The online ad for Meat & Livestock Australia created by BMF is part of MLA’s ‘Throw another steak on the barbie’ campaign.
The idea behind the campaign is to petition the tourism board to remake the original ad and undo the stereotype that Australians ‘throw shrimps’ on the barbecue.
Watts told Mumbrella: Read more »
Out of home advertising company APN Outdoor has relaunched the price structure of its transit offering in the face of a tough advertising market.
In the announcement, the company made clear that it is offering heavy discounts and wider coverage as it attempts to increase its share of the cut-throat outdoor market.
A statement from Phil Eastwood, GM of sales at APN Outdoor, said: “Like all media channels, we need to constantly review our offering to market to ensure we are providing advertisers with a compelling proposition. With the introduction of new routes to the Transit Network, it is incumbent on us to regularly review our reach, frequency and SOV outcomes. And this we have done with our new packages – increasing panel numbers in some cases by as much as 60%.” Read more »
“The feedback we were getting about our marketing was that we weren’t articulating the emotional rewards of Contiki,” the brand’s international brand director Alastair Campbell told Mumbrella.
“We wanted to position ourselves around the emotional benefits of travelling while you’re young,” he said.
The brand, which is targeted at 18-35 year olds, has introduced the new slogan, #noregrets.
Advertising around the brand revamp has kicked off in Europe and is now to roll out in Australia. Read more »
The move is the latest round of role mergers at NewsLifeMedia.
In August, a ‘homes’ desk was formed to oversee both Gardening Australia and Inside Out. Gardening Australia editor Jennifer Stackhouse was made redundant.
News Limited told Mumbrella that a new editor for Country Style would not be found, and Carey would cover that position. Read more »
Fiat Chrysler has said that a shift from retail to brand advertising has helped drive sales growth this year.
Year-to-date sales are up 62.9%, with 21,464 cars sold this year compared to 13,180 in 2011, the company announced today.
Fiat Chrysler’s head of corporate affairs Lenore Fletcher told Mumbrella that while other factors were obviously at play, a switch from retail-led to brand advertising – with a focus on the emotion and heritage behind the brand – had helped shift units. Read more »
The new-look brand mark, devised by Interbrand – sister design studio to TA’s ad agency DDB – has been introduced “to stay relevant and reflect the organisation’s changing culture and identity,” according to the tourism body.
It cost $200,000 to develop. Read more »
MCM Media is restructuring in the wake of the departure of national sales director Matt Tindale.
Tindale’s position will not be replaced, and his duties will be split by market.
In Sydney, Luke Cook will take on the sales director role while Nathan Young becomes GM of sales and operations.
Melbourne sales are led by Jeanna Manifold, who joined as sales director from ARN in Brisbane in August.
Meanwhile, MCM is looking for a chief strategy and marketing officer to report directly into CEO Simon Joyce. Read more »
Kellogg’s marketing chief John Broome: we’ll take more risks next year, the FMCG category has got too conservative
The marketing director of Kellogg’s has said that he wants to take more risks next year – and with increased advertising spend – as the cereal maker eyes faster growth.
John Broome, who is six months into his role as Kellogg’s ANZ marketing director, said that while media spend from FMCG brands in Australia has “gone backwards”, Kellogg’s intends to increase spend by 13% in 2013.
“FMCG media spend has gone backwards by 11%, year on year. Spend on TV is down by 15%. Digital is up 14% – but it is up 23% across all categories,” he said. Read more »
The news comes after Ten suspended trading of its shares yesterday.
A company overview from non-executive chairman Lachlan Murdoch reads: Read more »
Australia’s production sector has objected to the Australian government’s new legislation on content quotas, which it says will be a boon for the three commercial free-to-air channels – but of little benefit to content makers.
In a joint announcement from the Australian Writers’ Guild, Australian Directors Guild, Media Entertainment & Arts Alliance and Screen Producers Association of Australia, the sector said Australia had been ‘short changed’ following the government’s drop by 50% of broadcast licensing fees while ‘circumventing its own consultation process’ with the industry.
SPAA executive director, Matthew Deaner said: Read more »
The cross-category campaign uses the overarching tag line “Summer Drinks Are Calling” to promote mixed drinks to consumers.
The move is the first time Diageo has promoted a number of brands under one campaign, and is the first work by The Station Agency since being appointed to the account in June.
Diageo Australia marketing director Matt Bruhn told Mumbrella: Read more »
An Australian radio stunt has made international headlines this week, including coverage on US television for both the station and its brand partner.
This week Triple M’s Merrick and the Highway Patrol’s stunt with Meat and Livestock Australia, the Carbeque – part car, part barbeque – went global across the Huffington Post before spreading to US TV morning show Live! With Kelly and Michael, reaching over 3m viewers.
Watts told Mumbrella, the Mad Max-inspired meals-on-wheels vehicle worth $135,000 also landed on news sites in Brazil, Argentina and the Czech Republic. Read more »
Australian actor Jason Clarke has signed on to lead the new film from screenwriter William Monahan.
Monahan, who won a best adapted screenplay Academy Award for The Departed, will write, produce and direct Mojave, the plot for which is being kept quiet.
Clarke will appear alongside The Bourne Legacy and Drive actor Oscar Isaac. Read more »
Media agency OMD has today announced it will promote Rob Swinton to the dual role of managing director and head of strategy for its Brisbane office.
Swinton was previously GM and strategy director. Read more »
The video marks the end of Lego’s Festival of Play, a campaign to mark the 50th anniversary of the toy brand in Australia. Read more »
DDB Group Melbourne’s below-the-line offering RAPP has merged with boutique integrated agency Crawford Brown, and relaunched as a digital, data and analytics business.
The move sees Crawford Brown’s David Brown take over the combined entity as managing director and RAPP Melbourne’s MD Tess Doughty assume the role of managing partner.
Brown said in a statement: Read more »
Southern Cross Austereo’s Today Network has ended the year at the centre of another controversy after the hosts of The Summer 30 show made a prank call to the hospital where the Duchess of Cambridge is staying, and tricked staff into revealing details about her treatment.
The stunt – which saw Mel Greig and Michael “MC” Christian impersonate the Queen and Prince Charles – has made global headlines. The call came on Christian’s first day on the show.
The Princess has been in hospital after suffering severe morning sickness symptoms in the early stages of her pregnancy.
It drew angry reaction form the hospital which reportedly described it as “foolish and deplorable”. Read more »
Written by John Banas, the 18 x 6 minute series is about a website set up by MPC producer Peter Slee in 2009 called charityporn.com.
The story follows the fortunes of the character whose life is turned upside-down as his website takes off.
It is being shot in January and February, and is scheduled for an early release online in 2013. The cast has yet to be announced.