Pic: Jeremy Piper / The Australian
Fair to say that if bookmakers had shown an interest in Battle of the Media at Mumbrella360, they’d have taken a caning.
The final was between two of the longest established media – newspapers and cinema.
News Ltd chairman John Hartigan slipped into the audience in time to see editorial director Campbell Reid – who had already pulled off a giant killing and knocked out radio champion Merrick Watts in an earlier round – complete his victory and take home the Ebiquity trophy.
A final flourish that helped put newspapers over the line was the sudden delivery of a copy of mX to every member of the audience during Reid’s preso.
He vanquished BWM’s ECD Rob Belgiovane in the final.
But the odds Belgo overcame to get through the first round were far greater than he let on to the audience at the time.
His first day presentation was built around the power of 3D cinema advertising. But a late technical hitch with the 3D screen meant that he had to produce an entirely new presentation on the hoof – riffing on his stunted sexual development after his father took him to see A Clockwork Orange.
His presentation prowess was just enough for Belgo to knock out Sensis sales supremo Mark Shaw, who was arguing for online.
By the second morning, the 3D screen was fixed, allowing Belgo to oust direct mail in the semi final with a little help from a Transformers trailer.
But as for newspapers’ victory, perhaps unsurprisingly you can read all about it in today’s Australian.