Virgin Mobile ridicules ‘anti-social’ mobile use in new campaign fronted by Glee’s Jane Lynch

Virgin Mobile Australia is ridiculing people’s use of their mobile phone as part of a brand campaign being launched today, as it seeks to transform anti social phone behaviour into a “force for good”.

The firm is using US comedy actress and star of Glee, Jane Lynch, to poke fun at how we post Facebook updates, tweet, share photos and tell friends of the mundane activities we get up to.

Along with promoting the Virgin product the campaign will drive users to a new website – – that will form the central hub of the campaign. Virgin Mobile has signed a year-long deal with Vice Australia to provide content to the website.

A 45-second TV ad, created by Havas Worldwide Australia and directed by Hollwood’s Jeff Tramaine, will air across free-to-air and subscription TV nationally from Sunday which will be supported with national outdoor, digital, display, pre-roll video, mobile executions and Facebook advertising.

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ABC overhauls main TV channel with new name, identity and theme tune

The ABC  is delivering a brand refresh to its main TV channel including a new name and series of idents around the theme of ‘Throw Your Arms Around Me’, with band Hunters & Collectors re-recording their classic hit to be the anthem for the channel.

ABC1 will become known as just ABC, with the broadcaster claiming the move was the result of research showing people said they watch the ABC, rather than ABC1.

New station idents played in between programs will use film clips sourced from around Australia created by regional communities sourced from ABC Open’s library, whilst on-air personalities and real Australians appear in others.

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Neale Whitaker emerges as new editor of Vogue Living and News Corp columnist



Belle magazine’s outgoing editor-in-chief Neale Whitaker has emerged as the new boss of NewsLifeMedia’s lifestyle brand Vogue Living, and will also take on a role as a columnist for News Corp’s Sunday papers in Australia.

Channel Nine has also confirmed Whitaker, who was yesterday revealed to be leaving the Bauer title he has edited since 2006 in December, will continue as a judge for The Block for the next season. Bauer currently prints the companion magazine to the popular TV series.

In the last audit period Vogue Living lost 2.6 per cent of its circulation, dropping to 40,746 copies, while Belle gained 4.5 per cent to 45,055 copies.

NewsLifeMedia CEO Nicole Sheffield said in a statement: “Neale is one of the best in his field. He is highly respected in the industry with an incredibly strong home and design background and extensive media experience. This is a wonderful coup for News and builds on our solid stable of high-profile editors.

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Final State of Origin clash drops 450,000 on last year’s decider

The third NRL State of Origin clash pulled in just over 2.1 million metro viewers for Nine last night, half a million fewer than the first two matches and 450,000 less than last year’s decider, figures from OzTam have shown.

State of Origin game 1 2014

The figure includes 92,000 in Perth where the game was broadcast on Gem. Sydney numbers hit 951,000 while 742,000 Brisbane viewers tuned in to see Queensland grab a consolation win in the three match series.

Brazil’s spectacular capitulation against Germany in the World Cup semi final meanwhile was witnessed by 551,000 stunned viewers from 6am on SBS One, making it the 21st most watched program yesterday.

The lower Origin rating is unsurprising given the dead rubber nature of the game. NSW had already wrapped up the series after winning the first two matches. Read more »

Matt White begins second stint at Ten with Commonwealth Games gig

Jones, White and Hooker

Jones, White and Hooker

News and sports presenter Matt White will join Ten’s team in Glasgow for the Commonwealth Games in his first gig at the network since returning from rival Seven.

White will host Ten’s morning edition of Glasgow Live from 3am AEST to 8.30am alongside Olympic champions Steve Hooker and Leisel Jones.

Ten announced in April that White was rejoining the network after a decade working with Seven where he covered the Olympic Games, Australian Open and Melbourne Cup. Prior to defecting to Seven White spent 11 years with Ten. Read more »

Ex-MCM boss Simon Joyce emerges as MD of Brand New Media

Smith and Joyce

Smith and Joyce

Former MCM Entertainment boss Simon Joyce has emerged after ten months on gardening leave as the new managing director of Brand New Media in Australia and New Zealand.

Joyce suddenly departed as CEO of MCM, which recently rebranded to Authentic, last October after 13 years with the radio and digital content company. Brand New Media creates branded content and strategy for channels, and runs assets including TVNZ and HbbTV play HealthyMe TV in partnership with Seven.

His first job when he takes up the newly created position for the company will be a “sales and strategy restructure”. Read more »

The Guardian’s parent company cuts losses

GuardianThe parent company of The Guardian Australia has narrowed its losses to $55.8m and boosted digital revenues by 24 per cent for the year ended 2014, and claims it now has more than five million unique browsers in Australia.

The results are the first to include revenues from Guardian News Media’s Australian operation which launched in May 2013, although they do not break out exactly what the each division has made.

Parent company Guardian Media Group (GMG) posted a profit of $1bn driven by its sale of its 50 per cent stake in Trader Media.

Andrew Miller, GMG CEO, said: “In the current year, we must focus relentlessly on reducing underlying operating losses at Guardian News & Media, which continues to be impacted by the volatile trading conditions and structural changes sweeping the newspaper industry.” Read more »

Live blog: Wednesday July 9: Postie puppies | Daily Telegraph | Andrew Denton | Belle | Triple M | Les Murray |Seven Olympics |

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top Stories:

4:28pm - We’re just a couple of weeks away from the Marketing Science and Ideas Xchange (MSiX) conference, a deep dive on everything behavioural economics. With the inimitable and entertaining Rory Sutherland as a keynote, and curated by Adam Ferrier, you know it’s going to be good. Click the link for the full program.

rory sutherland

3:22pm - Seven is reported to have done a $200m deal for the next three Olympics, which one media analyst says could represent pretty good value for money.

2:29pm - An interesting piece in The Australian today from editor-at-large Paul Kelly arguing Rupert Murdoch doesn’t have direct editorial control over his newspapers.

1:34pm  -The Ad Standards Board had to rule on complaints its own advert was sexist and racist, but which way did they lean?

12:40pm - Want to get some social media attention for your new app? Why not use puppies dressed as postmen, and actually get them to deliver some mail? Hallmark and Naked have done just that.

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Seven’s rumoured $200m Olympic deal ‘good value’

The Seven Network is poised to announce it has secured the rights to broadcast the next three Olympics in a deal reportedly worth $200 million, a price which media analyst Steve Allen said means they should be able to make money on

Today The Daily Telegraph reported Seven has inked a deal with the International Olympic Committee (IOC) to cover the Rio Olympics in 2016, the Tokyo Games four years later and the winter Olympics in South Korea in 2018.

It is believed Seven was the only network to bid for the rights, with the IOC having to settle for $50m less than the original asking price after Nine and Ten withdrew their interest.

The last summer Olympics, in London in 2012, was broadcast by Nine and Foxtel who tabled a joint bid worth $120m, which also covered the 2010 winter games in Vancouver. Seven last held the rights for the Olympics in 2008. Read more »

Ward6 introduce new Aboutlife store with cow stunt

aboutlife cowNatural market place store Aboutlife has introduced their new store in Double Bay Sydney with a stunt which saw a dairy cow led through the suburb’s streets complete with sign “fresh milk from about life” on it.

Conducted by agency Ward6, the stunt was complemented with outdoor, suburban press and targeted social media.

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MLA’s Beef Oracle answers questions in shopping centre activations

To complement the Meat and Livestock Australia (MLA) Beef Oracle campaign which launched last month, Ensemble Australia created a series of live activations which allowed shoppers in Westfield malls in Parramatta and Penrith to ask the oracle questions.

The Beef Oracle Cube – an oversized kitchen oven – answered shoppers’ questions before delivering them gifts including slow cookers, recipes, and other beef and cooking related items.

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Hallmark deploys puppies dressed as posties to promote new app

Hallmark is promoting its HelloYou:) app with a campaign which will see puppies taking on the role of posties.

Developed by Naked Communications, the campaign aims to showcase how the app is meant to make the process of sending personalised greeting cards easier by connecting smartphones to real-world mailboxes.

Running for five weeks, the campaign is driven by digital, PR and social media with the HelloYou:) with real life puppies dressed in uniforms set to deliver some of the cards ordered from July 21 to August 8.

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Tourism Australia ramps up focus on Chinese big spenders

Tourism Australia will continue its bid to attract big spending Chinese tourists as the body steps up its marketing of high-end products to the wealthy middle classes.Tourism Australia logo

The move is central to the tourism agency’s attempt to woo more independent Chinese travellers who spend more and travel more extensively around Australia.

In the latest move to take Australia upmarket, TA wants to collaborate with “elite” travel agents in the key gateway cities whose clients are “highly-affluent”.

While Tourism Australia already works with many agents across China – with around 3,200 retailers deemed ‘Aussie specialists’ having signed up to an online training program – management want to ramp up their focus on the cashed up Chinese living in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Chengdu and Chongqing.

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Belle magazine editor and The Block judge Neale Whitaker to depart



The editor-in-chief of Bauer’s interior design magazine Belle Neale Whitaker has announced he will leave the publisher at the end of the year “to pursue other interests”.

Whitaker, who is also a judge on Channel Nine’s The Block, took on the role in 2006, with the magazine gaining 4.5 per cent in circulation in the last audit period after Bauer added two extra issues to its annual print run taking it from six to eight editions per year.   Read more »

MTV partners again with Destination NSW for branded content to encourage young people to visit NSW

MTV has partnered with Destination NSW for a third time to produce a four-part online video series with the aim of inspiring young people to visit and experience the state.

The series captures experiences at a variety of NSW events such as CMC Rocks The Hunter, Byron Bay Bluesfest and Top Gear Festival along with a road trip from Sydney to Byron Bay.

Andrew Smith, who recently completed his role as NSW chief funster as part of Tourism Australia’s ‘Best Jobs in the World’ competition, features in the third instalment of the series and sees him document his 800km road trip from Sydney to Byron Bay.

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AACTA Awards brings back separate TV comedy and light entertainment categories for 2015

AACTAEntries are now open for the Australian Academy of Cinema and Television Arts (AACTA) awards, with the awards splitting the previously combined award for best television comedy or light entertainment series into two separate categories.

The decision to separate the awards follows consultation with the Australian comedy community and aims to recognise the “considerable contribution of these two highly regarded television genres”.

At this year’s ceremony Todd Abbott picked up the award in the combined category for the Please Like Me series, featuring Josh Thomas, on ABC2, but was up against the likes of Gruen Nation for the award. Read more »

Hamish & Andy and Under the Dome dip while Andrew Denton helps SBS to bumper night

under the domeBoth Under the Dome and Hamish and Andy’s Gap Year South America saw further ratings declines on their second outings last night, while Andrew Denton’s experience tracing his family tree saw SBS One more than double its audience share.

Ten’s Under the Dome dipped further on its season two premier last night, falling to 564,000 viewers from 625,000 in the 8.30pm timeslot, despite Masterchef once again winning the 7.30pm timeslot with 1.007m viewers, the most watched entertainment show of the evening.

Nine’s Hamish and Andy got 967,000 after last week’s debut of 983,000 despite the absence of Seven’s reality hit House Rules in the 7.30pm slot, with two repeats of The Big Bang Theory at 8.30pm and 9pm pulling in 796,000 and 730,000 respectively.

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Adobe in search for comms manager to fill expanded Asia Pacific role

ADOBESoftware company Adobe is on the hunt for a new corporate communications manager to fill an expanded role covering South East Asia in addition to Australia and New Zealand.

The new recruit will replace Suzie Brady who has been promoted to senior communications manager with responsibility for executive communications.

Brady’s current remit as comms manager covers only Australia and NZ with the expanded role also set to include Singapore, Thailand, Malaysia, Indonesia, Philippines and Vietnam. It will involve working closely with in-country and regional marketing and sales teams. Read more »

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