has a curious audience who love the thrill of pursuing knowledge and delving deeper to find the full story. We wanted the TVC to represent everything The Australian, in a single edition,offers on an immersive device like the iPad. We have brought this all to life in this layered TVC illustrating the breadth and depth of our content in a highly creative way.”
Former Procter and Gamble marketing communications boss Mary Ann Azer is to head industry association Magazine Publishers of Australia (MPA) as its new executive director, replacing Robin Parkes who moved to Telstra’s marketing team earlier this year.
Azer will report to MPA Chairman and CEO of Bauer Media Matthew Stanton and will face the challenge of promoting the magazine industry at time of continuing double digit revenue declines and falling print circulations.
“Mary Ann’s appointment signifies the continuing commitment of the MPA to the ongoing revitalisation and promotion of the magazine publishing industry,” said Stanton, in a statement. Read more »