AKQA to service Optus account from the US

AKQA-Logo.svg-1Digital ad agency AKQA is not setting up an Australian office despite winning a spot on an expanded Optus roster.

While it is understood the WPP-owned agency has been looking at opportunities in Australia for some time, it has confirmed to Mumbrella it will use its San Francisco office for work for the telco. Read more »

Monday media market wrap: Media shares hammered in first week of year shedding $1.5bn, after a strong finish to 2015

Media shares on the ASX were pummelled last week with the overall market capitalisation of the top 17 listed media companies falling $1.54bn, as investors sold off shares across the board. 

The total media market capitalisation of those 17 shares fell from $25.5bn at close on Monday to just over $24bn by late Friday, a 6.04 per cent decline.

A media index of the 17 biggest ASX listed media companies showed the combined share price fell from $125.23 on Monday to $117.83 at close on Friday.

Among the hardest hit were outdoor player Ooh Media, declining 9.43 per cent, marketing services firm Salmat which fell 9.09 per cent, Australian agency holding company Enero slipped 8.24 per cent and jobs classified business Seek, which lost 7.39 per cent.  Read more »

Morning Update: Cannes Lions to float?; Milk ad turns tribute to Motorhead frontman Lemmy; Awards show disqualifies two Dentsu winners

The Guardian: Mötorhead’s Lemmy stars in milk ad released weeks after his death

Motörhead frontman Ian “Lemmy” Kilmister is posthumously starring in an ad promoting milk filmed less than a month before he died.

Kilmister, who died on 28 December and will have his funeral live-streamed on 9 January, features in the ad which can be seen on YouTube and Vimeo.

Hasan & Partners, the marketing agency that created the 40-second film for Finnish dairy giant Valio, said that the “Lemmy tribute” film had been “well received” by the frontman’s management.

Read more »

Lee Lin Chin is new ‘lambassador’ aiming to bring ex-pats back home for Australia Day

LambThe latest Australia Day Lamb advertising extravaganza has landed with SBS newsreader Lee Lin Chin the new “lambassador”, heading Operation Boomerang to rescue Aussies abroad from going without Lamb on Australia Day.

Lee, who has developed a massive social media following amongst millennials over the last year and is an icon of SBS, replaces last year’s “lambassador”, the late cricketing legend Richie Benaud, while the founding “lambassador”, Sam Kekovich makes a guest appearance in the ad as a gung-ho helicopter pilot.

Like last year, the ad features a range of cameos including Wallabies captain Stephen Moore, famed for remaining slumped in his cubicle long after the Rugby World Cup loss to New Zealand, retired cricketer Mitchell Johnson, chef George Calombaris and a Princess Mary lookalike.

Read more »

The lessons for community moderators from how Optus’ Dan responded to racist comments

Optus’ Facebook community manager ‘Dan’ has garnered national headlines for politely schooling racists angry about the telco’s multilingual signage with the incident proving the importance for brands to respond to negative comments on social media.

Optus was inundated with a barrage of complaints on its Facebook page in response the telco’s Arabic signage in Casula Mall – which were pulled by Optus after threats were made to staff – to which its social media team member ‘Dan’ responded to with class, respect and, most importantly by not giving an inch to the angry commenters.Dan Optus
Julie Delaforce, general manager of Quiip, a company that offers 24/7 community manager and moderation, told Mumbrella the Optus case proves the importance for big brands to reply to interactions from customers on social media. Read more »

Mumbrella360 video: The Unlucky Country

In the latest of a series we present highlights from the 2015 Mumbrella360 conference.

the unlicky country mumbrella360

Innovation has been much in the news in recent weeks and is a key for many businesses looking for success in today’s operating environment.

Despite the rich academic and natural resources Australia has access to, Australia is also an example of how innovation is being blocked. Landor Associates’ MD Dominic Walsh explores the concept of innovation and how to overcome these blocks within your business to help set you apart from the competition in The Unlucky Country Read more »

MLA’s Australia Day campaign to launch on Sunday with a very different ‘lambassador’

A decade after Sam Kekovich first implored Australians to grab a lamb chop on Australia Day, Meat & Livestock Australia is set to launch its new campaign this weekend with a very different character.

While the 2015 effort was led by Richie Benaud, the demise of the iconic cricket commentator last year pushed The Monkeys to once again move in a different direction for its latest “lambassador”.

Following criticism last year that the campaign was “white bread and male-dominated”, MLA set off in a striking new direction with its new ‘Operation Boomerang’ campaign, a teaser for which was revealed earlier this week.

In the teaser, MLA appears to have launched a strike force to bring home the one million Australian expats who spend Australia Day alone. Read more »

Metropolitan radio ad revenue up 4.6 per cent in the first half of 2015/16 financial year

Commercial Radio AustraliaThe first half of the financial year has seen commercial radio stations in the five major metropolitan centres grow revenue by 4.62 per cent to $390.8m.

According to Commercial Radio Australia figures, collated by Deloitte, advertising revenue for Sydney stations reached $119.6m, (up 4.06 per cent), Melbourne achieved $119.2m (up 3.75 per cent), Brisbane reached \ $61m (up 2.37 per cent), Adelaide rose by $36.8m (up 11.84 per cent) and Perth reached $54m (up 5.80 per cent). Read more »

Big Bash continues to dominate, out-rating Seven’s Pets Make You Laugh Out Loud 2

Seven’s repeat of Pets Make You Laugh Out Loud 2 was the tenth most-watched show last night, with Ten’s Big Bash continuing to be the most popular non-news program.

pets make you laugh out loudPets Make You Laugh Out Loud 2 was watched by 577,000 in the 7.30pm timeslot. Last year when it first aired, in a 9.10pm timeslot, the animal home video clip show managed 644,000 viewers.

Ten’s Big Bash saw 755,000 metro viewers tune in for session two to witness the Perth Scorchers defeat the Sydney Thunder, in Sydney. Read more »

B&T publishes online numbers for first time, leaving AdNews as lone audit holdout

B&T logo

Communications industry title B&T has become the third publication in the sector to have its online audience audited, leaving AdNews as the only major masthead not to be independently verified.

According to today’s data from the Audited Media Association of Australia, B&T delivered 147,606 page impressions during December, just behind creative agency title Campaign Brief which had 184,284 page impressions.

Mumbrella led the market with 640,019 page impressions.

On the only known occasion that AdNews has publicly shared a screenshot of its internal Google Analytics, in 2010, it had 145,956 page impressions, although this would have included overseas and search crawler traffic which the audited numbers exclude.

In the new numbers, Mumbrella also led the market on average daily unique browsers, which was 10,278. This was followed by B&T, published by The Misfits Media Company, on 2,644 and Campaign Brief on 2,511. Read more »

Morning Update: Old Spice’s new Legendary Man; Cadbury’s Gorilla almost didn’t happen; Taco Bell coy on Superbowl campaign

Creativity: Move Over Mustafa: Old Spice Introduces ‘Legendary Man’

Launching its new Hardest Working Collection line of anti-perspirants and body washes, Old Spice introduces a new character – the Legendary Man – and has a great time spoofing pretentious fragrance ads.

With the tagline ‘Legendary Protection for Legendary Men,” the ads, by W&K Portland and directed by Steve Rogers of Biscuit and Revolver, show the character achieving ridiculous feats, such as playing tennis – with two rackets, blindfolded (with sunglasses on top) and on the back of a whale.

Read more »

Big Red the big surprise in Singtel shake-up of Optus and Virgin Mobile rosters


Optus and Virgin Mobile have finalised their creative, PR and media pitches with Big Red the surprise appointment to the Optus account.

UM will take over media buying for both of the Singtel brands, with M&C Saatchi retaining a place on the creative roster. Whybin\TBWA will take the Virgin Mobile account while independent agency With Collective has won a spot on both rosters alongside content agency Emotive.

Optus is moving to a broader creative roster with the other agencies on the books being Big Red, The Works, Emotive, RE and UK-based AKQA. Read more »

Whybin\TBWA picks up Virgin Mobile creative account from Havas Worldwide

Virgin MobileVirgin Mobile has handed its creative account to Whybin/TBWA following a creative pitch the telco kicked off last year.

The pitch also covered media and PR, with Virgin handing its public relations and social media account to Whybin\TBWA’s PR agency ElevenPR. Read more »

Up & Go seals new sponsorship deal with Aussie player and NBA Cleveland Cavaliers

Sanitarium brand Up & Go is leveraging its strong Australian connection with US basketball team the Cleveland Cavaliers via a new sponsorship agreement which will see the NBA commemorate Australia Day during its January 25 game.

The deal, which makes Up & Go the official breakfast partner of the team, plays on the rising popularity of the NBA in Australia as well as the cult status of Cavaliers’ Australian point guard, Matthew Dellavedova, and teammate Kyrie Irving, who was born in Melbourne and holds dual Australian and US citizenship.

The deal is being trumpeted as a ‘first of its kind’ for the NBA in that it boasts a sponsor from outside the USA. Australia holds the largest number of subscribers to the NBA’s live streaming service, Live Pass, of any country outside the United States.

Read more »

Optus to part ways with media agency Starcom, UM set to take over $50m account

OptusOptus has appointed UM as its media agency, Mumbrella understands.

The move sees the major telco part ways with Starcom on the Optus and Virgin media accounts, worth some $50m.

Starcom announced it had parted ways with Optus this afternoon with the telco expected to make an announcement later this afternoon.  Read more »

Highway Patrol pulls 776,000 as Big Bash continues to dominate summer viewing

Highway PatrolBig Bash Cricket continues to dominate summer TV viewing with last night’s MCG match between the Melbourne Stars and Hobart Hurricanes the most-watched non-news show of the evening.

The result came on a night when a repeat of the Highway Patrol on Seven at 7:30pm was the second most-watched, non-news program of the night, with 776,000 viewers, beaten only by the Big Bash, which had 913,000 capital city viewers for session 2 of the game.

Session 1 of the Big Bash drew 846,000 capital city viewers in a week when the test cricket, on rival Nine, was washed out due to rain.  Read more »

Netflix appoints APAC communications director; expands into 130 new markets

Video streaming giant Netflix has hired the company’s first communications director, Jessica Lee, for the Asia Pacific region.

NetflixLee was previously the chief communications officer at McDonald’s in Greater China. Her appointment follows the company’s recent announcement that it will expand into 130 new countries.

Netflix CEO Reed Hastings revealed the appointment last night at CES, in Las Vegas, informing the room: “Today you are witnessing the birth of a new, global internet TV network.” Read more »

Ad wrap: the latest campaigns from comparethemarket, IGA, Berlei, Isuzu, Woolworths, Vic Transport

Mumbrella wraps up the latest campaigns to hit our screens.


Metcash’s supermarket chain IGA continues to push the independence of its owner-operated stores with its latest ad again featuring actor Shane Jacobsen.

The ongoing campaign by The Monkeys highlights locally-grown produce and the involvement of IGA stores in our local communities as the brand pushes back against the might of Woolworths, Coles and the growing influence of Aldi. Read more »

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