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Live blog: Wednesday, July 30

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

Top Stories:

4:22pm – If scam work entered into awards is innovative enough it can be ok for jurors to let it pass because it is showing the way forwardBob Greenberg, co-founder of R/GA told Mumbrella during a live video hangout.

3:13pm –  Mike Daniels from The Behavioural Architects is telling the MSiX audience about the intersection between psychology and advertising.

Mike Daniels MSiX

ford3.02pm – Adweek is reporting this BBR Saatchi & Saatchi print ad for Ford Israel contain an optical illusion. Can you see it? 

2.29pm – Interesting piece on CNN asking if digital subscriptions to the New York Times might have peaked. 

1.10pm – Live now is our video hangout with RGA’s Bob Greenberg . Watch the live broadcast here. 

11:01am – If you were thinking of entering the media and marketing world the words of US media veteran Bob Garfield might make you think twice.

10:39am – Paramount Pictures has now apologised for a poster promoting the Australian release of  Teenage Mutant Ninja Turtles on September 11 which featured the heroes falling from a New York skyscraper.

TMNT tweets

10:00am – TV ratings are in, and after Monday’s highs come a low for Ten, with their new Jamie Oliver cooking show finishing fifth in its timeslot, but more Commonwealth Games medals helped to rescue the evening for them.

9:40am – To a burst of God Save The Queen, keynote speaker Rory Sutherland takes the MSiX stage.

Rory Sutherland MSiX

8:45am – Curator Adam Ferrier is kicking off MSiX, the Marketing Science Ideas Xchange at The Powerhouse in Sydney. He’s confided to the audience that he was so excited about today’s event he had insomnia for the first time as an adult.

MSiX Adam Ferrier

8:24am – Good morning, here’s what’s broken overnight internationally:

Creativity-Online: The Horrific Aftermath of Running out of Toilet Paper

“No doubt we’ve all experienced that feeling of dread arriving at that last square of toilet paper — made especially more traumatic when that last square is not connected to at least five other squares, and you’ve just gone number two.

It’s a catastrophic situation not just for the person on the loo, but also all the loved ones around him or her, which agency Moxie, Atlanta captures with comedic finesse in these charming online spots for Angel Soft. The films include, for example, some smartsolutions to avoiding the noxious bathroom cloud, another shows what happens if no one’s there to rescue you, yet another illustrates what happens when those who could help you out are apathetic teens and a final film submits a pooch to questionable treatment.”

AdAge: Unilever Begins Global Digital Agency Review to Revamp Roster

“Unilever has begun a formal global digital agency review, according to industry executives.

The London-based packaged-goods giant has enlisted MediaLink to aid in the search, which appears to be an effort to revamp its global digital roster across brands and digital practices, including creative, web development, online marketing, mobile, social media and data and analytics, people familiar with the brief said.”

Mumbrella Asia: Malaysia Airlines reviewing brand in wake of double disaster

“Malaysia Airlines could change in its name as part of a major brand rethink in the wake of two disasters in the space of six months.

The news emerged from the airline’s commercial director Hugh Dunleavy in aninterview with Britain’s Sunday Telegraph newspaper in which he said MAS was undergoing a strategic review looking at “creating an airlinefit for purpose in what is a new era for us.””

 

AdWeek:  Agency Tries to Make an Ad That’s All but Unskippable as YouTube Preroll

“The numbers don’t lie: When a YouTube preroll ad comes on, users are primed to click the “Skip Ad” button the very millisecond it appears on screen. Research says 94 percent of preroll gets skipped shortly after the first five seconds (which are unskippable). And frankly, that number seems low.

The seemingly obvious solution is to make the first five seconds so compelling that people have to watch the rest—rather than just post your TV spot and hope for the best. Embracing the former, ad agency Nail in Providence, R.I., did a simple experiment. It tried to come up with an unskippable YouTube preroll ad.”

Campaign: Google partners MediaCom for global training initiative

“Google and MediaCom are teaming up to develop a global training programme called Mobile Ignition, to set a “mobile first” mindset among the agency’s staff.

The programme will cover both new opportunities in mobile, as well as provide education on how mobile fits into a communications plan.

It will also include best practice in the use of Google’s analytics and how digital planners can use Google data to select the best channels and mobile techniques for their clients.”

Screen Shot 2014-07-30 at 8.14.53 AMAdWeek:  We Asked Agencies to Share Their Oddest Decorations, and They Did Not Disappoint

“Not every marketing agency can be an architectural marvel, but they do all tend to have at least one oddly compelling bit of decor that reminds you you’re not in a law office.

Just for fun, we decided to ask our Twitter followers to share some of their favorite pieces of office decoration, and they did not disappoint. Below you’ll find a recap of our favorites.”

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