Mumbrella live blog: Monday, May 26

Welcome to Mumbrella’s live blog, your rolling diary of everything in the media and marketing world. Refresh the page for the latest updates.

Top stories:

6:01pm – Last week Godzilla ruled the box office, this week it’s been toppled by the new X-Men film, which also broke the opening weekend record set by the monster flick. The power of Hugh Jackman.

4:19pm – Remember the Mouth Abuse campaign for Tooheys Extra Dry which launched at the end of last year? Well not everyone found it funny, some viewers complained to the Advertising Standards Board about it, arguing it was sexist.

Here’s the campaign – what do you think?

3:32pm – It seems ten is paying more attention to social media, moving its new show I Wanna Marry Harry from its primetime Sunday night slot to a Friday evening time before it has even aired after many people questioned why they would show the US show in such an important timeslot. See more on TV Tonight here.

3:09pm – This morning’s edition of The Australian media section quoted Media Watch host Paul Barry saying ““A lot of what is produced by websites like Crikey or Mumbrella, BuzzFeed, not everything, but a lot of it is reprocessed, reprocessing raw material that’s already out there. Not all of it, by any means, but a lot of it.” Editor Alex Hayes takes a look at this statement, and what is good digital citizenship?

2:44pm – The Mumbrella Awards judging continues, with the jury assessing the Media Agency of the Year at ZO.

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2:22pm – The BBC will launch its new premium drama channel on Foxtel on August 3, with a boxset screening of The Musketeers.

2:06pm Some new creative for your Monday – the Budget Direct aliens are back, promoting the insurer’s “smarter online discounts” and the NRL are using Queensland’s Nate Miles and NSW captain Paul Gallan to encourage men to talk about mental health issues.

2:01pm Katharine Viner, editor-in-chief of The Guardian Australia, has taken aim at News Corp Australia and its broadsheet The Australian accusing the company of  “skewing” the national political discussion and of a “misuse of power” in pursuing those might disagree with it. Full story here.

1:54pm – Remember to check our FYI section – today you’ll find stories ranging from Click Energy appointing DGM Creative to Nickelodeon naming Jihee Nam as new vice president.

Today’s section also covers Georgie Gardner leaving Nine’s Today Show.

1:36pm – The judges have finished with their lunch break and are now visiting Bohemia as the judging for the Mumbrella Media Agency of the Year continues.

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1:02pm – The Guardian celebrates its first Australian birthday this week. Launch editor Katharine Viner and some of her team spoke to Mumbrella’s Nic Christensen to discuss the first year of Australian operations. Full story here.

12:49pm – Judging for the APAC PR Network of the Year, the APAC Creative Network of the Year and the APAC Media Network of the Year are also taking place today in Singapore, with the same jury, led by Darren Woolley, hearing presentations from the shortlisted agencies. You can read the Mumbrella Awards shortlist here.


12:39pm – Judging for Mumbrella’s Media Agency of the Year is taking place today with the judges taking a break for lunch after  visiting UM and Match Media this morning, with Bohemia and ZO set for the afternoon.

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12:28pm – It was shared a lot across social media over the weekend, but if you haven’t seen it, here’s an ad created by Dare London looking at how people react to domestic violence against women compared to domestic violence against women. We had it, plus a number of other media and marketing stories, in today’s Morning Update.

11:55am – Another agency, another boardroom. The judges head to Match Media, the first of two indies on our shortlist for media agency of the year, with boss John Preston taking them through what has happened with the agency this year as they push to win the Mumbrella Award.Mumbrella Awards media judging Match

11:25am – Red Rooster has moved its creative account to Naked Communications from 303Lowe and moved the bulk of its marketing functions to Sydney from Perth.

11:05am – TV ratings are in, and some good news for Ten which scored a big jump in audience share alongside two top ten shows last night, a boost after last week’s closure of Wake Up. Speaking of which, it didn’t take long to pull the signage from its base at Queenscliff Surf Lifesaving Club in Manly, with no trace of the show left by Saturday morning.

Wake Up signage gone

10:45am – The judges are in place and listening to the first presentation in the Mumbrella Awards media agency of the year. Here Mat Baxter talks them through why UM should retain the crown they won last year.

Media agency juding mumbrella awards UM



10:27am – Havas Media says it has completed its senior management lineup bring in former Aegis digital trading director James Zipeure, who has been out of media agencies for the last three years.

9:55am – In case you missed it on Friday there was breaking news Heinz has moved its local media account to OMD from Vizeum, after a global pitch.

9:10am – In other news from the media wraps today there’s two pieces in The Australian media section on why print isn’t dead yet, with an “exclusive” interview with News Corp’s CEO Robert Thompson extolling its virtues, and an opinion piece from media editor Sharri Markson on why it has a bright future. There’s also the revelation Buzzfeed editor Simon Crerar doesn’t buy printed newspapers anymore. (All behind a paywall)

8:11am – Easily the most intriguing story today comes from the Australian Financial Review’s media section which starts mundanely enough stating  media reform recommendations, then goes on to quote, on condition of anonymity, one of the “world’s biggest digital companies” taking aim at critics of such businesses over tax “minimisation” techniques, stating: “Most media companies discuss how they’re winning people over with great content and new ways to make that content available. It’s telling that these CEOs see the TV business as something built on government support first, winning over Aussies, second.” Read the full story here (paywall).

8:02am – Morning all, and happy Monday. Lots happening today, and this week, including a lot more Mumbrella Awards judging with media agency visits today, and live judging for all the rest of the panels tomorrow. We’ll reveal the winners next Thursday at the awards ceremony post-Mumbrella360.


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