Edelman appoints Lynnette Edmonds as talent director as agency hunts for GM of consumer



Edelman Sydney has appointed former Hausmann Communications group talent director Lynnette Edmonds as its first talent director to oversee the agency’s recruitment efforts, Mumbrella can reveal.

Edmonds joins Edelman after just over two-and-a-half years at Hausmann. Edmonds has also spent 15 years as a PR consultant, including five years as co-owner of PR People, a specialist boutique recruitment agency especially for the PR and communications industry.

Matthew Gain, chief operating officer of Edelman Australia, told Mumbrella the agency had been looking at the talent director role “for a long time”. Read more »

Cummins picks up second Woolworths hardware brand with Masters appointment

MastersWoolworths’ struggling Masters brand has appointed Cummins and Partners as its lead creative agency, ending months of uncertainty surrounding the pitch, Mumbrella understands.

Cummins, which had been tipped to pick up the account, already works with the sister brand of Masters, Home Timber and Hardware, an account it won last December, with Woolworths now appearing to have consolidated its hardware creative under the one agency.

Cummins produced its first campaign for Home Timber and Hardware in March. The agency declined to comment.

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Tremor Video buys local video platform TVN as it looks to compete with Google and Facebook

Josh Ismin


Australian programmatic video platform TVN has been bought by Tremor Video in a move its local boss Josh Ismin argues will help it compete with the might of global giants Facebook and Google.

TVN had been the exclusive reseller of video platform LiveRail until Facebook bought the company last year, a move which Ismin says forced them to look for other partners.

Late last week Tremor Video announced it had bought the company with Ismin telling Mumbrella: “We think this will be a really exciting partnership which brings a lot of investment into the region and we hope to expand quite aggressively over the coming years. Read more »

News.com.au claims record breaking unique audience of 4.106m for July, up 10% on June

News.com.au logoNews.com.au retained its top spot in the online rankings amongst major news sites, with a record breaking unique audience of 4.106m, up 10 per cent compared on the site’s figures in June.

According to Nielsen, this is the highest ever monthly audience for a website in the current events & global news sub-category, and it is the first time a site has broken the 4m unique audience per month barrier.

Fairfax Media’s smh.com.au held onto its second place ranking despite a drop of 1 per cent to a a unique audience of 3.423m. In June the website had a unique audience of 3.464m.

Nielsen online ratings: June 2015 and July 2015

Nielsen online ratings: June 2015 and July 2015

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Tourism NT looks to Red Centre night sky and Instagrammers in latest social media push

Tourism NTTourism Northern Territory has followed the launch of its TV-led marketing blitz with a push into social media in a campaign to showcase the night sky of the Red Centre.

The tourism agency has launched ‘Astronomeet’, an event that will see professional photographers Luke Tscharke, Matt Donovan and Paul Fleming join amateur snappers in central Australia.

Tourism NT spokesperson Cory Gale said the campaign was developed to curate content that generates the greatest engagement on social media.

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Announcing Mentor Matchmaking Melbourne: Calling on the media and marketing industry to lend their expertise to charities

Advertising, marketing and media executives interested in donating their time and expertise to charities are being invited to connect with them in a speed-dating style networking event in Melbourne, organised by media industry charity UnLtd.MENTOR MATCHMAKING UNLTDThe free charity event, supported by Mumbrella, will see potential mentors able to book a series of 15-minute meetings with individual charities to find out more about their cause, their challenges and mentoring needs.

The types of volunteer activities UnLtd charities will be looking for from mentors includes digital planning, marketing strategies, creative, production, social media activations and amplification, financial planning and business planning. Read more »

Spelling Bee loses 30 per cent of audience a week after debut while The Hotplate holds firm

Ten’s The Great Australian Spelling Bee has shed almost 30 per cent of its audience a week after it made its debut. Spelling Bee

Last night’s Oztam metropolitan TV audience numbers show the program, featuring children competing in a spelling contest, failed to make the top 15 programs with an audience of 655,000 for its third outing, well down on the 921,000 it drew last week. 

In contrast Nine’s reality cooking show The Hotplate was up on last week drawing 952,000 viewers, up from 944,000 last Monday. Nine also benefitted from the return of drama House Husbands which had 855,000 viewers from 8.50pm. Read more »

Google restructures creating new parent company Alphabet to hold all of its assets

Google has announced a corporate restructure overnight creating a new holding company Alphabet to manage its many businesses, the largest of which will be Google.

Screen Shot 2015-08-11 at 8.11.35 amIn a blog post the company announced the major changes which sees head of product Sundar Pichai become CEO of Google’s core search engine business, while co-founders of the search giant Larry Page and Sergey Brin will step up to be CEO and president of Alphabet, respectively.

“As Sergey (Brin) and I wrote in the original founders letter 11 years ago, ‘Google is not a conventional company. We do not intend to become one’,” writes Page in the blog post.

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Westpac gives away free cash through live codes ‘hidden’ in online campaign ads

A social media content campaign by Westpac has seen the bank give away $40,000 by using live codes in adverts which customers could actually use to withdraw cash.

The promotion for Westpac Get Cash, developed by DDB Australia, hid six-digit figures in plain- sight during a series of web films. When customers who might have just been trying their luck punched the code into any Westpac ATM, they were rewarded with real money in amounts from $50 up to $300.
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Morning Update: Amazon makes a dog’s day; Are Google’s ad changes good for marketers?; NBC wins Premier League football rights

Campaign: Amazon saves the day for a lame dog in its new campaign

The second spot in Amazon Prime’s new TV campaign shows the brand’s next day delivery coming to the rescue of a lame dog.

The new spot, created by Joint, will debut on TV tonight (10 August) and is already being hosted on YouTube. The ad shows a young man walking a Maltese puppy that is struggling to keep up because its leg is in a cast.

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Trainwreck tops box office while The Fantastic Four has less than amazing opening weekend

Romantic comedy Trainwreck steamrolled its way to the top of the box office for the first time over the weekend, three weeks after it opened.

The Amy Schumer and Bill Hader offering made $3.2m after the number of screens showing it increased to 396, up from 211 last week and 236 on its opening weekend.

Mission: Impossible Rogue Nation slipped to second with takings of $2.687m across 405 screens, down from last week’s high of $5.019m from the same number of screens. Read more »

‘Not great but not a train wreck’: Free-TV could lose 10% of viewing time to streaming by 2018

New research has claimed Australia’s major TV networks will lose around 10 per cent of consumer viewing time in the next three years to streaming services, with Netflix projected to have 2.5m local users by 2018.

The new study by Citi Research projects the US streaming giant already has some 1.6m active users in Australia – including 910,000 paying subscribers, with 25 per cent of those using virtual private networks (VPNs) to access the US version of the video streaming site.

Source: Citi Research

Source: Citi Research

The study appears to confirm other market research which shows that despite only launching in Australia in March Netflix has a five times the numbers of users as its nearest rival Stan, which has 332,000 users and Presto on 193,000.

It also projects local streaming service Stan, joint owned by Nine Entertainment Co and Fairfax Media, will lose $200m in the next four years. Read more »

Gumtree repositions brand messaging with new advertisements for ‘Buy. Sell. Win.’ campaign

Online marketplace Gumtree has repositioned its branding with a new series of ads positioning itself as a place to buy and sell everything you need for different phases of your life.

The “Buy. Sell. Win.” campaign, by creative agency DDB Group Sydney and production company Moth, takes a light-hearted look at the results of transacting through the website.

The TVC follows the transactions of a man, from getting his own house and kitting it out through to marriage and having a family.
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Mindshare on alert as General Mills pitch takes Australian ‘mediapalooza’ value to $250m

General Mills AustralianGroupM media agency Mindshare is once again facing a battle to keep a client because of a global pitch with General Mills understood to be pitching its $5.9m media account.

The company behind major food brands Latina Fresh Australia, Nature Valley and Old El Paso called a global media pitch back in May, but it is now understood that the pitch is impacting the Australian market.

It brings the total value of local media pitches put in play by the recent series of global media reviews, termed by the US trade press as ‘mediapalooza’, to in excess of $250m. This figure does not include digital spend. Read more »

Nine’s record $925m NRL deal ‘puts pressure’ on AFL rights negotiations say media buyers

The Nine Network is thought to have set its sights on securing at least one AFL game a week despite announcing this morning it had tied up the NRL free-to-air rights until 2022 for a $925m price tag.

AFL grand final match with the Swans versus West Coast Eagles Source Wiki Commons

AFL grand final match with the Swans versus West Coast Eagles
Source Wiki Commons

Media buyers have welcomed the NRL deal, which sees the TV network paying $185m a year for the rights between 2018 and 2022, up 76 per cent on the previous deal which saw Nine pay $105m a year, but warned it piles the pressure on the AFL to secure a similar price rise.

“The AFL will become critically important,” Mark McCraith CEO of Maxus told Mumbrella today. “The other networks are now going to have a red hot crack at the AFL. Read more »

Allira Carroll launches Tonic PR with aim to recruit journalists in response to content push

Tonic PRAllira Carroll has parted ways with Savannah PR and launched a boutique lifestyle communications agency Tonic Public Relations targeting the food, drink and travel specialist area.

Carroll has launched the agency, which aims to offer a “refreshing approach” to PR, alongside former Ninemsn entertainment producer and Bauer Media features writer Carmarlena Murdaca.

“We are specialists in food, drink, hospitality and travel – we focus on that, we’re not trying to be an agency for everyone,” she said. Read more »

Seven set to launch subscription TV service as part of massive Olympic Games coverage

SevenSeven West Media will launch a subscription video service ahead of the 2016 Olympic Games in Rio as part of its ambitious plans for the “most comprehensive” coverage ever in Australia.

The free-to-air television network is expected to broadcast more than 900 hours of coverage across Seven, 7TWO and 7mate, and will cover every single event live on up to 36 streaming channels.

TV coverage will also be streamed alongside a 24 hour Olympic news channel for free on any device. Read more »

Study claims ‘cash for comment’ row has eased as marketers incentivise social influencers

influencer marketer studyMarketers are becoming increasingly comfortable giving away free product and paying influencers to promote their brands as the “cash for comment” row subsides, according to a new study.

A survey of 110 marketers conducted by marketing agency Contagious also found marketers are moving away from blogger campaigns and turning to Facebook and Instagram influencers to create branded content.

“Back in 2012 it was all about bloggers, but now You Tube vloggers and some of the more visual mediums are really seeing a lot of traction,” Contagious managing director Nick Law said.

Read more »

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