Sensis reposition to focus on digital assets, introduces new logo known as Dash

Advertising Sensis Dash the Mouseand directories business Sensis has launched a new branding which it claims will highlight its “strong digital growth strategy” as it looks to move away from its print directories reputation and be primarily known for its digital asset, as it aims to be “the number one marketing services company in Australia.”

Sensis worked with brand consultancy agency Interbrand on the refreshed look, which attempts to place emphasis on the brand’s digital assets, including Yellow Pages, White Pages, TrueLocal and Whereis, as it claims to be the second largest digital media company in Australia.

“We have a significant print directory business and while that business is very important to us, what many people are not aware of is the majority of our revenue is generated in digital now,” said John Allan, CEO of Sensis.  Read more »

Seven dismisses airing of Family Guy episode with Robin Williams ‘unfunny’ gag last night as ‘coincidence’

Robin Williams Family Guy screen shotNetwork Seven has been accused of “poor taste” after showing an episode of Family Guy last night which featured jokes at the expense of actor Robin Williams, hours after he was found dead.

The episode, entitled ‘Big Man on Hippocampus’, features a cutaway centred around a joke where Robin Williams’ agent having to pretend the actor is still funny when he rings him. It is one of several episodes of the animated comedy Williams features in.

News of Williams’ death from an apparent suicide broke just after 9am AEST yesterday, 14 hours before the episode aired on 7Mate. It has since emerged Williams had been undergoing treatment for depression.

Seven has responded to requests for comment from Mumbrella this morning saying: “It was a coincidence.” Last night Ten overtook Seven for audience share after airing movie Mrs Doubtfire as a Robin Williams tribute and axing its regular shows. Read more »

Ten put out casting call for Dragon’s Den style pitching show New Ventures

New VenturesNetwork Ten has put out a casting call for a new show called New Ventures which looks set to involve entrepreneurs pitching business ideas and products in order to secure investment finance from a panel of investors.

Ten remained tightlipped on the format for the show when approached by Mumbrella for details, commenting only that it was in the process of issuing a casting call for a new show coming to the channel and details would be announced soon.

It is thought it could be a similar format to Japanese format Dragon’s Den, which aired in Australia on Channel Seven in 2005 and was hosted by Andrew O’Keefe. Seven did not renew Dragon’s Den for a second season, citing poor ratings.

One of the qualifying questions on the casting call asks applicants whether they have appeared on or applied for Dragon’s Den in the past. Read more »

Entries open for BEfest Awards for content marketing and branded entertainment

Entries are now open for Mumbrella’s annual celebration of the best in content marketing and branded entertainment The BEfest Awards.

BE_Awards logo


This year’s awards, taking place as part of the BEfest event on October 8 and 9, see a number of new categories recognising the rise of content marketing over the last 12 months. As well as the awards, the festival includes a half day networking event and a full day conference. This year’s event will return to Luna Park in Sydney.

New categories this year include content marketer of the year, content marketing agency of the year and publisher of the year. Read more »

Telstra promote its Easy Share Business Plans with campaign focusing on what should not be shared at work

Telstra is promoting its recently launched Easy Share Business Plans with a campaign focusing on what should and should not be shared at work.

Created by The Monkeys, the ad features a group of workers having lunch and talking about their weekends when one person ‘overshares’ their adventures.

Read more »

Ten gets audience boost after axing schedule to air Robin Williams movie Mrs Doubtfire

Ten’s decision to replace Jamie Oliver with Mrs Doubtfire gave the network a ratings boost last night as 891,000 metro viewers tuned in to watch the late Robin Williams in one of his most popular roles.

The audience for the 1993 comedy was double that achieved by Oliver’s Save with Jamie in its first two outings and was the eighth most watched show of the evening, according to the OzTam overnight metro ratings.

It helped massively boost Ten’s overall share with 17.8 per cent – up from 10.5 per cent last Tuesday – edging ahead of Seven with 17.7 per cent. Nine won the night with 19 per cent, with ABC on 10.3 per cent and SBS five per cent.

The strong showing for the Williams’ tribute, which won the 16-39 demographic, hit The Block Glasshouse which aired in the same 7.30pm time slot on Nine and drew 1.091m viewers, down from 1.13m last Tuesday. But The Block remained the most watched non-news show of the night and topped the 18-49 and 25-54 demographics, with Seven’s Home and Away second with 903,000. Read more »

AnalogFolk appoint Fame Razak as chief technology officer to work across global offices

Fame Razak

Fame Razak

Digital agency AnalogFolk has appointed digital marketing agency Critical Mass technical director Fame Razak as its first chief technology officer as it aims to bolster its technology offering.

Razak will work across the agency’s global network, including offices in London, New York and Sydney and will report to co-founder and chief executive officer Bill Brock.

AnalogFolk general manager Sydney Olivia Hall said: “‘We have a growing number of global clients being led from Sydney. Having Fame focused on bringing the growing tech and innovation talents of the global offices even closer together is brilliant for us and our clients.” Read more »

Arnie mistakes a waiter for a woman in next ad has released the second as in its new campaign featuring Arnold Schwarzenegger where he mistakes Australia for Austria.

In the new spot from BWM Melbourne the actor mistakes a male waiter with long hair and a beard for a woman as he serves him coffee, after telling assistant Dylan no-one knows Austria better than him.

Read more »

Live blog: Tuesday, August 12

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

Top stories:

5:19pm – Under Armour is claiming a bit of a victory in its push to build its brand for women, with its new ad featuring American ballerina Mist Copeland clocking up 5.1m views in a week.

3:36pm - It seems Bob Greenberg’s comments about scam sometimes being allowed through in award shows if it is innovative in a recent Mumbrella Hangout have gone global, with Publicis Chemistry’s David Prideaux penning an opinion piece for Campaign in the UK on the issue. He writes: 

Even work that’s completely fake can be hard to spot. Cannes juries are international, so very often they’re judging work from countries they don’t know, making it harder to recognise invented brands or spot implausible executions. But this is still a dreadful admission.

 Oscars aren’t given to films that were never shown. Mercurys aren’t awarded to albums that were never released. And the Booker is never given to a novel that didn’t get published.

The outside world thinks we’re all charlatans as it is. If they thought we spent our time patting ourselves on the back for something we hadn’t really done, our standing would sink even lower.

1:28pm - There’s a new amalgamated media agency group in town, and they’re very keen to protect journalism as a means to save premium content, which is more valuable for their advertiser clients.

Read more »

New Roy Morgan metric claims to put precise online spend value on audiences

Coles MagazineRoy Morgan Research has released a new metric which it claims puts an accurate and precise online spend value against the audiences of newspapers, magazines, television shows and channels, radio stations and websites across a range of consumer and business expenditure categories.

The metric is called Audience Dollar Value and aims to turn the long-standing readership currency into a dollar value of what readers from that media brand spend online.

“Our research shows that Australians spend an average of $750m a week online. We are now using our online expenditure data to quantify the dollar value of magazines and other media in terms of their reach into the lucrative online market,” said Michelle Levine, CEO of Roy Morgan, in a statement.   Read more »

New media agency group seeking to ‘protect journalism’ to drive value for advertisers



A newly-formed group comprised of media agency executives will work to establish what is and is not “premium content”, as it looks to play a role in making advertisers understand the importance of quality journalism.

The new group is an amalgam of two committees from the Interactive Advertising Bureau (IAB) which represents publishers and Media Federation of Australia (MFA), which represents media buyers, with the six month old IAB Agency Advisory Board merging with the MFA’s Interactive Committee in a move which aimed at cutting overlap.

The new merged group will be called the IAB-MFA Agency Advisory Group (IMAAG) and will be chaired by GroupM chief investment and intelligence officer Danny Bass who told Mumbrella the new body would establish a new code of conduct to help the fight against click fraud and ensure brand safety, and have a role in protecting journalism.

“There is also the question of what can we as an industry do to protect journalism,” said Bass.”That’s the thing I really want us to do on this board because if everything goes down the quick, snackable in and out news path then our opportunity to grow digital revenues, to work with clients on digital marketing spends will decrease.” Read more »

Woolworths’ return to ‘fresh food people’ tagline splits marketers

Marketing experts are split on the reappearance of Woolworths’ ‘Fresh Food People’ positioning, with one describing it as a backward step and another proclaiming it a return to a proven winning formula.

The comments follow the relaunch yesterday of a 27-year-old crusade which sees the rebirth of the “We’re Woolworths the Fresh Food People” jingle and shows staff preparing a store for opening, in the first brand campaign by Leo Burnett since taking on the account in April.

Former Ogilvy executive chairman Tom Moult tweeted yesterday “dear oh dreary me…Woolworths’ new TV campaign demonstrates that they’re fresh out of ‘fresh ideas'”.

He later told Mumbrella the return of the jingle and positioning proved it was either wrong to ditch the campaign several years ago – or wrong to bring it back. “It can’t have it both ways,” Moult said. “It’s almost admitting ‘we couldn’t find anything better’. It shows the move away was a mistake or that bringing it back is a mistake. It is certainly sub-optimal.”

Read more »

Chemist Warehouse focuses on experiences of customers in new brand campaign

Pharmacy chain Chemist Warehouse is focusing on the type of services it provides in a new brand campaign which features a reworked version of Madness song ‘Our House’.

Created by Melbourne based advertising agency Quattro Group, the ad tracks a variety of customers throughout the store from the flirty builder to dancing children, sick twins in co-ordinated beanies and scarves and a fist-bumping grandpa.

Quattro Group CEO Peter Quattro said: “All too often brand ads focus on lofty ideals but lose sight of brand truths. Ultimately, our brief was to keep it real. Our team didn’t need to go far for inspiration.

Read more »

Westfield takes some out-of-home sales in house with Brandspace to replace Ooh Media

WestfieldWestfield is set to take its advertising sales for its out-of-home floor-based screens in house from next year after awarding its own operation Brandspace the contract, ending its relationship with Ooh Media.

Last month Mumbrella revealed there was a competitive tender for the sought-after portrait and landscape screens in Westfield’s Australian and New Zealand shopping centre underway, with Ooh confirmed to be among the “compelling offers” received.

However, Westfield today said it has given the contract to Brandspace as it wanted to “better control ambience” in the malls, with the unit already selling the rights to experiential and product sampling for the malls.

The signs are some of the most sought-after outdoor real estate in the country with brands looking to push their messages to potential customers as near as possible to the point of purchase.

Read more »

The Australian denounces Press Council as chair Disney rejects claims of conflict of interest

Julian Disney

Julian Disney

The Australian newspaper has taken aim at the Australian Press Council (APC) and its chairman Dr Julian Disney, claiming he has a conflict of interest in a complaint currently before the regulator because he once spoke at the same function as the subject of the complaint.

In an editorial over the weekend the News Corporation newspaper accused Disney, who is stepping down from the role at the end of the year, of having a conflict in a complaint before the council involving a report by the paper which that former Labor federal minister Arthur Gietzelt had been a secret member of the Communist Party.

“We cannot speak for our stablemates, but this newspaper has lost confidence in APC chairman Julian Disney and deplores the direction in which he has taken the council,” the newspaper wrote in the editorial on Saturday. “The APC has become erratic in its rulings, unmoored from its foundations, ponderous and serpentine in its procedures, sidetracked by its chairman’s peculiar tastes and political predilections and ineffective as a body that promotes good practice.”

Last month the Council took the unusual step of giving an “expression of considerable concern” over the handling by the paper over incorrect reporting of an Intergovernmental Panel on Climate Change last September, and its delays in correcting errors when they were pointed out.

In a statement the APC rejected the paper’s claims, with Disney stating: “The only possible contact of which I am aware is that Sen Gietzelt apparently spoke at a public meeting in 1988 at which I was also an invited speaker. If there was any contact between us it would only have been for the purpose of being introduced to each other.Read more »

Buzzfeed to extend native advertising push and expands creative offering for brands

Buzzfeed AustraliaBuzzfeed has unveiled a new specialist unit for brands called Buzzfeed Creative, signalling a ramping up of its native advertising offering following a US$50 million injection of funding.

The branded content offering consists of a team of 60 creatives, led by US-based director of creative services Melissa Rosenthal, and 15 branded video producers, led by head of branded video Matt Baxter. It is as yet unclear how many creatives will be based in Buzzfeed’s international offices including new offices in Japan and India, which were also officially unveiled today.

The announcement of the extended push into native advertising, with an expanded video unit, comes as a debate has been stirred internationally about the practice of native advertising, and whether it is good for new brands. In Australia Buzzfeed is also waiting to see if it will be reclassified as a news site by the IAB’s Nielsen Online rankings. Read more »

First X Factor elimination can’t stop The Block winning Monday night’s viewing

Channel Nine claimed a big win in last night’s ratings war with The Block: Glasshouse the most watched show across all the demographics, easily outstripping its reality rival in the 7.30pm slot in Seven’s The X Factor’s first elimination with 1.231m viewers against 1.107m.

Once again Ten struggled to compete with its 7.30pm offering David Attenborough’s Natural Curiosities falling fourth in the timeslot with 527,000 viewers, as ABC’s 7.30 got 756,000 viewers, followed by Australian Story at 8pm which had 859,000.

Ten’s 8.30pm show Have You Been Paying Attention was also fourth with 440,000 viewers, behind Nine’s House Husbands with 902,000 and the second outing of The Amazing Race on Seven which lifted from its debut of 588,000 last week to 655,000, airing 20 minutes earlier, according to OzTam’s metro overnight ratings.

However, both House Husbands and The Amazing race saw decent catch-up numbers across the week, adding an extra 183,000 and 146,000 viewers respectively, whilst Nine’s My Granny the Escort got a further 32,000 viewers.

Read more »

Ipsos APAC MD David Richardson departs

David RobertsonDavid Richardson, the Asia Pacific managing director of research firm Ipsos, is leaving the company.

Richardson, who was involved in the development of the EMMA metric, calls time on almost five years with Ipsos, the last three and a half as APAC MD based in Seoul. He is now on gardening leave.

Richardson joined the company as North Asia CEO in 2009 from rival TNS, where he spent much of his career. Read more »

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