Mumbrella live blog: Wednesday, March 26
Welcome to Mumbrella’s live blog, a rolling diary of all you need to know in media and marketing. Refresh the page for the latest updates.
Top Stories:
- Lachlan Murdoch joins News Corp as co-chair, steps down from Ten
- UM wins Coca-Cola media pitch ousting Ikon
- Google Glass marketer admits privacy is his biggest barrier
- Bupa shortlists for creative, Clemenger Melbourne declines to retender
- Roxy Jacenko to halve clients at Sweaty Betty PR to focus on blogger agency
- Warning every brand could have “Wikileaks moment” at GMC
- PETA writes to Samsung to ask them to drop escaped water buffaloes in ad
- Wicked Campers falls foul of ad standards board, again
7.17pm- Lachlan Murdoch has been named co-chairman of News Corp he will step down from his role as chairman of the Ten Network. Full ASX statements here.
6:02pm – Here’s an interesting new ad from German beer brand Bavarian. A load of (bad lookalikes of) dead celebs on an island, including Elvis, John Lennon, Tupac, Kurt Cobain and Marilyn monroe. Weird.
https://www.youtube.com/watch?v=6DVf4TifNkg
5.02pm – Essendon coach James Hird hasn’t been sacked despite the controversy over his wife’s comments about the club. You could be forgiven for thinking otherwise if you were watching Seven’s national news this afternoon though.
4.46pm – Hegarty’s final point: “The people who succeed in business are the ones who passionately believe in their product.” Sales marketers who just flick between products will never be really successful.
4.45pm – Hegarty: Four always tell the truth. “If you go back and look at the history of marketing, the work that wins is the work that tells the truth.”
4.43pm – Hegarty: Three focus on consistency – he cites the Nike Just Do It Campaign.
4.41pm – Hegarty says number two: don’t focus on risk. No one likes risk, instead focus on excitement and reward.
4.40pm – Hegarty is a fan of religious analogies.
4.38pm – Five things that Heggarty thinks are “fundamentally important”. One: broadcast. “A brand is made not just by the people who buy it, they are made by the people who know about it.”
4.34pm – “The message is the medium”, says Hegarty. “Marketing and advertising have been liberated by technology; it’s fundamental to creativity.”
4.30pm – Hegarty: “a bad idea costs as much as a good idea. Don’t be limited by budgets.” Argues there are too many bad ideas in marketing.
4.27pm – Hegarty: “too much marketing is about deception. I didn’t get into marketing to be deceptive. I got into marketing because I believe great brands can be inspiring.”
4.25pm – Hegarty: “What have we done? We’ve changed the thinking.” Founder of BBH says they have changed from selling a fragrance to selling an idea.
4.23pm – Hegarty says the essence of creativity is to take a number of known assets and reassemble them to stimulate our imagination. Shows the audience this example.
4.21pm – Hegarty: “the most important thing to remember is we’re all creative, we’re all in marketing.”
4.20pm – Hegarty talking about the decline of Kodak and the rise of Instagram: “How can you tell if a company is in decline? When process overtakes innovation. Kodak didn’t realise they were in the image business.”
4.17pm – Hegarty is winning fans in the audience.
4.15pm – Hegarty: “Now we have process — procurement who take the value of things.”
4.14pm – Hegarty tells marketers to respect their audience. “I loathe the word ‘consumer’, I think it’s insulting.”
4.12pm – Hegarty: “All you marketing people want it to be a science. But it’s not. Selling stuff has never been a science. Marketing is persuasion despite all the stuff you heard about big data.”
4.10pm – Hegarty is quoting Martin Wolf’s Financial Times piece on the future of economic growth. You can see that article here.
4.04pm – “Marketing is letting us down,” says Hegarty. “Our audience thinks what we are doing is getting worse. ”
4.00pm – We’re going to be posting live updates of Sir John Hegarty’s address to the Global Marketing Conference on is this the best time to work in marketing. So stay tuned.
3.35pm – The Advertising Standards Board has ruled against plastic surgery clinic billboard for the second time. Story here.
2.50pm – Some of the tweets on #GMW2014 are interesting. Have a look at some of the slides from the Google presentation. See:
2.30pm – Marketing boss for Google Glass Ed Sanders is on stage at global marketer conference and is talking about innovating, breaking convention and “moonshots”.
“Moonshots are scary. Why not take a moonshot in the next 12 months?”, says Sanders.
1:52pm – Former Celebrity Apprentice contestant Roxy Jacenko has decided to halve the clients at Sweaty Betty PR to focus on her blogger talent agency.
1:28pm – Another update from today’s Global Marketers Conference – the boss of Diageo’s luxury division James Thompson has told a room full of senior marketers that the luxury market is alive and well in the Asia-Pacific region and that we are seeing the emergence of a ‘new Silk Road’. The full story here.
12:38pm – There’s some breaking news this lunchtime, with Coca-Cola appointing UM as its media agency taking the account from Ikon. Naked Communications will remain on Coke’s agency roster.
12:28pm – Kimberly Clark’s APAC marketing director Michelle Froah is demonstrating how the brand has been challenging norms across the region, including this “leakage freakage” ad.
https://www.youtube.com/watch?v=uhyAH2ARGyE&feature=youtu.be
12:01pm – Opening this morning’s Global Marketer Conference global CMO for Pernod Ricard Martin Riley has warned “every brand could have its own Wikileaks moment”, and urged marketers to think about social impact. See the full report here.
11:40am – Another day, another Ad standards board ruling against Wicked Campers. This time it was for the slogan “Show us ya tits and we’ll call it quits” painted on one of its vans. Apparently that has nothing to do with marketing a camper van.
11:28am – On stage at the Global Marketer Conference at the moment is James Thompson from Diageo talking about luxury brands.
He asks: “Is luxury dead? No it’s sitting up and asking for some sweet tea.”
11:02am – Has Alan Partridge taken over the social media content at ABC 702? Dr Mumbo ponders….
10:21am – TV ratings are in, and Seven has had a cracker night, with new show Resurrection puling in 1.9m viewers, building on the audience for My Kitchen Rules. Meanwhile Nine’s The Block also had its strongest Tuesday yet for the season, while The Biggest Loser on Ten pulled its lowest audience.
10:10am – Unilever’s SVP of marketing Marc Matthieu has just been on stage talking about why brands must have a purpose.
He has just shown the audience this great ‘peak a boo’ ad from Dove and told the room: “a brand without a brand is just a billboard”.
9:58am – Dr Mumbo salutes David Droga for his honest assessment of the news his agency had lost the Woolworths account, the day he landed in Sydney. And why was Matt Tapper the belle of the ball?
9:39am – Martin Riley CMO of Pernod Ricard and President of the World Federation of Marketers is on stage now and talking about how brands have been made more accountable by the digital world and the risks for those brands.
“Companies and brands now understand that they need to stand for something more,” Riley told the conference. “It is all too easy for brands to have their Wikileaks or Tahir Square moment.”
We’ll have more details on his speech on our website later today.
9:07am – MasterChef is set to make a return to Ten after Easter, and the network has released a promo for the series, which will feature the three original judges plus regular appearances from Kylie Kwong. You can check out the apsirational promo on the TenPlay site here.
8:38am – Today is the AANA and WFA World Marketer Conference being held in Sydney, with a host of global talent, including ad luminary Sir John Hegarty, speaking at the event. We’ll have full coverage of what’s going down and the best thinking from the event throughout the day.
8:31am – The stoush between Ten and Seven has been dragged out even further with Ten filing a statement of claim against the rival broadcaster and veteran programmer John Stephens which, if successful, would see Stephens prevented from working for anyone but Ten for the duration of the contract he signed.
8.10am – Good morning all. Cheil, the lead global advertising agency for Korean electronics giant Samsung, has apologised to the people of Sydney for losing control of two water buffaloes that were involved in a TV commercial shoot in Sydney’s Newtown. Mumbrella Asia has the story.
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