Live blog: Monday, August 4

Welcome to Mumbrella’s live blog, our daily roundup of what’s happening in media and marketing.

Top Stories:

5:08pm – Those folk from A Rational Fear have been at it again, this time making a spoof ad for Tony Abbott’s new ‘Green Army’ initiative.

4:04pm – There’s a bit of new creative around this afternoon, including a new ad from AAMI showing there are easier ways to save money than sharing a bath with your parents, and Sportsbet solving a punter’s problem with a clingy girlfriend.

12.10pm – Former Grey Melbourne general manager Randal Glennon and creative director Nigel Dawson have teamed up to launch independent communications consultancy Three Wise Men. Read about it here. 

11.40am – Breaking news Mi9 CEO Mark Britt is to depart. Mumbrella can reveal that he will be replaced by Alex Parsons CEO from Ratecity. Full story here. 

11:27am – CEO of the Australian Interactive Media Industry Association (AIMIA) David Holmes is to depart after just 10 months in the role.

11:07am – Those 350 complaints against the MyPlates ads have all be turned down. While the Ad Standards Board admitted the ads are ‘uncomfortable and unpleasant’ they are not breaking any guidelines.

10:27am – TV ratings are in, and Nine’s The Block: Glasshouse had its strongest outing yet, whilst Ten’s 50th anniversary celebrations drew an ominous 666,000 viewers at 6.30pm. News was also a dead heat.

9:25am – Fed up with newspapers telling you what to think? You’d have hated The Age on Saturday.

8.11am – Good morning and welcome to another week. Here’s what’s been happening overnight internationally:

Creativity-Online: Old Navy’s Musical Tugs at the Heartstrings — in a Good Way

Old Navy’s TV advertising has tended toward the quirky and silly, featuring talent like Amy Poehler, throwbacks such as Blossom and Mr. T, and then, before that — those mannequins who could talk without moving their mouths. But this new film running online only, “Unlimited,” created out of CAA Marketing, brings a welcome new voice to the brand. It takes a heartfelt, honest, but not-too-schmaltzy approach to tackling “back to school” — by addressing those real, stomach-churning feelings kids experience when September approaches.”

Mumbrella Asia: Motorbike brand tells Indian women: Why should boys have all the fun?

“A motorbike company is the latest brand in India to celebrate personal freedoms for women in a new ad campaign featuring Bollywood actress Alia Bhatt.

In the 60-second commercial for the new Hero Pleasure, a sub-brand of Hero Motor Corp, Bhatt zooms about the countryside on her bike evading the advances of men.”

Campaign: Channel 4 “short shorts” by 4Creative

“Channel 4 has released a cheeky ad promoting its new series of original short films that are designed to be watched on mobiles and tablets. 4Creative developed the spot, which features different types of people wearing cut-off jeans. It is set to The Royal Teens’ 1957 song Short Shorts.”

Mashable: YouTube’s Top 10 Most Shared Ads in July

“In July, the No. 1 event on advertisers’ minds was — unsurprisingly — the FIFA World Cup.

That certainly shows in Unruly’s list of the top most shared advertisements of the past month. Shakira and Activia’s World Cup music video took the top spot, and the list features soccer-centric spots from Adidas and Bayern 3.

But it wasn’t all World Cup all the time. Check out the list below for the full rundown as of July 31.

1. Shakira: La La La (Brazil 2014) ft. Carlinhos Brown”

AdWeek: P&G Will Merge or Divest More Than Half of Its Brands

“Procter & Gamble Co. plans to divest, discontinue or merge more than half of its brands globally as it restructures to focus on its top 70 to 80 brands, Chairman-CEO A.G. Lafley said on the company’s earnings conference call today.

The move comes more than 14 months after Mr. Lafley returned as CEO, and at the end of a fiscal year he described as meeting P&G’s financial commitments but falling well short of what it should have done.”

The Guardian: Facebook and fewer stories behind rise in web traffic, says Telegraph chief

“The Telegraph website’s 20% traffic boost in June has been attributed to factors including favouring Facebook over Twitter to push content and writing fewer stories overall, according to Jason Seiken.

The Telegraph Media Group editor-in-chief said an emphasis on carefully promoting stories with Facebook’s more youth-oriented audience in mind has started to pay off, with the social network easily outstripping Twitter as a traffic driver. The surge in Facebook traffic referral in turn fuelled a bumper month of growth in June.”


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