Announcing the launch of new industry intelligence tool The Source
Mumbrella’s parent company Focal Attractions today reveals one of its biggest projects since the company started.
The Source is a tool for agencies, media sales people and marketers. It offers comprehensive contacts and information on the activities of Australia’s biggest brands and agencies.
The publisher of The Source is Camille Alarcon who rejoined the company in September last year to lead the project. Since then a team of eight researchers have been gathering the data.
The Source also includes all of the data previously offered by AdBrief, which Focal Attractions acquired late last year.
Key elements contained within The Source are:
- Detailed information on the biggest-spending advertisers in Australia: Marketing decision makers, their incumbent agencies, marketing spend; and business and marketing news;
- Listings of leading advertising agencies, marketing services agencies and media agencies: Key staff, major clients and marketing-related news.
- Industry reports and research findings: Including upcoming reports on the media and marketing industries.
The Source has been created in consultation with all of Australia’s major pitch and relationship consultants, agency groups, several brand owners and key industry bodies.
Alarcon said: “We’ve spent the last few months gathering the data that will make life easier for any new business or media sales person. The Source is easy to use and will be an essential tool for anyone working in the communications industry.”
Subscriptions to The Source are priced at $999 plus GST for a single user through to $2,099 for up to 15 users.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Soooooo it’s ‘Prospector’ with a different name…..
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I think you’ll notice that the price point is significantly different, Dan…
Cheers,
Tim – Mumbrella
So you’re saying ye, but it’s a cheaper version of Prospector?
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Hi Ben,
It’s a product we’ve developed first and foremost based on what we believe the market needs, and priced at what we believe is fair for the market. However, if you were to look at competitors in that space, I think you might mention Prospector… However, in my view, the two products are not identical.
Cheers,
Tim – Mumbrella
Is the homepage meant to be blocked from search engines, or what that just an oversight on the live release?
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I find that Prospector is often silent on incumbent creative agency. How does the source stack up?
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I don’t see how it’s ‘like prospector’ … for one, source will probably have up to date information.
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Congratulations to the Mumbrella team on the launch of The Source. It’s great to see other businesses trying to make the industry’s life easier.
We don’t see ourselves as a directory, nor a competitor through Prospector (for media owners) or Connector (for marketing agencies). We’re all about identifying key upcoming company developments that will lead to a change or increase in advertising spend.
Rather than solely focusing advertiser/brand info on the top end of town, our extensive data covers over 40,000 companies and 100,000 contacts, from the Top 50 advertisers covered by The Source down to thousands of SMEs who also require assistance with marketing and advertising.
Given the breadth of our coverage and service level, I’d suggest a price point comparison is off the mark.
Thanks to Mumbrella for allowing us to respond to the comments about Prospector.
Matt – IRD Group. (Prospector/Connector).
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We all know how much people in ad agencies love being featured in prospector………
I think you need to tread carefully here Tim.
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Is the $999 per month, per year or per decade?
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I admire your entrepreneurialism, Tim, and wish you the best with this new offering
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sounds like it is just the top tier advertisers… how many advertisers does this actually cover?
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We aren’t a big enough to pay for the prospector. So the source sounds great.
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Camille,
This is wonderful! I run a small business and this seems an affordable option. It is quite exciting actually.
Cheers!
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Hey Tim,
How do Prospector and The Source differ?
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Hi Dennis – it’s $999 for an annual sub.
Chris – would you like me to set you up with a trial and you can see for yourself? My email is camille@focalattractions.com.au if you’d like to drop me your details.
Luke and Keaton – glad to provide companies of various size with a more accessible alternative!
Cheers,
Camille
The Source – Publisher
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@shamma I use Prospector every day and I can’t live without it. Can’t imagine anyone in media sales who wouldn’t find it valuable. Helps me get into agencies a lot more effectively, not sure where you are going wrong!
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Hi Andy – there are about 300 brands on The Source to start with, and our team of researchers are continuing to build upon this on an ongoing basis.
Cheers,
Camille Alarcon
The Source – Publisher
@camille $999 makes this a lot more affordable than ‘Prospector’. Is your information more up-to-date? I often find that the ‘40,000 companies and 100,000 contacts’ in Prospector aren’t very current.
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