KFC launch new campaign featuring customers who ‘Chase the Taste’ of its chicken

KFC has launched a new campaign created by Ogilvy which sees the fast-food chain position itself as the food for travellers, tracking “customers who are prepared to travel far and wide to ‘Chase the Taste’ of its famous chicken”.

The brand ad features a group of travellers leaving a hotel, and a KFC wet-wipe on the table, and driving throughout an Australian landscape to excitedly arrive at another KFC restaurant.

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APAC head of Discovery Networks leaves after ‘divergence’ on plans for the region

Arjan HoekstraHoekstra, the Asia Pacific president of Discovery Networks, has left the company after a year and a half in the top job, Mumbrella Asia has revealed.

He has been replaced in the interim by Discovery’s president for Latin America Henry Martinez. Hoekstra was brought in in September 2013 after a 14-year stint at Eurosport, latterly as managing director of Eurosport Asia Pacific.

He joined with a brief to generate new growth for the non-fiction broadcaster and moves on “due to a divergence of views about the strategic plan for the region,” according to a statement from the broadcaster shared with Mumbrella.

Discovery was looking at acquiring a majority stake in Network Ten, however reports this week suggest the US network has pulled out of the joint deal with Foxtel. Read more »

Ten’s share dips below double digits despite fiery Cate Blanchett interview on The Project

Channel Ten’s audience share dropped below double digits for the second time this week as all of its primetime shows struggled, despite Cate Blanchett’s fiery interview on the Project drawing headlines.

The 7pm segment of the current affairs show, which carried the segment where Blanchett said “that’s your fucking question?” when interviewer Jonathan Hyla asked her how she kept cats under control on set in her new film Cinderella, got 520,000 viewers, up slightly on the 496,000 who watched the same half hour a week previously.

Local drama Wonderland continued to shed viewers, posting a metro audience of 368,000 in the 8.30pm timeslot down from last weeks audience of 401,000, while The Good Wife, airing at 9.30pm, slipped from 267,000 to 218,000 last night.

David Attenborough’s Birds of Paradise in the 7.30pm timeslot only drew a metro audience of 381,000, contributing to Ten’s share dropping to 9.6 per cent as the ABC picked up a share of 14 per cent. Ten also fell below 10 per cent on Sunday evening.  Read more »

BBC ‘working through implications’ for Top Gear Festival after sacking of Jeremy Clarkson

top gear clarkson may hammondThe BBC has said it is “working through the implications” for the Top Gear Festival due to take place in Sydney next month following the sacking overnight of the show’s presenter Jeremy Clarkson.

The controversial Top Gear frontman was told by his employers that his contract would not be renewed following his attack on BBC producer Oisin Tymon which left him bleeding and seeking hospital treatment.

Clarkson and fellow Top Gear presenters Richard Hammond and James May were due in Australia next month for the Top Gear Festival which takes place at Eastern Creek on April 18 and 19. The event is run by the BBC and Brand Events.

Organisers have been heavily promoting the event by proclaiming the trio will be “together for the first time” in Australia.

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Morning Update: Here’s what happens when stoners try coffee

AdWeek: Here’s What Happens When Stoners Try Actual Coffee at an Amsterdam Coffee Shop

Amsterdam is known for its famous “coffee shops,” but coffee is not the main attraction. Amsterdam-based coffee brand Moyee hopes to change that—and make the city better known for coffee as well. But it can’t avoid the pervasive influence of that other mind-altering substance entirely.

So, with help from 180 Amsterdam, it orchestrated a special taste test. Cannabis is said to heighten one’s senses of taste and smell, so it had real people (not actors) try its coffee—while under the influence.

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Guardian Australia boss McClelland: We’ll be paying our full share of Australian taxes

McClelland at BEfest

McClelland: We should pay tax in Australia

The British-owned Guardian has eschewed the tax-minimisation tactics of US media brands such as Netflix and Google and is running its new Australian operations as a fully taxable local company, its boss has said.

Managing director Ian McClelland was asked about the issue at a press briefing to mark the opening of the Guardian’s new Sydney offices. The Guardian launched in Australia in May 2013. It has now outgrown its original business plan, leading to the move to bigger headquarters in Sydney’s Surry Hills.

Asked about the taxation issue, McClelland said the company, while owned by Guardian Media Group in the UK and ultimately by the not-for-profit Scott Trust, is fully taxed and registered in Australia, and has been from launch. Read more »

Fairfax and Macquarie radio merger to complete by end of month as shareholders vote in favour

Tate

Tate

The merger of the Fairfax and Macquarie Radio Network assets should be completed by next Tuesday after shareholders gave the deal the green light at Macquarie meeting this morning.

The deal, which has been approved by two separate regulators, will see Macquarie pay Fairfax around $18m with Fairfax holding 54.5 per cent of the new entity and Macquarie the remaining 45.5 per cent. It will still be called Macquarie radio Network.

Described by Macquarie chairman Russell Tate as a “merger of equals” the deal will see Australia’s biggest talkback stations, Fairfax’s 3AW in Melbourne and Macquarie’s 2GB in Sydney, brought into the same entity called Macquarie Radio Network.

In his address to the extraordinary general meeting this morning Tate said the move would bring together “the greatest mix of talkback talent ever assembled in a single radio network” adding it will unlock cost savings across operations

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TripAdvisor: Negative anonymous reviews by rival brands are policed by our community

tripadvisor logoTripAdvisor has said that its own community is the best defence against negative anonymous reviews posted by rival brands.

The travel site has pointed to a recent study that found that 64 per cent of respondents tend to ignore extreme comments when reading reviews, and said that it fights “fraud aggressively and are confident in our systems and processes we have in place.”

The firm told Mumbrella Asia: “We are against any attempts to submit fake reviews and are vigilant in our detection. Our community can and do also let us know if they see something amiss, and we act on every report we receive.”

TripAdvisor’s comments come in response to those made by the Asia boss of social marketing agency We Are Social, who said that the practice of brands astroturfing to harm the reputation of rivals is “not as rare as we’d hope”, using TripAdvisor as an example.

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Nestle China marketer: Awards shows should scrap digital and social categories, keep mobile

Hannelore Grams at Festival of Media Asia

Hannelore Grams at Festival of Media Asia

The head of digital marketing and social media for consumer goods giant Nestle Greater China has said that advertising awards shows should scrap digital and social categories, since all marketing should use these channels now.

Talking to Mumbrella Asia at Festival of Media Asia in Singapore, Beijing-based Hannelore Grams said that brands cannot simply “buy a platform strategy” anymore, as marketing and technology have become so intertwined.

“There’s a lot of talk about the need for a CMO and a CTO to work closer together, and I agree. You cannot just buy a platform strategy anymore.” Read more »

Defence Force Recruiting tells women ‘Do what you love’ in first major Havas Worldwide work

Defence Force Recruiting has unveiled its first major campaign from creative agency Havas Worldwide Sydney which aims to attract more women to the the armed forces.

Havas won the account, one of the biggest in Australia, from GPY&R Melbourne in December 2013 and has been involved in a number of smaller projects for the DFR since transitioning the account in the middle of 2014.

The ‘Do What You Love’ campaign overlays quotes about the aspirations of various Australian women with images of female members of the Defence Force on duty ending with the tagline ‘Do what you love’.

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Cruise line insists primetime brand funded Channel 7 show is ‘authentic and genuine’

Cruise line Royal Caribbean has funded a one-hour branded content piece that will air on Channel 7 next week as part of its multi-million dollar brand campaign.

The company, which launched its first Australian TV push late last year, paid for Tim “Rosso” Ross and TV presenters Tom Williams and Rachael Finch to experience a cruise onboard Voyager of the Seas.

The result, Tom Rach and Rosso go Cruising, will be broadcast on Channel 7 on March 31 at 8pm.

The branded piece, which was led and developed by media agency Slingshot, is part of Royal Caribbean’s attempts to lift its profile as the challenger brand in Australia, promote its onboard product and dispel the view that cruising is for the elderly and is boring.

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Australian online video consumption surges 27 per cent year on year

StreamingAustralians are watching more video online with a new report claiming the amount of time spent watching online video on a PC or laptop has surged 27 per cent in a year.

The finding in the latest Australian Multi-Screen Report, claims that Australians spent 448 minutes (7hrs and 28 minutes) a month viewing streamed video such as catch up TV as well as other content such as YouTube,  on PCs and laptops up from 352 minutes (or 5hrs 52 mins) last year.

It also comes amid the growing marketing war for eyeballs as streaming video on demand services Presto, Stan and Netflix do battle over market share and building consumer awareness.  Read more »

Netflix says it can’t do anything about Aussies accessing US site, while being coy on GST issue

Reed Hastings

Hastings speaking at last night’s Netflix launch event in Sydney. Credit: Dan Barrett/ Televised Revolution

Netflix has claimed it is powerless to move the hundreds of thousands of Australians who are currently using virtual private networks (VPNs) to access the American library of the streaming service across to their newly launched Australian library.

In an interview with Sky News Business Reed Hastings, CEO of Netflix, acknowledged that the US streaming giant could enforce rules around only using American credit cards on the US version of the site but argued that consumers would just find other work arounds.

“You can pay with anything, you can pay with a gift card, you can pay with Paypal, so there is no effective block around payment method that works,” said Hastings, when challenged by host Helen Dalley about why the US video streaming giant refused to do more to combat the 200,000-300,000 Australians who use VPNs to circumvent geo-blocks which are designed to enforce existing local licence agreements. Read more »

Fox Sports confirms resignation of Fox Footy boss Rod Law just days before AFL kick off

Fox SportsFox Sports has confirmed the departure of director of television and head of Fox Footy Rod Law, just days before the start of the AFL season.

Gary Burns, head of programming and production, Sydney, has been appointed acting head of the footy channel.

Fox Sports chief executive Patrick Delany said after “eight years of great work” Law has “decided to conclude his employment with the company”.

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McCann’s Lachlan James: Creativity has become completely commoditised

James

James

Creativity has become “completely commoditised”, with the attitude of looking for an agency who “can do something faster and cheaper” creating an environment of mistrust amongst agencies, McCann Sydney senior planner Lachlan James said in a video hangout yesterday.

Responding to comments made in a previous hangout by 303Lowe’s Richard Morgan around clients taking advantage of agencies, James said creativity has become a numbers game.

“Creativity has become completely commoditised. It’s become a numbers game. It’s no longer looked at on the value its bringing, ROI modelling or effectiveness gets left to the wayside, it’s who can do something faster and cheaper,” he said.

“Ultimately it is the situation and we all have to deal with it and if thats the impetuous behind you creating better work at a better price I think that’s fantastic. Read more »

Program released for Mumbrella Travel Marketing Summit, earlybird offer closes Friday

Mumbrella Travel Marketing SummitThe full program for Mumbrella’s inaugural Travel Marketing Summit has been released with Helloworld chief marketing officer Kim Portrate, Flight Centre senior executive Keith Stanley, Qantas’ brand marketing head Olivia Wirth and Tourism Australia CMO Lisa Ronson all confirmed as speakers.

The one-day event, designed to explore the challenges and opportunities faced by travel marketers in the digital age, will take place at the Amora Hotel in Sydney on April 22.

The summit will open with a presentation from Standard Media Index global director of analytics Tristan Masters, who will provide an in-depth snapshot of advertising spend in the travel sector. SMI data analyses a wide cross section of the industry including hotels, resorts, travel agents, airlines, cruise lines and country brand advertising.

He will be followed by experienced marketer Keith Stanley who, as Flight Centre’s general manager of product, advertising and consumer experience, will outline the retailer’s evolving marketing strategy in a morning keynote address.

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ASB dismisses a complaint against ‘homophobic’ Brokescrap Mountain billboard

St George Metal Recovery billboardThe Ad Standards Board has dismissed a complaint a Sydney scrapyard’s ‘Brokescrap Mountain’ billboard was homophobic but upheld another complaint against a Wicked Campers internet ad and an ad for e-cigarette brand Vaporfresh.

A complaint against the St George Metal Recovery billboard claimed: “This advertisement implies that Brokeback Mountain is gay (alluding to the film) and suggests that their service is “straight up”, implying that being ‘gay’ is bad. I find this incredibly offensive and homophobic.”

However, the scrap yard replied saying Brokescrap Mountain is a registered name for the business, adding it was not implying being gay is bad.

The scrap yard has had a previous complaint upheld by the ASB, with the board upholding complaints arguing a billboard which featured a woman in a bikini was exploitative.  Read more »

Financial Review Sunday show scrapped as ‘advertising support was not sufficient’

Financial Review SundayThe Australian Financial Review and Nine Network have axed the business current affairs show Financial Review Sunday after two years.

A spokeswoman for Nine today confirm the axing telling Mumbrella “it wasn’t commercially sensible to return the show this year”.

The program was launched in 2013 with Fairfax promoting the TV program, hosted by Deborah Knight, as the “perfect complement to our print and digital offerings across the rest of the week.”

Fairfax Media told Mumbrella today that “advertising support was not sufficient” to allow the show to continue any further into 2015.

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