Seven wins Voiceless night as Ten returns to third place

OffspringA night without The Voice propelled Ten’s Masterchef and Offspring into the top ten programs, and gave the network a healthy 15.3 per cent audience share, just behind Nine for the evening.

Nine moved new show When Love Comes to Town to the 7.30pm timeslot, but it dropped 220,000 viewers on its second outing for the network, and was unable to fill the gap left by The Voice.

Seven won the night comfortably with a 23.2 per cent share to rival Nine’s 17.6 per cent, while the ABC which dropped to 9.8 per cent after it managed to place two of its shows, Masterchef and Offspring in the top ten.

Seven News took the number one spot with 1.337 million viewers tuning in for the first half-hour, followed by its flagship reality program House Rules on 1.272 million. Read more »

Announcing Mumbrella360 Masterclasses

360 logoMumbrella today announces a new stream of content for next month’s Mumbrella360 conference.

In a new initiative, a series of industry experts on individual media and marketing topics will present nearly 30 masterclasses across the two days of the conference.

The 15-minute presentations cover topics including legal issues, social media, new business, PR, advertising, SEO, digital, media metrics, data, copywriting, programmatic trading and strategy.

Experts presenting include Steve Coll, the newly arrived executive creative director of Droga5, communications industry lawyer Stephen von Muenster, former Jetstar CEO Bruce Buchanan, US based data analytics expert Matt Hertig and digital radio guru Clive Dickens.

Also presenting is University of Queensland’s Dr Nic Carah, who will share his extensive research into how alcohol brands are using Facebook. And von Muenster will run a legal clinic, tackling any industry legal issues the audience may have.

And NIDA, the National Institute of Dramatic Arts, will present a masterclass tailored to use of the voice in public speaking such as pitches and presentations. Read more »

Droga5 establishes Asia presence but cool on full office after Tiger win

Droga5 has established a presence in Singapore on the back of its win for global creative for Tiger Beer, but the bosses of the Sydney office have poured cold water on suggestions they agency will open an Asia office soon.

Last night Tiger revealed its new brand identity ‘Tiger Uncage’ in a bid to move the brand into a more upmarket positioning in the Asia region, with the work coming from the Sydney office of Droga5.

However, Droga5 Sydney CEO Sudeep Gohil said the agency, which started in New York and last year opened a London branch, is not rushing to start a presence in Asia, instead hiring Tribal DDB account director Simon Lockyer to run the partnership in Singapore.

Gohil told Mumbrella: “There’s nothing specific in terms of reasons why we haven’t opened an Asia office. We’re very happy with the offices in Sydney, New York and London. The plan is not to have offices everywhere, but to have great network of people. We need to focus on the task in hand, which is servicing a client in Singapore and building out potential in Asia. Read more »

Morning Update: Social grilling; Spotify hits 10 million paid subscribers

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

Mashable: Kingsford Charcoal Reaches for Some Kmart Pun Magic

“Is it any wonder this goofy grill master is cooking for one?

In a new commercial for Kingsford Charcoal, a tech-obsessed guy who probably bought his “X4 Platinum” outdoor barbecue on Skymall can light the fire via app and take selfies while he’s making that single-serving kabob.”

Read more »

Tiger Beer launches new pan-Asia campaign through Droga5 Sydney

Tiger Beer has unveiled its new regional ad campaign launching in 25 territories in Asia Pacific, its first work since hiring Droga5 Sydney to their creative account.

The brand has unveiled three new spots based around the theme ‘Tiger Uncage’, created for the Asia-Pacific region by the Droga5 team in Sydney, in a bid to make the brand synonymous with the pan-Asia region.

They feature China-born tattoo artist Joey Pang, Singaporean director Anthony Chen and New York-born Asia-based stuntman Charlie Ruedpokanon who are all ‘uncaged heroes’.

Read more »

Mumbrella live blog: Wednesday, May 21

Welcome to Mumbrella’s live blog, the rolling diary of everything you need to know in media and marketing. Refresh the page for the latest updates.

Top stories:

3:34pm - It seems there’s a live blog for everything these days – The Guardian Australia is live blogging the student protests across the country against the budget. From smoke bombs being let off to people burning paper in saucepans, it’s all kicking off. Catch the blog here.

2:34pm – Happy birthday to…SmoothFM which turns two this week. How time flies. Anyway, thanks to Buble, Bogart and Mel Doyle for the afternoon sugar hit.

smoothfm cake

2:16pm  - Looking around the web, and here’s an example of an unfortunate incident of someone applying for a job with Buzzfeed. Unfortunately she was a photo editor on the AP newswire, and accidentally sent half her application letter out on a photo caption on the newswire. Oops. More here at Gawker.

1:48pm - Some Twitter tributes have been coming in for the soon-to-be defunct Wake Up, with its creator and first executive producer Adam Boland tweeting:

aadam boland wake up tweet

and Studio 10′s Joe Hildebrand added:

hildebrand wake up tweet

12:50pm - Ten has just issued  a statement confirming the cuts to Wake Up, early, morning and late news bulletins, with up to 150 staff affected and a voluntary redundancy round now started. Eyewitness News at 5pm will continue.

12:44pm  - Ten staff have been sent an email today telling them Wake Up and early, morning and late news bulletins have all been axed. See the full email from CEO Hamish McLennan here. Read more »

Wake Up, news shows axed by troubled Ten as network seeks to cut costs

Ten has cancelled its breakfast show Wake Up after six months of poor ratings as the TV network desperately seeks to cut costs, while the early and late news shows will also cease production after Friday with as many as 150 jobs set to go.

The Breakfast show, which launched in November 2013, failed to find an audience – attracting just 30-40,000 metro viewers per day, around a tenth of free-to-air rivals Sunrise on Seven and Today on Nine.

Ten hired Adam Boland, the architect of Seven’s Sunrise to create a new breakfast offering which launched with his other creation, Studio 10, almost a year to the day after the network axed the ill-fated Breakfast show.

The network also confirmed there would be up to a number of redundancies, with some of the network’s news programs including the Early, Morning and Late news bulletins to be axed under the major shake up, however it did not put a number on it in an email sent to staff.

Boland, centre, and the original Wake Up lineup of Exelby, Hafner, Belling and Jamison

Boland, centre, and the original Wake Up lineup of Exelby, Hafner, Belling and Mathison

Read more »

Sensis decentralises marketing following the departure of Michelle Sherwood



Advertising and directories business Sensis has restructured its marketing team following the departure of its chief marketer Michelle Sherwood last month, Mumbrella can reveal. 

Sherwood had been in the role of executive general manager, strategic marketing for more than three years and had been with the company for more than ten years. Her departure comes four months after the decision by parent company Telstra to sell Sensis to private equity for $454m in January.

A spokesman for Sensis confirmed the departure and told Mumbrella: “We’ve moved to a decentralised marketing function with marketing staff located in various areas of the business.” Read more »

Telstra follows up Jimmy Barnes ad with one featuring Magda Szubanski

Telstra has rolled out the second spot in its “we want to be famous for it” campaign which uses celebrities posing as Telstra workers to promote various aspects of the brand.

Featuring actress Magda Szubanski the new commercial, created by DDB Sydney, promotes the brand’s customer service and the new personal service commitment which  aims to make it easier for customers to get back in touch with the same person on the customer service team.

The spot sees Szubanski posing as a customer service employee before handing over her headset to a Telstra employee who uses the campaign’s tagline “we want to be famous for it”.

Read more »

Labor spends more than $80,000 on TV campaign attacking budget

The Australian Labor Party has spent more than $80,000 on a free to air television campaign targeting the Coalition’s changes to health, education, pensions and the fuel surcharge in the recent federal budget.

According to advertising monitoring company Ebiquity the new attack ad, called “You’ll pay for Abbott’s lies”, was screened 27 times on Sunday and Monday nights at an estimated cost of $80,000.

The ad shows Prime Minister Abbott speaking before the election in various interviews promising to make cuts to key areas it then goes on to show areas where changes have been made. Read more »

GIO thanks Queensland fans in State of Origin campaign for NSW Blues

GIO is gearing up for its sponsorship of the NSW Blues in the State of Origin with a new commercial featuring fans thanking Queenslanders for bragging which makes the Blues hungrier for a win.

The ad, created by Leo Burnett Sydney, is a collection of comments from NSW fans, edited together to thank the Maroons for doing their part to help make NSW more eager to claim victory after losing eight series in a row.

Mark Condon, sponsorship advisor, GIO, said: “As a proud supporter of New South Wales, for Origin this year, GIO wanted to get in amongst the fans at a grass roots level. For too long we’ve heard the chatter from Queensland and we’ve found ourselves buying into it and even defending our position. We thought it was time to turn things on their head and just say thank you. Nothing fires up the Blues more than hearing all that Queensland talk, so in a way, Queenslanders have become the Blues’ biggest supporters and motivators.”

Read more »

Cannes to tackle adland gender imbalance

Screen Shot 2014-05-21 at 10.43.36 AMCannes Lions has launched an initiative to recognise the underrepresentation of women in advertising and discourage them from leaving the industry.

Over three days, a group of 12 women from Asia, Europe, North America and South American agencies will lead the programme called See It Be It, which will include guided access to the jury rooms, meetings with VIP speakers, sessions by industry figures and the Berlin School of Creative Leadership, and a mentorship event supported by women’s advocacy group SheSays.

After the festival, they’ll be given a toolkit that allows them to pass on what they’ve learned to other women in the industry.

Lions Festival’s director of brand strategy Senta Slingerland said: “For years we’ve been observing the lack of women at the top of the industry and it’s time to take action to redress the balance. We worked closely with our network and with Emma Sexton from SheSays to develop the programme and to identify the next set of female creative heavyweights – they exist, but need an extra push into the spotlight.

Read more »

IGA promotes Future Soccer Stars program with ad fronted by John Aloisi

IGA is promoting its Future Soccer Stars, a campaign which is set to reward local clubs and shoppers throughout the World Cup season, with a commercial fronted by retired Socceroo John Aloisi.

Created by Creative Oasis, the commercial features Aloisi spruiking what local clubs could win through the Future Soccers Club program, while a group of kids play soccer in the background.

Fergus  Collins,  CEO  Metcash  food and grocery supermarkets said: “Community really is at the heart of this campaign and we’re excited to help kick start Australia’s soccer stars of tomorrow as well as rewarded new and existing IGA shoppers.

Read more »

Nine’s When Love Comes to Town debuts to 868,000 as Bogan Hunters tops digital shows

The launch of Nine’s new reality TV series When Love Comes to Town, a take on the A Farmer Wants a Wife type reality love show, saw 868,000 metro viewers tune in at 9pm, after The Voice saw 1.714m watch the last night of blind auditions.

Nine won the night off the back of the two reality shows and an audience of over 1 million for its news hour, the network had a share of 25.6 per cent with closest rival Seven sitting on a share of 20.3 per cent.

Seven’s new show Bogan Hunters drew the biggest audience of the night on digital channels grabbing 393,000 viewers on 7Mate at 9.30pm. The network’s most watched show of the evening was the first half hour of its news at 6pm, with an audience of 1.375m metro viewers tuning in, dropping away to 1.172m for the second half hour.

House Rules, at 7.30pm, managed a total metro audience of 1.146m, but was beaten in its timeslot by The Voice, while Ten’s MasterChef continues to struggle to break the 800,000 viewer mark with a metro audience of  780,000. Read more »

Droga5 loses Sunbeam to The Works



Droga5 has lost appliances maker Sunbeam which has moved its creative business to North-Sydney based independent agency The Works.

The move comes after it was announced yesterday Match Media had been appointed to handle the $4m media account, while The Works will take on the full suite of creative work including strategy, creative, social media and digital.

It is understood the account moved without a pitch.  Droga picked up the business last year from Brave, and created ads focussed on people having unwelcome surprises.

John Turnbull, general manager, marketing at Sunbeam said: “We wanted an agency partner that could deliver effective campaigns across our product portfolio and were impressed with The Works’ work.”

Read more »

Morning Update: Oreo suggests people ‘lick for it’ to settle scores; McDonald’s to keep Happy mascot; Checkout beep gets a twist in Coke campaign; Havas acquires Work Club

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Looking for a Weird Way to Settle Scores? Oreo Suggests You ‘Lick for It

“Oreo would like you to start solving your conflicts by scrubbing its cookies against your tongue as fast as you possibly can.

This new spot from AKQA London (and Mind’s Eye director Luke Bellis) shows pairs of what appear to be siblings and friends squaring off over various disputes—like riding shotgun in a car whose backseat is stuffed to the brim, picking what to watch on TV, or taking the blame for knocking the head off a statue with a soccer ball. But instead of, you know, flipping a coin or playing Rock Paper Scissors, they whip out Double Stuf Oreos, put on the stupidest faux-intense-concentration faces they can muster, and compete to be first to transfer all the cream from their cookies onto their tongues.”

Read more »

Mumbrella live blog: Tuesday, May 20

Welcome to Mumbrella’s live blog, your rolling diary of everything happening in the media and marketing space. Refresh the page for the latest updates.

Top stories:

5:21pm  -Some breaking news this evening, with Treasurer Joe Hockey set to sue Fairfax for its Treasurer for Sale article last week. More here.

3:16pm - Sticking on a Mumbrella theme we’ve also just announced our latest session for Mumbrella360, and it’s another belter, with bosses from The Australian newspaper, including editor-in-chief Chris Mitchell, on a panel discussing the paper and its impact in its 50th year.

1:51pm - So here it is. We flagged it at 8am, but now we can reveal the shortlist for the Mumbrella Awards 2014. There are a lot of agencies, media outlets, campaigns and individuals recognised in this list.


1:34pm - Yesterday Kyle and Jackie O were encouraging listeners to call in to their show, even though it was pre-recorded as they were in the air on the way to Dubai. ARN has defended the practice as “industry standard”.

12:52pm - Last week we reported on Skyfii doing a deal with companies to get more ad-funded wi-fi hotspots. Now Telstra has jumped on board with the telco looking to offer 2m hotspots across the country creating one of the world’s biggest wi-f networks. See the full story here. 

11:46am - It’s time for another media industry body to float on the stockmarket, with media monitoring body iSentia valuing itself at $400m as it looks for investors for its IPO. Read more »

Joe Hockey to sue Fairfax for defamation over ‘Treasurer for sale’ headline

FairfaxTreasurer Joe Hockey is launching defamation action against Fairfax Media over a story last week which suggested he was selling access to businesses and lobbyists in return for donations to the Liberal Party.

The Australian reports, Hockey is to launch the court action over the front page which appeared on the front page of The Sydney Morning Herald and The Age last Monday week ahead of the federal budget under the headline “Treasurer for sale”.

A spokesman for Hockey is quoted as saying: “The Treasurer has filed statements of claim in the federal court in relation to defamation proceedings against The Sydney Morning Herald, The Age and The Canberra Times and their online services.”  Read more »

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