Tip Top gives people the chance to make personalised ‘Good on ya mum’ jingle

Mum Song Dedications 5Tip Top is thanking mums as it celebrates over 50 years of baking for Australian families in a new campaign which sees consumers able to create a personalised Tip Top ‘Good on ya mum’ song.

Created by BMF, the digital platform is giving Tip Top fans the chance to create their very own personalised version of one of the more iconic elements of the Tip Top brand, the ‘Good on ya mum’ song.

The digital platform asks users to first pick a melody out of five options, before prompting them to pick a beat, effects and the lyrics, and they are then able to share the song across Facebook, or email or with a Twilio phone call so mum can hear the song directly. Read more »

SPC makes ‘happy little human beings’ in campaign for ‘sneaky veg’

SPC has unveiled a new campaign promoting its new range of Baked Beans and Spaghetti products with “Sneaky Vegetables”.

Targeting parents of younger children, the campaign, created by Leo Burnett, showcases how children often refuse to eat vegetables and how the new product can solve the problem for parents.

Read more »

Creative agency Core retains Victa following pitch

Victa logoSydney-based creative agency Core has retained creative duties for Australian garden equipment brand Victa following a competitive pitch.

Core has worked on the brand with Victa’s parent company Briggs & Stratton Australia since winning the business in a competitive pitch in 2011.

The agency will work on the 2014 spring campaign which will extend across TV, outdoor, radio and outdoor and will promote the brand’s lawn mowers. Read more »

CMOs’ ‘massive egos’ drive agency awards focus says Red Agency boss

James Wright


The Australian head of public relations agency Red Agency has told a public relations forum that the “massive egos” of some clients were a major driver behind the ad industry’s lust for awards.

Speaking at the same Public Relations Institute of Australia (PRIA) NSW event on Monday night in Sydney Edelman Australia boss Michelle Hutton called on the body to “evolve” their Golden Target Awards to incorporate more “inspiration” like the Cannes Lions

Asked about what drives agencies to enter awards Wright said: “CMOs’ egos are massive. They want it on their CV, they are probably thinking about where their next move is and they want to have a Cannes Lion to be able to go to the next business they want to go to.” Read more »

Marketing bosses should become a firm’s next chief executive, says management consultant

MiloshCompanies should look no further than the chief marketing officer as the next leader of the business when they sit down to discuss succession planning, according to management consultancy McKinsey and Company.

Such is the importance of the CMO role, and the “pervasive” impact marketing has across the entire business, it makes perfect sense for a company to turn to its marketing chief to become the next chief executive, McKinsey partner Milosh Milisavljevic said.

He told business leaders at the Association of Data Driven Marketing and Advertising (ADMA) conference in Sydney yesterday: “Your next CEO should be your CMO. The basis of this is that organisations are much more customer and market orientated. And if we say that the landscape in which organisations operate is more dynamic and fast moving…then who better to lead the organisation through this time than the CMO.”

Milisavljevic also told CMOs to “buddy up” with their CEOs and urge them to become “active marketers” while exerting their own influence on the business.

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Bell Direct aim to be the broker that makes ‘smart investors smarter’

Online trading company Bell Direct is targeting active traders in a new campaign which aims to position it “as the only broker that helps make ‘smart investors smarter'”.

Created by Matterhorn, the campaign is running across all digital channels and includes a content film, banners, pre rolls and a microsite.

The content film, directed by Filmgraphics Entertainment’s Gracie Otto, sees a newly wed couple enter their hotel room after their wedding and is seen from the perspective of the groom. While the audience expects the groom’s mind to only be on one thing only, it is revealed that he is busy thinking about work.

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The Bachelor debuts fourth in its timeslot as The Block and X Factor hit new lows

The second season of The Bachelor had a disappointing debut last night, coming fourth in its timeslot with an audience 692,000 metro viewers and failing to make the top ten programs.

The new season of the dating show on Ten was not the only program impacted, with TV audiences last night fragmenting across the multi-channels and with only the Seven and Nine news bulletins pulling metro audiences above one million, and the digital channel taking 34.2 per cent of the audience according to the OzTam overnight metro ratings.

Seven’s X Factor won the 7.30pm entertainment battle with 914,000 viewers, however this is the lowest audience for the talent show in its history, beating previous low of 970,000 achieved two weeks ago. Nine’s newest season of renovation reality show The Block Glasshouse drew 813,000 viewers on its fourth outing, its lowest yet.

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Live blog: Wednesday, July 30

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

Top Stories:

4:22pm If scam work entered into awards is innovative enough it can be ok for jurors to let it pass because it is showing the way forwardBob Greenberg, co-founder of R/GA told Mumbrella during a live video hangout.

3:13pm –  Mike Daniels from The Behavioural Architects is telling the MSiX audience about the intersection between psychology and advertising.

Mike Daniels MSiX

ford3.02pm – Adweek is reporting this BBR Saatchi & Saatchi print ad for Ford Israel contain an optical illusion. Can you see it? 

2.29pm – Interesting piece on CNN asking if digital subscriptions to the New York Times might have peaked. 

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R/GA founder Bob Greenberg admits if scam work is innovative judges ‘let it pass’



If scam work entered into awards is innovative enough it can be ok for jurors to let it pass because it is showing the way forward, Bob Greenberg, co-founder of R/GA told Mumbrella during a live video hangout.

Greenberg took part in a live video hangout with Mumbrella today  touching on a variety of topics including the future of the industry, the model behind the agency, his views on the future of wearable technology, and his view on award shows and scam advertising.

Greenberg was reflecting on his experiences as a juror at the Cannes Lions, where the Press category has been the subject of a Mumbrella investigation in recent weeks, noting “that the one thing we know about Cannes is that you can’t win without doing a sophisticated, complicated video”.

“Sometimes we even view, oddly enough, that something may not be real, it still may be very innovative and so we sort of give it a break sometimes based on that, not knowing whether or not its completely real and certainly the facts they are stating are questionable, but there’s a lot of innovation.

“If it’s really innovative, and it might have a bed of scam connected to it, we sort of let it pass,” he clarified. “It’s still showing the way forward.”

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KFC promote re-vamped burger range with ’80s music inspired campaign

KFC is promoting its re-vamped burger range with campaign introducing two new burgers sets to iconic ’80s track ‘Oh Yeah’, best known for featuring in Ferris Bueller’s Day Off.

Created by Ogilvy Sydney, the re-vamped range comes as a response to competitors growing their chicken burger ranges with the campaign aimed at reminding consumers that “there is only one place to get the best chicken burger around – KFC”.

Introducing the new Zinger Stacker, the ad is complete with shots of the burger from a variety of angles, before the camera pulls back to reveal a man has attached his seat to a crane like device to move himself around the burger.

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Mumbrella hangout with R/GA founder Bob Greenberg



The founder of one of the most influential digital agencies in the world Bob Greenberg told Mumbrella during a live video hangout that “planning is controversial”, arguing planning insights have evolved beyond consumer insights.

He was interviewed by Mumbrella editor Alex Hayes and Mumbrella Asia editor Robin Hicks on a variety of topics including the future of the industry, the model behind the agency, his views on the future of wearable technology, and his view on award shows and scam advertising.

Responding to a question from social media around what talents R/GA looks for in planners specifically he said: “Planning is controversial. We went through different versions of planning and we think that the insight now has changed dramatically from being one that would be used for a storytelling, metaphorical commercial and again I’m not suggesting those are going to go away, I’m just suggesting they’re going to become less relevant. A really great planning insight together with great production is going to be a very successful commercial, that type of planning is still very relevant.

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Another version of Leo Burnett’s ‘Bundy’ Lions entered Press ad ran in National Liquor News

Leo Burnett Sydney’s ‘Bundy’ ad celebrating Bundaberg Rum’s 125th anniversary appeared on the cover and as a double page spread of the November issue of trade press title National Liquor News, Diageo has confirmed.

'Bundy' as it appeared in the National Liquor News

‘Bundy’ as it appeared in the National Liquor News

Yesterday Mumbrella ran a comprehensive wrap up of where each entry into this year’s Cannes Lions Press category ran, with a search by Ebiquity showing a version of the ‘Bundy’ ad had run in the Courier-Mail last November.

However, the execution, and the one highlighted by Diageo, are subtly different from the execution which was entered for Cannes but failed to make the shortlist. Under the rules of the Lions entries must be submitted exactly as they ran in the media. Read more »

Don’t rely on marketing alone to solve a crisis, Vodafone marketing boss says

vodafoneMarketing alone will not haul a struggling business off its knees, Vodafone’s chief marketing officer has said, after admitting that one of its own priorities to rebuild the embattled brand was to win over disgruntled staff.

Kim Clarke said Vodafone was beginning to get back on its feet after a turbulent period which saw the company become the least trusted brand in the sector.

Not only did public sentiment slump – and one million customers desert the network – but “our own people stopped believing in us”.

“That for me was telling,” Clarke told a room full of marketers yesteday .

Read more »

Native advertising ‘incredibly controversial’, admits Forbes executive

forbes_1200x1200Native advertising that is not clearly labelled risks destroying the long-held trust between reader and brand and amounts to nothing more than prostitution, media experts have warned.

A panel discussion at the Association of Data Driven Marketing and Advertising (ADMA) conference heard yesterday that branded content can only work if it is made clear to the consumer that what they are reading or watching is not independent.

Forbes Media has embraced the native advertising model, and chief insights officer Bruce Rogers acknowledged that it was highly contentious when the company began to carry branded content.

“We knew it would be incredibly controversial and we were very careful,” he told delegates. “We picked our partners and our editors are not producing content, unlike other organisations. A marketing team assists in creating content. It was very important to introduce it in the right way because we knew it could make or break it if we did it wrong.” Read more »

Netflix insights head: CMOs must use gut instinct with data

Tim DonzaUS streaming giant Netflix’s consumer insight director Tim Donza today told a room of marketers how the best marketing decisions come about through the use of a combination of gut instinct and data analytics.

Speaking this morning at the ADMA Global Forum, Donza explained to the audience how just as the film industry had found the formula for successful film-making involved forging an emotional connection with people, marketers needed to find a way to connect their product to consumers “as people”.

“You should look for that emotion selling proposition,” said Donza. “Brands are looking to connect with people as people, on a deeper level and really forge that connection with the brand itself.” Read more »

Today Tonight report on Christian group breached TV code of practice rules ACMA

seven today tonightThe media watchdog has ruled Channel Seven Sydney breached factual accuracy clauses of the Commercial Television Industry Code of Practice in a story on Today Tonight which portrayed a Christian organisation as having prayed over a dying woman rather than getting medical help.

An investigation by the Australian Communications and Media Authority (ACMA) found that in reporting on the death of a female member of a the ‘Bruderhof’ organisation after suffering a stroke, the community and the woman’s son were portrayed by Today Tonight to have treated her with prayer and hymn singing as a substitute for medical care.

The segment proceeded despite a Medical Tribunal inquiry reporting, shortly before the story went to air, that the dying woman was given sympathetic and competent medical treatment in the form of palliative care, and the doctor’s decision was motivated by his belief that his mother would have elected not to receive aggressive medical treatment.

Seven has said it is “disappointed” in the ruling.

The ACMA also found that the licensee breached the factual accuracy clause relating to the promotion of news or current affairs by claiming, in a promo for the program, that the Bruderhof ‘prayed…instead of seeking medical help.’

Read more »

Forbes Insights boss: CMOs must focus on ‘hard’ not ‘soft’ KPIs

Screen Shot 2014-07-30 at 10.50.55 amBruce Rogers chief insights officer of US business giant Forbes Media has told a forum this morning that marketers must be focused and remunerated based on so-called “hard” metrics such as sales and revenue.

Speaking on day two of the ADMA Global Forum at the Hilton Hotel Rogers told the audience that it was those chief marketers who were working with key stakeholders such as the CFO who would have the most longevity in their roles.

“It’s not about brand measurement…  its not about how many likes likes, shares, or followers it’s about revenue. What does the CEO care about? That’s what they care about,” said Rogers.  Read more »

Jeep rolls out more Patriot and Compass ads

Jeep has followed up its a cliff spot with two new ads promoting the 2014 Patriot and the 2014 Compass.

Created by Cummins & Partners, the spots continue with the ‘bought a Jeep’ positioning.

The ad for the Patriot sees a primary school student talk about her family’s weekend away at a remote beach during show and tell to which a watching student whispers to his mate ‘they must have bought a Jeep’.

Read more »

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