Mumbrella live blog: Tuesday, March 4

This is Mumbrella’s live blog, the rolling diary of everything you need to know in media an marketing. Refresh the page to see the latest.

Top stories:

4:25pm – In case you missed it, Mumbrella spoke to industry experts to find out why Ten hasn’t capitalised on the ratings successes of the Big Bash and Sochi Olympics.

Here’s what some Mumbrella commenters had to say about the story:

James S T Kirk said: “Last night a lot of their demographic watched True Detective and the Walking Dead that they illegally downloaded. If they want to watch secrets and lies they’ll probably download that too. Ten Should let people download their shows with the ads inserted. People aren’t watching low quality streams on their tvs.”

What said: “TEN don’t know how to market their station, brand or shows. Doesn’t matter what you program if no ones knows whats on, where and when.”

4:20pm – The Royals have been busy promoting George Calombaris’new chain of gourmet souvlaki bars Jimmy Grants (rhyming slang for immigrant) in which customers traded favours for free souva’s – but don’t think this was the helping someone move kind of favour – Jimmy asked customers to cover for him when he lied to his wife about his whereabouts and also asked them to deliver his nonna her groceries.

You can read all about it here.

4:10pm – The AFL recruited Hollywood actor Chris Hemsworth to narrate their ad promoting the launch of the 2014 season. You can watch the video here.

3:56pm – Are you interested in content marketing but don’t know where to start? Mumbrella is hosting a day-long Content Marketing Academy in Melbourne next Wednesday, March 5.

There are a few places left, click here to see the program and book your spot.

3:50pm – Does your dad tell insufferable dad jokes? According to a new campaign from Clemenger BBDO Melbourne, the Melbourne International Comedy Festival is the solution. You can see the new campaign here.

3:30pm – There’s a lot of debate going on around the potential impact of the new DrinkWise campaign following on from Joel Egan’s opinion piece in which he said it won’t change behaviour.

Mumbrella commenter Reddit is in agreement, he said: “The videos glorify drinking and don’t give drinkers any indicators of how to know they’ve reached their “classy” limit. People may be talking about the campaign, but I’d bet you (a pint!) that they’re swapping stories of the times they and people they know didn’t stay classy.”

While Anonymous said: “As someone in the target demographic who has a peer group that drinks excessively, this hits the mark. There is no ‘don’t do this, do this’, consequences etc. The advertisement encourages reflection on drinking habits, and starts a conversation within these peer groups. I agree that where ‘s*#$faced’ begins is not spelt out in the advertisement, but this is the point – it is encouraging the target audience to think and create their own opinions on what is enough. Admittedly it still does make drinking look cool, but in moderation.”

You can read Joel Egan’s piece here.

2.35pm – Australian Women’s Weekly has admitted it has wrongly captioned a photograph of a Melbourne man labelling him as “the accused” in the murder of interior designer Stuart Rattle. Full story here.

Ten2:23pm – After a great start to the year things have fallen away for Ten. We’ve spoken to some industry experts to find out why they haven’t capitalised on the ratings successes of the Big Bash and Sochi Olympics.

1:16pm – The ABC has announced its line up for Q&A for next Monday, March 10. The line up includes Attorney-General and Minister for the Arts George Brandis, shadow treasurer Chris Bowen, editor in chief The Hoopla Wendy Harmer and The Australian’s media editor Sharri Markson.

1:06pm – It’s been a busy hour here – here’s the latest: Twitter has moved its public relations account from independent firm Thrive PR to Ogilvy Australia, you can read about it here.

Also online news website The New Daily has named deputy editor Thomas Hunter as editor following the departure of Daniel Sankey last month.

And Lynx is encouraging men to donate blood through the Australian Red Cross Blood Service, it’s part of the brand’s “peace project” following on from the brand’s ‘Make love not war’ campaign which first aired at the Super Bowl.

11:41am – We’ve resurrected the Answers for Adam column where Adam Ferrier poses adland a question, and invites you to respond. This week he’s debating whether, despite the bad press it gets, advertising spin is actually good for the worldAnswers For Adam

11:29am – US ad exchange Zenovia has bought Aussie firm Brandscreen, which went into administration in December, saving around 20 jobs and looking to expand its footprint in Asia. We spoke to Zenovia’s founder.

10:45am – Citroen has moved its media and creative accounts to 303Lowe, having only given Havas Worldwide the creative duties ten months ago. See the exclusive here.

10:10am – The full TV ratings report is in and its not pretty reading again for Ten, with anticipated new drama Secrets and Lies getting just 403,000 viewers in the 8:30pm timeslot, less than Media Watch and Four Corners on ABC1.

secrets and Lies



9:44am – Peter Tonagh is set to take the reins of REA Group on a temporary basis as the online real estate giant seeks a permanent replacement for Greg Ellis.

9:26am – Speak of the devil, here are the ratings. Ten has taken 8.1 per cent share, and its flagship new show Secrets and Lies has failed to make the top 20 programs for the night, which bottom out at The Project with 534,000 viewers.

9:22am – We’re all being kept waiting for the TV ratings this morning – nothing has dropped from OzTam yet…

9:02am – What’s that you say, Miranda Kerr gets naked for a new Reebok ad? Oh, alright, here it is. Apparently the trainers are so comfortable you’ll forget you have them on…

8:42am – Also around the Fairfax sites today is the “backlash” sparked by that Seven Sunday Night film of Schapelle Corby’s first moments of freedom in Indonesia. The “angry looking: Indonesian Justice Minister has apparently said he may revoke Corby’s parole for the film.

8:32am – Shock horror -the Sydney Morning Herald has revealed that Ellen selfie from the Oscars yesterday was in fact product placement for Samsung. Can you believe it folks?


8:08am – In case you missed the news yesterday Mumbrella360 is on again in 2014, and bigger than ever. Want to get involved, find out more here.

Mumbrella 360 save the date 2014

8:02am – Good morning and welcome along. Lots going on today, we’ll have all you need to know on here today.



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