Is our industry full of cheats and liars or do people of honour who stand by their word still exist in business? In an article that first appeared in Encore, Cameron Boon investigates.
The recent court case involving Paul Fishlock suing his former employer The Campaign Palace brought into focus more than just the struggle of one man. It highlighted that there are some in adland whose word cannot always be relied upon.
Not that The Daily Telegraph is excited about the Optus 4G rollout or anything, but it does report the news today in separate stories on pages 3, 24 and 25.
Meanwhile, The Tele’s blue steel reporter Phil Jacob may have made the cut for Cleo Bachelor of the Year, but he can’t do maths good. News Limited’s own Derek Zoolander tells readers today:
“It was Budget night in Canberra in May 2012. As a group of fellow journalists gathered to drink away the fact we were, indeed, in Canberra, a dangerous idea was planted. “It’ll be fun,” they said. “You’ll have a blast,” they said.
“Fast forward nine months and while I might have (thankfully) forgotten most of the details of that night… clearly my ‘so-called friends’ didn’t.
“‘Hi Phil, I’m calling to let you know you’ve made the cut for Cleo Bachelor of the Year this year,’ a nice-sounding lady said a month ago.”
The growing use of data in marketing will be explored in a series of three sessions at Mumbrella360 next month.
In a session curated by advertising technology company Alphabird, brands and publishers will debate how to utilise insights from data in business, share candid examples of the pitfalls they have encountered, along with tips to employ big data more successfully. The panel will discuss the entire spectrum of data implementation from publisher solutions to media targeting, and provide compelling case studies to demonstrate practical applications.
The panel includes Ed Harrison, group sales director, Fairfax Media, Rebekhan Horne, Ten Network’s chief digital officer, Willie Pang, Asia-Pacific CEO of Alphabird, and Warren Billington, managing director of marketing software-as-a-service (SaaS) company Acxiom. It will draw from their experience in coping with the overload of consumer data and how to use it to drive effective communications. Read more »
Telstra snapped up the most expensive spectrum – suggesting it is likely to extend its dominance in the market offering 4G and 3G mobile services.
Optus bought more than half a billion dollars of spectrum according to the Australian Communications and Media Authority announcement.
TPG Internet spent a relatively modest $13m and Vodafone withdrew from the auction, suggesting its poor network reputation is unlikely to see much relief.
Some spectrum remained unsold.
The auction – in part made up of the airwaves which will be freed up when the analogue TV signal is switched off – became infamous after media minister Stephen Conroy boasted that he could make the telcos wear red underpants on their heads if he wanted to do so as part of the process.
The winning bids: Read more »
Public relations agency Fuel Communications has won the account for Optus’s consumer and small to medium business accounts.
Leading independent, award winning PR agency, Fuel Communications has kicked-off 2013 with strong growth following its appointment as Optus’ consumer and SMB public relations agency and the addition of four new consultants to its team.
After a competitive pitch process, Fuel is now working with the Optus Corporate Affairs team to develop a consumer PR strategy that supports key business initiatives, with a focus on consumer lifestyle, national, metro and regional media. Fuel will also work across Optus’ sponsorship properties and major integrated campaigns.
A separate competitive pitch for Optus’ SMB portfolio was won by Fuel last week and will see Fuel roll out a 12 month program to position Optus SMB as a trusted advisor to small businesses.
Fuel is not new to the Optus business, having handled its regional communications program since 2011. In addition to a number of corporate projects, Fuel helped Optus launch its 4G network in September 2012. The “The Optus Fast Four” campaign brought together four of the world’s fastest record holders to build consumer awareness of the new network offering.
Managing Director of Fuel Communications, Mandy Galmes said, “Our strategy is to grow the business with clients who value our strong insight, creative thinking and no nonsense approach. And, importantly, we want to partner with brands that provide innovative and challenging work for our team.
“The Optus win is extremely exciting. As one of Australia’s leading brands, there is an enormous amount of scope for PR campaigns that centre on brand engagement. We look forward to working with Optus as it transforms into a customer centric business and challenges the traditional perception of telcos in this market,” Galmes said.
The Optus win caps off a strong new business streak for Fuel with several wins in both the consumer and B2B spaces. Most recently it won the Mi9 account which sees it supporting the company’s 80+ sites such as ninemsn, Nine News, Wide World of Sports, The FIX, The Australian Women’s Weekly, Grazia and Woman’s Day – to name a few.
To support its growth, Fuel has recruited four new consultants this year and is currently on the lookout for an ambitious, tenacious Account Manager with strong media relations experience as well as digital capabilities.
Source: Fuel Communications press release
Raab joins the company tomorrow. Read more »
The merged brand has 56 staff, now all housed in The Marketing Zoo’s premises in Pyrmont, with Digital Stampede’s staff moving across.
CEO David Lo said that the merger comes after the agency’s “best ever year” in its 13-year history. Read more »
The Singapore-based venture began as a charity to collect and repurpose smart phones and run apps on them designed for seniors, such as a medication reminder, a picture-based contact list and a photo-sharing service.
The next phase is a commercial service targeting families that offers more sophisticated apps. There are also plans to launch a work app that will enable seniors to get paid for doing small tasks. Read more »
Will Australia ever get its own version of Hulu? The question of a single platform for IPTV has long been a discussion point for Australian television, but it appears the answer increasingly is no. Read more »
Independent agency Urban has made some announcements for the digital and strategy departments.
In a period of rapid growth, independent Brand Experience agency, URBAN, has bolstered its digital and strategy departments appointing digital business lead, Geoffrey Emerson and Strategy Planner, Sarah May.
As Digital Business Director, Geoffrey is charged with spearheading URBAN’s digital evolution. Geoffrey brings 16 years experience in US and Australian PR and Digital agencies including Zing and New Republique.
During his career, Geoffrey has developed campaigns for some of the world’s most influential brands including McDonald’s, Optus, Pfizer, Telstra and Logitech UE.
As Strategy Planner, Sarah brings a diverse strategy background to URBAN, having spent seven years client-side at Coca-Cola and Ernst & Young before moving agency-side to the likes of TCO and PLAY Communication.
Sarah has worked in a vast range of industry sectors earning a reputation for adding value both to brands and agencies, achieving exceptional results and building strong relationships.
Geoffrey and Sarah helped to deliver the pair’s first win at URBAN recently picking up digital business with iNova Pharmaceuticals brands; Difflam™, Duro-Tuss™, Dermaveen®, Hiprex™ and Dermatix™.
URBAN Co-Founder and Director, Gavin McDonough, said: “Whilst experiential marketing may have taken time to permeate here in Australia, it’s now a critical part of the marketing mix. Due to this, the most effective experiential agencies are truly multi-disciplinary, strategically led and digitally proficient. It is this market expectation that has allowed forward-thinking businesses like URBAN to flourish and take on purely digital opportunities like that with iNova.”
Source: Urban press release.
A new report suggests that more than 20 per cent of emails sent by brands to consumers never make it to their target group’s inboxes.
Chairman of the US Direct Marketing Association Matt Blumberg has told Mumbrella the missing emails are hurting Australian marketers.
“Because email is relatively inexpensive people haven’t focused on this problem for a long time. But with one in five emails ‘going dark’ there is a huge opportunity cost to that,” said Blumberg, who is also the CEO of global email intelligence firm Return Path.
“It’s a waste of the customer acquisition expense, waste of email technology expense and customer service expense. So it is a significant challenge for marketers.”
The changes sees Optus move its mobile and services development functions away from marketing to its customer division.
Optus is also creating a dedicated brand and marketing communication group which will report to consumer CEO Kevin Russell. Read more »
Leo Burnett has employed two new senior figures to its Sydney planning department.
Former Foxtel head of digital marketing Oli Mistry has been appointed to the newly created position of digital strategy director, while Caroline Ghatt moves into the new position of planning director, brand and retail.
Independent creative agency WiTH Collective has undergone a restructure of its management team.
Hally Lara has been bumped up to general manager while Lauren Boyce has been moved to client services director. Read more »
M&C Saatchi Australia has appointed Jaimes Leggett from Ogilvy UK to lead the agency as chief executive.
Leggett will not replace ‘the two Toms’, worldwide chairman Tom Dery and regional creative director Tom McFarlane who said: “We’re not going anywhere.”
Leggett will run the agency of 400 staff in two offices, which counts CommBank, David Jones, Dick Smith, Google, News Limited and Optus as clients.
“Jaimes is a proven leader, problem solver and generator of new business. His experience in dealing with global ideas and digital businesses has equipped him well to lead our group into the future,” said Dery in a media statement. Read more »
One of the most complained about ads of the year was one of the most Googled.
Unilever’s ‘clean your balls’ ad for Lynx shower gel – which was let off by the advertising watchdog for sexism, racism and bad language but banned for demeaning old people – was the second most search-for ad on Google in 2012.
The only more popular search was for a widely lampooned TV commercial for supermarket giant Coles, the search engine has revealed. Read more »
Ikon Communications’ long-serving national trading director Nicole Turley is joining Starcom MediaVest Group.
Turley, who has spent almost nine years of her career with the STW Group-owned media agency, takes on the role of national investment director at Starcom.
She starts in her new role on 4 March.
Starcom Australia CEO John Sintras told Mumbrella: Read more »
Presenter Andrew Günsberg will leave MCM Media’s syndicated radio show The Hot Hits at the end of the year. Günsberg has been broadcasting the show which counts down the US’s top 35 songs with interviews and celeb news. The show is hear on the Today Network and regional stations. No replacement has yet been announced. Günsberg has not yet announced his next move.
The announcement: Read more »