Nielsen set to battle GfK to retain IAB online audience measurement contract

IABThe Interactive Advertising Bureau has whittled its shortlist for the important digital audience-measurement contract down to two providers, with incumbent Nielsen set to battle it out with GfK for the spoils.

A tender process kicked off earlier this year with 23 companies throwing their hats in the ring in the expressions of interest stage, while in July a shortlist of four companies, which included Roy Morgan and US measurement giant ComScore was announced.

However, both of those companies failed to make it through to the final round after a technical presentation to a panel chaired by industry veteran Ian Muir.

Alice Manners, IAB CEO said in a statement:  “After conducting a technical evaluation of the four proposals, Nielsen and GfK’s proposals were found to have offered solutions and local investment that best meet our very demanding brief. Read more »

Motorcycle Grand Prix ad campaign switches focus to ‘risk-taking’ nature of sport

Marketers have turned the spotlight on the energy and high risk nature of professional motorcycling as they prepare to launch a six week promotional blitz ahead of next month’s Australian Motorcycle Grand Prix.

The focus is a departure from last year when the Australian Grand Prix Corporation promoted the personalities of the sport. This year, the TV, print, digital and outdoor campaign will showcase the speed and excitement of the sport in a bid to attract fans to Phillip Island over the weekend of October 17 to 19.

TV ads kick off on Network Ten and SBS in Sydney and regional New South Wales this weekend with Melbourne and regional Victoria following on September 21. AJF Partnership, which has worked with the Australian Grand Prix Corporation for four years, created the campaign.

Advertising will also appear on the back of utes and taken to events and locations such as Black Spur in Victoria which is popular with motorcyclists.

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‘We used to mail every Australian, alive or dead, often’, says Amex digital marketing chief

Jeffrey Evans

Jeffrey Evans

The relationship between IT and marketing departments has transformed from “adversarial” to one of close collaboration, while the scattergun approach to marketing is history, according to American Express’ head of global digital marketing.

Speaking on a panel at an Oracle Marketing Cloud event where  companies outlined some of fundamental changes that have impacted the industry Jeffrey Evans said marketing and IT have patched up their differences and are now “speaking a common language”.

Evans told the discussion that the biggest change has seen Amex end its mass approach to marketing  – “we used to mail everyone in Australia, alive or dead, often” – and begin to use data and analytics.

“For us, what has changed the most is that gut feel has left the room,” he said. “The batch and blast mentality has gone. We used to mail everyone in Australia alive or dead, often, and create this horrendous experience. Now our engagement size is a lot smaller but yet the conversion and returns are a lot higher. It’s being smarter about who you are targeting.  That’s been the biggest change.” Read more »

Coles celebrates start of spring with Curtis Stone fronted ad

Coles has kicked off its spring campaign, with brand ambassador Curtis Stone spruiking the supermarket’s in-season spring produce.

The ad is a mixture of in-store shots of produce and shots of families and Stone enjoying a meal.

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Live blog: Wednesday, September 3

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

Top Stories:

1:57pm Meat & Livestock Australia has handed its flagship lamb campaign to The Monkeys

11:10am – M&C Saatchi has made yet another hire, appointing Ogilvy & Mather’s global planing partner Kate Smither who had a hand in the Real Beauty Sketches campaign, for its Sydney office. 

9:41am - In an opinion piece today Rakhal Ebeli argues native advertising is helping to purify the editorial environment, which has been subjected to commercial pressures for years.

Read more »

PR agency won’t repeat journalist awards following complaint from recipient

MonicaThe owner of the PR agency which dished out trophies to its favourite journalists has insisted “it was not a bad idea”, but admitted it will be the first and last time it runs the awards after receiving a complaint from one of the winners, and ridicule on social media.

Wordstorm founder Monica Rosenfeld announced the winners of its inaugural Stormy Awards last week, with the recipients receiving the surprise trophy in the post. Awards ranged from the ‘most approachable TV producer’, to ‘the journalist that best featured our client’ and ‘the journalist we’d most love to employ as a PR’.

But the awards were roundly condemned on social media by both journalists and PRs, with one Twitter user saying “I love my job and think there’s good to be done through it, but people in the wider PR industry make me sick at times”.

The agency has apologised to one winner who complained her reputation had been tarnished.

Read more »

New Idea warns rivals not to rip off exclusive Brangelina wedding snaps in legal letter

Women’s magazine New Idea has taken the unusual step of sending a legal letter to rival publications and news outlets warning them not to use its Australian exclusive images of Brad Pitt and Angelina Jolie’s wedding, suggesting even the Copyright Act’s fair dealing clause would not be a defence for reproducing them.

Images of last weekend’s secret wedding taken from international magazines have already appeared on Aussie publications including The GuardianNovaFMThe Sydney Morning Herald and These include People’s cover revealing Jolie’s dress and a shot of the family and the Hello! world exclusive which featured the couple’s kiss. They are also circulating widely on social media, and have featured on Australian TV shows.

The Australia and New Zealand exclusive images are understood to have been part of a bidding war between rival publishers, with the legal letter sent yesterday afternoon stating Pacific Magazines acquired them for “a substantial consideration” and warning rival bidders “any reproduction in tear form or otherwise could not satisfy the fundamental requirements of fair dealing”. The photos will run in a 14-page special in the magazine on sale tomorrow. Read more »

MLA hands lamb campaign to the Monkeys with future of ‘lambassador’ Sam Kekovich in doubt

Meat & Livestock Australia (MLA) has handed its flagship lamb campaign to The Monkeys, Mumbrella can reveal.

BMF has handled the lamb campaign, which focuses around Australia Day, for 14 years, but the organisation has decided to give the duties to The Monkeys after it was added to the roster following a pitch in May.  BMF retains the beef elements of the account and One Green Bean will handle PR. The new agreements were effective from July 1.

The future of ‘lambassador’ Sam Kekovich has also not been confirmed. The former AFL player has appeared in several rousing ads in the past few years, this year urging parents to pass on the lamb love, suffering from Lambnesia the year before and parodying Barbie Girl in 2012.

MLA’s regional manager Australia Lachlan Bowtell confirmed the division of duties to Mumbrella, however declined to comment on the campaign’s future strategy, saying it was currently under review.

Read more »

Ford offers customers $200 to test drive Ranger in bid to claim customers from Toyota Hilux

Ford is offering customers $200 just to test drive its Ford Ranger truck in a bid to position it as a rival to its competitor, the number one selling truck Toyota’s Hilux.

In the ad, created by BlueHive, a Ford saleswoman stands before a Toyota Hilux telling viewers it is Australia’s best selling truck, before saying she sells Ford’s Ranger which she thinks is better. She challenges customers to test drive the Ford and promises to give them $200 if they still decide to purchase the competitor.

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Coles head of communications Jon Church to depart

Jon ChurchThe head of communications for Coles Jon Church is set to leave the supermarket group later this month after more than four years.

Yesterday Coles confirmed it was shedding 438 jobs in Melbourne as part of a restructure of its support functions, with Church confirming his role will not be replaced with his reports now under general manager Alister Jordan.

In an email today Church, who came to Coles after a decade as head of comms for supermarket giant Tesco in the UK,  said he is assessing opportunities in the UK and the US, adding the supermarket has made two new hires with the role of national communications manager taken by someone working at a TV network, and also a national media manger.

Read more »

Carat Sydney hires OMD’s Georgie Nichols as GM of Sydney

Georgie NichollsMedia agency Carat has poached a second senior executive from OMD hiring Georgie Nichols as its new general manager in Sydney.

Nichols’s appointment sees her replace Angus Fraser, who moved to Mitchells last month as part of a broader management shake up in the agency ahead of it retaining the Woolworths media account.

Her appointment comes just weeks after the poaching of OMD head of trading Dan Sinfield, who replaced Andrew Norris as Sydney managing director.  Nicholls will report to Sinfeld. Read more »

M&C Saatchi appoints Ogilvy & Mather’s Kate Smither as group strategy director

Kate_SmitherM&C Saatchi has appointed Ogilvy & Mather global planning partner Kate Smither as group strategy director, bringing her back to Australia after four years in London.

Smither’s will report into former Droga5 strategy head Justin Graham, who was poached by M&C to head up the strategy team last December to head up strategy for the group’s ten businesses.

Prior to a four-year stint with Ogilvy & Mather, Smither was head of planning at GPY&R where she worked on the Schweppes account. In the newly-created role she will be responsible for driving strategic leadership across the group, with a major focus on the Commonwealth Bank account.

At Ogilvy she was heavily involved in the creation of the multi-award winning Dove Real Beauty Sketches campaign. Read more »

Seven’s audience dips as Nine improves, while Family Feud was Ten’s highest rating show

Seven drama series Winners and Losers had one of the bigger falls in audience last night shedding 50,000 on last week to record a metro audience of 770,000.

The result came on a night in which Nine’s share firmed while Seven’s softened, with Bringing Sexy Back at 7.30pm also posting a decline in audience for the third straight week with an audience of 681,000, down from 687,000 last week. However the show, fronted by Sunrise presenter Samantha Armytage is still above its debut of 654,000.

Nine’s The Block: Glasshouse had the biggest audience of night with 1.21m viewers tuning in for renovation show at 7.30pm,  while Family Feud was Ten’s highest rating show of the night with the simulcast across Ten, Eleven and One recording 697,000, according to the OzTam overnight metro ratings.  Read more »

Brandscreen appoints Adstream’s Robert Manning as VP for APAC

BrandscreenDemand side ad platform Brandscreen has taken Adstream’s global head of digital Robert Manning as the Vice President for Asia Pacific.

Brandscreen was bought out by American digital exchange company Zenovia after going into administration following christmas last year, allowing the Australian company to stay afloat and continue trading.

Manning is a former president of the NSW AIMIA Committee and had been global head of digital at Adstream for two and a half years. Prior to that he had held senior roles with REA Group and Sensis.  Read more »

Commonwealth Bank media pitch down to three

CBAThe lucrative Commonwealth Bank media pitch is down to just three agencies, Mumbrella can reveal.

The three players who will face off for the next round of the pitch are understood to be incumbent Ikon Communications, OMD and an IPG Mediabrands offering.

CommBank announced the pitch in July with a wide field, including Carat, ZenithOptimedia and even its creative agency M&C Saatchi, thought to have thrown their hats into the ring in the first round for the account which has a main media spend of $43.1m according to Nielsen for the bank, with subsidiaries taking the billings above $60m. Read more »

Celebrities front CommBank campaign celebrating school banking

Commonwealth Bank is celebrating its school banking history with a celebrity filled campaign.

Created by M&C Saatchi and Ikon Communications, the campaign sees Glenn McGrath, Kerri-Ann Kennerley and Chris Brown return to their primary schools in a trip down memory lane to reinforce the campaign’s “life long banking” message. The ad highlights when they opened their dollarmites accounts before looking to the present with a current primary school student who has recently opened up their own dollarmite account.

Commonwealth Bank chief marketing officer Vittoria Short said: “The campaign was developed to showcase CommBank’s proud 80 year heritage in school banking. Through telling the stories of school bankers past and present, the creative aims to demonstrate CommBank’s continuing commitment to preparing Australian children for their financial future.”

Read more »

Live blog: Tuesday, September 2

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

Top stories:

4:57pm - There’s some new creative around today, including the Queensland government’s red card campaign against anti-social alcohol related behaviour, an outdoor campaign promoting natural disaster movie Into The Storm and this spot promoting Big W’s Father’s Day specials.

3:06pm - As always there’s extra news in the FYI section including Seven securing the media rights to broadcast the Magic Millions Raceday and veteran broadcaster Fred Botica returning to Perth station where he began his career.

1.45pm - We’ve published the second part of our series on Freeview Plus and the new HbbTV platform. You can read the story looking at the digital rights, piracy and advertiser experience challenges here.

Also we’ve done a round up of our HbbTV coverage here.

12:54pm - Mumbrella can reveal two of Australia’s most awarded creatives Dave Bowman and Matty Burton are leaving Whybin\TBWA to become creative partners in The Special Group.


11:57am - ADMA’s chief executive Jodie Sangster has warned marketers are struggling to cope with the explosion of customer data more than ever with the problem exposing the acute skills shortage in the industry. Read more »

Queensland government ‘red cards’ anti-social alcohol-related behaviour in new campaign

The Queensland government is targeting anti-social behaviour in a new campaign aimed at reducing alcohol-related bad behaviour in the sunshine state.

Launched last month, the campaign features a variety of adults behaving badly when drinking alcohol before being “red carded” with the tagline “We’re red carding anti-social behaviour” and directing viewers to a government website for information on the safe night out strategy.

Assistant minister for multicultural affairs and Member for Brisbane Central Robert Cavallucci said the Safe Night Out campaign is about taking action to help end unacceptable behaviour. Read more »

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