Live blog: Tuesday, August 12

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

Top stories:

5:19pm – Under Armour is claiming a bit of a victory in its push to build its brand for women, with its new ad featuring American ballerina Mist Copeland clocking up 5.1m views in a week.

3:36pm – It seems Bob Greenberg’s comments about scam sometimes being allowed through in award shows if it is innovative in a recent Mumbrella Hangout have gone global, with Publicis Chemistry’s David Prideaux penning an opinion piece for Campaign in the UK on the issue. He writes: 

Even work that’s completely fake can be hard to spot. Cannes juries are international, so very often they’re judging work from countries they don’t know, making it harder to recognise invented brands or spot implausible executions. But this is still a dreadful admission.

 Oscars aren’t given to films that were never shown. Mercurys aren’t awarded to albums that were never released. And the Booker is never given to a novel that didn’t get published.

The outside world thinks we’re all charlatans as it is. If they thought we spent our time patting ourselves on the back for something we hadn’t really done, our standing would sink even lower.

1:28pm – There’s a new amalgamated media agency group in town, and they’re very keen to protect journalism as a means to save premium content, which is more valuable for their advertiser clients.

12:19pm – Woolworths unveiled its return to the Fresh Food People tagline yesterday, but its reappearance seems to have firmly split the marketing community, with critics saying it doesn’t look so fresh to rework a 27-year-old idea.

11:38am – New Doctor Who Peter Capaldi and companion Jenna-Louise Coleman have been taking questions in Sydney at a press conference hosted by Adam Spencer. The duo completed filming of the series last week and are now on a world promotional tour, ahead of it airing on the ABC on August 24.

Asked by Mumbrella whether he’d be doing a second series, Capaldi’s answer was ambiguous to say the least: “Doctor Who is very malleable.”

peter capaldi and jenna louise coleman Dr Who

11:14am – The Australian has taken a large swing at The Australian Press Council for the way it handles complaints, but has breached the condition of confidentiality around ongoing disputes in the process.

9:51am – TV ratings are in, and The X Factor’s first elimination couldn’t hold off The Block: Glasshouse for Nine, whilst Ten continues to struggle to regain traction after Masterchef

9:13am – Some sad news coming through this morning that US actor Robin Williams has died of an apparent suicide. He was of course, most recently in the TV series The Crazy Ones, based around the happenings at a fictitious US advertising agency.

9:06am – Ipsos has confirmed its APAC managing director David Robertson has left the company, and has yet to be replaced.

8:20am – Morning all, here’s what’s been going on overnight internationally.

Creativity Online: Southern Comfort Introduces a New Predator During Shark Week

It looks like Southern Comfort and Wieden + Kennedy New York are quietly jumping on the Shark Week bandwagon with the introduction of its latest non-speaking spokesperson, a lady barfly who sports what could possibly be the most dangerous manicure ever — a spiky set of shark-adorned claws.

Guardian Media: Ex-Sun reporter says he thought phone leak may have been deliberate

A former Sun journalist who scoured a female PR agent’s stolen phone to discover intimate texts from a married BBC star believed she might have wanted the relationship exposed, a jury at the Old Bailey has heard.

Ben Ashford, trawled through more than 1,000 messages between the woman and the TV personality, as well as sensitive exchanges she had with another celebrity.

The reporter said he believed the woman may have leaked the information in the phone deliberately to the paper in a bid to expose both stars for cheating.

Campaign: Money Supermarket launches ‘epic elephunk’ by Mother

The spot celebrates the feeling of saving money on your car insurance.”

Mumbrella Asia: Puma CMO: Ad is not encouraging unfair play

The top marketer for Puma in Asia has said that he hopes consumers do not misunderstand the new ad from the sportswear brand, which features football bad boy Mario Balotelli standing over a player he has seemingly just injured.

The ad, which launched globally last week with the rallying cry ‘Calling all trouble-makers’, sees the Italian striker get a yellow card as the words “Obedience will be discouraged” are voiced by Jamaican sprinter Usain Bolt, who is lounging in a hot-tub with two women wearing bikinis.

AdWeek: RuPaul Dresses Up Product Placement

Not long ago, brand integrations on television could be kind of a drag. To get noticed, marketers relied on standard, sometimes clumsy product placement tactics like putting digitally enhanced samples on an emcee’s desk or filling a sitcom family’s refrigerator with goods.

Experts agree such ploys won’t cut it with today’s savvy viewers, who are tuning out forced attempts to link brands with their favorite shows. What’s more, the results of such placements can be difficult if not impossible to track, bedeviling brand managers and network execs hungry for consumer engagement data.


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