Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.
- Woolworths media pitch decision expected mid-August
- ASB upholds complaint over McDonald’s voucher
- Opinion: Andrews’ media accusers have some explaining to do in Tapegate
- Joseph Jaffe tells brands and startups to get into bed to survive
- TV ratings: Lacklustre Thursday sees The Bachelor and The Block drop again
- Supercheap Autos reclaim the garage in latest campaign
- Dr Mumbo That Moron that writes for us
4.02pm – Good news the Holt St News Corp toilet crisis of 2014 has found a temporary solution! (For those wondering, The Aurora is the local News Corp drinking hole).
3.57pm – It would appear the toilets are not working at News Corp Australia’s Holt St office… Read more »
The watchdog found it was in breach of a code of the Quick Service Restaurant Initiative for Responsible Advertising to Children (QSRI).
The complaint related to a voucher handed out – with permission – to the SPC Ardmona kidsTown Adventure Playground. On one side was a picture of Ronald McDonald with a group of people while on the other side of the voucher was an image of McDonald’s fries and the text: “Free small fries with any purchase”.
The pitch for one of the biggest media accounts in Australia, worth an estimated $240m, has been going on since February and now sees incumbent Carat facing off against OMD and Mediacom. Independent agencies Match Media and Bohemia are also thought to be part of the pitch in a strategy/support role.
The closely watched pitch was tipped to have been decided by Easter, but has had multiple extensions since the supermarket bought in a new marketing chief in Tony Phillips in March. Sources have told Mumbrella that a decision is now likely within the next fortnight, which will then be ratified by the board. Read more »
The Melbourne based company, which owns brands such as Penfolds, Fifth Leg, Lindeman’s and Wolf Blass, is thought to be down to a shortlist of agencies including Initiative, Starcom, PHD and incumbent MediaCom.
All agencies contacted declined to comment.
The pitch coincides with the recent departure of MediaCom Melbourne MD Peter Barrie, who announced his departure last week. Read more »
The shopping mall giant has denied rumours it has taken the contracts away from incumbent Ooh Media, saying “they are still very much under review”.
The screens are some of the most sought after out of home properties in the country, with retailers looking to take advantage of being close to the point of purchase to sway shoppers. Read more »
Roster and non-roster agencies will be invited to pitch with Campaign magazine reporting that the review forms part of a strategy to build the FMCG’s integrated agency network. Read more »
The moves sees the company dump the old round logo, with the missing O, which the company has had since it was launched by Simon White and Gary Hardwick in 1999 to service the Commonwealth Bank media account.
Naked Communications has created the ‘Unsafe Mistake Zone’ to drive home the message that most fires are caused by preventable and everyday mistakes for two Victorian fire agencies.
The new campaign for MFB and CFA features a video which shows examples of unsafe mistakes, like drying clothes on a heater, with safe mistakes like sending a “creepy package” to a friend, in a spoof of a 1980s style infomercial.
With lacklustre audiences in most cities news programs were for the second night in a row the most watched. In the entertainment stakes Seven’s hour-long episode of Home Away became the top rating show with 908,000 viewers from 7pm.
In the 7.30pm slot The Block Glasshouse won out with 781,000 viewers compared with Ten’s The Bachelor which dropped to 594,000 viewers on its second outing. However an error with OzTam coding for The Block meant both the 7.30pm show and the Unlocked show at 8pm were banded together, with Nine releasing the split figures later on today.
Seven’s broadcast of the AFL game between Fremantle and Carlton drew 373,000 in Victoria and South Australia, while Border Security International drew 378,000 in other states according to the OzTam Overnight Metro ratings.
The Sunday Telegraph enlists celebs and brings back ‘Sunday isn’t Sunday’ jingle for subscription drive
It is the first campaign by creative agency Archibald Williams since it was handed the full News Corp account, and sees a four week campaign concentrating on radio and supported by print that features Matt Moran, Jarryd Hayne and Fitzy & Wippa saying what they love about Sundays.
News Corp’s NSW state director Brett Clegg said: “For years, The Sunday Telegraph has not only been the number one newspaper in the state but also the highest selling newspaper in Australia.
Established brands and start-ups have been urged to collaborate more closely after being told that such partnerships could ensure the survival of both.
Joseph Jaffe, chief executive and co-founder of business matchmaker Evolution, insisted the marketing professionalism of brands and the creative minds of start-ups should join forces.
Too often start-ups are left to flounder with no access to cash when they could provide the answer to a brand’s creative problems, he said.
“Start-ups are full of ideas but they have got no money. The brand, you have money, but you have no ideas and you guys are looking for ideas to cut through the clutter,” Jaffe told marketers at the Association of Data Driven Marketing and Advertising Global Forum in Sydney.
Zenith Optimedia and VCCP have been appointed to handle the media and creative duties for Appliances Online, after the agencies teamed up to launch Comparethemarket.com.au in Australia last year.
Appliances Online, which is one of the biggest retailers of electrical goods online in Australia, was founded in 2005 by John Winning and had previously handled the duties in house. Read more »
Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing. Top Stories:
- CommBank set to pitch $44m media account
- Starcom Mediavest to separate into two agencies with launch of Mediavest
- Tapegate: Andrews’ media accusers have some explaining of their own to do
- R/GA founder Bob Greenberg admits judges let innovative scam work ‘pass’
- Dr Mumbo: Ducks can get aggressive
- Red Agency boss says CMOs’ ‘massive egos’ are what drives awards culture
- McKinsey consultant says CMOs should be the next CEOs for their companies
- TV ratings: The return of The Bachelor underwhelms, but X Factor and The Block also poor
4:50pm – Check out this new spot for German concept-car maker Smart.
Created by BBDO Berlin, the ad sees the brand talk about getting into the “big car game”….
4:38pm – Remember to check out the FYI section – today it has the details of Razorfish launching the Women In Technology program, a program designed to address the gender imbalance in the tech and digital industry and Tigerspike appointing Alex Burke as global CEO.
3.53pm - Retailer Supercheap Auto has a new campaign encouraging the public to reclaim their garage from spiders and storage to “discover its true potential”. You can watch the add below or read the story here.
3.16pm – Tapegate has consumed Victoria for much of the week. Academic Mark Pearson has written an interesting piece explaining some of the legal and ethical issues at play. Read the piece here.
2.48pm – Victoria is looking for a media agency ahead of a big push to promote the city of Melbourne to China. Read the full story on the Mumbrella Asia website. Read more »
Supercheap Auto is encouraging the public to reclaim their garage from spiders and storage to “discover its true potential” in a new campaign “celebrating the dying arts of car and garage maintenance”.
Created by The General Store, the three ads each focus on a different element of garage and car maintenance, with the first “a celebration of the perfect garage”.
The ad sees an envious man, and his dog, staring down a driveway, with other people in the street also stopping their outside activities to stare at what is revealed to be a perfectly organised garage.
With the tagline “Reclaim your garage with Supercheap Auto”, the ad is set against a choir singing joyfully.
The news is another blow for STW majority-owned Ikon coming just a week after the agency lost the $17m Diageo account, with CommBank a foundation client of the media agency.
Rumours of a potential pitch have been circulating for many months, with OMD, ZenithOptimedia, Carat and Initiative all tipped to be in the pitch as they are the main media agencies who do not have a conflict, alongside incumbent Ikon.
All of the agencies contacted by Mumbrella declined to comment however it is understood that a number of agencies have been sounded out and told to prepare.
A new survey by the Australian Subscription Television and Radio Association (ASTRA) has released a new survey claiming 60 per cent of Australians support the prosecution of individuals who facilitate piracy.
The Auspoll survey of 1,013 people was released yesterday to coincide with the release of a discussion paper which recommended websites hosting pirated material should be blocked and internet service providers forced to stop their users illegally downloading content, such as TV shows like Game of Thrones.
According to the survey, which had a 3.1 per cent margin of error, 53 per cent of people said the government should do more to combat piracy.
“By proposing tougher measures to crack down on piracy, the Government is reflecting the views of a majority of Australians who believe that piracy is theft,” said Andrew Maiden, CEO of ASTRA. Read more »
Jorg Dietzel revealed that Audi’s German bosses are contemplating taking its marketing in-house, a strategy many brands have already adopted as they seek to present a consistent message across the world.
He also admitted to changing his views on the subject after previously questioning the belief that certain markets had their own nuances.
“It’s funny because a long time ago I built a network of agencies for Audi out of London so I was in the centre position and I was always getting upset about markets that were doing others things, that were ‘not invented here’,” Doetzel said.
“[They used to say] ‘our market is so different’ and I’d say, ‘yeah, right’. Now that I’m in the market I am having a slightly different perspective.”
The Australian media agency landscape is to get a new entrant with confirmation the Publicis Group’s Starcom Mediavest is to split and launch Mediavest as a separate entity, Mumbrella can reveal.
The news comes just a week after the decision by Diageo to move their media account to Leo Burnet, with Mediavest to handle the buying for the account, a move which raised eyebrows within the industry.
However, Chris Nolan, CEO of both Starcom and Mediavest told Mumbrella: “Globally the Starcom Mediavest business operate both brands and in the UK and US they run independently and they are both of comparable size to each other.
“If we are successful over a period of time (Mediavest) will have significant scale and will be of a similar size to Starcom.”
The Diageo move is a taste of what the agency will offer when it officially launches on September 1, according to Nolan, with strategic teams co-located with client’s creative agencies in a bid to improve communications, focussing initially on sister Publicis agencies Leo Burnett and Saatchi & Saatchi. Read more »