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2014 Annual: the year that was – March

It was another year of continual change in the media and marketing world. Over the next 12 days, Mumbrella’s Miranda Ward provides a month-by-month recap of the major stories and developments that affected the industry.

CitroënThe month kicked off with French owned automotive brand Citroen appointing 303Lowe to handle both its creative and media account.

Mumbrella published an analysis on where Channel Ten had gone wrong after starting the year with improved ratings and an air of optimism audience shares declined severely for Network Ten.

Dick Smith said he would continue to use the OzEmite name despite the decision by IP Australia to strike the trademark off the register following a battle with Roger Ramsey’s Aussiemite. He later decided to appeal IP Australia’s decision.

March saw 2DayFM and the Australian Communications and Media Authority (ACMA) return to court as 2DayFM continued its efforts to stop a report an ACMA report on the ‘Royal Prank’ call incident being released. 2Day FM ended up winning its appeal to have the report suppressed.

Drama ensued when Channel Ten hired veteran programmer John Stephens as director of scheduling and acquisitions. After Stephens opted to remain with employer the Seven Network, Ten took Seven to court. Stephens blamed strong pain killers for the decision to take the job at Ten.

Kyle and Jackie O non stop...#KJnonstopThe first radio ratings were released which saw 2DayFM sink to the bottom following the departure of Kyle and Jackie O, with their new show on Kiis 1065 tying for number one breakfast show with Jonesy and Amanda’s WSFM breakfast show.

M&C Saatchi poached The Monkeys’ Ben Cooper, appointing him as group innovation director.

Channel Ten shifted its struggling reality show So You Think You Can Dance from Sunday evenings to Thursdays in a bid to give it “cleaner air” and get more traction with viewers.

Denstu Aegis rebranded the Brisbane office of Mitchell & Partners as Carat.

AAMI wrapped up its Rhonda and Ketut campaign as the actors became unavailable.

CumminsRoss rebranded to Cummins & Partners following the departure of agency co-founder and executive creative director Jason Ross.

Woolworths hired former Coles executive Tony Philips as its chief marketing officer and appointed Leo Burnett as the lead creative agency.

Condom brand Durex hijacked climate change awareness stunt Earth Hour for its own purpose, launching a campaign targeting couples to switch off distracting electronic devices and embrace the dark of Earth Hour to reconnect.

The highlight of March was when water Water buffaloes broke free during a shoot for a Samsung Korea ad in Sydney suburb Newtown. Cheil, the lead global advertising agency for the Korean electronics giant, apologised for losing control of the animals.

Lachlan Murdoch was named co-chair of News Corp and 21st Century Fox.

Steve Colls joined Droga5 as executive creative director, leaving Havas after three and a half years.

News Corp amused Dr Mumbo when some of its staff hit “reply all” in response to company wide emails about the new $60m Methode system with staff going crazy with turtle memes.

The month wrapped up with OMD winning the $16m Pacific Brands media account.

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